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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Dynamics of the Indian branded men’s wear market.

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