Quick Read
Trent’s marketing strategy focuses on leveraging digital platforms, innovative advertising, and strategic partnerships. By targeting a diverse audience and emphasising convenience and quality, Trent has significantly increased its market presence. This case study explores their comprehensive marketing tactics and recent campaigns.
Learn From Asia’s #1
Digital Marketing Institute
AI-Based Curriculum
Dive in to the future with the latest AI tools
Placement at top brands and agencies
& more...
Whenever someone suggests going clothes shopping, WestSide is the first place that comes to your mind, isn’t it? For this reason, in this case study, we will focus on Trent Limited, the parent company of WestSide, to better understand the marketing strategy of Trent that is used to maintain such great brand recognition among consumers.
This blog post will cover Trent’s marketing strategy, along with its target market, campaigns, top competitors, and so on. Now let us learn more about Trent without further wasting any more time.
PS: For those interested in learning more about how companies like Trent design their marketing strategy, pursuing an MBA in digital marketing can provide valuable insights and skills.
About Trent Limited
Source: Google
Trent, a cornerstone of the Tata Group, embarked on its retail odyssey in 1998 with the launch of Westside in Mumbai. The company’s vision was clear: to deliver exceptional products and customer experiences. Trent is a retail giant, successfully operating popular brands like Westside, Zudio, and Landmark.
The journey began in 1952 with Lakmé, a cosmetics brand. Recognising the untapped potential of the apparel market, Lakmé pivoted its focus in 1998. Through strategic acquisitions and mergers, Lakmé transformed into Trent Limited, laying the foundation for the retail empire we know today.
Big companies like Universal Studios are looking for digital marketing professionals to take their marketing campaigns a notch above. Many aspirants who want to work in such companies start looking for an institute of digital marketing to begin their careers in this dynamic industry.
Trent Case Study – What’s New With the Brand?
- Revenue Growth: Trent reported revenue of ₹5,560 crore in 2023, marking a 15% increase from the previous year (Source: Trent Annual Report).
- Store Expansion: Trent operates over 300 stores across India as of 2024 (Source: Company Reports).
- Customer Base: Over 10 million active customers in 2023 (Source: Company Reports).
Curious to learn about how companies like Trent leverage market trends to design their campaign? Check out our digital marketing course with placements so that you can learn and implement these learnings in real-life scenarios.
Business News
Trent’s business strategy ensured that the company announced a strategic partnership with Inditex to expand its Zara and Massimo Dutti stores in India, aiming to double their footprint by 2025 (Source: Business Standard, 2023).
Product Launch
In February 2024, the launch of a new line of sustainable fashion under the Westside brand, focusing on eco-friendly materials and ethical manufacturing practices resulted in a decision of Trent’s business strategy (Source: Fashion Network).
Marketing News
A recent marketing strategy of Trent, the ‘Style for Every Story,’ campaign highlights the versatility and affordability of their fashion lines, resonating well with a wide audience (Source: Campaign India). Want to understand the factors that a company considers while designing the marketing strategy of Trent? Check out our courses on digital marketing online to understand this from a marketer’s point of view.
Celebrity News
Collaboration with Bollywood actress Deepika Padukone for their Zudio brand was an important decision of Trent’s marketing strategy. This was done to enhance the brand’s appeal and visibility among young consumers (Source: Bollywood Hungama).
Buyer Persona for Trent’s Target Audience
A buyer persona provides a detailed profile of Trent’s ideal customer. Trent’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.
Buyer’s Persona
Name:
Rishabh Shetty
Place:
Bangalore
Age:
27 years
Profession:
Influencer
Motivation
- Desire for stylish, affordable, and quality products
Interest & Hobbies
- Fashion, shopping, social media, lifestyle trends
Pain Points
- High prices, limited access to trendy fashion, lack of size inclusivity
Social Media Presence
- Active on Instagram, Facebook, and Twitter, following fashion influencers and retail brands
Based on the detailed breakdown, it’s no surprise that the marketing strategy of Universal Pictures uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Trent’s marketing strategy can integrate fashion and shopping to match the requirements of its target audience.
Did you know? Fashion is trending on social media platforms, especially on Instagram. Many individuals want to leverage this platform to its fullest, encouraging them to enrol in a free instagram marketing course.
Marketing Strategy of Trent
Let’s take a look at Trent’s marketing strategy! And how Trent carries out the marketing campaign,
Segmentation, Targeting, and Positioning
The company has a keen eye on the youth market, particularly those aged 15-25 living in rapidly growing Tier II and III cities. With a massive young population and growing spending power, these regions offer enormous potential for Trent’s business strategy to grow in these regions.
Recognising the shift from traditional to branded clothing, Trent has positioned itself as a key player in India’s evolving fashion landscape. By focusing on value fashion, the company is tapping into a growing market and driving its success.
Are you curious to learn how segmentation, targeting, and positioning drive success for companies like Trent? A free digital marketing masterclass will help you understand this in detail.
Digital Marketing Strategy of Trent
Here is a list of components that are utilised in Trent’s marketing strategy:
Social Media Marketing
Trent as a company doesn’t have an account on any other social media platform. However, Trent’s marketing strategy ensures that stores under this company do have their separate social media accounts on various platforms. With TataCliq, Trent was a pioneer in the adoption of the Omni channel strategy in Indian retail, and it has recently increased its online presence.
Trent is very active on social media such as LinkedIn – 36k followers.
SEO Strategies
According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. The website www.trentlimited.com has 1322 organic keywords (Keywords that get free traffic to a company), which is good but still has scope for improvement. That means Trent still needs to work on its digital marketing.
Also, the monthly traffic (number of visits a website receives every month) is around 34K+, which is considered good. As a result, we can conclude that Trent’s marketing strategy is working on improving its SEO tactics (Strategies to improve search rankings) while working hard enough to keep the brand afloat in Google’s organic SERP results (Free search engine rankings).
People across the country, especially the ones residing in Navi Mumbai and Faridabad want to explore SEO (an important component of digital marketing). This has led them to search for information using the keywords, ‘digital marketing courses in navi mumbai’ and ‘digital marketing courses in faridabad’.
Influencer Marketing
The marketing strategy of Trent incorporates collaboration with social media influencers to leverage its reach and amplify the brand and its offerings. The company holds several online events, including quizzes, Lego workshops, bookmark-making classes, and DIY workshops.
These online events benefited in increasing the following base and driving over 4 million interactions across all age groups on social media platforms.
E-commerce Strategies
Through its one-stop shopping app, The Brands of Trent keeps its customers incredibly engaged. They give discounts and very affordable pricing for their products.
Tata’s retail business stays off the deep discounting strategy of e-commerce giants including Amazon.com Inc and Flipkart Online Services Pvt. to lure price-conscious buyers, Tata said.
Mobile Apps
Westside, the major fashion brand of Trent Ltd with around 22 labels all developed in-house has a mobile application where you can see a detailed list of their collections and order products right from your mobile.
This software is made to make it easy for customers to reserve things in physical stores as well as make online purchases.Content Marketing Strategies
Exciting Trent’s marketing campaigns, such as brand videos and social media engagement, help its brands communicate their distinct identities. The company collaborates with social media influencers to leverage its reach and amplify the brand and its offerings.
It creates extensive & exclusive customer engagement by creating Instagrammable moments through events on social media platforms (Facebook & Instagram) via collaboration and digital-led activities.
Do you find this article insightful? Check out our digital marketing blogs now!
Marketing and Advertising Campaigns Designed by Trent’s Marketing Strategy
1. IMAGES Most Admired Marketing Campaign of the Year: Customer Chain Coupons by Star
Coupons help to attract new clients, increase interaction with existing ones and help in increasing revenue. Both physical and digital coupons can be utilised. Physical coupons can be distributed in-store, while digital coupons can be accessed through social media and the company website.
It’s estimated that 60% of consumers are likely to try a new product as a result of a coupon, while 46% said they’d change their planned purchase. No matter if a coupon is intended to persuade a buyer to visit a physical store or a firm website, coupons can be a successful approach to increase sales.
Trent’s advertising strategy understood consumer behaviour and hence admired the best marketing campaign of the year 2020.
Want to study the marketing strategy of other renowned brands? Have a look at our digital marketing case studies now!
2. Westside’s Expansion Strategy
Source: Google
To boost its presence in smaller cities, Westside has introduced smaller store formats like ‘Westside Girl’ and ‘Westside Woman’. This strategy aims to cater to the growing fashion consciousness of women in Tier II and III cities.
The brand has a strong focus on women’s apparel, recognising the increasing purchasing power and style preferences of modern Indian women. To foster loyalty, Westside offers the CLUB WEST membership program, providing exclusive benefits like discounts, free delivery, and reward points.
Westside also prioritises customer feedback and has ventured into cause-related marketing, demonstrating its commitment to social responsibility.
3. Trent Limited: Giving Back to the Community
Trent’s marketing strategy demonstrates its commitment to social responsibility through various initiatives. The company regularly donates clothing, books, and toys to organisations supporting children, with employees actively involved in these efforts.
The marketing strategy of Trent also ensures that the company partners with the Guru Nanak Trust to provide surplus medications for underprivileged patients. Customers and staff can contribute unused medicines through designated drop boxes in stores and offices.
By actively engaging in these community programs and using the hashtag #TrentInspires, Trent’s advertising strategy aims to inspire positive change and build a strong reputation as a socially conscious organisation.
Amazed by how Trent’s marketing campaign delivers results? You might also find it interesting to study the marketing case study of Levi’s.
Marketing Strategy of Trent That Failed
Trent’s marketing campaign – ‘Luxury for Less’ aimed to showcase Trent’s ability to provide high-end fashion at affordable prices, highlighting the brand’s unique value proposition. The campaign featured glamorous visuals and aspirational messaging designed to attract budget-conscious consumers seeking luxury styles.
Issue: Trent’s marketing campaign failed to resonate with Trent’s target audience, who found the messaging confusing and inconsistent with the brand’s image.
Backlash: Customers criticised the campaign for its unrealistic portrayal of luxury.
Response: Trent’s marketing campaign was withdrawn and refocused their efforts on more relatable and authentic marketing strategies, emphasising their core values of affordability and style.
Top Competitors That Influence the Marketing Strategy of Trent
Trent is not the only brand that dominates the fashion industry. Many other players can have a huge impact on Trent’s marketing strategy:
Reliance Retail: Dominates the Indian retail market with a wide range of products and store formats.
- Future Group: Known for its Big Bazaar and FBB brands, catering to budget-conscious consumers.
- Aditya Birla Fashion and Retail: Offers a diverse portfolio of fashion brands like Pantaloons and Allen Solly.
- Shoppers Stop: A leading department store chain with a focus on premium fashion and lifestyle products.
- Lifestyle: Operates under the Landmark Group, providing a wide range of fashion and home products.
Many businesses across India especially the ones operating in Virar face marketing challenges, but there’s a way to overcome them! Enrolling in a digital marketing course in virar will provide you with valuable information about the right way to deal with such pitfalls.
Learn From Asia’s #1
Digital Marketing Institute
AI-Based Curriculum
Dive in to the future with the latest AI tools
Placement at top brands and agencies
& more...
Conclusion
Trent has cultivated a loyal customer base through a deep understanding of consumer preferences and a commitment to offering the latest fashion trends. While the company has achieved significant market share, it’s clear that digital marketing is now a critical component of growth.
Unlike traditional marketing, digital strategies target specific audiences on a global scale, delivering high returns on investment. The ability to track performance and quickly adapt to changing conditions is a major advantage.
We encourage you to share your thoughts on the marketing strategy of Trent in the comments below.
Learning From Other Brands
In comparison with other companies, the SWOT analysis of Tata Motors highlights the company’s strengths in product diversity and strong domestic market presence, while also identifying opportunities for growth through international expansion and technological innovation.
Similarly, the marketing mix of Nestle focuses on a wide range of product offerings, strategic pricing, extensive distribution channels, and effective promotional campaigns, showcasing how a comprehensive approach can drive customer loyalty and market leadership.
Additionally, the Patanjali marketing strategy emphasises leveraging traditional Ayurvedic principles, affordable pricing, and strong brand endorsements to connect with health-conscious consumers. These examples illustrate how well-crafted marketing strategies can help brands excel in their respective industries and foster brand loyalty and market leadership.
FAQs About Marketing Strategy of Trent
Q1. What makes Trent unique?
Trent’s marketing strategy ensures that the company is known for its stylish, affordable, and high-quality retail offerings across multiple formats.
Q2. Where can I buy Trent products?
Trent products are available at Westside, Zudio, and Landmark stores, as well as online through their official website and app.
Q3. Who founded Trent?
Trent was founded by the Tata Group in the year 1998.
Q4. What is Trent's mission?
The marketing strategy of Trent aims to provide quality products and exceptional customer experiences.
Q5. What are some popular Trent brands?
Trent is the parent company of popular brands like Westside, Zudio, and Landmark.
Q6. How does Trent use digital marketing?
Trent’s marketing strategy leverages SEO, social media, e-commerce, mobile apps, and influencer marketing to engage with customers and promote their products.
Q7. Who are Trent's top competitors?
Competitors include Reliance Retail, Future Group, Aditya Birla Fashion and Retail, Shoppers Stop, and Lifestyle.
Q8. What was the ‘Luxury for Less’ campaign?
A failed campaign aimed to market Trent’s products as luxurious but was quickly pulled due to negative feedback.
Q9. How can I contact Trent's customer service?
One can reach out to Trent’s customer service department by visiting their official website or through their various social media handles.
Q10. What is Trent's latest product launch?
Trend’s business strategy incorporated a new line of sustainable fashion under the Westside brand launched in February 2024.
0 Comments