Cover Image

Branding at Mewar Rugs

The case discusses about the Company, Mewar Rugs known for high quality hand woven rugs exporting majority of the US and the rest of the world.The unique selling proposition (USP) of the company is hand woven carpets which depend upon the creative designs and workmanship of the weavers.There is hug...

Full description

Saved in:
Bibliographic Details
Main Author: Sinha, Ritu
Format: Article
Language:English
Published: Othman Yeop Abdullah (OYA) Graduate School of Business, Universiti Utara Malaysia 2013
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/15823/1/3_IPBJ_Vol._5.pdf
http://repo.uum.edu.my/15823/
http://oyagsb.uum.edu.my/index.php/ipbj-list-of-issue
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.repo.15823
record_format eprints
spelling my.uum.repo.158232016-04-20T03:36:25Z http://repo.uum.edu.my/15823/ Branding at Mewar Rugs Sinha, Ritu HB Economic Theory The case discusses about the Company, Mewar Rugs known for high quality hand woven rugs exporting majority of the US and the rest of the world.The unique selling proposition (USP) of the company is hand woven carpets which depend upon the creative designs and workmanship of the weavers.There is huge demand for their finished products in developed countries and are primarily supplying their finished products to the exclusive showrooms and outlets of premium luxury home decors.They have tied up with some leading designers that are helping them to build their brand on the concept of co-branding.The process of manufacturing is highly labor intensive where the majority of the processes is done by the weavers manually.The company is investing a huge amount of resources in the process and infrastructure.The company is also doing well on sales front but lacks innovative approaches of marketing.This may endanger the competitive advantages of the handwoven carpet in coming time at global arena. This case is an att empt to discuss whether Mewar Rugs needs a new brand identity and how its image is signifi cantly important for this kind of product where demand exceeds the supply Othman Yeop Abdullah (OYA) Graduate School of Business, Universiti Utara Malaysia 2013 Article PeerReviewed application/pdf en http://repo.uum.edu.my/15823/1/3_IPBJ_Vol._5.pdf Sinha, Ritu (2013) Branding at Mewar Rugs. International Postgraduate Business Journal, 5 (2). pp. 57-76. ISSN 2180-2459 http://oyagsb.uum.edu.my/index.php/ipbj-list-of-issue
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Sinha, Ritu
Branding at Mewar Rugs
description The case discusses about the Company, Mewar Rugs known for high quality hand woven rugs exporting majority of the US and the rest of the world.The unique selling proposition (USP) of the company is hand woven carpets which depend upon the creative designs and workmanship of the weavers.There is huge demand for their finished products in developed countries and are primarily supplying their finished products to the exclusive showrooms and outlets of premium luxury home decors.They have tied up with some leading designers that are helping them to build their brand on the concept of co-branding.The process of manufacturing is highly labor intensive where the majority of the processes is done by the weavers manually.The company is investing a huge amount of resources in the process and infrastructure.The company is also doing well on sales front but lacks innovative approaches of marketing.This may endanger the competitive advantages of the handwoven carpet in coming time at global arena. This case is an att empt to discuss whether Mewar Rugs needs a new brand identity and how its image is signifi cantly important for this kind of product where demand exceeds the supply
format Article
author Sinha, Ritu
author_facet Sinha, Ritu
author_sort Sinha, Ritu
title Branding at Mewar Rugs
title_short Branding at Mewar Rugs
title_full Branding at Mewar Rugs
title_fullStr Branding at Mewar Rugs
title_full_unstemmed Branding at Mewar Rugs
title_sort branding at mewar rugs
publisher Othman Yeop Abdullah (OYA) Graduate School of Business, Universiti Utara Malaysia
publishDate 2013
url http://repo.uum.edu.my/15823/1/3_IPBJ_Vol._5.pdf
http://repo.uum.edu.my/15823/
http://oyagsb.uum.edu.my/index.php/ipbj-list-of-issue
_version_ 1644281811649429504
score 13.211869

Similar Items