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Saturday, September 03, 2011

Arindam Chaudhuri said, Indian market has a distinct identity

Management Guru Arindam Chaudhuri Dean Business School IIPM

Domino's asked "Hungry Kya" and McDonald's appealed to the Indian palate by abandoning beef and introducing aloo tikki burgers - examples to prove that the Indian market has a distinct identity and even global brands must modify their selling strategy, says management educator and writer Arindam Chaudhuri.

Companies must understand the cultural sensitivities of a market and identity needs of a consumer in emerging economies like India, China and rest of the developing world to sell their products and stay ahead of competition, Prof. Chaudhuri said.

"Western markets models don't always work here. Organisations are more aggressive in the west; they can use comparative marketing (comparing one product with another). But to create an understanding about a product and market it in India, a multinational firm often has to modify its strategy, campaign and, if necessary, innovate the product to suit the Indian market and culture," Prof Arindam told IANS.

IIPM Prof. Arindam Chaudhuri and his wife Rajita Chaudhuri have explored competition in the Indian market with examples and ways to trounce rivals with an effective mix of advertising, campaigning and aggression in a new book, "Thorns to Competition". The book will arrive in bookstores by the end of this month.

The management honcho cited campaigns for brands like Surf, Domino's and McDonald's to explain "Indianisation of global marketing strategies".

"The global campaign of the detergent brand was very nicely modified to bring the family scene in India while the Italian pizza brand introduced Hinglish (with its slogan 'Hungry Kya') to appeal to Indians. McDonald's has introduced veg burgers for India and do not sell beef burgers here. In McDonald's case, it is not the campaign that the company runs, but the products they serve determine its success," Chaudhuri said.

Several global companies have been forced to come to India and look at the country differently," he said. "The Indian market has a distinct identity," Arindam said.

Arindam Chaudhuri, who manages the Planman Group and the IIPM, a popular management school with branches across the country and abroad, is the author of two books, "The Great Indian Dream" and "Count Your Chickens Before They Hatch".

"In India, family values are very strong - with closer leaning towards the family. It is an ethos. Showing happy families have always worked. We appreciate human emotions more than animated emotions- the western stereotype," Chaudhuri said.

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1 comment:

Mukesh said...

The industry is growing at a healthy 14% annually for the last few years and this trend is expected to continue going forward. The industry is also moving towards a more consolidated structure with organized players growing much faster than the market growth. Carzonrent has become the largest player in the industry in a span of less than 10 years and has played a significant role in consolidating the organized sector of the industry.