The document discusses the strategies used by foreign brands to survive in the Indian market. It outlines how consumer behavior in India changed from pre-liberalization to post-liberalization as incomes rose and exposure to foreign cultures increased. Foreign brands that want to succeed in India must understand the diverse cultural landscape and adapt their marketing and products to local tastes and values. The document provides examples of both foreign brands that successfully Indianized their approach as well as those that failed to adapt.

1. THEME INTERNATIONAL BRANDS MANAGEMENT

2. SUB-THEME INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES

3. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE CURTAIN RAISER- Why ‘PHOREN’ brands ? And not ‘FOREIGN’. CHANGE IN THE CONCEPT- “ ATITHI DEVO BHABAH TO VASUDHAIVO KUTUMBAKM ”.

4. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE PARADIGM SHIFT- The changing scenario FACTORS RESPONSIBLE PRE-LIBERALISATION-POST LIBERALISATION THE ENTRY OF FOREIGN BRANDS IN INDIA THE CHANGING TRENDS IN CONSUMER BEHAVIOUR.

5. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES FACTORS RESPONSIBLE- Pre-liberalization- A large discontented middle class with many hang ups and inhibitions, conservative mindset. Low income, low employment level, low literacy. The generation was raised on simple living and high thinking, thrift was a great virtue. The per capita income was just under Rs 2000/-. Coupled with this the socio-eco-cultural-political background stifled the initiative.

6. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES Post liberalization- Consumers remove inhibitions, per capita income grows more than Rs6000/- by 1990-91. Age of spending recklessly starts. Foreign brands and foreign investments started hitting the Indian market. Introduction of cable and satellite TV. New cultures and lifestyles flooded. The profile of the consumers-young, professionally-educated, and motivated, ready to experiment with anything new.

7. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES The situation just after liberalization. For companies with long-term marketing plans in India, the "consumers" (urban + rural), "climbers" (urban only) and "aspirants" (urban only) classes can be clubbed together to give a market size of around 57 million households (as at 1995-96) which can be said to be the "prime segment" of the Indian consumer market

8. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE SITUATION NOW AND FUTURE SCENARIO . (By NCAER).

9. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES TRENDS IN CONSUMER BEHAVIOUR- Constantly moving upwards and change has become a way of life. Growing individualism is in rise and therefore individual targeting in the same product category, under the same house . Consumer choice is more impulsive than need-based. People love to go for shopping in the malls. With emergence of EMI, credit cards and other financial facilities Indians are ready to experiment and flaunt a borrowed lifestyle.

10. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE ASPECTS THAT THE MNC’S SHOULD STRESS. THE POPULATION SEGMENT OF INDIA

11. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE CULTURAL MAP OF INDIA

12. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES From volume based marketing to value based marketing. MNC’ s should do an indepth research of consumer behaviour. Brand associations help the consumers to identify themselves with the product. MNC’ s should innovate themselves and meet consumer expectations. Consumer satisfaction is linked with how well the brand is able to adopt itself to the changing needs of the consumers.

13. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES MNC’ s BOW TO DESI CULTURE . CASE STUDIES- THE ACHIEVERS- LG. GENERAL MOTORS-OPEL. FORD. MCDONALD’S. DOMINO’S PIZZA HUT . STAR PLUS,MTV .

14. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THE FAILURES- TCL HAIER. AIWA. KENTUCKY FRIED CHICKEN.

15. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES CONCLUSION As Charles Darwin’s theory of evolution states that – “ It is not the strongest of the species that survive, not the most intelligent, but the one most responsive to change.” BERENJIAN, an Iranian settled in India, who co-ventured US-Pizza says-’The rules are very clear, you can alienate me a bit from my own culture, but you cannot make me a stranger to my culture. The society is much stronger than any company or product.’

16. INDIANISATION OF ‘PHOREN’ BRANDS- THEIR SURVIVAL STRATEGIES THANK YOU. PRESENTED BY MOU MUKHERJEE-DAS .