POOJA GARMENTS – A WESTO-INDIAN ETHNIC BRAND

POOJA GARMENTS – A WESTO-INDIAN ETHNIC BRAND

POOJA GARMENTS
After coming at home from a tiring job, she was in no mood to open her laptop and start surfing about startups. A hard working and a determined girl in her early 20s was performing astonishingly at her first job as a Consultant at one of the leading Consulting Company. She was living in a 2-BHK flat with her roommate, rocking at the office on the five working days, and taking the chills of the city Bangalore on the weekend. A fun loving and a cheerful girl who was living a stable life was not satisfied. The weekend is the only good day in the whole week for her when she can spend time on shopping, exploring the city more, living the life in her own little ways. She didn’t have to follow orders from her boss and work day and night to meet the deadlines...............

In 2016, she completed her Graduation in Computer Science but before that only she realised, she does not see herself as a coder sitting in front of a computer for long hours in the coming 5 years, rather preferred going for Masters of Business Administration and getting the business exposure. She had a calm nature and a sharp acumen needed for business................

Two days before Holi, she booked her ticket for Delhi and went home for the festival of Holi. She had very few clothes at home and hardly anything ethnic like a kurti or some ethnic top for such festival, but after making several efforts she somehow managed with a festive long skirt and a plain black off shoulder western top which went well with the black and golden skirt and made the look perfect for the festival. That made her realize that ethnic isn’t about wearing kurti-legging or salwar kameez or saree or lehenga on festivals, its more about the feel you...............

fter the meeting, they stayed in touch and continued their planning about the store. They talked with many women around them, took their opinions into consideration, conducted surveys and observed that people believe ethnic wear is only for special occasions like lehengas on marriage or Kurtis or traditional dresses for other family functions, etc whereas western designs like short dresses, jeans, top, etc are for college, office parties, or birthday parties. .......

Well, that was not enough. There was something more needed in this market. It started with a unique offering unlike any other brand, to provide one with different ethnic styles, and also giving the customer a chance to incorporate their particular design, or a particular colour for a specific look. From the data collected, they analysed that women, as a customer have a habit of asking for..........

POOJA GARMENTS introduced semi-designer work along with the already presented variety. If the customer desires some change in the present item, she gets the opportunity to get it noted to the present designer and the piece will get delivered to her home by a maximum time period of 1 week...........

They rented a small space near the residential area of Bangalore and opened a store over there. They hired a bunch of employees through HR Consultancies. They had a common friend Jyoti, from National Institute of Fashion Technology who could work for some limited hours as the designer and note and work on the design specifications and modification choices of customers............

According to the Marketing Funnel Theory, the customer goes through a long path from Awareness to Loyalty. It is the journey from creating awareness about your firm and products, creating interest for it in minds of people and developing relationship so as to consider it before purchasing and can count it in their Choice set, to convert the prospect into a loyal customer.........

The customers are segmented into four segments on demographic grounds :
•    First major segment refers to women of age group of 15 to 25 years, that include young women (and teenage girls) who are more style savvy and fashionista. For them, Image ,......

•    And at last is the minor segment of girls below 15 years of age, who aren’t mature and confident enough of their choice. In this segment, girls are the consumers but the customers are their parents. They choose the best for their children, the........

•    Culture

•    Personality and Lifestyle

•    If the customer is new or the regular buyer.

•    Consumers’ Present Mood State

•    Influence of surroundings

............

SUPPLY CHAIN IN APPAREL INDUSTRY
Next, obstacle was dealing with manufacturers and transporting the material from manufacturer to the store. Manufacturers were given the order on-demand, for the designed modifications set up by the designer according to customer’s need and preferences............

DISTRIBUTION
The process of how POOJA GARMENTS contact their customers; how it started its distribution from Local buyers to the retailers and how it aims to expand and progress to the Multi-brand stores and its own outlets along with establishing its online platforms is stated below in Exhibit IV..........

COMPETITORS
For women wear, there are many Clothing brands in the market. For western wear there is Zara, HnM, GAP, Forever New, Madame, Mango, AND, ONLY etc, while for ethnic wear there is FabIndia, Global Desi, Sabhyata, Melange, Biba, Aurelia, W for women, etc........

.........

The growth of POOJA GARMENTS had been slow in last few years, because of rivalry among competitors. All the established brands already had a large market share in the market and were growing revenues. The store needed to influence more on retaining customers than gaining more..........

References
•    Roger D. Blackwell, Paul W. Miniard, James F. Engel, Zillur Rahman, Consumer Behavior, 10th Edition (ISBN: 9789386650870), Cengage Learning India Pvt Ltd,2017
•    Masters, Peter Thiel, Zero to One: Notes on Start Ups, or How to Build the Future, 1st Edition (ISBN: 978-0804139298), Crown Business and Virgin Vooks,2014
•    https://www.hawthornintl.com/how-to-start-a-clothing-line
•    https://www.slideshare.net/sudiptasaha12935/stp-6
•    https://www.cgma.org/resources/tools/essential-tools/porters-five-forces.html 

Assignment Questions

I. How should POOJA GARMENTS form its Marketing Strategy to overcome its competitors who already have a large market share and are making high revenues?

II. ..................

Exhibits & Annexures

Exhibit I: Solid White Hi Low Long Blouse

Exhibit II: Marketing Funnel Theory

Exhibit III: SUPPLY CHAIN IN APPAREL INDUSTRY

Exhibit IV: DISTRIBUTION and PROMOTION STAGES

Exhibit V: COMPETITORS IN CLOTHING MARKET

POOJA GARMENTS – A WESTO-INDIAN ETHNIC BRAND

Synopsis

This case is meant to introduce the concept that its not about the ethnic clothes that we wear but the ethnic look we feel while carrying those clothes in events or festivities or regular days. We talk about a Westo-Indian brand that targets the women audience, ranging from a baby girl to an old women including a major segment of young generation. It demonstrates how the brand aims to present different set of designs that are not only comfortable and trendy, but also provides one with a choice to incorporate some modifications or specifications into the product that is just present in front of her eyes, with the help of designer present in the store. It deals with how a unique feature can alter the image of a brand in the minds of consumer in a perfectly competitive market and how the brand plans to achieve its long-term vision.

Prerequisite Conceptual Understanding/Before the Classroom Exercise/ Reading:

There should be a clear understanding of topics like Consumerization, Customisation, Marketing Strategy (STP and 4Ps), 5Cs, Strategic Planning, SWOT and PESTLE analysis, Porter’s Five Forces Framework, Market Segmentation.

Exhibits

Exhibit (TN)-I: BOARD plan for a 90 minutes’ session