B.V.Raghunandan-A Random Walk In Indian Marketing

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Indian Marketing and its distinct nature albeit a lot of western influence

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B.V.Raghunandan-A Random Walk In Indian Marketing

  1. 1. A Random Walk in Indian Marketing -B.V.Raghunandan, SVS College, Bantwal St.Aloysius College of Business Administration August 9, 2006
  2. 2. Coverage of the Random Walk <ul><li>Coverage is the Stories whereby the Indian marketing was Redefined through New Business Model, Product, Strategy or Any other Dominant Factor of Marketing </li></ul>
  3. 3. The Beginning of The Story <ul><li>1960s- Anand Milk Union Ltd., </li></ul><ul><li>Competitive War with Glaxo India Ltd., a multi-national in the baby food market </li></ul><ul><li>Fought well with its Co-operative Model </li></ul><ul><li>Milk Procurement from co-operatives </li></ul><ul><li>Low cost model with reasonably educated personnel </li></ul>
  4. 4. AMUL Story continues <ul><li>White Revolution with Operation Flood </li></ul><ul><li>Made universal availability of milk by 1980 through establishing Milk Federation in every State </li></ul><ul><li>Single Product Category by concentrating on Milk and Milk Derivatives </li></ul>
  5. 5. Amul in Post Liberalisation <ul><li>Marketing Overdrive </li></ul><ul><li>Ice Cream Market against HLL’s Kwality- Walls </li></ul><ul><li>Chocolate Market against Nestle </li></ul><ul><li>Beverages Market against Cadbury </li></ul><ul><li>Pizza Market against Dominos </li></ul>
  6. 6. Marketing Model of Amul <ul><li>Low Price </li></ul><ul><li>Mass Market (No Segmentation) </li></ul><ul><li>Logistics </li></ul><ul><li>Cheaper Distributors </li></ul><ul><li>Simple & Straight Advertisement without any subtlety </li></ul><ul><li>Dominant Usage of Hoardings in preference to Audio-Visual Medium </li></ul>
  7. 7. Hindustan Lever Limited - The Marketing Giant that Followed the Text Book
  8. 8. Marketing Strategies <ul><li>Clear Marketing Segmentation- Lux & Life-buoy </li></ul><ul><li>Prices Suited For the Segment </li></ul><ul><li>Media Content Tailor-made for the Segment </li></ul><ul><li>Liril created for the segment of a Care-free Customers </li></ul>
  9. 9. Introduction of Close-Up <ul><li>Based on Market research </li></ul><ul><li>Created a New Segment as opposed to the Segment of Colgate </li></ul><ul><li>Initial Mistakes in Forecasting Sales, creating unfulfilled curiosity </li></ul><ul><li>Struggled to sustain the market between 1974 to 1982 </li></ul><ul><li>Gel-based Toothpaste became a separate market in the early 1990s </li></ul>
  10. 10. Strategic Mistakes <ul><li>Brand Proliferation </li></ul><ul><li>Undermining and Ignoring Competition from Small Companies like Nirma in 1970s, Cavincare in 1990s </li></ul><ul><li>Slow and Unimaginative Response to Competition from Big Companies like Proctor & Gamble,Tata Tea </li></ul>
  11. 11. HLL’s Strength <ul><li>Parent Unilever’s Acquisitions of Strong Brands </li></ul><ul><li>HLL’s Indian Acquisition of Tomco, Lakme in late 1990s </li></ul><ul><li>Brand Restructuring in 2000s and discovering Power Brands </li></ul><ul><li>Converting Each Power brand into an umbrella brand </li></ul><ul><li>Searching for Executive Talent from Diversified Areas </li></ul>
  12. 12. Nirma- Success by Simplicity <ul><li>New Product </li></ul><ul><li>Value –For –Money Approach </li></ul><ul><li>TV Commercials with Simple and Catchy Base- line </li></ul><ul><li>Concentration on a single product until stabilization </li></ul><ul><li>Rationalised Product line </li></ul>
  13. 13. Maruti Udyog Ltd <ul><li>Polyurethane High Performance Plastic Body in preference to steel </li></ul><ul><li>Aluminium components </li></ul><ul><li>Fuel Efficiency </li></ul><ul><li>Favourable Excise Duty </li></ul><ul><li>Dolphin was a Casualty </li></ul>
  14. 14. Hero Honda Ltd <ul><li>Powerful Partnership </li></ul><ul><li>Unheard of Fuel Efficiency </li></ul><ul><li>Frugal Look </li></ul><ul><li>Converted the Indian Two Wheeler Market from Scooters Market to Motorbike market </li></ul><ul><li>Stabilised the market with limited models </li></ul><ul><li>Clear Segmentation of the market </li></ul>
  15. 15. Nestle India Ltd <ul><li>Created Market History with the quick Promotion of Kit Kat- Converted the Chocolate market to Chocolate Wafer market </li></ul><ul><li>Munch, with a higher wafer content cannibalised Kit Kat </li></ul>
  16. 16. Proctor & Gamble <ul><li>Clear Segmentation of Shampoo Market with Head & Shoulder, Pantene and Rejoice </li></ul>

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