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CHAPTER 1 INTRODUCTION
1.1 - Rationale 1.2 - Objective of study 1.3 - Scope of the study 1.4 - Limitation 1.5 - Research overview

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1.1 - RATIONALE
Rationale is a set of reasons or logical basis for a course of action or a particular belief. This chapter outlines the rationale behind launching maternity wear collection MNG Motherhood by Mango. MANGO is a Spanish brand of women wear and accessories that are in vogue. The first store of Mango was opened in 1984 in Barcelona. Mango entered India in 2001 with Major Brands franchise and has now appointed DLF as a franchisee partner after seeing the growth rate and opportunities in the country. It has 17 stores in India today. We have decided to the line extension in the brand MANGO by launching maternity wear collection MNG Motherhood. The following aspects help us to justify the reason behind launching MNG Motherhood by Mango: GROWTH OF APPAREL INDUSTRY

Fig 1.1.1 growth of apparel industry (Source: Tejas article,IIMB)

The graph above shows the growth in the Indian clothing apparel industry. Despite the economic downturn, Indian clothing apparel industry registered a 9.9 % value growth reaching a staggering Rs. 28.10 billion. Growth in the apparel industry is one of the reasons to justify the launch of maternity wear by Mango which will help the brand to expand their product portfolio and their market share in the industry. GROWTH IN THE MATERNITY MARKET Maternity wear market has made steady inroads in India over the last few years; the market is becoming more sophisticated. According to K Venkateraman, MD of Mahindra retail, the market for womens wear is pegged to be around Rs.80, 000 crore. And maternity wear could easily account for 3% of that in next five years. The annual maternity wear market in India is estimated at Rs.1000 + crore and is growing at rate of 25% annually, according to Technopack Advisors Pvt Ltd, a retail consulting firm. Mothercare and Mom and Me are the only two brands dominating the growing maternity wear market. Hence, there is a need gap in the market which justifies the reason to launch MNG Motherhood by Mango.

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DECLINING BIRTH RATE

Fig.1.1.2 birth rate demographics (Source: Tejas article,IIMB)

Country India 2000 24.79 2001 24.28 2002 23.79 2003 23.28 2004 22.8 2005 22.32 2006 22.01 2007 22.69 2008 22.22 2009 21.76 2010 21.34 2011 20.97

Birth rate is child births per 1000 people per year. The above table depicts decline in the birth rate by almost 4 % from 2000 to 2011. The decline in the current birth rate which implies young couples are opting for fewer kids these days and therefore the idea of pampering oneself during the period is quite strong. Since the idea of pampering oneself during the gestation period is more, it implies their high willingness to spend on the maternity clothing. Only Mothercare and Mom and Me are dominating the maternity wear market with the rising demand of maternity clothing, hence this is one of the more reasons to justify the launch of MNG Motherhood by Mango. GROWTH IN PLUZ SIZE WOMEN POPULATION

Plus-Size % of Indian Women Population

8%

Rest 92% Plus Size 8%

92%

Fig. 1.1.3 growth in plus-size women (Source: Technopack, Perspective Vol. 4)

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As we can see in the graph above there is a growth in the plus size women population. 8% of the women are plus sized. This has lead to the growth in the plus size market. Retailers have opened a full new store to cater to this niche market. The concept of plus-size clothing is picking up fast in India. Especially in tier-I cities like Delhi, Mumbai and Bangalore. Maternity wear clothes not only satisfy the expectant women but many plus size women also shop from here to get better fittings and style. MNG Motherhood will not only cater to the needs of expectant women but also of the plus size women. Growth in the plus size women population is another reason to justify the launch of the maternity collection MNG Motherhood by Mango. URBAN HOUSEHOLD INCOME GROWTH

Fig. 1.1.4 urban household income (Source: Mckinsey Global Institute)

The chart depicts the income growth rate across India. It indicates that the Indian household incomes will almost triple over the next two decades, rising from an average of roughly 115,000 Indian rupees today to 320,000 Indian rupees in 2025. While income growth will accelerate urban and rural areas, urban household incomes are expected to grow much faster than seen in rural area. The growth in the income of the urban sector indicates people have greater amounts of money and therefore, their willingness to spend on branded apparels will gradually increase. Income levels increases and hence he standard of living. People will start demanding expensive products as their status in the society rises.Hence, there will be greater demand for the Mango apparels and launching a new collection will definitely be a success in a country like India where urban income growth is increasing at a faster pace. It will also help the brand to expand their network and increase the revenues.

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URBAN CONSUMPTION GROWTH

Fig. 1.1.5 urban consumption growth (Source: Mckinsey Global Institute)

The above chart depicts that the Indias consumer market is set to explore over the next two decades. It also states that this growth will not be driven by population growth or by dramatic changes in household savings behavior, but rather almost entirely rising incomes. Geographically, urban India will account for over two-thirds of market growth, despite housing only 37% of the countrys population (in 2025). With rise in income growth, we can see the urban consumption growth increasing at a high rate. Increase in the consumption growth is one of the reasons behind adding a new dimension to the brand Mango. Since the consumption is increasing among the urban sector, it indicates rise in the demand for goods and services. People with high consumption now prefer spending on branded apparels. Urban women have reached the international standards in terms of fashion and now motherhood is no reason to give up on fashion. They are now willing to spend on maternity wear. Hence, with high consumption growth, MNG Motherhood by Mango will be the preferred brand among all the urban expectant women.

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1.2 - OBJECTIVE OF STUDY

To study and analyse the maternity market. To identify the need gap using marketing strategies. To do the environment scan. To launch the extension of an existing line of a brand. To apply the research methods and analyse the same.

1.3 SCOPE OF STUDY

Scope of the study is high as we have been taught many techniques to scan the market, identify the need gap, scan the environment and carry a research accordingly. Applying all these techniques in our project, we could identify a need gap for designer and fashionable maternity wear in the market. Competitor analysis and perceptual mapping helped us to identify the need gap. Research methods and analysis lead us to certain recommendations for the brand Mango which may help them in increasing their market size and share in India.

1.4 RESEARCH OVERVIEW

All the research we did, involved the primary and secondary data collection. Primary Data was collected by preparing questionnaires and analysing them. Also we went to the Mango stores to know about the collection, colour pallet, current sales, the sales department and the store design and place. In support to the pimary data, we collected the secondary data through research papers, websites and all the online portals.

1.5 LIMITATIONS
It was difficult to collect information about the fabrics used as Mango has all the suppliers out of India. It was not practically possible to visit all the stores of Mango in India. Some of the competitors are the unorganized sector, which was a little tough to be covered.

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CHAPTER - 2 BACKGROUND
2.1 - Presentation of all the secondary data 2.2 - Environment scan -SWOT, PEST, 5 Force 2.3 - Competitor analysis 2.4 - STP 2.5 - Marketing Mix - Product
- Pricing Strategies - Place/Location - Promotion

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2.1 SECONDARY DATA PRESENTATION

INTRODUCTION TO THE BRAND MANGO DESCRIPTION Mango clothing was established in Spain in 1984 by Isaak Andik. Mango clothing caters predominantly to women, producing alluring and tempting fashions for women with dynamic and modern tastes. It is aimed at urban women aged between 18 and 40 years. It has 2060 stores worldwide. Currently, it has 17 stores in India. HISTORY Mango is the second most important Spanish brand of women wear and accessories that are in vogue. The history of the brand begins in 1972 when the young, entrepreneurial, Isaak Andik, started work in the fashion sector. He is also the current owner of Mango. Isaak was born in Istanbul and he moved to Barcelona when he was 13 years old. During his studies at the American High School in Barcelona he had the idea of selling his friends shirts imported from India and other Asian countries so that he could earn some extra money to cover his expenses. The success of this venture encouraged him to set up his own stand in the Balmes Market. During this time, his principal activity was the importation of women's clothing from different countries and then getting it on the shelves of stores across Spain. The first MANGO store was opened in 1984 in Barcelona. He decided to name his company Mango, a name that comes from the fruit, which he saw for the first time while on vacation in the Philippines. The success of this small company and his experience allowed Isaak Andic to create his own collection and open new stores, this time his own. With this step he started to sell, not only in his own stores, but also in other multi-brand stores, which quickly became exclusive Mango outlets. He took the next step the same year when he realized that, although the clothes were of high-quality and the designs were widely accepted by Spanish women, the product lacked a global concept that would make it attractive enough to warrant further development to medium-scale. The concept has to be complete and it encompasses of tangible as well as intangible characteristics: fashion, design, image and a good price-toquality ratio. Right from the beginning, Mangos goal was to dress a young, urban clientele in high-quality clothes, at an affordable price, without getting behind on the latest trends. To be present in all the cities of the world is the mission of the textile chain. The company handles the whole process from a products design to it reaching the end consumer; the design, manufacturing subcontracting, distribution and commercialization. The material used in making the garments is designed by Mango, but the company does not manufacture its product. Mangos collections are mainly produced in China (approximately 45%), Morocco (23%) and the rest in workshops in different countries such as Turkey, Vietnam or India. Its worth noting that there are two seasons each year for the company, spring-summer and fall-winter, but that it launches a total of 4 collections annually. (Source: Sustainability Report, Mango, 2007 and 2009)

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THE MANGO STORE All the stores are in prime locations, either in shopping centres or city centres. The mango stores appear to be more like boutiques than a part of the international. It has a large team of window dressers, merchandisers, coordinator and supervisors guarantees that all the stores enjoy the same atmosphere, offer a high level of customer service and are managed in the same way. The floor of the store is mainly made up of natural stone, currently basalt and they also put special emphasis on reducing electricity consumption. Mango presently has 2060 stores in a total of 104 countries.

GROWTH ALL OVER THE WORLD

DESCRIPTION 2005 2006 2007 2008 2009

Net Turnover Net Profit No. Of Stores No. Of Countries Sales To Countries (%) Average Employees No. Foreign

888,260 103,217 866 83 72.6 %

942,355 124,039 995 89 74%

1,020,356 129,139 1,094 89 76%

1,100,705 143,258 1,228 90 77%

1,145,156 148,016 1,390 97 78%

Of

5,414

5,901

6,973

7,865

8,132

Table No. : 2.1.1 growth all over the world of Mango (Source: Sustainability Report, Mango, 2009)

FRANCHISE SYSTEM The MANGO fashion chain offers its franchise system throughout the European Union and in the major world capitals and cities. The MANGO franchise system places at franchiers disposal a comprehensive system that covers all aspects relating to product marketing and franchise management. The company offers a "ready-to-go" business so that franchisee can focus their efforts exclusively on maximizing the sales. Mango entered India in 2001 under a commercial agreement with Major Brands and it continues to expand its presence in the country. Currently, it has 17 stores in the India. Apart from its partnership with Major Brands, Mango has another approved franchisee -- DLF Brands. MARKETING AND COMMUNICATION The Communication Department is responsible for the renovation of the corporate image each season, as well as worldwide media planning, adapting Mango's global strategy to the characteristics of each country with a focus on increasing customer loyalty. Mango has always been committed to connecting their brand to personalities linked to the world of
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design, such as Naomi Campbell or Claudia Schiffer. Some of their models even become the designers of part of a collection. The reason Mango invites famous actresses and models to take part in their marketing campaigns is to offer their customers an intangible extra; glamour, beauty and a connection with the celebrities. In terms of publicity costs, both Mango and the franchisees invest 4% of their turnover in marketing campaigns, a higher amount than other companies in the sector (for example Zara only spends 0.3% of total turnover on marketing). Mango publicity tries to ensure all their customers across the world identify with the same Mango, the same brand image. Mango publishes its new collections in the fashion magazines like Vogue, Marie Claire, Elle, LOfficiel, etc. Scarlett Johansson is back for her fourth season as the star of Mangos advertising campaign which is for the Spring 2011 Mango, apart from traditional advertising, organizes : o FASHION AWARDS "El Botn" is given to young fashion talents with the aim of promoting young talent work. The winner gets a prize of 300,000 euros, the largest of its kind, and to put on sale in MANGO Fashion Awards is a fashion event organized since 2007 by the Catalan Spanish transnational Mango, where prizes "El Botn" and "El Botn de Oro" are awarded. Mango store.(Marie Claire,2008). The MFA is open to all young designers who are under 35 years old. NOT JUST A LABEL is delighted to introduce its new collaboration with iconic Spanish brand, MANGO For this years El Botn - MANGO Fashion Awards (MFA), the two fashion staples have teamed up to help young designers build their collections and gain recognition for their hard work. . NOT Fig No. : 2.1.2 JUST A LABEL (NJAL), the leading (Source: Images, Google) global directory for emerging fashion designers, will direct the participants and offer its support by being the liaison between MFA and the designers. By helping them gain exposure, NJAL will supervise the competitors, as one designer is chosen to receive the internationally renowned and ample prize by a prestigious panel.

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o FASHION SHOWS Mango organizes its Fashion Shows every season to showcase its collection. Kate Moss was also associated with Mango Fashion show. Penelope Cruz and Monica Cruz designed for Mangos Fall collection 2010. Mango launched its new FW 2011 collection recently. The famous Isbeli Fontanna walked for Mangos collection. She is also Paris Vogues June/July cover girl-partied on. Celestino Garcia the head designer of Mango, was doing the last touch ups on models in the FW 2011. Mango's collection got all the attention this season like every season
Fig no 2.1.1 Isbeli Fontanna

PRODUCT OFFERINGS IN INDIA

CLOTHES
Dresses Tops Skirts Trousers Shorts Jeans Jumpsuits Knitwear Jackets Coats Hosiery

ACCESSORIES
Belts Wallets Jewellery Sunglasses Umbrella Foulards Hats Gloves Scarves Shoes Other accessories

Table No. : 2.1.2 product mix of mango

PRODUCT MIX shows the range of the products offered by the brand. In case of Mango, the WIDTH of the product mix is clothes and accessories. The LENGTH of the product mix is the items listed under clothes and accessories. The DEPTH of the product mix is the color, size, patterns and types of each item offered in the length.

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TYPES OF DRESSES
Colors
Purple/lilac White Stone/natural Orange Greens Browns Blues Red/ Crimson Grays Gold/copper/silver Camel/beige Yellow Pink Black

Types
Draped dress Sequin dress Tweed dress Combi dress Sheath dress Banded Gown Cowl neck dress One shoulder dress Halter dress Knitted dress Lace gown Ruffle dress Strapless short dress Boat neck dress Henely dress Cocktail dress

Sizes
Extra-Small Small Medium Large Extra-large

Table no. 2.1.3 types of dresses

TYPES OF TROUSERS
Type Of Trousers
Capri Skinny Straight Leggings Slim fit Slim fit Relaxed fit Zipper Carrot Slim leg chino High-waist Chino Straight fit Straight fit Slim fit High-waist Chino Wide leg Stitched Tweed Cargo slim

Table no. 2.1.4 type of trousers

TYPES OF DENIMS Super slim Slim Straight Flair Capri

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TYPES OF TOPS
Types of Tops
Capri Skinny Straight Leggings Slim fit Slim fit Relaxed fit Zipper Carrot Slim leg chino High-waist Chino Straight fit Straight fit Slim fit High-waist Chino Wide leg Stitched Tweed Cargo slim

Table no. 2.1.5 types of tops

TYPES OF SKIRTS
Type of Skirts
Mini Fringed Pleats Knit Leather ,heat pressed Lace Cargo High-waist Layered, wrap Tweed

Knee length Maxi

Pencil cut, A-line

High-waist Mermaid

straight cut High-waist

Gather Denim

Table no. 2.1.6 types of skirts

E-BUSINESS The company has seven websites presenting different company information: www.company.mango.com , where information is offered mainly for franchisees, students and journalists. There were 1,194,541 visits in 2009. www.mango.com , aimed at the end customers, where they can see the catalogue with the full collection and photos. There were 16,430,996. visits in 2009. www.mangoshop.com and www.mangoutlet.com, (since May 2006) relating to the virtual stores, covering all European Union countries. The number of visits in 2009 were 17,250,011 (Europe and USA) and 2,966,250 respectively. www.quemepongobymango.com, which offers information on trends and offers advice on how to wear the latest fashions. In 2009, the number of visits was 1,039,238. www.mangofashionawards.com, which provides information on the editions and rules of the El Botn Awards. In 2009 the number of visits was 238,123. www.news.mango.com, which provides information on the latest news at Mango. In 2009, the number of visits was 1,201,204.

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2.2 ENVIRONMENT SCAN PEST

PEST Analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. Political factors are how and to what degree a government intervenes in the economy. Specifically, political factors include areas such as tax policy, labor, environmental law, trade restrictions, tariffs, and political stability. Economic factors include economic growth, interest rates, exchange rates and the inflation rate. These factors have major impacts on how businesses operate and make decisions. Social factors include the cultural aspects and include health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. Trends in social factors affect the demand for a company's products and how that company operates. Technological factors include technological aspects such as R&D activity, automation, technology incentives and the rate of technological change. They can determine barriers to entry, minimum efficient production level and influence outsourcing decisions.

(The Times, Retrieved (2009), Wikipedia)

Here is the PEST analysis of the company Mango: POLITICAL FACTORS Foreign Direct Investment (FDI) - FDI is a measure of foreign ownership of domestic productive assets such as factories, land and organizations. Foreign direct investments have become the major economic driver of globalization, accounting for over had of all cross-border investments. In India, government allows 51% FDI in single brand retail sector at present. This has resulted in many foreign apparel companies like Mango to consider India as one of their major markets and so, they even widened their network in the country. The government is further considering the proposal to raise the FDI cap in single brand retail from 51% as lower FDI ceiling is a hindrance to the global brands expansion plans. Such liberal policies will make it easier for the company like Mango to further expand their network in the country, from tier 1 to tier 2 cities, and help them make the most of their opportunities. Political Instability - The political scenario in India has been erratic from past many years, where we have seen as many as 4 prime ministers in a decade and recently, the Anna Hazares demand for Janlok Pal Bill against the government. Also, due to the Indian government structure, the political conditions vary from state to state due to dominance of the state government. This is not very good for Mango when operating in India, as it means that it is likely that the government would suddenly change their policies, which can affect them.

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Environmental Regulations - Government has incorporated various environmental laws such as CSR and ISO 14000. CSR (corporate social responsibility) has acquired new dimensions in the recent years in India. CSR policy is a self regulating mechanism whereby business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. Mango is a CSR focused business. The CSR policy of India helps the brand to promote the public interest by encouraging community growth and development within the country Changes in Taxation Policy Indias taxation policy can have both negative and positive impact on the organization. Increase in the custom duties, import and export taxes can create a barrier for the company to enter the country and difficult for the existing companies to expand their network within the country. Whereas, if the export and import policies are not restricted and custom duties are not high, it makes it easier for the companies to grab the opportunities and expand their network.

Economical In a survey, it was shown that Indian economy is increased by 8% and the rise in per capita income is 10.5% which shows that the standard of living of people is rising. People are gaining new standards in their societies and hence their demand is also shifting accordingly. Disposable income of people is rising. The apparel industry in India is growing at 10% and is expected to grow at 12% which is a remarkable growth. In the olden days, the disposable income of people was low so they didnt demand for luxury and they just fulfilled their basic needs. But now the consumer wants to earn more so that he can spend more. Maternity phase has become very special to women as family planning is prevalent in India. The price elasticity of demand is decreasing as compared to the olden days. People have a stronger approach to their taste and preferences than the price, in the urban market. People are ready to buy things if it is preferable to them. Hence, the mng- motherhood collection, being the only fashionable brand collection, will gain much of importance and acceptance in the society as per the Indian economy. Socio cultural Socio-cultural environment is the social and cultural changes that may affect the countrys or a firms market. Society Human society is the set of relations of people, including their social status and roles. Culture It is the software of the mind, the social programming which runs the way we think, act and perceive ourselves and others. Indian society is no more that backward orthodox society. People are aware and ambitious. They have aspirations. As the literacy rate is rising, family planning is spreading widely. Nuclear family system has given rise to more modernised thinking. Western culture is becoming so popular in India. Young couples have high disposable income and so they take everything in their lives as a special occasion. Young couples spend a lot in holidays, hang outs, clothes, movies, food, etc. So during the gestation period, they will obviously have a special feeling and they will spend to make it special.

Fig no.2.1.2 nuclear family

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In the Indian culture, when a women is pregnant, there is a ritual called baby shower done. Now as there are young and modern couples willing to look good, they prefer wearing a gown or something western other than a saree. So Mango maternity wear is for such people in the society who want to pamper themselves, who have the willingness to spend but doesnt have resources which they want. Technological

Fig no.2.1.3 - burger

Public relation has become a very strong tool in the retail and fashion industry. It helps the consumers to be aware of current happenings of the firm. Telemarketing has gained so much of importance that every brand in the apparel industry is using this. The customer relationships are managed by giving them special discount cards and vouchers. All this is done through technology. The information technology industry in India holds a very strong position. E- business which is marketing through the internet is widely followed in the apparel industry. The firms have their online catalogues and shopping options. Moreover the websites like Fashion n You are developed to increase the awareness and the market. Mango has seven online portals which gives a detailed information about its current collection, about its public relations, its sales promotions and online buying options. The portal www.mangoshop.com gives the details about the catalogue and online buying.

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SWOT It is a strategic planning method used for analyzing the organizations strengths, weakness, opportunities and threats. It is a consistent study of the environment. It views all positive and negative factors inside and outside the firm that will affect the success. Strengths and weakness are internal factors. Opportunities and threats are external factors. Strengths - characteristics of the business that give it an advantage over the others. Weaknesses - characteristics that place the firm at a disadvantage relative to others. Opportunities external chances to make greater sales or profits in the environment. Threats external elements in the business that could cause trouble for the business.

Identification of SWOT is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs.
(Mehta,S.(2000),Wikipedia)

Here is the SWOT analysis of the company Mango: Strength :

Established Brand Image - Established brand image is an asset for the company. Mango is an established brand with more than 1600 stores worldwide and currently has 17 stores in India. Today, a number of fashion headliners such as Penelope Cruz, Monica Cruz, Scarlett Johansson choose this must have fashion for their personal wardrobes, only adding to its appeal fashionable and modern women. A good brand image facilitates predictable income stream, loyal customers and help the brand achieve its goal. Concept - The Company Mango is differentiated for having a highly defined concept which is based on an interrelation between a quality product, design and a coherent and unified brand image. The main formula Mango has analyzed, adapted and applied in all the stores is to dress the modern, urban women for her daily needs. The concept of the company has been and remains the key to their commercial success and international prestige. The Team - Apart from the concept, Mangos greatest asset lies in its people. The company gives personnel a chance to contribute ideas for which the company has provided communication channels (brainstorming, suggestion box etc.), has provided permanent training program and internal promotion. It has an enthusiastic, motivated and professional team, who is able to adapt changing ideas. It is described as a company which has pleasant and family oriented atmosphere. Logistics - Another main strength of Mango is the development of the in-house built logistics system which has been developed since the opening of the first store in 1984 up to present date. This allows classification, packaging and distribution of goods. It is based on speed, information and technology and it ensures quick distribution of goods to every store at any moment and guarantees the continuous renewal of goods and a production in accordance with market demand. Also, it receives and transmits information to all the subsidiaries and stores.

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Weaknessess : Franchise System - A franchise is a right granted to an individual or group to market a companys goods or services within a territory or location. The global company Mango entered India with Major Brands franchise and has decided to sign up DLF as a partner for further expansion. A franchise system has a lot of drawbacks. Firstly, it is very difficult for the company Mango to find a suitable partner who is competent and ethical. The franchisor has to disclose confidential information to the franchisees and this may constitute a risk to the business. Also, it can hamper the reputation of the brand as, in franchise system, there is lack of control over the business and specially the brand. These aspects of the franchise system make it a big weakness for the company Mango in India. Comparatively High Priced - The starting price of Mangos basic t-shirts is as low as Rs.500 and it has expensive designs priced at Rs.10, 000 and more. This price range is a weakness for the brand in the Indian market when compared with its competitors like Kazo, Promod, Zara. The French fashion brand Promod has cut costs but Zara and Kazo are comparatively lower priced than Mango.

Opportunities :India is the third most attractive retail for global retailers and among the 30 largest emerging markets. The modern designs and high fashion standards at affordable price of Mango made the women wear chain stores a smashing success in the Indian market. Now, it is the time for the brand to widen their target market in India. There are great opportunities for the brand Mango in our country where people are becoming more fashion conscious. Following are the various opportunities for the brand in Indian market: Expansion : H.E. by Mango H.E (Homini Emerito) by Mango was created in 2008 to offer men a contemporary and modern fashion range. It has a network of 112 stores worldwide and has not been launched in India. H.E by Mango has a great scope in India where men are becoming very brand conscious when it comes to Fig. 2.1.4-HE by mango shopping for apparels. (Google images) MNG Motherhood by Mango Another great opportunity for the brand is to launch maternity wear range. Today, the Indian women want to be presentable at all times. She has come to realize that motherhood is no reason to give up on fashion. As discussed earlier, there is a huge gap in the market for fashionable maternity wear. Hence, we have taken the full use of this opportunity and decided to launch maternity wear
Fig. 2.1.5 mng motherhood (MNG motherhood ppt.)

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which will cater to the needs of outgoing expectant women. Standalone Stores A standalone entity is something that has no dependencies; it can stand alone. Mango does not have their own independent store in India. It entered India in 2001 with a partnership with Major brands. It continues to expand its presence in India and has recently entered into a commercial agreement with DLF. The company has an opportunity to open a standalone store so that they have more control over the business and the brand in India and there will be less risk involved. This will improve their brand image in the country and generate more revenue.

Fig. 2.1.6- mango store (Google images)

Threats Competitors : The maternity wear market in India is dominated by Mothercare and Mom and Me. These established brands in maternity wear segment are the biggest threat for the company. The brands have a set of loyal customers who will not easily accept the range of MNG Motherhood by Mango. The current competitors of Mango such as Zara, Kazo, Forever New, Promod also act as a competitor for MNG Motherhood as even they can come up with the same concept soon. the current and maternity wear market competitors play the role of biggest threats for the company. Substitutes :Substitute stores such as plus sizes stores like pluss choice, plus clothes etc are another major threat for the company. The women today, shop from the plus sizes stores during their gestation period in order to get better designs and good comfort.

Fig. 2.1.7-threats (Google images)

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5 FORCE ANALYSIS

High

Very high

FIG NO:-2.1.8- 5 force analysis

THREATS OF ENTRANTS New entrants to an industry can raise the level of competition. In the apparel industry, there is high level of threat of the entrants. The easier it is for new companies to enter the industry, the more cutthroat competition there will be. The threat of new entrants largely depends on the barriers to entry. Barriers to entry:

Existing loyalty to major brands Incentives for using a particular buyer (such as frequent shopper programs) Scarcity of resources High costs of switching companies Government restrictions or legislation

In the apparel industry, threat of entrants is very high as there are less government restrictions. Taking into consideration the collection MNG motherhood for Mango maternity wear, threat of entrants can be from Zara, Kazo, Promod and Forever new, as they are very strong women centric brands having a good brand image. THREAT OF SUBSTITUTES A threat of substitute exists when a products demand is affected by the price change of a substitute product. The presence of these products can lower industry attractiveness and profitability because they limit price levels. The threat of substitute product depends on: Buyers willingness to substitute The relative price and performance of substitutes

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Cost of switching to substitutes

In the apparel industry, there is high level of substitutes as apparel industry is growing in India. Buyers have a lot of choice in one particular product and also this sector in the retail industry is the fastest growing sector in India. Mangos MNG motherhood can be substituted largely by Mothercare and Mom n me and other un-organized retail outlets. BUYERS The bargaining power of the buyers is very high in the apparel industry as they have a lot of options. If a buyer wants a quality product in his budget, then he can have so many options to go for. In this case, if a brand raises their price, then the consumer/buyer has the power to shift to any other brand of his choice. Considering the mng-motherhood collection, buyers would not have that much of bargaining power because in the maternity market, there are a few players which deal with fashion and design element. So the buyer willing to buy such product has less options hence his bargaining power is low. SUPPLIERS The bargaining power of suppliers in the apparel market is also high because there are a lot of suppliers in the India market. But as compared to buyers, their bargaining power is lower. This is because the buyers are the people who create the demand.

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2.3 COMPETITOR ANALYSIS

Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways. First Profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second - The proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firms planned strategies, the strategies of other competing firms, and changes in the environment. Third - This proactive knowledge will give the firms strategic agility. (Source: Craig 2007) Competitors of Mango are seen from two aspects: 1) In the Current Market 2) In the Maternity Market 1- IN THE CURRENT MARKET Competitors in the current market for mango are Promod, Zara, Kazo and Forever New. From these, the main competitors are Zara and Promod. Zara can be a competitor as mango and Zara are both Spanish popular brands. Zara is already into kids wear and is quite successful, so if it enters the maternity market, it can be a big threat to mango. Promod is also a woman centric brand like mango and also the pricing is almost similar so it has high possibilities of line extensions as mango does. The target market of Promod is also 20-40, which is a big threat to mango if promod enters maternity market.Kazo and Forever New being the women centric brands, have a high possibilities of line extension. Forever New can have fashionable maternity dresses and night gowns. Kazo is a bit lower in price range as to mango while Forever New is higher. Main Competitors
ZARA YEAR OF ENTRY IN INDIA LINE TARGET PRICE NO. OF STORES IN INDIA PRODUCT MIX
Table No. :- 2.3.1-main competitors

PROMOD 2006 Apparel, accessories women Rs.790-6990 /9 Western, basic

2010 Apparel, accessories, Men, women, teenagers, children Rs.900-8000 /6 Weatern, fashion, basic

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ZARA

Zara under Inditex is the second largest textile distributor in the world by market capitalization. It produces "fashion for the masses" of medium quality at a reasonable price. It is claimed that Zara needs just two weeks to develop a new product and get it to stores, compared with a six-month industry average, and launches around 10,000 new designs each year. Zara is present in 71 countries with 6 stores in India. It has a network of 1.474 stores in privileged locations of major cities all over the world. Zara Stores has 4 basic product lines: men, women, fig no.2.3.1- zara the young and kids. Without investing in advertising, and with a very low communication profile, Zara has managed to popularize and sell cheap clothing in the latest fashion styles to a large part of the population. Their keys to success are speed and low costs. The main characteristics of Zaras management module are flexibility at each stage of the value chain, capacity to supply on a global level, creation of a single brand aimed at a large population segment with basic or highly fashionable products and sales through large stores (of more than 250m2) to the global customer.
PROMOD

Promod designs its products and distributes them in a network of 531 stores spread over 34 countries mainly in Europe, the Middle East. And it has a turnover audience of over 700 million Euros, almost 60% abroad and nearly 20% in partnership. It employs over 3600 people. 100 stores were opened in 2006 (net openings) and teaches provides 150 new stores in 2007.First store in India was launched in 2006 and there are 9 stores currently. Promod is one of the Specialty chains in most European clothing retailers. When it comes to the locations and design of the store, Promod is usually established in the city centre or mall and the good location provides the clients the most convenient way, as well as convenient schedules. Thanks to this fig no.2.3.2 - promod geo marketing strategy, Promod is very close to its customers, in terms of physical presence, but also in the customers mind. Promod aims at differentiate itself from main competitors by adopting this customer oriented attitude. Concerning the price, the orientation of Promod is to offer affordable clothes, and Promod's collections are made with their own designers, producing a range of ready-to-wear items for quick seasonal trends, timeless classics or cutting-edge designer-inspired pieces.

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FOREVER NEW

Forever New is a fashion clothing and accessories brand founded in Melbourne, Australia. One of the fastest growing Australian brands, Forever New emerged in late 2006 as a start up retailer and now trades over 120 stores across seven countries. It celebrates the feminine beauty of women, a signature style flowing through every creative element. Collections are inspired by global trends in art, film, music and theatre, haute couture runway shows in Paris, London, Milan and New York. Being a women centric and a very feminine bran, Forever New can have fashionable maternity dresses and night gowns.
KAZO

Fig. :-2.3.3- forever new

KAZO is a young international brand that has made its way into the centre of the fashion industry within a short span of time. KAZO launched its first showroom in Delhi on 07.07.07 under the directorship of Mr. Deepak Aggarwal. The idea of KAZO came into being with the aim of amalgamating international trends and fashion at a value that would be affordable for the woman of today. The garments designed are phenomenally fashionable with a high wear ability and practicality quotient. The main asset of the collections is that it is highly affordable which enables customers an access to the latest designer wear, giving a chance to every woman to feel great in her skin.
2 IN THE MATERNITY MARKET

Fig. :-2.3.4- kazo

In the Indian maternity market, there is a gap identified for the fashionable maternity wear.There are a few designer stores in some metros which provide fashionable maternity wear, but there no such brand in the market till date.Stores like Uzazi in Pune, Studio mom in Mumbai and eva in banglore are some of the examples. Perceptual mapping :It is done to analyse the gap in the market and identify the competitors in terms of various parameters like price, design, quality, availability, product offerings,etc. Here the perceptual mapping is done for the competitors of mangos maternity collection in case of price and design. Mom n me and mothercare are low in design as compared to mango and even Uzazi, is not as fashionable as mango. So here a gap in maternity wear market for fashionable and designer maternity wear is seen.

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DESIGN

DEDD EEEE EDED ESIG N

PRICE

UZAZI MOM AND ME MANGO MOTHERCARE

Fig no.2.3.5- perceptual mapping

MOM N ME YEAR OF ENTRY IN INDIA LINE TARGET PRICE No . OF STORES IN INDIA PRODUCT MIX Table no :-2.3.2 MOTHERCARE Motherhood maternity Mothers to be, babies 1,100 - 5000 24 Western, ethnic ,basic

MOTHERCARE

Maternity fashion by m2b Mothers to be, babies and kids 900 - 3000 54 Western , essentials, basic

Mothercare is a specialist retailer of products for mothers-to-be, babies and children up to the age of eight. Mothercare opened its first store in 1961 in Surrey. Initially the business focused on pushchairs, nursery furniture and maternity clothing, but it subsequently expanded its range to include clothing for children up to the age of five and later up to the age of eight. It now offers a wide range of maternity and children's clothing, furniture and home furnishings, bedding, feeding, bathing, travel equipment and toys through its retail operations in the United Kingdom, and Fig no.2.3.5

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also operates internationally through franchises in Europe, the Middle East, Africa and the Far East under the 'Mothercare' brand name. The business started its mail order business in 1962. Gurgle.com, a social networking site for new mothers was launched in 2007.Currently it has 54 stores in India. Its price range is from 900 3000 /-.It is a child centric brand so maximum sales of it are of the kids products and not of the maternity wear. Their maternity line is called M2B.
MOM N ME

The US $6.7 billion Mahindra Group is among the top 10 industrial houses in India. The Group has a leading presence in key sectors of the Indian economy, including the financial services, trade, retail and logistics, automotive components, after-market, information technology and infrastructure development. Mom 'N' Me has got everything for the mommy and the baby. Their catalogue has over 90 items, starting from infant-feeding accessories, infant garments and infant utilities, and going all the way to infant cosmetics. Like the name suggests, this store is not only about babies - it has utilities for the mother Fig no.2.3.6 as well. Mom 'N' Me has nursing gowns, nursing bras, breast pumps and several other utilities. It has a line called kirti maternity which provides with traditional maternity wear and also they have dresses and skirts in maternity wear as a separate line. The tag line for this store is "Everything a baby needs except a mother", and that's precisely what it is all about. Their price range is 1,100-5000 /-.Currently they have 24 stores in India.
UZAZI

Uzazi means Motherhood in Swahili, the East African language. Minal Joshi, a mother of 2 children based on her own experience; felt there was a huge gap in the Indian market for stylish, modern and affordable maternity wear. In 2006, after spending almost a decade in garment manufacturing serving domestic and export markets through private label and contract manufacturing, Minal Joshi decided to launch her own Maternity wear Brand "UZAZI". Uzazi represents todays woman, who looks to create a perfect balance between work and home. At meetings and conferences by day she still gives enough time to her children at home, deriving her energy from watching them grow. Uzazi comprises of meticulously designed and rigorously fit-tested maternity clothes that can be worn both during and after pregnancy helping create a look as individual as the woman who wears them. Uzazi is based in Pune and so cant be a big competitor to Mango as Mango has 17 stores all over the country.

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2.4 STP
SEGMENTATION, TARGETING AND POSITIONING Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

Fig. 2.4.1 (USC Marshall, consumer behavior)

Segmentation involves finding out what kinds of consumers with different needs exist. Variables for segmenting consumer market are geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. (Source:
consumer behavior, USC Marshall)

Targeting is the process of evaluating each market segments attractiveness and selecting one or more segments to enter. (Source: STP, ppt.) Positioning involves implementing our targets, arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. (Source: STP, ppt.)

Fig. 2.4.2 (Images, Google)

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SEGMENTATION TARGET MARKET Demographic segmentation - It is based on differences in the demographic factors of different groups of consumers. Mangos target segment is precisely defined and composed of women who love fashion and love the latest fashion trends. According to Enric Casi, Mangos CEO, 30% of the people passing by a store is actually in the target segment. Keeping in mind the brand image, MNG Motherhood by Mango targets the young, urban expectant women and the plus size women. The target age group of the expectant and plus size women is 20 to 35 years. Upper middle class women that is who have disposable income of Rs. 6-10 lac per annum are the target consumers of the collection MNG Motherhood by Mango. Psychographic segmentation - It divides the consumers on the basis of social class, lifestyles or personality characteristics. MNG Motherhood by Mango women will be the one who likes to be fashionable at an affordable cost. The women are not only brand conscious but also price and quality conscious. They are amongst those women who want affordable fashionable clothes with high quality. MNG motherhood by Mango is for the women who are independent, working, upwardly mobile and sophisticated. They are classic and understand about fashion. They go out to eat at least 2 times a week. Mango women are the ones who often visit malls and keep herself updated with the new collection. Geographic segmentation - It divides the consumers on the basis of geographic units, like countries, states, cities. Mango has 17 stores in India which are located in Delhi (malls and airport), Mumbai, Hyderabad, Kolkata, Pune, Bangalore and Haryana. The collection of MNG Motherhood by Mango will by initially launched in the main metro cities like Delhi (malls), Mumbai, Kolkata and Bangalore and the urban city Pune. Fig no.2.4.3

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Behavioral segmentation - Behavioral segmentation divides customers into groups based on the way they respond to, use or know of a product. The MNG Motherhood by Mango will be for the medium users group of women. The maternity wear collection will be for the expectant women who will shop from the store during their gestation period and also for the plus size women. The women will not very often shop from the store but will be a loyal customer who shops only from the Mango store during their gestation period.

POSITIONING Positioning is creating an identity in the minds of the target customer that is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

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2.5 MARKETING MIX

The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix (price, product, distribution, promotion) forms the entire promotional campaign. As stated in Management of a Sales Force by Rosann L. Spiro, Gregory A. Rich, and William J. Stanton, when these are effectively blended, they form a marketing program that provides want-satisfying goods and services for the companys market." The term became popular in the article written by Niel Borden called The Concept of the Marketing Mix, as explained on the site netmba.com. (Source: Banting 2007) The Marketing Mix, also known as the 4 P's of Marketing, is the combination of product, price, place (distribution), and promotion. These 4Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the 4Ps on the customers in the target market in order to create perceived value and generate a positive response. Any organization, before introducing its products or services into the market, conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline. In recent years the 4 P's have been updated to include several more factors. Some people even go up to as many as 27 P's. (Source: Don E. Schullz, 1993) PRODUCT :It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Product Mix - showcases the range of products offered by the brand. The product mix of MNG Motherhood by Mango would be:

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Clothes Jeans Tops Dresses Skirts Work wear Leggings Coats Capri jumpsuits

Sizes 8 10 12 14 16 18 20 Extra-small, Small Medium Large, Extra-large

Formal trouser/denims Cotton, polyester, elastane co

Formal Pencil skirts cotton, polyester, elastane

Halter top polyamide, elastane

T-shirt cotton, elastane

viscose

Dresses viscose, polyamide, chiffon

Jackets/Coats cotton, spandex,

Jumpsuits 100% cotton, viscose, elastane/spandex

Evening gowns viscose, cotton, polyamide, elastane, chiffon gowns

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Widely used fabrics for maternity wear are cotton, viscose, spandex, nylon, lycra, jersey fabric, polyester and chiffon. In the MNG motherhood merchandise range, highly preferred fabrics would be 100% cotton, cotton and viscose, cotton and spandex, cotton and lycra, nylon and lycra, polyester, chiffon and jersey fabric. Use of cotton is high because it is soothing to the skin, absorbs moisture and sweat and also it can be clubbed with spandex to provide elasticity so that the fabric grows with the woman during her gestation period. It increases the durability and usage amount. It also accounts for the value for money to the consumers. Lycra and Spandex are mainly used to give the elastic effect while polyamide and chiffon are used to give a richer look to the garment and enhance its design element PRICE The price is the amount a customer pays for the product. The business may increase or decrease the price of product if other stores have the same product. Pricing strategy for MNG Motherhood by Mango: Mango uses market skimming to increase its shares in the market in India. As far as the maternity wear is concerned, Mango can use the target costing strategy. The Japanese used this strategy in which first the market scan is done, the demand is identified, the product is offered and the price is worked out based on the competitors price and also the profit margins. When it comes to selecting the pricing strategy, then Mango having a good brand image, can go for the perceived value pricing. In this kind of pricing, there is a perceived value of the brand and the product it will offer. There is a sense of trustworthiness and security for the quality of the product. Mango uses the psychological pricing strategy. So when it comes to selecting the final price for maternity wear collection, it will go for the same. PROMOTION
Promotional mix:The promotional mix for MNG motherhood would comprise of

PROMOTIONAL MIX

20% 5% 40%

ADVERTISING PUBLIC RELATION PERSONEL SELLING

35%

SALES PROMOTION

Fig no.2.4.4

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In India, Mango is very much into advertising, as in, it publishes its print adds in fashion magazines and online websites. It has seven online portals which provide us with the latest collection through catalogues and also allows consumers to buy online. It is into public relations very much, out of India, but in India, it does not organize its fashion shows. It does telemarketing, as it communicates through short messaging service(sms) about its collections and season end sales. So MNG motherhood would carry forward the same strategy in India for its promotion. Mango is not much into personel selling, but for the maternity wear, initially, personel selling will be practised.

PLACE Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Initially, Mangos maternity wear collection MNG Motherhood will be available in the stores located in the main metro cities, that are, Delhi, Mumbai, Kolkata, Bangalore and in the urban city Pune. The collection will be available in the stores which have location in the malls or shopping centers. The Delhi airports stores will not comprise of the maternity wear collection because women are not allowed to travel much during their gestation period. The collection will be available on the websites of Mango.

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CHAPTER - 3 RESEARCH METHODS

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There are basically two types of research data used to do the analysis in this project. 1- Primary data 2- Secondary data Primary data Not much of primary data could be collected because Mango stores are located all over India. The stores in delhi were mainly covered. Also to do the competitor analysis, mothercare and mom n me were the stores visited. Mothercare Mothercares store manager gave us the information about the growing sales of their store, but that was mainly because it is a child centric brand. More than maternity wear, we will find the kids, infants wear and products like prams, bottles, toys, etc. and the frequency of the expecting women coming there was lower than the frequency of moms with their kids coming to the store. Mom n me Mom n me has many lines of maternity wear, it has the kirti maternity- for traditional/ethnic wear for expecting women. Then it has a line for professional wear and also the evening wear. But the design element was lacking in both, mom n me and mothercare. Price range of mothercare is higher than mom n me and product offerings in mom n me was more. Mom n me also provides with infant wear, kids wear and products for kids. Mango In the stores of Mango, there is always a place empty in the middle of the store. Their store design is such. So the mng motherhood collection will be displayed in that space on a rack. Mangos store manager did not talk about the sales in India. We prepared questionnaires with 8 questions to analyse their disposable income and to see their willingness to buy the Mango maternity wear. This questionnaire helped us in analysing the consumer needs and the gap in the maternity market as most of them agreed to the fact that there is no such fashionable and branded maternity wear in the market. We used the demographical and psychographical parameters in this questionnaire. We analysed four main questions in depth. The questions were as follows:Q1) Do you like to invest in maternity wear ? 1) YES 2) NOT ALWAYS 3) NO

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Q2) How often do you buy maternity wear ? 1) MONTHLY 2) FORTNIGHTLY 3) WEEKLY 4) OCCASIONALLY Q3) Would you prefer to shop from a branded store rather than a non-branded one? 1) YES 2) MAY BE 3) NO Q4) How often do you shop from Mango ? 1) WEEKLY 2) MONTHLY 3) OCCASIONALLY 4) NEVER Q5) Would you look forward to the new collection of Mango in maternity wear ? 1) YES 2) NO 3) DEPENDS Q6) Do you think there is a gap in the market for fashionable maternity wear ? 1) YES 2) MAY BE 3) NO Q7) Would you prefer Mango maternity wear over the already established maternity wear outlets? 1) YES 2) NO Q8) How much are you willing to spend on the new collection of Mnago maternity wear ? 1) BELOW Rs. 3000 2) Rs. 3000 Rs. 5000 3) ABOVE Rs. 5000

Detailed analysis was done for four major questions because they were the questions which helped us in identifying the need gap and the disposable income of people who are willing to buy Mango maternity wear. The questions were :-

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Do you like to spend for maternity wear ?

20% YES NOT ALWAYS 53% 27% NO

Fig no.3.1

53% of women said yes they will invest in maternity wear and they also like to spend for maternity wear as this is a very special phase for them. 27% of women said not always, because for them, it was very casual thing. If they felt like, they bought and if they didnt , they didnt . 20% of women said no because for them, these nine months are a short span to spend for Clothes which will be of a waste once after their delivery. Would you like to look forward to the new collection of Mango maternity wear?

27% YES NO 6% 67% DEPENDS

Fig no.3.2

67% of women said yes they will definitely look forward to the new collection of mango maternity wear. 27% of women said it depends on the designs they will get and the price range. 6% of women said no because they dont find it worth to spend so much for maternity wear.
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Would you prefer mango maternity wear over the already established maternity wear ?

27% YES NO 73%

Fig no.3.2

73% of women said yes they would prefer mango on any other maternity brand because they will have better collection and also designs. 27% of women said no they have emotions attached to the brands which are already there in the market. Do you think theres a gap in the market for fashionable maternity wear?

27% YES NO MAY BE 13% 60%

Fig no.3.3

60% of women said yes there is a gap in the market because there is no fashion brand selling maternity wear. 27% of women said may be there is a gap but they were not sure. 13% of women said no because they found the already existing brands fashionable. Secondary data Secondary data in support of this primary data was obtained from magazines, online portals, google, Wikipedia, newspapers and websites.

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CHAPTER - 4 ANALYSIS & FINDINGS

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ANALYSIS The research what we did based on the secondary and primary data, showed us that there is a gap in the market for the fashionable maternity wear. When we asked the women about their willingness to buy mango maternity wear, the response was very positive. So in all, there is a good scope for the Mango maternity wear collection in the current market. FINDINGS From the test marketing analysis, we have come to the finding that women are more willing to spend on branded and fashionable maternity wear. They will look forward to the Mango maternity wear collection.

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CHAPTER - 5 RECOMMENDATION & CONCLUSION

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RECOMMENDATIONS They should maintain the quality of their products as they are known for their high quality. They should launch the mangos men wear collection in India. They should have their stand alone stores in India so that they have more control over the business and the brand. CONCLUSION You dont have to lose your sense of style just because you are pregnant. It is worth making that extra effoert for the compliments you will receive.

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BIBLIOGRAPHY
Craig Fleisher and Babette Bensoussan: "Business and Competitive Analysis: Effective Application of New and Classic Methods." FT Press, 2007. http://www.forevernew.com.au/About-Us.aspx http://kazo.com/cmspages/index/1 http://www.mothercareplc.com/company-history http://www.fullhyderabad.com/profile/locations/285/2 http://www.uzazi.com/aboutus.aspx Banting, Peter; Ross, Randolph E.. "SpringerLink - Journal of the Academy of Marketing Science, Volume 1, Number 1". SpringerLink. Retrieved 2010-11-12 Don E. Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn(1993)Integrated Marketing Communications,NTC Business Books, a division of NTC Publishing Group. "Nueva edicin de los Botn-Mango Fashion Awards" (in Spanish). Marie Claire. 21 may 2008. http://keepthebeat.mango.com/mango/mango-ss-2011-fashion-show/?lang=en http://www.alibaba.com/showroom/maternity-fabric.html http://www.slideshare.net/smehro/porters-5-forces-and-mapping http://business.outlookindia.com/article.aspx?266388 http://www.thefinanceresource.com/free_business_plans/free_maternity_clothing_store_busi ness_plan.aspx http://en.oboulo.com/zara-vs-mango-69196.html http://www.scribd.com/doc/6356725/MARKET-SEGMENTATION-TARGETINGPOSITIONING-By-Subha-Rudra http://en.reingex.com/Master-International-Business-Global-MarketingInternationalization.asp http://www.luxemag.org/fashion-designers/mango-fashion.html http://business.outlookindia.com/article.aspx?266388 http://shop.mango.com/home.faces?state=she_664_IN http://franchiseconsulting.net.au/What-is-a-Franchise/What-is-Franchising/What-isFranchising.asp http://upcommons.upc.edu/eprints/bitstream/2117/10505/1/jedee201011_rodriguez_casi_carbonell.pdf http://franchises.about.com/od/franchisebasics/a/what-franchises.htm
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http://educationtimes.com/educationTimes/CMSD/ExpertEye/26/2011100320111003173836661a07f1410/Career-in-Retail.html http://www.facebook.com/pages/HE-Homini-Emerito-by-Mango/113491822090101?sk=info http://en.wikipedia.org/wiki/Standalone http://economictimes.indiatimes.com/news/news-by-industry/services/retailing/single-brandretail-fdi-cap-may-be-hiked/articleshow/10320629.cms http://www.oppapers.com/essays/Pestel-On-Retail-Sector/764027 http://www.consumerpsychologist.com/cb_Segmentation.html http://harmonieslookonfashion.wordpress.com/2010/12/07/mango-a-high-fashion-trendybrand-with-intensive-communication/ http://www.wharton.universia.net/index.cfm?fa=viewfeature&id=1532&language=english http://tejas-iimb.org/articles/83.php

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