CASE STUDY : TRUE BLUE

Arvind Limited incorporated in 1931, one of India's largest integrated textile and apparel
company, has a wide portfolio of brands that include Flying Machine, Colt Ruggers and
Excalibur amongst others while its licensed product brands have big global names like
Arrow, Gant Izod, Elle Cherokee, US Polo Assn. to name a few. It has a joint venture in
India with global majors like Tommy Hilfiger and GAP. It also has retail brands like
Megamart The Arvind Store Club America Next and Debenhams. The company has
earmarked a Rs 15 billion investment over the next couple of years involving setting up
of new mills, advertising & branding expenses and others. According to analysts, the
Indian fashion retail market, worth $46 billion, will grow at a promising CAGR
(compound annual growth rate) of 9.7 per cent to reach $115 billion by 2026. The
decision of the Union Cabinet to allow 100 per cent foreign direct investment (FDI) in
single-brand retail via the automatic route would help more than 200 fashion and
apparel brands, which are waiting to enter India, another report said. Cricket icon
Sachin Tendulkar is eyeing the global market for his clothing line 'True Blue' -- a joint
venture with Arvind Fashion Brands -- According
© Incotec Innovation and to a ET report.
Performance
The menswear and accessories brand was launched in May 2016 and is currently
sold through nearly 75 outlets in the country. According to the report, Tendulkar
wants to move beyond the Indian market. “Whenever Sachin travelled, he was not
surprised to see made in India tag in clothes. So why not an Indian brand in those
markets?” Tendulkar was quoted as saying in the report. Tendulkar said India needs
to aim for the tag of a global brand, saying "In the second innings of my life, there is
no 75-yard boundary line that we need to set. We have a bigger playfield in terms of
markets and merchandise". Former cricketer Sachin Tendulkar plans to take his
joint venture clothing brand with Arvind, True Blue, to global markets including the
US and UK. If the plan goes through, 'True Blue' would be Arvind's first owned
brand to venture outside India. Suppose Sachin Tendulkar and Arvind limited
wanted to take help from your Research and Consultancy firm. How would you
help them to expand “True Blue” brand in domestic and international
markets?

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Market Size of the Global Textile and Apparel Industry:
(2015 to 2020)

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1. Define the market segment (target market).
2. Define the geographic boundaries of the market.
3. Define the competition.
4. Define the market size.
5. Estimate market share.
6. Determine the average annual consumption.
7. Estimate an average selling price.
Estimating Market Potential MP = N × MS × P × Q
Where:
MP = market potential
N = total number of potential consumers
MS = market share—percent of consumers buying from you
P = average selling price
Q = average annual consumption
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 CASE STUDY- PATANJALI’S DANT KANTI
Toothpaste industry is a big market in India. Toothpastes form an important item in the monthly
grocery shopping of most of the urban households. Now a day's dental advice is considered an
important factor while making a purchase decision of the toothpaste brand, at least in urban
markets. Today's consumer has a wide variety of choice in terms of toothpaste brands like
Hindustan unilever limited, Dabur, Colgate, Patanjali, Procter and Gamble, Vicco, Ajanta, Anchor,
Smyle and Baidyanath. Patanjali Dant Kanti has outpaced Hindustan Unilever's Pepsodent,
Colgate's Active Salt and GlaxoSmithKline's Sensodyne after nearly trebling its share in the oral
care segment over the past year. Patanjali's rise in less than a decade has shifted MNCs' focus to
the ayurveda sector, especially in oral care. According to ASSOCHAM (2017), in India’s fast moving
consumer goods (FMCG) sector Patanjali Ayurvedic Limited (PAL) is the most promising, valuable
brand witnessing an exponential growth rate. The entry of PAL into the FMCG slowdown has not
deterred its sales and revenue growth. In current market scenario, Patanjali Ayurvedic Limited has
captured 14% market share because of the sale of Dant Kanti. Patanjali has seen a meteoric rise in
the last two to three years. From Rs. 446 Crore in 2011-12, its revenue rose to Rs. 2,006 Crore in
2014-15, and around Rs. 5,000 Crore in the year ended 31 March 2016. Baba Ramdev’s Patanjali
eyes two-fold rise in sales at Rs. 20,000 Crore in 2018. During the fiscal year, Patanjali’s Dant Kanti
had sales of Rs. 940 Crore which accounts for 8.9% of the total revenue generation (Patanjali
Report, 2016). Now, Patanjali Dant ©Kanti market
Incotec share
Innovation has been increasing in this segment.
and Performance
 CASE STUDY- PATANJALI’S DANT KANTI

Research firm would like to understand the consumer perception and buying

behavior towards Patanjali’s Dant Kanti.

Formulate Research questions and Research Objectives

1. Consumer Research-Perception study

2. Market study

3. Competitor study

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• Management Dilemma:- sales declined

• Management Questions:- how can the organization

improve sales?

• Research Questions:- it is a hypothesis of choice that

best states the objectives of the research study.

• Investigation Questions:- these are the questions the

researcher must answer to satisfactorily arrive at a
conclusion about research question.

• Measurement Questions:- predesigned, pre-tested

questions and custom designed questions

These are questions we actually ask respondent, eg

questionnaire.
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