National Institute of Fashion Technology, Jodhpur

Retail Merchandising
Assignment l

Study of Marketing Mix of Brand

Gini & Jony

Submitted By:
Submitted To: Ankush Patidar
Mrs. Urvashi Saxena Kajal Singh
(Asst. prof. NIFT Jodhpur) Saju John
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 Content

S. No. Topics Page No.

1 Acknowledgment 3

2 Preface 4

3 Introduction 5

4 Objective 6

5 Stores in Jodhpur 7

6 Marketing and Promotion 8

7 Product Assortment Table 9-10

8 Size Chart 11-12

9 References 13

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 ACKNOWLEDGEMENT
We express our sincere thanks to our project guide, Mrs. Urvashi Saxena, Assistant Professor, NIFT
Jodhpur, for guiding us right from the inception till the successful completion of the project. I
sincerely acknowledge her for extending her valuable guidance, support for literature, critical reviews
of project and the report and above all the moral support she had provided to us with all stages of this
project.

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 Preface
In this brand study we have concluded the objective behind choosing Gini and Jony, and also have
provided a brief introduction to the brand.
We have done the product assortment of the brand on basis of age and gender.
We have also included our primary as well as secondary data research analysis on basis of our visit
to the local store in Jodhpur and data present on official site of the brand and various articles present
on internet.

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 Introduction
Gini & Jony is an Indian kid's fashion brand, promoted by the Lakhani brothers, since 1980. The
brand sells apparel through a mix of company-owned and franchisee outlets, and is currently present
in 106 cities with 200 exclusive brand outlets and other large format multi-brand stores. While the
promoter group holds the majority stake in the organization, the company is partially owned (22%)
by Anil Ambani's Reliance Capital.
Launched a concept store, "Gini & Jony's Freedom Fashion store", the 1st lifestyle store the racked
exclusive international brands for KIDS in 2007.

Parent Company Gini and Jony Limited

Category Apparel and Accessories

Sector Lifestyle and retail

Founder Prakash Lakhani, Jay Lakhani, Anil Lakhani

Founded in 1980

Tagline/ Slogan Happy Style

USP Fashionable kids-wear

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 Objective
Reasons for choosing this brand

• Market for kids apparel is the fastest growing industry in India .

• The market for kids' apparel in India exceeds Rs. 20,000 Crore of which around Rs. 3000
Crore is constituted by branded kids' wear.

Gini and Jony

The LAKHANI BROTHERS - 3 ordinary men who created the Gini & Jony brand were three
ordinary men with an extraordinary vision-"A Vision to occupy the pinnacle in kids clothing”.
The organized kids wear category was almost non–existent. Gini & Jony was one of the foremost
brands in kids wear that actually helped build the category of kids wear.
Gini & Jony today is way ahead in the market, it dominates the kids wear category in every aspect –
Quality – Styling – Designing – Fashion trends – Range of fabrics.
Today Gini and Jony is the top most brand in its category.

Brand Positioning

1. The brand Gini and Jony was coined with two missions.
• International Appeal
• Easy Recall
2. Establishing a complete fashion brand for the kids

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 Stores in Jodhpur

• Gini & Jony 7th C Road, Sardarpura

Source: Gini & Jony 7th C Road, Sardarpura

• Raj Hans, Gini & Jony and UCB B Road, Sardarpura

Source: Raj Hans, Gini & Jony and UCB B Road, Sardarpura
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 Marketing and Promotions

1. Gini and Jony Introduces over 700 designs with 2 collections in a year
• Spring Summer
• Autumn Winter
2. The companies 6-8% of Sales is spent on marketing and promotions.
3. Brand offers many new schemes and gifts for the promotions.
• Bag to School
• Gift Voucher Schemes
• Branding activities and initiatives throughout the year

Target Market

1. Upper middle and upper class urban kids Segment is mainly targeted by Gini & Jony.
2. Target age group is Kids in the age group of 2-14 years.

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Product Assortment Table

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 Reference

• https://www.giniandjony.com
• https://www.ajio.com/b/gini-
jony?gclid=CjwKCAjw1dzkBRBWEiwAROVDLMzQC5SVgUZqDCowMbJF3a8NBnus1EPn
KHZtL7i23ZRTqEH9fKPiBhoCSnAQAvD_BwE
• https://www.myntra.com/gini-and-jony
• https://www.amazon.in/Clothing-Accessories-Gini-Jony/s?ie=UTF8&field-
brandtextbin=Gini%20%26%20Jony&page=1&rh=n%3A1571271031
• https://www.jabong.com/kids-apparel-gini-jony
• https://www.flipkart.com/kids-clothing/gini-jony~brand/pr?sid=2oq%2Cmpf
• https://www.scribd.com/document/82161928/gini-n-jony
• http://www.cmlinks.com/pub/dp/dp17811.pdf

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