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Provogue and Idea

Provogue is an Indian fashion brand launched in 1998 that established a strong brand identity through its philosophy of creating trends, aggressive marketing strategy, high profile events, and selective store distribution. Though a small company, Provogue has been able to position itself as a leading fashion brand in India by sponsoring major fashion shows and celebrity endorsements. The brand aims to project itself as a premium fashion icon for young executives.

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Manoj Divakar
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95 views

Provogue and Idea

Provogue is an Indian fashion brand launched in 1998 that established a strong brand identity through its philosophy of creating trends, aggressive marketing strategy, high profile events, and selective store distribution. Though a small company, Provogue has been able to position itself as a leading fashion brand in India by sponsoring major fashion shows and celebrity endorsements. The brand aims to project itself as a premium fashion icon for young executives.

Uploaded by

Manoj Divakar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Provogue

Redefining Fashion
• The fashion brand ‘Provogue’ is launched in
March 1998

• With a short span it has established a strong


brand identity in the minds of the urban
consumer.

• This brand is a classic case of a small company


making a big brand.
• The Company’s philosophy of

– ‘creating trends’ in fashion,


– an aggressive marketing strategy,
– coupled with high profile promotional events and
– its distribution strategy of retailing through
selective stores and malls

has resulted in Provogue being now


positioned as a leading fashion brand in India.
• Provogue had peers like Color Plus which
redefined the way people dress.

• Typically a small brand faces the issue of


financial muscle while fighting the
heavyweights like Arvind Mills and Madura
Garments.

• Provogue has been exploring various media to


promote itself. The brand was innovative in
using events as a major brand building tool.
Building Image as a
Fashion Brand
• The brand has been sponsoring major fashion
shows across metros and was highly effective
in creating its position as a " Fashion Brand".

• During the cricket world cup fever, the brand


did something that was nothing but smart
marketing.

• Provogue conducted a Men's fashion show and


women were only invited to attend the show.
• The move was aimed at targeting the "
Influencer " . Women who are non users of
this brand were a major influencer in the
purchasing process of men's wear. In some
cases women were actual decision maker and
purchaser of men's wear .
• Provogue was a brand which used a lot of
celebrity endorsement.

• The brand used John Abraham, Hrithik Roshan


and Fardeen Khan as its brand ambassadors/
models.

• The brand uses Saif Ali Khan to endorse the


men's wear, Upen Patel for the accessories
and Esha Deol for the Women's range.
• To project itself as a premium fashion icon, Provogue
uses the tagline " Redefining Fashion ".

• The brand is targeting the high profile young executive.

• The company have a separate retail division which is


rolling out various Provogue Retail outlets across the
country.

• In readymade category, every brand is endorsed by one


celerity or the other. From SRK to Big B, the list is
endless.
Through
Movie
Promotions
An idea can change your life!!!
• The inception of Idea dates back to 1995 when
one of India's leading business conglomerates,
the Aditya Birla Group (ABG), ventured into
the mobile telecom space by establishing Birla
Communications Limited (BCL).

• !dea was launched as a brand in April 2002.


• Idea's promotions in 2006 were based on its
tariffs, service quality, and network coverage.
For e.g.: Idea started promoting its Rs.0.5 per
local call per minute service aggressively.

• Idea hired film star Abhishek Bachan to


endorse its brand in October 2007.
• Idea is the 3rd largest mobile services
operator in India, in revenue terms, and
recorded a subscriber base of over 78 million
as on end November '10.

• Idea promoted its services through several


innovative ads via variety of media like TV,
print, out-of-home, and radio.
• Idea's focus in its ads also changed from
highlighting its tariff plans and network
coverage to using mobile telephony to solve
social issues.

• Idea took its 'What an !dea' campaign further


- from TV, print, and radio to the Internet. It
launched several websites that complemented
its campaigns that championed social causes.
• Idea also tied up with Indian Premier League
(IPL) cricket team, Mumbai Indians,

• Popular players like Sachin Tendulkar and


Zaheer Khan were used to promote the brand.

• Idea chose to promote its brand where as its


competitors focused on promoting their value
added services and tariff plans.
• Idea uses extensive out-of-home (OOH) media
like bill boards and bus stop shelters for pre-
launch teasers.

• IDEA campaign carries a socially relevant


message in today's commercial environment

• The brilliant concept of encouraging two-way


communication between the government and
people has connected with millions across India.
• Idea enjoyed very little brand recall in the
initial years after its inception.

• It had gained on that front by using its brand


name in creative and meaningful slogans that
concluded in its ads making perfect sense

• The company used its brand name 'Idea' in its


ad slogans like 'An Idea can change your life,'
'A good Idea,' and 'What an Idea!'

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