Melange report presentation
- 1. Submitted By Name – ZAINAB SHAFI Roll.no – 17TCFS1046 1 Year B.Sc ( Hons. ) in Textile Science , Clothing And Fashion Studies Semester 2 Session 2017 - 2018 28, MARCH 2018 REPORT PRESENTATION ON MARKETING STRATEGY OF MELANGE
- 2. TABLE OF CONTENT S.NO TOPIC PAGE NO. 1 INTRODUCTION 3 2 BRAND ANALYSIS 4 3 MARKETING ANALYSIS 5 4 MARKETING STRATEGY 6 5 MARKETING THREATS 7 6 4 P’s OF MARKETING 8 7 COMPETITORS 9 8 CONCLUSION 10 9 REFRENCES 11
- 3. INTRODUCTION Melange by Lifestyle has been growing at a phenomenal rate and today is Rs 100 crore brand. Melange by Lifestyle has presence across 40 Lifestyle stores and 6 exclusive stores. The campaign will be unveiled in media in mid-April and will be aggressively promoted across print, outdoor, radio, Cinema, DTH and Lifestyle’s own Social Channels including facebook, twitter, Instagram and Pinterest which has a strong following. Lifestyle has over 4.2 million facebook fans and 15000+ followers on twitter.
- 4. COMPANY MELANGE BY LIFESTYLE CATEGORY APPERAL SECTOR LIFESTYLE AND RETAIL TAGLINE FASHION AT AFFORDABLE PRICES USP AFFORDABLE DESIGNER ETHNIC WEAR SEGMENT WOMEN LOOKING FOR CLASSY ETHNIC INDIAN WEAR TARGET GROUP WOMEN IN URBAN UPPER AND MIDDLE CLASS POSITIONING TRENDY FASHIONABLE ETHNIC WEAR BRAND ANALYSIS
- 5. Melange Emerged as successful brand in the ethnic wear category with several awards like the Golden Seale trophy and consistently rated as the most admired ethnic wear brand Pioneer of Bollywood merchandising in India with several successful film projects like piku Strong presence in over 20 cities with over 60 stores and in several MBO’s like Shopper’s Stop, Pantaloon, Lifestyle, Central etc. Strong product mix which includes mix-match and unstitched fabrics Done effective youth marketing on social media with campaigns like “ RETHINK ETHNIC “ MARKETING ANALYSIS
- 6. Melange’s Strategic alliance with Future group in stable due to financial concerns of the brand Unlimited global reach Along with effective online marketing campaigns that it is currently into Melange can think of selling merchandise online which has emerged as an effective medium. It can also take to export and showcasing the merchandise in International markets to earn greater visibility globally Melange by Lifestyle announces Kangana Ranaut as the new Brand Ambassador in March 2016 MARKETING STRATEGY
- 7. Entry of several Indian designers in the Indian Ethnic wear segment poses a serious threat to melange Highly fragmented fashion industry of melange would lead to low brand loyalty The recent Govt. tax policies on apparel would lead to a price rise affecting marketing and brand parameters. MARKETING THREATS
- 8. PRODUCT – Melange is a uniquely designed concept with a very passionate team of young professionals who work round the clock to create something new. PRICE – The ethnic wear label Melange, which clocked 100-crore revenue in three years since its inception, will be spun off as exclusive brand outlets. PLACE – At Melange they bring in a lot of creative input to give right positioning to the brand Along with having an in-house creative agency and a set up of creative studio. PROMOTION – Melange use sales promotions for various purposes, including generating revenue or cash flow, clearing out excess inventory or encouraging brand switching. 4 P’s OF MARKETING
- 9. 0 1 2 3 4 5 6 7 2014 2015 2016 2017 MELANGE W GLOBAL DESI COMPETITORS
- 10. If a consumer loves fashion this will have a positive effect on his/her willingness to pay for a luxury, top end brand. In order for a lifestyle brand to be successful and dominate market share it needs to enhance customers experiences and provide more than just a product. Consumers are more willing and likely to purchase a brand that establishes itself as to value and satisfaction. So Melange has created itself into such exclusive style that being affordable to the masses it also symbolises as a luxury brand to attract all classes group. CONCLUSION
- 11. REFRENCES MELANGE UNDER LIFESTYLE BRAND - WIKIPEDIA RETAIL LIFESTYLE BRAND MAGAZINE INDIARETAILING.COM BRANDEQUALITY.ECONOMICTIMES.COM FEATUREDISPLAY.COM STYLEPRICE.HTM BUSINESS.CENTRAL.COM/EFFECT-SALE MELANGE – MELNGESTORE.COM LIFESTYLESTORE.COM