CASE ANALYSIS ON MADURA

GARMENTS
Presented By:
D.S.Srihari
Sunit Mishra
Abhinav Sharma
Bhasker Thakur
H.M.Vikram
 INTRODUCTION
MG is a division of Indian Rayon Industries Ltd
Madhura garments is one of the leading manufacturer
of branded apparels
In december 2002 they announced their plans of
entering into fashion and accessories segment of the
countries branded men’s wear segment
In 2002 MG was the undisputed leader in 60 billion
ready to wear business with a 25% market share
It was supreme in categories like premium shirts , mid-
priced shirts , trousers and mid-priced trousers
Marketing strategies of Madura
Garments
•Market Segmentation and Pricing strategy
•Branding and Product positioning
•Product innovation
•Marketing channels
Segmentation of Market by MG
Based on Income and
Social status the Indian
garment market was
Upper
segmented into 3 broad
Class segments PREMIUM ,
MID-PRICED and
ECONOMY
Middle Class

Lower Class
Branding and Product positioning

•Branding is all about creating differences between

products.
•MG was first to introduce branded ready made
garments.
•MG used the branding Stratergy of introducing new
brands to enter every category of clothing
•MG used their brands to create value for its product
among the targeted customers.
BRANDS OWNED BY MG

Madura Garments
COMPETITORS FOR MG

Competition for MG
Innovative marketing stratergies

•Market Expansion
•Product Innovation
•Marketing channels
MARKET EXPANSION THROUGH ‘PETER
ENGLAND’

In the year 1997 MG used the potential of the middle

range customers launching brand named ‘Peter
England’
It targeted young executives age group of 25-28 years
The brand ranged from (Rs 345-445) for shirts and (Rs
645-745) for trousers and hence made pricing as its
Unique Selling Proposition
 It was positioned as ‘Honest shirt’ that offered worth
the money
 MARKET EXPANSION THROUGH
‘PETER ENGLAND’
Peter England's mid –pricing
approach paid off
It became an instant success
within one year of its launch.
It sold 2 million shirts
It’s brand worth grew Rs 700-
Rs 900 million in 2002
It captured the market because
of these factors
Quality
Pricing
Distribution
High decibel advertising

Peter England is a very good example of a good combination of 4 P’s of Marketing –

Product, Place, Price & Promotion
 Product Innovation

•Introduction of new range of products

•Introduction of new technology
INTRODUCTION OF NEW RANGE OF
PRODUCTS
MG announced new product lines for
it’s brands in the premium segment
Clubline offered clothing made of
synthetic and knitwear and was
targeted towards exclusive evenings
and club life.
They were summer spring collection
under Louis Phillipe named
‘MOZART’
‘MOZART’ shirts were woven in
such a way that they produced a
string effect.
‘ICE TOUCH’ shirts were a part of
summer collection and had the
property of absorbing moisture nine
times faster.
INTRODUCTION OF NEW TECHNOLGY
• To provide USP for their new line of products MG
used new technologies
• For Ice touch they used the technology of absorption,
transportation and evaporation(ATE)
• Ever fresh used the purista technology which
prevented the growth of odor causing bacteria.
 Marketing Channel

•Communication Channel
•Distribution Channel
 COMMUNICATION CHANNEL
 MG used high decibel advertising.
In order to promote Icetouch they made use of a
human refrigerator walking around with a message if
you wear a Ice touch you don't have to do this.
They used icons like Amitabh Bachan to promote
Trouser Town.
 DISTRIBUTION CHANNEL
In the year 1999 MG announced to bring all it’s brands
under one roof
They opened mega stores in cities like Mumbai ,
Chennai , pune
They have many stores around the country like planet
fashion stores and Trouser Towns, SF denim Labs
CONCLUSION