globeone Brand Snapshots - India

Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul
Emerging Market Brands Survey
Brand snapshots – India
August 2013

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
Brands Survey (aided awareness)

3
Land Rover
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
Brands Survey
#2 94%
of German
consumers know
Land Rover

4
Air India
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
Brands Survey
#3 47%
of German
consumers know
Air India

5
Tata
* Communications & IT, automotive, engineering, materials, services, energy, consumer products, chemicals
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
~ 455,950Employees
of best-known
Indian brands in
Germany
Brands Survey
#4 22%
of German
consumers know
Tata

6
Kingfisher
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
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
Brands Survey
#5 19%
of German
consumers know
Kingfisher
Source: kingfisher.com

7
Taj Hotels Resorts and Palaces
* Initiative to encourage businesses worldwide to adopt sustainable and socially responsible policies
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
Revenues abroad
Revenues € 240.55 million (2011/2012)
~ 13,000Employees
of best-known
Indian brands in
Germany
Brands Survey
#6 19%
of German
consumers know
Taj Hotels
n/a

8
Jet Airways
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
~ 13,950Employees
of best-known
Indian brands in
Germany
Brands Survey
#7 12%
of German
consumers know
Jet Airways

9
Maruti Suzuki
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
n/aRevenues abroad
~ 9,100Employees Source: Maruti (Suzuki)
of best-known
Indian brands in
Germany
Brands Survey
#8 12%
of German
consumers know
Maruti Suzuki

10
State Bank of India (SBI)
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
n/aRevenues abroad
~ 292,200Employees Source: statebank-frankfurt.com
of best-known
Indian brands in
Germany
Brands Survey
#9 10%
of German
consumers know
State Bank of India

11
Oberoi Hotels & Resorts
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
n/aRevenues abroad
Revenues € 148.35 million (2011/2012)
~ 12,000Employees
of best-known
Indian brands in
Germany
Brands Survey
#10 7%
of German
consumers know
Oberoi
Source: eihltd.com

12
Infosys
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
~ 156,700Employees
of best-known
Indian brands in
Germany
Brands Survey
#11 6%
of German
consumers know
Infosys

13
Mahindra
* E.g. aerospace, agribusiness, aftermarket, automotive, components, construction equipment, defense
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
~ 155,000Employees
of best-known
Indian brands in
Germany
Brands Survey
#12 6%
of German
consumers know
Mahindra

14
Reliance
* Exploration & production, refining & marketing, petrochemicals, retail and telecommunications
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
~ 23,500Employees
of best-known
Indian brands in
Germany
Brands Survey
#13 4%
of German
consumers know
Reliance

15
Godrej
* E.g. real estate, consumer products, industrial engineering, appliances, furniture, security
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
~ 26,000Employees
of best-known
Indian brands in
Germany
Brands Survey
of German
consumers know
Godrej
#14
Source: godrej.com

16
Wipro
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
n/aRevenues abroad
~ 145,000Employees
of best-known
Indian brands in
Germany
Brands Survey
#15
of German
consumers know
Wipro
2%
Source: wipro.com

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