Ved Et Al Presentation

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  • Good afternoon ladies and gentlemen. Our paper, based on some of our experiences in marketing to India’s underserved consumers, focusses on some fundamental mindshifts that need to be made in tapping the underserved market. I would like to state, at the very outset, that Ogilvy’s definition of the underserved is based on not only the criterion of low income, but also on the low market and media accessibility to these consumers, most of whom reside in India’s villages.
  • Ved Et Al Presentation

    1. 1. Marketing programs to reach India’s underserved HBS Conference on Global Poverty December 1 2005
    2. 2. Demographic change in India
    3. 3. Surprising rural India <ul><li>42 million rural households use banks, only 27 million urban Indians do so </li></ul><ul><li>Indians speak 360 dialects; about 50 are key for communications </li></ul><ul><li>Ogilvy India ‘employs’ more people – 15000 - in Outreach than the RoW put together </li></ul>
    4. 4. Participatory Research
    5. 5. Clinic Plus Mother Daughter Day
    6. 6. Kodak Consumer Contact
    7. 7. Folk performances, art
    8. 8. Key Implications for Managers <ul><li>Change in mindset </li></ul><ul><ul><li>From high value individuals to high volume communities </li></ul></ul><ul><ul><li>Long term commitment </li></ul></ul><ul><li>Combine communication with selling and service, innovative distribution </li></ul><ul><li>Allow for cultural diversity </li></ul><ul><li>Leverage the power of social networks </li></ul>

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