Relieving our Childhood

Gang -3

Industry Overview

Figure 1: Market Size of Major Apparel segments (2007). Total size Rs122400 crores.[1]

•Market for kids apparel is the fastest growing industry in India .•Children's apparel includes clothing for kids between 1 and 14 years of age. •The market for kids' apparel in India exceeds Rs. 20,000 Crore of which around Rs. 3000 Crore is constituted by branded kids' wear.

Market ClassificationThe market for kids wear can be classified as follows: • Infants (0 - 6 months) • Toddlers (7 months - 2 years) • Kids (3 - 8 Years) • Pre-teens (9 - 12 Years) • Teens (13-16 Years)

Philosophy

“We believe that children must be happy. It’s the only goal set for ourselves. A happy, laughing child is one of

the best sights of life. We believe that childhood lasts a lifetime.”

Why Gini and Jony and no other name ?

Brand identity is comprised of:• Pricing • Distribution • Quality • Presence • Awareness • Reputation• Image• Benefits • Positioning salience • Preference • Share of market .• Customer commitment

Brand Name• The Brand Gini and Jony was coined with two missions :

1. International Appeal

2. Easy Recall

Facts• Giny & Jony India Ltd. was founded by the Lakhani brothers in 1980.

• Over the 30 years, the company has emerged as a brand with a strong identity.

• GINI & JONY ventured into the organised retail, by launching an exclusive Gini & Jony Store in 1996.

• Launched a Concept store, “Gini & Jony’s Freedom Fashion store”, the 1st lifestyle store that racked exclusive International brands for KIDS in 2007.

Mama I want jeans and casuals from G&J

Son we are middle class people, we could not afford it.

Our target segment is not able to afford it. What should we do?

We should go for brand extension and new segments for that, “What should I do ? “

Gini & Jony spread its wings, and launched various other

brands such as GJ Jeans, Palm Tree and Baby Dreamz.

Implementation of Research

Introducing over 700 designs with 2 collections in a year

- Spring Summer - Autumn Winter.

Design Strength

How should I position this brands what questions should I ask?

Gini & Jony Happy Style

• ‘Gini & Jony – Happy Style’ is a niche mother brand of the Company.

• Positioning: Super premium.• Key attributes :-Innocence, Happiness, energy and cutting edge style along with rich

design and superior fabric• Segments : Young customers belonging to SEC A, A+ section of society in the age group

of 2 years up to 14 years. • Price Point: Rs. 325/- up to Rs. 1345/-.• Presence: Every premium large format stores, Malls & A-Class Multi-branded stores

across the country. The brand has pan India presence with Exclusive stores in high streets & malls.

GJ Jeans• ‘GJ Jeans Unltd’ is mainly a denim-based brand

• Positioning:- As a premium offering • Key Attributes:- Focuses on international styling & fits, innovative treatments and washes on denim

fabric. • Segment:-SEC A, A+ section of customers in kids wear segment, the Brand is focused on the kids in the

age group of 2 to 14 • Price point :- Range of Rs. 295/- up to Rs.1295/-.• Gini & Jony has an in-house research & development (R&D) team which is constantly involved in

experimenting with various techniques on denim to develop exclusive attributes for company’s products.

• The Brand is focused on the kids in the age group of 2 to 14 and is offered in the price range of Rs. 295/- up to Rs.1295/-.

Palm Tree• Positioning: Mid-market product.

• Key Attributes: Affordable pricing without compromising on quality and style.

• Segment: SEC B+, B categories residing in the suburbs of A /B & C Class towns.

• Price Point: Price range between Rs. 175/- up to Rs.795/-, age group of 2 to 14.

Rocky S• Gini & Jony Rocky S makes kids’ clothes in the same style as their adult versions that are so

popular with film stars, without sacrificing any of the spunk and funk that made the label so trendy. The products are available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent.

• The whimsical patterns and cuts from one of the best names in Bollywood and international fashion. Style that lets your little stars show off their fun-loving and groovy personalities.

• Bold contrasting cuts and punchy colors and textures make Rocky S a stand-out in fashion. Available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent

Baby Dreamz• Gini and Jony has licensee franchisee for distribution of Puma Kids Wear in India. • The product category is meant for the infant between the age group of 0 to 18

months.• The product includes: Apparels, Cradles, socks and accessories for infants with the

price ranging from Rs 150 to 500/-.• The target audience is the Middle Class upwards.

:: Brand Strength ::

Gini & Jony a flagship brand of the company enjoys top of mind recall.

It has strong brands to offer from its portfolio. These are both in-house

and those from International alliances.

Resources

Expanding in new markets and formats

Ideal area required - 1200-1500 sq.ft.

Retail Formats

GINI & JONY – Freedom FashionIt meets Kids' Lifestyle requirements, offering a variety of

world class brands for apparels, shoes, accessories and more, all under one roof.

Retail Formats

Powering through with the Mantra – 'Happy Style', Gini & Jony has brought smiles to many little faces.

Ideal area requirement – 600-800 sq.ft

Retail Formats

Ideal area requirement – 500-700 sq.ft

Retail Formats

Value brand providing good quality and trendy apparels at an affordable price. It caters to a vast audience in tier 2 & tier 3 cities.

Ideal area requirement – 350 -500 sq.ft.

Retail Formats

A brand exclusively for Infants in the age group – 0 to 4 yrs; with the best in Cradles, Shoes, Socks, Apparels and much more.

The ideal area requirement for this outlet is 500-700 sq.ft

Retail Formats

234Exclusive Brand Outlets

In more than 79 cities

201Large Format Stores

Presence in

500Multi Brand Outlets

More than

Please Listen

• 6-8% of Sales– Bag to School– Gift Voucher Schemes– Branding activities and initiatives

throughout the year

Marketing & Promotions

National– Print– TV– Radio– SMS– CRM Activities

Local– Cable– Outdoor– Events– SMS– CRM Activities

Marketing Tools

PRESS MEDIAADVERTISEMENT

Hoardings

• Window display• In store• Promo or Theme based

– Store Opening– Season– Brand based– Offer based– Large Format Stores

Visual Merchandising

• Promo or Theme based– Store Opening– Change in Season– Brand based– End of Season Sale– Offer based– Large Format Stores

Visual Merchandising

• Wonderworld Club:– A club membership for kids– Exciting point system– Amazing activities & offers

• Tie-ups– Chak De Bachche– SBI/Axis

CRM Initiatives

Events - Chak De Bachche

Events - Chak De Bachche

Events – Kane visit

Lets Find out their store personality

Brand Position• Target Audience

o Primary: In and around goregaono Secondary: From other suburbs

What kind of personality do I associate this store with?

Reference• http://www.oniodesign.com/download_pdf/How_to_Build_a_Brand.pdf• http://books.google.co.in/books?

id=eYLo7JpONtQC&dq=how+to+build+a+brand&printsec=frontcover&source=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=13&ved=0CDwQ6AEwDA#v=onepage&q=how%20to%20build%20a%20brand&f=false

• http://www.va-interactive.com/inbusiness/editorial/sales/ibt/branding.html• http://books.google.co.in/books?

id=hgKmXISa9M8C&dq=how+to+build+a+brand&printsec=frontcover&source=in&hl=en&ei=UfeVS8_NA4rGrAf6s4S3DA&sa=X&oi=book_result&ct=result&resnum=14&ved=0CD4Q6AEwDQ#v=onepage&q=how%20to%20build%20a%20brand&f=false

• http://visual-branding.com/eight-outlines/creating-a-brand-personality/• http://www.amazon.com/Building-Brand-Identity-Strategy-Marketplace/dp/047104220X• http://epubl.luth.se/1402-1773/2006/159/LTU-CUPP-06159-SE.pdf

• www.giniandjony.com

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