Marketing - Peter England free essay sample

To create a quick and universal awareness of the brand’s USP of quality and price. * To build strong brand preference and sustain brand loyalty through attractive imagery and constantly reiterate the product’s pluses Marketing Mix Peter England follows the 4 P’s of the marketing mix: Product architecture – The range comprises regular office wear, special occasion wear and casual wear. Pricing – Price grid integrity is maintained by ensuring that 65 per cent of the brand offering is below MRP 500 through Core range. Promotion –Pricing Objective * Peter England aims at maximizing its market share * Introduces Market Penetration pricing * Peter England in 1997 the journey begins †¦ * Peter England follows Value Based Pricing * Goes in for a High Value Strategy * Offers the consumers premium quality at medium price Pricing Strategy * Price grid integrity maintained by ensuring 65 per cent of the brand offering was below MRP 500 through Core range * At the same time premium products introduced at the top end through collectionslike ‘the solids collection’ and ‘the festival collection’