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Submitted by:

Ankita Singh

Ankita Chandel

Arunima Singh

Haris Mohammad

Prachi Singh

Chapter 1: Introduction..................................................................................................................... 2
1.1 Consumer Promotions ............................................................................................................. 2
1.2 Trade Promotions ..................................................................................................................... 3
Chapter 2: About Madura Fashion and Lifestyle ........................................................................ 5
2.1 Brand Portfolio ......................................................................................................................... 5
Chapter 3: Trade Promotions Techniques by Madura Fashion & Lifestyle .......................... 6
3.1 Roadshows/Tradeshows .......................................................................................................... 6
3.2 Dedicated On-site Marketing team ...................................................................................... 6
3.3 Dedicated Off-shore Marketing team .................................................................................. 7
Chapter 4: Consumer Promotions Technique by Madura Fashion & Lifestyle .................... 8
Chapter 1: Introduction
Sales promotions are activities that supplement a company’s advertising, public relations, and
professional selling efforts. They create incentives for customers to buy products more quickly and
make larger purchases. Sales promotions are often temporary, but when the economy is weak, sales
promotions become even more popular for consumers and are used more frequently by organizations.

Businesses must also decide whether to use a push strategy, a pull strategy, or both push and pull
strategies. A push strategy involves promoting a product to businesses (middlemen), such as
wholesalers and retailers, who then push the product through the channel promoting it to final
consumers. Companies use a pull strategy when they target final consumers with promotions. In other
words, a company promotes it products and services to final consumers to pull consumers into the
stores or get the consumers asking for the product. If a company sends coupons to the consumers,
hopefully the consumers will take the coupons (sales promotion) to the store and buy the product. A
manufacturer promotes its new product on television to consumers and places coupons in the
newspaper inserts, hoping consumers will demand the product. Their pull causes wholesalers and
retailers to buy the product to try to meet the demand.

In B2C marketing, Sales Promotions are called as Consumer Promotions as consumer promotions are
used by retailers to induce customers to buy products or services. Similarly, In, business-to-business
(B2B) marketing, sales promotions are typically called trade promotions because they are targeted to
channel members who conduct business or “trade” with consumers. Trade promotions are used by
manufacturers and wholesalers to get their business buyers to purchase products for resale. Both,
Consumer and trade promotions are short-term marketing strategies.

The key to success with consumer and trade promotions is aligning brand objectives with appropriate
trade and consumer promotions. Promotional strategies for established categories and brands are
different from strategies for new products or when entering new markets.

In this document, we will be covering the various promotional strategies, that are being used by
Madura Fashion & Lifestyle and its umbrella brands.

1.1 Consumer Promotions

Objective of Consumer Promotion includes encouraging more frequent purchases of larger-sized
units among users, building trial mong consumers and attracting switchers away from competitor’s
brands. Ideally, consumer promotions have short-run sales impact and long-run brand equity effects.

Major Consumer Promotion Tools:

1. Sample: Offer of a free amount of a product or service delivered door to door, sent in the
mail, picked up in a store, attached to another product, or featured in an advertising offer.
2. Coupons: Certificates entitling the bearer to a stated saving on the purchase of a specified
product: mailed, enclosed in other products or attached to them, inserted in magazine and
newspaper ads, or emailed or made available online.
3. Cash Refund Offers(rebates): Provide a price reduction after purchase rather than at the retail
shop. Consumer sends a specified “proof of purchase” to the manufacturer who “refunds”
part of the purchase price by mail.
4. Price Packs (rupees-off deals): Offers to consumers of saving off the regular price of a product,
flagged on the label or package. A reduced-price pack is a single package sold at reduced price
(such as two for the price of one). A branded pack is two-related products banded together
(such as toothbrush and toothpaste).
5. Premium(gifts): Merchandise offered at a relatively low cost or free as an incentive to
purchase a particular product. A with-pack premium accompanies the product inside or on
the package. A free-in-the-mall premium is mailed to consumers who send in a proof of
purchase, such as a box top or UPC code. A self-liquidating premium is sold below its normal
retail price to consumers who request it.
6. Frequency Programs: Programs providing rewards related to the consumer’s frequency and
intensity in purchasing the company’s products or services.
7. Prizes (contests, sweepstakes, games): Prizes are offers of the chance to win cash, trips or
merchandise as a result of purchasing something. A contest calls for consumers to submit an
entry to be examined by a panel of judges who will select the best entries. A sweepstakes asks
consumers to submit their names in drawing. A game presents consumer with something
every time they buy –bingo numbers, missing letters-which might help them win a prize.
8. Patronage/Loyalty Awards: Value in cash or in other forms that are proportional to patronage
of a certain vendor or group of vendors.
9. Free trials: Inviting prospective purchasers to try the product without cost in the hope that
they will buy.
10. Product Warranties: Explicit or implicit promises by sellers that the product will perform as
specified or that the seller will fix or refund the customer’s money during a specified period.
11. Tie-in Promotions: Two or more brands or companies team up on coupons, refunds, and
contests to increase pulling power.
12. Cross-Promotions: Using one brand to advertise another noncompeting brand.
13. Point of purchase (POP) displays and demonstrations: P-O-P displays and demonstrations
take place at the point of purchase of sale.

1.2 Trade Promotions

Objective of Trade Promotion includes persuading retailers to carry new items and more inventory,
encouraging off-season buying, encouraging stocking of related items, offsetting competitive
promotions, building brand loyalty, and gaining entry into new retail outlets.

Major Trade Promotion Tools:

1. Price-off (Off-invoice or off-list):A straight discount off the list price on each case purchased
during a stand time-period.
2. Allowance: An amount offered in return for the retailer’s agreeing to feature the
manufacturer’s products in some way. An advertising allowance compensates retailers’
agreeing to feature the manufacturer’s products in some way. An advertising allowance
compensates retailers for advertising the manufacturer’s product. A display allowance
compensates them for carrying a special product display.
3. Free Goods: Offers of extra cases of merchandise to intermediaries who buy a certain quality
or who feature a certain flavour or size.
4. Trade Shows and Conventions: Industry associations organize annual trade shows and
conventions. These are multibillion-dollar business and business marketers may spend as
much as 35 percent of their annual promotion budget on them. Participating vendors can
generate new sales leads, maintain customer contacts, introduce new products, meet new
customers, sell more to present customers, and educate customers with publications, videos
and other audiovisual materials.
5. Sales Contests: A sales contest aims at inducing the sales force or dealers to increase sales
results over a stated period with prices (money, trips, gifts or points) going to those who
6. Speciality Advertising: Specialty advertising consist of useful, low-cost items bearing the
company’s name and address and sometimes an advertising message, that salesperson give
to prospects and customers. Common items are ballpoint pens, calendars, keychains,
flashlights, tote bags and memo pads.
Chapter 2: About Madura Fashion and Lifestyle
Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Retail Ltd., is one of India's fastest
growing branded apparel companies and a premium lifestyle player in the retail sector. After
consolidating its market leadership with its own brands, it introduced premier international labels,
enabling Indian consumers to buy the most prestigious global fashionwear and accessories within the

The company's brand portfolio includes product lines that range from affordable and mass-market to
luxurious, high-end style and cater to every age group, from children and youth to men and women.
Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly and Peter
England — that personify style, attitude, luxury and comfort.

It also includes India's first fast-fashion youth brand, People; India’s largest fully integrated fashion
multi-brand outlet chain, Planet Fashion; India's largest premium international brand retailer, The
Collective and the British fashion icon, Hackett London's mono-brand retail in India.

ABFRL has acquired exclusive online and offline rights to market the global brand – ‘Forever 21’ and
its existing store network, in the fast-fashion segment in India.

To expand its international portfolio, ABFRL entered into exclusive partnerships with two of UK’s most
successful fashion brands, ‘Simon Carter’ and `Ted Baker’.

Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network comprising
aprox. 2,200+ stores (as on 30th June 2017), covering 3.20 million sq ft of retail space, and is present
in more than 3,800 premium multi-brand stores and 490+ departmental stores.

The company's lifestyle store, The Collective, offers a unique blend of global fashions, international
trends and innovative customer services, to customers in Bangalore, Mumbai, Delhi, Delhi NCR,
Chandigarh, Pune and Chennai.

Madura Fashion & Lifestyle marked its foray into the luxury mono brand business in India by launching
the quintessential British men's luxury clothing and accessories brand Hackett London through a joint
venture with the UK firm.

2.1 Brand Portfolio

Chapter 3: Trade Promotions Techniques by Madura Fashion & Lifestyle
3.1 Roadshows/Tradeshows
Before understanding how roadshows are conducted in Madura, we will be first covering what all
steps gradually leads to roadshow.

1. The merchandiser studies the historical data of previous season, he also collects the sell-through
percentage from the stores on what styles, fabric, pattern of a garment is selling in the market,
with this information merchandiser prepares OTB(Open-To-Buy) document which is sent to the
Designing Team for product development. A budget is allocated for the production of particular
number of pieces in the ratio mentioned in the OTB document.
2. The Product and Development team prepares the design and technical specifications of the
garment based on the specifications in OTB document, marketing survey and trends in the market.
The design document is then sent to the sourcing team for getting the garment manufactured.
3. The sourcing team gets the garments produced either from India or abroad or sometimes inhouse.
After the production completes, it sources back the garments to the product team along with the
details on production cost involved, which helps in the calculation of pre-roadshow cost of the
4. The Product and Development team, further, evaluates the cost involved and sets the multiplier
for the margin and hence, calculates the Pre-roadshow cost of the garments.
5. Now, the garments are ready for the roadshow.

The roadshow involves:

1. The Roadshows are organised on the season basis i.e. 2 times a year. Madura conducts a four-
city roadshow (generally in 4 major cities Delhi, Bangalore, Mumbai and Ahmedabad). People
are invited from buying houses of international fashion brands, garment exporters, buyers
from MBOs, buyers from EBOs, buyers from Shop-in-Shop (for example: Central.), major
distributors across India and buyers from e-commerce websites. The key target segment of
these roadshows are converters, buyers and traders.
2. In the Roadshow, models walk on the runway wearing the garments which are noticed by the
buyers. Additionally, Garments are promoted with the help of printed pamphlets distributed
to all the invitees in the event that elaborates about the collection’ story along with the price
and style no of the garments.
3. The buyers also give feedback about the garments and what all styles are going to sell, what
all changes they think the outfit might require. Thus, post roadshow changes are made on the
4. The buyers confirm the buying orders post the roadshow.

In Madura, the roadshow is done only for 4 brands: Louis Philippe, Van Heusen, Allen Solly and Peter
England as these brands are owned by them and they are responsible for everything right from
manufacturing to marketing.

For Pantaloons, only in-house buyers are invited for a small-scale tradeshow.

3.2 Dedicated On-site Marketing team

Madura has dedicated on-site marketing team that are responsible for roping in new brands under
their license. Also, their responsibility includes license change, procurement of buying, design and
manufacturing licensing for foreign brands in India.
3.3 Dedicated Off-shore Marketing team
Off-shore marketing teams are responsible for handling all the marketing operations within the

These operations involve handling the supply chain management, dealing with various distributors
and finding new distributors.

They are also responsible for gaining a better understanding of the customer needs.

The marketing team also provide incentives and discounts to the buyers with better sales performance
and sell-through percentage. The rule is bigger the order, more is the discount offered to the buyers.

Moreover, the company also provides special rewards to the top performing buyers and retailers that
includes all paid annual trip, recognition and awards and monetary bonus.
Chapter 4: Consumer Promotions Technique by Madura Fashion & Lifestyle

4.1 Allen Solly

The Aditya Birla apparel brand ‘Allen Solly’ is one of the exclusive brands in the market. William Hollin
founded Allen Solly in 1744. Afterwards, Allen Solly has maintained quality products with time
maintaining its customer services and customer satisfaction. It’s in 1990 international textile brands
started coming in India and one of them been Allen Solly. During 1990’s FDI policy of Indian
government accepted foreign brands to enter the Indian market with an association of Indian Brands.
Allen Solly entered Indian market via Madura Garments which was the big producer of threads. In
2001 Aditya Birla Group-owned Allen Solly. With a revolution in Indian garment (Textile) industry,
Aditya Birla group has changed the face of Allen Solly brand as the exclusive brand in India. Allen Solly
has also started its marketing strategy in India with its famous ‘Friday Dressing’ concept worldwide.
Allen Solly brand has extensively focused on western style dressing.

4.1.1 Promotion strategy of the brand:

Allen Solly has the extensive marketing strategy to market its products. Corporate
collaboration is the main strategy to increase its sales and visibility to targeted customers.
Pre-Friday launches, Online Promotions, Telecommunication Promotion and print media are
also marketing strategies of Allen Solly. The brand has strong digital marketing profiles
resulting in more target customer reach. The social media profile of Facebook, Twitter,
Instagram helped Allen Solly to be more customer interactive and satisfied customers posts
help mouth publicity of the brand.

Some of the customer oriented sales promotions strategies followed by the brand are:
1. Coupons
2. Price packs
3. Prizes and games
4. Free merchandise or free trials
5. Tie-up promotions
6. Direct Engagement with customers

4.1.2 Coupons:
Allen solly used facebook to stand out among various other comepting brands during the sale
time. This campaign helped the brand translate the engagement with fans and customers
online into sales at physical stores and achieve an unprecedented ROI in the process. A scratch
card Facebook application was created which would allow the users to scratch a card virtually
and win discounts of 30%, 35% or 40%. Users could then take a print of the coupon, take it to
the store and avail these discounts on their next purchase. This application was made
available on different platforms. The application and its promotion started in January 2013
and the target had already been achieved before the set date for achieving the revenue
This campaign was a perfect mix of using digital marketing strategies with the sales promotion
techniques of using discount coupons to increases the sales of the company.
Results Achieved By Allen Solly:

 The campaign was very successful. The brand generated a whopping 2,194% revenue on
its total investment in the campaign.
 Overall, this campaign achieved 10 million Indian rupees’ revenue.
 Facebook promotional activities alone made 4% of the total sales during the End of Season
sale campaign.

4.1.3 Price packs:

Allen solly like many other brands offers different price packs for selected merchandise. The
most common price pakcs the brands offers are for staple products such as socks and
handkerchiefs which are usually placed near the billing counters which is a a kind of Point of
purchase display for the customers who do impulsive shopping.

4.1.4 Prizes and games:

Allen Solly as a brand has been constantly doing good in tit promotions over the years and it
is very well involved with its customer through its various campaigns that they run from time
to time.

Allen Solly Junior Explorers’ Club – where the children could explore new hobbies via this
promotion. Allen Solly Junior wanted to engage with their ultimate consumer, that is, kids,
and incentivize parents to drop in at their stores, consequently increasing sales. They also
wanted to build a database so that they could utilize it to plan future promotional activities.
Children could choose two out of a total of six activities that the brand offered and could
attend two sessions each of the two activities chosen, that is, in total four sessions
(completely free). The activities included baking, dancing, skating, photography, robotics and
horse riding. The database was built by capturing all required data while scheduling activities
for kids. The parents and children were delighted to receive such an offer which they could
utilize productively and Allen Solly successfully engaged with their young audience in addition
to increasing sales.
"Fly to Wimbledon" was another contest run by the brand. This was a kind of promotion for
consumers (referred to as “Contest") sponsored and launched by Aditya Birla Fashion & Retail
Limited where consumers could participate by Making a Purchase at Allen Solly official
website or at select Allen Solly Stores and then submitting their details – Name, Age, Phone
No, Invoice/Order No, Store Address & City of Purchase along with a slogan on " Why Allen
Solly is just right For Wimbledon " during the Contest period. After the Contest Period, a total
of 10 prizes was awarded which entitled each winner a trip to Wimbledon, London, England.
The Contest was organised through various media including newspapers, radio television
news channels, internet, point of sale materials, etc.

4.1.5 Free merchandise or free trails:

In October 2012, Allen Solly engaged consumers with a ‘phygital’ (physical plus digital)
campaign for its newly launched ‘Hot Fridays’ collection. The 'Tweeple powered collection
launch’ was done outside Garuda Mall. The agency invited Allen Solly's Facebook fans to what
it billed as ‘India’s first Tweeple-powered billboard’. The billboard outside the mall had on it
52 shirts from the Autumn-Winter '12 line. Behind each shirt was a coil wired to a computer.
Consumers tweeting with hashtags announced at the event got to win a shirt punched out
from the billboard. It was literally ‘raining Solly’, through the crowd-sourced outdoor-digital
launch. The action was streamed live on Allen Solly's website and its Facebook page. It
garnered over one million impressions and managed to trend on twitter.
4.1.6 Tie-ups promotions:
Tie-ups with other companies or different brands can be very useful for a brand positioning
and also increasing the sales directly. Many brands follow this promotion strategy to
strengthen their brand.

Allen Solly made a strategic collaboration with the prestigious tennis event in the world, The
Championships, Wimbledon 2015. This was presented as an opportunity by the brand to the
consumers to explore the sport segment of the brand and this new tie-up of Solly family
attracted the consumer because of the fact that Wimbledon is an iconic brand and anyone
who is a tennis fan would love to flaunt a shirt or a t-shirt from the collection. Wimbledon has
created a global phenomenon not just for sports enthusiasts but for its fashion and lifestyle
elements as well. That's where the brand saw a strategic business opportunity and used the
promotion technique very well by bridging the gap in India, where tennis lovers could get
access to the official Wimbledon apparel.

4.1.7 Direct engagement with customers:

Direct engagement with the target group always benefits the brands because many times
even advertisements can go unnoticed and to make advertisements noticed it is sometimes
important to carry out very aggressive promotions which cost the company. Direct
engagement with the customers helps the customers know the brand and thus helps the
brand to strengthen its position in the mind of the customer. Allen Solly has used this
technique many times and they have come with some very creative techniques.

Flash mobs: the brand played out a freeze act with the help of live models dressed in the
latest Allen Solly attire, in malls and high streets across the country. The performance was
repeated many time during the peak shopping time. this helped create the excitement in the
people about the new collection as the merchandise was brought so close to the consumers
in the live event. It was a unique fashion show where the ramp was the street.

4.2 Louis Philippe

Louis Philippe is a premier brand of men’s apparel. It is a brand of Madura Fashion &
Lifestyle, a division of Aditya Birla group. It was started in 1989.
4.2.1 Promotion Strategies of Louis Philippe
Louis Philippe use Pull Strategy of promotion that is to attract customers towards itself.
Louis Philippe use advertisements and social media platform to interact with customers

4.2.2 Advertisements
The brands rely on print ads in magazines and newspaper for promotion. There prints ads
are very carefully drafted and on all ads they make sure that the brand itself comes out as
the star instead of the models.
Louis Philippe is lot active on social media
LP on Facebook

With over 849K followers on Facebook and 856K likes.

Louis Philippe has generated an engagement among over 1 lakh fans in the last 3 months. As
a percentage, over 20% of the fans have been actively engaged by the brand.

Louis Philippe, on an average posts over 3 updates a day. The maximum interaction is seen in
the case of photos while the least is in that of videos. 277 photo updates were made, 49 status
updates, 6 video updates and 1 link update.

On an average, the brand updates received, 117K+ Likes, 3436 shares and 1,555 comments in
the last 3 months. This means that it received 1308 likes, 38 shares and 17 comments on an
average, per day.

The brand is making good use of applications to showcase product launches, take feedback
for its magazine, The Label, run contests and other features. It has a total of 8 applications
and nearly 500 monthly active users.

Louis Philippe on an average makes 3-4 posts a day. The engagement of the brand is excellent
since it receives upto 625 likes, 19 shares and 6 comments per post, on an average. The posts
are a mix of product promotions, quotes, event promotions, shared images from The Label
Magazine page and other general updates. In terms of interaction, Louis Philippe responds to
most posts and comments within 2 days. The brand interacts well with its fans and does not
ignore comments unlike most brands. Commenting and replying to fan posts lead to building
trust on social platforms.

LP on Twitter
Louis Philippe have 15.4K followers Have 10.7K Tweets, 3,017 likes, on twitter. The content
buckets are pretty much similar to that on Facebook. The brand receives 2-3 retweets and
replies per tweet.
LP on YouTube
Louis Philippe has 8,601 subscribers and 168 videos in total. They have a show in pursuit of
excellence where they have conversations with Leading businessman, Actors and Achievers.
Louis Philippe do have Sales and they even have club membership. They do offers discount
voucher and promotional offers.
4.3 Van Heusen
Van Heusen is premium lifestyle brand for men, women and youth. It is a brand of Madura
Fashion & Lifestyle, a division of Aditya Birla group.
Promotional Strategies of Van Heusen
Van Heusen use Pull Strategy of promotion that is to attract customers towards itself. Van
Heusen the brand is advertised through TV advertisements which are suave which
communicate the message to the target audience about the value associated with the brand.
The brand has a very stylish website with top quality user interface and images to attract
greater traffic and for the ease of shopping. Van Heusen also promotes itself in magazines like
GQ, Men XP, Cosmopolitan etc. which have a loyal customer base and consists of the target
audience of the brand. They have been associated with celebrities like Mick Fanning and
Nargis Fakhri who have been the brand ambassadors. The brand is also promoted during
fashion shows like Lakme Fashion Week and New York Fashion Week where top designers
and other celebrities are present. They also have a scheme for members where the members
get points for every Van Heusen purchase and can redeem those points to get other clothing
or Van Heusen products. They also get called for the exclusive member parties.

Promotion through campaigns

Approach / Strategy Adopted By Van HeusenVanHeusen Leveraged Social Media Marketing
To Ensure Brand Visibility Of 20 Million Users On Linkedin

Van Heusen introduced this campaign to identify the most fashionable professionals from 20
million Indian professionals on LinkedIn.

Van Heusen launched this contest with the following strategies.

All the members of LinkedIn were asked to nominate 10 most fashionable professionals –
both men and women – from their connections on LinkedIn. At first, members of LinkedIn
were asked to visit a microsite and click on “Sign in with LinkedIn” option there.
Members of LinkedIn need to use their LinkedIn user name and password to log in and give
permission to the microsite to access the LinkedIn profile.
After logging in to the system, members need to nominate 10 most fashionable professionals
from their LinkedIn network and choose the attributes for the nominee from the given drop
down list and then click on ‘Nominate’ option.
At the end of the contest, a panel of judges set by the Van Heusen team, picked 10 winners –
5 men and 5 women – from all the nominees received and awarded a Van Heusen gift voucher
worth Rs. 10,000 to each winners.
Promotion through celebrities
 VDOT CAMPAIGN with John Abhram which promotes exclusive party wear for men.
 LIMITED EDITION CAMPAIGN exclusive range of dresses for women endorsed by
Deepika Padukone.
 VAN HEUSEN WOMEN endorsed by Nargis Fakri.
Promotion through Social Media Platforms
Van Heusen has 13,80,513 followers on facebook and 13,82,347 likes.

Van Heusen has 24.3K followers,3,067 tweets and 3,000 likes.

4.5 Pantaloons
Pantaloons is a Fashion Retail store which was previously controlled by the Future Group,
and was taken over by Aditya Birla Group.
Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. Pantaloons was previously
controlled by the Future Group, but has now been taken over by Aditya Birla Nuvo Limited
 Operates in multiple retail formats in both, value and lifestyle; segments of the
Indian consumer market. Mr.Pranab Barua (Managing Director) Ms.Shital Mehta
(CEO ) •
 Headquartered in Mumbai.
 The company has over 1,00 stores across 71 cities in India and employs over 40,000
 According to the Brand Trust Report 2014, a study conducted by Trust Research
Advisory, Pantaloons featured among 100 most trusted brands in India

They use magazines, newspapers, television, radios , hoardings, internet etc for promoting
the brand . They have joint ventures and alliances with many companies to promote the
brand. Seasonal Discounts , Sales Discounts during Festivals are offered to attract consumers.

Promotional strategies

They promote in house brands with some space with other brands. The Pantaloons Payback
Greencard, which is a unique loyalty programs, has been designed exclusively for Pantaloons'
customers to enhance customer experience. Presently offered to over 4 million members, the
programs entitles members to discounts in terms of points and special privileges at all
Pantaloons stores. All types sales, discounts, and Online and offline promotions.
Window Display
Bill Boards / Sale
4.6 Forever 21

Forever 21 has an international presence and in order to maintain the loyalty of its customer’s
company has adopted several promotional policies. It has taken help of social media to create
brand awareness through platforms like Instagram, Pinterest, Twitter, Facebook and Blogs.
Commercials are shown through both print and electronic media in television, billboards and
newspapers. It has an active official website to provide related information that includes
offers and incentives offered during the year.
Forever 21 is an American fast fashion retailer chain known for its trendy offerings of
women’s, men’s and girls’ clothing, accessories and its economical pricing. It is present across
America, Asia, Middle East and UK. Women’s fast fashion is the fastest growing segment
globally and in India, which prompted ABFRL to join hands with Forever 21 as it further
entrenches the former’s leadership position in the women’s fast fashion business in India.
ABFRL has acquired Forever 21’s online and offline rights for the Indian market and the
existing store network (12) from Diana Retail and DLF Brands for INR 175 crore. Forever 21
reported revenue of INR 262 crore in FY16 (INR 105 crore and INR 213 crore revenue in FY14
and FY15, respectively) and ABFRL plans to scale it up aggressively and is targeting revenue of
INR 1,000 crore by FY20E.
Promotional strategies
Shopping websites
Bill Boards
Window Display


4.7 Peter England

Peter England was founded in 1889, Londonderry, Ireland to provide British soldiers with
fine Khaki trousers during the Boer War. More than a century later, Peter England made
its foray into the Indian market in 1997.
The brand was acquired by Aditya Birla Group in 2000 and quickly went on to become
India’s Leading Menswear Brand. The brand was listed in top 5 most trusted brands in
apparel category for 7 consecutive years. And keeping in sync with the youth, Peter
England offers apparel that cater to every fashion occasion of a young professional’s life
With a staunch belief in authenticity, Peter England has become one of the most trusted
and responsible international brands, providing unmatched value to young Indian men.
With a strong foothold in formal and causal menswear segments, Peter England also offers
innovative collections in denims, linen, festive wear, Indies kurtas, accessories, and more

As part of the promotional activities undertaken by the brand, the brand works to establish a
good communication link by selling quality products that satisfy the needs of the target
segment through “Product plus Brand Imagery”. Peter England promotes itself as the honest
shirt that stands for an element of simplicity which promises honest quality of material used
at an affordable and honest price. This concept of the company is popularized in vernacular
as well through outdoor media campaigns and usage of television as an extensive medium to
focus on sales. The company also sponsors various male oriented programmes like News,
cricket and Crime thrillers. Peter England is also a partner of the IPL team, Chennai Super Kings
as the official off-the-field apparel partner of the team. The company also has a unique and
efficient loyalty rewards program for its members who shop frequently from the brand as
part of which customers can earn points on the go with every purchase that they make. Hence
this completes the marketing mix of Peter England.


Window Displays
Television Ads and celebrities

Bill boards
2018. Edelweiss.In. Accessed April 15 2018.

2018. Abfrl.Com. Accessed April 15 2018.