VIP's slice-and-dice strategy

The company is catering to different market segments with five brands

Leading luggage manufacturer VIP Industries has just unveiled a new identity for its brand Aristocrat, roping in cricketers Rohit Sharma and Ravichandran Ashwin as celebrity endorsers and introducing a new logo with the fresh tagline, “Unpack your dreams.” The rationale behind the repositioning of one of its “value for money” brands, with an aim to hold greater appeal to youths away from big cities, follows VIP Industries’ overall segmentation strategy that is focused on sharply defining target audiences in an industry that is largely unorganised.

According to Sudip Ghose, vice-president, sales and marketing, VIP Industries, the organised segment in the luggage