Indigo Airline Business case study

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

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.