The document discusses the landscape of the Indian marketplace and how it is evolving. It analyzes key factors like retail structure, industry structure, information structure, and consumer value structure. It states that currently the Indian market landscape exists in a disintegrated state with regards to some factors and an integrated state with regards to others. However, it notes that there is a swap taking place that will result in the market having multiple realities and a more diverse and complex future landscape with differentiated and evolved markets. It emphasizes that marketers will need superior strategies, planning, and measurement capabilities to succeed in this evolving environment.

1. The Indian Marketplace : A Perspective
The Fool’s Guide to Scoping Comms Planning In India
… Girish Ahuja

2. The Indian Market : A Perspective

3. Marketplaces Are Governed By Key Factors

4. Retailing Structure Information Structure Forces
Fragmenting
Industry Structure Consumer Value Structure

5. These Factors Are In Dynamic States
Integrated State Disintegrated State

6. Their Unique State of Integration Or Disintegration Determine A Market’s Unique
Landscape & It’s Offerings

7. The Indian Market Landscape Is In A…

8. Disintegrated State W.R.T. Retailing Structure Integrated State W.R.T. Information Structure
Fragmenting Forces
Disintegrated State W.R.T. Industry Structure Integrated State W.R.T. Consumer Value Structure

9. Retail Structure : Current State
Formats
Single Multiple
Ownership
Diverse Consolidated
Consumer
Value Point Of Brand
Purchase Experience

10. Industry Structure : Current State
Influence
On Consumers Low High
Competitive
Intensity Low High
Business
Branding/
Product/
Value Service
Process

11. Information Structure : Current State
Media
Ownership Closed Open
Access to
Information,
Digital Low High
penetration
Distribution,
advocacy Centralised Decentralised

12. Consumer Value Structure : Current State
Segments
Masses Individuals
Value Seek Hygiene Experience

13. Current Landscape
Commodity Markets Unipolar Markets
• Fragmented market with local/regional players • Dominance by 3-5 mega competitors
• Commoditised offering & lack of choice • Generic mass market offerings & lo innovation
• Price inelasticity • Consumers driven by hygiene factors
• Traditional shopping channels • Traditional shopping channels
• Poor information structure & no advocacy • Mediocre information structure and low advocacy

14. Requirements & Offerings
Hygiene Factors
Consumer
Expectations
Paradigm
Consumption is a
means not an end
Reach,Awareness/ Efficiency
Executional Innovation
Paradigm
Awareness & Push
Model
Media Agency Marketer
Deliverables Requirements
Paradigm
Penetration, Consideration,
Facilitators of
Differentiation
Communication,
Sales Revenue

15. There Is A Swap Taking Place At An Increasing Speed

16. Disintegrated State W.R.T. Consumer Value Structure Integrated State W.R.T. Forces Structure
Fragmenting Retailing
Disintegrated State W.R.T. Information Structure Integrated State W.R.T. Industry Structure

17. Retail Structure : Future State
Formats
Single Multiple
Ownership
Diverse Consolidated
Consumer
Value Point Of Brand
Purchase Experience

18. Industry Structure : Future State
Consumer
Leverage Low High
Competitive
Intensity Low High
Business
Branding/
Product/
Value Service
Process

19. Information Structure : Future State
Ownership
Closed Open
Access
Low High
Distribution
Centralised Decentralised

20. Multiple Realities In Consumer Value Structures : Future State
Segments Masses Individuals
Value Seek
Hygiene Experience

21. A Market With Multiple Realities

22. 4 Consumer Segments
Global India Aspiring India
HH Size : 11mn
HH Size : 0.8mn
Indulgence
Voracious
Annual HH Income = 0.2mn – 1 mn
Annual HH Income > 1mn
Acquisition
Salaried Employees
Business/Top execs
/Shopkeepers
/Rich Households
# farmers : 1 mn
Struggling India
Destitute India
HH Size : 135mn HH Size : 41mn
Survival Annual HH Income < 0.09mn Annual HH Income = 0.09mn – 0.2 mn
Limited
Smalls Shop keepers
Subsistence farmers
Improvement
/Blue Collared
Farm workers
workers
Data Source : NCAER, McKinsey

23. Future Landscape : A More Diverse & Complex Market
Evolved Markets
Differentiated Markets
• Multi player market
• Multi player market
• Customised offerings & hi innovation
• Segmented offerings & medium innovation
•Traditional shopping channels, mega
• Mega retailers and traditional
retailers & specialists
shopping channels
• High info access & high advocacy
• High info access & mediocre advocacy

24. Requirements & Offerings
Hygiene Factors &
Lifestyle/Experiential Factors
Consumer
Expectations
No Single Paradigm
Consumption = means /
end
Context,
Strategic Ideas, Intent No Single Paradigm
Awareness &
Push/Relevance & Pull
Media Agency Marketer
Deliverables Requirements
Paradigm
Drivers of
Differentiation &
Communication & BIG
Conversion
Enablers of Revenue

25. Implications Of Increased Diversity & Complexity
Accurate Assessment Of Market
Superior
Opportunities/Risks
Executional Strategies
PLAN
Superior Data Management &
Interpretation,
Superior Executional Planning Insights
EXECUTE
, Activation and Turnaround
Capabilities
MEASURE
Superior Understanding
The Right Metrics & Methodologies
Of the deliverables, Accurate
measurement techniques

26. Are The Marketers Ready For This?