Case Study“Revamping a Tumbling Brand" LEARNING OBJECTIVE: The core objective of this activity is to familiarize students with the process of marketing decisions and enable them to deal with a brand that is going through a tumbling stage. THE CASE: The Fashion & Designing industry is becoming an important element of the economy of Pakistan due to its worldwide export perspective. The importance of this industry is being recognized in terms of its enormous ability for future development. Tanveer Jamshed; the founder of his signature brand, “TeeJays” and a pioneer of the fashion industry in the late 1970’s in Pakistan. He is well known for being an eminent fashion designer. Tanveer Jamshed is among those illustrious fashion icons of the country who had introduced the boutique culture and had promoted his brand through Pakistani dramas. 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 in detail ?