PROVOGUE

PROVOGUE

•Vaibhav Singh• Ajay Mahala• Ruchika Madan• Mahesh Singhal• Avinash Rehsi• Silki Gupta• Piyush Akhaja • Jagannath Dash• Varun Gupta

HISTORY•The company was initially incorporated as Acme Clothing Private limited.

•Year of Incorporation : 11 November 1997

•Year of Launch : March 1998

•Promoter : Mr. Nikhil Chaturvedi

PRODUCTS•The Provogue brand has managed to create a niche for itself in the minds of its consumers.

•The Provogue brand has a range of men, women's wear and fashion accessories.

MARKETING STRATEGY

•Want to create the largest brand in clothing, not the largest company in clothing.

• Expanding the network of exclusive Provogue Studios Across the country.

• Exploit the full potential of one market before looking elsewhere.

MAIN COMPETITORS

•ALLEN SOLLY

•ZOD

4P’S

• PRODUCT

• PRICE

• PLACE

• PROMOTION

PRODUCT• Provogue offers a range of men,women’s wear & accessories.

• It includes t-shirts, trousers, suits, jackets,denims.

• Accessories includes sunglasses, wallets,belts, hankerchiefs & ties of provogue brand.

• Provouge basically includes club wear,party wear, leisure and casual wear .

Cont…

• Provogue builds a style statements as its tag line also says- “Redefining Fashion’

• Provogue is generally associated with bright colours such as : turquoise,green,orange,bright red.

PRICE• Provogue is seen as a trendy, designer brand offering

fashion at an affordable price.

CATEGORIES

PROVOGUE (Rs.)

ALLEN SOLLY (Rs.)

Men’s Wear 1095-2200 1100-2500

Women’sWear

595-1800 700-2500

Accessories 195-2000 90-6000

Cont…•Pricing strategy is based upon the type of customer they deal in.

•Provogue mainly deals with young adults and teens in age group of 20-40 yrs.

•PROVOGUE has put up a factory In Daman, where it gets tax exemption; thereby is able to provide good quality clothes at a cheaper rate.

PLACE• Provogue has a well distributed network from where it sells its products.

• Provogue sells its products through multibrand outlets, branded stores & national chain stores includig SHOPPER STOP, LIFE STYLE, PYRAMID

• Till date, it has about 125 retail stores.

• Provogue store is always a flashy store painted with bright colors.

• It includes fashionable pictures of its brand ambassador.

PROMOTION Trends setter icon like John Abraham, Hrithik Roshan, Fardeen Khan and current brand ambassador Saif Ali Khan have given considerable brand image to Provogue.

It has opened their Promart stores, in which they sell their products at a discounted rate for a full year.

It organizes fashion shows like “Delhi Fashion Night” and “Live Your Dream”.

SEGMENTATIONDEMOGRAPHIC SEGMENTATION

Age & life-cycle stage : 20-40 years of age

Income : middle & upper middle class

TARGETING•MARKET SPECIALISATION•Provogue concentrates on serving many needs of the “youth” customer group.

•It also act as a channel for additional product that the “youth” group use.

•E.g. – Belts, Footwears, Caps etc.

POSITIONING•Points of Parity

•Points of Difference

PROVOGUE ZODMen’s wear, Women’s wear

Quality

PROVOGUE ZOD

PRICE

VALUE PROPOSITIONBRAND TARGET CUSTOMERS BENEFITS VALUE PROPOSITION

Provogue Youth Good quality, Economy, Style

Ability to relate to the aspirations of new India.

Offers fashion at an affordable price.

Accessible to everyone everywhere.

THANK YOU