LG Electronics in India: Reinventing the brand

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By Amitava Chattopadhyay, Nina Paavola
Reference 5558
Published 30 Nov 2008
Topic Marketing
Region Asia
Industry International Trade and Development, Marketing and Advertising

The case describes the first decade of LGEIL's experience in India, a decade marked by incredible success from a sales point of view and outlines the challenges in 2007, which resonate with the key challenge in back in 1997--building a premium brand image for LG.

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Tata Tea Limited (A)

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By Amitava Chattopadhyay, Ulrike Wieh
Reference 5003
Published 01 Jun 2004
Topic Marketing
Region Asia
Industry Food and Beverages Production, Marketing and Advertising

In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.

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