Van Heusen Brand in India: Growth through Brand Extensions
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In 2006, Van Heusen also introduced another sub brand called Van Heusen Woman to target the increasing number of women entering the workforce in India. Van Heusen introduced a new range of sporty looking casuals for young executives under a new sub brand called Van Heusen Sport in 2011. The expansion of the Van Heusen brand in India with the introduction of various sub brands paid off and its sales reached Rs. 6.5 billion for the fiscal year ending March 2011. It planned to increase the brands ‘revenues to Rs. 8.5 billion for the fiscal year ending March 31, 2012. To reach this goal, Madura FL wanted to increase the reach of the Van Heusen brand by expanding it into smaller cities across India. It also had plans to expand the brand further by diversifying into other product categories like footwear and men’s personal care products. Plans to sell its products online and to expand the brand to some international markets were also on the cards. This case is meant for MBA/MS students as a part of the Brand Management/Marketing Management curriculum.
The case will help the students:
Differentiation, Positioning, Brand extensions, Line extensions, Market leader strategy, Retail, Fashion, Lifestyle brand, Brand equity, Distribution agreement, luxury apparel, Competition, hyper-competitive, International retail brands, Branding, Market research, Van Heusen
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