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    Case Study Analysis:-: Tata Gold Plus: The Success Story of The Nano' of The Jewellery Market

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    qweqejb askdjbasjd
    This case study analyzes Tata Gold Plus's strategy to target lower and middle income households in rural and semi-urban India. [1] Tata Gold Plus successfully launched in southern India in 2004-05 but faced challenges positioning itself in the northern states. [2] The document discusses strengths, weaknesses, opportunities, and threats, and suggests marketing strategies around the 4Ps to help Tata Gold Plus penetrate the northern Indian market, including customizing designs, offering credit, and replicating promotion strategies from the south. [3] Recommendations include conducting additional market research on customer needs and goldsmith preferences to ensure value is co-created across the supply chain.

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    Case Study Analysis:-: Tata Gold Plus: The Success Story of The Nano' of The Jewellery Market

    Uploaded by

    qweqejb askdjbasjd
    206 views10 pages
    This case study analyzes Tata Gold Plus's strategy to target lower and middle income households in rural and semi-urban India. [1] Tata Gold Plus successfully launched in southern India in 2004-05 but faced challenges positioning itself in the northern states. [2] The document discusses strengths, weaknesses, opportunities, and threats, and suggests marketing strategies around the 4Ps to help Tata Gold Plus penetrate the northern Indian market, including customizing designs, offering credit, and replicating promotion strategies from the south. [3] Recommendations include conducting additional market research on customer needs and goldsmith preferences to ensure value is co-created across the supply chain.

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    This case study analyzes Tata Gold Plus's strategy to target lower and middle income households in rural and semi-urban India. [1] Tata Gold Plus successfully launched in southern India in 2004-05 but faced challenges positioning itself in the northern states. [2] The document discusses strengths, weaknesses, opportunities, and threats, and suggests marketing strategies around the 4Ps to help Tata Gold Plus penetrate the northern Indian market, including customizing designs, offering credit, and replicating promotion strategies from the south. [3] Recommendations include conducting additional market research on customer needs and goldsmith preferences to ensure value is co-created across the supply chain.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    206 views10 pages

    Case Study Analysis:-: Tata Gold Plus: The Success Story of The Nano' of The Jewellery Market

    Uploaded by

    qweqejb askdjbasjd
    This case study analyzes Tata Gold Plus's strategy to target lower and middle income households in rural and semi-urban India. [1] Tata Gold Plus successfully launched in southern India in 2004-05 but faced challenges positioning itself in the northern states. [2] The document discusses strengths, weaknesses, opportunities, and threats, and suggests marketing strategies around the 4Ps to help Tata Gold Plus penetrate the northern Indian market, including customizing designs, offering credit, and replicating promotion strategies from the south. [3] Recommendations include conducting additional market research on customer needs and goldsmith preferences to ensure value is co-created across the supply chain.

    Copyright:

    © All Rights Reserved
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    of 10

    Case Study Analysis :-

    Tata Gold Plus: The Success Story of


    the ‘Nano’ of the Jewellery Market

    By :
    Karan jajal
    Riddhi shah
    Maitry shah
    Introductory of case :
    • The case pivots around the clichéd concept of mismatch between
    positioning strategy of TATA Gold plus and Biases of the target market
    • Here they decided to specifically target market , the middle income,
    lower middle income, semi urban and rural households from where 60%
    of gold business in Indian was generated.
    • 40% of 800 tones of gold consumption accounted by the southern India
    (as case stated)
    • 2004-05 TATA had successfully introduced Gold plus in the southern
    India.
    •They have done pilot study and then Launched in the Tamilnadu (15
    Location), Ratlam (M.P) Andhra Pradesh, Maharashtra.
    • As date Gold plus operating at more then 30 location an as case stated
    that expert has projected significant increasing of gold demand in
    rural market
    •Why there is mismatch? :- Reasons
    • Bottom of pyramid targeted .
    • Family jeweller preference.
    • Designer charges higher price.
    • Govt impose hallmark for all kind so no question of
    ‘purity’ as unique .
    • Diversity of indian market – northern states prefer
    diamond jewellery- southern states prefer heavy
    solid god jewellary.
    • Rural and urban have vast style diversification.
    • The BOP segment does not see gold as investment so
    its tough road for TATA Gold Plus.
    Discussion of Marketing Strategies:
     Gold plus should denote a meaningful value to semi urban and rural
    customer so BOP is strictly incorrect for ‘Plus’
     Rural customer needs much more beyond the trust , here ‘plus’
    found ‘purity’ as positioning strategy id wrong as now is no longer
    viable in the market. Match positioning and targeting as accordance
    with the scenario.
     if we talk about the involvement prospective there is high
    involvement in the Gold buying in specially rural areas so whom to
    target is to know with habit of the persona, like :
    • Women, Daughter, Father, social custom of dawary.
     Purchase decision changes or remain same need to identify so
    continuous social looking is need
     Another concern could be the pricing and Packaging – TATA name
    perceived higher Price but here is should not repeat as the Tanishq
    extension –using the Low margin game to get the rural.
     Another marketing concern could be the designer jewellary, gold
    biscuit, gold coins, traditional jewellary or some other
    contemporary – so need to understand the perceived of rural
    people.
     The volatility of gold market so as these strategy – currently 60% of
    gold consumption in India so will it be customization ? Will
    customization increase the input cost or erode the profitability ?
     Nature of retail formate for these segments – is another concern
    for good marketing,
    • can ‘Plus’ add value to the rural and semi urban
    customer as retailer, one and above as family jeweller
    dose it as maintain the relationship.
     Gold plus uses the cost leadership strategy in order to capture the
    semi and rural markets.
     TATA Gold Plus should develop its own showroom that will
    delivered the brand identification in northern states.
     If they want to go with franchisee model , the franchisee should
    not be prominent gold business/ store / organization in
    locality.
     Another innovative strategy could be start design school and
    develop gold designing as vocation launch contest especially among
    the females & reward them to increase the depth of brand

     Now further we will look upon the strength, weakness,


    opportunity and threats that will identify the environment and
    for marketing strategy looks towards northern part will avail with
    the 4Ps discussion.
    Strengths
    • Largest market share in south India.
    • established brand.
    Weakness
    • Limited outlets.
    • first mover advantage. • Capital intensive and low market
    • cost leadership business
    • superior craftsmanship. • No credit facility.
    • Innovative marketing strategy.
    • professional trained front line staff.
    • wide range at varying price.
    • legacy of TATAs in CSR practices.

    Opportunity Threats
    • Growing competition from other Indian
    • Rise in disposable income. manufacturer and foreign players.
    • Government initiatives. • Trust in traditional jeweller.
    • Untapped market in northern India. • Fluctuating price of Gold.
    • Changing preference of customer. • Silver , Platinum and diamond as potential
    • Gain the trust by positioning on purity & alternatives .
    transparency as family jeweller may • Presence of large unorganized sector.
    cheat on name of purity. • Unsecured credit &loan by local jeweller.
    Product Place
    • Focus on affordability, purity and
    • Replicate the franchisee model
    transparency
    • Displays jewellery in shops on
    • Separate product lines for women and men
    rent-cum-commission basis
    • Customized new designs
    • Online format
    • Focus on attractive packaging
    • Discount on auspicious occasions
    • New men’s segment

    Price Promotion
    • Cost leadership strategy • Use of innovative methods
    • Reduce acquisition cost through • Involvement of village opinion leaders
    Financial Engineering • Advertise through regional celebrities
    • Reduce conversion cost By centralization • Ethnic ambience of retail outlets
    of fabrication • Focus on women-centric festivals
    • Reduce carrying cost by identifying slow- • Carat meter with logos in outlets and
    moving items mobile vans
    • Credit policy in line with harvesting • Modified replication of promotion
    cycles strategies of South India
    • Differential pricing strategy
    Conclusion and recommendation
     What Gold plus look for it is the need base segmentation instead
    of just geographical location.
     The survey was conducted only on the consumer , nonetheless in
    order to follow bottom up approach the viewpoint of local
    goldsmiths should also be taken.
     Test and preference in terms of buying behaviors should be ensure
    the value co creation chain.
     Customer have began to treat jewellery as mark of identity. As
    result there is gradual shift in the preference of customer from
    traditional to branded this case is traditionally examines the strength
    and weakness of gold plus within the broad framework of the
    prevailing opportunity and threats. Based on this, some marketing
    strategies in terms of 4Ps have been suggested to successfully
    penetrate in the north indian market.
    Thank you

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