Gini and Jony is a leading kidswear brand in India that was established in 1980. [1] The brand is known for its high quality, latest fashion trends, and comfortable fits. [2] Over the decades, Gini and Jony has established itself as the dominant player in the kidswear market through strong branding strategies such as expanding into new product categories like footwear and eyewear. [3] However, to maintain its leadership position, the brand will need to increase awareness of its extensions and improve certain aspects of its stores, merchandise, and services.

1. BRAND BUILDING
PRODUCT:
GINI AND JONY
GOAL :
RESEARCH AND DEVELOPMENT OF EXISTING BRAND
STRATEGY OF GINI & JONY
IN CONTEXT TO:
BRAND IMAGE
BRAND IDENTITY
BRAND ASSOCIATION

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3. _____________________________________________________________
BRAND HISTORY
1980 CIRCA
From small and humble beginnings in 1980, Gini & Jony has come a long way; It started
with a Dream to build an empire in the realm of kids clothing; To build a Brand that
would stand tall and outshine all others. Being “Not Just Big But The Very Best”
The LAKHANI BROTHERS - 3 ordinary men who created the Gini & Jony brand. They
were three Ordinary men with an Extraordinary Vision.
 A Vision to occupy the pinnacle in kids clothing.
 A Vision to offer the best in quality, the latest in fashion trends and the most
comfortable in fit “Quality Never goes out of Fashion”
THINKING BIG
The success of Gini & Jony can be attributed to 2 golden words that is a daily mantra of
the Lakhani Brothers “Thinking Big”. This mantra began way back in 1980 and
continues even today
1980’s
In the early 80’s, the organized kids wear category was almost non – existent. Gini &
Jony was one of the foremost brands in kids wear. That actually helped build the category
of kids wear clothing.
AWARDS WON:
Gini and Jony has won several awards all over these years, Marjory for
its strong branding strategies one of which is the Shoppers' Stop
Pinnacle Award – Best Kids Brand – 2004
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4. 1990’s: A Decade of Brand Building
Post liberalization the Indian Economy bloomed in the early 90’s.A host of Brands began
to spring up in the country. As this took place Gini & Jony took a Leadership role and
dictated market & Product trends, for the rest to follow.
2000 Onwards
Gini & Jony today is way ahead in the market. It dominates the kids wear category in
every aspect
– Quality
– Styling
– Designing
– Fashion trends
– Range of fabrics
Today Gini and Jony is the top most brand in its category.
HISTORY SO FAR
History of Gini and Jony is a testimony to the Achievements of the Lakhani Brothers. It is
closely knit team that is a Force to reckon with. It has always been feared for their
Courage and Daring to “Launch out into the Deep”
Today, 24 years later it has withstood against all Odds, Uphill tasks and Challenges
THE SECRET OF THEIR SUCCESS
• A strong sense of Business
• Prudent Investments
• Building and Nurturing Human Assets
• Planning and Goal setting
• With hands on right approach
• And plenty of Hard work, Determination, Commitment and Sleepless nights
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5. BRAND EXTENSION
Why Brand Extensions??
It has been the Pioneer of organized Kids wear segment in India. It has always
been a Lifestyle Brand. It is known for its International Design and Quality Standards.
And has a National presence in Customer Base
• FOOTWEAR: The freedom launch
• CMAI, Product Announcement
The Loft, Market Launch
• Talent show
• Celebrities
• Fashion show
• Media coverage
USP of Freedom Footwear
• Phylon Sole for comfort and Shock Absorption-
Largest Range in Multi Color Phylon for Kids.
• Ergonomically designed and tested for growing feet-
Sizing and structuring as per Indian feet
• Perforated, Lightweight Breathable Mesh for uppers-
Tested against wear and tear
• Genuine Leather Lining for better absorption
• Reinforced Soles & Toe Caps for Toddlers
• Stitch out Construction
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6. • EYEWEAR - Eternity Lifestyles
Eternity Lifestyles brings to you, this new range of Eyewear
in partnership with Gini & Jony.
• Sunglasses range signifies the outlook of Gini & Jony
 Stylish,
 High quality
 Colorful with an attitude
About G&J Eyewear
• World’s largest range of inconceivable eyewear for children.
• 112 variants available in unconventional styles and trendy colors
 Polycarbonate frames - 16 models with 5 colours in each model
 Metallic frames - 8 models with 4 colours in each model
• Trendy packaging
• Quality sunglasses at unbelievably affordable prices
Features of G&J Eyewear
• Provides Eye Protection
 High Optical Grade Polycarbonate Lens
 Protection against Impact
 Extremely Light Weight
 Offers superior comfort and clarity
 Protection against UV rays
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7.  Metal Frames
 Nickel Silver frame material
 Polycarbonate Frames
 Much stronger ordinarily used plastic
 High strength to weight ratio
 Varied Frame Colors
 Non allergic
• A Fashion Accessory
 Unique in appearance
 Never heard before frame colors
 Chic lens colors
 Re-define style
 Give a smart new look to the kids
 Colors in tune with the apparel shades
 Unconventional and trendy with an attitude
• Reasonably Priced
MRP – Rs. 495 & Rs. 595
• Competitive Advantage
 No equitable competitors.
 The brand equity is extremely high
 Combination of a fashion accessory and protective shield gives it a potent
advantage
 Shatterproof polycarbonate lenses are ideal for kids
 Value for money pricing
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8. 8

9. ADVERTISING PLAN
• Budget fixed for 04 – 05 ending 31/03/05
o Rs. 250 lacs
• Actual amount spent for 04 – 05 ending 31/03/05
o Rs. 325 lacs
• Budget earmarked for the year 05 – 06
o Rs. 460 lacs
How they Advertising?
TV advertising on National Channels and Product related lifestyle campaign.
 TV Hungama
 NDTV
 NDTV 24 x 7
 Star News
 Zee News
 Sahara Mumbai
 Sahara Rashtriya
 Sahara U.P.
 Sahara M.P.
 Sony
Events / Campaigns - (From Late January’ 05 to Late February’ 05)
 GJ Jeans Launch – Consumer Level --- Mid March
 GJ Eyewear Collection --- 1st March
 GJ Belts Collection --- 1st March
 New Arrivals “Change Your Wardrobe” --- 1st March
 Health Related Advertisement – 1st April
 Award Advertisements (Press Campaign) – 1st April
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10.  In Shop Visual Merchandise – 15th Feb – 28th Feb
 Hoardings for GJ Jeans “City wise” – 1st March
 Tags, Carry Bags, Visual in Store carrying Awards. “Best Kids Wear”
 Promotion – CD Album free with bottoms.
Lifestyle Brand-G & J -The year of Brand Extensions
• Time wear
• Footwear
• Eyewear
• Sleepwear
• Fashion Jewellery
• Leather products
• Body sprays
• Toiletries
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11. ________________________________________________________________________
ANALYSIS – Users
STORE BRANDING
How w ould you define the am bience of Gini &
Jony?
6%
11%
0%
39% 7
44%
DULL LIVELY FRIENDLY CHIRPY CHILLED OUT
STRENGTHS:
• From the survey made from 15 samples it was noticed that consumer’s Recall the
brand name at the first go.
• It was found that most of the consumer bought their cloths directly from the EBO’s
(the Retail Shop of Gini & Jony) and preferred to buy them over the malls mainly
because of the variety in the particular brand and the ambience provided to them.
• It was also noticed that mothers along with their children found the Ambience quite
Lively at the store.
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12. • They also gave their views as to why they mostly bought from the store; this was
because of the assurance by the showroom in terms of quality of product and latest
styles and trends.
Why do you buy from GJ store?
10
8
6
4
2
0
One stop The The Sales Quality of Status
shop service is Ambience manship product
great
Excellent Good Average Needs Improvement Bad
WEAKNESS:
• A section of consumers did not like the appeal of GJ. GJ being a kid’s brand the store
was not accordingly designed; it should appeal to the kids (at least toddlers-10 years)
as their store.
• It should emphasis on being hip and happening or even friendlier than being chilled
out. It should keep in mind the brand strategy, which is, making it a Premium Brand.
Some time we lose out the charm by making things look too sophisticated.
• GJ Being a premium brand should make sure that the perception of the consumer
about the salesmanship should improve from good to excellent, in order to maintain
long term customer relationship.
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13. • Awareness needs to be increased about GJ being a one-stop shop for the consumer
and about what special things they are offering.
MERCHANDISE BRANDING:
What do you genrally bye from Gini and Jony?
8% 12%
13%
19%
17%
19%
12%
SHIRT T-SHIRT JEANS TROUSER
CAPRIS SKIRTS OTHERS
STRENGTHS:
• GJ has been very aggressive in selling the GJ Jeans, which has been a great success
for Gini and Jony in terms of merchandise clothing.
• The brand emphasises a lot on the Freedom Wear, it being the most comfortable
children clothing range among its competitor and as one of the main brand strategies.
• It has been successful in terms of the quality of fabric that they use; the consumers
have loved it, as it is very durable and comfortable. The over all quality of the product
was found to be really good by the consumer.
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14. What do you think about G&J
clothings?
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Respondants
10
8
6
4
2
0
ey
es
t
s
ts
le
it
r
ric
on
fo
F
rin
m
ty
om
ab
M
S
he
P
F
r
C
T
fo
ue
al
V
Excellent Good Average Needs Improvement Bad
WEAKNESSES:
• While doing the research it was noted that the product line (apart from the clothing)
was not merchandized. The consumers were not aware about them.
The two main brand extensions the shoes and the eyewear have not been noticed by
the consumer’s at all.
• During the survey it was noticed that the consumers hated the round logo on the
garments, which gave them an idea of a peon’s shirt with a logo on it. In short, it was
found to be too loud.
• The strips and the checks of the garment became too common in the market; hence it
may make the brand diluted over a period.
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15. • The Themes were not registered in the user’s mind while advertising. They could
not recall the theme of the last season. It should be made simpler in order to reach out
to the people so as to increase brand awareness along the present and the aspirant
buyers in the competitive market.
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16. SERVICE BRANDING:
What do you think about service provided by GJ?
12
10
Excellent
8
Good
6 Average
Needs Improvement
4
Bad
2
0
Ef ficiency Friendly Alert
STRENGHT:
• Consumers who visit the shop find the service good.
• Salespeople are helpful to the customers, and also quite efficient at their job.
• The staff is friendly with the customers. They mingle well with the kids and cater to
the demands of their mothers as well.
WEAKNESS:
• The only major draw back found was that some times the sales man was not alert
enough; it surely has marked the lowest in the service.
• The brand needs to extend itself from being just good to excellent. This should be
done in order to maintain its position in the mind of the consumers.
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17. GINI & JONY -BRAND PERCEPTION:
• It was reviewed that most people perceived the brand to be an International Brand,
and not an Indian brand. It is a great success for the company as this is exactly how
the company wanted the brand to be perceived by the consumers (Brand Identity).
• Most of the consumers came to know about GJ by viewing advertisements. Since
international models are used in the advertisements, GJ gets an image of being a
Premium Brand as well as an International Brand. (Brand identity)
• The G&J cards are not common among the consumers, infact they were not even
aware about it. There were consumers who felt that owning a card would became a
big problem, as they would have to carry it every time. Though they were ready to
own a card. They also suggested having something more innovative and
convenient to manage as an alternative to the card.
• When asked about who they think are Gini & Jony, some found them as cartoon
characters, Gini being a girl and Jony being a boy, in the age group of 7-11. Despite
the fact that GJ sells clothing upto an age of 16!! The basic conclusion was that they
found them to be fictitious character. This shows that the consumers were actually
not aware of exactly what to associate with GJ (brand association)
• The typical characteristics of consumers are that they are educated, rich, energetic,
and simple in nature at the same time having the snob appeal.
• It is also noticed that the mothers watch cartoon with their children. This shows
G&J’s involvement and scope for advertising in those time slots of those particular
channels.
• As shown in the perception map G&J ranks the first three slots that’s the:
1. COMFORT
2. PRINTS
3. THEMES
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18. Sony
What are your Favorite television channels?
Star one
Star w orld
6% 6% Star plus
16%
3% Cartoon Netw ork
6%
Pogo
3%
16% New s
6%
Star movies
3% Zee
3% 16% Animal planert
13%
3% National Gegrafic
History Channel
Disney
which other brands do you use?
Lilliput
Pepe kids
Prints
14
Me and
12 moms
10 Barbie
8 Tango
6
4 Toonwaorld
2 Ruff and
Style 0 Comfort tough
Beneton
Kids
Wekender
Scram
Gini and
jony
Freelook
Themes
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19. _____________________________________________________________
ANALYSIS – NON USERS
• Amongst the non-users, it has been noticed that they really prefer having one stop
shop for their kids.
• They are price conscious but also wanted quality at the same time.
• They preferred to have a friendly atmosphere around them.
• They demanded better comfort in terms of clothing
• The brand positioning of G&J is so strong that even though they did not purchase the
brand, GJ was at top recall for all consumer, a remarkable achievement. Other brands
being Pepe kids, Barbie and Weekender.
Which brand are you aware of ? Lilliput
Pepe kids
3% Me and moms
17% 14%
Barbie
5% Tango
2%
Toonw aorld
0%
Beneton Kids
15%
14% Ruff and tough
Wekender
2%
Scram
10% 8%
Freelook
10%
Gini and jony
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20. What kind of cloths w ould You like to
w ear?
1 7%
50%
25%
8%
Comfortable Unique Stylish Colorfully
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21. ________________________________________________________________________
OUR BRANDING STRATEGY
We know by now that there has been no character of the brand “Gini and Jony ” till date.
The identity of Gini and Jony has been kept as a secret. It’s high time that Gini and Jony
be given a face – a character, a life. In the research also, it was observed that majority of
the respondents felt that Gini was a girl and Jony was a guy, we plan to go with the same
characterisation to the brand. Gini as a girl and Jony as a guy falling in the age group of
8 years and are childhood friends.
This will help us to relate better to our consumers and the association will make the brand
stronger. This is an important strategy in order to face the growing competition posed by
National and International Brands. This association will help develop strong brand recall
as they grow and will be loyal to the brand.
Brand Image and Brand Identity of Gini and Jony has been well established; hence we
would like to focus our strategy completely on developing and improving brand
association and brand perception.
As Gini and Jony’s retail concept is based on the three tires system we are also building
upon the branding in accordance of these three sections:
STORE:
 We need to make the store more appealing; by introducing the new characters G&J.
 Kids between the age group of 4-6 years at an approximate height of 21/2 feet, have a
very low vision span. Thus we need to design the store accordingly. E.g.: Pictures of
Gini and Jony can be placed at this level.
 Gini and Jony can also play the traffic police by showing the direction to various
departments of the store. E.g.: play house, or the ground floor merchandise.
 There should also be a play area or a playhouse for the kids. This is done so that the
mothers can shop at ease, while the kids are within their “sight”. For this very reason
the play area should be available within the store and not out side.
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22.  There should also be a play counter with puzzle games that would help to develop
the kids learning process. Other toys of G&J and their friends can also be made
available, thus helping on brand recall.
 There should be mascots dressed in G&J gear displaying the products in the brand
extension - goggles, shoes, bags, belts etc.
 Takeaways for the children to take back home so that they look forward to visit the
stores again
 Branding is needed to lay emphasis on one stop shop concept. To convey the
consumers that they sell a range of products with the best quality to the consumer.
MERCHANDISE:
 The mascots should dress up according to the latest themes of the store, along with
the brand extensions such as goggles, shoes, bags, belts and much more. E.g. Gini and
Jony dressed up as the current coming season’s theme, Rock Star, or Thriller Instinct.
The whole appearance right from the clothing to the bags, goggles, belts, and shoes
should be based on the theme of rock star.
 The solution for the round logo on the garment to make the branding a bit light, can
be replaced by batches or can embroidered the characters G&J which will be
famous and liked by the people.
 The GJ jeans should be having the characters embossed on them (G&J), these
characters should be sporty just as jeans or denim is perceived. In short, get the
characters printed on the clothing and make create a trademark.
SERVICE
 The most important would be the uniform of the staff. They should be made as per
the different seasonal themes. Making different uniforms every season may cost the
company a little extra but doing so would surely worth because it would give us to an
edge over the competitors.
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23.  Research showed that the staff is not alert and receptive to the consumers. Thus
needful training can be given to them
 The store can give away freebees like chocolates, key-chains, pencils, etc. in
accordance to the theme of the season and having the Gini and Jony characters. This
can be done by the salesperson as soon as the kid enters the store with his/her parents.
 This kind of strategy will be advantageous to us in two ways, one is overcoming
alertness as when the customer enters the child gets a gift hence it becomes a duty of
the sales person to compulsory attend the customer and second the excitement for the
next type of freebees would bring the child back to the shop.
BRAND AS A WHOLE.
 It was found that the consumer finds it very inconvenient to carry the card every
time. Today competition is growing and thus in order to be different we need to come
up with an innovative medium so as to make our customers come back.
 We thus introduce a new electronic / Nick System. Every customer’s database will be
feeded into the computers, thus making it available all over India, in any of GJ’s
outlets.
 Every time a customer makes a purchase; he/she will have to give his specific
nickname, or password. This would enable him/her to gain points and thus attain a
gift at end of every 100th point. Thus retain our customer loyalty at the same time
building up new customers.
Thus by doing so, we can build up on a new brand strategy. This strategy would help us
overcome the brand association –problem, and also gain new customers. Our strategy
mainly focuses on the launch of GINI and JONY as characters and thus giving GJ a
newer and better brand image, in terms of premium and international kids wear. It also
focuses on branding each of GJ’s brand extensions.
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