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' :)

Comments

Sugandh said…
Introducing Indus Pride, a 100% malt beer made using aroma hops and the finest malt that gives it a rich and vibrant taste specially suited to the Indian palate.

http://www.sabmiller.in/induspride.html
All in the Name game, Indus Pride which will be abbrevated as IP same As KF. not a bad name in comparision to the Beer Brands Present in the indian Market ain't it.

For ex Makers of King Fisher have Zingaro and London pilsner and London no 1.....Imagine asking that for a Zingaro. Indus Pride sounds so soothing.
ADi said…
This is the best tasting beer in the country boss...
Like it or not IP is really great and selling like hot cakes too
Pranay said…
Well I think "Boss" hasn't stepped out into the real world, indus pride dosent even picture in the top 10 beers in India. Secondly as facts have it they barely sell 1000 cases a month in the whole of karnataka, where as to the comparison of having spent close to Rs. 10 crores on adv.. Don think this birdie is gonna take off anytime soon. It might still fair slightly better in the north cuz indus pride a.k.a "tharra" is prolly wht the ppl might prefer out ther..and personally I think Sabmiller isn't capable of takin out a gud tasting beer even if their life depended on it. My personal advice: IP should learn to make like a frog,, cus sooner or later its gonna "CROAK"...
gurudev prasad said…
Pranay ... Indus Pride by all accounts seems to be going through what is called a phased rollout ...and keeping in mind the state wise complexities of the beer trade, seems to be a good bet.
On the beer , I personally love the beer.. found it to be really smooth...
Some brands take longer to establish,...esp when they are trying to advertise through soda,water etc ...
As for North , personally think your comments on the preferences in line with geographies are outright ridiculous.
As for SABMiller producing a good beer ,one just needs to go to SABMiller.com to read about how many global brands they have under their belt and compare that to their competitors ....

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