1. ALLEN SOLLY VSCOLOR PLUS PRESENTED BY: RENU DUTT SACHDEV SARTHAK GAMBHIR SWATI NIRWAL MAYANK TYAGI ATAL MATTOO 3/14/2011 IIPM DELHI 1

2. 3/14/2011 IIPM DELHI 2

3. INTRODUCTION IN 1744 BRAND ALLEN SOLLY WAS INTRODUCED BY WILLIAM HOLLINS AND CO. AND THEN TAKEN OVER AND INTRODUCED BY MADURA GARMENTS IN 1993. COMPANY: MADURA GARMENTS,WHICH IS A PART OF ADITYA BIRLA GROUP. AD AGENCY: OGILVY. 3/14/2011 IIPM DELHI 3

4. INNOVATIVE IDEAS THEY WERE FIRST TO SPOT THE NEED OF CASUAL WORK WEAR FOR YOUNG PROFFESIONALS. THEY ENTERED THE MARKET WITH A BLOCK BUSTER CONCEPY OF FRIDAY DRESSING. THEY USED UNCONVENTIONAL SHADES OF BEIGE AND TAN AND USED FABRICS LIKE KHAKI IN SHIRTS AND TROUSERS, WHICH BECAME A INSTANT HIT. ALLEN SOLLY INTRODUCED THE IDEA OF RELAXED FORMALS FOR INDIAN CONSUMERS 3/14/2011 IIPM DELHI 4

5. ALLEN SOLLY IDENTIFIED THE DEMAND FOR DIFFERENT SIZES OF TROUSERS FOR WOMEN AND LAUNCHED THEIR EXCLUSIVE WOMEN WEAR AND IT WAS WELL ACCEPTED BY THE TARGET GROUP. 3/14/2011 IIPM DELHI 5

6. MARKETING STRATEGIES SPECIAL PRIVELEGES ARE GIVEN TO *MY SOLLY* MEMBERS, WHICH ARE: GET AN ENROLLMENT DISCOUNT. SPECIAL B’DAY GIFTS AND BONUSES. EXCLUSIVE PREVIEW TO SALES. GETTING INVITED TO COFFEE MORNINGS. ATTEND SPECIALLY HOSTED ALLEN SOLLY EVENTS BY INVITATIONS. FREE GARMENT PICK UP AND DROP SERVICES 3/14/2011 IIPM DELHI 6

7. REPOSITIONING EXERCISE ALLEN SOLLY WENT FOR AN REPOSITIONING EXERCISE BECAUSE OF THE CHANGE IN THE DEMOGRAPHICS OF THE TARGET SEGMENT. THE BRAND WANTED TO BE MORE REVELANT TO THE NEW WORKING CLASS. ALSO THE BRAND WANTED TO ATTRACT THE CONSUMERS BEYOND THE WORK PLACE. CHANGE IN ITS POSITION FROM WORK WEAR TO FASHION BRAND.THE BRAND POSITIONED ITSELF AS A CASUAL BRAND FOR ALL OCCASIONS. 3/14/2011 IIPM DELHI 7

8. CAMPAIGNS IN 2009, THE BRAND LAUNCHED ITS FAMOUS “ I HATE UGLY” CAMPAIGN TARGETTING THE YOUTH. IN 2010, THEY GOT INTO A CONTRACT WITH COSMOPOLITAN MAGAZINE FOR THE COVER GIRL HUNT. 3/14/2011 IIPM DELHI 8

9. 3/14/2011 IIPM DELHI 9

10. FUTURE PROSPECTS BRANDED WOMEN APPAREL MARKET WAS PROJECTED TO RISE AT A RATE OF CLOSE TO 25%. TODAY ALLEN SOLLY TURNOVER IS MORE THAN 200 CRORE. AIMS TO GROW WITH A TURN OVER OF 500 CRORE THIS YEAR. 3/14/2011 IIPM DELHI 10

11. COMPETITORS RITU BERI’S “LABEL”. PUJA’S “ BIZZARE”. UNITED COLORS OF BENETTON. BLACKBERRY. COLOR PLUS. 3/14/2011 IIPM DELHI 11

12. COLOR PLUS THE COMPLETE MAN RAYMONDS GROUP 3/14/2011 IIPM DELHI 12

13. 3/14/2011 IIPM DELHI 13

14. INTRODUCTION LAUNCHED IN 1993. COLOR PLUS IS A BRAND OF RAYMOND. IT WAS A UNIT OF COIMBATORE BASED AMBATTUR CLOTHING LIMITED. COMPANY: RAYMONDS. AD AGENCY: RUBECON 3/14/2011 IIPM DELHI 14

15. INNOVATIVE IDEAS COLOR PLUS BROUGHT IN AN INTERNATIONAL SHOPPING EXPERIENCE IN THE COUNTRY. DISTRIBUTION CHANNEL SPREAD NOT ONLY ALL OVER THE COUNTRY BUT ALSO CROSSED BORDERS TO THE MIDDLE EAST. THEY USE HIGHEST QUALITY FABRICS AND PRODUCT ENGINEERING TECHNIQUES. PIONEERED IN TECHNIQUES SUCH AS GOLF BALL WASH, COME DYED CASUALS AND THERMO FUSED BUTTONING. ALL THE PRODUCTS ARE COMPLEMENTED BY A MATCHING RANGE OF ACCESSORIES. 3/14/2011 IIPM DELHI 15

16. MARKETING STRATEGIES SEEN ONLY IN PREMIUM PUBLICATION AND MAGAZINES REVEALS THAT THE BRAND IS CLEAR ABOUT THE TARGET SEGMENT. COLOR PLUS IS THE STAR.(MEANING IT USES NO CELEBRITY) EXCELLENT USE OF THE PRINT MEDIA. REALLY SMART BRAND BUILDING. 3/14/2011 IIPM DELHI 16

17. 3/14/2011 IIPM DELHI 17

18. COLOR PLUS STRENGTHS HAS 180 STORES IN INDIA. 1000 CRORE RAYMONDS ACQUIRED 74% STAKE IN CHENNAI BASED COLOR PLUS FASHION LTD. BY THE END OF FINANCIAL YEAR COLOR PLUS WAS EXPECTING A TURNOVER OF 300 CRORE. 3/14/2011 IIPM DELHI 18

19. BRAND VALUES ITS CORE VALUE IS CONSTANT PRODUCT INNOVATION. ITS AIM IS TO PRODUCE PRODUCT THAT HAS NEVER BEEN OFFERED IN THE MARKET. THE PRODUCT HAS ALWAYS OCCUPIED THE CENTRE STAGE IN EVERYTHING THE COMPANY DOES. 3/14/2011 IIPM DELHI 19

20. THANK YOU 3/14/2011 IIPM DELHI 20