Abstract:

The situation that Europe '92 will present to marketers in Europe is very similar to the context in which Indian marketers have been operating for years - where different regions of the country are like separate countries in themselves, both in terms of size and in terms of their cultural and marketing environment. This paper discusses the key issues involved in developing successful marketing strategies for such a unified but diverse market. It is based entirely on examples drawn from the Indian experience, with specific emphasis on one particular case study - that of ABC Ltd, a leading Indian cosmetics and toiletries company. The paper is divided into two parts - the first part relates to marketing strategy development for the firm or strategic business unit as a whole; and the second relates to developing a marketing strategy for the brand, in order to succeed in Europe '92 kind of market.