Ivey Publishing
Tiktauli de Corps: A Branding Dilemma
Product Number:
Publication Date:
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13 pages (8 pages of text)
Product Type:
Case (Field)
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.
Learning Objective:
The case can be used in a graduate-level course on marketing to discuss the branding dilemma of a niche marketer considering the viability of building independent brands. The case also touches on issues of developing growth strategies without compromising the company’s mission of profitability, market hold, and customer delight. Working through this case will give students the opportunity to
  • assess the branding strategies of an online marketer;
  • discuss how to manage business portfolios and develop growth strategies;
  • appreciate the opportunities and challenges involved in marketing a niche brand;
  • understand the impact of macro-environmental factors affecting the marketing of a brand inspired by the hip hop and electric dance music genres;
  • explore the role of marketing communications in building customer relationships; and
  • appreciate the importance of customer focus and brand experience in achieving customer delight.
Marketing,  Entrepreneurship,  International
Retail Trade
India, Small, 2018
Intended Audience:
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