• Strategic Launch and Expansion:
RSH's entry into the Indian market in November 2000 with a flagship Store at Ansal Plaza, New Delhi was marked by a well-planned launch strategy that capitalized on the growing interest in sports and fitness. The timing was strategic, aligning with India's increasing emphasis on an active lifestyle. Within a year’s time, i.e. by November 2001, RSH meticulously opened 13 independent multi-brand retail stores in prime locations of 8 cities like Mumbai, Delhi, Bangalore, Chennai, Jaipur, Chandigarh, etc. ensuring maximum visibility and accessibility to the target audience.
• Consumer Connection:
As one of our leading initiatives, RSH's success in India can be attributed to its effective consumer connect strategy. The brand understood the diverse sporting culture in the country and tailored its offerings to cater to various consumer segments. RSH emphasized local preferences, offering sportswear inspired by global aspirations blended with acceptable designs at Indian price points. This localized approach resonated with consumers and demonstrated RSH's commitment to understanding and valuing Indian tastes. Interactive campaigns, contests and other initiatives encouraged active participation and fostered a sense of community among sports enthusiasts.
• Strategic Partnerships:
One of the key drivers of RSH's success in India was its strategic partnerships with Shopper’s Stop, giving RSH a major jump in consumer reach, beyond its own 13 independent Stores at that point in time. This alliance was marketed well through various cobranded ATL (above the line) and BTL (below the line) promotions giving RSH as much as 70% of its sales. Collaborating with prominent sports teams and athletes enhanced RSH's credibility and connectedness with the local sports community.
• Multi-Brand Promotional Initiatives:
RSH's marketing success also stemmed from its innovative multi-brand promotional initiatives. The brand understood that collaboration could create more significant impact than competition. By partnering with other lifestyle and fitness brands, RSH positioned itself as a hub for holistic sports experiences. In specific, promotional partnerships with Reebok, New Balance, Caterpillar, Muzino, etc elevated RSH's brand visibility and positioned it as a trusted provider of sports merchandise. Other marketing initiatives with TYR, Dunlop Sports, Adidas, Nike and Skechers ensured retail footfall went high month after months.
• Riding High on Cricket:
In a Country that worships cricket there couldn’t have been better opportunity of leveraging the ongoing Cricket Tour of 2000-2001 by the then world’s number one Cricket Team Australia. We ran lasting print, outdoor and in-store promotional campaigns and contests by leveraging popularity of Reebok endorsing Rahul Dravid from the Indian Cricket team and New Balance endorsing Bret Lee from the Australian Cricket team, for giving RSH, the eyeballs, attention, reach and exposure its needed in its early months of its expansion in India.
• Mobilising at the grassroot:
RSH organized joint promotional events with fitness influencers, wellness brands, and health experts. These events ranged from fitness challenges and workshops to wellness seminars. Such initiatives not only increased footfall to RSH stores but also established the brand as a destination for comprehensive health and fitness solutions.
• Customising a global Brand for Indian Market:
Dunlop Sports was further developed as Dunlop England Sports offering wide range of sports footwear, apparel and accessories at price points more suitable for Indian Consumer helping RSH gain more momentum and volume of sales with price sensitive consumer base in this segment.
• Results of Impactful India launch Marketing Initiatives:
The marketing efforts and strategies employed by RSH in partnership with Apppl Combine in India yielded several notable success stories
• Diverse Customer Engagement:
RSH's localized approach and diverse offerings resonated with a wide range of consumers. Customers shared stories of finding sportswear that combined global trends with Indian aesthetics, enhancing their shopping experience.
• Strong B2B and B2C Brand pull:
RSH reached to a number of 40 stores which was more than double of its competing brand Planet Sports and Sports Station put together.
• Community Building:
Through interactive campaigns and fitness challenges, we fostered a sense of community for RSH among sports enthusiasts.
• Elevated Brand Image:
RSH's partnerships with local sports teams and athletes elevated its brand image, positioning it as an integral part of the Indian sports ecosystem.
• Market Share Growth:
RSH's innovative multi-brand promotional initiatives resulted in increased footfall and sales. The brand witnessed consistent growth in market share and customer loyalty reaching a turnover of Rs.30 Crore in 2003-04
Conclusion:
The launch and expansion of Royal Sporting House from Singapore to India exemplify a marketing success story fuelled by strategic planning, consumer connection, valuable partnerships, and innovative multi-brand promotional initiatives. By understanding local preferences, fostering a sense of community, and collaborating with key players in the industry, RSH not only gained a strong foothold in the Indian market but also became a trusted brand among sports enthusiasts.
