Marketing in Indian Scenario-B.V.Raghunandan, SVS College, Bantwal
MBA Department,St.Joseph’s College of Engineering,
Vamanjoor, MangaloreSeptember 20, 2013
Indian Market
• British contributed to the creation of a national market• Western exposure during British Rule itself• Multi-religious, Multi-lingual, Caste Determined Rituals, Sub-
Castes• Regional Differences• Festivals and Consumption• Land of Shortages
Indian Production• Cottage, Small-Scale and
Family Run Business• A Few Large Scale
Industries like Cotton Textile Industries
• No Standardised Quality• License Raj• A Few Private Monopoly• State Monopoly• Import Restrictions• Chronic Power Shortage
Indian Consumer
• Head Strong• Argumentative• Price Conscious• Comparison• Low Brand Loyalty• Fixed Habits• Relationship
Marketing• Local Production
Indian Marketing• Value for Money• Universal Availability• Miniature Packaging
(Sachet)• Less Importance to
Customer Service• Less Importance to After
Sale Service• Ineffective Segmentation• Online Marketing: II
Wave
Indian Marketer
• Machine Gun Approach for Branding• Sale and Leasing of Brands are frequent• Value for Money Approach• Least Concern for After Sales Service until Polar and V-Guard• Unfair Marketing Practices for Market Domination (Marketing Villains)• Rational Advertisement• Marketing Reluctance
Foreign Marketer in India• Arrogant Marketers• Brand Building• Penetrating
Advertisements• Text Book Segmentation• Growth by Mergers &
Acquisitions• Inciting Family Feud for the
Competing Promoter• Spending for Market
Domination• Urban Bias for a Long Time
Lessons for the Foreign Marketer
• Adapt to the needs of the Customer and do not dictate terms or play on his psychology
• Rural Areas are the heart of Indian Marketing
• Mere dependence on Ads may bankrupt the promoter
• Environment Friendly Product are a Failure• Frequent discounts drive away the
customers• Value for Money is the best strategy• Conflict of Interest between Corporate
Objectives and Customer need is too expensive
Emerging Changes
• Net Marketing• Chinese Invasion• Quick Launches• Claiming Shelf Space• Increasing Consumer
Confusion• Dominant Impulsive
Buying• Too Much of Price
Differential lead to Post Purchase Dissonance
Challenges in Indian Marketing• Class Action Suit provided by
Companies Act, 2013• Getting Regulatory Approvals• Large Format Stores • Increasing Product Failure • Low Quality Ads (perversion)
and Ads attracting social reaction
• Getting Shelf Space for the Products
• Getting Loyal Dealership• Symbolic Surveys & Quicker
Data Perishability
THANK YOU