Tiktauli de Corps: A Branding Dilemma

Group Assessment - G5

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Prologue

“esprit de corps”

Team Discussion Method

Gmeet
Archana Ramachandra Daily Calls
Maitri Mondal Gmail
G- Docs’
Pallabi Dash G- Slides
Rajasekar Palanisamy
Rohan N
Saravanan Varadharajan Fonts Used
Vijayaalakshmi B
Verdana

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TDC’s Segmentation

Segmentation ( B2B)

Geographic Benefits Sought

• BRIC countries, Commonwealth of • Pricing and quality- 2 parameters

Independent states, Asian countries, of their success
Iran, Kazakhstan, Nigeria, Romania,
Belarus and UK. (In near future)

• Loyalty: They maintained long term ethical

relationship with their employees, major • e-commerce, Retail apparel and fashion.
brands and e-commerce portals and • Global.
suppliers. • Supply chains, sourcing and manufacturing.
• Attitude towards risk: Was ready to spend • 51-200 employees 1.
money and invested heavily in supply
chains.
Behavioural Firmographic

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TDC’s Segmentation
Segmentation ( B2C)
Geographic
• Several international franchises.
• “Shops-in shops”- Middle east, West Africa,
South Africa, Europe and South Asia.
• E-commerce portals and digital platforms.
Benefits sought
• Status: Desire to belong to a community called
“Swaggers”, Apple iOS premium customers.
Behavioural
• Usage rate: Regular and frequent users.
• Loyalty: Strong relationship with customers in digital
media and also by providing sponsorships for different
events and DJ’s.
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Demographic
• Age: 14-24 years
• Gender: Both male and female
• Annual Income: 25000- 74000 USD/annum.
• Education: High school and college education
• Generation: World’s youngest generations population.
Psychographics
• Personality: stylish, confidence, ambitious.
• Interests: Music lovers especially hip hop and EDM lovers.
• Lifestyle: completely different personality trait- niche
groups.
• Opinions: Wearing tight clothes, LED shoes and “bling-
infused accessories (Dress as if disinterested in opinion of
others).
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TDC’s Targeting and Positioning Strategy

Positioning
TDC
Differentiated • Super premium brand categorized as party wear, lounge
Target Market Strategy
wear or simply relaxed wear.
• Not street wear.

TDC targets several market segments Fieldgear

to achieve greater sales and stronger • Fair price technical sportswear.
position in the market
Koolhoo

• Good quality product at an unbeatable amazing price.

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Creating Customer Value Through Differentiation

TDC FIELDGEAR KOOLHO

Product differentiation Product differentiation Product differentiation

• EDM fashion apparels and music • Sports apparels and • Premium quality fashioned
inspired products equipment’s apparels

Price differentiation Price differentiation Price differentiation

• fit within the youth subset zone of • Unique sports apparels and
• Lower than the big brands
acceptance equipment’s at a fair price

Image differentiation Image differentiation Image differentiation

• Great image through digital • Association with league • Cheaper but good quality
marketing products compared to other
controlling bodies and CRPF
• vision 360-degree retail brands

Relationship differentiation Relationship differentiation

Relationship differentiation
• Sponsored events involving
• Many sponsorships events • Customer delight through very
celebrities and college festivals
good return policy
• DJ’s and choreographers

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Value Proposition

Koolho FIELDGEAR

Psychological - Constant
Where can you technical
get better and innovation,
cheaper? variety of sports
equipment's.

TDC
Easy access to the
products through
websites,
Accessibility, uniqueness,
novelty fulfilment

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TDC’s Product, Pricing and Promotions strategy

Product Price Promotion

Brand name TDC Brand name TDC Brand name TDC

Electronic dance music(EDM) fashion Music festivals, Night clubs, Raves ,

Features List price Shoes ranges 1999 to 3999 rupees Advertising Spends 294 million on marketing ,
apparels, Footwears and accessories
Digital marketing
Excellent design and product
Payment methods & Revenue through B2B markets and
Variety/design development - Hip hops, Music, SWAG Sales Social pages like Facebook,
Credits segments
in mind promotions Instagram, twitter, Pinterest
Quality High quality and premium products COD was main focus until
Discounts/
demonetisation/after demonisation
Allowances
Services Easy availability - Shop in shops digital payments TDC Air - TDC music
Public relations
Tagline Fashion…Dope [2] Content creation, sales force and
other digital marketing
Markets B2B markets - Fila's, Adidas Brand name Fieldgear

List price Fair price

Brand name Fieldgear
Brand name Fieldgear
Sports wears like athletic apparels, Payment methods & Online payment methods
Features Credits
Footwear and equipment Sports federations and other
Advertising leagues in India, Central police
Quality Brand name Koolho force, Kabaddi, Other hockey events
High performance
Tagline Forever win [3]
List price Affordable - cheaper and better Sales Official Kit supplier – Sports
Promotions Federations
Discounts/ Return policy was best. Free return Brand name Koolho
Brand name Koolho
Allowances pickup only for digital payments
Features Regular fashion wears Return policy was best. Free return
Advertising
pick up for digital payments.
Quality Good quality product
Public relations social pages and websites [5] [6]
Tagline At cost price [4]

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BCG Matrix

Relative Market Share

High Low

High
Market Growth Rate

Low

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SWOT Analysis

•Brands as an umbrella: TDC: TDC:

Weakness

Opportunities
TDC:
Strength

•Limited access to fund.

Threats
• Producing environmentally •Increasing number of
•Globally present •Lack of plan. friendly products. competitors.
•Good market growth rate •Expand their market and develop
•Fast growth in revenue •No proper market research .
TDC: more in the existing markets.
and profitability. •House of brands strategy without
• focused only on premium •Sign partnership with some B2B.
•Talented designers. customers retailers to improve their sales..
•Close-knit culture •Concentrated and invested more •Targeting premium customers.
on digital marketing and social FIELDGEAR:
•Stakeholder relationship
with stakeholders. media platforms and very less •Quality compared to other brands
Fieldgear: are less.
•Innovative concepts. amount in direct marketing.
•Advertising the product in social •Missing marketing strategies.
media with some popular figures •No IPR /Trademark protection of
FIELDGEAR: Fieldgear: in sports. the products.
•Official kit supplier •Concentrated only on sports •Conduct sponsorships for
equipment’s where there were different premium leagues .
still more leading brands in the KOOLHO:
KOOLHO:
market place. •Competitors from marketplace
•LOW Price Koolho:
•Very low pricing - Poor perception
•High volume. •Can target rural customers since about the quality.
the brand had less priced
Koolho: products. •Targeting strategy is missing.
•Shift from cash-based •Include variety in their products.
transaction
•P & L and revenue were
comparatively lower
•More returns

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Recommendations to make the brand more successful

•Penetrate into the market by introducing new products - expand their market place.
•Increased number of retail stores.
•Additional promotion strategies can be introduced (Ex: Advertising on television, newspapers etc) for wider reach.
TDC •Tailor made products can be made.
•Marketing based on regional customers, languages.
•Credit payment terms- Buy now pay later options.

•Own academy for sports.

Fieldgear •Introducing some discounts, Promotional schemes which will achieve higher reach among the audience.
•Diversification of products in the global market place.

•Introducing unique products other than fashion apparels.

•Trial products can be given to get customers feedback.
Koolho •Improve brand-based strategies.
•Buy back options.

Brand as an umbrella: Proper Market research , Proper planning, Increasing the franchise

Our recommendation : Stick to house of brand strategy.

Long term implication: Increase in business profitability, Brand value, Different target customers, Increased customers.
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References

[1] https://www.linkedin.com/company/tiktauli/about/

[2] https://www.instagram.com/tiktauli/?hl=en

[3] https://twitter.com/myfieldgear

[4] https://twitter.com/officialkoolho?lang=en

[5] https://tracxn.com/d/companies/koolho.com

[6] https://in.pinterest.com/katcostprice/

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THANK YOU

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