Marketing
So, he starts by advertising his brand on TV and local newspapers. He incurs huge expensesfor this but he dips into his savings to manage this expenditure. His brand gains exposure in the market and becomes a hit. His sales increase by 3 folds and he starts to develop brand value.
Mega-Expansion
Seeing this success Mr. Mehta becomes confident of his business and develops a strategy toexpand and diversify aggressively so as to gain better control over the market and compete effectively. He plans huge expenses for purchasing kitchens and cooking food on a large scale basis.
He even plans a countrywide advertising for his brand and other branding activities that would incur huge expenses. The initial expenditure amounts to approximately Rs. 100 crores which would be spent over a period of 2 months.
Patrick Abboud
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