A Global Media Perspectives “ Increasingly India”
India Today <ul><li>What are top-tier media perceptions of India today? </li></ul><ul><li>India is at a crossroads in its ...
<ul><li>Ten markets  </li></ul><ul><ul><li>Europe: France, Germany, UK </li></ul></ul><ul><ul><li>US: New York, Washington...
<ul><li>Section 1: Emerging Markets Compared </li></ul>
India and China are the #1 and #2 emerging markets <ul><li>Brazil, Russia, Poland and Mexico are not in the same class… </...
India Brazil China Poland Russia Mexico Country Share of Voice in Major U.S. Media Sources:   The New York Times, Wall Str...
1 in 4  U.S. news stories about India are centered on “ outsourcing ” Pro :   Encourages more U.S. businesses to outsource...
Mindshare   Favorability Towards Country’s Business Environments   #2 “very favorable ” view of business environment Lowes...
India  Most “Favorable” Five-Year Business Environment Now, I’d like you to rate how favorable you think the industrial an...
Are you generally optimistic or pessimistic about these countries’ current industrial vitality Media are MORE Optimistic A...
What Comes to Mind…. When you think of these countries as an emerging market, what comes to mind? Source: Edelman’s India ...
When you think of these countries what are the key industry sectors? Key Industrial Sectors Source: Edelman’s India Media ...
Worth noting… <ul><li>Additional emerging markets are closing in on the BPO market and enjoy other advantages </li></ul><u...
<ul><li>Section 2: Perspectives on India </li></ul>
Business in India:  Right Direction or Off Track? Overall, thinking about the way most corporations do business in India, ...
Why Are “Things” Going Well or Badly? What makes you think that things are pretty much going in the right direction/have g...
India’s Key Advantages Over Other  Emerging Markets <ul><li>Educated, English-speaking populace of young workers </li></ul...
India’s Advantages  What would you say are the main advantages that India offers as an emerging industrial and business ce...
Disadvantages (Key challenges) What would you say are the main disadvantages that India offers as an emerging industrial a...
Industrial Sectors Excels Lags What industrial sectors do you think India is excelling and lagging in? 17% Call centers 16...
Greatest Opportunities What industrial sectors provide the greatest opportunities for India over the next 5 to 10 years? 1...
How Successful is India by Sector? Disconnect:   The world’s media believes India is much more successful in  pharmaceutic...
Factors Driving Confidence in India <ul><li>US Media are concerned about Financial Transparency and Corporate Governance <...
Factors Driving Confidence in India <ul><li>Asian media are skeptical of Indian property rights and their emergence as an ...
How important are each of these items on influencing your perceptions of corporations operating in India The profile of  E...
 
What India Media Think About India? <ul><li>Economically China is currently #1 and India #2, but India will catch up in th...
<ul><li>Section 3: Summary  </li></ul>
Key challenges <ul><li>Policy bumps </li></ul><ul><li>Bureaucracy </li></ul><ul><li>Poor infrastructure  </li></ul><ul><li...
<ul><li>Summing It Up </li></ul>Need more liberalization of joint venture rules to stimulate competition in domestic marke...
India Needs to Increase its “Share of Voice”  By Communicating <ul><li>Beyond “outsourcing,”  “call centers” and “IT”  </l...
India Needs to Increase its “Share of Voice”  By Communicating <ul><li>India beyond economic development by highlighting c...
A Global Media Perspectives “ Increasingly India”
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Global Media Perspectives

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Global Media Perspectives

  1. 1. A Global Media Perspectives “ Increasingly India”
  2. 2. India Today <ul><li>What are top-tier media perceptions of India today? </li></ul><ul><li>India is at a crossroads in its development as the world’s largest democracy </li></ul><ul><li>For the most part, India has thrown off its “isolationist, self-sufficiency” mindset and is embracing globalization </li></ul><ul><li>No longer wary of Western influences </li></ul>
  3. 3. <ul><li>Ten markets </li></ul><ul><ul><li>Europe: France, Germany, UK </li></ul></ul><ul><ul><li>US: New York, Washington </li></ul></ul><ul><ul><li>Asia: Hong Kong, Singapore, China </li></ul></ul><ul><ul><li>India: Mumbai, Delhi </li></ul></ul>2004 R&PMC:Edelman India Media Audit <ul><li>Conducted by R&PMC:Edelman in September and October 2004 </li></ul><ul><li>20-minute, in-depth telephone interviews with 65 journalists with top-tier media </li></ul>Top-Tier Media, including: Washington Post Fox News Wall Street Journal Forbes Star TV News Financial Times Reuters Der Spiegel PBS China Daily Les Echos CCTV Le Monde Business Week
  4. 4. <ul><li>Section 1: Emerging Markets Compared </li></ul>
  5. 5. India and China are the #1 and #2 emerging markets <ul><li>Brazil, Russia, Poland and Mexico are not in the same class… </li></ul><ul><ul><li>Brazil is beginning economic reforms </li></ul></ul><ul><ul><li>Russia’s economy still weak…government is autocratic </li></ul></ul><ul><ul><li>Poland and Mexico are far in the distance, even in Europe and US </li></ul></ul><ul><li>India enjoys a very strong reputation among media </li></ul><ul><li>But in the U.S., China has 4-1 “share of voice” advantage over India </li></ul><ul><li>India is perceived as having stronger five-year plus prospects </li></ul>
  6. 6. India Brazil China Poland Russia Mexico Country Share of Voice in Major U.S. Media Sources: The New York Times, Wall Street Journal, Washington Post, Los Angeles Times, Chicago Tribune, Forbes, Fortune, BusinessWeek, Time, Newsweek and U.S. News & World Report Time Frame: Jan. 1 2004 to Oct. 13, 2004 U.S.: India’s “Share of Voice” is Dwarfed by China
  7. 7. 1 in 4 U.S. news stories about India are centered on “ outsourcing ” Pro : Encourages more U.S. businesses to outsource to India Neg : Perceived as threat to U.S. jobs U.S.: India is Largely Defined by “Outsourcing” Sources: The New York Times, Wall Street Journal, Washington Post, Los Angeles Times, Chicago Tribune, Forbes, Fortune, BusinessWeek, Time, Newsweek and U.S. News & World Report Time Frame: Jan. 1 2004 to Oct. 13, 2004 Total Number of Articles for Each Country
  8. 8. Mindshare Favorability Towards Country’s Business Environments #2 “very favorable ” view of business environment Lowest “unfavorable ” rating Now, I’d like you to rate how favorable you think the industrial and business environment is in each country. Ch In Mx Pl Br Ru Ch In Mx Pl Br Ru Source: Edelman’s India Media Audit, 2004
  9. 9. India Most “Favorable” Five-Year Business Environment Now, I’d like you to rate how favorable you think the industrial and business environment will be five years from now? Ch In Mx Pl Br Ru Ch In Mx Pl Br Ru Source: Edelman’s India Media Audit, 2004
  10. 10. Are you generally optimistic or pessimistic about these countries’ current industrial vitality Media are MORE Optimistic About India Than Any Other Country 0% 0% 17% 83% 0% 0% Pessimistic 7% 31% 9% 4% 19% 30% Optimistic Mexico India Poland Russia Brazil China   Source: Edelman’s India Media Audit, 2004
  11. 11. What Comes to Mind…. When you think of these countries as an emerging market, what comes to mind? Source: Edelman’s India Media Audit, 2004 Trade Huge Population Good Business Environment Democracy Growth Innovation Good Business Environment Economy Good Business Environment Economy Good Business Environment English Language Democracy Trade Economy Good Business Environment Democracy (lack of) Democracy Poland Russia Brazil Mexico China India
  12. 12. When you think of these countries what are the key industry sectors? Key Industrial Sectors Source: Edelman’s India Media Audit, 2004 Shipbuilding Aeronautics Manufact. Agriculture Telecomm Aeronautics Auto Auto Consumer Goods Auto IT Pharma. Agriculture Textiles Manufact. Manufact. Shipbuilding Oil/gas Coffee Tobacco/ Alcohol IT IT Poland Russia Brazil Mexico China India
  13. 13. Worth noting… <ul><li>Additional emerging markets are closing in on the BPO market and enjoy other advantages </li></ul><ul><ul><li>Philippines – lower cost structure </li></ul></ul><ul><ul><li>Mexico and Canada – proximity to the U.S </li></ul></ul><ul><ul><li>Ireland and South Africa – proximity to Europe and time zone advantages </li></ul></ul>
  14. 14. <ul><li>Section 2: Perspectives on India </li></ul>
  15. 15. Business in India: Right Direction or Off Track? Overall, thinking about the way most corporations do business in India, would you say things are pretty much going in the right direction or have they somehow gotten off track? Source: Edelman’s India Media Audit, 2004 5% 0% 8% 13% Off Track 95% 100% 83% 80% Right Direction India US Europe Asia
  16. 16. Why Are “Things” Going Well or Badly? What makes you think that things are pretty much going in the right direction/have gotten off track? “ On Track” “ Off Track” Source: Edelman’s India Media Audit, 2004 4% Corrupted 8% High Technology 4% Overpopulated 20% Highly Educated, English- speaking Workforce 5% Sees Labor as cheap, not resourceful 24% Liberal/Reforms 8% Weak Manufacturing 32% Foreign Company Performance 10% Regional Disparities 48% Growth of Exports/Imports
  17. 17. India’s Key Advantages Over Other Emerging Markets <ul><li>Educated, English-speaking populace of young workers </li></ul><ul><li>Democratic and business-friendly government (despite administration transition) </li></ul><ul><li>Low cost structure </li></ul><ul><li>Eager and savvy consumer market with growing buying potential </li></ul>
  18. 18. India’s Advantages What would you say are the main advantages that India offers as an emerging industrial and business center 82% Motivated and Qualified Workforce 8% Industrial 12% Legal/Accounting 16% Large Domestic Market 16% International Business 16% Big Population 24% Democratic Society 38% Growing Market 48% English Speaking 56% Low Cost Work Source: Edelman’s India Media Audit, 2004
  19. 19. Disadvantages (Key challenges) What would you say are the main disadvantages that India offers as an emerging industrial and business center 24% Rural/Urban divide 32% Social Problems 12% Dependent on Outsourcing 16% Physical Infrastructures 20% Industrial Economies of Scale 28% Polarized Political Scene 28% Need for Development 28% Standard of Living 32% Regulatory Issues 36% Bureaucratic Delays Source: Edelman’s India Media Audit, 2004
  20. 20. Industrial Sectors Excels Lags What industrial sectors do you think India is excelling and lagging in? 17% Call centers 16% Outsourcing 16% Computers 16% Consumer Products 16% Automotive 32% Pharmaceutical sector 40% Textile 44% Software 96% High Tech 12% Consumer electronics 14% Poverty 15% Heavy Industry 15% Automobiles 20% Manufacturing 20% Pharmaceuticals 30% Financial Services 35% Transportation 35% Infrastructure Source: Edelman’s India Media Audit, 2004
  21. 21. Greatest Opportunities What industrial sectors provide the greatest opportunities for India over the next 5 to 10 years? 15% Telecommunications 15% Consumer Goods 15% Labor Industries 20% Automotive 25% Pharmaceuticals 30% Financial Services 30% Computer Services Source: Edelman’s Indian Media Audit, 2004
  22. 22. How Successful is India by Sector? Disconnect: The world’s media believes India is much more successful in pharmaceuticals , and a lot less successful in the Auto industry than Indian media How successful is India in each of the following sectors? AS IN US EU AS IN US EU AS IN US EU AS IN US EU AS IN US EU Source: Edelman’s India Media Audit, 2004
  23. 23. Factors Driving Confidence in India <ul><li>US Media are concerned about Financial Transparency and Corporate Governance </li></ul><ul><li>Asian Media have great confidence in conduct of Indian Companies operating in India </li></ul><ul><li>More skepticism about the corporate governance of MNC’s doing business in India </li></ul>Agrees with statements AS IN US EU AS IN US EU AS IN US EU Source: Edelman’s India Media Audit, 2004
  24. 24. Factors Driving Confidence in India <ul><li>Asian media are skeptical of Indian property rights and their emergence as an economic power </li></ul><ul><li>In comparison, U.S. Media are very bullish </li></ul>Agrees with statements AS IN US EU AS IN US EU Source: Edelman’s India Media Audit, 2004
  25. 25. How important are each of these items on influencing your perceptions of corporations operating in India The profile of Executive Leaders , Financial Results, and Transparency are the most important characteristics for companies operating in India Drivers of Corporate Image for Firms in India 54% 50% Relationship with Customers 52% 65% Quality 42% 75% Employees 38% 75% Role in Society 65% 80% Executive Leaders 64% 100% Financials Rest of World India Characteristic Source: Edelman’s India Media Audit, 2004
  26. 27. What India Media Think About India? <ul><li>Economically China is currently #1 and India #2, but India will catch up in the coming years </li></ul><ul><ul><ul><li>“ Reforms will continue to take place irrespective of differing ideologies of political forms in power.” </li></ul></ul></ul><ul><li>India is laying benchmarks to comply with international standards </li></ul><ul><ul><ul><li>Strong corporate governance and accountability </li></ul></ul></ul><ul><ul><ul><li>Strong market-driven competition </li></ul></ul></ul><ul><li>Key Advantages to India </li></ul><ul><ul><ul><li>Skilled labor force – English speaking, educated </li></ul></ul></ul><ul><ul><ul><li>Cost competitive </li></ul></ul></ul><ul><ul><ul><li>Eager and ready consumer base </li></ul></ul></ul>
  27. 28. <ul><li>Section 3: Summary </li></ul>
  28. 29. Key challenges <ul><li>Policy bumps </li></ul><ul><li>Bureaucracy </li></ul><ul><li>Poor infrastructure </li></ul><ul><li>Nationalist sentiment </li></ul>
  29. 30. <ul><li>Summing It Up </li></ul>Need more liberalization of joint venture rules to stimulate competition in domestic market and support manufacturing “ India is not at the point where they are independent of outside market, monetary and trade forces. Maybe in 10-15 years I see them nearly as powerful as China. It depends on political developments and current reforms.” “ India has a better technology infrastructure than any other developing country or emerging economy - - and they have the will and national push to succeed. But politically, there appears to be a push-and-pull between the desire to remain a secular Democratic state without marginalizing a significant Muslim population.”
  30. 31. India Needs to Increase its “Share of Voice” By Communicating <ul><li>Beyond “outsourcing,” “call centers” and “IT” </li></ul><ul><li>Strong management expertise – executive leadership with a vision for the future </li></ul><ul><li>Strong transparency and governance </li></ul><ul><li>Leadership role in corporate social responsibility </li></ul>
  31. 32. India Needs to Increase its “Share of Voice” By Communicating <ul><li>India beyond economic development by highlighting culture, fashion, architecture etc. -- not just a source of cheaper, albeit it educated, labor. </li></ul><ul><li>Humanize India – the people, the culture, the cities, development projects </li></ul><ul><li>Frame India as the “future” </li></ul>
  32. 33. A Global Media Perspectives “ Increasingly India”

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