DONEAR

Questions
1) Based on the industry practices, define companys positioning, target market, distribution
strategy, product positioning. What are the effective ways of marketing/advertising? State
reasons.
2) What are the innovative and cost-effective ways of advertising through ATL and BTL methods?
3) How should we use digital media effectively?
4) Should Donear have a brand ambassador? If so, then who would be the right brand ambassador?

Market Analysis

Mens wear accounts for more than 40%

of the market share

Key Trends

Donear

Donear vision is now a mission to establish itself as a global leader in the World Textile arena.
Donear has three manufacturing setup
1. Two are in Silvassa
1. 1.2 million meters of suitings fabric per month
2. Popular blends like P.V, T.R, P.W
2. Surat
1. Greenfield project of composite unit of facilities like Yarn Dying, Weaving and Finishing
2. The weaving capacity is about 0.6 million meters per month of all 100% cotton, yarn dyed
premium shirting and cotton bottom weights.
3. special finishing plant called Liquid Ammonia Technology which gives the fabric Wrinkle
Resistance and more soft and livelier handle and moreover all day fresh look.

Donear has started producing about 20 million meters of suitings and shirtings fabrics from its 3

ve products & designs and consistency in quality

ts, 350 Wholesalers and more than 1 Lac Retailers across India. Donear exports to 50 countries worldwide.

Products
Suiting's
Shirtings
100% Wool, Polyester Wool,
Polyester Cotton,
Polyester Viscose,
100 % Cotton,
Polyester Cotton,
Cotton Linen
Lycra blends,
Linen blends
100 % Cotton,
100% Polyester.

Brands
DONEAR
Donear is a flagship brand which represents a diversified range of fabrics that are unmatched for its;
Range, Style, Variety and Versatility
PRODUCTS UNDER BRAND
Trousering
Suits
Shirts
Casual Safari
fabrics have its application in womens wear too
Royal Classico
luxury premium offering in Suitings
fabric having breathing properties, so as to suit all kinds of climatic changes
Donear QSF
ready to stitch fabric for styling along with accessories that come in a special packaging.
Under the technical guidance of experts from international consultants as well as
its own technical team, the company has used special yarns in the fabric to
provide; Optimum Comfort, Excellent Durability along with an Aesthetic Feel.

Brands Contd.
Donear Gifts For You
collection of Suitings, Shirtings, Trouser fabric, Finely Crafted Suit Lengths as well as Safari Lengths in
elegant gift packs.
Donear Soft and Smooth
Donear Soft & Smooth is incredibly soft & smooth ! It has the Fall and Bounce of
Woollen & Classic Comfort such as; Cotton, Soft Touch of Silk, and yet Easy to
Maintain along with Wash & Wear qualities of polyester
Donear International
exceptional quality of light weight fabric. This fabric has a superlative look in its
Aesthetics as well as in its Feel, Fall & Grace.
DONEAR INTERNATIONAL WITH FIT
Donear International with Fabric Integrated Technology i.e. F.I.T. is light weight fabric,
made from micro fibres spun into a two ply yarn which is finest of the suiting yarn
available.
LINEN FIESTA
Drawing upon the eternal charm and sophistication of Linen, this is a fine offering
of various blends of Linen.

Brands Contd.
Albertino
100% cotton shirting and bottom weights to the garments
Cyro
manufacturing
sector.
medium to high end cotton shirting and bottom weights to the consumers through over the
counters.
Donear Cottonova

selling synthetic blended shirtings and basic range of cotton shirtings to the consumers through
over the counter.
WFC
It is a new concept whereby all shirtings and bottom weights are made of 100% cotton with special finis
by liquid ammonia technology(LAT). WFC is being sold to the consumers through a channel of selective
dealers and thereby retailers mostly for medium and up segment market.

Brands Contd.
Indias textile giant Donear Industries Limited with its retail apparels brand Donear NXG is
seeking ahead to escalate its retail footholds. The brand proffers superior quality latest fashion.
It is already running 75 outlets all over the country in several states through franchising. Further,
the company also runs 223 outlets of DCot in 18 states, yet additional apparel brand from the
house of Donear.
The brand has a huge popularity in tier II, III and IV cities. We
aim to launch 100 EBOs of Donear NXG in the present financial
year.

http://dolly-bestpicks.blogspot.in/2015/12/donearindustries-india-ka-style.html

Brands Contd.
Albertino
100% cotton shirting and bottom weights to the garments
Cyro
manufacturing
sector.
medium to high end cotton shirting and bottom weights to the consumers through over the
counters.
Donear Cottonova

selling synthetic blended shirtings and basic range of cotton shirtings to the consumers through
over the counter.
WFC
It is a new concept whereby all shirtings and bottom weights are made of 100% cotton with special finis
by liquid ammonia technology(LAT). WFC is being sold to the consumers through a channel of selective
dealers and thereby retailers mostly for medium and up segment market.

Brands Positioning

DONEAR- Brand Crafting

Donear is broadly into two types of fabric markets for suitings, poly viscose (PV) and poly wool (PW).
The brand faces competition from Siyaram's in the PV category.
Only 10 per cent of the textile market in India is organised. The unorganised sector still holds a
maximum share - there are reportedly 3,850 brands in the market. Out of the total percentage
of the organised market, Siyaram's leads the PV market with a 1.5 per cent share, followed by
the 1 per cent share held by Donear. Raymond's is the top-of-the-mind recall brand in the PW
segment.
Television will be used as the primary medium for the brand's communication. Below-the-line
activities, print and outdoor will also be looked at in addition to new media. Mishra confirms,
"We are not ruling out celebrity endorsement for the brand, and a decision on that is pending.
The new campaign will be led by BTL (below-the-line) activities such as posters, catalogues,
promotions in movie theaters and in-film placements, and television. Projected ad-spends for
the campaign are upwards of Rs 5 crore
Donear has a stronghold in North India and is looking at strengthening its presence pan India,
particularly in the South. It has added wrinkle free cotton fabrics to its product range.
The fact that Oberoi does not endorse too many brands will help push up the recall
for Donear as against other celebrities who are associated with a large number of
brands.
D'Cot, and plans to open about 25 stores in South India by the next quarter. Currently, it

Belboni 100% Italian cotton

Donear is one of the top 3 brands in India in exotic suits & textiles.
Only company to be in 3 segments of synthetic, cotton & filament
35% comes from Europe & US(exports)
Donear Industries Ltd, Indias one of the top most textile companies has two brands in its
ready-to-wear segment. We launched DCot in October 2007 as a value retail brand, it soon
became the trend setter in value retail apparels category and thereafter looking at the success
of DCot, we launched Donear NXG in January 2011 which is a mid-priced brand for young office
goers and entrepreneurs.
DCot offers trendy shirts, formal wear, denims, formal trousers, casual trousers, t-shirts &
accessories like socks, handkerchief, wallets & belts. Donear NXG offers casual shirts, smart
formals shirts and trousers, tees and a wide range of accessories.
As of now we are focused to grow in menswear segment. Till date we have already
opened 50 EBOs, we will open 30 more EBOs by the fiscal end. While in 2015-16, we
plan to open additional 100 EBOs.
Exclusive Business outlet or EBOs/ MBOs-Multi Brand outlets
We started franchising in October 2007 with 19 EBOs and today we have more than 300 EBOs
considering DCot ,Donear NXG and Donear Exclusive (Fabric + Apparels) operating in
18 states. Its the legacy of Donear that we want to continue forward, Donear is well recognized

We are currently operating 100 EBOs of Donear

NXG, 223 EBOs of DCot and 50 EBOs of Donear
Exclusive (Fabric + Apparels),
Five years from now, we will have the highest
market share in the value retail menswear apparel
segment. We intend to reach the 1000 EBOs by
We understand the nerves of the menswear apparels market in
2020.
India. Its retail culture is pretty dynamic, consumers today have
become more brand -fashion conscious and are looking out for a
brand, which has strong hold on changingfashiondynamics and
high brand equity. Donear NXG has a vast popularity in tier II, III
and IV towns. We intend to open 100 EBOs of Donear NXG in the
current fiscal year. We look at the basics of retail expansion like
catchment area, visibility, vicinity, influencing local partner,
purchase dynamics of the consumers and many other metrics for
that matter.
Donear NXG offers wide product mix like casual and formal shirts
and trousers, denims, tees and accessories. Its business model is
highly profitable and lucrative, and growing at a rapid pace.
Brands business model is first of its kind and offers 0% risk
towards the dead inventory as it provides stock on consignment
to its franchisees, which is 100% returnable. Donear NXG is a
responsible brand as it takes forward the legacy of Donear to

principal brands include

DONEAR SUITINGS & SHIRTINGS, DONEAR Royal Classico,
DONEAR Qsf, DONEAR GIFTS 4 U,
DONEAR Soft & Smooth, DONEAR INTERNATIONAL, Linen
fiesta, and DONEAR INTERNATIONAL
WITH FIT.
The company sells its products through a sales
network consisting of 44 agents, 290
wholesalers, and 12,000 over the counter multi
brand retail outlets in India.