23E57000 - Fashion Marketing, 15.04.2019-24.05.2019
This course space end date is set to 24.05.2019 Search Courses: 23E57000
Case: Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India
Your written case report should provide adequate responses to the following questions:
1. How often, when, and why should fashion brands reposition? Do you feel Peter England has done wisely to change its brand positioning so often?
2. What are the pros and cons of each of the repositioning options being considered by Peter England? Consider Peter England’s brand history/DNA.
3. How can the chosen new positioning be effectively communicated to the target consumers?
4. What are the pros and cons of having sub-brands? What should Peter England do about its current sub-brands? Should those be removed? Or should more be added? Why?
5. What should Peter England do about pricing its clothing?
6. What should Peter England do about its bricks-and-mortar retailing?
7. Peter England is facing competition from global brands. What are its advantages and weaknesses against such competitors? What should it do to prepare?
8. What should Peter England do about its online retailing? Should it participate in a centralized platform along with parent company Aditya Birla’s portfolio of other apparel brands? Should it start its own independent online distribution? What are the trade-offs?
Your written case report should provide adequate responses to the following questions:
1. How often, when, and why should fashion brands reposition? Do you feel Peter England has done wisely to change its brand positioning so often?
2. What are the pros and cons of each of the repositioning options being considered by Peter England? Consider Peter England’s brand history/DNA.
3. How can the chosen new positioning be effectively communicated to the target consumers?
4. What are the pros and cons of having sub-brands? What should Peter England do about its current sub-brands? Should those be removed? Or should more be added? Why?
5. What should Peter England do about pricing its clothing?
6. What should Peter England do about its bricks-and-mortar retailing?
7. Peter England is facing competition from global brands. What are its advantages and weaknesses against such competitors? What should it do to prepare?
8. What should Peter England do about its online retailing? Should it participate in a centralized platform along with parent company Aditya Birla’s portfolio of other apparel brands? Should it start its own independent online distribution? What are the trade-offs?
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