A WRITEUP

ON
“IMC CAMPAIGN OF “SEVEN” BY M.S DHONI ”

Prepared By:- Submitted To:-

Abhishek kumar (10004)
Abhishek kunal (10005) Dr. Shraddha Shivani
Somesh kumar (10006)
Vishal kunkal (10020)
Silky Agarwal (10044)
Akrity varma (10003)
Harshita singh (10024)
Shrishti Shreya (10026)
Namrata Lakra (10002)

MBA (3nd Semester)

BIRLA INSTITUTE OF TECHNOLOGY, MESRA
Ranchi, Jharkhand 835215
PABX: +91 651 2275444/ 2275896
Fax: 0651 2275401

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Introduction:
 Seven brand is an Indian lifestyle brand that manufactures casual and sportswear
clothing, footwear and accessories.
 It was launched in February 2016 by M.S dhoni and RS Seven lifestyle (owned by Rithi
group).
 Around Rs 150 crore to 200 crore were spent by investors in development and
distributions of the brand.(wikipedia.org)
 It also has distributors in the United states and Middle East.
 Official e-commerce partner of the brand is Flipkart.
 Currently brand is available in more than 300 multi-brand retail stores in India.
Segmentation:

Geographic

 Region: Jharkhand
 City: Ranchi

Demographic

 Age group: 18-35

 Gender: Male and Female
 Income: Upper middle class
 Occupation: Students and sportsperson

Psychographic

 Lifestyle: Targets of high standard living customers

 Young, enthusiastic people who see variety and premium products.

Behavioural:

 Attitude towards product: Positive s

 Occasions Regular Special
 Benefits : Superior Quality
 User Status: Potential first time users.

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Competing Brands:
 ADIDAS
 NIKE
 PUMA
Positioning:
 The positioning statement of seven is “A brand by M.S Dhoni”.
 Seven gives confidence that provides one perfect shoe for every sport.
 Seven is one of the emerging brand in sporting goods industry.
 It offers a wide range of choices for the individual; from athlete shoes to clothes.
 It has tried to target the world youth population through cricket & partnered with MSD.
 Due to its higher quality shoes, its prices are usually higher than the normal brand. So,
the consumer perceive it as a high-end product.
Strategies:
 Brand image
 Online selling facilities
 Customer preferences
 Product differentiation
 National Brand ambassador
Performance and SWOT Analysis:

 Seven brand has done something that start ups are struggling to do these days.

 This brand crossed $2.5 million in turnover in just three months of its operations.

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Objective:

 To strengthen the brand image.

 Maximise the brand presence.
 Increase the overall sales.
 Penetrate new market.

COMMUNICATION OBJECTIVE:

 To reposition the brand images of Brand SEVEN from ‘A casual sportswear brand’ to ‘A casual
high-fashion brand’ within the first 3 months.

 To increase brand awareness by 30% by 2020.

 To create brand interest and gain consumer preference of Brand SEVEN and to expand reach by
having 200 exclusive brand stores by 2020.

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REFERENCES:

 Marketing Management 14th edition (Philip Kotler, Kevin Lane, Keller).

 Wikipedia

 http://www.7.life/sf/

 https://www.google.com/amp/www.adageindia.in/marketing/cmo-strategy/Is-SEVENs-
Description-of-Indian-Youth-a-Bit-Clichd/amp_articleshow/51199380.cms

 https://www.indiaretailing.com/2018/02/27/fashion/arrival-indian-celebrity-fashion-brands/

 https://m.economictimes.com/small-biz/startups/dhonis-brand-seven-grosses-over-2-5-
million-in-three-months/amp_articleshow/53221126.cms