BRAND INDIA

Is the elephant dancing??

With globalization, began a
Diaspora of expansion for the
global MNCs, exploring populous
zones more than the rest.
Can the elephant dance???

 FMCG - Can a brand saturate in 15 years ???

 FMCG and Durables - no global brands!!!!
 IT and Medicine
Can the elephant dance???

 Pharmaceuticals- design or default ???

 U do not get patents if U compete at high prices
and low quality,
 Markets dictated by economical patterns (efficient
economies of scale) govern industries.
 No premium brands.
Can the elephant dance???

 Outsourcing: that’s not a core competence, only a

competitive adv.
 Except Infosys and Wipro – climbed the value
curve by off-shoring, facing officer network,
 Vertical and horizontal integration( Wipro- vertical,
Infosys- horizontal) peer groups and best practice
transfer, Korean mechanism, only AV Birla.
The elephant can dance!

 Population: 65 % of the population is less than 40

years of age,
 60 % of the same less than 35 years of age and
 Substantial amount less than 30 years of age
 25% of the world’s under 25 lives in India.
The elephant can dance!

 SONY, LG, GE, Pepsi, Volkswagen

 The second biggest consulting industry in the
world: BOLLYWOOD
 Financing
 German bank, British press
 British Govt. 1 billion $
The elephant can dance!

 Be it AIFA 2007 or be it Birmingham,

 Our brand ambassadors endorse foreign brands
 Geneva, Los Angles, Guyana,
 By 2009, Hollywood- 1 trillion pounds,
Bollywood- 244 trillion pounds
The elephant can dance!

 Reasons for Bollywood’s tremendous success:

 India, open society.
 Jet airways- 500 films between Mumbai
and London, 40 between Mumbai and
Delhi.
 Can the elephant dance???

 Surprisingly, to prove that globalization is not

Westernization, is to have high quality n high
growth industries in your country as much as that
you have in the country you admire( western
world).
 Only having application arenas and customised
Implementationalists does not help (Pizza Hut)
Can the elephant dance???

 Surprisingly, the only industry that can claim

quality, variety, competence, growth, all this in
good proportions is the Bollywood
 Indo Pak and Indo Sinhalese.
 Promos- Drink Coca Cola without being Coca
Colaised.
The elephant can dance!

 Internationalisation: 20 million Indians across globe

 Every second restaurant in London serves Delhi
food
 As many as 10 international Deming award winners
The elephant can dance!
Be it :
 Aishwarya Rai- jury at Kern
 Lagaan - Oscar nomination
 India – Outsourcing back office
 5 dozen IT Cos. In the silicon valley
 Indian tourists swarming the world
 GDP and PPP.
The elephant can dance!
 Transition from
A highly unattractive market for
investments to
 Indian banks and companies

attracting lot of foreign investment

(not just FDIs, FIIs)
Can the elephant dance???

 Purchasing power increases as high quality but

economical markets like the Pharma evolve, where
markets rule Companies.
 Highly under penetrated market
 1/3 rd of the world's software, also 1/3 rd of the
world’s malnourished children.
Can the elephant dance???
 GDP growth rate for the mobile population
penetration just 0.6 %
 Girl child discrimination
 IT- knowledge from a “noun” has become an
“adjective”.
 The peacock stone stolen by Nadir Shah not yet
recovered, nor js the Kohinoor by British Govt.
Where have we landed???

 Development ???

 The last 50 years, China has fast overtaken us due to

socialistic systems, protectionist policies and
unfortunate systems that have killed front line
entrepreneurship in corporate India
Where have we landed???

 Literacy rate from 32 % in 1955 to 65 %

now
 Practicality: India v/s China

 Mumbai v/s Shangai

 Brand Japan: fire in the bellies, fire in

the city
The Opportunity

 600 million people in 600 districts in

rural India
 More than 60 % of ICICI Bank’s
customers are out of India, increasingly
from the US and Canada
 ICICI- 3,00,000 additional customers in a
day
Lessons in Branding

 A brand is a promise identifying and

authenticating a product/ service
 It is a promise of quality

 Brands do not happen accidentally

 Brand India- accidentally stumbled upon

IT, and outsourcing.

Reflections

 “ If you have not engineered the successes that you

are enjoying, you are just adapting and adopting as
things come your way. You might become the darling
of the world, but in the trade off, for the opportunity
cost, the economic opportunity lost to competitors is
tripped on you suddenly and the rainbow, as it
usually does, gets tripped out of the sky as suddenly
as it entered”
-Antoiene De Saint Expury
Reflections
 “The transition from the pot holed roads to the six
lane highway, importance as it is, is often
overshadowed by the steep speed breakers that
suddenly come to sight when the seemingly never
ending highway comes to an almost still and the
shock is almost doubly exponential compared to the
surprise.”
- ThomasFreedman
Diversification
 TATA Group
 Excellence v/s competitive

advantage v/s core competency

 Markets v/s Companies

(Mgmt.)
Unconventional branding; discover the
Adam in the eve:
Modern Mindset Traditional
Mindset

High Roles EVE 3-

Modern Urban
Corporate
Woman
Low Roles EVE 1-
Architectural
House Wife
Branding begins at home

Architectural housewife:
Very limited sphere
Her home is her domain
Limited influence in categories
hitherto unseen and unheard.
Branding - understanding the target

 Modern:
 Taking important corporate life decisions
 55 % of women in Mumbai either share the
household experience 50- 50 or bear it all
themselves, live alones( courtesy corporate
world)
 50 % of them credit card holders
Branding - understanding the target

 77 % believe that economic independence

is the most important
 65% believe in lot of short term relations
and not in the institution of marriage:
value creation v/s value capture
 75% believe in an equally ambitious life as
their spouses even after marriage
Branding - understanding the target

 50 % of them believe that the husband is

inferior to them( only business, also business)
 despite 15 million women following the
Virani Parivar with Ekta Kapoor, only 2%
prioritise in husband, house, homely and
obedient children.
Lo and behold: L'Oreal's ad campaign: “the
only guilt is spending on herself”, 24 % m.
share in urban working women
Branding - understanding the target

 Culture signified by core values as self

sufficiency, independence, influence,
earning drive, socialize, live life by my
rule, sport, adventure muscle training
 Expression, suppression; belonging,
assertion
Branding - understanding the target

 Every 6 months, 5000 women in the age

21- 25 years apply to the army

 The Adam in the eve: 65 % of India is less

than 40 years of age 50 % of these are
women, more than 55 % of the alcohol and
cigarette consumption in Mumbai- women
Branding - understanding the target
 Corporate brand’s appeal:
Understanding Eve,
Fundamentals and history,
Therefore connect
Engage, do not address.
Generic motherhood
 Magazines work better for women than men., as
they socialize and group fundas.
Branding - understanding the target

 Man- experience the key driver

 Woman: observation leads to advice leads to
expertise
 Man: focus and info processing’
 Woman: multitasking and circuitous
Men - don’t push it too hard:

 “I hate these marketing chaps, what do

they think of themselves.”
 “Dipping clothes twice in water does
not help.”
 “Imagine making noodles to get
appreciation”