INTEGRATED MARKETING COMMUNICATION

Manyavar - Advertisement Analysis

Submitted By:
Rishabh Mehta
PGDM 14-16
SECTION-I
Roll No: 38

Submitted To:

Prof. Jayanta Sengupta

YEAR: 2014-2016

Tag Line: Earn your Respect

If tradition means ethnic wear, ethnic mens wear means Manyavar. Weddings in
India have usually adorned Manyavar, be it regal sherwanis, elegant kurtas or even
Indo-Western wear. But the brand means more. Ethnic Wear, Party Wear,
Accessories; each is a signature; reflecting intense research, ideas, technology,
craftsmanship and benchmarking at every level. Manufactured at the facility in
Kolkata, on a capacity of three million units of apparel, the categorys highest in
the world. More than an industry-leader, Manyavar symbolizes the category.
Manyavar is expanding its circle. It will soon reach out to its kind, through 600
Exclusive Brand Outlets (EBOs) by 2018 from the current 387 EBOs (September
2015), 100 Shop in Shops and 500 Multi Brand Outlets (MBO), across the country
and business channels in U.S.A., U.K., Nepal and the Middle East. Manyavar has
founded its first international store (EBO) in Dubai. The global footprint continues
rapidly with a new store now open at Bangladesh. Soon, crossover stores,
merchandising diverse products too, will be added across the world. Global is the
new local now. Merchandising tie ups with retail chains like ethnicity, central and
pantaloons are being augmented in display as well as destinations. The Manyavar
attitude is niche, not its access.
Manyavar cashing in on ethnic wear In fact, the brand Manyavar has been a
success ever since its inception in 2001 by Ravi Modi. At present it has more than
100 EBOs across India and is 500 plus MBOs in Class I cities. Along with this
are 150 plus shop-in-shops and retail presence in large formats like Pantaloons,
Shoppers Stop, Lifestyle, Westside and Central. It also showcases its product range
at Ethnicity, Pantaloons marriage theme concept in Ahmedabad, Ghatkopar and
Kandivili outlets. These outlets offer made-to-order designer sherwanis. However,
its the EBOs and MBOs that yield maximum profits at 70 to 80 per cent, while the
large formats bring in around 10 per cent. The company now has plans to cash in
on their EBOs and will open over 500 EBOs by 2014-15. These will be both
franchisees and company-owned.

Quality
The countrys finest fashion designers and artisans apply state-of-the-art
technology to construct a Manyavar. Their inspiration and command over the
domain is the key to Manyavars uniqueness. The annual production capacity of
the facility at Kolkata, is three million units of apparel, ten times more than the
closest player. Every Manyavar is an idea, empowered by Technology.
Maximum Operations
A seamless back-end system facilitates low turnaround time and enhanced service
qualities. An integrated, technology-led distribution and logistics network
including Warehouse Management System and Merchandise Management System
ensure optimum utilization of resources. Internal control systems supervise
inventory management, sourcing, store management, and logistics. The improving
gross margins over the years and the rising gross margin per square foot of retail
space, reflect their merit.

Branding the emotional connect

Manyavar is not just among the most visible mens wear brands in the country.
Communications across press, television and peripheral media have clearly defined
its personality as an essence of respect. For a consumer, Manyavar is more than
something-to-wear. Its a relationship. And now, its spreading rapidly across the
country and the world at large; into a cult.
Vision
Mr. Ravi Modi, founder, is a first generation entrepreneur. Manyavar, among
Indias most valued mens wear brand today, is a reflection of his domain
knowledge, vision and initiatives. Shilpi Modi, Chief Visualiser, leads the design
and merchandise teams, since inception. They, along with sales, production and
operations resources are driven by a collective mission. "To share, celebrate and
evolve the Manyavar cult." Beyond superior ideas and designs, wider offering,
greater retail presence and a continuous leadership, Manyavar will endeavour to
shape the categorys future towards a global acceptance and preference, which
goes beyond cultural and ethnic sensibilities. This means new sections, new
products and new concepts. Clearly, the evolution of the category will be the
evolution of Manyavar.

Consumer Connect
The company strives to forge an emotional connect with its target customer. It
creates impact by presenting itself as a mark of respect, a brand with which
consumers can proudly associate with. Modi says, Our customers can easily relate
to our brands personality. For them, Manyavar is more than something to wear; it
is a relationship which essentially translates into brand loyalty. He goes on to say
that customer service and commitment to its patrons are the driving force behind
the business. High service standards are cornerstones of Manyavars customer
service. The company has a dedicated team of customer support executives, which
provides 24/7 assistance. Consumers can contact them via online, help desk or tollfree phone numbers.
Undoubtedly, Manyavar is the unrivaled category leader but even today traditional
wear is typically reserved for weddings and cultural events. However, the brand is
striving to present itself as a celebration wear for all occasions. For this, it plans
to bring in newer designs and broader offerings to gain better reception.

Target Group:
With the upwardly mobile urban Indian population focusing on ethnic clothes for
various occasions and festivals, Manyavar the mens lifestyle brand is reaping on
the demand while claiming that it has no other competitors at the national level.
With the ethnic market growing rapidly, Manyavar as a leading brand of Vedant
Fashions is spiraling at a growth rate of 70 to 80 per cent a year with a turnover of
Rs 200 crores at present. Their goal is to reach Rs 500 crores by 2014-15. With its
innovative cuts and a range of uncommon colors such as pink, turquoise blue and
orange, Manyavars mens sherwanis, kurta sets, Indo-westerns , party wear and
formal wear suits as well as accessories such as dupattas, cummerbunds seem to
be striking the right chord with its target group.
Manyavar cater to a range of prices from Rs 500 to a lakh. And it takes time to
climb the price points because one has to offer value at every level. In ethnic wear,
buyers dont have a budget and even if they set out to buy a kurta for Rs 3,000,
they still buy it even if it costs Rs 4,000. Ethnic is worn for particular occasions
when one wants to look their best, says Mohit Tikmany, CEO, Vedant Fashions.
The company targets the metros as well as Tier I-II-III cities as a part of its mission
to be a pan-Indian affordable ethnic wear brand. However Tikmany says ethnic
wear is a difficult business as a wrong move can wipe out an entire years profits.
In ethnic wear you should sell 90 to 95 per cent of what you make. Otherwise you
cant survive. And if you sell at a discount, no one will touch it. As regards our
other categories, we may get into womens ethnic wear down the line. We already
have childrens ethnic wear range which we started one and a half years ago. It has
kurta-pajamas and sherwani patterns and soon we will have Indo-western, he
concludes.

Objective of Ad:
To promote their ethnic wear.
To link tradition and culture prevailing in India.
To make every infividual understand the importance of code of clothing on
such days.
The advertisement revolves around the importance of ethnic wear on
important day like Independence Day.
People have somewhere forgotten ethnic clothing and have adopted
complete western culture.
Advertisement also highlight that when kids are taught something from their
childhood they have carving to follow it.
It reminds that ethnic wear should be given priority and people in India
should promote themselves wearing them.
Manyavar has been dealing with ethnic wear and this ad highlight the
tradition and culture that must be maintained while festival like
Independence Day, so this is proper objective for this brand.

Story Board Manyavar: Ad Analysis

Manyavar, one of Indias top ethnic wear for men is warming hearts yet again with
their new ad campaign. Celebration-wear brand Manyavar has launched a
campaign ahead of Independence Day, saluting the spirit of celebration. A film
conceptualised by Shreyansh Innovations, Kolkata, went live on the fashion
brand's YouTube channel on 20 July, and is also airing on TV.
The film is about a little boy and how much he is looking forward to Independence
day. He looks forward to wearing traditional attire and hoisting the national flag.
He constantly reminds his father about the same. The father is amused by the boy's
enthusiasm around the day, while he himself is immersed in work. The little boy
even dresses up as Mahatma Gandhi in the lead up to the day. He gets up earlier
than his father on Independence day, calls his mother to figure where the kurtas
are, wears his and wakes up his father. He also picks one for his dad, surprising
him in the process. They end up in the courtyard around a flag post, with fellow
Indians dressed for the celebrations.
The brand's YouTube page leaves us with the message: "Our kids are more
patriotic than we know."
Credits
Brand: Manyavar
Agency: Shreyansh Innovations, Kolkata
Youtube Link:
https://www.youtube.com/watch?v=5COdzJNQ594

The advertisement opens with two characters father and son.

Father is explaining his child right before 15th August the importance of
Independence Day and it is the day when people in India wear traditional cloths
and host Indian flags. The kid then counter questions his dad that will we also wear
traditional cloths tomorrow and his dad says yes we will.

The child thinks about that whole day and keeps on reminding his dad as well

about it.

He calls his wife who went to her parents home and tells that your son has become
Krantikari
(Freedom fighter)
He then ask where are the ethnic cloth (kurta) kept.

The kid dressing and portraying himself like Gandhi ji.

Ongoing preparations in society for Independence Day.

During dinner the kid again reminds his dad to take out the ethnic wear. His dad
nodded his head agreeing that he will take out the Kurta by morning.

Kid wasnt able to sleep in night and wake up.

He calls his mom late night and asks where Kurta is kept.

The next morning he dresses up in ethnic wear and waits for his dad to wake up.
His dad was surprised to see him in kurta and woke up.

Dad tells his kid that let me take you down for Independence Day function.

The kid stops his dad and tells him to go and wear vesh bhusha (ethnic dress)
pointing towards table.

There he sees and find his ethnic dress kept.

Dad took his son to the function of his society celebrating Independence Day.
Brief:
Manyavar being a market leader in ethnic wear thinks today traditional wear is
typically reserved for weddings and cultural events. However, the brand is striving
to present itself as a celebration wear for all occasions. For this, it plans to bring
in newer designs and broader offerings to gain better reception.
They are concerned because traditional wear is losing its importance and people in
India are moving towards western clothing. It is very important to promote Ethnic
clothing since the coming generation would not possess such tradition and culture
that must be maintained.
Consumers are definitely attracted to such ads especially kids, resulting their
parents following them. In this ad we saw that the kid was influenced by his dads
teaching and when the occasion came he directed his dad to wear ethnic cloths.
As regards to other categories, they may get into womens ethnic wear down the
line. They already have childrens ethnic wear range which they started one and a
half years ago. It has kurta-pajamas and sherwani patterns.
Manyavar wants people in India to wear traditional cloths not only during
weddings but also on occasions such as Holi, Diwali, and Independence Day etc.
For each occasion they have different advertisement so that they can present
themselves as celebration wear for all occasions.

The ad shows the relationship of father and son where at early stage father was
teaching son what one must wear on important days and later the kid reminds his
dad about what he taught.
As far as brand recognition is concerned, Manyavar is among the most visible
menswear brands in the Indian market. It is the largest spender in the segment
across 360-degree media including a mix of ATL and BTL communication. The
brand also leverages on social media for marketing purposes. Its official Facebook
page has a fan base of over 4.5 lakh people. The brand has also joined forces with
Indias biggest sporting event, the Indian Premier League.

Conclusion:
Yes, I suppose after seeing its advertisements which are emotionally and culturally
attached people have a craze of traditional wears on occasions apart from weddings
as well nowadays.
Consumers in India like such advertisements especially youths.