Tiktauli de Corps: A Branding Dilemma
商品編號：9B18A066
出版日期：2018/07/12
再版日期：
商品來源：
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：branding, online retailer, niche brand
難易度：5 - MBA/Postgraduate
內容長度：13 頁
地域：India
產業：Retail Trade
事件年度：2012
In July 2018, the chief executive officer of Tiktauli De Corps (TDC) was thinking about the branding strategy of the company. Founded in India in August 2012 as a casual wear apparel brand, TDC had grown rapidly. The company featured three main business lines: electronic dance music fashion apparel and accessories; sports gear; and affordable fashion wear. The company had adopted a house of brands strategy for its three brands: TDC, Fieldgear, and Koolho. After six years, one of the three brands had started generating profits, but none had achieved recognition outside a niche circle. However, confident that the various brands were aligned with TDC’s vision, and encouraged by the company’s success, the chief executive officer was considering expanding into international markets. Because of limited access to funds, synergy among the company’s house brands, and the impact of macro-environmental factors on his growth plans, he had to choose the best branding strategy for the company’s future.
教學手冊：Tiktauli de Corps: A Branding Dilemma - Teaching Note
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