CASE PRESENTATION ON HIDESIGN

PRESENTED TO: Prof. Pranay Verma

PRESENTED BY: Arun Ambati Sandeep Singh Satyam Barkataky

COMPANY IN BRIEF..
Type Private

Industry
Founded Headquarters Key people

Retail
1978 Puducherry, India Dilip Kapoor, President Kunal R Sachdev, CEO

Employees
Website

3000
http://www.hidesign.com

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..

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

CASE CONTD..
Distribution Network in 2000

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

CHALLENGES
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 PROCESS
LEATHER 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 product

BONDS OF CRM USED BY HIDESIGN

Financial Bonds:

SWOT 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 Youngsters choice

Threats:
More local competitors Less use of brand personalities.

SUCCESS 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.