What marketing information will PRL need to decide whether the consumer will opt for the new product
Assignment Solutions, Case study Answer sheets Project Report and Thesis contact aravind.banakar@gmail.com www.mbacasestudyanswers.com ARAVIND – 09901366442 – 09902787224 Marketing Management Case Studies Case Study (20 Marks) Since foraying into the Indian textiles scenario in 1988, Madura Garments, a division of Madura Coats till 1999, has been catering to the varied apparel needs of men, with brands like Louis Philippe, Van Heusen, Allen Solly and Peter England. Even after the reins of Madura Garments were passed on to Indian Rayon (a subsidiary of the Aditya Birla Group) the company continued to offer a wide array of formal and informal men's apparel. However, in spite of being a stable and dominant player in the men's apparel segment, in 2001, Madura Garments ventured into women's wear by extending its brands – Allen Solly and later Van Heusen. What was Madura Garments' rationale and how did it affect the company? The case can be used to exp...