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  • Study of Various Marketing Strategies: Pgpmex Group - 6, Great Learning

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    Dipanwita Ghosh
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    The document discusses various marketing strategies for TDC, a casual wear apparel brand. It analyzes TDC's segmentation, targeting, and positioning strategy focused on music-inspired youth aged 14-24. It recommends a house of brands strategy to differentiate TDC, Fieldgear, and Koolho brands through unique positioning. TDC should focus on music-inspired fashion, Fieldgear on sportswear for fitness enthusiasts, and Koolho on affordable basics. An influencer-based digital marketing strategy including collaborations is suggested to build each brand.

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    Marketing Strategies

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    Marketing Strategies

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    The document discusses various marketing strategies for TDC, a casual wear apparel brand. It analyzes TDC's segmentation, targeting, and positioning strategy focused on music-inspired youth aged 14-24. It recommends a house of brands strategy to differentiate TDC, Fieldgear, and Koolho brands through unique positioning. TDC should focus on music-inspired fashion, Fieldgear on sportswear for fitness enthusiasts, and Koolho on affordable basics. An influencer-based digital marketing strategy including collaborations is suggested to build each brand.

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    87 views12 pages

    Study of Various Marketing Strategies: Pgpmex Group - 6, Great Learning

    Uploaded by

    Dipanwita Ghosh
    The document discusses various marketing strategies for TDC, a casual wear apparel brand. It analyzes TDC's segmentation, targeting, and positioning strategy focused on music-inspired youth aged 14-24. It recommends a house of brands strategy to differentiate TDC, Fieldgear, and Koolho brands through unique positioning. TDC should focus on music-inspired fashion, Fieldgear on sportswear for fitness enthusiasts, and Koolho on affordable basics. An influencer-based digital marketing strategy including collaborations is suggested to build each brand.

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    Flag for inappropriate content
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    of 12

    STUDY OF VARIOUS MARKETING STRATEGIES

    OF

    PGPMex Group – 6, Great Learning


    INTRODUCTION
    AGENDA
    - TDCs Segmentation, Targeting and Positioning Strategy
    - Creating customer value through Differentiation
    - Choice of Branding Strategy and 4Ps
    - Recommended Branding Strategy
    - Learnings

    TDC and its Goals


    - TDC is a casual wear apparel brand founded by Mr. Sanjay Singh in 2012
    - The company has two business verticals – B2B fulfillment and Company owned brands
    - It follows House of Brand strategy for 3 owned brands – TDC, Fieldgear and Koolho
    - The company plans to expand into US and enter the market of Brazil and European countries

    PGPMex Group – 6, Great Learning


    STRATEGY FOR S - T - P

    SEGMENTATION

    MEASURABLE SUBSTANTIAL ACCESSIBLE DIFFERENTIABLE ACTIONABLE

    • 14-24 years, • India is one of • Optimizing • Uniqueness –


    • Event and DJ
    young the world’s Search Engine spirit of hip hop
    sponsorship
    generation, youngest and EDM for TDC
    music lovers population • Fast resolution of brand.
    • Association with
    customer league
    • Upper/ Middle • EDM’s explosive grievances • Fair price for
    controlling body,
    class people growth along sports wear/
    Sponsoring
    with RAP • Maintaining accessories for
    sports events
    • Music Inspired culture balance between Fieldgear brand
    (EDM/HIP HOP) the supply chain • Aggressive digital
    and front end • Good quality
    marketing
    sales network products but
    inexpensive for
    Koolho
    PGPMex Group – 6, Great Learning
    STRATEGY FOR S - T - P

    TARGETING POSITIONING
    • PERCEPTION : Brand for music
    CONCENTRATED inspired adolescents

    • Catering to age group 14-24 • IMPRESSION : Making EDM and


    HIP HOP a part of lifestyle
    • Music, EDM, Hip Hop fans
    • FEELINGS : Well accepted and
    • Social Media Users endorsed by influencers like DJs
    and Celebrities
    • Willing to spend upto Rs. 15,000 for EDM
    concerts

    • Followers of unique fashion statement

    PGPMex Group – 6, Great Learning


    ADDING CUSTOMER VALUE THROUGH DIFFERENTIATION STRATEGY
    CUSTOMER VALUE
    Priced between Rs. 1,999 to
    Rs. 3,999
    TARGETING
    DIFFERENTIATION Music resonates with youth

    Marketing Tripod Clash with Indian culture and


    values

    Niche group of music


    enthusiasts (Swaggers)
    SEGMENTATION POSITIONING
    Tight clothes, LED shoes and
    “bling infused” accessories

    Wide range of super trendy


    options

    PGPMex Group – 6, Great Learning


    PROVIDING SOLUTION FOR NEEDS OF TARGET CUSTOMERS

    NEEDS OF CUSTOMERS VALUE PROVIDED BY TDC

    1. Unique Requirements – Making statement


    with appearance PRODUCT : Developing a range which speaks
    loud about Music at comfortable pricing
    2. Urge to stand out in the crowd

    3. Using own body as canvas for expression INNOVATION : LED shoes and “bling infused”
    accessories
    4. Unanimously revolved around Music,
    EDM, Hip Hop, Rap Culture
    MARKETING : Digital Marketing, Involving
    5. Undeniably a brand that stands for Youth DJs and Celebrities, generating the urge in
    and Adolescence youngsters to have the products

    PGPMex Group – 6, Great Learning


    EXAMPLES OF TRENDSETTERS THROUGH DIFFERENTIATION STRATEGY

    - Innovation is the key

    PRICE - Excellent customer service PRODUCT


    - Ecosystem of products - Standard in athletic wear
    - Price lower than competitors

    - Follows ”roll back” pricing strategy - Limited range but high


    quality
    - Tagline : “Save Money, Live Better” MULTI FACETED - Commitment to continuous
    R&D

    REFERENCE : https://www.cleverism.com/stand-crowd-examples-differentiation/

    PGPMex Group – 6, Great Learning


    BRANDING STRATEGY
    BRANDED HOUSE ?
    HOUSE OF BRANDS

    • Influencer Based Brand


    TDC • Digital Marketing
    • Youth as target & Music as soul

    • Target fitness enthusiasts


    FIELDGEAR • Association with many sports federation and leagues
    • Fair prices

    • Target mass people


    KOOLHO • Excellent quality
    • Far lower prices than the competitors

    PGPMex Group – 6, Great Learning


    4Ps AND BRANDING STRATEGY

    - Trendy and Music Inspired Products for Youth - Rs. 1,999 ~ Rs. 3,999 for upper/middle class target

    - Fitness and Sports products for - Fair pricing, value for money for customers
    fitness freak
    PRODUCT PRICE - Cheaper than market prices
    - Good quality products for
    mass

    PROMOTION PLACE

    - Digital and Social Media - Online and Ecommerce portals


    Marketing
    - Franchises and “Shop-in-Shops” model
    - Collaborations with DJs and Celebrities &
    sports federation

    PGPMex Group – 6, Great Learning


    HOUSE OF BRANDS IS THE FUTURE – WHY??

    • TDC has no history of legacy to pass on

    • TDC is not able to capture position in


    Customer’s mind in six years

    • Although TDC started well ahead of other


    two brands, Fieldgear overtook it in 2017 in
    terms of profit

    • Having Music Inspired products, Fitness


    products and Value for money products all
    under same roof will create confusion about
    TDC as a brand for customers

    • Market is dynamic and changes fast. Today’s


    trend can be off the shelf very soon

    PGPMex Group – 6, Great Learning


    LEARNINGS

    • Market research is the key before introduction of any products

    • Developing an efficient STP strategy will help to cater customers better

    • Knowledge of customer base and competitors is important

    • Engaging customers by various methods increase the reach of the brand

    • Identifying the best branding strategy for your brand

    • Marketing and Ethos of brands should go hand in hand

    PGPMex Group – 6, Great Learning


    THANK YOU!!
    WE ARE READY FOR QUESTIONS…
    BY
    AKUNURI SAI VISHNU KANTH
    ANKUSH DEWALKAR
    ARDLY MELBA REENA B
    DIPANWITA GHOSH
    D RANDHEER KUMAR
    KARTHIK P

    PGPMex Group – 6, Great Learning

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