Globalization And India 's Rising Demand For Foreign Brands : Lessons For Marketers
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Globalization and India’s Rising Demand for Foreign Brands: Lessons for Marketers
(Article Submitted to – Paradigm (2015): Nourishing the Intellect, Theme – Rising Stars Setting Suns).
Submitted By:
Aastha Verma Vohra
(Doctoral Student)
Faculty of Management Studies, University of Delhi,
Delhi-110007
Phone: 9811208423
Email: aastha178@gmail.com
Globalization and India’s Rising Demand for Foreign Brands: Lessons for Marketers
Globalization
Globalization is an inevitable phenomenon that is leading the entire world towards becoming one market, a global village. With the world becoming a single market, globalization has had a major contribution in enabling the organizations worldwide to step out of the restricted domestic markets and to set up their operations across the globe with confidence. This has largely led to a decline in the importance in national borders and a greater emphasis on what the consumers actually demand no matter the consumer is located in the very country in which the organization exists or an entirely different part of the world. Moreover, with the rapid increase in global competition, companies that strictly adhere to and cater to the needs of the local markets are finding themselves at a disadvantage and gradually losing the competitive advantage that they so much strived to achieve. However, for some products and services the tastes and preferences of consumers in different nations are beginning to converge on some global norm.
“International marketing strategies of Hyundai
in India”
[pic]
Sindhu Sharma Bharti
MA DISSERTATION
2008
2 | P a g e
ABSTRACT
The automotive industry has been an industry of rapid growth. It has been successful in providing the best styles, comfort, and powerful engines
markets be driven by marketing as we know it today, or will the emerging markets drive future marketing practice and the discipline? Several factors are responsible for the growth of the emerging markets. First, economic reforms in Brazil, Russia, India, and China (BRIC) have unlocked markets protected by ideology and socialism. As a result, some of the best capitalist markets today are ex-communist or ex-socialist countries. This policy change has resulted in creating altogether new markets for branded
If a company were to follow a strategy of product and communications
adaptation (dual adaptation) in a foreign market, an example of a product category that
would fit this strategy would be __________________.
a. soft drinks
b. motorscooters
c. gasoline
d. clothing
e. hand-powered washing machines
Answer: (d)
products. Unilever owns more than 400 brands but its 13 “billion-dollar brands” fall mostly into two categories: Food and Beverage, and Home and Personal Care. Unilever started its operation in Vietnam in 1995. Since then, Unilever Vietnam (UVN) has achieved a strong and rapid growth, and managed to become the market leader in almost every sub-sector it has entered in spite of facing lots of harsh competition, especially in a country where investment is ample, rising not only domestic competitors
example, the types of hair care and cosmetic products needed in U.S would differ from those needed in South East Asia. c. Climatic Differences: This would include the meteorological conditions like degree of rain and temperature range in the targeted foreign market. For instance, BoschSiemens had to alter their washing machines with a minimum spin cycle of 1,000 rpm and a maximum of 1,600 rpm in Scandinavia, owing to irregular sunshine. In Italy and Spain, on the other hand, it is sufficient to have a
recognize that all business is global and that the world is now interconnected not only geographically but also electronically and psychologically; it is hard to imagine any business or nonbusiness organization that is not directly affected by globalization. Yet, as cultural, political, and economic differences persist, savvy international managers must be able to develop a global mindset in order to effectively adjust, adapt, and navigate the changing landscape they face on a day-to-day basis. In
Nestle 's Brand Management Strategies
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Abstract:
The case discusses Nestle 's brand management strategies in detail. Nestle 's brand portfolio consisted of worldwide corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands.
The case also explains how Nestle was successful in developing Kit Kat from a multi-local brand to a European brand and finally a global brand. |
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OF INTERNATIONAL BRAND MANAGEMENT: COMPARISON OF LEXUS BRAND MANAGEMENT IN BRAZIL, UNITED STATES AND JAPAN.
Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana Cecilia Fernández Pedrozo Student Number: 17410030
Table of Contents
INTRODUCTION································································································ 1 I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1.
BRAND MANAGEMENT ·····