cottons by century

MARKETING PRESENTATION

Mayank singh

INTRODUCTION

Engages in manufacturing and marketing of textile products in India & internationally.

Cottons by Century, a mid-to-premium men’s apparel brand, owned by B.K. Birla group’s Rs. 400 crore flagship.

Century has tied up with international specialty property companies like Knight Frank to assist it in getting retail space.

Overall market view

o Major Players: Raymond, Reid & Taylor, OCM, Digjam.

o Market Size: 5 million meters a month. Approx 2100 Crores p.a.

o Current Cottons by Century market share: ~3% only.o Raymond is the market leader.

Current Market Scenario

DTRRetail stores also exist.Current AD campaign: common man.

SWOT ANALYSIS

o STRENGTHS: 1. Strong Parent Brand.2. Good reputation.3. High quality goods, reasonable prices.4. Various range of products.

o Weakness:1. Brand Equity weak. 2. Lots of substitutes. 3. Lack of marketing strategics

SWOT ANALYSIS

OPPORTUNITIES:1. Rapidly growing market.2. Competitors have limited product variety.

THREAT:1. Raymond dominates market.2. Competition from unbranded products.3. Introduction of foreign brands.

4 P’S

Product

Current Product: Men’s Exclusive wear.o Need: Formal Clothing for Female Executives. New product specifically for this segment. The ‘feminine’ touch.o Need: More readymade options. New range of ready to wear shirts and apparel. Traditional Apparel like Sherwanis.o Eco Friendly products: Biodegradable polyester.

Price

o Affordable priced products. o Below the price of major competitors, but not too

low . o With the rise of DTC selling, will allow for larger

margins even with low prices.

Place

DTR presence already exists, more focus on DTC.

Rebranding of current retail stores from F2F to cottons by century, to emphasize and develop brand.

Opening more retail outlets.

Promotion

Advertising: Mainly Television Advertising. Three advertising campaigns, one primarily focused

on female executives. In store advertising via brochures, scratch cards and

in store branding.

Marketing Segmentation

GEOGRAPHIC: Main Market: South India Demand varies due to climatic conditions.

DEMOGRAPHIC: Executives: Male and female. Average price, meant for everyone. Indian Focus.

Marketing segmentation

PSYCHOGRAPHIC: Modern lifestyle with a traditional touch. style: For those who want to make impact . behavioral: Strong brand loyalty towards established brands. Also for marriage and gifting market.

targeting

Established well heeled executives.

New Focus: Young male executives

New Target Market: Female Executives.Traditional markets, like the marriage market, as well

as the gifting market.

positioning

Value proposition in a luxury segment. Best available quality at an affordable price.

A symbol of family values. Worn by people who are the go getters of modern society, yet still hold family values dear.

Eco friendly: Biodegradable Polyester

Advertising campaign

Emphasizing on family values and emotions, in line with the Indian Value System.

Celebrities Suggested: Ranbir Kapoor and Rishi Kapoor.

Targeted at young female professionals.A tie‐up with the Economic Times for a charitable

event.

Developing Brand

Improving visibility of the “COTTONS BY CENTURY” logo.

A custom jingle which identifies the brand.Various promotion programs.

CONSUMER BEHAVIOR

Object of Purchase:Premium suitings for men and women.Both tailored and readymade. Objective of purchase: For business dressing. For festivals and other special events. For gifting. Organizations of purchase: Elderly established executives. Young executives. Promotional efforts.

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