Marketing Strategy for Simon Carter

VERY QUIRKY. VERY BRIT.

Q1: Basis your survey, suggest probable consumer profiles/segments that Simon Carter
should focus on to increase its relevant customer base
Answer:
High Income

More Expensive Less Expensive

Low Income

Perceptual Map of 10 Depth Interviews and 95 Google Form Surveys

 Hypothesis:
There is no relation between
the price of Simon Carter
clothing and choice of brands.
Result and Inference:
Price of Simon Carter clothing
is independent of buying
behavior of Simon Carter
clothing
Price
Inference from some hypothesis considered through 95 google survey
Place
Hypothesis:
There is no relationship between buying
propensity of Simon Cater clothing and
availability of its product.
The relation between the person buying clothes and
Result and Inference:
The buying propensity of Simon Carter
garments is dependent on the
availability of the product(retail outlet or
3 e-commerce)
Hypothesis:
There is no relation between the Hypothesis 2:
There is a no relation between the purchase
frequency of purchasing Simon Carter
Clothing and the products they sell like behavior of Simon Carter with shelf spaces at
multibrand outlets.
formal shirt, casual shirt, bottom wear , t-
shirt
Result and Inference:
The rate of purchase of Simon Carter clothing is
Result and Inference:
The frequency of customer preferring not dependent on shelf spaces at multibrand
outlets
Simon Carter clothing is dependent on
the type of product they sell like formal
wear, Casual Wear, T-shirts and Bottom
Wear
Promotion
Product Hypothesis 1:
There is independency in purchase of
Simon Carter clothing with discount
season.
Result and Inference:
The rate of purchase on Simon Carter
clothing has dependency on the
discount season.
Promotion People
Hypothesis:
Hypothesis: There is no dependency between people who have
tried Simon Carter clothing with respect to their
frequency of purchase of Simon Carter clothes is age and gender
independent
Result and Inference:
Results and Inference: The buying preference of Simon Carter garments is
The buying propensity of Simon Carter products is dependent on the age of the individual but is
independent of the person who buys the product independent of the gender of the person
purchasing the product
 1.Buying Behavior: Regular basis
or during special occasion
Gender: Males and females
Age: >25 years
Income: >20 lakhs
Preference: No word of mouth
but by personal experience. They
Conclusion:
are not impacted by the presence The depth interviews were conducted on the
of outlets not present nearby as
they get the products online or
A1,A2,A3 and B1 customers of SEC classification.
through friends and family. Based on the results of these 5 hypothesis, the
2.Buying Behavior: Only dependency of buying propensity of customers
Discount season buying Simon Carter for the age group of 31-35 is
Buyer Personas of Gender:Males and
Females significant. Additionally, Simon Carter was
Age:>25 years intended to be used by people earning more
10 Depth interviews Income: >15 lakhs
Preference: both word of than 15 lakhs per annum.
mouth and personal Therefore, the consumer profile/segment that
experience
3.Buying Behavior: Prefer to can be focused on are:-
purchase Simon Carter clothing Working professionals under the age group of
in future
Gender:Males and Females 31-35 earning more than 15 lakhs per month
Age:>25 years
Income: >10 lakh
Reason: It is over-priced but
they are convinced that same
4 level of comfort and fabric is not
available at different other
brands.
Q2:Create a cost effective marketing strategy for the brand to increase SC’s brand equity and walk-ins to the stores which
will ultimately lead to 100% growth in revenues in the next 2 years while maintaining its stature of being a niche brand

Answer:
According to the survey conducted on 92 people, the following response could be found:-

We can see that 14.7 % amongst the 95 respondents are unaware

of the product ,there is likely that there is lack of awareness of the
product. Also ,the interest in the product comes from brand loyal
customers and the seasonal customers who visit due to some
occasion and during discount season. As per the following
comments given by the customers in the google form ;
• “Indian mass market for branded garments is largely
dominated by Aditya Birla group & Arvind fabrics, to
penetrate here would require aggressive marketing &
competitive pricing.”
• ” As I know I had seen only one retail outlet at Delhi and
frankly I have not yet purchased any clothes but surely I will
try it once”
• ”Simon Carter is a genuinely good brand as per my colleagues
and I would like to try it first by personally visiting the store
but as of not available in our locality”
we can say that people do desire to use the products of Simon
Carter.
Therefore, the target audience can be the respondants who answered”I would like to try it once” and “Maybe” as it constituted 21.8% of the
sample.

Population
India’s population 1,36,81,38,206
(Source :indiastat)

Percentage of people earning more 123410642

than 15 lakhs p.a
(Source:https://www.huffingtonpos
t.in/shivam-singh/indias-direct-tax-
datadre_b_9817940.html)
People under the age group of 31- 102819521
35 (Source:
https://www.worldometers.info/de
mographics/india-demographics/)

Approximate population of people 9274321

under the age group of 31-35
earning >15 lakhs

Percentage of people coming 2021802

under the zone “Maybe” and “I
6
want to try it once zone” as per the
survey conducted
 Revenue affected by Outdoor advertisements and digital
• The marketing strategy can focus on A1 ,A2 communication introduction
and A3 customers of SEC classification.
• Simon Carter can go for outdoor
advertisements in the form of Flex Banner, Footfalls and Online Users
publishing in fashion magazine like Vogue, (assumption)
Outlook etc and publishing full page Average purchase
advertisements in newspapers on discount
season COMPANY REVENUE @15%
• Simon Carter can go for public relation - Cost of Revenue
marketing in the form of Websites and
Search Ads using Search engine optimization. Gross Profit
• It can also use Social media marketing in the
form of online communities or forums, blogs OPEX(all factors assuming)
and social networks - Marketing via digital
• One of the effective marketing strategy can communication
be in the form of Creating a Word of Mouth - Customer Service (via digital
buzz by supplying key people with product communication)
samples and working with community - Outdoor advertisements
influential so that they can publish their TOTAL OPEX
experience on their social media accounts
EBIT
Q3. Suggest various products that the brand could focus on in alignment to the
brands current offering
Answer: • Based on the displayed survey on the products
preferred to buy from Simon Carter, bottom wear is
preferred by 11 people out of the 42 people who
bought Simon Carter products . And as the brand
looks out on being colourful and vibrant ,it can focus
on selling wallets as an accessory which can help it to
be popular amongst people as a popular gift item.
What do you like to buy from Simon carter
35 • Along with that it can go for casual footwear in the
30 form of Floaters ,and Sandals as they can go well with
25 casual shirt and t-shirt in Indian context.
20 • Cologne is also an accessory that can be focused as it
15 can serve the purpose of gifts and people would like
10 to invest on it to amy extent if its scent matches with
5 their taste.
0
Formal Shirt Casual Shirt T-Shirt Bottom Wear Accessories

8
 Thank you!
Sarbani Sahu
Phone:
Email:
mba19sarbanis@iimsambalpur.ac.in 7684090547