Invest

Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about [...]]]> What does it take to build a successful brand in India? There are no mantras but I have attempted to encapsulate some key points that I call the the four ‘Is’ (rather like Philip Kotler’s ‘4Ps’).

Invest

Come with an intention to invest, not harvest. First, it’s important to invest in research. India is about as many ‘countries’ as it has states and it is important to understand these markets to make your product work. A ‘one-size-fits-all’ approach can be risky.

Invest also in infrastructure. In a landmass covering over 32,000 sq kilometers, distribution and reach could be the crucial differentiator between the success and failure of your product.

Invest in the right products. Mercedes Benz nearly went bankrupt in India selling outdated European models. Today, the models it launches in the US or Europe are available almost simultaneously in India. Result: in a country that values ‘fuel efficiency’ the Benz sells against a waiting list!

Innovate

Innovate in your product. Take local sensibilities into account and tailor products accordingly. Don’t paint your product blue if Indians like it red. Thanks to McAloo — India’s own Big Mac — McDonald’s is India’s fastest growing chain of family restaurants.

Innovate in your communication. In a land where over 300 films are released every year, sell ideas not products. Korean companies Samsung and LG have grown to be number one and two consumer electronics brands in less than a decade by leveraging their products on new concepts.

Impress

Bring the fire power early in the game. Shock and Awe does work. By following precisely this strategy, Hyundai leads the car revolution in spite of being a late entrant. It is now a leading player after Maruti-Suzuki, the 20-year-old incumbent.

Brand ambassadors can also change the fortune of the brand, but should be used with caution. Shah Rukh played a key role in the fortunes of the Hyundai Santro, or look at what Sachin did for Adidas in India or Aamir Khan to Coca-Cola.

Inch Ahead

It’s best to build a solid foundation and then dream of the sky scraper. See red tape in India as a measure to test your resolve about India. Unilever, Pepsi, Colgate are all successful brands in India who either came with a heritage or came with an intention of leaving one behind.

If all this sounds simple, it is. Building a successful brand in India means getting your basics right and keeping it simple!

Ashwani’s Blog can be found at http://www.reputare.in

Tweet

Below is our take on this issue, however this document is work [...]]]> Everyone is talking about how great iPhone and Android applications are, however not that many people have actually taken time and effort to sit down and compile a full list of why brands and companies should have an app in the first place.

Below is our take on this issue, however this document is work in progress and if you have more ideas – please let us know, we’ll add them to our list.

1. PR Tool – smartphone apps in general and iPhone apps in particular are a brilliant opportunity to contact the media and let them know about your company and brand. It doesn’t matter, whether you are a start up or well established brand – media loves to talk about iPhone apps and this is you chance to capitalize on that trend (while the novelty lasts).

2. Reach a specialized market – let’s face it, iPhone/smartphone users are a very peculiar cohort: IT-literate professionals, early adopters, internet-savvy – the target market at the time of writing is well defined. If your brand’s target audience is similar – what are you waiting for?

3. Improve branding and advertising – give it your best shot! Create something spectacular, something special, something unique – create an app-solutely stunning app. It’s a great opportunity to advertise your brand to a big wide world at a relatively low cost.

4. Be at the forefront of innovation – being at the forefront of innovation can be incredibly lucrative. Ask any big brand which created a web-site before its competitors did. Don’t be the one who wonders “what just happened”? Make things happen! The Planet of the Apps will be HUGE and the sooner you embrace change, the more opportunities you will have.

5. Revenues – smartphone applications can actually make you money. Depending on what your business is – you can cross-sell, up-sell and simply sell your products via the App Store. Some companies make decent money, a handful of brands managed to make a lot of money, however the vast majority of brands are still using iPhone apps as brand extensions.

6. Expectation – believe it or not, but a lot of IT-literate, smartphone-savvy, young professionals expect well-known brands to have an app now, so if you are a leader in your industry – you should start thinking of creating an app.

7. Compete with the big guns – it can be difficult to compete with the big guns on the product and service front, but on the App Store – all are equal. Create something unique and stand out from the crowd!

8. Competition – with more than 200,000 applications on the App Store, it is highly likely that your competitors do have an app for their products or services. If that is the case – you have to have one as well to keep up with the competition. If they don’t have – lucky you! Get one, to be a step ahead of your competition.

9. Get more customers, followers, fans – iPhone and smartphone users are a different breed altogether. You have a good opportunity to appeal to this great crowd. In normal circumstances they may never hear about your brand or use your services. With an iPhone app – you stand a much greater chance to appeal to this great crowd.

10. Additional form of contact, interaction and show-off – the more opportunities you have to interact with your clients and show-off your brand, the better. An iPhone app, if nothing else, can be one of those things which helps to you to provide additional point of contact to the outside world.

Tweet

Below is our take on this issue, however this document is work [...]]]> Everyone is talking about how great iPhone and Android applications are, however not that many people have actually taken time and effort to sit down and compile a full list of why brands and companies should have an app in the first place.

Below is our take on this issue, however this document is work in progress and if you have more ideas – please let us know, we’ll add them to our list.

1. PR Tool – smartphone apps in general and iPhone apps in particular are a brilliant opportunity to contact the media and let them know about your company and brand. It doesn’t matter, whether you are a start up or well established brand – media loves to talk about iPhone apps and this is you chance to capitalize on that trend (while the novelty lasts).

2. Reach a specialized market – let’s face it, iPhone/smartphone users are a very peculiar cohort: IT-literate professionals, early adopters, internet-savvy – the target market at the time of writing is well defined. If your brand’s target audience is similar – what are you waiting for?

3. Improve branding and advertising – give it your best shot! Create something spectacular, something special, something unique – create an app-solutely stunning app. It’s a great opportunity to advertise your brand to a big wide world at a relatively low cost.

4. Be at the forefront of innovation – being at the forefront of innovation can be incredibly lucrative. Ask any big brand which created a web-site before its competitors did. Don’t be the one who wonders “what just happened”? Make things happen! The Planet of the Apps will be HUGE and the sooner you embrace change, the more opportunities you will have.

5. Revenues – smartphone applications can actually make you money. Depending on what your business is – you can cross-sell, up-sell and simply sell your products via the App Store. Some companies make decent money, a handful of brands managed to make a lot of money, however the vast majority of brands are still using iPhone apps as brand extensions.

6. Expectation – believe it or not, but a lot of IT-literate, smartphone-savvy, young professionals expect well-known brands to have an app now, so if you are a leader in your industry – you should start thinking of creating an app.

7. Compete with the big guns – it can be difficult to compete with the big guns on the product and service front, but on the App Store – all are equal. Create something unique and stand out from the crowd!

8. Competition – with more than 200,000 applications on the App Store, it is highly likely that your competitors do have an app for their products or services. If that is the case – you have to have one as well to keep up with the competition. If they don’t have – lucky you! Get one, to be a step ahead of your competition.

9. Get more customers, followers, fans – iPhone and smartphone users are a different breed altogether. You have a good opportunity to appeal to this great crowd. In normal circumstances they may never hear about your brand or use your services. With an iPhone app – you stand a much greater chance to appeal to this great crowd.

10. Additional form of contact, interaction and show-off – the more opportunities you have to interact with your clients and show-off your brand, the better. An iPhone app, if nothing else, can be one of those things which helps to you to provide additional point of contact to the outside world.

Tweet

Read more on The Motley Fool
Tweet