TY  - BOOK
AU  - Mukherjee, Srabanti 
AU  - Singh, Ramendra 
AU  - Gupta, Dinesh K  
AU  - Sood, Smriti  
AU  - Singh,Karamjeet 
AU  - Sharma, Vinay  
AU  - Agrawal, Rajat 
TI  - Tata GoldPlus: : The Success Story of the 'Nano' of the Jewelry Market: Case Analysis
PY  - 2011///
CY  - India
PB  - Sage
KW  - MARKETING strategy
KW  - SWOT analysis
KW  - Case Analysis
N2  - 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.
UR  - https://journals.sagepub.com/doi/pdf/10.1177/0256090920110307
ER  -