Marketing
CHAPTER – 1
INTRODUCTION
1.1 - Rationale
1.2 - Objective of study
1.3 - Scope of the study
1.4 - Limitation
1.5 - Research overview
1.1 - RATIONALE
Rationale is a set of reasons or logical basis for a course of action or a particular belief. This chapter outlines the rationale behind launching maternity wear collection MNG Motherhood by Mango. MANGO is a Spanish brand of women wear and accessories that are in vogue. The first store of Mango was opened in 1984 in Barcelona. Mango entered India in 2001 with Major Brand’s franchise and has now appointed DLF as a franchisee partner after seeing the growth rate and opportunities in the country. It has 17 stores in India today. We have decided to the line extension in the brand MANGO by launching maternity wear collection MNG Motherhood. The following aspects help us to justify the reason behind launching MNG Motherhood by Mango:
GROWTH OF APPAREL INDUSTRY
Fig 1.1.1 – growth of apparel industry
(Source: Tejas article,IIMB)
The graph above shows the growth in the Indian clothing apparel industry. Despite the economic downturn, Indian clothing apparel industry registered a 9.9 % value growth reaching a staggering Rs. 28.10 billion. Growth in the apparel industry is one of the reasons to justify the launch of maternity wear by Mango which will help the brand to expand their product portfolio and their market share in the industry.
GROWTH IN THE MATERNITY MARKET
Maternity wear market has made steady inroads in India over the last few years; the market is becoming more sophisticated. According to K Venkateraman, MD of Mahindra retail, the market for women’s wear is pegged to be around Rs.80, 000 crore. And maternity wear could easily account for 3% of that in next five years. The annual maternity wear market
INTRODUCTION
1.1 - Rationale
1.2 - Objective of study
1.3 - Scope of the study
1.4 - Limitation
1.5 - Research overview
1.1 - RATIONALE
Rationale is a set of reasons or logical basis for a course of action or a particular belief. This chapter outlines the rationale behind launching maternity wear collection MNG Motherhood by Mango. MANGO is a Spanish brand of women wear and accessories that are in vogue. The first store of Mango was opened in 1984 in Barcelona. Mango entered India in 2001 with Major Brand’s franchise and has now appointed DLF as a franchisee partner after seeing the growth rate and opportunities in the country. It has 17 stores in India today. We have decided to the line extension in the brand MANGO by launching maternity wear collection MNG Motherhood. The following aspects help us to justify the reason behind launching MNG Motherhood by Mango:
GROWTH OF APPAREL INDUSTRY
Fig 1.1.1 – growth of apparel industry
(Source: Tejas article,IIMB)
The graph above shows the growth in the Indian clothing apparel industry. Despite the economic downturn, Indian clothing apparel industry registered a 9.9 % value growth reaching a staggering Rs. 28.10 billion. Growth in the apparel industry is one of the reasons to justify the launch of maternity wear by Mango which will help the brand to expand their product portfolio and their market share in the industry.
GROWTH IN THE MATERNITY MARKET
Maternity wear market has made steady inroads in India over the last few years; the market is becoming more sophisticated. According to K Venkateraman, MD of Mahindra retail, the market for women’s wear is pegged to be around Rs.80, 000 crore. And maternity wear could easily account for 3% of that in next five years. The annual maternity wear market
Bibliography: Craig Fleisher and Babette Bensoussan: "Business and Competitive Analysis: Effective Application of New and Classic Methods." FT Press, 2007. Don E. Schullz, Stanley I. Tannenbaum, Robert F. Lauterborn(1993)“Integrated Marketing Communications,”NTC Business Books, a division of NTC Publishing Group.