To understand the impact of Building oneself 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.

1. Product & Brand
Management
MACROFORCE 2
BUILD YOURSELF

3. Infrastructure development : Highways , Metros , Townships
Since people are more willing to move / relocate for better prospects

5. DUTY DECLINE
“Fundamental value for survival in contemporary society is not
statutory compliance but flexibility to change tactics.”
Maintaining point of difference taking responsibility of outcome
Thumsup kept a different
unconventional brand identity
in spite of competition from
Coke and Pepsi.
Mainstream brands such as Godrej,
Shoppers Stop , and CEAT Tyres have
undertaken risk of rebranding
initiatives to shed their old corporate
images and position themselves in a
new, more modern light

6. AMBUSH MARKETING
During 1996 cricket World Cup, although
Coca Cola was the official sponsor of the
tournament, Pepsi ambushed the
campaign by coming up with the tagline
“nothing official about it”.
The campaign by Pepsi was so successful
that everything official was seen as
Kingfisher vs. GO vs. Jet Airways "strait jacketed, boring and outdated"
and Unofficial was branded as “new,
exciting, and trendy”

7. Fragmentation & Exclusion of
Consumption
Identities can be built on the basis of understanding the
consumption pattern and giving a possibility of accessing goods
and services before purchasing them
Large institutions such as Social Class, Nation , Caste etc have lost
their past strength and individuals have to built their own identity
which is largely based on the consumption patterns.
Reasons:
Means of Communications
Growth of Mass Media of Propaganda
Growth of Cities and Changing Population
Social Legislation and Social Awakening

8. TATA Motors has diversified its product portfolio by acquiring
Jaguar and Range Rover at the same time being the producers of
world’s cheapest car.
They are aiming at all sections of the society
and due to the economic growth in the country,
based on the consumption, TATA Motors is
offering a wide variety of products.
PONDS – different ranges to cater to different audience – anti ageing,
gold radiance, skin brightening etc to counter P&G Olay Creams
and provide customer a comprehensive portfolio to choose from
A number of lifestyle brands are
also coming up in Tier2 and Tier3
cities of India, due to the
upbringing of the Indian society

9. Symbolic Consumption
Meaning of what is consumed becomes important.
Certain Consumption events involve a series of brands associated with
the product contributing to the shaping of the people consuming it.
 Meeting self esteem needs  Belongingness to a
particular group in society
 Style Statement
 Buying products that goes
 Strong Brand Association with the self image
Luxury Brands

11. Internet as a Super Market of
Identities
Digital Identity – formed by Links, Tags, Feeds, Nicks etc and coexists
with our “REAL IDENTITY”
Every medium has its advantages for marketers, but social media
has the power to transform a campaign into a religion.
Increased online user base in India has influenced the growth of the E-
Industry

12. In 2011, Johnson & Johnson’s
launched its advertising campaign for
Polacrilex Gum, with an innovative
Facebook application. Penn-
Olson reported that its Facebook page
gathered about 33,500 fans in a period
of just two months of its launch. The
Facebook page featured an application
known as Nicorette Support through
which the user could enter their
quitting timeline or could invite loved
ones to quit smoking.
Reebok launched the Butt Revolution
campaign in 2010 in which an interactive
page allowed users to get answers to their
queries about fitness from certified Reebok
trainers. This catapulted sales for their
EasyTone shoes mainly targeted women in

13. Fiama Di Wills Men Aqua Pulse Australian Adventure
According to TOI, The Fiama Di Wills
Men community on Facebook
registered 1.7 lakh fans, with 3.7 million
post views and over 19,000 feedback
posts, all within just 30 days of its
launch.
Hippo launched a Twitter campaign asking consumers and retailers to tweet
Hippo’s availability on retail shelves on Hippo’s Twitter page, because they
were facing difficulties in tracking distribution across India.
The number of people tracking Hippo stocks on Twitter equalled 45 per cent
of Parle Agro’s foods sales team. Their sales had jumped by 76 percent after
this campaign, reported HT.

14. Content Generation
Young people what to actively participate in the purchase process
through experiential consumption
Gaming Centers in
Malls to experience the
product before buying it
Brands like Lakme
organize makeover
sessions- to come
experience the
product.
Test Drives

15. Some of the products providing Experience as a
productive feature rather than a comptemplative one.

17. Experience As A Means Of
Being
The Experience connects the consumer and at the same time gives
them a feeling of concretion in a very uncertain world.
Experiential consumption is associated with all that is surrounding the
product(Place, Aesthetics, Offer content, etc) based on sensitive area.
http://ww.youtube.cowatch?
v=PDfgLG-2dY
http://www.youtube.com/w
atch?v=AHQn_22d3CA
Mall shopping culture, Multi
brand outlets coming up.
Example: Shoppers Stop,
Pantaloons offering multi
brand shopping experience at
one stop.

18. Collective Activism
Collective activism on a global scale comes up as a way for
decreasing the uncertainty level and meeting the need to socialize
with one another.
Brand Anna
Lokpal Bill activism in India (Anna Hazare)

19. BRANDS PROMOTING GREEN INITIATIVES
ITC GREEN INITIATIVES TOYOTA TREE
Brands sponsoring save wildlife campaigns
AIRCEL Save Our Tigers
Initiative

20. Identitary Withdrawals
Globalization gives rise to new social differentiation and polarity levels
Subject to conservative and violent reactions
Example: Mc Donald's and other MNC’s entered India
Mc Donald's: Conservative response w.r.t beef burgers but localization
strategy adopted to overcome apprehensions and was successful.
Others brands: Coke, Nike

21. Criminal groups and pop criminal
Criminal attitudes gain a glamorized style.
Not applicable in Indian Context
Bollywood stars defamed associated with underworld and other
criminal activities.
Coke and Cadbury: Pesticides issue and usage of contaminated water
resulted in negative publicity. (Illegal activities)

22. Appreciation Of State
Not applicable in INDIA
Strong traditions and culture prevailing in Indian States

23. Thank You
Aanchal Arora
Anukool Kumar
Nalini Jain
Reuben Khanna
Sidhansh Kakkar
Sahil Oberoi
Tushar Sindhwani