2nd COMPONENT OF INTERNAL EVALUATION FOR MARKETING

MANAGEMENT
CASE STUDY 1

A quiet revolution is taking place in the Indian textile industry.

Particularly in the apparel market. A large number of small and
medium enterprises (SME) have emerged on the national scene with
their own brands. They are now giving a tough competition to big
players.
Almost about two thirds of the branded ready to wear (RTW) apparel
market is dominated by the SME brands. The big national brands
have created aspirations in the minds of consumers. These SME
brands want to fill the gap of product availability by flooding the
retail markets.

The key buying influences for apparels are texture, style, colors
durability and price. The brand name also influences the buyer.

“Asha Garments Pvt. Ltd.” started on a small scale with a turnover of

Rs. 3 Crores in Mumbai and suburbs in 2017. The distribution was
through retailers. Ninety percent of the sales were of one product-
cotton shirts. The sales in 2021 are likely to reach Rs. 6 Crores.
Suggest the following for this enterprise to double their sales by
2023

(a)Market Segmentation
(b)Distribution Planning
(c) Positioning

The market potential in Mumbai for men’s shirt is estimated at

Rs.200 Crores annually. (inclusive of national brands like ARROW,
PETER ENGLAND & others as well as local or SME brands) in the
market share ratio of 40:60
CASE 2

Cool Air India Ltd. Is a market leader in ceiling fans, they have now
realized that the sector is facing a stagnation. There are air coolers
and air conditioners which have emerged as a threat to the fan
category.

The prices of these products are ever reducing with the

advancement of the technology which is another going negative for
the fan category. Moreover, the customers do not change the fan for
years together.

The company has already considered the option of diversification in

to other product line such as Air Purifiers, Air Coolers and Air
Conditioners. But this will require heavy investment and high-risk
factor.

There is another option put up by a few members of the Board to

launch an entirely new range of fans and reposition the product in
the market. What according to you will be the right decision? Give
justification.

PLEASENOTE: This is an individual assignment. (MAX. MARKS - 30)

Attempt any one of the two given cases.

DATE OF SUBMISSION AUGUST 18,2021 by 1 pm

There is no word limit or no. of pages guideline. (Word doc. OR PDF. Format)

The respective CRs to create a folder containing all the assignment and forward
the same to me.