Marketing - Peter England

1921 WordsJun 28, 20118 Pages
Introduction * Peter England, the hallmark of honesty, started off with shirts and now comprises of the entire men's wardrobe containing the full range of garments. * Popular for lifestyle brands. * Launched in March-April 1997 in India. * The largest selling shirt brand in the country. * Owned by Madura Garments in India with a retail value of 130 crores * Became a 1 million brand in 2 years. Marketing objective * To build Peter England into the largest selling brand in India. * To establish Peter England as an international quality brand at an affordable price. * To create a quick and universal awareness of the brand’s USP of quality and price. * To build strong brand preference and sustain…show more content…
Once launched, it got into the consumer’s mind under the honesty platform and the logical extension that should happen in the marketplace is this evolving into an honest wardrobe. So, allied products are offered that are appropriate to the brand and ensure the same benefits, it is a proper extension. Positioning For Competitive Edge Product Position Peter England shirt was projected as an ‘Honest Shirt The image was reinforced by ‘Honestly Impressive’ Positioning For Competitive Strategies: Developing Competitive Differentiation: Product: * Range realigned into regular office wear, special occasion wear and casual wear. * A string of innovations delivering value introduced across all above categories starting from English cotton shirts at Rs 375 right up to British micros at Rs 595. * Trousers range from Rs 545 classic formals to wrinkle-free cotton chinos at Rs 895. * Elements polo tees at Rs 299 an instant hit in casuals. * Shirts, Trousers, Accessories. * Quality and Price: Mid priced to Premium range. Quality increases with Price. * Range: Wide range in all collections. * Material and Style: Trendy, formals, business casuals. Guarantee against material, stitching and color Product Mix: Width: Madura Garments have two categories of brands – Premium section - includes Louis Philippe, Van Heusen, Allen Solly. Popular brands - Peter England, Elements and San Frisco jeans wear. Length: Peter England is into: Shirts, trousers, and
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