Wan ifra 16.9.10 net version

338 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
338
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wan ifra 16.9.10 net version

  1. 1. Author of 2 books <br />“One land one billion minds” <br />“Googly. Branding on Indian turf”<br />RamanujamSridhar,CEO<br /> brand-comm<br />http://ramanujam-sridhar.blog.spot.com<br />
  2. 2. Deciphering the ever changing <br />Generation Y in India<br />
  3. 3. It seems obvious, but India (particularly young India) is changing by the second if not by the years<br />Ten years ago it seemed easier to depict <br />young India <br />
  4. 4. Bajaj<br />YouTube streamed video<br />
  5. 5. Now I am not so sure! <br />Does this commercial represent today's <br />youth better?<br />
  6. 6. Nokia<br />YouTube streamed video<br />
  7. 7. So what is the biggest challenge for marketers?<br />
  8. 8. The interesting fact is marketing VPs are in their forties, MDs are in their fifties and customers are in their twenties!<br />(And what about editors!! )<br />
  9. 9. What do we know about Generation Y?<br />
  10. 10. What are their beliefs?<br />
  11. 11. “A person who is better educated has more power”<br />
  12. 12. IIT, around 400,000 students appear annually out of which only 7,500 get selected.The ratio is as low as around 1 in 60.<br />
  13. 13. Youth today no longer live in an idyllic insulated environment, ‘chilled out’ and ‘being themselves.’<br />
  14. 14. Idea<br />YouTube streamed video<br />
  15. 15. As many as 35% of youth believe that it is okay to use sex appeal to get ahead in their career<br />
  16. 16. Whilst others can even use their mothers to get closer to girls!<br />
  17. 17. Cadbury<br />YouTube streamed video<br />
  18. 18. Yes, Generation ‘Y’ has its insecurities and brands feed on them<br />
  19. 19. No longer can the Indian youth afford to ‘live with’ ‘what he/she is born with.’<br />
  20. 20. FNL<br />YouTube streamed video<br />
  21. 21.
  22. 22. Docomo<br />YouTube streamed video<br />
  23. 23. How does Generation Y spend its time?<br />
  24. 24. 38Hour Weekday<br />Wakes up, reads supplements with the TV on<br />Chats and blogs with the TV on <br />Listens to music on the way to college<br />Sunday’s for sleep, family and hanging out with friends in nearby coffee shops & malls/multiplexes<br />Hangs out with pals over coffee….at Coffee Day<br />Catches a matinee movie at a multiplex<br />Sometimes goes to the College library<br />Back from college,<br />relaxes with TV on (music, reality shows)<br />Participates in contests & college fests<br />Research: OmnicomMediaGroup<br />
  25. 25. Generation Y is plugged-in 24 hours a day, 7 days a week<br />
  26. 26. Almost 50% of the younger population sleeping post midnight compared with about 19% of those between 30-45 years<br />
  27. 27.
  28. 28. While some are partying hard, some are working hard too<br />
  29. 29. Moto<br />YouTube streamed video<br />
  30. 30. The average Gen Y changes jobs an average of 29 times and the average time in one job is 1.1 years<br />
  31. 31. Whilst others are changing their partners without worrying too much about it!<br />
  32. 32. Move on<br />YouTube streamed video<br />
  33. 33. But…<br />
  34. 34. Gen ‘Y’ get bored easily<br />
  35. 35. Influencers: Peers, TV and Movies<br />
  36. 36. Nescafe<br />YouTube streamed video<br />
  37. 37. TV ShowsSex, Violence and Mush sells<br />
  38. 38. MoviesSex, Violence and Mush sells<br />
  39. 39. Gen ‘Y’ is confident, in your face and has a sense of humour<br />
  40. 40. Cookie<br />YouTube streamed video<br />
  41. 41. Mentos<br />YouTube streamed video<br />
  42. 42. So where do we go from here?<br />
  43. 43. It is a dangerous over simplification to brand all young Indians as a uniform Gen ‘Y’<br />
  44. 44. Love listening to music – Metal, Rock<br />Bangalore – Ashwini, 24 yrs <br />Health conscious<br />I read the Bangalore times and the sports section<br />Watching movies – mostly English<br />Favorite sport: Football, cricket(T20)<br />Concerts, plays learning Spanish, reading books – fiction, indian authors etc.<br />Hanging out with friends in cafes, pubs & clubs<br />
  45. 45. Newspapers not much, Magazines – Femina, Gr8, Filmfare<br />Bhopal – Ratna, 24 yrs <br />Dance Classes<br />Attending family get togethers, functions, pujas etc<br />Participate in Social events, rally, street plays<br />Renting hindi DVDS and watching movies at home<br />Water sports, Summer camp etc.<br />Hanging out near the lake, ice cream Parlour<br />
  46. 46. I read the TOI – sport, Metroplus, Autocar<br />Mumbai – Lionel, 22 yrs <br />Health conscious<br />Play football in the evenings<br />Part of a band (Guitarist), Part time RJ<br />House parties till late and then go pub hopping<br />Movies- SciFi, action, controversial <br />JuhuChowpathi, Marine Drive (jogging)<br />
  47. 47. Video Games, Play Station, Nintendo Wii<br />Hyderabad – Manish, 21 yrs <br />Long drive around Tankbund, binge on roadside food <br />Play Cricket in the evenings<br />Movies – Hindi, Regional<br />Deccan Chronicle, Hyderabad Chronicle, WOW magazine<br />Brand conscious, craze for cars and bikes<br />Hanging out at Addas (Irani cafes)<br />
  48. 48. Foodie – regularly goes to Chandnichowk , CP etc in the evening<br />Delhi – Ananya, 23 yrs <br />Keeps weight under check by going for morning walks<br />Shopping – junk jewelry and other accessories<br />Reads Indian Express – politics and film reviews<br />Family get togethers and other festive occasions<br />Hang out with friends at malls and other shopping centers<br />Watch Hindi movies and soap operas<br />
  49. 49. So which young Indian do you want?<br />
  50. 50.
  51. 51. So how you communicate to them is extremely important<br />
  52. 52. Bag<br />YouTube streamed video<br />
  53. 53. Don’t talk down to me!<br />
  54. 54. Don’t lecture to me!<br />
  55. 55. Don’t bore me to death!<br />
  56. 56.
  57. 57. I am not a scaled down adult, nor am I your unrealized ambitions!<br />
  58. 58. I am not a demographic!<br />
  59. 59. I am me – unique, different, and just me!<br />
  60. 60. I could be your customer for life!<br />
  61. 61. Ned<br />YouTube streamed video<br />
  62. 62. Be quick! <br />Be friendly! <br />Be gone! <br />
  63. 63. If I am such a big market, how come I merit just one lousy supplement!<br />
  64. 64. It can be frustrating, trying to understand youth, much less marketing to them<br />
  65. 65. Sir<br />YouTube streamed video<br />
  66. 66. Golf<br />YouTube streamed video<br />
  67. 67. Football<br />YouTube streamed video<br />
  68. 68. Here is wishing you all happiness!<br />
  69. 69. Would welcome questions, feedback<br />you can remain in touch with<br />sridhar@brand-comm.com <br />http://ramanujam-sridhar.blogspot.com<br />

×