Peter England- Honest Success

Dr Amit Rangnekar
2007-08

Case Objectives
Can a product be sold without any marketing gimmicks, or
film actors, or the hype
Can you sell a product honestly?
Peter England did that successfully and captured the Indian
middle class mind, honestly

2007-08

Dr Amit Rangnekar

Brand Heritage
1885- Started in in Londonderry, Ireland, became a leading
military dress supplier to the British Army
1997- Brand came to India through Madura Garments
2000- Madura Garments acquired by Indian Rayon, Aditya
Birla Nuvo Group
Madura Garments also markets Louis Philippe, Van Heusen,
Allen Solly, Byford, SF and Elements through exclusive &
Planet Fashion outlets, & multi-brand outlets
Madura Garments- prefered manufacturer for Marks &
Spencers, Tommy Hilfiger and Ralph Lauren (Polo), and
exclusive marketer for Esprit in India

2007-08

Dr Amit Rangnekar

Market scenario

March- 1997
Indian shirt market size 60 million pieces (est)
Premium Segment Rs. 500+ @15 %
Mid price Rs. 250-500 @35 %
Economy below Rs. 250 @50 %
The mid-price segment had good growth rates
Enormous potential for developing a new brand
Peter England created to tap into that segment

2007-08

Dr Amit Rangnekar

Background

The mid-price market- Plethora of store brands

Shirts sold mostly on retail push
Regional / Local brand strengths
No national brand
Store brands had weak customer relationships
Relationship was primarily product oriented
No distinct brands image or emotional connect

2007-08

Dr Amit Rangnekar

Peter England Strategy

Build a national image
Carve out a national foot-print
Gain share from store promoted/ local/ regional labels

2007-08

Dr Amit Rangnekar

Peter Englands competitive edge

Extensive range of office & casual wear

Good quality label and branding
Contemporary designs, colours & fabric
Wide distribution, easy availability
Well-orchestrated merchandising
High market visibility

2007-08

Dr Amit Rangnekar

Objectives
Marketing- Build Peter England into the largest selling
shirt brand in India.
Advertising
Establish Peter England as an international
quality shirt at an affordable price.
Short term
Launch phase communication designed to create quick and
universal awareness of the brands
USP of quality & price
Long term
Build strong brand preference
Sustain brand loyalty through attractive imagery &
constantly reiterating the product benefits

2007-08

Dr Amit Rangnekar

Consumer Insights- The mid-price buyer

Lack of benchmark brands
No standardisation of quality, high variation
Pre- and post-purchase uncertainty & anxiety over fit,
quality, shrinkage, durability etc.
Lack of a Value-for-money proposition
Belief- Premium shirt brands were overpriced
Good looking shirt always out of price reach
Embarrassing feeling to publicly reveal their budget to the
shopkeeper
Seeks a mix of rational, sensory & emotional pay-offs
Peter England incorporated these in its ads
2007-08

Dr Amit Rangnekar

Peter England simplified the buying process

From
Search for a good shirt across counters

To
Ask for PE as their first choice

Check for merchandise, colour / design, Check colour/design, decide on

fabric / stitching, overall look, brand /
overall look
label
Ask price

Know price band

Select 1 from many

Select 1 from PE
Buy a shirt with a label
Buy PE
Start hunt all over
Is happy, Comes back to PE
Consumer Insight: Things seem to happen only to people who wear
good looking (read expensive) shirts
2007-08

Dr Amit Rangnekar

Launch Ads

2007-08

Dr Amit Rangnekar

Creative strategy
Communication needed to link brands position good quality
product at a great price and the consumers need for
product plus brand imagery
Research insight most consumers thought premium shirt
brands were overpriced provided the link
Just honest-to-goodness quality available at an honest-togoodness price emerged
Thus the brand line Peter England - The honest shirt
Creative- Alter-ego format with an element of simplicity

2007-08

Dr Amit Rangnekar

Creative strategy
Effectively used Element of fantasy that a consumer
segment would indulge in, to push the honesty of
quality and price across
Key driver- Level of empathy the character generated
amongst consumers
Concept visualised in vernacular also
Outdoor media, the colour identity of Red used with
significant impact.

2007-08

Dr Amit Rangnekar

Advt

2007-08

Dr Amit Rangnekar

Media Strategy & Objectives

Print- Press ads: 150/100 cc colour

Outdoor- Hoardings in Metros/ mini metros
Launch
South India, Delhi & UP in Mar-Apr 1997
Maharashtra in Jan-98 and ROI by May-98
Post Launch TVC - two creative units- 30 sec
Objective- Ensure high & quick awareness among target
group
Media plan- Adequate weightage to reach, frequency and
campaign continuity
Media choice- To build a clear identity for the brand

2007-08

Dr Amit Rangnekar

May 2003

2007-08

Dr Amit Rangnekar

Innovative approaches
1st time in India, a readymade shirt brand went outdoors
extensively to deliver a high quality launch
Extensive TV usage as main medium for readymade shirts
and garments, earlier only print
Bold use of vernacular media, unlike the big brands
Taking over Dadar Railway Station sites
Sponsor male oriented programmes- News, Sports
(cricket) & crime thrillers

2007-08

Dr Amit Rangnekar

Phase 2 Ads

2007-08

Dr Amit Rangnekar

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Dr Amit Rangnekar

Oct 2003
2007-08

May 2004
Dr Amit Rangnekar

Jul 2002

2007-08

Dr Amit Rangnekar

Brand Building
Once brand was established, quickly building volumes became
critical
The category demanded fresh fashion cues every season
The second phase attempted to give a seasonal flavour to the brand
1999- Casual range introduced as sub-brand Elements
The brand theme campaign supported by :
The Anti-wrinkle Collection
The Solids Collection
The Festival Collection
The English Cottons Collection
The Summer Mints Collection
2000- Trousers launched to cover the complete wardrobe

2007-08

Dr Amit Rangnekar

2007-08

Dr Amit Rangnekar

Peter England Suits

May 2004

2007-08

Dr Amit Rangnekar

2007-08

Dr Amit Rangnekar

Performance

Research confirmed Peter Englands high brand equity

Became a 1 million brand in 2 years
Crossed the 2 million mark in 4 years
The 1st mid-segment brand to cross Rs 100 cr
Voted best brand in the IMAGES study
The only new lifestyle brand to feature in best brand launch of
The Strategist Quarterly in 1998

2007-08

Dr Amit Rangnekar

Extensions

Trousers
T-Shirts
Denims
Socks
Suits
Ties
Wallets
Launched Peter England Elite

2007-08

Dr Amit Rangnekar

Peter England Today

Prefered brand
Loyal customer base, overall brand satisfaction
High brand and advertising awareness
Brand value- High
Future purchase intention-High
Intention to recommend- High
Largest selling shirt brand in the country
Robust growth rate
Many Peter England clones in the market

2007-08

Dr Amit Rangnekar