marketing - kunal

8/2/2019 Marketing - Kunal

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By: Ankit Mehta

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Introduction

J. Hampstead is the premium fabric brand of

Siyaram Silk Mills ltd.

It was introduced in 1995.

Sells tailored suitings through nearly 4500

direct retailers (DTR Channel).

Has introduced a readymade apparel andshirting division as well.

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Market Share

Major Players:

Raymond, Reid & Taylor,

OCM & Digjam.

Current J. Hampsteadmarket share: ~3% only

Raymond is the market

leader.60%

11%

12%

3% 14%

Market Share

Raymond

Reid &

Taylor

Ocm &

Digjam

J.

Hampstead

Others

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Current Marketing Scenario

Direct retailers channel (DTR)

Retail stores also exist (F2F)

Celebrity ad campaign : Priyanka Chopra.

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SWOT Analysis

Opportunities:

Rapidly growing market.

Untapped market segments.

Lack of quality products at lower

prices.

Competitors have limited product

variety for female preminm suiting's.

Weakness:

Brand Equity weak.

Lots of substitutes.

Cheaper Cloth from China.

Threats:

Raymond dominates market.

Competition from unbranded

products.

Competition from cheaper products.

Strengths:

Strong Parent brand

Good reputation with retailers.

High quality goods, reasonable

prices.

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Market Needs

Tailored suitings with the convenience of

readymade products.

No organized effort, or major brand presence,

in the market for female premium suitings.

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J. Hampsteads Stance

Product Stance:

J. Hampstead is committed to providingquality merchandise at reasonable prices.

The Siyaram Brand is already well established.J. Hampstead will build on this reputation with

more retail outlets.

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Marketing Segmentation

Main markets

metro cities& tier II cities

Increasing

number ofprofessionals

1)Geographical:

Male &

femaleexecutives

Upper class

to growingmiddle class

2)Demographic

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Marketing Segmentation

Modernlifestyle with a

traditionaltouch

Style: For those

who wish tomake animpact.

3)Psychographic: Strong brand

loyalty towards

establishedbrands

Marriage and

corporatebuyers market

4)

Behavioral:

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4 Ps : Product

Current Product: Mens Exclusive wear.

Need: Formal Clothing for Female Executives.

New product specifically for this segment.

The feminine touch.

Need: More readymade options.

New range of ready to wear shirts and apparel.

Traditional Apparel like Sherwanis. Eco Friendly products: Biodegradable

polyester

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4 Ps : Place

DTR presence already exists, more focus on

DTC.

Rebranding of current retail stores from F2F to

J. Hampstead, to emphasize and develop

brand.

Opening more retail outlets.

Wider presence in corporate buyers with

digital kiosks.

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4 Ps : Price Premium Product : Moderate to high price.

PRICE

Q

U

A

L

I

T

Y

HIGH MEDIUM LOW

HIGH

MEDIUM

LOW

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4 Ps : Price

Competitors:

Highly priced products.

Pricing Method:

Value pricing: Premium Value, moderate price

Final Price:

Below the price of major competitors, but not too

low. With the rise of DTC selling, will allow for larger

margins even with low prices.

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4 Ps : Promotion

Tie up with outlets like lifestyle, pantaloons, globus,westside & ect.

Television advertising.

Advertising campaigns, one primarily focused on femaleexecutives.

In store advertising via brochures, scratch cards and in

store branding.

Tie up with fashion designer.

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Current Advertising Campaign

Targeted at youngfemale professionals.

Celebrity: PriyankaChopra.

Priyanka Chopra as an

empowered femaleexecutive of today, toeto toe with topbusinessmen.

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Innovative Promotion

For Readymade

Garments:

Tags emphasizing the

different properties ofcloth.

Eye catching.

Easy product

differentiation.

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Targeting

Differentiated Main Focus - Young male executives.

New Target Market Female Executives,corporate buyers.

Traditional markets,

a) marriage occasions,

b) gift.

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Positioning

Best available quality at an affordable price

gives value proposition in a luxury segment.

Emphasizing on family values and emotions, in

line with the Indian Value System.

Biodegradable Polyester which is eco friendly

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Thank You

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marketing - kunal

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