Madura Garments - Marketing Branded Men's Wear in India

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Case Details:

Case Code : MKTG064
Case Length : 15 Pages
Period : 2002
Pub Date : 2003
Teaching Note : Available
Organization : Madura Garments Ltd
Industry : Footwear and Apparel
Countries : 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.

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Capturing the Market through 'Peter England'

The first move came from MG in 1997, when it launched the 'Peter England' range of men's ready to wear clothing.

Peter England brand targeted the young executives segment between the age group of 25-28 years.

The brand was launched in the mid price segment in the Rs 345-Rs 445 range for shirts and Rs 645-Rs 745 for trousers...

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

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
Exhibit II: Various Segments of the Indian Branded Men's Wear Market
Exhibit III: Madura Garments - Competition

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