International Market Entry: Revel Trend's Ethnic Wear in India

This report provides a detailed analysis of Revel Trend's strategy to launch ethnic wear in the Indian market. It begins with an introduction highlighting the complexities and risks associated with international product launches, emphasizing the importance of market research and understanding consumer behavior. The report then analyzes the product, Revel Trend's ethnic wear line, and the brand's identity. It examines the Indian market, including its growth potential, competition, and target customers. The report also explores various aspects of consumer behavior, including buying roles and the decision-making process. Finally, it outlines a plan for launching the product, including marketing strategies and positioning. The report emphasizes the importance of understanding cultural nuances, leveraging social media, and adopting cost leadership to gain a competitive advantage. The report includes a PESTLE analysis, and Porter's five forces analysis to support its recommendations. The report also details the consumer behavior in the context of the Indian market.

COMPANY PRODUCT TO
INTERNATIONAL
MARKET

Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1 - Analysis of product and brand ........................................................................................1
Analysis of market .................................................................................................................2
PART 2 - Various aspects of consumer behaviour..........................................................................4
PART 3 - Plan to launch the product...............................................................................................8
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................14

INTRODUCTION
Launching of the product in international market is considered to be as complex as well
as riskier tasks. Companies before launching product at global level is required to conduct
market research, as this will help them in developing the understanding about market and culture.
In present scenario, it has become very much important for organization to develop the
understanding about the consumer behavior across culture and make adjustment in brand
accordingly, as this will help them in successful launching of product at international level.
The assignment will have focus on identifying the difference in consumer behavior in
India. It will also emphasize on analyzing the preferences of consumer which varies across
culture. Study will concentrate on the strategies adopted by Revel trends co. for responding to
the same.
PART 1 - Analysis of product and brand
Product type: Revel trend. is planning to launch ethnic wear that is cloth in international
market. Considering the increase in demand for ethnic wear in India , an organization has
planned to launch such product. Other reason for which specific product type has been selected
for launch is that an enterprise has Revel trends co. in designing clothes which can be helpful in
context of launching ethnic wear in international market.
Level of involvement : High level of stakeholder involvement is very much important in order
to successfully launch product in international market. A communication strategy is adopted by
management in Revel trend Revel trends co. ensuring the engagement of stakeholders like
customers, etc. Marketing manager before launching the products in the market has conducted
the survey with the purpose of analyzing the needs as well as demands of customers. In addition
to this, market survey has assisted an enterprise in analyzing he expectations of the customers
related to the products or services offered by business entity. Social media has been used by an
enterprise in order to seek suggestions from customers and enables them to engage in business.
(Liu and Atuahene-Gima, 2018). Market research has been conducted by marketing manager in
an organization which has assisted them in identifying the expectation of consumer related to the
products or services offered by firm. An organization has developed the website for taking the
suggestion from customer related to launch of product.
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Brand and brand identity:, firm has to develop strong brand image using which it can easily
launch new product in international market. It has been analyzed that Revel trend is planning to
use online marketing technique for generating brand identity in international market. In addition
to this, an organization has executed the marketing campaign which has helped them in
generating the brand awareness which is very much crucial for successful launch of product in
the market. Business entity is planning to sponsor some social welfare events which is
considered to be as the marketing strategy adopted by an organization for getting recognition in
international market. It has provided firm an ease in launching product in international market.
An organization at initial stage of launch is planning to keep low price for ethnic wear which as
helped business entity in attracting customers (Sternquist and Goldsmith, 2018). This plan of
action has helped an enterprise in gaining competitive advantage in international market.
Analysis of market
Country : Revel trend is planning to launch ethnic wear in India. Ethnic wear covers all the
Indian traditional category of clothing which are wear by Indian women and men as the sign of
their culture. It includes Saree, Salwar Kameez, Lehenga, Kurti, festive kurti for women and
Kurt as for men. Ethnic wear clothes are generally a traditional (clothes).
Pestle analysis is considered to be as one of the technique which can be applied in order to
analysis the factors' ion external analysis which can effect product launch in specific market. For
instance, The changes in social factors such as trends, needs of customers can have significant
effect on the management decision related to launch of new product in the market. In addition to
this, changes in the legislation can also have significant impact on the product launch event by
organization. Economic factor includes inflation might influence company decision related to
product launch in India as well as UK.
Rationale for choosing the country : Revel trend has chosen India as country to launch ethic
wear, as there is high scope of earning revenue and profit. In addition to this, there is high
demands of ethnic wear in India which will assist an organization in increasing sales and
profitability. It has been expected that India's fashion retail industry is poised to cross €85
billion by the end of 2022. The other fact which has been analyzed is that it has been estimated
that there will be approx. 16.6 percent of growth in clothing market of India in coming next year
(Grappi, Romani and Bagozzi, 2018). Women wear is considered to be as rapidly growing sub
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sector with the growth of 5.8 percent. Clothing market in India is among the third fastest growing
sector which has encouraged Revel trend to launch product in India. Reason for choosing India
for launching ethnic wear is that market for this product is growing at rapid rate. It has been
analyzed that Revel trend has planned to launch ethnic wear considering the attributes of market
for ethnic wear such as religious and cultural diversity with a wide range of festivals and
celebratory occasions which has drive the trend of ethnic wear (Magnani, Zucchella and Floriani,
2018). In addition to this, more number of woman prefer to wear ethnic clothes in India as
compared to other nation.
Competition : The giants company which can give stiff competition to Revel trend in India are
Manyavar, Fabindia, Raymond Limited, Biba etc.
Manager in Revel trend can utilized porters five force analysis technique for analyzing
the situation of clothing market in both India and UK.
Target customers: Marketing manager in Revel trend is planning to target women, girls and
also men.. The reason is that In India, most of the women as well as girls and men prefer to wear
ethnic dresses In India. Revel trend is planning to position their goods in niche market. An
organization In UK will target both men and women. In context of India, marketing manager in
Revel trend is planning to target consumer belonging to medium income level group. Such target
has been selected, as it would be easier for company to attract these type of people. Business
entity can easily target middle income group of people by offering them discounts. Market
research has been conducted by the marketing manager in an organization which has assisted
them in identifying the best target customer group.
Targeting : Marketing manager in Revel trend has planned to organize market campaign in
order to reach target audience. In addition to this, firm will also use social media sites for
reaching to target consumer group. Marketing manager in Revel trend will execute market
research for identifying the target customers those who will buy the goods or services offered by
company.
Positioning : An organization differentiate itself from their competitors through their brand
name. Revel trend is planning to adopt the cost leadership strategy for positioning their products
in international market (Luo and Bu, 2018). Company is planning to enter into international
market by keeping the price of product low.
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Segmentation strategy : Demographic marketing strategy will be adopted by Revel trend for
segmenting the wide market into small segments. This segmentation strategy will assist an
enterprise in fluffing the demands of consumer and will help firm in meeting their expectations.
Demographic segmentation is the strategy which has been adopted by marketing manager in
Revel trend in order to target the specific customers group. It is the target marketing strategy
which has assisted an organization in fulfilling the needs and help business entity in meeting the
expectations of customers.
PART 2 - Various aspects of consumer behaviour.
Target market- It refers to a particular segment of customers to whom a company offers
its products or services. A target market consist of the customers with homogeneous
characteristics such as age, income etc. An organization will target only that segment which
offers various opportunities for growth. The company will use the framework of segmentation,
targeting and positioning for targeting the specific segment of the buyers of ethnic wear. Reveal
Trends will target female, male in India for offering its products. Therefore, Revel trend is
planning to market its product that is ethnic wear in India because there is high demand of
traditional costumes for Indian peoples(Clark, Rose and Myers, 2018).
Consumer behavior-
It refers to the behavior of the individual customers or a group. It comprises all the activities of
the customers in respect of the buying and selling of the products or services of the organization.
Consumer behavior studies the impact of the lifestyle, personality, demographic factors such as
age, income etc on the buying decision of the buyers. It also considers the influence of reference
groups, family of customers and society on the behavior of the customers.
Key influences on the behavior- There are various aspects that may influence the behavior of
the customer in respect of buying the product or service of the firm. The marketing manager of
the Revel trend should have a deep understanding of the various aspects of consumer behavior
that may affects the decision of customers in respect of buying the ethnic wear that company will
launch in Indian market.
Buying roles of customers- There are various products in which more than one individual takes
the decision in respect of buying the products of the company. There are various roles played by
different individuals while buying a product. The marketing manager Revel trend should be
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aware regarding the different types of roles that can impact the decision of Indians to purchase
ethnic wears. Various types of buying roles are as follows-
Initiator- The initiator plays an important role in buying decision because, initiator suggests the
buyer to buy the product or service. This will affect the buying behavior of the buyer. Marketing
manager of Revel trend should know the ways to influence the initiator so that they will suggest
buying the product. For example- Indian girl may suggest buying saree.
Influencer- Influencer is the individual that provides advice or views that can impact the buying
decision of ultimate customer to buy a particular product. Revel trend should consider the ways
in which the views of family member can impact the buying decision of the customer in respect
of buying the ethnic wear(Chicco, 2016).
Decider- Decider plays an important role in affecting the buying decision of the customer.
Decider will decide every aspect related with purchasing the product such as the right time to
buy the product, whether to buy or not, from where to buy etc. For example- The elder of Indian
family may suggest buying ethnic wear of Revel trend during festivals etc.
Buyer- The buyer is the individual that takes final decision of buying the product of the
company. The buyer will buy the ethnic products that company will launch in India. For
example- The buyer will be the person who will actually buy the ethnic wear of Revel trend.
User- The individual who uses or consumes the product of the company is called the user. For
example- The user of the ethnic wear of Revel trend will wear the costumes such as saree, skirt
etc.
Revel trends should have understanding of all these roles of buyer while developing the product,
developing the budget and deciding the marketing tools etc.
Decision making process- The decision-making process of the buyer is consisted of various
steps for taking the decision regarding purchasing the product or service of the company. The
marketing manager of Revel trend will use this method for evaluating the decision-making
process of the customers. Various stages under decision-making process of the customer are as
follows-
Recognition of the problem- Firstly, there is a need of customer to buy the product. Whenever
the buyer feel that there is a requirement of the product in that case they will take buying
decision. The marketing manager of Revel trends should determine when the customer requires
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the product so that, advertisement for ethnic product can be provided at right time(Vafaei. and
Fekete-Farkas, 2017).
Collecting information- The customer will search the information regarding the product from
various sources like word-of-mouth, print advertising such as magazine, newspaper, google and
billboards etc. The information regarding ethnic wear that Revel trends will launch will affect the
buying behavior of the targeted customers.
Evaluating the alternatives- At this stage, customer will evaluate other substitute products that
are available in the market on the basis of quality, price etc this will help the buyer to determine
whether the product will satisfy the need. Therefore, Revel trends should use proper pricing
strategy so that, the buyer will not switch to ethnic wear of other companies.
Buying- Now, buyer will take decision in respect of when and where to buy the product on the
basis of information they have collected.
Satisfaction or dissatisfaction after buying- If the buyer is satisfied after using the product in
that case, they will suggest other people to buy the product. Therefore, while developing and
marketing the ethnic wear, Revel trends should make efforts to satisfy the targeted buyers.
Self-concept- The term self concept describes the various types of attitude that buyer is having
towards themselves. There are two important parts of self concept such as-
 Self image
 Self esteem
Lifestyle is also one of the important aspect of self concept because, it affects the pattern of
consumption of the income of customers. The marketer of Revel trends should mainly focus on
self-image because mainly buyers will select that product which matches with their self-image.
For example- Buyer will buy ethnic wear of Revel trends due to the influence of religion.
Motivation-
Motivation refers to the desire of the individual to fulfill the needs and wants. Motivation
influences the buyer to achieve certain goals. Customer will buy the product of the company
when they are motivated to fulfill various needs like social needs, psychological needs etc.
Marketing manager of Revel trend should consider that motivation is an important factor that
impacts the buying behavior of the buyers(Ayo and et.al., 2016).
Motivation model-
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Equity model- It is one of the category of cognitive motivation model. According to the model,
the buyer assumes that the price they has paid is equal to the benefits they get by using the
product. Revel trend should make efforts for providing equal benefits for the price that buyer
will pay for ethnic wear. If there is inequity in relation between Revel trend and targeted
customers in that case, buyer will remain dissatisfied. The firm should implement this model
while manufacturing the ethnic wears for the buyers. This will help to offer benefits to the
customers so that they will not shift towards the products of the competitors. For Example-
Company will provide unique features and benefits in ethnic wear such as different patterns of
skirts, lehnga for female and different colors of ethnic wear for male so that, buyer will get the
value of the price they have paid for the product.
Perception-
The perception of the buyer towards the product or service of the company plays an important
role in influencing the buying behavior of the customers. The perception of the targeted
customers of Revel trends towards ethnic wear will impact the buying decision of the customers.
Revel trends should provide more and more information regarding the product it will launch in
India so that, it will help to influence the buying behavior of buyers( Abhishta, van Rijswijk-Deij
and Nieuwenhuis, 2019). Example- Firm should identify the perception of Gujarati's in respect
of wearing ethnic cloths.
Impact of cultural dimensions, values and reference groups-
Culture is comprise different values, beliefs of an individual or group of individuals. The culture
determines the way in which the buyer will behave while buying the product or service. Culture
represents the values of the people that are living in the society. There are many factors that
affect the buying behavior of buyers and among them culture is one of the important factor.
The culture of people that are living in India will affect the buying decision in respect of
purchasing the ethnic wear that Revel trends will launch in Indian market.
Reference Groups -
It refers to the Group of individuals that impacts the attitude, behavior, opinion and beliefs of the
customers. There are various examples of reference groups such as family members, friends,
peers etc. In India, the family members of the customer will influence the decision-making
process of the buyer of ethnic products of Reveal Trend. The buyers will purchase ethnic wear
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after discussing with their family members, values and beliefs of the family members will
influence the decision-making of customers.
Hofstede Model-
According to this model, there are various cultural dimensions that impact the buying decision of
the customers in respect of the products or services of the company. The model has suggested six
types of dimensions of the culture of a country such as power distance index, index for
uncertainty avoidance, individualism, masculinity, index of consumer style etc. Marketing
manager of Revel trends should consider different dimensions of Indian culture while launching
the ethnic wears in the market. The firm should use this model for developing and distributing
the ethnic wear on the basis of the cultural prevalent in India.
Cultural values-
The cultural values are the beliefs of the people that are living in the society regarding the
desirable things. The cultural views are also included views of the people in respect of religion or
moral views.(Foroudi and et.al., 2019) Revel trends should consider the cultural factors such as
cultural dimensions, values etc before developing and launching ethnic wear such as saree, suit,
skirt etc in Indian market. Because, different culture will affect the buying decision of the
customers. For example-The female living in Bengal will mainly prefer saree and male will
prefer to wear kurta during festivals.
Reference groups-
Reference group plays an important role in the development of attitude, behavior, and beliefs of
the individual. A customer is either a part of reference group or want to be a part of the
reference group. There are various types of reference groups.
Membership group-
Membership groups are the groups in which buyer is a member. Membership group can be
further divided into primary group and secondary group.
Primary group- The group with which the buyer regularly contacts are called primary group.
PART 3 - Plan to launch the product.
Marketing communication plan- Marketing communication plan is an overall plan
develop by an organization for communicating the message of marketing to the targeted segment
of the customers to which company wants to offer its products(Duggal and Verma, 2019).
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To develop a marketing plan, the marketing strategy of the company should be strong, there must
be effective message that will attract the targeted segment of the customers towards the product
of the organization. Company will have to decide the channels it will use for communicating the
message of marketing.
There are two important parts of marketing communication plan for launching the product in
new market. Such as analysis of customers and analysis of communication process.
Customer analysis-
Before developing marketing communication plan for launching the new product or service in
the market, company will have to analyze the targeted segment of customers. Firstly, the
marketing manager of Revel trend will analyze the targeted segment of customers to whom the
company will offer ethnic wear such as Saree, Kurtis, Salwar Kameez for women and Kurta for
male. The firm will conduct Research and Development to determine the demand of ethnic wears
in India for male, female etc. On the basis of research the company will select the particular
segment of customers for offering the products of the firm.
The process of analyzing the targeted customers will help Revel trend to determine the needs of
customers, helps to develop marketing strategy etc. Revel trend will perform the process of
segmenting the whole market, targeting a particular segment and brand positioning of the
product.
Segmentation-
Segmentation is the process of dividing the whole market into various segments. There are
various factors on the basis of which an organization can segment the whole market. Firstly, the
marketing manager of Revel trend will segment the consumer market of India into various
segments for launching ethnic wears in that segment that will provide opportunities for growth of
the firm.
Another strategy that company will use to segment the whole market is on the basis of
geographic segmentation. For example- Company will develop different marketing strategy for
offering products in Gujarat and different marketing strategy for offering products in Rajasthan.
Reveal Trends will develop the strategy of Behavioral segmentation for segmenting the whole
Indian market into different segments. Company will segment the market on the basis of buying
pattern of customers, the way in which buyers spent money on different products and their
attitude towards ethnic wear etc.
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Targeting-
After segmenting the whole market in various segments, the company will target a particular
segment of homogeneous customers that will have similar characteristics. Reveal trend will
adopt concentrated targeting strategy for targeting a particular niche segment. So that, it can
satisfy the demands of particular segment effectively(Bajracharya and Shrestha, 2019). Revel
trend will target the customer segment on the basis of income of the people. The firm will target
the middle income group people living in Gujarat for launching ethnic wears because traditional
clothing is very famous in Gujarat. Therefore, it will provide various opportunities of growth to
the firm.
Positioning-
After targeting a particular segment, Revel trend will develop strategies for positioning the image
of the brand in the minds of the targeted segment of buyers. Revel trend will use cost leadership
strategy so that, it can differentiate the brand name of the product from other companies that are
selling ethnic wears in Indian market. Revel trend will use various marketing tools for positively
changing the perception of the customers towards the product. Such as marketing campaigns,
social media platforms like Instagram etc for creating awareness of the products of the firm.
Reveal Trends will develop map for positioning the products in the market so that, it can design
the strategy for marketing of ethnic wear in Indian Market. Under this, firm will consider the
features that buyer wants in products, after this firm will obtain demographic, geographic etc
information. The map will help Reveal Trends to determine whether the behavior of customers
towards ethnic wear matches with the thoughts that management wants them to have towards the
product.
Analysis of communication process-
Analysis of the whole process of communicating with the targeted segment of customers will
help the firm to develop marketing strategies. Analysis of marketing communication process will
help Revel trend to determine the different types of marketing tools that company will use for
communicating with the buyers.
Strategy-
The major objective behind analysis of communication process is to evaluate the ways in which
Revel trend will communicate the features, benefits, and other factors related with ethnic wears.
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