How does a small brand with a limited marketing budget compete with players several times larger? Some multinational corporations have marketing budgets larger than the entire turnover of their local or regional competitors.
When global giants first started entering India post liberalisation, the speculation was that industry – especially the country’s small players – would not be able to compete with international standards of quality and service.
While bigger players had the financial backing, global understanding and marketing muscle to adapt quickly, how did some of the smaller players adapt?