Three cocky men, one cocky conversation

Ana: Clado? Look, modern-age Tarzans!
Clado: Tarzan would eat that creature up!
Ana: How gastronomic!
Clado: Hey, seriously, what about the target audience for this one? The guys seem to be talking to each other and having fun in this Tarzan-like avatar. Chuckles
Ana: Gaaaaays!!!
Clado: Laughs out loud. Hmmmm, possible.
Few seconds later...
Clado: I suppose typically women buy inners for men, no?
Ana: Hmmm...
...
Clado: Btw, these guys have become stars... Six-packs, beefy arms, shapely legs! Look so cockeasy!
Ana: What! Cockeasy?!?! No Nooooo!.... Cockstars?!
Clado: Laughs out loud
Ana: Mmmmm... Cockkkkk... roaches sounds better!

TVS, where dost thou go? (Part-2)

Part-1 ended like this:

With so much working against it and without a lot of money, how is TVS gonna survive this onslaught by the biggies? By focussing and by choosing its category and by being the first in that category. If there's no defined category left empty, then it had better create and define a new category and be the first there. How?

So, how does TVS create a new category? And what could this new category be?

Hero Honda led the foray in the big/premium bikes segment by launching the 150cc CBZ. Around that time, Bajaj had just about decided that it wasn't scooters for them; bikes were their future. Hero Honda was all over the place with its economy bikes; Bajaj was also present in that segment but was only a challenger at best with little success. The premium segment had just been created. Yamaha's 2-stroke performance bikes were losing ground to external factors and were being phased out. So the premium segment was all open and so was the performance segment too. For a while, in the Indian context, think of premium and performance segments as one (for obvious reasons). But back then these were the only prominent segments. What did Bajaj do? While the premium segment was still in the making it launched the Bajaj Eliminator - a 175cc cruiser. Very soon it launched, 150cc and 180cc Pulsars. Thankfully for Bajaj, it wasn't doing anything great in the economy segment. While Eliminator got drubbed with the launch of Yamaha Enticer, the former combined with the Pulsars did enough to place Bajaj as a high-end bikemaker.

In branding, it's always easy to bring a high-end brand to lower levels but mighty tough to make the lower-end brand a high end one. Bajaj hadn't established itself so well in any segment, so when it did something worthwhile at the higher-end, it was perceived accordingly. Hero Honda, on the other hand, suffered partially because of its strong association with economy segment. However, the biggest clincher for Bajaj was the fact that it launched a 180cc variant of the Pulsar; bigger than 150cc CBZ. That built the brand Pulsar. Other elements like price and fuel-efficiency played their part. In other words, the competition was repositioned. CBZ was outclassed.

Can TVS Apache outclass the Pulsar? Pulsar has variants like 150cc, 180cc, 200cc and 220cc. If TVS makes 160cc Apache RTR, it doesn't threaten the Pulsar dominance in anyway. It's simply surviving as a competitor; not calling shots as a leader. Pulsar is perceived as the first to the pole in 150cc to 220cc market and Bajaj has focussed unwaveringly on this segment. Needless to say Pulsar is touted as the brand to aspire for instead of the Karizma which was the first mover but suffered with the strong Hero Honda tag attached to it.

TVS needs to do more. Can it reposition Pulsar by quickly introducing a 250cc or 300cc bike before Bajaj introduces one? If TVS manages to do so, it will be the one to call the shots and therefore be perceived as a leader at par or a little ahead of its competitors. Therefore, option-1 for TVS is to be the first to launch a higher end bike in the range 250cc to 300cc.

Let's get to the option-2 through some pictures. Have a look at these bikes which are ruling the markets right now. Observe the common elements in design:

Hero Honda Karizma 225

Sporty, right?












Hero Honda CBZ Xtreme


Sporty, right?











Hero Honda NXG


Sporty, right?














Bajaj Pulsar 180



Sporty, right?












Bajaj Pulsar 220


Sporty, right?












Bajaj Discover



Sporty, right?










Bajaj XCD



Sporty, right?











Bajaj Platina



Sporty, right?












TVS Apache



Sporty, right?









TVS Star City



Sporty, right?










TVS Flame (will be seen soon on roads)



Sporty, right?











Can design be a differentiator? In bikes, definitely! All the bikes have fairing of some sort, the tank extends from headlight to the tail. Machines seem covered. The bikes exude sportiness, much like the bikes seen in races.

What should TVS do? Bring in 'naked' bikes. Yes, much like RD350 and RX100 that became the flag-bearers for Yamaha. Since they are no longer there in the market, TVS has the ground ready to conquer. In fact, it might be a gold-mine if looked at with serious intent. These bikes could exude street-sport, not track-sport. Got the point? That's option-2.

Any other option? Yes, Bajaj is emphasizing that Avenger is a 'trip' bike. All Royal Enfield bikes are 'trip' bikes. While these cruisers are fighting the battles for the highways, can TVS look at the city-roads? Which means, TVS should launch city-cruisers. Yes, and call them city-cruisers'. Alternatively, TVS can make bikes for easy-riders and leave sport-riders for other players.

It really is now or never for TVS. Are you listening?

Thomas Scott is no bang!

For starters, Thomas Scott is a men’s clothing brand. From what one can gather – based on their advertisements and their retail outlets – it is meant to serve in the office-wear and formal-wear category.

Who is Thomas? Is he a Scott? Well, then who is Peter? Is he from England? Yes, you’ve got the drift. There’s Peter England. So there’s Thomas Scott. A me-too brand. Though it’s difficult to understand what the reference to Scotland means any which way... Did the brand managers or marketing managers consciously even think of the hint of Scotland in the name? Is it just my figment of imagination? Whatever, the name’s pretty indicative. What it means is still unclear. A battle lost even before it started.

Having talked of names, there are other brands too which sound like personal names of some Englishmen- John Miller (private brand found at Pantaloons) and John Players (brand introduced by ITC and endorsed by Hrithik Roshan). These brands have struggled to garner any significant chunk of the market after all the money they’ve spent. I’ve heard people say, “I am wearing a Zodiac” but not “I’m wearing a John Players” and therefore, my conclusion.

There are other brand names – the successful ones - based on personal names. Allen Solly. Louise Philippe. Van Heusen. These names might not carry much power in themselves but they are catering to well-defined segments.

Allen Solly – Friday Dressing
Louise Philippe – Regal Crest (Reference to Kings)
Van Heusen – Power Dressing

What about Peter England? Reasonably priced office wear for young male executives.

So, what about Thomas Scott? The ads say “Attention is inevitable”! Yes, I did pay attention to the ad! Another message in the ad is “A retail group venture of Bang Overseas Ltd.”! Is it? Thanks for informing. So now?

What about John Miller? What about John Players? Does anybody know?

There are many other men’s garment brands which draw inspiration from European names.

Fritzberg. Heidelberg. Oxemberg. Indicative of Swedish-German origins.

Oxford. Cambridge. Reference to English Universities!

Alright. You want great sounding names. European names sound great. Europe is known for great fashion designers and great designs. But then, when you want to sell to masses, you have to stand for something. Unfortunately, you have personal names which sound great but they have neither any intrinsic reference to a definite segment nor have they been consciously attached to definite segments by the marketers.

Bang Overseas Ltd. has come out with an IPO. Going by its marketing strategy in India, it isn’t a great long term bet at the moment. Because marketing is business and business is all about focus. Thomas Scott hasn’t found its focal point yet.

Peter England, who?

The other day I met a friend who holds the distributing rights for one of India's very well-known garment brand Peter England. On the occasion of an alumni meet, he had set up a display kiosk for Peter England ELITE at Entrepreneurship Development Institute of India.

Talking about brands and branding strategy, in response to a rather skeptical remark regarding the fate of ELITE by one of our friends, he retorted, "Do you know how much it takes to create a new brand in the market? Rs500 crores!"

I agree. You would also agree. However, it isn't just about money. Or if marketing managers think that branding is just an easy way of minting money, then brands are doomed and consequently, companies too.

Peter England has been around for many years now, perhaps at least a decade. What is Peter England? One would say an inexpensive and smart formal/office wear brand for young male executives. Then what's Peter England ELITE? Well, it is likely to be expensive formal/office wear brand for young male executives.

Okay, so what is Peter England after launching Peter England ELITE? It is expensive and smart and inexpensive formal/office wear for young male executives! Add to the confusion; ELITE is just one of the latest extensions of the brand. Read the story below. This little article published in THE HINDU is worth reading:

Aditya Birla Nuvo’s Peter England Fashions and Retail Ltd is to launch Peter England family stores housing men’s, women’s and kids’ wear and accessories by mid-next year, said Mr Aloke Malik, President.

“The work for the stores is in progress and we might finalise something by December. We will open a limited number of large format mid-value stores of 10,000 – 15,000 sq. ft. and want to leverage the equity of Peter England,” he said.

The store is targeted at age-band of zero to 35 years and will house the company’s brands in segments where they have a manufacturing facility. For kids’ wear, it might have to outsource the garments, he added.

“We have an aggressive retail expansion plan and aim to grow in quality as well as additional stores,” said Mr Vikram Rao, Business Director, Textiles & Apparels.

Peter England forayed into the premium and sub-premium segment of shirts, with Peter England Elite, targeted at young office goers.

Aggressive ad campaigns are in the loop to promote this new range through outdoor media, print, on ground methods and the Internet, said Mr Venkataramani K, Brand Director, Peter England. Ranging from Rs 995 to Rs 1,395, the shirts and trousers of Peter England will be available in its flagship and select retail outlets. The new brand is concentrating on the mid-priced aspiring customer.

The first phase of Peter England Elite is being launched in Delhi, Mumbai, Bangalore, Pune and Nagpur, while countrywide distribution will be in place by next 6-8 months.

The company garnered revenues of Rs 270 crore in the current fiscal and plans to create a Rs 500-crore Peter England brand within the next 3-4 years, said Mr Malik.

Fantastic! What grand plans! Make a Rs270 crore brand into Rs500 brand in 4 years. Wow! How? Leveraging the equity of Peter England... And how is that? Have a look at what the messages include: 1. Aggressive retail expansion 2. Grow in quality 3. Additional stores 4. Peter England family stores housing men’s, women’s and kids’ wear and accessories 5. The store is targeted at age-band of zero to 35 years and will house the company’s brands in segments where they have a manufacturing facility 6. For kids' wear, it might outsource the garments...

Helloooooo! It's unbelievable. Whoever asked the marketing managers and brand managers to meddle with Peter England... Ask a common male office-goer about Peter England and he might tell you what it is - inexpensive and smart formal/office wear brand for young male executives. After all the strategy given in the article, what will Peter England be? A family retail store with expensive/ inexpensive, economy/sub-premium/premium formal/office wear for young male office goers, with some garments for women and with some garments for kids and with some accessories also! Imagine! How creative and multi-faceted!

It's an amazing story of how a brand created with so much focus and such clear definition over almost a decade is now being torn apart left, right and center. Excuse? Leveraging the equity! Make it Rs500 crore brand! Sir (Management/CEO at Madura Garments), you might want to do anything with it but Peter England's gonna mean the same thing as it has meant to consumers. If you force a change, do so at your peril. Short-term you might raise consumer's interest and curiosity and perhaps your sales, medium-term or long-term you are gonna kill what the brand has so strongly stood for and lose your ground as well as leadership to more focussed and opportunistic competitors in a growing market. Let Peter England be what it is. You want to capture other segments, do so by launching a new brand or wait till it is an opportune time to launch something new. Meanwhile stay with Peter England (the way it has always been), Allen Solly, Van Heusen and Louise Philippe and enjoy the fruits.

A tale of two bookstores - Crossword and Landmark

When I started as a serious 'serious book reader', I had only one resort - Crossword - to satiate my appetite for reading. I was young and I was relatively less knowledgeable about many things/subjects in life. The two things I had were curiosity and a past full of collecting magazines and story books. Wayne W. Dyer's "The Erroneous Zones", which I picked up from a second-hand roadside book reseller, got me initiated and from then I was regular at Crossword.

Starting with typical self-help-cum-psychology books I drifted towards reading more cross-disciplinary books. The more I read, the more I found Crossword inadequate for my tastes but I somehow managed to stay loyal until the time I went to Bangalore for some official work. I landed in Landmark for the first time and it definitely seemed to have more titles than Crossword. However, Landmark wasn't present in our town and that led me to look for books online. That's when I became a customer of fabmall.com (now called indiaplaza.in). And they've got some darn good business from me.

Tired of shopping (not really shopping, it's the waiting period) books online, I started visiting Crossword again. On a couple of occasions when I again didn't find the desired titles, I visited Landmark and bingo! I got the titles I was looking for. Yesterday again, I visited Landmark and got all the stationery and titles that I wanted but couldn't find in the local stores or Crossword.

Landmark is a category killer in books, stationery, music, toys and movies and certain gifting items. Crossword, though just a bookstore (at some stores stocks toys too) doesn't have the depth in its inventory. Looking at the store evolve all these years, it seems that Crossword just stocks the popular or run-of-the-mill bestsellers. Crossword is bent on increasing the number of its stores (it has a total of 45 stores nationwide) instead of the number of titles at its stores. Landmark on the other hand, has been relatively slow - it has only 9 stores nationwide - but stocks a great number of titles which makes it a great bookstore destination.

If the two bookstore brands keep to their strategies, Landmark will evolve to become the category-killer in books while Crossword will go on to be perceived as a corner bookstore with a collection of popular books. Who'll win? Landmark's depth in inventory will definitely appeal to amateurs (aspiring to build an image of serious reader) as well as bibliophiles (serious readers and book collecters). Any doubts? I don't have any.

Online Indian bookstores might outdo both. Search for the right book on amazon.com, then visit indiaplaza.in and order for the book; you'll get it cheaper.