Case Analysis on Madhura Garments

8/4/2019 Case Analysis on Madhura Garments

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Presented by:

Group 6

CASE ANALYSIS ON

MADURA FASHION & LIFESTYLE


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Company

E

stablished in 1988 as the garment division of the Indian subsidiaryof Coats Viyella (UK)

In 1999, Aditya Birla Group acquired Madura Garments and is now MaduraFashion & Lifestyle, one of Indias fastest growing branded apparel companies anda premium lifestyle player in the retail sector.

Focuses on mens shirt and trousers

MF&L is defined by its brands Louis Philippe, Van Heusen, Allen Solly, PeterEngland and People brands that personify style, attitude, luxury and comfort.

Name was changed from MG to MF&L to signal to the market that it is in thefashion and lifestyle business rather than garment and factory production.


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Situation

y You are in the Marketing team of Madura Garments

y Your task is to make the Diversification Strategy for MG

*MG is currently in Mens Formals (AS, VH, PE)


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Where MG can grow???


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Segments in Apparel Industry

y Demographics:

y Gender Mens wear,Womens wear

y Age Adults, teenagers, Kids

y Income Premium, mid-priced, economy

y Psychographic:

y Lifestyle - Leisure, casual, business, and social.


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Segments where MG is already present

y MG is currently serving Premium & Mid market brands LP, VH,

AS & PE, in the Mens apparel category.


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Competitors For MG

Competition

for MG


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New attractive segments for MG

Segments

Kids wear

Youth wear(Jeans, T-

shirts)

FootwearEthnicwear

Womenswear


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Segments contd..

y Kids wear:

y The market for kids' apparel in India exceeds Rs. 13000 crore, of

which around Rs. 3000 crore is constituted by branded kids' wear.

yGrowing at the rate of 10% per annum, which makes it one of thefastest growing markets.

y Womens wear:

ywomens wear is growing at a higher rate of 12% compared to mens(9%), boys wear (10%) and girls wear (11%).

y Due to high growth, womens wear share is expected to reach 43% in

2020 from the current 37% share


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Segments contd..

y Youth wear (T-shirts, jeans, accessories)

y To cater to large segment of population and provide them with practical,

affordable, and trendy clothes

y To offer fashionable attires & Accessories that complement the clothes such as

bags and jewellery.

y Footwear

y The Indian footwear retail market is expected to grow at a CAGR of over

20% for the period spanning from 2008 to 2011.y Presently, the Indian footwear market is dominated by Men's footwear market

that accounts for nearly 58% of the total Indian footwear retail market.

y As footwear retailing in India remain focused on men's shoes, there exists a

plethora of opportunities in the exclusive ladies' and kids' footwear segment


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Segments contd

y Ethnic wear

y Ethnic wear market for women in India is estimated at around Rs

40,000 crore, growing at 12 % a year.

yEthnic wear forms an integral part of Indian womans wardrobe.


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Business Strategies


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Organic Growth


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Organic Growth- Parameters

How the Product is Deployed andValue Derived by the Customer.

How Competitive Products areDeployed.

Customer Buying Behavior.

Size of Customer Base andRevenue Potential.


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Organic Growth

Strengthen Market Performance

by Improving Sales and Market

Organization.

Eliminating Barriers to Growth

Capturing Short Term Growth

Opportunities


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Organic Growth

Develop Unique Value Propositions

Customer Oriented Sales Approaches

Sales Force For Efficiency

Segment Specific And Support Strategy


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Organic Growth

Pursue Attractive CustomerSegments

Deploy the Existing Portfolio byCustomization & Product Bundling

Expand Geographic Footprint


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Organic Growth

Eliminate Barriers To Growth.

Manage Sales & Marketing Excellence.

Measure Sales Performance.

Identify & Prioritize Improvement Measures.

Case Analysis on Madhura Garments

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