Mr. Nitin Jain (Chief Marketing and Sales Officer, OCM) visited IIM Kashipur on 29th Nov and shared his experience in marketing and brand building in the textile industry.
Mr. Jain has a vast experience spanning 15 years working with companies such as International Textile Group (ITG), Burlington Industries (now ITG) in United States and Nano- Tex in Hong Kong. He has also worked with Raymond (India) as President, Strategic Initiatives and has a keen interest in equity trading.
He started off the interaction by clearing some of the myths related to marketing. He briefed the students about the recent change in guard at OCM, and how it led to a rebranding exercise in view of OCM shifting its focus away from the ready-to-wear segment. The rebranding of OCM as “An affordable fashion for aspirational minds” and the ‘Face life’ campaign generated interest among the students. Participants discussed the finer aspects of the ad campaign and became curious as to why OCM moving away from using any brand ambassador.
The suiting offered by OCM come in a huge price window and catering to the age group of 25 yrs to 35 yrs. Students were inquisitive about the go-to-market strategy of OCM to which Mr. Jain highlighted that Single brand retail stores were not cost effective hence they moved on to Multi brand outlets as their primary customer touch point. This strategy helped OCM in catering to the tier 2 and 3 cities.
The discussion was followed by the one to one interaction with the guest. The students picked his brain with queries from various aspects ranging from financials, operational difficulties, retail marketing and brand makeover. “Tailor made suits are the biggest challenge we face. Tailoring is a dying skill” he added when asked about the challenges faced by suiting industry. He also provided the students with the insights on OCM and its work culture. The students of IIM Kashipur enjoyed the session as it provided them with a clearer picture of what are the challenges in the textile industry and also informed about the expectations from them in the near future, if they venture into the marketing space in textile industry.