Allen solly 2

marketing mix of allen solly

1. Allen Solly was founded in 1744 by William Hollin and Co Ltd. The brand was bought in the 90’s by a company called Madura Garments. Madura Garments was a part of Madura Coats and a big producer of threads. Aditya Birla Group acquired Allen Solly in 2001. Allen Solly comes into the market with the hit idea of “Friday Dressing”. Allen Solly launched office apparels in colored shirts and Khaki trousers which became a prompt hit. A brand tagline “My World, My Way” was formed to show the brand’s new trend. HISTORY

2. 1. The brand is present in more than 50 countries 2. In-house and experienced design and product teams are available with Allen Solly. 3. Premium fashion and international fashion also available 4. Work casuals in bold colours , innovative fabric and young fits 5. Strong Management team also is strength to the company STRENGHT

3. 1. Global penetration is limited as compared to a few other international brands 2. Presence of Indian and international brands offers more offering to customers therefore high brand switching. WEAKNESSES

4. Digital initiatives and plans to spend significantly on it over the next few years. 2.The brand can diversify into emerging markets and also consider of expanding into other countries or sectors. OPPORTUNITIES

5. 1. New technology coming in might pose threat 2. Similar patterns and verity available at lesser price with other brands pose a threat. 3. Local market may offer similar patterns at a lesser price although discounting on the quality. THREATS

6. What is marketing mix The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.

7. Allen Solly not only aims to dress people better but also allow them to experiment with their looks. The fresh range of clothing has helped the developing India come across as stylish and really presentable. The extreme passion with which they are building their brand has helped the contemporary Indian generation to develop a style that is incomparable and quite classy . The quality apparel and unique range are the basic reasons behind the enormous popularity. PRODUCT

8. Aditya Birla Group is a known name in India and its sub-continent hence the brand expansion is quite easier and comes naturally to Allen Solly. Allen Solly follows a unique model of brand expansion and values outlets and mixed stores equally. The apparels can be located in Malls as well as Retail Stores. The extreme passion with which the business is built is addictive and very much congenital; it rubs off people and inspires them to do better and better in life. The brand has more than 200 outlets in India itself and with the plans of International Expansion; the number is going to increase very soon. The impeccable branding and the impressive clothing products are what attract most customers to the retail outlets of Allen Solly. With the rise of Ecommerce, you will also find Allen solly clothes being sold online in huge quantities . PLACE

9. Like any other contemporary, Allen Solly also aims to bring the best of dressing option for Indian audience at affordable price. Though the enterprise follows a unique discounting algorithm and attracts audience but the quality service and products are here to stay. A normal Indian citizen can really cash on to his style options with the limited amount of money in his or her pocket by visiting Allen Solly. Be it the size, Small, Medium, Large or Xtra -large Allen Solly has something for people of all shapes and sizes. The price range is also very soothing, people can buy impressive T-shirts at an initial price of 500 INR and shirts for somewhere around 900-1200INR. PRIcE

10. Indrani Dasgupta , a known name from the Indian Television Industry has embraced the position of Allen Solly girl for quite a time. The simple idea that Allen Solly enrolls such glamorous personality for creating brand awareness says a lot about the promotional campaigns the enterprise believes in. Allen Solly has always tried to maintain a positive and classy image by enrolling impressive personalities as brand ambassadors. The exquisite use of available resources has helped the enterprise reach its target and also create a positive image.With the ads and all the marketing campaigns running, one thing we can say about Allen Solly is that, it is here to stay and help India dress better on every occasion. PROMOTION

11. THANKS