logging in or signing up Case study Vimal kanwalgurleen Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2153 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: September 11, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Case study : Case study The case of Reliance textiles Course Instructor: Kanwal Gurleen Lecturer,LSB Introduction : Introduction 1.Reliance is a multi-business giant with interests ranging from textiles to petrochemicals,oil refining and telecom 2.turnover 50,000 crore per annum,No.1 in india in private sector 3.This case deals with success in textile through its vimal fabrics Vimal: An introduction : Vimal: An introduction 1.Started its textile business in 1960 with small factory having 4 warp knitting machines,a small dyeing section and just 70 people on rolls 2.Achieved success in less than 15 years to become a leader despite of being a late entrant Marketing strategies of Reliance Textiles : Marketing strategies of Reliance Textiles 1.Perfect targeting 2.Ideal positioning 3.Effective 4 p strategies 4.See how? Target market selection : Target market selection 1.Identified “well-to-do urbanites of India” as its target market 2.High quality,high priced fabrics 3.Target was sophisticated segment with a taste for the good things of life and willingness and capacity to pay the price on basis of value for money Positioning : Positioning 1.Positioned on Fashion theme with additional ‘value dimension’ with help of technology attribute 2.Superior product with superior value Product strategy : Product strategy 1.Premium Product on modern technology: (collaboration with usa based Dupont) 2.Comprehensive product range: (saris, suitings,shirtings and dress materials) 3.Contemporary designs Slide 8: 4.Wide variety and choice: (employed 200 designers,10,000 designs in suitings,400 new every month in saris,500 new in dress materials) 5.Emphasis on quality: (premium quality:created,communicated and delivered) Place (Distribution) strategy : Place (Distribution) strategy 1.Exclusive retail outlets 2.Set 1800 vimal outlets 3.Promoted through showrooms 4.Vimal showrooms: “the largest nationwide retail network”there is one near to you Slide 10: 5.Created jumbo showrooms 6.Right Distribution policies 7.A separate RMS department Pricing strategy : Pricing strategy 1.Premium Pricing 2.Didnt go with defensive pricing 3.Focused on Value pricing due to target market it has chosen Promotion strategy : Promotion strategy 1.Initial budget was 5 crore PA 2.Different approaches to different products/audiences 3.Segmented its target further to: ---business people/executive community ---middle class gentlemen who go by retailers Slide 13: 4.Only Vimal idea:only reliance was producing crimped polyester yarn,only reliance had advanced R&D,10,000 designs,rated by world bank) 5.The Fashion show idea 6.Effective media selection:Sony TV 7.Sales promotion: Miss universe,world cup cricket. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Case study Vimal kanwalgurleen Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2153 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: September 11, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Case study : Case study The case of Reliance textiles Course Instructor: Kanwal Gurleen Lecturer,LSB Introduction : Introduction 1.Reliance is a multi-business giant with interests ranging from textiles to petrochemicals,oil refining and telecom 2.turnover 50,000 crore per annum,No.1 in india in private sector 3.This case deals with success in textile through its vimal fabrics Vimal: An introduction : Vimal: An introduction 1.Started its textile business in 1960 with small factory having 4 warp knitting machines,a small dyeing section and just 70 people on rolls 2.Achieved success in less than 15 years to become a leader despite of being a late entrant Marketing strategies of Reliance Textiles : Marketing strategies of Reliance Textiles 1.Perfect targeting 2.Ideal positioning 3.Effective 4 p strategies 4.See how? Target market selection : Target market selection 1.Identified “well-to-do urbanites of India” as its target market 2.High quality,high priced fabrics 3.Target was sophisticated segment with a taste for the good things of life and willingness and capacity to pay the price on basis of value for money Positioning : Positioning 1.Positioned on Fashion theme with additional ‘value dimension’ with help of technology attribute 2.Superior product with superior value Product strategy : Product strategy 1.Premium Product on modern technology: (collaboration with usa based Dupont) 2.Comprehensive product range: (saris, suitings,shirtings and dress materials) 3.Contemporary designs Slide 8: 4.Wide variety and choice: (employed 200 designers,10,000 designs in suitings,400 new every month in saris,500 new in dress materials) 5.Emphasis on quality: (premium quality:created,communicated and delivered) Place (Distribution) strategy : Place (Distribution) strategy 1.Exclusive retail outlets 2.Set 1800 vimal outlets 3.Promoted through showrooms 4.Vimal showrooms: “the largest nationwide retail network”there is one near to you Slide 10: 5.Created jumbo showrooms 6.Right Distribution policies 7.A separate RMS department Pricing strategy : Pricing strategy 1.Premium Pricing 2.Didnt go with defensive pricing 3.Focused on Value pricing due to target market it has chosen Promotion strategy : Promotion strategy 1.Initial budget was 5 crore PA 2.Different approaches to different products/audiences 3.Segmented its target further to: ---business people/executive community ---middle class gentlemen who go by retailers Slide 13: 4.Only Vimal idea:only reliance was producing crimped polyester yarn,only reliance had advanced R&D,10,000 designs,rated by world bank) 5.The Fashion show idea 6.Effective media selection:Sony TV 7.Sales promotion: Miss universe,world cup cricket.