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

Code : MM0076

Year :

Industry :Textiles & Apparel

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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A NOTE ON MEN’S INNERWEAR MARKET: Until the 1990s, men’s innerwear was considered a basic necessity. There was little focus on comfort or style and there was hardly any talk or discussion about this category. However, by 2010, fueled by the entry of global players into this ‘intimate category’ and changing customer lifestyle, innerwear brands started to change their strategic approach toward the men’s innerwear category .

According to a 2018 market study by Technopak , the Indian innerwear market comprised men, women, and kids’ segments. The men’s innerwear segment constituted 35 per cent of the total innerwear market in value terms and was worth INR 279 billion...

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COMMUNICATION STRATEGIES OF KEY PLAYERS: The men’s innerwear market had frequently used popular male actors from the Mumbai film industry (popularly known as Bollywood) as brand ambassadors. These celebrity endorsers, depending on their mass appeal on a national scale, charged hefty fees for this type of brand association. In July 2017, the GoI amended existing rules under which celebrities would be liable to imprisonment of up to five years or fines of up to INR 5 million for participating in and endorsing misleading advertisements that made unrealistic claims...

RUPA’S DILEMMA: As Agarwal pondered over the long list of film celebrity endorsements in the men’s innerwear category – he wondered whether the men’s innerwear category was heading to a Bollywood star dominated ‘filmi sitaron ka’ (for the movie stars) category like the bathing soap Lux in the FMCG (Fast Moving Consumer Goods) sector...

Exhibit I: Rupa’s Growth in Premium Category vis-à-vis Basic and Mid-Premium Segments
Exhibit II: Rupa’s Investment in Brand Development and Promotion as % of Sales
Exhibit III: Men’s Innerwear Segments (As on November 2017)*
Exhibit IV-A: Rupa Frontline Celebrity Endorsement
Exhibit IV-B: Jockey’s ‘Just Jockeying’ Campaign
Exhibit IV-C: Lux Celebrity Endorsement
Exhibit IV-D: Dollar Celebrity Endorsement
Exhibit IV-E: Amul Celebrity Endorsement
Exhibit IV-F: VIP Frenchie Campaign

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