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 Advertising Advertising

Launch of a Apparel BrandLaunch of a Apparel Brand

Prof.Prof. DayanandDayanand ChandraghatgiChandraghatgi

JeevanJeevan Devrukhkar Devrukhkar 1111

 Abhishek Abhishek Duragkar Duragkar 1313

RajeshRajesh BiradiBiradi0606

NishantNishant MakasareMakasare

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WESTSIDEWESTSIDE:: Style,Style, affordableaffordable prices,prices, qualityquality thesethese areare thethe factorsfactors thatthat havehave shapedshaped Westside'sWestside's

successsuccess storystory inin thethe retailretail fashionfashion storesstores businessbusiness.. LaunchedLaunched inin 19981998 inin Bangalore,Bangalore, thethe

WestsideWestside chainchain has,has, ever ever since,since, beenbeen settingsetting thethe standardsstandards for for other other fashionfashion retailersretailers toto followfollow..

HistoryHistory:: EstablishedEstablished inin 19981998 asas partpart of of thethe TataTata Group,Group, TrentTrent LtdLtd.. operatesoperates Westside,Westside, oneone of of 

India'sIndia's largestlargest andand fastestfastest growinggrowing chainschains of of retailretail storesstores..

PropositionProposition:: TheThe WestsideWestside storesstores havehave numerousnumerous departmentsdepartments toto meetmeet thethe variedvaried shoppingshopping

needsneeds of of customerscustomers.. TheseThese includeinclude Menswear,Menswear, Women¶sWomen¶s wear,wear, Kid¶sKid¶s wear,wear, Footwear,Footwear,

Cosmetics,Cosmetics, PerfumesPerfumes andand Handbags,Handbags, HouseholdHousehold Accessories, Accessories, lingerie,lingerie, andand GiftsGifts..

PresencePresence:: TheThe companycompany hashas alreadyalready establishedestablished 3636 WestsideWestside departmentaldepartmental storesstores (measuring(measuring

1515,,000000--3030,,000000 squaresquare feetfeet each)each) inin Ahmedabad Ahmedabad,, Bangalore,Bangalore, Chennai,Chennai, Delhi,Delhi, GurgaonGurgaon,,GhaziabadGhaziabad && NoidaNoida (to(to bebe consideredconsidered asas 11 city),city), Hyderabad,Hyderabad, Indore,Indore, Jaipur Jaipur,, Kolkata,Kolkata, Ludhiana,Ludhiana,

LucknowLucknow,, Mumbai,Mumbai, Mysore,Mysore, Nagpur,Nagpur, PunePune,, Rajkot,Rajkot, SuratSurat,, VadodaraVadodara andand JammuJammu.. TheThe companycompany

hopeshopes toto expandexpand rapidlyrapidly withwith similar similar formatformat storesstores thatthat offer offer aa finefine balancebalance betweenbetween stylestyle andand

priceprice retailingretailing..

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PANTALOONSPANTALOONS:: PantaloonPantaloon RetailRetail (India)(India) LtdLtd isis India¶sIndia¶s leadingleading retailer retailer thatthat operatesoperates multiplemultiple

retailretail formatsformats inin bothboth thethe valuevalue andand lifestylelifestyle segmentsegment of of thethe IndianIndian consumer consumer marketmarket.. aa companycompany

wherewhere itit strivesstrives for for lifestylelifestyle andand valuevalue throughthrough itsits productsproducts andand servicesservices..

HistoryHistory:: PantaloonPantaloon RetailRetail (India)(India) LimitedLimited waswas incorporatedincorporated asas ManzManz Wear Wear PrivatePrivate LimitedLimited byby

KishoreKishore BiyaniBiyani onon 1212 October October 19871987,, convertedconverted intointo aa publicpublic limitedlimited companycompany inin September September 

19911991,, renamedrenamed asas PantaloonPantaloon FashionsFashions (India)(India) LimitedLimited aa year year later later andand thereafter thereafter intointo PantaloonPantaloonRetailRetail (India)(India) LimitedLimited inin JulyJuly 19991999.. TheThe companycompany isis headquarteredheadquartered inin MumbaiMumbai.. Mr Mr KishoreKishore

BiyaniBiyani isis thethe ManagingManaging Director Director..

PropositionProposition:: PantaloonPantaloon isis positionedpositioned asas anan entireentire familyfamily storestore andand itit dealsdeals inin men¶smen¶s wear,wear, ladiesladies

wear wear andand kid¶skid¶s wear wear.. ItIt mainlymainly focusesfocuses onon itsits PrivatePrivate labellabel programmeprogramme becausebecause thethe shareshare of of 

privateprivate labellabel hashas increasedincreased over over thethe previousprevious year year andand standsstands atat nearlynearly 7575%%.. BelowBelow areare somesome

of of thethe company¶scompany¶s privateprivate labelslabels:: MEN'SMEN'S WE ARWE AR JohnJohn Miller,Miller, JMJM Sports,Sports, BareBare Denim,Denim, Rig,Rig,Lombard,Lombard, BareBare Leisure,Leisure, LADIESLADIES WE ARWE AR ,Honey,,Honey, Akkriti Akkriti,, Annabelle, Annabelle, MixMix && Match,Match, Ajile Ajile,, RigRig..

KID¶SKID¶S WE ARWE AR Chalk,Chalk, BareBare..

PresencePresence:: Pantaloons,Pantaloons, aa partpart of of PantaloonPantaloon RetailRetail (I)(I) LtdLtd..,, areare amongamong India¶sIndia¶s largestlargest chainschains of of 

fashionfashion stores,stores, withwith 4040 storesstores acrossacross 2323 locationslocations.. PantaloonsPantaloons isis presentpresent inin 2323 locationslocations acrossacross

IndiaIndia includingincluding -- Mumbai,Mumbai, NaviNavi Mumbai,Mumbai, NewNew Delhi,Delhi, NoidaNoida,, GurgaonGurgaon,, GaziabadGaziabad,, Kolkata,Kolkata,

Chennai,Chennai, Bangalore,Bangalore, PunePune,, Ahmedabad Ahmedabad,, Hyderabad,Hyderabad, Baroda,Baroda, LucknowLucknow,, Agra, Agra, Kanpur,IndoreKanpur,Indore,,

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Comparison between Westside & PantaloonsComparison between Westside & PantaloonsTheThe followingfollowing comparisoncomparison onon WestsideWestside && PantaloonsPantaloons isis basedbased onon personalpersonal perceptionperception after after havinghaving aa directdirect

shoppingshopping experienceexperience inin bothboth thethe retailretail chainschains.. TheThe followingfollowing tabletable outlaysoutlays aa fewfew similaritiessimilarities andand dissimilaritiesdissimilarities

betweenbetween thethe twotwo..

Br andMetri

s Westside Pantaloons

RetailFormat Departmantal Departmantal

Lo

ation Mostlypart of Shopping Malls Mostlypart of Shopping MallsSegment Middle lassto pper middle lass Middle lass pper middle lassand pper  lass

Target KidsWomenandMen KidsWomenandMen

Positioning CompleteShopping experien

e Q alityBr andsataffordablepri

es

Pri ing Medi m Medi mto igh

Ambien

e Bright &Trendy lite&Sober Mix

Retail Layo

t FreeForm Bo

tiq eType Bo

tiq eType

TheThe similaritiessimilarities beingbeing thatthat bothboth retailretail formatsformats startedstarted asas departmentaldepartmental storesstores withwith backback upup supportsupport.. TheThe retailretail

chainschains operateoperate acrossacross IndiaIndia andand majorlymajorly focusfocus onon apparelapparel rather rather thanthan foodfood or or eatableeatable itemsitems.. BothBoth thethe retailretail

chainchain their their ownown inin privateprivate labellabel brandsbrands butbut WestsideWestside isis moremore intointo promotingpromoting andand sellingselling itsits ownown brandbrand whereaswhereas

PantaloonsPantaloons hashas lotlot of of other other brandsbrands apartapart fromfrom itsits ownown privateprivate oneone..

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Loyalty Pro r amsLoyalty Pro r ams

WestsideWestside:: ClubClub west west card card program program An  An assuredassured returnreturn--andand--e c an ee c an e policypolicy

reinforcesreinforces customer customer confidenceconfidence inin thethe chainchain.. Another  Another winningwinning WestsideWestside ideaidea isis ClubClub

West,West, aa customer customer loyaltyloyalty programprogram launchedlaunched inin MayMay 20012001.. TheThe 3030,,000000--plusplus membersmembers of of 

thisthis clubclub getget rebatesrebates atat restaurantsrestaurants andand onon holidayholiday packagespackages fromfrom thethe TajTaj GroupGroup of of 

Hotels,Hotels, homehome deliverydelivery of of alterations,alterations, andand bestbest of of all,all, specialspecial shoppingshopping hourshours onon thethe firstfirst

dayday of of anyany discountdiscount salessales eventevent organizedorganized byby thethe chainchain..

PantaloonsPantaloons:: GreenGreen Card Card  isis passportpassport toto aa wholewhole newnew worldworld of of exclusiveexclusive benefitsbenefits andand

privilegesprivileges..

11.. InstantInstant discountsdiscounts for for everyevery timetime youyou shopshop atat PantaloonsPantaloons..

22.. ExclusiveExclusive shoppingshopping daysdays toto getget holdhold of of latestlatest merchandisemerchandise..

Regular Regular updatesupdates onon collectionscollections andand promospromos viavia catalogues,catalogues, smssms andand emailemail..

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treeDOM treeDOM LtdLtd..

Our Lo oOur Lo o

reeDOM reeDOM 

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Rationale:Rationale:

 A unique apparel range designed to support the A unique apparel range designed to support theRetail Textile & Fashion industry with moreRetail Textile & Fashion industry with more

responsible material choices.responsible material choices.

Creative Lifestyle & Sustainable Synergy.Creative Lifestyle & Sustainable Synergy.

³apparel retail re³apparel retail re--born´born´

treeDOM treeDOM LtdLtd..

reeDOM reeDOM 

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Value Proposition:Value Proposition:

³Wear your freedom, nature's way´³Wear your freedom, nature's way´

treeDOM treeDOM LtdLtd..

reeDOM reeDOM 

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PropositionP

roposition::TheThe growinggrowing concernconcern for for globalglobal warmingwarming boostsboosts thethe demanddemand for for organicorganic productsproducts..

WithWith chemicalschemicals takingtaking aa tolltoll onon humanhuman healthhealth andand environment,environment, moremore andand moremore

peoplepeople areare becomingbecoming consciousconscious of of livingliving lifelife;; thethe 'organic'organic way'way'.. EcoEco friendlyfriendly clothingclothing

combiningcombining highhigh qualityquality clothingclothing withwith sociallysocially consciousconscious environmentalismenvironmentalism hashas becomebecome

aa faction,faction, andand isis inin voguevogue.. µ treeDOM¶ µ treeDOM¶  isis mademade fromfrom hundredhundred percentpercent organicorganic materialsmaterials

likelike soy,soy, organicorganic cottoncotton andand hemphemp.. VarietyVariety of of clothesclothes likelike skirts,skirts, blouses,blouses, shirts,shirts, pants,pants,

socks,socks, bathrobes,bathrobes, pillowpillow casescases etcetc areare mademade fromfrom organicorganic fibresfibres.. collectioncollection includesincludesbasicbasic tees,tees, tankstanks andand beaniesbeanies mademade fromfrom 100100%% organicorganic cotton,cotton, andand noveltynovelty teestees andand

tankstanks inin 100100%% organicorganic cottoncotton slubslub jersey jersey.. BoardshortBoardshort fabricsfabrics willwill bebe mademade fromfrom

recycledrecycled plasticplastic bottlesbottles..

HowHow wewe areare di erentdi erent romrom Westside/PantaloonsWestside/Pantaloons

Our Our collectionscollections areare displayeddisplayed inin 33 distinctdistinct categoriescategories notnot currentlycurrently availableavailable inin leadingleading

retailretail chainschains ± ± Natur alNatur al:: TextilesTextiles basedbased onon organicorganic andand naturalnatural fibresfibres..

 ± ± RecycledRecycled:: TextilesTextiles mademade fromfrom recycledrecycled materialsmaterials suchsuch asas rPETrPET fromfrom bottlesbottles..

 ± ± RenewableRenewable InnovationsInnovations:: TextilesTextiles mademade fromfrom fibresfibres thatthat comecome fromfrom sustainablesustainable

andand renewablerenewable sourcessources..

treeDOM treeDOM LtdLtd..

reeDOM reeDOM 

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Creative Brief:Creative Brief: Back round & Overview:Back round & Overview: treeDOM treeDOM wants to facilitate something new in the Indianwants to facilitate something new in the Indian

Fashion industry to encourage consumers to make better environmental choices thatFashion industry to encourage consumers to make better environmental choices that

would set them apart from the conventional approach and rewrite rules for a trulywould set them apart from the conventional approach and rewrite rules for a truly

sustainable future. Considering the requirement of treeDOM as per the companysustainable future. Considering the requirement of treeDOM as per the company

mission ³creative lifestyle & sustainable Synergy´, the ad campaign will have a stringmission ³creative lifestyle & sustainable Synergy´, the ad campaign will have a stringof ecological factors attached to it.of ecological factors attached to it.

Objectives: Objectives: To attract consumer¶s who are in search for ecoTo attract consumer¶s who are in search for eco--friendly, sustainablefriendly, sustainable

fashion and home products within a month of the campaign.fashion and home products within a month of the campaign.

Tar et Audience:Tar et Audience: Target is a one stop µenvironment¶ apparel store for the µecoTarget is a one stop µenvironment¶ apparel store for the µeco

conscious¶ upper middle class and upper class segments in metros all over India. Theconscious¶ upper middle class and upper class segments in metros all over India. The

 Ad must build a competitive advantage against the other retailing giants. Ad must build a competitive advantage against the other retailing giants.

Creative Str ate y:Creative Str ate y: Keeping ecology as the prime factor, the ads aim at µwaking¶ theKeeping ecology as the prime factor, the ads aim at µwaking¶ the

desire in the consumer for a eco friendly apparel range. The creative will show howdesire in the consumer for a eco friendly apparel range. The creative will show how

the objective is achieved.the objective is achieved.

Sin le Minded Message:Single Minded Message: Maximum impact through creative communication.Maximum impact through creative communication.

treeDOM treeDOM LtdLtd..

reeDOM reeDOM 

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hall we start af resh«. Yet again?????hall we start af resh«. Yet again?????

ear your reedom, nature¶s way«ear your reedom, nature¶s way«

reeDOM reeDOM 

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ndressed f or the environment?????ndressed f or the environment?????

ear your reedom, nature¶s way«ear your reedom, nature¶s way«

reeDOM reeDOM 

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reeDOM reeDOM 

ack to Basics?????ack to Basics?????

ear your reedom, nature¶s way«ear your reedom, nature¶s way«

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treeDOM treeDOM LtdLtd..

Wear your reedom, nature¶s way«Wear your reedom, nature¶s way«

reeDOM reeDOM