Madura Garments

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Sales and Distribution Channel Structure of Madura Garments

Group B9
Ishan Agrawal (11P081)
Jaya S Choubey (11P083)
Kumar Rahul(11P087)
Abhishek Narayan (11P145)
Madhur Paul (11P147)

Contents
Madura Garments3
Background4
Louis Philippe:4
Van Heusen:4
Allen Solly:4
Esprit:4
Planet Fashion:5
Madura Fashion & Lifestyle Channel Structure6
Data on the Channel Structure of Madura Fashion & Lifestyle8
New Product Development10
Market Overview13
Product positioning:13
Product pricing13
Competitor Channel Strategy13
Process followed15
Issues in Channel Strategy16
Issue: Selecting Channel Members16
Issue: Fostering Channel Member acceptance of the new products16
Issue: Stocking and Visual merchandising17
Issue: Maintaining Product Differentiation17
Recommendations:17
Issue: Product Positioning:17
Issue: Product line expansion17
Issue: Sales Organization and Sales Culture:18
Sales Culture:18
Personal Selling Process:19
Recruitment, Selection and Training of Sales Personnel21
Step 1: Manpower Planning21
Step 2: Sourcing activity21
Internal Sourcing21
External Sourcing21
Step 3: Approval22
Training and Development :-22
Probation Appraisal Forms:22
Territory and Quota Management23
Evaluation of Sales Personnel24
Challenges faced in implementing recommendations:26
What can be done to address these challenges?26
References27

Madura Garments

Background
Madura Garments, a division of Aditya Birla Nuvo is India's leading apparel retail company. It consists of the brands: Louis Philippe, Van Heusen, Allen Solly and Peter England. Apart from these it has a distribution agreement with the international brand Esprit for which it has opened exclusive brand outlets. Louis Philippe:

Louis Philippe was the first genuinely international garment label introduced in the Indian market in 1989. Recognised as a Superbrand, Louis Philippe epitomises elegance, class and status, addressing the needs of the style conscious, contemporary Indian men. The brand brings superbly crafted range of silks, trousers, blazers, ties and T-shirts that makes an exclusive fashion statement recognised by its distinctive icon The Upper Crest. The brand creates an image of stylish, confident, spirited, cool ensemble with hidden details, slimmer cuts. LP the youth brand from Louis Philippe, has introduced new fashion formals range for today’s young and successful urbanites. The range exudes elan, style and success which personifies today’s youth. Van Heusen:

Van Heusen, India's premium work-wear brand, brought to India in 1990, has given corporate attire altogether a new look and meaning through continuous product innovation and exclusive collections such as Autumn Winter, Ken & Tony, Worldwear, Informals, IQ Clothing, winter wear, knits, innerwear and accessories. Cool Pants, designed using breakthrough technology adopted by NASA, or the Oxyrich shirts with oxygen ions to neutralise high stress levels in the intelligent clothing (IQ)range, are a few examples of the tradition of innovation that began with the invention of the collar in 1919. Worldwear is Van Heusen's extension of the best-selling range of corporate wear for the global Indian. Allen Solly:

Allen Solly has established itself as the leading western wear brand redefining the wardrobe of the modern Indian. It has popularised the Friday dressing concept in India. With the launch of its women's wear range in December 2001, Allen Solly has made a successful foray into the growing women's work and casual wear market. The brand has won the most admired brand – Womens wear IFA 2004, 2005, 2007; most admired brand -trousers IFA 2005; most admired brand - smart casuals IFA 2006. It has also won the IFA Images 2001 best brand award in the readymade menswear category. Esprit:

Esprit provides a fresh look and a new style to its existing variety every month. The brand offers a...
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