Chipman Union Essay

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CASE ANALYSIS Chipman- Union, Inc. Odor-Eaters Socks Marketing Assignment GROUP 11 Anoop S Raj 2011-PGP-557 Bhawna Gokani 2011-PGP-595 Gawtam Kannuri 2011-PGP-679 Keerthan G 2011-PGP-688 Nitin Jain 2011-PGP-757 Sahil Sambyal 2011-PGP-842 Vel Bhagyaraj 2011-PGP-931 Executive Summary The company was established in 1972 by merger of union Manufacturing Company with Charles Chip man’s Sons Company. Chipman Union primarily manufactured men’s and boys’ casual and athletic socks which were sold to trade unbranded as private labels. There we re only two companies namely Burlington industries and interwoven division of Kayser -Roth Inc., which manufactured branded socks, and companies except those two companies had 20% gross margins or below. To get higher gross margin, CU had to venture into ne w business branded socks. They began to investigate the marketing program for the new product, and recognized that there were not only valuable possibilities, but also problems they would have to solve before launching the product. Objectives:  To improve the gross margins of Chipman union to above 20% by introducing branded socks, for this introduction they have planned a market research. Situation Analysis  The Hosiery Industry In 1979 the hosiery shipments totaled 289 million dozen pairs of which 25% were men’s socks. In the men’ socks dress contributed 34.9 % of sales and casual contributed 21.9% of sales. The revenue split was in similar ratio as of sales across different types of hosiery .Per capita consumption of men’s socks was stable at around 10 pairs annually. However, the share of tube socks, the one having no specific shape rose exponentially from 1 % in 1970 to over 50% by 1979.In 1979, there were 319 hosiery manufacturers in US, down from 457 in 1972.These companies operated 438 knitting mills

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