Marketing - Peter England
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 brand loyalty through attractive imagery and constantly reiterate the product’s pluses
Marketing Mix
Peter England follows the 4 P’s of the marketing mix:
Product architecture –
The range comprises regular office wear, special occasion wear and casual wear.
Pricing –
Price grid integrity is maintained by ensuring that 65 per cent of the brand offering is below MRP 500 through 'Core' range.
Promotion –
Bold usage of vernacular media, Press and TV media, Print media, right brand associations through sponsorships.
Place/Distribution –
162 exclusive outlets across 69 towns, distribution through monthly advance ordering to customizing to the retailer needs in terms of the design-size-style preference
CONSUMER BEHAVIOUR * Customer Value and Satisfaction
* Ensured the consumer's need for 'product plus brand imagery'.
* Delivery of consistent good quality was ensured.
* Contemporary designs, colors and fabrics were used.
* Wide distribution ensured easily availability
* Well-orchestrated merchandising drove guaranteed market visibility.
* Tied up as 'Just honest-to-goodness quality. Available at an honest-to-goodness price'.
* Thus emerged the brand line: “Peter England -The honest shirt”.
*
* 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 brand loyalty through attractive imagery and constantly reiterate the product’s pluses
Marketing Mix
Peter England follows the 4 P’s of the marketing mix:
Product architecture –
The range comprises regular office wear, special occasion wear and casual wear.
Pricing –
Price grid integrity is maintained by ensuring that 65 per cent of the brand offering is below MRP 500 through 'Core' range.
Promotion –
Bold usage of vernacular media, Press and TV media, Print media, right brand associations through sponsorships.
Place/Distribution –
162 exclusive outlets across 69 towns, distribution through monthly advance ordering to customizing to the retailer needs in terms of the design-size-style preference
CONSUMER BEHAVIOUR * Customer Value and Satisfaction
* Ensured the consumer's need for 'product plus brand imagery'.
* Delivery of consistent good quality was ensured.
* Contemporary designs, colors and fabrics were used.
* Wide distribution ensured easily availability
* Well-orchestrated merchandising drove guaranteed market visibility.
* Tied up as 'Just honest-to-goodness quality. Available at an honest-to-goodness price'.
* Thus emerged the brand line: “Peter England -The honest shirt”.
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