rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Oxolloxo
    sub title: repositioning an apparel brand through social media intervention
  name:
    name part: Maheshwari, Nidhi
    name part: active 2023
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Dua, Riya
    role:
      role term: author.
  name:
    name part: Chauhan, Richa
    name part: active 2023
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  genre: Case studies
  origin info:
    place:
      place term: enk
    date issued: 2023
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: Oxolloxo.com is an online women's apparel retailer in India. It began business in October 2013. In India's highly crowded online apparel market, it was challenging to establish itself as a customer preferred brand. The company adopted a social media marketing strategy to create its position in the intensely competitive apparel online retail market, but in 2016, the brand was recognized as a plus-size women's apparel brand, a characterization that hurt its bottom line. To reposition its products, Oxolloxo founder Ravi Kant explored ways to increase the number of customers from all product and size categories to help the company survive in a competitive industry with multiple established and upcoming players. Oxolloxo sought to boost its sales through social media and online platforms. The campaign was designed to improve the effectiveness of online advertising and change consumers' perception that Oxolloxo was primarily a company that catered to plus-size customers. Students will be asked to explore the challenges of targeting new customer segments without alienating existing customers. The case also allows students to examine the risks of repositioning the brand-to-brand equity.
  target audience: specialized
  note: Nidhi Maheshwari, Riya Dua, and Richa Chauhan.
  subject:
    topic: Product management
    genre: Case studies
  subject:
    topic: Branding (Marketing)
    genre: Case studies
  subject:
    topic: Produits commerciaux
    topic: Gestion
    genre: Études de cas
  subject:
    topic: Stratégie de marque
    genre: Études de cas
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Product management
  classification: HF5415.15 .M34 2023
  classification: 658.5
  related item:
    title info:
      title: SAGE Business Cases
  identifier: 9781529611335
  identifier: 1529611334
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 221221
    record change date: 20240923172020.5
    record identifier: in00005499975
    language of cataloging:
      language term: eng