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Peter England- Honest Success
Dr Amit Rangnekar 2007-08
2007-08Dr Amit Rangnekar
Case Objectives
•Can a product be sold without any marketing gimmicks, or film actors, or the hype•Can you sell a product honestly?•Peter England did that successfully and captured the Indianmiddle class mind, honestly
2007-08Dr Amit Rangnekar
Brand Heritage
•1885- Started in in Londonderry, Ireland, became a leadingmilitary dress supplier to the British Army•1997- Brand came to India through Madura Garments•2000- Madura Garments acquired by Indian Rayon, AdityaBirla Nuvo Group•Madura Garments also markets Louis Philippe, VanHeusen, Allen Solly, Byford, SF and Elements throughexclusive & Planet Fashion outlets, & multi-brand outlets•Madura Garments- prefered manufacturer for Marks &Spencers, Tommy Hilfiger and Ralph Lauren (Polo), andexclusive marketer for Esprit in India
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