Published by MBA Skool Team, Last Updated: November 16, 2017
Marketing Strategy of Wills Lifestyle analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Wills Lifestyle marketing mix, help the brand succeed in the market.
Wills Lifestyle marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Wills Lifestyle Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Essenza di Wills fine fragrances, Fiama bath & body care products and premium accessories
The products in its marketing mix comes under mainly for different sub categories:
• Wills Classic – Mainly consists of formal wear by Wills Lifestyle with luxury fabrics suitable for office, meetings and other formal occasions. The shirts are generally light coloured and give off a serious vibe. They have a gentle demeanour and symbolise high status.
• Wills Sport - These are mostly patterned and colourful suitable for casual and relaxed occasions. They have a trendy and sporty feel and are more appealing to a younger crowd. They are suitable for going out with friends and families or for leisure trips. They have a youthful fashionable look which is very appealing to the eyes.
• Wills Clublife – They are mostly semi-formal wear suitable for evening clubs and hangouts but are catered more towards high status adults who like to hang out with their colleagues after work hours and for office parties.
• Will Signature – They are luxurious designer wear by Wills Lifestyle targeted towards the high class society. Some of the designers for Men’s category are JJ Valaya, Rohit Gandhi and Rahul Khanna, Ashish N Soni. For Women’s category Pankaj and Nidhi, Ritu Kumar are some of the designers. The clothes are unique in design and cater to special occasions.
Image: company website
Wills Lifestyle Price/Pricing Strategy:
Below is the pricing strategy in Wills Lifestyle marketing strategy:
Wills Lifestyle is a premium brand and charges high prices for quality products.
The price range varies from Rs.1200 to Rs.7000 depending on the product category. Its major competitors are Westside and Shopper’s stop and the pricing strategy is done keeping in mind the competitor’s pricing. They have similar prices and the pricing of Wills Lifestyle is little cheaper than them giving it some competitive advantage.
Following is the distribution strategy in the Wills Lifestyle marketing mix:
Wills Lifestyle sell through a chain of speciality stores and exclusive stores in all high end malls. This helps them to reach their target customers who are high class urban population who frequently visit these malls. The exclusive Wills Lifestyle stores add to the premium brand value and attract the informed buyers who look for quality and unique designs and are willing to pay the extra premium.
They also sell their products online through shopwillslifestyle.com and websites like Myntra, Flipkart and Ajio.
Wills Lifestyle Promotion & Advertising Strategy:
The promotional and advertising strategy in the Wills Lifestyle marketing strategy is as follows:
They have Wills Lifestyle giftcards which are called “Occasions” and available in denominations of Rs 250, Rs 500, Rs 1000 & Rs 5000 which can be used in various occasions to gift your near and dear ones. This helps in bringing in new customers through the existing customers and popularise the brand. In addition to this they have Club ITC reward system where you accumulate points when one stays at any of the ITC hotels or purchases Will Lifestyle clothes which can be later redeemed . This encourages consumers to buy more in order to accumulate points and it helps to build customer loyalty. Wills Lifestyle classic ads generally showcase attractive models in foreign locations and have slogans like “Live the Wills Lifestyle” which shows that they want to create a brand culture and appeal to the young urban population to make the brand a part of their day to day life. The use strong music and encouraging slogans creates a sense that wearing Wills Lifestyle is a symbol of status and freedom. It’s the way to live one’s life. For the launch of the new Autumn Winter '15 collection, Wills Lifestyle decided to do away with mannequins. Instead, a holographic projection of models wearing the new clothes were seen walking through the store window itself! This innovative idea attracted many customers and helped to improve its brand image. All the ads have an air of elegance and try to portray a pride in wearing the products from Wills Lifestyle. Hence, this completes the marketing mix of Wills Lifestyle.
About Wills Lifestyle:
Wills Lifestyle is an ITC brand that specialises on premium clothing products for men and women. It has a wide range of designer products and trendy clothes suitable for different occasions. They have set of special wardrobes for parties and work and other day to day life events. Wills Lifestyle try to provide a world class shopping experience and well differentiated product presentations at their speciality stores which are aimed attracting luxury buyers and higher class society. The shops have a relaxed and pleasing atmosphere to facilitate a unique shopping experience for the customers. Images Fashion Awards has awarded Wills Lifestyle "The Most Admired Women's wear Brand of the Year".
Superbrands Council of India named Wills Lifestyle Superbrand. World Consulting & Research Corporation has declared it as one of 'Asia’s Most Promising Brands’.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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