Marketing of Readymade Garments

Ministry of Micro, Small and Medium

Industries,Yeyyadi

Industrial Estate, Mangalore

July 27, 2011

B. S. BV. V. AR S. NA C TG O WH L AU L LN EA GN EDAN

Readymade Garments

• Individual Taste• Fancy and Colour• Personality• Creativity• Imagination• Information• Knowledge of Material• Women Dominated

Nature of Market• Ever-changing• High Profit Margin in

Retail• Various Retail Format• Sourcing from Small

Producers• Seasonal Demand• Climate is a Dominant

Factor• Advertisement & Visibility

Small Shops• In Front of the House• No Real Estate Cost• Zero Labour Cost• Combining with

Domestic Work• Seller cum Consumer• Flexibility in timing,

work etc

Corporate Entry

• Foreign Brands• Scaled up Price• Lifestyle• Bigger Retailers• Bigger Wardrobe• Discount Offer• Western• Chinese• Varieties of Cloth

Benefits Lost

• Localised Innovation• Differences in Quality• Higher Cost• Unhealthy• Corporate

Domination• Local and Small

Industrial Units face the Threat

Beginning of Marketing

• Begins before production• Assessing the size of the

market• Stability of demand• Purchasing ability of

consumers• Level and nature of

competition• Scope for expansion• Distribution options

Development of Design

• Innovation• Catwalk• People• Internet• Shops• Exhibitions• Books• Magazines

• Movies• Ads• Window-

Display• Marriages• Meetings• Functions• Discussion• Traders

Distribution Models

• Direct Distribution: From our home or to the home of consumers; Internet & Mail

• Distribution through agents• Distribution through retailers: from home or to home• Distribution through wholesalers• Distribution through and under a corporate brand

Selection of Distributors

• Financial Integrity• Personal Integrity• Establishment of

the distributor• Turnover and level

of business of the distributor

• Location of the distributors’ esstablishment

• Growth potential

Marketing Concepts: Genesis• Personal

attitude• Religious

beliefs• Type and

nature of market

• Type of consumers

• Market maturity• Consumer

movement

Personal Attitude • Value system• Short-term benefit

Vs long-term benefit• Honesty• Hypocrisy• Pro-societal attitude

towards self-interest• Kindness and

charitable nature

Type and

Nature of

Market

• Monopoly market• Regulated market

like ration shops• Technical content

involved• Professional

service• Uninformed

customers• Highly habituated

customers• Strong brand

loyalty

Concepts in Marketing

• Production Concept• Product Concept• Selling Concept• Marketing Concept• Societal Concept

THANK YOU