globeone Brand Snapshots - India

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“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.

globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.

There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

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globeone Brand Snapshots - India

  1. 1. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul Emerging Market Brands Survey Brand snapshots – India August 2013
  2. 2. 2 Jaguar * Jaguar and Land Rover jointly reported; 2011/2012 refers to Indian financial year Interesting insights Jaguar announced a new global marketing and brand strategy. The previously British carmaker, which is owned by the Indian conglomerate Tata, also unveiled a new logo and corporate identity aimed at increasing awareness of the brand. These actions set the tone for global future expansion. 1982Founded AutomotiveIndustry Coventry, United KingdomHeadquarters ~ 85%*Revenues abroad Revenues € 18.4 billion (2011/2012)* ~ 10,000*Employees Source: Jaguar of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #1 96% of German consumers know Jaguar Source: globeone Emerging Market Brands Survey (aided awareness)
  3. 3. 3 Land Rover Interesting insights Land Rover sponsors all levels of rugby, from the Land Rover Premiership Rugby Cup for under 11 and under 12 teams, through Premiership Rugby and The British & Irish Lions Tour to Australia & Hong Kong in 2012. During the Paralympic Games 2012 – hosted in London – Land Rover launched its first brand campaign on British Channel 4. The spot advertised Land Rover as “the world's SUV brand of choice for today and tomorrow”. 1948Founded AutomotiveIndustry Coventry, United KingdomHeadquarters Revenues abroad Revenues Employees ~ 85%* € 18.4 billion (2011/2012)* ~ 10,000* Source: Land Rover * Jaguar and Land Rover jointly reported of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #2 94% of German consumers know Land Rover Source: globeone Emerging Market Brands Survey (aided awareness)
  4. 4. 4 Air India Interesting insights Air India targeted new international markets as the official carrier for the 2010 Commonwealth Games held in Delhi. The airline raised global brand awareness by ferrying the over 5,000 athletes as well as officials and tourists from 53 participating countries. Branding activities included signage, billboards and flight crew uniform design. Source: airindia.com 1932Founded AviationIndustry New Delhi, IndiaHeadquarters n/aRevenues abroad Revenues € 1.81 billion (2010/2011) ~ 27,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #3 47% of German consumers know Air India Source: globeone Emerging Market Brands Survey (aided awareness)
  5. 5. 5 Tata * Communications & IT, automotive, engineering, materials, services, energy, consumer products, chemicals Interesting insights Tata is a well-established and trusted brand domestically. Recently, the Tata Group has initiated a global brand building strategy, focusing on China, the UK and the US. For instance, the Group increased awareness through significant acquisitions in the UK (beverage company Tetley and Jaguar Land Rover). In the US, Tata invested in building the “Tata Hall” at Harvard Business School to enter the mind space of tomorrow’s business leaders. Source: tata.com 1868Founded Conglomerate*Industry Mumbai, IndiaHeadquarters ~ 58%Revenues abroad Revenues € 76.84 billion (2011/2012) ~ 455,950Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #4 22% of German consumers know Tata Source: globeone Emerging Market Brands Survey (aided awareness)
  6. 6. 6 Kingfisher Interesting insights The Kingfisher brand is owned by United Breweries (UB) Group, a conglomerate that distributes not only beverages but offers a diversified product portfolio. Kingfisher beer is India’s largest selling beer brand and an active sponsor of various sports and society events in India. Under the Kingfisher brand the Group also launched the internationally known Kingfisher Airlines, which ceased operations in 2013. 1857Founded Conglomerate*Industry Bangalore, IndiaHeadquarters n/aRevenues abroad Revenues n/a n/aEmployees * United Breweries Group: alcoholic beverages, fertilizers, engineering, aviation (also beyond Kingfisher brand) of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #5 19% of German consumers know Kingfisher Source: globeone Emerging Market Brands Survey (aided awareness) Source: kingfisher.com
  7. 7. 7 Taj Hotels Resorts and Palaces * Initiative to encourage businesses worldwide to adopt sustainable and socially responsible policies Interesting insights A leading hospitality and tourism brand, Taj Hotels Resorts and Palaces is emphasizing the importance of environmental protection in its industry. The company has been associated with the UN Global Compact* since 2001 and also joined the internationally recognized EarthCheck benchmarking and certification system. These global initiatives are intended to raise awareness with environmentally conscious international customers. Source: Taj Hotels Resorts and Palaces 1903Founded Hospitality and tourismIndustry Mumbai, IndiaHeadquarters Revenues abroad Revenues € 240.55 million (2011/2012) ~ 13,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #6 19% of German consumers know Taj Hotels Source: globeone Emerging Market Brands Survey (aided awareness) n/a
  8. 8. 8 Jet Airways Interesting insights Jet Airways is India's largest private domestic airline and has focused especially on customer service ever since it started operations in 1992. Jet Airways relies on in-depth customer insights to improve all aspects of customer experience – from the reservation process to ground services to on-board entertainment. Additionally, Jet Airways offers a world-class frequent flyer program which has received the prestigious Freddie Award several times. Source: jetairways.com 1992Founded AviationIndustry Mumbai, IndiaHeadquarters ~ 56%Revenues abroad Revenues € 1.93 billion (2011/2012) ~ 13,950Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #7 12% of German consumers know Jet Airways Source: globeone Emerging Market Brands Survey (aided awareness)
  9. 9. 9 Maruti Suzuki Interesting insights As India’s largest carmaker, Maruti Suzuki depends on a global customer base. Its recent brand campaign is focused on international consumers resulting in a shift in the export strategy. The company turned its attention to emerging markets in Asia and Latin America developing a strong distribution network. A special export focus is on Africa, e.g. Algeria, the company’s largest market in the continent. Source: Xxx 1981Founded AutomotiveIndustry New Delhi, IndiaHeadquarters n/aRevenues abroad Revenues € 4.67 billion (2011/2012) ~ 9,100Employees Source: Maruti (Suzuki) of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #8 12% of German consumers know Maruti Suzuki Source: globeone Emerging Market Brands Survey (aided awareness)
  10. 10. 10 State Bank of India (SBI) Interesting insights The State bank of India as the largest Commercial Bank in India holds a major share of the international banking business. It has a presence in 28 countries through 54 offices. The strong global focus is underlined by the newly opened offices at Sydney, Muscat, Chittagong and Fresno. 1955Founded Financial servicesIndustry Mumbai, IndiaHeadquarters n/aRevenues abroad Revenues € 28.27 billion (2011/2012) ~ 292,200Employees Source: statebank-frankfurt.com of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #9 10% of German consumers know State Bank of India Source: globeone Emerging Market Brands Survey (aided awareness)
  11. 11. 11 Oberoi Hotels & Resorts Interesting insights The Oberoi brand increases its overseas expansion through a specific strategy including strengthening the presence with properties in Dubai, Oman and Marrakech. Furthermore, Oberoi focuses on brand-defining cities such as New York, Paris, London and Tokyo to strengthen the global image and awareness. 1934Founded Hospitality and tourismIndustry New Delhi, IndiaHeadquarters n/aRevenues abroad Revenues € 148.35 million (2011/2012) ~ 12,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #10 7% of German consumers know Oberoi Source: globeone Emerging Market Brands Survey (aided awareness) Source: eihltd.com
  12. 12. 12 Infosys Interesting insights Infosys is a powerful brand in the world of information technology. However, it makes do with minimal advertising budgets and is rarely seen in the mass media. In order to reach global customers, Infosys has moved from information to engagement – e.g. by speaking to business leaders at the World Economic Forum in Davos, or by engaging with opinion makers on the subjects such as “the flat world”. Source: infosys.com 1981Founded IT consulting & outsourcingIndustry Bangalore, IndiaHeadquarters ~ 98%Revenues abroad Revenues € 5.68 billion (2012/2013) ~ 156,700Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #11 6% of German consumers know Infosys Source: globeone Emerging Market Brands Survey (aided awareness)
  13. 13. 13 Mahindra * E.g. aerospace, agribusiness, aftermarket, automotive, components, construction equipment, defense Interesting insights Global brand building activities of the Mahindra Group include U.S.-American scholarship and disaster relief programs, as well as veteran support. In Europe, Mahindra successfully competes in Moto3 championships. Additionally, Mahindra is one of the few Indian companies to have received an A+ Global Reporting Initiative checked rating of its sustainability reports. Source: mahindra.com 1945Founded Conglomerate*Industry Mumbai, IndiaHeadquarters ~ 20%Revenues abroad Revenues € 12.2 billion (2010/2011) ~ 155,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #12 6% of German consumers know Mahindra Source: globeone Emerging Market Brands Survey (aided awareness)
  14. 14. 14 Reliance * Exploration & production, refining & marketing, petrochemicals, retail and telecommunications Interesting insights Reliance Industries engages in various Corporate Social Responsibility activities, e.g. environmental protection and HIV/AIDS awareness and treatment programs. These initiatives generate global awareness for Reliance Industries, as the company’s sustainability reports are certified by the Global Reporting Initiative and have been featured in reports by organizations such as the World Bank Group. Source: Reliance (Industries) 1966Founded Conglomerate*Industry Mumbai, IndiaHeadquarters ~ 65%Revenues abroad Revenues € 53.57 billion (2012/2013) ~ 23,500Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #13 4% of German consumers know Reliance Source: globeone Emerging Market Brands Survey (aided awareness)
  15. 15. 15 Godrej * E.g. real estate, consumer products, industrial engineering, appliances, furniture, security Interesting insights As one of India’s largest conglomerates, Godrej is looking to establish itself as a truly global brand. Its key strategy is to acquire strong local brands, e.g. the Argentinean hair care company Argencos or the British personal care brand Keyline Brands. Godrej is using its existing brand equity for pull with the Afro-Asian population living abroad. Also, the company is catering to the current “ethnic Indian” trend with sandalwood and ayurvedic product variants. 3% 1897Founded Conglomerate*Industry Mumbai, IndiaHeadquarters ~ 25%Revenues abroad Revenues € 2.79 billion (2012/2013) ~ 26,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Godrej Source: globeone Emerging Market Brands Survey (aided awareness) #14 Source: godrej.com
  16. 16. 16 Wipro Interesting insights As one of India’s largest IT services companies, Wipro depends on a global customer base. Its recent brand campaign is focused on international companies’ CXOs whose job requires frequent travel. Marketing activities are therefore built around key touch points with the target audience, such as airport business lounges, star hotels, and cabs. Additionally, Wipro used branded buses at the World Economic Forum in Davos to gain visibility. 1945Founded IT consulting & outsourcingIndustry Bangalore, IndiaHeadquarters n/aRevenues abroad Revenues € 4.78 billion (2011/2012) ~ 145,000Employees of best-known Indian brands in Germany Source: globeone Emerging Market Brands Survey #15 of German consumers know Wipro Source: globeone Emerging Market Brands Survey (aided awareness) 2% Source: wipro.com
  17. 17. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul © Copyright This document of globeone GmbH or its network office is intended exclusively for the client or addressee. It remains exclusive property of globeone GmbH or its network office until the rights of use are expressly transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with the consent of globeone GmbH or its network office. This document is a discussion paper. It makes use of secondary information and hypotheses and is therefore for discussion only. It does not include any recommendations or binding statements. While due care has been taken during the compilation of this presentation to ensure that the information is accurate, globeone GmbH and its network offices shall not be responsible for any damages (including consequential) caused by reliance on the materials presented, including but not limited to typographical and other errors relating to the publication.

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