CASE ANALYSIS ON MADURA GARMENTS

Presented By:
Group 4

Case Description
The case discusses in detail marketing strategies adopted by Madura Garments (MG), India's leading branded apparel manufacturer that helped it become the market leader in the men's wear market. The company's product development, promotion and distribution initiatives are studied in the backdrop of the numerous brands launched over the years. The case takes an in-depth look at one of these brands, 'Peter England,' which became one of MG's greatest successes. The case also explains how MG kept ahead of the competition by identifying new trends and market segments and launched brands accordingly. The case also attempts to understand how a market leader acts and reacts to changing market conditions and the strategies it adopts to retain its position as the market leader.

Issue
Understand the dynamics of the Indian branded men's wear market and the changing trends in the business

INTRODUCTION
MG is a division of Indian Rayon Industries Ltd
Madura garments is one of the manufacturer of branded apparels leading

In December 2002 they announced their plans of entering into fashion and accessories segment of the countries branded mens 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

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 segmented into 3 broad segments PREMIUM , MID-PRICED and ECONOMY

Upper Class

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 Strategy 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

COMPETITORS FOR MG

Competition for MG

Innovative marketing strategies

Market Expansion

Product Innovation
Marketing channels

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 645745) 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

Its brand worth grew Rs 700-

Rs 900 million in 2002

It captured the market because

of these factors Quality Pricing Distribution High decibel advertising

Product Innovation
Introduction of new range of products
Introduction of new technology

BCG Matrix
30%

G R O W 15% T H %

5x

1x

0.1x

Relative Market Share

INTRODUCTION OF NEW RANGE OF PRODUCTS

MG announced new product lines for

its brands in the premium segment

Club line

offered clothing made of synthetic and knitwear and was targeted towards exclusive evenings and club life under Louis MOZART Philippe named

They were summer spring collection

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

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 Ice touch 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 its 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

SWOT ANALYSIS
Strength Weaknesses

Threats Opportunities

THANK YOU!