By Ritesh Umraniya

Company Profile
Peter England Was Established in 1889 and is

known for its quality products worldwide Different Products manufactured are
Shirts Trousers Suits Denims Ties Socks Wallets

Consumer Profiling
Demographic

Cultural
Social Economic Psychographic Behavioral

Market Segmentation: Demographic

All are Males All are pursuing PGDM from ITM Warangal All are Single All are Student

Market Segmentation: Cultural

All are Indian, Currently in Warangal A.P.

Except one Christian , others are Hindu.

Market Segmentation: Social

Except one all have primary reference group as

Friends Except one all have secondary reference group as family By Role everybody is Student.

Market Segmentation: Economic

Market Segmentation: Psychographic

Market Segmentation: Behavioral

Target Market
92% Students have good opinion about Peter

England (36 Students) 92% Students Have Positive Attitude about Peter England (36 Students) 20% are hardcore loyal to Peter England (8), 40% are Switchers (16), 27% are Splitters (11) Target Market Becomes of 35 Students

Positioning
Positioning is all about position our product in the

customer mind by providing those advantages which they are not getting by using our competitors product. So for that we have to analyze point of parity and point of difference with our competitors. Our main competitors are Koutons, Arrow and John Player.

Positioning By Product Attributes

Positioning Statement: Peter England Because Style Matters

POINT OF DIFFERENCE
PRODUCT NAME FEATURES POD AVAILABLE IN PETER ENGLAND affordable price, higher than koutons , High Brand loyalty

KOUTONS

High price , Less Less brand loyalty

ARROW

Less promotion ,less loyalty

Promotion higher than , brand loyalty is higher

JOHN PLAYER

High promotion as to Peter England

Less promotion

POINT OF PAIRITY
PRODUCT NAME FEATURES POP AVAILABLE IN PETER ENGLAND

KOUTONS , ARROW

Quality with good brand image

Quality with good brand image

JOHN PLAYER

Competitive price

Competitive price

Marketing Mix
Product
Available in wide range of colours and Designs

 Price
Available in Price Ranging From Rs 549 to Rs

1499.

 Place
At Mega Mart Near Chaurasta At Peter England Exclusive Showroom in

Hanamkonda

 Promotion
Banner At Khans Cafeteria. Pamplets in Business Line News Paper once in a

month ( On Monday).

Sales Forecast
Total Sales

HCL 31
Splitters 22 Switchers 15 ------------------68 Profit Per Shirt = 100 -------------------Total Contribution 6800

Total Profit
Contribution 6800

Less:
Banner Printing 250 Banner Ads Cost(200x12) 2400 Pamphlets Printing and Distr 250 ----------------Nett Profit 3900