provogue and idea

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Provogue

Redefining Fashion



� The fashion brand Provogue is launched in

March 1998

� With a short span it has established a strong

brand identity in the minds of the urbanconsumer.

� This brand is a classic case of a small companymaking a big brand.



� The Companys philosophy of

± creating trends in fashion,

± an aggressive marketing strategy,

± coupled with high profile promotional events and

± its distribution strategy of retailing through

selective stores and malls

has resulted in Provogue being now

positioned as a leading fashion brand in India.



� Provogue had peers like Color Plus which

redefined the way people dress.

� Typically a small brand faces the issue of financial muscle while fighting theheavyweights like Arvind Mills and MaduraGarments.

� Provogue has been exploring various media topromote itself. The brand was innovative inusing events as a major brand building tool.



Building Image as a

Fashion Brand



� The brand has been sponsoring major fashion

shows across metros and was highly effectivein creating its position as a " Fashion Brand".

�

During the cricket world cup fever, the branddid something that was nothing but smartmarketing.

� Provogue conducted a Men's fashion showand women were only invited to attend theshow.



� The move was aimed at targeting the "

Influencer " . Women who are non users of

this brand were a major influencer in the

purchasing process of men's wear. In some

cases women were actual decision maker and

purchaser of men's wear .



� Provogue was a brand which used a lot of

celebrity endorsement.

� The brand used John Abraham, Hrithik Roshan

and Fardeen Khan as its brand ambassadors/models.

� The brand uses Saif Ali Khan to endorse themen's wear, Upen Patel for the accessoriesand Esha Deol for the Women's range.



� To project itself as a premium fashion icon, Provogueuses the tagline " Redefining Fashion ".

� The brand is targeting the high profile young executive.

� The company have a separate retail division which isrolling out various Provogue Retail outlets across thecountry.

� In readymade category, every brand is endorsed by onecelerity or the other. From SRK to Big B, the list isendless.



Through

Movie

Promotions



An idea can change your life!!!



� The inception of Idea dates back to 1995

when one of India's leading businessconglomerates, the Aditya Birla Group (ABG),

ventured into the mobile telecom space by

establishingB

irla Communications Limited(BCL).

�

!dea was launched as a brand in April 2002.



� Idea's promotions in 2006 were based on its

tariffs, service quality, and network coverage.

For e.g.: Idea started promoting its Rs.0.5 per

local call per minute service aggressively.

� Idea hired film star Abhishek Bachan to

endorse its brand in October 2007.



� Idea is the 3rd largest mobile services

operator in India, in revenue terms, andrecorded a subscriber base of over 78 million

as on end November '10.

� Idea promoted its services through several

innovative ads via variety of media like TV,

print, out-of-home, and radio.



� Idea's focus in its ads also changed from

highlighting its tariff plans and networkcoverage to using mobile telephony to solve

social issues.

� Idea took its 'What an !dea' campaign further

- from TV, print, and radio to the Internet. It

launched several websites that complemented

its campaigns that championed social causes.



� Idea also tied up with Indian Premier League

(IPL) cricket team, Mumbai Indians,

� Popular players like Sachin Tendulkar and

Zaheer Khan were used to promote the brand.

� Idea chose to promote its brand where as its

competitors focused on promoting their value

added services and tariff plans.



� Idea uses extensive out-of-home (OOH) media

like bill boards and bus stop shelters for pre-launch teasers.

� IDEA campaign carries a socially relevantmessage in today's commercial environment

� The brilliant concept of encouraging two-way

communication between the government andpeople has connected with millions acrossIndia.



� Idea enjoyed very little brand recall in the

initial years after its inception.

� It had gained on that front by using its brand

name in creative and meaningful slogans thatconcluded in its ads making perfect sense

� The company used its brand name 'Idea' in its

ad slogans like 'An Idea can change your life,'

'A good Idea,' and 'What an Idea!'

provogue and idea

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