Marketing Presentation-Sample Solution

Guidelines to be followed :
• Presentation should complete in 10 mins
• 5 minutes will be devoted to Q&A

[Note: There is no standard solution or correct answer to the questions asked. The solution provided
is one of the approaches that can be taken up.]
 Case Study Understanding
Q. Present TDC’s segmentation, targeting, and positioning strategy. Highlight how the brand was able to create
customer value through differentiation. Also describe TDC’s product, pricing, and promotions strategy. Conclude
with your recommendations to make the brand more successful.

• Founded in 2012, Tiktauli De Corps, has shown the rapid growth through 2017. They had a strong hold on
driving the profitability, market understanding and customer delight. They followed house of the brand
strategy where the individual brand under the parent brand name TDC had different positioning and offerings.

• With house of the brand strategy the profit increased across in-house brands year on year by 64.7% from 2015
to 2017. The brand goal is to provide 360-degree retail with global online presence.
 Case Study Understanding

Tiktauli De Corps -
Product Range

B2B Fullfillment- TDC- EDM

Fieldgear - Koolho- Affordable
Online supplies in fashion apparel
bulk and accessories Sportsgear fashion wear
Current Scenario at TDC
Strengths:
1. Caters to young audience. at
affordable price
Weaknesses:
2. Online presence.
1. No clear bifurcation of target
3. Influencer collaborations to reach audience for each brand.
the right audience.
2. Scattered brand strategy.
4. B2B acts as cash cow hence
provides a buffer to experiment. 3. Decisions are based on instincts.
5. Talented workforce.
6. High employee retention period.

Opportunities:
1. Opportunity to define customized
brand strategy to grow each brand. Threats:
2. Since the use of digital marketing 1. Well established competitors.
is massive, can collect data for 2. Not able to diversify successfully.
driving decisions. 3. Creating a confusing brand in the
3. B2B segment act as a cash cow mind of the customer.
hence, a steady inflow of money can
be leveraged in experimenting.
Brand differentiation of the in-house brands at Tiktauli De Corps:

B2B Fulfillment TDC Fieldgear Koolho

• Owns 71.5% of the total • Apparel and accesories • This brand specifically • This is a brand for
turnover of the brand in inspired by hip hop and caters to the sports and affordable fashion
2017. Its the major EDM music. This brand fitness enthusiasts and clothing and
bread and butter of the has ~10% contribution contributes ~14.6% accesories. The target
vertical at the group. in the overall turnover. towards the total audience is the young
This provides ease for This brand caters to the turnover and becomes age people in the age
e-commerce giants to a specific audience in the 2nd contributor after range of 18 - 28/30
connect with brands for the age group of 14-24 B2B vertical. The target Years with a certain
the bulk orders. years and interested in audience is very much audience overlap with
the hip hop and EDM different than the music TDC. This brand
genre of music. Also the inspired TDC poduct contributes a mere 4%
house hold income line. This brand has in the overall turnover
ranges from $25k - shown a great but the profit has
$75K. The right pricing improvement with over decreased from 2016
point is anyhwhere 600%+ growth in (year of introduction) to
between INR4000- turnover. The target 2017. The major point
INR15000. audience for the same of differentiation is that
would be young this brand caters to the
audience in the age general youth but TDC
range of 18-30/35 focusses on specific
Years. EDM and hip hop loving
youth.
 Pricing and Promotion Strategy
• TDC implemented value-based pricing and used market skimming technique to price the different brands
under TDC.
• TDC and filedgear represented the aspirational brands for EDM/Music lovers and sports enthusiasts,
respectively.
• Koolho was priced at low price compared to the competitors providing quality at the same time. The motto of
this brand line was “isse sasta aur achcha kahan?”.
• As a promotion strategy TDC leveraged events and sponsorships. TDC had chosen to sponsor events involving
celebrities, college festivals and collaborations with DJs and choreographers.
• TDC pursued associations with league controlling bodies and participating teams, managing to sign contracts
with all teams of the Central Reserve Police Force as well as various leagues in sports.
• Also, TDC focused on digital marketing shifting the focus as the target audience can be easily targeted on the
social platforms.
 Recommendation: STP to Move Forward
• The current segmentation, targeting and positioning were very basic and confusing due to no clear strategy for
each product under the brand.
• The current segmentation includes music enthusiasts (EDM lovers), sports lover and people looking for
affordable fashionwear. Hence the targeting that followed the segmentation was 14-24 years of age group,
college-going and have a household income between US$25,000 and US$74,000. Hence the brand was
positioned as a brand for youth, music lovers and who wants to carry fashion at very affordable price.
• The strategy needs to be changed to scale the other brands other than B2B to generate revenue.
 Segmentation
Why: Needs, preferences, decision processes: each brand under TDC can follow house of brand strategy and define
clear value propositions and hence can cater to larger audience along with 14-24 age group.

What: Usage, loyalty and profitability: understanding the need of the customer can direct to the usage and hence
can help in simplifying the product offerings. For ex- TDC can offer more funky new age music themed clothes for
14-24 age group and more subtle themed music apparels for people aged above 24 years (The insights will be
based on the market research for the music preferences of different age group). Non-wavering product offerings
can guarantee the loyalty and hence profitability.

Who: Demographics, media habits, lifestyle: TDC is expanding to BRIC nations and hence will be able to cater to a
larger audience, since the users are present on digital platform along with traditional channel, hence defining
audience can make TDC understand platform-wise effort or else customize the communication basis the platform.
 Geographic TDC is expanding to BRIC regions

Segmentation Demographic
TDC can expand beyond 24 years of age
with defined strategy of each brand.
Also, catering to the youth comes with
economic value propositions

Youth wants their clothing to reflect

their personality and wants it to be
Psychographic more funky. So is the case with every
segment.

With the kind of segment, daily wear is

the need of the hour. Hence quality is of
Behavioural utmost importance. Hence good quality
over time can guarantee loyalty

TDC can leverage their online presence

for the convenience of the consumers,
Benefits sought also collaborating with events can cater
to the target audience right away.
 Targeting
Segment characteristics: Basis the segmentations, the characteristics of the segments is pretty much defined. For
music lovers, sports lover and daily wear fashionable clothing at affordable rates, it’s pretty easy to define strategy
and build the brand.
Competition: There is a tough competition with the already established brand but TDC can leverage their
collaboration with the influencers and top events to emerge as a strong brand with great offerings.
Company fit: With the current resources at the TDC it is very easy to leverage the same. 90% revenue from the B2B
fulfillment can be used to establish other brands.

Hence TDC can follow house of brand strategy to build each brand and define value proposition for each segment
basis the preferences of the audience.
 Positioning
Perpetual mapping which meets the brand goal and hence providing customers with quality products.