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CONTENTS
Case facts Branded garments market in India Current situation Socio-cultural changes SWOT analysis Product development strategy Retailing strategy Promotional strategy Market Segments men and women Brand loyalty concerns Future of Allen Solly brand
CASE FACTS
Madura Garments started as a subsidiary of Madura Coats Ltd. and has been taken over by Aditya Birla Group in December 1999
CASE FACTS
The current branded market of readymade women's wear is Rs. 31 bn with a growing rate of 15-20% per annum.
Womens western wear had a market of Rs. 6 bn with projected growth of 25% in the future.
The section was primarily dominated by men's clothing There was not a reasonable market for women's branded clothes in India, reasons:
Requirement of work friendly garments Working women were already purchasing mens trousers Western wear were already available in Indian market which were not suitable to Indian women
SOCIO-CULTURAL CHANGES
Westernization.
The growing economy. Women become career oriented. Women shifted towards branded clothes.
SWOT ANALYSIS
STRENGTH:
Design Studio
WEAKNESSES
SWOT ANALYSIS
OPPORTUNITIES
Increasing disposable incomes of the people Brand conscious customers Projected growth in the segment 25%
THREATS
New range of woven and knitted tops and jackets by use of different fabric material for different season purpose.
Range of bright and pastel shades of clothing.
RETAILING STRATEGY
PROMOTIONAL STRATEGY
o
Fashion show to display the entire range. Advertising : Outdoor advertising through bill boards, hoardings at prime locations.
Mailers with punch line- Everybody is perfect; you have just got to dress it right.
Maduras move could erode Allen Sollys brand equity but only for mens wear as some % of men may shift to a pure mens brand. Brand extension is backed by strong market research and analysis . More focus on comfort & styling with wide variety and range of products, marketed through aggressive campaigning. More exclusive outlets/ showrooms. Allen Sollys brand equity would definitely increase.