wills brand extension
Post on 18-Aug-2015
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ITC’s share in Apparels retail < 4%
Wills Lifestyle’s contribution to ITC’s lifestyle profits 80%
Wills Lifestyle’s contribution to ITC’s lifestyle retail revenue 60%
ITC’s share in Cigarettes 41%
Wills’ contribution to ITC’s Cigarettes profits 80 - 85%
Wills’ contribution to ITC’s cigarettes
38%(1500 crore)
WILLS CIGARETTES WILLS LIFESTYLE
Wills Lifestyle grew by 20% in 2013-2014.
Wills Cigarettes fell by 5% in 2013-2014.
4Ps OF WILLS LIFESTYLEPRODUCT
• Premium luxury brand & communicates glamour, fashion & sophistication amongst consumers.
• Portrays an international range of Ready to wear apparels & a complete wardrobe solution for its customer base.
PRICE
• Price of Wills Signature & Wills Club life is on the higher side in comparison to Classic & Sports wear.
• Casuals: 299 – 5999 INR
• Formals: 599 – 6999 INR
• Accessories: 299 – 7999 INR
PLACE
• Retail Stores, E-commerce websites.
• Expanded to Tier 2 cities and aims to increase the no. of stores by 80 in 3 months.
• Channel-wise distribution & Beat-wise distribution.
PROMOTION
• India Fashion Week promoted through celebrities.
• Mass media advertising - magazines, newspapers etc.
• Gift Vouchers on all purchases above INR 4999.
• BTL initiatives - activation, loyalty leveraging & promo.
• Consistently active on Facebook & Twitter
DETERMINING A FRAME OF REFERENCE
TAGLINE : Enjoy the ChangeUSP : Quality and diverse product portfolio
SEGMENT : People looking for clothes for the occasionTARGET GROUP : Premium buyers men and women looking for clothes for different occasionsPOSITIONING : Premium high street brand
Formal Wear Relaxed Wear Evening Wear Designer Wear
STEP 1: Who the target consumer is?
Wills Lifestyle is synonymous with elegance and style that is effortless and chic & presents a premium fashion wardrobe for men and women.
STP OF WILLS LIFESTYLESEGMENTATION
• Consumers looking for classy clothes for every occasion.
• Wills Classic: Age group of 30 – 35Wills Club life: Age group of 20 – 26Wills Signature: Age group of 36 – 45
• Segmented based on the gender and income levels as well.
• Price of Wills Signature & Wills Club life is on the higher side in comparison to Classic & Sports wear.
TARGET MARKET
• Selective Specialization – Where it has attracted people of all income levels based on its diverse product portfolio.
• People looking for smart, classy clothes for every occasion.
POSITIONING
• Caters to the need of young fashion conscious people, the working class and the sporty group.
• Always positioned itself as a premium high street brand.
DETERMINING A FRAME OF REFERENCE
STEP 2: Who the main Competitors are?
Competitors: Puma, Shopper’s Stop, Allen Solly, Van Huesen, Zara, Westside, Diesel, Tommy Hilfiger, Mango, Benetton, GAS, Louis Philippe.
Positioned as: Premium Luxury brands
Brand Definitions:Benetton – Colors, Casuals, Funky, Cool.Wills Lifestyle – Fashionable, Stylish/Trendy, Classy, Quality, Expensive.Levis – Jeans/Denims, Awesome, Comfort/Casual.Van Heusen – Formals, Elegance, Good Fits, Style.Louis Philippe – Official Wear, Class, Formals.Allen Solly – Formals, Fridays, Quality, Affordable.
DETERMINING A FRAME OF REFERENCESTEP 3 & 4: Determine Points of Parity & Points of Difference
Wills Lifestyle’s features Competitors’
features
Prospects’ desires
POP
POD
• Style, Comfort, Fabric quality, Sizes
(Sleeves), Varied Colors, Promotions,
Good fit, Casuals, Office wear
• Classy, Price, Seasonal outfits, Celebrity
promotions, fashionable, Sporty &
Trendy combo
• Ethnic wear, Kids wear, Accessories for
kids
REFERENCES
1. http://www.euromonitor.com/india2. http://www.itcportal.com/businesses/fmcg/lifestyle-retailing.aspx3. http://www.itcportal.com/about-itc/shareholder-value/ITC-
Corporate-Presentation.pdf4. http://www.itcportal.com/about-itc/shareholder-value/index.aspx5. http://www.moneycontrol.com/news/business/wills-lifestyle-plans-
to-open-60-storesnext-3-years_1109106.html6. http://pitchonnet.com/blog/2014/06/09/wills-lifestyle-
consolidates-position-premium-fashion-brand/
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