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Topic : Global Brand Strategies
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Marketing & Branding

 
Created by : Pratik Hazra, Project Lead, Motorola  | 09 18 2008 11:48:54 +0000
Industry : Communications and NetworkingFunctional Area : India(Markets)
Activity:  379 views;  last activity : 12 06 2010 14:37:01 +0000
No one doubts the ability of Indian companies to run global businesses, but building a brand involves a totally different set of abilities. So can India ever be among the top brand makers .Please comment.
 
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I have absolutely no doubt in the ability of Indian brands acquring a global footprint. Tatas and many others have already demostrated that it is possible. However, few important factors need to be considered before embarking on this journey: strength and maturity of a company's core team on cross cultural issues, understanding of the complex market behaviours - both of the customers as well as its future trade partners. I agree that for many companies M&A is an obvious and faster route to gain a foothold in the new markets. Since, entering new markets call for retaining and nurturing the local talent or those who have made the inroads into the local markets, the team handling the post M & A acquires a great deal of significance in talent retention. Last but not the least, our Indian companies need to build a strong financial base to address the unforeseen challenges that may crop up along the way. I'd like to cite the example of the Tata-JLR acquisition again here. Even the company factored most of the scenarios while considering the buyout, their worst case scenario would not have factored in a recession and its impact on the company. One of the positive outcomes from our liberalised economic policies is of a top managerial workforce, who have gained invaluable expertise and exposure working across geos  with diverse customers meeting and managing their demands. If we can tap into this talent pool and challenge them enough to sustain a long term vision - the days are not far when Indian brands would be brushing shoulders with the likes of Colgate Palmolives and Microsoft Windows.


By B. A. RAMA KUMAR, Principal Consultant - Creative Communication, DIGIVISION VISUAL COMMUNICATIONS  02 16 2009 16:31:29 +0000
 
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Just by acquisitions of few companies one can't say that corporate India can build global brands and all, its just India is being touted as the next destination for every other industry, as the country has the youngest working population of all and has more spending power than anybody else...So this is just starting, and i have serious doubt whether they can continue to dominate as there is no proper structure in the country and the system doesn't compliment to go with it,, so corporate India building Global brands has a long way to go.....


By Dayanand Deshpande, Senior Consultant, Ernst & Young  02 17 2009 05:57:45 +0000
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Yes, e.g. Spykar Jeans.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 12 06 2010 14:37:01 +0000
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Yes...but "CHANGE" is needed to compete or build a global brand!!
By Praveen Bhise, Nutrition Officer, Nestle India Ltd.  | 09 10 2009 14:13:06 +0000
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Why not? We definitely can. But right now it is restricted to a few like the Tata's, Godrej and Mahindra's. How proud was i to see a TATA wehicle in remote locations in Africa. And equally proud to see Mahindra Scropio rubbing shoulders with the GMS Yukon;s and Hummers on the Dubai Roads.

We can build a brand but for that we need the following:

1) Huge R&D spends

2) Market Research

3) Quick response levels

4) Genuiness

We need tonnes of the above to succeed even a bit on the Global stage. But there is one thing foremost that is required which i didnt list above - "Trustworthiness". We have to first trust our own colleagues and co=operate before we depend on someone else to deliver the goods. More like the Koreans who step into a country as a single person and then slowly bring in their country men at all the top positions after gaining adequate knowledge of the country and its customs. Whereas we indians, whenever we set up a business abroad, we rather trust the foreigners than our own countrymen, who in any case do not act trustworthy.

Hope we will see atleast a few global brands based on the above principles.

 


By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 03 22 2009 18:07:19 +0000
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This question is often asked but the answer is not a straightforward one. All companies today have to work in a collaborative manner to build brands globally. Just as we are helping build global brands here in India, we will have to depend on our counterparts to help us take Indian brands global. We can we lead such projects across the world as we have the talent and the understanding of global trends to lead any major thrust our Indian clients want to make in the global arena....
By Kailash Sharma, Product Development Manager, Force Motors  | 10 16 2008 05:44:03 +0000
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India is now a global brand in itself. A liberalized policy regime aids a growing belief in Indian companies to compete internationally; Indian firms have started acquiring a global footprint. They've made global acquisitions of over $3.5 billion in the past two years; from Tata's acquisitions of Tetley Tea and Daewoo Motors to Videocon’s purchase of Thomson and Bharat Forge's buyout of Federal Forge. Hence "Incredible India" continues to draw global attention


By Pratik Hazra, Project Lead, Motorola  | 09 18 2008 11:48:54 +0000
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Before I put forth my point of view I would like to reframe the question. The question to debate is whether India can sustain global brands? The two big areas of learning that Indian firms need to have for building global brands are: one, how to gain market access all the way to the end customer, and still retail reasonable bargaining power with retail intermediaries, and, two, how to find innovative ways to reduce the enormous cost of conventional brand building communication. Till then its still a distant dream.


By Sonal Singh, Project Manager, Nortel Networks  | 09 18 2008 11:51:23 +0000
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