DECODING: URBAN

INDIAN MAN

SETTING THE CONTEXT

ABOUT INDIA *Total Population – 1.21 Billion

Total Men – 623.7 million

27.8% in about 5,480 towns and urban agglomerations

50% of  current populationis below the age of 25

65% below the age of 35

2005 – middle class 5% ; 2025 – middle class 41%

2007 – 12th largest consumer market ; 2025 – 5th largest consumer market

2015 – middle class – 250 million

MIDDLE CLASS**

*Census 2011**’The Bird Of Gold’ Rise Of India’s Consumer Market ,McKinsey Global Institute, May 2007

WHAT IS INDIA SHOPPING

FOR?

63.9%* own a

mobile phone

47.2%*

own

Televisi

on

44.8%* own Bicycles

*Source: Census 2011**BOAO Review Magazine, 2013

FUTURE GAINERS** Education

Healthcare

Transportation

Real Estate

20052025

MAN VS WOMANFACT*

Men: Quality over everything else

Women: Driven by celebrities, children & jingle

FICTION

Men: Men don’t like to shop**

Women: Women hold the purse strings***

*Indian Research Journal** Article – DNA

***Article - Forbes

PIMARY RESEARCH – PERSPECTIVE

EXPENSES

Food 27% Clothes 20% Travel16% Alcohol13% Grooming

3%

SHOP FROM?

Mall 50% Online 18%Local 28%

ACCOMPLICE

Friends 33% Partner

26%No One 25% Family 14%

INFLUENCERS

Promotion

28%Discounts

22%Review 18% Ads 13%

STYLE ICON

LOVED BRANDS

Equal affinity towards international & national celebrities. Metro sexual men in demand

International brands in demand. Sports brand take a lead. Have the highest recall .

NOW & THEN

MEN & MEDIA

ADVERTISING

Then NowMaximum ads were made for women

Still skewed towards woman, moving towards gender balance

Men is ads were older – Product category - cars, suits, technology, deodorants

Men in ads have gotten younger. Product category – cars, apparels, websites, insurance, grooming, technology

Mostly portrayed as Alfa – male. Masculinity formed the base theme

Denim TVC (2006)

Nivea TVC (2013)

More realistic portrayal. Acceptability of being metro sexual.

Brands should target younger men (18 – 28). They have the disposable income and are impulsive shoppers. Key hook – Looks

MEN & MEDIA

CINEMA

Then NowComedy was ruling the roost.

Focus shifts to action

Highest Gainer – Om Shanti Om -  INR 89,75,00,000

Product Placement – Nascent

Lowest Earner – Son Of Sardar -  INR  880,000,00

Product Placement – Active

Consumption of cinema has gone up. Indians love cinema – product placement/ pre promotion launch could be leveraged to drive awareness

MAGAZINES

Men weren’t seen as a niche audience

No of men focused magazine (offline & online) increased. Ad/articles – Watches, Luxury products, cars

Online magazines – good way to reach men. Besides ads, product reviews should be given importance

MEN (AND WOMEN) & MEDIA

SOCIAL MEDIA/ INTERNET

Then NowFacebook – 35.3 million Unique visitors (2011)

The numbers still below world average. Online segment is on an upward growth trajectory. Social media/ internet and smart phones are the consumers first touch points. Social media is good for awareness and brand building. It differs from traditional media.

Facebook – 52.1 million Unique visitors (2012)

Google – 42.8 million Unique visitors (2011)

Google – 59.7 million Unique visitors (2012)

Online Retail – 26.1 Million users (2011)

Online Retail – 37.5 Million users (2012)

Online Entertainment – 41 Million users (2011)

Online Entertainment – 56 Million users (2012). 52% Entertainment video

BUYOLOGY Homogeneous Market – Preferences change across city, religion and customsTier 1 Vs Metro – Tier 1 prefers Indian brands within mid price rage. Metro prefers high end/luxury brands

FMCG – low priced products constitute the majority of sales volume

Branded – Consumer durables, dietary supplement, FMCG, WatchesBranded & Unbranded – Footwear , apparels, bags, jewelry Unbranded – Furniture, fruits and vegetables

Foreign Brand – country-of-origin is an important determinant of consumers’ shopping behavior

Foreign Brand – globally well advertised are more likely to be well known.

Source – KPMG (2005), Are Indian Consumers Brand Conscious – Insights For Global Retailers – Mukherjee et al (2012)

HOW TO SELL TO MEN?

MEN WOULD LIKE TO…

Look Good

Search Online (Product Review, ads, videos)

Belong To A Group (Remember Blackberry Boys & Harley Men?) Save Money

(Affinity towards deals)

STRATEGY (NEW PRODUCT) WHO? | Age 18 - 28

•Higher Disposable Income•Early Adapters•Strong peer group

WHERE? | Offline & Online•Higher weightage to online – 1st touch point

•Touch & feel factor

HOW? | CAMPAIGNS•Phase 1: Awareness

Create a social presence Collaborate with college festivals for

sportsCorporate Tournament – Cricket/FootballDigital Ads

•Phase 2: ActivationSample DistributionSchemes Contest

•Phase 3: RetentionLoyalty Programs