CASE ANALYSIS ON MADURA GARMENTSPresented By: D.S.Srihari Sunit Mishra Abhinav Sharma Bhasker Thakur H.M.Vikram

INTRODUCTION MG is a division of Indian Rayon Industries Ltd

Madhura garments is one of the leading

manufacturer of branded apparels 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 trousers

Marketing strategies of Madura GarmentsMarket Segmentation and Pricing

strategy Branding and Product positioning Product innovation Marketing channels

Segmentation of Market by MG Based on Income and

Upper Class

Middle Class

Social status the Indian garment market was segmented into 3 broad segments PREMIUM , MID-PRICED and ECONOMY

Lower Class

Branding and Product positioningBranding is all about creating differences

between products. MG was first to introduce branded ready made garments. MG used the branding Stratergy 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

Madura Garments

COMPETITORS FOR MG

Competition for MG

Innovative marketing stratergiesMarket Expansion Product Innovation Marketing channels

MARKET EXPANSION 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 645-745) 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 Peter England is a very good example of a good combination of 4 Ps of Marketing Distribution High decibel advertising Product, Place, Price & Promotion

Product InnovationIntroduction of new range of products Introduction of new technology

INTRODUCTION OF NEW RANGE OF PRODUCTS MG announced new product

lines for its brands in the premium segment Clubline offered clothing made of synthetic and knitwear and was targeted towards exclusive evenings and club life. They were summer spring collection under Louis Phillipe named MOZART 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 property of absorbing moisture nine times faster.

INTRODUCTION OF NEW TECHNOLGYTo 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 ChannelCommunication Channel Distribution Channel

COMMUNICATION CHANNEL MG used high decibel advertising.

In order to promote Icetouch 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

CONCLUSION