SPYKAR JEANS

INTRODUCTION The Indian based Company began in 1992 as Spykar, ambition ventured into clothing, fashion accessories, with its vast repertoire of technical knowledge in the treatment of denim.

The company started with the firm conviction that the best investment for the Co. was human capital, from a just a handful, and slowly built a company with over 300 members. Management has given the best possible infrastructure to work within, bringing a strong team and dedicated. The company is based on the code of ethics which is evident in its relations with all its partners, namely employees, contractors, suppliers and others.

His emphasis on product quality was perfect from the beginning. He has always tried to produce a product with global appeal. Jeans are the heart of the business of the company. This unit has been facilitated by the internal processor that gives the company a competitive advantage in the production of denim international quality consistently.

To constantly innovate and bring new styles, cuts and fabrics to the market, the company has a team of young designers and merchandisers who are dedicated and deeply aware of the latest trends in the international market. The company is experiencing a lot of new styles and accessories, making them accessible to consumers and Indian fashion. Since Spykar designs specifically for Indian audiences, it is more suitable and designs in her repertoire. Australian market is widely spreading and has a vast aviation. Spykar represent the culture of a country. It mainly focuses on youth. The youth of Australia are likely to upgrade themselves in clothing. Spykar can come out with a standalone policy and can promote itself in super markets like Myers, David Jones.

PRODUCT CONCEPT

The Spykar franchisee excels in denim manufacturing it has been offering fashion wear and accessories since 1992. Spykar franchisee wants to retain its position as the premium casual wear, choice of the young generation. The brand has always focused on the youth and their aspirations and builds up the product portfolio accordingly. All its marketing efforts are targeted at making the bran relevant at all times to this concerning audience. Its accent on the quality of its product has been unwavering right from its inception. It has always strived to produce a product, having a global appeal. Denim are the cores of the companys business. Company has the competitive edge in consistently producing denim of international quality. To continuously innovate and bring new style, cuts and fabric to the market, the company has a team of young and dedicated designer of the various trends in the international market. It designs specifically for Indian audiences, it has best profit and designs in it repertoire. The company is committed to being the first choice casual wear brand of the youth. The companys brand does not have a fixed definition but has always been relevant to the youth and also to the changing market dynamics. The companys brand building activities will continue to maintain the premium positioning and make it one of the most inspirational, trendy and obviously the most sought after brand.

The Company is compliant, eco friendly, socially responsible, evolving, profit oriented, always peoplecentric and doing justice to those who work for it. Though professional and passionate; the people will have their professional and personal lives aligned. Difference of Spykar jeans from its competitors: In order to have competitive advantage over it , competitor like Levis, Pepe, Killer, and other , Spykar jeans once a year has a grand sale of up to 50% discount. The discount helps the customer to get the value for money, as they are price sensitive. Advertisement, personal selling and other methods of promotion create an immediate positive impact on sale. There are unbranded jeans sold at mall therefore Spykar jeans comes up with discounts, which helps them in increasing their sale and also in stock clearance, if any.

MARKETING MIX :

Marketing is putting the right product in the right place, at the right price, at the right time. Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4ps is one way probably the best known way of defining the marketing mix and was first expressed. PRODUCT: Spykar revolutionized cargos and other products in India with the very non-conformist look and its innovative presentation, it brook all norms of how a pair of pants should be sold. To cut the monotonous complacency of basis 5 pockets it stylized denims as flamboyant blues. This fashioned person of denims was introduced as act if with 4 fits-stern, rebel, maverick and recruit. 90 exclusive brand outlets and wants to increase to 150. PROMOTION: Though Spykar wanted to aim at young audience, they used make products, make fits, package in a way which spoke to a different audience all together. So it completely redesigned the whole package. Redesigned and repositioned it too. The company launched aggressive campaigns in colleges, pubs and coffee shops as well as sponsored college events and fashion shows to target the right clients and a year later this brave attempt paid off, the Spykar sales doubled and today the company has a 12% market share in Indias denim industry.

The company is clocking annual turnover of about 160 Crores INR. Lagging behind Arvind mills multi brand business but giving Kiran Clothing brand a run for their money. The company has 131 exclusive s brand outlets placing it ahead of Arvind mills Wrangler, Levis recently launched economy brand signature and KKCL clothing brand Killer. Yet Spykar investors the Delhi based amigo capital partners thinks that may not be enough. PLACE: Spykar products are available at over 500 multi brands, across India, apart from the large format stores like shoppers stop, Globus, lifestyle, pantaloons, pyramids, etc. and at the exclusive Spykar jeans outlet at all over country. Spykar has also opened its first exclusive outlet at glades mall London. PRICE: Spykar is having different types of product with different prices. Jeans and T-shirt ranges between $30 - $ 80. They are going to introduce casual wear soon. Jackets and winter wear ranges between $80 - $110. Spykar prices are competitive in the market and is also focusing on the material. PEST ANALYSIS Pest analysis stands for political, economical, social and technological analysis and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. POLITICAL Spykar is unlisted entity, Spykar accessories are manufactured by approved vendors they are a marketing driven company and have established a relationship to ensure that all over products suit the customers from locks that remain rust free for life to wallets and belts manufactured with such restrictions that they wont wear out for years. It provides employment to many workers and encourages the youth.The govt. policies are also followed by Spykar company.

ECONOMIC Showing economic growth, Spykar is busy chalking out foreign expansions plans through the distribute route and standard stores as well, it is moving towards a casual wear. Lifestyle brand has launched its store in New York recently; it is planning to open three stores in London as well. SOCIAL The entire offering is fashion oriented and can to termed radical at time, the single line to sum it up is Spykar: 18 till I die. Spykar operates in a niche fashion denim market and is the market leader in that segment. Spykar is the only brand in India that focuses on the youth and fashion. Spykar core audience is the age group of 16-28, which is extremely youthful and vivacious and is in tune with the latest international fashion trends.

TECHNOLOGICAL Spykar sales and discounts, clothing accessories best deals commenced in 1992. Spykar jeans are a renowned named in the apparel world that is on continuous innovation and changing trends. Products differentiation through innovation and value addition is strong imperatives to operate in the future market space. For products to say alive in the market, Spykar have to build permanent consumer base. It took a challenge to stay relevant and provide life time customer value to its customer. The R&D of Spykar has the objective to create brand awareness and increase brand visibility for Spykar jeans and thus enable the Call Centers employees to avail of Spykar jeans at their door step.

CONCLUSION Having a strong focus and aim of improvising and developing a higher standard each day in order to serve customers better, the goal of Spykar is to continue to chalking out foreign expansions plans through the distribute route and standard stores as well as towards a casual wear. Spykar revolutionized cargos and other products in India with the very non-conformist look and its innovative presentation, it brook all norms of how a pair of pants should be sold. Spykar jeans are a renowned named in the apparel world that is on continuous innovation and changing trends. Products differentiation through innovation and value addition is strong imperatives to operate in the future market space. With its highly customer orientated attitude, Hence why Spykar Jeans has earned its reputation and recognition throughout the globe, from many people review over the years gone by and this is what makes Spykar the very best in the fashion industry References 1. http://www.brandingmagazine.com/2011/03/31/spykar-jeans. 2. http://www.spykar.com/AboutUs.aspx. 3. http://www.cdrex.com/spykar-jeans-ltd-3469386.html 4. Booms, B.H. and Bitner, M.J. (1981), Marketing strategies and organisation structures for service firms, in Marketing of Services, J. Donnelly and W.R. George (eds), American Marketing Association. 5. Brassington, F and Pettitt, S, (2000), Principles of Marketing, Second Edition, Prentice Hall, Harlow .