Turtle Brand Managemnet Analysis

Brand Management

Company: Turtle Limited

Brand: Turtle

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About The Brand

Turtle limited: Turtle Limited is one of India's fastest growing lifestyle companies offering the latest and the finest of menswear under two leading brands. Turtle and London Bridge.

Vision: Create Surprising lifestyle

Mission: Consumers’ Delight

Turtle is known for its initiative in forecasting trends for the whole world to follow, discovering fabric insights that become designers' delight, defining new colour palettes to brighten up wardrobes and pushing design details to newer fashion frontiers. 

Turtle is the best example to show how a small brand has metamorphosed into a national brand. It began its journey began in Kolkata, in 1993 as an aspiring yet steadfast enterprise. From a company primarily into men’s readymade shirts, to a leading brand in menswear fashion, Turtle has indeed come a long way. It started with a production capacity of just 20 shirts a day and today it has an exhaustive in-house retail unit that caters to more than 100 exclusive stores and 1200 multi-brand outlets across the country. 

Amit Ladsaria came together with his uncle to start a small shirt manufacturing unit with an initial capacity of 20 shirts. He saw a big opportunity in readymade clothes and decided to cash in on that opportunity. The brand name Turtle was inspired by the movie Teenage Mutant Ninja Turtles.

Turtle is now one of India’s fastest growing menswear brands, with a reputation for providing formidable value and international style across a range of shirts, t-shirts, trousers and accessories. It is available at 40 exclusive Turtle World Stores  in Ahmedabad, Allahabad, Bangalore, Bhubaneswar, Cuttack, Dibrugarh, Gangtok, Gorakhpur, Guwahati, Hissar, Hyderabad, Indore, Jaipur, Jamshedpur, Jorhat, Kolkata, Kolhapur, Lucknow, Patna, Pune, Raipur, Ranchi, Silchar, Siliguri, Tezpur and Varanasi. Starting with exports to Dubai, Bahrain, Kuwait & Fiji Islands, Turtle has carved itself a niche in the overseas markets. It also has expanded over 800 other leading outlets, including, Brand Factory, Central, Globus, Indiabulls Megastore, Pantaloons and Shoppers Stop.

Products

Formal Shirts, Casual Shirts , Party wear shirts , Half to full sleeves shirts, trousers, t-shirts , Denim , suit , waistcoat, blazers, accessories that includes  belts, scarf, socks , tie and bowties Cufflinks, Wallets, Innerwear, Handkerchiefs, Nightwear’s, Traveling Kit, Document Bag, Laptop Bag, Key Rings etc.

Brand Positioning

Turtle as a brand is on the premium side of the price band starting from Rs 995 . The brand targets men who are young and has more reasoning to their persona. Its main target audience are the young urban professionals. The brand is being positioned on an emotional platform . The brand persona is a successful goal oriented individual with a softer core. The brand has adopted the tagline " A Little Deeper " to emphasis the different side of the personality. Most of the campaigns are highlighting the soft touch persona of the brand. Turtle had very effectively used communication channels like  television commercial and print media.