Innovation through

Internationalization
Existing Strategies of Indian Firms
1
 Mergers and acquisitions
• Tata and jlr - global image- to get latest and
high end technology- luxury and off road car
market-strong global access.
• Cipla and invagen/exelan- was to get more
market share in US generic medicine market
and to get access to the US Food and Drug
Administration approved facilities.
2
 Strategic alliances
• Tata motors –Volkswagen group(skoda):
create synergies and develop smart innovative
solutions for the Indian and overseas market
(Meet Tamo Racemo, Tata’s New Sports Car)

• M&M –Mitsubishi:
designs and manufacture world standard
tractors.
3
 Global star as brand ambassador

Why?
to reduce the impact of country of origin effect.
4
 Local star as brand ambassador
• appeal the Australian market, M&M roped in
Matthew Hayden the famous Australian
Batsman as their brand ambassador
• south Indian market M&M hired South Indian
superstar Prabhas and Bollywood superstar
Kareena Kapoor for Northern India.
5
 Brand positioning
• revamp the positioning
• launch a new brand (medium)
6
 New innovative product/process
• M&M innovated in the field of electric
vehicles by introducing e2o an electric
hatchback
• In 2016, they innovated with their product
‘Nicotex’ which is a Nicotine Replacement
Therapy for quitting smoking. The Nicotex
which was in form of a chewing gum
7
 Modification of existing product and
reverse engineering
• Tata Motors launched new 2.2 ‘VariCOR’ diesel
engine. This VariCOR engine is fuel efficient as
well as powerful than other Indian 2.2 diesel
engines

• Mahindra also launched mCRD engine for its

tractors which is fuel efficient, powerful and
more environment friendly.
8
 Country of origin effect (COE)
• COO or Country of Origin Effect refers to the
practice of marketers and consumers
associating brands with countries and making
buying decisions made on the country of
origin of the product.
9
• To avoid negative impact of COE Titan, A TATA
subsidiary for watches and perfumes
announced new perfume brand which will
bottle the perfume in France to make the
product appear as if it is from France and gain
the advantage of COE.
 Failed strategies
• TATA – Nano
• TATA- Zica –Tiago
• M&M – FORAY-Global vehicles
Challenges Faced By Indian Firms
Questions ?