Numero UNO

Marketing Plan
STEP 1 Executive Summary
Numero Uno, one of the most indigenously manufactured denim labels, was incorporated in 1987 by HI FASHION Clothing Co« The brand Numero Uno has over the years, metamorphosed into a dynamic and responsive brand of youth. Today, it has the privilege of being one of the few power brands that fuses international trends, innovative fabrics, washes, treatments and accessible pricing. Numero Uno started primarily manufacturing jeans for men and slowly moved into jeans for women, eventually designing and manufacturing complete wardrobes for men and women. The company has been introducing trendy & innovative themes every season to cater to changing tastes and lifestyles and catering to consumer preferences, targeting the 18-35 age group. Numero Uno·s market strategy will be incorporated with the generic business strategy which is towards growth and maintaining a strong position in the market through some innovative products. Marketing planning and strategies can become highly effective if Uno focuses to redesign its marketing plan to survive successfully.

STEP 2 Situational Analysis
Uno·s owner/director should come up with some new brands and innovative ideas seeing the changing market needs. A hypothetical brand called ¶Dry Crush· can be taken which has a layer of magical sand from inside which makes the cloth water resistant from inside so that if we touch this cloth even if the cloth looks wet but it doesn·t feel wet. This would have certain

advantages as analysed using 4C framework. 4C stands for customer, competitor, company and context.

2.1 Customers
Uno should analyse the opportunity available in customer section and identify the value that it can incorporate to bring or set in some trends in the market. While jeans and most apparel are targeted towards the youth but now a day·s kids market can·t be ignored. So adding some value in its product it can target kids market. E.g. kids generally make their clothes dirty by playing in rain or mud so the brand ¶Dry crush· can be marketed which would be water/ dirt resistance and it being innovative it will meet the targeted customers need. Also for those areas where it rains more frequently it will be targeted to general people with the value addition of keeping them dry and dirt free.

2.2 Competitors
Competitors are Puma, Nike, Red Tape, ID, sparx, adidas and Wood land. Numero Uno should know some est. Players in this industry will also be tempted to enhance their capacity utilization by being big suppliers. After detailed analysis it is assured that access to good quality raw material at reasonable rates and locations for processing units are some of the main strategies that its competitors are following. Big players know the fragmentation in the Indian market and are at par in their R & D. So the time to market factor will be the key to success in this quick changing market. Also it should see the life cycle of the products it is into and the new value it is providing along with the innovative product. E.g. Converse came up with tennis shoe that was so famous that it changed the recent market as well as its competitors towards the product. All competitors had to purchase rights from converse to manufacture that product and design it according to them.

2.3 Company
Numero Uno started primarily manufacturing jeans for men and slowly moved into jeans for women, eventually designing and manufacturing complete wardrobes for men and women. A knitting plant was set up for the production of shirts & sweaters a few years ago for both men & women. The company has

been introducing trendy & innovative themes every season to cater to changing tastes and lifestyles.

Mr. Narendra Singh, Managing Director of Numero Uno Clothing Ltd. And the leading force behind Numero Uno, started by setting up a small manufacturing until and today owns, 4 state-of-art units with 500 machines with a capacity of 2,00,000 pieces a month

2.4 Context
HI-FASHION Clothing Company is on an expansion spree. With Rs 10-crore investment planned over the next two years in expanding capacities and other infrastructural needs, the company expects Numero Uno Jeanswear brand to consolidate its growth in the value-for-money segment. Mr. Singh said the company grew 40 per cent last year, and Numero Uno is targeting Rs 50-crore turnover this fiscal. Apart from its existence in the domestic market, the company has recently started test marketing & exporting its products to the UK. In September this year the brand entered into a tie-up with Lycra. Mr. Singh said, "Numero Uno's strength and success lies in knowing what today's young and stylish customer wants and these values are embedded in the core brand synergies that both Lycra and Numero Uno share. The new collection has been designed keeping in mind contemporary lifestyles."

STEP 3

Market Opportunities and Issues: 3.1 Opportunities:
Keeping in mind the changing market each and every company has a chance open to hit the market hard. The real key here lies in the quality of product and the value the product is giving to consumer. Also the companies are open to add gears and accessories to its product line that will enhance its product range.

3.2 Issues:
The major threat for Numero Uno and its products is the intense rivalry among competitors in the industry. The competitive global environment has brought critical challenges for Numero Uno to maintain a competitive and strong position in the global market. Moreover, fashion is subjected to demand which can go down at any time due to saturation and substitutes in the market. Hence, to meet with changing trends and globalization, Numero Uno requires extensive research and development to create a diversified range of products to be successful.

STEP 4 Objectives:
Numero Uno has aggressive yet realist, growth plan. In near future (2 years) it is planning to open 150 stores. Currently the company has 115 exclusive stores across India and it·s planning to open 50 more exclusive stores. NUCL has a major market in north India and now it·s eyeing south India and has recently opened offices in Bangalore and Hyderabad with the aim to strengthen their distribution network. The brand is currently available at all chain stores like shoppers stop, Central, Pantaloons, Ritu wears etc...

STEP 5 Marketing Strategy:
NUCL was one of the first jeans brand launched in India in 1987. Since then it has developed a lot and came up as a brand youth can relate to. Marketing strategy of NUCL is giving what customers desires. NUCL also wants itself to be a broader brand, it started with only jeans wear and that too only in men segment but now it has its product ranging from jeans to bags to eyewear.

It has decreased it·s time to market ratio and is concentrating on bringing the fashion as early as possible to the streets and in fashion industry it is really important for products with short life cycle. It is introducing trendy and original themes every season to cater changing tastes and lifestyle. It is growing overseas and making its presence felt there as well.

STEP 6 Target Market
The company has been introducing trendy & innovative themes every season targeting the 18-35 age groups.

STEP 7 Positioning:
NUCL has morphed to a responsive brand for the youth. It wants to be a trend setter brand among youths and it emphasizes itself as a mix of global fads with Indian sensibility. Numero UNO wants itself to be perceived as a brand that does not compromises on quality, fit, design and comfort.

STEP 8 Marketing Mix: 8.1 Product:
Beginning with only jeans in men wear now NUCL has launched bags, belts, watches, t-shirts and even eye wears to offer a broad assortment to its customers.

8.2 Price:
NUCL is identified as a brand with no comprise in quality at reasonable rates. It also offers a discount if purchased from selected retail stores.

8.3 Place:
Currently the company has 115 exclusive stores across India and it·s planning to open 50 more exclusive stores. NUCL has a major market in north India and now it·s eyeing south India and has recently opened offices in Bangalore and Hyderabad with the aim to strengthen their distribution network. The brand is currently available at all chain stores like shoppers stop, Central, Pantaloons, Ritu wears etc...

8.4 Promotion:
Promotion is a part on which NUCL has to work harder. Even though it has improved in recent years but still there is lot to improve on. The creative and ground breaking designs need to be communicated to the consumers. Recently NUCL is using digital marketing to improve its sales which is a bold but realistic step taken by management seeing the recent shift in trend to respective market.

STEP 9 Review and Control:
NUCL has user friendly reports focusing on customer needs, trends they follow or want to follow and their feedbacks. Currently they are doing this online as well as in exclusive stores, malls and big retail stores through flooding a questionnaire and feedback forms.

STEP 10 Marketing Organization:
Mr. Narendra Singh is Managing Director of Numero Uno Clothing Ltd and the leading force behind Numero Uno.

STEP 11 Contingency Plan:
NUCL is trying to invest money on its retail segment, so it·s lacking the money cushion enjoyed by other well established brands. Moreover fashion is subjected to demand which can go down at any time due to saturation and substitutes in the market. Hence, to meet with changing trends and globalization, Numero Uno requires extensive research and development to create a diversified range of products to be successful. It has developed a strong R & D in Gurgaon to come up with new trends in market. The plan in case of trends shift will be to easily shift to the trend and gain huge profit from it. In case if the market still has its obsolete product it can sell it on a discount.

By Abishek Machama PRN No. 11020841061 Sec B (1)

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