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Asia's Most Popular Collection of Management Case Studies |
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Over the years, the campaign established the brand's association with 'true love for the motherland,' by showing successful men maintaining lasting, strong ties with their families. Analysts commented that the campaign was largely responsible for Siyaram's high brand recall and positive consumer feedback. As part of its brand-building initiatives, Siyaram also organized major sporting events like the triangular cricket series – Siyaram's Cup, 1997 and Siyaram's Celebrity Soccer 1998. The company also held Siyaram fabric shows, aimed at increasing awareness among its target audience about the company's range of products. For 2001-02, Siyaram had increased its advertising and promotion budget to Rs 300 million from the 2000-01 level of Rs 200 million.
The J.Hampstead StoryJ.Hampstead was a very popular suiting brand in Europe, renowned for its premium 100% wool suitings woven from rich natural fibers like merino wool, cashmere and woolsilk. In 1995, Siyaram tied up with J.Hampstead for marketing its suitings in India. |
Explaining the reason for the decision, Gangadhar said, "The imported J Hampstead faced two problems: that of maintenance and price. The imported product had to be dry-cleaned and steam-ironed. The Indian fabric can be hand washed." Siyaram earmarked around Rs 50 million for the marketing, sales and promotion of J Hampstead.
The first phase of this promotion was in the form of commercials featuring Indian tennis superstars Leander Paes and Mahesh Bhupati. These commercials with the positioning line, 'The finest fabric in the world,' were aimed at positioning the brand in the premium segment. In September 1999, Siyaram held a tennis carnival to promote J.Hampstead, where several Hindi film stars were invited to play tennis with the brand ambassadors.
The Siyaram Celebrity Endorsement Experience - Next Page >>>
Case Code : MKTG018
Themes: Advertising and Promotion
Case Length : 7 Pages
Period : 1995-2001
Organization : Siyaram Silk Mills Ltd
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Commodities - Traded Goods
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