ricky issue The problem with Heinz is its overwhelming dependence on a single product category, that is ketchup. What is intriguing is the fact that despite having strong brands in its portfolio, the company has not made much effort to build on the strengths of brands like Complan and Farex. Besides marketing, their advertising strategy has not been very consistent either. One wonders what is going on in the mind of the parent company. It is not as if the parent doesn�t see the potential. What else will explain the early acquisitions? I can�t really think of any other multinational that been so laid-back in its approach.
Amit Ranjan New Delhi New ring The two major stories in your last issue were a study in contrasts. While Heinz has preferred to keep a low profile, Nokia has gone all out to draw the attention of buyers. Despite being a high priced product, Nokia has managed to woo the average Indian because it has read the market and responded accordingly.
Hats off to Nokia for being able to keep the buzz around it alive. Not only has it tried to seriously understand the Indian consumer, but has also initiated efforts to address their needs. While other players in the market have also got products to match Nokia�s, what has kept it ahead of the others is the whole accent on keeping in touch with the people.... more