ELEMENTS OF A

MARKETING
PLAN
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Market size - Current 1000 units
Market size - Forecast
Segments by price Premium, Middle, Lower
Segments by product type Formal, Semi formal, Casual
Market trends P

Semi formal wear is the mostly rapidly growing
segment
Shifting preferences from formals to semi formals
Growth Rate Exhibit 1 -By product type segment
Unknown-By price segment
Market attractiveness
Key success factors
CURRENT MARKETING SITUATION Market Situation
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
PARAMETER / REFERENCE LINES FROM CASE (IF )
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Sales per product P Table 1.
Elaborate data for specific product segments absent

Market share P (Sec 1.1) 4.0/1000 = 0.4% - Overall share
Unknown Share of different product lines
Net profits of each company
product line

Pricing for different segments

Range of products Complete range of apparel lifestyle solution to a
relatively young and successful populace

CURRENT MARKETING SITUATION Product Situation
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
PARAMETER / REFERENCE LINES FROM CASE (IF )
Competitors in different
segments


Van Heusen, Park Avenue, Peter England, Zodiac, Color
Plus, Allen Solly, FreeLook, TNG
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Market share/Performance of
competitors
P Table 2
Market share per each competitor is not quantified.
Core competencies of
competitors in different
segments


P
(Section 1.3)
The following information is known:
Van Heusen, Peter England, Arrow-
The owners have greater equity, higher market
penetration and global brand image.
Exact CC unknown
Provogue and Tamarind-
Data missing

CURRENT MARKETING SITUATION Competitive Situation
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
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Types of distribution channels

Caspian sells its goods to agents as opposed to
wholesalers or retailers directly.
Ships goods on consignment
Distribution capabilities of
competitors- types of channels,
no. and types of stores
P Madura Garments is stocked in 2500 stores
Details about the types of channels unknown
Companys retail outlets 500/5000 = 10%
Volume of sales on each type of
outlets

Types of retail outlets

Exclusive stores, multi brand and shop-in-shops
Geographical split of retail outlets

Cost to distribute products
Motivation of intermediaries

Higher credit period and higher margins
CURRENT MARKETING SITUATION Distributive Situation
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
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Demographics P Classification by Urban/Rural , age are given.
Classification by
income absent
Social/Cultural

Shift in preferences from formals to semi-formals
The dress code for office wear is today more relaxed.
As a result, semi formal wear market is growing
rapidly.
Exposure to global influences
Economic P Increasing purchasing power
But data unavailable on disposable income for
different categories
Political/Legal
Technological
CURRENT MARKETING SITUATION Macro-economic Situation
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
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Outsourcing, cost effective
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Low penetration in Eastern and
Southern India
End to end integrated product
development
Good management practices Relatively low promotion as
compared to competitors.
Advertising budget inadequate to
sustain a national brand

High employee loyalty and
organizational fit
Enhanced customer loyalty
owing to innovative initiatives
like citizenship

Weak leveraging power vis--vis
distributors leading to financial
inefficiencies.

Complete range of apparel
Lack of clear communication about
the positioning
SWOT ANALYSIS Strengths and Weaknesses
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
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Expansion into multi brand
outlets(MBO) where some
competitors are not present.
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Growing unorganized apparel
sector in Southern and Eastern
India
Shoppers Stop unwillingness
to stock brands of Madura
Garments.
Expanding presence to
towns, where the market for
branded mens wear has a
high rate of growth
Low cash flows due to high levels
of locked up capital in inventories
No strong competitor in the
rapidly growing medium
priced, semi formal segment

SWOT ANALYSIS Opportunities and Threats
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
Reposition as a mid price semi formal brand or continue with the current
confused positioning?
Increase national market share/establish itself as a strong regional brand?
Good relationship with distributors vs Healthy margins
Improving promotion through low cost promotions or continue advertising
Should it directly compete against Madura and Arvind or expand into MBO
where the competitors do not have presence
Should it or should it not expand presence into towns, where the market
for branded mens wear has a high rate of growth
ISSUE ANALYSIS
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
PARAMETER //P REFERENCE LINES FROM CASE (IF )
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Revenue 4 units
Break-even analysis
Expenses P To cut down the costs. By how much is not specified.
Credit to Retailers No objective specified to address the current high
terms of credit.
Profit Margin
Return on investment

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Market share P Corner a major share of the semi-formal apparel
market. Measureable target market share absent.
Sales target
Distribution channel- No. of
outlets targeted
Stocking at MBOs which do not focus on Madura and
Arvind
Product awareness
OBJECTIVES
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
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Target segment

Mid income group, teenagers and young upwardly
mobile executives
Positioning

Semi formal ready to wear brand
Younger and more casual shirt brand
Product Line Should reflect the latest fashion trends with emphasis on
comfort and quality
Price

Rs.1100-1700
Missing data on which competitors price the companys
price is closest to
Place(Distribution) P

Concentration on high pay off regions

Sales Promotion &
Advertising


Unconventional & creative advertising options
MARKETING STRATEGIES
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
WHEN WHAT HOW MUCH
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Quarter 1

Advertising methods

Rs.10 crores- campaign cost
Quarter 2
Reducing margin to retailers

From 40 % to 30 %
Reducing credit period


From 120 days to 90 days

Promotional campaigns


Quarter 3
Initiatives for customers to be able to
customize their clothes
NA

Tie ups with Youth icons


Quarter 4
Market survey and feedback NA
Focus on MBOs
ACTION PLAN
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
CONTINGENCY PLAN
Risk : Madura /Arvind / any other competitor enter into the
semiformal mid price range

Action Plan :



Risk : Economic downturn

Action Plan :


Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary
EXECUTIVE SUMMARY
Shifting consumer preferences from formal to semi-formal
Semi-formal segment is the fastest growing segment
No strong competitors in the semi-formal mid-price segment
Currently providing higher margins and terms of credit to the agents
Increasing purchasing power of the consumers
SE targets a revenue of ~4 units and cutting down its costs
SE aims at pocketing a major market share of semi formal apparel market
Target mid income group, teenagers and young upwardly mobile executives
Position as a younger and more casual shirt brand
Fashionable semiformal at Rs.1100-1700, emphasis on comfort and quality.
Unconventional and creative advertising options , concentration on high payoff
regions
Current Marketing Situation SWOT Issue Analysis Objectives Mkt. Strat Action Contingency Summary