DAVID VS GOLIATH

FIGHT BACK OF INDIAN BRANDS

PRESENTED BY: (GROUP 9)
SUMEET MITTAL(171)
K. NARESH KUMAR(172)
ASHISH SHARMA(173)
GOURAV KUMAR BHUT(174)
ANAURAG NAIR(175)
SHASHANK SHARMA(176)
Introductio
n and
market
analysis
Growth
Opportunit
ies
Study of
the
various
sectors
Survival
Strategy of
Indian
Brands
The way
ahead for
Indian
Brands
FLOW OF PRESENTATION
INTRODUCTION
The entire Israeli army was scared of a giant monstrous person named Goliath.
David was a teenage boy who volunteered to fight him.
With clever strategy and quick thinking(adaptability) , he was able to defeat him.
What went right for David ?
The Legend
He was brave and knew that action needed to be taken.
Didnt see it as an impossible task.
Used his strengths like speed and the familiarity with the surroundings
Market Analysis
SWOT Analysis
Strengths
Low labour cost
Huge customer base
English speaking
workforce
Democratic government
Weakness
Unorganised retail
sector
Infrastructure
Illegal allotments and
kickbacks
Opportunity
Untapped rural belt
Youthful workforce
Easing government
policies
Creation of global
brands
Threats
Over promise under
delivery
Lesser brand loyalty
Competition from other
emerging countries
STRATEGY !!!
The strength of globalization pressures in an industry
The degree to which a companys assets are transferable internationally
SECTORS COVERED
IT Sector
Automobile
Sector
QSR sector
Consumer
Electronics
Sector
FMCG
Sector
CONSUMER DURABLES
The current Indian market leader is TATA motors ltd.
They are into several segments like passenger cars, trucks, vans,
coaches, buses, construction equipment and military vehicles.
These all includes all type of vehicles LMV as well as M & HMV.
Their fierce rivals are Maruti Suzuki, Hyundai, Ashok Leyland and
Mahindra & Mahindra.
Consumer Durables (Automobile)
They have always focused on their motto value for money for the
customer.
They come with new ideas time & again like TATA ace & TATA nano.
Though nano was not a success but now they are fully focused on
replacing it in the market. The new marketing strategy is to make it a
lifestyle object which attracts youngsters.
They are now entering in newer markets like south Africa, Korea,
Thailand etc.
TATAs strategies to remain on top
TATAs strategies to remain on top
SWOT Analysis
RECOMMNEDATIONS MATRIX
IT(SERVICE) INDUSTRY
IT INDUSTRY IN INDIA
IT sector in India has increased its contribution to GDP from 1.2% in FY1998 to 7.5% in FY2012.
IT hubs in India :
Bangalore- Silicon Valley of India
Chennai- BPO hub of India
Hyderabad- Cyberabad
Other Places : Delhi, Pune, Thiruvananthapuram and Kolkota.
According to Gartner, the "Top Five Indian IT Services Providers" are Tata Consultancy Services,
Infosys, Cognizant, Wipro, HCL Technologies.
MERGERS AND ACQUISITIONS IDENTIFYING
NEW MARKETS
TCS has acquired Citi Global
Services on 8 Oct 2008. Value of
the deal was $505 mn.

TCS was the first to start the
BPO Industry.

After the acquisition of Citigroup
Global Services Ltd (CGSL),
TCS will be the second-largest
BPO player globally, after IBM.
TCS HAS ACQUIRED PEARL GROUP, LARGEST INSURANCE
PROVIDER IN UK, IN OCT 2005. VALUE OF THE DEAL WAS
$94.7 MN.


COMICROM WAS ACQUIRED IN NOV 2005. IT IS A BANKING
BPO IN CHILE.


TATA GROUP ACQUIRED JAGUAR-LAND ROVER FROM FORD
RECENTLY WHICH IS CONSIDERED TO BE A SUCCESSFUL
MOVE.
REBRANDING TCS.COM
GLOBAL MESSAGE : POSITION TCS AS A GLOBAL
COMPANY AND HIGHLIGHT THE MESSAGE OF THE
GLOBAL NETWORK DELIVERY MODEL.

USER-CENTRIC DESIGN : DESIGN AND DEVELOP A
WEBSITE BASED ON KEY-USER NEEDS AND TASKS.

BRAND BUILDING : FIRMLY ESTABLISH TCS POSITIONING
AND SUPPORT THE EXPERIENCE CERTAINTY
CAMPAIGN NOW AND INTO THE FUTURE.
BRAND VALUE- TCS
THE BRAND VALUE OF INDIAS LARGEST SOFTWARE
SERVICES PROVIDER TATA CONSULTANCY
SERVICES(TCS) HAS CROSSED $5 BILLION (AROUND
RS.27,500 CRORE).

TCS IS ALSO THE SINGLE LARGEST CONTRIBUTOR TO
THE OVERALL TATA BRAND, WHICH IS NOW RANKED AS
THE WORLDS 39TH MOST VALUABLE BRAND.

TCS HAS EARNED A PLACE IN THE ELITE CLUB OF ONLY
THREE AA+ RATED IT SERVICES BRANDS.

QUICK SERVICE RESTAURANT
HALDIRAMS MAKES USE OF TWO DEFENSE STRATEGIES TO MAINTAIN ITS
POSITION AS A MARKET LEADER:
POSITION DEFENSE: HALDIRAMS HAS BUILT FOR ITSELF QUITE A SUPERIOR
BRAND IMAGE, MAKING IT EXTREMELY DIFFICULT FOR ITS COMPETITORS TO
BREAK THIS IMAGE. THUS THE COMPETITORS HAVE TO PUT IN EXTRA EFFORTS
TO CREATE A BRAND MUCH MORE SUPERIOR THAN HALDIRAMS.
MOBILE DEFENSE: THIS INVOLVES THE LEADER STRETCHING ITS DOMAIN OVER
NEW TERRITORIES THAT CAN SERVE AS FUTURE CENTERS FOR DEFENSE AND
OFFENSE. UNDER THIS DEFENSE, HALDIRAMS FOLLOWS THE MARKET
BROADENING MOBILE DEFENSE. THE RECENT ESTABLISHMENT OF THEIR
NAGPUR PLANT SHOWS THAT THEY ARE NOW CONCENTRATING ON THE
SOUTHERN REGION. ALSO THEIR FORAY INTO THE INTERNATIONAL MARKET
AND THEIR DEEPER PENETRATION INTO THE RURAL

HALDIRAMS OFFERS A WIDE RANGE OF PRODUCTS TO ITS
CUSTOMERS. THE PRODUCT RANGE INCLUDES NAMKEENS,
SWEETS SHARBATS, BAKERY ITEMS, DAIRY PRODUCTS, CHIPS,
ICE CREAMS AND QSR.
BY SPECIALIZING IN THE MANUFACTURING IN THE NAMKEEN
MARKET THE COMPANY HAS CREATED A NICHE MARKET. THE
RAW MATERIALS USED TO PREPARE NAMKEENS ARE OF BEST
OF QUALITY AND ARE SOURCED FROM ALL OVER INDIA.
HALDIRAMS CUSTOMIZES ITS PRODUCTS TO SUIT THE TASTES
AND PREFERENCES OF CUSTOMERS FROM DIFFERENT PARTS OF
INDIA. IT LAUNCHED PRODUCTS, WHICH CATERED TO THE
TASTES OF PEOPLE BELONGING TO SPECIFIC REGIONS.
TODAY HALDIRAM IS KNOWN FOR MATCHLESS QUALITY, PACKAGING,
EFFICIENT SUPPLY CHAIN MANAGEMENT, DISTRIBUTION NETWORK AND
ZERO IMPURITY.
PACKAGING IS AN IMPORTANT ASPECT OF HALDIRAMS PRODUCT
PROMOTION. SINCE NAMKEENS ARE IMPULSE PURCHASE ITEMS,
ATTRACTIVE PACKAGING IN DIFFERENT COLORS INFLUENCES PURCHASES.
HALDIRAMS USES THE LATEST TECHNOLOGY TO INCREASE THE SHELF
LIFE OF ITS PRODUCTS. THE SHELF LIFE OF HALDIRAMS PRODUCT IS
ABOUT SIX MONTHS.
HALDIRAM GROUP HAS WELL MANAGED DISTRIBUTION NETWORK, WHICH
HAS ITS REACH FOR ITS PRODUCTS IN COUNTRY AS WELL AS OTHER PARTS
OF WORLD. CARRYING FORWARD (CFS) AGENTS OF COMPANY COLLECT
GOODS FROM MANUFACTURING UNIT WHO PASS THEM TO DISTRIBUTORS,
WHO IN TURN SEND THEM TO RETAIL OUTLETS.

HALDIRAM HAS ENTERED INTO E-RETAILING ALSO, THEY HAVE TIED UP WITH
INDIATIMES TO SELL THEIR PRODUCTS. THIS CLEARLY SHOWS THAT THE COMPANY
THAT HAS ITS ROOTS IN TRADITIONAL INDIA IS INNOVATING WITH TIME AND THIS
IS WHAT A SUCCESSFUL COMPANY DOES.
INNOVATION AND MARKETING IS A KEY TO SUCCESS FOR HALDIRAMS. FEW OF THE
EXAMPLES OF INNOVATION STRATEGIES ADOPTED BY HALDIRAMS IS THE USE OF
MINERAL WATER IN THE PREPARATION OF PANI PURI AND CHAT PAPRI TO ATTRACT
CUSTOMERS WHO ARE VERY CONSCIOUS ABOUT THE HYGIENE OF THE NAMKEENS
AND SNACKS SOLD IN THE COUNTRY. AT ONE POINT OF TIME HALDIRAM HAD TIED
UP WITH IRCTC TO SELL EVENING SNACKS IN RAJDHANI AND SHATABADI EXPRESS.
POSTERS HIGHLIGHTING THE SHELF LIFE OF ITS PRODUCTS
CARRIED THE CAPTION 'SIX MONTHS ON THE SHELF AND SIX
SECONDS IN YOUR MOUTH.' DURING FESTIVAL SEASON,
HALDIRAM'S PRODUCTS WERE SOLD IN ATTRACTIVE LOOKING
SPECIAL GIFT PACKS. THE SHOWROOMS AND RETAIL OUTLETS OF
HALDIRAM'S GAVE IMPORTANCE TO POINT OF PURCHASE (POP)
DISPLAYS. HALDIRAM'S SNACKS WERE DISPLAYED ON SPECIAL
RACKS, USUALLY OUTSIDE RETAIL OUTLETS. THE SHOWROOMS
HAD SIGN BOARDS DISPLAYING MOUTH-WATERING DELICACIES
WITH CAPTIONS SUCH AS 'CHINESE DELIGHT,' SIMPLY SOUTH,' 'THE
KING OF ALL CHATS.
HALDIRAMS HAS VERY WELL UNDERSTOOD THE INTENSITY OF
COMPETITION IN THIS HIGHLY DIVERSIFIED MARKET SO THEY
HAVE TIED UP WITH PROFILE ADVERTISING, WHICH DESIGNS
ATTRACTIVE POSTERS, BROCHURES TO FACILITATE THE BRAND.
VISUAL MERCHANDISING OF SHOWROOM AND RETAIL OUTLET IS
ENHANCED BY DISPLAYING PRODUCTS ON SPECIAL RACKS.
THROUGH THESE STRATEGIES, HALDIRAM IS POSING A TOUGH
FIGHT TO ITS COMPETITORS WHICH INCLUDE NOT ONLY
AGARWALS, BIKANERWALA BUT ALSO TO MCDONALDS.
CONSUMER ELECTRONICS(MOBILE)
HISTORY
INDIAN CONSUMER ELECTRONICS COMPANY
STARTED OPERATIONS IN 1991 AS A EMBEDDED SOFTWARE
DESIGNING FIRM
IN 1999, BRANCHED OUT AS A DISTRIBUTOR OF COMPUTER
PERIPHERALS SUCH AS PRINTER, MONITOR, SCANNER FROM
MANUFACTURERS LIKE SONY INC, LG, DELL CORP, ETC.
IN 2008 ENTERED MOBILE HANDSET BUSINESS
BECAME THE LARGEST INDIAN DOMESTIC MOBILE HANDSETS
COMPANY BY 2010 & 12TH LARGEST MOBILE HANDSET
MANUFACTURER IN THE WORLD
Acquired 22% market share in the smart phone segment in india, second behind
samsung

MARKET SHARE
INNOVATIVE STRATEGIES
SUCCESSFULLY GAUGE CONSUMER NEEDS
FOCUSED ON VALUE-PRODUCTION RATHER THAN JUST PRICE
REDUCTION
UNLIKE INTERNATIONAL PLAYERS, STARTED FROM RURAL
MARKET BEFORE MOVING TO URBAN SEGMENT
NOVEL PRODUCTS FOCUSING ON A PARTICULAR TARGETED
SEGMENT


INNOVATIVE PRODUCTS
SOME OF THE FIRSTS IN THE MARKET BY MICROMAX WERE:
HANDSETS WITH 30-DAY BATTERY FOCUSSING ON RURAL
POPULATION WITH ERRATIC POWER SUPPLY
HANDSETS WITH DUAL SIM / DUAL STANDBY
FOR WORKING PROFESSIONALS
ASPIRATIONAL QWERTY KEYPAD HANDSETS
SURROUND SOUND PHONES
BLING SERIES FOCUSING ON WOMEN CUSTOMERS
FIRST UNIVERSAL REMOTE CONTROL PHONE
FIRST SUPERFONE WITH GESTURE CONTROL

MARKETING MIX
Versatile & innovative product portfolio
Target specific consumers with need based products
Recent entrant into premium category
Product
Initially focused on low-cost feature phones
Penetration pricing in urban markets
Comparatively lower prices in premium segment for phones with
similar features
Pricing
Sponsoring cricket events like IPL
Alshay Kumar & Twinkle-previous brand ambassadors
Innovative advertisments
Recently launched a new campaign with Hugh Jackman to portray as
a international brand
Promotion
Extensive dealer network
High margins to dealers
Online selling
Partnership with Airtel
Placing

Low-Medium range basic phones
Low-Medium range Smartphones
Segmenting
Rural Consumers
Low income consumers
Youth
Women
Target
Positioned initially in feature-phone segment
Looking to enter premium category
Positioning
SWOT ANALYSIS
- Value-for-money products
- Low cost of production
- Effective promotion campaigns

- Low Brand Image
- Misunderstood as a Chinese brand
- Poor after-sale service network

- Growing smartphone market in India
- Entry into international market
- International players have started launching low-cost
smartphones
- Recent entrants like Karbonn, Spice, Lava, Xolo, Maxx,
etc.
NEW VENTURES
MICROMAX IS LOOKING TO EXPAND ITS PORTFOLIO BY ENTERING
OTHER MARKETS SUCH AS:
o TABLETS
o DATA CARDS
o LED TVS
o HOME THEATRE SYSTEMS

RECOMMENDATIONS
FOCUS ON BRAND BUILDING
IMPROVE PRESENCE IN URBAN MARKETS
LOOK FOR CORPORATE TIE-UPS
IMPROVE AFTER-SALES SERVICE
LAUNCH PRODUCTS FOR HIGH-END CONSUMERS
FOCUS ON PROFIT-MARGINS

FMCG INDUSTRY
INTRODUCTION

MAJOR REASON FOR ENTERING INDIAN MARKET IS
1. DEMOCRATIC GOVERNMENT
2. ENGLISH SPEAKING WORKFORCE
3. A VAST NEW MIDDLE CLASS GROUP
4. CHEAP LABOR FORCE
DIFFICULTIES FACED ARE
1. STRATIFICATION
2. FOR FOREIGN COMPANIES, DOING BUSINESS IN INDIA CAN
BE GUT WRENCHING. ITS DEMANDING CONSUMERS CAN BE
DIFFICULT TO READ, AND LOCAL RIVALS CAN BE
SURPRISINGLY TOUGH


PRE AND POST LIBERALIZATION SCENARIO
IMPACT OF FOREIGN BRANDS
There is no more a monopoly for a single brand.
Half of the brands have either sold of their brands or vanished as
compared to there counterpart.
eg COCA COLA buying thums up from its owner ramesh
chauhan.
Uncle chips being sold to lays india.
But still there are some brands that have stood strong and competed
with the global brands.
These can be classified into 2 segments
1. The indian mnc joint venture where each benefit from each other.
eg. Anglo dutch conglomerate unilever and its indian
counterpart Hindustan liver.
2. The successful indian brands. eg GODREJ,TATA,INFOSYS.

IN TODAYS BRANDING STRATEGY ANTICIPATION IS MORE
IMPORTANT THAN PREDICTION.
IMPORTANT TO ADDRESS NOT ONLY THE DEFINITE NEEDS OF
THE CONSUMER BUT UNCLEAR NEEDS AS WELL.
IMPORTANT TO PROVIDE FULL VALUE OF THEIR MONEY.
AMUL IS SUCH A BRAND WHICH IS DERIVED FROM SANSKRIT
WORD AMULYA.
THE MILK COOPERATIVE COMPANY AMUL IS THE
SOLE INDIAN BRAND & THE MOST POPULAR BRAND
IN FMCG SECTOR. ALSO , AMUL IS RANKED NO.1
DAIRY BRAND NOT JUST IN INDIA BUT ACROSS THE
ASIA PACIFIC REGIONS & COMPETING WITH GLOBAL
BRANDS LIKE DUTCH , DUMEX , ANCHOR ETC . IT
WAS LISTED 4THINDIA BRANDS FOR 2009 & 2010 AS
WELL
THE ULTIMATE STRATEGY
THE MOPPET WHO PUT AMUL ON INDIA'S BREAKFAST TABLE
50 YEARS AFTER I T WAS FI RST LAUNCHED, AMUL'S SALE FI GURES HAVE J UMPED
FROM 1000 TONNES A YEAR I N 1966 TO OVER 25,000 TONNES A YEAR I N 1997. NO
OTHER BRAND COMES EVEN CLOSE TO I T. ALL BECAUSE A THUMB-SI ZED GI RL
CLI MBED ON TO THE HOARDI NGS AND PUT A SPELL ON THE MASSES.
THE AMUL GIRL WAS THE BRAINCHILD OF SYLVESTERDACUNHA,. THE ADS
WERE DESIGNED AS A SERIES OF HOARDINGS WITH DESIGNS RELATING TO
DAY-TO-DAY ISSUES AND ARE WITTY ONE LINERS.
THE BRAND RECALL FOR THE AMUL GIRL IS PHENOMENAL ACROSS INDIA
TODAY. AND THE BIGGEST REASON FOR THIS IS THE TOPICAL NATURE OF
THE ADS.

Low Cost Pricing Strategy


Low Cost Price Strategy was adopted to make the product
affordable & alluring to consumers by guaranteeing them value
for money. The main aim of Amul is to provide quality products
to the consumers at minimum cost. The goal of Amul is to
provide maximum profit in terms of money to the farmers. Low
cost of production of AMUL: Milk production is scale
insensitive and labor intensive. Due to low labor cost, cost of
production of milk is significantly lower in AMUL.

DEFENCE STRATEGY
MOVING CONSUMERS TO LOOSE MILK TO PACKAGED
MILK AND GRADUALLY MOVE THEM UP THE VALUE
CHAIN ( TETRA PACK TO BEVERAGES )
BEING EXPOSED TO A BRAND , IT IS NATURAL FOR A
CUSTOMER TO USE MORE PRODUCTS
EFFECTIVE SEGMENTATION
WIDE RANGE OF PRODUCT CATEGORIES CATERS TO
CONSUMERS ACROSS ALL MARKET SEGMENTS. EG:-
AMUL KOOL IS TARGETED AT CHILDEREN,
TEENAGERS PREFER KOOL CAF AS IT HAS A COOL
IMAGERY ASSOCIATED WITH IT.
CHANGING THE RETAIL ENVIRONMENT
STRIKING OUT ON ITS OWN WITH AMUL OUTLETS OR
PARLOURS TO DELIVER CONSUMERS TOTAL BRAND
EXPERIENCE.


PRODUCT OVERLAP
AMUL PROCESSED CHEESE VS. CHEESE
SPREAD
NUTRAMUL ENERGY DRINK VS. AMUL KOOL

PRODUCT DESIGN STRATEGY
WHETHER TO OFFER STANDARD OR CUSTOMIZED PRODUCTS.
AMUL HAS OFFERED A MIX OF BOTH STANDARD &
CUSTOMIZED PRODUCTS.
USE OF UTTERLY-BUTTERLY GIRL:
USING SINCE 1967.
ENTERED IN THE GUINNESS BOOK OF WORLD RECORDS FOR BEING
THE LONGEST RUNNING CAMPAIGN EVER