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to register a trademark in India.
What is a trademark?
® Your Brand in India A Trademark (TM) in India includes:
y y y y y y y y y y
Word or letter Device Brand Logo Slogan Label, ticket, name, signature Three dimensional shapes Numeral, shape of goods, packaging or Combination of colours Sound mark
When you register a trade mark in India you should:
y y y y
Avoid Selection of identical, similar and deceptively similar trade marks Avoid possible conflicts & infringement action Avoid unnecessary costs Avoid unnecessary opposition at the trade mark office
So how to register a trademark in India?
Before filing an application for registration of a mark in India, it is advisable to conduct searches to insure that the mark has not been used and registered by someone else in India. Such trademark searches can be made online, at he the Office of the Trademark Registry, by anyone who has an account with an Indian bank to enable payment to that trademark office (you will also need an Indian address and fill form TM-54). But it is faster and easier to appoint a trademark law firm in India to do the searches and submit application for your company.
Selecting your trademark section
The cost for the registration of a trademark in India is 3. it is very advisable to register a trademark in India as soon as possible before other companies will use the same or a similar mark. and may be renewed for further periods of 10 years each with payment of the renewal fee of 5. For each class you register a trademark in India. can be protected in India indefinitely. The registration is valid for a period of 10 years. Kolkata.000 Rupees (80 ¼). a brand. Delhi. To reach the altar companies neet to go the extra mile and carefully listen to the voices of their customers. Foreign companies who want to register a trademark in India If the applicant has already applied for Trademark protection in one of the countries belonging to the Paris Convention or signatories of the TRIPS Agreement of the World Trade Organization (WTO). BMW. You can choose your product or service categories in which your business operates (or plans to operate) at the World Intellectual Property Organization. senior consultant at Gallup. if renewed on time. So. McEwen. Succesful brands like Coca Cola.500 Rs (60 ¼) for each section (this is a Government fee and does not include any property consultant or law firm fee for preparing the application and eventual oppositions to be filed in case the application is rejected). In his book ³Married to the brand³. When considering the investments companies are making to create their brands when entering the Indian market or launching a new product or service. The . the Indian Trademark Registry grants the registration within a year. Harley Davidson offer a ³return to the customer´ and have a reputation for creating strong consumer bonds. Why consumers bond with brands for life ± Mc Ewen asks the questions how and why certain companies manage to create succesful brands. Ahmedabad or Chennai. in fact most brands are married to only a small percentage of their customers.Before registering a trademark in India you should however know for which category (and subcategory) you want to register your trademark. Duration and validity of a trademark registration in India Usually. The site shows you all the 34 goods classes and 11 service classes. It is therefore advisable to select all the relevant indications of goods or services in the selected section. but sometimes in can take longer. How they do it? If customers ³marry´ a brand it means more than just buying a branded product. According to William J. you will have to pay extra. The application can be submitted at one of the Trade Mark Registry offices in India in Mumbai (Head Office). provided that the application is filed in India six months of the priority date. companies should try to connect with their customers on an emotional level. the selection of several subcategories will however not attract any extra cost. then an application for registration can be filed in India claiming the property of registration from earlier corresponding application in the convention country.
company must reinforce the brand promise at every touch point with the customer. Price) are not enough any more ± a brand marriages requires the fifth P ± People. Everyone seeking a product. The employees who interact with the customers on a daily basis (the front line people) are the brand. 4. The brand message must be ³credible. but have no strong feelings for it Actively disengaged: there is no connection to the brand and customers could switch easily To build a strong brand. According to Gallup there are four categories of engagement: 1. Stay informed: Using RSS feeds like Google Reader. . Fully engaged: customers are passionate about a brand Engaged: customers feel an emotional bond Not engaged: customers use a product. Succesful promises can be: y y y y y A solution to a problem ³Peace of mind´ Sense of status & prestige A feeling of self-image and self completion A sense of membership The 4 Ps (Product. My Yahoo and Netvibes will help you to stay on top of all the news in your particular industry. Brand managers must differentiate their products from others and highlight their benefits. create ³Desire´ and spur ³Action´ is not enough. iGoogle. compelling and connecting´ to turn a prospect into a first ³date´. Canada¶s most influential male in social media there are some basic rules individuals and SMEs need to follow to build a successful brand online: 1. So it is important that every employee is involved in relationship management. So how can SMEs build a strong brand online? According to Michel Joel. align the customers touch points and try to fully engage the customers. The AIDA formula: build ³Awareness´. Companies which succeed doing this can count on many ³brand ambassadors´ who will automatically spread the brand message to relatives and friends. Building a brand online has become a must for every small and medium sized business and individual professionals. arouse ³Interest´. 2. companies need to ³fully engage´ their customers. connect and get information. 3. In order to build a strong brand. Promotion. who knows that guy so I will try to put you in touch³ are (almost) over. Each brand relation begins with a ³brand promise´. marketing managers need to create a connection far beyond price and location. service or person will go online to compare. thy need to articulate the brand promise. Place. Most brands are created and managed by talented individuals like Ray Korc at McDonlad¶s or Steve Jobs at Apple. The times of ³I know this guy.
4. International Business. 6. Seven Tips for Europeans to Win in Asia BusinessWeek Written August 24th. 4. Investing in India. and forum posts you need to have a well maintained website. 7. Invest in Asia. Plan a robust mobile strategy: the future is going to be mobile so try to design your website in a way that it works also on small and keep the navigation simple. even a very small one. The material you publish should thoroughly engage your target. 5. so ensure that your message is genuine and try to focus on a special niche. audio and video (YouTube) 8. Convey helpfulness and sincerity: You can¶t ³fake passion´. Marketing Strategy Tags: doing business in india. India. Invest India 1. 9. fun and most importantly. memorable. 3. Linkedin).2. 5. online social media groups (Facebook. punchy. You should speak like a human being not a press release. Try to contribute something valuable and try to keep the conversation alive. You need a plan: Plan your showcasing and promotion strategy. Build a community of like-minded people with whom you can share ideas and do business with: you can start with a blog. 3. 6. Build a terrific website: Apart from blogging. which is easy to navigate and demonstrates the same level of quality as your other web content. 2010 by Andreas De Rosi Categories: Globalisation. Apart from text use good images. social media. simple. Going Global. What do you want to accomplish online? Once you have a strategy follow blogs and engage in industry forums. 2. Keep in mind: whoever has and creates the best content wins. micro blog (Twitter) or a podcast (audio / video content). Content is king: write short. 7. Europeans in Asia. Maximize human capital Create an innovation supply chain Invest in consumer insight Employ a global mindset Mitigate risk effectively Rethink consumption and distribution Create an advisory-led business . Try to deliver the right message and the right type of content at the right time.
E-Book Series: Doing Business in India. It still remains the number 1 spoken language here. Sales Tags: doing business in india.Sales and Marketing in India Written August 16th. write. India. it has several promotional agencies. You can find a translator. 2010 by Andreas De Rosi Categories: Business Strategy. advertising using your own language will not be too difficult. demographics. Formerly known as Bombay. Marketing Strategy. International Trade. You may also want to consider dialect translation. . and understand English. only one is considered to be the main center when it comes to sales and marketing in India: Mumbai. However. interpreter. To help you out. but localisation is better Many speak. The partner doesn¶t have to be someone related to your business. you can make use of the following insights and tips: 1. English is fine. which can help you find advertising spaces in different parts of the country. you may still want to translate some of your promotional materials to Hindi. India. and even geography of the country. 2. marketing in india. You can also hire a professional consultant who can help you assess the demographics and personalities of your chosen target market and assist you to develop the right sales and marketing strategy in India. sales and marketing in india Doing business in India? Read this 10 Sales & Marketing Tips Finding the right Marketing Solutions Sales and marketing in India are quite different. Hence. Find yourself an expert or guide It¶s best to work with an Indian partner. or a guide. india business. sales and marketing. After all. india marketing. you need to take into consideration the culture. Some areas in the region do have their own dialects such as Punjabi. Mumbai is the place to be Though there are many growing centers in the country. 3.
you can look for hawkers who can do contractual jobs for you. Some of these newspapers are Business World. then definitely you have to go for e-mail. These people are actually recognized in the business sector since they generate thousands of businesses and rupees for the country. Hire the right sales people: from VIPs to hawkers You may also want to be creative while you¶re doing that. 6. Business India. India has a lot of English-speaking channels such as Star TV. a huge number of people knows very well how to use the Internet and social media like Twitter and Facebook. Business Today. Identify clusters to find your target audience The country is divided into different industrial clusters. These clusters are developed according to the kind of livelihood or businesses that are found within the area. (According to InternetWorldStats. Go door to door It¶s common for business to engage in door-to-door sales. You may want to do this if you want to reach out to your target customers who are living in villages. Keep in mind different religions Religion plays an integral role and you should keep this in mind when creating your Sales and Marketing Strategy in India. Though it still takes a while for posts and mails to arrive. you may want to get a spot on TV. Again. especially when posts and telecommunications are still in the process of being improved. though.com 81 Million Indians use the Internet). and India Today. You can also easily reach out to the Indian audience if you can publish greetings or offer special promos during special holidays like Diwali. but the business magazines and journals have dramatically increased over the years. 9. 10. You can use these clusters to determine the kinds of people you can go for as your target market. As a growing IT hub in Asia. Make use of direct marketing Direct marketing has been enhanced. 7. Get your ads on TV If you¶re targeting the middle class. If you want something very fast. If you can not afford TV«go for print ads India does have quite a number of publications. Read more about direct sales and marketing in India on the India Direct Marketing Association website. 5. Some would hire beauty queens and other well-known people to help them known on people¶s doors and sell their products and services.4. If you want to go cheap. This means you have to be sensitive to the culture. you may want to be a little bit creative with your advertisement by having them in Hindi. the biggest Hindu festival 8. . you can count that they will certainly reach your targeted customers.
If a company . Along with the packaging comes the brand name. But in the food sector for example products almost always need major changes (example: more spicy taste. he second aspect marketing managers should look at when developing their product strategy for the Indian consumer market is: packaging. Promotions. removal of non-vegetarian ingredients etc. Hong Kong and New Delhi. The reach of smaller packs is much wider. can surely make a big difference.02 ) shampoo pack. suggestions and tips about sales and marketing in India« The following article series ³Marketing in India´ will cover Kottler¶s 4 Ps (Product. When launching new products in India. can be found at every corner shop in small packages (enough for using it once or twice or maybe just to try it out). and considering India s huge population a lot of small packs can result in quite high overall sales. companies should look at their products from different perspectives and then try to cover each aspect step by step in order to develop a successful product strategy for the Indian market. which want to successfully sell their products in India. A strong brand name like ³Harley Davidson´ (which recently entered India). Unilever s leading hair care brand. The upcoming articles will then cover the promotion. The most important part of a product is the core functionality. This first article will talk about the right product strategy for the Indian market. (0. with focus on the Indian market. Sunsilk.).More tips on Sales and Marketing in India will follow shortly« Leave your comments. The most common example used in marketing text books is the 1 Rs. Electronic products normally don¶t need to be adapted to the Indian market: Samsung¶s LCD¶s look the same in Dubai. Price and Place). price and distributions strategy for international companies.
Last. finding the right name for a product may be a difficult task and before launching a new product nationwide.does not have a global brand name. Like in every country a well organised and effective customer service. Choosing the right brand name is a fundamental part when developing a product strategy for the Indian market. selling in India is almost like selling in Europe. international companies have to offer a good sales service and after sales service. with its different languages and customs. With 18 official languages and thousands of dialects. This is also a way to gain valuable customer insights and can be used at a later stage to introduce better products . but it is retailing under the brand name Walls in Asia. Global companies should try to build up a strong relationship with their customers and offer locality schemes along with their products. The German Ice cream maker Langnese-Iglo for example is selling its ice cream under the Langnese brand in Germany. free home delivery and other ³goodies´ will increase customer satisfaction. overseas companies should ask for advise from marketing experts and potential consumers in different regions of India. warranty services. In this way. but certainly not least. it should consider renaming its product for the Indiana market.
In a competitive environment. It also seems to increase its market share to launch a new product that helps the particular company to earn profit.Product Decision Example Product design Will the design be the selling point for the organisation as we have seen with the iPad. Brands have the power of instant sales. The company could seek new products that have technological or marketing synergies with e xisting product lines appealing to a new group of customers.This also helps the company to tap that part of the market which remains untapped. The technology would be the same but the marketing effort would need to change. John Lewis a retail departmental store offers free five year guarantee on purchases of their Television sets. For instance. they convey a message of confidence. A premium based pricing strategy has to reflect the quality a product offers Product features What features will you add that may increase the benefit offered to your target market? Will the organisation use a discriminatory pricing policy for offering these additional benefits? Product branding One of the most important decisions a marketing manager can make is about branding. quality and reliability to their target market. Customers who purchase a camera are buying more then just a camera they are purchasing memories. Level 1: Core Product. The strategy at this level involves organisations branding. The value of brands in today¶s environment is phenomenal. which means that the firm is able to leverage its technical know-how to gain some advantage. Level 3: Augmented product: What additional non-tangible benefits can you offer? Competition at this level is based around after sales service. is an example of technologicalrelated concentric diversification. the new VW Beetle or the Dyson Ball vacuum cleaner.  Horizontal diversification The company adds new products or services that are often technologically or commercially unrelated to current products but that may appeal to current customers. and which presents an opportunity to earn profits. this form of diversification is desirable if the present customers are loyal to the current products and if the new products have a good quality and are well promoted and . this gives their `customers the additional benefit of peace of mind over the five years should their purchase develop a fault. delivery and so on. the addition of tomato ketchup and sauce to the existing "Maggi" brand processed items of Food Specialities Ltd. What is the core benefit your product offers?. Product quality Quality has to consistent with other elements of the marketing mix. For example. a company that manufactures industrial adhesives might decide to diversify into adhesives to be sold via retailers. Concentric diversification This means that there is a technological similarity between the industries. adding features and benefits to ensure that their product offers a differential advantage from their competitors. The aim is to ensure that your potential customers purchase your one. Level 2 Actual Product: All cameras capture memories. warranties.
provide increased growth and profitability. plastic products) and through retail stores (e. In both cases. which may lead to rigidity and instability. the new products are marketed to the same economic environment as the existing products. and second to get a better reception in capital markets as the company gets bigger. the main reasons of adopting such a strategy are first to improve the profitability and the flexibility of the company. it could also.g. Therefore. if successful..  Conglomerate diversification (or lateral diversification) Main article: Conglomerate (company) The company markets new products or services that have no technological or commercial synergies with current products but that may appeal to new groups of customers. Avon is still at the retail stage of the production process. In other words.  Another interpretation Horizontal integration occurs when a firm enters a new business (either related or unrelated) at the same stage of production as its current operations.Tiffany's). For example. Moreover.. Avon's move to market jewelry through its door-to-door sales force involved marketing new products through existing channels of distribution. a company that was making notebooks earlier may also enter the pen market with its new product.g. clothing. For example.priced. The conglomerate diversification has very little relationship with the firm's current business. . An alternative form of that Avon has also undertaken is selling its products by mail order (e. this strategy tends to increase the firm's dependence on certain market segments. Even if this strategy is very risky.