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SUBMITTED BY: Mukesh Rajpurohit Neha pandit Saurav Rai Section - J
CITY PROFILE- LUDHIANA
339. and is connected to the Indian capital city of New Delhi by road. Payal. Jagraon. frequent train service and by air. 2. Tiger Safari.2 EDUCATION . Samrala. The total population of the Ludhiana district as per 2001 census is 3.566 & Urban: 1. which means the town of Lodi's.INTRODUCTION Ludhiana is a city and a municipal corporation in Ludhiana district in the Indian state of Punjab.395. Ludhiana West. 13 km south of its present course. The total geographical area of the Ludhiana district is 3767 Sq. Maloud.D which was originally known as Lodhi-ana. The city stands on the Sutlej River's old bank. Famous places to visit in Ludhiana are Gurdwara Alamgir Sahib. GEOGRAPHIC PROFILE Ludhiana is the largest city in Punjab with an estimated population of 1. Nehru Rose Garden. Maharaja Ranjit Singh War Museum.km is 804 persons. and is the crossroads of many different cultures. The name later changed to the present name Ludhiana. Males constitute 57% of the population and females 43% that is about 824 females per thousand males. Payal.690. Guru Nanak Bhawan. Ludhiana is the richest district in the state of Punjab. Bihar. Out of the total population 12 % population is under 6 years of age. Ludhiana 1. Koom Kalan. Sidhwan Bet). The Ludhiana we know as of today is a major industrial and educational center of northern India. The density of population per sq. and includes the most expensive fertile land of all of India. Doraha. Hardy's World. 7 Ludhiana is centrally located on the National Highway1 from Delhi to Amritsar. Raikot. Ludhiana Central). Khanna. Rural Museum.352 (Rural: 1.030.4 million covering an area of about 310 km². DEMOGRAPHIC PROFILE 2. Ludhiana City had a population of 1.Tehsils( Dehlon.786). 6 Sub . The population increases substantially during the crop harvesting season due to immigration of laborers from states like Eastern Uttar Pradesh. Orissa and Delhi. Khanna). Ludhiana city was founded in the time of Lodhi dynasty which ruled in Delhi from 1451-1526 A. which include tehsils (namely Ludhiana East. Mullanpur Dakha. Machhiwara. Raikot. 6 Nagar Council( Jagraon.1 POPULATION As of 2001 India census.053. Gurdwara Charankanwal Sahib Machhiwara. Kms.
children and job stability.LUDHIANA is known as the "Manchester of India" because it is the industrial hub of Punjab. 3. LIFESTYLE Money beats family as a priority in Ludhiana city where around 38% of population gives priority to money over family. 12% of the population is under 6 years of age. television good food cloths . Only 3% of the population in Ludhiana is self employed while 18% are business owners and nearly 38% of the population belongs to service class in Ludhiana city. TASTE AND PREFERENCES Preference attitude while buying products and services in Ludhiana indicates that 60% of the population gives importance to performance quality. and female literacy is 68%. Ease of payment is the least considerate factors influencing the purchase behavior of consumers in Ludhiana city. Punjab Agricultural University. 4) ECONOMIC PROFILE This industrial town has a per capita income of Rs 30.000. 2.2.067.Ludhiana has an average literacy rate of 76. Ludhiana is home to the largest agricultural university in Asia. higher than the national average i. One-third of the total power available in Punjab is . Least preference if given to fitness related activities like yoga and morning walk. SOCIOECONOMIC CLASSIFICATION The socioeconomic classification reflects the occupation and education levels of the chief wage earner of the household.1. OCCUPATIONAL DISTRIBUTION AND EDUCATION About 93% of the population in Ludhiana has passed HSC/SSC and 30% of this population has gone for graduation and post graduation. In Ludhiana. The Male literacy is 72%. While analyzing basic commodities looked upon as necessities in Ludhiana mobile phones top the chart with nearly 90% of population listing it as the most important factor followed by newspapers. 3. music.3.3. almost 30 times more the per capita income of the state of Bihar which is only Rs 1.5%. Ludhiana is placed in the category B1.54%. the person who contributes most to the household expenses. 3) PSYCHOGRAPHIC PROFILE 3.e. This is followed by the brand image and the reputation of the company. 59.
holi. is spent on food and clothing which is about 51%. Bhangra and Gidda is the most popular dance form in Ludhiana. Woolen hosiery is Ludhiana pride and its icon and it also dominates the machine tools industry. The Ludhianvis are considered to be more relaxed and friendly than the average Punjabi.231 kg of rice per hectares (ha). yet traditional culture of the Ludhiana people has not lost fully. The regional language here is Punjabi. 25% of the total income being spent on rent. To top its industrial might. No wonder. basant panchami. gurupurbs etc. COMPANY PROFILE . Ludhiana’s tandoori cooking. social and economic field and some of them glorify the change of season.192 kg of wheat and 3.MADAME MADAME was introduced in the early ‘80s with a foresight to dress the young females with the latest Fashion and Style. diwali. A major portion of the monthly household income. loans and in paying off other liabilities. The Brand has been steadily marching ahead to meet the challenges of . But the fact that their traditional exponent is threatened cannot be denied. Although Ludhiana’s rich cultural heritage actually do not match the prevailing fashion and life style of the modern generation. Fairs and festivals depict the cultural heritage and give a glimpse of the life of the people. it’s called the ‘Culturalcum-Industrial Capital of Punjab’. 5) CULTURAL PROFILE The most outstanding aspect of Ludhiana and its people is the sound balance they have maintained between modernity and their age-old rich culture and tradition.guzzled in Ludhiana only. Ludhiana has fertile terrain and is one of the most fertile regions of the world with an average yield of 4. makki ki roti and sarson ka saag are few of the most popular cuisines throughout India. A few of the festivals that are held with great extravagance are Lohri. teej. They cover the religious. lassi. in Ludhiana. Out of the total household income about 15% is saved and invested and only 12% being spent on leisure and entertainment. baisakhi. Being a place of rich cultural heritage. Ludhiana is also famous for the art and craft.
As a result.. in the cosmopolitan cities like Delhi. Jaipur.200 unique designs every year to quench the style and fashion requirement of the trendy woman.The reason behind this fact that all outlets in non metropolitan cities are franchised is that people over their have this perception that they can earn much more than what they would have earned had they rented their shops. PENETRATION OF BRAND MADAME IN INDIA At prsent. Mumbai. MADAME has emerged as an elegant trendsetter for the feminine apparel industry. MADAME has been the first and only home brand to provide girl and woman apparels so exclusively. day by day. Around 40 per cent of our stores are franchised. we have 60 stores all over the country which are a mix of company-owned and franchisee-owned.. One thing that has been synonymous with the brand since it’s inception in 1993 is “contemporary styling’. It has been the first to modernize the traditional knitwear into the sophistication which makes a Fashion Statement every day. Ludhiana. MD Madame India “the franchising business is extremely profitable for Indian apparel market. With a team of competent designers. The brand has been achieving 100% growth in consecutive years and was nominated in the top five Woman’s Western Wear Brands in the country by CMAI. MADAME produces over 1. the company ventured into direct retailing after launching its first exclusive MADAME flagship store at Lokhandwala.” PRESENCE OF THE BRAND IN LUDHIANA . Also In 2002. India has a huge market potential for franchising in apparel market. Presently. madame has 58 stores located in 42 cities. Its zeal and vision to pioneer is being reflected by an almost selfeffacing work-style. Ahemdabad.We have plans to open 100 exclusive brand outlets in the coming years. Jalandhar. according to Mr Bipin Jain. Indore. however. led by a progressive management. an in house design team and great focus on quality. The success-secret of MADAME lies in its dedicated and diligent work force. the company operates through their company owned outlets. some are situated in various cities like Lucknow. where the greater good ensures the individual good. we also have multibrand stores all over the country apart from the company-owned and franchisee-owned stores.the fashion-conscious woman.. The Company believes in building a reliable and constructive relationship with its suppliers who provide the best quality in materials and the Consumer who has been appreciating the Product since a long time now. Mumbai.for instance a showroom owner if rents his shop earns 3 lakhs supposedly so he thinks that he has the capacity of selling the products of madame and can earn much more than 3 lakhs. The major focus remains on quality & design which has earned us the repute and appreciation of our customer. With more than 15 years in the Indian Market.
of stores… considering the large population. In a city like Ludhiana. as compared to the number of stores in metrpolitians like Delhi it is comparatively less. We are planning to come up with one more store by the end of October in tune with our strategy to consolidate in the north by the end of year 2010. they don’t want to be left behind in fashion and desire to look attractive PROMOTION STRATERGY UNDERTAKEN BY MADAME IN LUDHIANA To reflect its current fashion trends. where most of the consumer segment are Aspirers. One example of such trend was the inception of brand Madame in Ludhiana in 1993. having a brand ambassador like Sophie Chaudhary would reflect the aspirations of such category of consumers and they would be able to identify with her sense of style. The Indian women in non-metro cities are increasingly exercising their freedom to wear clothes that are fashionable yet comfortable.” TARGET MARKET OF MADAME IN LUDHIANA The Target group consists of young working women who want a perfect blend of comfort and fashion. However. A lot of young girls in non-metro towns want to be dressed as stylishly as girls their age in big cities. Madame has targeted women in the age group of 13-35. According to the marketing head of Madame Ms Shruti Aggarwal “Bigger the area.Traditional contract manufacturers from the century-old hosiery and knitwear hub have come together to build a common platform for brand Ludhiana. At present there are 4 clothing stores under the brand name Madame. As per the ongoing scheme. The brand is famous among college going girls in their late teens and who are fond of wearing branded cloths. Madame has signed former VJ Sophie Chaudhary as its brand ambassador. Ludhiana has vast potential which a lot of retailers want to tap and its important to use brand endorsement as an important tool for positioning its range. the no. absolutely free. of stores were set up that were in tune with the growing demands of the market. Since its target market is young women it is believed that this will give the brand would get an upfront image in the minds of our consumers. larger are the no. At present Madame has four stores operating around Ludhiana city. a fitness centre. one gets three days workout worth rs1500 at talwalkar’s. the scheme is valid only for stores in ludhiana PRODUCT AND PRICING STRATERGY OF THE BRAND MADAME IN LUDHIANA . on purchasing garments worth Rs 2000 or more. In Ludhiana and two accessories stores under the brand name NYCITY. MARKETING OF BRAND MADAME IN LUDHIANA.
LDFO encompasses different product categories like men wear. Revenues generated from sales are divided between the three stakeholders — brands. kidswear. Sharman Shawls. Palmer. a joint venture between local brands and property owners. Bluemount and Madame have come together to build a common platform for brand Ludhiana. Although. Franchiser displays all stocks available with him.. In the year 2009 in a rather innovative trend Forty two local brands from Ludhiana. home furnishings and accessories and member brands include Octave. In view of the franchisee selling the product.000 square feet of retail space) and in Jaipur (with 15. Bluemount. Refuel. KMark. Madame Brand also takes into consideration that a franchise should own a property at a prime location which ensures more footfalls of the customers. Barclay. franchise is held responsible. book of accounts is maintained by franchisee. In the franchise case. W&T.Over 1200 new designs are introduced every year and every week 15 new designs are introduced keeping in mind the tastes and preferences of customers. DISTRIBUTION STRATERGY OF THE BRAND MADAME IN LUDHIANA In Ludhiana brand Madame is only available through it’s EXCLUSIVE BRAND OULETS. The collective retail platform has been set up to overcome the basic disadvantage of sustaining company owned outlets round the year. In case of any pilferage of stocks or cash shortage. Elson. Pricing for the brand Madame is same overall India.. Prices do not differ but designs can depend upon the requirements of customers. Madame brand identifies the demands of customers by interviewing them through questionnaires and telephonic interviews. Dove. complete renovation as per company standards has to be borne by the franchisee. Franchisees make the outlet available for selling products of Madame.000 sq ft unit of retail space) shortly. The manufacturers have already set up store at the Gold Souk Grande Mall in Ludhiana and will also be opening their new venture at Wedding Souk at Pitampura. And these brands don’t have to worry about recurring costs after the initial contribution and stocks as the LDFO takes care of all day-to-day management and manpower costs. Monte Carlo. All expenses are borne by franchise. in India.Madame is getting positive responses from everywhere which has actually enabled it to introduce more fancy and stylish designs so as to capture a larger market share . There is no difference in the prices until and unless there is a change in style or designs. Waves. Warmzone. Apart from this it also looks for people with passion for apparels and customers service before finalizing a franchisee. Teeknits. has been set up to help the local manufacturers benefit from their collective strength. Reverie. Franchisee is supposed to give a cash security to franchiser for 50% of the total stock valued at MRP. Madame. Ziama. particularly since majority of brands are either winter wear oriented or restricted to summer wear. shawls. ladies wear. Rage. Monte Carlo. The Ludhiana Direct Factory Outlets (LDFO). Creative Line. New Dehli (with 25. . Confidence.000 sq ft. Charlie. Shingora. property owners and LDFO. Renova. including better-known ones such as Octave. The Ludhiana outlet is spread across 40. Bodyguard. around 40 per cent of madame stores are franchised . Jain Shawls. he is entitled for a commission. Juelle.
according to her she likes Madame Brand because of its latest unique designs and superior quality. she said that she was a great fan of Sophie and this was one the prime reasons why she prefers Madame over other brands apart from other reasons of their apparels being stylish and comfortable. For instance. They said as compared to United Colors of Beneton. She said that she loved wearing Madame Outfits. From fine cut jeans to straight fit jeans. they felt that Madame overall was a very classy brand. She said that her charming and suave personality reflects the stylish outfits offered Madame. They had never encountered an out of stock situation. especially for a niche market. When we asked the customers in Ludhiana that do they require any more stores as Ludhiana (currently being 4 stores only) they answered that Ludhiana being a geographical small area. For instance. The felt that the best part about the brand was that it was very affordable. They didn’t see the purpose of the winter collection that much as winter is not that cold in Mumbai. Few among the people interviewed were very happy with their sales staff. Some of them even compared Madame with its competitor UCB. Madame is quite cheaper whereas quality remains the same. While interviewing the people from Delhi and Ludhiana.Sleepins and Oriental’s . We also interviewed few people in Mumbai. as they are comfortable and suits her personality. the number of stores currently operating are more than sufficient.DIFFERENCE IN THE CUSTOMERS PERCEPTION COMPARED TO THAT OF METROPOLITAN CITIES IN LUDHIANA AS Madame has positioned itself in the minds of people in such a way that people look forward to the launch of new varieties and designs of Madame Brand. they felt that the quality offered by Madame matches their price. which are in tune with the fashion demands of the customers staying in Ludhiana. we interviewed Neha Mahajan from Ludhiana. But some customers felt that Madame Outfits are heavy on their pockets maybe because such people consider price over quality. They felt that each of the stores stocked classy and fancy apparels. People were quite satisfied with this brand. . Sophie Choudhary. we could not find any difference in the perceptions of people as Madame is very well established everywhere and people are quite happy with it. all sizes and stocks for all the variants were always available. while interviewing Niharika Jain in Delhi. In Delhi. When asked if they had any issues regarding the pricing of the apparels. the brand ambassador of Madame is one of the reasons why people are attracted towards Madame. tops and especially pullovers for winters.
The customers in non-metropolitan city (Ludhiana) were a bit price sensitive as compared to customers in the metropolitan cities. The major point of difference lied in the price perception of the customers. http://www.com/about-ludhiana. BIBLOGRAPHY 1.we would like to conclude that Madame is very well positioned brand in metropolitan as well as in non-metropolitan cities.php . Marketing White Book 2010 2.At the end.ludhianadistrict.
retailangle.fashionunited. http://www.in/news/fashion/madame-spreading-footprint-across-india160820101021 .com/Newsdetail.3.asp? Newsid=2848&Newstitle=Ludhiana_Direct_Factory_Outlets:_Collaborate_to_compete 4. http://www.
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