Madura Garments - Marketing Branded Men's Wear in India
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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.
Madura Garments' Growth Trajectory
In October 1999, MG announced that it had chalked out a new retailing strategy for marketing its portfolio of men's wear brands. It planned to open a chain of retail outlets, branded Mega Store that would retail all brands under one roof...
Furthering Growth Opportunities
In April 2002, keeping up its tradition of regular launching innovative products, MG announced new product lines for its brands in the premium segment. The Louis Phillipe brand launched its summer-spring collection of shirts under the name 'Mozart'...
Entering New Markets & Restructuring Existing Brands
Having established its hold in so many segments of the Indian branded men's wear market, MG began looking towards newer opportunities. The company's research showed that the growth in jeans market was expected to go up from 8% in 2003 to 15%-20% per annum by 2006-2008. The decision to tap the jeans and accessories market was thus a natural choice...
Exhibit I: Madura Garments - Brand Portfolio & Logos
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