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Hi Fashion
This document provides a market analysis and product recommendations for a clothing brand called Hi Fashion. It analyzes the estimated market size and growth rates for t-shirts, vests, and briefs across four Indian states. It recommends a product mix and market share objectives for the brand, focusing on producing t-shirts and briefs within current production capacity. Finally, it suggests Delhi as the redistribution hub due to its central location and high sales volumes in the region.
Hi Fashion
- 1. HI FASHION Presented By: Group 4 Section1 Anubha Karthik Kunal Raja Shivshankar Sonal
- 2. Product State Estimated Size Growth Rate Sales/Outle t Estmate market sizeSales/Outlet Estmate market size Sales/Outlet Market Share Objective (Sep11-Mar12) Market Share Objective (Apr12-Mar13) Million Units 2011-12 2012-13 T Shirts Delhi 7.8 39 6.90% 1392.86 8.34 1488.96 8.91 1591.70 Haryana 4.2 21 4.50% 2461.90 4.39 2572.68 4.59 2688.46 Punjab 6 30 6.20% 1504.51 6.37 1597.79 6.77 1696.86 Rajastha n 2 10 4.50% 496.03 2.09 518.35 2.18 541.68 Total 20 21.19 22.45 0.53 2.25 Vests Delhi 20.4 18.25 2.50% 3642.86 20.91 3733.93 21.43 3827.28 Haryana 28.3 25.26 2.00% 16588.51 28.87 16920.28 29.44 17258.69 Punjab 30.6 27.29 2.20% 7673.02 31.27 7841.83 31.96 8014.35 Rajastha n 32.7 29.2 2.10% 8110.12 33.39 8280.43 34.09 8454.32 Total 112 114.44 116.93 1.00 6.60 Briefs Delhi 26.9 30.61 2.30% 4803.57 27.52 4914.05 28.15 5027.08 Gents Haryana 19.8 22.45 1.80% 11606.10 20.16 11815.01 20.52 12027.68 Punjab 21.6 24.49 2.10% 5416.25 22.05 5529.99 22.52 5646.12 Rajastha n 19.8 22.45 1.70% 4910.71 20.14 4994.20 20.48 5079.10 Total 88 89.87 91.67 0.78 5.17 Briefs Delhi 15 36.59 1.90% 2678.57 15.29 2729.46 15.58 2781.32 Ladies Haryana 7 17.07 1.20% 4103.17 7.08 4152.40 7.17 4202.23 Punjab 12 29.27 1.70% 3009.03 12.20 3060.18 12.41 3112.20 Rajastha n 7 17.07 1.40% 1736.11 7.10 1760.42 7.20 1785.06 Total 41 41.67 42.35 0.36 2.39 Total 261 267.1614 273.40 2.67 16.40 MARKET SHARE OBJECTIVES
- 3. RECOMMENDED PRODUCT MIX& PRODUCT LINE WITH MARKET SHARE OBJECTIVES
- 4. For SEP-MAR (11-12) Productionof 0.529 million units of T-shirts and 2.178 million units of briefs is recommended as it lies well within the production capacity 6.48 million. For SEP-MAR (12-13) Production of 2.245 million units of T-shirts is recommended. But we would need to increase production capacity for Briefs. • In terms of Sales/Output ratio Haryana exceeds rest of the targeted markets. Increase retail outlets in Haryana. • In terms of Sales Volumes , Delhi has the highest percentage in all products except for Vests where Rajasthan has the highest expected sales Assumption •Growth rate assumed to be constant throughout the year • Capacity can be increased by increasing the number of shifts and working days without increasing capital investment. RECOMMENDED PRODUCT MIX & PRODUCT LINE WITH MARKET SHARE OBJECTIVES
- 5. Sales Turnover Brand SizesContribution Town Rate MRP Town Rates Hi Fashion Sales(in million $ for Sep11- Mar12) Sales(in million $ for Apr12- Mar13) Teen Tshirts S & M 50% 300 390 264.55 70.11 297.6190476 L & XL 35% 350 440 308.64 81.79 347.2222222 Confi Vests 80 & 85 50% 64 79.95 59.26 19.56 130.3703704 90 & 95 40% 68 84.95 62.96 20.78 138.5185185 100 & 110 35% 72 89.95 66.67 22.00 146.6666667 Macho/Naughty Briefs S & M 40% 75 94.95 69.44 39.58 262.5 L & XL 35% 78 99.95 72.22 41.17 273 Estimated Sales($ in millions 294.98 1595.896825 Assuming that estimated sales is equal for different sizes in each of the categories.
- 6. Product Line T-shirt • Teens •Sizes –XL,L,M,S • Colour-B,G,R,Y,Bl,W Vests • Comfi • Size- 80,85,90,95,100,110 • Colour-W,G,Y,B Briefs • Macho • Naughty • Colour-macho- W,C,BL,BR Naughty- P,BL,R,GY,C • Size- XL,L,M,S
- 7. Product Mix Product Line •T-Shirts • Vests • Briefs Length • Teens • COMFI • MACHO • Naughty Depth • T-Shirts – XL, L, M, S • Vests – 80, 85, 90, 95, 100, 110 in 3 different styles • Briefs (Men)– XL, L, M, S in W,C,BL,BR in 2 styles • Briefs(Ladies)- XL, L, M, S in 6 colours and 2 styles
- 8. RECOMMENDED CHANNEL OF DISTRIBUTION Assumption: •Company selects wholesalers in each of the region. •Existing outlets agree to promote Hi fashion products. •Retailers are bound to specific wholesalers. •Under company policies wholesaler caters to fixed retailers, Respects geographical limits.
- 9. Redistribution Set • SinceDelhi is national capital and is equally distant from the other three states, logistics are convenient, efficient and better. • Maximum sales for T shirts and briefs in Delhi make it a suitable center. • Distribution centers in Haryana, Punjab and Rajasthan. • Supply can directly be sent from Delhi By trucks • We recommend Delhi to be the redistribution hub, based on the following factors – Well connected to retail hubs by highways, NH8, NH10,NH15,NH71,SH17,SH57 etc
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