Initiatives
Following the success of Tommy Hilfiger, the Murjani Group launched five mega global brands - Gucci, Bottega Veneta, Jimmy Choo, French Connection and Calvin Klein. Along with the brands, the group brought international standards of merchandising, marketing, retailing and consumer services.
Marketing initiatives
Worldwide, Tommy Hilfiger is positioned as a premium designer brand. However, as an outcome of Murjani Group’s marketing strategies in India, the brand enjoys a much higher positioning in customer’s minds. The brand here is associated with luxury, but at a premium price point. The marketing strategy is geared to constantly enhance the premium image of the brand amongst select set of consumers, without taking the mass route.
Brand proposition
The group has ensured that despite all local issues that could have affected its standards in India, it has never veered away from the international standards, even at much higher costs.
The challenges overcome
Two biggest challenges faced were - lack of trained personnel and lack of suitable real estate. In spite of the above challenges, the group has stuck to its standards, neither taken short cuts nor compromised its firm beliefs towards the proper manner to build and operate successful designer brand businesses.
Expansion plan
Expansion plan includes adding great products and great stores, so that consumers continue to vote Tommy Hilfiger as the leading designer brand in India. Over the next three years Tommy Hilfiger will continue to build on its leadership position of being the number one premium brand in the country with over 2000 points of sale throughout India.
His understanding of the retail business and his learning in this process
“Our belief is simple: India is no different to any other country. Treat the consumer with the utmost respect and never compromise on your high standards and ethics. This will always be the foundation of a strong relationship with customers.”
