Presentation on theme: "VIMAL RELAUNCHING Going small to Strike big. History Vimal began its existence as a saree brand nearly 30 years ago with its memorable tag- line: 'A woman."— Presentation transcript:
VIMAL RELAUNCHING Going small to Strike big
History Vimal began its existence as a saree brand nearly 30 years ago with its memorable tag- line: 'A woman expresses herself in many languages, Vimal is one of them'. Vimal has gloriously celebrated the multi- faceted beauty of Indian women. The concept of 'multi-facetedness' was the bridge between the product and the consumers.
Appeal Effect: Vimal sarees grew to become India's largest selling fashion fabric.
A first for newspaper advertising was the 16-column Vimal ad featuring several 'colour fully draped' women released in 1991.
Transition Post 1993, Vimal sarees and dress materials were slowly phased out as the company focused on exports of suit fabric. Saree advertising gently and gracefully made its exit.
Change of Focus Vimal Suitings in intensive competition Only advantage : was its product superiority premise
Planed Move There were six phases in the campaign the first established the superiority backed by technology endorsements (Deepak Parasher, Kanwaljit and inserts of the Reliance plants); the second had achievers endorsing the brand's caliber (Param Vishisht Seva medal recipient Lt. General JS Arora, world amateur and world open billiards champion Michael Ferreira and editor-publisher RK Karanjia endorsing the premium wool range) the third ensured that the brand achieved enough momentum to dictate fashion (Kabir Bedi campaign where Vimal donned the mantle of dispensing tips on personality grooming) the fourth firmly established the brand as the 'style guru' (Deepak Malhotra ushering in the slow movement towards heightened aesthetics rather than harping on the calibre); the fifth used celebrity cricketers (Ravi Shastri and Allan Border) for the first time ever; the brand continued its passion for fashion in the sixth phase (fashion gurus such as Rohit Bal). The partnership of fashion designers, fashion shows and Vimal played its part in paving the way for the current haute couture and prêt wave.
Superior Moves Harmony furnishing fabrics was born when Reliance installed their first home textiles manufacturing unit. The advertising for the premium and up market Harmony collection was sporadic; not as profuse as that of the sarees and Suitings. initial positioning as 'premium furnishing fabric', the ad campaign moved into the 'interior fashion textiles' and later as 'textile art for interiors'!
Relaunch of Harmony The brand was relaunched in 1994 with a whole new identity and spectacular photographs.
harmony to heritage The Heritage series campaign was the first for the country to depict the traditional Indian textile art (Bandhani, Jamavar) forms. change of positioning from a mere utilitarian furnishing fabric to an aspirational 'art'
Year 2007 Oct Relaunching Fashion for everyone
Budget Rs 500 Crore for retail expansion Additional Rs 100 Crore on revamping & promotion of the Brand Music Maestro A R Rehman Actor Amir Khan Player Viswanathan Anand
Ready to wear Apparel Premium, innovative products that will delight consumers Shirts Trousers Suits jackets
Branding Vimal Red: Popular Range Vimal White: formals with premium pricing Vimal Black: top end Italian fashion