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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and Product focus as a commu-nications strategy.

Keywords

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