COMPANY PROFILEDAISY DEE is a well-known brand in lingerie has been launched in the year 1999. The company with its aggressive marketing and sales personnel, commands to be one of the fastest selling brands. Launched from Lovable Lingerie Ltd. (Daisy Dee Division) – Bangalore the group boasts of mega brands like LIVE-IN- the leading brand in men’s Jeans, LOVABLE – premium lingerie, DAISY DEE – mid-segment lingerie brand.The Daisy Dee products are perfectly designed to fit and mould the different contours of a woman’s body. The bra fulfills most of the market demands and has been designed keeping in mind the changing Indian Women. The use of imported hook and eye, special elastic bands, superior fabrics and many other innovative features add up to make DAISY DEE the best in the league. The styles are uniquely styled for perfect fit, great comfort and optimum coverage. In brief Daisy Dee brassieres / products are specially crafted for daylong wear.Comfortable in may ways DAISY DEE helps to unleash the freedom of movement giving a women the never before feel good look feeling at an affordable price points starting M.R.P from Rs. 85/- to Rs. 300/- which are rightly priced and value for money.The brand has grown rapidly and has a wide spread of sales and distribution network and the brand has a very strong presence across the country. The factory is located at Bangalore has a production capacity of over 3000 dozs. per day. Stringent quality checks are adopted at every phase to ensure that the final product is perfect. The latest technological expertise and the best of the machine result in making the brand an instant success.A) DAISY DEE STRENGTHS:Daisy Dee has got highest retail penetration with 100 distributors and 8000 retailers across the country.
This is the only brand in India, which is different from others in terms of packaging, quality, pricing etc. in the mid-segment category.
The service levels are very high.
The brand has got very high brand recall and awareness
Daisy Dee spends huge amount of money for brand promotions both in press and electronic media consistently which no company does in lingerie.
Daisy Dee is the only brand in India to launch Salwar Kameez Bra (SKB). These are basically seamless moulded brassieres and we are the market leaders in this segment.B) DAISY DEE TARGET CUSTOMERS: are in between 20yrs. – 40 yrs.A different and unique advertising helped to create a strong position for the brand in the consumer’s mind. Aggressively advertised in the press and television the brand has gained sufficient awareness. The company proposes to step-up its activities and increases the production capacities by October 2010. The company has been advertising in T.V., & national magazines consistently in big way looking at the growth in sales.Keeping pace with the market demand the brand has also forayed into the panties and camisoles market and has made its presence felt. Major retail stores stocks the brand and the range has great designs and has been priced economically. All in all the Panties and Camisoles show great potential.DAISY DEEDaisy Dee has emerged as the largest selling bra in the mid price segments, offering a wide range of high quality products in updated styling, with a good fit & comfort.It has the distinction of pioneering the seamless moulded bras, which have become extremely popular as Salwar Kameez Bras. These Bras are especially styled with unique machine moulded seamless cups that eliminate ungainly seams, awkward creases or embarrassing bulges showing through the body hugging Salwar Kameez.The brand has been very aggressively promoted through a very catchy TV & Press campaign & supported by point of purchase publicity.The brand has a very extensive distribution All India, with a presence in over 8000 Retail outlets serviced by around 100 distributors.This is backed by a professional sales team, which helps to keep the company in very close touch with the market.With the various aggressive inputs invested in by the company, the brand has become a run away success, and is poised to grow exponentially in the coming years.BRAND POSITIONINGDaisy Dee is positioned as a ‘Comfort bra at very attractive prices’.It offers a wide range of high quality Bras, with attractive styling & designing, good quality fabrics & excellent stitching.All this translates into comfort & ease, & a feeling of confidence for the customer.Comfort & value for money are the core brand values.
BRAND USP’SFirst to offer moulded seamless cups, which are ideal to be worn beneath body hugging Salwar Kameez & T Shirts, as ungainly seams are not seen through.The Brand has been promoted as a Salwar Kameez Bra, & has become a ‘RUNAWAY’ success. Infact Daisy Dee has become synonymous for the Salwar Kameez category.The Brand’s core values include high quality garments blended with a touch of fashion & styling, and all this comes to the consumer at very affordable prices.BRAND PHILOSOPHYTo be recognized as a market leader & the first truly national brand in the mid price lingerie segments, offering a range of high quality garments.MARKET PERFORMANCEDAISY DEE has redefined the women’s inner wear segment by introducing branded inner wear for women in a market which was flooded with unbranded products. DAISY DEE clearly cuts across the clutter of ‘ME TOO’ products, & has clearly positioned itself as a branded, comfortable, fashionable yet affordable brand.With the launch of the innovative Salwar Kameez Bra, Daisy Dee has emerged as the fastest growing lingerie brand in the mid price segment. With its very extensive retail reach & all India presence, it has truly established itself as a national brand & is poised to become the market leader in its price segment.BRAND EQUITYDAISY DEE has built up very strong brand equity through a very innovative & aggressive Ad campaign in TV & Print media, promoting the SALWAR KAMEEZ range of bras.The campaign has been extremely successful, & the brand has been able to achieve very significant market share all over India.The SALWAR KAMEEZ range has become extremely popular, & Daisy Dee in fact has become synonymous with the Salwar Kameez category.The brand recall is extremely high & with the pull generated for the brand, Daisy Dee has emerged as the fast growing brand in its price segment.DESIGN DEVELOPMENTDAISY DEE has a very skilled team comprising of designers & merchandisers, who are very finely tuned to the emerging trends of the lingerie fashion market, & also the consumer needs.Thus the brand is constantly evolving its designing & styling to keep pace with the market needs.