Marketing of Global Brands in Indian Markets

International Refereed Research Journal, Vol. 3, No. 3, pp. 78, July 2012

8 Pages Posted: 7 Oct 2012

See all articles by Girish Taneja

Girish Taneja

DAV University

Rajan Girdhar

affiliation not provided to SSRN

Neeraj Gupta

affiliation not provided to SSRN

Date Written: July 7, 2012

Abstract

With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became successful. This research is an attempt to investigate why some international brands, that are successful globally, fail to attract significant market share in India.

Keywords: globalization, global brands, Indian market, international marketing

JEL Classification: M31

Suggested Citation

Taneja, Girish and Girdhar, Rajan and Gupta, Neeraj, Marketing of Global Brands in Indian Markets (July 7, 2012). International Refereed Research Journal, Vol. 3, No. 3, pp. 78, July 2012 . Available at SSRN: https://ssrn.com/abstract=2158317

Girish Taneja (Contact Author)

DAV University ( email )

Jalandhar
Punjab
India

Rajan Girdhar

affiliation not provided to SSRN ( email )

Neeraj Gupta

affiliation not provided to SSRN ( email )

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