Allen Solly - Entering the Indian Women's Western Wear Market

            
 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG042 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Retailing
Case Length : 11 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Not Available
Organization : Madura Garments
Industry : Readymade Garments
Countries : India

Abstract:

The case examines the changing dynamics of the women's wear market in India during the 1990s and early-2000s. Changes in India's cultural values and social system, and the impact of these changes on the dressing styles of Indian women are explored in detail. Madura Garment's decision to enter the readymade women's Western wear segment is examined in detail in light of the above changes. The case discusses the strategies adopted by the company in terms of marketing research, product design, retailing and promotion. The case also provides information about other players in the women's Western wear market in India and takes a look at the market's future prospects.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

Understand the reasons for the increased activity in the branded women's Western wear market in India in the early 21st century.

Contents:

  Page No.
Wooing Indian Women 1
Background Note 2
The Market Gets Branded 4
Future Prospects 6
Exhibits 8

Keywords:

Changing dynamics, women, wear market, India, 1990, 2000, cultural values, social system, dressing styles, Indian women, Madura Garment, readymade women, Western wear, marketing research, product design, retailing, promotion, future prospects

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