Marketing of redymade garments b.v.raghunandan


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deals with the market for ready-made garments for the use of small and medium enterprises

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Marketing of redymade garments b.v.raghunandan

  1. 1. Marketing of Readymade GarmentsMinistry of Micro, Small and Medium Industries,Yeyyadi Industrial Estate, MangaloreJuly 27, 2011<br />B. S. B<br />V. V. A<br />R S. N<br />A C T<br />G O W<br />H L A<br />U L L<br />N E<br />A G<br />N E<br />D<br />A<br />N<br />
  2. 2. Readymade Garments<br /> Individual Taste<br />Fancy and Colour<br /> Personality<br /> Creativity<br />Imagination<br />Information<br />Knowledge of Material<br />Women Dominated<br />
  3. 3. Nature of Market<br />Ever-changing<br />High Profit Margin in Retail<br />Various Retail Format<br />Sourcing from Small Producers<br />Seasonal Demand<br />Climate is a Dominant Factor<br />Advertisement & Visibility<br />
  4. 4. Small Shops<br />In Front of the House<br />No Real Estate Cost<br />Zero Labour Cost<br />Combining with Domestic Work<br />Seller cum Consumer<br />Flexibility in timing, work etc<br />
  5. 5. Corporate Entry<br />Foreign Brands<br />Scaled up Price<br />Lifestyle<br />Bigger Retailers<br />Bigger Wardrobe<br />Discount Offer<br />Western<br />Chinese<br />Varieties of Cloth<br />
  6. 6. Benefits Lost<br />Localised Innovation<br />Differences in Quality<br />Higher Cost<br />Unhealthy<br />Corporate Domination<br />Local and Small Industrial Units face the Threat<br />
  7. 7. Beginning of Marketing<br />Begins before production<br />Assessing the size of the market<br />Stability of demand<br />Purchasing ability of consumers<br />Level and nature of competition<br />Scope for expansion<br />Distribution options<br />
  8. 8. Development of Design<br />Movies<br />Ads<br />Window-Display<br />Marriages<br />Meetings<br />Functions<br />Discussion<br />Traders<br />Innovation<br />Catwalk<br />People<br />Internet<br />Shops<br />Exhibitions<br />Books<br />Magazines<br />
  9. 9. Distribution Models<br />Direct Distribution: From our home or to the home of consumers; Internet & Mail<br />Distribution through agents<br />Distribution through retailers: from home or to home<br />Distribution through wholesalers<br />Distribution through and under a corporate brand<br />
  10. 10. Selection of Distributors<br />Financial Integrity<br />Personal Integrity<br />Establishment of the distributor<br />Turnover and level of business of the distributor<br />Location of the distributors’ esstablishment<br />Growth potential<br />
  11. 11. Marketing Concepts: Genesis<br />Personal attitude<br />Religious beliefs<br />Type and nature of market<br />Type of consumers<br />Market maturity<br />Consumer movement<br />
  12. 12. Personal Attitude <br />Value system<br />Short-term benefit Vs long-term benefit<br />Honesty<br />Hypocrisy<br />Pro-societal attitude towards self-interest<br />Kindness and charitable nature<br />
  13. 13. Type and Nature of Market<br />Monopoly market<br />Regulated market like ration shops<br />Technical content involved<br />Professional service<br />Uninformed customers<br />Highly habituated customers<br />Strong brand loyalty<br />
  14. 14. Concepts in Marketing<br />Production Concept<br />Product Concept<br />Selling Concept<br />Marketing Concept<br />Societal Concept<br />
  15. 15. THANK YOU<br />