Synopsis 02: Sergio Tacchini
This international sportswear brand from Italy was contemplating Indian entry around fifteen years back. Its ambassador being Martina Hingis, the tennis star then, the brand had up-market stature and needed inputs to formalize its entry strategy.
The assignment was to actually assess the market and suggest whether it is ready for the brand's entry.
Development of a questionnaire which would be thorough in depth at the same time slender in appearance was the crucial step. Based on this questionnaire a first hand survey was conducted in metros and some A-class cities of India amongst the possible target audience.
On analyzing the data collected under various parameters of the questionnaire the emerging conclusion was that the Indian market was not yet ready then for the expected business of the brand.
It was learnt subsequently that other competent sources, which the brand managers for India had engaged independently, also concurred with the study findings.