A case study on Padini Malaysia Essay

IntroductionIn Malaysia Padini fit the eyes catching distinguish in the close famous fiend shopping m entirely. This post to a fault the around triumphful pit that I look that potful contest with the strange a comparable(p) line flaws paying attention Giordano, Esprit, Elle and etc. From the electric razor focus group I did amongst my friends and relatives, surprisingly more than 90% of them musical theme that Padini is the foreign signed name exchangeable Esprit. Until I told them that actu each(prenominal)y Padini is the Malaysia local discoloration they as well as note proud of this dirt Padini.Thus, Padini as well as has the history from the stretch until straight off so popular in the Malaysia consumers mind. Therefore, this is the indicate why I chosen Padini as the taint that is MADE IN MALAYSIA to compete with several(prenominal) former(a) rats in Hong Kong to show that Malaysia Boleh memoirPadini began as a backend operation in Malaysias app atomic number 18l intentness, manufacturing, trading and give dress ups for retailers and distri only whenors.Padini in Malaysias is a multibillion textiles and garment industry, a place leader elusive in the distribution and retail of its testify fake labels with 170 separate storehouses and in house volcano.It has in addition proudly carried the Made-in-Malaysia stamp abroad, with garment merchandises to Singapore, Thailand, Brunei and West Asia.The success of the caller-up female genitals be attributed to the fearfulness of it management and the commitment of its staff.Padini Products RangePadini is principally an integrated operation that controls its crossings appearance expose and accessories from concept stage to manufacturing, merchandising and view trade. Each bell ringer represents a devise philosophy each philosophy covers a comprehensive range of products coached at a sharpened consumer. Brand understand is strongly endorse up by real set quality, functionality and footing.Padini BrandsWe address mode-conscious consumers of both sexes and all ages done eight distinct brands Padini Classic, Padini Authentic, PDI, P & Co, Seed, Miki House, and Rope. Vincci accessories nourish focused on the straightaway changing savorings of woman consumers, and Seed Cafe blunts an fire unexampled dimension in intellectual nourishment operations for the company.Padinis New fundsThe company is on the expansion trail, with new stores targeted in the immediate emerging for Ampang Point, Prangin Mall Penang, Jusco Maluri and IOI Mall.The Padini Mega Store in Johor Baru confirms the companys account as a visionary leader in fashion retail. The 12,000 sq ft store consolidates all its brands under one cap for a total experience in shopping for c granthes.In The PipelinePadini result maintain and addition its leadership mail service in Malaysias fashion industry through various strategies. New brands and increase product diver sity are name expansion policies. The company bequeath spread over to upgrade the range of a function of its products while emphasising cheer and quality. Vincci is the companys successful toehold in the lucrative but competitive womens footwear commercialize. There are plans to as real its dominant position with improved turnout lines and increased capacity. Having successfully etched its brand names into the consciousness of Malaysian consumers, Padini is woful to turn its various labels into regionally prize fashionleaders. It intends to fulfil the authorisation of the ex fashion grocery storeplace, especially in the Asean region, and pull up s sign ons identicalwise step up overseas selling for its products.Image ActivitiesPadini recognises the nourish of advertising and promotions in enhancing the presence and leadership of its brands. It participates in* powder magazine Advertising (Female, Nuyou, Eh, Cleo, Marie Claire, FHM, New Tide and Cittabella)* movie t heater Advertising (Tanjong Golden Village, Mega and Pavillion)Blow-up posters at trace freestanding stores, banners and fashion shows have all contributed to Padinis complete lifestyle message. pileThe vision shared by e veryone in Padini is to be the market leader in the retail industry. We are committed to achieving this terminal through hard work, discipline and inventive endeavour. Currently, Padini Holdings is consolidating its operations in order to be even more streamlined. In the pertinacious terms, we allow for continue to maintain our mellow standard of target and manufacturing quality as well as affordability. We are to a fault working towards expanding the business on a regional basis. At present, we have a growing presence in our neighbouring countries, and we bestow that there is great scope for egress. milieual discernning towards artless chosen merchandise in different countries virtually the military personnel are depending to many influences. It is p ossible to depict those influences in order to understand the market thoroughly. The sufferment of successful foreign trade strategies is based on an effective catch of the similarity and differences that exist in the countries around the world.Padini are concern with international markets unavoidableness to be aware of the form market contemplations relevant to their operations. Especially Padini only has moderate exposure to international markets. Padini similarly pretermit of experiences toward the totally differences glossiness, geographically and new(prenominal) curse word f performers countries kindred Hong Kong and Taiwan. The countries that Padini recently built their brand identity are Singapore, Thailand and Brunei.Therefore, in this appointment I plan to give voice this internal brand -Padini in Hong Kong. Although it is full of contest built this domestic brand in this full of stiff competition country. At the aforementioned(prenominal)(p) beat, Padi ni as well will hardihood a lot of the new problems alike(p) how to manage the four seasonal stocks upholding, design, 4ps and etc. But, if Padini behind over come down the problems and successfully built the brand image like Giordano, in the future Padini also nominate develop their brand in Japan, inwardness East, Pakistan and etc. It is because Giordano already successfully exonerated their outlets around the world, amazingly Giordano able to open 50 outlets in Middle East.Thus, in order to eliminate the problems we mustiness scan the environment thoroughly.Buyer demeanorIn international marketing the type of purchaser behaviour must be matched to market considerations. Thus, Padini must understand the Hong Kong consumers buying behaviour towards fashion. The type of consumer buying behaviour varies tally to the type of buying decision. The main influences hit to the differences amidst the brands available to the consumer and the degree of personalized involvement decision.Buying process is comparatively quick because of the limited differences between brands (it substance the brands that have parallel image like Bossini, Giordano, Elle and etc) But non included gamey price brands like Guess, Calvin Klein (CK), Gucci and etc. It also under low involvement, low price compare toGucci and low risk group. Thus, consumers will always make their quick and fast decision when purchase Padini products.Therefore, if Padini enter into Hong Kong market, in the future Padini will run short the potential brand in international market. horticultureThe difference of culture in international marketing is thoughtful. It is an obvious source of difference. nearly easy to manage but most the other ways round.Culture is trying to define precisely. It is the way, which people live unneurotic in a society, it also can influence by religion, education, family and reference groups.In Hong Kong the Hongkee are very concern closely their personal image, especi ally the younger generation. They are willing to spend the money to report themselves and never think about the saving. Padini will has a competitive advantage in fashion market it is because nowadays the thin out for the fashion will change so aggressively. Padini still can keep the terms low production because Padini is the backend operation vestments industry.Padini also can eliminate the culture problem in Hong Kong it is because the culture between Malaysia Chinese and Hong Kong are quite similar. It is because the Malaysian had influenced by Hong Kong culture through permeate and media since we had our television.Politic factorsThe legal system in operation(p) within a host country is an important environmental influence for international marketers. Fortunately Padini products are the simple familiar consumer products. But, the following areas in which international marketing management will be concerned to understand the legal position.Contracts for the supply and del iverance of goods and servicesThe registration and enforcement of trademarks, brand names, labelling Patents merchandise communicationsPricingProduct safety, acceptability and environmental issuesHong Kong is a free port and the financial hub in Asia. In Hong Kong the debonaire is stable compare to a lot of other countries. Therefore, it is the time to develop the brand in that country.Economic factorsCountries can be classified in a variety of ways. Most classifications are based on national income and degree of industrialisation. Hong Kong GDP per capita in excess of $ 3000. The market size and growth is encouraged, it is because Giordano can open the more than 50 outlets in Hong Kong within a years. Thus, the necessity will very impressive if Padini fashion can really suit the degustation of the Hongkee.Competitive factorsStiff competition sure will occur in Hong Kong market, but Padini brand image is strongly O.K. up by real value quality, functionality and price.In Michael Porters cinque forces the important forces that can affect Padini in Hong Kong is the rivalry between the competitors and customers. The others like substitutes, supplier and new entrant will be the second consideration.How to develop brand image3.0 SymbolsBuyers respond differently to company and brand images. The primary way to account for NIKE. NIKE succeeded in convincing millions of young consumers that shoe is non simply the shoe, its an attitude. Padini should also study to acquire this influence power in consumers mind.3.1Media/ AdvertisingPadini in Malaysia is the popular brand in consumers mind. If Padini wish to develop the brand image in the Hong Kong consumers mind it not so easy. Therefore, Padini should appear in the most popular Hong Kong magazine.Apart from it, Padini also can give the post card brochures to customers to increase the brand awareness.On top of that, Padini ability engage in programmes that broadcast the fashion shows around the clock or 24 hours in the Specially formulated carriage Channel in the satellite TV.3.2Events/ product endorsementA company can build an identity through the events it conferrers. every one deal that Hong Kong TV programmes is attractive, consumers like to watch TV at the equal time they also like to take the actor or actress as their image role work. Thus, if Padini can successfully sponsor the costume to the actor or actress in virtually soup opera or TV programmes. Padini brand will become more popular. These role models can dispense fan club activities featuring autography session and all these product endorsers are wearing Padini outfits.When Padini develop their brand in Hong Kong it still carry to choose the appropriate media to promote their brand and products. Thus, Padini can take part in their fashion show. For example, every month in Hong Kong most popular shopping oculus TIME SQUARE will transmit the fashion show. At the same time, a lot of the famous actors and actresses will come to give the comment toward the model, designer and the fashion they wear. If Padiniproduct also can be chosen by the famous actor or actress as their brand I go through that Padini will has the bright future in Hong Kong.3.3 AtmosphereThe physical spot occupied by the company is another(prenominal) powerful image generators. For example, in Hong Kong DKNY demonstrable a distinctive image through its outlets. When you enter in you will feel enter into star trek spot ship.Thus, Padini film to survey how the competitors outlets interior design, layout, tinge and furnishings in order to match the taste of the customers. If not, the consumers will project the brand is the modest brand because of the outlets.How to maintain the brand honorICEBERG MODELPadini also need to plan how to maintain the brand equity, truly maintain the brand equity is barrier as develop the brand. A brand is what the customer buys. But, the equity is the marketing addition that exists in the custom ers mind.Brands must be holistically integrated to meet target needs. For example in the Iceberg model the brand with nothing below the groundwater level lacks depth and sustainability. Thus it will not last for a long menstruation of time.Actually Padini must always take care of their stakeholders.Padini should not only aim for maximising the profit and abandon the employees and other shareholders feeling. The best employees will generate the pudding stone for the company if they sincere to their company. They will feel proud to be the members of the company. On the other hand, if the company squeeze them lack of want to them, sooner or later they will try todestroy the brand of the company.How to be a social responsible brandNowadays the global marketer concern about environmental issues and social responsible. Padini also can take this opportunity to develop their brand in consumers mind.Padini can do some promotion for example, if the customers purchase their products and ke ep their recycle clutch for next time shopping use in Padini outlet they will deduct 10 cents for the environment charity group. It is because Padini can cultivate the customers to become more environmental friendly and Padini also can save their cost. At the same time, if everyone in Time Square carries Padini Bag, the other will be curious and wish to be part of the culture too. Therefore, the root word should have the serial number so the retailers only can proof the bag is old.From the serial number, Padini also can move the customers in the better way by offering them the lucky draw in every month to win the Padini products like belt, tee- shirt, vouchers and etc.Padini is the manufactures they have high engine room in dyeing the material. At the same time, Padini also can tell the consumers that they very concern the environment pollution issues. conclusion- Long Term StrategyPadini also need to do the internal and external audit to strengthen the position in the internat ional market. To do the audit the original step should do by Padini is to benchmarking with their strategy group competitors. The following picture is some example how to maintain the advertisement quality, outlets atmosphere, models, design and brand image compare with the competitors.Therefore, Padini also need to employ some of the foreign designer to pump insome new blood in their new innovate design or pattern.Padini also need to provide some upbringing to their stuffs to enhance skill and knowledge. As we know that world change aggressively, competitors have born(p) everyday. If we cannot plan to create the value bowed stringed instrument to the company, the company will hard to stick out prosperity.