Peter England Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Peter England through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Peter England Product Strategy:
Peter England is a well-recognized apparel brand, specializing in men’s wear. As a brand, Peter England is known to come up with an extensive range of apparel for Men in its marketing mix, including formal, casual and party ranges. The brand is known for its affordable price and superior quality along with good quality labelling and production using fine material. The designs are modern, edgy and contemporary that define boldly the style of the modern Indian man and the merchandising of the brand is well-orchestrated. The brand is easily available to men across the country owing to its widespread distribution and availability. As part of the brand product mix, peter England sells the following items: Trousers, t-shirts, Shirts, Denims, Socks, Suits, Ties, Accessories and Wallets. The Trousers range was introduced only in the year 2000, to provide a complete clothing solution to the Indian man. There are a number of sub-brands as part of Peter England. These include Peter England Elements which includes relaxed and casual wear for men. The brand includes a range of stylish washed cotton shirts, denims, cargoes, jackets, sweaters and accessories. As part of the Peter England Elite line, the company produces formal trousers and shirts along with suits, blazers, ties and accessories. In the past, the brand has also come up with various theme campaigns like The Anti-Wrinkle Collection, The Solids Collection, The Festival Collection, The English Cottons Collection and The Summer Mints Collection.
Image: company website
This concludes the product strategy in Peter England marketing mix & strategy.
Peter England Price/Pricing Strategy:
Below is the pricing strategy in Peter England marketing mix strategy:
Apparel produced by Peter England falls under the mid-price segment. Customers who are neither too sensitive to price, nor the ones looking for superior and luxurious clothing opt for a brand like this.
The company follows a competitive pricing strategy in its marketing mix wherein the value can be communicated well to the consumer. Costs incurred as part of the manufacturing processes are recovered through the pricing mechanism adopted by Peter England. The shirts produced by the company sell in a range of prices between Rs 700 and Rs 1400. The company has also launched a line of luggage items, for the modern day consumer. This line is priced at a modest and humble range between Rs 1000 and Rs 4000.
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Peter England Place & Distribution Strategy:
Following is the distribution strategy in the Peter England marketing mix:
Peter England outlets are spread across the country through multiple towns and cities. The stores are widespread. The company witnesses presence in more than 150 cities and towns within India. The number of outlets owned by the brand range up to a number greater than 700. More than 3000 multi-brand outlets, sell the products of the company and close to 4 million customers buy from the company. Catering to such a huge customer base occurs through the widespread physical distribution network and easy availability of products produced by the company.
Peter England also invests significantly in sales through its online vertical.
Peter England Promotion & Advertising Strategy:
The promotional and advertising strategy in the Peter England marketing mix is as follows:
As part of the promotional activities undertaken by the brand, the brand works to establish a good communication link by selling quality products that satisfy the needs of the target segment through “Product plus Brand Imagery”. Peter England promotes itself as the honest shirt that stands for an element of simplicity which promises honest quality of material used at an affordable and honest price. This concept of the company is popularized in vernacular as well through outdoor media campaigns and usage of television as an extensive medium to focus on sales. The company also sponsors various male oriented programmes like News, cricket and Crime thrillers. Peter England is also a partner of the IPL team, Chennai Super Kings as the official off-the-field apparel partner of the team. The company also has a unique and efficient loyalty rewards program for its members who shop frequently from the brand as part of which customers can earn points on the go with every purchase that they make. Hence this completes the marketing mix of Peter England.
About Peter England:
Peter England, one of the finest retailers of Men’s apparel in modern day, started back in 1885 in Ireland (Londonderry) as a military dress supplier. It was only in 1997 that it was introduced in India by Madura garments. Madura garments was later acquired by the Aditya Birla Group in the year 2000. The brand is for men looking to shop in the mid-price segment.
Since the mid-price segment was a category with huge potential, there was great possibility for tapping into this segment. Peter England through its marketing initiatives looks to build a national foot print by gaining significant market share.
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