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Dr. Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
Dr. Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Editor-in-Chief
Dr. Arindam Chaudhuri
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LML
Slow & Steady... Wins LML’s Race
LML has done Well to Recover from a Self-Made Downturn. But an Extravaganza Product Offering by The End of 2011 may be too soon for its Future
Issue Date - 16/06/2011
 
However, before dreaming big, LML must understand the very fact that it’s still not present in the overall domestic market. Considering that 40% of its domestic sales takes place in Delhi alone, it’s more of a regional player than a big national contender for some one like HMSI. At the same time, the look factor that has helped the company over the past two years, can only create a niche in the long run. Certainly, as Choudhary points out, LML has a strong R&D base in India and it is a very big advantage. Using this, the company is now planning to rollout a number of new products to grab a bigger share in the two-wheeler market. But is not the strategy quite similar to what they did to themselves at the beginning of the last decade (when they launched a number of motorcycles from Energy FX to Adreno FX to Freedom and customers rejected almost all of them)?

Considering that the company is still under the scanner of BIFR, it can be easily assumed that on the financial front the company still has a few miles to cover before it can actually hit the deck. Keeping that in mind, it is still not the time for the company to jeopardise its financials further for an extravaganza product portfolio.

Instead, it should actually work more on stabilising the brand with a better market presence with limited but specialised products. For that matter, the company should try to confine itself to scooters rather than getting itself cannibalised in the even fiercer and more competitive motorcycle market. At the same time, the company’s export focus should increase as this is bound to remain as the lead revenue-generator for quite sometime and be a great back up while company keeps expanding its market presence in the domestic market.

No doubt, recovering from the hopeless situation of the past was the biggest achievement for the company. But eyeing for the numero uno spot ahead of HMSI even before its national roll-out? Well, that’s a little too much for an asking. But then, a strong brand history is what matters. And for LML that remains to be the biggest positive sign as of now.

 

Pawan Chabra           
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