IIPM PUBLICATION
Explaining the risk of too many brands leading to the fear of cannibalisation, Joshi propounds, “The question of cannibalisation doesn’t arise if you can create the brand for a particular segment. Reid & Taylor is for premium class, whereas Belmonte is for mid-priced segment. We create brands which are totally different from one another and targeted for different classes. To reach every segment of the customer this is a must.” And this expert has his own way of promoting the products. He believes in adopting various strategies to bring the brand closer to the customers. Joshi affirms, “Reid & Taylor is for luxury and so we promote it at an event like this (polo tournament). This is where brand ambassadors help a lot.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
Initiative :- An IIPM and Management Guru Professor Arindam Chaudhuri (Dean of IIPM)
Explaining the risk of too many brands leading to the fear of cannibalisation, Joshi propounds, “The question of cannibalisation doesn’t arise if you can create the brand for a particular segment. Reid & Taylor is for premium class, whereas Belmonte is for mid-priced segment. We create brands which are totally different from one another and targeted for different classes. To reach every segment of the customer this is a must.” And this expert has his own way of promoting the products. He believes in adopting various strategies to bring the brand closer to the customers. Joshi affirms, “Reid & Taylor is for luxury and so we promote it at an event like this (polo tournament). This is where brand ambassadors help a lot.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
Initiative :- An IIPM and Management Guru Professor Arindam Chaudhuri (Dean of IIPM)
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