Market Share of Peter England

8/10/2019 Market Share of Peter England

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A

PROJECT REPORT ON

MARKETING STRATEGYOF

for the Partial fulllment the

Degree of

BACHELOR OF BUSINESS

ADMINISRAIONFROM DEPARMEN OF BUSINESS

MANA!EMEN

SESSION -2014-15

UNDER GUIDANCE SUBMITTED BY

HAITANYA KAUSHAKIYA SURBHI THAKUR

BBA VTH SEM.


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ROLL NO. BBA/12/33

PREFACEPreparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I

wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this report by sharing

their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HO !r. "aveen #idion$ r. %nand &iwari ' r.

(.P.". Pandey Principal Head of epartment of )usiness

!anagement $ Govt. Autonomous Girls PG College of

E!ellen!e" S#g#r for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of !r. *haitanya +aushakiya

he rendered me all possible help me guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers $ family

members $ friends and all those whose encouragement has infused

courage in me to complete to work successfully.

,-R)HI &H%+-R

$.$.A. %T& SEM.
http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/


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ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of this

report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected

HO !r. "aveen #idion$ r. %nand &iwari ' r. (.P.". Pandey

Principal Head of epartment of )usiness !anagement $ Govt.

Autonomous Girls PG College of E!ellen!e" S#g#r for allowing me to

undertake this project.

I feel extremely exhilarated to have completed this project under the able and

inspiring guidance of He rendered me all possible help me guidance while reviewing

the manuscript in finalising the report.

I also extend my deep regards to my teachers $ family members $ friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

,-R)HI &H%+-R

$.$.A. %T& SEM.


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DELCLARATION BY THE CANDIDATE

ate

I declare that the project report titled " MARKETING

STRATEGY OF PETER ENG'AN(" on Market

Segmentation is nay own work conducted under the supervision of Mr.

Chaitanya Kaushakiya Department of usiness Management ! Govt.

Autonomous Girls PG College of E!ellen!e" S#g#ro the #est of

my knowledge the report does not contain any work ! which has #een

su#mitted for the award of any degree ! anywhere.

S)R$&I T&AK)R

$.$.A. %T& SEM.


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CERTIFICATE

&he project report titled * MARKETING STRATEGY OF

PETER ENG'AN(* been prepared by S)R$&I T&AK)R $.$.A.

%T& SEM$ under the guidance and supervision of !r. *haitanya

+aushakiyafor the partial fulfillment of the egree of ).).%.

Sign#ture of t+e Sign#ture of t+e Sign#ture of t+e

Su,ervisor &e#- of t+e (e,#rtment E#miner

CONTENTS

TOPIC TITLE PAGE NO.

$%&'(C&


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(CK)*+,&D-&M&)

C&%I'IC(&

D&C,(%(I*)

CHAPTER -1 I)%*DCI*)

CHAPTER -2 */&CI0&S *' 1& SD2

CHAPTER -3 %&S&(%C1 M&1*D*,*-2

CHAPTER -4 M(%K&I)- S%(&-2 *' $&&% &)-,()D

CHAPTER -5 M(%K&I)- MI3 ()D $%*DCS

CHAPTER -6 S+* ()(,2SIS

CHAPTER - ,IMI(I*)

CHAPTER -! S--&SI*)

CHAPTER - C*)C,SI*)

I,I*-%($12

())&3%&

4&SI*))(I%&

INTRODUCTION

PETER ENGLAND

In year 5667 under the name of $eter &ngland! the Modest 'actory was#uilt in ,ondonderry! Ireland and comes with the hall mark 81*)&S2


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IM$%&SSI0&9 for all products to #oasts the selling of the internationally

styled garments and offering value for money to its customer.

It was also awarded as 1onest:to:goodness prices for supplying the

ritish troops khaki uniform for the highest ;uality. In year 577

em#ark up. It was launched as a =1*)&S> shirt to astounding success #y

providing an Indian male a decent shirt who wants to look good #y paying

a little and now in India! it #ecomes the fastest selling ready made shirts

#rand. (nd also from the last few years! the #rand #ecomes a full fledged

wardro#e solution #y e?tended its range to rousers! Casuals @ Suits.

It also offering three distinct ;uality clothing as a name $eter &ngland!

$eter &ngland &lements @ $eter &ngland &lite. It was one of the earliest

#rands offering office wear and now offering a complete range from

everyday to special day and in future it also wishes to enter in new

geographical area in other part of the world to create consumer e?perience

of uni;ue and relevant.


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P#$#% E&'()&* M#&+,#)% B%)&*+ D+&

P#$#% E&'()&* $# ()%'#+$ +#((&' +%$ %)&* &$# &$% )+$+ )& 78%#++# 8%$(

&$#%&)$&)(( +$(#* ')%7#&$+ #%&' )(#

% 7 $ $+ +$7#%+ , + $#

)((7)%9 )(( P#$#% E&'()&* 8%*$+.

More than a century ago! a modest factory was #uilt in ,ondonderry!

Ireland to make gentlemen>s attire under the name $eter &ngland. he


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year was 5667. ( war frenAy was sweeping across ritain as they

prepared for what came to #e known as the oer +ar.

*ne challenge the army faced was the lack of war uniforms for their

troops. $eter &ngland was awarded the colossal task of supplying the

ritish troops khaki uniforms with the highest ;uality at honest:to:

goodness prices. he rest as they say is history.

More than a century later! $eter &ngland was all set to em#ark up on yet

another major milestone. he year was 577


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wear #rand in the country! $eter &ngland offers ;uality clothing to the

discerning male under three distinct offerings viA. $eter &ngland! $eter

&ngland &lements and $eter &ngland &lite.

$eter &ngland forms an integral part in the young corporate e?ecutive>s

wardro#e! wishing to make a positive impression at his workplace. 1e

e?periences $eter &ngland as one of the first #rands in office:wear and

often has memories that last a long time. he $eter &ngland product

portfolio comprises of a wide array of shirts! trousers! suits and acessories!

offering a complete range from everyday to special.

$eter &ngland &lements caters to the casual side of this smart Indian male.

he merchandise offering spans from =%ela?ed *ffice:wear> to =+eekend

Casuals>. he portfolio is completed through t:shirts! jackets! denims!

cargos! sweaters etc.

hanks to the strong e;uity the #rand

enjoyed in the office wear space $eter


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&ngland was well poised to stretch its offerings into this higher price

segment. $eter &ngland &lite was launched in EE< marking the #rand>s

foray into the ;uasi premium segment.

he future is #igger and #etter. +ith entrance in new product categories

and consumer segments! a growing distri#ution network and a retail

e?pansion drive! $eter &ngland is all set to surge new heights.

$eter &ngland also wishes to enter new geographies in other parts of the

world and create a consumer e?perience that is relevant and uni;ue.

ABOUT PRODUCT

All societies o#serve certain rules! some of them ;uite strict! a#out the

way in which men! women and children should dress! or how. different

social classes and groups should present themselves. hese norms come to

define the identity of people! the way they see themselves! the way they

want others to see them. hey shape our notions of grace and #eauty!

ideas of modesty and shame. (s times change and societies are

transformed! these notions also alter.

Modifications in clothing come to reflect these changes. he emergence

of the modern world is marked #y dramatic changes in clothing. In this

chapter! we will look at some of the histories of clothing in the modern

period! that is in the nineteenth and twentieth centuries.

+hy are these two centuries importantF

efore the age of democratic revolutions and the development of

capitalist markets in eighteenth:century &urope! most people dressed


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according to their regional codes! and were limited #y the types of clothes

and the cost of materials that were availa#le in their region.

Clothing styles were also strictly regulated #y class! gender or status in

the social hierarchy.

IN INSIGHT O: COMPANY HISTORY

(fter the eighteenth century! the colonisation of most of the world #y

&urope! the spread of democratic ideals and the growth of an industrial

society! completely changed the ways in which people thought a#out dress

and its meanings. $eople could use styles and materials that were drawnfrom other cultures and locations! and western dress styles for men were

adopted worldwide.

In Chapter I you have seen how the 'rench %evolution transformed many

aspects of social and political life. he revolution also swept away

e?isting dress codes! known as the sumptuary laws. ,et us look #riefly at

what these laws were.

+hat were these new valuesF +hat created the pressure for changeF

Many changes were made possi#le in ritain due to the introduction of

new materials and technologies. *ther changes came a#out #ecause of the

two world wars and the new working conditions for women.

,et us retrace our steps a few centuries to see what these changes

were.

G.5 )ew Materials

efore the seventeenth century! most ordinary women in ritain

possessed very few clothes made of fla?! linen or wool! which were

difficult to clean. (fter 5HEE! trade with India #rought cheap! #eautiful

and easy:to:maintain Indian chintAes within the reach of many &uropeans

who could now increase the siAe of their wardro#es.


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hen! during the Industrial %evolution! in the nineteenth century! ritain

#egan the mass manufacture of cotton te?tiles which it e?ported to many

parts of the world! including India. Cotton clothes #ecame more

accessi#le to a wider section of people in &urope. y the early twentiethcentury! artificial fi#res made clothes cheaper still and easier to wash and

maintain.

In the late 56s magaAines! were gradually discarded.

Clothes got lighter! shorter and simpler.

VISSION AND MISSION

+e aim to meet the aspirations of our customers through our offerings of

contemporary fashion and international ;uality at afforda#le prices. +e

look at every Indian as our customer and will operate on a $an:India #asisin Metro! ier I! ier II and ier III cities and towns. +e will create a

leadership position in this field#y growing faster than competition. +e

will achieve our goals of customer satisfaction through producte?cellence

and our growth o#jective through employee motivation and prudent

financial policies for investor satisfaction.

STANDING POSITION O: COMPANY


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-aining a #rand recognition as a result of the e?pansion mode that

the company is in with the foray in ier II and ier III cities

enefit of 'irst Mover (dvantage

( truly Mass 0olume rand

(lso known for selling a lot more than many popular #rands

Catches the eye of the customer with attractive offers of heavy

discounts

(dvanced and in:depth planning and research and also considering the

latest trends and customer demands inmind

1ighly motivated staff

BRAND "ALUE

(s the name suggests! %aymond #rand positioning leans on casual

comfort and style with cotton as the dominant product input. he

versatility of cotton is reflected in the fashion statement em#edded in the

collection.

he current collection is aimed at casual and current fashion with a focus

on the younger generation.he companys focus on ;uality is not just a

marketing need #ut is truly a part of the genes of the company andits

parent. )ahar Industrial &nterprises is an

IS* 7EE5S5JEE


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enterprise with *kote? certification. %aymond products are manufactured

in state:of:the art facilities with complete capa#ilities in hi:tech

knitting!dyeing! merceriAing! finishing! compacting and em#roidery with

total ;uality control

OB;ECTIVE O: THE STUDY


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o know a#out the different #rands of Cloth.

o know a#out the customer satisfaction

o know a#out pricing to Cloth

o know a#out market share of Cloth

o know a#out the customers services.

o determine what factors influence a consumer>s #uying decision.

o determine the important attri#utes that a consumer considers

#efore #uying shirts.

o determine which advertising mediums are most effective in

influencing customers perceptions

o assess which #rand of shirts are most preferred #y customers.

o find out the impact of sales promotions during a purchase.

RESEARCH METHODOLOGY


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(ccording to -reen and all 8( research design is the specification of the

methods and procedures for ac;uiring the information needed. It is the

overall operational pattern or framework of the project that stipulateswhich information is to #e collected! from where it is to #e collected and

#y what procedures9

his research process #ased on primary data analysis and secondary data

analysis will #e clearly defined to meet the o#jectives of the study.

I chose the primary sources to get the data. ( ;uestionnaire was

designed in accordance with our mentor in Shirts. I chose a sample

of a#out 5EE corporate customers

I collected some data from the secondary sources like pu#lished

Company documents! internet etc.

R#+#)% D#+'&

8( research design is the arrangement of conditions for collections and

analysis of data in a manner that aims to com#ine relevance to the

research purpose with economy in procedures9. It is a descriptive cross

sectional design .It is the conceptual structure with in which research is

conducted it constitutes the #lueprint for the collection! measurement and

analysis of data.It is needed #ecause it facilitates the smooth sailing of the various

research operations! there#y making research as efficient as possi#le

yielding ma?imal information with minimal e?penditure of effort! time

and money.

In the preliminary stage! my research stage constituted of e?ploratory

study #y which it is clear that the e?istence of the pro#lem is o#vious .So!

I can directly head for the conclusive research.


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S)78(&' P()&

8Sampling plan9 is a distinct phase of research process. In this stage I

have to determine who is to #e sampled! how large should #e the needed

sample and how sampling unit is to #e selected.P8()$&

In my research! I have defined my population as a complete set of

customers of Sagar City.

S)78(# S%#

(s compared to census study! a sample study has #een conducted #y us

#ecause ofL

+ide range of population! it was impossi#le to cover the whole

population

ime and money constraints.

S)78(# U&$

In this survey I took the list of customers from the dealers of Shirts

S)78(&' T#&


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INTRODUCTION TO BRAND = >PETER ENGLAND?

566 Started in ,ondonderry! Ireland! #ecame a leading military dresssupplier to the ritish (rmy

577s wardro#e containing the full range of garments.

It is popular for lifestyle #rands. he largest selling shirt #rand in thecountry.

,aunch phase communication designed to create ;uick and universal

awareness of the #rands S$ of ;uality and price .uild strong #randpreference

Sustain #rand loyalty through attractive imagery and constantly reiterating the

$roduct #enefits.

1&%()D&SS&)C&+hy $eter &nglandFecause it is a good #uy.+hy is it a good #uyFecause it is afforda#le and good ;uality+hy is afforda#ility and good ;uality important to you Fecause I want to look good and at the same time not spend too much

S@OT ANALYSIS


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STRENGTHS

Increasing disposa#le incomes

of the people

rand conscious customers

(vaila#ility of cheap finance -rowing domestic market

Increase in num#er of malls

OPPORTUNITIES

Increasing demand for lu?ury

#rands from the middle class.

%esearch and new product

development can help thecompanies to move across thevalue chain

@EANESS

$redominance of unorganiAed

sector.

echnological o#solescence inthe supply chain.

THREATS

Increased competition in the

domestic markets

Cheaper imports Changing -overnment>s policy

on 'DI

P#$#% E&'()&*+ C78#$$#

&?tensive range of office and casual wear

-ood ;uality la#el and #randing

Contemporary designs! colours and price

+ide distri#ution! easy availa#ility

1igh market via#ility

It pictures itself as 1onest rand

It offers value for customers at afforda#le price.

MARETSEGMENTATION

+hile venturing into 8he %eady to wear garment sector! it identified the

shirt segment as its focal entry point.


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Since then it has identified further segments namely trousers and suits

with further su# segmentation in each segment.

It identified customer>s need for #rand Nproduct imagery.

sed the demographics and lifestyle to enter the mid price segment.

O%sE:EEP in #oth formal and casual OelementsP

est launch in diverse geographies.Olike suits @#laAerP.

1uge $otential and -ood -rowth %ate in the price segment.

0alue proposition of ;uality 0ia the imported fa#ric N(fforda#le $rice

C%I&%I('*%S&-M&)(I*)


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Su#stantiality he middle income segment is large!$eter &ngland nowconsiders high income level segment.

Identifia#ilityMeasura#ility

he segment is identifia#le.

(ccessi#ility he middle and high income groups have access to

marketing mi? Otelevisions! )ewspapers! hoardings etcP.%esponsiveness he price ranges availa#le are economic! mid:price and

premium.

TARGETING

argets #oth middle income and high income men

It targets only male population of a particular age group

2oung e?ecutives segment #etween age group:6 years.

(nyone looking for casual and formal international style at afforda#le

price points entry into premium segment.

:((,#* $# +#(#$# +8#)()$& +$%)$#' $%' +%$+

5. rousers

. Suits

G. Inner wears

J. (ccessories

POSITIONING)I4& S&,,I)- $*I)L

$eter &ngland has its uni;ue designs and is made with a#solute ;uality!

which not availa#le in any #rand! and this is its uni;ue selling point.

%()D )I4&)&SS

(ttri#utesL -ood 4uality

'unctional L Comfort


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&motional L Simplicity

0aluesL 1onesty

CultureL 'ashiona#le

$ersonality L 1onest

serL 2oung &?ecutives

+ord (ssociationL 1onesty

$ersonifying he randL Down to earth

$eter &ngland #rand has #een positioned for the masses and is in the

mid:price category. It offers value for consumers at afforda#le price.

It is distinctly positioned for different categories as that it is ensured that

Madura -arments #rands grow through different target customers rather

than canni#aliAing on each other=s target segment.

$ositioning for Competitive &dge

$eter &ngland shirt was projected as an =honest shirt>

he image was reinforced #y =honestly impressive>

MARET ANALYSIS

$eter &ngland after analysing launched high:to:low and low:to:high

priced products so that it is afforda#le to different segments of

customers.

It provides seasona#le discounts according to the demand of customers.

(lso it launched ties! statements! #elts and essentials other than shirts

and trousers according to the need and demand of the market.

M(%K&I)-MI3L


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$eter &ngland follows the four $s of the marketing mi?L

$%*DC he range comprises regular office wear! special occasion wear and

casual wear.

( string of innovation delivering value introduced across all a#ove

categories starting from &nglish cotton shirts at %s G and =the festival collection

'actor 'or $rice Setting

he $eter &ngland range availa#le at

$eter &ngland OMID $%IC&D %()DP

Shirts range: %s! GJ %s. JJ

rousers range %s. HJ: %s.


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Shirts @ :shirts range: %s! GJ %s. JJ

D&)IMS %s. HJ: %s. s retail! going for vinyl outdoors for announcing

the new collection as well as the new locations

S(,&S$%*M*I*)

CommunicationL 0! newspapers! internet! hoardings! vernacular media

etc.

IncentivesL discounts ! sales !>uy *ne -et *ne 'ree *ffer>

Invitation

$u#lic %elations and $u#licity

he =1onest Shirt Campaign> creates a distinct positioning for itself.


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1igh Credi#ilityL Si? month against guarantee against material! colour!

stitching.

1onest to goodness price and ;uality.

(#ility to Catch uyers off -uard

DramatiAation

$,(C& he distri#ution strategy is adapted to meet newer demands

Core range was made availa#le 8on tap9 so that the retailer could

increase his stock turns through weekly replenishments

Collections distri#uted through monthly advance ordering to

customiAing to the retailer needs in terms of the design:siAe:style

preference

randed shelf route taken in M*s to showcase the range

he $eter &ngland e?clusive outlet network e?panded to 5H across H7

towns.

Distri#ution Channels

Most efficient and powerful distri#ution network

,oyal and dynamic network of agents @ distri#utors

Strong retail presence with over E dedicated retail outletsO$lanet

'ashionsP and over 5EE multi #rand outlets 'ashion

SEGMENTATION TARGETINGANDPOSITIONING


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ANALYSIS AND INTERPRETATION OF DATA

5 rand preferred #y the customers


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Interpretation

'rom the a#ove data it is clear that $eter &ngland dominates the market. HQof the customers prefers $eter &ngland! followed closely #y $epe OQP! ,ee

OEQP! Diesel O5


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It can #e analysed from the a#ove data that! price is a major factor tat affectsthe purchasing decision. he style and the siAe and fit also affects the decisionsto certain e?tend.

G 'actors Influencing


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(dvertisements influences the customers in a large e?tend. Cele#rityendorsements also influence the customers in choosing $eter &ngland overother #rands. his shows that the promotional activities done #y anorganisation plays a major part in attracting more customers.

J $erformance Scale


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Interpretation

Majority of the participants in the survey were satisfied with the performance

of the product. 56Q of the customers said that the performance was outstandingwhile 5Q of customers said they were somewhat satisfied with the

performance.

+ould you like to stick to this product in the futureF


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Majority of the customers were loyal to the #rand. 5GQ of the consumers saidthey were not sure whether they will choose $eter &ngland in the future asthere were many players in the market who pose stiff competition to $eter&ngland in terms of style! variety and price.

H $rice of the product


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Interpretation

H6Q of the participants were of the opinion that the price of $eter &nglandjeans was not satisfactory. hey generally shared a view that it was e?pensive.

GQ of the participants were satisfied with the price.

< rand ,oyalty


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Interpretation

Most of the participants were of the opinion that that they change the #randdepending upon the price of other #rands O6QP and to e?periment with new

#rands OGJQP. JQ were loyal to the #rand while 5JQ of the participantschanged the #rands very often.

6 (re competitor>s product>s #etter in any aspectF


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Interpretation

Most of the participants in the survey #elieved that the competitor>s were not inany way #etter than $eter &ngland. GQ of the participants felt that thecompetitor>s used #etter promotional techni;ues. 56Q of the people were of the

opinion that competitor>s provided superior ;uality products compared to $eter&ngland jeans and 5Q of the participants said the competitors provided #ettervalue of money.

L7$)$&+


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his research has a num#er of limitations that must #eacknowledged.

'irst! the sample used for this study consisted mostly of

college students. herefore! these results may not #eapplica#le to the wider population in general.

Secondly! the results of this study are limited to a specialty

retail #randed purchasing conte?t.

,astly! it must #e acknowledged that there may #e numerous

other varia#les that contri#ute to the development of

customer satisfaction! customer loyalty! and word of mouth

communication which are #riefly touched upon #elow.

(ll of the hypotheses in the study were supported #y the data. he

hypothesis test results indicated that #oth utilitarian and hedonic

shopping #enefits have a positive effect on customer satisfaction.

he results also indicate that customer repurchase is positively

associated with customer loyalty and word of mouth

communication.

here are studies which have contri#uted for e?tending the

consumer #enefitloyalty framework to the retail #randing conte?t.

Customer satisfaction is an antecedent of word of mouth

communication! #ut customer loyalty Ofavora#le relative attitudeP

must #e present to mediate the relationship. his finding is

important for theory #uilding in this and other marketing and

consumer conte?ts.


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CONCLUSION

Financial statement analysis focuses on one or more elements of a

companys financial condition or operating results. Researcher

emphasizes five areas of inquiry, with varying degrees of

importance.

Short-Term Liquidity.Ability to meet short-term obligations.

Cash Flow Analysis. Future availability and disposition of cash.

Return on Invested Capital.Ability to provide financial rewards

sufficient to attract and retain financing.

Asset utilization.Asset intensity in generating revenues to reach

a sufficient profitability level.

Operatin per!orman"e and #ro!ita$ility. uccess at

minimizing revenues and minimizing e!penses from operating

activities over the long run.

SUGGESTION


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Company should decentraliAe their system and link it with e?tranet @ intranet.

hey should give training to the sales personnel and store manager regarding product

knowledge.

hey can also provide customiAation of design of various shirts and trousers online

and can take online orders.

hey can also do direct marketing to #oost their sales

&?pand the definition of the target market to women and kids

$rovide proper parking space.

$rovide value adding activities like +i:'i facility or food facility inside the store.

$rovide refreshments on regular duration like half hour! so that customer takes more

interest into shopping and purchases more than planned.

Display video advertisements outside the store with more creativity and distri#ute the

pamphlets into the near#y area of the store.


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BIBLIOGRAPHY

"revor #$ouza, %uly &'th (onday, )**+. aistan te!tile

industry/ a brief review.0 "he 123.

ofie 4ander (eulen. )**+. #eterminants of financial

statements.0

5eslie Rogers, &667, 8o with the flow/ 9sing Ratios to analyze

cash flow data.0 "he 1ational ublic Accountant.


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#UESIONNAIRE

)ameL....................................................... *ccupation ...............................

Se?L ........................................................ Contact )o. ...............................

5. 1ow many pairs of jeans do you currently ownFaP 5:G

#P J:HcP

Market Share of Peter England

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