If a companies marketing is mighty enough, it can easily fight even the huge brands in the market. Because nowadays customers are open minded & the tend to accept the new brands & products launched in the market with condition that the marketing is been done in an efficient manner that convinces & creates faith in the customers mind. Regardless the brand value of it's competitor.
Let's consider one of the latest live example on this:
We all know that Samsung has nearly absorbed the smartphone market, with it's strong goodwill since ages & the superior quality products. Giant brands like LG, NOKIA, etc. are not able to bring out results, whereas comparatively small brand like Micromax came out with an unexpected giant result of success. No doubt Micromax is also an efficient company, but when compared with these giant names it's a slightly new brand in the market. But with the help of it's powerful marketing panel it proved the new trend of nominal priced smartphones in the market. As a result of it, even giant names who were engaged in making costly phones have started focusing on budget phones. And due to this today you can easily own a pretty decent smartphone under 10-12K
A solely owned blog of Rahul Iyer with an intention to represent my thoughts & experience