Tiktauli de Corps: A Branding Dilemma: Objective

TIKTAULI DE CORPS: A BRANDING DILEMMA
Objective
Define the strategy of introducing own brands into new markets.
BACKGROUND AND CURRENT SITUATION

● TDC has 2 business lines:
o B2B Fulfillment
o Sale of own brands
● Within its own brands it has:
o TDC: Urban fashion and accessories
o Fieldgear: Sportswear
o Koolho: Premium fashion at a good price
● Plans are being launched to launch a new brand "Tiktauli Air": an online music channel.
● The target segment for the inhouse brands is 15-24 years young people from good socio-
economic background.
● There is no formal market research.
● Plans are being made to enter "BRIC" countries, countries with similar economic
development and the Community of Independent States.
● The strategy of expanding to new markets is to enter through popular-commerce portals
and then enhance so scope.
● B2B is the cash cow for the company with over 45% of revenue coming from this
business.
SWOT Analysis
Strengths Opportunities
● They have exceptionally good designers. ● EDM has become a lifestyle, which
● Staff committed to the brand. would allow new complementary
● TDC already has a good presence. product lines to be created.
● Incredibly good technological ● Development of Hip-hop lifestyle
development and digital marketing. through new product lines.
● Good relationship with middle ● Low barriers to entering marketplaces
influencers (DJ’s and others). in new markets for good relationships
● Loyal customers. with Adidas, Fila, and other large
● Presence in different regions can act as brands.
one of the organization's greatest
strengths.
● Access to suppliers offering raw
materials at a lower cost can improve
business efficiency.
Weaknesses Threats
● There is no business plan. ● There are several other brands that
● There is no formal market research. target the same target.
● Barriers to the culture of cash payment
counter-delivery.
● Globalization pushes the organization to
expand internationally and deal with
cultural diversity, which can have a
detrimental impact if the organization
lacks its own cultural intelligence to
adapt to new markets.
CUSTOMER PERCEPTION AND BRAND IMAGERY

The target audience for Tiktauli is Gen Z. This is a generation which is very active socially and
also has if we can call it a low BS meter. If the Brand is not meeting their perception they will
drop and move on. Fortunately Titkauli has a very Good Brand imagery of being cool and hip
due to its associations , influencer relationships and designers.
Perceptual Map of TDC Inhouse brands
Consumer Behaviour Model used

BRAND STRATEGY
It is recommended to migrate to a “House of Brands”, brand strategy for Tiktauli’s 3 own
brands for the following reasons:
● Though the 3 brands are highly aligned with Tiktauli’s overview and the 360-degree, it is
critical to understand that most of his target segment is does not have direct income to
spend (15-24). They are dependent on parents or guardians for allowances to pay for
these products. With the pandemic people are reprioritizing the spending of disposable
incomes. This will impact the sales.
● If they invest heavily on the brand convergence under TDC umbrella, any failure may
impact the earnings and relationships from
o B2B line
o Hockey and Kabaddi leagues
● The other major items are that with the pandemic public gathering has gone down. Due
to this the online streaming business is booming.
● The fundamental asset to be capitalized: The TDC brand, which already has a good
presence in the market, should be tagged along with TDC Air and create an entity that
caters to the hardcore followers and loyalists of the brand.
● This also helps in not diluting the brand image for them, keeping them happy.
● From the Tiktauli Air platform you can achieve the mass communication of the new
image. The concept of Silent concerts can be taken up where the DJ can produce the
music and stream over the Tiktauli Air platform.
OTHER RECOMMENDATIONS
● Redistribute expenses per channel so that more investment is invested in Digital
Marketing, taking advantage of India's low cost of digital labor, and considering that the
target they are targeting is very present in this medium,
● Start conducting formal market research to have real market information and not just
rely on a person's instinct. So, they can make much better decisions.
● Invest in customer loyalty.
● Evaluate opening your own plant for the B2B.
● Conduct social responsibility campaigns that help improve the image. Allocate an annual
budget for this.
● Foray more fully into music (festivals, concerts, etc.), and that TDC music is present as a
means of streaming.
● Over a period of time when the situation improves there can be a gradual shift towards
a Branded House strategy with the 360 Degree retail view.

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What is the current business model and strategy of Tiktauli De Corps?

What are the strengths, weaknesses, opportunities and threats for Tiktauli De Corps according to the SWOT analysis?

TIKTAULI DE CORPS: A BRANDING DILEMMA

BACKGROUND AND CURRENT SITUATION

CUSTOMER PERCEPTION AND BRAND IMAGERY

Consumer Behaviour Model used

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