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

By: Contributor(s): Material type: BookBookSeries: 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: 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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Case Study 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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