Indus Pride's a beer
While going global, the 'transnational strategy' route requires brands to respond to both 'cost pressures' and 'pressures of local responsiveness' in certain markets. SAB Miller's India strategy seems to be adopting this very same route.
Well, everything's hunky dory, till the time SAB Miller names its Indian beer offering 'Indus Pride'. Now what's that about? Christeners being creatively challenged? Imagine going into a restaurant and asking the server, 'A bottle of Indus Pride please'. What you then get served is a bottle of beer, for crying out loud!
ET states the act as, 'a new, authentic Indian beer appropriately named Indus Pride and pitched against Kingfisher in the mainstream lager market'. Shouldn't they be saying, 'inappropriately named'?
I guess hitting on the appropriate brand beats most christeners, whoever they are. Remember the amateurs who christened the IPL teams?
What can I say, except, a 'bottle of Knockout please' :)