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‘Classic Knitwear and Guardian: A
perfect fit?’– Case Analysis
This Document analyses the Long Term
Marketing strategy and Financial impact of
the Classic Knitwear’s decision to launch a
new line of insect repellent clothes in
collaboration with Guardian Company.
Group 2:
Abhishek Magdum,
Ganesh Babu,
Gariki Ajay Kumar,
Hari Balaji VS,
Ritika Arora,
Shubhangi
Sudhakaran
5C analysis:
1. Company:
Classic Knitwear, a publicly traded company operates in the $24.5 billion category of
non-fashion casual knit wear.
2005 Classic revenues- $550 million, gross margin 18%, compared to average gross
margin of leading branded product manufacturers- 30-40%
Revenue break-up:
o Sale to wholesalers who in turn supplied to screen print channels consisted
75% of Classic’s revenues, #2 player in this market with 16.5% share, B&B
was #1 player with 23.6% share
o 25% of Classic’s sales came from mass-retail channels which constituted only
about 1% of private-label segment.
Currently enjoys moderate cost advantage through economies of scale & high
volume-low SKU production runs. Product innovation paramount to show superior
performance to stake holders.
