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

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