Peter England-madhura Garments
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Indian Apparel Retail Industry
The Indian Apparel Industry is segmented into two sectors:
Domestic segment & Export segment
India is very strong in niche segment and short-run fashion garments Currently Indian Apparel Industry is worth 19.75 Billion EURs.
RMG SEGMENTATION RMG in indian market is segmented into: –Men’s wear segment –Women’s wear segment –Kid’s wear segment
Value (EUR Billion)
Per cent(%)
Men’s Wear
5.65
41.4
Women’s Wear
4.69
34.4
Kid’s Wear
3.39
24.2
Brand Heritage 1885 – started in Londonderry, Ireland , became a leading military dress supplier to the British Army 1997- Brand came to India through Madura Garments 2000- Madura Garments acquired by Indian Rayon , Aditya Birla Nuvo Group
PRODUCT MIX
Madura garments- manufacture and markets Byford, SF in india and worldwide.
Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Polo exclusive marketer for Espirit in India.
PRODUCT LINE
Target Market
Targets both middle income and high income men
It targets only male population of a particular age group
Young executives segment between age group 25-28 years.
Anyone looking for casual and formal international style at affordable price points.
Objectives Marketing - Build Peter England into the largest selling shirt brand in India Advertising – Establish Peter England as an international quality men’s wear at an affordable price Short Term – Launch phase communication designed to create quick and universal awareness of the brands USP of quality and price Long Term – qBuild strong brand prefernce qSustain brand loyalty through attractive imagery and constantly reiterating the product benefits.
Distribution Channels
Garment
FACTORY
WHOLESALERS
OWNED STORES /
EXCLUSIVE BRAND OUTLET
DISCOUNT STORES
EXPORTS
DISTRIBUTORS
MULTI-BRAND OUTLETS
STRENGTHS
SWOT Analysis OPPORTUNITIES
Increasing disposable incomes of the people
Increasing demand for luxury brands from the middle class •
Brand conscious customers
Availability of cheap finance
Research and new product development can help the companies to move across the value chain
Growing domestic market,
increase in number of malls
Weakness
Predominance of unorganized sector
Technological obsolescence in the supply chain
THREATS Increased competition in the domestic markets
Cheaper imports
Changing Government’s policy on FDI
Peter England’s Competitive edge
Extensive range of office and casual wear
Good quality label and branding
Contemporary designs, colors and price
Wide distribution , easy availability
High market viability
It pictures itself as Honest Brand
It offers value for customers at affordable price.
Peter England simplified the buying process
Consumer Insights- The midprice buyer
Lack of benchmark brands No standardization of quality, high variation Pre- and Post- purchase uncertainty and anxiety over fit, quality , shrinkage , durability etc Lack of a value –for-money proposition Belief- Premium shirt brands were overpriced Good looking shirt always out of price reach Embarrassing feeling to publicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory and emotional pay offs Peter England incorporated these in its advertisements
Innovative Approaches First time in India , a readymade shirt brand went outdoors extensively to deliver a high quality launch Extensive TV usage as main medium for readymade shirts and garments , earlier only print Bold use of vernacular media, earlier the big brands Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, sports (cricket) and crime thrillers
Performance Research confirmed Peter England’s high brand equity Became a 1 million brand in 2 years Crossed the 2 million mark in 4 years The first mid segment brand to cross Rs. 100 cr Voted “Best Brand” in the IMAGES study The only new lifestyle brand to feature in “Best Brand Launch” of The Strategist Quarterly in 1998
Price range. v Peter England(MID PRICED BRAND) vShirts range- Rs, 345 – Rs. 445 vTrousers range – Rs. 645- Rs. 745
Peter England-ELEMENTS(CASUALS) vShirts & T-shirts range- Rs, 345 – Rs. 445 vDENIMS– Rs. 645- Rs. 745
Peter England-Elite(PRIMUM BRAND) vShirts range- Rs,1099 – Rs.14445 vTrousers range – Rs.1099- Rs.13999
The Indian Apparel Industry is segmented into two sectors:
Domestic segment & Export segment
India is very strong in niche segment and short-run fashion garments Currently Indian Apparel Industry is worth 19.75 Billion EURs.
RMG SEGMENTATION RMG in indian market is segmented into: –Men’s wear segment –Women’s wear segment –Kid’s wear segment
Value (EUR Billion)
Per cent(%)
Men’s Wear
5.65
41.4
Women’s Wear
4.69
34.4
Kid’s Wear
3.39
24.2
Brand Heritage 1885 – started in Londonderry, Ireland , became a leading military dress supplier to the British Army 1997- Brand came to India through Madura Garments 2000- Madura Garments acquired by Indian Rayon , Aditya Birla Nuvo Group
PRODUCT MIX
Madura garments- manufacture and markets Byford, SF in india and worldwide.
Madura Garments – preferred manufacturer for Mark & Spencers, Tommy Hilfiger and Polo exclusive marketer for Espirit in India.
PRODUCT LINE
Target Market
Targets both middle income and high income men
It targets only male population of a particular age group
Young executives segment between age group 25-28 years.
Anyone looking for casual and formal international style at affordable price points.
Objectives Marketing - Build Peter England into the largest selling shirt brand in India Advertising – Establish Peter England as an international quality men’s wear at an affordable price Short Term – Launch phase communication designed to create quick and universal awareness of the brands USP of quality and price Long Term – qBuild strong brand prefernce qSustain brand loyalty through attractive imagery and constantly reiterating the product benefits.
Distribution Channels
Garment
FACTORY
WHOLESALERS
OWNED STORES /
EXCLUSIVE BRAND OUTLET
DISCOUNT STORES
EXPORTS
DISTRIBUTORS
MULTI-BRAND OUTLETS
STRENGTHS
SWOT Analysis OPPORTUNITIES
Increasing disposable incomes of the people
Increasing demand for luxury brands from the middle class •
Brand conscious customers
Availability of cheap finance
Research and new product development can help the companies to move across the value chain
Growing domestic market,
increase in number of malls
Weakness
Predominance of unorganized sector
Technological obsolescence in the supply chain
THREATS Increased competition in the domestic markets
Cheaper imports
Changing Government’s policy on FDI
Peter England’s Competitive edge
Extensive range of office and casual wear
Good quality label and branding
Contemporary designs, colors and price
Wide distribution , easy availability
High market viability
It pictures itself as Honest Brand
It offers value for customers at affordable price.
Peter England simplified the buying process
Consumer Insights- The midprice buyer
Lack of benchmark brands No standardization of quality, high variation Pre- and Post- purchase uncertainty and anxiety over fit, quality , shrinkage , durability etc Lack of a value –for-money proposition Belief- Premium shirt brands were overpriced Good looking shirt always out of price reach Embarrassing feeling to publicly reveal their budget to the shopkeeper Seeks a mix of rational, sensory and emotional pay offs Peter England incorporated these in its advertisements
Innovative Approaches First time in India , a readymade shirt brand went outdoors extensively to deliver a high quality launch Extensive TV usage as main medium for readymade shirts and garments , earlier only print Bold use of vernacular media, earlier the big brands Taking over Dadar Railway Station sites Sponsor male oriented programmes- News, sports (cricket) and crime thrillers
Performance Research confirmed Peter England’s high brand equity Became a 1 million brand in 2 years Crossed the 2 million mark in 4 years The first mid segment brand to cross Rs. 100 cr Voted “Best Brand” in the IMAGES study The only new lifestyle brand to feature in “Best Brand Launch” of The Strategist Quarterly in 1998
Price range. v Peter England(MID PRICED BRAND) vShirts range- Rs, 345 – Rs. 445 vTrousers range – Rs. 645- Rs. 745
Peter England-ELEMENTS(CASUALS) vShirts & T-shirts range- Rs, 345 – Rs. 445 vDENIMS– Rs. 645- Rs. 745
Peter England-Elite(PRIMUM BRAND) vShirts range- Rs,1099 – Rs.14445 vTrousers range – Rs.1099- Rs.13999
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