MADM5101 Integrated Brand Management: Anokhi Sarees Analysis

This presentation provides a comprehensive analysis of the Anokhi House of Sarees, a business specializing in Indian fashion. It begins by outlining the aims and objectives of the analysis, which include identifying the brand's USP, competitors, and target customer profile. The presentation then delves into the brand's background, including its founding and current management. A significant portion of the presentation is dedicated to brand positioning, with a detailed examination of direct and indirect competitors, along with their respective USPs, geographic locations, demographic profiles, and psychographic characteristics. The customer profile of Anokhi House of Sarees is also thoroughly examined, covering age, gender, income level, economic status, lifestyle, and psychological profile. Furthermore, the presentation explores the brand's values, personality, vision, mission, and promise, and proposes a new brand identity, including a modern logo design. The conclusion offers recommendations for improvement, such as enhancing customer service, focusing on market research, staying updated on trends, and including ranges for all age groups. The presentation concludes with a list of references to support the analysis.

MADM5101- INTEGRATED
BRAND MANAGEMENT
Scholar ID:

• Aims and objective
• Brand story
• Competitors
• Demographics
• Customer profile
• Brand vision mission
• Visual identity
• Brand personality
• Conclusion
• reference
Table of Content

Aims and objective
• The aim is to assess the Anokhi house of Sarees and
proposes a new approach as per the investigation.
• Objectives:
• To address the USP and to proposes USP for brand.
• To address personality and tone of voice,
• Provide brand value, vision/mission/promise.
• To address the brand identity according to target profile.

Briefly describe company
• The business is based in Leicester and founded in the year of 1966.
• The firm is managed through Karan Modha.
• Anokhi House of Sarees uses authentic, unique, and luxury Indian
fashion
• It also emphasize on style that shows new forms of elegance that are
recognized as an element of modern classicism according to superior
sartorial creativity and garments (Anokhi House of Sarees, 2020).

Brand positioning (Competitors, Target
Customers, USP)
• DIRECT COMPETITOR AND INDIRECT COMPETITORS
• ARINDER BHULLAR (BELGRAVE ROAD)
• DRESSES 2 IMPRESS U ( LOTHAIR ROAD)
• USP –Premium quality of bridal wears, different styles, as well as, design with luxurious
fabrics.
• Arrivals of new designs on regular basis
• GEOGRAPHIC – London (ARINDER BHULLAR, 2020)
• DEMOGRAPHIC – Average to high income, Young Men and Women, and 25 – 40,
• PSYCHOGRAPHIC –Designer and Family oriented.
• BEHAVIOURAL – Consumer friendly (DRESSES 2 IMPRESS U, 2020).

Customer profile of Anokhi
• Age: 22 – 47
• Gender: Female
• Income Level: £45,000 or above.
• Economic Status: Upper middle class.
• Life Style: Daily life includes gala events, marriages, and
dinner parties.
• Psychological Profile: graceful taste, Fashion conscious,
concerned with her outward arrival.
• Demographic: upper middle class and those customers
who always participating in social activities (Anokhi House
of Sarees, 2020).

MARKET LEADER
• EKTA SOLANKI–
• Ekta Solanki right integration of Indian heritage as well as,
influences to all over the world. It also focuses on selection of
fineries, clothing as well as, luxury jewellery.
• USP - Ekta Solanki personally develops as well as, oversees
every single bridal piece.
• GEOGRAPHIC – London / Central
• DEMOGRAPIC –Young women, 20 – 40 years, higher income
group.
• PSYCHOGRAPHIC –Premium service and Family orientated,
• BEHAVIOURAL – Consumer friendly (EKTA SOLANKI, 2020).

Brand values
• Facilitates complete range of silhouettes.
• Consumers demonstrate a willingness to purchase new
fashion for different occasions
• Facilitate better customer backing (Anokhi House of
Sarees, 2020).

Brand personality
• Unique Indian fashion
• Luxury
• Creativity
• Family orientated
• High quality fabrics (Anokhi House of Sarees, 2020).

Vision, Mission, Promise
• BRAND MISSION
• Open several stores and serves the best collections in
UK.
• To offer head to toe service.
• BRAND VISION
• Urge to complete different needs and wants such as
wishes of kids, and to serve customers globally.
• BRAND PROMISE
• Emphasize on a style that illustrate new forms
of elegance that also addresses as an element of modern
classicism according to superior sartorial garments as well
as, creativity (Anokhi House of Sarees, 2020).

Brand Identity
• The strong identity about Anokhi brand has evolved over
the years without ever overlooking its roots.
• An unambiguous style, it integrates strong innovation with
the Indian flavor of the brand’s origins season after
season (Anokhi House of Sarees, 2020).

Cont’d…
• The new logo which would
be used as a modern type of
font. It is clear as well as,
attractive. I have used brown
colour in font of brand name
which resembles cool,
aligned, and stable.
• Pink colour is been used in
design that indicates fashion
and women preferences.

Conclusion & Recommendation
• Anokhi house of Sarees has needed to create more customer
service.
• It has online presence and increasing social media usage
transforming the market opportunities to lead the trade up purchases
• Need to focus on market research of industry
• Keep update about latest trends and color trends
• Include ranges for all the age groups.

References
• Anokhi House of Sarees. 2020. About us. [Online].
Available at: https://anokhisarees.co.uk/about-us/
(Accessed: 28 March 2020).
• ARINDER BHULLAR. 2020. About us. [Online]. Available at:
https://companycheck.co.uk/company/08027320/ARINDER-
BHULLAR-LIMITED/companies-house-data
(Accessed: 28 March 2020).
• DRESSES 2 IMPRESS U. 2020. About us. [Online].
Available at: http://www.dresses2impressu.co.uk/faq
(Accessed: 28 March 2020).
• Ekta Solanki. 2020. About us. [Online]. Available at:
https://ektasolanki.com/about-ekta/faqs/ (Accessed: 28
March 2020).