Ashima Attires (A)

Abstract

The case presents a review of the marketing strategy by its Ahmedabad based Ashima Attires (AA) for recently launched ready to stitch (RTS) shirting and trouser fabric brand called Icon. The focus is on the product offer, promotion, pricing, distribution, retailing, and logistics for the success of Icon. The company had hired KSA Technopack Consultants who undertook a study to examine the success factors for a premium quality RTS fabric brand in India and ascertain the viability of a direct to home (DTH) selling strategy. Considering the recommendations and the set target sales of 150,000 pieces per month, the marketing strategy had to be assessed. AA's main thrust so far had been in selling to industrial customers. Now, the challenge was in creating a consumer good culture in the Ashima family.