distribution channel

DISTRIBUTION CHANNEL

Provogue – Readymade Garments

Anukriti Pradip

Beckes

Distribution_Channel _Flow 2


ABOUT PROVOGUE Provogue is an Indian company incorporated

on November 11, 1997 as Acme Clothing Private Limited.

The brand Provogue was launched in March 1998

It is currently one of the biggest retail apparel brands in India.

visionProvogue will evolve into a retail-centric group

of branded businesses focused on customer needs


MAIN COMPETITORS Allen Solly, Color Plus, Docker’s and Levis


PROVOGUE Strives to scale up its brand equity through effective brand

positioning, extension of products, expansion of markets and an enhanced store experience.

Brand of choice for youthful fashion conscious customers, now working to keep these customers for life and to win the hearts of new consumers entering the market for the first time.

Provogue fashions have an enduring appeal across apparel and accessories and continues to strategically develop and expand the merchandise collections.

From a menswear brand, Provogue evolved in to contemporary fashion house for men, women and the home.


MARKET POSITIONING Provogue (India) Limited is in the

business of designing, manufacturing and selling of branded ready to wear garments(menswear and womenswear) and other accessories under the brand ’Provogue’ which has been positioned as a fashion label in the Indian market.

Over these years Provogue has been consistent in its communication and has never diluted the positioning


MARKETING STRATEGY• ACME’s strategy for popularising the Provogue brand

included high profile ground events and retailing through selective stores which covered national chain stores like Shoppers’ Stop, multi brand outlets and company exclusive studios

• The lack of a product range was made up by an aggressive advertising campaign strategy which was backed by series of fashion shows across the country

• The uniqueness of the fashion shows were that only women were invited, which generated curiosity and excitement and the customer was ready to accept the madness.

• Provogue first found space in Multi-brand outlets (MBOs) and progressed to be present in 120 MBOs by the end of 1999 and there on a distribution network was established across 30 A and B class cities

• Before making a foray into a region, Provogue organised fashion shows to generate interest levels and then the product was rolled out for the public


FUTURE PLANS• The retail expansion across the country for Provogue will be two pronged.• The company also plans to tap the potential in mini metros

through formats of studios which are of 500 square feet in size.

• The company plans to have 72 studios all over the country in the next five years from the present 32 studios.• ACME is also targetting Middle East as it first overseas

destination with Dubai being selected as the first market. • The plans envisages setting up studios of 1000, 2000 and

3000 square feet in the Middle East in the next five years.• From the Middle East, the Provogue brand will be taken to

countries like Sri Lanka, Bangladesh, Hong Kong and Singapore.


PROVOGUE NETWORK


MORE FACTS Provogue is a Mumbai based Indian company

incorporated on November 11, 1997 as Acme Clothing Private Limited.

The brand Provogue was launched in March 1998 and is currently one of the biggest retail apparel brands in India based in Mumbai.

As of March 31, 2009, Provogue fashions and accessories were available across 126 Provogue stores and 110 shop-in shops


RANGE OF PRODUCTS

Party black Shirts Jackets

Sweaters T-Shirts Denim Track Pants

Cargos Casual Trousers Formal T-shirts

Inner wear Party Tops

Formal Trousers Cargos

Casual Shirts Sweaters

Printed Shirts


PRODUCT MIX… Men’s wear Polynosic Shirts Formal Shirts Linen Shirts Party black Shirts Printed Shirts Jackets Sweaters T-Shirts Casual Shirts Denim Track Pants Formal Trousers Casual Trousers Cargos Inner wear Women Formal Tops Party Tops Formal Jackets Casual T-shirts Formal T-shirts Sweaters Denim Formal Trousers Cargos

Accessories Perfume Belts Wallets Handkerchiefs Socks Eye Wear Ties Caps Shoes


PRICE… Product Price 1395 Tailored Shirt 1395 Smart Shirt 1295 Fashion Shirt 1195 Printed Casual Shirt 1295 Round neck Sweater 3995 Party wear Jacket 3995 Formal Jacket 2895 Winter Jacket


PRICE…. 3995 Pure leather Jacket 1595 Hooded Jacket 895 Mens Club wear T-shirt 895 Mens Fashion T-Shirt 795 Mens Stripped T- Shirt 695 Mens Party T-Shirt 695 Mens Smart Casual 1695 Denim Ruf & Tuf 1995 Denim Stretch 1895 Denim Cross notch 1995 Denim Stylish


PROMOTION…. During the year, we have invested intelligently to align

the brand with some of the best events associated with Indian youth including the sponsorship of several of the year's most successful Bollywood movie releases.

Provogue also continues a strong print advertising campaign in the broadsheet press, fashion, business and lifestyle publications and magazines. A fresh approach to advertising was initiated recently by advertising in the in-flight magazines of Jet Airways & Indian Airlines.

Cricket is almost a religion in India. And what better way to relate to our customers than to connect with this game. Provogue sponsored outdoor advertising for the India-Sri Lanka Test

Series which was held across the country, which not only ensured total coverage of the stadium audience but also garnered maximum television coverage at no extra cost.


FACTORS AFFECTING CHANNEL DESIGN …..

Market Factor Producer Factor Product Factor Production capacity - 900,000 pieces per annum

of trousers and shirts . Reach – 64 centers in 31 cities. Available in

pyramid, shoppers stop , life style ,central etc Export through acquisition of acme Into forward and backward integration 800 – 2000 square feet store space concept.

Mega tore concept of 5000 to 7000 square feet . Believes in direct distribution


DISTRIBUTION The hierarchy of the Provogue related to distribution

is Provogue has its manufacturing facility in Daman,

which has a large warehouse. Store Manager

Area Sales Manager

Regional Sales Manager

Sales Head

Assistant Merchandiser


EXPLANATION…. Each Provogue Studio has enough space to

keep the stock in order to cope up with the demand.

There are large Provogue Studio which can store enough merchandise, which can support other Provogue Studio. Whenever the stock is required the Store Manager informs, Area Sales Manager and Merchandiser, so that they replenish the stock from other Provogue Studio immediately and later on through Ware houses.

Provogue has its manufacturing facility in Daman, which has a large warehouse.


GENERALISED MODEL- MUMBAI BASED APPAREL SHOP Purchasing from wholesaler and direct distributer, from the

wholesale market. Some distributors of different manufacturing companies/units

come to them for order. First owner purchases clothes in meters from the cloth

wholesaler manufacturer & distributer Cloth wholesalers are either importers of cloth or manufacturers

of cloth they sell it 2 owner by keeping up their margin Then owner make t-shirts shirts pants as per requirement.

Then owner appoint agents to market product by giving them samples in wholesale market n retail market

Owner manufacture n market product by the name they want.

Another thing is outsource the work . take d orders from the market about their profit requirement varies from 10%%-500%.


DISTRIBUTION FLOWCloth

Dealer-

Manufacture

r

Wholesaler

Distributer

Retailer


TRADITIONAL DISTRIBUTION CHANNELS

PRODUCER OF GOODS/SERVICES

CONSUMERS

RETAILER RETAILER

WHOLESALERS DISTRIBUTOR

RESELLER

AGENTS

THANK YOU

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