Color Plus- Redefining the Rules of

Promoting Apparel

Presented by

Asheesh chaturvedi

Malvika tyagi

Isha goel

Shakshi garg

Swapnil agasthy

Raunak juneja

Abhishek aggarwal

HISTORY

• ColorPlus is the brainchild of Viju Mahtaney and Rajan Mudaliar 

• was launched in 1993 by Colorplus Fashions which was a unit of Coimbatore based Ambattur Clothing Limited.

• Acquisition in 2002 by Raymonds

INTRODUCTION

• Color Plus, an unknown entity in 1993, had become a leading apparel brand by the time leading textile company Raymond acquired a majority stake in the company Color Plus Fashions (owner of the brand) in 2002.

ISSUES TO BE DISCUSSED

Issues to be discussed• Copy writing in print advertising• Promotion of apparel brands in India• Product innovation and quality in apparel

industry• Importance of perceived quality in enhancing

the brand equity• Product focus as a communications strategy

PRODUCT

•  ColorPlus brand with quality, fit and vibrant colours.

• an innovative range of wrinkle-free Chinos in 1996.

• ColorPlus introduced the ‘cone-dyed’ process to traditional ‘Madras Checks

• Irish Linen and Giza Cotton

TARGET SEGMENT

• developed to cater to the upper end consumers who demanded a ‘smarter,smart casual’ product

• target the up market, trend-savvy, highly exposed Indian consumer and that the brand would compete with international majors.

ACHIEVEMENTS

• ColorPlus pioneered the concept of smart cotton casuals in India.

• Best Brand Building Advertising•  Best Press Campaign•  Best Retail Advertising Campaign• Best Multimedia Campaign and Best

Photography

CHALLENGES

• Availability of premium raw material• Maintaining cost and quality• disinclination of stores to sport expensive

cotton garments of an unknown brand from an unknown company

•  the absence of outlets that would provide the desired ambience to showcase the ColorPlus range.

SOURCES OF PROMOTION

• News pappers• Business magzines• Journals• Posters • brochures

Questions to be discussed

• 1. The success of the print ad campaign could be attributed to the creative format used in the print ads. Evaluate the extent to which the layout used in the Color Plus ad campaigns helped focus attention on the colors, fabrics, designs, and finish of the brand?

2. Color Plus adopted an innovative marketing communication strategy of using only the print medium to promote its products. It also refrained from using any models in these ad campaigns. How do you view this kind of persistence in the context of increased competition from domestic and foreign apparel brands in the market? Do you feel this kind of strategy is sustainable in the long run?

3. According to Peter Drucker, “Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for.” How do you think Color Plus has managed to make the customers perceive value in the product through its communications campaigns when perceived quality has a direct impact on customer purchase decisions?