Business Today

Best of the lot

Print Edition: Sep 2, 2012

BT receives many responses to its case studies. Below is the best one on Haagen-Dazs (June 10, 2012)

Kaushal Mankad, the cluster head for wholesale banking in HDFC Bank's Jamnagar branch wrote:
Haagen-Dazs cracked the price-sensitive Chinese market with premium ice cream products and emerged the clear leader. The company proved that while understanding consumers and analysing their needs and behaviour is one thing, reaching out to consumers with a product or service is a different ball game. Marketing is all about innovation, and structured branding is the ability to associate with the target market and appeal to its tastes and preferences. If a company can find out what a customer needs, what exists and what to communicate, the right branding is not too far away. This is where innovation plays a role. It gives marketers the edge by making them associate their companies and brands with consumers. This association at an intimate level can create a bond, which will translate into market share and bolster the bottom line.

Mankad wins a copy of India Inside by Nirmalya Kumar and Phanish Puranam

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