Hidesign is an Indian leather brand that was established in 1978. It began as a manufacturer of leather products and has since expanded internationally and into retail. In 2007, luxury brand Louis Vuitton acquired a 20% stake in Hidesign. The document discusses opportunities and risks for Hidesign extending its brand into the sunglasses category. It analyzes the sunglasses market and Hidesign's competitors. A brand positioning for Hidesign sunglasses is proposed that leverages the brand's attributes of craftsmanship, naturalness, and style to target fashion-conscious consumers. A marketing strategy is outlined covering product, price, promotion, and place.
Hidesign is an Indian leather brand that was established in 1978. It began as a manufacturer of leather products and has since expanded internationally and into retail. In 2007, luxury brand Louis Vuitton acquired a 20% stake in Hidesign. The document discusses opportunities and risks for Hidesign extending its brand into the sunglasses category. It analyzes the sunglasses market and Hidesign's competitors. A brand positioning for Hidesign sunglasses is proposed that leverages the brand's attributes of craftsmanship, naturalness, and style to target fashion-conscious consumers. A marketing strategy is outlined covering product, price, promotion, and place.
Original Description:
Hidesign-leather Heritage or Lifestyle Brand - PPBM presentation
Hidesign is an Indian leather brand that was established in 1978. It began as a manufacturer of leather products and has since expanded internationally and into retail. In 2007, luxury brand Louis Vuitton acquired a 20% stake in Hidesign. The document discusses opportunities and risks for Hidesign extending its brand into the sunglasses category. It analyzes the sunglasses market and Hidesign's competitors. A brand positioning for Hidesign sunglasses is proposed that leverages the brand's attributes of craftsmanship, naturalness, and style to target fashion-conscious consumers. A marketing strategy is outlined covering product, price, promotion, and place.
Hidesign is an Indian leather brand that was established in 1978. It began as a manufacturer of leather products and has since expanded internationally and into retail. In 2007, luxury brand Louis Vuitton acquired a 20% stake in Hidesign. The document discusses opportunities and risks for Hidesign extending its brand into the sunglasses category. It analyzes the sunglasses market and Hidesign's competitors. A brand positioning for Hidesign sunglasses is proposed that leverages the brand's attributes of craftsmanship, naturalness, and style to target fashion-conscious consumers. A marketing strategy is outlined covering product, price, promotion, and place.
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HIDESIGN -
Leather heritage or lifestyle brand?
SUBMITTED BY: GROUP 1 NIDHI | AASHIRWAD | HELENE | PANKAJ | VISWA | PIERRE | HARSHEEN 1978 Start of operations 1985 UK store John Lewis stocked its products 1990 Establishment of Manufacturing plant 1997 First exclusive store established in Moscow 1999 Own retail operations begin in India 2004 Partnership with Italian designers for product design 2006 First airport retail outlet established in Sweden 2007 Louis Vuitton acquired 20% stake
HIDESIGN First non-italian company on the leather sector Offer : leather product ranges, natural style of leather with raw effect Positionning on niche leather market Products affordable (opposed to luxury market) High quality (op. to mass market) = real leather Nearest of luxury market since a stakes purchasing of Louis Vuitton in 2007 LEATHER SECTOR Designer market Niche marke t Mass market
Extension of the product portfolio with a non-leather range => hidesign sunglasses What risks regarding the "high-end" leather brand identity? (refractory craftsmanship) Opportunities for the business to switch from a traditional brand to a lifestyle brand How would the brand extension use the core attributes A brand extension will tend to be the optimal route when the following conditions are present: Strong brand associations provide a point of differentiation and advantage for the extension. When the brand name provides only name recognition and a perceived quality umbrella, the extension will often be vulnerable to competition. The extension helps the core brand by reinforcing key associations, avoiding negative associations, and enhancing name recognition. The category cannot provide the resources needed to establish a new name, or a new name will not provide useful associations or a platform for future growth. Lower product introduction expenses The risk perceived by the customers would reduce because of Hidesigns 3 decade presence The likelihood of gaining distribution and trial would increase as it can use existing platforms of EBOs Awareness and Presence of Hidesign would increase Accessing New Markets market size of sunglasses estimated at 6 billion INR , 5% belonged to organized sector There is a risk that the sunglasses , pens may generate implications that damage the image of the leather heritage brand. The Brand Franchise might be cannibalized-If sales of a non leather products come at the expense of the original customer base of leather items Existing Associations Are Weakened Leather associations would not fit the category. Existing campaigns would lose their meanings Undesirable Associations Are Created Hidesign promoted as eco friendly brand and now manufacturing would be outsourced in China Customers equated the brand with quality, trust and stylishness Huge awareness among the customers about the brand Consumer knowledge about the brand Research in terms of market acceptance and Hidesigns potential ability narrowed down to watches, sunglasses and pens Extensions in line with the values associated with quality, design and craftmanship Possible extension candidates To make Hidesign a Lifestyle brand Vision: Sunglasses market-Market size estimated to be 6 billion INR Pens Market-Luxury pens market estimated to be 15billion INR Potential of the Extension candidates With innovative designs, Hidesign projected innovativeness, style and craftsmanship. It was also known for being classic in natural and eco- friendly products Attributes Its higher price serves to signal higher quality. By selling products through up-market stores, it intended to create a more sophisticated image Quality Product-centric advertisements with tagline such as Real leather. Crafted the forgotten way, positioned Hidesign as a leather products company Product Class Hidesign positioned its products around customer lifestyle focusing on aspects like work, career, and travel. Its products were meant for the simple, not for the stylish Product User : Having a separate tagline for each category Might dilute the core brand message and confuse the customers It will add to the financial overhead as more advertisement will be needed to establish each tagline With separate tagline leveraging the parent brand becomes difficult Might disturb customers overall association with Hidesign : It might kill the brand legacy built so far No point in abandoning already successful tagline Tagline has a strong association with the core value of Naturalness and Craftsmanship which has become synonymous with the brand Do way with the tagline altogether
Brand Positioning of Sun Glasses should convey core attributes of craftsmanship, naturalness and style Leather products will continue to have the old tagline But there will not be any tagline for sunglasses Sunglasses line will be utilizing the Hidesign brand name itself for promotions All the ads will sign off with the prominent Hidesign logo on the screen
Fashion Conscious Self Confident Modern Lifestyle
Age: 20 -35 years Education: Well educated graduate or post graduate Income: Family income of greater than 4.5 lakhs (approx.) Occupation: Students and working professionals IDENTIFYING THE COMPETITORS Ray Ban, Oakley, Provogue, Fastrack, Maui Jim
HOW COMPETITORS ARE PERCEIVED? Ray Ban- perceived as eternal, classic, and expensive, 100% synonymous with sunglasses; Fastrack- perceived as stylish, and value for money, brand association lower with sunglasses; Oakley- perceived as athletic; Maui Jim- perceived as luxury brand, strong brand equity POSITIONING OF COMPETITORS ?
Ray Ban's Tagline- Never Hide, See and Be seen; Fastrack Single Tagline-Move on; Oakley sunglasses- positioned as rugged, competent, and exciting; Maui Jim No tagline, positioned as a high value brand ANALYSIS OF CUSTOMERS Sunglasses is a common accessory with function more important than fashion (for 45+) and vice versa for younger age groups. Customers who buy sunglasses are strong brand loyalists or not brand loyal at all. Craftsmanship hence better designs Eco friendly standards Innovativeness Points of Differences Protection Comfort Status Symbol Good Quality Product Points of Parity Emotional Modifier Descriptive Modifier Brand Function Eco-friendly Outdoor Style For the style conscious, educated customer, Hidesign Sunglasses is the everyday wearable, close to nature, authentic and innovative accessory brand that delivers range of variety and craftsmanship qualities at an affordable price because only Hidesign has close to nature approach combined with new age designs Leverage on recall for Hidesigns brands by laying emphasis on the values of a brand known to be natural and individualistic Extension to high quality belief Hidesign sunglasses are made of acetate, leather and not plastic which is bio-degradable Look out for the leather inlayed styles, which promise to become a Hidesign classic Leather timmimgs an integral part of design Product In sync with existing strategy of providing affordable luxury Price Promotion under Hidesign Umbrella Ad campaigns in nationally circulated lifestyle and fashion magazines Print ads based on emotional appeal Specially designed display racks in MBOs Promotion Leverage on existing network of EBOs, MBOs, department stores, SISs, outlets at airports and 5 star hotels Phased rollout Phase 1 focus on EBOs in Tier 1 cities Phase 2 Activation of Hidesign website to directly approach end consumers and availability through life style stores such as shoppers stop, lifestyle Phase 3 Include all other channels and tie ups with optical stores Place THANK YOU