Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market: Case Analysis
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Item type | Current library | Call number | Status | Notes | Date due | Barcode |
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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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