Rupa`s Dilemma: What Communication Strategy to Adopt for Premium Menís Innerwear Brands?

Code : MM0076

Year :
2020

Industry :Textiles & Apparel

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: The menís 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:

  • Identify the marketing mix of the product category
  • Understand branding in a cluttered market in the context of the innerwear category
  • Learn the impact of celebrity endorsements on consumer perceptions


    Keywords : Brand; branding; Branding strategy; advertising; Communication strategy; Celebrity brand endorsement; Positioning; Male innerwear; Premium brand; Strategic management

    Contents :
    Ľ INTRODUCTION
    Ľ A NOTE ON MENíS INNERWEAR MARKET
    Ľ COMMUNICATION STRATEGIES OF KEY PLAYERS
    Ľ RUPAíS DILEMMA
    Ľ EXHIBITS


    Case Introduction >>


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