2. Mohan Clothing’s ltd.
Established 1991.
Owner: Nikhil Mohan and Nitin Mohan.
Head Office: New Delhi.
250 outlets across India.
USP: Stay Sharp.
Working Concepts.
1)EBO
2)BEBO
3. Local Store: Situated at S.P marg near Hot
Stuff Restraunt, Allahabad.
Floor Area: 2000 sq ft.
Investment: 2.5 crores.
Turnover: 3 crores/ year.
Category: Tier 3.
Growth rate: 25% approx.
4. Collections:
NL: Night Life.
PP: Prime and Proper.
SP: Sports and Semi casual.
Categories:
Suits and Jackets.
DLT.
Shirts.
Khaki.
Accessories.
5. Centralized Pricing strategy.
Same price across the country in stores of
blackberrys .
6. Value Pricing
Promotional Pricing
Offer Discounts on old stocks.
Seasons sales offer like 40% and 30% offer on
selected range.
7. Blackberrys keep their own Brands in the
stores.
Import raw material from Egypt, Italy and
Japan.
Payment to suppliers and vendors giving
through centralised accounting department of
the organisation.
8. Blackberrys has centralized Inventory
software.
In store warehouse.
Automatic reordering system and new articles
sent automatically to the stores for sales as
new stocks.
Zone warehouse with overall command
through centralized warehousing software.
9. Discounts
Club membership
Loyalty Programme
Sponsoring the events
Direct Mailing
Internet
Autumn and Winter sales.
10. Social media is a big focus area right now. While
it helps in communicating brand values, more
important is the feedback get from the customer.
Blackberrys is also attracting good business from
large-format multi-brand retailers like Shoppers
Stop, Lifestyle, Pantaloons and Reliance . About
30 per cent of the sales happen from stores other
than Blackberrys.
Fashion shows sponsored by Blackberrys in which
celebrities like Rohit Shetty ,Farhan Akhtar also
endorse Blackberrys.
11. Work culture is predefined .
Customers are always welcome to give
suggestion and recommendation for the
products
Floor staff must assist customers in very
polite way
Willingness to help
12. STRENGTHS
Well Established Brand in Formal Wear.
Perfect Fit for Indian Males.
Unique Design.
In Tandem with current fashion trends.
WEAKNESS
High Priced Products.
Customers include only Higher Middle Class
and Rich Customers.
13. OPPORTUNITIES
Increase in Income level of Customers.
Opening up of New shopping malls in and
around Allahabad.
THREATS
Competitions from Madurai Garments.
Dynamic nature of the Fashion Industry.
14. Blackberrys is the leading brand in formal
menswear segment.
In Allahabad their yearly turnover 3 crores as
compared to their competitor i.e. Madurai
garments which is about 1.2 crores.
It is admired by the customers as it helps
them to suffice their fashion needs and it
provides proper fitted dress to its customer.
