Presentation on hide sign

CASE PRESENTATION ON CASE PRESENTATION ON HIDESIGNHIDESIGN

PRESENTED TO: PRESENTED BY:Prof. Pranay Verma Arun Ambati Sandeep Singh Satyam Barkataky

COMPANY IN BRIEF..COMPANY IN BRIEF..Type Private

Industry Retail

Founded 1978

Headquarters Puducherry, India

Key people Dilip Kapoor, PresidentKunal R Sachdev, CEO

Employees 3000

Website http://www.hidesign.com

CASE CASE Founded in 1978 and after that it became

a global company.It started their small business in selling at

London and San Francisco in 1970.After that expanded their business to

different departmental stores in London, Australia and California.

Its quality, distinctive designs and aggressive marketing strategies helped them to expand their business in US and UK.

the name Hidesign was formed by merging the words “Hide” and “Design”.

CASE CONTD..CASE CONTD..With the help of JVs, Hidesign sold its

products to overseas market.In 2000, they expanded their business in

India. Opened first store in Bangalore.They moved towards to sell their products

through organized retail chains to increase the volumes.

The brand was promoted worldwide in fashion magazines and in trade journals.

In 2006, they hired 2300 people for its tannery and leather goods manufacturing units.

The target customer were higher income people and of between age group of 20 to 50 years.

CASE CONTD..CASE CONTD..Distribution Network in 2000

CASE CONTD.CASE CONTD.In 2003, they announced to open a

franchised outlet.They started their business delivering

goods to customers i.e. taking small orders and delivering goods with high quality standards.

In 1980s, Hidesign entered UK through local distributors.

In 2002-03, they went for expansion in India They promoted their Leather bags in

different special occasions and promotional campaigns.

As It was first high ended branded and expensive product for Indian market, they have put a lot effort for distribution.

CHALLENGESCHALLENGES

High price.It was perceived as “boring” rather

than cool product in Indian market.As their target customers were

higher income people i.e. students, international minded executives and housewives, they had to spent a lot of money on quality advertising.

MANUFACTURING MANUFACTURING PROCESSPROCESSLEATHER SELECTION:Use of appropriate leather for

different products.

TANNING:Tanning is the chemical reaction

between tannic acids and protein in the Hide, which preserves the leather.

DYEING

LEATHER CHECKING◦ For conformal after tanning

LEATHER SORTING

PREPARATION FOR CUTTING

CUTTING◦ Hand cutting with knives

PANEL MATCHING◦ Parts of same products are

numbered in same way

Final productFinal product

BONDS OF CRM USED BY BONDS OF CRM USED BY HIDESIGNHIDESIGN

Financial Bonds:

SWOT ANALYSISSWOT ANALYSIS

Strengths: Global presence Quality leather product First one to introduce luxury retailing in India

in terms of leather products.

Weaknesses: High price of products Target customers are higher income people. Brand is not that much popular. Less schemes and discounts

Opportunities: More retail stores in sub-urban areas. More penetrate in most parts in India. Quality Youngster’s choice

Threats: More local competitors Less use of brand personalities.

SUCCESS KEY FACTORSSUCCESS KEY FACTORS

1st key factor could be their good quality , distinctive design and aggressive marketing strategies.

Promotional activities like campaigns of the leather bags.

Effective distribution channel as they entered through local distributors and retail chains like Westside, Shoppers Stop etc.

At that time. There was not any branded companies who used to deal with leather products.