In business schools in the 1980s, the Avis marketing case study was legendary. The tagline went: “We are number 2. But we try harder”. This was the pre-Uber age when Hertz was the market leader in the cut-throat car rental business. As its nearest competitor, Avis had found a winning catchphrase to reposition its brand as one that cared more for its passengers. It would go that extra mile, literally. Juxtapose this to the Indian political context, and you’d think the number two national party Congress would try harder. Instead, it seems to be driving in reverse gear with the accelerator on full throttle.
Bu hikaye The Times of India Mumbai dergisinin January 30, 2022 sayısından alınmıştır.
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Bu hikaye The Times of India Mumbai dergisinin January 30, 2022 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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