Indian Trends (2012)


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Trends to help brand positioning in India across innovative sectors

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  • Following the success of yoga around the world it now is growing in interest again India
  • Source: Trendwatching
  • Lehar Gluco Plus, a beverage with electrolytes and glucose, and Lehar Iron Chusti, a fortified iron snack. Both are aimed at consumers at the bottom of the pyramid — in urban (and rural) areas (Source: Economic Times, June 2011).
  • Global recognition of disruptive innovation:Improving the lives of & aspirations of middle-classGame changer: Low-cost is no longer cheapNational prideDespite problems with the product
  • *Gopal Krishnan, CEO Tata & Sons
  • Mahindra: US$ 7.1bn automobiles to IT conglomerate
  • Rebranding Logan: Mahindra Auto:
  • Shopppers Stop is the leading department store in India. Part of K Raheja Corp Group, one of leading players in real estate development and hotels. And one of the first.
  • US$ 4bn Indian conglomerate. Largest Indian consumer electronic and home appliance company.
  • The largest automaker by sales volume in India. 2011- problems of trade unions at major plant.
  • Bharti Airtel rebranding. Now present in 19 countries. Dil jo chahe pass laye: The winner will have his desire fulfilled.See old TV ads (inspiring India) and new ads here:
  • Source:
  • * rephrased
  • Vani scheme- teaching and demoing on hygiene and health etcEntrepreneurs: sellingi-shakti- kiosks providing health infoIt started because Indian firm Nirma moved in on their detergent business
  • studies:
  • Indian Trends (2012)

    1. 1. MARCH 2012 Geopolitical Tomorrows: India Niki Gomez for Future Lab Slides to complement theReport
    3. 3. Fashion Film Art Design Food Business
    4. 4.  International companies are eyeing market opportunities of the large number of lower income consumers in India (as Western markets flatten)
    5. 5. Dedication of products that tailor to their needs and price points such as ChotuKool, Akaash tablet, Lehar Gluco Plus (Pepsi Co), etc
    6. 6.  Able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries. So if you’re a Chinese or Indian or Turkish brand, or you’re a Western brand selling to emerging markets, 2012 is the year that you can push things a bit further. SOURCE: Trendwatching
    7. 7. They offered a spoof sex toy to customers spending over USD 150. The leatherette 'Knee J' knee pads came boxed in packaging featuring risqué retro cartoons and the tagline "Knee Jerk Reactions Guaranteed.” (2011) SOURCE: Trendwatching
    8. 8. Indian personal care brand hand sanitizer Sanitol's ad campaign shows one man touching another's intimate area and another picking his colleague's nose. The ads hint at the kind of germs that consumers might have on their hands, and proving why they should use sanitizer
    10. 10.  They used to live at home with the their parents  Are now in adolescence stage. 21 yrs after liberalisation (1991).*  Following a conservative and austere period, the consumers started to consume again.
    11. 11.  Challenged by Complexity- searching for simplicity  Natural Products- for today’s needs  Experience Hunter- experience defines and differentiates me  Me, Myself and I- moving away from collective to the personal satisfaction  Interest groups- surge of niche and unconventional interests and communities
    12. 12.  Hybrid Cultures- Indian and global, modern and traditional  Safe in my Bubble: minimise anxiety and danger  Be the Change you Want to See- youth change leadership  Instant Gratification- I want it now  Women’s Emancipation  Making Every Minute Count- convenience, minimise effort and time
    13. 13.  Instant Gratification- always connected, as it happens  The Pursuit of Youth- age doesn’t matter  Pester Power- junior’s opinions count on household decisions  The Rise of Technocracy- India synonymous with technology  Infused with Technology- technology a component in every category
    14. 14. Some recent major repositioning strategies
    15. 15. From ‘Indians are second to none’ strategy at independence to  ‘Spark the Rise. Don’t Accept Things as They Are’  A call to action. A challenger spirit that leads us to build ourselves better lives  A thirst for a brighter future  Core values : accepting no limits, thinking alternatively, driving positive change
    16. 16. 
    17. 17.  Contemporary & empowering  Move from mediocrity to excellence  Strong online presence- use of Crowd sourcing  Indian optimism: rewarding Indian social entrepreneurs  Aiming towards global reach
    18. 18. • Retailing has changed, so have we. Aiming at • Consumers with luxury aspirations • Younger consumers - current franchise is 25-45; welcoming 18-25
    19. 19. • Moving from a no-frills, simple, reliable brand towards premium category products • Environmentally conscious image • Use of animated characters, Chouw and Mouw to help spread change •
    20. 20.  From Count on Us! to Way of Life!  From reliability and affordability to spirit and sporty  More excitement
    21. 21. • Translates globally - expansion into new markets • Less Indian-centric • Modern, friendly, accessible • Move to 3G •
    22. 22.  Samsung  LG  IBM  Unilever  P & G  Nestle
    23. 23.  Telecom Airtel  Cement  Tractors  Paints Asian Paints  Tyres Apollo  Passenger Cars Tata Motors.  Liquor UB.
    24. 24. Innovation
    25. 25.  The world is looking to India for ‘disruptive innovations’  Clayton Christensen: Disruptive technologies were exactly those that did not appeal to entrenched market leaders because they tended to under-perform existing technologies and served a less-profitable consumer demographic*.  Develop ‘next practices’
    26. 26. • Uses traditional and high-tech: rice husk ash and silver nano- technology • $21 price point • Filter lasts for 200 days for a family of 5 • Collaboration between Tata Chemicals, TCS, and others
    27. 27.  Lower price point as well- Sonata Rs 275 upwards  Targeted women who never bought watches before. Now seen as a type of jewelry  Innovative: watches powered by light! Slimmest watch in the world!
    28. 28.  Thebasic objective of Project Shakti is to economically empower underprivileged rural women by creating income-generating capabilities and providing a sustainable micro- enterprise opportunity in addition to improving rural living standards through health and hygiene awareness. - SharatDhall, Marketing Manager -Rural, HLL  There are 25,000 women in Project Shakti across 8,000 villages in 15 states.  The entrepreneurs earn between Rs 700- 1000 a month, doubling their household incomes
    29. 29. ChotuKool creates livelihood opportunities across villages by encouraging them to be an entrepreneur. Under this venture, entrepreneurs will be trained and nurtured to establish their own outlet. This platform would not only provide an opportunity to earn but also to grow by being part of a larger eco system, which will encourage their learning and growth.
    30. 30. • Godrej Eon: Clever innovations in air conditioners and washing machines and appealing designs of refrigerator exteriors. • Godrej Interio:The advent of technology infused furniture that enables a unique, enjoyable usage experience. • GoodKnight Advanced: Successful, disruptive innovations such as smokeless mosquito repellent coils, aerosols and repellents with natural ingredients.
    31. 31.
    32. 32. THANK YOU!