RMKV WEDDING SILKS

About RMKV

From its origins in 1924 as a small business in the town of

Tirunelveli in southern Tamil Nadu, RmKV has now become a multi-city retail
company, known throughout south India for its elegant products and design
innovations. Working directly with weavers from the Arni and Kanchipuram weaving
clusters for several decades, RmKV has been a pioneer in the art of experimental
handloom silk-weaving techniques. This has resulted in saris such as the iconic Hamsa
Damayanti design depicting the eponymous painting by Raja Ravi Varma, which
combines traditional Indian crafts with techniques gleaned from French tapestry
weaving, and which won the brand a National Award. Mastery over cutting-edge
dyeing technology also enabled RmKV to create a sari that features 50,000 distinct
colours, a design that remains a firm favorite among customers.

RmKV’s primary aim over its nearly century-long existence has

always been its commitment to providing its customers with the finest and most
beautiful textiles. With its emphasis on artisanal processes over industrial practices,
and its belief in long-lasting quality, RmKV also remains deeply committed to
sustainability. For example, by working with experts from across the country, RmKV
has re-established the practice of using dyes derived from natural substances such as
turmeric, pomegranate and indigo to colour silk yarn. As it nears its centenary year,
RmKV continues to work towards preserving and reviving traditional crafts, while
simultaneously championing new weaving and design techniques.
MARKETING STRATEGIES OF RMKV
“RMKV directs its marketing efforts towards satisfying the final
consumer is based upon the organization of selling goods and services as a means of
distribution” Retail Marketing in India. Retailing has included all the activities
involved in selling the goods or services directly to the final consumers for their
personal or business use. Marketing strategy of RMKV has been the complete and the
unbeatable plan designed specifically for attaining the marketing objectives of the firm.
The research study has been framed to understanding how the RMKV textile
showrooms have developed superior customer value in the market.

PROMOTIONAL STRATEGIES OF RMKV

All their advertisements portray a sense of youth and talks to the
young bride of today’s modern era. Unlike brands like Nallis (since 1900) which has a
heritage image and often attracts the mothers of young brides, RmkV has successfully
given a younger image even though both stores started a century ago. Furthermore, to
sustain the young image of the brand, RmkV concentrates on kids as well. One can
frequently find creatives with children all over. Their product launches have a kid’s
collection during all festival periods. Innovations galore at RmkV. 50k color saree,
longest saree, Cinderella skirt, pocket saree, reversible saree etc to name a few have
kept the momentum going. Currently, RmkV is considered to be a very feminine brand.
It uses more of kids and women in their creatives. RmkV has ushered in a sense of
culture among young girls who easily get attracted and adopt the western lifestyle.
While maintaining its young image, it has to battle the intrusion of western wear. At
present, they stock jeans, t-shirts, blazers etc in their stores and gradually RmkV must
wipe out their western section. The Cinderella skirt was a classic example of how a
store like RmkV can attract the same young generation that is inclined towards
western trends.

RMKV’s INVESTMENT AND TURNOVERS

RmKV is reputed for its wedding silks, trendy and unique silk sarees,family apparel
with large showrooms.

Share Capital Information :

 Authorized Capital 5000000.00

 Paidup Capital 2000000.00

Estimated Annual Revenue of RMKV : $75.3M

RMKV TARGET SEGMENTS

RmKV targets women weavers to boost its handcrafted business.
The production of handcrafted silk sarees has come down by 50 to 60 per cent
and traditional wear retailer RMKV is planning to open training centres in Arni,
Kanchipuram and Salem to nurture women into weaving.
Addressing a press conference during a expo and sale of handcrafted materials of
SAARC nations, organised by RMKV and SEWA (Self-employed Women’s
Association) at the Forum Mall, Managing director of RMKV K Sivakumar along
with Niranjana Viswanathan, who manages the ethnic wear label, Srinika, said that
handcrafted sarees production dwindled as RMKV found it difficult to hire weavers,
who left their age-old profession for better monetary gains.
“We are trying to bring back the women into weaving once again by providing them
with all comfort at the workplace and training them,” he said.
Sivakumar said that the market in India is worth Rs 4,000 to Rs 5,000 crore but it is
hard to retain the weavers. “Now we have designed a new technology that automates
pedalling of the handloom weaving machine. This reduces the physical strain as such
now women are coming back,” he says.
Interestingly, RmKV has converted its manual looms into pneumatic handlooms in a
bid to lure back the weavers.
He said the growth of powerlooms would have hit the handcrafted industry but still
handcrafted sarees can’t be replaced.”These are niche things and can’t be replaced,”
He said that RMKV has also entered into a Memorandum of Understanding with
SEWA to promote RMKV’s Srinika brand.
 FASTRACK

About Fastrack
Fastrack was launched in 1998 and became an independent urban
youth brand in 2005. Since then, it has carved a niche for itself with watches and
sunglasses that are both fashionable and affordable. Fastrack extended its footprint
into accessories in 2009 with a range of bags, belts and wallets. Fastrack retails across
the nation through 158 exclusive Fastrack stores in over 79 cities as well as authorized
multi-brand outlets and online (www.fastrack.in). Today, the brand has successfully
notched up the title of being the most loved youth fashion brand in the country.

FASTRACK’S DNA

If Fastrack was to be described in a single

word, ‘Irreverent’ would be it. Not the insolent, sacrilegious or rude variety, but more
the cheeky anti-authoritarian kind. This is evident in the brand’s edgy, provocative and
tongue-in-cheek advertising. A brand that questions everything, pushes boundaries,
constantly re-invents and never strays near the beaten path. Fastrack has earned the tag
of being ‘Effortlessly Cool’. For them it boils down to not taking things too seriously,
they flip the bird at having to be acceptable and smile sardonically in the face of all the
haters. Stemming from the need to keep their audience engaged and at the edge of
their seats, Fastrack has developed the innate ability to switch tracks and constantly
reinvent. The brand is ‘Unpredictable’, and always has a trick up its sleeve. The ideal
of being ‘Eternally Young’ is a concept that Fastrack identifies with and lives by,
every day. It is straddling that thin red line between adolescent and adulthood and it is
staying right there. Fastrack’s permanent subscription to the fountain of youth is an
integral base in its DNA strand as progression is infinite when you are forever young.
FASTRACK’S POSITIONING

Fastrack is India’s foremost youth accessories brand. It is

sporty and coed. It believes that it is all about range and delivers just that in almost
ungodly quick cycles. The brand stays focused on its audience and delivers what they
want before they even know they want it. Fastrack is accessible and owns the playing
field. It is not cheap, just affordable. It is not just about fashion but rather, lifestyle. It
does not make products that are meant to be collectibles or those that will turn into
heirlooms. It does not just make watches. It is not the manufacturer of tween gear.
Fastrack accessorizes the youth it makes what is their war paint and marks of
individualism; it represents, articulates and stands for all they have to say.

PROMOTIONAL STRATEGIES OF FASTRACK

Guerrilla Marketing Strategy : Pharmacy shops, College Canteens, Chai stalls outside
IT Companies, Food Stalls around Signals and other places to put up posters of print
Ads attract huge number of eyeballs at such locations, and repetition is guaranteed.

Facebook Marketing Strategy : Facebook advertisements is one of the huge potential

for promotion.

Check in Fastrack store : For all the customers who check in the fastrack store, award
a special discount of 5% on purchase. Posts are sure to reach focused segments like
people in local areas, people of the same age group, and current customers would be
major influencers.
FASTRACK INVESTMENTS AND TURNOVERS
FASTRACK TARGET AUDIENCE
The target market for FAST TRACK MARKET are youth between
the age of 18-35 ages including working adults and the post graduates students of both
metros and mini metros. The fast track user wears branded jeans ,shirts ,sunglasses
and branded informal shoes. They target the personality that of a young energetic ,
achievement oriented person .they are very fashion oriented and always try the new
things.

Fast track is for people of today. This range is broadly aimed at

young Indians looking for watches which are stylish and fashionable .With the
attention of making it more youthful and relevant to the changing time.

A collection of watches will contemporary styles that are young and

distinctive. Designs that go from the relaxed and informal to the definitely sporty. The
woman’s collection presents the all new international `Frosted’ look, which is trendy
and chic. The Fastrack collection has elements like cool mesh straps and features that
include EL back-light and dual time. Also presenting a range of fashion digitals in
contemporary wrist hugging cases with oversized displays and features that include
countdown timers, chronographs, lap timers, hourly chime, alarm and Hi-light glow.
 MARUTI SUZUKI

About Maruti Suzuki

Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki Motor
Corporation, Japan, is India’s largest passenger car maker. Maruti Suzuki is credited
with having ushered in the automobile revolution in the country. The Company is
engaged in the business of manufacturing and sale of passenger vehicles in India.
Making a small beginning with the iconic Maruti 800 car, Maruti Suzuki today has a
vast portfolio of 16 car models with over 150 variants. Maruti Suzuki’s product range
extends from entry level small cars like Alto 800, Alto K10 to the luxury sedan Ciaz.
Other activities include facilitation of pre-owned car sales fleet management, car
financing. The Company has manufacturing facilities in Gurgaon and Manesar in
Haryana and a state of the art R&D centre in Rohtak, Haryana.

The Company, formerly known as Maruti Udyog Limited, was incorporated as a joint
venture between the Government of India and Suzuki Motor Corporation, Japan in
February, 1981. Presently, Suzuki Motor Corporation owns equity of 56.2%. The
Company’s shares are traded on the National Stock Exchange (NSE) and the Bombay
Stock Exchange (BSE).

Maruti Suzuki Marketing Strategy

The brand continues to hold high market share in their segments and thus feature as
Stars for the company.

While Swift, Swift Dzire and Wagon R have been the Cash Cow for the company in
their respective segment. While Ciaz as a brand hasn’t been able to make a mark in
Sedan segment and Gypsy along with Omni have lost their market share over the years
thus all three continues to a question mark for the company.
Some of the brands like Zen Estilo, Versa, SX4, A-Star over the years started to
appear in Dog segment and has thus been discontinued by the company in the last
couple of years.

Maruti Suzuki Target Segment

Having the wide range of models in almost every segment of

the automobile market. Maruti Suzuki offers 16 brands and 150 variants spanning
across all segments consisting of Maruti 800, Maruti Zen EstiloMaruti Omni, Maruti
Alto, Maruti Versa, Maruti Gypsy, Maruti A Star, Maruti Wagon R, Maruti Swift,
Maruti SX4, Maruti Kizashi, Maruti Eeco, Maruti Ertiga, Maruti Grand Vitara. Thus
serving the diverse range of customers. Brand product strategy focuses on catering to
the needs of almost all the segments from the middle class to high class.

With cars in the economy segment, mid-range segment luxury and super premium
segment Target group for the brand includes anyone above 4 Lakh p.a.
salary, people looking to switch from 2-wheeler to 4-wheeler, millennials employed as
professionals and managers. The middle class, Upper middle class, High class, and
Affluent class the age bracket of 21-65 years comprises of its target group.

Maruti Suzuki Promotional Strategy

Coupon: Certificates entitling bearer to a stated saving on the purchase of a specific

product: mailed enclosed in other products in or attached to them, or inserted in
magazine and newspapers advertising.

Point of Purchase (POP) Display & Demonstrations: Pop displays and

demonstrations take place at the point of purchase or sale.
Prizes (Contests, Sweepstakes, Games): Prize are offers of the chance to win
cash ,trips as a result of purchasing something. A contest calls for customers to submit
an entry to be examined by a panel of judge who will select the best entries.
Patronage Awards: Value in cash or in other forms that are proportional to patronage
of a certain vendor or group of vendors.

Learning Outcomes

• Got a clear knowledge on three different companies.

• It created a pathway to learn about how a brand positioned in the market.

• Got knowledge about the marketing strategies of the companies.

• Got a knowledge about the retail shops.

• Got more knowledge about the three companies.

• It creates a knowledge about the promotion of the products.