A Case of Establishing Brand: Faridabad Heena

Dr. Bindu Agrawal

doi:https://doi.org/10.51976/gla.prastuti.v4i2.421505

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A Case of Establishing Brand: Faridabad Heena

Bindu Agrawal

Vol 4 , Issue 2 , July - December 2015 | Pages: 32-34 | Research Paper

https://doi.org/10.51976/gla.prastuti.v4i2.421505

Published Online: January 08, 2016

Author Details ( * ) denotes Corresponding author

1. * Bindu Agrawal, Associate Professorq, Manav Rachna College of Engineering, Faridabad, Delhi NCR, India

This case talks about the journey of Faridabad Heena to be established as retail brand in Faridabad region. The Faridabad Heena started as a retail Brand in the Delhi NCR market. Faridabad Heena is struggling with the tuff market competition at national level. This is a case of small scale business with 10 to 15 million annual turnover and 4 to 5 million per unit. The second generation entrepreneur Mr. Suresh Gupta and Mahesh Gupta both are commerce graduates and inherited this business from their father who started it in year 1982 with the name S. M. Gupta. They pursued that business as supplier of Heena. They used to provide the basic product to large players dealing into cosmetic and beautification products. The supply was done in sacks of relatively larger quantity like 40 kg, 10 kg, 5 kg etc. At that time cultivation of Heena was based at Faridabad. This case is a real example of how a second generation entrepreneur thought of branding its normal product and taking it to the heights of established retail brand. This case also highlights that most of the times, entering a new international markets is not a subject of preference but of necessity to remain competitive in new or established markets. Our case is going to analyze the possibilities that a company has when entering a foreign market. It is learning to all Business managers, entrepreneurs and management students who want to start their business in domestic market and are exploring their career in international market.

Keywords

Branding, Opportunities, Competition, International marketing and Marketing strategies.

The information used in this case was majorly compiled from an interview with Mr. Suresh Gupta, Faridabad Heena.

Weblinks

http://www.rejournal.eu/Portals/0/Arhiva/ JE%2027/JE%2027%20-%20Belu%20Caragin.pdf
http://www.wintranslation.com/wp-content/ uploads/Going_Global_white_paper.pdf
http://smallbusiness.chron.com/global-marketing- vs-multidomestic-marketing-23528.html
http://smallbusiness.chron.com/four-product- expansion-strategies-13367.html
http:// www. statcan. gc. ca/ pub/ 11 f 0027 m/ 2012078/part-partie1-eng.htm