Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 9 pages
Data source: Published sources
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https://casecent.re/p/19880
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Abstract
VIP Industries (VIP) is India''s largest manufacturer of luggage carriers, and over the years, has become a generic name for luggage for the Indian traveller. Set up in 1971, VIP emerged as a popular brand during the 1980s and the 1990s predominantly due to innovative products backed by successful brand building initiatives. However, in the new millennium the company experienced decreasing sales and had to struggle with several challenges due to stiff competition from multinational brands and the presence of a huge unorganised sector that offered cheaper imitations. The case study explores the strategies taken up by the management to turn around the company. The case helps in understanding how VIP changed its retailing structure to provide a better service to the consumers and also delves into VIP''s efforts to reposition itself as a stylish and modern brand. The case also outlines VIP''s ambitions to become a popular global brand by focusing on the VIP''s international acquisitions and tie-ups.
About
Abstract
VIP Industries (VIP) is India''s largest manufacturer of luggage carriers, and over the years, has become a generic name for luggage for the Indian traveller. Set up in 1971, VIP emerged as a popular brand during the 1980s and the 1990s predominantly due to innovative products backed by successful brand building initiatives. However, in the new millennium the company experienced decreasing sales and had to struggle with several challenges due to stiff competition from multinational brands and the presence of a huge unorganised sector that offered cheaper imitations. The case study explores the strategies taken up by the management to turn around the company. The case helps in understanding how VIP changed its retailing structure to provide a better service to the consumers and also delves into VIP''s efforts to reposition itself as a stylish and modern brand. The case also outlines VIP''s ambitions to become a popular global brand by focusing on the VIP''s international acquisitions and tie-ups.