Sympathetic Tone of Global Brands in India vi...

Sympathetic Tone of Global Brands in India via Globalization

Author Name : Dr. Mohd Iqbal Khan

ABSTRACT

Increasing globalization and international trade in India let a number of international brands to enter into India, which is one of the fastest growing and highly competitive markets in the world. Most of the international brands who entered into Indian market fail Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market. This research is an attempt to investigate why some international brands, are successful in India market by torching upon their marketing strategies, with special reference to Coca Cola & Pepsico.

Keywords: Globalization, Global brands, Indian market, International marketing.