Peter England

By Ritesh Umraniya

Company Profile y

Peter

England Was Established in 1889 and is known for its quality products worldwide

y

Different Products manufactured are y y y y y y y

Shirts Trousers Suits Denims Ties Socks Wallets

Consumer Profiling  y

Demographic

y

Cultural

y

Social

y

Economic

y

Psychographic

y

Behavioral

Market

Segmentation: Demographic Age

20-25

Lif eStyle

25Time

8%

Money

30% 92%

All

are Males All are pursuing PGDM from ITM Warangal All are Single All are Student

30% 40%

Quality

Market

Segmentation: Cultural

y

All

are Indian, Currently in Warangal A.P.

y

Except one Christian , others are Hindu .

Market

Segmentation: Social

y

Except one all have primary reference group as Friends

y

Except one all have secondary reference group as family

y

By Role everybody is Student.

Market

Segmentation: Economic Disp Income Upto 2000

2000 - 3000

15%

7%

78%

above 3000

Market

Segmentation: Psychographic

Opinion Good

Average

Attitude Positive

Neutral

8%

8%

92%

92%

Market

Segmentation: Behavioral

Loyalty Status Hardcore

Split

Switcher

Hardcore(other) 13%

40%

20% 27%

Target Market y

92% Students have good opinion about Peter England (36 Students)

y

92% Students Have Positive Attitude about Peter England (36 Students)

y

20% are hardcore loyal to Peter England (8), 40% are Switchers (16), 27% are Splitters (11)

y

Target Market Becomes of 35 Students

Positioning  y

Positioning

is all about position our product in the customer mind by providing those advantages which they are not getting by using our competitor·s product.

y

So for that we have to analyze point of parity and point of  difference with our competitors.

y

Our

main competitors are Koutons, Arrow and John Player.

Positioning By Product Attributes Attributes Looks, Comfortability

(36)

Durability (4)

10%

90%

Positioning Statement: Peter

England Because Style Matters

POINT OF DIFFERENCE PRODUCT NAME

FEATURES

POD AVAILABLE IN PETER ENGLAND

KOUTONS

High price , Less promotion , Less brand loyalty

affordable price, Promotion higher than koutons , High Brand loyalty

ARROW

Less

Promotion higher than Arrow

 JOHN PLAYER

promotion ,less brand loyalty

High promotion as compared to Peter England

 brand loyalty is higher

Less

promotion

,

POINT OF PAIRITY  PRODUCT NAME

FEATURES

POP AVAILABLE IN PETER ENGLAND

KOUTONS , ARROW

Quality with good brand image

Quality with good brand image

 JOHN PLAYER

Competitive price

Competitive price

Marketing Mix y

Product y

Available

in wide range of colours and Designs

y

Price y

Available

in Price Ranging From Rs 549 to Rs 1499.

y

Place y y

At

Mega Mart Near Chaurasta At Peter England Exclusive Showroom in Hanamkonda

y

Promotion y y

Banner At Khan·s Cafeteria. Pamplets in Business Line News Paper once in a month ( On Monday).

Sales Forecast y

Total Sales ²

HCL 31 Splitters 22 Switchers 15 ------------------68 Profit Per

Shirt = 100

-------------------Total Contribution 6800

Total

Profit Contribution 6800

Less:

Banner Printing 250 Banner Ads Cost(200x12) 2400 Pamphlets Printing

and Distr 250 -----------------

Nett Profit 3900