The document discusses the Charagh Din story, which is a tailor-made clothing brand. It summarizes the brand's inception, philosophy, business model, marketing strategy, location strategy, store format, branding, and areas for improvement. The brand is analyzed in terms of its strengths around loyal customers, design exclusivity, and manufacturing. Weaknesses identified include limited brand communication and touch points for customers. Areas for growth include expanding product lines, using social media, and improving the e-commerce experience.

1. The CHARAGH DIN story
-Because there is only one Taj Mahal

2. TAILOR-MADE by
Karan Bhagatwala (9)
Harshit Bhinde (12)
Janhavi Kulkarni (74)
Meghana Bhogle (13)

3. THE STORY SO FAR
Inception
Philosophy
USP
Business model
Presence

4. MARKETING STRATEGY
Process
Pricing strategy
Consumer analysis
Promotion

5. TRICKS UP THEIR SLEEVE
Location
# of stores
Store format
Brand Logo & Print

6. THEY KEEP IT INTERESTING
Ambience
Floor division
Attractive displays
Staff

7. WHY ‘CD’ ROCKS
• Strong base of loyal customers
• Unique store layout
• Robust manufacturing & supply chain
• Exclusivity in terms of design
• Very short lead time for new designs
• Varied choices w.r.t. price range

8. WHY ‘CD’ ROLLS
• Brand Communication not completely in sync with
offering
• Heavy reliance on WOM publicity
• Limited touch & feel scope for customers due to
single store
• Limited utilization of Facebook as a social media
platform

9. AREAS TO UN-BUTTON
• Setting up an off-shore store catering to foreign
clients
• Using Social media extensively to increase brand
visibility & lead generation
• New product offerings like Trousers, cargos etc
• Extensive promotions
• Improve user friendliness of the e-store

10. A STITCH IN TIME
• Competitors scaling up to match the volume &
type of offerings
• Complacency arising out of philosophy of
operations
• New entrants copying the business model and
eating into market share
• Current brand communication leads to
misconceptions in the mind of potential consumer

11. OUR 2 CENTS
• Effective advertising to convey the values and
strengths of the Brand
• Aggressive Online Promotions in order to expand
reach
• Fashion shows, other events & partnerships

12. OUR 2 MORE CENTS
• Convey the exclusivity of designs to customers
• Use e-commerce effectively
• Exclusive stores
• Tie-ups with multi brand retail outlets to compete
with Global Brands

13. THANK YOU