The paper “ Pacific Garment Plc - Good Branding Encompassing the Whole Organization and Drives It towards Delivering Customer Value" is an outstanding example of a case study on marketing. The function of branding has reached a sophisticated state today where it encompasses the activities of the whole organization and acts with the objective of delivering a package of rand value to the consumer. These values are communicated through the brand massages and equity for the brand is developed which creates an affinity and long term relationship between the brand and the consumer which provides the companies with an advantage over the others.
When companies find themselves losing their foothold in the market, the key issue needing attention is how successful is their branding is. Pacific Garment Plc. (PGP)which is a midscale clothing manufacturer of youth casual wear has identified the need for a brand repositioning in view of the changing customer profiles of the new generation of consumers presented by Gen Y that has now entered the PGP target market segment of 14-22 year age. The report provides market analysis, customer profile analysis and proposal for change for revamping the X-oduz brand with the hope of building strong brand equity. Pacific Garment Plc (PGP) is an Australian clothing manufacturing company that is currently experiencing a declining market share.
The company has realized the need for repositioning its brand and conveying a new identity to its key target market segments. The need for developing the brand equity of the X-oduz brand is set as one of the main marketing objectives for the business and this change proposal provides recommendations for recreating, repositioning and building the X-oduz brand in view of the different customer profile of the Generation-Y consumers who are now moving through the company’ s main target age group of 14- 22 year age bracket. Company OverviewPacific Garments PLC (PGP) is a mid-size clothing company operating in the heavily competitive youth clothes segment in the Australian market.
The company’ s main line of business consists of casual wear for the teen and early twenties age group, marketed under the X-out brand. The company has been manufacturing and marketing to this segment for the past 35 years and has been steadily increasing its market share until 2001.
Since then PGP has experienced declining sales and market share. There have been no internal changes which can be attributed to the drop in sales. Market research commissioned indicated that the consumer needs of the marketing segment which PGP is catering to have changed over the decades in which PGP has been marketing under the brand X-oduz although there have been no major brand changes or revamps to cater to such changing needs. 3.Market Analysis 3.1Australian Apparel IndustryAs per industry reports, the total output worth of the Australian apparel, textile, and footwear (referred to as the TCF industry) is US$4.75 billion and employs over 87,000 people.
The market growth has been constant as Australia has continued to record stable annual economic growth rates in the region of 4% (The Australia Apparel Market Research Report, 2008). The industry is made up mainly of specialized manufacturers concentrating on different product categories. For example, Seduce offers 20-40 age groups with casual and elegant wear. Seafolly is concentrating on designer swimwear. Rooperz offers leather garments.
Ellen, Karmel Wilkinson, Burlock, Do Clothing, mom, etc. are few of the key operators in the T-shirt and casual wear segment. The industry is fairly fragmented with a large number of medium-scale manufacturers catering to the overall market. The manufacturers use their own boutiques as well as appointed stockiest and large retailers as their distribution channels depending upon the type of apparel being offered.