Brand audit hidesign
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Brand Audit Analysis
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Brand audit hidesign
- 1. INTRODUCTION • Founder & President – MR.DILIP KAPUR,1978 • Hidesign stands out for the sensuous naturalness of its high quality leathers and the smooth soft glow of its solid brass fittings in its leather goods • It carved a niche for itself as an eco-friendly leather goods brand and impressed customers with the beauty of its handcrafted products.
- 4. OVERVIEW OF THE COMPANY • Global Presence-23 Countries • Distribution Network-2000 Stores • Manufacturing Facilities in 4 Places • Products Manufactured-Briefcases, computer bags, handbags, travel bags, wallets, and small accessories like coin purses, key chains, and passport cases • Seasonal Collection-Added every 2 years
- 5. INDUSTRY ANALYSIS • Indian Leather Industry • People Employed-2.5 million • Annual Production Value-7 Billion US $(2009) • Value Of Exports-3.59 Billion US $(3% Of Global Leather Trade)
- 6. BRAND ELEMENTS • BRAND NAME - Hidesign (HIDE+DESIGN) • LOGO - • URL - http://hidesign.com/ • TAGLINE Real leather crafted the forgotten way.
- 7. BRAND ARCHITECHTURE BRAND POSITIONING • Hidesign is an internationally successful brand in the “affordable luxury” category. • The exclusive ambience of their stores that is custom made • Made from high quality materials that are natural: solid brass, real leather and wood • The personalized service provided at all the stores
- 8. BRAND ARCHITECHTURE BRAND VALUES • Natural • Ecological • Craftsmanship • Innovation BRAND PROMISE • Luxury Products • Made in a Natural Way
- 10. BRAND ARCHITECHTURE BRANDED HOUSE • Single Master Brand • Sub-Brands use the Parent Brand Name • Brand Extensions Built by Descriptors • Eg: HIDESIGN Handbags HIDESIGN Sunglasses HIDESIGN Wallets
- 11. BRAND TARGET GROUP • Between 25 and 40 age group • Are career focused, part of mid & senior level management, is increasingly sought by career aspirants and fresh graduates, aligns with the values of people in alternate professions like media, art, education and home makers alike. • Belongs to high income group • Travels frequently (often abroad) • Buys quality products that have a lasting value • Has a strong commitment to nature and ecology
- 12. POINT OF DIFFERENCE • Eco-friendly (made from natural grains) • Emphasized on recycling • Tremendous recall • Uniquely handcrafted(no mass manufacturing) • First luxury retailing in leather
- 13. POINT OF PARITY • Leather bags • Luxury /premium brand • High price
- 14. PRICING • Price Range- Rs.2000 to Rs.25,000 • Target People- High Income Group • Markup of 550-600% over factory cost • Most expensive Bags in India, an Upper-class Brand • Prices half of those for the same bags sold outside India
- 15. SALES PROMOTION • International Orientation • Advertising- Relatively Lower Budget • Foreign Models with International appeal • Medium-Advertising & PR Agency • Services of Professionals for Store’s Interior Design.
- 16. SALES PROMOTION ATL(Above The Line) & BTL(Below The Line) Activities: • Merchandising and display in Retail Environment • Bollywood parties and Fashion shows • Wide media coverage to press conference by company • Promotional activities and events
- 17. BRAND CAMPAIGNS & EVENTS
- 18. BRAND CAMPAIGNS & EVENTS
- 21. ADVERTISING CAMPAIGN • The award winning ad campaign from 2000 is a landmark in Hidesign’s history and helped Hidesign to establish itself as a brand of excellence in India and markets globally. • The ad campaign showcased Hidesign’s art of real leather, crafted the forgotten way.
- 28. HI DESIGN CAPRESE LAVIE DA MILANO BAGGIT UNIQUE SELLING PROPOSITI ON Real leather crafted the forgotten way Everyday bag with stylish twist Bag for every mood Sophistication and class Practical and functional bags. Go- to bags PRICE RANGE Rs. 2,000- Rs. 25,000 Rs.1000- Rs.4000 Rs.1000- Rs.5000 Rs.5,000- Rs.20,000 Rs.500- Rs.5000 TARGET AUDIENCE High income group (25-40 yrs) Young Ladies Confident, Yong and style conscious women Men and Women (23-35yrs) Students and professionals POD Eco-friendly Sleek Cut Design Dynamic colors Quality ( made from Italian Hide) Casual Look
- 29. INFERENCE •Differentiation > Relevance : It stands out and receives attention in the market place. •Esteem > Knowledge : When Esteem is more the consumer likes what the consumer knows what they like about the brand and is willing to find out more, suggesting growth potential.
- 32. Recommendations • Aggressive expansion into new markets Signs of this: the company is now looking to become lifestyle brand across categories like footwear and eventually apparel. • Pursue minimal yet effective product and price differentiation to make product range more attractive in entering markets.
- 33. Recommendations • Explore various retail channels to maximize potential sale and minimize risk in in these growing markets. • Huge opportunity to build brand reputation and loyalty • Concentrate on creating more of a domestic feel to their products and brand.
- 34. REFERENCES • http://hidesign.com/ • http://www.icmrindia.org/ • http://fashiongear.fibre2fashion.com/brand- story/hidesign/history.asp
- 35. THANK YOU !!