...lifestyle. Chocolate market in India is valued at Rs 2,000 crore and is growing at the rate of 18 – 20 per cent per annum. The Indian chocolate market is seen growing at a compounded annual growth rate of 15-20%. Over 70% of chocolate consumption takes place in the urban areas. Chocolate consumption in the rural areas is negligible in India. Chocolate market is a highly concentrated market, with Cadbury having 70per cent and Nestle around 20 per cent. These two companies have been instrumental in building up the chocolate market in India with huge investments in product development, advertising and brand building. Modern trade constitutes about 10% of the overall chocolate category, or roughly Rs 320 crore, according to Nielsen. Of this, brand Cadbury Dairy Milk has a share of 35%, while Bournville and Silk together account for 18%. Cadbury’s India Ltd, has been in India since 1948. In all the segments i.e.moulded chocolates, count chocolates and panned chocolates, it is undoubtedly the market leader. The world’s largest marketer of chocolates (became world number one when it acquired Rowntree Macintosh of the UK) – Nestle, made its foray in the Indian chocolate Industry in November 1990. In the eighties, Cadbury’s decided to focus its efforts on making chocolates a distinct category with an identity of its own. And the marketer had positioned its product at children to do that. By the end of the eighties, Cadbury’s ruled the market with over 80 percent market share. The rapid...
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...Industry Insight Nutraceuticals February 2008 4th & 5th Floghts, Road No. 1, Banjara Hills, Hyderabad-500034, India Tel: +91-40-23430303-05, Fax: +91-40-23430201, E-mail: info@cygnusindia.com Website: www.cygnusindia.com Disclaimer: All information contained in this report has been obtained from sources believed to be accurate by Cygnus Business Consulting & Research (Cygnus). While reasonable care has been taken in its preparation, Cygnus makes no representation or warranty, express or implied, as to the accuracy, timeliness or completeness of any such information. The information contained herein may be changed without notice. All information should be considered solely as statements of opinion and Cygnus will not be liable for any loss incurred by users from any use of the publication or contents Industry Insight-Nutraceuticals SYNOPSIS Along with the growing healthcare industry in India there is an emerging trend in growing consumerism for ‘Fast Moving Healthcare Goods (FMHG)’; worldwide known as Nutraceuticals, which are by definition, ingredients with human health benefits beyond basic nutrition. In this report, Cygnus has considered nutraceuticals along with functional foods to estimate the total market of nutraceuticals, both for global and Indian market. According to Cygnus estimates, nutraceuticals market in 2007 was INR18.75 billion and expected to grow at 20% CAGR to achieve a market size of INR27 billion in 2009. Global nutraceuticals market is estimated...
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...pro-business environment that aims to attract multinational companies (MNCs). Because of this enormous market size and positive business climate, scores of American firms--including General Electric, General Motors, McDonald's, Kellogg's, and Microsoft--have recently entered the Indian market. As a result, the country has forged strong commercial interests with the United States, with trade and business relations across many industrial sectors. In fact, the U.S. is India's leading source of technology and her most valuable investor. However, any company that desires to enter the Indian market must realize the serious challenges of doing business there: segmenting the marketplace properly, understanding the country's economic and political situations, getting through the government bureaucracy, and understanding deep-seated cultural biases and attitudes. It is hoped that a discussion of the Indian marketplace in terms of market potential, culture, consumer behavior, and selling aspects can add to other articles published recently in Business Horizons* and aid MNC executives in facing those challenges successfully. Sprinkled with numerous success tales and war stories, the discussion offers insights gleaned from a survey of Indian businesspeople (shown in the Sidebar on the next page)--insights that can help provide a reality check on the Indian market potential. True Market Potential A fairly large country, India is nearly 2,000 miles from north to south and some 1,800 miles...
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...Batch: SMP09 Branch: Vashi Contents LAKME Overview...................................................................3 MARKET SIZE .........................................................................5 MARKET SEGMENTATION .....................................................7 CONSUMER BEHAVIOR TOWARDS LAKME ...........................8 POSITIONING.......................................................................11 COMPETITION BRANDS.......................................................12 MARKETING STRATEGIES BY OTHER BRANDS .....................13 CURRENT MARKET STRATEGY.............................................23 REFERENCES:.......................................................................29 LAKME Overview India, with a population of nearly a billion people, is a country of contrasts. India's urban population is the main engine that fuels the demand for various cosmetic products. Although Indians are strongly attached and committed to their traditions, and culture, the advent of television and the awareness of ...
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...EXECUTIVE SUMMARY Luxury branding is a whole new ball-game altogether, both from the perspective of the marketer as well as the luxury consumer. It therefore becomes important to view it both in relation and isolation from the ‘regular’ goods marketing. To achieve the above objective, we first look at how luxury goods are different from regular goods and then go on to explore some facets and trends of the luxury goods as well as their market and consumers. This finally sums up into a SWOT analysis of the luxury goods segment, thereby helping in obtaining a bird’s eye view of the exercise at hand. Considering that the luxury concept has shifted to the ‘new’ meaning, we delve into that aspect to understand the drivers for luxury brands presently, as well in the time to come. This is followed by a luxury potential determination of the Indian market both in terms of quantitative growth factors as well as qualitative initiatives. Post identification of the mindset of the Indian luxury consumer, we have conducted a synergetic strategy building exercise, in an attempt to make sure that there are actionable points, which will go on to ensure the best interplay between the 3 most important factors for a luxury brand, i.e. the product brand, the brand / reputation of the service provider and the price-value relationship of the luxury brand. 2 TABLE OF CONTENTS Getting to know luxury......................................................................1 Difference between regular...
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...brand of chips was launched by ITC on 14th March 2007 with an aim to capture at least 25 percent market share of the Rs 2000 crore branded snack market within five yrs. Business Standard's Annual Brand Derby has picked Bingo as the most successful launch of 2007. Market situation The target set by ITC was an extremely ambitious target according to observers as the market was dominated by the Frito Lay group (owned by Pepsi Co) with a slew of brands like Lays, Kurkure and Uncle Chips holding 50 per cent of the market share. The other was the Haldiram group with 25 percent of the market share. The organized snacks category is subdivided into the Traditional segment (Bhujia, Chana etc) dominated by Haldiram. The second category is the western segment (potato chips, cheese balls, puffs etc) and the finger snacks segment which is an adaptation of traditional snacks to the western format. The latter two categories are dominated by the Frito Lay group. Strategies adopted The success of Bingo’s marketing strategy can be attributed to the following:- • Media Timing and Allocation • Assortment of flavours and eye catching packaging • High Availability at big and small retailers across the country and Pricing Strategy • Point of Purchase Display Communication Tools Apart from advertising, 4 other platforms as shown in the diagram below were utilized for maximum penetration in the market. Advertising Direct and Interactive Marketing Word of mouth marketing Public Relations and...
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...from traditional physical formats, such as CDs and tapes. With the distribution of digital music in India largely skewed towards the telecom business, music was increasingly being accessed via mobile devices, including smartphones and tablets. Overall, the role of the recording company seemed to be diminishing. While some of the leading companies in the music industry were testing the waters in the digital space, new players, including technology companies, were quickly entering the market with various new platforms and services. Sony Music has unveiled its ‘India Segmentation Study’, the country’s first and largest research undertaken to analyse psychographic and demographic profiling of Indian audiences based on their music consumption patterns. It offers a never seen before insight into the life of a consumer over-layed with their music preferences. Sony Music Segmentation Study is researched and conceptualised by the International Insight Team at Sony Music UK and India, along with market research giant GMI (Global...
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...Prepared by Batch Ref. No. Prepared on Manohar M. M. Iyer XMBA – 19 VAS2010XMBA15P005 December 20, 2012 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 2 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Contents 1. Disclaimer note: ........................................................................................................................................4 2. Introduction ..............................................................................................................................................5 3. Brief understanding of the case study .......................................................................................................6 4. Analysis of Indian Consumer Behaviour & Premium watch purchase decision ...........................................7 5. Building the XYLYS brand in India...............................................................................................................8 6. End note: ..................................................................................................................................................9 Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 3 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand 1. Disclaimer note: This document is prepared purely...
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...retail environment where ensuring brand and retail consistency can be more stimulating than with the manufacturing of products. The entire sense of the retail store strengthens the brand’s image of friendly, easy-to-use and stylish computer. Retail today has changed from selling a product or a service to selling a hope, an ambition and above all an experience that a consumer would like to repeat. Whether you call it customer service, customer experience, good selling habits, or simply doing the right thing, in retail you are only as successful as your last customer interaction. Lack of recognition as an industry creates challenges for the retail sector in many ways. Creating a powerful retail experience begins with a commitment to consistency. It begins with an understanding of what the brand is intended to mean. It begins with a gratitude for how the brand meaning should shape the retail experience. It begins with the consciousness that for retail brands, the retail experience is very much the brand experience. It is always useful to have better customer insights, which will help to target the appropriate market segments. Program strategy then can be defined to improve the Retail Experience and finally through Advance Measurement techniques, we can measure the performance of how much we have improved upon the Retail Experience. RETAILING “Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system...
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...Background As one of the most famous automakers in the world, Volkswagen group targeted the Indian market as a great opportunity to increase its global brand awareness and growth. After the company introduced Skoda and Audi in India, Volkswagen was also selected to enter the Indian market as a worthy brand aimed at a different target audience. Clearly, VW had to differentiate itself from the clutter of auto brands to gain the Indian market share, but it is a challenge to convert the brand perception of Indian consumers. By hiring Doyle Dane Bernabach (DDB) Mudra to run the advertising and campaigns, VW successfully took the first step toward winning the Indian market, yet its marketing strategy still faces deficiencies. SWOT Strengths • High-quality products • Strong core values of brand (Innovative, Valuable and Responsible) • Different models target different segments • Understanding of Indian consumers’ insights Weaknesses • Lower brand recognition in Indian • Lack of auto services (fewer dealers) • Limited advertising budget Opportunities • Growing India automobile industry Threats • Increased fierce competition • Over-rated Skoda’s brand perception in Indian • Fast-paced introducing of new models Issues & Suggestions Since VW in India has to transition from the launch stage to the growth stage, building brand recognition is no longer the only main objective for the team. As we look back...
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... XYLYS – EXPLORING 601 – Pratikshya Mishra 635 – Trishna Datta 701 – Sonakshi Arora CONSUMER PERCEPTION ABOUT PREMIUM WATCHES IN THE INDIAN CONTEXT Indian Market • Avg Growth Rate : 8% per annum for five years • Despite declining global trends, the value and volume figures for 2009 stood at 40.6 Billion units and INR 54.6 billion. • The rate of growth was 8.5% in value and 15.4% in volume. • Premium Watch Segment Growth Rate : 20% p.a. • First Company: HMT launched in 1960‟s • Titan, a TATA and TIDCO joint venture started in 1984, is currently the top player of the Indian market. • After 1992 liberalization, Timex was the first off-shore brand to step into the Indian market. • Timex was followed by Casio, Rolex, Citizen, TAG Heuer, Tissot, Omega, Swatch etc. Players IN Indian Watch Market % of Market Share 21% 6% 65% 8% Titan Swatch Timex, Citizen, Maxima, H MT and others Unorganized Sector Segmentation of the watch market Mechanical – INR 3,000 M • Quickly went out of fashion • Market share dropped from 7.2% to 4.6% in 5 years Quartz Analog – INR 46,000 M • Largest in value and volume • Market driver for growth in 2009-14 Quartz Digital – INR 6000 M • Consumer perception of being low quality and lacking in style Segmentation of the watch market 5% 35% Casual 60% Formal Sports Segmentation of the watch market Mass Market Mid Market Premium Market (< INR 1,000) (INR 1,000-10,000) (> INR 10,000) Premium Watches (INR 10...
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...P&G Mr. Bob McDonald P&G says: “They are carrying out on all three width of expansion strategy - touching and recovering extra consumers' lives, in new parts of the world and more absolutely."They have made investments in modernization, support of marketing and value of consumer. These have provided go faster unit volume that might increase the profitable market share growth in the near future. Those are very obvious sign in their strategy is operating." (http://www.mad.co.uk/) Marketing planning process strategy for the expansion The P&G has implemented a supply chain innovation and MR. Jake Barr is in charge of this. He is responsible to form out the techniques to obtain the customer commodities like giant's detergents, soaps and personal care products etc. for the people of 5 billion customers in 170 countries more efficiently including USA. This could generate $50 billion for the company that have boasts 13 brands and making more than $1 billion worth of revenue every year. In order to make the equal of a 14th billion-dollar brand—by stocking shelves in stores in the US market additional precisely by replying improved to what people desire. They are attainments are 5,000 retailers and 30,000 suppliers in order to contribute in a technique which will directly signal products preferred by customers in the US market especially in the US market.. After analysis it has been...
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...Customer satisfaction level for online shopping using ACSI’s with respect to Indian shopping trends ABSTRACT Today is the Era of Globalization and the consumer is not bound within boundaries of a particular place to access products available in the outer world, now he can go beyond the boundaries of any market area where he lives, to access the things of his interest. But this virtual connectivity known as “ONLINE SHOPPING OR E-TAILING” is really a challenge for Indian customers to be associated with; they face some real time problems related to trust and quality. But the Indian shopping trend shows some rigid type of behavior towards online shopping. They do not trust this shopping style as they have to see and choose a product virtually and pay for it, without any kind of physical touch, which was really difficult to be done in Indian market, but in past 2-3 years the trends have changed at least in metros and big cities. This paper is aim to measure the customer satisfaction level using ACSI (American Customer’s Satisfaction Index), which will give us a deep insight of the market potential available in Indore for online shopping. It has been observed that Indore is adapting the changes in shopping trends in metros very quickly, they love to shop from home and enjoy online shopping. So the process of analysis of factor affecting customer satisfaction levels was initiated, ACSI Model uses the three manifest variables: Customer’s Expectation, Perceived Values and Over-all...
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...(India) Contents Abstract 1 Introduction 2 Literature Review 2 Effect of MNC’s into Indian Retail Market 5 Advantages 5 Disadvantages 7 Hypothesis 8 Conceptual Model 8 Conclusion 10 References 10 Abstract Globalization paved the way for entrepreneurs to expand their wings beyond their respective counties. MNCs exploit the business opportunities in other countries based on the FDI policies in those countries. This has both advantages and disadvantages to the target country. The MNCs have their impact on the economy and people of countries in which they operate business. This paper focuses on the impact of MNCs on local businesses in retail sector in India. The report review existing literature which provides insights into FDI policies in India, the level of FDI allowed by Indian government with respect to single –brand and multi-brand foreign companies, the advantages, opportunities, risks, threats and disadvantages of allowing MNCs into retailing sector in India. Introduction Retailing is the business taking up by individuals or families in India. Generally mom and pop kind of businesses operate in retail sector. The retail sector has tremendous growth in India. Moreover retailing is a profitable business in India. Since India is the country with huge population, naturally it is the correct destination to foreign investors to get profits from the market. India has been traditionally depending on the small businesses in terms of retailing. However...
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...Marketing Research Project Modern retails in India - Trends, issues and future GROUP - 4 Divya Katoch Gaurav Bhola Hanuman Sharan Hemant Meena HimaSindhu Karthik Junnuri F - 099 F 101 F 102 F 103 F 105 F 108 Page 1 Marketing Research Project ACKNOWLEDGEMENT We sincerely express our gratitude to Mr. Hemang Dangi for his constant guidance throughout the project. We also want to thank all the respondents of our survey for spending their valuable time in filling out the survey. Yours sincerely, Group 4 MBA- 1st Year Section B Page 2 Marketing Research Project Table of Contents 1.Title page ................................................................................................................................1 2.Acknowledgement ..................................................................................................................2 3.Index/ Table of content ..........................................................................................................3 4.Abstract ..................................................................................................................................4 5.Introduction ............................................................................................................................5 6.Review of literature .............................................................................................................. 10 7. Research methodology ...................................
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