Impact of culture on max brand

By Monisha Malhotra

as well as footwear and house ware. ‡ ‡ ‡ ‡ ‡ . a part of Dubai based Landmark group Max is currently the largest value retailer in the country with 78 stores including 17 in India FORMAT TYPE.Multibrand landmark group POSITIONING-FAMILY SHOPPING DESTINATION AND VALUE PRICING STORE Max offers a good shopping experience and a great value at Max translate into making customers µLook good and Feel good¶ to the maximum Max retails its own label clothing for men. women and children.Introduction ‡ ‡ Max Retail.

PRODUCT CATEGORY  o o o KIDSWEAR DEPARTMENT INFANTS BOYS GIRLS  o o o FOOTWEAR MEN WOMEN KIDS  o o GIRLS SECTION WESTERN WEAR ETHNIC WEAR  HOME ACCESSORIES  o o o o BOYS SECTION WESTERN WEAR FORMAL WEAR SEMI FORMAL SPORTS WEAR .

TARGET SEGMENT  THE CONSERVATIVES WOMEN  WORKING  YOUTH .

FACTORS AFFECTING CONSUMER BEHAVIOUR ON      Environment of the consumer Geographic influences Influence of occupation Place of purchase Changes in saving and investment patterns .

CULTURAL EFFECTS INDIVIDUAL LIKING DEMOGRAPHIC NON VERBAL COMMUNICATION LOCATION     .

 o o o o PREPURCHASE AND PURCHASE ACTIVITIES DISCOUNTS SPECIAL OFFERS PROMOTIONS POINT OF SELLING .

would support the expansion plans of Max in key Tier II and Tier III Plans to take its total store count to 55 by March 2011. expects revenue from Indian operations to double to breach the Rs 400 crore mark by March 2011 Stand-alone stores and partnered (franchised) outlets.IMPACT OF CULTURE ON MAX BRAND  Max. the group¶s fashion brand. by which time it is targeting a turnover of Rs 430 crore.   .

FOCUSING ON INFANT SECTION AS IT ADDS TO ONE FOURTH OF THEIR GENERATED REVENUE.MAX IS EXPANDING ITS ROOTS IN VARIOUS PARTS OF THE COUNTRY.    . MAX IS INCREASING THEIR ETHNIC SECTION DUE TO CHANGING CUSTOMER¶S DEMAND AND LIFESTYLE. DIVERSITY IN CULTURE. TARGETING ON MID SEGMENT EVERY YEAR EYEING A TURNOVER OF Rs 15-18 CRORE PER STORE AND A GROWTH OF10-15 PERCENT.

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