n any market, late entrants are usually left with fewer positioning options. While early movers sit on the most attractive and easy-to-relate platforms, newcomers have to develop their own niche and hope that it works - even if the newcomer happens to have had a taste of the market previously.

Tequila-maker Jose Cuervo International, which had to pull out of the Indian - and other - markets about five years ago because of a drought in Mexico that cleaned out its raw material (agave) supply, came back two years ago by launching its product in Mumbai, Kolkata, Bangalore and Delhi. Recently, the company held a �re-launch event' to reinforce its presence in India.... more