Rupa`s Dilemma: What Communication Strategy to Adopt for Premium Men’s Innerwear Brands?
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Code : MM0076
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Region : Asia |
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Abstract: The men’s innerwear category in India had traditionally adopted the celebrity endorsement route for brand communication. In this context, the present case study tracks the product category, its business environment, key players, and the communication mix. However, with the advent of the digital marketspace and change in consumer preferences, the case describes the dilemma the players in this category face, as exemplified by Rupa, an Indian male innerwear brand: should the brands adopt the traditional celebrity investment route or not, especially for its premium-end products?. |
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Pedagogical Objectives:
Keywords : Brand; branding; Branding strategy; advertising; Communication strategy; Celebrity brand endorsement; Positioning; Male innerwear; Premium brand; Strategic management
Contents :
» INTRODUCTION
» A NOTE ON MEN’S INNERWEAR MARKET
» COMMUNICATION STRATEGIES OF KEY PLAYERS
» RUPA’S DILEMMA
» EXHIBITS
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