Market Leader vs. Market Followers
Topic of the article: Market leaders’ v/s Market followers
Author
Ruhi Lal
Senior Lecturer
Amity School of Communication (ASCO)
Amity University, Sec-125, Noida, UP
The author can be reached at rlal@amity.edu Abstract
The article is aiming to study how big brands are losing their market share & what changes they are bringing in their marketing strategy to cope up with the current market scenario or to regain their market share. This study is focused on leadership in Indian market on various segments, Brand loyalty, and brand differentiation. This study focus on current market scenario with changing trends of market share in various segments.
Introduction
Competition essentially means a fight and a monopolist enjoys a hold over the market and has control over price and customer. With the adoption of pro-competition policies by the government - Air India have been exposed to constantly losing market share in favor of private carriers like Kingfisher, Jet airways, Air Sahara, Spice Jet, Lufthansa and others.
It is tough condition for the marketers, because if you are inefficient, the market forces would edge you out of the marketplace. Hence, competition means hard work. It is a constant struggle to outperform the rivals. Competition is consumer friendly, but not market friendly. Binaca is a brand that existed only in yesteryears.Binaca could not compete with the market competition & finally failed. The most remembered thing about Binaca is its conversion to Cibaca. So, why the company re-launched Binaca and not Cibaca? Cibaca changed the brand name Binaca to Cibaca when it was sold to another company. While Dabur bought Binaca, Colgate Palmolive bought Cibaca. Dabur has launched Binaca and now we have both Binaca and Cibaca in the market. (Though Binaca was toothpaste and Cibaca is currently being sold only as a toothbrush.) Brand is re-launched to leverage on past brand equity.
Kelvinator India refrigerators has led a yo-yo type life
Author
Ruhi Lal
Senior Lecturer
Amity School of Communication (ASCO)
Amity University, Sec-125, Noida, UP
The author can be reached at rlal@amity.edu Abstract
The article is aiming to study how big brands are losing their market share & what changes they are bringing in their marketing strategy to cope up with the current market scenario or to regain their market share. This study is focused on leadership in Indian market on various segments, Brand loyalty, and brand differentiation. This study focus on current market scenario with changing trends of market share in various segments.
Introduction
Competition essentially means a fight and a monopolist enjoys a hold over the market and has control over price and customer. With the adoption of pro-competition policies by the government - Air India have been exposed to constantly losing market share in favor of private carriers like Kingfisher, Jet airways, Air Sahara, Spice Jet, Lufthansa and others.
It is tough condition for the marketers, because if you are inefficient, the market forces would edge you out of the marketplace. Hence, competition means hard work. It is a constant struggle to outperform the rivals. Competition is consumer friendly, but not market friendly. Binaca is a brand that existed only in yesteryears.Binaca could not compete with the market competition & finally failed. The most remembered thing about Binaca is its conversion to Cibaca. So, why the company re-launched Binaca and not Cibaca? Cibaca changed the brand name Binaca to Cibaca when it was sold to another company. While Dabur bought Binaca, Colgate Palmolive bought Cibaca. Dabur has launched Binaca and now we have both Binaca and Cibaca in the market. (Though Binaca was toothpaste and Cibaca is currently being sold only as a toothbrush.) Brand is re-launched to leverage on past brand equity.
Kelvinator India refrigerators has led a yo-yo type life