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Unpredictability is what will make a new brand successful against the already entrenched. The P&G's of the world are prepared for the ordinary and the common place. They take a hard knock when they don't know what hit them. The surprise could be in price.
It could be in distribution. Would you think of getting salt with your morning newspaper? The Dainik Bhaskar group, which has launched the highly successful Bhaskar salt, can do that because it owns the No. 1 Hindi daily in India.
It could be in advertising. French Connection United Kingdom was a tired old fashion house. Then it started advertising under its acronym FCUK, and turned a loss of 5 million pound in 1992 into a profit of almost 39 million pound last year.
Progress never comes overnight. Everyone has to climb the ladder step by step. There are several Indian brands that are doing it. Anchor is going global. Bajaj Auto, Tata Motors and Raymond are already there, albeit in a small way. The challenge for India today is to turn from an outsourcing center to a producer of India-owned branded goods.
Concluded.
* Contributed by -
Lal Saraj, Nithin Raj.Y.S, Ranjeet George Mathew & Sivaprakash.C.S
Second Semester - MBA,
Institute of Management in Kerala,
University of Kerala, Thiruvananthapuram.
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