Tune into your Impulse

By:Vrinda Bhagat Suprotim Rao SIMC, PuneMBA- Communication Management

Go to market strategy for an international apparel and shoes brand

MARKET SCENARIO

Indian Apparel and Footwear Industry

- The domestic apparel market , which was worth INR 207,400 (2012), is expected togrow at a CAGR of 9% over the next decade.

-The Indian footwear retail market is expected to grow at a CAGR of over 15% for the period spanning from 2011 to 2015.

- The rugged apparel category consisting of denims, active wear and T-Shirts for both men and women is almost worth INR 56,287.

- Out of this, men’s apparel category almost account for INR 36,584 and women’s apparel category almost account for INR 19,703.

COMPETITIOR ANALYSIS

Launched in 1992.Target Group Appeal to masses.DistributionMore than 500 stores in the country.Positioning Brand for adventure lovers.PricingMen’s wear Rs 900-5000.Women’s wear Rs 750-4200.

-

Launched in 2010.Target Group Appeal to masses. DistributionAt present 13 stores.Positioning Premium-quality outdoor footwear, apparel and accessories.PricingMen’s wear Rs 1800-7000.Women’s wear Rs 1400-4000.

Launched in 2013.Target Group Appeal to classes.DistributionCurrently has 5 outlets in NCR region.Positioning Luxury Lifestyle Brand, Plays on its Vintage Thrift Brand image.PricingMen’s wear Rs 2000-12000.Women’s Wear 1500-8000.

MARKET TRENDS

- Despite the not so optimistic economic scenario of 2012, the demand for denim is growing, especially with the younger generation.

- There is a heightened acceptance of casual or ‘Friday ’ dressing.

- The shift from formal attire to comfort -oriented casual attire is driving the market for’ T-shirts , along side the demand for denim.

- Consumers are in a phase of transition they no longer want to stick to wearing apparel of defined style sand silhouette but also want to experiment with the lookof the clothing.

- Customers in the super premium segment are willing to pay a premium to ensure That their tailor -made clothing reflects their own personality and also helps them differentiate themselves and get noticed.

BRAND VISION AND MISSION

Brand Vision The bodacious sense of Fashion.

Brand Mission To provide premium quality apparel and footwear which gives a confident and rugged appearance to the consumer.The brand will stand for those who are bold and courageous. It represents those who believe that adventure is the new mantra of life. They enjoy facing new challenges everyday in their lives.

TARGET AUDIENCE

Madcap will target :- Young men and women who belong to SEC A.- It will include both college students and working professionals in the age group of 18 to 35 years.

I want to be comfortable all day long.

I love being on my toes all day.

I am strong, I

am tough, I am cool

Thank God Its Friday!

It’s a new

challenge

everyday.

MARKET ENTRY STRATEGY & POSITIONING

- Madcap will enter the Indian market in a company operated retail format.

- It will be available to the consumer through independent retail stores in five big cities: Bangalore, Mumbai, Pune, Delhi, Chandigarh.

- The stores will be located in premium malls across these cities.

Madcap will be positioned as follows:- Adventure and sports lifestyle brand.- For people who like rugged and casual clothing.- It is for people who look for comfort but style is important too.- They love to go into the wild and explore everything out there.- Our apparel and footwear line will create latest fashion trends for the youth.MADCAP will be positioned in the premium segment of the apparel industry.

Shirts 2000 – 5000 Capris 2200 - 3500

SweatShirts(Winter’s collection) 4000 - 6000

Denims 3500 - 8000

MARKETING MIX: PRODUCTS & PRICING

Men’s Wear

Tshirts 1300 – 2000

Cargos 3000 - 5000

All prices in INR

T Shirts 1299 & Above

MARKETING MIX: PRODUCTS & PRICING

Women’s Wear

Jacket(winterwear) 4000 - 7000

T Shirts 1200 - 2000

Denims 3500 - 7000 Shorts 1300 - 2000

Cargos 3000 - 5000

All prices in INR

Accessories & Footwear

MARKETING MIX: PRODUCTS & PRICING

Bandanas: 300 - 500

Watches 2500 - 4000

Belts 1500 - 2000

Caps 500 - 700

All prices in INR

Shoess4000 - 8000

Slippers 1200 - 2000

VISUAL APPEAL

Interior

Proper emphasis will be given on the training of the sales personnel.

Exterior

Delhi

Chandigarh

Bengaluru

Mumbai/Pune

Central Warehouse

Manufacturing

MARKETING MIX: PLACE & DISTRIBUTION

MARKETING MIX: PROMOTIONS

• Advertising-Magazines: Filmfare, GQ, Femina, Vogue, TopGear

-Websites: Banner Advertising on websites ie: pinkvilla.com,hamaraphotos.com,hungama.com,

• Social Media- Create a page on Facebook “MADCAP INDIA”.- Display the latest collection of apparel and footwear on the page.- Hire a social media agency to generate conversations around the brand.

• Public Relations-Brand Launch: The brand will be launched during a Fashion Show which will witness the presence of all eminent fashion world personalities, from models to designers. The success story will be covered by the press.

- Store Launch: The stores will be launched by celebrities like John Abraham, Aayushman Khurana, etc. These stories will also be covered in the city editions of major newspapers.

CONSUMER BUYING CYCLE

THE FUTURE AHEAD

In the next phase:

- Madcap stores will be launched in other cities: Ludhiana, Kolkatta, Aurangabad , Gurgaon

- The brand will also bring in line extensions such as Kid’s wear.

- After establishing a decent customer base in India, it will bring a Loyalty Program to its customers to strengthen its customer relations.

- The brand also plans to start a CSR initiative to promote gender equality in India.

THANK YOU