Campaign India Team
Mar 14, 2019

'China 120 India 7': How Indian brands can make a global mark

The co-director of the Insead Blue Ocean Strategy Institute has tips through a research about how one can achieve a strong brand and high growth

'China 120 India 7': How Indian brands can make a global mark
Delivering the keynote on the first day of the Star FLOW festival was W Chan Kim, co-director of the INSEAD Blue Ocean Strategy Institute. 
 
The professor started his session by throwing down a challenge to Indian marketers are asked them why India only has seven brands in the 500 Global Best Brands, while China has 120.
 
The key answer to produce a global premier brand according to Kim was talent. 
 
He explained, "India doesn't have a lack of global talent. The world has seen great Indian leaders like Sundar Pichai (CEO, Google), Satya Nadella (CEO, Microsoft), Vinod Khosla (co-founder Sun Microsystems) and more. But yet, we see only seven of the top brands from India. Some people say diversity is good, some say it's bad. I don't know the right answer to that. But, I do know India could do better on a global scale. Change is very important. We have been talking about change and transformation for a long time. The issue is not only for Indians, but on a global scale."
 
Kim went on to explain about why companies have slow growth. He spoke about a research about how one can have a strong brand and achieve high growth. 
 
Two macro approaches to strategy
 
Market-competing (Red Ocean Strategy) 
Market-creating (Blue Ocean Strategy)
Structure shapes strategy
Strategy shapes structure
Fight for existing demand
Create new demand
Attract existing customers
Attract non-customers
D or LC
D and LC
Segmentation
Desegmentation
 

A few examples of brand's that fell under the Blue Ocean strategy according to Kim were Apple, Google and Netflix. 
 
Referring to the table, Kim urged marketers to look at the right side for growth. According to his research, companies that looked at the Blue Ocean Strategy had a higher profit of 61 per cent compared to those following the Red Ocean Strategy. 
 
“Brands that follow the Red Ocean Strategy move from competing to creating. For a successful Blue Ocean, one needs a roadmap with market-creating tools and humanness in the process.” 
 
He ended his talk by laying down the five-stop process of the ‘Blue Ocean Shift’.
 
1: Get started.
2: Understand where you are now.
3: Imagine where you could be.
4: Find how you get there.
5: Make your move.   
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
DDB harks back to founding trio in new corporate identity
Premium
3 hours ago

DDB harks back to founding trio in new corporate ...

Ned Doyle, Mac Dane and Bill Bernbach founded their agency in New York in 1949.

Premium
A first look at the MediaWorks 2019 mentors
Premium
1 day ago

A first look at the MediaWorks 2019 mentors

In addition to attracting the region’s top brand and agency talent, MediaWorks is proud to draw the industry’s game-changers who will mentor and guide this year’s delegates.

Premium
Blog: T-Series topples PewDiePie for a day, but success is shortlived
Premium
1 day ago

Blog: T-Series topples PewDiePie for a day, but ...

T-Series, bolstered by the viral trailer of new movie, ‘PM Narendra Modi’ took what looked like an unassailable lead over rival PewDiePie yesterday but the savvy Swede was back at No 1 by the late night in the Great Subscriber War!

Premium
AME Awards: ADK-Fortune receives India's only shortlist
Premium
1 day ago

AME Awards: ADK-Fortune receives India's only shortlist

The agency's work for Manforce Condoms makes the cut