Royal Tag Presentation 2a3n3f

Competitive Analysis

Royal Tag

Brands Selected for Analysis 1. Uniworth 2. Charcoal 3. Diner 4. Cambridge 5. Bonanza 6. Monark

Parameters of Competitive Analysis  Price  Product  Online Selling  Facebook Presence  Marketing  Customers Views  Retail Side

Price Comparison Category

Royal Tag

Uniworth

Suits

9500-21500

8995-29995

Coats

10500-11500

9500-18500

Jackets

4450-7250

6850-8950

Sweaters

2850-7950

3450-6550

Scarf

950

1950-3450

Dress Pants

2850-3950

2850-6550

Dress Shirts

1850-3850

2450-4950

Casual Shirt

1850-2650

2150-2850

Jeans

2450-4250

2495

Chino

2850-3650

-

Basic 5 Pocket

2250-4250

-

Price Comparison Category

Royal Tag

Cambridge

Suits

9500-21500

12500-23000

Coats

10500-11500

6000-10000

Jackets

4450-7250

7495-10000

Sweaters

2850-7950

3000-5995

Scarf

950

2195

Dress Pants

2850-3950

2695-8000

Dress Shirts

1850-3850

1500-3000

Casual Shirt

1850-2650

2295

Jeans

2450-4250

3295

Chino

2850-3650

2695-8000

Basic 5 Pocket

2250-4250

2695-8000

Price Comparison Category

Royal Tag

Bonanza

Suits

9500-21500

8980-10880

Coats

10500-11500

7480

Jackets

4450-7250

8880

Sweaters

2850-7950

2780-5000

Scarf

950

1680-2480

Dress Pants

2850-3950

2380-3000

Dress Shirts

1850-3850

1880-4000

Casual Shirt

1850-2650

1780-2280

Jeans

2450-4250

2980-3380

Chino

2850-3650

2980-3380

Basic 5 Pocket

2250-4250

-

Price Comparison Category

Royal Tag

Diner’s

Suits

9500-21500

8500-9250

Coats

10500-11500

5995-6995

Jackets

4450-7250

5595-8795

Sweaters

2850-7950

2200-3200

Scarf

950

-

Dress Pants

2850-3950

1995-3500

Dress Shirts

1850-3850

1500-3000

Casual Shirt

1850-2650

1995

Jeans

2450-4250

3295

Chino

2850-3650

3395

Basic 5 Pocket

2250-4250

-

Price Comparison Category

Royal Tag

Charcoal

Suits

9500-21500

9000-12000

Coats

10500-11500

6995-9995

Jackets

4450-7250

8495

Sweaters

2850-7950

3995

Scarf

950

795

Dress Pants

2850-3950

2495

Dress Shirts

1850-3850

1795-2095

Casual Shirt

1850-2650

1995-2195

Jeans

2450-4250

2495

Chino

2850-3650

2195

Basic 5 Pocket

2250-4250

-

Price Comparison Category

Royal Tag

Monark

Suits

9500-21500

1250-18500

Coats

10500-11500

8500-14500

Jackets

4450-7250

6500-8500

Sweaters

2850-7950

2450-6450

Scarf

950

-

Dress Pants

2850-3950

2450-3650

Dress Shirts

1850-3850

1850-3250

Casual Shirt

1850-2650

2250-2850

Jeans

2450-4250

2450-3650

Chino

2850-3650

3650

Basic 5 Pocket

2250-4250

-

Prices overall Category

Royal Tag

Cambridge

Bonanza

Charcoal

DINER’S

Uniworth

Monark

9500-21500

12500-23000

8980-10880

9000-12000

8500-9250

8995-29995

1250-18500

Jackets

4450-7250

7495-10000

8880

8495

5595-8795

6850-8950

6500-8500

Dress Pent

2850-3950

2695-8000

2380-3000

2495

1995-3500

2850-6550

2450-3650

Dress Shirts

1850-3850

1500-3000

1880-4000

1795-2095

1500-3000

2450-4950

1850-3250

Casual Shirts

1850-2650

2295

1780-2280

1995-2195

1995  

2150-2850

2250-2850

10500-11500

6000-10000

7480

6995-9995

5995-6995

9500-18500

8500-14500

650-1250

796-1495

695-890

595

525

795-2500

650-1250

Jeans

2450-4250

3295

2980-3380

2495

3295

2495

2450-3650

Sweaters

2850-7950

3000-5995

2780-5000

3995

2200-3200

3450-6550

2450-6450

Belts

1450-1850

1600-3000

2480

-

900-1000

950-2850

1650-2650

Socks

325-425

-

250

195

-

-

250

Scarf

950

2195

1680-2480

795

-

1950-3450

-

-

1295

1980-2080

995-1695

1995

1295-3500

-

Chinos

2850-3650

2695-8000

2980-3380

2195

3395

-

3650

Basic Five Pockets

2250-4250

2695-8000

-

-

-

-

-

Cufflinks

1150-1850

1995

-

-

850-2800

-

Suits

Coats Ties

T- Shirts

1300  

Things to be considered  Our suit with article number SF2439-1 is sold at price of Rs 13500 while same article is sold by DINER’S at Rs 8995/ Our casual shirt with article number RT156-1 is sold at Rs 2650 while same article is sold by DINER’S at lower price.  But our grey color suit is sold by Uniworth at Rs 30000/-.  Our sweater article number PA552-B2 is sold at price 8000 while same article is sold at 5650 by Monark.

Conclusion from price Analysis Prices are higher as compared to Uniworth and Cambridge RECOMMENDATION: Decreasing price is not a solution.

Cam bridg e (Yes)

DIN ER’S (Yes)

Uniwo rth (Yes)

Bonan za (Yes)

Char coal (Yes)

Mon ark (No)

Royal Tag (No)

Online Selling

Things to be considered

 Selling online is not to get competitive advantage, its important for survival.

Facebook Survey “Likes”

Royal Tag (74,510) Uniworth (165,951) Bonanza (341,192)

DINER’S (108,771)

Monark (654,25) Charcoal (467,93)

Cambridge (293,237)

Facebook Survey “Post” In November Royal Tag (4 Post) Charcoal (6 post) Bonanza (25 post)

Monark (4 post)

Diner’s (22 post) Uniworth (10 post)

Cambrid ge (7 post)

Product SUITING:  Uniworth is giving both sizes regular and slim fit in suiting and its prices ranges from Rs 9000-30000/-.  Bonanza is giving regular fit but only tropical and price ranges from Rs 8900-11180/-.  Charcoal is only giving only slim fit in suiting and fabric used is tropical which is priced at Rs 10000-11500/-.

Product SUITING:  Diner quality in suiting is low but it is according to market needs i.e. 3 Lapels, 2 Fits.  Monark is giving on Regular fit in suiting while in other products it is offering modern fit and slim fit.  Uniworth size of 44 is equal to our 46 chest size in suiting.

Product SWEATERS: Uniworth  cotton mix and acrylic mix  No Woolen sweaters

Product SWEATERS: CAMBRIDGE:  They give 100% Lamps sweater which is price at 3795-4795 and 100% Marino sweaters which is priced Rs 4995-5995 while the price of 100% Marino scarf is of Rs 2150.  Price does not match.  Cambridge also claims that all their sweaters are 100% woolen. 3000-6000

Product SWEATERS:  DINER’S is not giving any 100% woolen sweaters now. They are giving wool and cotton mix which is priced at Rs 3750 while acrylic and cotton mix is priced at Rs 4250  Pricing

Product COATS: UNIWORTH: – Corduroy: Rs 6995 – Velvet: Rs 7995 CAMBRIDGE: – Wool mix: Rs 12500 – Corduroy: Casual Fit/ Looks

Product COATS:  Diner is only giving Corduroy at Rs 4250/-

Marketing Fortress Stadium:  Uniworth is using backlit on fortress main gate  Uniworth is using billboards in fortress stadium  Monark is using steamers on cant road

Fortress Square:  Only Monark is using Vinyl in Fortress square  No other brand is advertising inside fortress square

Marketing Liberty:  Monark is using steamers  Uniworth billboards

Link Road:  Gul Ahmed Steamers  Gul Ahmed and Khadi is using billboards

New Arrival Every Brand has launched their winter arrival  Cambridge 25 days ago  Bonanza 25 days ago  Charcoal 50% discounts  Charcoal, diner, Uniworth few days ago

Retail Side  Lack of product Knowledge  Competitors sale staff are in highly coordination with retail head (Charcoal)

Recommendation:  Sales staff must be trained  Coordination between retail head and staff

Recommendations  Product Knowledge to sales staff  Market survey before setting prices online  Bill boards and steamers  Facebook  Don't decrease prices  Product category should be increased  Sweaters and jackets awareness

Recommendations  Marketing inside malls  Retail head communication  New outlets  Dirty floors

Research Methodology  Primary Research  Questionnaire  Age Group 24-40  25 Responses  Online Survey (Biased Answers)

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Customers Survey

Thankyou