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The gritty entrepreneur says he convinced the global Kodak team to license out the TV rights for the brand in India to his company, which was already in the business of making TVs. Kodak, say marketing experts, is a big brand with brand residue that is deep and entrenched. The television is not too far from the category of film, camera and processing.
To that extent, reviving the Kodak brand and literally digging it up from the graveyard of brands is a brilliant idea, says brand strategist Harish Bijoor. He adds that if the brand name is close enough to category, one can milk it in a country that does not give a damn on linkages that are necessary. The company has been licensing its products for consumer segments, including batteries, chargers and flashlights, binoculars and eyeglass lenses. Back home, Marwah is doing his bit to keep the brand relevant in the television segment.
The products, he elaborates, are affordable without compromising on their quality. For instance, the glass used in all Kodak TVs is imported from Samsung, he claims. Comparable MNC models carry a tag of at least Rs 70, Launched last August, the brand took the online path to reach out to consumers. Skipping television and print for advertising during the first year and focusing more on word-of-mouth also helped in pushing the brand without going overboard.
Advertising helps only when the company has reached a particular scale. Can a burger company, ask marketing analysts, sell pizzas or can a brand once known for cameras sell TVs?
As people become more aware that the brand has no expertise in making and selling television, they might shift their loyalties, says Ashita Aggarwal, head of marketing, SP Jain Institute of Management and Research. Products, she maintains, are like children and they have to be brought up by parents. Similarly, brands have to be created and manufactured and not outsourced.
The cost advantage that Kodak enjoys might get frittered once the company expands its presence offline.
Moreover, maintaining a vast network of service centres will also increase its operational cost.Wholesale/Retail LED TV, LCD TV, Smart TV सोच से भी सस्ती Market in Delhi
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