Madura Garments - Marketing Branded Men's Wear in India

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG064
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Available
Organization : Madura Garments Ltd
Industry : Footwear and Apparel
Countries : India

To download Madura Garments - Marketing Branded Men's Wear in India case study (Case Code: MKTG064) click on the button below, and select the case from the list of available cases:

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

Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search


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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

<< Previous

"Due to its single-minded focus on building strong brands, innovation, design and wide distribution, Madura Garments has always been ahead of the market trends and thereby the competition"

- Vikram Rao, Group President, Indian Rayon, www.adityabirla.com, April 17, 2001.

"As market leaders in branded menswear, we will continue to sustain our number one position. Our vision is to build large profitable brands in every opportune market segment."

- Vikram Rao, www.adityabirla.com, May 30, 2001.

Introduction

In December 2002, leading Indian branded apparel manufacturer, Madura Garments Ltd (MG), announced its plans to enter the fashion and accessories segment of the country's branded men's wear market. MG, a division of Indian Rayon Industries Ltd (Indian Rayon1), was reportedly attracted by the immense potential of this business.

In 2002, of the Rs 12 billion branded fashion and accessories market, only 20% accounted for branded products. Vikram Rao (Rao), Group President, Indian Rayon, said, “This segment is slated to grow rapidly in the near future as increasingly customers are becoming more 'personal image/fashion conscious'.”2

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

Madura Garments - Marketing Branded Men's Wear in India - Next Page>>


Custom Search

1] Indian Rayon is a part of one of India's largest business houses, the Aditya Birla Group. Involved in the Viscose Filament Yarn, Carbon Black, Insulators, Garments, Software and Textiles businesses, the company recorded a net profit of Rs 1.05 billion on sales of Rs 14.4 billion in 2003 (Rs 47 = 1 US $).

2] 'Madura Garments Forays into Accessories Business', www.Business2media.com, December 03, 2002.

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.