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This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
Reference 6458
Published 28 Jun 2019
Length 15 page(s)
Topic Marketing
Region Asia
Industry Consumer Goods, Luxury Goods and Jewelry
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.