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Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis

By:

Mukherjee, Srabanti

Contributor(s):

Material type: Book

BookSeries: Vikalpa: The Journal for Decision MakersAnalytics: Show analyticsPublication details: India Sage Jul-Sep 2011Description: Jul-Sep2011, Vol. 36 Issue 3, p131-142. 12pSubject(s):

Online resources:

Case Analysis

In: Lather, Anu Singh Tata GoldPlusSummary: 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.

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Holdings
Item type	Current library	Call number	Status	Notes	Date due	Barcode
Case Study	Main Library Online Access		Available	Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis		Case Analysis 39

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.

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