NAVEEN CASE STUDY

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CASE STDY ON:

CASE STDY ON SAVI JEANS

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Savi, the jeans maker, was exposed heavily to the eastern part of India, with a clear focus on the Calcutta market from the year 1988-1995.The market for denim wears at that point of time was not high. Hence ,the competition was also low. Savi took the advantage and became a dominate player in the east, especially in Calcutta. The target segment was middle class and the prices were all around Rs:350/

After 1995,since Savi started concentrating more on exports and neglected the home market, problems became numerous, like poor supply bad quality, unacceptable fits etc,, till the year 1997.These two years created a vacuum in the market and other brands took the advantage to put at a gripe on the market. The craze for denim wear had increased manifold and the industry was growing at the rate of 25% annually.:

After 1995,since Savi started concentrating more on exports and neglected the home market, problems became numerous, like poor supply bad quality, unacceptable fits etc,, till the year 1997.These two years created a vacuum in the market and other brands took the advantage to put at a gripe on the market. The craze for denim wear had increased manifold and the industry was growing at the rate of 25% annually.

The basic role of the game was to offer to the consumer good fitting jeans(tight or loose)with better finish. Different colour were also introduced apart from conventional blues. Meanwhile, after consolidating the export operation, Savi planned a come back move and in continuance of the same, they launched a basic five pocket jeans in fashion, in a series of colours priced at Rs:720/-.It was available in all good readymade apparels shops and exclusive denim outlets. :

The basic role of the game was to offer to the consumer good fitting jeans(tight or loose)with better finish. Different colour were also introduced apart from conventional blues. Meanwhile, after consolidating the export operation, Savi planned a come back move and in continuance of the same, they launched a basic five pocket jeans in fashion, in a series of colours priced at Rs:720/-.It was available in all good readymade apparels shops and exclusive denim outlets.

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Savi, as a brand, had got a high recall but compared to that the product acceptance was low. This was primarily because of the price factor which was clashing with brand image and this segment was dominated mostly by imported brands like Wrangler, Pepe and highly perceived quality indian brands like Bare, Killer, Trigger etc. Hence, anydody ready to spend Rs:720/- felt like spending a little more and buying an imported brand,

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Or highly perceived indian brand. Also, Savi had just one good fit, which was tight fitting and in others, fits were not all that good. other brands were offering the consumer multiple fits to choose from.

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QUESTIONS Identify the problem(S) in this case. Should Savi continue with the same market segment or identify a new segment? Explain your stand.

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Thank you

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