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    Mid Term Assignment 2.pptm

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    AKSHAY NATH
    Monte Carlo Fashions Ltd is a flagship company of Nahar Group established in 1949. It initially focused on hosiery and textiles. In 1984, it launched its brand Monte Carlo. It has grown to have over 2,500 multi-brand outlets, 600 large format stores, and an e-commerce presence. It has over 50% market share in the woolen segment. Its strategies include having a wide product range across men's, women's, and kids' wear including various fabrics and styles at different price points and distributing through stores and online channels. It targets different demographic, geographic, and psychographic segments.

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    Mid Term Assignment 2.pptm

    Uploaded by

    AKSHAY NATH
    40 views17 pages
    Monte Carlo Fashions Ltd is a flagship company of Nahar Group established in 1949. It initially focused on hosiery and textiles. In 1984, it launched its brand Monte Carlo. It has grown to have over 2,500 multi-brand outlets, 600 large format stores, and an e-commerce presence. It has over 50% market share in the woolen segment. Its strategies include having a wide product range across men's, women's, and kids' wear including various fabrics and styles at different price points and distributing through stores and online channels. It targets different demographic, geographic, and psychographic segments.

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    NIFT Assignment

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    Monte Carlo Fashions Ltd is a flagship company of Nahar Group established in 1949. It initially focused on hosiery and textiles. In 1984, it launched its brand Monte Carlo. It has grown to have over 2,500 multi-brand outlets, 600 large format stores, and an e-commerce presence. It has over 50% market share in the woolen segment. Its strategies include having a wide product range across men's, women's, and kids' wear including various fabrics and styles at different price points and distributing through stores and online channels. It targets different demographic, geographic, and psychographic segments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views17 pages

    Mid Term Assignment 2.pptm

    Uploaded by

    AKSHAY NATH
    Monte Carlo Fashions Ltd is a flagship company of Nahar Group established in 1949. It initially focused on hosiery and textiles. In 1984, it launched its brand Monte Carlo. It has grown to have over 2,500 multi-brand outlets, 600 large format stores, and an e-commerce presence. It has over 50% market share in the woolen segment. Its strategies include having a wide product range across men's, women's, and kids' wear including various fabrics and styles at different price points and distributing through stores and online channels. It targets different demographic, geographic, and psychographic segments.

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    © All Rights Reserved
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    Download as pdf or txt
    of 17

    Fashion

    Marketing

    Submitted to -:
    Ms. Lipi
    Assistant Professor

    Submitted by -:
    Eesha Gupta, Prashansha
    Ashwin, Siddhi & Akshay

    1
    Store Address-: SJS SCHOOL, SATGURU COLLECTIONOPP,
    Kutchery Rd, Raebareli, Uttar Pradesh 229001, India
    2
    Brand PLC 3
    Growth

    Maturity
    Introduction
    Oswal Woolen Mills Ltd. 2011-12 – RTW business Market share more than 50%
    Flagship company of Nahar demerged from OWM to in woolen
    Group, 1949 - Ludhiana MONTE CARLO FASHIONS R&D divisions
    Initial focus on hosiery and LTD
    ISO 9001: 2000 certifications
    textile fabrics Franchisee selected -Vainaik
    Spinning Mills LTD. (For International Wool Secretariat
    1972 - Set up of Wool Combing - Best Exhibited Product
    Unit Ecommerce)
    award
    1984 - MONTE CARLO was Production and supply of
    accessories like ties, belts, 2009 - No. 1 brand Men's wear
    launched as a brand
    socks 2014 - Honored - ASIA'S BEST
    Sweater division - UNIT 1 MARKETING BRANDS
    Woven division - UNIT 2 2,500 MBO, 600 large format
    stores, and e-commerce
    Textile division - UNIT4 partnerships
    Well established codes and
    policies
    Clothing partner for
    blockbuster Bollywood
    films Barfi, Mary Kom,
    Bhaag Milka Bhaag, and
    Student of the Year.

    4
    Performance Over Years
    Net Sales in Cr.
    1000

    900
    904.32
    800

    700 725.61

    600 622.02

    500

    400

    300

    200

    100

    0
    FY20 FY21 FY22
    Net Sales in Cr.

    Data Source: economic times.indiatimes.com 5


    Strategies
    • Product
    • Being a Family store have more than 50% of
    Market share of Winter Wear
    • Price
    • Psychological Pricing @ 1995/-, 2295/- & 895/-
    • Distribution
    • EBO & MBO in Tier 2 and Tier 3 City
    • www.montecarlo.in also available on Flipkart,
    Amazon, Myntra
    • Advertisement
    • Social media platforms like Instagram, Youtube,
    Facebook, Twitter, and Pinterest
    • Sale & Promotions
    • Clothing partner for blockbuster Like Barfi, Mary
    Kom, Bhaag Milka Bhaag, and Student of the
    Year

    6
    Product Attributes
    QUALITY BRANDING
    ● Cotton
    ● Wool ● Unique logo, brand
    ● Linen identity.
    ● Cotton Viscose ● Printed over carry bags,
    ● Polyester sweatshirts and some
    ● Cotton lycra
    trousers.

    STYLE & DESIGN


    ● Various Men’s Wear
    ● Shirts & Sweaters
    ● Trousers & Denims
    ● Various Women’s wear
    ● Dress & Top’s
    ● Accessories
    ● Various Kid’s wear
    ● T-Shirts & Jackets
    ● Bermuda Sets
    7
    Product Attributes
    PACKAGING
    ● White cardboard
    boxes.
    ● Yellow Paper bags. PRODUCT SUPPORT
    SERVICES
    ● Customers can easily
    approach the nearby
    Monte Carlo store.
    LABELLING ● They can share the
    feedback on the website.
    ● Product’s picture
    ● Product’s Price
    ● Wash care instructions
    on the white cardboard
    box.

    8
    Product Mix Dimensions
    Men

    Formal Casuals Sports Wear Woollen Accessories

    Track Sweaters
    Shirts Jeans Belts
    Suits

    Track
    Trousers T-shirts Jackets Socks
    Pants

    Sweat
    Blazers Shirts Lowers Caps
    Shirts

    Waist
    Hoodies Mufflers
    Coats
    9
    Product Mix Dimensions
    Women

    Casuals Sports Wear Woollen Accessories

    Track
    Jeans Sweaters Stoles
    Suits

    Track
    Leggings Cardigans Shawls
    Pants

    T-Shirts Hoodies Socks

    Tops Jackets Mufflers

    Shirts Poncho
    10
    Product Mix Dimensions
    Kids

    Casuals Woollen Accessories

    T-Shirts Sweaters Belts

    Jeans Jackets Socks

    Shirts Hoodies Muffler

    Track
    Coats Caps
    Pants

    Jackets
    11
    Product Mix Dimensions
    Calculation
    Product Dimensions No.
    Product Line 3
    Product Width 12
    Line 1 4
    Line 2 3
    Line 3 3
    Line 4 4
    Line 5 4
    Line 6 5
    Product Depth
    Line 7 2
    Line 8 5
    Line 9 4
    Line 10 5
    Line 11 4
    Line 12 4
    Product Length 47 12
    STP Analysis 13
    Segmentation
     Demographic being a Family Store
     9 year and above age group
     All gender group
     Geographic
     North Region due to extreme cold weather
     Entered the South zone with Casual and Sports wear
     Psychographic
     High Quality Product
     Loyalty, towards Oswal for its woollen products
     Enhanced the standard of living the society
     Behavioural
     Reasonable Price
     High Quality keeps body Warm during winter
     Casual, Semi Casual and Formal

    14
    Targeting
    • Size & Growth
    • Started with Men’s Wear in North Region
    • Later launched Women and kids wear product
    • Launched sportswear to expand in other parts of the
    country as well
    • Profitability
    • Being a brand of Nahar Group, base of the company
    is very strong
    • Ease to Reach Since it’s a family store

    15
    Positioning
    • Functional
    • Renowned woollen garment manufacturers.
    • Systematic
    • Entered, cotton apparel Business to de-risk its
    model from winter season and woollen products
    • Experiential
    • South region was not touched due to climatic
    condition and its product base
    • Sportwear has been launched to expand the
    business in south region as well

    16
    17

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