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HOW INDIAN BRAND CAN GO GLOBAL

How Indian Brand can Go global

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Page 1: How Indian Brand can Go  global

HOW INDIAN BRAND CAN GO

GLOBAL

Page 2: How Indian Brand can Go  global

sangeethcooldcian@gmail,com 2

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

Page 3: How Indian Brand can Go  global

sangeethcooldcian@gmail,com 3

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

Page 4: How Indian Brand can Go  global

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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.

Page 5: How Indian Brand can Go  global

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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

Page 6: How Indian Brand can Go  global

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3 Strategies to Go Global

Cultural Resources

Use the Diaspora as a beach head

Brand natural Resources

Page 7: How Indian Brand can Go  global

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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

Page 8: How Indian Brand can Go  global

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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

Page 9: How Indian Brand can Go  global

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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.

Page 10: How Indian Brand can Go  global

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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.

Page 11: How Indian Brand can Go  global

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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.

Page 12: How Indian Brand can Go  global

sangeethcooldcian@gmail,com 12

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

Page 13: How Indian Brand can Go  global

sangeethcooldcian@gmail,com 13

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

Page 15: How Indian Brand can Go  global

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Thanks you

Brand Breakout How Emerging Market Brands Will Go Global

Nirmalya Kumar, Jan-Benedict E.M Steenkamp

Economic times