Course Code: MKTM503 Course Title: MARKETING

MANAGEMENT

Course Instructor: DR. MURAMULLA VENKATA

Academic Task No.: 1 Academic Task Title: COURSE ASSIGMENT

Date of Allotment: 16 SEPTEMBER, 2021 Date of submission: 10

OCT, 2021
Student’s Roll no: RQ2142B71 Student’s Reg. no: 12112674

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We declare that this Assignment is a team work. We have not copied it from any other student’s work or
from any other source except where due acknowledgement is made explicitly in the text, nor has any part
been written for me by any other person.

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 MARKETING MANAGEMENT COURSE ASSUGNMENT 1

BRAND NAME- ALLEN SOLLY

INTRODUCTION OF THE BRAND – ALLEN SOLLY

Allen Solly is a classic British brand. It was launched in India in 1993 by the parent company Madura Fashion
and Lifestyle. Allen Solly is a brand inspiring the birth of an entirely new consumer segment. Madura
Fashion and Lifestyle is a division of Aditya Birla Fashion and Retail Limited. Allen Solly is one of India's
most popular brands, with the Economic Times Brand Equity Survey ranking it first among all brands in its
category. The ‘smart casuals' category was born in India because of its edgy positioning, clever
communication, and outstanding fashion.

Allen Solly is a pioneer for western wear for women in India and redefines work wear in India with its
'Friday Dressing' fashion concept. it's the quickest growing brand within the industry and is that the solely
brand with in depth men, ladies and youngster presence across the country. The market share of Allen
Solly is 27%.
ALLEN SOLLY’S MARKETING ORIENTATION
The brand Allen Solly is a Market concept or orientation based brand. Market concept or orientation is one
of the type out of 5 of the Marketing Orientation.

Market Concept focuses on the following points that support the business approach activities of Allen
Solly: -
1. This concept focus on analyzing the target audience to determine their needs and design a product
to fit those needs as per the demand. – Allen Solly has a proper market segment which are Young
fashion conscious men and women. Their target group is majorly The urban men upper class and
upper middle class.
2. This business concept revolve around on what customers wants rather on promotions. It basically
revolves around customer satisfaction and reacting to the demands of the customers. Allen Solly’s
different updated campaigns are based on what their customers are looking for or demanding of.
For instance, there latest “Power of two” campaign, is a mask based campaign due to the climate
change and covid pandemic, which is a solution to the double masking needs of today. Providing
its customers with the sense of safety and comfort.

Advantages of Market concept or Orientation are as follows: -

1. The user-centric approach helps an organization to know about what the consumers really want.
2. Since its consumer-centric, it builds a strong customer relationship.
3. Listening to the needs of the consumers helps a business to create and develop a brand that customers
can identify with.
4. Customer satisfaction encourages buyer feedbacks, which in turn gives out more effectiveness and
efficiency to the company.
5. It increases the customer satisfaction, loyalty and confidence.
6. The consumer focused approach encourage product innovation.
COMPETITION ANALYSIS/ SWOT ANALYSIS OF ALLEN SOLLY
SWOT Analysis of Allen Solly study the brand by its strengths, weaknesses, opportunity and threats. In
Allen Solly SWOT Analysis, moreover in every SWOT Analysis strengths and weaknesses are internal factors
on the other hand opportunities and threats
SWOT Analysis is a proven management framework which enables a brand like Allen Solly to benchmark
its business & performance as compared to the competitors. Allen Solly is one of the leading brands in the
lifestyle and retail sector.

STRENGTHS WEAKNESSES
1. In-house and experienced style 1. The global penetration of
and product groups are on the this brand is limited as
market with Allen Solly. compared to a few other
2. Premium fashion and brands.
international fashion 2. The high level rate of brand
additionally on the market switching due to the
3. Work casuals in bold colours, presence of Indian and
innovative material and young international brands offers
fits. more offering to the
4. Robust Management team is also customers.
strength to the company. 3. Employee Turnover: Allen
5. Sub Brands: Allen Solly features a Solly has more weakening
wider reach to the attire market. rate and must spend more
Allen Solly is known for its casual money on its staffs as
wear, sportswear, jeans, and compared to other brands
professional garments for ladies.
in the industry.
Allen Solly conjointly features a
big selection of youngsters
Casuals.
6. Good Training and Development
programs for its employees: Allen
Solly is giving diligent training to
its employees leading to a
passionate and intended team.
7. Classy International Feels : Even
after it is an Indian Brand , due to
its showrooms ambience ,Layouts
and quality of products and the
ways of its advertising, it gives a
feeling that it is an international
brand.
 OPPORTUNITIES
1. Digital Initiatives and plans to
pay considerably on that over
consequent few years.
2. The brand can diversify into
emerging markets and also
consider of expanding the
brand globally.
TOP THREE COMPETITORS OF ALLEN SOLLY
PANTALOONS
ARROW
VAN HEUSEN
THREATS
1. Latest upcoming trends and
upgradation of technology.
2. Similar patterns of articles
and variety available at much
less price with the other
brands that pose a threat to
the company Allen Solly.
3. The local or flea markets may
offer similar varieties and
patterns of the same articles
at a lesser price while on the
quality of the articles.
4. Liability Law: The set of
liability Laws are different in
different countries and Allen
Solly can be exposed to
various liability claims.
5. Increasing Raw material
prices can easily affect the
profit margins and cost of
production.
 PESTEL ANALYSIS
 POLITICAL FACTORS
The Political Factors can be the biggest source of uncertainty in the apparel industry.
1. The economy is mediated by the laws and policies by the government which results in the ups and
downs of the industry.
2. The laws like recycling of waste, policies regarding import, export and trade has a major impact on
apparel industry.
3. Apparel Industry is also affected by the rules and regulations of Taxation and these rules are different
in every other country effecting the economic growth of the apparel industry.

So, the major factors that will affect the brand Allen Solly are: -
1. Government Policies
2. Rules and Regulation regarding Taxation

 ECONOMIC FACTORS
Economic Factors can have both negative and positive impact on the apparel industry.
1. During the Boom economic period, people have more disposal income, which means they may buy
more clothing, increasing sales for clothing manufacturers, wholesalers and retailers.
2. However, the recession period of the economy has the opposite effect. So, in this period the sales of
the various different clothing articles can be significantly lower. Consequently, the retailers may get
stuck with the large amount inventory and stock. And then the retailers may have to suffer loss and
this will lead to selling the articles at substantially lower prices.
3. Similarly, the other discounted prices are need to be conducted by Allen Solly manufacturers and
retailers, may also need to sell lower priced clothing brands to compete with more generic brands.
4. When consumers have less disposal income, the prefer to buy articles at lower or discounted price.

Thus, the major factors that will affect the brand Allen Solly are: -
1. Consumer’s Disposal Income
2. Recession and Boom phases of Economy.

 SOCIAL FACTORS
Apparel Industry is majorly affected by the Social Behavior of the people and their attitude towards the
product.
1. The cost of the labor also depends on the society and that affects the cost and sales of the company.
2. The Fashion Trend impact the apparel industry every time when the trend changes. The quick change
in the fashion Trend has led apparel industry to take acknowledgment and make changes in their
products accordingly.
3. Consumers have become more aware and brand conscious.

In conclusion, the major social factors that will affect the brand Allen Solly are: -
1. Consumers Attitude Towards buying
 2. Brand consciousness

 TECHNOLOGICAL FACTORS
1. The technology updates can also affect the apparel industry by explaining the availability of
the resources and its optimum utilization. The technique used now-a-days by the apparel
industry is mainly automatic but not every company is able to use capital intensive technique
due to increase in the cost.
2. Global reach, IT, internet and increased use of mobile devices for shopping all these are and
will affect sales, marketing and consumer choices.
3. Nowadays the consumers are well known about the market and make their decisions after
researching everything. Consumers even share their choices and experience with others.
4. The new generation majorly likes to shop online and likes a personalized service in terms of
shopping and customer service.
5. Technology has also brought greater effectiveness to different activities conducted by the
company such as improved production, supply chain, sales and marketing of the fashion
articles.

Thus, the major technological factors that will affect the brand Allen Solly are: -
1. E-commerce
2. Automation

 ENVIRONMENT FACTORS
1. Issues regarding recycling of the products to help keep clean environment.
2. Global Warming and the clearance of some natural resources required for the garment industry.
3. Carbon footprints and the company is marketing itself as more environment friendly. The company is
investing in environmental and sustainability and using more friendly raw materials.
4. Cotton crop is extremely impacted on the environment.

Thus, the major factors that will affect the brand Allen Solly are: -
1. Climate change
2. Sustainability

 LEGAL FACTORS
1. The apparel industry involves a lot of human resource and apart from labor laws, there are other basic
company laws that are need to be considered.
2. Directional ethics and compliance
3. Environmental laws have also grown very strictly and are supposed to be compiled by the company
and even internationals laws are also supposed to be complied with.

Thus, the factors that will affect the brand Allen Solly are: -
1. Legal Ethics
2. Import and Export Laws
From the above mentioned factors, the only 2 factors that will affect the brand Allen Solly the most are: -
1. Technological factors
2. Social Factors

PRIMARY VALUE ADDITION ACTIVITY OF ALLEN SOLLY

It is a must to analyse the Allen Solly logistics for a piece of clothing. Whenever you buy anything from the
store, they make sure that all the items remain in stock, so that they need to predict sales and order more
from the warehouse based on their stock. Similarly, the warehouse needs to manage the deliveries to all
the stores, stock levels and space in the warehouse as well as manage the deliveries from all the factories
and manufacturers.

All the manufacturers then need to manage all the orders and deadlines along with making sure that they
have steady supply of all the required materials to manufacture the products with and as well as managing
all the deliveries from other factories in the case of more complex items of clothing which require
assembly.

This all is just the chain for one item, wherein, in a shop there are a huge range of colours and sizes for
that item along with hundreds of items all with their own variations. Keeping the track of all this soon
becomes a completely insurmountable task and then here comes the need for an ERP system.

An ERP is designed to keep track of all the stock levels everywhere from all the branches of a store to all
the warehouses, manage factory order and deadlines as well as material planning required for the
factories, meanwhile keeping track of material orders and predicting the requirements based on the
orders and their deadlines. The way all this is managed is by sharing all the order information from the
store level all the way down to the manufactures and even the designers into a central location where
management can be easily centralized the whole process can then be managed from the top to the down.
through this a complex and complicated task is turned into a simpler one.