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Marketing promotional mix of john players marketing essay

Friday, October 13, 2006 John Players: Play It Cool Brand: Launched in December 2002, the brand is poised for becoming a major player in the Rs 6000 crore ready-to- wear market in India. John Players when launched in 2002 faced a luke warm response from the market. Primarily because of quality and positioning issues. I mentioned about quality on the basis of my own experience about the brand.

I was terribly disappointed with the quality of the material and the range.

This John Players Ad Describes the Brand in Most Apposite Way

But I could see the rush at the counter for this brand because of the offer. John Players is competing with Peter England in the mass market range. ITC knew that Peter England has established itself as a value for money brand and it is a toug h brand to compete with. John Players is positioned as a brand with a cool attitude.

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The brand rightfully fills the gap of a Cool Brand in the mass market category. The brand is being endorsed by the style icon Hrithik Roshan and the advertising campaign featuring Hrithik was well executed. Although the positioning platform of being a " Cool " brand is a wonderful proposition, it is a task that is difficult to achieve.

It is like a very abstract concept. To quote Ms Rashmi Bansal from a present ation she made at our campus, It is not possible to make a brand or a person " COOL" by just saying that it is " Cool", the customer has to perceive it as a Cool brand.

  1. The brand rightfully fills the gap of a Cool Brand in the mass market category.
  2. That cool attitude should come into the brand DNA. I was terribly disappointed with the quality of the material and the range.
  3. I mentioned about quality on the basis of my own experience about the brand.
  4. But I could see the rush at the counter for this brand because of the offer. ITC knew that Peter England has established itself as a value for money brand and it is a toug h brand to compete with.

That cool attitude should come into the brand DNA. Hence it is a tricky situation and a tough task for the brand manager. The marketer has to create a lot of subliminal cues to make the brand cool. Hence the brand logo, colors, ads, models, colors etc has significant impact on making the brand " COOL". That is the reason why there are a few COOL brands in our country.

Since my tryst with John Players was not that positive, I have chosen to stick with my favorite brand Peter England. But I think that ITC has worked upon the quality and design aspect of this brand. The brand is in a very tough terrain. It is to be noted that this brand is usually promoted during the festive season mainly using sales promotions. I hardly see any brand building campaigns of John Players during off season.

  • I mentioned about quality on the basis of my own experience about the brand;
  • Play It Cool Brand;
  • John Players is competing with Peter England in the mass market range;
  • The brand rightfully fills the gap of a Cool Brand in the mass market category;
  • Hence the brand logo, colors, ads, models, colors etc has significant impact on making the brand " COOL";
  • The brand is being endorsed by the style icon Hrithik Roshan and the advertising campaign featuring Hrithik was well executed.

While brands like Color Plus, Van Heusen, Louis Philippe is being built using print ads in a systematic and regular manner, John Players is a brand that is not investing in regular and frequent campaigns. I feel that with a model like Hrithik endorsing the brand, John Players should look at print campaigns at regular and frequent intervals.