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Prepared for: Tapos Kumar Roy Lecturer, ULAB
Khalid Bin Reza (091011087) Nazmul Huda (091011076) Osman Ibn Zahir (083011034) Basnat Ahamed (063011105) Asma Islam (091011116)
University of Liberal Arts Bangladesh
If you have any question after reading this report. Khalid Bin Reza Nazmul Huda Osman Ibn Zahir Basnat Ahamed Asma Islam .Letter of Transmittal March 30. From this case study we have achieved a lot of basic knowledge and we think ourselves that it will help us a lot in our future career. In solving this case study we have followed your guidelines. Sincerely yours. We hope it will be accepted by you. 2011 To Tapos Kumar Roy Lecturer University of Liberal Art’s Bangladesh Sub: letter of Transmittal Sir We the undersigned students were assigned to solve a Case study on ALLEN SOLLY – ENTERING THE INDIAN WOMEN’S WESTERN WEAR MARKET ALLEN SOLLY – ENTERING THE INDIAN WOMEN’S WESTERN WEAR MARKET We have solved this Case study. As per your direction. we have added a lot of information from the mentioned topic. let us know. We sincerely hope this case study will fulfill the requirements suggested by you under the course Marketing Management.
However with the Indian society becoming more and more liberal a need arose for attire that was more work friendly then saree. with market share of over 97%. the developments in men's and women's wear segments showed markedly different trends. by the early-1990s. Answers to questions Examine the circumstances that prompted Madura to launch women’s western wear in the Indian readymade women’s wear industry. educations and vocation in urban areas. Salwar Kameez was an alternative but it had to tailor as per individual’s requirements. However. and most Indian women traditionally wore sarees and other ethnic wear. ready-to-wear and tailor-made. Women and kids’ market was yet to be explored fully. While traditionally Indian men preferred to get their clothes stitched by their trusted tailors. This was introduced nationwide with aggressive campaigning and advertising. The industry was also divided on demographic (men. ready-to-wear clothes had become extremely popular. women and kids) and geographic (each state having its own dressing style) parameters. The industry was divided into two segments. With the cultural changes in India. Over the decades.Executive Summary Indian women generally wear traditional ethnics. Indian society was becoming westernized as per lifestyles. Why do you think the companies primarily . Indian League entered the women’s wear market followed by Raymond’s Madura garment followed by introducing Allen Solly into the Women’s wear segment. Background Information of the Organization The Indian apparel industry was dominated by the unorganized sector. The response was positive but apprehensions whether the move of Madura to extend from men to women wear segment was the right one or not continue to remain. western wear for women had a potential.
By extending the brand from men to women the company saved a lot of time and money. Madura entered the women’s segment. Taking cue from Scullers Woman and Be. education and vocation in terms of lifestyle education or vocation.offered only men’s wear in the branded apparel segment in the country? What kind of cultural and social changes led to the launch of Allen Solly Women’s wear? Madura decide to launch women’s western wear because: Market was totally in the hands of unorganized players and few branded players. Besides there was development of western wear for women in the corporate world. Besides the emergence of products such as ready to serve food. The women’s wear industry was estimated to be around 161 billion with a growth rate of 9%of which the women’s western wear market was estimate to be growing at around 15% to 20% per annum. take away meals. fast food joints. The companies hesitated to venture into the women’s garment sector because women wore too many exclusive clothing’s and not mass produced garments. The reason why national brands of “men wear “started venturing into national level was because men’s segment had become intense and becoming saturated and the future growth was projected in women’s and kids wear. In 1990s the Indian Economy showed clear trends of westernization in lifestyles. All garments were designed in line with the findings of market research . To make the product suit body types Stephen King a renowned UK based designer was recruited. branded jeweler and branded sarees/salwar suits was a direct result of above developments.The range was available in bright as well as pastel shades. This sector was viewed as risky and . Besides there was a discovery that women purchased Allen Solly’s men’s trousers in 26 and 28 inch waist line size.
Madura conducted a market study on the Indian work culture & the requirements of women regarding western readymade. Western corporate wear was a necessary outfit which suited the “working woman”. There were some cultural and social changes which lead to the launch of Allen Solly Women’s wear . 2.Indian women had an income of 8000 and above and those between 22-40 years of age wore western outfits once or twice a week. Factors such as increased no. retailing and promotional strategies adopted for Allen Solly’s women wear. of women in the . Critically analyze the product development. The aim is to gain higher sales among its present market. What are the essential differences between marketing readymade apparel to women in developing country? How would your answer differ if the target customer base belonged to a developed country? Product Development Strategies Product development is to improve the present product or develop a new product for a current market by improving style. There was a growing need for a more work friendly attire than the saree.a headache. Although saree were a one size fit all and bought readymade but salwar kameez which was becoming popular needed to be tailored as per individual’s requirement. performance and comfort. The society was becoming more and more liberal and the number of working women increased. Besides western wear had remained limited only to teenage girls and after marriage women in India were expected to wear sarees and other traditional ethnic wear. The study revealed that though Indian women loved ethnic clothes they were not comfortable in them while working.
They also planned to retail the range through leading showrooms across the country like Pantaloons. One month after its launch. liratinsel. According to IMRB the body types of Indian women can divided into 4 broad categories1. Shoppers Stop. a renowned U. non-business use.for a body small on top and wider on hips. offered trousers in waist size as high as 36 inches. All the stores were given contemporary look with radiant steel. Special attention was paid to the designing of exclusive showrooms keeping in mind the target customers. Allen Solly also offered woven and mitten tops& jackets in cottons & new fabrics like polyposis. Garments were stacked in easy to find fit based categories making it easier for customer to locate garments of required size. pleasant whites. 8000 & above per month. there styling was unsuitable for Indian women. designer to create designs for all 4 body types. The stores were planned in a way that made the shopping experience a unique and pleasant one. also planned to launch a 38 inch trouser in future. and Westside etc. Retailing Strategies Retailing includes all the activities involved in selling goods and services directing to final consumers for personal. 3.assured office going women aging between 22-40yrs. 4. The promotional exercise included fashion shows organized by the companies which displayed the entire range. Keeping these findings in mind the company focused primarily on –the comfort & styling aspects of its brand. They also targeted those women who come under salwar-kameez category. & Belgian glass providing a bright & open ambience. Straight. In order a unique & modern styling the co. The co. while . Madura decided to go in for aggressive campaigning and invested 60% of its investment on advertising. The campaigns focused in the work-place success of the women. recruited Stephen King. Regular. Leading magazines and other publications that were read by women from the target segment carried the print ads. Comfort.equal on top. Trim.K. Promotional Strategies Allen Solly targeted self. To cater to the requirements of women whom were on the heavier side the co.workplace & challenging jobs that require a lot of travelling indicated a growing need for western wear. The study also revealed that though western wear available in the market. Allen Solly established 6 exclusive outlets. 2. The company made extensive use of mailers to reach targeted customers. Who wore western outfits once or twice a week and had an income of Rs.wide shouldered and narrows at waist and hips.equal on top and bottom with narrow waist & hips. rayon blends& soft acrylic. They planned to promote the brand through outdoor advertising and print campaigns. waist and hips.
but they are always ready to try designer apparels and party wears. men and women are more extroverts.Men were pleased with the company’s decision of the company to enter the women’s segment according to market survey. since the per capita income is low as compared to the developed countries consumers go for value for money. Women in developing countries are kind of reserved. Visuals of an advertisement showed a man welcoming a woman into the “Allen Solly family”. They are always eager to try those designs which are already accepted in the developed countries. They are always ready to try new designs. The marketer need not invest heavily on advertisements but should emphasize on other promotional activities like conducting a fashion show. 3. Comment on this statement in the light of observation that men might switch over to a pure male brand in the future. In case of developed countries. While marketing there are certain factors which are applicable to men but not to women like machismo. The marketing of readymade apparel of men differs from that of marketing readymade apparel of women. . do you think Allen Solly would be able to grow as planned ?As part of a team responsible for managing the brand .With many players entering the women’s Western wear segment.’Madura has taken a major risk by extending a ‘pure men’s brand’ to the women’s wear segment’. Do you think Madura’s move could erode Allen solly’ brand equity? I do not think the move would erode Allen Solly’s brand equity . 4. So the marketer must invest heavily on advertisements and take initiatives to attract women by coming up with new offers which will drive them to purchase the product. In developing countries like India.billboards and hoardings were extensively used at prime locations in all the cities the range was launched in.help the company design a marketing strategy plan to attain leadership position in the women’s western wear segment.
For the international styling a renowned UK based designer Stephen King had been recruited and the company was focusing on the comfort and styling that suited the Indian women’s body needs. the product should be of low price and it should know everyone. Leading magazines and other publications carried the print advertisements. The price was in a wide range to mix and match. Also these would be designed by well-known architects to attract customers as done to already built outlets. Besides Marketing strategy would include Product. Media coverage had given recognition to the “comfort fit trousers”. Price. Madura had planned to promote the brand by outdoor advertising and print campaigning. Market research said that ethnic wear among Indian women was unsuitable while working and western wear was a good alternative. by plunging into the segment Madura did the right thing. even middle class. Place and Promotion. As a part of marketing strategy.Allen Solly would grow as planned despite the competition from prominent brands.Gradually an attempt would be made to extend the segment to kids and women above 40 (between 40 to 50) and also to target lower income groups. The products had already been introduced to the Indian women. Madura had announced the launch of Allen Solly nationwide with six outlets in prominent metropolitan cities. Conclusion: . The target segment as of now was the young woman between 22 to 40 years and income of above 8000. Advertising had already been allocated 60 million and research was on with an allocation of 40 million. For example the knitted range was priced between 499 to 999 and trousers were priced between 799 and 1099. As a part of strategy team I would attempt to increase the number based on customer response.
Women and kids’ market was yet to be explored fully. This was introduced nationwide with aggressive campaigning and advertising. With the cultural changes in India. western wear for women had a potential. www.wikipidea. www.Allen-solly. www.Indian women generally wear traditional ethnics.com/India . The response was positive but apprehensions whether the move of Madura to extend from men to women wear segment was the right one or not continue to remain. educations and vocation in urban areas. Salwar Kameez was an alternative but it had to tailor as per individual’s requirements. Indian society was becoming westernized as per lifestyles.com/Allen-solly 3. However with the Indian society becoming more and more liberal a need arose for attire that was more work friendly then saree.com/Allen-solly 2.scribd. References: 1. Indian League entered the women’s wear market followed by Raymond’s Madura garment followed by introducing Allen Solly into the Women’s wear segment.
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