We obviously know that National Herald is not fashioning itself to take on The Times of India in Mumbai, but, hey, we thought we would have some fun with this question. So here’s Dr Bhaskar Das in the November 16 edition of Das ka Dum.
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Q. National Herald launched its Mumbai edition on Sunday. Should the other English newspapers in Mumbai be worried?
A. Competition is always good for consumers (read audience of a brand). Just because past efforts have not met with success, it need not mean that future efforts in the same business would be a failure. The new entrant must remember that consumers evolve continuously and their consumption experience journey must always be in sync with the changing tastes and preferences of various consumption cohorts and they must be ahead of competitive complacency and industry holy grails, if any. If the above points are kept in mind along with a viable business model (omnichannel across the value chain), the new player can be successful.
Actually, in such a short space, all aspects can’t be explained. I can take a separate session with you if you want to be new entrant.