A. K. Ghosh of JK Paper expresses optimism on the demand for digital printing and anytime anywhere printing in the internet age
Despite all the efforts towards branding of paper, to what extent can we create differentiation in this industry?
Product differentiation in paper industry is a complex process. While customers would not mind paying a price premium for better quality and a well known brand, there is a limit to which this can be taken advantage of. Even while demanding a high quality product, they would want ‘value for money’. It is therefore not enough to sell a good quality brand. This has to now be supplemented with high level of service delivery. Product differentiation would also mean understanding the needs and aspirations of the customers and thus providing them with technical solutions to their requirements through constant engagement.
What is the international scenario regarding the attempts to give a brand identity to commodity like paper? How well do Indian manufacturers fare vis-à-vis their international counterparts?
Brand identity to paper globally has started much earlier than in India. This is because many top paper companies are multinationals and sell their paper in many countries. Indian manufacturers fare well in terms of branding efforts; but given the relatively small size of operations and the size of the market that we operate in, we are constrained by the amount we can spend on marketing and branding. This constraint should reduce as we go forward due to the growing market and our operations.
Despite all the efforts towards branding of paper, to what extent can we create differentiation in this industry?
Product differentiation in paper industry is a complex process. While customers would not mind paying a price premium for better quality and a well known brand, there is a limit to which this can be taken advantage of. Even while demanding a high quality product, they would want ‘value for money’. It is therefore not enough to sell a good quality brand. This has to now be supplemented with high level of service delivery. Product differentiation would also mean understanding the needs and aspirations of the customers and thus providing them with technical solutions to their requirements through constant engagement.
What is the international scenario regarding the attempts to give a brand identity to commodity like paper? How well do Indian manufacturers fare vis-à-vis their international counterparts?
Brand identity to paper globally has started much earlier than in India. This is because many top paper companies are multinationals and sell their paper in many countries. Indian manufacturers fare well in terms of branding efforts; but given the relatively small size of operations and the size of the market that we operate in, we are constrained by the amount we can spend on marketing and branding. This constraint should reduce as we go forward due to the growing market and our operations.
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Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
