Description
The PPT on Allen Solly on entering the women's western wear market.
ALLEN SOLLY – ENTERING THE INDIAN WOMEN’S WESTERN WEAR MARKET
CONTENTS
Case facts ? Branded garments market in India ? Current situation ? Socio-cultural changes ? SWOT analysis ? Product development strategy ? Retailing strategy ? Promotional strategy ? Market Segments – men and women ? Brand loyalty concerns ? Future of Allen Solly brand
?
CASE FACTS
?
Madura Garments started as a subsidiary of Madura Coats Ltd. and has been taken over by Aditya Birla Group in December 1999
?
Madura Garments have launched many top
international brands in men?s category in India from
1988 viz. Peter England, Allen Solly, Louis Philippe, Van Heusen, etc.
?
Allen Solly Women?s Wear: Introduced in India in September 2002
CASE FACTS
?
Total market of women?s wear in 2001-02 is Rs.161 bn. of
which readymade women?s wear market is of Rs.126 bn.
?
The current branded market of readymade women's wear is Rs. 31 bn with a growing rate of 15-20% per annum.
?
Women?s western wear had a market of Rs. 6 bn with projected growth of 25% in the future.
?
?
Company invested a total of Rs.100mn for the project.
Targeted segment is upper middle and upper class working women.
BRANDED GARMENTS MARKET IN INDIA
? ?
The section was primarily dominated by men's clothing There was not a reasonable market for women's branded clothes in India, reasons:
• • •
The society was conservative
There were very few working women
Women only wore western outfits before marriage and after marriage they wore saree.
CURRENT SITUATION: BRANDED READYMADE APPARELS FOR WOMEN
?
Need of the day:
• • •
Requirement of work friendly garments Working women were already purchasing men?s trousers Western wear were already available in Indian market which were not suitable to Indian women
?
The brands: - „Scullers Woman? by Indus League, „Be? by
Raymond?s & „Allen Solly? by Madura Garments.
SOCIO-CULTURAL CHANGES
? ? ? ?
Westernization.
The growing economy. Women become career oriented. Women shifted towards branded clothes.
SWOT ANALYSIS
STRENGTH:
? ? ?
Well Known Brand
Established Distribution Channel High turnover with good export revenues
?
Design Studio
WEAKNESSES
? ?
Large investments in inventories Lack of past experience
SWOT ANALYSIS
OPPORTUNITIES
? ? ? ?
Increasing disposable incomes of the people Brand conscious customers Projected growth in the segment – 25%
Research and new product development
THREATS
? ? ?
Existing competition from organized sector
Predominance of unorganized sector New entrants in the segment.
PRODUCT DEVELOPMENT STRATEGY
o
IMRB survey inputs:
o o
More comfortable design for day to day travelling.
Design as per needs and body proportions, specifically categorized as comfort, straight, trim and regular.
o
Hired UK based designer „Stephen King? for design development.
Higher waist size for trousers up to 38 inches.
o
o
New range of woven and knitted tops and jackets by use of different fabric material for different season purpose.
Range of bright and pastel shades of clothing.
o
RETAILING STRATEGY
? ?
Extension of the men?s brand to women?s wear.
Six exclusive outlets in metros by October 2002 (one each in Chennai, Mumbai, Hyderabad and Kolkata and two in Bangalore) Showrooms with exclusive designs, that offered unique and pleasant shopping experience through arrangement of garments and contemporary looks. Positioning through leading retail showrooms across the country. Strengthening its retailing network.
?
?
?
PROMOTIONAL STRATEGY
o
Aggressive campaigning - Nationwide launch
• •
Fashion show to display the entire range. Advertising : Outdoor advertising through bill boards, hoardings at prime locations.
•
Print media : Leading magazines and other
publications read by women from the target segment.
•
Mailers with punch line- “Everybody is perfect; you have just got to dress it right.”
INDIA – MALE AND FEMALE MARKET SEGMENTS
Influenced by traditionally defined roles ? Men?s market more developed ? Women traditionally wore saris and ethnic wear ? Increase in number of working women ? Need for work-friendly attire ? Salwar suits became more popular ? Increasing westernization especially in urban areas ? Media influence ? Cultural changes sweeping the country
?
BRAND LOYALTY CONCERNS
?
Allen Solly is a 9 year old, well known and established brand.
?
Positive market feedback about men?s wear sales.
?
Market study revealed that men liked the move of brand
extension.
?
Advertisement(commercial) influenced the consumer behavior.
THE FUTURE OF ALLEN SOLLY'S BRAND
EQUITY
?
Madura?s move could erode Allen Solly?s brand equity but only for men?s wear as some % of men may shift to a pure men?s brand. Brand extension is backed by strong market research and analysis . More focus on comfort & styling with wide variety and range of products, marketed through aggressive campaigning. More exclusive outlets/ showrooms. Allen Solly?s brand equity would definitely increase.
?
?
? ?
doc_976732400.pptx
The PPT on Allen Solly on entering the women's western wear market.
ALLEN SOLLY – ENTERING THE INDIAN WOMEN’S WESTERN WEAR MARKET
CONTENTS
Case facts ? Branded garments market in India ? Current situation ? Socio-cultural changes ? SWOT analysis ? Product development strategy ? Retailing strategy ? Promotional strategy ? Market Segments – men and women ? Brand loyalty concerns ? Future of Allen Solly brand
?
CASE FACTS
?
Madura Garments started as a subsidiary of Madura Coats Ltd. and has been taken over by Aditya Birla Group in December 1999
?
Madura Garments have launched many top
international brands in men?s category in India from
1988 viz. Peter England, Allen Solly, Louis Philippe, Van Heusen, etc.
?
Allen Solly Women?s Wear: Introduced in India in September 2002
CASE FACTS
?
Total market of women?s wear in 2001-02 is Rs.161 bn. of
which readymade women?s wear market is of Rs.126 bn.
?
The current branded market of readymade women's wear is Rs. 31 bn with a growing rate of 15-20% per annum.
?
Women?s western wear had a market of Rs. 6 bn with projected growth of 25% in the future.
?
?
Company invested a total of Rs.100mn for the project.
Targeted segment is upper middle and upper class working women.
BRANDED GARMENTS MARKET IN INDIA
? ?
The section was primarily dominated by men's clothing There was not a reasonable market for women's branded clothes in India, reasons:
• • •
The society was conservative
There were very few working women
Women only wore western outfits before marriage and after marriage they wore saree.
CURRENT SITUATION: BRANDED READYMADE APPARELS FOR WOMEN
?
Need of the day:
• • •
Requirement of work friendly garments Working women were already purchasing men?s trousers Western wear were already available in Indian market which were not suitable to Indian women
?
The brands: - „Scullers Woman? by Indus League, „Be? by
Raymond?s & „Allen Solly? by Madura Garments.
SOCIO-CULTURAL CHANGES
? ? ? ?
Westernization.
The growing economy. Women become career oriented. Women shifted towards branded clothes.
SWOT ANALYSIS
STRENGTH:
? ? ?
Well Known Brand
Established Distribution Channel High turnover with good export revenues
?
Design Studio
WEAKNESSES
? ?
Large investments in inventories Lack of past experience
SWOT ANALYSIS
OPPORTUNITIES
? ? ? ?
Increasing disposable incomes of the people Brand conscious customers Projected growth in the segment – 25%
Research and new product development
THREATS
? ? ?
Existing competition from organized sector
Predominance of unorganized sector New entrants in the segment.
PRODUCT DEVELOPMENT STRATEGY
o
IMRB survey inputs:
o o
More comfortable design for day to day travelling.
Design as per needs and body proportions, specifically categorized as comfort, straight, trim and regular.
o
Hired UK based designer „Stephen King? for design development.
Higher waist size for trousers up to 38 inches.
o
o
New range of woven and knitted tops and jackets by use of different fabric material for different season purpose.
Range of bright and pastel shades of clothing.
o
RETAILING STRATEGY
? ?
Extension of the men?s brand to women?s wear.
Six exclusive outlets in metros by October 2002 (one each in Chennai, Mumbai, Hyderabad and Kolkata and two in Bangalore) Showrooms with exclusive designs, that offered unique and pleasant shopping experience through arrangement of garments and contemporary looks. Positioning through leading retail showrooms across the country. Strengthening its retailing network.
?
?
?
PROMOTIONAL STRATEGY
o
Aggressive campaigning - Nationwide launch
• •
Fashion show to display the entire range. Advertising : Outdoor advertising through bill boards, hoardings at prime locations.
•
Print media : Leading magazines and other
publications read by women from the target segment.
•
Mailers with punch line- “Everybody is perfect; you have just got to dress it right.”
INDIA – MALE AND FEMALE MARKET SEGMENTS
Influenced by traditionally defined roles ? Men?s market more developed ? Women traditionally wore saris and ethnic wear ? Increase in number of working women ? Need for work-friendly attire ? Salwar suits became more popular ? Increasing westernization especially in urban areas ? Media influence ? Cultural changes sweeping the country
?
BRAND LOYALTY CONCERNS
?
Allen Solly is a 9 year old, well known and established brand.
?
Positive market feedback about men?s wear sales.
?
Market study revealed that men liked the move of brand
extension.
?
Advertisement(commercial) influenced the consumer behavior.
THE FUTURE OF ALLEN SOLLY'S BRAND
EQUITY
?
Madura?s move could erode Allen Solly?s brand equity but only for men?s wear as some % of men may shift to a pure men?s brand. Brand extension is backed by strong market research and analysis . More focus on comfort & styling with wide variety and range of products, marketed through aggressive campaigning. More exclusive outlets/ showrooms. Allen Solly?s brand equity would definitely increase.
?
?
? ?
doc_976732400.pptx