Adonis retails, Peter England, Dharwad

A STUDY ON PROMOTIONAL CHALLENGES TOWARDS

BRANDED APPARELS

AT

Adonis retails, Peter England, Dharwad

Project report submitted in partial fulfilment of the requirements for the award of

degree of

MASTER OF BUSINESS ADMINISTRATION

Of

BENGALURU CENTRAL UNIVERSITY

SUBMITTED BY

VIJAYAMAHANTESH SAJJANAR

REG NO: MB187774

UNDER THE GUIDANCE OF

Ms.Sowmya D S Mr. Vivekananda

Asst. Professor Store Manager

RV. Institute of management Adonis retail, Peter England, Dharwad

R V INSTITUTE OF MANAGEMENT

2019-2020

DECLARATION BY THE STUDENT

I hereby declare that “The study on promotional challenges towards branded

apparels at Peter England, Dharwad” is the result of the project work carried out by

me under the guidance of Ms. Sowmya D S and Mr. Vivekanand in partial fulfillment

for the award of Master’s Degree in Business Administration by Bengaluru Central

University. I also declare that this project is the outcome of my own efforts and that it

has not been submitted to any other University or Institute for the award of any other

degree or Diploma or Certificate.

Place: Bangalore Name: Vijayamahantesh Sajjanar

Date: 04/10/2019 Register Number: MB187774

Acknowledgement It is a matter of great pleasure to acknowledge those personalities who have inspired,

guided and contributed immensely in bringing out this Project Report. I express my

deep sense of gratitude to my external guide for offering me to do this project at your

organization.

I express my sincere thanks to Dr. Purushottam Bung, Director of RV Institute of

Management Bangalore for giving me an opportunity to have corporate exposure and

learning it Adonis retails, Peter England, Dharwad.

I wish to take this opportunity to express my deep sense of gratitude to my internal

guide Ms. Sowmya D S, Assistant Professor, RVIM for her Valuable guidance in this

endeavor.

I would also like to express my sincere thanks to Mr. Vivekanand, Store Manager,

Adonis retail Peter England, Dharwad for his support to completion of this project.

I would like to thank to my parents, my teaching and non-teaching staff, my friends and

all those who have helped me directly or indirectly for the completion of this project.

Place: Bangalore Name: Vijayamahantesh Sajjanar

Date: 04/10/2019 Register Number: MB187774

PLAGIARISM REPORT

TABLE OF CONTENT

CHAPTER

NO

PARTICULARS PAGE NO

EXECUTIVE SUMMARY

1 COMPANY PROFILE

1.1 About the company

1.2 Vision, Mission, Objectives, Performance,

Awards

1.3 SWOT Analysis

1.4 The Mickensy’s 7-s Model

1.5 About the Industry

1.6 Porter’s 5 Force Model

1.7 Introduction to the Topic

1.8 Statement of the Problem

1.9 Need for the study

1-19

2 METHODOLOGY

2.1 Objectives of the study

2.3 Data collection method

2.4 Tools for Data Analysis

2.5 Limitations of the study

20-23

3

SWOC Analysis

24

4 OUTCOMES OF THE STUDY

4.1 Outcomes of the study

4.2 Solutions to the problems

4.3 Suggestions

25-29

5 EXPERIENCE, LEARNINGS

&CONCLUSION

30-31

BIBLIOGRAPHY

THE STUDY ON PROMOTIONAL CHALLENGES TOWARDS BRANDED

APPARELS AT PETER ENGLAND, DHARWAD

R V INSTITUTE OF MANAGEMENT 1 | P a g e

INTRODUCTION OF THE COMPANY:

Peter England is the largest menswear brand in India with nearly 5 million garments

sold every year. First launches by Madhura fashion and life styles (known as Madhura

garments) in mid-price shirts in 1997 the company acquired world rights for the brand

in the year 2000

During the time, a new India was emerging land of growth and opportunity. The apparel

consumption behaviour was undergoing a sea change, and there was huge market

opportunity waiting to be explored. A customer exposed to branded formal menswear,

but there were no dominant players in the mid-price segment.

The launch of Peter England nationwide through massive advertising campaign

marked the entrance for the first international mid-priced shirt in India. It was clearly

positioned as an international quality brand at honest to goodness prices.

The brand found immediate acceptance with a large segment of the male population

who wanted to look good at work without having to pay a heavy price. Peter England

sold 4 lakh shirts that first year

Peter England is universally accepted among in millions of customers for its

standardized fits, superior quality, wide range and fashion right styles, making it the

most trusted brand among the customers by brand equity, economic times over the last

years.

In the mid-priced value for money range, peter England brings formal wear for young

men in the early years of their carrier. The variety includes shirts, trousers, suits, blazers

and casuals.

Recent days for the Peter England have been in the world of club wear, called Peter

England Party. This line offers affordable club wear with mainstream sensibilities.




ADONIS RETAILS, PETER ENGLAND, DHARWAD

Peter England, Dharwad commenced business operations on September 29˘th

2011 started by proprietor Shubash Shah, Adonis group. It is one of the authorized

franchises for Madhura garments. The turnover of the company is around 1.34 Crore.

Peter England, Dharwad have the excellent network of sales in Dharwad they

are also leading garments franchise in North Karnataka. The showroom is located at

opposite. District Court P.B road, Dharwad.

The tag line of Adonis retail “Beginning of good things”. At present Mr. Vivekananda

is the store manager.

Peter England offers formal menswear, Jeans, Casuals, Trousers, Sharp Suits,

and Blazers. Adonis retail has been awarded as the best retailer ((INDIA SMALL

GIANTS AWARDS)

Existing local competitors:

⚫ Puma

⚫ Raymond

⚫ HW

⚫ Arrow

⚫ Pepe Jeans

⚫ Laxmi Garments




Work flow model:

The below work flow model which helps in achieving maximum customer

satisfaction.

There are 5 steps, they are as follows: -

Preparation

Welcome

Need assessment

Product presentation

Attempted close




1. Preparation:

It is a process of being ready beforehand for a particular purpose. It includes making

arrangement for a purpose and becoming ready to face a situation. Proper preparation

leads to a skilled behaviour. It can also be termed as an activity of putting or setting in

order before some act or purpose.

2. Welcome:

it is defined as the initial or the starting point of any action or deal. It can also be known

as sales lead.

3. Need assessment:

It’s a process whereby needs are identified and tracked. It includes planning, data

gathering and analysis.

4. Product presentation:

It is a process where a sales person show the product to the customers and explains its

quality.

5. Attempted closing:

It is a process where a sales person makes an effort to close a deal positively with the

customer. It includes making the customers to buy the product at the end of the

negotiation.




Mckinsey’s 7s frame work

The 7’s framework was developed by the former Mckinsey consultant firm it

was a US based organisation Tom Peter, Richard Pascale and Robert Waterman

are developed the framework

They have given 7 strategies to improvement the organisation.

1) Shared values

2) Strategy

3) Structure

4) System

5) Style

6) Staff

7) Skills




1) Shared values: having good values is very important to the organization.

Peter England is also having its values like promising and trust.

2) Strategy: Every organization follow their own strategy to achieve the

organizational goal. Peter England also has its own strategy like retaining of old

customers, maintaining the decorum of the store.

3) Structure: This is all about how the organization work flow by the

marketing channel. The below organization structure help to achieve

organizational goal.

4) System: This is arrangement of work to create healthy environment in the

organization by using current software and technology. Peter England fully

operates computerized and all employees are well trained.

5) Style: Peter England follows its own style to attract the customer.

Manager

Accountant Tailor Staff




6) Staff: Employees are the asset for the organization. It is very important thing

in the organization to maintain environment. The total number of employees in

the store is six.

7) Skills: Skills are very important thing in the employees. Organization

depends on employee’s efficiency and knowledge. The employees of Peter

England should have these special skills to carry out the goal of the organization.

o Technical skill

o Marketing skill

o Computer skill

o Accounting skill

o Decision taking skill

o Management skill




VISION, MISSION AND OBJECTIVES

VISION

The company vision is to passionately satisfy the Indian consumer’s needs in fashion,

style and value, across wearing occasions, in apparels and accessories, by anticipating

trends and creating markets with the ultimate purpose of delivering superior value to

all stakeholders.

The company aims to be the undisputed leader in the lifestyle industry, delivering

continued value growth for all stakeholders by honouring:

• Transparency and trust

• Human touch

• Empowered teams

• Promises always honoured

• Responsive to customer needs

• Ownership for partner success

• Merchandise and design leadership

• IT leadership in service

• Simple and speedy processes that enable quick decisions

• Effective communication




MISSION

The mission is to delight the consumer with service excellence in a world class

ambiance. As part of this endeavour, the fallowing has been implemented: -

➢ Store standards operating procedures to enhance and standardize store operation.

➢ Consumer feedback and complaint processes to capture consumer opinion and

closely engage with the consumer.

➢ Store engagement processes to effectively manage store staff recruitments,

training, evaluating and reward mechanisms.

➢ A franchisee framework to enhance the quality of relationship with franchiser.

➢ Brand retail identifies guide to express and standard the brand point of view in

terms of looks and ambience in retail.

➢ Project and store launch processes to ensure quality of store launches the intent

is to launch the store were in all respects so as to meet consumers expectation

in terms of store ambiance, merchandise and quality of service.

➢ A mystery shop programmed to monitor the level of adoption of the above

initiatives at store and identify areas of improvement.

➢ Store score cards to capture performance of stores across key parameters and

plug performance gaps.

OBJECTIVES

⚫ Store standard operating procedures to enhance and standardized store operation.

⚫ Customer feedback and complaint process to capture consumer opinion and closely

engage with the customer.

⚫ Store engagement processes to effectively manage store staff recruitment, training,

and evaluating.

⚫ A brand identity guide to express and standard the brand point of view in terms of

looks and ambiance in retail




AWARDS

Over the year, Madura fashion and lifestyle has not just pioneered new concepts in

fashion and clothing, but also been awarded for them.

❖ 2013

➢ 14th images fashion award (one the most admired design concept of the year

2013 for jeans wear men the award was for ozygeans concept bye the brand).

➢ Golden peacock award, ( Madura clothing wins the 2013 golden peacock

award for corporate social responsibility)

➢ The economic times brand equity, (voted for 6th consecutive year as most trusted

brand in a recently concluded survey by brand equity).

➢ Circles 2013 international convention on QC,( excellence award for six sigma

project)

➢ Star retailor award by franchisee India, (fashion retailors of the year award).

➢ BBC.Com campaign India digital media awards, (bronze award in the best

website retail category).

➢ Franchisee awards, (fashion retailor of the year).

➢ The economic times, (brand equity awards).

➢ Lyera images fashion award. (Madura fashion and lifestyle –most admired

apparel company of the year).

➢ ICICI retail excellence award, (fashion retailor of the year).

➢ Reid and Taylor award for fashion excellence, (retailer of the year).

❖ 2014

➢ The economic times brand equity awards

➢ Asia pacific HRM congress award 2014

➢ The economic times young leaders 2014

➢ CII’S supply chain logistics excellence award 2014

➢ Most exciting apparel retailer for 2014

➢ Golden peacock award 2014.

❖ 2017

➢ Best performing brand in men’s formal/casual wear.

➢ Best customer relationship management program.




PETER ENGLAND MILESTONES PROGRAM

A unique and efficient rewards program that allows its members to earn points on every

purchase. Register for this hassle-free program by mentioning your mobile number at

the cash desk of any Peter England store at the time of purchase and start earning points

on the go with every purchase.

• Instantly accumulate and redeem your points for rewards.

• Each milestone point equals 1 rupee.

• Earn higher points as you move up the tier.

• There is minimum point balance required for redemption.

• Points earned will expire in a year from your last transaction.

SWOT ANALYSIS

STRENGTH

⚫ Branded apparels with standard quality at reasonable price. Peter England offering

high quality apparels at a reasonable price.

⚫ The assortment is very good customer can easily buy their choice. The store has

more space it helps to assort the apparels in perfect manner.

⚫ Store is well equipped and maintained decorum.

⚫ Immediate response to the customers. Adonis retain has 6 employees all are always

for customers help.

⚫ Employees are well trained. After selection of the candidate they have proper

training program in any of their retail outlet.

⚫ It carries deeper assortments. Adonis retail full of assortment it has a greater

number of varieties of clothing.




WEAKNESS

⚫ Customers are not getting discounts throughout the year. The Adonis retail, Peter

England only give discounts on festival time only like Diwali offers, Dasara offers.

Offers only limited to festivals customers want discounts throughout the year.

⚫ Limited target market: Adonis retail, Peter England is only targeting on men

clothing and accessories. Customers want Peter England have to come up with all

clothing segments like women, children and all age group.

⚫ No online payment: They only accept cash, credit and Debit card as mode of

payment customers don’t want to carry cash. Present market is running under

online mod of payment Adonis retail, Peter England don’t have that option.

OPPORTUNITIES

⚫ Can diversify the target market to women segment: This is one of the big

opportunities to the Adonis retail, Peter England to come up with all segment

clothing like women, children and all age group.

⚫ Can diversify into high priced apparel segment: The price of the products are

reasonable they can diversify into high priced apparel segment.

⚫ Along with apparels can also keep complementary items: The store is full of

clothing there is best opportunity to come up with other complementary items like

Shoes, tie, watches, belts, caps, glasses and etc.

THREATS

⚫ New local brands coming in pose major threat because of lower price: All local

apparel market competitors in Dharwad are preferring low price strategy this is one

of the threats for Peter England.

⚫ Similar patterns and variety available in other stores.

⚫ Sometimes difficult to handle complicated customers regarding issues and others.




APPAREL INDUSTRY

The worldwide fashion industry is one of the most significant divisions of the economy

regarding venture, income, and exchange and business age everywhere throughout the

world. At first attire was utilized to shield the human body from ecological conditions,

later on as wheels of time began turning, new patterns developed and assembling of in

vogue articles of clothing appeared. Clothing industry has short item life cycles,

colossal item assortment, unstable and capricious interest, long and firm supply process.

The business has been in a progress over most recent 20 years.

The clothing business produces completed the process of garments items produced

using both normal and man-made resource like cotton, silk, fleece, rayon, denim. The

significant sections canvassed in fashion industry incorporate children dress, garments

for men, men's wedding wear and personal clothing. The clothing is sold through three

significant channels which incorporate Brick and engine, list and web.

The clothing business inventory network can be extensively classified into five

significant segments as crude materials, material plants, clothing plants, and send out

chains, attire produces, retail locations and clients

The fashion industry involves a kind and significant spot in India. It is perhaps the

soonest business to appear in the nation. The clothing business takes into account one

of the most fundamental necessities of individuals and holds significance; keeping up

the delayed development for improved personal satisfaction. The division has a one of

a kind situation as a confident industry, from the generation of crude materials to the

conveyance of final results, with significant worth expansion at each phase of handling.

Throughout the years, the part has demonstrated to be a significant supporter of the

countries' economy. Its gigantic potential for age of business openings in the modern,

farming, sorted out and decentralized parts provincial and urban zones, particularly for

ladies and the burdened is vital.

India's materials segment is probably the most established industry in Indian economy

going back a few centuries. Indeed, even today, materials part is probably the biggest

supporter of India's fares with roughly 11 percent of all out fares. The materials business

is likewise work serious and is perhaps the biggest boss. The material business has two




wide sections. In the first place, the sloppy area comprises of hand loom, painstaking

work, which are worked taking things down a notch and through conventional

apparatuses and techniques. The second is the sorted out area comprising of turning,

clothing and pieces of clothing fragment which apply present day apparatus and

systems, for example, economies of scale.

The Indian materials industry is incredibly changed, with the hand-spun and hand-

woven materials segments toward one side of the range, while the capital-escalated

modern plants part at the opposite finish of the range. The decentralized power

looms/hosiery and sewing segment structure the biggest segment of the materials

division. The nearby linkage of the material business to farming (for crude materials,

for example, cotton) and the antiquated culture and conventions of the nation regarding

materials make the Indian materials part exceptional in contrast with the ventures of

different nations. The Indian material industry has the ability to deliver a wide

assortment of items appropriate to various market fragments, both inside India and over

the world.

The historical backdrop of clothing in India goes back to the utilization of stringent

colours and printing hinders around 3000 BC. The establishments of the India's material

exchange with different nations began as ahead of schedule as the second century BC.

A crowd of square printed and oppose colour textures, basically of Gujarati root, found

in the tombs of, Egypt, are the verification of enormous scale Indian fare of cotton

materials to the Egypt in medieval periods. During the thirteenth century, Indian silk

was utilized as deal for flavours from the western nations. Towards the finish of the

seventeenth century, the British East India Company Indian article of clothing industry

had started fares of Indian silks and a few other cotton textures to different economies.

These incorporated the well-known fine Muslin fabric of Bengal, Orissa and Bihar.

Painted and printed cottons or chintz was broadly rehearsed between India, Java, China

and the Philippines, well before the appearance of the Europeans.




GROWTH RATE

Apparel industry plays a important role in developing a countries economy in terms of

revenue generation and creation of employment. The industry is undergoing a drastic

change due to global sourcing and high level of price competition. Favourable

demographic factors, rise in disposal incomes, change in consumer behaviour and

substantial shift towards branded apparel resulted in a positive growth in the global

apparel market.

About textiles export

Textiles and apparel exports from India are estimated to increase to US$ 65 billion by

2016-17 from US$ 40 billion in 2013-14

The Indian textiles industry, currently estimated at around US$ 108 billion, is expected

to reach US$ 223 billion by 2021. The industry is the second largest employer after

agriculture, providing employment to over 45 million people directly and 60 million

people indirectly. The Indian Textile Industry contributes approximately 5 per cent to

India’s Gross Domestic Product (GDP), and 14 per cent to overall Index of Industrial

Production (IIP)

It contributes 14 per cent to industrial production and 4 per cent to GDP With over 45

million people, the industry is one of the largest source of employment generation in

the country The industry accounts for nearly 13 per cent of total exports The size of

India’s textile market in 2014 was USD99.0 billion which is expected to touch USD226

billion market by 2023 at a CAGR of 8.7 per cent between 2009-23E

REGION % share

Asia pacific 35.40

Europe 29.40

USA 22.30

Rest of the world 12.90




Porters Five Force Model

Threat of new entrant:

The apparel industry in present state is high risk and high reward for new entrants. It

is not difficult to get a foot in the door and copy others it is a question of customers’

acceptance. However new entries might find unique ways to popularize their products

in the market.

Threat of substitution:

This force is almost negligible all substitution in the apparel industry is really just

competition. The apparel industry seems difficult to successfully enter into and break

competition which already exists.




Competitive rivalry

Analysing through the intensity of competitive rivalry is an interesting in the apparel

industry. The apparel industry players have established themselves through top brand

in the market through their product quality.

Bargaining power of suppliers:

In this industry companies are very specific and competitive in delivering innovative

product. It is low as in today highly competitive world in comparison to organized

retailers number of supplyers are more and moreover, they get a good plat form to sell

their goods in a large amount. The suppliers should offer the best product, best quality,

not much necessarily low price.

Barging power of buyers:

Bargain power of customers high as they got various option for buying the products

whatever from the organization. The consumers brand preference based on the product

in very company are differentiated.




Statement of the problem:

The problem which has selected for the study is entitled as “The study on promotional

challenges towards branded apparels at Peter England”. At present market scenario all

the companies are facing their own challenges in that case Peter England Adonis retails

facing promotional challenges towards branded apparels.

It is one among the marketing mix concept. This is the activity

that educates the customers, increase awareness, increase demand and build brand value

of the organisation. Promotion is very important concept in marketing mix. Promotion

is all about reaching product and service information to the customers. Very company

do this promotional activity but customer will attract by some of them because the

strategy and tool which they use will good.

Promotion is very important as it is not only helping to boost sales but it also helps a

business to draw new customer while at the same time remaining older ones. There are

variety of promotion strategies that a business can use to increases there sales however

it is important that we first undertaken what a promotional strategy actually is and why

it is important.

Promotion is the life blood of business without sales there would be no business in the

first place there for it is very important that if business want to succeed, it should have

sales promotion is to improve a company sale by predicting and modifying your target

customers purchasing behavior and patterns.

Promotional tools:

• Advertising

• Publicity

• Personal selling

• Sales promotion




Promotional strategy:

It is plan and tactics which are implement in the marketing plan in

order to increase the demand. Strategy always make huge difference in the market if

you want survive in the current market means you have to come up with good

promotional strategy.

Need for the study:

Now a day’s business is extremely competitive for all the products and

it is needless to say that any company has to win the confidence of its customers. So it

is necessary to clarify the position of the product of a particular company about its

quality and market demand. The study helps the Adonis retails, Peter England

management to adapt new promotional strategies. The research contain customer

feedback that would help the company to know about their customer expectation.

Scope of the study:

The project is done at Adonis Retail, Peter England, Dharwad.

Which is an authorised franchisee of Peter England. The project corporate and learning

is mainly concerned with the study on promotional challenges towards branded

apparels. It has more scope these days this study will help in entering into new

geographical areas. This research also set the base for who wanted to do research in

apparel industry at Peter England.




Data collection methods

Primary data

Primary data has collected from interaction with store manager, employees and

customers. One more primary tool I have used in this study was observation. Ex.:

manager interview, interaction with employees and customers, observation.

Secondary data

Secondary data has collected from various sources like company website and internet.

Secondary data which I have used to get basic information about the company,

company product and its competitors.

Limitation of the study

1) The research supervised is restricted only to Adonis retail, Peter England.

2) The time was constraint for the study.

3) The major constraint of this study cannot applied to all type of customer.

Because of the customers are coming only for buying the product, some are

might not interested in buying activity.

4) The data is collected through direct interaction




Promotional challenges:

❖ Store location: The Adonis retail store is located at opposite district court which

is not in the market place. The store is not easily visible to the public it is not in

the strategic location. This is one of the barriers to promote the product at

festival time to put discount banners and store decoration.

❖ High cost products: Peter England preferring high cost products public is not

easily convince for high cost product promotions. Therefore, high cost of

product is also one of the promotional challenges to the retailors.

❖ Target only on high middle class and economic segment; If the target segment

is low, we need to make strategy to a particular segment of people. Adonis retail

is targeting on high middle class and economic segment. It is difficult to

approach them and also they are not easily available in the market.

❖ Less brand awareness: The brand awareness of the Adonis Peter England is low

because of their target market therefore it is also one of the promotional

challenges.

❖ High advertising cost: At present advertising market is very costly therefore

investing on high cost on advertising is one of the challenges for the retailors.

❖ Economic condition of the people: The north Karnataka people are very price

conservatives. They looking for low price products convincing them is not easy

job.

❖ Brand awareness: Maintaining Brand Awareness is a very important aspect in

marketing a company. It is imperative and very helpful to analyse the response

your audience has towards the change in packing, advertising, products and

messages sent across through various means. Working towards creating an

image in the minds of the customers is not the last thing a company should aim

to do. Inviting consumer feedback and maintaining a constant presence in the

market is equally essential. Availability of the product to the consumer is one

such a way of doing this. The consumer should not have to come looking for

you when he is in need of making a second purchase of the product, dealership




and outlets at convenient places should make the consumer think of the brand

as the most convenient and best solution to their needs of fulfilments.

While Brand Awareness scores tend to be quite stable at aggregate level, individual

consumers show considerable propensity to change their responses to aided recall-

based brand awareness measures. For unaided recall-based brand awareness measures,

consumers brand.

Awareness remains relatively stable. For top of mind recall measures, consumer gives

the same answer in two interviews typically only 50%of time. Similarly, low levels of

consistency in response have been recorded for other cues to elicit brand name response.

Channels of promotion

There are many ways to promote the product or service. Some of them as

below

❖ Advertising: -it is the activity or profession of producing information for

promoting the scale of commercial products or services. Advertising is used

through various media to generate Brand awareness within consumers. They

can be aired as radio ads, Television commercials, internet etc.

❖ Guerrilla marketing: -creative campaigns allow every small firms to

compete with bigger firms by carving out narrow but profitable niches. Now

days, big firms also use guerrilla marketing to catch consumers attention at low

cost. These tactics include 1. Extreme specialization, 2. Aiming every effort at

favourably impressing the customers, 3. Providing service that goes beyond the

customer expectation, 4. Fast response time, 5. Quick turnaround of jobs, and 6.

Working hours that match the customers requirements the term ‘Guerrilla

Marketing’ is a registered trademark of author Jay Levinson who popularized it

through its several ‘guerrilla’ books. It is an out of the ordinary way of

marketing a product. Low cost channels can be utilized to generate a high level

of interest in the product and create brand awareness. Utilization of personal




contacts is the most popular way of guerrilla marketing. Product placement is

an advertising technique used by companies to subtly promote their through a

non-traditional advertising technique, usually through appearances in film,

television, or other media.

A formal agreement between the product manufacturer and a media company

can be generated through which the media company also receives an economic

benefit, usually in the form of fee. The media in return will show case the

product through any of the various means they have available to make the brand

stand out. Some people, however, consider product placement to be deceptive

and unethical.

Objectives of the study:

✓ To identify the brand awareness of the prospective consumers in

relation to Peter England.

✓ To help them to expand their target market.

✓ To come out with necessary suggestion to improve the level of

promotional activities towards the product and hence to improve its

sales.

✓ To understand the target customer.

✓ To design promotional activities as per customer preferences.




SWOC ANALYSIS OF THE RESEARCH

STRENGH:

⚫ Peter England has its own brand image in the market. It helped to study and

approaching customers.

⚫ Study on particular area was helped to cover all the aspect of the organization.

⚫ The sources for collecting data are more like interaction, interview, company

website and observation.

⚫ The manager, employees and customers of Peter England were very helpful and

co operative in sharing the information about store promotional position.

Weakness:

• The area of study was limited.

• Lack of previous research.

Opportunities:

⚫ It helps peter England to add sum more promotional tools.

⚫ Research helps in connecting and targeting all segments of customers by

introducing new varieties of assortment.

Challenges:

⚫ The interaction with customer was less because of north Karnataka flood.

Customers were not ready to come out from their home.

⚫ The duration of the study was less.

⚫ The regional competitors are more.




Outcome of the study:

1) Use a distinctive, timeless logo: -

This is the most basic aspect of promoting and plays a key role in enabling consumers

to easily identify a product. The main goal of logo is to convey the attributes of the

brand to potential customers. The logo is in itself a small advertisement for a business.

Logos inform customers about the brand and thus make the products on which it is

placed distinctive. Constantly changing a logo defeats its purpose, so a logo should be

designed to last a long time without becoming dated.

2) Build brand loyalty target market: -

Creating a community around a brand is one of the basic principles of brand

promotion. This involves connecting with people and creating positive feeling about

the brand. Community building can be done via offers of free merchandise, coupons

and even sponsored local events. Engaging social media users is another important

aspect of building brand loyalty. Of course proving a consistently good product or

service is essential. The object is to make the brand memorable in a good way and to

keep it memorable by constantly reminding consumer of the brand message and logo.

3 Excel at customer service: -

Adequate customer service is the standard for most business, it will therefore be

necessary to consistently go above and beyond to build brand promotion. This means

excellent customer care both before and after the sale along with exceeding

expectations in all areas of service.

4)Increase the internet presence: -

Most marketers aware of internet power, they need to know how to use social media

and have an understanding of search engine optimization as both of these things are

need to build brand awareness in the modern era. An internet presence can provide a

means of effectively get the attention of a large number of people without spending

much money.

5) Display video advertisement outside the store with more creative and distribute the

pamphlets at festival time.




FISHBONE ANALYSIS OF THE STUDY

Cause and effect analysis tool: To understand the root cause of the problem and bring

in possible solution, Cause and effect analysis is indeed a quintessential tool for

problem identification and resolution. Use it to find the most viable solution, come up

with business visualization of existing problems and lastly, enhance the problem-

solving process in your business.

Improper store Lack of customers

Location Reachability

Cost effective Failure in promotional

Management

Target market

Store location: present Adonis retail Peter England, Dharwad is not in the market place.

It leads to fewer sales and the promotional activities conducted in the store not reach

the customers. Retail store in the market place is more helpful to pull customers and

push the product.

Location Less brand

awareness

High cost of

product High cost of

advertisement

Promotion

al

Challenges




Brand awareness: Less brand awareness leads to fewer sales. At present apparels

market of Dharwad is full of local competitors. The people of Dharwad are lees aware

of Peter England brand it is challenging to the promotional team.

High cost of product: The people of Dharwad are price conservatives they look for

less cost with good quality products. The local competitors are fulfilling that it effects

on Peter England Adonis to reducing in the sales. People are not easily convincing when

price of the product more it is challenging to the promotional team.

High cost of advertisement: Adonis Peter England trying to adopt various advertising

tools but cost of advertising is very high it makes them to step back. Today advertising

makes huge difference in the market companies are coming with various new strategy

to sustain in the present market.




Findings

✓ The quality of the apparels is very good.

✓ Store is well equipped and maintained the decorum.

✓ They have strong customer relationship. They are doing their best to retain their

customers.

✓ Customers are not getting discount throughout the year.

✓ Targeting more on 30-45 age groups.

✓ Most of the customers are government servants and private employees.

✓ Less TV advertisement.

✓ As per customers review the cost of the apparels high.

✓ Targeting only on high middle class and economic segment.

Recommendations

❖ The company may come up with different offer price throughout the year to attract

more and more customers.

❖ The company can adopt different advertisement strategies to meet large number of

potential customers.

❖ Expand the target market to women and kids. ❖

❖ Company can give customized apparels to customers since, most of the customers

are in the age group of 30-45 years. Therefore, it is suggested to come up with more

variants and customization to make youngsters attract.

❖ Stock has to be maintained.

❖ Reduce the price of the products.

❖ Making available size products in shirts and trouser.

❖ Improve the social media advertisement.

❖ Start TV advertisement all time.




Learnings:

⚫ Understood about the overall product assortment and varieties of Peter England

apparels.

⚫ Understand the competition between clothing companies.

⚫ I came to know how the targets were fixed to sales executives for their business

achievement.

⚫ Understand about the work flow model which is Peter England Adonis retails using.

⚫ I have come to know marketing strategy used by company to achieve their sales.

⚫ I have learned how the analytical skills, communication, management and

leadership skills required in a business.

⚫ I have come to know how assortment design.

Experience:

The overall experience was very good as I mentioned above, I have learned so many

things. As per my experience convincing the customers, market of new product is not

a easy task it require proper techniques and skill set. I have interacted with customers

from different background, region, language, attitude it helped me to know their

perception towards Peter England.




Conclusion:

The project “promotional challenge towards branded apparels” has been an available

experience and practicable knowledge. Sales promotion is one of the importance

significances in today’s marketing world, by which marketer needs to make their

product reachable to their desired customer

mind for making them to remind regarding buying their product. Adonis retail, Peter

England, Dharwad is one of the leading brand apparel sellers in the north Karnataka.

They are using their own work flow model it helps them to maintain good relationship

with the customers. They are maintaining the trust of customer by quality product. This

study will help them while making promotional strategy.




BIBLIOGRAPHY:

1) Books:

• Marketing and Management- introduction of promotion, by Philip

Kotler and Kevin Lane Keller, 14th edition, Published in the year 2014

2) Websites:

a) https://www.statista.com/statistics/727541/apparel-market-growth-global/

b) https://www.peterengland.com/content/about-us-4?source=menu&page=1

c) https://www.indianretailer.com/news/Peter-England-eyes-30-market-share.n5621/

https://www.statista.com/statistics/727541/apparel-market-growth-global/

https://www.peterengland.com/content/about-us-4?source=menu&page=1

https://www.indianretailer.com/news/Peter-England-eyes-30-market-share.n5621/




Annexures

Adonis retails, Peter England, Dharwad

Documents

Transcript of Adonis retails, Peter England, Dharwad