Transcription of Brands and Branding - Ibscdc
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Brands and Branding - Ibscdc
's Product Innovationand brand Building Strategies inIndia: Re-creating the LostMagic?This case is written to debate and discusson the issue In the presence of focusedand determined competitors, even a well-known and established player is capable ofmaking all the possible incorrect strategicmoves. Established in 1996, Whirlpool ofIndia Ltd. (WIL) set out to capture theIndian market with its customer-centricapproach. The company gained leadershipin the direct-cool refrigerator segment witha significant share in the washing machinemarket. However, with the entry of theKorean conglomerates LG and Samsung,WIL's rise to success came to a for the same market space,these Korean players offered a host oftechnologically superior products ataffordable rates through a strongcountrywide network. Promotedaggressively and backed by a customer careservice to please Indian customers, theseproducts took away the market share fromWIL in less than a decade.
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