MULTINATIONAL STRATEGIES AND

ATTRACTED INDIAN CONSUMERS

Presented by: AMMAR YASIRMIB2014,DSE

Delhi University

Guided by:Dr. Niti BhasinAssociate ProfessorDepartment of Commerce,DU

ContentsWhat are MNC’s? Is there an Indian Consumers?How MNC’s have attracted INDIAN consumers? Examples: 1. Samsung 2. LG 3. P&G 4. Coca-Cola 5. Lays 6. Kurkure 7. McDonalsConclusion

What is a Multinational corporation?

A multinational corporation (MNC) or multinational enterprise (MNE) is a corporation enterprise that manages production or delivers services in more than one country. It can also be referred to as an international corporation. They play an important role in globalization.

? ?

Is there an “INDIAN” CONSUMER?

? ? ?

...YES

Given the distinctly unifying realities in this multicultural, multilingual, multi religious society called INDIA.

Every Indian lives with multiple identitiesI am BENGALI…I am HINDU…

I am PUNJABI…I am MUSLIM…I am MADRASI…

But I speak English and I am an INDIAN…

How MNC’s have attracted INDIAN consumers?

With developed world markets becoming increasingly saturated, multinational corporations (MNC’S) have turned to emerging economies such as India as key location for further growth.

Low-income markets in emerging economies present both tremendous opportunities and unique challenges. The eight resources considered most important for success by the MNC affiliates are-

• BRAND• BUSINESS NETWORK• DISTRIBUTION NETWORK• EQUITY• MACHINERY AND EQUIPMENT• MANAGERIAL CAPABILITY• MARKETING CAPABILITY• TECHNOLOGY KNOW-HOW

SAMSUNGVarious promotional schemes such as:

-Samsung phod k dekho offer in 2001Sales of 2.75 bn from this offer

-Phir se phod ke dekho offer in 2002Sales of Rs. 380 crores.

-2003, Samsung rang se kismat offer.

LG-LG came out with the Hindi and regional language menus on its TV-Introduced the low-priced “CINEPLUS” and “SAMPOORNA” range for the rural markets.-LG was the first brand to introduce gaming in TVs. In continuation of its association with cricket, LG introduced the cricket game in TVs.

P&G

P&G is one of the world’s biggest advertisers. The company spent nearly $9 billion per year to advertise its products. -WHISPER “money back”-P&G invests heavily in innovations, outspends the competition in R&D, and targets emerging markets with growth potential. But to execute, P&G is redoubling emphasis on its culture and values.-GILLETTE

Indian Ambassadors of Proctor and Gamble:-Olay: Sushmita sen and Kajol-Pantene: Lara Dutta, Shilpa shetty-Head & Shoulders- Kareena Kapoor, Preety Zinta

COCA COLA

CCI’S Rural marketing strategy-CCI, s rural marketing strategy was based on 3 A,s-

AVAILABILTY •Availability emphasized on availability of product to the consumers.

AFFORDABILITY •Affordability focused on product pricing.

ACCEPTABILITY •Acceptability focused on convincing the consumer to buy the product.

MAGGI

NOODLES SAUCE

HEALTHY SOUPS COOKING AIDS

LAYS

Chaat street

Bhelpuri style

Chaat street

Bindas chat style

INDIA’SLime ‘n’ Masala

KURKURE

Hyderabadi hungama

Punjabi garam masala

Bengali jhaal

Green chatni

Masala munch

Red chilli chatka

Mumbai chatpataa

MC Donald

Mc aloo tikki burger

Paneer wraps Pizza Mc Puff

Mc spicy paneer Ice cream Chicken

Maharaja Mac

ConclusionMNC’s go through Proper market analysis-investing huge