CONTENTS

ABOUT NEETA LULLA .................................................................................................................................... 2

MARKETING MIX .......................................................................................................................................... 3
PRODUCT LINE .......................................................................................................................................... 3
PRICE ......................................................................................................................................................... 3
PLACE ........................................................................................................................................................ 4
PROMOTION ............................................................................................................................................. 4
SEGMENTATION ........................................................................................................................................ 5
TARGETING................................................................................................................................................ 5
GETTING TO KNOW LUXURY ........................................................................................................................ 6
ANTI LAWS OF MARKETING ......................................................................................................................... 8
STRATEGIES THAT COULD HELP TURN NEETA LULLA INTO A LUXURY BRAND ........................................ 10
REFERENCES ................................................................................................................................................ 12

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jhABOUT NEETA LULLA

Neeta Lulla is one of India's most successful costume designers, couturiers and
fashion stylists.
he is amongst the most awarded fashion designers in India having won the
National Film Awards from the President of India on 4 occasions for Best Costume
Design in a Film and numerous other Indian and international accolades for
excellence in the field of fashion designing and styling.In a career spanning over
26 years, she has worked to style the look for some of the Indian Films, biggest
stars and worked with Directors in India Cinema.
Neeta Lulla has worked on over 300 films in more than 7 languages in Indian &
International Cinema. Apart from films she has worked to style major historical
epic shows on Indian Television.
Neeta Lulla has recently announced the launch of a world class fashion school in
association with Subhash Ghai, WWI-Neeta Lulla School of Fashion.

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MARKETING MIX
PRODUCT LINE
Neeta Lullas product line comprises of a large range of garments for women.

Tunics
Suits
Lehengas
Saress
Skirts
Dresses and gowns

PRICE
The prices of most of the garments designed by Neeta Lulla are on request basis.
The starting price of some of her garments put up on her E commerce website are
as follows :
Simple Tunic Sets - Rs. 8500
Kurta sets Rs. 16,000
Skirt sets Rs 25,000
Patiala sets Rs. 19,500
Anarkalis Rs. 33,000
Lehengas Rs. 42,000
Bridal Wear Rs. 65,000
Clasic Sarees Rs. 29,500
Stylised Saress Rs. 42,000
Dresses and Gowns Rs. 42,000
The maximum price of these products can vary and go very high depending on the
amount of customization the customer demands for.
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PLACE
In India
Mumbai (2)
Delhi
International
Vancouver
Calgary
Hong Kong
Los Angeles
London
Dubai (2 stores)

ONLINE STORE :
Neeta Lullas official estore website
http://store.neetalulla.com/
Other online channel :
http://www.perniaspopupshop.com/designers-1/neeta-lulla

PROMOTION
Neeta Lulla showcases her collection every year at events like lakme fashion
week, Wills Lifestyle India Fashion week, India Bridal Fashion Week etc.
This year, at lakme fashion week 2014, Priyanka Chopra was her show stopper,
showcasing her collection.
She has also customized look for various actresses like Sridevi, Aishwarya Rai, Juhi
Chawla, Kareena Kapoor, Sushmita Sen, Shilpa Shetty, Deepika Padukone,
Priyanka Chopra amongst many others.
Some of the lead actors she's styled include Rajinikanth, Shah Rukh Khan, Aamir
Khan and Hrithik Roshan.
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SEGMENTATION
Demographic Segmentation : Neeta Lulla designs garments for women
catering to all age groups starting from 16 years. These women are stylish,
like designer wear and want to look good at every occasion.
Psychographic Segmentation : Psychographic segmentation, which is
sometimes called Lifestyle. This is measured by studying the activities,
interests, and opinions (AIOs) of customers. It identifies the personal
activities and targeted lifestyle the target subject endures, or the image
they are attempting to project.
Cultural Segmetation : Neeta Lulla caters to a wide range of cultural groups.
She offers suits, lehengas and sarees to people who like to wear ethnic
clothes and gowns and dress to people to prefer western culture.

TARGETING
Neeta Lulla designs garments for women catering to all age groups starting from
16 years. These women are stylish, like designer wear and want to look good at
every occasion.

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GETTING TO KNOW LUXURY

Luxury brands have often been associated with the core competences of
creativity, exclusivity, craftsmanship, precision, high quality, innovation and
premium pricing. These product attributes give the consumers the satisfaction of
not only owning expensive items but the extra-added psychological benefits like
esteem, prestige and a sense of a high status that reminds them and others that
they belong to an exclusive group of only a select few, who can afford these
pricey items.
The luxury sector targets its products and services at consumers on the top-end of
the wealth spectrum. These self-selected elite are price insensitive and choose to
spend their time and money on clothes and accessories that are plainly opulence
rather than necessities. For these reasons, luxury and prestige brands have for
centuries commanded an unwavering and often illogical customer loyalty.
Luxury is something highly desired by one and all alike. Luxury and prestige
brands represent the highest form of craftsmanship and command a staunch
consumer loyalty that is not affected by trends. These brands create and set the
seasonal trends and are also capable to pulling all of their consumers with them
wherever they go.
The difference between luxury brands and fashion brands is not only in the
aspects of product quality and pricing but also applies to availability and
exclusivity of the products. Fashion brands are for the mass market, whether they
are of high quality or not. Luxury brands are for a distinct narrow market and are
defined by high quality, differentiation and precision in product design and
manufacture. A brand does not set out to target the high-end market, then it is
difficult to become a luxury brand.
Premium brands whereas aspire to be luxury and prestige brands but their
marketing mix strategies are more attuned to a mass market, albeit a luxury mass
market. They are also termed as mass-premium brands or mass-luxury brands.

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Following table shows the difference betweel premium and luxury brands over
various attributes :
ATTRIBUTE

Target
Audience

Price

Distribution

Communication

Product Line

PREMIUM BRANDS

LUXURY BRANDS

Broad - whoever can justify

rationally and financially the
added benefits has access to the
brand.

Narrow - only a small

percentage of the general
population can afford the
brand.

The higher price is justifiable by

the extra features versus a regular
brand.

Greatly
exceeds
the
functional value of the
product. Acts as a selection
tool that limits the access to
the brand.

Broad, a variety of channels can be

used simultaneously: corporate
stores, independent retailers,
online, catalog.

Highly selective, and almost

exclusively
through
a
corporate-owned channel.

Mass communication. The goal is

to inform and create brand
preference. Appeals to both ration
and emotion. A blend of imagery
and sometimes (extensive) copy.

Selective
communication.
The goal is to educate rather
than inform.

Can be broad-one product for

each segment targeted.

Very
narrow-a
flagship
product and only few
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variations.

Production

Delivery

Mass production. The goal is to

produce as profitably as possible.
Manufacturing country is not
important in purchase decision.

Hand made. Method of

production is part of the
brand myth. Brand should
not relocate manufacturing
facilities to lower cost
countries.
Country
of
manufacture very important
in the purchase decision.

Immediate. Customers are not

willing to wait.

Not urgent. The wait for the

product
to
be
built/create/fully
matured
contributes to the overall
luxury experience.

ANTI LAWS OF MARKETING

Every brand manager working towards making their brand a luxury should know
about these anti laws of marketing and keep them in mind, some of them cannot
always be converted to a brand but rather develop themselves over time.
In order to become a luxury brand, one should make sure, existing customers can
get engaged even more by further experiencing it and new customers get the
opportunity to get to know the brand and through the creation of a dream they
are more likely to aspire purchasing a product from the brand in the future.

The anti-laws of marketing, which have been established by Kapferer and

Bastien in 2009 are listed below.

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1. Forget about positioning, luxury is not comparative

2. Does your product have enough flaws?
3. Dont pander to your customers wishes
4. Keep non-enthusiasts out
5. Dont respond the rising demand
6. Dominate the client
7. Make it difficult for clients to buy
8. Protect clients from non-clients, the big from the small
9. The role of advertising is not to sell
10. Communicate to those whom you are not targeting
11. The presumed price should always seem higher than the actual price
12. Luxury sets the price, price does not set luxury
13. Raise your prices as time goes on in order to increase demand
14. Keep raising the average price of the product range
15. Do not sell
16. Keep stars out of your advertising
17. Cultivate closeness to the arts for initiates
18. Dont relocate your factories

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STRATEGIES THAT COULD HELP TURN NEETA LULLA INTO A LUXURY

BRAND
In order to be a Luxury brand, they would have to register themself with
the World Luxury Association.
The garments designed by Neeta Lulla are available for anyone to buy. Even
if there isnt a store of hers in a particular city, there is an option of buying
garments designed by her over the internet from her site.
She should limit ease for anyone to buy garments under her brand name so
as to move a step towards being called a luxury brand.
Neeta Lullas garments are not very highly priced, thus, a lot of people can
afford them.
Increasing the price of the garments, limiting the access to her brand,
would make only a selected amount of audience to buy her product making
them exclusive and unique.
Even though Neeta Lulla has been a part of the industry since past 26 years,
to be a luxury brand, one requires a historic value. The brand should be
known for its heritage.
Instead of having an online site, reaching a large amount of customers,
Netta Lulla should narrow down her channels of distribution and sell her
designer garments at selected locations only.
Most of the garments offered by Neeta Lulla are made to order n number
of times the customers demand. Instead she should only produce a limited
number of her garments so as to attract customers making her garment a
must have and unique.

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 Customization is offered if a customer changes to a particular product

whereas so as to become a luxury brand, they should not offer
customization or offer minimum customization to their customers and
customize products for customers that are very famous/ big personalities.
So that they feel special and unique while wearing the product.
Neeta Lulla sells her garments through a multi brand putlet online i.e.
http://www.perniaspopupshop.com/designers-1/neeta-lulla .
In order to become a luxury brand, she should sell her products through a
solely owed store only.
Even though Neeta Lulla has stores fashion capitals of the world, her stores
are not at that level to be called a luxury boutique. She needs to make her
brands presence felt globally.
Neeta Lulla should focus on a flagship product that she offers, be it sarees
or lehengas or suits etc. Her brand should be known for her flagship
product.

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REFERENCES

Arora, R. (n.d.). Luxury Brand Marketing. Retrieved from BrandChannel:

http://www.brandchannel.com/images/papers/533_8Ps_OF_LUXURY_BRA
NDING.pdf
Daye, D. (2012, October 24). The Anti Laws of Marketing. Retrieved from
Branding Strategy Insider:
http://www.brandingstrategyinsider.com/2012/10/the-anti-laws-of-luxurymarketing-21.html#.VG1-vPmUeX8
Michael. (2014). Difference between premium and luxury. Retrieved from
Brand Uniq: http://branduniq.com/2013/luxury-branding-the-differencebetween-premium-and-luxury/

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