The best thing about Teejays’ outfits had been its reasonable prices as compared to other branded outfits. TeeJay had been well known for catering to both elites and masses. After ruling the industry for more than a decade, TeeJays fame has started to decline gradually in the 1990’s not only in terms of size but in terms of strength as well, the reason being the proliferation of other competitive fashion brands in Pakistan that has started giving cut-throat competition to TeeJays.
REQUIREMENT: The company is losing its brand image due to the strong competitive environment in the market. Being the marketing manager of the company, what initiative would you take to re-introduce this brand to regain its brand image and become the market leader? Support your answer with solid arguments. ?