KONE India

 

BIG2 as the second phase of the project which builds up on the themes developed in the first phase involves Kone Corporation as an active partner in the research process. The CEO of KONE, Mr. Matti Alahuhta has provided valuable insights on branding for BIG publication Titans of Branding in 2009. This project is the new venture between BIG2 and Kone, which investigated the market position and brand strength for Kone's Indian subsidiary, Kone India. The project was specifically tailored to address the key research questions, which are especially relevant for Kone India operations. The project involved establishing a research centre in India during a month and from there conduct the research. Our collaboration with IIFT enabled us to include 6 students to the existing research team.

During the initial stages of the research project we identified the needs of Kone India and summarized them into four distinct research aims.

1. To identify KONE's current competitive position in the Indian vertical transportation industry 2. To identify KONE's strengths and weaknesses in the Indian market
3. To identify customer needs and trends in key segments
4. To investigate the Brand Elements, Positioning and Value Proposition of Kone India.
The problem statement for the project demanded that we investigated the current market and brand strength of Kone India and provided recommendations for improvements.

 

 

 

 

 

 

Literature