afaqs!

Orchard bags Peter England People

By Neha Kalra , afaqs!, New Delhi | In Advertising | May 21, 2008
Madura Garments has allocated Rs 8-10 crore for Peter England People. Aggressive growth plans have been chalked out targeting revenues in excess of Rs 1,300 crore in the next five years

Leo & #BANNER1 & # Burnett's second agency, Orchard Advertising, has been roped in as the creative agency for Madura Garments' fresh new brand, Peter England People. Though the brand incorporates the Peter England name in its brand name, it is positioned at a totally different level. Orchard won the business following a multi-agency pitch involving six or seven other agencies.

Peter England People has allocated Rs 8-10 crore for its communication. Aggressive growth plans have been chalked out targeting revenues in excess of Rs 1,300 crore in the next five years, with an investment of Rs 400 crore.

"It's like an Armani and an Armani Exchange - both brands have individual identities and different offerings. Likewise, Peter England is traditional and formal in nature, while Peter England People is a more casual and daily wear brand," says Zeena Freeman, chief executive officer, Peter England People.

The media mix will essentially comprise outdoor, print and other activities such as consumer direct and guerilla marketing. Freeman says these are efficient instruments to measure the effectiveness of a brand, and that the brand needs to make a direct impact and engage with its consumers. Television will be considered only next year, she says.

Zeena Freeman
Orchard was given creative and strategic briefs. The former required it to position Peter England People as an authentic, fun brand, which was fashionable as well. The agency was to incorporate the cohesiveness of the family concept as well as the fabric prints in the communication.

The strategic brief talked of market size and mid-point price. Freeman says the market size that she is targeting currently is Rs 20,000 crore, and she expects this to grow to Rs 60,000 crore in the next five years. The mid-point price is 30-40 per cent lower than a brand like United Colors of Benetton, and 60 per cent lower than a premium brand like Mango.

The brand is targeting a population of 22 million, which is expected to go up to 50 million in the next five years. It launched a store in Mumbai last week, and is looking at launching five stores in the next three weeks and 10 stores this year; by next year, the store count will double or triple, going up to 80-100 stores in the next five years.

Peter England People stacks casual everyday clothing for the entire family, across all age groups - uptil the age of 35 years. The primary focus of the brand's communication is women, who are the primary purchasers for the family.

Madura Garments has evolved from a wholesale shirt brand player to a wardrobe brand to a lifestyle brand retail led player. It encompasses the Louis Philippe, Van Heusen, Allen Solly and Peter England brands.