Peter England

Brand Heritage 1885 – started in Londonderry, Ireland , became a

leading military dress supplier to the British Army1997- Brand came to India through Madura

Garments2000- Madura Garments acquired by Indian

Rayon , Aditya Birla Nuvo GroupMadura Garments also markets Louis Philippe,

Van Heusen, Allen Solly, Byford, SF and Elements through exclusive and Planet Fashion Outlets and multi-brand outlets.

Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Ralph Lauren ( Polo) and exclusive marketer for Espirit in India.

Market ScenarioMarch – 1997Indian shirt market size – 60 million pieces (est)Premium Segment- Rs. 500+@ 15%Mid price Rs. 250-500 @ 35%Economy below Rs. 250@ 50%The mid price segment had good growth ratesEnormous potential for developing a new brandPeter England created to tap into that segment

Background The mid price market – Plethora of store

brandsShirts sold mostly on retail pushRegional/local brand strengthsNo national brandStore brands had weak customer

relationshipsRelationship was primarily product orientedNo distinct brands image or emotional

connection

Peter England StrategyBuild a national imageCarve out a national foot- printGain share from store promoted/ local/

regional labels

Peter England’s Competitive edgeExtensive range of office and casual wearGood quality label and brandingContemporary designs, colors and priceWide distribution , easy availabililtyWell-orchestrated merchandisingHigh market viability

Objectives Marketing - Build Peter England into the largest

selling shirt brand in IndiaAdvertising – Establish Peter England as an

international quality shirt at an affordable priceShort Term – Launch phase communication

designed to create quick and universal awareness of the brands USP of quality and price

Long Term – Build strong brand prefernceSustain brand loyalty through attractive imagery

and constantly reiterating the product benefits.

Consumer Insights- The midprice buyerLack of benchmark brandsNo standardisation of quality, high variation Pre- and Post- purchase uncertainity and anxiety

over fit, quality , shrinkage , durability etcLack of a value –for-money propositionBelief- Premium shirt brands were overpricedGood looking shirt always out of price reachEmbarassing feeling to publicly reveal their

budget to the shopkeeperSeeks a mix of rational, sensory and emotional

pay offsPeter England incorporated these in its

advertisements

Peter England simplified the buying processFrom To

Search for a good shirt across counters

Check for merchandise, color/design , fabric/stitching, overall look , brand/label

Ask priceSelect 1 from manyBuy a shirt with a labelStart hunt all over

Ask for Peter England as their first choice

Check color/design , decide on overall look

Know price bandSelect 1 from Peter

EnglandBuy Peter EnglandIs happy, comes back to

Peter England

Creative StrategyCommunication needed to link brand’s position

“good quality product at a great price” and the consumer’s need for “product plus brand imagery”

Research insight “most consumers thought premium shirt brands were overpriced”

“just honest-to-goodness quality available at an honest-to-goodness price” emerged

Thus the brand line – “Peter England- The Honest shirt”

Creative – “Alter-ego format with an element of simplicity”

Contd….Effectively used “Element of fantasy that a

consumer segment would indulge in , to push the honesty of quality and price across”

Key driver- “Level of empathy the character generated amongst consumers”

Concept visualised in vernacular alsoOutdoor media, the color identity of Red used

with significant impact

Innovative ApproachesFirst time in India , a readymade shirt brand

went outdoors extensively to deliver a high quality launch

Extensive TV usage as main medium for readymade shirts and garments , earlier only print

Bold use of vernacular media, earlier the big brands

Taking over Dadar Railway Station sitesSponsor male oriented programmes- News,

sports (cricket) and crime thrillers

Target MarketYoung executives segment between age

group 25-28 yearsAnyone looking for casual international style

at affordable price points

Brand BuildingOnce brand was established , quickly building

volumes became criticalThe category demanded fresh fashion cues every

seasonThe second phase attempted to give a seasonal

flavour to the brand1999- Casaul range introduced as sub-brand

“Elements”The brand theme campaign supported by:The Anti-Wrinkle CollectionThe Solids collectionThe Festival CollectionThe English Cottons CollectionThe Summer Mints Collection2000- Trousers launched to cover the complete

wardrobe

PerformanceResearch confirmed Peter England’s high

brand equity Became a 1 million brand in 2 yearsCrossed the 2 million mark in 4 yearsThe first mid segment brand to cross Rs. 100

crVoted “Best Brand” in the IMAGES studyThe only new lifestyle brand to feature in

“Best Brand Launch” of The Strategist Quarterly in 1998

Extensions TrousersT-shirtsDenimsSocksSuitsTiesWalletsLaunched Peter England Elite

Peter England todayPreferred barndLoyal customer base, overall brand

satisfactionHigh brand and advertising awarenessBrand value – HighFuture purchase intention- HighIntention to recommend- HighLargest selling shirt brand in the countryRobust growth rateMany Peter England clones in the market

Shirts range- Rs, 345 – Rs. 445 Trousers range – Rs. 645- Rs. 745