A case study on Padini Malaysia Essay

IntroductionIn Malaysia Padini become the eyes catching inciter in the most noteworthy giant shopping mall. This tarnish in any case the most successful sign that I meet that privy manage with the foreign same line soft touchs same Giordano, Esprit, Elle and etc. From the minor sharpen group I did between my friends and relatives, surprisingly more(prenominal) than 90% of them thought that Padini is the foreign reproached name like Esprit. Until I told them that actually Padini is the Malaysia local anaesthetic fault they in like manner feel proud of this send Padini.Thus, Padini similarly has the write up from the stretch until today so popular in the Malaysia consumers mind. Therefore, this is the reason wherefore I chosen Padini as the print that is MADE IN MALAYSIA to repugn with new-sprung(prenominal)(prenominal) brands in Hong Kong to show that Malaysia BolehHistoryPadini began as a backend carrying into action in Malaysias app arel indus endeavour, man ufacturing, trading and supplying garments for retailers and distributors.Padini in Malaysias is a multibillion textiles and garment industry, a brand drawing card involved in the distribution and retail of its own modal value labels through 170 detached stores and in house dismission.It has also proudly carried the Made-in-Malaysia stamp abroad, with garment exports to Singapore, Thailand, Brunei and tungsten Asia.The success of the fellowship washstand be attributed to the prudence of it management and the consignment of its staff.Padini Products RangePadini is mainly an integrated operation that controls its products trendwear and accessories from innovation stage to manufacturing, merchandising and mental picture marketing. Each brand represents a spirt philosophy each philosophy covers a comprehensive range of products aimed at a derriereed consumer. Brand image is strongly backed up by real value quality, functionality and price.Padini BrandsWe address fashion-con scious consumers of both sexes and all ages through 8 distinct brands Padini Classic, Padini Authentic, PDI, P & Co, Seed, Miki House, and Rope. Vincci accessories endure focused on the fast ever-changing tastes of woman consumers, and Seed Cafe opens an exciting new dimension in food operations for the company.Padinis New StoresThe company is on the magnification trail, with new stores targeted in the immediate future for Ampang Point, Prangin Mall Penang, Jusco Maluri and IOI Mall.The Padini Mega Store in Johor Baru confirms the companys reputation as a dealary leader in fashion retail. The 12,000 sq ft store consolidates all its brands under champion roof for a total experience in shopping for c componenthes.In The PipelinePadini result maintain and increase its leadership position in Malaysias fashion industry through various strategies. New brands and increase product diversity are key expansion policies. The company exit continue to upgrade the image of its products whi le emphasising value and quality. Vincci is the companys successful toehold in the lucrative but competitive womens footwear market. There are plans to strengthen its dominant position with improved product lines and increased capacity. Having successfully etched its brand names into the consciousness of Malayan consumers, Padini is moving to turn its various labels into regionally recognised fashionleaders. It intends to adjoin the potential of the export market, particularly in the Asean region, and pull up stakes also hackneyed up overseas marketing for its products.Image ActivitiesPadini recognises the value of advertising and promotions in enhancing the presence and leadership of its brands. It participates in*Magazine Advertising (Female, Nuyou, Eh, Cleo, Marie Claire, FHM, New f let loose and Cittabella)*Cinema Advertising (Tanjong Golden Village, Mega and Pavillion)Blow-up posters at key freestanding stores, banners and fashion shows have all contributed to Padinis complete lifestyle message.VisionThe vision shared by anyone in Padini is to be the market leader in the retail industry. We are committed to achieving this goal through hard work, insure and creative endeavour. Currently, Padini Holdings is consolidating its operations in order to be even more streamlined. In the long terms, we give continue to maintain our high standard of design and manufacturing quality as well as affordability. We are also working towards expanding the business on a regional basis. At present, we have a growing presence in our neighbouring countries, and we believe that there is spacious scope for growth.Environmental s squirtning towards country chosenMarketing in different countries around the world are depending to many influences. It is possible to account those influences in order to understand the market thoroughly. The amazement of successful foreign marketing strategies is based on an effective understanding of the similarity and differences that dwell in the countries around the world.Padini are refer with worldwide markets need to be aware of the variety market contemplations relevant to their operations. Especially Padini only has hold exposure to international markets. Padini also lack of experiences toward the totally differences culture, geographically and former(a) PEST factors countries like Hong Kong and Taiwan. The countries that Padini recently strengthened their brand identity are Singapore, Thailand and Brunei.Therefore, in this assignment I plan to fortify this domestic brand -Padini in Hong Kong. Although it is full of challenge built this domestic brand in this full of stiff competition country. At the same time, Padini also get out face a lot of the new problems like how to manage the cardinal seasonal stocks keeping, design, 4ps and etc. But, if Padini apprise overcome the problems and successfully built the brand image like Giordano, in the future Padini also can develop their brand in Japan, Mi ddle East, Pakistan and etc. It is because Giordano already successfully open their outlets around the world, amazingly Giordano able to open 50 outlets in Middle East.Thus, in order to eliminate the problems we must scan the surround thoroughly.Buyer behaviourIn international marketing the type of vendee behaviour must be matched to market considerations. Thus, Padini must understand the Hong Kong consumers acquire behaviour towards fashion. The type of consumer acquire behaviour varies according to the type of buying decision. The main influences relate to the differences between the brands available to the consumer and the breaker point of personal fight decision.Buying process is relatively quick because of the limited differences between brands (it means the brands that have parallel image like Bossini, Giordano, Elle and etc) But not include high price brands like Guess, Calvin Klein (CK), Gucci and etc. It also under low involvement, low price compare toGucci and low ri sk group. Thus, consumers testament invariably make their quick and fast decision when purchase Padini products.Therefore, if Padini enter into Hong Kong market, in the future Padini impart become the potential brand in international market.CultureThe difference of culture in international marketing is thoughtful. It is an self-explanatory source of difference. Some easy to manage but whatsoever the former(a) ways round.Culture is difficult to define precisely. It is the way, which people live unitedly in a society, it also can influence by religion, education, family and wing groups.In Hong Kong the Hongkee are very concern about their personal image, especially the younger generation. They are departing to spend the money to make-up themselves and never think about the saving. Padini will has a competitive advantage in fashion market it is because nowadays the trend for the fashion will swap so aggressively. Padini still can keep the cost low merchandise because Padini i s the backend operation apparel 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 Malayan had influenced by Hong Kong culture through broadcast and media since we had our television.Politic factorsThe legal system operating within a host country is an important environmental influence for international marketers. Fortunately Padini products are the simple ordinary consumer products. But, the following areas in which international marketing management will be concerned to understand the legal position.Contracts for the supply and delivery of goods and servicesThe registration and enforcement of trademarks, brand names, labelling PatentsMarketing communicationsPricingProduct safety, acceptability and environmental issuesHong Kong is a free port and the financial hub in Asia. In Hong Kong the politic is static compare to a lot of other countries. Therefore, it is t he 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 need will very impressive if Padini fashion can really suit the taste of the Hongkee.Competitive factorsStiff competition sure will pop off in Hong Kong market, but Padini brand image is strongly backed up by real value quality, functionality and price.In Michael Porters quintette 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 unproblematic way to account f or NIKE. NIKE succeeded in convincing millions of young consumers that shoe is not simply the shoe, its an attitude. Padini should also need to acquire this influence world-beater in consumers mind.3.1Media/ AdvertisingPadini in Malaysia is the popular brand in consumers mind. If Padini neediness 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 straighten out of that, Padini might engage in programmes that broadcast the fashion shows around the time or 24 hours in the Specially formulated Fashion thoroughfare in the sa positite TV.3.2Events/ product endorsementA company can build an identity through the events it sponsors. Every one know that Hong Kong TV programmes is attractive, consumers like to watch TV at the same time they also like to take the actor or actress as their image economic consumption model. Thus, if Padini can successfully sponsor the costume to the actor or actress in some soup opera or TV programmes. Padini brand will become more popular. These role models can conduct fan ennead activities featuring autography session and all these product endorsers are wearing Padini outfits.When Padini develop their brand in Hong Kong it still need to choose the appropriate media to promote their brand and products. Thus, Padini can take part in their fashion show. For example, every calendar month in Hong Kong most popular shopping centre TIME squarely will conduct the fashion show. At the same time, a lot of the famous actors and actresses will come to give the comment toward the model, interior decorator and the fashion they wear. If Padiniproduct also can be chosen by the famous actor or actress as their brand I feel that Padini will has the bright future in Hong Kong.3.3 AtmosphereThe physical space employed by the company is another powe rful image generators. For example, in Hong Kong DKNY highly-developed a distinctive image through its outlets. When you enter in you will feel enter into star trek space ship.Thus, Padini need to bailiwick how the competitors outlets interior design, layout, colour and furnishings in order to match the taste of the customers. If not, the consumers will project the brand is the inferior brand because of the outlets.How to maintain the brand candorICEBERG MODELPadini also need to plan how to maintain the brand equity, actually maintain the brand equity is difficulty as develop the brand. A brand is what the customer buys. But, the equity is the marketing asset that exists in the customers mind.Brands must be holistically integrated to meet target needs. For example in the Iceberg model the brand with nothing beneath the waterline lacks depth and sustainability. Thus it will not last for a long period of time.Actually Padini must always take like of their stakeholders.Padini shoul d not only aim for maximising the profit and abandon the employees and other shareholders feeling. The best employees will generate the empire 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 pull them lack of motivation 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 keep their recycle mantrap for next time shopping use in Padini outlet they will deduct 10 cents for the environment charity group. It is because Padini can domesticise the customers to become more environmental friendly and Padini also can give birth 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 bag should have the serial number therefore the retailers only can make the bag is old.From the serial number, Padini also can motivate the customers in the die 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 applied science in dyeing the material. At the same time, Padini also can tell the consumers that they very concern the environment pollution issues.Conclusion- Long confines StrategyPadini also need to do the internal and external take stock to strengthen the position in the international market. To do the audit the prototypal step should do by Padini is to benchmarking with their strategy group competitors. The following depicting 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 training to their stuffs to enhance skill and knowledge. As we know that world diverseness aggressively, competitors have born everyday. If we cannot plan to create the value chain to the company, the company will hard to survive prosperity.