How the brand was able to create customer value:

Cost-effectiveness

 TDC focuses on reaching consumers effectively rather than grandeur

 TDC focuses on developing an integrated marketing approach
 The use of digital marketing efficiently and expertly has helped the company reach a
wider audience at a lower cost
 TDC also focuses efforts on ground activities – which are less expensive than
commercial marketing tactics

Innovation

 TDC has stayed updated with latest developments in marketing research and
marketing knowledge
 TDC also employs top of the field marketers to facilitate its marketing strategy and
promotional campaigns
 Each marketing campaign launched by TDC is effective catchier and more influential
than the previous one

Strong market research and consumer understanding grounded

 TDC makes informed marketing campaigns and goals based on consumers’

behavioural feedback
 TDC also incorporates consumer feedback in its marketing strategy
 TDC marketing strategy is based on market trends, and consumer needs and wants

Making effective use of emotional appeals

 Consumers’ emotional needs strongly influence all marketing objectives and

marketing goals set by TDC
 In addition to fulfilling functional needs TDC also tries to fulfil the emotional and
psychological needs of the consumer
 TDC tries to build a strong emotional bond with the consumer, which also results in
high consumer loyalty
Intensive distribution strategy

 TDC’s marketing strategy is based on undifferentiated segments, and thus an

intensive distribution strategy allows high penetration and reaches in the overall
market
 With the use of the intensive distribution, TDC tries to maximise its coverage of the
markets where it's present
 For achieving the intensive strategy, the company uses hardcore 360-degree
integrated marketing strategy and campaign to reach all consumers, across all
segments in the market.

Direct distribution strategy

 The TDC also makes use of modern retailing channels

 TDC makes use of e-commerce and makes a sale through online retailers, as well as
through the company website
 Direct distributions have allowed TDC to increase market penetration and
accessibility for consumers

Indirect distribution strategy

 This strategy is largely used for offshore operations where theTDC does not have a
subsidiary
 In these offshore locations, TDC largely works through the export model
 This makes use of several intermediaries in between, before the product by TDC
reaches the target consumers
 Intermediaries for TDC include not only the end retail outlets, but also sales agents,
retail agents, and distribution agents in offshore locations.

Selective distribution strategy

 For some products of its portfolio which are premium in nature, TDC makes use of
selective distribution channel.
 TDC has maintained a few outlets in the country of origin, and in selected offshore
markets for these products.
 These placements and locations are chosen based on the niche market that TDC has
for its premium products
 These locations, placements, and marketing strategy helps make the company’s
product selectively, but readily accessible for its niche target audience
Strategic Group Analysis

 TDC competes with direct and close competition based on quality and price
 Consumers have progressively evolved to strengthen loyalty and form an emotional
bond with products that they consume
 TDC also competes, thereby, with close competition for building stronger brand
image, increasing consume loyalty, and for forming strong emotional ties with the
consumer