CASE ANALYSIS ON MADURA FASHION & LIFESTYLE

Presented by: Group 6

Company
Established in 1988 as the garment division of the Indian subsidiary of Coats Viyella (UK)
In 1999, Aditya Birla Group acquired Madura Garments and is now Madura Fashion & Lifestyle, one of Indias fastest growing branded apparel companies and a premium lifestyle player in the retail sector.

Focuses on mens shirt and trousers

MF&L is defined by its brands Louis Philippe, Van Heusen, Allen Solly, Peter England and People brands that personify style, attitude, luxury and comfort.

Name was changed from MG to MF&L to signal to the market that it is in the fashion and lifestyle business rather than garment and factory production.

Situation
y You are in the Marketing team of Madura Garments y Your task is to make the Diversification Strategy for MG

*MG is currently in Mens Formals (AS, VH, PE)

Where MG can grow???

Segments in Apparel Industry

y Demographics:
y Gender Mens wear, Womens wear y Age Adults, teenagers, Kids y Income Premium, mid-priced, economy

y Psychographic:
y Lifestyle - Leisure, casual, business, and social.

Segments where MG is already present

y MG is currently serving Premium & Mid market brands LP, VH,

AS & PE, in the Mens apparel category.

Competitors For MG

Competition for MG

New attractive segments for MG

Kids wear

Womens wear

Youth wear (Jeans, Tshirts)

Segments

Ethnic wear

Footwear

Segments contd..
y Kids wear:
y The market for kids' apparel in India exceeds Rs. 13000 crore, of

which around Rs. 3000 crore is constituted by branded kids' wear. y Growing at the rate of 10% per annum, which makes it one of the fastest growing markets.
y Womens wear:
y womens wear is growing at a higher rate of 12% compared to mens

(9%), boys wear (10%) and girls wear (11%). y Due to high growth, womens wear share is expected to reach 43% in 2020 from the current 37% share

Segments contd..
y Youth wear (T-shirts, jeans, accessories)
y To cater to large segment of population and provide them with practical,

affordable, and trendy clothes y To offer fashionable attires & Accessories that complement the clothes such as bags and jewellery.
y

Footwear
y The Indian footwear retail market is expected to grow at a CAGR of over

20% for the period spanning from 2008 to 2011. y Presently, the Indian footwear market is dominated by Men's footwear market that accounts for nearly 58% of the total Indian footwear retail market. y As footwear retailing in India remain focused on men's shoes, there exists a plethora of opportunities in the exclusive ladies' and kids' footwear segment

Segments contd
y Ethnic wear
y Ethnic wear market for women in India is estimated at around Rs

40,000 crore, growing at 12 % a year. y Ethnic wear forms an integral part of Indian womans wardrobe.

Business Strategies

Organic Growth

Organic Growth- Parameters

How the Product is Deployed and Value Derived by the Customer. How Competitive Products are Deployed. Customer Buying Behavior. Size of Customer Base and Revenue Potential.

Organic Growth
Strengthen Market Performance by Improving Sales and Market Organization.

Eliminating Barriers to Growth

Capturing Short Term Growth Opportunities

Organic Growth
Develop Unique Value Propositions

Customer Oriented Sales Approaches

Sales Force For Efficiency

Segment Specific And Support Strategy

Organic Growth
Pursue Attractive Customer Segments

Deploy the Existing Portfolio by Customization & Product Bundling

Expand Geographic Footprint

Organic Growth
Eliminate Barriers To Growth.

Manage Sales & Marketing Excellence.

Measure Sales Performance.

Identify & Prioritize Improvement Measures.