PRESERVE THE LUXURY OR EXTEND THE
BRAND?
Group 9 || Section ARaj (PGP30121), Abhishek (PGP30122), Arti (PGP30127), Deepali (PGP30132), Radhika (PGP30163), Divya (PGP30195)
BRAND MANAGEMENT
PROF. SAMEER MATHUR
TATA entered affordable market by launching Tata Nano in 2008
Price RangeINR 2 lakhs to 2,5 lakhs
Target Market: Lower to Middle Income
Generates significant revenue
Maintains exclusive high-end jewelry collections
Launched collections for women in affordable segment: Starting from Rs 500
LUXURY BRAND: RITU KUMAR
•Forte of traditional Indian aesthetic•Price range: 5000-200000•Target Market: Affluent upper class•Occasion: Weddings, Parties, festivals
BRAND EXTENSION: LABEL – Ritu Kumar
•Launched in 2002•Target Market: Aimed at the young, global Indian woman with a contemporary lifestyle•Price Range: 2000-20000 •Occasion: Daily wears, Cocktail parties, Office wear
DYNA SOFTAIL
TOURING STREETV-ROD
Price – 7 Lac
Price – 11 LacPrice – 16 Lac
Price – 23 Lac Price – 31 Lac Price – 5 Lac
SPORTSTER
Depressed Sales
Harley India Portfolio and PricesHarley Davidson Portfolio in India
Dilemma
Compete with Bajaj and Kawasaki- Brand Image Dilution
Maintain the current portfolio
Wind Up Operations
Import Components & not the entire bike
Preserve Luxury