Madura Garments - Marketing Branded Men's Wear in India


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG064 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Available
Organization : Madura Garments Ltd
Industry : Footwear and Apparel
Countries : India

Abstract:

The case discusses in detail marketing strategies adopted by Madura Garments (MG), India's leading branded apparel manufacturer that helped it become the market leader in the men's wear market.

The company's product development, promotion and distribution initiatives are studied in the backdrop of the numerous brands launched over the years. The case takes an in-depth look at one of these brands, 'Peter England,' which became one of MG's greatest successes.

The case also explains how MG kept ahead of the competition by identifying new trends and market segments and launched brands accordingly.

The case also attempts to understand how a market leader acts and reacts to changing market conditions and the strategies it adopts to retain its position as the market leader.

Issues:

• Understand the dynamics of the Indian branded men's wear market and the changing trends in the business

Contents:

  Page No.
Introduction 1
Background Note 2
Capturing the Market through 'Peter England' 3
Madura Garments' Growth Trajectory 5
Furthering Growth Opportunities 8
Entering New Markets & Restructuring Existing Brands 9
Exhibits 12

Keywords:

Marketing strategies, Madura Garments, branded apparel, manufacturer, market leader, men, wear market, product development, promotion, distribution, backdrop, Peter England, MG, market segments, market leader , changing market conditions, strategies, position, market leader

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