EXPANSION ENIGMAS

DRISHYA GANGAMMA J V – 1907

SAGAR JEVOOR - 1913
 • Monitor the ready made shirt counter
• Track whoever walks up to counter
• Observe shopper behavior and record
everything significant
Tarang textile’s • Identify potential customer before
examining related issues like
status investments, funding and technology
• Been over two decades and known for
product quality
• Market share of 18% and turnover of
225 crore
• Few sub brands with no promotion
 ➢ Restructuring of business
operations due to competition
1.Inducing professionals at
various levels

Market 2.Formation of brand

management team
3. Commissioning market

scenario research studies

➢ Readymade Shirt Market – 800
Cr. Growing at 25% per annum
Versus 3-5% growth in fabrics
➢ Means apparel market is
strongly brand driven
➢ Developing Tarang as a brand
and giving it a brand personality
 Demographic segmentation
The climbers The settlers

Age (In years) 25-35 33-45

Average family size 5 5

Income(In Rupees) 5000 4000-8000

Occupation Executive in small Manufacturing and

and medium scale service sector
companies
 Geographic segmentation
The climbers The settlers

Location South and west South India

India

Loyalty Status
The Climbers The Settlers

Loyalty Hard core loyal Shifting loyal

 SWOT ANALYSIS
STRENGTH WEAKNESS
➢Reputation ➢No promotion
➢Quality and durability ➢ Lacked distinctive
➢Strong retail distribution chain personality / Brand image
➢ good awareness about the
company

opportunity THREAT
➢Readymade segment growing ➢High competition
at rate of 25% per year ➢Presence of boutique
brands(premium)
➢Presence of national
brand(Prize) and regional
brand(Rans) in
market(Economy)
Should Tarang enter men’s ready-
mades?
➢ YES Tarang should enter men’s ready-mades because
this segment has been growing at the rate of 25% per
annum.

What should be the platform on which

it should be launched?
➢ It should be launched on their existing retail
platform at the same time they should also open some
new exclusive retail showrooms and multi brand
outlet.
What personality would suit
Tarang brand?
➢ Hardworking
➢ Ambitious
➢ Aspirational
➢ Loyal

These factors reflects in creating the brand

personality for Tarang
Is Tarang readymade for readymades?

No, Tarang is not completely ready for

readymades.

➢ Though they have more than two decades of

experience in the fabrics market they are new to
readymade
➢ They need to create a brand personality to get
into readymades.
Thank you