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Indian Apparel Retail Industry

 The Indian Apparel Industry is segmented


into two sectors:

 Domestic segment &


 Export segment

 India is very strong in niche segment and


short-run fashion garments
 Currently Indian Apparel Industry is worth
19.75 Billion EURs.


RMG SEGMENTATION
 RMG in indian market is segmented into:
 –Men’s wear segment
 –Women’s wear segment
 –Kid’s wear segment
 Value (EUR Per cent(%)
Billion)

Men’s Wear 5.65 41.4


Women’s Wear 4.69 34.4

Kid’s Wear 3.39 24.2


Brand Heritage

1885 – started in Londonderry, Ireland ,
became a leading military dress supplier to
the British Army
1997- Brand came to India through Madura
Garments
2000- Madura Garments acquired by Indian
Rayon , Aditya Birla Nuvo Group

PRODUCT MIX

 Madura garments- manufacture and markets
Byford, SF in india and worldwide.

 Madura Garments – preferred manufacturer
for Mark & Spencers, Tommy Hilfiger and
Polo
 exclusive marketer for Espirit in India.

PRODUCT LINE
Target Market

 Targets both middle income and high income


men

 It targets only male population of a particular
age group

 Young executives segment between age group
25-28 years.


 Anyone looking for casual and formal
international style at affordable price points.


Objectives
 Marketing - Build Peter England into the
largest selling shirt brand in India
 Advertising – Establish Peter England as an
international quality men’s wear at an
affordable price
 Short Term – Launch phase communication
designed to create quick and universal
awareness of the brands USP of quality and
price
 Long Term –
qBuild strong brand prefernce
qSustain brand loyalty through attractive
imagery and constantly reiterating the product
benefits.

Distribution Channels
 Garment FACTORY

 WHOLESALERS
 OWNED STORES /

EXCLUSIVE BRAND OUTLET


DISCOUNT STORES EXPORTS DISTRIBUTORS

 MULTI-BRAND OUTLETS


SWOT Analysis
STRENGTHS OPPORTUNITIES

Increasing disposable incomes of the


 Increasing demand for luxury brands

people from the middle class •


 Brand conscious customers Research and new product development


 can help the companies to move across


 Availability of cheap finance the value chain

 Growing domestic market,


 increase in number of malls

Weakness THREATS

 Predominance of unorganized sector Increased competition in the domestic


markets
Technological obsolescence in the

supply chain
 Cheaper imports

 Changing Government’s policy on FDI


Peter England’s Competitive
edge

 Extensive range of office and casual wear

 Good quality label and branding

 Contemporary designs, colors and price

 Wide distribution , easy availability

 High market viability

 It pictures itself as Honest Brand

 It offers value for customers at affordable price.



Peter England simplified the
buying process
Consumer Insights- The
midprice buyer
 Lack of benchmark brands
 No standardization of quality, high variation
 Pre- and Post- purchase uncertainty and anxiety
over fit, quality , shrinkage , durability etc
 Lack of a value –for-money proposition
 Belief- Premium shirt brands were overpriced
 Good looking shirt always out of price reach
 Embarrassing feeling to publicly reveal their
budget to the shopkeeper
 Seeks a mix of rational, sensory and emotional
pay offs
 Peter England incorporated these in its
advertisements

Innovative Approaches
 First time in India , a readymade shirt brand
went outdoors extensively to deliver a high
quality launch
 Extensive TV usage as main medium for
readymade shirts and garments , earlier
only print
 Bold use of vernacular media, earlier the big
brands
 Taking over Dadar Railway Station sites
 Sponsor male oriented programmes- News,
sports (cricket) and crime thrillers
Performance
 Research confirmed Peter England’s high
brand equity
 Became a 1 million brand in 2 years
 Crossed the 2 million mark in 4 years
 The first mid segment brand to cross Rs.
100 cr
 Voted “Best Brand” in the IMAGES study
 The only new lifestyle brand to feature in
“Best Brand Launch” of The Strategist
Quarterly in 1998

Price range.
v
 Peter England(MID PRICED BRAND)
vShirts range- Rs, 345 – Rs. 445
vTrousers range – Rs. 645- Rs. 745

Peter England-ELEMENTS(CASUALS)

vShirts & T-shirts range- Rs, 345 – Rs. 445


vDENIMS– Rs. 645- Rs. 745

Peter England-Elite(PRIMUM BRAND)


vShirts range- Rs,1099 – Rs.14445


vTrousers range – Rs.1099- Rs.13999

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