Innovation - do you see it?
After the inital impediments RmKV opened its Showroom in Chennai's most happening road. From the outset, the rivals were Pothys and Chennai Silks(the RmKV-Pothys vying has a trail from Tirunelveli). Now when they setup a showroom opposite Pothys, they must have had a business plan in mind. Pothys usually sports a mock-up at the entrance suiting the season - crackers during Diwali and pongal pot during Pongal are examples. Wow! this works and attracts people. This works if there is a existent customer base. But for a start-up, despite attraction, innovation is a mandate. RmKV struck the chord right there. They came up with the a silk saree measuring 700 feet which is more than twice the length of the Guiness record holder and approximately thrice the height of LIC building. The saree captures the beauty of the Mahabalipuram sculptures with the shore temple taking a prominent place. The promotional ads invite people to witness this marvel - a once in a life time opportunity and who will not want to witness it. They sell silk sarees with a similar design for 9000 rupees for regular buyers. Now a person who goes to Pothys or Chennai Silks also goes to RmKV atleast to winess this. This is window shopping on a large scale. The logic behing window-shopping is that buyers get attracted when they see it and then they go ahead to buy it. Assuming RmKV has a good collection at a better price, now they have shown it to people. Its business as usual.
RmKV will have its name in the records too!
After the inital impediments RmKV opened its Showroom in Chennai's most happening road. From the outset, the rivals were Pothys and Chennai Silks(the RmKV-Pothys vying has a trail from Tirunelveli). Now when they setup a showroom opposite Pothys, they must have had a business plan in mind. Pothys usually sports a mock-up at the entrance suiting the season - crackers during Diwali and pongal pot during Pongal are examples. Wow! this works and attracts people. This works if there is a existent customer base. But for a start-up, despite attraction, innovation is a mandate. RmKV struck the chord right there. They came up with the a silk saree measuring 700 feet which is more than twice the length of the Guiness record holder and approximately thrice the height of LIC building. The saree captures the beauty of the Mahabalipuram sculptures with the shore temple taking a prominent place. The promotional ads invite people to witness this marvel - a once in a life time opportunity and who will not want to witness it. They sell silk sarees with a similar design for 9000 rupees for regular buyers. Now a person who goes to Pothys or Chennai Silks also goes to RmKV atleast to winess this. This is window shopping on a large scale. The logic behing window-shopping is that buyers get attracted when they see it and then they go ahead to buy it. Assuming RmKV has a good collection at a better price, now they have shown it to people. Its business as usual.
RmKV will have its name in the records too!
posted by Ekanth at
4:37 AM
2 Comments:
I happened to go there and found a comment in the Visitors note that "Instead of spending too much on the advertisement,they can decrease the price for their clothes which is now very costlier"
Advertisements brings customers but maintaining the customers lies on the quality and afforadable price!
By
VARSHA, at Saturday, August 14, 2004 3:07:00 AM
Probably the assumption that RmKV has a good collection at a "better price" is invalid.
By
Ekanth, at Sunday, August 15, 2004 11:11:00 PM
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