Lime & Vodka-New

STORE
brand format profile

Understand - Create - Differentiate - Partner - Venture out - Inspire

WHAT will we discuss in this presentation?

Content of Brand profile :

1. LNV Team
2. BRAND - Vision, Mission, Values, philosophy and attributes
3. Brand Identity, Store pics, Touchpoints
4. Press and brand strength
5. Why the New format concept - relaunch
6. Target market and Customer profile
7. Competition
8. Reference store brands
9. Merchandise plan
10.Characteristics of LNV brand partners
11.Commercial, payment and offsale terms
12.Marketing strategy

LNV
Team
Marketing Understanding
Strategy LNV Brand

Brand
Commercial
Identity
Terms
&
Touchpoints

LNV Media
Brand LNV Coverage
Partners Profile &
Brand
Strength

LNV
Merchandise
New
Plan
Format

Reference
Brands Understanding
for new our
Format Our customers
Competition

who LNV ?? LNV TEAM

BALACHANDAR R
MBA - IIFT- PSG - Gold medalist
Tata International - Created strategy for Launch of Donna Elena Accessories for Indian market - 2000
Head RETAIL OPERATIONS & MARKETING ASIA - Hidesign - 2002 to 2005

Director -Hnsworld - 2005 to present
Partner & Head of MARKETING - Lime & Vodka - 2009 to present

Consultant - STRATEGIC PLANNING & MARKETING - Pearl Academy of Fashion - 2009 to present

PAULSON PAUL
PICK N SAVE, OMAN - Logistics manager - 1998 to 2002
Regional OPERATIONS Manager - Hidesign - 2002 to 2006

Pepe Jeans - Key accounts Manager - 2006 to 2007
Partner & Head of RETAIL OPERATIONS & SALES - Lime & Vodka - 2009 to present

Regional Sales Manager - Arvind Brands - 2007 to 2009

strengths of this TEAM?
excellent track record in RETAIL of over 2 decades

proven expertise in BRAND building

consistent performance in SALES

young & energetic TEAM

indepth know-how of retail OPERATIONS

wides spread NETWORK and relationships in RETAIL industry

Brand Vision
To be the most recognised, frequented, appreciated fashion store brand among young Indians.

Brand Mission
LNV is a showcase for alternative and upcoming brands that create casual, streetwear,
fusion wear apparels, footwear and fashion accessories targeting youth and young professionals.
It aspires to be "THE fashion store for the young" offering interesting brands with a unique brand
identity and product designs and are not available in the mainstream retail but yet affordable.

Brand Values
Distinct, fashion, affordability, youthful, Cool, down to earth,
aspirational, Care, Consciousness, Compassion.

Brand Philosophy at LNV

We believe....You own the brand LNV
At LNV we believe in a retail concept which weaves together a story that seeks to be distinct
and dynamic. It achieves this beautiful quality as the user is an integral part of the process of
creation of this story.

We believe...Life is about partnerships
We believe in co-opting, co-operating and collaborating with creators and customers and
strongly feel that it is definitely possible to have a win-win relationship in all aspects in life
with all stakeholders.

We believe...Life is multidimensional
We believe that we are blessed to have the opportunity to give our patrons an experience
that is multidimensional - at physical, emotional and spiritual levels through our products
and through the brands that we offer them.

We believe...All material objects are just tools
We realise that the best things in the world that become dear to us are not always expensive,
yet we understand that these things are just tools to keep loved ones happy.
We love our people and use our things.

We believe....in right of self expression
We believe that every person has the right to express himself. What one wears, uses and gifts
are tools of one's expression. We believe that the art of self expression is in choosing the right
brands that one identifies with . Brands are not unnecessary indulgence, they are a means of
expression.

We believe....in Change
We believe in the old adage that there is nothing constant except change. Thats why we keep
changing for you - trying, experimenting, evolving, growing. We believe that the day we stop
changing, we disrespect the quantum of intelligence and creativity bestowed upon us.

We believe....in creating a new world
We believe that nothing can replace Creativity, Passion,Values and Great Design ...we stand for them.

We believe....tomorrow is in our hands
We believe that the youth represent the future ...we identify with you...we know how you party,
we also listen to your music, we wear the best of fashion, we appreciate good design and other
good things in life but at the same time we also realise the responsibility of tomorrow rest with us.
We believe in our destiny.

At LNV...We believe.

BRAND ATTRIBUTES OF LNV

Brand Personality
Different, Spirited, Daring, Sincere, Real, Friendly, Young, Cool, Contemporary,
Confident, Intelligent, Unique, Independent, Original, Modern. Fashionable, Creative, Fun

Brand Character
Loyal, trustworthy, Sincere, Consistent, Truthful

Brand Promise
Affordable fashion with distinct design flavour and brand identity.

Brand differentiation
Interesting brands under one roof for the young men and women.

Brand positioning
Get High on Fashion !!

Brand Culture
A culture of uniqueness, young at heart lifestyle, change, passion, creativity, values.

Brand partners
Partner brands like Maybell, Peekri, Hipcurve, Dope, Mandira Bansal, People tree, Purple jungle

Brand Identity :
Distinct name tells people that we are unique. Tinge of green in our logo denotes the freshness and change.
Our caption of "Get high on fashion" denotes our brand essence of sticking to all ideas that relate to fashion and design.

MYSTERY
BEHIND THE
name
We needed a brand name that reflected the target market - cool, happening, unique, something
that stands out in a crowd and creates a WOW factor.We had a list of 100 names shortlisted which
revolved around the themes of music, pubbing and fashion. From this we narrowed down to 20
names through a focus group discussion of friends. Then we conducted a market research with the
second list of 20 names with a sample size of 300 people in chennai and bangalore among the
target audience of 16 to 40 year olds. 90% of the respondents reacted
postively to the name "Fashion vodka" and reasoned that the world "Vodka" sounded very cool to
them. Coincidently "Vodka" was voted the coolest drink in an online survey this year
among youth audience. In the name we wanted to avoid cliches like "Fashion", "Style", "Design"
etc. Hence we hunted down for a prefix or a sufix that would complement vodka. Research
again revealed to us that Lime along with Vodka was a favourite combo for enthusiasts. Hence we
decided on "Lime & Vodka" as the brand name but with the tagline of "Get High on Fashion!" which
connected our concept with our product.

STRENGTH of LNV Brand

1 Regular customers from all across Chennai

2 LNV Customer database of 3000 members

3 Facebook presence and fan following of more than 1000 members

4 High brand recall and awareness among city youth

5 Brand association with Products that are unique and distinct

6 BRANDing and marketing strength

7 BRAND name

how will niche brands survive ....

when big brands have seemingly unlimited budgets to promote?

when real estate costs have sky rocketed?

when stand alones get ignored because of mall culture?

When large format store ignore niche brands?

the only SOLUTION to succeed in this market is a ...

C STRATEGY
o-operate
ollaborate
reate

Co-operate, Collaborate & Create
with like minded brands having similar vision and ideology

WHY this NEW FORMAT of LNV :

1. Lack of Retail stores that represent fashion and design oriented brands properly at their
counters so as to ensure the brand identity is not diluted.

2. Lack of speciality stores targeting the young other than export surplus stores.

3. Customers not having access to exclusive merchandise in terms of fashion,
design and brands at affordable prices.

4. Among big brands that have bigger budgets, the upcoming brands dont have a support system
and market access to succeed at a lower budget. LNV seeks to offer this platform for upcoming
brands to launch into the market.

5. LNV tracks customer feedback and input seriously. Based on a survey with our regular
customers we feel this is the way forward that they want LNV to take.
After all any good brand is owned by its customers !

the CUSTOMERS are asking whether ...

the new brand has UNIQUE designs and styling?

the price/VALUE equation should be favourable?

will it make me FEEL good when I wear it ? (Branding)

will it give me RECOGNITION in the society ? (Advertising)

is it easily ACCESSIBLE and available?

what is the GUARANTEE?

UNDERSTANDING our Customers

TARGET market :

1. 18 to 35 year olds
2. Men and women
3. Studying in higher education or working as young professionals
4. Sec A, B + and B
5. Upwardly mobile in chennai
6. Someone who enjoys shopping
7. Is brand conscious in terms of design and identity.

PROFILING our customer

1. College girl who is energetic, bubbly, fashionable and updated.
2. College guy who is cool, hip, happening and cares for his looks.
3. Young working men and women who are fashion conscious, value conscious,
look for unique brands.
4. Young working women seeking to wear fashionable yet comfortable attire.
5. Young professionals who like a bit of adventure and colour in whatever they do
and want to present themselves distinctly.
6. Young homemakers who are looking for a change from the regular and are open
to trying out new brands.
7. Middle aged men and women who feel young and want to look young.
They have arrived in life and dont want wannabe stuff.
8. Fashion conscious customers who would like to be on par with trends and styling
thats hot and happening not just in Delhi and Mumbai but in streets of Paris to Bangkok.
9. Men and women who believe that one is truly dressed up not only with just apparels but
by accessorising correctly by teaming up apparels with the right fashion accessory whether
be it a bag, wallet, belt, footwear or jewellery.

CUSTOMER service at LNV :
What we do to make our customers feel important ?

1. All customers become part of the LNV club members database.
2. We connect with them through our Facebook page.
3. Product updates are emailed to them and updated on FB page
4. Certain regular customers are updated by phone about new arrivals
of their choice.
5. For out station customers we offer free delivery.
6. Gifting option for friends - Customers gift an ensemble for their friends
after choosing from our options. We would courier it to their friends
directly on our customers behalf.
7. We conduct monthly events for which our customers are invited.
8. Offers and promotions are first open to our registered LNV club members.
9. We provide special offers for their special days - birthdays and anniversary.

As LNV believes that our customers own this brand, we keep constantly listening to them and taking
their feedback their entire brand experience. This evolved LNV format is also a result of one such
organised feedback session from our regular customers.

WHERE DO OUR CUSTOMERS SPEND?
Competition

1. Brand exclusive store -
Lee, Levis, Puma, Pepe Jeans, Allen solly, Derby, Basics, Tommy Hilfiger, Benetton,

2. Designer boutiques / Formats -
Kimaya, Evoluzione, Mio, Collage, Purple, Ambrosia

3. Large format stores / Department stores -
Lifestyle, Shoppers, Westside, Pantaloons, Central

4. Speciality format stores (Exclusive) -
Evolve, Amethyst, Casablanca, Anokhi, Anteedote, Silkworm boutique, Boheme

5. Multi brand outlets -
Histyle, Style one, Sellers, Rex Fashions,

6. Export surplus -
Fashion folks, dollars n pounds, Estilo, Just casuals, Cool club, Easy to wear,
Waves, Crazy world of fashion, Upper Crest,

Reference store brands in other cities
Orange bicycle
Taxxi & Vitamin K
Aphrodite
White peacock
Butter
Bombay Electric
Blue Banyan
Turmeric design
Purple sack
Attic
Masala Chai
People Tree
Levitate
Ffolio

MERCHANDISE PLAN

Product categories :

APPARELS ACCESSORIES & LIFESTYLE
Tees - Men and women Ties
Shorts - men and women Stoles, scarves
Casual & Semi formal Shirts - Men Bags
Polo tees - Men Footwear
Trousers - Men Fashion jewellery
Casual Jackets - Men & Women Knick knacks
Western tops - Women Home design
Fusion Kurtas - Women Gifts
Dresses - women
Skirts - women
Shrugs - women
Leggings - women

Occasions :
Daily wear - work (casual, semiformal)
Evening wear (casual, semiformal)
Club wear (party range)
Relax wear (casual)

Characteristics of LNV partner brands

What we look in our BRAND PARTNER :

1. Unique brand identity and concept.
2. Distinct design direction and theme.
3. Targets the youth and the young, both men & women
4. It is aspirational yet affordable.
5. Not available widely in mainstream retail.
6. Its a niche product.
7. Has longterm brand vision.
8. Is an ambitious but upcoming brand hence try harder.
9. Believe in the concept of Co-opting, Co-operating and Collaborating for sustained growth.

Commercial terms OPTIONS for Partner brands :
1. SOH Model - Space on Hire option Model -
200 sqft / 10 feet running wall space - 30,000 per month (includes rental, overheads etc)
Entitles exclusive space for brand and Brand visual
2. Concessionaire model -
Minimum guarantee of Rs 25,000 or 30% percent of sales whichever is higher.
Entitles exclusive space for brand and Brand visual and Brand involvement at all levels.
3. Exclusive Space on Consignment model - 35% of sales - Entitles exclusive space for brand
4. Basic consignment model - 30% of sales - No exclusive space and representation for brand.
Only recommended for unbranded merchandise.
(Please note : Above margins indicated are Exclusive of all taxes and levies)

Payment terms :
Payment will be released by cheque on fortnightly basis for the goods sold during the previous fortnight.
Payment cycle - First fortnight ends 15th and second fornight ends 30th of every month.

Buying cycle :
1. Projections and orders reviews every quarter.
2. Fashion hits every two months.
3. Buying plan, projection and order confirmation every season (every 6 months)

Off Sale :
1. Two times a year - Jan 5th to Jan 25th and July 5th to July 25th.
2. Brand and LNV to share the discounts on mutually agreed terms.

Marketing
As the idea of LNV is to help the partner brands create a niche in the market
and thereby build the brand, marketing is an integral aspect of this collaboration.

LNV pools marketing costs across non-competitive brands that it showcases thereby
ensuring continous mileage for the partner brands.

Various events, media coverages and activities are to be planned out by LNV on behalf
of the brands and brands would be invited to participate in the same thereby sharing
costs and the mileage out of it.

Core brand communication
Alternate fashion brands that are distinct in design, exclusive yet affordable and
available under one roof - LNV!

HOW LNV HELPS YOUR BRAND BUILDING ACTIVITIES ??
Opportunties for partner brands to work with LNV in marketing and brand building.

IN STORE BRANDING :
Brand signages, Visuals and other material can be visually directed within the store whereby it creates
an impact in the customers mind about the brand.

FACEBOOK UPDATES :
LNV has a database of regular customers who follow our product updates on FB. We promote our
partner brand and their products through the same.

LNV BRAND BOOKLET :
Each customer at LNV gets a booklet which contains information and product details of all the brands
that LNV stocks. This is a great opportunity to cross sell non-competiting brands that LNV stocks.
As the cost of printing the brand booklet is apportioned with all LNV brands, the presence in the
LNV brand booklet is at a nominal cost to cover printing expenses but goes a long way in brand
building efforts.

EVENTS at HOT SPOTS :
LNV organises and sponsors various events at hotspots in Chennai like 10 Downing street,
corporate campuses, colleges, malls etc.
LNV partner brands can invited to partner in these events wherein their brand name gets highlighted
and the cost incurred would be a gift voucher to the value of Rs 500 to Rs 1000 per event.

BEST CUSTOMER CONTESTS :
LNV rewards its regular customers by offering them a free Lunch for a couple at 10D. Brands can
associate themselves with the best customer contest which is run on a monthly basis for a nominal
cost wherein a lunch for two incurs Rs500.

NEWSLETTER :
LNV sends monthly newsletters to all its members and regular customers. Information regarding all
brands, new products, offers etc will be communicated through this medium. This is a enewsletter
which is emailed to our customers.

PR and INSTORE EVENTS :
LNV organises instore events in association with Partner brands for product launches, season updates,
brand parties etc where Media relations is handled by LNV to ensure visibility in the press. These
events are jointly planned with the brand and costs are shared.

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