ColorPlus- Redefining the Rules of Promoting Apparel

Details

Case Code : CLMC-028
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Colorplus, Raymond, Ambattur Clothing Limited, Wrinkle Free Chinos, Print Ad, Multi-brand Outlets, ‘Shop-in-Shop’ outlets, Rubecon Communications, Madras Advertising Club Awards and HTA.

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet presents an overview of the evolution of ColorPlus from a small apparel brand, in 1993, to a leading premium casual wear brand in India by the time it was acquired by Raymond, in 2002. The caselet also throws light on the marketing strategy adopted by the company to make the brand successful. The caselet also provides a detailed description of the innovative print communication strategy adopted by the company, a first in apparel advertising.

Issues:   » Copy writing in print advertising   » Promotion of apparel brands in India   » Product innovation and quality in apparel industry   » Importance of perceived quality in enhancing the brand equity   » Product focus as a communications strategy Introduction ColorPlus, an unknown entity in 1993, had become a leading apparel brand by the time leading textile company Raymond acquired a majority stake in the company ColorPlus Fashions (owner of the brand) in 2002.

The ColorPlus brand was created by the co-promoters of Ambattur Clothing Limited (ACL), Vijay Mahtaney and Rajendra Mudaliar, along with Kailash Bhatia. In 1993, ACL was a leading garment manufacturer and exporter supplying to some of the leading international casual-wear brands such as Banana Republic, Ralph Lauren, Eddie Bauer, and Gap.

Questions for Discussion:

1. The success of the print ad campaign could be attributed to the creative format used in the print ads. Evaluate the extent to which the layout used in the ColorPlus ad campaigns helped focus attention on the colors, fabrics, designs, and finish of the brand?

2. ColorPlus adopted an innovative marketing communication strategy of using only the print medium to promote its products. It also refrained from using any models in these ad campaigns. How do you view this kind of persistence in the context of increased competition from domestic and foreign apparel brands in the market? Do you feel this kind of strategy is sustainable in the long run?

3. According to Peter Drucker, “Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for.” How do you think ColorPlus has managed to make the customers perceive value in the product through its communications campaigns when perceived quality has a direct impact on customer purchase decisions?