...Barriers to Entry For many years India was largely viewed as a country to outsource operations to reduce cost and employ highly skilled workers who wage demands were lower that domestic workers. This view of India however is rapidly changing and the country is increasingly becoming known as the world’s largest potential market for goods and services. India is also expected to become a powerhouse (along with China) of middle class consumerism over the next two decades. India’s global middle class is expected to reach 200 million by the year 2020. Growth is expected to accelerate after 2020, reaching 475 million by 2030 and adding more people than the Chinese to the global middle class worldwide. A growing middle class presents a great opportunity for our company as a fast food chain as middle class citizens are more likely to spend money on fast food and eating out. But even though India presents huge opportunities for our company, there are also significant risks and barriers to entry to consider. Barriers to entry as simply forces within the foreign company that have the potential to prevent our company from being successful there. Our company will have to have a knowledge and understanding of these barriers in order to successfully become established and grow to meet profit objectives. Some barriers into India include: 1. Infrastructure: Infrastructure in such areas as electric power, roads, and telecommunications networks has not been developed. This could pose a tremendous...
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...Analysis of consumer behavior in Indian Market The announcement of the car The expectation of the Nano car & its positioning The issues faced when the car came to the market The failure with respect to positioning The re-launch The road ahead Indian Customer perspective Using the Consumer or the Customer brand equity model, let’s try to look at the car from an Indian consumer’s perspective, what are the expectations: When it comes to buying a car, usually it is seen the Indian customer looks for the following in a car; Convienece, Car personality, Fuel efficiency, Power, Econmoic, Smartness of car and Status symbol. So the primary question is whether Tata Nano was able to live up to this expectation? Announcement When Tato Nano was announced in the month of January, 2008 it was over hyped to be the car of every Indian. The price of Nano was said as Rs. 1 lakh or $2500, as said by Ratan Tata, the Chairman of the Tata Group at that point of time. It became a dream car for every person belonging to the lower middle class and even the lower class. However the ministry of transport also raised concerns about the congestion on roads that the car would bring in as people may start to use it regularly for their day to day transportation. Marketing Plan Tata Motors basically Segmented and targeted the following groups of Indian population: 1. The Middle class Mainly the lower middle class Upper lower class 2. Usually the two-wheeler users 3. Family with 3-4 members...
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...Dissertation on the Real Estate Sector of Mumbai and the Indian Middle Class Abstract The global financial meltdown had hit the real estate sector all around the globe, and Mumbai real estate sector is one such amongst them. The specific segment is plagued by reduction of demands, lowering of prices, inventory accumulation etc. In order to maintain their sustenance, they now want to target the middle class segment of the society. The entire purpose of this dissertation was to identify in the present economic conditions of the country, the target customer for such real estate sector. In order to conduct the research, a mixed research methodology is adopted deploying both qualitative research as well as quantitative research. Relevant research instruments were chosen, and 10 respondents were interviewed for the qualitative research and 300 individuals were undertaken in the quantitative research methodology. It was found that indeed the middle class with their high aspiration levels, and disposable income were the ideal target for real estate. However, in order to further attract the target customers, a host of suggestions are made. This dissertation is created through thorough referencing from academic journals, books, reports, newspaper articles etc. This paper would also be immensely helpful for students aiming to understand a clear picture of the real estate sector of Mumbai on ways to maintain its growth. Table of Contents Abstract 2 Introduction 5 Background...
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...Indian Marketing Environment a. Demographic Scene • Close to one billion population • Growth rate over 2% per annum • Life expectancy from 48 years in 1947 to 70 years in 2001 • National literacy rate is over 50% (2001 census) . • Diverse religions and languages • Dialects in few hundreds. b. Economic Scene Top ten economies of the world. Our GDP is growing at 5.5% per annum. • Agriculture 16% • Industry 24% • Services 60% Slow growth rates till 70’s. Average 3% p.a. Last two decades have seen massive growth in the industry and services sector. In 90’s spectacular growth after liberalization One of the fastest growing economies of the world b. Economic Scene Top ten economies of the world. Our GDP is growing at 5.5% per annum. • Agriculture 16% • Industry 24% • Services 60% Slow growth rates till 70’s. Average 3% p.a. Last two decades have seen massive growth in the industry and services sector. In 90’s spectacular growth after liberalization One of the fastest growing economies of the world c. Agricultural Scene Predominance is there. Dependence has reduced 2/3 rd population dependent directly/indirectly on agriculture. Rural markets development at a faster rate. Impressive achievements. Self dependent. Rare foodgrain imports. Main cause of development of other sectors. c. Agricultural Scene Predominance is there. Dependence has reduced 2/3 rd population dependent directly/indirectly on agriculture. ...
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...Bichari Champudi By Varsha Adalja All over the world rich people sit there drinking cosmos and margaritas, aware of the fact that some others are starving and living on the avenues, while they get their nails done. In India a lot of their population lives in reduced and cruel environments. As a family, rich or poor, we have a responsibility towards them to help each other. The responsibilities we have in our families are different from Country to Country, in some; the help is being brought from even children, which would come as a chock from other cultures and Countries. In India it comes as a naturel routine helping each other, it is not naturel in many other Countries that the children are helping bringing the food on the table. India is a country of great economic prosperity. As globalization has moved Western jobs among other countries such as India, it has resulted in more than a hundred thousand have come out of their deep poverty. In the short story by Varsha Adalja, produced in 1979, it is a 3. Person omniscient narrator. The short story involves a poor and sick family; they help each other in as many ways as they can to survive. Champudi is a girl who lives a poor life with the rest of her family. The family includes her father, her mother, her big brother and little brother. Her father and little brother are both very sick, and therefor they need to obtain money for medication, simultaneously they also need food and water. Therefor they everyday go into the...
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...AFFORDABILITY AND ASPIRATION Shobha Prasad • Sangeeta Gupta INTRODUCTION All of us are familiar with the current industry focus on emerging markets. It is also no surprise that the larger consuming population in these markets lies not at the top end, but towards the middle and lower ends of the income pyramid. This is also where marketers struggle the most – how should the offer be constructed to ensure it is affordable yet desirable? The proposed Theory of Multiple Aspiration & Poverty Lines (MAPL) represented a new and stratified approach to understanding affluence, poverty and aspiration. This has many implications on brand positioning and portfolio strategies for creation of winning brands or “suns”. Objective The objective of this paper was to take this thinking forward through an exploration as follows: Broadly, what are the implications of the Multiple Aspiration & Poverty Lines (MAPL) theory for brand positioning, communication and portfolio management? What drives brand success in the Indian context? What strategies have these brands used to achieve success- to what degree are these brands wedded to symbols of aspiration /belongingness in each social class? How did the brands that were not so successful in the Indian market falter on making the right connections on these dimensions? Approach We identified product categories through which to understand brands and aspirations including durables and FMCG. We examined categories in order to understand category structures...
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...(01) HILSA CHAUHAN (15) SRIMOYEE BAL (06) AAYUSHI MURANI (52) TABLE OF CONTENTS Sr.no | Particulars | Page. No | 1. | Problem statement and variables | 3-5 | 2. | Sampling techniques used | 5-6 | 3. | Questionnaire | 7-10 | BUSINESS RESEARCH PROCESS DEFINE RESEARCH OBJECTIVE: INTRODUCTION Following economic losses in 2012, Air India has slipped to fourth place in the Indian domestic aviation sector from being the largest operator in the Indian subcontinent, behind low cost carriers like IndiGo, Spicejet, and its full service rival Jet Airways. Following its merger with Indian Airlines, Air India has faced multiple problems, including escalating financial losses, Between September 2007 and May 2011, Air India's domestic market share declined from 19.2% to 14%, primarily because of stiff competition from private Indian carriers. In August 2011, Air India's invitation to join Star Alliance was suspended as a result of its failure to meet the minimum standards for the membership. In October 2011, talks between the airline and Star Alliance have resumed. In April 2012, the Indian government granted another bailout package to Air India, including 300 billion (US$4.6 billion) of subsidies. In order to raise funds for reconstruction, Air India decided to sell and lease back all its dream liners. (indiatimes, 2013) VARIABLES AND PROBLEM STATEMENT Customer preferences::(blogspot, 2007) Due to certain drawbacks of the company such as cabin staff, no meal selection...
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...Education has long been receiving the major wallet share of the Indian middle class. The Indian middle class is expected to expand significantly, from 300 million people today to 583 million people in 2025. As Indians continue to climb the economic ladder, the composition of their spending will change significantly. Spending on education is expected to grow by 11% over the next 20 years. Also, an increase in GPRS use and the introduction of 3G technology in India should also give a boost to concepts such as e-learning in the country. The Indian education market has witnessed a series of developments and changes in the last few years, which resulted in a significant increase in market size of the education industry compared to previous years. The present Indian education industry is in its development stage. With increasing per capita income, national economic growth and enhanced technology it has become necessary to develop the structure of the Indian education sector. Private players have taken several initiatives for development of education infrastructure and quality. The emergence of new segments like e-learning and V-SAT training is slowly shifting the education market towards new heights. Education today is perceived as an Investment in both Urban and rural areas, people slog throughout their lives to make sure that their children are well educated so that the next generation has a comfortable life. Indians today are rated top among people having the highest IQ. They...
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...The Middle Class in India I was born in a middle class Indian family. Since the age I got to understand this world I saw my parents working hard all day and night. I learned at a very young age the struggles that my parents faced. I was good in studies from childhood and that was the biggest thing my parents were proud of. At the end of each long day my dad would say to my mom, "I will give my son the best education, he will not struggle like this. What I was unable to do, my son will do." My father wanted to become a doctor but could not make his dream true, as my grandfather didn't provide him money to get admission. That is when I understood that after being born in middle class how difficult it is to come up in life and become successful. There are innumerable hardships faced by a middle class man in his everyday life with less salary to meet up the necessities and his dream. Indian society can broadly be divided into three classes. On the top, there are the rich. They are the people who have got everything in plenty. At the bottom there are the poor. They are ill-fed and ill clad. It is seldom that they have their own houses to live in. In between these two classes, we have the middle class. The people belonging to this class are neither very rich nor very poor. They have to maintain themselves outwardly in a fitting and decent manner. Somewhere, hanging out of local trains, bargaining in the market and in the matrimonial columns of the Times of India is the Indian Middle...
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...author Carmen Aguirre, Carmen’s family had moved to La Paz where they are going to spend a few years. Carmen has experiences the different social classes in La Paz. She has learned how do people treat Indian people in La Paz. To compare her own family with their landlord’s family and friend’s family situation, Carmen has quickly identified the different social status and aspects in La Paz. The Siles, Carmen’s family and the schoolmate’s family symbolize three different classes in La Paz by home location, servants and whether children work or not. One factor to identify a family’s social status is their house location. As Carmen’s family move to La Paz, Carmen has meet “lower-middle-class neighborhood” whose house located at “Centre of national stadium” but not exactly “center of the town” (35). According to her description, she tells an example of location of a lower middle class in La Paz. Mostly, lower middle class live in the city rather than mountains, but they don’t live in the center of the city. Secondly, when her friends invited Carmen. They walk through a “dark” and “dirt” track which “full of holes” (49) on their way to her friend’s home. Finally, they arrive her friend’s house, which located on a part of hill. Aguirre recognize that only “poor” “Indian” working class lived at mountains (51). The road also shows an attitude of the city. The city doesn’t pay for that part of city for convenient structure such as lights and sidewalks. Moreover, Carmen has made her own...
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...“In India , a middle class family would travel by scooter in the classic, death- defying Indian fashion. The father would drive with his son on the floorboard in front of him and the mother seated pillion, cradling her infant daughter in her arms. In India at that time, CARS for a young family were far out of reach and is still the same.”- Ratan Tata Before starting the project, an extensive research was conducted by Tata Motors. They have finally arrived at; the middle class men should have safer transportation for their families, to fill the status void felt by the middle class families and also realized that four wheels had emotional, not just practical appeal. Tata motors initial sales projections were at about 500,000 cars per year. The basic reason was the conviction that the target price shall redefine the 4 - wheeler segment. If only 10% customers of 9 Million two wheeler market transit to 4- wheelers it shall amount to 50% of the passenger car market share. Having defined the target segment clearly (Two wheelers family men), they took the wrong route to approach these customers which clearly shows the lack of CI. Their marketing strategy was no where to find intimacy with the target customers. Few insights from their marketing strategy, Tata will sell its ultra cheap new car through its own retail and electronics megastores, which is Westside and Croma as well as auto dealerships . There will be no TV campaign, only innovative use of print, radio ...
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...Character sketch of Nick Internal characteristics Nick is a boy, who is about 10 years old and lives in 1923. The reason I think he is 10 years is the way Nick’s father is telling him what a labour is, and how painful it is, which a boy over 10 probably would know. Nick do also ask some questions at the end, for example “Is dying hard, daddy?” which is a very childish question. He lives with his father and uncle George on an Indian camp. His father is a doctor and works at the camp. I don’t think that the Indian camp is their hometown, but they might live there because of the father’s job. Their social status is over middle class; because being a doctor in that time, was not something you just did, but a demanding job. External characteristics Nick is an insecure and naive boy, but he develops a lot through the story. In the course of the story he goes from just having a slight idea of what it is to die, to actually experience the results of human suicide. Also seeing a woman giving birth made him grow, and gave him knowledge. In some respects he’s weak, for example when his father is going to put on some stitches on the woman, Nick don’t want to look. But on the other hand he’s strong. When the husband has committed suicide, it doesn’t seem to affect him that much, but that might also be because of the chock he...
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...Case Analysis Questions for Case 7-2 (pp. 222-223): Cosmetics Giants Segment the Global Cosmetics Market 1. What product lines do L’Oreal offer in its home market (France) and other developed markets (USA, UK, etc.)? How does L’Oreal segment and target in these established markets? (You need to visit L’Oreal website and conduct additional online research to find relevant information and answer this question.) France: • Makeup (tint/tone, lips, eyes, nails) • Facials (organized by type of care and skin type, age, brand, benefits) • Body care (beauty and body, sunscreen, sun care, brand) • Coloring (organized by color and brand) • Hair care (routine care, hair type, brand) • Styling (organized by benefits, brand and studio line) • Men’s products (care/cleaner, shave, styling, deodorant, shampoo/hair care, brand, hair color) • Makeup and hair accessories. USA: • Makeup (eyes, face, lips, nails, etc) • Hair • Skin care (moisturizers, treatments, cleansers and makeup removers, sun care, self tanner) • Hair color • Hair styling • Hair care UK: • Skin care (product type and brand) • Makeup (face, eye, lip, nails, brands) • Hair color (color, permanence, brand) • Hair care (hair type, product type, brand) • Hair Styling (desired effect, product type, brand) • Self tan (tanning type, product type, brand) • Gifts • Men (face, deodorant, hair, product type...
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...1 Answer: The market segment i have specifically chosen is the upper middle class housewives who are basically considered mostly about western food habits, In India about 80% of the upper middle class do not have microwave ovens but like to bake cookies, cakes and many more foods which requires a microwave oven, for their kids to make them happy. Obviously the housewives would be beneficial cause it saves their time for cooking, the mental stress of repeatedly cooking for their kids and family members. So i would target these segment of people and their main source of knowledge where they learn how to bake a cookie or a cake or any sweet dishes instantly, example television channels in India are the main source for Indian housewives for they get a varied tastes among the individual states in India and these channels mainly entertain the housewives from showing them different kinds of cooking recipes and the women would love to try them. And not only the cakes or cookies but to reheat the foods which has been left out and which can still be had, housewives in India wake up early in the morning to cook for their kids for their lunch boxes and because of the low time limit in the mornings kids mostly don't have their breakfast and go to school, So i would target the kids and husbands. In India middleclass housewives are jealous if their neighbor has one oven and complain to the husbands about the oven and make them buy one, So if there is one oven in the locality then most...
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...A Project On Haldiram’s product mix (on partial fulfillment of paper ”marketing management”) for BBS 2nd semester DEEN DAYAL UPADHYAYA COLLEGE (University of delhi) Content Page Topic 1 Cover page 2 Content 3 Acknowledgement 4 Declaration 5 Objective 6 Preface and research methodology 7 Company profile 8-11 Product mix of Haldiram’s 12-16 Analysis 17 Limitations of project 18 Bibliography Acknowledgements Working on the project “output devices” has been very pleasurable and enjoyful activity. While completing the project, I have incurred great many debts. I wish to express my gratitude to all of them. Firstly, I would like to thank my teacher Monika Bansal who not only guided me to give a practical touch to the project but also helped a lot in standardizing my research work. I’m also indebted to Mr. Raj Kumar manger, Haldiram’s moti nagar branch who provided me useful informations and Mr. Pankul Gupta for continuously provoking me to complete the project. It would have been very difficult to do this work but for the ever supportive library staff of DDU college (esp. Mr. Bharat Bhusan and Mr. Hari Om), British council library and Mrs. Sonia of commerce computer laboratory. Last but not the least my mother has been foundation for all my work. Despite the contribution of all mentioned above, needless to say, if there are any lapses in my work, I myself take responsibility of them. I’ve left others’...
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