| but some brands like bisleri and dabur are either not listed or do not enjoy sustained long term growth. We will make money from companies that own brands and are also able to grow very fast over the longer term. |
We should get to this part later. First, we need to identify the brands that have made it big in India, and try to find out what they did right. Or else, we will only end up with usual suspects like TV18, Pantaloon, Dish TV, Indiabulls etc.
For a brand to be successful, advertising plays a major role. Who can forget the fiesty Sardar from Indiabulls "Looking at your annual report page sixteen can you explain the implications of floating your long term debt in a potentially inflationary economy, awaiting your reply, thank you Kulwant Bhatia"
So if you want to find out if Dish TV or Tata Sky will make it big in 2010, just keep watching the ads. If prices, features, customer service are comparable, brand communication will play a decisive role.
Bingo from ITC is already a massive success purely because of its unique ad campaign. The ads might not please the senior citizens but it is a hit among the target audience. Unfortunately, the market size of snack foods is only about Rs. 1000 crores.
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