opportunity to drive consumption and distribution of otc fabrics in kerala
TRANSCRIPT
Opportunity to drive consumption and distribution
of OTC Fabrics in Kerala
Sabarinath S US4 MBAInstitute of Management in Kerala
Data reveals that after Raymond - Vimal, S Kumars and Siyaram’s are also stocked in shops on a larger basis
Raymond
Vimal
S kumars
Siyaram's
Bombay Dye
ing
Gwalior S
uitings
Aravind
Grasim
Reid & Taylor
Linen Club
Mafatlal
DigjamOCM Gini
Janson
0
5
10
15
20
25
30
35
40
Brand stocked in the shops
*The Survey is conducted among 51 prominent textile shops in South Kerala
NO
OF
STORES
Data shows that Cotton is the most preferred among the fabric materials.
91%
7%2%
First Preference Material by Customers - Overall
Cotton Poly-viscose Poly-wool
Customer Material Preference
Cotton Poly-viscose Poly-wool Linen05
101520253035404550
Customer Material Preference
1st Preference 2nd Preference 3rd Preference 4th Preference
*The Survey is conducted among 51 prominent textile shops in South Kerala
NO
OF
STORES
• Majority of shops prefers Cotton as most demanded fabric.
• As per the current market trend Linen fabrics holds the second place but it is costlier.
• Due to lower cost and durability Poly-viscose holds the position closer to Linen
• Poly-wool holds the position lower than others, due to the presence in Suitings
Quality is considered as the most important attribute other than brand for customers who prefer buying OTC fabrics
Quality; 51%Brand; 35%
Price; 14%
1st Preference for buying Fabrics
Customer Buying Preference
Age group• Data reveals that 35-50 years , is the most consumption age group for
OTC fabrics.
• Youngsters prefer Ready made over ready to stich fabrics, but a part of market lies in School uniform , which is essential.
Age Group Counts*
15-25 yrs 525-35 yrs 1235-50 yrs 32
Above 50 yrs 16
*The Survey is conducted among 51 prominent textile shops in South Kerala
Purpose of Purchase
Most purchase made by individuals are for their self and 28% of purchase are done for gifting purpose.
Purpose of Purchase %
For Self 72%
Gifting 28%
Price Range• Among the surveyed shops the most preferred price range is from
500-800 for individual purchase and above Rs.1000 is less preferred by customers.
Buyer‘s Price Range Counts*
Up to 350 3
350-500 17
500-800 30
Above 1000 7
*The Survey is conducted among 51 prominent textile shops in South Kerala
• The Data suggests that Onam is the most preferred season by customers for fabric purchase followed by Ramzan and Christmas.
• In areas like Kottayam and Ernakulam where the Christian population is higher there Christmas is considered the second best season for fabric purchase.
Seasonal Preference
Seasonal Counts*
Onam 51Ramzan 22
Christmas 21Vishu 5
School Season 4*The Survey is conducted among 51 prominent textile shops in South Kerala
Season for buying Combo-packs
• In Kerala there are few wedding seasons, and it is a tradition to gift the relatives and friends during wedding so clearly “chinga” masasam according to Malayalam calendar –month of July-August could be considered as a season where gifting tend to rise.
• Other festive seasons like Onam, Christmas, Vishu, Ramzan all provides us with ample opportunities to push our products.
Gifting Choice
Shirts only; 31
Shirt & Dothi combo; 23
Shirt and trouser combo; 16
Trouser only, 1
• Most customer prefers Shirts only for gifting purpose.
• As per data, Shirts and Dhotis combo packs finds more market over Shirts and Trouser combos.
*The Survey is conducted among 51 prominent textile shops in South Kerala
Major Combo-pack Players In the Market
MCR, 22%
Ramraj, 22%
Vimal, 12%Kitex, 7%Siyaram's, 7%
Bombay Dyeing, 5%Local , 5%
S kumars, 5%Gwalior suitings, 2%
J.Hampstead, 2%Janson, 2%
Mafatlal, 2%MCD, 2%
Grasim, 2%
*The Survey is conducted among 51 prominent textile shops in South Kerala
• Ramraj and MCR which are prominent players in Shirts and Dothis combo market holds 44% of market share.
• Shirts and Trousers Combo-packs markets are held prominently by Vimal, Siyarams, Kitex.
Shirts and Trousers –Combo pack Brands
Vimal
Siyaram's
Bombay Dye
ing
S kumars
Grasim
Gwalior s
uitings
Janson
Mafatlal
Kitex
J.Hampste
ad
-5%
0%
5%
10%
15%
20%
25%
30%
Shirts and Dothis –Combo pack Brands
MCR Ramraj Kitex
-5%
0%
5%
10%
15%
20%
25%
30%
Converting a readymade to fabric user• To promote brand awareness activity with campaings such as –Raymonds the complete
man so as to convince the brand conscious lot to buy the materials.
• To provide in-house tailoring facility in the outlets itself to attract more people.
• To provide material and design choices in such a manner to closely compete with the emerging trends in the readymade markets.
• The products to be priced such that there be a clear trade off between the readymade and materials in terms of the price factor.
• Uniform combos to be introduced during the school reopening season –specially that of schools like K.V Which follow the same uniform pattern across the nation.
Thank you