In our previous article, we learned in detail about the marketing strategy of a really fascinating brand, Levi’s. In this article, we will elaborate on the marketing strategy of MonteCarlo – one of India’s leading clothing brands.
The key purpose is to help you gain insights into Monte Carlo’s transition from being a common clothing brand to becoming one of the most renowned and respected brands in India.
Marketing is a part of a company’s DNA that can either make or break it. As users across the world go digital, marketing has also followed them to the digital realm. If you are interested in new-age digital marketing, you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will thoroughly cover the marketing strategy of MonteCarlo in this blog. First, let us start by learning the company’s history, audience, and online presence.
About Monte Carlo – Company Overview
Monte Carlo Fashions Ltd was launched in 1984 by Oswal Woolen Mills Ltd which is the flagship company of the Nahar group. The launch was a significant step in the evolution of the branded garment industry in India. Since then, it has been serving the increasing demands of the clothing industry.
In just one year, the company recorded a Rs 2.5 crore turnover. In 2002, several years after the launch of Monte Carlo, it slowly started becoming the all-season brand that we all know now. Last year, Monte Carlo recorded a turnover of Rs 580 crore which was 11 percent more compared to the revenue collected in the previous year. Its net profit for the time also rose greatly by about 35 percent, touching around Rs 59 crore.
Monte Carlo now thrives on its strong retail presence, with over 2,500 multi-brand outlets, 600 large format stores, and e-commerce partnerships. It was also a clothing partner for blockbuster Bollywood films Barfi, Mary Kom, Bhaag Milka Bhaag, and Student of the Year.
|CEO||Shri Jawahar Lal Oswal|
|Area Served||India as well as some parts of Dubai and Nepal|
|Market Share/ Revenue||Monte Carlo generated total revenue of INR 1.62 Billion|
|Vision||To become the most recognized clothing brand in India|
|Tagline||“It’s the way you make me feel”|
Marketing Strategy of MonteCarlo
Now, let’s thoroughly discuss the marketing strategy of Monte Carlo.
Segmentation, Targeting, and Positioning
Market segmentation means dividing a market into distinct groups of buyers who might require separate products or marketing mixes. Monte Carlo uses the same strategy to divide its products into different categories such as Men, Women, Kids, Activewear, Home furnishing, Summer collection, Winter collection, etc.
After the identification of various consumer segments within the marketplace, Monte Carlo needs to target a specific market. Monte Carlo launched a new category “denim” in 2012 which received a very good consumer response. Monte Carlo’s innovative product strategy seems to have worked its way into the high acceptance level of consumers across India.
Monte Carlo made its positioning in the market by being a quality high street brand. It has been walking the long path while keeping up with its numerous competitors.
Monte Carlo Patna Fashion Show
In 2012, Monte Carlo organized a fashion show in Patna. The fashion show mainly focused on their newly released men’s and women’s summer wear which were highly demanded at that time. Monte Carlo was able to pull a large audience with this event which greatly helped in the uprising of the brand at that time.
Autumn Winter 2019 Booking Event
With the bone-chilling cold came strong demand for winter wear from the customers. Monte Carlo launched an event “Autumn Winter 2019 Booking Event” on March 27, 2019, which brought great excitement among the consumers.
Spring Summer 2020 Booking Event
After seeing strong demand for summer products, Monte Carlo conducted an event “Spring Summer 2020 Booking Event”. The event was held in Kolkata on November 19, 2019. The campaign was successful due to the high demands of spring and summer wear at that time.
Social Media Marketing
Monte Carlo places a strong emphasis on creating and implementing digital and social media activities. Monte Carlo is active on Social media platforms like Instagram, Youtube, Facebook, Twitter, and Pinterest. Monte Carlo has the biggest audience on Facebook with an astonishing 1 million+ Likes and Follows.
The brand uses a clever engagement strategy throughout their social media platforms which helps them to learn more about their target audience, like learning about their likes, dislikes, and interests, so they can improve their marketing plan and attract more audience.
Monte Carlo’s social media links
- Facebook – 1.1m followers
- Twitter – 1.7k followers
- Instagram – 17.3k followers
- Youtube – 5.5k subscribers
- Pinterest – 193 followers
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, “montecarlo.in” has 83,923 organic keywords which are considered amazing. The traffic per month is 340k+ which is way higher than most of the other brands. This shows that Monte Carlo has a very active audience online that has been increasing with time.
Monte Carlo has also been a clothing partner for blockbuster Bollywood films Barfi, Mary Kom, Bhaag Milka Bhaag, and Student of the Year. But Monte Carlo has not practised any kind of influential marketing with any particular celebrities or Influencers to promote its services. They should definitely try influential marketing by collaborating with more influencers and celebrities since it greatly helps to increase their audience. It will greatly help Monte Carlo to raise their brand recognition and gain more customers through the influencer’s fanbase.
Monte Carlo is highly recognized as an online clothing store. They also have physical stores in different parts of India but most people prefer to purchase their products online from “montecarlo.in”. The online store has a large variety of products, which is also a plus point for the customers as they get a lot of choices. They often provide various promo codes to customers which also ensures customer satisfaction. Cash on Delivery is an option all over India. However, you are likely to get more discounts if you use any online payment method.
Unfortunately, the brand is only limited to a website for online shopping and hasn’t launched its own mobile application yet. But considering the rapid growth of Monte Carlo, they might launch their own mobile app very soon.
Content Marketing Strategies
Monte Carlo is highly active on their social media. Monte Carlo has the largest audience on Facebook compared to their other social media platforms, thus we get updated about all their new releases on Facebook before any other platforms. They also use different hashtags such as #summerishere, #winterishere, #summerfashion, #winteroutfits, etc. to promote their products by reaching the target audience.
They often post different promo codes on their social media which increases their engagement and allows them to gain an active audience. These promo codes allow the consumers to get various discounts on their purchases and it also helps to keep a good relationship between the business and consumers by ensuring customer satisfaction.
This ends with an elaborative marketing strategy of Montecarlo. Let us conclude our learning below from the marketing strategy of Montecarlo.
Conclusion – What’s Unique in Monte-Carlo’s Marketing?
Monte Carlo has become one of the most recognized clothing brands in India with a large audience in India as well as some other countries like Nepal and Dubai. The popularity of their online store is increasing at a rapid speed with customers all around the world. It seems that the brand will grow even further along with various new releases of clothing products and maybe other products as well.
The major problem with the marketing strategy of Monte Carlo, as we witnessed, is the lack of influential marketing. They should pay more attention to influential marketing as the fashion followed by celebrities and influencers quickly becomes a trend among the people.
Most youths today like to follow the trend by copying their favourite celebrities and influencers. By using this marketing strategy of Influential Marketing, Monte Carlo can gain an astonishing number of consumers which will surely help the brand to grow even further.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Montecarlo has given you a good insight into the company’s marketing strategies.
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