Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis
Mukherjee, Srabanti
Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis - India Sage Jul-Sep 2011 - Jul-Sep2011, Vol. 36 Issue 3, p131-142. 12p. - Vikalpa: The Journal for Decision Makers .
The case pivots around the clichéd concept of mismatch between the positioning strategy of Tata-Gold coupled with the perceptual and attitudinal biases of the target market. Tata GoldPlus was a unique bottom-of-the-pyramid intervention from the Indian business tycoon, Tata.
MARKETING strategy
SWOT analysis
Case Analysis
Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis - India Sage Jul-Sep 2011 - Jul-Sep2011, Vol. 36 Issue 3, p131-142. 12p. - Vikalpa: The Journal for Decision Makers .
The case pivots around the clichéd concept of mismatch between the positioning strategy of Tata-Gold coupled with the perceptual and attitudinal biases of the target market. Tata GoldPlus was a unique bottom-of-the-pyramid intervention from the Indian business tycoon, Tata.
MARKETING strategy
SWOT analysis
Case Analysis
