Tata doesn't want to attach its name with Zudio!
But when you'll see "A TATA Product" on the storefront of all their brands like Tanishq, Westside, Taneira & even Starbucks,
then why are they treating ZUDIO differently?
THREAD: Why Zudio is excluded from carrying TATA's name๐งต
But when you'll see "A TATA Product" on the storefront of all their brands like Tanishq, Westside, Taneira & even Starbucks,
then why are they treating ZUDIO differently?
THREAD: Why Zudio is excluded from carrying TATA's name๐งต
There are 2 possible scenarios here:
1โฃ Trust and Ethics Building to Sell High-Value Products:
When Jamsetji Tata built his first company over 150 years ago, his mission was using it simply to make peopleโs lives better.
1โฃ Trust and Ethics Building to Sell High-Value Products:
When Jamsetji Tata built his first company over 150 years ago, his mission was using it simply to make peopleโs lives better.
And the Tata companies have consistently remained loyal to these core values and ideals set forth by their founder
โ demonstrating their dedication to protecting Tataโs reputation and brand equity as well as working for the betterment of society.
โ demonstrating their dedication to protecting Tataโs reputation and brand equity as well as working for the betterment of society.
For them, business is not a zero-sum game.
So, they might not want to attach the TATA name โ which stands for responsible and ethical conduct, to an ultra-cheap fast fashion brand โ which has a massive environmental cost.
So, they might not want to attach the TATA name โ which stands for responsible and ethical conduct, to an ultra-cheap fast fashion brand โ which has a massive environmental cost.
See, even with Zudio, they are trying to give everyone a chance to jump on the latest fashion and style trends, which were limited to people with more money.
But the downside of this is the environmental concerns attached to fast fashion โ leaving Tata at ethical crossroads.
But the downside of this is the environmental concerns attached to fast fashion โ leaving Tata at ethical crossroads.
Moreover, if you see the kind of companies that need the backing of the TATA name, goodwill, trust, and reputation are mostly companies where trust building is required.
Like for Tanishq, which is selling expensive jewelry, having the Tata name does help in building trust in the product.
And recently, they launched Taneria where they are selling expensive sarees, and having the TATA name on its storefront did help in giving the brand a head-start.
2โฃ Premiumness of the Tata brand:
Tata brand is also trying to position itself with brands that are aspirational and somewhat premium.
Because for years, being attached to a steel and salt brand had positioned them as a mass-production business.
Tata brand is also trying to position itself with brands that are aspirational and somewhat premium.
Because for years, being attached to a steel and salt brand had positioned them as a mass-production business.
And having low-cost cars like Tata Indica, Tata Indigo, and the most famous Tata Nano made the brand take an even bigger hit.
As a part of their new strategy, it seems that they are being extremely conscious of how they position this renewed image of Tata.
As a part of their new strategy, it seems that they are being extremely conscious of how they position this renewed image of Tata.
You see, the dilution of this brand by attaching itself to a mass-market ultra-cheap fast-fashion brand like Zudio could have an indirect effect on how the public perceives a Tata Harrier or a Tata Safari.
It can also potentially disturb their long-running brand Westside.
It can also potentially disturb their long-running brand Westside.
People might start linking both of them, and that will eventually dilute Westsideโs brand.
And most importantly, Zudio is self-sufficient in its proposition branding strategy.
They knew who their target is โ young Indians.
And most importantly, Zudio is self-sufficient in its proposition branding strategy.
They knew who their target is โ young Indians.
And what they want โ trendy clothes at extremely cheap rates.
And a shopping experience that doesnโt feel cheap.
Tata brand had nothing to offer in this with its reputation, status, aura, and goodwill.
And a shopping experience that doesnโt feel cheap.
Tata brand had nothing to offer in this with its reputation, status, aura, and goodwill.
And again, instead of elevating Zudioโs brand, attaching its name with Zudio could have diluted the Tata brand.
If you liked this read, do RePost๐ the 1st post
and follow us @FinFloww for such reads every Monday, Wednesday and Friday!
If you liked this read, do RePost๐ the 1st post
and follow us @FinFloww for such reads every Monday, Wednesday and Friday!
Get our WhatsApp newsletter: whatsapp.com
Subscribe to WHAT THE FLOWW?, our weekly email newsletter where we dive deeper into such concepts: soshals.app
Loading suggestions...