| Topic : The Desi Touch of Foreign Brands |
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Activity:
52 views;
last activity : 07 06 2010 20:18:09 +0000
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Cutting edge technology
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Strategy
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Domestic Brands being acquired
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Investment in innovation
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Where there is a will, there is a way,,,
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With latest tech developments, even low value food items or personal care products are able to deliver high end skin care or health benefits. They are redefining traditional skin care and food industries. All these technologies may not be easy to copy and consumer appetite for better products may prove too demanding for local brands. In my opinion, Brands in India will find it difficult to continue unless they are willing to invest heavily in technology and R&D and scale up their offerings across Asia and other Emerging Markets. |
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Answer is the "Strategy". Yes, we want to be everything to everyone while global brands are something to someone. Let me simplify, This is a list of some successful global brands. (Majority is in Top 10 Global brands). 1) Google Now let me ask you some questions.... What is Cock? It's a soft drink Now let's talk about some Indian brands.. What is TATA? TATA is a truck, car, mobile, insurance, tea, salt everything.. (You will not find TOYOTA Namak) Deadline, we should be something to somebody, While we are trying to be everything to everybody. I think, with this kind of approach India can build only business but not brands... |
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As in the past, We have seen there are a lot of acquisitions from foreign companies like Coca Cola and Thums Up etc. This is far less expensive than launching a brand from scratch, even a well known one. Later parent companies may kill brands as their own brands gain share. As these foreign countries pay less on acquiring, India and other countries began to serve as hubs for sourcing products for entire regions. |
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In my opinion, the biggest threat for big or small companies will be investments in R&D of the order of billions of dollars, continuous up gradation and deep pockets of global brands. Companies such as Pepsi, Coca Cola, Unilever and Intel are building innovation centers across Asia. This will allow them to enter and compete in mid and low price tiers as well as local products such as those in the Dabur portfolio. Indian brands operating in this space which was relatively well protected, will face stiff competition. |
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What Mr Murthy has done,,,,started from the srcatch, didn't have cutting age techonogy, nor had inestments for R&D etc, where Infosys stands today,,isn't it a global brand that even has changed India's image worldwide? I suppose even Parle-Agro must be regretting that why did they sold Thumbs-Up to Coca-Cola considering the fact that, Coke, after have tried almost every attempt to kill this brand, now is depending over it to fight Pepsi! Spykar has done it again, competing brands like Levie's, Lee etc to open up their showrooms beyond the boundries. Its just a lack of will power. |
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