Domestic Vs Foreign Brand Clothing: Understanding Consumer Decision-making Styles in India

            
 
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Case Details:

Case Code : MKTG259
Case Length : 08 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization : Apparel
Industry : -
Countries : India

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This case study was compiled from generalized experience of the authors, 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.



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David Martin (Martin), the marketing manager of Trendz4U, a UK-based garments manufacturer and retailer, which offered a range of clothing, was mulling over some key decisions that he would have to take while launching the company's successful brand in India. Two months earlier, the company had taken a decision to enter the rapidly growing market. Since then, Martin had been actively involved in devising the company's marketing strategy for India. As part of the planning phase, he had a pilot study1 conducted on Indian consumers. The tabulated responses were in front of him and based on these he had to make some recommendations emphasizing specific marketing strategies for specific market segments.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

About The Company

Trendz4U was one of the leading apparel manufacturers in UK. Its product line included varieties of menswear, womenswear, and a range of sport wear. It also had a range for children and infants. It had a wide network of shops across the UK with around 100 stores.

Trendz4U was renowned for the elegant maxi dresses and camisoles that it unveiled every season. Its stylish, high quality, and impeccably designed clothes, had earned it a good number of satisfied customers in the places in which it operated.

In the UK, where it had established a significant presence, Trendz4U also provided free delivery and return services for apparel purchased online for bulk purchases. Its Toga dresses, or one-shouldered dresses, were a hit in 2009.

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1] A pilot study is used in different segmentation product usage, and attitudinal, motivational, and other types of market research studies.


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