Group 7 :

PGP/26/127,137,147,157,167,177
Segment Youth Segment

Points of Difference: Value-plus-premium

Positioning

Alternatives Your Decision & Justification

-----------Premium Footwear
only--------------

Decision: Premium footwear

1. Product Categories
 Premium Footwear
 Premium Footwear &
Fashion Accessories
Justification: Focusing on
footwear initially until they create
a new perception of their new
sub-brand which would be
different from v-f-m and project
an image which captures their
premium footwear segment
(value-plus-premium)

Diversification in to fashion
accessories can be done in a
phased manner after building a
premium brand perception.

 New Brand Name with

no association with
Decision: New brand name with
Matrix
the association of Matrix
 New brand name with
Justification: This house of brand
the association of
strategy is best due to the
Matrix -“Neo” from
2.Brand following reasons
Matrix
(Product line for Premium/ Youth 1. An existing brand can be
 Matrix extension like
) aquired
Matrix Plus, Matrix
2. Failure of such brand might not
Ultra etc
affect the brand equity of the
 Use Matrix Name
parent brand (Matrix)
itself
3. Parent brand reputation can be
 Any other –
transferred to the new product line
specify______

3.Retail Store  New Stores with new Decision: New stores with a
Brand brand name different name as suggested above
 Matrix Premium Stores for premium segment
  Separate Zone in
Matrix Premium Store
Justification: To avoid dissonance
 Separate Zone in
caused due to variable services to
Matrix Premium Store
the customers (pampering vs. self
with separate
service). Trained salesforce can
salespeople
be targeted in these stores and we
 Any other –
can have these stores only in
specify_____
Class A cities
-
Decision: Outsourcing at least for
few years for the premium
 Manufacturing products
4.Sourcing Products
 Outsourcing Justification: Cost efficient. Due
to low volume order quantity and
the dynamic fashion trend

Among the four expert opinions given, which one do you agree with the most? Why?

Rafique Malik. All the above mentioned comments match with his suggestions
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Matrix Footwear India Ltd.: Re-Launch Decisions to address the Youth Segment

Decide on the four issues listed after analyzing the case in small groups: