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Backing Indian Insights

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Backing Indian Insights

  1. 1. Backing Indian Insights October 2011 Mumbai
  2. 2. Indianness…the new confident customer Serve, don’t teach me, please… And she can kill….
  3. 3. Emerging, but Asserting MarketsAt the turn of the 20th century, U.S. was the largest emergingmarket. Europe was the ‘developed market’.Consumer tastes is emerging markets, with the rise in incomelevels, follow the patterns of the developed markets, right?
  4. 4. Emerging, but Asserting MarketsAt the turn of the 20th century, U.S. was the largest emergingmarket. Europe was the ‘developed market’.Consumer tastes is emerging markets, with the rise in incomelevels, follow the patterns of the developed markets, right?Wrong. If so, the U.S. Should be eating muffins, mashedpotatoes, scrambled eggs, rotting cheese…Food, HPC, appliances, entertainment, large emerging marketsmay NOT follow developed market tastes.
  5. 5. Asserting MarketsLarge markets: Reward offerings that cater to local nuances and make them global scale.
  6. 6. Asserting MarketsLarge markets: Reward offerings that cater to local nuances and make them global scale.Deep markets: Customer gets validation of her behaviour from family, community, culture. Room of influence available to marketers is partial.Local nuances are large markets & shall be served
  7. 7. Backing Insights : The mindset..• She is right and confident. She listens to her mom and neighbor a lot.• They are in large numbers; it pays to tune with them• Therefore, ours is to serve them and not “improve” or “globalize” them…
  8. 8. Who shops at BIG BAZAAR?
  9. 9. Point Of View: Indian Customer Early steps of aspiring, upgrading• No nuclear families• No cosmopolitan cities; only multi ethnic• Hunting in packs• Unique collective instincts• Small joys of small savings• The elbow push factor
  10. 10. No nuclear familiesBig Bazaar point of view• Nuclear living in reality• Extended family living in the mind; mohalla mindset• „Personal privacy‟?!
  11. 11. No nuclear familiesBig Bazaar point of view• Nuclear living in reality• Extended family living in the mind; mohalla mindset• „Personal privacy‟?!Therefore, Big Bazaar design elements• 3 generations together• Ma in law & daughter in law together• You can always think of someone to gift to, someone to share with: combo packs• Festivals matter
  12. 12. • Happiness in 3 generations together.
  13. 13. • Prominent on every BIG BAZAAR‟s facade
  14. 14. • Modern day public places, Temples of democracy
  15. 15. Every locality is differentBig Bazaar point of view• Ethnic clusters everywhere• Not just ethnic : White collared v/s Gold collared
  16. 16. Every locality is differentBig Bazaar point of view• Ethnic clusters everywhere• Not just ethnic : White collared v/s Gold collaredTherefore, Big Bazaar design elements• Visuals are shot afresh for every new city• Store heads as „karta‟• Even pricing and promotions are at store level• Control, uniformity v/s empowerment
  17. 17. • Ethnic signatures vital for connect
  18. 18. Hunting in packsBig Bazaar point of view• Shopping is family outing• Shared decision making• Double the number of senses; double the capacity to absorb stimuli
  19. 19. Hunting in packsBig Bazaar point of view• Shopping is family outing• Shared decision making• Double the number of senses; double the capacity to absorb stimuliTherefore, Big Bazaar design elements• Layout• Communication
  20. 20. • Shared, excited decision making for smallest of things
  21. 21. • Typical supermarket aisles; orderly and efficient
  22. 22. • Typical BIG BAZAAR layout: C‟s & L‟s • No straight aisles
  23. 23. • The child determines if it‟s a „family outing‟• A family unit shops more then individual unit
  24. 24. Unique Collective instinctsBig Bazaar point of view• Such a nice place! Must be expensive• Thanda matlab, baasi! (only leftovers are „frozen‟)
  25. 25. Unique Collective instinctsBig Bazaar point of view• Such a nice place! Must be expensive• Thanda matlab, baasi! (only leftovers are „frozen‟)Therefore, Big Bazaar design elements• Impact on store choice; store design• Impact on food merchandising; supply chain
  26. 26. • Kota stone, white lights, no false ceiling• Simple and imperfect… like everything else in my life…
  27. 27. • It costs Big Bazaar more to sell groceries loose than packed • But it‟s a vital customer connect everyone has copied
  28. 28. Elbow Push Factor• What‟s „butt brush‟ factor?• Elbow Push Factor : In a queue in India, any space of more than a forearm long, makes everyone uncomfortable and will always get intruded.
  29. 29. Elbow Push Factor• What‟s „butt brush‟ factor?• Elbow Push Factor : In a queue in India, any space of more than a forearm long, makes everyone uncomfortable and will always get intruded.Therefore, Big Bazaar design elements• Inter shopper competition: „copy shopping‟• Selling in the queues. Last chance to grab
  30. 30. • Aspiration is everyone‟s birthright and they shall have it
  31. 31. The Market: Competing Mental models• West: Gallery of dead objects, focus on individual product, separate spaces for things and people• India: Living system, exchange of energy, focus on abundance, the buyer as hunter
  32. 32. Big Bazaar: Design Principles• Shop as a living thing• Mall as accessible celebration• Deliberate disorder• An antidote to impersonal shopping• The universal legitimacy of a good deal
  33. 33. The Consumer Experience• Making everyone feel rich; the ability to splurge without thinking twice• Creating aspiration one can feel comfortable aspiring to: my kind of aspiration• Keeping the buyer in a hunting-foraging mode, not making her a passive spectator• Culturally accessible interiors, comfortable service, lack of any sense of being evaluated
  34. 34. Damodar Mall blog: shoptalk.in twitter: @SupermarketWala

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