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Importance of Positioning for Indian Retailing

The emerging organised retail sector offers a vast, untapped potential to those who can identify and deliver what consumers really want, opines Arvind Singhal.

Outsmart , don't outspend

Mahesh Murthy warns that spending heavily on advertising does not guarantee success and recommends diverting a portion of those funds to create a better product or service.

Indianising the western brands

To establish their brands in India, multinational companies have to go beyond merely using their successful “foreign” strategies. The key is to localise, says Santosh Desai.

Leveraging cultural change to build brands

To remain competitive, brands must continually re-invent according to the forces of cultural change. Anand Halve looks at how successful brands have kept with the times

Its all a kid's play anyway

With research proving the growing influence of today’s kids over purchase decisions of all kinds, advertisers targeting children are at an advantage, reveals Sampa Chakrabarty Lahiri


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