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Ironically, its strong brand equity was also the reason for the company's lacklustre marketing initiatives. Meanwhile, consumer preferences have changed. Now, the company has had to re-engineer processes and introduce new products in the market. An investment of Rs 40 crore is on the anvil on manufacturing processes and on marketing initiatives. The company now proposes to set aside a sizable chunk of the proceeds from sales for brand-building and advertising initiatives.
Duckback basically has two major segments- the luggage segment and the rain wear segement. Here we analyse the basic strengths, weaknesses, opportunities and threats to the company, followed by Porter’s five forces analysis...
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