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Emerging Trends in Indian Marketing
-B.V.Raghunandan
Govt. I Grade College, Barkur
August 11, 2014
I
n
d
i
a
n
M
a
r
k
e
• British contributed to the creation of a national market
• Western exposure during British Rule it...
Indian Production
• Cottage, Small-Scale and
Family Run Business
• A Few Large Scale
Industries like Cotton
Textile Indust...
Indian Consumer
• Head Strong
• Argumentative
• Price Conscious
• Comparison
• Low Brand Loyalty
• Fixed Habits
• Relation...
Indian Marketing
• Value for Money
• Universal Availability
• Miniature Packaging
(Sachet)
• Less Importance to
Customer S...
Indian Marketer
• Machine Gun Approach for Branding
• Sale and Leasing of Brands are frequent
• Value for Money Approach
•...
Foreign Marketer in India
• Arrogant Marketers
• Brand Building
• Penetrating Advertisements
• Text Book Segmentation
• Gr...
Lessons for
the Foreign
Marketer
• Adapt to the needs of the Customer and
do not dictate terms or play on his
psychology
•...
• Online Marketing
• Corporate Entry in
Retailing
• Chinese Invasion
• Quick Launches
• Claiming Shelf Space
• Increasing ...
Challenges in Indian Marketing
• Class Action Suit provided by
Companies Act, 2013
• Getting Regulatory Approvals
• Large ...
THANK YOU
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Emerging trends in indian marketing b.v.raghunandan

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Deals with contemporary changes taking place in Indian markets and the impact created on consumer psychology

Published in: Marketing
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Transcript of "Emerging trends in indian marketing b.v.raghunandan"

  1. 1. Emerging Trends in Indian Marketing -B.V.Raghunandan Govt. I Grade College, Barkur August 11, 2014
  2. 2. I n d i a n M a r k e • British contributed to the creation of a national market • Western exposure during British Rule itself • Multi-religious, Multi-lingual, Caste Determined Rituals, Sub-Castes • Regional Differences • Festivals and Consumption • Land of Shortages
  3. 3. Indian Production • Cottage, Small-Scale and Family Run Business • A Few Large Scale Industries like Cotton Textile Industries • No Standardised Quality • License Raj • A Few Private Monopoly • State Monopoly • Import Restrictions • Chronic Power Shortage
  4. 4. Indian Consumer • Head Strong • Argumentative • Price Conscious • Comparison • Low Brand Loyalty • Fixed Habits • Relationship Marketing • Local Production
  5. 5. Indian Marketing • Value for Money • Universal Availability • Miniature Packaging (Sachet) • Less Importance to Customer Service • Less Importance to After Sale Service • Ineffective Segmentation • Online Marketing: II Wave
  6. 6. Indian Marketer • Machine Gun Approach for Branding • Sale and Leasing of Brands are frequent • Value for Money Approach • Least Concern for After Sales Service until Polar and V-Guard • Unfair Marketing Practices for Market Domination (Marketing Villains) • Rational Advertisement • Marketing Reluctance
  7. 7. Foreign Marketer in India • Arrogant Marketers • Brand Building • Penetrating Advertisements • Text Book Segmentation • Growth by Mergers & Acquisitions • Inciting Family Feud for the Competing Promoter • Spending for Market Domination • Urban Bias for a Long Time
  8. 8. Lessons for the Foreign Marketer • Adapt to the needs of the Customer and do not dictate terms or play on his psychology • Rural Areas are the heart of Indian Marketing • Mere dependence on Ads may bankrupt the promoter • Environment Friendly Product are a Failure • Frequent discounts drive away the customers • Value for Money is the best strategy • Conflict of Interest between Corporate Objectives and Customer need is too expensive
  9. 9. • Online Marketing • Corporate Entry in Retailing • Chinese Invasion • Quick Launches • Claiming Shelf Space • Increasing Consumer Confusion and Loyalty • Dominant Impulsive Buying • Too Much of Price Differential lead to Post Purchase Dissonance Emerging Changes
  10. 10. Challenges in Indian Marketing • Class Action Suit provided by Companies Act, 2013 • Getting Regulatory Approvals • Large Format Stores • Increasing Product Failure • Low Quality Ads (perversion) and Ads attracting social reaction • Getting Shelf Space for the Products • Getting Loyal Dealership • Symbolic Surveys & Quicker Data Perishability
  11. 11. THANK YOU
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