Is There An Indian Consumer Semi
Transcript of Is There An Indian Consumer Semi
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Is there an “Indian” consumer?
FCB UlkaCII Marketing Summit
21st August’ 07
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…YES
Given the distinctly unifying realities in this multicultural, multilingual, multi religious
society called India
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Every Indian lives with multiple identities
I am “Bengali”….I am “Hindu”….
But I speak English and I am an “Indian”…
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“We” and “I” live in the same house
Rising individualism rooted in family values
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Traditionalism coexisting with Modernity
Not distinct peoples but residing in the same individual
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Value conscious yet demands value-add
The first wave of India rush tripped on one or the other
Either premium priced products or stripped down “for India” versions
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However a relook at the question
Is there an Indian consumer?
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“Any truth about India can be contradicted by another (equally
valid) truth”Shashi Tharoor
Yes… BUT
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Most marketers have chosen a point on the
YES BUTSPECTRUM
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Each Indian has multiple identitiesI am “Bengali”…. I am “Hindu”….
But I speak English and I am an “Indian”…
Frito Lays developed spicy products for Indians
Bingo developed a Tandoori Paneer tikka for Punjabis & a Mustard Sting for
Bengalis
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“We” and “I” live in the same house
Rising individualism rooted in family values
Tavera positioned as “family car”vs Scorpio’s focus on “individual indulgence”
vs Sumo “for an individual with family responsibilities”
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Traditionalism coexisting with Modernity
Not distinct peoples but residing in the same individual
ICICI Prudential focus on Indian traditional values like marriage/suhaag/family
HSBC’s focus on individuality
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Value conscious yet demands value-add
Mc Donalds focus on Rs 20 price pointVs
Dominos focus on product plus
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The Indian market is a collection of unique little markets, each with its own
values. And that's why, the size and opportunity of the Indian market is not
a simple find.
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While there is an underlying Indianess there are shades of
differences as well
Question is
Which is your Indian consumer?
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Infact as India develops, She is getting more fragmented rather
than becoming more homogenous
“Aggregate demand” may not be relevant anymore
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Fragmentation in Politics
Death of pan Indian political partiesRise of regional parties catering to regional
aspirationsRise of caste/issue based parties
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Fragmentation in Media
From DD to 350 odd channelsFragmentation by genres
news/sports/crime/travel/movies/GECFragmentation by target group
Children/women/corporates/teens/regionalities
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Fragmentation in Movies
Death of pan Indian moviesMultiplex movies/upcountry/regional/sub
cultural
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