MADURA GARMENTS’ NEW PRODUCT MIX AND POSITIONING STRATEGIES

1. MADURA GARMENTS’
NEW PRODUCT MIX AND
POSITIONING STRATEGIES
Abhishek Kukreti
Anshul Gupta
Amit Kumar Shah
Ashish Vikram Singh
Prateek Raj Chopra
Rachna Jain
Sandip Choudhury

2. INTRODUCTION
• Since foraying into the Indian textiles scenario in 1988, Madura
Garments, a division of Madura Coats until 1999,has been catering to
the varied apparel needs of men, with brands like Louis Philippe, Van
Heusen, Allen Solly and Peter England.
• Even after the reins of Madura Garments were passed on to Indian
Rayon (a subsidiary of the Aditya Birla Group) the company continued
to offer a wide array of formal and informal men's apparel.
• However, in spite of being a stable and dominant player in the men's
apparel segment, in 2001, Madura Garments ventured into women's
wear by extending its brands - Allen Solly and later Van Heusen.

3. • After 7 years, in 2008, Madura Garments implemented a similar strategy to
enter the kidswear segment.
• Madura Garments is aiming to emerge as a specialty retail outlet, catering
to the apparel needs of the entire family under one large roof.
• Its entry into the lucrative kidswear territory has been marked by a
restrained advertising approach.
• However, can Madura Garments garner critical mass in a market that is
dominated by unorganised players and homegrown brands like Gini & Jony
and Lilliput, which boast a strong national presence?
• Can it face competitors like Raymond that has marked its entry with an
exclusive brand (Zapp!)?

4. MADURA GARMENTS

5. FIANANCIAL PERFORMANCE OF MADURA
COATS LIMITED

6. Acquisition
• Acquisition put Indian Rayon at the top of the league in the industry
& Indian Rayon emerged as a largest branded apparel company in
India.
• Top line brands of Madura Garments became part of AB Group.
• Allen Solly, Van Heusen & Louis Philippe claimed 40% share in
premium branded men’s wear market & Peter England shirt was an
instant success in mid- priced segment.
• Within a year net turnover of Indian Rayon increased 42%.

7. Brand Positioning Strategies
Premium Lifestyle Brand
Style conscious customer
Louis Philippe :
Van Heusen :
Premium work wear brand
Focused on innovation
Peter England :
Positioned mid-price segment
Working Indians between 20-30 years

8. Allen Solly Positioned as bold western work wear
Friday Dressing concept
Esprit International lifestyle brand
Provided fresh look and new style
every month
San Frisco : Mid priced fashion wear

9. • The company increased the presence from 300 to 450 stores
• Peter England positioned as ‘an honest shirt’ ,while Allen Solly with a market share of 14%-15%
symbolized a bold & unconventional work wear.
• Madura Garments recorded a 37% increase in its sales.
• Targeted the working women’s wear : Age 20-40
• Allen Solly also entered the into jeans segment
• Madura garments extended concept of Women’s wear to Van Heusen and captured 25% of market
share
• Madura Garments brought international lifestyle brand Esprit to India & Peter England introduced its
sub brand Peter England Elite

10. Price List
Brand Product Price (in INR)
Allen Solly (Women’s Wear) Woven Tops 599-999
Knitted Tops 499-999
Trousers 799-1099
Allen Solly (Clean Jeans) WorkWear Jeans 1099-1399
Peter England (Elements) Core Denim Jeans 595-895
Peter England (Elite) Contemporary Work Wear 900-1200
Van Heusen (V Dot) Party & Casual Wear Shirts 1500-3000
San Frisco (SF Jeans) Denim Variation 895-1395

11. Success Line
• Allen Solly women’s wear bagged the ‘most admired brand-smart
casuals’ at the Images Fashion Awards (IFA).
• Success propelled them to extend Allen Solly in to jeans segment
(Clean Jeans), a collection of lightweight jeans.
• 2004: They extended women’s wear to Van Heusen too.
• Allen Solly & Van Heusen together captured nearly 25% share of the
market.
• 2005: Madura Garment brought international lifestyle brand Esprit to
India.

12. • They continued to explore new avenues:
• 2007: Peter England introduces sub brand: Peter England Elite, targeted
young working customers aged 20-30.
• After being successful in both men’s and women’s apparel segment,
they decided to enter the untapped kid’s apparel segment.

13. KIDS’ APPAREL MARKET IN INDIA

14. KIDS WEAR MARKET SIZE IN INDIA
Kids wear market size - Rs 38,000 crore in year 2009.
25 % of the total Indian apparel industry.
It is expected to reach Rs 58,000 crore by 2015.
Growing rate - 17 %.
Over all growth is 14% in kids apparel industry in India.
Current Growth rate - 4.5 %
88 percent of kids wear is readymade and thus brands have only
been able to corner 12 %.

15. DECISION MAKING POWER
In late 1900, the decision making power of kids’ apparel was into their
parents hands.
But now Children make there own decisions.
Reasons
Children are becoming more fashion and brand conscious
Increased media exposure
Double-income parents
Kids are aware of branded goods
30% of the population is less than 15 years of age
2 crore births every year, so kids wear industry is big opportunity

16. KEY PLAYERS IN KIDS APPAREL SECTOR

17. NO CHILD’S PLAY
The organized children's wear market is suffering from growing pains.
It is paying the price for reckless expansion, in the form of heavy
debt, poor brand recall, high rent costs, and continued competition
from mom-and-pop shops in a highly fragmented market.
The number of Gini & Jony exclusive outlets went up from 191 in
2010/11 to 203 in 2011/12, and dropped to 188 in 2012/13.
The number of Liliput exclusive outlets went up from 260 in 2009/10
to 330 in 2011/12, and dropped to 240 in 2012/13.
Lilliput has servicing debt of Rs 850 crore.

18. Kidding becomes a serious business in India
KIDS WEAR MARKET SIZE IN INDIA
 Kids wear market size is – Rs 58,000 crore
 Annual Growth rate – 20%
 Children’s market in India can be broadly divided into five segments:
i. super premium (above Rs 2,500)
ii. premium (Rs 1,000-2,500)
iii. mid (Rs 500-1,000)
iv. economy (Rs 250-500)
v. lower (up to Rs 250)

19. Factors Influencing Purchase Decision Of Kids
• Brand
• Colour
• Status conscious parents
• Clothes with cartoon characters
• Comfort level
• Price

21. Marketing strategy of Indian apparel players
company brand Promotion strategy
The Raymond
Group
Zapp! To promote this brand it has an agreement with ‘WARNER
BROTHERS’ to feature ‘Superman’ on its clothing range.
Reebok Made to play As an introductory offer, reebok gave a return gift of worth rs500
on the purchase of rs1000.It also organised online games on the
theme of the brand.
Lilliput Promoted with the tagline ‘LOVE IT WEAR IT’
Spykar jeans On your own Promotes the brand using the tagline ‘Say goodbye to the
traditional frills and cartoons approach to children’s clothing.

22. Why kids market??
• The segment aimed at kids between 1-14 years of age has an annual growth rate of 18%
• Due to reasons like continuous retail boom and increase in disposable income it has increased from
40% to 70% of family income.
• For instance kids between 0 and 12 years of age would change their dress at least three times a day
and this necessitated variety.
• Parents no longer are the only decision makers.
• According to industry analysts parents prefer fabrics which are skin friendly and free from harsh
dyes.
• As kids between 7 and 14 years of age account for nearly one third of the Indian population,
apparel makers have realized that PESTER POWER in the kids wear market is here to stay.

23. Current Scenario
• Kids are becoming demanding in their brand
preferences.(8 to 14)
• Owing to factors like the influence of peers and the
fashion awareness generated by cartoon channels
like pogo and cartoon network etc.
• In India the branded kids wear segment is still
undeveloped with a brand penetration of only 9%

24. Major Players
• Brand player gini & johy lilly put and catmoss.
• Raymond entered kids apparel market space in 2006 (The kids are growing older younger
which means that they are getting smarter.)
• Reebok in 2008 Reebok juniour offering sports wear collection .
• In addition to the traditional demand for shorts and shirts kids apparels like halter tops, short
skirts and cropped trousers are also gaining popularity.
• The Indian market is moving towards an international look even in the kids wear segment.
• SATISFYING CHILDRENS WANTS IS A GREAT LEARNING EXPERIENCE .

25. Foraying Into KID’s Apparel Market
• 1st Strategy
• Brand Extension:
• Madura Kids Wear
• Peter England
• Allen Solly
• Espirit
• 2nd Strategy
• End to end wardrobe solution under one roof
• Launched PEP

26. Concept of PEP
• Addressing demands of urban working families
• International styling
• Accessible prices
• Creating a fun environment for shopping
• Getting feedback
• Growth of the company
• Earning high margins (Shoppers stop, west side & Lifestyle)

27. Presence in the retail space
• Being present in the retail space is the only way to grow
• Many retail chains charges margins as high as 50% from the manufacturers.

28. Kidswear Collection
Company
Brands
positioning
Target
customers
Product
Promotion
strategy
Price (in
INR)
Distribution
Madura
garments
Peter England
People
For men,
women under
the age of 35
Brand
offering
fashionable
clothes with
international
standards
Close attention
provided on the
in-store
environment
-
Distributed
through
specialty
stores
Esprit kids
(Kids world
collection)
Targeting kids
between 3-10
years of age
Products
portraying
international
fashion
Use of suitable
mannequins in
the store design
400-1200
Operating of
33 stores at
present
Allen solly
Aimed at
children
between 4-12
years of age. It
is still in the test
marketing
phase
Based on the
market
response,
the company
plans to
introduce
kids wear
products

29. • Pushing the brands into kids segment, Madura garment is preparing itself for
expansion spree.
• The company started investing in new stores with the hope of reaping benefits in
future.

30. Expansion plans of kids wear brands
Brand No. of stores
2008 2009
Allen-solly
(company owned
outlets)52
Increase by another
15-20 stores
Esprit 33 70
Peter England
5 90
people
Gini & jony 160 (End of 2008)200
Lilliput 112 500

31. Conclusion
• They decided to create ‘multi product category’ environment for the entire family.
• They believed that brands catering to smart casuals for men and women emerged as a
logical choice.
• The digital communications(Through web-sites or mobile phones)is minimal, And the
tele-vision advertisement is NIL
• The company faces the challenge of retail with Gini & jony entering Tier ii And tier iii
cities
• Due to limited presence as well as restrained advertising approach creates an ambiguous
environment.