Marketing Innovation In India

How to think about marketing innovation in India

Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key facts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source:www.wikipedia.com

Key Value Differences Between India And The West ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INDIA THE WEST (source: Rama Bijapurkar, 2008) Egalitarianism Clarity, linearity (need for resolution of contradiction, of choosing between opposite positions) Individually chosen roles (you can become anything you want to be) Impatience, assertion (Viagra – the celebrated new drug to treat impotence and enable enjoyment of sexual pleasures) Seeking novelty Respect for youth

The rising Indian Middle class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(source: McKinsey Global institute

02 Understand the Indian consumer

Understanding the people ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],source: ‘Marketing Strategies Targeting the Middle Rich in India’, Nomura Research Institute,2008

Likes and Interests ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Is the key frame of reference for India (especially the younger generation) on what lifestyle ideals and characters to aspire to Source: Nielsen Global Report, Upper Middle and Rich (UMAR) survey India

Adapt to their tastes and preferences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://www.businessweek.com

Who influences purchase ,[object Object],[object Object],[object Object],source: ‘Marketing Strategies Targeting the Middle Rich in India’, Nomura Research Institute, 2008

Key drivers for increase in purchase in the future ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: McKinsey Global institute

03 Understand the country dynamics

Cultural Specifics Across Regions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The distribution channel in India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Manufacturing Unit Storage Hub Distributor Wholesaler Malls/ Supermarkets Retailer Small Retailer

The Rural Bharat and Urban India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],VS.

The 4 As rule for innovating in Rural India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The 4 As rule for innovating in Rural India The local market place in Rural India The Coke advert in Rural India The mobile LG van The LG exibit in a fair

04 Common reasons for purchase

Value for money ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Status symbol ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A new and innovative product ,[object Object],[object Object],Donut Factory now has outlets in New Delhi Frozen yogurt brand Cocoberry is now in Delhi and Mumbai Unilever’s Cif is trying to create a new category in the Home care Nokia N96 is today the largest selling smart phone in India

The Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Gillette advert with Cricketer Rahul Dravid

The different approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Aircel print advert on the Mahim causeway, Mumbai Use of the Aircel boat with Aircel representative during the July rains in Mumbai Godgej ChotuKool at a local shop in Rural India

Blunders to avoid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Possible strategies for the future ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cadbury Dairy Milk: Made Indians eat chocolate to celebrate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Hyundai Santro: Slow and steady wins the race ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Renault Logan: Except for price, they got it all wrong ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Apple iPhone: Over-confident? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Garnier 2 in 1 Shampoo: Convincing the Consumer to Think Differently ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Kellogg India: Ask the Basic Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Innovation In India

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Marketing Innovation In India