Thailand-based Pk Garment (Import-Export) Co is aiming to make its Mc Jeans brand, the leading brand in the market by 2014.
The management is particularly concentrating on four areas – product innovation, brand evolution, effortless distribution, and production efficiency – to formulate winning strategies aimed to take Mc Jeans to the No. 1 position in the Thai denim market.
Through a recent organizational restructuring, the company has taken on board a team of young executives who will promote the brand using digital marketing and other events.
The company has identified its production and distribution network as its strength, along with a very strong and loyal customer base in the rural areas.
In urban areas, the company has found that customers give more attention to brand name rather than a good cut. The company would target these areas and turn them into Mc Jeans customers. This strategy is expected to increase the company's revenue by 15 percent every year.
Presently, Mc Jeans has a 35 percent share in the Thailand's 5 billion baht jeans market, and occupies the No. 2 position. This year, it has set a target of 1.7 billion baht, which would be nearly a 25 percent rise over the last year's sales.
Pk Garment is setting up its fourth manufacturing unit in Bangkok at a cost of 200 million baht, which will increase the combined production capacity to 4 million pairs of jeans annually.
Fibre2fashion News Desk - India
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