Television

Local brands would hold their own

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/15/Itv.jpg?itok=rvbisZqD

NEW DELHI: With increasing number of international brands entering the Indian market, one aspect of worry is the survival of local brands in a market where competitive prices and quality products hold top priority.

However with this, local brands will definitely up their ante to survive, learn from the competitors and prosper, which is a good thing, pointed out Espirit Asia regional director Peter Hammond at the KSA Retail Summit here yesterday (Thursday).

Hammond said that India has the largest single country retail opportunity in the next decade as the local market has rapidly developed western tastes.

"India is the second largest country to achieve global growth at 8.2 per cent in 2003. The median age of people here is 24 years, wherein 400 million people are between the age of 20-49 years and the country is expected to double its GDP in the next 10 years. Apart from that, credit cards holders are expected to triple by 2008. However, the challenge is that the retail sector is highly disorganized in India and the import duties are restrictive. Also the middle market price points are 50 per cent lower than that of Europe," he said.

Drawing parallels between the Indian and Chinese markets, he said that 10 years ago China's retail sector too was unorganized with few shopping malls and high import restrictions. The middle class was also minimal wherein only 1 million people out of 1 billion were able to afford Espirit.

According to Hammond, the two countries are similar in the following areas:

1. Population

2. Actively embracing globalization

3. 100+ cities

4. Extensive local brand presence

5. Change in government direction towards economic growth

6. Extraordinary plans for retail infrastructure development

7. Restrictive local tax system

8. Conflict and stable economies for the last 50 years

The differences between the two countries can be outlined as

China
India
Communist embracing capitalism controls for brands Democratic and capitalistic so restrictions to growth is minimal
Began from a 'culturally natural' position Large and diverse segment of middle class population but low average income
Very few Chinese traveled abroad prior to the 1990s Many Indians live abroad and have also come back to the country

China India

Communist embracing capitalism controls for brands Democratic and capitalistic so restrictions to growth is minimal

Began from a 'culturally natural' position Large and diverse segment of middle class population but low average income

Very few Chinese traveled abroad prior to the 1990s Many Indians live abroad and have also come back to the country

Looking at the above table, it is obvious that India has more potential than China to grow if the opportunity is tapped properly.

"At Esprit, our strategy is to look at the consumer of tomorrow and not the consumer of today and therefore focus on our brands and not on sales. If we have a good brand, sales will follow," Hammond said.

Cautioning companies who are looking to enter an international market, he said that companies should never localize their brands to suit the market that they were looking to enter.

"Don't compromise your international success recipe and don't build footfalls by compromising the price factor," he warned.

In a geographically large markets like India and China, where one part of the country may be really cold and the other may be warm, companies should keep in mind the seasonality and accordingly place their brands.

"Don't compromise on your international portfolio for short term sales. Also, don't decide for your customer, let the customer decide for himself," he said.

Hammond said that Espirit's advertising and promotional campaign was the same in all the markets that it had a presence in. "Our mission statement is that we are an international youthful lifestyle brand offering smart luxury, bringing newness and style to life," he said.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/zee.jpg?itok=BLz1u0z9
Zeel channels continue to rule Hindi channels; Colors, Star Maa return to across genres list

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GECs Zee Anmol and flagship Zee TV were once again ranked second and third in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genres for week 37 of 2018 (Saturday, 8 September 2018...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/Colors_Bangla1.jpg?itok=BJ2UigU_
Kannada, Marathi, Tamil, Telugu market witness no change in BARC week 37

Colors Bangla and Jalsha Movies swapped their third and fourth positions in the Bengali space in the BARC data’s week 37. Big Ganga and Bhojpuri Cinema exchanged their first and second positions in the Bhojpuri segment. In the Kannada, Marathi, Tamil and Telugu market, no changes were observed....

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/22/Republic-TV.jpg?itok=enRQxZQz
Republic TV leads English news in BARC week 37

NDTV 24x7 stood at fifth position in the English news genre according to All India BARC data week 37. No changes were observed this week in the English business news genre. Aaj Tak continued to lead in Hindi news genre (U+R). Moreover, Aaj Tak and ABP News also continued to dominate in Hindi news...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/divya.jpg?itok=CNzzoXs2
ALTBalaji appoints Divya Dixit as Senior Vice President, Head of Marketing

Balaji Telefilms has recently been integrating great leadership talent from across the board to spearhead the business and become a powerhouse. Further fortifying its leadership at ALTBalaji - India’s largest platform for original and exclusive digital content, the company announced the appointment...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/dsport.jpg?itok=hnh7hjMh
DSport to broadcast Laver Cup from 21-23 September

DSport will bring live action from the second edition of Laver Cup, a men's tennis tournament between teams from Europe and the rest of the world to be held in Chicago from 21-23 September 2018.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/dnpa_0.jpg?itok=cmsK3D6w
India’s top media companies announce formation of Digital News Publishers Association

Amidst a plethora of industry bodies and sectoral alliances in the Rs. 1.5 trillion Indian media and entertainment sector, another such organization today took birth. It has been christened the Digital News Publishers Association (DNPA). 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/raj.jpg?itok=6azkvKHY
Raj Nayak, Janak Sarda to be felicitated by International Advertising Association

At the annual International Advertising Association (IAA) Inspire awards to be held at Bucharest on 2 October 2018 with advertising and marketing leaders from all over the world in attendance, Viacom18 COO Raj Nayak and past president IAA India Chapter will be felicitated with the prestigious "...

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/gainers.jpg?itok=AbeuHy2U
Sports most benefited genre in Chrome DM week 37

With a growth of 2.82 per cent as compared to last week (36), the sports genre marked the highest opportunity to see (OTS) among all categories in week 37 of Chrome Data Analytics & Media.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/aajtak.jpg?itok=HOxmssOt
Aaj Tak most watched Hindi News channel in 2018

BENGALURU: The most watched Hindi news channel in the Hindi speaking market (HSM)-be it urban (U), rural (R) or combined (U+R) is India Today TV Network’s Aaj Tak during the first 37 weeks of 2018.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories