Zivame: Branding Options for an Online Lingerie Retailer
(7 pages of text)
Case (Pub Mat)
By May 2015, Zivame, an Indian online lingerie retailer, had established itself as a market leader in this category by providing traditionally conservative Indian women a reliable solution to help them confidently purchase their most intimate wear while avoiding any confrontation with sales executives, mostly men, of brick-and-mortar stores. It helped its customers understand their lingerie needs, browse through styles, order their right size and get their orders delivered quickly at their doorstep without any embarrassment. Reliable customer care, availability of various national and international brands and a wide range of sizes and styles had made the brand popular in its target market, averaging 1,200 daily orders, almost a 200 per cent jump from the previous year. Can Zivame reach its goal of becoming a billion dollar enterprise in the next five to seven years or will confining itself to the women’s lingerie segment become a hurdle to future growth?
This case is suitable for students of business management or marketing at the MBA or advanced undergraduate level in courses on brand management, e-commerce, emerging economies and entrepreneurship. The objectives of the case are:
- To illustrate issues in online marketing and strategy for an e-commerce business.
- To acquaint students with the challenges faced in the decision making involved in building a successful and rapidly growing e-commerce company.
- To encourage students to apply brand management theories to real-world business situations.
India, Small, 2015
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