sunandaC

New member
Some major changes in the Indian business environment, especially after 1991, made the domestic markets for many consumer and industrial products more competitive.

For the first time, several business firms that were well entrenched in their markets felt the heat of competition. It was now essential for them to get closer to the customers to protect their markets.

Many of them, such as Onida, HMV, BPL and Titan who were selling their products only through agents and middlemen, switched to a parallel channel of direct marketing by opening several exclusive retail shops.

The aim was to keep in direct touch with the customers and provide certain services that were not being provided by the middlemen.

Another objective of opening exclusive showrooms was to build an up-market image of the company by demonstrating the full range of products.

The ambience and décor of the exclusive showrooms also helped these firms in adding value to their brands. LML Vespa, Liberty shoes, Bausch& Lomb eye care products and several others ventured into direct retailing probably due to this reason alone.

Service firms such as ITC Hotels and ANZ Grindlays Bank found direct marketing very effective in retailing customers and weathering competition.
 
If you have the ability to take risk and confidence in your concept then nobody is going to stop you, but when you have paucity of doubt then it is the problem. Without risk business cannot be flourish. Liberalization have widen the scope and made the people believe that you can also flourish and instead of being job seeker become job provider.
 
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