Tiktauli de Corps: A

Branding Dilemma
•Should TDC go with:

• House of Brands Strategy?

or
• Brand of Houses Strategy?

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 Products of TDC

•Founded – 2012 as Casual wear apparel

brand
•1. TDC – EDM (Electronic Dance Music)
•2. Fieldgear – Sports gear
•3. Koolho – Affordable Fashion wear

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Marketing &
Branding
Strategy

• TDC-EDM (Marketing and Branding Strategy)

• Niche EDM lovers
• Music Enthusiasts
• Age group 14-24
• Swag Personality

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 4
Promotion
Marketing
Product
4Ps of

Place
Price
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SWOT Analysis

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Market Growth
Rate

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 House of Brands or Brand of Houses? The big
Question!

•Relatively low brand Equity: 58K followers in 6

years of establishment.
•Branded house strategy advantage can only be
gained if the product/brand has relatively higher
brand equity
•customer base for EDM products are very less
compared to other brands with wider segments
•EDM- genre is for a very limited niche customer
group, though increasing steadily over a period, it
is still looked down upon in Indian Society.

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House of Brands or Brand of
Houses? The big Question!
•Field gear is doing good business, just in three years
its sales revenue and profits have surpassed TDC-EDM
•In future EDM may even succeed, as patrons of this
genres are increasing steadily, and the company has
plans for expansion in US and Brazil where it is an
instant hit but as of now associating other brands like
Field gear and Koolho with TDC
•Consumer's perception and positioning is very
important aspect one must consider before branding
decisions, changes even in cover, logo, and names
would have adverse impact on emotional connect of
loyal customers.

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House of Brands or Brand of
Houses? The big Question!
• Cross marketing and exchange of brand equity gets
difficult especially for Koolho which seems to be a
question mark as per the BCG matrix. Probably Brand
extension (Koolho by TDC) or line pruning could solve this
• Brand Equity driver like Logo’s, Slogans etc of TDC has
positioned well when compared to the individual brands.
• To be recognized outside the niche circle, branded house
strategy is more effective.
• Marketing costs are higher for house of brands and the
company already struggling with limited access to funds
will need to look at its spending.

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