Madura Garments Marketing Branded Mens Wear In India

Group 4

Introduction
Madura Garments, a division of Indian Rayon Industries Ltd, has observed a potential in Indian market.

Decides to enter in to the market

Believed that the segment is slated to grow in the near future as the customers are becoming more personal image/fashion conscious

Till 1980s, growth of readymade mens wear business in India was very slow.

Mid-1980s : customer mindset changes due to

Increased urbanization Changes in social and economic values Lifestyles Increase in purchasing power Proliferation of Indian middle class

Market evolved into three broad segment

Premium Mid-priced Economy

Madura Coats, India is the 1st entrants in this segment, has three divisions: Madura Garments (ready to wear clothing) Coats India (threads division) Madura Textiles (fabric supplier)

Louis Philip (king of France)

Peter England (specifies inherent meaning)

Brand name strategies

Van Heusen (refers to Van Heusen Family Tree)

Allen Solly (means a placket face set on inside garment)

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

MG vs Competitors

Raymond

One of the leading competitor of MG Park Avenue occupied the top position in the premium segment in 2002

Bombay Dyeing
Zodiac

Vivaldi was positioned as a mass market Clubbed with bed-sheets & towel that make its performance down Merge with Proline, start selling through retail stores

One of the oldest brand positioned in the premium segment Posted an annual growth of 10% till late 1990s Turnover of Rs 700 million in 2001 alone

Shirts: Rs 1050 onwards Trousers : Rs 1100 onwards

Launched as a premium designer Tagline : The Upper Crest Positioned : Stylized European wear

1990,Van Heusen
Premium quality ready to wear shirts & trousers Tagline : Underlying Your Presence Positioned : Classic British Corporal

Premium smart casual wear Tagline :Friday Dressing Positioned : Casual American Attitude

1989, Louis Philip

Shirts Rs 900 Rs 1400

1991, Allen Solly

Shirts: Rs 695-Rs 1295

 Launching Arrow Positioned as Premium mens wear segment

1997, Peter England

Launch in mid-priced segment Positioned as Honest Shirt Shirt: Rs 345- Rs 445 & Trousers: Rs 645 Rs 745

1993, Arvind Mills

Peter England
Spending Rs 13 million in 1997 in advertising

Perceived as having an international appearance with targeting young executives

Relied on existing distribution network

Sold 2 million shirt worth Rs 700 Rs 900 million within one year

Other competitors entered in mid-priced segment

 Launched wrinkle free, non-iron Peter England shirts with Rs 525 onwards Draws Huge criticism

1999, Indus League

Launched three brands named Indigo Nation, Scullers and Ironwood Price starts from Rs 500 onwards

Positioned Mid priced segments Priced between Rs 395495 Over 70 designs such as enzyme wash, soft touch

Feb 1999

1999, Elements

 Spiritus, sub-brand of Louis Phillip Positioned as High Premium casual wear Price Range Rs 745 Rs1500

Late 1999
San Frisco, offer only trousers Positioned as Mid-priced segment Price Range: Rs 595 Rs 995

ByFord, exclusively for knitwear and socks

Late 1999

Late 1999

 Plans to open chain of retail outlets All Brands under one roof

June, 2000
Expands its other knitwear products in other three brands like Louis Phillip, Allen Solly & Elements

Opens Trouser Town Ranging from formals to casual wear Price range: Rs 495 Rs 1395

Oct,1999

Oct, 2000

Trouser Town
Model Amitabh Bachchan Plan to expand in markets such as Bangadesh, UAE and Sri Lanka Conduct extensive market research Launched 3 more stores with exact fit, color, brand & price Targeted young urban professionals

Tailor made suit maket

10%

30%

50%

Wedding suits Corporate suits Other suits

Conducted a marketing research Found there will be a growth from 10% to 30% per year by 2005

 Opens Planet fashion, another chain of retail stores Operates the store in franchisee basis

Oct, 2000
Enter into readymade suit Launched under Van Heusen, Allen Solly

Lazerd, Motherd ( under San Frisco) & Las Vegas ( under Allen Solly) Stocked in Planet Fashion & other showroom

Oct, 2000

Late 2000

 Extended Peter England brand to trousers Range from formals to semi-formal Price range from Rs 795 Rs 999

May,2001
Shift of San Frisco from mid-price to high price segment Goes for launching series of collection of innovative stretchable fabric

Launch Clubline (under Louis Phillip) Positioned as exclusive evenings & club life Replaced Spiritius brand

March, 2001

Dec, 2001

 Launched Mozart summer spring collection Woven with perforated fabrics to produce string effect Expand in India & in international markets

April, 2002
Ice Touch under Van Heusen Abosorb moisture nine times faster by using ATN MG sets up Ice Touch kiosks outside its showrooms

Launches Everfresh, Dazzlers, Satin Trousers (under Peter England) Everfresh is manufactured by using Purista Technology, control growth of odor causing bacteria

April,2002

Late 2002

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

New advertising campaign for Peter England Catchline Honestly Impressive

Late 2002
ColorMax under Louis Phillip using special fabric Priced between Rs1199- Rs 1499

WorldWear under Van Heusen that includes shirts, trousers etc Inferno, shirts available in variety of designs in plains, checks and diagonals

Dec 2002
Demand for large size garments BigCollection under Allen Solly Goes for advertisement using tagline for those larger than life

Late 2002

Late 2002

In late 2002, MG entered into the jeans market under San Frisco brand by pulling out San Frisco range of formal trousers in order to make it a pure jeans brand

Advertisement revolve around the theme Be Game

Conducted a research, reveals high awareness youth from 18-21 year old

Launches 3 more collection namely Iced, Lazerd and Motherd priced between Rs 1095Rs 1395 per pair along with opening SF Denim Lab stores to retail San Frisco jeans

 Tie Festival, promotional drive at Planet Fashion Huge selection of ties under brands like Louis Phillip, Van Heusen, Allen Solly and Peter England

Feb, 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

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

Jan, 2003

June 2003

In June 2003, MG announced that Peter England would add readymade suits to its portfolio

Huge criticism follows

Decides to reduce the price of the Peter England from Rs 345 onwards for expecting good returns