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Payal Novelty Bindi: Cultural Product or Fashion Accessory?
內容大綱
The bindi brand Pearl Eyeflax was marketed by micro organization Payal Novelty Private Limited (PNPL), based in Bhubaneshwar, India. A bindi had rich traditional importance and was historically a critical part of the attire worn by women in India. However, over time the bindi had evolved to become more of a fashion accessory. With the rise of fusion fashion and growing international popularity of the bindi as a fashion accessory, the director of PNPL had to consider how best to showcase the bindi and devise possible branding and segmentation strategies to help the company reach an ambitious sales target of ₹25 million by 2023. What new segments and positioning strategies could PNPL focus on? What kind of branding strategies would spur growth? And should PNPL position the bindi as a cultural product or a fashion accessory?
學習目標
The case study is suitable for undergraduate- and graduate-level courses on marketing management, entrepreneurship, and brand management. This case highlights the challenges of a micro organization in branding bindi products in an emerging market. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the dual purpose of the bindi as a cultural product and fashion accessory, and understand the transition of the bindi from a cultural product to a fashion product.</li><li>Explore ways to identify new market segments and positioning strategies.</li><li>Analyze branding strategies for the bindi, a small yet important and ubiquitous part of Indian women’s attire.</li><li>Examine the role of sales promotions in the marketing of bindis.</li></ul>