Innovation Bytes

Product innovation is not the most important type of innovation, though it is considered the most common type of innovation in Indian companies. Marketing innovation can affect the brand image of the whole product category. Coffee Day and Barista cafés have redefined the coffee break. ‘So much can happen over coffee’ says one of the advertisements. The success of these cafés has been good for coffee distributors all over India and has given coffee a new brand image. Time-sharing of holiday cottages created a whole new market for affordable holidays. Tractor companies are trying the same concept, where a group of farmers own a tractor together.