SUBMITTED BY: ABHISHEK MITTAL BHAGYA ARORA PRERIT SABHARWAL REEMA KHARBANDA

It became the choice of the up market, trend-savvy and sophisticated. With flagship stores in the best locations and international service, brought in an international shopping experience.

The brainchild of Viju Mahtaney and Rajan Mudaliar, determined to create a global brand for the global Indian.

Right from the beginning, the company was clear on two basic premises: It would target the up market, trend-savvy, highly exposed Indian consumer . The brand would compete with international majors

 Recognizing

its potential, 75-year old suiting giant Raymond acquired a majority stake in the company in February 2003. acquired 74% stake in Chennai based ColorPlus Fashion Pvt Ltd.

It

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

ColorPlus uses high quality fabrics and product engineering techniques .

Gives the user unique comfort and tactile feel that 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 Product focused advertising

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 COLORPLUS FASHIONS LIMITED a division of Raymond Ltd

The store is box shaped ,highly furnished two storey building. Maximum exposure of the merchandise and maximum floor coverage. It has a free form layout

Ensures free movement and easy mobility. Entry to the store introduces us to ColorPlus Shirts on the left-hand-side and formal trousers on the right-hand-side. Fixtures:-include gondola shelving, showcases, slat wall and grid wall, mannequins, wood displays, counters , and racks On the right hand side we can see the cash wrap, which is the point of sale.

Feature areas: feature racks on both the side walls of the store ,used for display as well as stocking. Music: instrumental, which drives customer into a shopping mood. Colors :uses basic color and cream shades, gives a soothing feeling ,creating a pleasant environment. Lighting : both noticeable and functional, uses bright light to highlight merchandise

 Didnt ACL Ad

feature any brand ambassadors

used only the print media

campaigns that showcased all the variants of the brand in terms of casual , fabrics, designs and finish

 Best

agency of the year 2001

Overriding

well established players like HTA , O&M etc. in the Madras advertising club awards.

Received Increase

silver and bronze medals

in demand and customers.

THANK YOU