Mittal school

of
business
Course Code: MKT201 Course Title: PRINCIPLES OF
MARKETING

Academic Task No: 1 Academic Task Title:

Date of Allotment: 31/08/2024 Date of Submission:25/09/2024

Student Roll No:A05 Student Reg. No:12319573

Term:3 rd Section: Q2302

Max. Marks: 30 Marks. Obtained:

Evaluation Parameters Marks. Obtained:

Name of the faculty member: Lakshmaiah Botla

Learning Outcomes: I learnt about the fundamentals of marketing, i.e., 4 Ps as well as

the Segmentation, Targeting and Positioning Strategy. Apart from this, I gained a lot of
information about Ashok Leyland Dost

Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other
students’ work or from any other source except where due acknowledgement is made
explicitly in the text, nor has any part been written for me by any other person.

Student’s Signature:
 Evaluator’s comments (For Instructor’s use only)

General Suggestions for Best part of

Observations Improvement Assignment

Evaluator’s Signature and Date:

Marks Obtained: __________ Max. Marks:_________
 INDEX

WHAT IS MARKETING?
WHAT ARE THE 4PS OF MARKETING?
Aditya Birla Fashion and Retail Ltd.
 HISTORY (ORIGIN)
Aditya Birla Fashion and Retail Ltd.: Allen solly
Aditya Birla Fashion and Retail Ltd : Allen solly
 ANALYSIS OF 4Ps
 ANALYSIS OF STP
 JUSTIFICATION OF STP
RECOMMENDATION
REFERENCES
WHAT IS MARKETING?
Marketing is the activities of a company to promote the buying and selling of its products or
services. Marketing includes advertising and enables companies to sell products and services
to consumers, other businesses, and organizations.

Professionals in corporate marketing and promotion departments try to capture the attention
of key potential audiences through advertising. Promotions are targeted at certain audiences
and can include celebrity endorsements, catchy slogans or slogans, memorable packaging or
images, and media appearances all appearances

WHAT ARE THE 4PS OF MARKETING?

The marketing mix, also known as the 4Ps of marketing, refers to the four key elements of a
marketing strategy: product, price, place and promotion. By paying attention to the following
four components of the marketing mix, a business can maximize its chances of a product
being recognized and bought by customers:

 Product: Products are commodities and services that solve problems and satisfy the
needs of consumers. A product can be tangible, such as a vehicle or a piece of clothing, or
intangible, such as a cruise or house cleaning service. A successful product either fills a
void in the marketplace or offers a unique experience that spikes demand.

 Price: Price is the cost of the product that the consumer pays. During product marketing,
it is important to set a price that reflects the current market trends and is affordable for
consumers, yet at the same time is profitable for the business. Price can fluctuate based on
the supply and demand and the product's sales cycle. While some businesses might lower
the price to compete with the market, others might inflate it -- especially if they are
promoting a luxury brand.

 Place: This is where and how the product or service is purchased by the customers. It also
entails where the product is stored and manufactured. Digital transformation has evolved
how products are sold -- online, small local shops or global producers. This marketing
plan also considers where the product is advertised and in which format, such as
magazines, online ads, radio, infomercials or film product placements.

 Promotion: Promotion refers to reaching the target audience with the right message at
the right time. It gets the word out and is an effective way to conduct a sales promotion
and connect with consumers. A promotional strategy aims to show consumers why they
would need a certain product and the reasons for buying it over other products. The core
of marketing communications, product promotions push out specific and meaningful
advertising through popular channels: word-of-mouth seeding, social networking,
Instagram campaigns, print marketing, television commercials, email marketing
campaigns, social media marketing and more.
 ADITYA BIRLA FASHION AND RETAIL LTD .

Aditya Birla Fashion and Retail Ltd.: A Fashion Powerhouse

Aditya Birla Fashion and Retail Ltd. is a prominent force in the Indian fashion and
retail landscape, renowned for its diverse portfolio of brands and innovative approach
to the industry. The company has established itself as a leader through its commitment
to quality, style, and customer satisfaction.

With a strong emphasis on innovation, Aditya Birla Fashion and Retail Ltd.
consistently introduces fresh designs and trends to cater to the evolving preferences of
its customers. The company's brands, ranging from premium labels to affordable
options, offer a wide variety of styles to suit different tastes and budgets.

Sustainability is another key focus for Aditya Birla Fashion and Retail Ltd. The
company actively incorporates sustainable practices into its operations, from sourcing
materials to manufacturing processes. This commitment to environmental responsibility
aligns with the growing consumer demand for ethical and sustainable products.

Beyond its domestic presence, Aditya Birla Fashion and Retail Ltd. has expanded its
reach into international markets. The company's strategic partnerships and global
collaborations have enabled it to establish a strong foothold in various regions,
showcasing Indian fashion on a worldwide stage.

HISTORY (ORIGIN)
Aditya Birla Fashion and Retail Ltd. has a rich history dating back to the early 20th
century. While the company's current form emerged in recent decades, its roots can be
traced to the Aditya Birla Group, a conglomerate with a diverse range of businesses.

The Aditya Birla Group's foray into textiles began in the 1920s with the establishment
of the Century Spinning and Manufacturing Company. Over the years, the group
expanded its textile operations and ventured into various related industries, including
apparel and retail.
In 1999, the group's textile and apparel businesses were consolidated under the Aditya
Birla fashion Ltd. This consolidation marked a significant step towards building a
focused and integrated fashion and retail business.

Aditya Birla fashion Ltd. continued to grow and expand its portfolio through
acquisitions, partnerships, and organic growth. In 2015, the company underwent a
restructuring and was renamed Aditya Birla Fashion and Retail Ltd. This rebranding
reflected the company's evolution and its focus on becoming a leading player in the
fashion and retail industry.

ADITYA BIRLA FASHION(ALLEN SOLLY)

The Aditya Birla Fashion and Retail Ltd. Has a sturdy relationship with Allen Solly, certainly
one of its most outstanding brands. Allen Solly is a leading life-style brand in India, regarded
for its fashionable, comfortable, and low cost garb.

Aditya Birla Fashion and Retail Ltd. Received Allen Solly in 2001 from the Raymond Group.
Since then, the corporation has invested substantially within the logo's growth and
improvement. Allen Solly has benefited from Aditya Birla's robust monetary backing,
significant distribution community, and expertise in retail operations.

Under Aditya Birla's leadership, Allen Solly has expanded its product range, opened new
stores, and launched successful marketing campaigns. The brand has additionally benefited
from Aditya Birla's recognition on sustainability and moral practices

Under Aditya Birla's possession, Allen Solly has skilled great growth and development. The
logo has extended its product range to consist of a greater diversity of clothing options, which
include casual wear, formal put on, and add-ons. Additionally, Allen Solly has centered on
enhancing its emblem picture and consumer enjoy through strategic marketing tasks and
stepped forward stores.
 ALLEN SOLLY
Allen Solly is a popular Indian lifestyle brand that has created a niche in the fashion
industry with its stylish, stylish and affordable clothes What the brand is famous for is
its ability to cater to a wide range of customers from young a they work hard to
families.

Special Features and Strengths

• Variety: Alan Solly offers a comprehensive range of products, including suits, apparel and
accessories. This diversity allows the brand to cater to different opportunities and
preferences.

• Quality fabrics and craftsmanship: The brand is known for using high quality fabrics and
employing skilled artisans in its products. This attention to detail ensures durability and
comfort.

• Luxury: Allen Solly keeps up with the latest fashion trends, offering stylish and
contemporary styles that appeal to fashion-conscious individuals.

• Affordability: The brand’s pricing strategy focuses on making its products accessible to a
wide range of consumers. These affordable features combined with quality have made Allen
Solly famous.

• Strong brand: Allen Solly has established a strong brand of style, comfort and value. This
brand recognition has helped the company gain a loyal customer base.

• Effective Marketing and Promotion: Allen Solly uses effective marketing strategies
including advertising, public relations and social media campaigns to reach the target

audience and promote its products.4

ALLEN SOLLY: ANALYSIS OF 4PS
PRODUCT

• Product design: Allen Solly is constantly introducing new products and innovations to
meet changing customer preferences. Market research is conducted to identify trends and
gaps in the market.

• Product Development: The brand focuses on the use of high-quality fabrics and the use of
skilled craftsmen to ensure the quality of the products. They focus on design and aesthetics to
create trendy and stylish products.

• Product launches: Alain Soli regularly launches new collections through promotional
campaigns and events to create buzz and attract customers.

• Product Lifecycle: Brands manage the life of their products by introducing new style and
updating existing styles to maintain interest and relevance..

PRICE

Pricing Policy: Allen Solly often uses competitive pricing, comparing prices with similar
products in the market.

• Factors affecting pricing: While pricing, the brand considers factors such as cost of
production, market demand, competition, brand image and so on.

• Price Policies: Alen Solly may offer discounts, promotions, or bundled deals to attract
customers and stimulate sales..

PLACE

 Distribution Channels: Allen Solly has a strong retail presence through its own
stores and franchise outlets. They also sell their products online to reach a wider
audience.

 Distribution Strategy: The brand focuses on strategic locations to ensure maximum

visibility and accessibility to its target customers.

 Supply Chain Management: Allen Solly works with reliable suppliers and
distributors to ensure efficient delivery of its products to retail outlets..

PROMOTION

Promotional Mix: Allen Solly uses a combination of advertising, public relations, sales
promotion and social media marketing to promote its products and services.

Target Audience: The brand targets young professionals and families who value style,
comfort and affordability.
Promotion Plan: Allen Solly creates promotional campaigns based on seasonal events,
holidays, or special events. They measure the effectiveness of their increments to track ROI
and make necessary adjustments.

ANALYSIS OF STP
STP stands for segmentation, targeting, and positioning, and it's a marketing model that helps
businesses understand and target their audiences. The model involves three steps:

 Segmentation: Dividing a market into groups of buyers, or segments, based on a variety

of variables.

 Targeting: Identifying the most attractive segments, usually the ones that are most
profitable.

 Positioning: Proposing a distinctive competitive advantage for each segment.

The STP model helps businesses create more focused, relevant, and personalized marketing
communications. It can help businesses gain a stronger foothold in their target market, and
often leads to higher conversions.

1. SEGMENTATION:
Allen Solly has segmented its target market based on different demographics, psychographic
and behaviors:

• Demographics Classification:

o Age: Mainly targeted at young professionals between 25 and 45 years of age.

o Income: Catering to middle and upper middle income consumers.

o Location: Focused on urban areas where the target market is much larger.

• Psychographic segmentation:

o Lifestyle: targeting individuals who value style, comfort and affordability.

o Personality: Appeals to confidence, modernity and independence.

o Behavior: Focus on customers who are brand conscious and appreciate quality.

• Behavioral classification:

o Consumption volume: targeting frequent buyers and recipients of consumer goods.

o Benefit seeking: Identify customers who prioritize specific benefits, such as comfort,
sustainability, or fashion trends.

 TARGETING:
 Allen Solly’s value chain focuses on nurturing loyal customers within its identified
target market. The brand has implemented several strategies to engage and retain
its customer base:

 Loyalty programs: Offer rewards and discounts to encourage repeat purchases.

 Personalized marketing: Using customer data to create personalized content and

personalized recommendations.

 Customer Experience: Providing exceptional customer service and a positive

shopping experience.

By focusing on customer satisfaction and loyalty, Allen Solly has been able to build a
strong brand reputation and build long-term relationships with its customers.

2. POSITIONING:
Allen Solly has positioned itself as a luxury lifestyle brand offering stylish, stylish
and affordable clothing. A brand’s positioning is based on the following key
factors.

• Quality: Emphasis is placed on the use of quality fabrics and craftsmanship.

• Style: Fashionable and fashionable for the target market.
• Affordability: Providing products to a large number of people at competitive prices.
• Comfort: A focus on comfort and convenience to ensure a positive customer
experience.
• Brand Image: A strong brand image associated with modernity, trust and style.

JUSTIFICATION
Allen Solly's STP strategy has been exceedingly effective in driving logo awareness,
purchaser loyalty, and income. By cautiously segmenting its target market, focused on a
specific institution of consumers, and positioning itself as a premium lifestyle brand, Allen
Solly has been capable to differentiate itself from competitors and set up a strong market
presence.

However, to preserve its competitive gain, Allen Solly have to constantly monitor
marketplace tendencies, adapt its product offerings, and explore new increase
opportunities. Additionally, the brand ought to focus on strengthening its on-line presence
to cater to the developing e-trade market.

Justification with SWOT analysis

Strengths:
•Clear Target Market: Allen Solly has a nicely-defined target market of younger
professionals and households. This readability lets in the logo to tailor its products and
advertising efforts to meet their unique desires.

•Strong Brand Positioning: The emblem has efficiently positioned itself as a top rate way of
life brand, imparting stylish, cushty, and low cost garb. This positioning has helped Allen
Solly appeal to a faithful patron base.

•Effective Marketing Campaigns: Allen Solly has continually launched powerful advertising
campaigns that resonate with its audience. These campaigns have helped to increase emblem
attention and pressure income.

•Product Innovation: The logo has shown a commitment to product innovation, introducing
new styles and designs to stay applicable in a competitive marketplace.

Weaknesses:

•Limited Geographic Reach: While Allen Solly has a strong presence in urban regions, its
reach in rural regions is confined. Expanding its geographic attain should assist the emblem
faucet into new markets and boom sales.

•Price Sensitivity: Consumers within the target market may be charge-touchy, especially for
the duration of financial downturns. Allen Solly can also need to modify its pricing approach
to remain aggressive.

• Competition: The Indian fashion marketplace is extraordinarily competitive, with

numerous home and international manufacturers vying for market percentage. Allen Solly
ought to continuously differentiate itself and offer particular value propositions to preserve its
competitive area.

Opportunities:

• E-commerce growth: The growth of e-commerce offers Allen Solly a great opportunity to
expand its reach and reach new customers.

• International expansion: The brand can seek international expansion opportunities to reach
new markets and diversify its revenues.

• Sustainability focus: Increased consumer awareness of sustainability could provide Allen

Solly with an opportunity to position itself as a socially responsible brand.

Threats:

 Economic downturn: Economic changes can affect consumer spending and affect the
demand for fashion products.

 • Changing Consumer Preferences: Rapidly changing consumer preferences may

make it difficult for Allen Solly to remain relevant.
  • Strong competition: Increasing competition from domestic and international
manufacturers threatens Allen Solly’s market share.

RECOMMENDATION
• Rethink segmentation: Periodically rethink the target market to ensure it remains relevant
and aligned with the brand’s objectives.

• Diversify targets: Consider targeting other segments such as students or the elderly to
expand your customer base.

• Strengthen brand positioning: Strengthen Ellen Solly’s position as a luxury lifestyle

brand by emphasizing quality, comfort and style.

Implementing these recommendations will allow Allen Solly to remain adaptable to changing
market dynamics, ensuring long-term success and growth.

REFERENCES
 https://www.adityabirla.com/businesses/companies/aditya-birla-fashion-and-retail-limited-
abfrl/
 https://allensolly.abfrl.in/
 https://scholar.google.com/