Organic Cotton: an opportunity                               for trade in Germany<br />
Apparel Industry &Our Product<br />Our Product<br />Organic Cotton Apparels<br />Out Going Body Wear<br />Using 95 – 100 %...
Germany: An importunate environment<br />Fairly stable government, with minimal political risk for international businesse...
Legal Factors<br />EU Organic Certifications EU 2092/91<br />Third-party certification organizations verify the products<b...
Economic Factors<br />Ease of doing business rank is 22<br />Population 82 million Largest in Europe<br />Gross National I...
Social factors<br />There is a significant change in the life style of German people they are becoming increasing health c...
Technical environment<br /> German companies have been at the forefront of the development of the market for ecological te...
Environmental factors<br />The conventional cultivation of cotton leads to massive environmental and health problem<br />C...
Strategic AllianceWithHennes & Mauritz<br />Swedish retail clothing company<br />Known for its fast-fashion clothing offer...
Market Segment<br />Our Target Group: <br />Female (All Age Group)<br />Kids<br />Infants<br />
Contd…<br />Population of Online customers <br />
Pricing<br />Pricing Objective<br />Pricing of the product on the basis of perceived value by the customer.<br />Prices wi...
Positioning<br />We will position  our self  as a Brand which offers Value for Money. <br />Apparels are priced less than ...
Promotion Strategy<br /><ul><li>Make-over contests in malls, to target more women and kids.
Prizes- discount coupons.
Free publicity in print media
Best dressed baby Contest in collaboration with playschools.
Sponsoring prizes.</li></li></ul><li>Contd…<br />Infomercials over social media<br />Fan page- daily posts, contests, eco-...
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Germany An Oppotunte Environment

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Project presentation on entry strategy- Apparel Industry - German Market

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Germany An Oppotunte Environment

  1. 1. Organic Cotton: an opportunity for trade in Germany<br />
  2. 2. Apparel Industry &Our Product<br />Our Product<br />Organic Cotton Apparels<br />Out Going Body Wear<br />Using 95 – 100 % Organic Fiber<br />Using 70 – 94 % Organic Fiber<br />
  3. 3. Germany: An importunate environment<br />Fairly stable government, with minimal political risk for international businesses<br />Corruption free<br />Political system is open to international business<br />Investments are encouraged with lower tax rates<br />Foreign regulations<br />
  4. 4. Legal Factors<br />EU Organic Certifications EU 2092/91<br />Third-party certification organizations verify the products<br /> GOTS approved certification bodies can also certify the organic textile products<br />Sample of correct label application<br />
  5. 5. Economic Factors<br />Ease of doing business rank is 22<br />Population 82 million Largest in Europe<br />Gross National Income Per Capita is 31780 Euros<br />
  6. 6. Social factors<br />There is a significant change in the life style of German people they are becoming increasing health conscious<br />3800 Euros spend per person yearly on healthcare.<br />
  7. 7. Technical environment<br /> German companies have been at the forefront of the development of the market for ecological textiles. <br />Demand for Naturtextilien(natural textiles) was fuelled in the early 1990s by concerns about skin allergies caused by textile dyes and clothing accessories, and by a strong movement of ‘green’ consumers. <br />
  8. 8. Environmental factors<br />The conventional cultivation of cotton leads to massive environmental and health problem<br />Cotton covers 2.5% of the world's cultivated land yet uses 16% of the world's insecticides<br />A sustainable alternative is the certified organic cotton<br />Organic farming methods use natural fertilizers, like compost and animal manure, that recycles the nitrogen already in the soil rather than adding more, which reduces both pollution and N2O emissions<br />
  9. 9. Strategic AllianceWithHennes & Mauritz<br />Swedish retail clothing company<br />Known for its fast-fashion clothing offerings for women, men, teenagers and children<br />Started Operations in Germany in 1980 and Generates 30% revenue from Germany<br />
  10. 10.
  11. 11. Market Segment<br />Our Target Group: <br />Female (All Age Group)<br />Kids<br />Infants<br />
  12. 12. Contd…<br />Population of Online customers <br />
  13. 13. Pricing<br />Pricing Objective<br />Pricing of the product on the basis of perceived value by the customer.<br />Prices will be kept lower than the Competitors price <br />Increase Market Share<br />Increase Market Size<br />
  14. 14. Positioning<br />We will position our self as a Brand which offers Value for Money. <br />Apparels are priced less than other organic cotton made products<br />Lasts longer than conventional cotton made products<br />Our USP for our customer is the Health Benefits which they derive from our product. <br />Product quality is finer in terms of softness <br />More breathable than high-tech synthetic materials<br />Disinfectants free, as the natural pesticides are used, which makes it more skin friendly <br />Also the dyes used contains less harmful chemicals.<br />
  15. 15. Promotion Strategy<br /><ul><li>Make-over contests in malls, to target more women and kids.
  16. 16. Prizes- discount coupons.
  17. 17. Free publicity in print media
  18. 18. Best dressed baby Contest in collaboration with playschools.
  19. 19. Sponsoring prizes.</li></li></ul><li>Contd…<br />Infomercials over social media<br />Fan page- daily posts, contests, eco-awareness<br />Facebook Ads- Cost per click – 4 to 6$<br />Maximum per day budget- $1000<br />Twitter profile<br />Blogger.com<br />
  20. 20. In-Store Promotions<br />
  21. 21. Future Vision……. Expansion<br />H&M has 2200 stores spread across 38 markets<br />With net turnover of 16.4 billion SEK<br />
  22. 22. Thank You<br />Sources<br /><ul><li> Organic exchange
  23. 23. OTA
  24. 24. Wikipedia
  25. 25. H&M website
  26. 26. CIA Fact Book
  27. 27. Centre for Promotion of Imports </li></ul>From Developing Countries<br />

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