SECOND INNING: VIMAL SUITINGS

When I was small around 8-10 years, I went with my mom and dad for shopping and got irritated because my mom spent around 2-3 hours in selection of 2-3 sarees and she short my and dad’s time for shopping. In shop I saw various private labels and varieties but my mom was talking about only one name “VIMAL” and in the end she came out with only VIMAL POLYTHENE. In late 80’s or early 90's, this type of craze was there among ladies and gents about vimal suitings. Even today when you asked any “mom or dad aged” lady or gent about his/her most preferred brand, their answer will be Vimal. But slowly VIMAL was pushed back side by ready to wear garments.

REASONS FOR DEATH OF BRAND VIMAL:

• In late 90’s reliance focus was changed from textiles to petrochemicals and they were less concerned about their textile division.

• Marketing myopia, company hasn’t foreseen the shift in consumer’s preferences from suitings to readymade garments.

• Lack of marketing support

Vimal was known for its quality and style. Still people remember its simple baseline "Only Vimal". Lack of marketing support had virtually killed the brand. Now the position that Vimal occupied is now owned by Raymonds and Reid & Taylor.

REBIRTH OF VIMAL

After a decade long sleep, Vimal is making comeback in new avatar with a new logo, new product offerings, new stores, a new, focused target customer and a new advertising campaign.

REASONS FOR RELAUNCH OF VIMAL:

• Indian textile or garment market is expected to grow by 100% in next five years from Rs 95,000 crore to Rs 190,000 crore.

• Men’s wear market is booming and having Rs 22,000 crore market of which nearly 60 per cent was accounted for by branded apparel.

• According to Images Technopak, Men’s apparel (the largest segment with a 44.9 per cent share) shows a value growth of 12.7 per cent and a volume growth of 4.6 per cent, while the industry as a whole grew by 14.7 and 5.3 per cent, respectively, in 2006.

• High end technology set up and project management skill of Mukesh dhirubhai Ambani.

There is very tough competition for vimal in relaunch because of various well established players and no. of international brands. Indian brands like Park Avenue from Raymond, Madura Garments (Louis Phillipe, Allen Solly, Van Heusen), Arvind Brands (Arrow), Zodiac and Reid & Taylor.Meanwhile, premium international brands like Brioni, Alfred Dunhill and Ermenegildo Zegna have also entered the Indian market.

MARKETING STRATEGIES ADOPTED BY RELIANCE IN RELAUNCH OF VIMAL

DESIGNING: Company hired a famous Italian designer Maurizio Bonas to train Indian tailors on the latest in global styles and to launch a special range of premium apparel, Vimal Black.

PRICING STRATEGY: It’s very careful in pricing strategy too, so it has created three sub-brands that straddle all price points. Vimal Red offers basic formal wear for the popular segment (formal shirts for Rs 699-899), Vimal White, which is trendier apparel, is the mid-price range (Rs 799-1,099), while Vimal Black is the company’s premium offering (Rs 999-1,800).

ADVERTISING & PROMOTION: A 60 second commercial by Grey Worldwide shows the root values of company, “Ad shows- a father readying his son to take over his business empire. He picks his own brand — Vimal, of course and ends with original theme tune and tagline. First time any textile company showed its machinery etc in ads to boast that vimal fabrics were made in the most modern plant in India.

New Ad of VIMAL SUITING:

Company spent Rs 40 crore on promotion through television, radio spots and print ads, apart from extensive point-of-sale promotions for high visibility.

Company has changed its logo from to

DISTRIBUTION CHANNEL: Ready to wear range will be sold in the company’s exclusive stores and franchisees, it is also counting on Reliance Retail’s own stores to help promote the men’s wear brand, especially Vimal Red. Already, fabric sales have been initiated at Reliance Trendz and Reliance Mart stores.

Reliance’s vimal done its homework very well in every aspects i.e. advertising, promotion and distribution channel but don’t you think it will be very difficult for vimal to establish its brand as it was in late 80s and early 90s.

ALL THE BEST VIMAL.

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Repositioning of Vimal suitings