Presentation by:

Abhishek Kumar
Mrigank Shekhar
Rajneesh Kumar

HIDESIGN’S GROWTH AND POSITIONING CHALLENGE IN INDIA

Problem & Objective
Problem:
◦ Challenge of maintaining above industry average growth rate while industry is growing at 15%.

Objective:
1. Consumption pattern analysis
2. Study of company’s position in market vis-a-vis competitors
3. Current Brand Positioning

While Hidesign is growing faster than the market trend, it wants to expand to
different market without diluting its position. The company through its policies and
work culture have carved a niche for itself in the Indian market by maintaining
design authenticity and by following an eco-friendly method of tanning.
Hidesign Vs Da Milano
•Da Milano has perception of being Foreign brand
•Hidesign has perception of being India band
Background
While HIDESIGN is growing faster than the market trend, it wants to expand to different market
without diluting its position so as to maintain the above average growth rate. Following are
challenges at hand –

1. Current customer base/segment may saturate soon.

2. Moving upward- faces competition from globally established brands & competing for a
smaller market share.
3. Moving downward- faces price competition and a large market, also diluting the brand
positioning.
Target Market
• Age group between 20 – 50
• Belongs to mid to high level income group
• Travels frequently for work
• Values quality product with unique features
• People who feels strongly about nature and ecology

A typical profile of Hidesign customers can be classified as successful, upmarket,

upwardly middle class who are young-at-heart and has deep sense of
independence.
Product Summary
• Bags and Handbags
• Wallets
• Sunglasses
• Belts
• Shoes
Sample Survey
SWOT Analysis
Strength
• Strong, segmented, resilient and unique brand position
• High quality, creative product design with real leather
• Strong online and offline presence in its segment
Weakness
• Niche market – Hidesign needs to make sure the designs are not repeated.
• Since products are manufactured by hand with traditional methods, production process is slow which makes it difficult for Hidesign to the target
volumes and hence they cannot afford to cut prices
• Getting trained employees

Opportunity
• Corporate Loyalty and gift programs
• Looking for emerging markets apart from India
• Teenagers market

Threat
• Cut-throat competition
• Change in fashion trends
Market Strategy
Growing roots in emerging market
Increase depth in same target market
New Product range for Age 15-20 age group
Thank You !