PRESENTED

BY:
GROUP 6 RAVI KUMAR BARUNJERIN JOHN KAUSHIK PATEL ROOPALI GANDHI ARIB KHAN

Type Industry Founded Headquarters Key people

Private Retail 1978 Pondicherry, India Dilip Kapoor

Employees

3000

It is the only brand from India in fashion leather accessory category available in some of the big cities in the world.

Founded in 1978 and after that it became a global company. Hidesign started their small business by marketing through small shops in Australia and US in 1978. The brand Reflected spirit of cultural revolution

After that they expanded their business to different departmental stores in London. Its quality, distinctive designs and aggressive marketing strategies helped them to expand their business. the name Hidesign was formed by merging the words Hide and Design.

With the help of JVs, Hidesign sold its products to overseas market. In 2000, they expanded their business in India. Opened first store in Bangalore. They started selling their products through organized retail chains to increase the sales. The brand was promoted worldwide in fashion magazines. The target customer were higher income people and of between age group of 20 to 50 years. It was first high end, branded and expensive product for Indian market.

Pondicherry and surrounding areas had a tradition of processing and manufacturing leather products. Thus, access to raw material and skilled labor was easy and cheap. Also, local govt. extended huge support to the industry. Govt. policies favored industrialization.

An exception in Indian Leather market Reflected spirit of cultural revolution USP : Craftsmanship - Brand still uses the traditional craftsmanship (70% of the work is by hand) Boutiques for branded leather products non existent Focus in Indian Market after 1990 Business run by ethics and represented a concern for the environment Stylish, elegant and classy products, Work oriented brand Sale only in upmarket stores

Briefcases Computer bags Hand bags Travel bags Backpacks Garments Wallets Belts Keychains

USP: uniqueness of design and manufacturing process. Company followed traditional methods of manufacturing and tanning For production planning, a schedule for the month was prepared and was followed everyday. They followed the system of route card-like who did what kind of work and on which dates.

Design process was considered to be intutive. Understand the requirements of customers and close interaction with them,and also trained designer were assigned from NID,ahmedabaad. By understanding the people and their lifestyle they used to make product.

Like in india they focussed on the people who were above 35 and were made in accordance with the people who gave importance to how they looked and present themselves not to independent business people. The brand focussed on innovation,globalisation,stylish and classy,not cheap brand. The design and manufacturing part showed the brand character and personality

Establish 30 EBOs across the world

Boost brand image Business expansion Better stature in the global league Wide range of high quality products Enabling conditions
International brand recognition Global presence Channel partners Funds

Additional production Marketing

Mentioned in guinness book of world record for the world largest bag. Special events like press conference Print media were used for advertisements.foreign models were taken as indian models were too ethinic with less international flavour.

1st key factor could be their good quality , distinctive design and aggressive marketing strategies. Promotional activities like campaigns of the leather bags. Effective distribution channel as they entered through local distributors and retail chains like Westside, Shoppers Stop etc. At that time. There was not any branded companies who used to deal with leather products.

Promotion

International orientation Relatively lower budget Foreign models with International appeal Medium- Advertising and PR agency Services of professionals for interior designing of stores ATL & BTL activities
Print ad Attempt to get into Guinness book of world records Wide media coverage to press conference by company Merchandising & display in retail environment Bollywood Parties & Fashion shows Promotional activities and events

Brand rightfully identified its core value Positioning is in line with the strength of the brand Choice of the media and the copy of the campaign also reflect the positioning Brand has wide product portfolio Looking into expanding to different segments within the category Company is planning to introduce bags under a separate brand name

Using its stores and all the marketing mixes carefully in promoting the brand Brand has been built over time Management has been careful in building the core values of the brand Company has been spending the money wisely and carefully Targeted segments rather than masses Overall marketing activities have been very rational Helped the company to create a world class brand

Global expansion through EBOs and retail stores Focus on domestic market Maximizing opportunities at airports Relationship Marketing Ambush marketing @ high profile events (Faishon Shows, Sports etc) Cashing on the Social networking sites

Establish 30 outlets across the world Make a foray into low price Market Expansion of domestic market in india

THANK YOU