Madura Garments Product Mix and Marketing Segmentation Targeting and Positioning Aditya Birla Fashion and Retail Pantaloon

1. Madura F&L
Sanoob Sidiq
MBA (FT)

2. Madura Coats Pvt Ltd
 Established in 1988 by Madura coats ltd in Bengaluru ,
 1999, Aditya Birla co, acquired Madura fashion & Lifestyle to become the
undisputed leader in the readymade men’s industry in India

3. 1988 - Madura
Garments was
established as
Apparel Division
of Madura Coats
Limited in
Bangalore
1990 -
Launched
Van Heusen
– the power
of Dressing
1989 -
Launched Louis
Philippe – the
first National
Apparel Brand
in India
1993 -
Launched
Allen Solly –
Unconventio
nal , Friday
Dressing
1988 2016
1997 -
Launche
d Peter
England
– Value
for
Money
2001 -
Launche
d Planet
Fashion
2001-02
Acquired by
Aditya Birla
Group in from
Madura Coats
vyella pic
2005 -
Launch
ed
ESPRIT
2007-08
Launche
d PEOPLE
2010 - MG re
christened as
“Madura
Fashion &
Lifestyle”
2007 - Textiles &
Apparel’ Business
Director’s Office
formed towards
consolidating the
domestic ‘T& A
business ( MG,JST &
GBTL ) of ABG
Birlas to merge
Madura
Garments into
Pantaloons
Fashion
And form Aditya
Birla Fashion and
Retail Ltd

4. Brands
Louis
Philippe
Peter
England
Planet
fashion
Allen solly
Van
Heusen
People
The
collective
Parent Company
Madura Fashion and Lifestyle

5. Values
Madura Fashion & Lifestyle’s vision is to
passionately satisfy the Indian consumer’s needs
in fashion , style and value , across wearing
occasions, in apparels and accessories trends
and creating markets with the ultimate purpose
of delivering superior value to all stakeholders.

6. MFL
 MFL is the one of the fastest growing company. It is the leading player in the retail
market.
 The companies' brand portfolio includes product line that range from affordable and
mass market to luxurious high end style and cater of every age group , from children
& youth to man &women
 MFL reaches its discerning customer through an exclusive network comparison more
than 1,300 stores , covering 1.5 million Sq feet of retail space, and it present in more
than 2,000 premium multi brand stores and 100 departmental stores
 The collective offers a unique blend of global fashion , international trends and
innovative customer services to customer in Bangalore, Mumbai , Delhi, Delhi NCR ,
Chandigarh & Pune
 Planet fashion the multi brand ,apparel retailing arm of Madura Fashion & Lifestyle,
housing the companies' in house and other brands, is the largest chain of stores of its
kind in India

7. MFL
 MFL marked the foray into luxury mono brand business in India by launching the
quintessential British men’s luxury clothing and accessories brand hacked London
through a joint venture with the UK firm
 Recently company launched Trendim.com
 Innovative design & MFL has 9001-2000 accreditation with periodic internal audits
 MFL is an IT and web enabled organization, They used ERP & SAP system
 MFL is a global supplier for premium international brand such a E-spirit ‘S’ Oliver,
MONOPRIX
 MFL sources only from factories that are complaint with the factory Act, and each
factory is independently audited by the international textile service (ITS) and societies
generate surveillance (SGS) for international clients such as LP, marks & Spencer and
VH

8. Product Portfolio
Segments
Cotton
Terylene,
Rayon, pearl
Chemicals
Leather
Garments
AccessoriesClothing's

9. Products
Shirts
Trouser’s
Denims
Suits
T-shirt’s
Ladies wear
Pocket square
Tie
Garments
Shoe
Belt
Wallets
Bags
Cufflinks
Accessories

10. “My ambitions are anchored in the self belief
that I can dream big in India and make it”.
Peter England

13. My obsession is with uncompromising
craftsmanship and perfection
Louis Philippe

16. The world keeps evolving and I am always
sophisticated , trendy and / or distinctive
as different occasions demand.’’
VAN HEUSEN

19. “My confidence and my attitude is my own Its
my world and its my way of doing things”
Allen Solly

22. Planet Fashion

23. “I am aware of what’s happening around
me and I create and make my own
fashion without costing the earth”.
People

28. Price Range

29. Pricing strategy
The pricing strategy followed by Madura garments is
psychological pricing
psychological pricing is the practice of setting prices
slightly lower than rounded numbers, in the belief that
customers do not round up these prices, and so will
treat them as lower prices than they really are. This
practice is based on the belief that customers tend to
process a price from the left-most digit to the right, and
so will tend to ignore the last few digits of a price

30. Promotions
 Online Advertisements in Social Media
 Seasonal Sales with discounts
 Dedicated online ecommerce portal tendin.com
 Discount Vouchers distributed through sales

31. Advertisements
 Print Media
 TV Commercials
 Youtube Advertising
 Attractive Hoardings

32. Porters Five Force
Analysis

33. STP

34. Brand Positioning
Premium Lifestyle Brand
Style conscious customer
Louis Philippe :
Van Heusen :
Premium work wear brand
Focused on innovation
Peter England :
Positioned mid-price segment
Working Indians between 20-30 years

35. Allen Solly
Positioned as bold western work wear
Friday Dressing concept
Esprit
International lifestyle brand
Provided fresh look and new style
every month
San Frisco : Mid priced fashion wear

36. SWOT Analysis MFL

37. Major Competitors
Wear occasion
• Louis Philippe
& Van
heusen
• Zodiac
• Park Avenue
• Arrow
• Blackberry
• Tommy
Hilfiger
• Jacken
Jones
• Zara
• Mango
• Promod
• Calvin Kevin
• Diesel
• Peter England • John Players
• Belmonte
• Genesis-
Basics
• Turtle
• John Miller
• denizen

38. Major Competitors
Wear occasion Brands Wear occasion Brands
• Allen Solly • Provogue
• Levis
• Wills Lifestyle
• Color Plus
• U.Spolo
• Benetton
• Parx
• Catmoss
• Gini& Johny
• Lilliout
• Espirit • Tommy
Hilfiger
• Jackn Jones
• Zara
• Mango
• Promod
• Calvin Klein
• Diesel

39.  The company increased the presence from 300 to 450 stores
 Peter England positioned as ‘an honest shirt’ ,while Allen Solly
with a market share of 14%-15% symbolized a bold &
unconventional work wear.
 Madura Garments recorded a 37% increase in its sales.
 Targeted the working women’s wear : Age 20-40
 Allen Solly also entered the into jeans segmen
 Madura garments extended concept of Women’s wear to Van
Heusen and captured 25% of market share
 Madura Garments brought international lifestyle brand Esprit to
India & Peter England introduced its sub brand Peter England Elite

40. Success Line
 Allen Solly women’s wear bagged the ‘most admired brand-smart
casuals’ at the Images Fashion Awards (IFA).
 Success propelled them to extend Allen Solly in to jeans segment
(Clean Jeans), a collection of lightweight jeans.
 2004: They extended women’s wear to Van Heusen too.
 Allen Solly & Van Heusen together captured nearly 25% share of the
market.
 2005: Madura Garment brought international lifestyle brand Esprit to
India.
 They continued to explore new avenues:
 2007: Peter England introduces sub brand: Peter England Elite,
targeted young working customers aged 20-30.
 After being successful in both men’s and women’s apparel
segment, they decided to enter the untapped kid’s apparel
segment.

41. References
 www.abfrl.com
 www.madurafnl.com
 Madura Fashions Positioning Case Study – Mayank Dixit
 Youtube.com
 Louis Philippe Positioning Strategy - ppt
 Friday Dressing Concept - Wikipedia