So, now our targets are the tier I and tier II cities and villages,” explains Abhijit Ganguly, Brand Director of Grasim Suiting, to 4Ps B&M. Prêt-a-porter formal dressing is clearly being dominated by players like S.Kumar’s and Raymond; and the rural milieu suburbs are astonishingly becoming the ultimate markets for dress material. Not surprisingly, for these regional promotions, Grasim is planning an extensive investment of Rs.4 crores. Further, they are planning to have exclusive tie-ups with ITC’s e-choupal and even Adhar outlets, apart from restructuring their pricing policy. Can they succeed in their repositioning campaign? Considering that the biggest business division of Grasim Industries is cement while we know of them as a clothing concern, one doesn’t even doubt the competence of this behemoth in its repositioning endeavour!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
