Allen Solly Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 16, 2017
Marketing Strategy of Allen Solly 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 Allen Solly marketing mix, help the brand succeed in the market.
Allen Solly marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Allen Solly Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Allen Solly marketing strategy can be explained as follows:
Allen Solly extensively work over new designs with changes in fashion trends. With the extensive dynamic market in the textile industry, Allen Solly has maintained its brand image with maintained quality and customer services. Allen Solly has Men, women, junior, accessories, footwear, Friday living are different categories of products in its marketing mix. Exclusive collection of T-shirts, shirts, shorts, trousers and jackets of Allen Solly is from casual product segments. Allen Solly has also focused over its exclusive formals segment. Both in Men and female, the varieties of formats are available. Business formals with the special products line for young woman professional made Allen Solly exclusive brands for working professionals. In accessories category, Allen Solly has partnered with pumps and a stylish tote bag. Clutches, shrugs, wallets, winter wear and now sports ware is part of Allen Solly Brand owns Allen Solly, Solly Sport, Solly Jeans Co as subsidiary brands.
Image: company website
Allen Solly Price/Pricing Strategy:
Below is the pricing strategy in Allen Solly marketing strategy:
Allen Solly brand is known for understanding the need of casual wearing of young working professionals.
Hence the pricing strategy in its marketing mix was designed considering youth and their purchasing capacity. Ideas of ‘Friday dressing’ was specially introduced to target working people and their need of looking cool on Fridays in the office. Hence the Allen Solly also focuses on its prices consider the competition in the market.The rivals like Blackberry, Roadster, Moda Rapido and much more were also competing in the same segment. Allen Solly got an advantage of supply chain network of the Aditya Birla Group which is among strongest of its own.The group has expertise in operations which helped Allen Solly to minimized its costs resulting in affordable prices in the market.
Following is the distribution strategy in the Allen Solly marketing mix:
The distribution network of Aditya Birla Group is strong because of its product line. From retail to pharma the group has experience in many sectors. Hence Allen Solly had ready-made a base of the distribution network. As the brand of working professionals, Allen Solly has focused Metros and Tier 1 cities for their targeted customer considering their requirements and purchasing power. The has wide visibility over Indian and globe as well. The main visibility of the brand is at the Pantaloons Outlets which are owned by ABRL Group.
To maintain the quality, the apparels production is centralised and remaining operations are based on supply chain network.
Allen Solly Promotion & Advertising Strategy:
The promotional and advertising strategy in the Allen Solly marketing strategy is as follows:
Allen Solly has the extensive marketing strategy to market its products. Corporate collaboration is the main strategy to increase its sales and visibility to targeted customers. Pre-Friday launches, Online Promotions, Telecommunication Promotion and print media are also marketing strategies of Allen Solly. The brand has strong digital marketing profiles resulting in more target customer reach. The social media profile of Facebook, Twitter, Instagram helped Allen Solly to be more customer interactive and satisfied customers posts help mouth publicity of the brand. The apparels showcased in the malls and retail stores helped for better visibility. New business analytics models helped Allen Solly to manage its targeted segment customers. Innovative store designs and innovative website helped Allen Solly to maintain its brand value. Hence this concludes the Allen Solly marketing mix.
About Allen Solly:
The Aditya Birla apparel brand ‘Allen Solly’ is one of the exclusive brands in the market. Indian textile industry has always seen the boom with time. William Hollin founded Allen Solly in 1744. Afterwards, Allen Solly has maintained quality products with time maintaining its customer services and customer satisfaction. It’s in 1990 international textile brands started coming in India and one of them been Allen Solly. During 1990’s FDI policy of Indian government accepted foreign brands to enter the Indian market with an association of Indian Brands. Allen Solly entered Indian market via Madura Garments which was the big producer of threads. In 2001 Aditya Birla Group-owned Allen Solly. With a revolution in Indian garment (Textile) industry, Aditya Birla group has changed the face of Allen Solly brand as the exclusive brand in India.
Allen Solly has also started its marketing strategy in India with its famous ‘Friday Dressing’ concept worldwide. Allen Solly brand has extensively focused on western style dressing.
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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