Ashima Attires (A)

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Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/7532

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DC Field	Value	Language
dc.contributor.author	Banerjee, Bibek	-
dc.contributor.author	Raghuram, G.	-
dc.date.accessioned	2010-08-16T11:41:03Z	-
dc.date.available	2010-08-16T11:41:03Z	-
dc.date.copyright	1998	-
dc.date.issued	2010-08-16T11:41:03Z	-
dc.identifier.uri	http://hdl.handle.net/11718/7532	-
dc.description.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.	en
dc.language.iso	en	en
dc.subject	Textiles	en
dc.subject	Marketing	en
dc.title	Ashima Attires (A)	en
dc.type	Cases and Notes	en
Appears in Collections:	Cases and Notes

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