Brand : Zodiac
Company: Zodiac clothing
Agency: FCB Ulka
Zodiac is India's premium and one of the oldest brands in the readymade menswear category. The company started off as an exporting firm launched Zodiac in the domestic market in late 80's. In the Indian readymade menswear category which is estimated to be around 6000 crore, Zodiac have a market share of 17 % in the branded premium category.
Zodiac as a brand is promoted very subtly. You seldom see the campaigns in mass media. But if you read magazines, you are not going to miss the ads either in the back cover or inside cover. The ads are crafted in similar format and without any celebrities or fantasies, it is shirt all the way.
Company: Zodiac clothing
Agency: FCB Ulka
Zodiac is India's premium and one of the oldest brands in the readymade menswear category. The company started off as an exporting firm launched Zodiac in the domestic market in late 80's. In the Indian readymade menswear category which is estimated to be around 6000 crore, Zodiac have a market share of 17 % in the branded premium category.
Zodiac as a brand is promoted very subtly. You seldom see the campaigns in mass media. But if you read magazines, you are not going to miss the ads either in the back cover or inside cover. The ads are crafted in similar format and without any celebrities or fantasies, it is shirt all the way.
Zodiac is positioned as shirts from " Finest Quality Shirt Makers". The core qualities of the product are the unmatched quality and the designing. Zodiac follows the design and retail focus. The shirts which is available across the globe take fashion cues from the west and the designers back in India puts it into the shirts.
From the e
ighties, the readymade menswear have undergone drastic changes. We saw the emergence of categories like Smart casuals from Color Plus, Friday dressing from Allensolly, Premium range from Loius Philippe which changed the way Indians dress to work.
ighties, the readymade menswear have undergone drastic changes. We saw the emergence of categories like Smart casuals from Color Plus, Friday dressing from Allensolly, Premium range from Loius Philippe which changed the way Indians dress to work.Zodiac targets at the upwardly mobile executives and is still sticking to the traditional concept of formal wear. Not wanting to lag behind the emergence of new breakaway categories, Zodiac launched its club wear brand ZOD! in 2002. Zodiac have also an impressive range of Ties where it have captured a commanding position in that category.
Zodiac have maintained its positioning through these years as World's finest shirt makers.But with the competition taking the categories and discovering new categories, Zodiac cannot afford to be silent. The brand needs larger doses of promotion to survive in the Indian market.
I have been a Zodiac fan for a long time and should say Im totally satisfied with them. None of the other premium shrirt makers have Zodiac's clean and crisp look. Having tried unsuccessfully some of the other brands I have decided to stick with Zodiac.
ReplyDeleteI think Zodiac has been the leader in its niche and should stick to it. While diversifying is always good what happens to many companies is that they diversify at the expense of their core constituency. I hope Zodiac won't fall into that trap. Nice Observations anyway.
The best Blog I have ever come across on Indian brands! Hats off to you,Sir! Your students must indeed be blessed to have you as their teacher. Now,I am sure its time to welcome our very own Indian Kotler from God's own country! The best part is your blog is constantly updated with the latest on the Indian scene.Keep up the GREAT Work.
ReplyDeleteWhat about Louie Phillipe of Madura Garments ?. Zodiac did not have any logo unlike Louie's crown which people like on their sleeve. It was prestigious symbol. The brand moved from a price point of Rs 600 in 1996 to Rs 2000 + today.
ReplyDeleteI think Zodiac though is a good product does not have the same brand value as LP. I think the rebranding Louie with crown tilted was not good.
Excellent entry! I'm been looking for topics as interesting as this. Looking forward to your next post.
ReplyDeleteI was very pleased to find this site.I wanted to thank you for this great read!!
ReplyDeletehi,i really like your post.its seem to be soo good
ReplyDeleteIt is indeed a great brand, I love zodiac shirts, they are casual and fresh.
ReplyDeleteA really nice overview of Zodiac with the company's information not really available on net. Though its very true that with tough competition,it needs to be more forceful with its strategies . .
ReplyDeleteTry 'SPEAK'. As good as Zodiac, but more affordable..
www.speaknvs.com
Dear Harish,
ReplyDeleteReally inspiring and informative blog!!!!!
What a wonderful contribution. I salute you for your excellent research and commitment. Wish you all the best.
Regards... Moncy Varghese (9446066314)
Stanza....Benzer....CharaghDin......Zodiac.....Double Bull Wagon.....The finest shirt makers of India. They never came out of their comfort zones except Stanza and Zodiac. All these brands are flourishing with their loyal customers except Double bull wagon. Logo is not necessary if a shirt/ product compels the people to ask the brand name. The quality speaks volume about the product in long run not the campaign. Try one of these after that you will not speak about any other brands.
ReplyDelete