With initiatives of globalization, trade barriers between countries have collapsed and business giants across the world have started exploring and capitalizing on opportunities beyond their domestic boundaries. Highly lucrative opportunities are located by them in the emerging economies. Emerging countries, especially those in Asia are experiencing a big boom, as many foreign players have penetrated their markets and are throwing big money on promotions to grab a share of the market. MNCs also spend extensively on market research to analyze the tastes and preferences of their new customers. This is essential because cultural differences exist between the parent country and the new markets of the global players. Market research also facilitates effective marketing and branding strategies of the players. In India, many global players have entered the market and are adopting different strategies to brand and position their products, based on insights obtained through market research. This book throws light on branding strategies adopted by MNCs in India to position their products in the Indian market, and includes case studies on some successful MNC brands in India.
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