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- Title
Tata GoldPlus: The Success Story of the 'Nano' of the Jewelry Market.
- Authors
Lather, Anu Singh; Khatri, Puja; Sharma, Vinay; Agrawal, Rajat
- Abstract
The article presents a case study which tackles the positioning strategy and the supporting marketing mix of Titan Industries Inc. in Bangalore, India. It presents an analysis regarding the company's marketing strategies, GoldPlus initiative and a SWOT analysis of the initiative. It suggests that the company needs a careful analysis whether the traditional goldsmiths can be incorporated in the integrated system to ensure value co-creation chain.
- Subjects
BENGALURU (India); INDIA; TITAN Industries Inc.; MARKETING strategy; SWOT analysis
- Publication
Vikalpa: The Journal for Decision Makers, 2011, Vol 36, Issue 3, p131
- ISSN
0256-0909
- Publication type
Case Study
- DOI
10.1177/0256090920110307