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India Entry strategy

India Entry Strategy for Launching a Premium Apparel Brand

About the client

A leading international textile company engaged in the manufacturing of shirting and sportswear fabrics was planning to launch a premium shirts brand in India.

Project Objectives

The project objective was to develop an India entry strategy and business plan. Key questions to be answered included:

  1. What is the business model, price positioning, offerings, etc. of key players?
  2. What should be the appropriate positioning, target consumers and product price mix?
  3. What should be the channel strategy – EBOs /MBOs/LFS?
  4. What should be the 5 year roll-out plan and operating model? What will be the investment, revenue projections, expenses and profitability?
Deliverables
  1. Provided detailed analysis of the Indian premium shirt market (fabric and readymade):
    • Industry overview – structure, size, growth rate, consumer segmentation, etc.
    • Mapping major competitors – business models, price positioning, product offering, target consumers, market penetration & business performance, brand attribute
    • Consumer research – Consumer buying behavior, tastes & preferences, purchase influencers, purchase frequency, current gaps in offerings, willingness to spend
  2. Formulated business strategy:
    • Target consumers, appropriate brand positioning and key value proposition
    • Product categories and recommended channels, and phase-out plan
    • Marketing and branding strategy
    • Roll out and expansion plan
  3. Formulated operating strategy
    • Business structure in India (100% own subsidiary / JV / distribution partner )
    • Pros and cons and commercial terms of each operating model
  4. Developed an implementation roadmap:
    • Identifying cities and determining pace of roll-out, including criteria for site selection
    • Timeframe for business achieving key milestones
  5. Developed a business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements and working capital requirements
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