Madura Garments – Marketing SF Jeans

Details

Case Code : CLMC-019
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Madura Garments, SF Jeans, FishEye Creative, Wrangler, Levi’s, Denims, Post-test research, Diesel and Laser’d collection.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

This caselet deals with the branding strategies used by Madura Garments for its denim variant, SF Jeans. It discusses the initiatives taken by the company to build brand identity in the customer’s mind. The caselet gives an overview of how the company made use of an unconventional approach, through the fashion route, to differentiate itself from established brands like Lee and Levi’s.

Issues:   » Radical approach to branding denim   » Communicate the brand rather than the product features in promotions   » Rebellious advertising Introduction Madura Garments (Madura), the garment division of Indian Rayon and Industries Limited (IRIL), is one of the major players in the branded apparel business in India. Its brands include Louis Philippe, Van Heusen, Allen Solly, and Peter England. In 2002, Madura Garments decided to make a foray into the denim market estimated at approximately 28 million pieces per annum, with a growth rate of 20 per cent.

The company decided to launch SF Jeans, the denim variation of the company’s San Frisco brand of formal wear, priced in the range of Rs 895 to Rs 1,395 and targeted at the semi-premium (standard) and premium jeans wear markets in India. Industry observers estimated a tremendous growth for jeans in India.

Questions for Discussion:

1. The objective of Madura Garments was to target the 18-21 age-group segment in order to carve a niche for itself and position SF Jeans as a fashion denim brand. What was the rationale in targeting the 18-21 age-group segment?

2. Madura Garments’ SF Jeans with its superior quality and trendy offerings caught the consumer’s attention. What characteristics of a successful brand could one identify with SF Jeans?

3. “We wanted to be innovative and different to the extent of being edgy and radical. It captures the spirit of adventure in today's youth.” Will a communication campaign for the brand that highlights the rebel attitude capture the imagination of the youth in India?