HOW INDIAN BRAND CAN GO
GLOBAL
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Leading global brands are originated from developed world
India has been unable to develop true global brands such as Samsung,sony,lenovo Etc.
Make an end to concentration of indigenous brands to concentrate on local market only
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Simply make them globally competitive with in the local market itself.
By this way they must be able to hold their consumers from Multinational brands
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Problems faced by indian brands to go Global
India accounts for 2% to 3% of global GDP
It may be impossible to raise adequate fund for R&D for our brands. if we are 2%-3% of global demand while our competitors like apple , unilever,or nestle are addressing 90% of Global Market.
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Many Indian brands to devote many more absolute dollars towards R&D it is not based on % sales .
Diseconomies may exist in purchasing, operations and marketing
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3 Strategies to Go Global
Cultural Resources
Use the Diaspora as a beach head
Brand natural Resources
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Cultural resources
Positioning the brand on the positive cultural myths
Western consumers do associate certain emerging markets with specific positive attributes
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It can be used as source of strength and differentiation.
E.g: brazil’s havaianas positioned its casual foot wear (flip flops) with national identity of beach, fun, sensuality, youth and vibrant colours
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Marketers can transfer cultural meaning to their consumer brand through 3 inter related activities.
Brand development- Developing the brand name,
logo, slogan and writing style that convey the intended cultural meaning.
Brand communication- Determining the setting, the
characters and media to use media and story telling & myth-making.
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Brand Reinforcement- Aligning the other elements
of the marketing mix ,such as pricing ,product placement, promotion, distribution and packaging.
So that they can amplify cultural meanings.
India is a country which is
rich in culture E.g: ( Ayurveda, Indian Hospitality,
yoga, art forms, handicrafts)and there are many opportunities' to successful employ this strategies.
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Use the Diaspora as a Beach Head
Cost of advertising and distribution in developed market is very high.
Target on Indian Diaspora( Indian generation
settled in developed countries) By first building a business with them
may attract some non ethnic consumers in developed market.
Eg; Dabur ICICI are following this route The brand should have universal appeal such
as “natural” for Dabur and “high interest rate” for ICICI
Can use bicultural advantage effectively.
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Brand Natural Resourses
A brand can be created for natural resources, standing in as a provider of emotional satisfaction.
This can be achieved by associating a brand with particular geography
Champagne –FrancePure Ceylon tea- srilanka unfortunately India has not
exploited the vast untapped opportunity for branding natural commodities
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Just imagine World brand Golconda diamond. Basmati rice Darjeeling Tea. Alphonsa mango Wayanad pepper Coorg cardamom Tussar silk Jaipur jewellary we could launch 100 Indian global
brands with strategy alone
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It’s time to fly
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Thanks you
Brand Breakout How Emerging Market Brands Will Go Global
Nirmalya Kumar, Jan-Benedict E.M Steenkamp
Economic times