color plus final

7/31/2019 Color Plus Final

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SUBMITTED

BY:

ABHISHEK

MITTALBHAGYA ARORA

PRERIT SABHARWAL

REEMA KHARBANDA


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It became the choice of the up market,trend-savvy and sophisticated.

With flagship stores in the bestlocations and international service, brought

in an international shopping experience.


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The brainchild ofViju Mahtaney and RajanMudaliar, determined to create aglobal brand for the global Indian.

Right from the beginning, the company wasclear on two basic premises:

It would target the up market, trend-savvy,

highly exposed Indian consumer .

The brand would compete with internationalmajors


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Recognizing its potential, 75-year old suiting

giant Raymond acquired a majority stake in

the company in February 2003.

It acquired 74% stake in Chennai based

ColorPlus Fashion Pvt Ltd.


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ACL was a leading garment manufacturer and exporter

Costumer preferences were changing towards western wear.

Search for better quality product

ACL entered with the concept of Smart Cotton Casual


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ColorPlus uses high quality fabrics and

product engineering techniques .

Gives the user unique comfort and tactile feelthat no other brand offers.

This is clubbed with the use of colors to give

the sophisticated, yet colorful look.

The Brand is known for its distinct Productfocused advertising


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The store is a MBO, contains other brands

like Arrow, Park Avenue, Raymond and

Color plus.

It is a shop in shop concept.

Marketed by COLORPLUSFASHIONSLIMITED a division of Raymond Ltd


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The store is box shaped ,highly furnishedtwo storey building.

Maximum exposure of the merchandiseand maximum floor coverage.

It has a free form layout


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Ensures free movement and easy mobility.

Entry to the store introduces us to ColorPlusShirts on the left-hand-side and formal trouserson the right-hand-side.

Fixtures:-include gondola shelving, showcases,slat wall and grid wall, mannequins, wooddisplays, counters , and racks

On the right hand side we can see the cashwrap, which is the point of sale.


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Feature areas: feature racks on both the sidewalls of the store ,used for display as well asstocking.

Music: instrumental, which drives customer into ashopping mood.

Colors :uses basic color and cream shades,gives a soothing feeling ,creating a pleasant

environment.

Lighting : both noticeable and functional, usesbright light to highlight merchandise


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Didnt feature any brand ambassadors

ACL used only the print media

Ad campaigns that showcased all the

variants of the brand in terms of casual ,

fabrics, designs and finish


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Best agency of the year 2001

Overriding well established players like

HTA , O&M etc. in the Madras advertising

club awards.

Received silver and bronze medals

Increase in demand and customers.


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THANK

YOU

color plus final

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