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about=\u0022\/case\/branding-in-india\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase 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class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EBranding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/haiyang-yang\u0022 hreflang=\u0022en\u0022\u003EHaiyang Yang\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/amitava-chattopadhyay\u0022 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disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India\u2019s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand\u2019s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time. Meanwhile, other domestic brands and foreign players are expanding rapidly, aiming to dethrone Peter England as the market leader. To sustain the brand\u2019s dominance, the executive team has to dissect the forces shaping the market and develop a new positioning for the brand, a robust platform that can accommodate its broad portfolio of products and sub-brands. The executive team also has to develop an implementation plan for the brand positioning, entailing product development, advertising, promotions, pricing and distribution.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis case can be used in an undergraduate, MBA or executive education course on marketing, strategy, branding, consumer behavior, international business, emerging markets or other related subjects. It is designed to help students understand the key issues and challenges in creating and sustaining a successful brand in an emerging market like India. It can be used to illustrate the forces that drive market evolution and the type of strategies that empower a brand to thrive in such a fast-moving environment. It also serves to illustrate how to leverage consumer insights to inform development of strategy, how to create a robust brand positioning that can accommodate a wide portfolio of product categories and sub-brands, how to devise and implement an integrated plan that aligns different marketing elements to synergistically support a positioning, how domestic firms in emerging markets can leverage their unique advantages and overcome their weaknesses to compete with large multinational players, as well as how foreign entrants utilize their strengths to achieve success in emerging markets.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Marketing, Marketing Management, Marketing Strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              India\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Emerging Markets\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Branding\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Brand Strategy, Brand Management\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Innovation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Fashion\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Apparel\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Consumer behaviour\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Growth Strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Re-Positioning\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Purpose-driven brand position\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Managing in a time of rapid change\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q31516\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-80536\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-80531\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/haiyang-yang\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Haiyang\u0026nbsp;Yang\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Amitava-Chattopadhyay-12799_21.jpg\u0022 alt=\u0022Chattopadhyay\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/amitava-chattopadhyay\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Amitava\u0026nbsp;Chattopadhyay\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/kedar-apshankar\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Kedar\u0026nbsp;Apshankar\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]