Indian                   Consumer                   Trends                   2011-12                                      ...
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For further dialogue, please contact:                     Saloni Nangia      Sr. Vice President, Retail & Consumer Product...
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Consumer trend 2011 12

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Consumer trend 2011 12

  1. 1. Indian Consumer Trends 2011-12 ns optio rity Loo popula ntertainment and leisure kou t fo rm gain ore will en gin ga rity gm Retired…Yet not retired! edi ecu a asses e ong m of s re ssiv ptions am native e exp s r) o ean and eape wm old t ch (ye Alter Ne fits ob al t ne tion be r fringe benefits in products Lookout fo ven ter bet con y of rom ularit Drift f Gaining pop to Intangible icons Tangible ls - From mbo tus Sy Sta Old g erin Com win Alt e in pas a ne sion w pa ate C ck onsum erismR e p o r t b y Te c h n o p a k | S e p t e m b e r 2 0 1 1
  2. 2. Backdrop Change is an integral part of every society and no consumer is spared from the effect of the phenomenon of changing demographics and income levels, which leads to their new and revamped lifestyle. In the recent times, India has been facing a sea of alteration in every sphere. While the family structure is modifying and shrinking from joint to nuclear, income has heightened, leaving consumers with increased disposable income. Consequently, the wish list and aspirations of consumers is not inert but is ever changing. What they want to use and experience alters with progress in time since they always tend to seek novelty. Subsequent to which, there has been a drift in their consumption attitude and pattern as well as a difference in the way they buy, leading to a wide range of alterations in their standard of living. Thus, change in consumer trends is inevitable. Change in Demographics, income, lifestyle Change in Consumer Aspirations Change in Consumption pattern and trends Marketers to keep an eye on the changing consumer needs and develop/ design their products & services accordingly In such an altering market condition with changing consumer mindset, mere introduction of newer products and services is not adequate. Marketers need to be alert and watchful of every minuscule movement that sways the consumer dynamics. They need to keep pace with the vicious change in “changing patterns”. Hence, in order to be competitive, marketers need to constantly keep looking for ways to join the dots which lead to alteration in consumer trends. The following pages detail out some short listed consumer trends which are expected to have an effect on the way consumers are likely to respond to products and services in the coming year. These will further serve as significant cues for the marketers who can better think to innovate, develop and design products accommodating with the varying needs and demands of the consumers.Editorial TeamSaloni Nangia, Senior Vice President I saloni.nangia@technopak.comPratichee Kapoor, Associate Director I pratichee.kapoor@technopak.comInderpreet Kaur, Principal Consultant I inderpreet.kaur@technopak.comAparna Sharma, Associate Consultant I aparna.sharma@technopak.comDesign & DevelopmentBharat Kaushik, Design Manager I bharat.kaushik@technopak.comArvind Sundriyal, Senior Designer I arvind.sundriyal@technopak.com
  3. 3. 05 08 Ale 04 rt a edia nd ng M on e in New Bottle the 09 eali10 06 ard Gu App Retired…Yet not Retired! e enc ns pt i o eri Old Win e eO ssiv Exp isur xpre Le dE to nd an er E ag ld Bo a nt me l to ain na er t tio ringe Benefits in Products Desire F Ent ven Con ve 07 01 nati on from ati Alter pir Drift As t” cke Po on gible Icons le to Intan sy Tangib “Ea m ols - Fro ymb us S assionate Co nsumer03 t Sta Comp ring 02 e Alt
  4. 4. trend | 01 trend | 02 et” Aspiration ion ate Consumer ock ass nP mp as yo Co “E With the improving economy the consumer is back on the lookout innovation and quality. Taking inspiration Bajaj is also coming out Indian consumer is now becoming more receptive to the goodwill of is dedicated to an organization which fights against human trafficking. for better products and services. However after witnessing recession with a low-cost car, thus making it possible for the middle class to the society at large. Consumption is increasingly not just confined to Puma has launched its range of pink shoes to promote the anti- in full swing he/she is now even more value conscious. The mass afford the luxury of a car. mere personal gratification; but a beginning of “sensitive” about the breast cancer initiative. Also, Lifestyle deducts Re.1 on the bill of the segment is aspiring for products that their economically higher social concerns as well. Consequently, giving, sharing and caring in consumers who are willing to donate for a cause. counterparts have but the only constraint is their limited or restrictive Marketers of CDIT products like mobiles, refrigerators, AC’s have the coming years are expected to be beat taking, leading to a close spending power. Tapping into this trend are products and services that not failed either to charm the masses by bringing into the market an mingling between ‘empathy’ with ‘shopping’. A greater inclination is also seen to green products and consumers are reverse-engineered copies of category leaders but at the same assortment of products that stand the test of quality and innovation favor companies they consider green. To shed light on some facts, time cheaper. This does not mean that value is the only thing that and at the same time are monetarily appealing. Micromax, a mobile With increased consciousness, consumers are positively responding India has been rated as the most eco friendly nation by the Greendex resonates with the consumer, but the reason why such products are phone brand that was launched recently has quickly captured the to products and services which have a generous component; 2010 Survey conducted by National Geographical Society. Making finding way into consumers’ house is they now promise innovation market share and become the third largest mobile handset seller in especially those, portions of which would be donated to a worthy green choices is a high priority for around 60 per cent of Indian and quality. the country. This is purely on account of an understanding that Indian cause. The ecological and social concerns which existed earlier, but consumers. And 95 per cent of consumers who make green choices consumer has unique preferences with respect to mobile handsets were never manifested, would gain momentum. Increased awareness claim to do so to protect the environment. Indian consumers’ attitude Departmental stores and supermarkets are satisfying the urge of the such as long battery life, dual GSM capability, low-cost QWERTY of consumers and at the same time, efforts by retailers, of connecting towards green practices, products and services is mainly in three masses to own better products by offering a range of private labels. phones, universal remote control and gaming phones. Godrej Group’s with consumers, through an element of embedded generosity in their categories - energy, retail and transport. Private labels weren’t always taken so seriously; in the past, they were battery operated refrigerator is a perfect solution for consumers who products, would extend an emotional reason to buy. Following which, considered cheap, no-name substitutes for “real” brands -- cheap in do not have access to electricity 24x7.Samsung also introduced a giving initiatives that make donating painless, if not automatic, will Increased awareness and consciousness of consumers encourages terms of price as well as quality. However, now they promise innovation phone with a solar charger to address the same issue. amplify. At the same time, preference for eco – friendly products will them to purchase products which have an eco friendly angle. as well as quality and are found across a spectrum of products -- also enhance. Subsequently, companies are realizing the importance of environment from groceries and staples to apparel, consumer electronics and The service sector is not far behind. The introduction of airbuses has friendly products on identifying increased preference of consumers mobile handsets -- they are considered brands in their own right. made air travel for the masses very lucrative and further innovation by Consumers have now begun to favor ethical and eco friendly products, towards such products. Wipro and HCL have emerged amongst the The fundamental reason for the success of private labels is their the sector will satisfy their aspiration. Telecom sector has leveraged starting from Ahimsa silk (alternative silk fabric where there is no top five greenest electronics companies in the world, providing price advantage, made possible by their nonexistent or very limited on the trend by bringing attractive plans that appeals to the masses. killing or cruelty to animals involved); vegan (vegetarian) belts and consumers with a wide range of “eco sensitive” products to choose spending on product development and brand promotion. footwear to environment friendly electronic goods such as LED bulbs from (For instance; Greenware range of desktops which are 100% To unlock the full potential of the Indian middle class as consumers by Philips etc. Procter & Gamble and UNICEF have joined forces recyclable and toxin free). Dell has introduced two new initiatives However, private labels are not the only benefiters’, brands are and drivers of growth, the marketers must continue to address issues for the fourth year running, in an effort to raise money for tetanus designed to promote a green approach towards technology adoption for also following suit and introducing innovative products that may be like limited disposable income. The middle class wants to enjoy a vaccines. Hindustan Unilever Limited has tied up Shiksha (an NGO consumers in India – discount coupons and Dell Go Green Challenge. cheaper but promise quality and freshness to the segment targeted. lifestyle that does not burn a hole in their pockets. The marketers need supporting child education) and through its initiative; it encourages Other CDIT companies such as Samsung, LG and Panasonic have also Tata nano is a perfect example of a product that satisfies the aspiration to bear this in mind while designing products and services. consumers to purchase its products, a portion of its spend is given come up with their range of eco friendly products, addressing to the of the middle class to own a car but at the same time scores high on to the NGO. Body shop, a premium cosmetic brand does its bit to increasing demands of eco friendly consumer. promote generosity through its range of products; earnings of which The mass segment is the catalyst of growth and ignoring this important segment will With social/ ecological concern and awareness increasing, the present day time pressed cost a lot. Companies by following a strategy focused on innovation, design and usage consumers have a preference for an offer which enables them to buy the product and can develop products and services at affordable prices. Such products will satisfy the simultaneously facilitates them in donating a portion for a cause. Hence, companies can aspiration for better products and at the same time be cost effective. assist them with options which ensure they contribute while they shop and get involved directly in making a change. This leaves a wide array of innovative thinking for businesses across categories. An element of generosity, if implemented in a proper way, would provide a rich landscape for storytelling; enabling them in making profit while extending donations consecutively.6 | Indian Consumer Trends 2011-12 Indian Consumer Trends 2011-12 | 7
  5. 5. trend | 03 trend | 04 Altering Status Symbols: from Tangible to Intangible Icons… Old Wine in New Bottle The brands consumer wears, eats, drives, uses or experiences are respect among their friends. And to add on, while sustainability has The present day consumer feels connected to the products and Holistic well being products and services are gaining prominence connected to his/her status. Consumers are finding increasingly been embraced by the society at large, green credentials are an services that have a contemporary look and feel as it lends a familiarity again as the consumer is not only extolling their virtues but also diverse ways to acquire their status fix. For the consumer who values endless source of status. Using products considered as “eco friendly” in the modern environment. But at the same time he values the rich appreciating their contemporary look and feel. Spas and holistic individuality, owning or experiencing something no one else has, is automatically heightens up their “social” image. One should also heritage of India and the traditional products and services associated wellness centers are now revamping the old medicinal remedies and the ultimate status fix. Products and symbols which were seen as not negate the fact that unconsumption (the act of consuming less) with it. Resolving this conflict, brands are now showcasing a range personal care products and targeting various segments of the society. status enhancers previously have taken a back seat. And focus has elevates one’s “green status” since it hardly makes low or no impact of products that prove their relevance but at the same time look Tapping into this opportunity are various business groups; HLL’s now shifted to experiences and stories. on the environment. contemporary to meet the fresh challenges. This trend has fueled the Ayush targets the affluent consumers and Cholayil Group through comeback of spas, massages, ayurveda, health tourism, yoga, natural Sanjeevanam targets the emerging middle class. The tourism sector Catering to the demands of consumers, various brands have tried Another approach that consumers are adopting to have a cutting edge personal care products etc. in a new avatar. The comeback is not only is also following suit and engaging the urban consumer with various to offer goods and services that help consumers to alleviate their over others is mastering knowledge on “specific” grounds. They tend on account of increased health consciousness; the Indian consumer options like wellness retreats, inspired vacations for mind, body and anxieties about how they are perceived by others. However, with to attain status by “showcasing” their skills to an audience who is was always well informed about the age old benefits of herbal and spirit, yoga retreats, spiritual vacations and so on and so forth. time, the way status enhancers are perceived amongst the changing unaware (or less aware) of the same. One can consider the example natural products, yoga and massages. What has given impetus to consumer segments, is altering tremendously. of an inquisitive teenager “cool hunting” with the features of mobile this comeback is the complete contemporary transformation. The Looking at India’s upbeat economy and sensing this shift, the phone. And closely associated is, acquiring some unique skills such revamped look and feel is now important as the urban consumer has marketers are proactively altering their offer. They are working closely There has been a gradual drift from owning the most expensive to as involvement in a distinct sport which also helps them flatter their become much more exposed and does not want to compromise on on packaging, ingredients and publicity to try to make them more experiencing the most unique.. Taking pride in sharing the experience expertise while they are in a social context. anything that is not alluring or does not comply with the international relevant today. The formulation of these products hasn’t changed but of something exceptional is socially indulging and hence personally standards. their positioning has changed considerably. The new look complies flattering. Take for instance; trip to a place not ventured by any one (or And not to forget the social media, which is truly an endless source with premium, international standards of packaging breaking the a few) gives them stories and experiences to share with their peers. of new status fixes. Status is associated here with the number of Ayurveda and yoga, which were long relegated to the bygone realm clutter with better range and increased product shelf life. In short, Eco tourism is widely appealing to people and they are more likely to connections one has or the level of involvement in the networking of the ascetics are popular again. And a lot of credit for this goes to brands of yore are working on a comeback. They are dusting the be drawn towards fragile, pristine, and usually protected areas. They site. Ultimately, it gives a sense of belongingness, which is personally Baba Ramdev, who has revamped them in such a way that it assures cobwebs off their brands, revamping their content and packaging to will increasingly have to tell each other stories to achieve a status satisfying and socially elevating one’s status. Ownership of virtual consumer attention. Ayurveda is no longer limited to spas and some make them contemporary, and sending them back into the market for dividend from their experiences. possessions such as Farmville, Fishville and Café World or acquiring herbal treatments from Kerala but to a large array of products and consumer rupees. online gaming skills on Facebook are definitive sources of bumping services. Aloevera, Amla and Jojoba are being used in a large variety As consumers slowly get away from an over dose of materialistic up one’s status instantly. The number of retweets on twitter and the of products; from drinks and eatables to cosmetics and medicines. Embracing the cultural and lifestyle changes will help marketers to consumerism, importance of generosity has loomed large in the number of views for a photo on Flickr or a video on YouTube are similar The same holds true for tea, which was always there but is now selling combine the concept of modernity and tradition together. The present recent times. In such a scenario, contributing for a (social) cause and ways gaining a status fix. These are all symbols that are associated like hot cakes. With the rebranding and repackaging of variety of teas day consumer values culture and traditions but is not tied to it and then letting everyone know about their donations and contributions with one’s social status and that can be shared instantly and on a there is a sudden influx of herbal and flavored teas in the market. thus the marketers have to constantly tantalize the consumer with (through social media like facebook and twitter etc.) leverages their potentially large scale in the connectivity realm. new offerings, whether it is through packaging or publicity. The extent to which consumers desire to be different and inimitable and at the same time envied after, is boundless. The status symbols might alter with time; however, the underlying “wish” to stand out from the crowd, will remain forever. While the status Heritage or history is no protection for products and services today, therefore, marketers symbols are destined to change with time, it is crucial for the businesses/ brands to keep would need to innovatively revamp their product offering. If they have to survive the fierce ogling at the changing trends of what constitutes status enhancers and accommodate competition and cash on the opportunities thrown across by companies, they have to consumers with innovative products and services accordingly. Moreover, their desire to creatively rebrand and repack the old wine in new bottle. demonstrate what they possess and what they have experienced will transcend beyond their closest group. Adding an element that helps build an image of the consumer by using that product or service would be a good trick for marketers. There is a need to figure out ways that can help consumers show off their new status symbols in the most impressive way.8 | Indian Consumer Trends 2011-12 Indian Consumer Trends 2011-12 | 9
  6. 6. trend | 05 trend | 06 on the Guard nd rt a Drift from Conventional to Ale Bold and Expressive With escalating crime rates and increased threat of terrorist attacks and are equipped with panic buttons in case of emergencies. Self The old order is changing and yielding place to new .The change is by mixing a pint of Tendulkar’s blood with the paper pulp. Barista there is enough reason for the modern day consumer to demand defense training institutes that train women in personal safety and fast and for all to see. The new age liberal consumer in emerging Lavazza has also successfully leveraged on the same and has security services and products that are effective and comprehensive. defense are also gaining popularity. Telecom sector is not far behind economies like India is also positively responding to the change. introduced liqueur coffees and desserts. Thus, brands are coming One that leaves him feeling secure at all times and makes his house to address the issue and Idea has launched the zero balance schemes Charmed by modernity in all its gritty and glory, today’s hyper up with unconventional products that grab attention of the inquisitive and external environment completely safe and secure. The far more to facilitate communication in case of an emergency. consumer welcomes innovation, creativity and unconventionality. consumer within seconds. vigilant and meticulous consumer now wants to invest liberally in the He is moving away from traditional, social and familial structures safety and security of his home, possessions, and most importantly, Security issues are not restricted to people, crowded public places and feels that now its time to loosen up. The more experienced and The service sector is also following suit and engaging the new his loved ones. (e.g. shopping areas, office complexes, transport systems, sports outspoken consumer is appreciating brands that are enterprising, liberal and conscious consumer. The new age woman, who reflects and conference arenas) are also at high risk because of increasing candid and even a bit more risqué. the emerging independence and liberal outlook, has been the target The transition from extended to nuclear families and women’s threat of terrorism and cannot be subject to traditional security of tour operators. With fancy packages, a travel company, “Women increased entry into the workplace have begun to redefine the approaches such as searches and checkpoints. High-tech gadgets The broad spread of more liberal attitudes and increasing urbanization on Wanderlust” has succeeded in roping women groups to exotic roles of men and women in society and in turn has had substantial that help mitigate terrorist threats are and will be in great demand. has given birth to savvy streetwise consumers who do not hesitate in destinations. effect on family dynamics and existing social support systems. Consequently, marketers are developing technology that provides trying products that push the boundaries. Consumption for them is Reduced family support has made home unsafe for children and effective vigilance for commercial properties. Professional security a means of reflecting their personality and changing belief system. In the process of loosening up, brands like Dell are targeting gay, elders. To address these safety concerns, marketers are coming agencies are also reaping the benefits of this new trend and are The very affluent urban consumer is increasingly looking for products lesbian, bisexual and transgendered (GLBT) customers by building up with innovative security solutions like- the E-Neighbor system coming up with a service mix to cater various requirements. and services which can give him the thrill and a sense of eccentricity. a number of new communication channels. Dell is one of the first (which consists of wireless sensors programmed to detect unusual No wonder any product or service that reflects change to society’s brands in the country that has tried to capture this important market activity in a house), breakage alarms, door stop alarms, door and Consumers now feel that “It is better to play safe, than be sorry”. cultural foundations and established rules, is catching the fancy segment by working with various GLBT organizations and businesses window jammers, motion detecting home security devices, smoke They are upgrading the traditional options of security and opting for of new age urbane consumer. Subsequently, brands are giving - to advance important causes, purchase components or products, detectors, etc. Kidnap-and-ransom (K&R) insurance policies are also contemporary security devices like burglar alarm, spy camera, fire importance to innovative, bold and unusual ideas and concepts and and attract good job candidates. Following the same are Indjapink, introduced to provide professional negotiation assistance in the event alarm, CCTV, wireless camera etc. Safety devices like GPS, route branding their products accordingly. There has never been a bigger India’s first dedicated online gay travel boutique and Queer-INK, an a crime does occur. tracking system, central locking etc. in personal vehicles are also market for demanding, bold and unconventional offerings before. e-store catering to the gay community. very popular. These are technologically advanced equipments and are The new age women are always on the go. However with the increasing proving their usefulness in every setting, be it home, office or factory. A growing number of brands have spotted this changing trend and Therefore this ongoing collapse of the established beliefs, rituals number of crimes, their insecurities and fears are only going up. However there is a vast scope for innovation and higher technological are tapping it with great success. Reebok has grabbed women’s and laws that society held close for years, is seen bringing into They feel insecure and vulnerable particularly in public places and precision. Futuristic security options that give the consumer a sense attention by promising “asstounding” booty-shaping results with the market, products that are practical, expressive, cool, bold, at night. Companies like ForShe, Priyadarshini Private Cabs, Go For of security will help this niche market grow. its new EasyTone shoes. Levi’s has launched Curve ID, a line of unconventional and even naughty. Products are now in tune with Pink are realizing the enormity of the problem and providing cab jeans with three different cuts designed to address different body the very dynamic culture and promise passion and excitement to the services exclusively for women. These cabs have women drivers shapes of women. Kraken Opus, a luxury publishing company has global consumer. sensationalized the publishing of the “800-page Tendulkar Opus” The array of security challenges -- some of them longstanding, some of them emerging In their fast paced lifestyle, consumers have now begun to look beyond the given and – now coalescing have a deep impact on the products and services provided by functional benefits of a product and wish to look for more extended applications and marketers. The demand for well-connected security products and services has increased services. Anything that delivers on their wants (and at times surprises them with some dramatically over the last decade and will continue to do so with the changing socio- unexpected benefit) is ought to be appreciated by the consumers. Precisely, anything economic conditions. This will bring an influx of security products and services in the that instantly “supports” their needs, apart from merely providing them with the expected market, however only those that meet to changing needs of the consumer and economy functions would definitely please them. Offering additional service has become anonymous will survive. with selling. Hence, offering relevant services to consumers is a win-win situation in any business. Cutting down on a number of traditional advertizing/ marketing activities to free some capital and giving priority to additional services is not a bad idea!10 | Indian Consumer Trends 2011-12 Indian Consumer Trends 2011-12 | 11
  7. 7. trend | 07 trend | 08 Desire for Fringe Benefits Eager to Experience Appealing Media For consumers, time, convenience, control and independence are GPS functionality. To cite another example; Google has developed a Presently, consumers are flooded with a variety of communication its consumers by creating a sense of humor through its Zoozoo the new currencies. As the consumers become more pragmatic, feature which uses Google Maps to offer a variety of walking tours channels from various brands. This is one area where brands have ads, which offers a variety of “short bites” and “crisp and direct” more convenience seeking, as well as time pressed; they would in cities around the world. Moreover, the web check in facility on been more than active in coming up with a range of creative and commercials. Yet another distinct technique was recently used require instant access to an ever-growing number of support services the websites of various airways such as Jet airways and Kingfisher innovative mediums of connecting with their consumers. However, by the German automobile company, Volkswagen with a “talking” (both online and offline). While the modern day consumers juggle etc. is a sigh of relief for the travelers who wish to save on time and it is seen that consumers have a temporary association with the advertisement in a mainstream newspaper during launch of its new between their multiple and diverse roles, they seek out for products effort, which is otherwise wasted on long queues while collecting communication models and they always fetch for newer, innovative Vento sedan. and services which could assist them in “making things easier and their boarding passes. The movie ticket vending machine which and more appealing mediums. Moreover, with their fast changing convenient”. PVR and other cineplexes offer is another such example. Weather attitude and lifestyle, consumers tend to look for channels of With consumers spending more time outside their homes and forecasts, cricket scores, bar code reader etc on mobile phone are communications which are direct, engaging and easy to comprehend. reducing their usage of traditional media, the larger than life They actively look out for products and services which provide them some additional examples. Hence, after a point of time it will be noticed that with an overdose of impression and contextual nature of the digital out of home medium, with “on the plate” benefits. Hence, any bit of information/ service media engagement, the current channels/ mediums might become allows advertisers the ability to trap themselves into the environment that serves as an instant assistance to the consumers and help them Almost every mobile phone brand has realized the emerging desire obsolete and uninteresting to them; which would lead them to hunt of their target audiences with effective ease. Through digital OOH to make the most of their daily lives, would pleasantly surprise them of the consumers to socialize while they are on the move and has for more novel mediums. media, advertisers are now better able to engage consumers in and consequently, is slated to be popular. facilitated them with an array of applications such as facebook, orkut captive locations (such as theaters, retail, offices, entertainment and twitter on the mobile phone. At the same time, the more aware Consumers have become more demanding and assertive and at the hubs, transit, universities, road side) during their daily routines Finding information on the catalogues, manuals, and brochures or and cautious consumers yearn for a degree of transparency from the same time want to be more “empowered”. Every consumer now through video advertising networks, digital billboards and ambient from such similar sources is a thing of the past. The current mobile products and service providers. The example of Dominos pizza tracker thinks that he is a role model and companies having understood this ad platforms. The larger than life, swanky looking digital billboard online revolution is shifting consumer expectations further into the in the US could be referred here. This service allows US customers fact, are looking for ways to bond with the consumer and make them definitely catches attention and leaves a long lasting impression on always-on, instant gratification online arena. Consumers are now to follow the progress of their pizza order from preparation to delivery feel “empowered”. For instance; Frito-Lay’s campaign for Lay’s - the on looker. Another distinctive form of outdoor initiative was by increasingly seeking an avalanche of relevant and timely information via a web interface. “Give Us Your Delicious Flavor” gave consumers an opportunity to Subway where it used Subway graphics on the sides of radio cabs. that is handy and could be accessed immediately anytime and co-create the flavor they like for Lay’s. Similarly, the public voting Such medium was adopted to trigger consumers over an extended anywhere, even while they are on the move. Consumers are always on the lookout for spaces and amenities which system on the reality TV shows gives a sense of involvement to its period of time and region. assist them in their search for comfort and problem-solving. One can viewers and helps to capture their interest in a greater way. Also, Information about major attractions of the city, hospitals, hotels and look at the offline examples such as pop up mobile phone stores as the consumers become socially and ecologically conscious, the Given the short span/ temporary attachment of the ever changing restaurants, pubs, nightlife, and entertainment options etc on their which help the consumers in getting an instant service like mobile brands try out mediums which engage them in a cause and make them consumer, “Pop–Uptailing” as a media concept is gradually gaining mobile phone are an instant source of customer delight. Another and laptop kiosks at places such as malls/ airports/ office complexes, feel responsible and hence “empowered”. One can refer to “Save our importance. Mobile retail displays, pop up art studios and shipping example is of Mastercard’s ATM hunter on iphone which allows users offering free internet access, charging facilities etc. tigers” initiative of Aircel and “Save the trees” advertisement by idea container bars; banking on exclusivity and surprise, are the latest ways to find their nearest ATMs by entering their location or using built-in here. to generate buzz and quickly place product in new markets. Moreover, the time pressed consumers now look out for more “immediate” Brands are also adopting distinct and unique ways to attract and engagements, since these are easy to comprehend and have a direct appeal its consumers. Vodafone tried an innovative way of pleasing impact on them. Subsequent to which, the ongoing shift from words to pictures is expected to accelerate. In their fast paced lifestyle, consumers have now begun to look beyond the given and With the changes in consumers’ mindset, the traditional media has begun to stagger. And functional benefits of a product and wish to look for more extended applications and hence, the brands are developing newer communication strategies to reach out to its target services. Anything that delivers on their wants (and at times surprises them with some consumers. Taking for instance; today’s time pressed consumer seeks out for convenience unexpected benefit) is ought to be appreciated by the consumers. Precisely, anything and easy and immediate “information”. Catering to which, brands can use large digital that instantly “supports” their needs, apart from merely providing them with the expected impressions, detailing the features of products. Moreover, digital kiosks can ease consumer’s functions would definitely please them. Offering additional service has become anonymous concerns of seeking details of a product. with selling. Hence, offering relevant services to consumers is a win-win situation in any business. Cutting down on a number of traditional advertizing/ marketing activities to free Design thinking will continue to play a key role as a differentiator. Anything unique and distinct some capital and giving priority to additional services is not a bad idea! will capture greater audience and would prove to be more effective. Any medium that eases out consumers’ queries and at the same time is attractive enough to delight them, would gain popularity. It is important for the brands to keep an eye on consumers’ altering demands and revamp their communication strategy in line with consumers’ changing aspirations.12 | Indian Consumer Trends 2011-12 Indian Consumer Trends 2011-12 | 13
  8. 8. trend | 09 trend | 10 Yet not Retire d ! Alternative Entertainment d… R e tire and Leisure Options With changing external environment consumer behavior is also Big players are now coming up with world-class lifestyle entertainment The current day older generation is fast emerging as an exceptional carefully scheduled, addressing the safety and health concerns of changing. The attention span of the new age consumer is reducing concepts to bridge the gap of higher aspirations vis-à-vis lack of genre with new desires and anticipation and are increasingly older travelers. and he is always on the lookout for change. Consequently, the desire organized entertainment experience. Multiplex operator PVR Cinemas showcasing “Life begins after retirement” attitude. As this generation for alternate entertainment and leisure options has also become recently launched a bowling alley called Blu-O, with a promise to is becoming more “economically stable” and largely “self reliant”, With a lot of alteration in the family structure, there has been a stronger. Consumer has moved beyond the conventional sources bring fashion bowling to Indian consumers, who have long aspired traditional retirement has gradually become a thing of the past. gradual drift from joint to nucleus arrangement. And their children of entertainment to more involving channels as he now has the for lifestyle entertainment. Wizcraft International Entertainment Pvt. Even though the earlier phase of their life was rushed with bundle of having shifted to other cities (or abroad), an increasing number of inclination as well as the ability to pay for innovative options. As a Ltd. and Apra Group of Companies together as GNIC have opened responsibilities and life primarily revolved around tight deadlines at senior citizens have to live by themselves. Considering this, various result the marketers are finding it difficult to satisfy them and capture Kingdom of dreams, to serve the consumer a blend of India’s art, workplace, bringing up their children and various other pressures, they lifestyle options have emerged to facilitate them with all comfort a share of their time and money. culture, heritage, craft, cuisine and performing art. did not miss out on a meticulous plan to save up for a comfortable and convenience. For instance; senior citizens lifestyle apartments later life. are cropping up in several cities, which have incorporated a host of What catches the fancy of modern day consumer are entertainment Time deprived consumer is appreciating options that are convenient safety and convenience features for them; ranging from wheel-chair options that offer an exciting, creative way to spend leisure time with and allow him to spend fun time with friends and family. This has And now, when they are free from the burden of numerous friendly rooms to anti-skid floors to grab bars in bathrooms, and family and friends and at the same time bond with them. Cashing on made in-house entertainment options equally popular. The scope of responsibilities, they look forward for ways to enjoy and “LIVE” their panic alarm buttons to wider passages. Moreover, such apartments this new trend is Colour Factory, a chain of “paint your own pottery” in-house entertainment now goes beyond gadgets such as television life without strings. Their considerations have expanded beyond are well equipped with grocery and departmental stores, an ATM and stores. Adventure sports like rafting, paragliding, skiing, and abseiling and personal computers. The search is for grander options, not ones the constraints of familial ties. As they become self reliant both a chemist shop in close vicinity. provide the exhilaration and excitements the consumer is looking for that fit into a corner of the room and enjoyed alone but those that emotionally and economically, they are now confident to face various and are quite a craze. Sports are becoming the passion of many as it add freshness to the hectic life and enjoyed together with friends. challenges of “old age”. The long pending wishes which were close And how can one overlook the health related concerns of this helps them to getaway from the hectic life. Play stations, home theatre systems and virtual games are becoming to their heart, but had taken a backseat, gain weight and they want category of consumers! Health and medication is one area where they trendy as they serve the purpose. to experience all their “unfulfilled desires”. Moreover, having saved tend to spend the maximum and majority of their expense goes into While erstwhile options like Multiplexes have mushrooming at every life’s kitty in a smarter way has helped them to shake off their fear of diagnosis, prevention and cure of ailments. Consequently, a lot of nook and corner they are realizing the increasing penchant for other Entertainment activities that refresh and rejuvenate, work as magic uncertainties and suspicions about the later life that had somewhat brands have given a thought towards making their life easier, simpler leisure options. Cashing on this trend are restaurants, multiplexes and thus the consumers’ appetite for leisure and entertainment is gripped them earlier. and healthier. For instance; Dr. Scholl’s, uses podiatric medicine and and bars that host live screening of matches. Entertainment options galloping. Marketers are closely following the trend and coming up with research to design comfortable shoes and footwear for joints pain like theatre, concerts and exhibitions are also catching up. Several innovative options to satisfy the consumer. Competition for innovative Leading a hassle free life, without any worries and at the same time relief. multiplexes stage plays nowadays. options will prove to be an impetus for increased efficiencies and will enjoying to the fullest has become their top most priority. This force the more conventional formats to rethink their strategies. has been possible because of change in their attitude and a strong With much alternation in their desires, they are showing lot of financial holding. Following which, they can now consider a long enthusiasm towards enjoying their life to the fullest and looking desired holiday trip which was postponed for long. Some of the forward to a secured, comfortable and healthy lifestyle. Their tour and travel operators such as Cox and Kings, Thomas Cook and economic independence along with the attitude of self reliance has SOTC have exploited this opportunity to some extent and have tried further helped them in taking up the challenges of old age more to plan exclusive holiday tours, keeping in mind the distinct yet confidently. indispensable requirements of the senior travelers. Such tours are There is a large gap in the market place for engaging entertainment and leisure options, with eating out, amusement parks and multiplexes being the primary options. Though as a result of growing demand, the entertainment and leisure sector has begun to witness the advent of a broader set of offerings which are aimed for specific segments but there is still a huge potential for innovation. Various brands and retailers need to “customize” and innovate their products and services Overall the entertainment industry is steaming ahead. The industry has the mettle to grow catering to the emerging needs of this category of consumers. More responsive mediums and diversify. However, the ability of the industry to exploit the opportunities with right of providing “door step” conveniences such as diagnostics and pathological solutions business model will be critical to its success. Thus, higher demand and an increased as well as collection of mobile/ internet bills would be of great help to them. Any product investment would result in an expansion of the alternative entertainment industry in the or service which makes their life easier, gives away a sense of independence to them or years to come. elevates their delight (and makes them feel special) is a sure shot win in the market.14 | Indian Consumer Trends 2011-12 Indian Consumer Trends 2011-12 | 15
  9. 9. For further dialogue, please contact: Saloni Nangia Sr. Vice President, Retail & Consumer Products saloni.nangia@technopak.com T: +91 98185 98626 Purnendu Kumar Vice President, Retail & Consumer Products purnendu.kumar@technopak.com T: +91 98714 44110 www.technopak.com Technopak Advisors Pvt. Ltd.4th Floor, Tower A, Building 8, DLF Cyber City, Phase II, Gurgaon 122 002, (National Capital Region of Delhi) (India) T: +91-124-454 1111 F: +91-124-454 1199

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