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Transcript of Presentation New 4
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Madura Garments Marketing
Branded Mens Wear In India
Group 4
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Introduction
Madura Garments, a division ofIndian Rayon Industries Ltd, hasobserved a potential in Indian
market.
Decides to enter in to the market
Believed that the segment is slatedto grow in the near future as thecustomers are becoming more
personal image/fashion conscious
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Till 1980s,
growth of
readymade
mens wear
business in India
was very slow.
Mid-1980s :customer
mindset changes
due to
Increased
urbanization
Changes in socialand economic
values
Lifestyles
Increase in
purchasing power
Proliferation of
Indian middle class
Market evolvedinto three broad
segment
Premium
Mid-priced
Economy
Madura Coats,India is the 1st
entrants in this
segment, has
three divisions:-
Madura Garments
(ready to wearclothing)
Coats India (threads
division)
Madura Textiles
(fabric supplier)
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Brand
namestrategies
Louis Philip(king ofFrance)
Van Heusen(refers to Van
HeusenFamily Tree)
Allen Solly(means a
placket face
set on inside
garment)
PeterEngland
(specifiesinherent
meaning)
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Increased Competition
Earlier, major players began experimenting
in packaging, distribution & mass
advertising activities
Helps to generate consumer interest,patronage and loyalty
Later, found limited number of customer in
premium segment
Move to mid-priced segment
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MG vs Competitors
One of the leading competitor of MG
Park Avenue occupied the top position in the premiumsegment in 2002
Raymond
Vivaldi was positioned as a mass market
Clubbed with bed-sheets & towel that make itsperformance down
Merge with Proline, start selling through retail stores
Bombay
Dyeing
One of the oldest brand positioned in the premiumsegment
Posted an annual growth of 10% till late 1990s
Turnover of Rs 700 million in 2001 alone
Zodiac
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Launched as a premiumdesigner
Tagline : The UpperCrest
Positioned : StylizedEuropean wear
1989, Louis
Philip
Premium quality ready to
wear shirts & trousers
Tagline : Underlying YourPresence
Positioned : Classic BritishCorporal
1990,Van
Heusen Premium smart casualwear
Tagline :Friday Dressing
Positioned : CasualAmerican Attitude
1991, Allen
Solly
Shirts
Rs 900 Rs 1400
Shirts: Rs 1050
onwards
Trousers : Rs 1100
onwards
Shirts: Rs 695-Rs
1295
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Launching Arrow
Positioned as Premiummens wear segment
1993, ArvindMills
Launch in mid-pricedsegment
Positioned as HonestShirt
Shirt: Rs 345- Rs 445 &Trousers: Rs 645 Rs 745
1997, Peter
England
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Peter England
Spending Rs 13 million in 1997 inadvertising
Perceived as having an international
appearance with targeting young executives
Relied on existing distribution network
Sold 2 million shirt worth Rs 700 Rs 900million within one year
Other competitors entered in mid-priced
segment
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Launched wrinkle free,non-iron Peter England
shirts with Rs 525
onwardsDraws Huge criticism
Feb 1999
Launched three brands
named Indigo Nation,Scullers and Ironwood
Price starts from Rs 500onwards
1999, Indus
League Positioned Mid pricedsegments
Priced between Rs 395-
495Over 70 designs such as
enzyme wash, soft touch
1999,
Elements
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Spiritus, sub-brand ofLouis Phillip
Positioned as HighPremium casual wear
Price Range Rs 745 -Rs1500
Late 1999
San Frisco, offer onlytrousers
Positioned as Mid-pricedsegment
Price Range: Rs 595 Rs995
Late 1999ByFord, exclusively for
knitwear and socks
Late 1999
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Plans to open chain of
retail outlets
All Brands under one
roof
Oct,1999
Expands its otherknitwear products in
other three brands like
Louis Phillip, Allen
Solly & Elements
June, 2000 Opens Trouser Town
Ranging from formals
to casual wear
Price range: Rs 495Rs 1395
Oct, 2000
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Trouser Town
Model Amitabh Bachchan
Plan to expand in markets such as
Bangadesh, UAE and Sri Lanka
Conduct extensive marketresearch
Launched 3 more stores with exactfit, color, brand & price
Targeted young urbanprofessionals
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Conducted a marketing research
Found there will be a growth from 10% to 30%
per year by 2005
50%30%
10%
Tailor made suit maket
Wedding suits
Corporate suits
Other suits
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Opens Planet fashion,another chain of retail
stores
Operates the store infranchisee basis
Oct, 2000
Enter into readymadesuit
Launched under Van
Heusen, Allen Solly
Oct, 2000Lazerd, Motherd (
under San Frisco) & Las
Vegas ( under Allen Solly)
Stocked in PlanetFashion & othershowroom
Late 2000
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Extended Peter Englandbrand to trousers
Range from formals tosemi-formal
Price range from Rs 795Rs 999
March, 2001
Shift of San Frisco frommid-price to high price
segment Goes for launching series of
collection of innovativestretchable fabric
May,2001 Launch Clubline (under
Louis Phillip)
Positioned as exclusiveevenings & club life
Replaced Spiritius brand
Dec, 2001
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Launched Mozart summerspring collection
Woven with perforated
fabrics to produce string
effect
Expand in India & ininternational markets
April,2002
Ice Touch under Van Heusen
Abosorb moisture nine times
faster by using ATN
MG sets up Ice Touch kiosksoutside its showrooms
April, 2002 Launches Everfresh, Dazzlers,
Satin Trousers (under Peter
England)
Everfresh is manufactured by
using Purista Technology,
control growth of odorcausing bacteria
Late 2002
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During 2001-2002, MG
recorded a turnover of Rs
4 million
Growth fell due to
economic condition and
volume of shirts also fell
Stretched its portfolio &expand its retail chain
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New advertising campaign for
Peter England
Catchline Honestly Impressive
Late 2002
ColorMax under Louis Phillipusing special fabric
Priced between Rs1199- Rs 1499
Late 2002 WorldWear under Van Heusenthat includes shirts, trousers etc
Inferno, shirts available invariety of designs in plains,checks and diagonals
Late 2002
Demand for large size garments
BigCollection under Allen Solly
Goes for advertisement usingtagline for those larger thanlife
Dec 2002
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In late 2002, MG entered into the jeans marketunder San Frisco brand by pulling out SanFrisco range of formal trousers in order to
make it a pure jeans brand
Advertisement revolve around the theme BeGame
Conducted a research, reveals high awarenessyouth from 18-21 year old
Launches 3 more collection namely Iced,Lazerd and Motherd priced between Rs 1095-Rs 1395 per pair along with opening SF Denim
Lab stores to retail San Frisco jeans
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Tie Festival, promotional
drive at Planet Fashion
Huge selection of ties under
brands like Louis Phillip, Van
Heusen, Allen Solly and Peter
England
Jan, 2003
Taking Van Heusen, Allen
Solly and Louis Phillip into
accessories market
Different positioning for each
brand. For example Van
Heusen was positioned as
complete corporate brand
Feb, 2003 Repositioning of ByFord into
an institutional brand
From knitwear brand to
customized T-shirt (polos)
and jerseys
Turn it into wardrobe brand
and the institutional foray
June 2003
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In June 2003, MG announced thatPeter England would add
readymade suits to its portfolio
Huge criticism follows
Decides to reduce the price of the
Peter England from Rs 345onwards for expecting good
returns