Brand Audit of Crimsoune Club

BRAND AUDIT
OF CRIMSOUNE
CLUB
By Group 13
Rajdeep Pradhani
Subhashree Priyadarshini
Niladree Majhi
Arpit Patro
INTRODUCTION
• Crimsoune Club is an award winning and leading fashion brand founded
in 2005.
• They are recognized for celebrating the essence of smart casual and
trendy clothing suitable for any occasion.
• Mangla Group, a multi-dimensional textile company discovered the Gap
& introduced the idea of 'Smart Casuals' in the form of Crimsoune Club.
• Today, Crimsoune Club is available in more than 450 cities across India.
With a network of over 3,000 retailers and over 60 exclusive stores,
Crimsoune Club is one of the fastest growing fashion brands in the
country.
BRAND
KNOWLEDGE
• Brand knowledge refers to the thoughts, feelings, experiences, become
associated of a customer with a business’s brand or a company. Brand
knowledge is developed due to interactions in the form of advertisements,
communication etc, which the company develops, its logo and has an
ambassador for representation but is truly identified by its consumer only.
• The Crimsoune Club product line consists of only 100% cotton garments
with an endless library of styles accumulated from across the world. The
highlights of the brand include the coolest colors, free flowing fabrics, the
best fits and an array of radiant patterns.
BRAND
AWARENESS
• Brand awareness is defined as the consumer's capability of thinking to
recognize and recall a brand in various situations.
• Brand awareness is broadly classified into two components
• BRAND RECOGNITION
• BRAND RECALL
BRAND RECALL
• Brand recall means how a consumer see a product or things category, and
how quickly can recall a brand name exactly.
• Crimsoune Club is best known as a casual wear brand. Its complete product
range includes shirts, trousers, denims, T-shirts, shorts, jackets,
pullovers, blazers and sweat shirts in men’s category and shirts, trousers,
denim, leggings, jeggings, shorts, dresses/tunics, tops in women’s wear.
BRAND
RECOGNIZATION
• In a short span of eight years, Crimsoune Club has emerged as a major
fashion brand in India. It has gradually evolved and has successfully started
producing for B2C business. Crimsoune Club’s monthly production is 1.5
lakh units but it’s aiming to increase it by 20-30 percent in the coming
years. It’s sold through 10 EBOs, over 2,000 MBOs and more than 60 LFS.
• The brand ensures that each product they make is of 100 percent genuine
cotton of the best grade and they authenticate it with a hallmark tag, which
can be seen on each garment.
BRAND IMAGE
• In a short span of eight years, Crimsoune Club has emerged as a major
fashion brand in India. It has gradually evolved and has successfully started
producing for B2C business. Best known as a casual wear brand, Crimsoune
Club’s complete product range
• The brand ensures that each product they make is of 100 percent genuine
cotton of the best grade and they authenticate it with a hallmark tag, which
can be seen on each garment. Based on two models the brand audit was
conducted:-
• Aaker's brand personality model
• Zaltman Metaphor Elicitation test
BRAND EQUITY
• Brand equity is a marketing term that describes a brand’s value. That value is
determined by consumer perception of and experiences with the brand. If people
think highly of a brand, it has positive brand equity.
• Brand equity has a direct effect on sales volume because consumers gravitate
toward products with great reputations.
• 4 elements f brand equity

• Brand loyalty
• Brand awareness
• Brand associations, and
• Perceived quality
BRAND
VALUE
• Brand equity is the amount of money that would be required to reproduce or
replace the brand (including all costs for R&D, test marketing, advertising,
etc.).
• Crimsoune Club faces fierce competition from brands like Allen Solly, US
Polo Assn., Van Heusen, Peter England, etc. So the customers have a lot of
brands to choose from if Crimsoune Club fails to deliver the expected
quality of product.
RECOMMENDATION
S
Some of the recommendations are:

• Keep the price of the products a little less pricey
• Come up with more variants of garments
• Come up with more range of products under the brand
• Promote and create more brand awareness
T ha n k
yo u!

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BRAND AUDIT

• 4 elements f brand equity

Some of the recommendations are:

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