Case Study Channel Strategy : Dell and Eureka forbes Titan Skinn

Presented by: 1. Kirti Solanki 2. Nishta Kapur 3. Vijay Mastal 4. Gaurish Kadam 5. Siddhanth Gaikwad 6. Indrajit kengar

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DELL

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

Eureka forbes

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.

Versatile

Sleek

Lightweight

Eureka

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 airconditioning equipment manufacturer William Oil-OMatic, 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

1981 Electrolux 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.

DELL

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 - Acers day 2010 - Regained the position

Eureka forbes

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.

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 Corporation

DELL

DELL
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, Apples 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

Eureka forbes

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

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
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.

TITAN

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.

The company has also made its foray into eyewear, launching Fastback eyewear and sunglasses, as well as prescription eyewear.

TITAN

skinn perfume Launch of Titan SKINN range of fine fragrances. Six variants for Mens and Womens Manufactured and Imported from France

TITAN

TITAN

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

Ralph Lauren
ESCADA Hugo Boss

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

4 Ps
Product Price Place Promotion

TITAN

Skinn Products

For Man

For Woman
Celeste Nude Imera

Raw Extreme Steele

Price

TITAN

100ML- Rs 1790

50ML- Rs 990

100ML- Rs 1790

50ML- Rs 990

Place
Existing Titan Stores Shopping Malls Gift Shops MBOs

TITAN

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 Indias most trusted brands

Redefine Indian fragrance industry

TITAN

Marketing Strategy
Pricing Strategy Distribution Strategy Above the line marketing

Segmentation

STP

Metropolitan cities Premium consumers

Targeting

Professional men's & women's High Income Group

Positioning

Royal Aroma with Royal SKINN

IMC MODULE

Advertising Media Advertising Print Media Digital Marketing

TITAN

Digital Marketing

Social media

Website

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