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Making amante a Truly Value Premium Lingerie icon in Sri Lanka

Name:
Unit Title: Marketing Assignment

1

Statement of originality of submitted work
of Originality

I;
Module Name:

I hereby confirm that work presented here in this report and in all other associated materials; is
wholly my own work
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Signature:……………………………………
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Contents
1
...
0 Marketing Audit

4

2
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2 Five Forces

6

2
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0 SWOT

9

4
...
1 Mission

10

4
...
0 Marketing Strategies

11

5
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2 Growth Strategies

12

5
...
4 Targeting

15

5
...
0 Proposed Mix

17

7
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1 Budget

23

8
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0 References

24

3

Where are we now; The Current State
1
...
The company owns Sri Lanka’s
first international Lingerie range, amante
...

The brand was launched in Sri Lanka in Oct
...
The following marketing plan seeks on how it could
reach to a value premium status thus making the brand a true fashion icon
...
0 The marketing Audit
2
...

The government has been in office since 2004
...
Mahinda Rajapaksha is
the leader of the party
...
The vision of the
President “Mahinda Chinthanaya” is executed by the government
...
The transportation and
telecommunication sector has seen rapid growth
...

Since the current presidency has more than four years of term ahead it could be assumed that the
political climate will be stable and positive in the short and mid-term for economic growth
...
4 billion (2012 est
...
4% (2012 est
...
)

https://www
...
gov/library/publications/the-world-factbook/geos/ce
...
Influence from immediate family members (opinion
leaders in the family context) and opinion formers, film stars, cricketers etc
...

The brand awareness and knowledge on intimate fashion is low
...
Since intimate fashion is considered to be a personal
preference the topic is also not discussed in the open forum
...


Total Population; 21,675,648 (July 2013 est
...
cia
...
html

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Age structure: population distribution
Age
0-14 years
15-24 years
25-54 years
55-64 years
65 years and over

Percentage
24
...
3%
42
...
1%
8
...
cia
...
html

Source; https://www
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gov/library/publications/the-world-factbook/geos/ce
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Lately Dialog Axiata has conducted test run for its 4G LTE network, a benchmark future leap in the
industry in data transfer rates
...


5

Further online sales websites such as “www
...
lk, www
...
com, www
...
com,
www
...
lk” has gained considerable popularity
...
In the light of Green manufacturing, MAS can
promote manufacturing facilities such as MAS Thurulie, a purpose built green manufacturing plant
...
The portrayal, clothing can become key
issue with the general public
...
The advertising on
sensuality; the brand experience amante wants to create is sensible
...

2
...
Further there is no significant change in the supplier
base to cater specific amante manufacturing needs
...

Bargaining power of customers
The market is fragmented in two directions
...
In the luxury segment, where amante is positioned in, only Triumphs international is
existent
...
Yet there is a high variety of alternatives to choose from at the low priced, value
lingerie segment
...

Industry Rivalry
In the low priced lingerie segment, the competition is intense
...
Thus a price competition could be seen
...
The only benchmark for amante in this segment is the market leader itself;
Truimph International
...

Threat of substitution

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The threat for substitution for Bras and brief is low
...
There are many alternative which
have been imported from China and India at very low prices
...
This is mainly due to the time taken for brand exposure in the luxury
lingerie market segment is long (given the fact of cultural implications in brand promotion, positioning
and communication for intimate wear in Sri Lanka
...

Internal
2
...
The key products which
are featured in the range are;
Bras




High quality padded bras
Non padded bras made with fine fabrics
Sports bra

Briefs




The Gift Pack (Three non-printed panties)
The Gift Pack ( Three Printed panties)
Single Panty (Luxury Range)

Price
The price is set to communicate the luxury status of the brand
...
A market skimming pricing strategy is used to position the product
...

Place
Currently, Amante is sold in leading fashion retail chains in Sri Lanka
...

Further a direct retail channel is established with the “love yourself-amante” website
...
This is a distinct disadvantage the brand has
on product availability in the market
...
Further
the in store point of sale material such as the branded stalls and catalogues which contain information
on amante provide a first point of contact for potential customers who visit department stores
...

Direct marketing on special offers and new product launches are done through leads that are captured
from the registrations to the “love yourself- amante website”
...
0 SWOT
Strengths

Weaknesses

Manufacturing excellence through Lean

Still the brand is young in the market
...


Around three decades of experience of design

Difficulties in adopting to smaller batch

and manufacturing in the fashion lingerie

quantities
...
Lacks innovation

Opportunity
 High market potential in the value + fashion lingerie market segment
 Increasing fashion and brand conscious girls and women in the market ( mainly due to mass
media)
 Ability to promote the home grown image; a truly Sri Lankan product

Threats/ Challenges


Due to the rise in tourism and service sector difficulty to attract skilled employees



The demanding and pressurized work make Team Members leave manufacturing facilities

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within a short period of time


With rising cost of materials and manufacturing overheads it is difficult to meet the ever
more demanding reduction of prices
...
e- China and Bangladesh)



Technical knowhow will be limited within a small group

Where we want to be
4
...

4
...
2 Marketing objectives for Amante Sri Lanka
Long Term




Increase revenues by two folds (100% growth) by the end 2015
...


GAP Analysis
Area
Sales Revenue
Units

Product
Bras
Briefs
Bras
Briefs

Current State per annum
300 Million LKR
170 Million LKR
150,000
200,000

Future State per annum
600 Million LKR
340 Million LKR
400,000
500,000

Gap
300 Million
170 Million
250,000
300,000

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Average Price

Bras
Briefs

Market Share

2000
...
00
11%

1550
...
00
30%

Brand position

#2

#1

How do we get there?
5
...
1 Michael Porter’s Generic Strategies
Amante’s current competitive advantage is sought through a focus differentiation strategy
...
Although the brand has tried to infuse a value premium
image, the luxury lingerie image and position has overwhelmed this
...


Source; Author
The reason to choose a differentiation strategy over focus differentiation is its wider scope facilitated
...
Thus it is not necessary to reach

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the market at the lowest cost possible; rather amante can treat each segment as a set of individuals and
cater them with standardized yet unique products
...


5
...
To cater the value position and related cost structures (internal) and cater
specific needs of newly identified markets (external), it is necessary to design and develop new products
that could be launched to the market
...


5
...

With the availability of department stores of the selected outlets two cities, Colombo and Kandy were
selected as initial geographies to launch the brand
...

The geography of the brand will increase from two cities to four cities
...


City
Colombo
Kandy
Kurunegala
Galle

Population
1,099,861
655,062
737,036
508,638

30%
Out of the total female population live in these four districts

Further the proposed strategy will increase the selected market segments
...
4 Targeting strategy
It has been identified that given the unique characteristics of the selected segments, have key
requirements needed to be fulfilled
...


Source ; Internal
The above mentioned special characteristics of each segment will be catered through the proposed
product mix
...
5 Positioning
The Premium position amante currently has should be shifted to a value premium position
...

The first brand perceptual map shown below shows the current positioning of the brands
...

Note amante’s position slightly lower than Triumphs due to a slight reduction in prices than the current
market leader
...
The brand
will retain its quality levels yet reduce prices for wider market availability
...
0 Marketing Mix Strategies
Product
The product mix will change accordingly with the newly identified segments and to cater the value
premium position
...
Non-padded bras are promoted on affordability as these
individuals go out frequently and are heavy users
...

Briefs
Single pack cotton based panties
The cotton panties were promoted as a gift pack
...


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94% cotton 6% Spandex cotton briefs

Segment 2 - Younger, Modern, Indulgent (YMI)
Trend setters and brand conscious crowd they are
...

Bras



Padded bras with styling
Sports bras

Padded bras with styling

Sports Bras

18

Briefs
Briefs which have more styling with lace and trims

Briefs which have more styling and detail

Segment 3 Older, Traditional, Functionalist (OTF) and Segment 5 Mature, Evolved, Self-assured (MES)

These individuals are not sensitive to price and are more conscious on product quality and comfort
...
Product complexity will be high with an assortment of materials and trims
Bras


Padded bras with exquisite styling

Bras with exquisite Styling

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Briefs


Briefs with exquisite styling

Price
The pricing should complement the brand positioning
...

The pricing Strategy proposed is a differentiated pricing strategy
...

The proposed starting prices for amante range
Segment
Segment 1

Bras
Non padded- 700
...
00 LK

Briefs
450
...
00LKR

Sports Bras - 1750
...
00LKR

650
...
00LKR

Place
The distribution strategy will focus to expand the brand to two new cities; Kurunegala and Galle
...
This expansion will be further exercised after the potential partners are
identified in the new geographical areas
...
Yet care should be taken to not to
attract negative publicity as lingerie is considered as a thing in the personal realm
...

7
...


Time line 2013 Oct – 2014 Dec
O
c
t

Internal and partner awareness of the
change in the branding strategy
Communicate new requirements to
suppliers
Concept development and test pilot
new product range
Bulk manufacturing
Identify potential distribution partners
Sign contracts
Transfer of logistics to distribution
partners
Set up flagship store

N
ov

D
ec

J
a
n

F
e
b

M
ar

A
pr

M
ay

Ju
n

J
u
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A
ug

Se
p

O
ct

N
ov

Dec

Marketing
Commercial

Technical
UPL
Commercial
Commercial
Commercial

UPL- Unichela Private Limited, Panadura
...


2015
Jan

Acquire logistics partners
Survey on customer satisfaction

F M
e ar
b

A
pr

M
ay

Ju
n

J
u
l

A
ug

Se
p

O
ct

N
ov

Dec

Marketing
marketing

Communications plan and media mix
Area

Time line 2013 Oct – 2014 Dec
O
c
t

N
ov

D
ec

J
a
n

F
e
b

M
ar

A
pr

M
ay

Ju
n

J
u
l

A
ug

Se
p

O
ct

N
ov

Dec

A
ug

Se
p

O
ct

N
ov

Dec

Press release and Press conference
Print advertising GO, Hi and Lankan Women

Print advertising- Sunday Times
Radio YES FM, Sun FM, Y FM
Sponsorships to fashion shows
Trade Promotions
POS materials and merchandise
Stock promotion 10% off for additional stocking

Area

2015
Ja
n

F M
e ar
b

A
pr

M
ay

Ju
n

J
u
l

Print advertising GO, Hi and Lankan Women

Print advertising- Sunday Times
Radio YES FM, Sun FM, Y FM
Sponsorships to fashion shows
Trade Promotions
POS materials and merchandise
Stock promotion 10% off for additional stocking

22

7
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(Including promotions budgets for the media mix)
8
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0 References


CIA World Factbook
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cia
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html [Accessed 28 August 2013]
...
statistics
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lk/PopHouSat/Pop_Chra
...


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