The firm must make a choice between the established brand, Tanishq, and new brand skunk, GoldPlus, to go after the Indian plain gold jewelery market: Tanishq, initially oriented to Western clients, has undergone a strategic modernization and has now been moved to serve ' Traditional, yet modern "Indian woman. Brand still carries some baggage from the past. GoldPlus, on the other hand, is a new brand, which is positioned to serve as a simple gold wedding jewelry market. Various strategic, economic, organizational and investment marks an important reason to make a decision.
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by Das Narayandas Source: Harvard Business School 33 pages. Publication Date: August 29, 2006. Prod. #: 507025-PDF-ENG
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