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Assignment-1 Case Study 0N Ruf and Tuf Jeans

The document discusses the success of Ruf-n-Tuf jeans in India. Key factors for its success were keeping prices low at Rs. 195, addressing fitting issues by training local tailors, and ensuring wide availability by using local cloth shops as retail outlets. Ruf-n-Tuf targeted rural audiences previously unable to afford jeans by establishing this extensive distribution system. Moving forward, strategies suggested include celebrity endorsements to build the brand image, expanding the distribution network further, and awareness events to promote the jeans' benefits.

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Gaurav Gilani
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© Attribution Non-Commercial (BY-NC)
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Download as docx, pdf, or txt
123 views3 pages

Assignment-1 Case Study 0N Ruf and Tuf Jeans

The document discusses the success of Ruf-n-Tuf jeans in India. Key factors for its success were keeping prices low at Rs. 195, addressing fitting issues by training local tailors, and ensuring wide availability by using local cloth shops as retail outlets. Ruf-n-Tuf targeted rural audiences previously unable to afford jeans by establishing this extensive distribution system. Moving forward, strategies suggested include celebrity endorsements to build the brand image, expanding the distribution network further, and awareness events to promote the jeans' benefits.

Uploaded by

Gaurav Gilani
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
Download as docx, pdf, or txt
Download as docx, pdf, or txt
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ASSIGNMENT-1

CASE STUDY
0N
RUF AND TUF JEANS

Submitted By:- Submitted To:-

Garima Gilani-9454 Gaurav Vashisth

Anmol Chhabra
1.What factors do you hold responsible for the success of Ruf-n-Tuf so far?

In order to make ruf and tuf jeans a success Arvind mills adopted various measures to get hold of the
vast rural market of India which previously thought of Jeanswear as a brand symbol; uneasy to
afford.The factors responsible for success were:-

 Low Price:The ready to stitch jeans for the first time was priced at a very lucrative price of
Rs.195 which was tentative enough for the consumer to purchase it.

 Fitting Problems:-These were past tense when the rural market tailors were provided the
right training and tools in order to provide customers with their type of desired things
which catered interest in their mindsets.

 Easy Availability:-The distribution system was such vast that cloth the brand was easily
available on every local shop was used as a retail outlet throughout the area.

 Brand image:-The image of the brand was enhanced with help of seminars and training of
tailors was also taken up in order to increase knowledge of people about the ruf and tuf
brand.

2.What distribution system did ruf and tuf followed to approach their target audience?

 Ruf and Tuf were very clear about their distribution system as they wanted to approach each
and every person in rural market which was keen on trying a brand of jeans available at a
low cost and fitted well enough according to their requirements.

 Firstly,the product was made easily available in the market of village even having a total
population of less than 5000.

 Secondly,even the local cloth shops were used as retail outlets for easy distribution of ruf
and tuf jeans.

 The tailors were also given specialized training and information about jeans fitting and
sizes,so that they could enter the local market with full customer satisfaction.

 The distribution also increased interest among the tailors as they were provided free
accessories after training.
3.What alternative strategies would you formulate for ruf and tuf in the future?

 They should endorse their brand with the help of bollywood stars in order to create a brand
image.

 The distribution system should be so vast that the brand should be available at every retail
outlet in all colours and sizes.

 They should create awareness among the people with the help of small shows,concerts and
seminars in order to promote ruf and tuf jeans by educating them about its benefits and
comfort level.

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