Published by MBA Skool Team, Last Updated: December 09, 2017
Marketing Strategy of Provogue 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 Provogue marketing mix, help the brand succeed.
Provogue marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Provogue Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Provogue Product Strategy:
The product strategy and mix in Provogue marketing strategy can be explained as follows:
Provogue is a fashion & clothing brand based out of India. Provogue brand started with men’s apparel though, it moved towards women’s clothing as well. Apart from these sunglasses and deodorants are also a part of its product strategy in its marketing mix to provide complete styling solutions. The targeted group is middle to upper middle class young men and women, specially office going generation. Hence, Provogue deals in contemporary clothing, which is accessible to masses in terms of price and style. Provogue invests in providing the trending designs and colors to its customers, especially considering high competition in the market. Upper body apparels like T-shirt, shirts, blazers and hoodies, for men and women, in wide range of colors. Lower body apparels: Jeans, sweat pants, shorts, etc. Complementary: Shoes, sunglasses, deodorants, wallets, tie, belts, etc.
Image: company website
Provogue Price/Pricing Strategy:
Below is the pricing strategy in Provogue marketing strategy:
Given the industry, Provogue follows a competitive pricing strategy.
Competitive pricing is used for a wide range of products. The brand offers a wide range to choose from, in terms of prices. The prices are fixed according to the trends and competition both. Example a specific design might be trending in the industry, for which brand can charge a higher price though for classic products like blazers, prices are determined both according to quality and the prevalent market price. Provogue also provides promotional pricing in its marketing mix, in terms of off seasons, special events etc. Also for products that go out of trend, huge discounts are provided to clear the shelf and inventory. Prices are ranged for the young masses, hence not very high.
Provogue Place & Distribution Strategy:
Following is the distribution strategy in the Provogue marketing mix:
Provogue is an Indian brand and is targeting only the Indian market as of now. The sales personnel are guided and trained who offer suggestions to the customers. This gives an experience of store to the people. Also, the stores are managed according to the location and the trending style both. Each location has unique set of clothing which is like by the people there as well as common trending clothes. Provogue has showrooms which are self-managed. Most of the showrooms are located in metro cities, considering the target audience. These stores have trained staff to offer a welcoming experience. Total of 40+ cities are covered by 50 self-managed show rooms. In malls, the showrooms and products in retail stores inside malls, are present. The shelf space in such stores is highly competitive. Major competitions are Allen Solly and Arrow. Online apparels are available in Myntra, Jabong, Amazon, etc.
Also provogue provides option to buy from its own site, where the latest fashion are updated.
Provogue Promotion & Advertising Strategy:
The promotional and advertising strategy in the Provogue marketing strategy is as follows:
Provogue caters to the customers’ demands and the complaints very effectively. It is also recognized as top 100 trusted brands of India. By this, it also garners a lot of positive popularity for itself. The products are discounted specially to empty the unwanted inventory stocks. The discounting is done seasonally and sales is increased considerably during this period. Discounting channels are both online and offline retails. Provogue ads are given both through ‘Below the line’ channels like stores promoting the brand, through printed photos of apparels. Above the line ads, in televisions are endorsed by ambassadors from time to time. Provogue, targets young generation and hence recently had been very much involved in the social media platforms like you tube and Facebook. Bollywood actors are the brand ambassador for Provogue. Celebrities create a huge positive impact in terms of trends ad colors, and hence are favored by the brand to create a brand personality. Hence this completes the marketing mix of Provogue.
Provogue is an India clothing brand, which started with men’s apparels specially for the young and modern masses. From contemporary clothing for men it moved towards women’s apparels and then towards complimentary prodcuts. The apparel industry is highly competitive both in terms of pricing and designs. Main competitors for Provogue are arrow, Raymonds and Allen Solly. Apart from these small and big retail shops like Lifestyle, are also its competition.
With burgeoning middle class and working class, the market size is increasing but so is the rate of change of styles in apparel industry. Hence maintaining right stock for old apparels and coming up with new ideas are the basic challenges in front of Provogue.
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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