Indovation: The new Indian Marketing concept

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Indovation ! As it name suggests that it is derived from India. Yes this is right that this is a new concept of marketing. In other word I can say that this concept was evolved in Indian market but now it came in picture. Basically this concept has been raised by Country head and Managing Director of Renault India "Slyvain Bilaine". He spend more than four year in India and now realizing fact of Indian market because he have gone through the various complex process which is involved in Indian market. He says that India is such a country which can manage everything with minimum resources at any time. More Important is that If any person can manage his business in India it means he is master in Business. For Instance He has given example of Mahindra Renault India. When they launched product called Logan in Indian market he faced lots of difficulties and at the end Logan failed. Logan comes under low cost mid sized car at a price of approx 5 lac. Unfortunately Logan failed in India the reason is like this. As I have posted some fact about this car in my previous post but in this post I am elaborating in details. According to him very first reason was Logan price was hardly lower than its competitors like TATA Indigo, Maruti Swift and Ford Ikon which had strongly presence in Indian market. Second reason was High Import rate. Third reason was when Logan came in market at the same time government came up with dual excise duty. This tax was like this If you are importing any car from foreign which length is 4 meters then you have to pay 12 percents and if it is more then 4 meters than you have to pay 24 percents. So, this was the big problem for Logan and the last reason was problem with distribution channels in India. So, the Logan failed in India.
He said that only foreign player like me(Logan) faced this problem. This was not a problem for Indian players because they were able to reduce the size of car instantly. So,this is called "Indovation" because Indian companies are able to reduce production capacity, process, minimize downtime, minimize maintenance time. So, he said that Indian companies were able to do things so we felt Indian is a great market. Western company was not able to do these things instantly due to their production philosophy.
Next point he said that Indian is a country for best management practices because in Indian you have less resources with complex market. so, If a company can manage Indian market it means you can manage another country as well. He is seeing India as a country for Best Management practices country.
Ultimately the meaning of Indovation is reducing product size, production capacity, complex changes according to customer preference instantly to be in the market for long time and I think Indian companies are master in these things.

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