Symbiosis Institute of Management Studies (sims) Presents

Symbiosis Institute of Management Studies (SIMS) Presents

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Round – 1: PANACHE

CASELET

SuMero – “Style for the Soul” is a leading company in India for the apparel sector for the past 10 years. Apparel accounts for more than 51% of the revenue generated for the company. Apart from this the company also indulges in other products like bags, shoes and accessories under the sub-brands MeroBags, MeroSole and MeroBling respectively.

In 2013-2014 the brand clocked revenue of Rs 1300 Crores. The brand is available in close to 200 exclusive outlets across 60 cities in India. For 3 years consecutively SuMero has secured a position amongst the top 5 most preferred brands as published by leading journals. It is technically the second largest brand marginally behind Mango in terms of market shares. Katrina Kaif is their brand ambassador.  

1. In January 2015, there was a political unrest about this brand and certain parties claimed their products to be “provocative and influenced by the western culture thereby degrading Indian values”. Adding further damage to the situation, a few months later during the Lakme Fashion Week in Mumbai, a major wardrobe malfunction occurred resulting in SuMero yet again becoming the center of controversy questioning the quality of their products.
2. The malfunctioning at the fashion week triggered the political party vandalizing their stores in Maharashtra.
3. Further, compromising pictures of the MD and the show stopper were released.

The reputation of the company was in jeopardy due to which the line did not reach its expected revenue leading to a decline in the same by 5%, end of financial year 2014-2015. This also resulted in shutting down of 10 major stores in that area and reduction in the footfall by 6%.

QUESTION:

You are a part of a Full Service Agency and have been hired by this company. Prepare a communication plan that addresses all of the above mentioned controversies and helps the company regain its brand image. It is assumed that there are no financial constraints to your solution.