Emerging Market Brand snapshots India August 2013 Cologne Shanghai Beijing Mumbai São Paulo Singapore Seoul
Jaguar #1 Indian brands in 96% of German Jaguar 1982 Automotive Coventry, United Kingdom Revenues 18.4 billion (2011/2012)* ~ 85%* ~ 10,000* Source: Jaguar Jaguar announced a new global marketing and brand strategy. The previously British carmaker, which is owned by the Indian conglomerate Tata, also unveiled a new logo and corporate identity aimed at increasing awareness of the brand. These actions set the tone for global future expansion. 2 * Jaguar and Land Rover jointly reported; 2011/2012 refers to Indian financial year
Land Rover #2 Indian brands in 94% of German Land Rover Revenues 1948 Automotive Coventry, United Kingdom 18.4 billion (2011/2012)* ~ 85%* ~ 10,000* Source: Land Rover Land Rover sponsors all levels of rugby, from the Land Rover Premiership Rugby Cup for under 11 and under 12 teams, through Premiership Rugby and The British & Irish Lions Tour to Australia & Hong Kong in 2012. During the Paralympic Games 2012 hosted in London Land Rover launched its first brand campaign on British Channel 4. The spot advertised Land Rover as the world's SUV brand of choice for today and tomorrow. 3 * Jaguar and Land Rover jointly reported
Air India #3 Indian brands in 47% of German Air India 1932 Aviation New Delhi, India Revenues 1.81 billion (2010/2011) ~ 27,000 Source: airindia.com Air India targeted new international markets as the official carrier for the 2010 Commonwealth Games held in Delhi. The airline raised global brand awareness by ferrying the over 5,000 athletes as well as officials and tourists from 53 participating countries. Branding activities included signage, billboards and flight crew uniform design. 4
Tata #4 Indian brands in 22% of German Tata 1868 Conglomerate* Mumbai, India Revenues 76.84 billion (2011/2012) ~ 58% ~ 455,950 Source: tata.com Tata is a well-established and trusted brand domestically. Recently, the Tata Group has initiated a global brand building strategy, focusing on China, the UK and the US. For instance, the Group increased awareness through significant acquisitions in the UK (beverage company Tetley and Jaguar Land Rover). In the US, Tata invested in building the Tata Hall at Harvard Business School to enter the mind space of tomorrow s business leaders. 5 * Communications & IT, automotive, engineering, materials, services, energy, consumer products, chemicals
Kingfisher #5 Indian brands in 19% of German Kingfisher Revenues 1857 Conglomerate* Bangalore, India Source: kingfisher.com The Kingfisher brand is owned by United Breweries (UB) Group, a conglomerate that distributes not only beverages but offers a diversified product portfolio. Kingfisher beer is India s largest selling beer brand and an active sponsor of various sports and society events in India. Under the Kingfisher brand the Group also launched the internationally known Kingfisher Airlines, which ceased operations in 2013. 6 * United Breweries Group: alcoholic beverages, fertilizers, engineering, aviation (also beyond Kingfisher brand)
Taj Hotels Resorts and Palaces #6 Indian brands in 19% of German Taj Hotels 1903 Hospitality and tourism Mumbai, India Revenues 240.55 million (2011/2012) ~ 13,000 Source: Taj Hotels Resorts and Palaces A leading hospitality and tourism brand, Taj Hotels Resorts and Palaces is emphasizing the importance of environmental protection in its industry. The company has been associated with the UN Global Compact* since 2001 and also joined the internationally recognized EarthCheck benchmarking and certification system. These global initiatives are intended to raise awareness with environmentally conscious international customers. 7 * Initiative to encourage businesses worldwide to adopt sustainable and socially responsible policies
Jet Airways #7 Indian brands in 12% of German Jet Airways 1992 Aviation Mumbai, India Revenues 1.93 billion (2011/2012) ~ 56% ~ 13,950 Source: jetairways.com Jet Airways is India's largest private domestic airline and has focused especially on customer service ever since it started operations in 1992. Jet Airways relies on in-depth customer insights to improve all aspects of customer experience from the reservation process to ground services to on-board entertainment. Additionally, Jet Airways offers a world-class frequent flyer program which has received the prestigious Freddie Award several times. 8
Maruti Suzuki #8 Indian brands in 12% of German Maruti Suzuki 1981 Automotive New Delhi, India Revenues 4.67 billion (2011/2012) ~ 9,100 Source: Source: Maruti Xxx (Suzuki) As India s largest carmaker, Maruti Suzuki depends on a global customer base. Its recent brand campaign is focused on international consumers resulting in a shift in the export strategy. The company turned its attention to emerging markets in Asia and Latin America developing a strong distribution network. A special export focus is on Africa, e.g. Algeria, the company s largest market in the continent. 9
State Bank of India (SBI) #9 Indian brands in 10% of German State Bank of India 1955 Financial services Mumbai, India Revenues 28.27 billion (2011/2012) ~ 292,200 Source: statebank-frankfurt.com The State bank of India as the largest Commercial Bank in India holds a major share of the international banking business. It has a presence in 28 countries through 54 offices. The strong global focus is underlined by the newly opened offices at Sydney, Muscat, Chittagong and Fresno. 10
Oberoi Hotels & Resorts #10 Indian brands in 7% of German Oberoi 1934 Hospitality and tourism New Delhi, India Revenues 148.35 million (2011/2012) ~ 12,000 Source: eihltd.com The Oberoi brand increases its overseas expansion through a specific strategy including strengthening the presence with properties in Dubai, Oman and Marrakech. Furthermore, Oberoi focuses on brand-defining cities such as New York, Paris, London and Tokyo to strengthen the global image and awareness. 11
Infosys #11 Indian brands in 6% of German Infosys 1981 IT consulting & outsourcing Bangalore, India Revenues 5.68 billion (2012/2013) ~ 98% ~ 156,700 Source: infosys.com Infosys is a powerful brand in the world of information technology. However, it makes do with minimal advertising budgets and is rarely seen in the mass media. In order to reach global customers, Infosys has moved from information to engagement e.g. by speaking to business leaders at the World Economic Forum in Davos, or by engaging with opinion makers on the subjects such as the flat world. 12
Mahindra #12 Indian brands in 6% of German Mahindra 1945 Conglomerate* Mumbai, India Revenues 12.2 billion (2010/2011) ~ 20% ~ 155,000 Source: mahindra.com Global brand building activities of the Mahindra Group include U.S.-American scholarship and disaster relief programs, as well as veteran support. In Europe, Mahindra successfully competes in Moto3 championships. Additionally, Mahindra is one of the few Indian companies to have received an A+ Global Reporting Initiative checked rating of its sustainability reports. 13 * E.g. aerospace, agribusiness, aftermarket, automotive, components, construction equipment, defense
Reliance #13 Indian brands in 4% of German Reliance 1966 Conglomerate* Mumbai, India Revenues 53.57 billion (2012/2013) ~ 65% ~ 23,500 Source: Reliance (Industries) Reliance Industries engages in various Corporate Social Responsibility activities, e.g. environmental protection and HIV/AIDS awareness and treatment programs. These initiatives generate global awareness for Reliance Industries, as the company s sustainability reports are certified by the Global Reporting Initiative and have been featured in reports by organizations such as the World Bank Group. 14 * Exploration & production, refining & marketing, petrochemicals, retail and telecommunications
Godrej #14 Indian brands in 3% of German Godrej 1897 Conglomerate* Mumbai, India Revenues 2.79 billion (2012/2013) ~ 25% ~ 26,000 Source: godrej.com As one of India s largest conglomerates, Godrej is looking to establish itself as a truly global brand. Its key strategy is to acquire strong local brands, e.g. the Argentinean hair care company Argencos or the British personal care brand Keyline Brands. Godrej is using its existing brand equity for pull with the Afro-Asian population living abroad. Also, the company is catering to the current ethnic Indian trend with sandalwood and ayurvedic product variants. 15 * E.g. real estate, consumer products, industrial engineering, appliances, furniture, security
Wipro #15 Brands Indian brands in Survey 2% of German Wipro 1945 IT consulting & outsourcing Bangalore, India Revenues 4.78 billion (2011/2012) ~ 145,000 Source: wipro.com As one of India s largest IT services companies, Wipro depends on a global customer base. Its recent brand campaign is focused on international companies CXOs whose job requires frequent travel. Marketing activities are therefore built around key touch points with the target audience, such as airport business lounges, star hotels, and cabs. Additionally, Wipro used branded buses at the World Economic Forum in Davos to gain visibility. 16
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