Assignment on the Five Various Companies with Their New Prevailing Strategy

Submitted to By
Mr. Durgesh batra Faculty lecturer Iipm,jaipur

Submitted
Harshit Jain isbe - a

Anil Dhirubhai Ambani Group

Anil Ambani's Reliance group plans sub-brands strategy
Proposes to transform Reliance into a customer-centric global brand "While we have appointed two agencies to handle the brand at the group level, we would like to consider the agencies across our group companies as `club agencies'." With a master branding strategy in place, the Reliance - Anil Dhirubahi Ambani Group (R-ADAG) is planning to create sub-brands with some of its businesses. Speaking to Business Line, Mr Sanjay Behl, Head of Branding, Reliance Communication Ventures, said, "We will be creating sub-brands with some of our products but the key equity will always come from the Reliance brand.'' For instance, some of its products in the wireless and mobile space such as R World and Hello would undergo a sub-branding strategy. Adds Mr Behl, "Depending on the genre of the product, there may a sub-branding strategy. But the purpose is not to have too many sub-brands as the equity of most of the products would go back to the Reliance brand.'' With the purpose of transforming its power brand into a customer-centric global brand in the future, the group has recently empanelled a set of six advertising agencies. Mr Behl further adds, "Reliance is the power brand and we want to make it an iconic, customer-centric global brand.''

Master branding
In fact like any other product, Reliance expects to have a master branding strategy whereby the power brand of Reliance would get used. Associating the brand with the icons in other industries, megastar Amitabh Bachchan, is currently featuring in its corporate film. "The contract with Bachchan is open-ended and flexible. He will not be featuring for every product and wherever there is s brand fit, we will be using him,'' claimed Mr Behl. Besides, Reliance ADAG has also roped in cricketer M.S. Dhoni as its brand ambassador in the recent past and is open to getting in more celebrities depending on how well they fit the brand. Recently, the group roped in O&M and Mudra to handle its corporate brand, while five more advertising agencies (Leo Burnett, Everest Brand Solutions, Mudra, Contract and Cartwheel) will be looking after the rest of its communications products. Reliance Energy and Reliance Capital will be handled by Mudra and JWT, respectively.

Renault India Renault KOLEOS to enter India by October 2011 and to add 100 new dealers in India by end of 2012
French car manufacturer Renault is planning to launch its second brand new Sports Utility Vehicle (SUV) Renault Koleos, followed by the launching of its first ever sedan:Renault Fluence which was successful in the Indian car market. Renault has current plans to launch Renault Koleos by the festive season of Diwali. The expected price range is of Rs 20 lakh giving a tough competition to the likes of Honda CR-V, Ford Endeavour, Toyota Fortuner, Nissan X-Trail and many others. After the separation of the company from Mahindra & Mahindra, the French major has decided to follow some aggressive marketing techniques in the Indian auto market to grab a bigger piece of pie. Renault has business plans to expand its market in India by launching 5 new cars within next few years and be the supreme car brand of the country. The companys strategies are to sell around 1 lakh cars unit in the Indian car market within the next 3 years. According to Renault managing director Marc Nassif, it is a fresh start for Renault Company and they are fully prepared and aware of the Indian car market now. Mahindra Logan was not able to deliver the profitability and sales figures but they are sure to do well in their future products considering the results which could be observed in Renault Fluence sales. French car manufacturer is leaving no stone unturned to mark its success in the lucrative Indian auto market. As per the recent claims made by the company Renault Indian will be a proud owner of 100 dealerships in domestic market by the end of year 2012. the target is a real huge one when compared to existing 14 dealer outlets. As per the statements made by Renault India Vice President, Sales and Marketing, Len Curran, the company is working hard towards the Indian auto market and is looking for some aggressive strategies for the same. He said that company will be having a total of 40 dealers by end of 2011 which will then increased to 100 in number by end of next year. These 100 dealerships will be spread across 75 cities in the country. The Europes second largest car manufacturer has recently launched its luxury sedan model Renault Fluence in India and they have planned to launch its four major car models in India, after that they will look for better localized content to get cost advantage. Te company is targeting a localization figure of complete 60 per cent as claimed by company officials.

Ferrari India
Ferrari debuts in Indian market errari officially debuts in a
New Delhi , 26 May - Starting from today all the Ferrari enthusiasts and clients in India can count on the official presence of Ferrari in the country, 58th market of the Prancing Horse, as the first dealership in the heart of New Delhi opens its doors. The Grand Opening, dedicated to the local and international medias, was hosted by Ferrari CEO Amedeo Felisa, Ferrari Commercial and Marketing Director Enrico Galliera, and Ashish Chordia, Chairman of the Shreyans Group, the Ferrari importer for the country. The Scuderia Ferrari Marlboro drivers, Fernando Alonso and Felipe Massa, already in Montecarlo for next race, sent their greetings to the guests through a video message, looking forward to coming to India in October for the first Indian GP. The street facing the New Delhi location was panelled for the occasion with great images of the Ferrari past and present, to tell the story of the passion, the races and the style. The special preview for the medias was held in the over 500 square metres on two levels of the dealership, with the ground floor entirely dedicated to the range, and the personalization area to support the client to uniquely configure their new Ferrari. During the meeting with the press, Felisa said. Our objective was to launch the Indian market in 2011 and it 's a pleasure to inaugurate this first dealership here today. We feel that this is the right moment, considering the dynamism of the country and its economy. Here in India you feel great enthusiasm and a strong connection to the Ferrari brand, which, even before officially entering India, had already around 50 clients in the country. Naturally the entire range will be available on this market, imported by the Shreyans Group, the partner we've chosen and who shares with us not just the desire to invest, but also the passion for Ferrari and its values. The dealership carries the Ferrari Corporate Identity with elegant, timeless and authentic design. It is also sided by the official Ferrari Service, and their combination will guarantee a top level experience enhanced by the customer best in class service. Tonight an exclusive dinner will be dedicated to the Indian clients and enthusiast to celebrate the event. The Shreyans Group has played significant role in transforming luxury retail in India, distributing and retailing luxury products. From the inception of the business, the Shreyans management has had the very clear vision to offer the highest quality products and after sales service, providing customers with an unprecedented buying experience.

P&G
P&G approaching Indian markets from a new perspective
For an organisation traditionally deriving its bread and butter from premium brands, P&G is now approaching markets such as India from a new perspective. The maker of top billion dollar brands like Crest, Ariel, Pampers, Pringlers, Head & Shoulders, Vicks and Tide is now keen to crack the Indian market. Globally P&G has been under pressure with some of its brands lose market share in recession-hit markets where consumers trade down to cheaper or private-label brands. Globally and within India, the company is investing heavily in innovation, R&D and distribution. The strategy is to make several of its billion dollar brands more localised, accessible and affordable for consumers. In fact, Gillette's Himalaya team, a Boston-based group focused on India worked on a razor-and-blade innovation, simplifying the essential features and making it affordable through manufacturing innovations to attract lower-income shavers But company watchers say for P&G to take on Unilever in India it will have to crack the bigger categories such as detergents, toothpaste, toilet soaps and shampoos. Says a senior company official, "That "P&G operates only in a certain segment" is a perception and that perception has never been completely accurate. The largest penetrated cold medicine in rural India is Vicks. Ariel detergent in its sachet forms is one of the most penetrated detergents in rural India. People use it occasionally for special purposes. we sell Mach 3 systems, in fact we have a wonderful new innovation at the top end of the pyramid, which is doing extremely well which is called Mach 3 Sensitive. We also have very strong brand equity in double edged blades called Gillette 7'o clock. But we also have got regular Mach 3, we have Gillette Vector, we have Gillette Presto, disposables and now most recently we have this wonderful innovation called Gillette Guard. In the last two years, there has been far more aggression and innovations in various categories across the consumer pyramid. The company has successfully cracked new categories and is now almost the market leader: Whisper in feminine hygiene, Pampers in baby diapers, Olay in anti-aging skin creams, Duracell batteries and Gillette razors. There are murmurs that P&G is actively looking at bringing in Crest and Unilever is making sure that defenses are in place.

Pre-empting P&G's plans. HUL moved swiftly to seal all possible gaps in the market place. It relaunched Lifebuoy and Dettol as an anti-septic brand and brought in Dove as an high-end brand and aggressively marketed it to take on Pantene. Industry watchers say HUL has played up its portfolio extremely well to strengthen its defenses in the market place. Says Damodar Mall, Director, Food Strategy of India's largest retail comapny, Future Group, " P&G's Tide detergent is a great brand and we all love the brand and P&G but HUL has put out its entire portfolio out there and taken up consuemr mindspace. So while P&G has its great global brands as number one in India such as Whisper, Olay and Duracell, the handicap the company has to overcome is to be present in the large categories. From a modern trade persepctive, we see P&G as a young modern brand that understands consumers with an approach that is international and global. But the company has to strenghten its portfolio further and gets in many more brand s into the country. Its commitment to India has to go up" says Mall. P&G 's focus categories include household care, consumer health care and beauty & grooming Within two years, P&G now commands a lion's share in India's home and personal and health care categories such as baby diapers, feminine hygiene, anti-aging skincare segment and male grooming. It is also aggressively launching innovation-led products in categories it has been present in for a long time: shampoos, detergents and healthcare. P&G's estimates place Olay at No. 1 in the anti-ageing skincare segment, Vicks with a 40% market share in healthcare, Tide as the number one brand in mid tier detergents, Pampers with more than half the market in diapers Whispers with a 50% share in feminine hygiene. Head & Shoulders and Pantene has quarter of the market for shampoos and Gillette is a clear market leaders in Mens Grooming and Oral B at no. 2 in oral care (toothbrushes only).

PepsiCo

India

and

Unilever

PepsiCo, Unilever revive Lipton Ice Tea joint venture in India

Food and beverages major PepsiCo and FMCG giant Unilever are reviving their joint venture in India by re-introducing their global product, 'Lipton Ice Tea', in the country.The JV's Indian arm has launched two new flavours of the ready-to-drink ice tea, after it was withdrawn around seven years back when the JV entered the country. A PepsiCo India spokesperson said the JV is re-introducing the product as the current market is favorable for such items, with increasing awareness. "Ice tea is a niche, but fast-growing category. In particular, young urban adults are looking at healthier options such as ice tea," the spokesperson said. In fact, even within ice tea, consumers are increasingly accepting green ice tea as a healthier option. In 2003, PepsiCo and Unilever formed a global 50:50 joint venture - Pepsi Lipton International - to manufacture and market Lipton Ice Tea variants in 67 countries. The JV entered India in 2004. However, Lipton Ice Tea (LIT) was later withdrawn from the market as the product was "way ahead in those days". "When LIT was launched in India in 2004, it turned out that the product was ahead of its time. Consumer insights revealed there was a gap between intent and action when it came to consumption of health beverages," he said. The PepsiCo and HUL decision to relaunch the ice tea comes at a time when rival Coca-Cola introduced ice tea brand 'Nestea' in bottles in partnership with Nestle. The Lipton ice tea will add to PepsiCo's health and wellness product portfolio. The company's other health products includes Quaker Oats , Aliva, Nimbooz, Tropicana 100 per cent and the recently launched Lehar GlucoPlus, from its JV with the Tata Group. Talking about the new product, Pepsico India Executive Director - Innovation Geetu Verma: "Lipton Ice Tea is a global product that offers a combination of great taste and refreshment on the go. We are confident that the product will resonate strongly with our target audience."