...The size of the prize in Indias hinterlands is on the rise. Rural India accounts for about 50 per cent of Indias GDP and nearly 70 per cent of the countrys population. Since 2000, per capita GDP has grown faster in rural areas than in its urban centres: 6.2 per cent CAGR versus 4.7 per cent. Rural incomes are growing and consumers are buying discretionary goods and lifestyle products, including mobile phones, television sets and two wheelers: between 2001 and 2009, spending in rural India was $69 billion, significantly higher than the $55 billion spent by the urban population. Companies that recognise this enormous opportunity are experimenting with various go-to-market models to garner their share of this growth. But the results have been mixed. To understand why and what to do about it Accenture conducted a major research study of more than 100 companies to discover how successful companies are responding to the opportunities and hurdles. An efficient sales and distribution model is the most critical factor to achieve profitable and sustainable growth in rural markets: nearly 60 percent of the survey respondents ranked it as the top imperative. Our research found that a hallmark of success in rural India is overcoming challenges in the three stages of the consumer lifecycle reaching, acquiring and retaining the rural customer. In terms of reaching the rural consumer, the biggest obstacles facing companies are inadequate distribution networks, partners with limited capabilities...
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...CONTEMPORARY GREEN MARKETING - BRIEF REFERENCE TO INDIAN SCENARIO R. Shrikanth *, D.Surya Narayana Raju ** * Assistant Professor Department of Master of Business Administration, CMR College of Engineering and Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ** Associate Professor, Department of Master of Business Administration, Vidya Vikas Institute of Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ABSTRACT In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The Paper aims at finding out what actually Green Marketing is all about and how can...
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...ASIA PACIFIC JOURNAL OF MARKETING AND MANAGEMENT REVIEW Vol.1 Issue 1, SEPTEMBER 2012, ISSN 2319-2836 GROWTH AND CHALLENGES OF RETAIL INDUSTRY IN INDIA: AN ANALYSIS SUNITA SIKRI & Ms. DIPTI WADHWA Assistant Professor M.L.N College Yamuna Nagar-Haryana ABSTRACT The Indian Retail Industry is the fifth largest in the world. Comprising of organized and unorganized sectors, Indian retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially the retail industry in India was mostly unorganized, however with the change of taste and preferences of consumers, the Industry is getting more popular these days and getting organized as well. The Indian Retail Industry is expected to grow from US$330 billion in 2007 to US$640 billion by 2015. According to the 10th Annual Global Retail Development Index (GRDI) of A.T. Kearney, India is having a very strong growth fundamental base that’s why it’s the perfect time to enter into Indian Retail Market. Indian Retail Market accounts for 22% of country’s GDP and it contributes to 8% of the total employment. The total retail spending is estimated to double in the next five years. Of this, organized retail –currently growing at a CAGR of 22%- is estimated to be 21% of total expenditure. The unorganized retail sector is expected to grow at about 10% per annum with sales expected to rise from $309 billion in 2006-07 to $496 billion in 2011-12. This paper focused on changing face of Retail...
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...Marketing Channel Strategies in Rural Emerging Markets Unlocking Business Potential By Benjamin Neuwirth Benjamin Neuwirth, Kellogg School of Management, bneuwirth2012@kellogg.northwestern.edu 1 EXECUTIVE SUMMARY In his landmark book “The Fortune at the Bottom of the Pyramid,” C.K. Prahalad describes the profits that can be earned by selling products to “Bottom of the Pyramid” customers. While there is truth to this, companies face unique challenges when operating in the rural regions of emerging markets where many of these customers live. For example, the consumer population is dispersed over a wide geographic area, transportation infrastructure is often poorly developed, and many consumers have sporadic and extremely low incomes. This paper examines these challenges from a marketing channel perspective. The fundamental question is: How can companies entering into rural emerging markets design a marketing channel strategy that meets the needs of customers and allows for the long-term profitable success of the business? I begin answering this question by examining common challenges that companies operating in this environment face. Each challenge is accompanied by examples of companies that have solved the problem in a unique way. Then, I develop a generalized framework for designing marketing channels in rural emerging markets. Finally, I apply the framework to d.light Design, a company that manufactures and sells solar lanterns in India and Africa and that I worked...
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...MKS0119 Nokia’s Rural Marketing Strategies in India: Reaching Out to the Bottom of Pyramid “The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will soon outstrip the urban market. The rural market is not sleeping any longer. We are.”1 – Adi Godrej, Chairman, Godrej Group of Industries To expand its presence, Nokia is planning to launch a new service ‘Nokia Life Tools’ that would provide information on market price, weather, etc., to information-starved farmers. While the idea is not new, the challenge in front of Nokia is to convert the 70 million rural mobile users in using its service, amidst competition from local input dealers and ITC e-Choupal that offers similar services. Rural Marketing in India: Demographics and Economics Out of India’s population of over 1 billion, 70% lives in rural India.2 India consists of 627,000 villages3 with 13% of them having a population of above 2000.4 For the people of rural India, agriculture is the main occupation. Agriculture contributes 17.8% to India’s GDP with about 60% of the workforce employed in the agriculture sector in 2008.5 Since independence, rural India went through a socio-economic transformation due to the various initiatives taken by the ministry of rural development.6 However, till 1990s, the gap between rural and urban development remained wide. With the implementation of minimum support price (the rate at which the government buys the farm produce to prevent farmers from...
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...Annual India e-Marketing 2011 Benchmark Research on India Digital Marketing © Copyright Octane Marketing Pvt. Ltd. Octane Research, January 2011 0 Octane Marketing Pvt. Ltd. Report No: AIE2011 First Impression, 2011 Price USD 999 Address: The Research Group, Level 4, Rectangle 1, Commercial Complex, D-4, Saket, New Delhi - 110 017. INDIA Phone: +91 11 324 34 436 research@octane.in Copyright © Octane Marketing 2011 All rights reserved. This report has been prepared by Octane on the basis of information and opinions delivered by marketers which are believed to be reliable and accurate. Octane has tried its best to ensure the accuracy of the information; however no responsibility, expressed or implied, is being accepted or will be accepted by Octane for any consequences that may arise from errors or omissions in this publication. This publication is intended to provide only a general outline of the subjects covered and not a substitute for detailed research or the exercise of professional judgment. Professional advice should be sought before taking any action on any issue. The information contained herein is current as of January 31, 2011, unless otherwise specified. © Copyright Octane Marketing Pvt. Ltd. All rights reserved. Permission should be sought from Octane for the reproduction of the contents of this publication in whole or in parts. 1 Message from the CEO… Indian marketers are moving at a fast speed to tap the ‘new normal’ opportunity. Consumers...
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...The analysis for the marketing strategies & practices of Infosys Part A Organization information – Infosys Brief Introduction of the Infosys Infosys Limited (NASDAQ: INFY) was started in 1981 by seven people with US$ 250. Today, Infosys are a global leader in the "next generation" of IT and consulting with revenues of US$ 6.35 billion (LTM Q1-FY12). And it is now the largest IT Company in India with its headquarters in Bangalore (although it was started in Pune). And Infosys have several delivery centers all over the world. (Infosys Limited 2011a) Infosys defines designs and delivers technology-enabled business solutions for Global 2000 companies. Infosys also provides a complete range of services by leveraging Infosys’ domain and business expertise and strategic alliances with leading technology providers. Infosys operates in a number of business sectors from banking to retail, and its services tend to encompass end-to-end IT solutions which includes a whole bundle of added-value solutions from infrastructure to software engineering. What Infosys do Infosys offerings following main services: (Infosys Limited 2011a) - Business and technology consulting - Application services - Systems integration - Product engineering - Custom software development - Maintenance - Re-engineering - Independent testing - Validation services - IT infrastructure services - Business process outsourcing (BPO) ...
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...-Journal of Arts, Science & Commerce ■ E-ISSN 2229-4686 ■ ISSN 2231-4172 MARKETING STRATEGIES OF GLOBAL BRANDS IN INDIAN MARKETS Dr. Girish Taneja, Associate Professor, Head of Department, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India Neeraj Gupta, Lecturer, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India. Rajan Girdhar, Research Fellow, Faculty of Business & applied Arts, Lovely Professional University, Phagwara, Punjab, India. ABSTRACT With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services...
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...Branding Challenge: Some of the branding challenges that were faced by Cadbury while launching their Premium Brand Silk are: "When we started work on Silk, we trawled the marketing and socio-cultural worlds to understand how mainstream brands can give birth to strong sub-brands that hit above them. And there aren't too many such examples." - Kawal Shoor, head of planning, Ogilvy India * How to create a sub-brand of CDM that sells at 11 times that of the CDM price. "Silk, the way it has been positioned, has the ability to stand alone today, basically due to the very different product delivery it offers. While Silk is smooth and 'melty' CDM is hard and chunky. However, at the same time, CDM and its base equity remains." - Brand consultant Harish Bijoor * A major challenge that such a sub-brand of an existing successful brand has to tackle is how not to alienate lovers of the base product, who have a palate memory that is as old as their childhood. "CDM extended chocolate consumption to firstly, the adult segment, and secondly, to all the different occasions for which meetha (sweets) used to be consumed in the Indian context, in a sense "repositioning" chocolate in the mind of the consumer." -Tanuka Ghoshal, assistant professor - marketing, ISB Hyderabad * With such a successful core brand, it is indeed a challenge to sufficiently differentiate an extension in the same category, price it at a premium point, and make it a success. Defining Premiumness: Premium...
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...BULL India Assessing market leader challenges RED BULL India Assessing market leader challenges 1. Background In 1984 Red Bull GmBH was co-founded by Dietrich Mateschitz, an Austrian entrepreneur and former marketing director for Blendax, a toothpaste company. After visiting Thailand in 1982 Mateschitz discovered that a drink called Krating Daeng helped cure his jet lag. After some research, he contacted the owner ChaleoYoovidhya, a self-made Thai billionaire who introduced Krating Daeng to the world in 1976 to strike a business deal to sell the drink in Europe. Krating Daeng, which means “Red Bull” in English, was inspired by the tonic drink Lipovitan of Japan, with prime ingredient as Taurine, and was popular among Thai truck drivers and labourers. After agreeing to the terms, Red Bull GmbH was founded by each partner investing $500,000 of savings and taking a stake in the new company. Chaleo and Dietrich each held a 49% share of the new company and gave the remaining 2% to Chaleo's son Chalerm, but it was agreed that Mateschitz would run the company. The product was initially launched in 1987 in Austria as a carbonated version. Today, Red Bull is the most popular energy drink in the world in terms of market share selling over 5.2 Billion cans worldwide in 2012. 2. Red Bull in India The Red Bull brand came to India in 2003 and has been a pioneer in the energy drinks segment in the country. Traditionally, energy drinks have not been very popular in India. Products...
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...EGT1 Global Business Cross Cultural Differences in India Western Governors University India has become a global conduit for business as they have liberalized their economic policies over the past 20 years. Companies are flocking to India because of many factors, including, less expensive labor costs, increasing growth rate, and an abundance of a highly skilled workforce. These factors in addition to other advantages have substantially increased the number of United States businesses looking to grow beyond the U. S borders into the county of India. Dunlop Software Consultant’s goal is to also expand its operations internationally and believes that India has the business environment to meet our goal of expansion globally. Accordingly, I will be examining cross cultural challenges, differences in business practices, and ethical issues that we encounter as by expanding operations into India. As we consider our expansion of our consulting business into India, there are cultural differences that we must consider and understand. There are obvious cultural differences between business and personal standards in the U.S and India. The first major cross-cultural difference to be aware of is communication. India has a culture of hierarchy that can be traced back to the caste systems of 3000 years ago. (Kumar, 2005) The caste system is a rigid and upward mobility is difficult if not impossible. Although India abolished the caste system it continues to have steeped tradition...
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...Contents Contents 1 1. Key Challenge 2 2. Segmenation 2 3. targeting 3 4. Positioning 4 5. Interview with dlf 4 6. Product 5 7. Pricing 6 8. PROMOTION 7 9. PRODUCT MIX 9 10. CONCLUSION 11 11. references 11 1. Key Challenge As part of Part I of the project we did a situational analysis for Sobha covering the 3Cs (Company, Customer, Competition) and came up with a list of major challenges that Sobha faces. In this report, we kept our focus is in doing a STP (Segmentation, Targeting and Positioning) analysis for Sobha and come up with a list of recommendations that Sobha can consider to effectively handle those challenges. Though the real estate sector in general experiences several common challenges like spiraling input costs, shortage of labor, global liquidity crunch etc. Sobha's marketing-specific challenges are the following in our view – 1. Get recognized as a major pan India player in the real estate segment 2. Competing with established all-India players like DLF, Unitech etc In this paper we discuss on how Sobha can leverage its unique differentiating factors like full backward integration, reputation on quality etc and effective marketing mix to address the above challenges. 2. Segmenation The real-estate industry can be segmented broadly under the following heads – 1. Individual a. Affluent b. Upper middle-class c. Middle-class d. Low income group 2. Corporate ...
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...assignment Name of the organization – IBM INDIA Duration – March 2012 to April 2014 Designation – Application Developer Major Responsibilities- Last salary earned- 378000 Major responsibilities- Team lead, end-to-end sales automation Please detail any achievements / experiences that you think are exceptional Selected as one of the 30 final participants 1078 women students across Top 30 B-Schools of India to attend Womenspire - HCL meets Emerging Women Leaders Awarded academic excellence medal from Anna University for securing university rank 5 among 1059 civil engineers Secured 5th rank in Anna University among 1059 civil engineers from 35 affiliated colleges Are you a member of any Professional / Social / Cultural Organization? (Yes / No) Yes If yes, please detail your position in the organization. I’m a member of ‘I’m Literate’, a Chennai-based NGO focused on helping the children at various orphanages for their education and basic needs Pleases describe your extracurricular interests in brief 1. What are your long term ( 3 years - 5 years) and short term (1 year - 2 year) goals in life ? My short-term goal is to gain best knowledge on sales and marketing in which I wish to pursue my career. For achieving this goal, I intend to excel in studies at IIM Lucknow by specializing in marketing and find a suitable position in a global company taking responsibility for a leading brand. I wish to learn and develop general marketing skills by applying the knowledge in a practical...
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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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...Rural Marketing Post the economic slowdown, policymakers and companies are busy designing strategies to sell products and services to larger markets. While boosting profits quickly is no longer the essential parameter, Atmanand, MDI Dean of Executive Post Graduate Programs, believes that revisiting age-old management theories and sticking to basics is the most cost-effective marketing tactic. The rural focus “The strategy taken by Hindustan Unilever Ltd. (HUL) to enter the rural sector, which has remained insulated so far, is a good one,” says Atmanand. “In states like Maharashtra, Gujarat, Andhra Pradesh, Delhi and Haryana, the company is expanding steadily by expanding their network of dealers and making themselves household names.” Of course, replicating the HUL model may be difficult for a startup, but it does serve as a valuable lesson in marketing: Don’t put all your eggs in one basket. The entire gamut of white and brown goods has found a place in the rural market, driving several industries to actively explore it. “In the current scenario, companies should change their strategies for market-ing. For market sustainability, we have to look at the rural markets. This would include products that have been especially designed for these markets at prices that will suit the sector,” says Atmanand. Tailor-made products for rural India The company should provide rural folk with products and services that would meet their requirements. Take Cavin Care, for instance, which...
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