Branding in India

Branding In India

Definition of brand

According to brand-channel.com, Brand is
1.  business asset created between the company and the customer.
2. The talking point of company's business strategy
3. tool for developing relationships and demand
4. Delivers tangible economic value.


Indian illustrations;
Top10 Indian brands ( source:  economic times)

1. Reliance industries
2. Tata Consultancy Services
3. Indian Oil corporation
4. State Bank of India.
5. WIPRO
6. Tata Motors.
7. ICICI bank
8. Bharati Airtel.
9. BPCL
10. ITC.

India's leading brands (  Source: Statistica)

Top 10 Indian brands ( Source; brandfinance)

Types of Brands
Types of brands ( Source: Lumen)
A.  Individual brands: Tangible and Individual Product.

In this example VICCO  WSO is the indivdual brand.
B. Services brand

B1; Classic service brands


Ginger is the Tata's budget hotels is the example of classic service brands.

B2; Pure service providers.

Club Mahindra offers resort services in India. This is the membership price list of the company. This is an example of pure service companies.

B3: Professional service brands

 R. K swamy BBDO is an advertising agency in India provides media services to clients. The company specialized in  Strategy, Creative, Media, Digital Services, Outdoor, Events & PR, Communication solutions for Healthcare and Social & Rural sectors, CRM, and HR Communications

B4: Agents

MakeMyTrip Limited is an Indian online travel company founded in 2000. Headquartered in Gurugram, Haryana, the company provides online travel services including flight tickets, domestic and international holiday packages, hotel reservations, and rail and bus tickets.

 B5: Retail Brands

BigBazaar is the retail brand of future group selling groceries, plastics, apparel etc...

C. Organization brands

Adani Wilmar Limited (AWL) is a joint venture incorporated in January 1999 between the Adani Group & Wilmar International Limited - Singapore, Asia's leading Agri-business group with business activities including oil palm cultivation, oilseed crushing, edible oil refining, sugar milling and refining and grain processing. It has over 450 manufacturing plants and an extensive distribution network covering China, India, Indonesia and 50 other countries.  The joint venture kicked off with the commissioning of India's first port-based refinery at Mundra, Gujarat and later on other such units were setup across other locations.

D. Personal Brands : 

Akshay Kumar Indian Bollywood actor is the best example of personal brands. In this picture he is endorsing TAFE tractors.

E. Event brand

TED is the website for sharing the creativity and enw thought process. In India, It has began the TV show on Star Plus channel.

 F. Geographic Brands

Belgaum is the small city in Karnataka in India is known for its sweet Kunda.

G.  Media Brands

 NDTV is a hindi News channel owned by the New Delhi television Group.

H. E-Brands
the online retailing buzz is also provides ample opportunity for branding. The below is an example of Indian brand Nykaa that is into clothing and fashion selling on the internet.

 I. NGO Brand

 Akshay patra is the NGO that is into the food distribution for school children across India. It serves more than million mid day meals everyday.
Brand Equity

( Source; Research gate)


 References:
1. https://economictimes.indiatimes.com/magazines/indias-top-10-company-brands/articlelist/3434192.cms
2.

India - leading brands by value 2019 | Statista. (2019). Statista. Retrieved 10 December 2019, from https://www.statista.com/statistics/254552/leading-indian-brands-by-brand-value/

3.

(2019). Brandfinance.com. Retrieved 10 December 2019, from https://brandfinance.com/images/upload/india_100_free_1.pdf

4.

Reading: Types of Brands | Principles of Marketing – Candela. (2019). Courses.lumenlearning.com. Retrieved 10 December 2019, from https://courses.lumenlearning.com/cochise-marketing/chapter/reading-types-of-brands/

  5.

Bhasin, H. (2019). 20 Types of Brands in the Market - Different Type Of Brands. Marketing91. Retrieved 10 December 2019, from https://www.marketing91.com/types-of-brands/

6. Eldon Liauthor Contentcontent. (2019) (5) (PDF) The effect of philanthropic marketing on brand resonance and consumer satisfaction of CSR performance. Retrieved December 11, 2019, from https://www.researchgate.net/publication/277681730_The_effect_of_philanthropic_marketing_on_brand_resonance_and_consumer_satisfaction_of_CSR_performance/figures?lo=1

Mukta Arts: Searching for the right product depth.

Mukta Arts: Searching for the right product depth.

© Prasad Kulkarni. Faculty, Sikkim Manipal University Bangalore

This Case study is prepared in 2008.

      A Mukta art is India’s well known Media Company managed by Mr. Subhash Ghai. The company which started its operation in the Bollywood in the year 1980 gave some of the block buster movies like Karz, Hero, Khalanayak, Pardes and Taal. The company expanded their business from movie production to film processing, broadcasting, and content development. The corporatization of the film industry resulted in the extremely competitive environment. Companies like ADLABS, Saregama, Pyramid saimira, PVR, UTV etc came out with innovative strategies to lure Indian audience. In the past 2 years all these competitors were able to produce blockbuster movies, but there is none from the Mukta arts¹. Filmy pundits in Bollywood however wondered that how this golden oldie missed the bus.

The Film industry

      Indian film industry has experienced unprecedented growth in the previous decade. Bollywood movies ventured into the new countries and put their footprints. The Indian film industry is worth of Rs 96 billion 2007 is expected to touch Rs 176 billion by 2010².  The film industry is expected to grow at 24% per annum. Of the total revenue three fourth of it comes from the domestic market and rest from the overseas market. Overseas box offices collection currently estimated at Rs 700 crore is expected to grow at 18%³. The film industry is not depending on the box office collection alone they are finding new vistas in the film music rights, copyrights for ring tones, gaming content based on the movies, in film advertisements and events related to movies. The top players in the media industry are given in the table 1⁴.                                                                Table 1

Sl. No	Company	Net sales (Rs in crore TTM)	Net profit (Rs in crore TTM)
1	Adlabs Films	426.1	75.3
2	Balaji Telefilms	331.9	87.8
3	Mukta arts	95.4	17.9
4	Pyramid Saimira	380.5	42.1
5	PVR	196.6	16.1
6	Saregama India	123.8	13.5
7	Shree Asta vinayaka cine vision	78.5	15.4
8	UTV software	200.6	18.3

      (TTM: Trailing twelve months)

Mukta arts: Subhash Ghai’s dream child.

Mukta Arts is currently in the business of production and distribution of the movies. It generates the revenue form the issue and reissue of rights of theoretical, audio, video, DVD viewing and satellite. As the internet became the major media for promoting a movies and songs, Mukta arts realized the importance of content development and content delivery. Therefore company restructures itself into two major divisions; creation of contents and delivery of contents.

                                    Table 2: Mukta arts organization hierarchy⁵

 

Production of Movies/ Tele-serials and Music Albums: This division will be looking after producing movies, Tele-serials and music albums. The budget estimation will vary according to the need of the movie. Higher budget movies are produced by the Mr. Subhash Ghai himself and the low budget movies are produced by the other hired directors.

Expansion/Up gradation of Hardware Facilities: Mukta Art proposes to upgrade its existing studio 'AUDEUS'. This will help company to provide its facilities like generator, vans and other instruments to needed clients

Training Center: the company established whistling woods international a training institute, which provides two year training in film making. The training is given by renowned film directors like Ashutosh Gourikar, Nagesh Kukanoor etc.

Film Distribution: The company has movie distribution wing which undertakes the distribution of major banners and well known directors.

Web Casting and designing:  The company created web portal through which it broadcasts content movies and music albums. Mukta Arts also understood the importance of the design in the film industry. Malpix, the design studio, is the lifeline of Mukta Arts’ design and creative representation offering the world a clear and consistent image of the company and all its ventures – be it films or television. Masters in the use of color, type, illustration, photography, printing techniques, multimedia and other elements of design and production, Malpix boasts of an astounding expertise in both technical and aesthetic aspects of communication.

Competitors’ analysis:

      Adlabs: One of the prominent entertainment companies in India entertainment industry has presence in almost all parts of film value chain. The company has seven strategic units; film processing and services, film production, distribution, television content production, film exhibition through multiplexes, publishing of home videos and FM radio. In the year 2007-08 company released Johnny gaddar and Namastey London, both were huge hit. Company is planning to release its Singh is King and Sultan The warriors.

      Balaji Telefilms: The pioneer in television content has huge plans to expand its presence to film industry too. Company has signed up four prominent directors- Abbas- Mastan, Apoorva Lakhita, Rohit shetty and Tigamanshu Dhulia for its fourth coming production slates. Balaji team is planning to release Kya kool hai hum 2, Mission Istanbul and C Company.

      Pyramid Saimira: Company is a pioneer in the developing single screen theaters, setting up an exhibition network and film processing. Company’s release Halla Bol has done reasonably well.

      Saregama: One of the largest content copyright holders in the Indian market. Company is into the Producing the film and publishing the content. Saregama’s revenue comes from newer areas like internet streaming and mobile ringtones.

      Shree Ashtavinayaka Cine vision: No body understood the Bollywood like this company in the last year. Company’s two releases Partner and Jab We Met were runaway hit. It also has a presence in the film exhibition. Currently it is having 30 single screen theatres in its fold.

      UTV software: The Company which produced Rang De Basanti did not live up to its expectations in the year 2007-08. It released the Namesake, Life in a metro and Dhan Dhanadan Goal and all the three were able to score above average. Recent release Jodha Akbar which had superstars like Hritik and Aishwarya Rai, unable to convince the audience. However the latest release ‘race’ is doing well in the box office.

Product depth problems

Mukta arts Product mix consists three important product lines; movie distribution, movie production and training. In movie production product line, Mukta arts produced some of the wonderful movies like Karz, Hero, Ram Lakhan, Saudagar, Khalanayak, Pardseh, and Taal. However the movies released in recent time like Joggers park, Kisna, Bombay to Bangkok and  Black and  white did not live up to the expectations. ‘36 china town’ and ‘Iqbal’ are the only two which were able to recover the amount invested.  The results of their movies have created the doubt in the minds of the employees. . Low budget movies like Iqbal and Joggers Park were able to recover their cost while Kisna was a major debacle⁶. Does it mean that low budget movies are bigger bet to Mukta? Somewhere down the line, think tank decided to concentrate on releasing the regional language movies. Films like khande pohe and valu were released in Marathi. Both the films did extremely well in the box office. Does it mean Mukta should consider more regional movies or mainstream movies? These questions will have their repercussions on the image of the company and stakeholders response in the stock market.

Considering this company divided its film production into two divisions. Mukta arts will focus on developing the big budget movies in the Hindi and Malpix division will concentrate on the regional language movies. According to Ravi gupta CEO of Mukta arts, company will focus on the big budget movies⁷ but company’s top earning movies this year are Iqbal and Joggers Park which are low budget movies and big budget movie like Kisna bombed in the box office. ‘The film Kisna was 1920 year old story and younger generation did not accept it’ said subhash ghai ⁸.  However Jodha Akbar which based on the mogul emperor did well in the box office. Mukta arts could not find right solutions at the moment and waiting for a big hit. Stake holders are still intact with company because it earns the revenue through reissuing the rights and distribution. There lies unresolved question how long such initiative will sustain company’s bottom line.

Discussion questions:

1. is it right on the part of Mukta arts to focus on all the streams of movie or just to focus on their core strength film production?

2. Should Mukta have movies in regional as well as Hindi languages?

3. Do you think that product (movies) have a right attribute to expect the acceptance of the consumer?

4. Suggest type of Products Company needs to revitalize the Mukta business.

Reference

1. Niren Shah Business standard, January 21 2008.

2. Economic times, 1^st June 2008.

3. Frames 2007, FICCI- PwC report on Indian entertainment industry.

4. http://www.rediff.com/cms/print.jsp?docpath=//money/2008/jan/21spec.htm

5.  Daily corporate news analysis, KRC research, www.krchoksey.com

6. Ghai, guts and glory, Economic times, 17^th September 2006.

7. Interview with Ravi gupta, www.indiatelevision.com  10^th December 2007

8. I thought kisna will be a big hit – Rediff news 6^th March 2008

Operation management project work 2019

Operation Management project work
Guidelines
1.select a retailer with GST Number
2.It should not be part of internship
3. Contents
A. Operation management process
B. Forecasting
C. Facility decision
D. Capacity planning
E. Resources planning
F. Inventory management
G. Quality management
Last date to submit the report is 04/13/2019
Please write your choice of retailer by commenting to this post.
No two students can do project in same retailer

Ultron case study for operations management

Ultron : Operation Management case study on warehouse by prasadkulkarnigit on Scribd

Aqua Ruchi

Aqua ruchi

Dabur India strategies in the recession

Dabur India strategies in the recession.

In a bid to tide over the ongoing consumption slowdown, Dabur India is stepping up its investments to expand its direct rural distribution network and is launching lower-priced packs of its key brands.

While Dabur hope the festive season and the ‘near normal’ monsoon should lead to a better second half as compared to the first half of this fiscal, Dabur feels this slowdown in consumption will be relatively medium term and will not disappear in another couple of quarters. 

Dabur is targeting a mid-to-high single digit growth in FY20. Nearly 45 per cent of its business comes from rural India. So Dabur is focusing on strengthening its rural footprint by establishing a direct distribution network in 60,000-65,000 villages, that contribute to about 50 per cent of the FMCG industry’s sales, over the next two years.

Dabur is focusing on creating a portfolio that will ride on this infrastructure. So Dabur is launching Low Unit Price packs (LUPs) of Rs 5, Rs 10, Rs 20 and Rs40, to make its  power brands more accessible to rural consumers. The direct distribution footprint increases the breadth of its portfolio significantly. 

Dabur is focusing on growing its power brands (Dabur Amla, Dabur Red, Real, Dabur Chyawanprash, Dabur Honey, Pudin Hara, Lal Tail and Honitus) by putting significantly higher investments behind them to drive growth in the medium term. 

In line with its premiumisation strategy, Dabur will look at offering its power brands in modern formats, especially targeted at e-commerce and modern retail stores. 

For instance — its cough syrup brand, Honitus, can be moved from the medicine chest to the kitchen cabinet, in the form of a tea bag for everyday consumption. Rather than looking at new categories, our focus will be on having a play in category adjacencies.

Urban India has become disaggregated, due to the emergence of e-commerce and modern retail channels. Dabur is  adopting different strategies for different channels. For the e-commerce channel, Dabur is  crafting specific SKUs and doing exclusive bundled offers.