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 Tiktauli De Corps : A Branding Dilemma
Overview
 Founded in 2012 as a casual wear apparel brand which grew rapidly
 Vision : 360 degree retail with global online business foundation
 Mission : Drive for profitability, Market hold & Customer Delight across all business
verticals
 Company’s Main Line of business had 3 brands
 TDC – Electronic Dance Music fashion apparel & accessories
 Fieldgear - Sports gear
 Koolho - Affordable fashionwear
 TDC has 2 core Business
 B2B fulfilment supplies
 Own Brand ( Koolho, Fieldgear, TDC)
 Tiktauli Air – Music channel to launch & promote products.
 Target market : BRIC & Commonwealth of independent states, USA
 The profits from B2B business were used to support the company owned brands.
 2012 : Own brand sales at 10%, 2018 to 2019 @ 45% & 2020 they would like to
expand to 50% share..
 B2B is the Cash Cow
 The Problem statement : Even after 6 years, there was no recognition of these brands
outside of a niche circle. Therefore a best branding strategy needed to be chosen for
company’s future.

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SWOT Analysis

• Talented Designers from top design school across • Dependency on profits

world generated by B2B business for
• Excellent design and Product development the company owned brands
Strength for company brands • Lack of market research
• Expertise of CEO based on his background • Lack of investment in
• Close Knit culture within the organization customer loyalty

Strength Weakness

Opportunity Threat
• - Too much leveraging on
• Young fan base digital marketing and
• Economic and affordable sponsorship
• Premium quality • Changes in payment
• International brand ecosystem based on
government policies

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Present TDC’s segmentation, targeting, and positioning strategy with proper explanation ( SHIVA)

OPPORTUNITIES
• USA, Brazil , Iran , Kazakhstan,
- TDC fashion can create a separate
Geographic Nigeria, Romania, Belarus, UK, market for women between the age
Russia, India and China
group of 15-30
- Rental Runway dresses
• Age : 14-20 year Old
• School , Colleges and Athletes
• Gender : Male
• Marital Status : Single and young
Demographic couples
• Income : Upper Middle class and
above
• Teenagers, DJ, EDM music, Hip hop
artiste, Dancers, graffiti artist

• Music enthusiast ( Hip hop music,

rapping , Deejaying, break dancing
etc.)
Psychographic • Swagger attitude
• Inclination towards western Pop
Culture
• Party goers

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 TDC-PRODUCT PROFILING
BRAND TDC RANGE FIELDGEAR KOOLHO
PRODUCT
HIGH FASHION CLOTHING SUPER PREMIUM FAIR PRICE TECHNICAL SPORTS Lifestyle Dress in
TARGET SEGMENT
BRAND PERFORMANCE WEAR economy price range

Target Segment 14 -24 years age 10-50 years range ALL AGEWEAR

Income Range $25000-$75000 range Premium Buyers Economy Buyers

BRAND HIP HOP & EDM DANCE MUSIC & MOVIES
FOR SPORTS PERFORMANCE SEEKERS Lifestyle product
PERSONALITY LOVERS & GOERS
PARTY WEAR, LOUNGE WEAR or ReLAXED WEAR SPORTS APPARELS , EQUIPMENT and
DRESS CATEGORY Economy range
But not a street wear KITS
Economy -1/4 th of
Price Range BLING Branded < Bling
branded
Isse Sastaa aur Achha
Brand Tagline Catching the EDM Spirit - are you Crazy enough? Respective Brands tagline
Kahaan?

       

Brand  SPORTS STARS /BRAND

Justin Beiber/ Meghan Trainor /Or Kanye West
Ambassadors AMBASSADORS
 
Customer Great need for Uniqueness -Dress as if
QUALITY & SAFETY SEEKERS ECONOMY BUYERS
Psychography disinterested in the opinion of others

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TDC –PRICING
• TDC –EDM range - TDC uses a value-based pricing strategy in order
to set its prices according to the consumer perceptions about the
value of the company's products.TDC uses this method majorly
and considers the maximum value a customer is willing to pay to
purchase a particular product. This pricing strategy has helped the
company raise profits over many years of its operations.
• For FIELDGEAR it uses the mid premium pricing approach as it
sells branded and well endorsed products .
• For KoolHo –it uses the economy pricing so that it can reachout to
more low & mid segment customers .

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TDC- PROMOTIONAL STRATEGY DECISION

• TDC with its special product portfolio has to engage its

customer segment with
• inbound marketing so that it uses pull marketing—content
marketing, blogs, events, SEO(search Engine optimization),
social media—to create brand awareness and attract new
customers. This also helps it in the ecommerce business.
• It does not believe in Marketing Research and collection of data
hence to reach to a larger mass and increase the geographic
reach it must do Outbound or push marketing and indulge in
traditional form of marketing, such as TV commercials, radio ads,
print advertisements. 

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TDC- SUITABLE PROMOTIONAL
STRATEGY
• 1. Content marketing
• 2. Social media marketing
• 3. Email marketing
• 4. Referral marketing
• 5. Event sponsoring
• 6. Influencer marketing
• 7. Promotions
• 8. Offering refunds (COD Process)
• 9. Customer loyalty programs

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Marketing so far ….
Celebrity Endorsements
• a. Famous DJs (DJ Kunal, DJ Tejas and many more)
• b. Choreographers (Paresh Shirodkar & Alisha Singh)
• c. Celebrities (Jerry Wonda, Prabhu Deva & many others)
• d. Fest Partners (Malhar & others)

2. Use of Social media - Digital Marketing

• a. Instagram
• b. Twitter
• c. Facebook
• d.google ads

3. E-Commerce platforms to improve reach and customer base :

a. Amazon
b.
Myntra
c. Jabong .
D
Flipkart

4. Use YouTube Channel Or FM radio - Tiktauli Air - showcasing video s / songs in which celebrities endorse and wearTDC brand clothes, accessories, and footwear. Tiktauli will
sponsor them and in-turn celebrities will endorse TDC.
•.

5. “Telugu Titans” Team sponsorship in Pro Kabaddi League in 2016 as Kit manufacturers to promote their brand Field Gea

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 TDC – Value Proposition

TDC-VALUE PROPOSITION

TIKTAULI De Corps (TDC) PRODUCTS

TDC TDC Sports TDC Lifestyle
BRANDED HOUSE
TDC range FIELDGEAR KOOLHO
HOUSE OF BRANDS

TARGET SEGMENT Party Lovers / HIP HOP & EDM DANCE MUSIC FOR SPORTS PERFORMANCE SEEKERS Lifestyle product
& MOVIES LOVERS & GOERS

Internationally branded PARTY WEAR,

Koolho/Lifestyle branded with style and
BENEFITS LOUNGE WEAR or ReLAXED WEAR But not a Superior clothing for finess and sports enthusiasts comfort
street wear

VALUE Laced with Celebrity Endorsement And

celebrities alike, - Fashion clothing that gives Very sporty comfortable clothing with Branding, Style
PROPOSITION Good Value at very AFFORDABLE COST
Style & Luxury comfort, Innovation & endorsed by Very prominent players
Customized clothes w.r.t music genre.

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 Final recommendations:

 Promote TDC as House of Brands, Keep unique Identity of each brand with clear Value
Propositions and Rename the brands as TDC AG, Sports gear & Fitgear and T Lifestyle.​

 Revamping the Core STP that will help TDC to position a products to target different groups
of customers more efficiently.

 Deep Dive Organization Strategy.

 Be a Brand ambassador for Sustainable fashion : “Everything we make has an

impact on the Earth” : Impact on plant – each T - Shirt consumes 6.75kg C02 & 3400
litters of water.
 innovation in organization – Rebuild TDC Digital Vision & implement Organization
change ( Innovation talent, CRM for creating the Loyal customer base)

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 Final recommendations:

 TDC > TDC AG ( Avant Garde)​

 Promote TDC AG as Sustainable Fashion Label – Care for Planet Earth ​
  Launch Elegant & Creative Clothing Labels with mix of Tradition & Innovation ​
 Better customer reach – Rental Service ​
​

 Fieldgear > Sportsgear + Fitness ​

 Renew the Brand as Sportgear + Fitgear, Revisit Demographic
 
segmentation targeting Teenage to Middle age group & Retain existing customers
( Young age)
 Brand Associations with International Sports Franchises​- Super Bowl, IPL, BB
League, Champions League.

 Koolho > T Lifestyle

 Extend Clothing Portfolio to 9-34years​age group with Convenient
buying options like Shop-In Shop, COD.
 Innovation in clothing.. Superhero, ​

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 THANK YOU

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Conclude with your recommendations with some analysis to make the brand more successful(Share your
recommendations)- 2 recommendations each segment) TSN
•Analysis for recommendations..
•Market Research Must
•Age group to be focused from 24 to 34 years.
•Koolho – undifferentiated market – Focus on Mass sale, Age group starts from 9 years Change.. New Products with super stars on the T Shirt??
• Field Gear – Differentiated Market – Name change ( Sports Gear??), Focus on Fitness activities..
• TDC – Concentrated market - High Quality – High Price – Targeting Premium customers through Psychographics.. Especially Life style…
•Organization change ? Customer care centre to facilitate loyal customer ? Loyalty Cards ??
•Channel network /distribution network ? New Market avenue ?
• Sales force expenses very high – 2015 @ 2.29 MINR & 2016 @ 160 MINR ?? B2B Sales grows 20%, TDC @ 58% field gear @ 700%...
•Go to market – introduce Franchise in India market
•Organization change.. CRM ? How are they map existing customers ? Channel management ?
• Loyalty programme can be introduced for attracting loyal customer ?
• Sustainability to be different from competitors ??
• typical T-shirt is expected to produce 6.75kg of carbon during its production and sale
•2 billion T-shirts sold in a year
•https://www.ricoh.com/about/empowering-digital-workplaces/articles/are-t-shirts-draining-our-world
• It takes about 766 gallons of water to make one single cotton T-shirt.
• Approximately 3000Liters of water for one T shirt – Rebuild TDS vision towards sustainability..
• Junji Hashimoto, Water journalist and Director of WaterAid Japan
•
TDC house of brand strategy with 3 different brands are Going well.
•3 Different products with different customers and segments.
•Name change of the sub brands are required.. Koolho & Filed gear name as to be changed,
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recommendations each Brand
• Koolho – Premium brand with low price. Not earning profits. No Franchise in India ?, only online sale..

– Recommendation
• Demographic segmentation – we must include age group from 9 years to 34 years.
• Innovation on the products for 9 years to 14 years ( Super Hero )
• The Change of Brand name will help to reach all part of INDIA & Global : TDC LIFE STYLE.
• Target audience Boys 9 years to 14 years with attractive design building on the cloths.
• Appoint Franchise in India like “ shop – in Shop” Middle East, Europe etc.
• Undifferentiated market - Mass sales would help.. market penetration strategy.
• Convenience is key - Cash on delivery is Must…
• Capture older consumers and retain younger ones (According to our survey, consumers in the age group between 31 and 54 years old are the highest spenders,

• Field gear –
•Apparel, footwear, equipment, accessories
•Fare price technical sports performance wear
• – Recommendation
•Split two Brand under Filed gear
• TDC Sports – Targeting age group 9 years to 24 years. Focus on Sports & related products.
(Schools, Colleagues, Cricket academy under 9, 12, 19, Sponsor NGO, IPL etc.. )
•TDC fitness - Targeting age group 40 years to 60 years. Associate with Medical research foundations, etc.
•Demographic segmentation – we must include age group from 9 years to 24 years & 45 to 60 years.
• Target IPL for branding building.
• The Change of Brand name will help to reach all part of INDIA & Global : TDC SPORTS.

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recommendations each Brand
 TDC – TDC – Concentrated market - High Quality – High Price – Targeting Premium customers through Psychographics..
Especially Life style
 Target women : Online shopping has so far been skewed toward male buyers, but changing lifestyles and the rising number of
women in the workforce are changing this
• Sub brands
• Reach below middle class ? Rent runway dresses ?? Service model ? Start with Females only for partyware…
• Loyalty programme for loyal customers ? No expenses made ?
• Sponsor TV Shows like ( Sa re ga ma , Super singers )
• Customer experience centres ?
• EDM ?
• Buyback schemes for premium customers ?
• Rent runway dresses for middles class or lower middle class ? https://www.renttherunway.com/??

• Sustainable
• Patagonia.
• TOMS. ...
• Lucy & Ya

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Images can be issued..
“World’s digital consumers are becoming smarter, better informed and more demanding. E-commerce
companies must understand and respond to changing consumer demands and behaviors to remain relevant.

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 THANK YOU

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