2. INTRODUCTION
Engages in manufacturing and marketing of textile
products in India & internationally.
Cottons by Century, a mid-to-premium men’s apparel
brand, owned by B.K. Birla group’s Rs. 400 crore
flagship.
Century has tied up with international specialty
property companies like Knight Frank to assist it in
getting retail space.
3. Overall market view
o Major Players: Raymond, Reid & Taylor, OCM,
Digjam.
o Market Size: 5 million meters a month. Approx 2100
Crores p.a.
o Current Cottons by Century market share: ~3% only.
o Raymond is the market leader.
5. SWOT ANALYSIS
o STRENGTHS:
1. Strong Parent Brand.
2. Good reputation.
3. High quality goods, reasonable prices.
4. Various range of products.
o Weakness:
1. Brand Equity weak.
2. Lots of substitutes.
3. Lack of marketing strategics
6. SWOT ANALYSIS
OPPORTUNITIES:
1. Rapidly growing market.
2. Competitors have limited product variety.
THREAT:
1. Raymond dominates market.
2. Competition from unbranded products.
3. Introduction of foreign brands.
8. Product
Current Product: Men’s Exclusive wear.
o Need: Formal Clothing for Female Executives.
New product specifically for this segment.
The ‘feminine’ touch.
o Need: More readymade options.
New range of ready to wear shirts and apparel.
Traditional Apparel like Sherwanis.
o Eco Friendly products: Biodegradable polyester.
9. Price
o Affordable priced products.
o Below the price of major competitors, but not too
low .
o With the rise of DTC selling, will allow for larger
margins even with low prices.
10. Place
DTR presence already exists, more focus on DTC.
Rebranding of current retail stores from F2F to
cottons by century, to emphasize and develop brand.
Opening more retail outlets.
11. Promotion
Advertising:
Mainly Television Advertising.
Three advertising campaigns, one primarily focused
on female executives.
In store advertising via brochures, scratch cards and
in store branding.
12. Marketing Segmentation
GEOGRAPHIC:
Main Market: South India
Demand varies due to climatic conditions.
DEMOGRAPHIC:
Executives: Male and female.
Average price, meant for everyone.
Indian Focus.
13. Marketing segmentation
PSYCHOGRAPHIC:
Modern lifestyle with a traditional touch.
style: For those who want to make impact .
behavioral:
Strong brand loyalty towards established brands.
Also for marriage and gifting market.
14. targeting
Established well heeled executives.
New Focus: Young male executives
New Target Market: Female Executives.
Traditional markets, like the marriage market, as well
as the gifting market.
15. positioning
Value proposition in a luxury segment. Best available
quality at an affordable price.
A symbol of family values. Worn by people who are
the go getters of modern society, yet still hold family
values dear.
Eco friendly: Biodegradable Polyester
16. Advertising campaign
Emphasizing on family values and emotions, in line
with the Indian Value System.
Celebrities Suggested: Ranbir Kapoor and Rishi
Kapoor.
Targeted at young female professionals.
A tie‐up with the Economic Times for a charitable
event.
17. Developing Brand
Improving visibility of the “COTTONS BY
CENTURY” logo.
A custom jingle which identifies the brand.
Various promotion programs.
18. CONSUMER BEHAVIOR
Object of Purchase:
Premium suitings for men and women.
Both tailored and readymade.
Objective of purchase:
For business dressing.
For festivals and other special events.
For gifting.
Organizations of purchase:
Elderly established executives.
Young executives.
Promotional efforts.
