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Tag: KSA-Technopak

  • JWT, KSA Technopak to promote seal of cotton in India

    MUMBAI: Several top Indian textile brands have joined hands to promote cotton products through a multimedia campaign involving ground promotions, public relations and advertising.

    As part of the endeavour, Cotton Gold Alliance (CGA), promoted by the US-based Cotton Council International (CCI) and Cotton Incorporated, has launched the ‘Seal Of Cotton’, which is the most recognised international trustmark of quality cotton products in India. CGA has appointed advertising major J Walter Thompson and global management consultancy firm KSA Technopak as its agents in India.

    CGA will be supported by leading brands in the country, namely Arrow, Lee and Wrangler from Arvind Mills; Berkeley from Vardhman; Blackberrys, Cottons by Century; Crocodile, Euro, Frontline, Icon and LOGO from Ashima; Indigo Nation and Scullers from Indus League; Louis Philippe from Madura Garments; Monte Carlo and Cotton County from Nahar Group; Moral Fibre from GTN Textiles; Park Avenue and Parx from Raymond; and Shoppers’ Stop stores labels – Stop, Life and Kashish. Leading textile firms like Ginni Filaments and Mafatlal Burlington have also joined this alliance. These brands will promote the “New face of cotton” in India.

    To promote the ‘Seal Of Cotton’ awareness and usage, a communications campaign has been designed. It will emphasise the natural, positive attributes of cotton and the fact that cotton now has a new face, which is dynamic and versatile.

    The campaign uses stunning masks to depict the ‘New Face’ concept. The masks are great showstoppers and will be used at the retail level, in the outdoor creative work and in the print medium. The range of garments bearing the Seal demonstrates how different and fashionable cotton really is, thereby repositioning cotton in the minds of the consumers and elevating its image.

    The unveiling of the ‘Seal of Cotton’ took place on 7 May 2003 in Mumbai and was accompanied by a crisp fashion show that showcased the different faces of cotton – casuals, club wear or formals. The highlight of the show was the backdrop which was a life-size mask depicting the ‘New face’ of cotton in India. Leading apparel and textile brands will now display tags and labels that bear the seal – in the shape of a cotton boll – on their products, distinguishing them as high quality 100 per cent cotton products.

    On the occasion of the launch leading global management consulting firm KSA Technopak principal Harminder Sahni said: “India is one of the largest producer-consumer of cotton products. The seal of cotton will help differentiate pure cotton products from a variety of cotton-like ones available in our market. The seal symbolises quality products made from 100 per cent cotton. We are extremely pleased to have the most eminent names in India’s apparel and textile industry to promote the seal. Cotton products bearing the seal would promise a new look with fresh textures that range from velvety, shiny, stretchy and tough. The colours would be vibrant with exquisite sheens and trendy designs.”

    About Seal Of Cotton: Since 1973, the Seal Of Cotton has been an important symbol of quality for both retailers and consumers and is the focal point of the successful U.S. campaign that boosted cotton from a low point of 34 per cent market share in the 1970s to over 60 per cent today. Having given cotton unique brand recognition, this trademark is consistently recognised by eight out of ten consumers in the world’s number one textile market, the United States. Consumers associate the Seal with positive attributes and are more likely to purchase those cotton products that are labelled with the trademark, even at premium price.

  • Consumer spending up 9.6 per cent, says KSA study

    Consumer spending up 9.6 per cent, says KSA study

    NEW DELHI: The pessimistic outlook on the retail and fashion segment seems to have turned into a positive one. The Consumer Outlook study conducted by KSA Technopak, India’s leading management consulting firm specialising in the fashion and retail industries, shows that consumer spending in the year 2002 has gone up by an impressive 9.6 per cent compared to the previous year which showed a decline in spending.
     

    The findings of the study was shared during the ongoing fifth KSA retail Summit, organised by KSA-Technopak, in Mumbai on 10-12 February 2003. KSA-Technopak is India’s leading management consulting firm specialising in the fashion and retail industries.

    Consumer Outlook is a strategic annual tracking study on consumer’s shopping and spending behaviour across categories conducted by KSA Technopak.

    KSA Technopak officials also announced that the growth implies a phenomenal rise in market opportunity for retailers, estimated to be in the region of Rs 150 billion among the SEC A and B categories in urban India alone. The five main key drivers for today’s consumers, according to the study, are enjoyable shopping experience; value for money; product quality; fashion attributes and saving time.

    A large percentage of consumers said they enjoyed shopping to the extent they were willing to drive further for a pleasant and better shopping experience. Consumers also showed preference for shops offering special schemes or sales and were keen on products that are trendy and in with the times. A large number of consumers said shopping was a need-driven exercise which they preferred to do at outlets where they could save time.

    Announcing the results, KSA-Technopak principal and associate director Harminder Sahni says: “These insights can be transformed to opportunities for retailers. Clearly, retail outlets that would succeed are those that, in
    addition to offering quality products, also build enjoyment into every part of the consumer’s shopping experience; create an ambience by effective use of merchandise display techniques; offer quick and efficient service; reward
    the customer for loyalty; and use a combination of promotional schemes and offers to attract the customer.”

    According to the study, after a sluggish growth in 2001-02 when difficult market conditions forced people to tighten belts, almost all the categories in the Indian retail sector have bounced back. Among these are footwear, apparels, apparel accessories, home textiles, entertainment, books and music, among others.

    This is not to say that consumers are spending more than they are saving, for the study reveals that savings and investments have also gone up by a substantial percentage. Brown goods and personal care items purchased for self showed a decline in growth.

    However, various categories continue to vie for the share of consumer’s wallet, with food reigning over other categories. Consumers spent more on groceries and eating out than on other categories and this trend has been consistent over the last five years that KSA Technopak has undertaken the Consumer Outlook study.

    Announcing the outlook for 2003, Harminder Sahni says: “This year, 41 per cent of consumers have declared they will spend more in 2003 than the last, while 48 per cent expect they will spend at least as much as in 2002. This
    spells good news not just for retailers, manufacturers and suppliers but also for consumers who continue to benefit from the many choices on offer and the increased competition for a share in his spending rupee.”

    The Consumer Outlook 2003 study was conducted by random sampling of 10,000 respondents in the 15 to 58 year age group in the SEC A and B categories in 20 cities across India. The Consumer Outlook study is a consumer-behaviour based tool used for devising consumer-centric strategies and is based on research across categories such as apparel, accessories, consumer durables,
    books and music and personal care items.

    KSA Technopak (KSA T) is a joint venture company with Kurt Salmon Associates (KSA) in India. KSA is the world’s largest management consultancy, specialising in consumer goods and retail sectors. Based in New Delhi, with an industry experience of over 10 years and a strength of 50 consultants, KSA T has an in-depth understanding of the Indian consumer products industry and a unique vision of its future.

    Comprehending the needs of the fast changing retailing milieu, it formulates company strategies, augments business processes and develops systems to effectively manage change. KSA T has successfully aided India’s leading retailers & suppliers in the areas of business planning and strategy, retail operations and supply chain management.