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Case StudyChannel Strategy : Dell and Eureka
forbes
Titan Skinn
Presented by:1. Kirti Solanki - 1082. Nishta Kapur - 863. Vijay Mastal - 1214. Gaurish Kadam - 835. Siddhanth Gaikwad - 756. Indrajit kengar - 87
Introduction Dell
1984 – Michael Dell found Dell computer Corporation
1988 – The Company goes public with 3.5 million shares of company stock
1991- Dell introduces its first notebook PC
1993 – Dell establishes subsidiaries in Australia and Japan
1996 – The company begins selling over the internet
1997 – Dell introduces a line of workstation
2000 – Survviving Global PC downturn, Diversifying
2001 – The company gains the leading share of the global market
2003 – Reflecting its widening interests, the company changes its name to Dell inc
DELL
2004 – Michael Dell announces he will step down as CEO but remain chairman
2006 – 09 – Dell has grown by
Both organic and inorganic means since its inception
Notable mergers and acquisitions including Alien ware (2006) and Perot system (2009)
2010 – On may 3, 2010 Fortune magazine listed Dell as the 38th largest company in the united states and the 5 the largest company in Texas by total revenue
DELL
In 1909 Fred Wardell of Detroit, Michigan launched a vacuum cleaner company that soon acquired a worldwide reputation for high quality products, excellent relations with its customer and dealers, and solid marketing programs. That reputation continues today, with Eureka ranking as a major leader in home cleaning products.
Eureka forbes
In 1913 Eureka launched six different models & offered various add-ons for cleaning floors, walls, upholstery & crevices.
Eureka
Sleek
Versatile
Lightweight
Eureka forbes
No.1 Vacuum Cleaner Company
world war II Eureka had to stop production and its business suffered to a great extent for a couple of years.
1945 it merged with leading heating and air-conditioning equipment manufacturer William Oil-O-Matic, which was renamed as Eureka-Williams.
Eureka forbes
Over the next years, it diversified into the manufacture of oil burners & government defense equipments.
1960 it merged with electronic good manufacturer National Union Electric and also manufactured a battery operated automobile named Henney Kilowatt.
Eureka forbes
1981Electrolux brought the Eureka brand to India in 1981 through Eureka Forbes, a joint venture with FGL. While Electrolux held 40% of the stake, the rest 60% was held by FGL(Forbes Gokal Ltd.).
In 1997 Eureka Forbes diversified into electronic security solutions under the brand name “Eurovigil”.
Eureka forbes
It suffered a setback in 1992-93, when profits declined by 50% in comparison to previous year.
However it gradually gained acceptance in Indian market & sales picked up.
The company began advertising various media initially to familiarize its target segments, housewives, with its products & introduce it to its sales force.
Eureka forbes
Sales Model of Dell and Eureka forbes
Dell 1990 - Direct Selling 1996 - Going digital 2006 - Race for market leader 2007 - Entering into Retail 2008 - Focusing on Retail 2009 - Acer’s day 2010 - Regained the position
DELL
Eureka Forbes
1909 – Rise of Eureka Forbes. 1981 – JV between Eureka and Forbes Gokak
Ltd. 1995 – Launched set of Ads. 1999 – Turning point for Eureka. 2003 – Retail Initiative. 2004 – New Retail channels.
Eureka forbes
The Competition
• Replication and Adoption of DSM by other Competitors
• IBM started an AAP
• HP & Compaq
• Compaq launched ODM (Optimized Distribution Model) and Direct Plus Program
• In 1998,HP sold 75% of its PCs through resellers and distributors;23% through retail channels and <1% directly to customers
• Gateway Computer CorporationDELL
In 2009,Acer started an approach called “100% indirect” where the PCs were sold to individual customers through retailers & distributors
In late 2009, Acer surpassed Dell to become the 2nd largest provider of PC in unit terms
In 2000s, Apple’s launching of iPod then iPhone
DELL
Dell & Eureka : Moving beyond DSM
Dell setup program called TechConnect
Rapidly changing PC market
Dells restricted presence in the retail segment
Dells plan to sell its PCs through retailers such as Walmart and Carrefour
In 2006, dell unveiled retail stores in US,NY,Russia
New Channel Strategy to Focus on VARs
Launch of PartnerDirect program
DELL
Eureka Forbes decided to focus on retail business and enter into the bottled water business
In 2003, Eureka Forbes formed a new division Eureka Forbes Home Store as a part of its retail initiative
In 2009 boasted of the largest sales network in asia with 6000 sales personnel visiting 60million homes every year
Its retail distribution network also had 9,041 dealers to serve its customers
Eureka forbes
Looking Ahead….
Partnering with retailers like Walmart was a win-win for both the retailer and Dell
Entry into the water purifier market assumed greater significance for Eureka Forbes
Identified success through retail route…
Introduction
The company has also made its foray into eyewear, launching Fastback eyewear and sunglasses, as well as prescription eyewear.
Titan Company is a manufacturing company that produces India's largest and best-known range of personal accessories — watches, jewellery, sunglasses and prescription eyewear.
The company was established in 1984 as a joint venture between Tata and the Tamil Nadu Industrial Development Corporation.
In 1995, the company diversified into jewellery under the brand Tanishq to capitalise on a fragmented market operating with no brands in urban cities.
In 2005, the company launched its second jewellery brand, Gold Plus, to capitalise on opportunities in small towns and rural India.
TITAN
TITAN
skinn perfume
Launch of Titan SKINN range of fine fragrances.
TITAN
Six variants for Men’s and Women’s
Manufactured and Imported from France
Manufacture
• Designed in-house and created by six world-renowned master perfumers including Harry Fremont, Michel Girard, FabricePellegrin, NadegeLe Garlantezec and the celebrated Alberto Morillas and Olivier Pescheux
• These French-made perfumes are the international interpretation
TITAN
Objective
The current fragrances market in India is bustling with international brands that are very expensive.
No Indian player in the fragrance market
With the brand name Titan, opportunity to enter the personal care segment
Redefining of the Indian fragrance industry like the way we transformed our watches, jewellery and eyewear businesses.
TITAN
Competitors
Armani
Burberry
Calvin Klein
ESCADA
Hugo Boss
Ralph Lauren
TITAN
SWOT Analysis
Strength• Brand name• Loyal Customers• Premium Product• Imported product
Weakness• If Skinns not successful negative
impact on other Brands of Titan• Limited variety
Opportunity• Huge Potential for premium category in India• Can be successful overseas• Expansion in deodorants market• Success of other brands
Threat• Competitors• Perception of Consumer• Question of Sustainability
TITAN
Product
Price
Place
Promotion
4 Ps
Skinn Products
For Man For Woman
RawExtremeSteele
CelesteNudeImera
TITAN
Price
100ML- Rs 1790 50ML- Rs 990 100ML- Rs 1790 50ML- Rs 990
TITAN
Place
Existing Titan Stores
Shopping Malls
Gift Shops
MBO’s
Promotion Through Fashion Magazines Window displays in Titan,CROMA and other TATA
outlets Promotion through Brand Ambassadors Media Campaign
TITAN
Marketing Objectives
Widened its footprint into personal care Combination of best fragrance expertise with one of
India’s most trusted brands Redefine Indian fragrance industry
TITAN
Marketing Strategy
Pricing Strategy Distribution Strategy Above the line marketing
TITAN
Segmentation• Metropolitan cities• Premium consumersTargeting
• Professional men's & women's• High Income Group
Positioning• Royal Aroma with Royal SKINN
STP
IMC MODULE
Advertising Media Advertising
Print MediaDigital Marketing
Digital Marketing
Social media Website
TITAN
Skinn TITAN
Beauty product
Implementation and execution
To be Launched in Diwali
High Promotion to be done during Diwali
Sales Promotion which starts in summers
Thank you