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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