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.

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. PRODUCT AND BRAND
MANAGEMENT
• GROUP NUMBER 5
AKSHAT JAIN 1008
NIKHIL MARWAH 1068
RACHIT SINGHAL 1063
RAVEENA KALRA 1047
RISHIKA BERRY 1051
SANA KALRA 1054
SAJAL AGGARWAL 1065

3. ABOUT THE CASE

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. DRIVERS

6.  ISOLATION
1. 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.  COMMUNITY LOSS
1. 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.  TECHNOLOGICAL DEVELOPMENT
1. 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. IMPACT ON INDIAN CULTURE

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. COMMUNITY LOSS
 Average Indian spends about 90 minutes a day in travelling mostly
for work, this in turn creates very little time for socialization
NOW 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. 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
LAST
RANK OR MOBILE POPULATION UPDATED
POPULATION
REGION PHONES DATE
 A majority 71% of the urban Indian population uses
internet for networking with friends and families while
1 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 in
3 the Indian culture.
United States 327,577,529 310,866,000 103.9 June 2011

13. EMERGING PRODUCT CATEGORIES

14. EXAMPLE OF PRODUCTS
COMMUNITY TECHNOLOGICAL
ISOLATION
LOSS DEVELOPMENT
ONLINE MOBILE
MAID
SHOPPING
SERVICE PHONES
PORTALS
HOBBY
/REHAB CRETCHES BANK ATM’S
CENTERS
OLD AGE
HOMES

15. VIDEO EXAMPLES
OLD AGE HOMES DOMESTIC HELP VIRGIN MOBILE
1.CHANGE IN 1.DEPENDENCE ON 1.TARIFF WARS.
TRADITIONS AS DOMESTIC HELP AS
NUCLEAR FAMILYS BOTH PARENTS ARE
EMERGE. WORKING.
2.INCREASED
CONNECTIVITY.
2.GIVING RISE TO THE
BUSSINESS OF OLD
AGE HOMES.

16. TRENDS

17.  SELF CONNECTION
1. 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 CONNECTIONS
1. 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.  BIG & LITTLE EVENTS
1. 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. IMPACT ON INDIAN CULTURE

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.  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. 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. EMERGING PRODUCT CATEGORIES

24. EXAMPLE OF PRODUCTS
SELF- VIRTUAL
EVENTS
CONNECTION CONNECTION
SOCIAL AIRTEL
Yogapoint.com NETWORKING HALF
PRODUCTS
MARATHON
OSHO MOBILE PHONE
PRODUCTS OPERATIONS FORMULA 1
HARDWARE COMMON
TAI CHI WEALTH
ACCESSORIES
GAMES

25. VIDEO EXAMPLES
ONLINE MARRIAGE METALLICA &
YOGA PORTALS F1
SELF VIRTUAL
EVENTS
CONNECTION CONNECTION

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/

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