Mass or premium? Both!

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Dhoot’s rewriting brand Electrolux

Exactly two years to the month, when the Videocon group took over Electrolux in July 2005, to the outside world, it was perhaps the classiest takeover within India Inc.! To the inside world, comprising the Dhoots and top management, it was one of the toughest! When Videocon undertook the deal, the bargain also brought with it high overheads and higher advertisement costs that ElecElectrolux was riddled with! But with that also came the benefits of being available in all high-end counters, having a well-placed network and a spectacular brand recall in the market. But after two years, what has been the learning?

Anirudh Dhoot, Managing Director, Videocon-Electrolux told 4Ps B&M, “We tried to break even soon – maybe after 6-8 months. We did a lot of restructuring across our branches, factories, logistics, without compromising on quality and advertising. That’s where I didn’t want to touch, keeping the standard of its brand image.” Then with such a premium brand, who are the true competitors of the group? “LG, Samsung and Whirlpool,” are the candid words from Anirudh. But with such an opposition, would Dhoot now call his company a mass-product company or a premium one? “We’re a mass-premium brand,” Eric Braganza, COO, Electrolux Division tells us with assertion, adding that the target audience were the mid-end segment and above.

At the same time, Dhoot is pretty honest about his group’s competitive positioning, “Right now, in the mass premium category, we are no.4, if you take an overall average. We are targeting the no. 3 slot by 2010 or 2011.” The clear strategy is not to be a ‘discounted brand’. Dramatically quips the ‘true Indian multinational’ Dhoot, “We are not a ‘value-for-money’ brand.” With a modest turnover target of Rs.750 crore, one just hopes the quip ends up providing ‘money-for-value’ for the ‘true Indian multinational’ group, eh!

Edit bureau: Sunanda Roy

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Benazir, barking up the wrong tree!

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It may take ages for Pakistan to reduce the role of army in polity

Winston Churchill once quipped that “a politics based on personality & not principle leads to unspeakable agony”. Well! Never have his words sounded as appropriate as they do in case of Benazir Bhutto’s latest overtures towards her arch rival Musharraf. If we focus on her negotiation terms with Musharraf, it becomes clear that Benazir is more interested in seeing Musharraf without his khaki-green & less on moving out all the khaki-greens prowling on the streets of downtown Islamabad. In other words, Benazir & her party’s top brass want Musharraf to step down, but are more or less silent on sending the army back to the barracks.

This is a disturbing trend. Since its creation in 1947, army in Pakistan has regularly intervened in the democratic process on the pretext of ‘maintaining stability’ & ‘restoring order’. Nevertheless, the consequences have been disastrous both for the Pakistani society as well as its neighbours.

Benazir is wooing the army because she knows that it is not possible to win election on her own. She needs the army to rig the elections for her. “Benazir has two negative points in her favour (sic); soft corner for Rushdie and that she is more pliant to dictation from foreign powers than any one in Pakistan. Voters will go for Imran instead,” Sheikh Mutahir Ahmed, noted analyst from University of Karachi told B&E. Benazir knows that the present public unrest is directed against Musharraf & she will win them all, if she can remove him from power. The Iftekhar agitation has been mistaken as a tirade against Musharraf, an individual, and not against the military rule. And they don’t understand what ails democracy in Pakistan. The sooner, they realise, the better for ‘purity’ of democracy in ‘Pak’istan.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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