Your SlideShare is downloading. ×
Ved Et Al   Presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Ved Et Al Presentation

168
views

Published on

Published in: Education, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
168
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Good afternoon ladies and gentlemen. Our paper, based on some of our experiences in marketing to India’s underserved consumers, focusses on some fundamental mindshifts that need to be made in tapping the underserved market. I would like to state, at the very outset, that Ogilvy’s definition of the underserved is based on not only the criterion of low income, but also on the low market and media accessibility to these consumers, most of whom reside in India’s villages.
  • Transcript

    • 1. Marketing programs to reach India’s underserved HBS Conference on Global Poverty December 1 2005
    • 2. Demographic change in India
    • 3. Surprising rural India
      • 42 million rural households use banks, only 27 million urban Indians do so
      • Indians speak 360 dialects; about 50 are key for communications
      • Ogilvy India ‘employs’ more people – 15000 - in Outreach than the RoW put together
    • 4. Participatory Research
    • 5. Clinic Plus Mother Daughter Day
    • 6. Kodak Consumer Contact
    • 7. Folk performances, art
    • 8. Key Implications for Managers
      • Change in mindset
        • From high value individuals to high volume communities
        • Long term commitment
      • Combine communication with selling and service, innovative distribution
      • Allow for cultural diversity
      • Leverage the power of social networks