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Positioning Value Proposition Category 1B Designer Apparels Group 4

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Brand Positioning
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  Analysis on Case Study HRIS Assignment 1   Marketing Assignment Faculty:- Prof Sanjeev Tripathi Programme :- AFP 2014 IIM Ahmedabad Syndicate Members:- 1.   Yogesh Chaudhari 2.   Uttam Rajan 3.   Nikhil Srivastav 4.   Sanjay Bhatia 5.   Makarand Alur 6.   Puja Priya “Positioning Value Proposition- Product; Apparels” Brands; Armani, Zara & Raymonds  Positioning Value Proposition October, 2014 Marketing Assignment – Syndicate 4 2 7.   8.   Puja Priya Table of Contents Table of Contents  ...................................................................................................... 2   1. Introduction ........................................................................................................... 3   1.1 Executive Summary ..................................................................................................................... 3   1.2 Methodology ................................................................................................................................. 3   1.3 Brands Identified .......................................................................................................................... 3   2. Positioning & Value Proposition  ............................................................................ 4   2.1 Intended Target Segment ......................................................................................................... 4   2.2 Key Value Proposition, Similarity & Difference of Competing Brands ..................... 4   2.3 Ad Campaign in India ................................................................................................................. 5   2.3 Supplementary Information ..................................................................................................... 6   3. Strategic Marketing Implications  ........................................................................... 6   4. Appendix(Advertisement in Print Media)  ............................................................... 7    Positioning Value Proposition October, 2014 Marketing Assignment – Syndicate 4 3   1. Introduction 1.1 Executive Summary The luxury apparel brands analysed for their Value Proposition and Brand Positioning are Armani, Zara and Raymonds. The target segment for Armani are the uber rich, while Zara is for the upmarket who can otherwise not afford the luxury brand per se. Raymonds targets the premium segment. The value proposition offered by the three brands are distinct namely: Armani; A classy modern yet traditional luxury fashion brand that reflects the high society, Zara; offers simplicity and fashion to customers with greater range and latest style at affordable prices, simultaneously projecting itself as a premium brand, Raymond; provides high quality fabric/Ready to wear formal dressings which projects an image of Loyalty, Community, Attachment, Relationship and a sense of class. 1.2 Methodology Literature review was undertaken covering the various library resources such as  journals and publications. The information available in Europassport and WARC was also reviewed. The information available on the internet was also considered to narrow down the luxury Apparel Brands and their competitors. Thereafter, an analysis of the value proposition of each brand and their positioning strategy was undertaken. 1.3 Brands Identified The brands identified for the purpose of the assignment are Armani, Zara and Raymonds.    Armani . The Armani group is a leading Italian fashion group for apparels, accessories and home interiors that has as its global competitors such as Dolce Gabbana, Gucci and Yves St Laurent. The brand has its presence in 23 countries including India. It markets its products under various sub-brands such Giorgio Armani, Armani Collezioni, Armani Emporio, Armani Jeans, Armani Exchange and Armani Casa. The brand has over the years diversified into chain of luxury hotels, cafes in addition to bar/nightclub.    Zara . It is a Spanish clothing and accessories retailer and founded in 1975. It has 6,000+ stores world-wide and its competitors are the likes of United Colour of Benetton, Gap and in the Indian context could be Wills Life Style,  Positioning Value Proposition October, 2014 Marketing Assignment – Syndicate 4 4 etc. The brand launches approximately 10,000 different styles per year, which offer a large choice to its customers.    Raymonds.  It is India’s largest branded fabric and fashion retailers founded in the year 1925. The brands under Raymonds are Raymond Premium, Park Avenue, Colour Plus, Parx and Makers catering for a wide range of customer section. The brand is retailed through the 700 plus retail shops spread across India and overseas in over 200 cities. It’s competitors are Vanheusen, Arrow, Vimal, Reid and Taylor, etc. The company has 60% market share in the premium worsted suiting segment. 2. Positioning & Value Proposition 2.1 Intended Target Segment The Target segment for the identified brands are as follows:- Brand Target Segment Armani Targets the rich who have a heightened sense of individuality and want to stand out in the crowd and even within the elite class that they belong to. Zara Targets women and men in the age bracket of 18 to 40yrs, who are budget conscious professionals. Fashion conscious people who want to stay in trend but cannot afford luxury brands. Raymonds The sub-brands of Raymond target the entire gamut of segment ranging from the middle class to the premium section. Raymonds Fabric/ Formal wear brands target the super premium space. 2.2 Key Value Proposition, Similarity & Difference of Competing Brands The value proposition of the brand is as follows:- Brand Competing Brands Value Proposition Armani A classy modern yet traditional luxury fashion brand that reflects the high society. It fares above its competitors in that it provides greater product choices. Gucci Similar to Armani- modern with heritage craftsmanship. Projects itself as green and eco friendly.

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