Chapter 4
Creating Inclusive Market Segments and Niches
We created a need and space for [our] product offering. While we knew that India was still comfortable with mechanical watches, we gave our consumers a chance to upgrade and in turn changed the shape of the market we operated in. It was a risk, and we had the conviction that this had the potential of turning into a highly successful business proposition.
—Bhaskar Bhat, Titan (an Indian rough diamond)
In emerging markets, demand is not only nascent, but it is typically situated in fragmented segments. Thus, even for established, maturing products…a successful marketing strategy is not confined to recognizing market opportunities, but also having to consolidate or pool fragmented pockets of ...
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