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TTK: Protecting the Prestige of the Brand
內容大綱
TTK Prestige (Prestige), the leading brand in the Indian pressure cooker market, was facing several challenges that threatened its dominance. After witnessing unprecedented growth during the COVID-19 pandemic, Prestige’s sales declined somewhat in 2023, although it showed a modest 5 per cent increase in 2024. Prestige’s long-standing reputation, safety credentials, and iconic advertising campaign had served it well, but it may not have been enough in this rapidly evolving market landscape. Managing director Chandru Kalro assessed the key issues facing Prestige: the Indian market was maturing fast and competitors both new and established were attacking both the low and high ends of the market; the organization had become complacent and had not responded swiftly to market conditions; and more importantly, it lacked a comprehensive growth strategy. Bold strategic moves were needed for Prestige to sustain its market leadership.
學習目標
This case is suitable for both first- and second-year master of business administration (MBA) students. It can be taught as part of both core and elective courses in marketing management, innovation, and strategic management. After working through the case and assignment questions, students should be able to do the following:<ul><li>Analyze the competitive landscape and market dynamics of the Indian pressure cooker industry.</li><li>Understand the challenges of sustaining market leadership and responding to competitive threats from incumbents and new entrants.</li><li>Examine the impact of changing consumer preferences, demographics, and shopping behaviours on an established consumer brand.</li><li>Evaluate growth opportunities in new markets (such as rural and premium) and adjacencies (new product categories) for Prestige.</li><li>Create a strategy to address Prestige’s key dilemmas around product portfolio, branding, innovation, organizational agility, and rural market expansion.</li></ul>