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New connectivity

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To understand the impact of New Connectivity as a macro force on the emergence of new product categories in India and the subsequent drivers and trends that have resulted in a shift in society.

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New connectivity

  1. 1. SHOWOFF !! HOW DIFFICULT IS IT TO BE SIMPLE ?“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.”
  2. 2. PRODUCT AND BRAND MANAGEMENT • GROUP NUMBER 5AKSHAT JAIN 1008NIKHIL MARWAH 1068RACHIT SINGHAL 1063RAVEENA KALRA 1047RISHIKA BERRY 1051SANA KALRA 1054SAJAL AGGARWAL 1065
  3. 3. ABOUT THE CASE
  4. 4. NEW CONNECTIVITY High degree of social fragmentation existing in society Diverse causes leading to the situation of heightened social fragmentation Increased need for basic communication to satisfy self Emergence of new technologies enabling & facilitating easy communication The new technologies though essentially vital have failed to explain emergence of such a trend
  5. 5. DRIVERS
  6. 6.  ISOLATION1. Magnitude changes over the last decades have resulted in isolation .2. Plethora of factors such as delay in marriages, growing divorce rates have contributed significantly.3. Greater women participation in labor world have radically changed the community perception .4. Increased working hours has aggravated individualization amounting to social fragmentation.5. Finally less time for socialization has left people with a feeling of loneliness.
  7. 7.  COMMUNITY LOSS1. Commuting to & fro from work has become stressful & time consuming, prompting little or no time for community.2. Sporadic & loose ties with neighbors have resulted in little or no regard for community building activities.3. Home has a new meaning altogether & doesn’t account for community interaction.4. All this has eventually led to increased individualization & partial removal of public securities guaranteed by the state.
  8. 8.  TECHNOLOGICAL DEVELOPMENT1. Advent of technology particularly internet & mobile has revolutionized the way world functions.2. Physical proximity is no longer an essential ingredient of everyday life and technology has made it unnecessary.3. In this sense, technology has further aggravated the situation of social isolation.4. However technology can’t be attributed as the only reason for these changes but is certainly a pertinent cause of the prevailing social fragmentation.
  9. 9. IMPACT ON INDIAN CULTURE
  10. 10. ISOLATION Feeling of isolation with a sense of social marginalization has ISOLATION IN OLD AGE become a major problem for the elderly. Feeling of unworthiness amounting from lack of social interaction has led to suicide emerging as the 2nd most common 45.00% cause of death for young people in India. 40.00% 35.00% Increased stress levels AND of socialization has TABLES due to lack CHARTS 30.00% PARTICULARS SOCIAL EMOTIONAL BOTH 25.00% become a common feature amongst the working class. 20.00% 15.00% Progression of Alzheimer’s, alcoholism ,drug abuse & RURAL AREAS 10.00% 21.70% 19.08% 36.84% cardiovascular ailments have stemmed from isolation due to 5.00% strenuous superficial relation amongst peers & friends. 0.00% SOCIAL EMOTIONAL BOTH URBAN AREAS 24.28% 26.40% SOURCE: National Crime Records Bureau (NCRB) report for the 39.10% RURAL AREAS URBAN AREAS year 2010 .
  11. 11. COMMUNITY LOSS Average Indian spends about 90 minutes a day in travelling mostly for work, this in turn creates very little time for socializationNOW IPLto frustration. WASCOMMUNITY MELAS amounting IS THE FLAVOUR OF AMONGST ONCE TAMBOLA VS A RAGETHE TOWN. DISCOTHEQUES WORK=EXTENSIVE TRAVEL=LESS COMMUNITY TIME JUDGE FOR YOURSELF ? COMMUNITY LOSS COMMUNITY MEMEBERS. The Urban Indian working class takes scarce initiatives in community building activities, almost 90% of the RWA members and heads comprise of retired individuals. Shifting regularly across different areas to suffice job variations has become a pertinent feature of the modern Indian family which has therefore led to frugal ties with neighbors and the community as a whole. Heightened individualism can be seen as almost no consensus can be drawn through mutual cooperation affecting scarce initiative and participation in cultural programs such as folk dances, melas etc.
  12. 12. TECHNOLOGICAL DEVELOPMENT More Indians have access to USERSphone than to a INTERNET a mobile IN INDIA toilet, roughly 366 million had access to sanitation in 2008, a far greater number, 545 million owned cell phones. MOBILE PHONE USERS IN INDIA Internet growth in India has moved in the fast lane, especially due to the onslaught of low-cost smartphone devices and the resultant mobile NUMBER OF COUNTRY internet boom. % OF LASTRANK OR MOBILE POPULATION UPDATED POPULATION REGION PHONES DATE A majority 71% of the urban Indian population uses internet for networking with friends and families while1 China 1,046,510,000 1,341,000,000 75.32 June 2012 55% use it for chatting purposes even today.2 India 934,094,206 1,211,929,872 76.99 June 2012 This shows the role of technology as a driver of change in3 the Indian culture. United States 327,577,529 310,866,000 103.9 June 2011
  13. 13. EMERGING PRODUCT CATEGORIES
  14. 14. EXAMPLE OF PRODUCTS COMMUNITY TECHNOLOGICALISOLATION LOSS DEVELOPMENT ONLINE MOBILE MAID SHOPPING SERVICE PHONES PORTALS HOBBY /REHAB CRETCHES BANK ATM’S CENTERS OLD AGE HOMES
  15. 15. VIDEO EXAMPLESOLD AGE HOMES DOMESTIC HELP VIRGIN MOBILE1.CHANGE IN 1.DEPENDENCE ON 1.TARIFF WARS.TRADITIONS AS DOMESTIC HELP ASNUCLEAR FAMILYS BOTH PARENTS AREEMERGE. WORKING. 2.INCREASED CONNECTIVITY.2.GIVING RISE TO THEBUSSINESS OF OLDAGE HOMES.
  16. 16. TRENDS
  17. 17.  SELF CONNECTION1. Increasing social isolation has paved the way for self reinforcement.2. Large number of Indians are increasingly seeking spirituality as a tool to recreate ones own identity. VIRTUAL CONNECTIONS1. Technology has made the world a small place by bring people together & enabling them to create new relationships.2. High degree of virtual communication has made it possible for people to retain relations which otherwise would have been lost.
  18. 18.  BIG & LITTLE EVENTS1. Rising individualism has given rise to the need for new meeting avenues.2. Accordingly events can be classified in the following three broad categories: MAJOR MEGA HALLMARK • An event of a lesser • A mega-event is • A major happening magnitude with a generally considered that brings tourists purpose to gather to be a large-scale from around the people who don’t event that has global world to a destination know each other but publicity. and has a huge enjoy being part of a • It is associated with economic impact on crowd. large-scale impacts. the community. • (E.G., the Olympics).
  19. 19. IMPACT ON INDIAN CULTURE
  20. 20.  SELF CONNECTION Indians increasingly YOGA IN SCHOOLS yoga & meditation as CELEBRITYSHIVARSusing YOGA FASCINATION turning to spirituality by a tool to connect with self. In many schools the yoga classes are mandatory so almost 70 to 80 percent of people have at least experienced yoga in their life. Emergence of strong spiritual leaders such as Baba Ramdev, Bikram Choudhary, Swami Yogeshwaranand Saraswati. Greater awareness & high degree of self realization amongst rural Indians leading to political revolutions. More reliance on traditional techniques of healthcare such as ayurveda, etc.
  21. 21.  VIRTUL CONNECTION FACEBOOK USERS IN INDIA The total online population (not including Mobile) is 80M among which one third are in at least one Social Network. In next 3 years, India is expected to grow 36 times. In recently released figures, after USA, Indians are the 2nd largest community on LinkedIn. In fact, there are more Indians on LinkedIn than Britons, Germans, Austrians, Swiss and Australians combined! From 3.4 million LinkedIn members in November 2009, we have now grown to more than 11 million members in India. According to a recent study the Indians will become the largest virtual connection operators in the world by the end of this decade. SOURCE: WATCHBLOG
  22. 22. FORMULA 1 CWG DELHI EVENTS Birthday bash, anniversary, celebrity party, formula one, or the common wealth games, India has become the Mecca of events. Celebrity weddings in India on an average cost up to Rs 200 crore, however even an average urban Indian spends around 10,00,000 Rs on the biggest event for the entire family. SUNBURN METTALICA Sunburn 2012,Jal live in concert, 3rd international conference on transforming health care, are a few amongst the many big events coming up in 2012. The size of the Indian event management industry to touch Rs 5k cr by 2015, which doesn`t account for weddings.
  23. 23. EMERGING PRODUCT CATEGORIES
  24. 24. EXAMPLE OF PRODUCTS SELF- VIRTUAL EVENTSCONNECTION CONNECTION SOCIAL AIRTEL Yogapoint.com NETWORKING HALF PRODUCTS MARATHON OSHO MOBILE PHONE PRODUCTS OPERATIONS FORMULA 1 HARDWARE COMMON TAI CHI WEALTH ACCESSORIES GAMES
  25. 25. VIDEO EXAMPLES ONLINE MARRIAGE METALLICA & YOGA PORTALS F1SELF VIRTUAL EVENTSCONNECTION CONNECTION
  26. 26. WEB LINKS•http://en.wikipedia.org/wiki/Social_isolation•http://trak.in/tags/business/2010/08/12/indian-daily- traveling-time/•http://www.agewellfoundation.org/index.php?option=com_content&view=article&id=62&Itemid=80•http://trak.in/tags/business/2010/08/12/indian-daily-traveling-time/•http://www.iloveindia.com/spirituality/gurus/index.html•http://www.buzzom.com/2012/02/india-is-now-the-2nd-largest-nation-on-facebook/•http://www.watblog.com/2011/10/13/indians-form-the-2nd-largest-community-on-linkedin/
  27. 27. IS Afor a company isDOT INforTHE “A brand TINY like a reputation a person. THANK YOU You earn reputation by trying to do hard things well." Jeff Bezos OCEANTHE BIGGEST MAMMEL IN THE WORLD

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