India Communication Strategies

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How to communicate with consumers in India

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India Communication Strategies

  1. 1. UNDERSTANDING INDIA:OPPORTUNITIES IN DIVERSITYPRANESH MISRACHAIRMAN & MANAGING DIRECTOR, BRANDSCAPES INDIA 1
  2. 2. INDIA:WELCOME TO A COUNTRY THAT ADDS POPULATON OFAN AUSTRALIA EACH YEAR 3
  3. 3. 1. UNDERSTAND THE SPIRIT OF THE MARKETSTRATEGIES FOR SUCCESS 4
  4. 4. Where bullock carts co-exist with Asia’s largest wind farm in Dhule… In little over a decade, Suzlon Energy has grown into the worlds fifth-largest producer of wind turbines, with each machine selling at around 2 million dollars. 90% of orders come from markets outside India, for the most part the US, South America, and China. 5
  5. 5. A country with twice the number of English speakers as the UK Top 5 English (MM) Speaking Countries USA 263 India 125 Nigeria 79 UK 60 Russia 60 6
  6. 6. Where English is the second most spoken language… Top 5 Languages (MM) Spoken in India Hindi 552 English 125 Bengali 91 Telgu 85 Marathi 84 7
  7. 7. Two new religions that unite the country… CRICKET 8
  8. 8. And BOLLYWOOD! 9
  9. 9. Where the richest live side by side the poorest…. Number of Indian Billionaires in 2010: 52* Net WorthRank Name Citizenship Age ($bil) Residence 1 Carlos Slim Helu Mexico 70 53.5 Mexico & family 2 William Gates III United 54 53.0 United States States Population Below 3 Warren Buffett United 79 47.0 United Poverty Line: States States 4 Mukesh Ambani India 52 29.0 India 5 Lakshmi Mittal India 59 28.7 United 25%** Kingdom 6 Lawrence Ellison United 65 28.0 United States States 7 Bernard Arnault France 61 27.5 France 8 Eike Batista Brazil 53 27.0 Brazil 9 Amancio Ortega Spain 74 25.0 Spain 10 Karl Albrecht Germany 90 23.5 Germany • * Source: Forbes List., March 1, 2010 • ** Source: CIA Handbook 10
  10. 10. 2. DEFINE YOUR CORE CONSUMER SEGMENT:STRATEGIES FOR SUCCESS 11
  11. 11. One view of the thepyramid of Capitalist System…. 12
  12. 12. Or,The Other View? 13
  13. 13. So, which India are you interested in? The Rich India? The Middle India? The BOP India? 14
  14. 14. There is a gold mine in each of the tiers of the Pyramid Income Population % of Income GDP per capita Total GDP Percentile (MM) ($) ($ Billion) Class (Top 10%) 109 34.1% $ 1,878 $ 204.6 B Mass (Next 30 %) 326 36.1% $ 662 $ 216.6 B BOP (Last 60%) 653 29.7% $ 265 $ 178.2 BSource: Rama Bijapurkar, We are like that only. 15
  15. 15. CLASS INDIA: A Pen Picture • Largely located in Metros & Mini-metros • Slightly older – median age of 35 - 45 • Access to almost all comfort goods • Save substantial portion of income • Speak and think in English • Send children to English medium schools • Employ at least one driver and a full-time household help • Well educated • Well travelled • Multiple media access: Print, TV, Internet, Radio, Out- door • Exposed to the world – desire the best quality • Confident & Optimistic 16
  16. 16. MASS INDIA: A Pen Picture • Bias towards the urban centers • Younger, median age 25 – 35 years • Strivers: Highly competitive in every area of life • Full of dreams and ambitions – of bettering their lives • Invest in education: own and the next generation • Familiar with English, but probably not the main language • Increasing global orientation • Familiar with new fashion, status brands, lifestyle trends • Mass market media exposed: TV leads, followed by press and radio • Optimistic and hungry – for ideas and opportunities 17
  17. 17. BOP India: Pen Picture • Bias towards rural, but substantial numbers in urban areas as well • Migrate from villages and small towns to find jobs in large centers • Live in slums and tenements in cities • Not interested in parents’ profession (typically agriculture) • Acquire consumer goods – at lower unit price levels • Find it difficult to make ends meet. • High level of unemployment or disguised unemployment • May not have steady source of income • Main media exposed: TV and out-door • Eager to upgrade lifestyle, but in small steps. • Dreams are realistic • Still, optimistic about the future 18
  18. 18. Further complexities of defining your core segment… CLASS MASS BOP Age Cohorts Teens/ Young Adults, Youth, Middle Age, Mature Geographic location Metro, Mini-metro, Other Urban, Affluent Rural, Other Rural Consumer orientation Image or prestige seekers, benefit maximisers, cost optimizers, cash minimisers, fixed price seekers, etc. Cultural orientation Tradition-driven, Open but still value tradition, Embracing new culture Consumer experience Category familiar, First time users, Non-users Economic sector Government, Agriculture, Manufacturing, Services, New Economy 19
  19. 19. An example for defining your core consumer segment … CLASS MASS BOP Age Cohorts Teens/ Young Adults, Youth, Middle Age, Mature Geographic location Metro, Mini-metro, Other Urban, Affluent Rural, Other Rural Consumer orientation Image or prestige seekers, benefit maximisers, cost optimizers, cash minimisers, fixed price seekers, etc. Cultural orientation Tradition-driven, Open but still value tradition, Embracing new culture Consumer experience Category familiar, First time users, Non-users Economic sector Government, Agriculture, Manufacturing, Services, New Economy 20
  20. 20. 3. DEVELOP THE RIGHT PRODUCT / SERVICESTRATEGIES FOR SUCCESS 21
  21. 21. Don’t build a car when you need a bullock cart..• Hindustan Motors created a “Rural Transport Vehicle” to replace the bullock cart: – Rugged and hardy – Narrow village streets – Tight turning radius – Good ground clearance – Folding seats to transport 20 people or two tons of goods – Eight gears to go from the rough rural terrains to the highways• Mahindra realized the need for a “rugged car”: – Mahindra created a market for a rugged car – More powerful than a car, but less than an SUV – Ample space for people or goods – Great ground clearance – Affordable price 22
  22. 22. Innovate Product, Services and Communication to overcome local challenges..• How to sell overhead projectors for a market with unreliable electric supply?• How to get Indians to adopt cereals and fruit juices into their daily breakfast – which traditionally consisted of Indian bread and curries?• How to get children to brush their teeth twice a day?• How to get BOP consumers who cannot afford shampoos to buy your shampoo? 23
  23. 23. 4. COMMUNICATION: DISTIL THE INSIGHTSTRATEGIES FOR SUCCESS 24
  24. 24. Four Stages of Brand Communication What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? 25
  25. 25. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 26
  26. 26. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 27
  27. 27. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 28
  28. 28. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 29
  29. 29. Pepsodent Toothpaste What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Brand Name • Product • Emotional • The larger• Heritage Benefits Benefits purpose• Category • Reasons to • Reasons to • How do I believe believe improve life? What can I do How would I What role do I Who Am I? for you? make you feel? play in your life?• Pepsodent • Fight against • Confident that • Make me a• Challenger to oral germs my family is better mom! Colgate longer well protected. • By allowing• Oral health • Clinically • Even when occasional proven they indulge indulgences 30
  30. 30. THANK YOUPRANESH.MISRA@BRANDSCAPESWORLDWIDE.COM 41

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