Grasim is repositioning; and it’s gung-ho
Think fast! What comes to your mind when you hear the word ‘Grasim’? Of course, dressing material, right? And with Grasim’s ubiquitous association with the ‘Mr. India’ brand, this company from the Aditya Birla Group has nurtured its premium positioning in the consumers’ minds. But despite establishing itself as a ritzy suiting brand for the metro denizens for so many years, Grasim is now Spectacularly doing an aggressive positioning volte face in its endeavour to doll up the in Tier-I and Tier- II cities – a tactical move that was quite palpable in their recently u n l e a s h e d ‘brand’ new ad campaign. But the million dollar question is, why are they shifting their core focus from metros, especially after concepts like Grasim Mr. India have really pushed the premium stamp deep? “Our tie-up with Mr. India has given us a fashionable image. Earlier, our ad campaigns and brand positioning was targeted for the working men from metros. But we have seen in terms of turnover in dress material that more contribution comes from towns than from an outlet in, say, Connaught Place (in New Delhi).
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Source : IIPM Editorial, 2008
Think fast! What comes to your mind when you hear the word ‘Grasim’? Of course, dressing material, right? And with Grasim’s ubiquitous association with the ‘Mr. India’ brand, this company from the Aditya Birla Group has nurtured its premium positioning in the consumers’ minds. But despite establishing itself as a ritzy suiting brand for the metro denizens for so many years, Grasim is now Spectacularly doing an aggressive positioning volte face in its endeavour to doll up the in Tier-I and Tier- II cities – a tactical move that was quite palpable in their recently u n l e a s h e d ‘brand’ new ad campaign. But the million dollar question is, why are they shifting their core focus from metros, especially after concepts like Grasim Mr. India have really pushed the premium stamp deep? “Our tie-up with Mr. India has given us a fashionable image. Earlier, our ad campaigns and brand positioning was targeted for the working men from metros. But we have seen in terms of turnover in dress material that more contribution comes from towns than from an outlet in, say, Connaught Place (in New Delhi).
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
