Munich Polo by Brands of Desire

Brand Book & Brand Editorial Guidelines

version 1.0.2

The Spirit of Munich Der Geist von M端nchen L'esprit de Munich

table of contents

Welcome

Our Brand

Know Your Consumer

Reaching Your Consumer

Tone & Voice

Look & Style

Basic Elements

Munich Polo Membership Club

Communication Channels

Key Media Principles

Servicescape

Grammatical Guidelines

Responding to Queries

Welcome

Welcome to The Munich Polo Brand Book This document has been created to serve as a guide and an inspiration for the users of the Munich Polo brand assets, to conceptualize, write, design or produce Munich Polo branded communications. This document contains a summary of the brand strategy, an overview of the brand identity guidelines, and an explanation of applications of the brand assets across different communication collaterals. This brand book and editorial guidelines are meant to give external readers a holistic understanding of the brand concept of Munich Polo, while for an internal reader, it is meant to give guidance and direction to their efforts.

This document provides a description of the thought process which drives the brand, the proposition it makes to its consumers, and, the visual and written expressions the brand uses in order to deliver on these propositions. This document is meant to deliver guidelines on communicating the brand correctly and meaningfully, both internally and externally. It is recommended that the employees of Munich Polo align their thoughts and actions to contents of this document as far as possible.

Our Brand

The Munich Polo Brand Positioning

Munich Polo Munich Polo is a brand built with the European Feel & Design, straight from the heart of Germany, Munich. Strongly inspired by the German capital of Munich, the company draws its distinguished sense of style and timelessness from the city, thus truly offering a brand it proclaims as â&#x20AC;&#x2DC;The Spirit of Munichâ&#x20AC;&#x2122;. Inspired by the legendary journey of Munich, Munich Polo is steeped in the spirit of this great land and what it stands for. Its timeless sense of tradition. Creative richness. A distinctive heritage. The brandâ&#x20AC;&#x2122;s inspiration and essence harks back to a golden era, when a subtle elegance blended perfectly with a sense of tastefulness. When those who stood out, did it with an understated sense of flair.

And, it is this almost proud, august spirit which Munich Polo brings to India now. Using exquisitely worked out designs and the finest materials, it extends an engaging experience for children, embodying tasteful fashion, a polished appeal, and adventures that go beyond the mere act of consumption, truly distinguishing it from the rest. 8

Defining the Brand

Thereâ&#x20AC;&#x2122;s a classical European air about the lifestyle brand Munich Polo. And, a similar air around the range of its coveted offerings, indigenously crafted masterpieces for children reflecting its Munich centric positioning â&#x20AC;&#x201C; Der Geist von MĂźnchen or The Spirit of Munich.

The company markets its products mainly through print and electronic media and sells its products through multiple distribution channels including exclusive Munich Polo brand stores, shop-in-shop at high-end department stores and the Internet. Munich Polo conceives, develops and merchandises this product range to convey a variety of different design concepts which reflect the latest international prevailing themes, styles, colours and fabrics, giving its consumers a clear lifestyle edge. Munich Polo is a lifestyle brand, with premium clothing as one of its major product lines. Embodying the spirit of the great city that Munich is, the brand is distinctly aristocratic and fashionable.

Brand Signature

The Spirit of Munich Der Geist von MĂźnchen L'esprit de Munich

The Brand Signature or itâ&#x20AC;&#x2122;s Tagline is an important part of the Brand Logo and is representative of the inspiration behind the brand. Written and expressed in three international languages â&#x20AC;&#x201C; English, German and French, the brand signature reflects the timeless sense of tradition, creative richness and a tradition of distinction that Munich presents today as one of the most cosmopolitan yet culturally rich cities of the world.

Brand Mission & Vision Mission “ Extend the highest standards of product quality and service standards to our customers at all times.”

Vision “Be amongst the world’s leading brands of premium lifestyle merchandise for children, catering to the niche, fashion conscious class of society. Munich Polo aims to achieve this vision through ethical and environmentally friendly policies as part of the different processes like design, manufacturing or retailing.”

Brand Offerings

The Munich Polo brand epitomizes a delectable experience every time a customer interacts with the brand. The brand also stands out for its exclusive premium appeal. This distinguished identity is imparted to each merchandise as well. As in the case of garments it utilizes the finest fabrics stylized into aristocratic designs using impeccable tailoring and finish. At the same time, the product range is kept fresh and contemporary, as new collections are launched every season, leading trends across the kids categories.

The apparels extended under the Munich Polo label, comprise all the segments within kids wear - boys, girls and infants. Thus, the segment is well served through the three sub brands carried by the parent Brand of Munich Polo.

Regal Designs

Brand Differentiators

Munich Polo embodies refinement as it puts forth designs which marry a timeless elegance with a contemporary sensibility. Maintaining a keen eye on global kids wear trends, celebrated designers blend them with the distinctly posh spirit of Munich to deliver designs which surpass those of any of our counterparts.

Inclusive Range Seeking to bring high fashion to all sub segments within children wear, Munich Polo offers clothes for girls, boys and infants. Understanding the distinct requirements of each of these sub segments, the brand places equal emphasis on other aspects such as supported comfort. With these insights, Munich Polo is able to extend fashion which holds well for all these sub segments.

Impeccable Tailoring

Finest Fabrics

In a remarkable departure from the present trends, Munich Polo maintains strong human attention on each of its clothes, ensuring they are imbued with the unmistakable quality which results from it. It is but natural that Munich Polo clothes are crafted, not just manufactured.

A team of textile experts at Munich Polo reconnoiter the finest of fabrics from the world over. Evaluating them for aesthetics, feel and ease of maintenance, these highly skilled professionals handpick materials which separate Munich Polo clothes with an effortless grace. This expertise is complemented by the ability to source a wide range of the choicest materials, helped by global alliances.

Brand Philosophy Munich Polo stands tall and differentiated from the crowd of brands as it holds close to its heart, a set of guidelines which form the very essence of its organizational fabric. Driving and shaping each of its endeavours in an August manner, these can be summarized by the corporate philosophy statements alongside.

It's about the Customer Everything at Munich Polo revolves around delivering the highest quality which the customer deserves. Placing an uncompromising emphasis on this objective, the organization is always eager to listen to customers and innovate towards better fulfilment of their requirements.

Respect for All At every step of its journey, Munich Polo has always exhibited complete and unwavering respect for everyone. Be it customers, employees, stakeholders or even the larger eco-system the company operates in, everyone is treated with a high sense of regard and a very humane, responsible outlook.

A Forward Looking Tradition While Munich Polo shimmers with the regality of Munich's glorious past, it also reverberates with the modernism and forward looking energy of the city. Thus, the organisation comes across as a unique blend of traditionalism and youthfulness. This thought is ingrained every aspect of the organization, as it keeps innovating across domains, never letting go of its aristocratic, deeply rooted spirit.

Brand Architecture Munich Polo sub-brands based on lifestyle

Munich Polo retails a majority of all its merchandise under the main umbrella brand, Munich Polo which includes an elegant collection for casual and formal wear at a range of price points within the children’s premium ready-to-wear apparel market. The company retails this collection through the Munich Polo signature brand stores, Highend department stores and the Internet.

tru

blu

TruBlu is a sub-brand of Munich Polo that represents the purely lifestyle collection which collocates luxury, technology and style to create a collection which is subdued yet elegant. The TruBlu look is sparse yet inspiring in it’s simplicity. The company retails the MP TruBlu collection through the Munich Polo brand stores, high-end department stores and the Internet.

MP Sport is a sub-brand of Munich Polo that represents the sports lifestyle collection which includes children’s active wear, sportswear for the active lifestyle and weekend sportswear at a range of price points within the children’s premium ready- to-wear apparel market. The company retails the MP Sport collection through the Munich signature Polo brand stores, high-end department stores and the Internet.

Classic MP Classic is a sub-brand of Munich Polo that represents the most exclusive and classic styles in children’s clothing having higher price points at the upper-end or luxury ranges. The company retails the MP Classic collection mainly through its signature brand store.

Munich Polo sub-brands based on product categorization Munich Polo extends apparels for all the subsegments within children’s wear represented by Boys, Girls and Babies. The collections under these segments may form a part of any of the lifestyle sub-brands such as Munich Polo, MP Sport and MP Classic.

Boys Polos, Shirts, Sweaters, Tees, Sweatshirts, Pants, Shorts, Jeans and Jackets

Girls Polos, Sweaters, Tees, Skirts, Pants, Jeans, Shorts & Jackets

Babies Polos, Sweaters, Tees, Sweatshirts, Skirts, Shorts, Pants, Jeans and Jackets

Brand Essence Everything at Munich Polo revolves around delivering the highest quality which the customer deserves. Placing an uncompromising emphasis on this objective,

The organization is always eager to listen to customers and innovate towards better fulfilment of their requirements.

Know your Consumer The trends are fast shifting with a change in the family structure and the advent of nuclear families. Parents make up for lack of time and presence by bestowing the best of luxury goods upon their children. These pampered and extraordinarily talented kids are the modern day decision-makers of the family. They possess an uncanny knack to convince almost anybody including their grandparents, their parents or siblings to act as they please. They know how to play the technologically sophisticated gadgets, they own personal laptops, and follow social media like a religion. Their parents do not shy away from frivolous spending on their ever so lavish children. Be it their makeup, designer furniture, or expensive toys such as Play Station and Wii gaming consoles, this is the new generation of â&#x20AC;&#x2DC;we have-it-allâ&#x20AC;&#x2122; kids. These are our target audience. They know exactly what they want. For them, spending more is not a problem. They look for the brand name, for the European feel, for the fashion element, for the best. They donâ&#x20AC;&#x2122;t accept anything less than the best.

We combine our consumer insight & design, market, and brand equity to offer a broad lifestyle product portfolio which includes an extensive range of merchandise including apparels and footwear collection for boys, girls and babies in the age group of 2 to14. Know them well. They are the most demanding

Reaching Your Consumer The world of customer touch points is evolving every day, with rapidly changing customer demography and the ways in which brands are engaging them. A wider choice of products is imperative to effectively reach out to new age children who are growing increasingly creative. With the communication budgets spread ever so thinly and the choice of media becoming more fragmented, consumers have an unprecedented choice to engage with, or avoid, our communications. Itâ&#x20AC;&#x2122;s crucial to get above the noise level when you have something special to say.

All Munich Polo communications for the new era will have the right tone of voice and a consistent European look and style. For this very reason it is critical that we have a consistent application across all communication channels.

Tone of Voice

Every product, every organisation, has a tone of voice which the consumer recognises on a conscious or subconscious level. It reflects the brand and its relationship with the consumer. It's our job — all of us as keepers of the brand — to make sure that all of our communications are consistent with the following brand personality traits. At the very least, it's up to each of us to ensure that our communications do not conflict with the traits. Think of a friend or family member. Now pick five words that best sum up his or her personality. Those are the “personality traits” you’ve assigned that person. Our brand personality traits describe how we want our customers to perceive our company.

Munich Polo’s tone of voice combines richness, royalty with creative inspiration, much as you would want for your Prince or Princess. It is warm and accessible without being in any way arrogant. It invites the consumer to engage in a dialogue of partners, with the promise of reward.

Spirit of Munich’ expresses this tone of voice perfectly. Importantly, it is a lot more than an advertising line. It represents the whole philosophy of Munich Polo, and the consumer’s experience on contact with any part of the Munich Polo brand. ‘Spirit of Munich’ is what we bring to you.

Look & Style A New Face with Same Soul Rated as one of the most livable cities worldwide, Munich still harbors a timeless appeal of tradition and aristocracy, while retaining its modern charm.

Munich Polo stands for this dignity as it ensures every piece of merchandise, besides being strikingly contemporary, shimmers with a premium and timeless appeal. Munich Polo is a brand extending a wide range of premium clothing. Embodying the spirit of the great city that Munich is, the brand is distinctly aristocratic and fashionable. And this is what is infused in our core design elements, the essential visual elements of our brand â&#x20AC;&#x201D; the Munich Polo logo, typefaces, color palettes, imagery, and graphics â&#x20AC;&#x201D; are the starting point for any Munich Polo communication.

Brand Identity

The Munich Polo Visual Identity

Brand Identity

The Brand Identity of Munich Polo comprises of its brand name, the logo and the colour palette that represent the brand.

The Brand Name is inspired from the legendary city of Munich, which is also sometimes known as the capital of Bavaria in West Germany. The 19th century witnessed the game of Polo gaining popularity across Europe, including Munich. Played back then in various forms including bike polo and auto polo, Polo still represents a sport for the elite which is regularly played at the legendary Bavaria Polo Club. Munich Polo pays a tribute to this aristocratic game through its brand name.

Munich Polo Logo The Logo has two main elements to it.

The chequered pattern in bold sky blue and dark grey is representative of the Bavarian Coat of arms, also popularly used in innovative ways in the logos of BMW & Bayern Munchen FC, and a playful horse that represents the spirit of the legendary game of polo. However, there are other versions available when the standard version cannot be used for technical or reproduction reasons.

Munich Polo Logo

Color Pallette

Blue CMYK: C - 59 | M - 7 | Y - 7 | K - 0 Pantone Paper - 298 C Pantone Textile - 16-4530 TC

The Munich Polo primary colors of Munich Polo Blue, and two shades of Grey are defined as the current guidelines, of the Munich Polo.

BLUE is a soothing royal, richer and more emotionally engaging shade. This Blue reflects cleanliness, Good health. It also represents safety and positivity. And enhances the trust factor of the brand.

DARK GREY adds to the luxurious feel to the Munich Polo brand. However, it should never dominate the Munich Polo Blue in communications â&#x20AC;&#x201C; Munich Polo. Whereas, the light grey completes the former where both are used in conjunction.

Dark Grey CMYK: C - 0 | M - 0 | Y - 0 | K 90 Pantone Paper - COOL GREY 10 C Pantone Textile - 18-0510 TC)

Typeface

When applied correctly and appropriately, typography can convey imagery and emotions contained in the core message. Munich Polo font family gives a classic timeless, modern, contemporary and a warm friendly approach.

Primary Typeface is

Times New Romal Family

Times New Roman Bold Times New Roman Regular Times New Roman Italic Secondary Typeface is

Swiss 721 family

Swiss 721 Blk Bt Swiss 721 Hv BT Swiss Lt Bt Swiss Blk Bt

Times New Roman

Swiss 721

Times New Roman Regular

Swiss 721 Bt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Bold

Swiss 721 Hv BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Times New Roman Italic

Swiss 721 Lt BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Swiss 721 Blk BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Do’s & Don't’ of typeface usage Do always set type in a combination of uppercase and lowercase

THE PREMIUM LIFESTYLE BRAND

Do use only approved colors, or colors that are easily legible in type

THE PREMIUM LIFESTYLE BRAND

Do use only the approved typefaces

THE PREMIUM LIFESTYLE BRAND

Do avoid using all uppercase Don’t use special effects, such as drop shadow, that compromise legibility Don’t change kerning (space between letters) when setting headlines or body copy Don’t distort the typefaces (e.g., Expand, condense, or modify the letterforms) Don’t substitute other typefaces

THE PREMIUM LIFESTYLE BRAND P THE R E

UM LIFESTYLE BRAND

THE PREMIUM L IFE ST Y L BRAND E

Naming

A wide range of Munich Polo products and services fall under the umbrella of the Munich Polo primary brand. Munich Polo primary brand is written in title case and in bold. While, the sub-brands carry the prefix MP in bold while the rest of name is in title case and regular font. This gives MP the strength of the parent brand whereas the sub-brand name is reproduced in Light font. However, the tag line will only come with the primary brand in the standard version in light font.

Classic tru

SP 34

blu

Brand Circle To ensure that the logo is sharp and recognizable, it must be reproduced with a minimum height and width of 1.25 inches as applicable.

The brand circle comprises the following elements:

1.25”

(A) The Munich Polo Logo must always be reproduced from the range available, appropriate to the medium

1.25”

(B) The ‘brand claim’ – in this case, the ‘Spirit of Munich’ tagline – must always appear in German.

1.25”

1.25” ‘X’ denotes the diameter of the circle in which elements of logo fit in, as shown.

Brand Circle

Brand Circle location The box must always start from the righthand edge, and may move up and down within the communication area, as required. Minimum stop area = X (top and bottom). â&#x20AC;&#x2DC;Xâ&#x20AC;&#x2122; denotes the width of the Munich Polo Circle. In the following spread, the examples shown on the right-hand page are correct. Those reproduced on the left-hand page are not allowed.

X X

Y X=Y X : is diameter of the outer circle of logo Y: is the distance between the edge of the image and the logo circle.

In-correct Location of Circle

Correct Location of Circle

Typography This Is The Head Line Body copy must always be contained within a box, as illustrated. Headlines may be used inside or outside the box, as required.

This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

This Is The Head Line

This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

Checkered patterns

Square form

Vertical rectangular

Checkered patterns

Applications of checkered patterns in different formats

Text, Text, Text, Text, Text,Text, Text, Text, Text, Text,Text, Text, Text, Text, Text,Text, Text, Text, Text, Text,Text, Text, Text, Text, Text,Text, Text, Text, Text, Text,Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text.

Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text.

Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text. Text, Text,Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text.

2D Communication Advertising Tier 1(Print)

Text, Text, Text, Text, Text,Text, Text Text, Text, Text, Text, Text,Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text,Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text,Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text.

This Is The Head Line Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text, Text.

This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text. Text, Text, Text, Text, Text, Text, Text.

Exterior Photography The merchandise must always be at the fore, prominent, coupled with the use of European attributes. It shall , hence, reflects the Spirit of Munich in its visuals.

Rich, warm ambient light should be used to enhance the merchandise. Wherever possible, the shot must be situational, depicting the pampered kids, the kids with a lot of attitude reflected through their choice of clothing, facial expressions & body language.

When using a studio, recreate natural â&#x20AC;&#x2DC;liquidâ&#x20AC;&#x2122; light that honours, as much as possible, a single light source.

Product Photography Merchandise should be shot in a studio using controlled, but natural-effect lighting. The angle of the camera and the lens must combine to create a spacious environment, lit with warmth to highlight the texture, quality of materials and craftsmanship.

The main features should be clearly in focus, with due consideration to a credible driver or passenger viewpoint

Close-up Photography As an invitation to the consumer to scrutinize the design, style & fashion, close-up shots must be clear and precise with no ambiguity. They should communicate elegance & richness in the detail, through quality, craftsmanship, attention to detail and design of form. Every detail shot must exude craftsmanship and precision, whether performed by man or machine, and connote pride which one experiences when they associate themselves Munich Polo.

Location Photography The choice of location should follow a number of simple rules. Namely, the location should be:

European lookalike, credible, contemporary and modern in attitude; modern suburbia (but not steel and glass); aspirational and accessible; cultivated and civilised. It should have the Spirit of Munich in its feel. A location should reflect an aspirational dream for the consumer. It should portray a location that Munich Polo would enable them to experience.

People Photography The emphasis will be on children wearing the apparels in a way which strengthens the brandâ&#x20AC;&#x2122;s positioning.

Elements of the merchandise must be shown in relevant, real circumstances. The photography will be shot on small-format cameras in a style which aims to capture genuine moments â&#x20AC;&#x201C; natural reportage style, but not gritty and never contrived. Photographers must have significant experience of working with people. Where props are used, they should reflect modern technology and remain appropriate to the brandâ&#x20AC;&#x2122;s proposition.

Munich Polo Membership Club The Munich Polo membership club is designed in a way to make it truly rewarding for the customers and supplements customer engagement with the brand. As a result, it would not only promote allegiance to the brand, but, also ensure that customers are duly rewarded for their purchase. Considering the target audience, the benefits extended by the loyalty programme would be a mix of - rebates, appreciation, and affinity. Therefore, the name Polo Primos. This name communicates all of the three aforementioned benefits, apart from proffering a top of mind recall and positioning it as a membership club which goes beyond apparels, and helps engage its members socially through games, competitions and other activities.

The Card The card carries a simple, elegant design, characterizing its affluent retainer. With the iconic Munich horse on one side and the name of the card owner on the other, it is a prized possession for a child and their parents alike. The name of the card is indicated at the top in prominent silver letters adding to its class. The brand name in silver below serves as a genial reminder of the organization behind it.

The Levels The membership would have two levels. The first level would entitle the member to the 'Blue Card'. The blue card is the preliminary level which offer softer benefits. The card would come with a membership kit which would contain Munich Polo freebies, like Personal door hanger Riddle cards Toys / Coloring books / ‘Make your own‘ craft games Additionally, members would get mailers and newsletters from time to time, giving them prior intimation about the latest merchandise on offer. Besides these benefits they would receive special vouchers and bounceback certificates on birthdays, mother’s day, children’s day and other such special occasions. Once the customer has shopped merchandise worth INR 30,000 they be automatically upgraded to the 'Black Card'. This card would epitomize the most coveted membership club of kids and parents who form a part of the elitist fraternity. The black card would allow its users to maximize returns on their purchase in terms of cash backs as well as reward points which can be later redeemed over and above the benefits of a blue card.

Polo Primos Terms and Conditions 1. 2. 3.

4. 5.

The membership would be offered to children between the age group of 2 and 14 years Membership rewards & redemption of loyalty discount & other details will be the sole discretion of Munich Polo Each member would be assigned a membership card carrying a unique ID and an electromagnetic strip at the back which would automatically track their purchase over a period of time and across all Munich Polo stores For each individual customer it begins with their first order as a registered member Munich Polo has the sole authority to dissolve the program at anytime, any loyalty discounts will no longer be active and entitlements to the program's existing members will cease to be available on and from that particular date forward Special discounts would be extended only on days specified under the Munich Polo calendar and any changes therewith will be as per the sole discretion of Munich Polo

Communication Channel

Communication Channel In the pages to follow we have simulated communications in various media, reflecting the new Munich Polo Look and Style:

2D Communications Advertising â&#x20AC;&#x201C; Tiers 1, 2 and 3 Online/Interactive Direct mail Brochures Internal presentation templates Dealer stationery Munich Polo magazine 3D/Experiential Shows and Events Brand@Retail Autoshows Sponsorship Public Affairs

49 51

2D Communication Advertising Tier 1(Print)

The guidelines provide a clear and recognisable framework, but still allow for flexibility especially within the image area for targeted, relevant and motivating communications. The Munich Polo Logo is determined by the overall size of the ad, obviously acknowledging that there is a given minimum size of the circle. The main image area can have the chequered pattern bar on top, the height of which is predetermined in proportion to the Munich Polo Circle on the ad. If a legal copy has to be included, this can go into the white space area above the chequered pattern bar. The main image is, wherever possible, a full bleed image. On the right-hand side of the main image, within specific rules as to its position, we have a ‘white box’ which bleeds to the right-hand side of the ad. This ‘white box’ contains the body copy, the logo lockup, the sub brand name, if required (prefixed with ‘MP’ in bold typeface), the call-to-action, etc. The headline can either be integrated into the ‘white box’ or onto the main image.

This Is The Head Line This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

2D Communication Advertising Tier 1 (Posters & TV) The same Look and Style elements as in Tier 1 print advertising are also featured in Tier 1 poster advertising. However, given that this medium is often viewed from a distance, there are specific rules as to the size of the different elements in poster advertising. For instance, the rule states that the height of the chequered pattern bar is larger in proportion to the Munich Polo (vis a vis the print advertising). Also specific guidlines exists in relation to the size of the Munich Polo, the logo size and the size of headlines. In instances where special outdoor formats require it, there is a secondary layout option which has the â&#x20AC;&#x2DC;white boxâ&#x20AC;&#x2122; being extended over the entire right-hand side of the poster space.

This Is The Head Line This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

2D Communication Advertising Tier 2

Tier 2 advertising picks up on many of the look and style elements from the Tier 1 advertising – to ensure continuity and consistency. As an example, the right-bleed ‘white box’ and the logo lockup are used in Tier 2 advertising, too. The product or service offering is to be consolidated in a separate ‘offer box’ as illustrated.

This Is The Head Line This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

2D Communication Online & Creative

The chequered horizontal bar, is used to frame the online content, as can be seen here. The brand claim â&#x20AC;&#x2DC;Spirit of Munichâ&#x20AC;&#x2122; is kept clean and uncluttered, with its relationship to the logo dictated by the asset format. A plinth may be used to accommodate the navigation features. It should bleed to the left and right-hand sides, or to the top or bottom of the page, as shown. This is the only application in which a plinth may be used.

This Is The Head Line This is the body copy This is the body copy This is the body copyThis is the body copyThis is the body copy

2D Communication Direct Mail

Direct marketing is experiential and tactile. The way a pack is delivered, the use of paper stocks, the mechanics of the piece itself, the presentation of content (and the idea at its heart) will combine to convey the essence of ‘Spirit of Munich’. So flexibility is allowed, particularly as different audiences will need to be communicated in different ways. For example, with loyal customers a more rigid application of the rules is probably appropriate, whilst prospects would require a more open approach in order to create intrigue and engage them more actively. With this in mind, the decision to use the full lockup on envelopes/outers is dependent on whether there’s a need to: create intrigue; reveal the lockup as a conclusion to the pack ‘story’; allow some breathing space for the lockup and the copy; and avoid ‘Spirit of Munich’ being mistakenly read as the response to a headline. Again, use will depend on whether the piece is aimed at customers or prospects. In short, when it’s used appropriately, the lockup will always perfectly complement the ‘big idea’ – wherever it appears.

2D Communication Brochure

Covers for brochures and similar collateral will feature the Munich Polo in a more dominant center location, with the â&#x20AC;&#x2DC;Spirit of Munichâ&#x20AC;&#x2122; brand claim. To make the brand look European and exclusive, we avoid using the imagery on the cover page. Hence, we will use the luxury color palette. Note: chequered pattern bar only appears on fullcolor communications.

2D Communication Internal Template

One PowerPoint template is made available, which incorporates all the design elements of the revised look and style. It has a blue background and is primarily used for internal communication, marketing and sales presentations that require a high level of visual impact.

Headline

2D Communication Stationary Sudipt SG Director - Business Operations M +91 99537 14552 329, Patparganj Industrial Area Delhi-110092, India

Stationery reflects our public image as much as any form of advertising. To maintain a consistent look, we have developed rules to govern the layout of a range of standard stationery. The examples shown are designed to accommodate single or multiple addresses

T +91 11 22157180, 81, 82 F +91 11 22157183 E sudipt@catmossindia.com

www.munichpolo.com

329, Patparganj Industrial Area Delhi-110092, India Phone: 91 11 22157179 Fax: 91 11 22157183 Email: info@munichpolo.com Web: www.munichpolo.com

2D Communication News Letter / Magazine

MP magazine is a consumer magazine which uses leading-edge newstand editorial values to communicate ‘Spirit of Munich’, and to inspire consumers to open, read and – crucially – act upon the message. The style and tone of the editorial conveys ‘Spirit of Munich’ throughout – in both, the subjects it covers and the way in which it covers them: use of design; colour; imagery; composition; typography and tone all engage, excite, inform and inspire in the style of the very best news-stand publications.

The Spirit of Munich Der Geist von München L'esprit de Munich

3D Communication Brand@Retail

Our showroom is the key moment of truth with our consumers. It is where they experience the brand in three dimensions, (being able to touch, experience, try and buy our products).

The store must reflect the European feel in its interiors, visual merchandising. The Spirit of Munich could be reflected with the architecture designs of the store. It shall look rich and luxurious with the use of brand collectibles and accessories.

The showroom ambience must enliven the core message of our brand, leveraging on a aspiring lifestyle theme.

3D Communication Fashion Shows

In experiential marketing, we share insights about environments that are different from MP Store, which is often in direct visual competition â&#x20AC;&#x201C; and not just from other brands. In order to stand out, a unique, strong, an emotionally engaging design language has been developed over the years, and will continue to evolve. This design language involves use of strong colours, primary brand attractions and the use of the latest technology to communicate, involve, inform, interact and create an emotional connect with the consumer. It also provides a backdrop to the ever-changing messages for each new product. The rules of engagement differ with every event, and the challenge to â&#x20AC;&#x2DC;Spirit of Munichâ&#x20AC;&#x2122; must always be present. Additionally, it must support familiarity that welcomes loyalists of the brand. That design language exists, it works and provides a consistency to the Spirit of Munich. The design guidelines follow a few basic principles that include high-quality detailed execution, blue as the primary colour and highlight colour accents, apart from an uncluttered Munich Polo branding.

Key Media Principles Consumers, and the media landscape they connect with, are rapidly changing in the context of more choice, greater fragmentation, converging technology and more demands upon their time. The traditional communication model of ‘interruption’ is no longer valid. Driven by consumer choice and innovation, our media world is the new world of ‘engagement’. This has major implications for Munich Polo.We need to create interesting, exciting and engaging brand communications in channels that reach their target audiences most effectively. The following channel planning principles should be observed when developing any form of branded content for Munich Polo.

Channel insights The consumer comes first, and channel insights are born out of a clear understanding of the consumer’s channel habits and usage. Insights into the use of each channel should complement the product, the primary brand and the consumer insights for each campaign. They should provide unique connection points with each different Munich Polo target audience. They must be integrated into content development from the beginning of loyalty building process. And be based on the ability to truly engage with consumers. The new media landscape should be considered in its broadest context. Channel insights should also provide a framework for developing the 360 degree big idea.

Channel neutrality Campaign ideas are not led by any single medium before the creative development is agreed. So, it is important to seek content ideas for multiple channel distribution and not for merely a 30" TVC. Channel innovation in every campaign is mandatory. We should, therefore, be prepared to experiment and be prepared to learn.

Servicescape Servicescape pertains to setting the right Service expectations by combining the customer's predictions about what is likely to happen during a service transaction and his wants and desires. A customer perception of the service of the store can be summed up as a customer's global judgments or attitudes towards all the elements which s/he interacts with while s/he is inside the store. These elements include the atmospherics, ambient conditions, servicescape architecture and other dynamic features such as service inside the retail store.

The Munich Polo store experience should be essentially sensory, enjoyable, fun, pleasure, gratifying, socially engaging, inspiring and consistent; so that their shopping trip becomes an adventurous journey, not defined by the act of consumption but rather by experiencing holistic immersion.

The idea of putting â&#x20AC;&#x153;Customer Firstâ&#x20AC;? should be ingrained deep into the minds of every store staff, to be perpetually involved in ensuring that the above mentioned objective gets fulfilled. The prerequisites for any staff to initiate step by step communication with the customers are i. Start with a Smile ii. Maintain an eye contact iii. Welcome and greet the customer genuinely iv. Enhance the customer's self-esteem v. Build trust and rapport and establish a personal relationship with the customer vi. Ask non-threatening questions vii. Get your consumers (read as children) involved in the sale viii. Look and listen to your customer attentively

Servicescape Inside the Store I.

Within the first 10 seconds of the customer entering the store 'welcome' the customer. This can be done by saying the following words â&#x20AC;&#x153;Hello Ma'am/Sir, Welcome to Munich Poloâ&#x20AC;?. By welcoming customers your store staff would clearly communicate the message that the customer is their priority.

II.

Once the customer begins to look around engage them as if they were your old (or new) friends. This can be done by giving them a compliment, sharing insights about the brand. At times, the above actions would require the sales representative to carefully examine the customer's mood and openness to share information. Many a times a pleasant 'How may I help you?' from the sales representatives is responded to with a curt 'No Thanks. I'm just looking.' Hence, in order to avoid such dead ends, engage the customer by asking them more open ended questions that help build the conversation further, such as 'Hello, Thanks for coming in. My name is xyz, and you are?' followed by 'Is this the first time you are visiting our store?' It is essential to take the name of the accompanying child. A couple of such questions can automatically spark a series of conversations, especially with the child. Remember to use the customer's name frequently while conversing, hereon.

III.

Meanwhile, allow your customers to explore the range of products acquainting them with the latest collections, product specifications (such as material, make, designer, et al) from time to time. Also, a quick analysis of the gathered information about the customer should give the sales representative some insight into his/her likes and start making suggestions about the merchandise they are looking for.

IV.

In case, the customer would want to spend some more time inside the store, the sales representative should enquire if the customer would want something to drink. The accompanying child can be offered cookies and some freebies such as a spinning top. If the child is not involved in the shopping and is a showing signs of weariness, engage the kids by giving him some fun activities kept close at hand. These activities may include jigsaw puzzles, colour books or read out stories.

Once the customer decides on the merchandise s/he wishes to buy, they are guided towards the customer sales counter and the chosen merchandise is carried by the sales representative to the point of sale

Once the sale concludes the sales representative leaves the customer till the door and bids them farewell with the words 'Thanks for visit (name of the customer). I shall look forward to your next visit.'

Grammatical Guidelines Correct Usage

In-Correct Usage

Munich Polo

MunichPolo, MUNICHPOLO, MUNICH POLO, Polo Munich, Munchen Polo, munich polo, MuNiCh PoLo, etc.

The Spirit of Munich Der Geist von München L’espirit de Munich

Spirit of Munich, Geist von München, SOM, Munich Spirit, etc.

Munich Polo is a premium children’s brand

Munich Polo is a children’s wear brand Munich Polo is a premier children brand, etc.

MP Sport

Munich Polo Sport, Munich Sport, etc.

MP Classic

Munich Polo Classic, Munich Classic, etc.

Responding to Queries This section details the responses which are to be expressed as answers to common queries. To keep it simple and practical, the responses are precise and brief.

Question

Answer

When was Munich Polo established?

2011

What are the products that Munich Polo sell ?

It sells clothing, footwear and accessories for children

What is the brand tagline or signature ?

The Spirit of Munich. Alternately, it can also be represented in German and French

Who are the promoters of Munich Polo ?

Catmoss Group in India

What age group does Munich Polo cater to ?

2-14 years for boys, girls and babies

Responding to Queries Question This section details the responses which are to be expressed as answers to common queries. To keep it simple and practical, the responses are precise and brief.

What is the Munich Polo Vision?

Be amongst the world’s leading brands of premium children’s clothing, catering to the niche, fashion conscious class of society

What are the sub-brands belonging to Munich Polo?

Munich Polo, MP Tru Blu, MP Sport and MP Classic (under lifestyle category) and Boys, Girls and Babies (under product categories)

What is the legal entity behind Munich Polo?

Catmoss Retail Private Limited

Where can I find more about the company?

Answer

Visit www.munichpolo.com to know more about the company and the brand

What about any career opportunities with Munich Polo?

Visit www.munichpolo.com/careers to know more about career opportunities at Munich Polo

How can I contact Munich Polo?

Write to : 329, Patpatganj Industrial Area, New Delhi – 110092 or email at info@munichpolo.com

Thank You

munichpolo.com