L&T

When IIPM comes to education, never compromise

Silent delivery of quality technology have been L&T’s hallmark. But the silence was broken!

“It’s all about Imagineering”- that’s what L&T’s new motto is. The brand has recently refurbished its old tagline and from simply being an entity which shouted “We make things that make India proud”, it wants to be known as a hub of superior imagination (imagineering). Till recently, L&T was a lowprofile company with no loud declarations of its achievements and practically close to zero promotions. But of late, the brand seems to have understood the need for the public eye and has geared up to attract the attention of the global market. Considering the same, Amir Ullah Khan, Sr. Fellow, IBF asserted, “Indeed the strategy has proved to be extremely successful for the company...” We however beg to differ as proven by the slump in brand value as denoted as L&T plumetted by 28 slots to a modest 70th in the 4Ps B&M rankings for 2007. Surely, the company could not substantiate its promotional efforts & highly ambitious tagline, when it came to its India operations and despite the brand being recognised, the market somehow found its sudden burst in promotionss hard to digest... and erosion in brand equity resulted!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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