A Writeup On Seven
A Writeup On Seven
A Writeup On Seven
ON
“IMC CAMPAIGN OF “SEVEN” BY M.S DHONI ”
1
Introduction:
Seven brand is an Indian lifestyle brand that manufactures casual and sportswear
clothing, footwear and accessories.
It was launched in February 2016 by M.S dhoni and RS Seven lifestyle (owned by Rithi
group).
Around Rs 150 crore to 200 crore were spent by investors in development and
distributions of the brand.(wikipedia.org)
It also has distributors in the United states and Middle East.
Official e-commerce partner of the brand is Flipkart.
Currently brand is available in more than 300 multi-brand retail stores in India.
Segmentation:
Geographic
Region: Jharkhand
City: Ranchi
Demographic
Psychographic
Behavioural:
2
Competing Brands:
ADIDAS
NIKE
PUMA
Positioning:
The positioning statement of seven is “A brand by M.S Dhoni”.
Seven gives confidence that provides one perfect shoe for every sport.
Seven is one of the emerging brand in sporting goods industry.
It offers a wide range of choices for the individual; from athlete shoes to clothes.
It has tried to target the world youth population through cricket & partnered with MSD.
Due to its higher quality shoes, its prices are usually higher than the normal brand. So,
the consumer perceive it as a high-end product.
Strategies:
Brand image
Online selling facilities
Customer preferences
Product differentiation
National Brand ambassador
Performance and SWOT Analysis:
Seven brand has done something that start ups are struggling to do these days.
This brand crossed $2.5 million in turnover in just three months of its operations.
3
Objective:
COMMUNICATION OBJECTIVE:
To reposition the brand images of Brand SEVEN from ‘A casual sportswear brand’ to ‘A casual
high-fashion brand’ within the first 3 months.
To create brand interest and gain consumer preference of Brand SEVEN and to expand reach by
having 200 exclusive brand stores by 2020.
4
REFERENCES:
Wikipedia
http://www.7.life/sf/
https://www.google.com/amp/www.adageindia.in/marketing/cmo-strategy/Is-SEVENs-
Description-of-Indian-Youth-a-Bit-Clichd/amp_articleshow/51199380.cms
https://www.indiaretailing.com/2018/02/27/fashion/arrival-indian-celebrity-fashion-brands/
https://m.economictimes.com/small-biz/startups/dhonis-brand-seven-grosses-over-2-5-
million-in-three-months/amp_articleshow/53221126.cms