The document discusses how consumers are reacting to the global economic recession by becoming more cautious with their spending. It notes consumers are fulfilling basic needs over discretionary needs, investments are on hold, and people are downgrading stores and brands. The document suggests how marketing should respond, including prioritizing spending, leveraging inertia, focusing on income, and using multi-sensory marketing. It proposes using new media concepts like hot air airships to create impact and visibility. Other suggestions include cab advertising, events, and commercials to connect with consumers through effective interaction points.

1. The mood of India
…in times of recession,
thereby implications for Marketing

2. The overriding scenario
• Global economies mired in a consumer spending driven recession
• We are on the verge of a potential fundamental shift in how consumers
shop & buy
• Consumers fulfilling basic over discretionary needs
– Big investments are on hold – cars, property
• The ability to understand consumers, categories, channel, media in increasingly
granular levels is where lies the insights to reveal opportunities to drive
success
• The last year’s upswing mood has been replaced by caution
• Will have a direct impact on the way brands will interact with the
consumer

3. Now More Than Ever, Focus Must Be on
the Consumer
Economic
Pressures

4. Forces at Work…Consumer
Wallet Pressures
Lower Spending Power Rising Costs
• Home/stock portfolios losing • Personal debt servicing
value • Home energy
• Tighter credit • Transportation
• Existing job income flat • Household expenditure
• Unemployment rising • Medical
• Education

5. How Are Consumers
Reacting?

6. Overheard Across the
Globe…
We watch more movies at home,
more board games – I bake a lot
more. It’s really hard to eat healthy We eat out less & cook more
More cocooning in home though, when you are trying to save … still buy chocolate & wine though
money The Netherlands
I now go to Aldi’s. It’s so cheap my girlfriends
have also changed, so it’s not just me… Also I Struggling for a sense of normality
buy the cheapest in everything except foods &
shampoo
I try not to stock up.
Just buy what I need
Down trading on stores & brands I used to have 2 cups of coffee at for the month… Across
Starbucks everyday. I’ve stopped countries
that as well as my weekly manicure.
Lateral shifts The Latte Effect
in categories Controlling usage-
Back to basic, familiar brands
I make inventories of what’s in the
I buy more frozen foods… I can kitchen & try to use everything I have
control how much I use & I don’t before buying more. I wait for the
waste anything sales & stock up. I don’t experiment with new
UK items… which I used to
before. I just buy something
Depleting Inventories
familiar…
Across countries
Source: Nielsen DeltaQual: Qualitative Feedback from around the globe, 4Q2008

9. So how should marketing react
…a few tips

10. MIRROR MIRROR ON THE
WALL…
SO HOW SHOULD
MARKETING
RESPOND…
In RECESSION
A lot of changes will be
driven by the consumer’s
“Half my marketing
expenditure is wasted
but which half?”
PRIORITISATION
INERTIA
INCOME

11. Everyone is trying to get a piece of the pie

12. MIRROR MIRROR ON THE
WALL…
Media
Promotions Packaging
New launches Production
Market research Creative agency
Online

13. MIRROR MIRROR ON THE
WALL…
WHAT ARE WE HERE FOR
PRIORITISATION
INERTIA
INCOME
Businessline carried an article on ‘Fight fear of
recession first’ for marketers in December 08

14. What will help to break the INERTIA

15. Mega Brands will have to share the social
responsibility to convince the consumer to step out
his ‘cautious’ mood
Need to drive him out of this sub-conscious mindset
Convincing to be done at a more interactive level
‘unique’ one-on-one level
(Multi sensorial)

16. Multi-sensorial Marketing

17. Emerges an efficient role of getting into a direct
interface with the consumers
Stronger role of ‘Direct’ BTL interactions

18. How does Laetitia come into the picture
Our core strength
DIRECT INTERACTIONS through
effective touch-points

19. Effective interaction points
Clubs
/Restaurants
5 Stars New
Media
Cross Promo
Brands
Cab Connect with
Laetitia Advertising consumers through
Laetitia
Credit cards connect these effective
connect interaction points
BPOs
Farm Houses
Shopping
Malls
/ Cineplex

20. NEW MEDIA
IMPACTful
Presenting the most
and a never before used
concept in India

21. Presenting
THE HOT AIR – AIRSHIPS

22. CREATE HISTORY in India
one of the MOST POPULAR means of advertising worldwide
generate a tremendous amount of free spin
HUGE MEDIA COVERAGE in addition to direct visual advertising
benefits.
the MOST INNOVATIVE solution to make an impact on public
consciousness.
carrying the messages of an increasing number of forward thinking
companies.
A CORPORATE SYMBOL – 90% brand awareness generated

23. Presenting the most IMPACTful and a NEVER BEFORE used concept in India
THE HOT AIR – AIRSHIPS
one of the MOST POPULAR means of advertising worldwide
With a scope of HUGE MEDIA COVERAGE in addition to direct visual advertising benefits
the MOST INNOVATIVE solution to make an impact on public consciousness
Picture: Actual Air-ship

24. Get the FIRST MOVER ADVANTAGE
Huge IMPACT / VISIBILITY of a branded flying ship (110 ft * 30 ft dimension)
Can be utilized in promotions / contest / ATL shoots
Can be tied up to complement the existing ATL plan
Benefits can be maximized with an ability to create a maneuverable flight plan
(unlike a hot air balloon an airship is steerable
and can take off and come back to land at the same location)

25. Other Media

26. CAB Advertising
• A new concept of Advertising
• Most Cost Effective Medium
• 1000 Cabs Pan India
• Opportunity of STILL ADVERTISING i.e. (Backlit Rooftop Display,
Inside Door Strips, Door Panel (Vertical), Ceiling panel, Leaflet
Holder, Display Board, Rear Curtain, Panic Button Circle & Side view
Windows) and MOTION ADVERTISING i.e. (PIM – Passenger
Interactive Monitor)
• Touch Screen LCD Monitor where Passengers can have Interaction as
well as entertainment. It can be used for commercials, online polls,
informative entertainment and Route Navigation.

27. List of Events
Our think tank has over the last one year created
a pool of unique, never before event
concept based on the existing
consumer insights
We shall be looking forward to presenting them to you

28. Commercials

29. Operational Benefits
• Maneuverability (unlike hot air balloon)
– Can be driven/steered
– Speed upto 60kmph
• Flexibility
– Can be uninstalled and carried easily from one point to
the other
– Can fly upto 3 hours / day

30. Cost heads
• Fixed Cost – Airship
– Getting of the airship
– Government approvals
– Cost of Branding
• Operational Cost – Pilots and etc Crew
– Hourly flying charges
– Installation Charges
– Maintenance charges
– Transportation from one place to another place
– Over heads and Marketing cost
• Actuals
– Travel, food & stay of the crew
• Subjectivity: minimum 90 hours of flying

31. Cost
3 crores for 3 months (90 hours)
Launch time
2 months from the date of Confirmed PO

32. Thanks