AAS

Efforts By:

Ayanna GuptaSanya Bidani Arya Vardhan Bhadana

What exactly is the problem?

Owing to the unfolding conditions of Summersun Ltd. the long time employees became anxious which thus affected their day-to-day operations.

Summersun Ltd. was unable to appeal to the demands of the Indian consumers and thereby, faced problems in acquisition and retention of customers.

Many employees who originally worked under the companies which Summersun Ltd. acquired were reluctant to work now.

Structural Problems

Consumer tastes and preferences

Market Size

Relativity

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Summersun Ltd. didn't modify their product line to suit the needs and demands of the dynamic and diversified Indian market. Their decision to continue their old line of products added fuel to the fire.

Specialization of the boutiques is to only cater to the elite crowd, thus leaving out the middle and lower income families. Even in same income group there is difference in consumer taste and preferences which the company needs to address.

Since the high-end boutiques only cater to a small fraction of the market, the acquired companies do not have a wide customer base. Due to this narrow customer base, employees are uncertain about the longitivity of operations of the business.

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IMPLEMENTATION & SOLUTIONS

Altering Product Line

• PRICE RANGE- India is known as a country of savers, though spending is on the rise. Disposable income is increasing. By 2030, 80% of households will be middle-income, compared to 50% today. This growing middle class is expected to drive consumer spending – buying more and buying better. High Income Group(HIG) population percentage: 6% Middle Income Group(MIG) population percentage: 28% As the MIGs make up for most of the market demand, the company should adjust the pricing to fit the consumer demand bracket.

• FESTIVALS- The tendency to shop among Indian consumers during the festive season is higher as compared to otherwise. The company only added Khadi clothing to their product line when they came to India, but the Indians shop mostly ethnic wears during the festive season which constitutes a major fraction of sales by the Indian fashion industry.

INCREASING MARKET SIZE

• E-Commerce- The rising trend favouring E-Commerce over retail could be a lucrative venture for Summersun Ltd. to indulge in. It would also help expand the brand presence and build a strong customer base online. Especially, ever since the pandemic, people have found ease in shopping from the comfort of their home, providing an added advantage to Summersun for developing themselves as an e-commerce company as well.

• Include MIGs- In recent times, the expenditure by the middle income group has increased several folds, in addition to a population spike as well. Targeting this population segment should be the prime focus of Summersun Ltd. to get a grip on the Indian market.

REDEFINING COMPANY IMAGE

• ESTABLISHING AN INDIAN CONNECT- Summersun Ltd. failed in expressing itself as a brand intertwining with the Indian culture which proved to be one of the major reasons for it's setback. It couldn't form a connect with the Indian consumers as it failed to understand their requirements. To brige this lacuna, it should collaborate with other established Indian Brands. And this Joint Venture could help to increase their customer base as well as footfall.

• MAKE IN INDIA- The company should indulge in aggresive marketing keeping Make in India under it's prime attraction. Once the company starts manufacturing in India , it can attract customers by spreading the word regarding their employment generation incentive and jell in with the Indian idiology.

EMPLOYEE INCENTIVE

• RECOGNITION AND APPRECIATION- Employee could be motivated through recognition of their exemplary work and innovative incentives to grow the company. Appreciation could be a major stake holder in lifting the spirits of the employees and to making them work harder and better.

• AWARENESS CAMPAIGN ABOUT THE REDEFINED INDIAN IMAGE- Disseminate information to the employees about the new policies persued by the company to establish a connect with the Indian market and to increase market base. This would help to increase the faith of the employees in the operations of Summersun Ltd and provide them a sense of security to help them perform free of any such apprehensions.

CONCLUSION

Learning from it's shortcomings, We advised Summersun Ltd. to collaborate with the already established Indian clothing ventures to redefine the image of our brand. Being foresighted, we have decided not only to raise the confidence of our employees by increasing the market size by targeting MIGs but also by stepping into the E-Commerce industry. This all will be intertwined with the dynamic environment of the Indian market helping Summersun Ltd. to adapt and stay afloat.

THANK YOU