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Blackbarrys
1.
2. Brand name: Blackberrys
Brand logo:
Brand Website: www.blackberrys.in
Owner: Mohan Clothing Co. Pvt Ltd
Country: India
Introduced: 1991
Markets: India
Category: Men’s wear
Vision statement: A ceaseless endeavour to delight the fashion forward customer with
great style and care teamed with speed and innovation.
3. BRAND OVERVIEW OF BUSINESS: Blackberrys is equipped with the latest
technology of manufacturing in 3 factories. The 22000 sq. ft plant has been
specially designed for the manufacturing of suits and jackets produce 1000
units per day and 1200 formal trousers and 1500 casual trousers per day. A
true assembly line system of production with latest technology in
computerized sleeve setters, automatic pocket welting machines, differential
feed machines, and specialized press finishing to facilitate a very high level of
consistent quality.
Today Blackberrys can be accessed across India through about 900 plus retail
outlets, 125 company owned showroom and all large format stores like
shoppers stop, lifestyle etc.
4. RETAIL UNIT
Store keeper’s name: Rohit
store address: store no.137
ISCON MALL, S G hiway,
Ahmedabad Gujrat.
Store: Shoppers stop
Store address: alpha mall,,Vastrapur
Ahmedabad, gujrat.
STP analysis of store:
SEGMENTATION men’s wear, formal and casual clothing
TARGETTING design conscious upper middle and upper class.
POSITIONING updates to regular customers, long customer
relationship services.
6. 4 P’s analysis
PRODUCT- Blackberrys stand for innovations in product and have created a
strong image of ‘Sharp Edged Clothing’. The brand has a high recall value and is
perceived a premium clothing brand and has been documented in various trade
surveys as ‘The Best FIT’.
PLACE- Retail outlet in ISCON mall in metro city ahmedabad.
PROMOTION- 1.Long customer relationship as they use to update customers
with new merchandise by SMS and email alerts.
2. Special discount offers for regular customers in end of month sale.
3. Gift distribution to regular customers in festival time by courier at home
address.
4. Online catalogues and style direction suggestion on official website.
5. Regular promotion by celebrities and advertisement.
PRICE- Jacket- 5000 onwards.
Trouser- 2000 onwards.
They target the customers of upper middle and middle class.
7. Retail Assortment Strategies
Retail outlet of Blackberrys in Ahmedabad follows Narrow & shallow assortment
strategies i.e. Few categories & limited assortment in each product category.
Optimal merchandise mix
VARITY- At the retail unit their is only men’s wear category with 7 Product
verities. Products are Jackets, Suits, Shirts, Trousers, Tie, Belt, wallet.
BREADTH- Only category of men’s wear with Narrow & Shallow assortment.
DEPTH- The average number of SKU’s within each product categories is 1500 with
three different sizes occupying 30% of small, 40% medium and 30% large sizes.
Acquisition
Blackberrys brand has its own factories for product development and
manufacturing. However raw material like fabric, trims etc are procured from
domestic or around the world as best fitted.
8. Handling
Blackberrys has its own manufacturing units so, they takes care of timely availability at
specific locations in time when required. Having own factory makes them ensure for
availability of required assortment at particular location within right time.
Control
Blackberrys has its own manufacturing so they utilises total production capacity to ensure
the merchandise available in right time with right quantity. Store in ahmedabad of
blackberrys is brand outlet of blackberrys so quantity is always maintained as they have
backup stock of 1500 per design category and utilises over all space of the store.
Range planning
The store has good range of each individual product with backup stock of 1500 which
almost gets one month to be sold. In any condition of merchandise shortage they available
merchandise at the store within two days. Their are verities of the design within each
product categories, for example if we take suits as a product then it is available in five to
seven design variations with different colour shades.
10. Target customer demographics
Focal points are
Market size/growth pattern: Their is a huge market size opportunity as
Ahmedabad is a metro city and brand focuses on upper middle and upper class as
their customers. So their is good consumers opportunity market and will extend
in future.
Volume trend: Ahmedabad is a fashion forward metro city so their is a volume
of customers who follows the trend and follow the queue of fashion updating.
Consumer opportunities: Huge consumer opportunities as ahmedabad is a
metro city and is economically forward. People of Ahmedabad are fashion
forward and their is opportunity of extension of fashion conscious people in
future.
Target consumer: Huge target consumers as a huge number of upper middle and
upper class customers.
11. Target fashion image
Fashion image is calculated by the key terms
Consumer needs- Brand focuses on the consumer groups who are design
conscious and favours sharp edged clothing. Brand offers best fit to consumers.
Brand attributes- Blackberrys offers great style and care teamed with speed
and innovation and offers sharp edged clothing.
Product attributes- Products of the Blackberry offers best fit, well
finishing, best fabric material, colour and feel and innovations in product.
Consumer profile- Brand focuses on youth men of upper middle and upper
class who prefers the innovations and fit.
Pricing- Pricing of the products are according to target customer group of upper
middle and upper class. Pricing also categorises and restricts the customers
identity and status.
Competition- Blackberry is an Indian brand and basically focus on the Indian men
as their target consumer. So, some way it is well advance and forward than other
brands to satisfy the consumers need and fashion identity and style statement.
Brand is also award winner for best men’s classic wear preferences by the
customers.
12. Innovations
Innovations of the product includes
Product attributes- Great style, care teemed, speed and innovation, best fit
and sharp edged clothing.
Styling- sharp edged clothing with best fit.
Added values- Brand attributes and fabric and other material in products of the
brand.
Communication
Brand imagery- Imagery of the brand is developed as great style and care
teamed with speed and innovation and offers sharp edged clothing.
Building of relationship- They adds a customer as special member with
purchasing of 5000 onwards and gives them a member card which offers discount
on every purchase and is added to member card account. The card holders are
given a special discount in end of month sale. Brand itself sends the gift to card
holders in festivals. Customers are always given email and SMS alerts on arrival of
new collection or in any sale offer.
Education within the company- Store keepers, staffs and store managers are
well trained for store management and customer relationship building.
13. Promotions- Brand offers trade shows, advertisements, website promotions,
catalogues and press release.
Retail presentation- Visual merchandising of the store is good as to attract the
customers and make them to spend more and more time in the store so as they
can make the selection of the product. They makes the customers easy access to
the product so as they can judge and test the product.
Market segmentation
They approaches certain policy for market segmentation these are,
Broad product market- This is the process of selection of target customers
who prefers certain product categories. As main focus of the brand is innovation
and sharp edged clothing so they targets the youth who are huge in numbers.
List potential consumer needs- Designers of Blackberrys do regular surveys at
the store and invites store keepers to share the demands of the customers and to
help in the selection of the materials which is feasible at destined store locations.
Research the attitudes and behaviour of each market segment-
Merchandiser of the brand do regular survey of the market and stores for better
market opportunity.
14. Identifying the consumer needs that drive the purchasing decision-
Brand is more active in binding youths who prefers innovations and sharp edged
clothing.
Determine the approximate size of each market segment- Merchandiser
of the brand regularly collects the information of the consumers and their
preferences to the products and the amounts of the product are sold in the retail
outlets. This information makes them to analyse their market size and their
future consumer opportunities.
15. Market research
Merchandisers of Blackberrys does regular research by the means of certain data
collection. These are,
Quantitative research- They are updated of calculation of right amount of the
merchandise should be available at retail outlets.
Qualitative research- Brand makes regular research and survey of the materials
used in the product for better material selection of the products.
Focus groups- They majorly focuses the youth men.
Mall intercepts- They do regular mall interception for trend updates, customer
preferences and innovations.
Consumer panels- They takes regular suggestion of permanent consumers.
Telephone surveys
Point-of-sale data
Corporate sales record
Websites
Trade shows
Subscriptive services
Merchandise quality levels
16. Merchandise quality level
The brand decision for quality is serious concern for their target customer.
The blackberrys brand name suggest good material quality, innovation and sharp
edged clothing. Since labels don’t mean as much to the target customer as to,
perhaps, a younger group of men, so the “quality” that the label the Blackberrys
connotes provoke the target customer to spend a little bit more for their clothing
preferences.
Price point policy
Men’s wear is one of the product which costs more because of the materials,
construction, finishing and innovations as their is least possibilities of exploration
in men’s wear. So, determining the price point is a key factor for selling of the
product and determining the target customer.
Blackberrys target youth men of upper middle class and upper class society so
price range of the product is
Suits- 5000 onwards
Trouser- 2000 onwards
These prices best targets a customer of upper middle class and upper class who
prefers innovation and sharp edged clothing at that much lower prices.
17. Desired profit margin
Profit margin of blackberrys is 25-300% of the final costing.
Marketing approaches
Blackberrys follows increased margin from higher markups which allow the brand
more markdowns without completely destroying its overall margin. Therefore, a
10% markdown on product with a 70% markup still gives brand a 60 % ending
margin. However this 10% margin is given to regular customers in end of month
sale. So marketing approaches of brand is safe.
Customer service labels
In all Brand outlets at Blackberrys customer service levels had to increase.
Merchandiser of blackberrys has concluded this by way of the overall company
strategic plan. Since men typically do not like to shop, staff must develop and
work their own client lists. To make this goal more attainable blackberrys planned
to start maintaining customer purchase history for future marketing programs.
Blackberrys also provides free alteration for best fit to customers.
19. What is merchandise exchange policy of the store?
In any case of fitting, colour fading, material defects merchandise is exchanged
within seven says of purchasing.
Any kind of refund policy of the store? If, mention
Any product is not refunded. Their is only merchandise exchange policy.
Do you provide any kind of advance order policy? If yes, mention
Yes, if any kind of merchandise is not available at the store or some different size
is demanded by the customer then they take advance order.
Any kind of extra service you provide by shop/store?
Yes there is facility of alteration of product, presenting snacks and coffee, SMS &
email alerts for sales and fresh merchandise arrival.
Any kind of licence to sell products?
Since store is a brand outlet so there is no licence for store.
How do you apply sales tax and vat tax on the product?
Sales tax and vat tax are included in the MRP of the product.
20. Do you have any gift voucher policy?
Yes, they nominates some of the customers as special member of the store on
the basis of their shopping from the retail outlet and sends gifts to the customers
at their home address.
For example in this dipawli brand has distributed a dipp of silver to every
nominated customers.
Do you provide any extra service, sale, benefit to your regular
customers?
Yes, their are many such facilities to special and regular customers of the brand.
These are
1. Customers are given a special membership card in which they records the
purchasing records of the customer and they gives them points on the basis of
price points which is again converted into rupees and is added to the customer
account balance.
2. Special members are invited for end of month sale which is arranged in last
dates of months and customers are given additional discount of 10% or more.
21. Have you any fundraising policies?
In any such cases company it self takes decesion.
Any kind of beginning of month planning?
Product stocks, monthly sale estimates, any sale proposals, total data analysis is
done in beginning of the month.
27. RETAIL OUTLET AND VISUAL MERCHANDISING
Outer look of the store
Note- Photography in store was not allowed so the photographs shown are from other sources.
