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10 TRENDS THAT WERE

FAVOURITE OF
MARKETERS IN 2010
YOUNG FOREVER!
 The youth factor was found to be the common
thread running across all other nine following
trends.
 Indian population under 25 years of age is 51%
and under 35 is about 66%.
 By 2020, India will have the youngest income
earners of the world. –UIDAI
 Consumer is becoming younger.
EXAMPLES
Just Can’t Wait! Dumping The Executives!
• Sonata , the mass watch B.B shunned the imagery
brand from Titan
of being favorite of only
industries went in for a
revamp, late 2010 . The the senior executives,
changes have been done to with
appeal to the youth. a multi media campaign:
• The new tagline , “Wait not just for the office guys
Mat Kar” stems from the .
fact that the youth is an “We are the blackberry
impatient lot and can’t wait boys” went the add
for opportunities to arrive.
featuring few suit clad
men, soon to be joined in
by a bunch of youngsters.
WANT IT & WANT IT NOW!
 Patience is no more a virtue.
 The key differentiator of the website Facebook
is its instant connectivity.
 Marketers have a challenge to cater to the
unlimited wishes and meet their sky-rocketing
expectations at the earliest.
 IPL, T20 success: Increasing Appetite For
Instant Results
 Smartphone: Ultimate Instant Gratification Tool
EXAMPLES
Soft Release! Endless Goodbye!

• Coca Cola released its new • Airtel, when it rolled out


TVC on the web first , its 3G services, introduced
catering to the its new tagline, “Dil Jo
information seeking youth Chahey Paas Laye” with
who don’t want to miss reference to instant
new things for even a gratification.
second.
• The campaign was
downloaded and
previewed by over 300,000
consumers.
THE DHANIA FACTOR

• ‘More value and quantity for less price’


• Dhania factor similar to ‘more for less’
mindsets.
• MicromaX- With its low pricing strategy
and feature packed handsets , captured
10% market share of the mobile handsets in
India.
EXAMPLE
A Luxury Feel Hog to your fill
• Shunning its premium • Despite being diverse in
class image, Ford menu , McDonalds’ has
entered the small car kept on its promise to
segment with Figo remain the most
which offered more affordable food chain.
internal space and • Pushing further the
luxurious interiors in the branded affordability, it
segment. introduced Happy Price
Menu.
BIG RETAIL FINDS FEET
 Organized retail in India is growing at 25% per
annum.
 More Indian consumers are preferring Branded
retail stores over local kirana stores.
 Potential retail majors are not only offering
discounts on branded products but also adding to
the shopping experience of the customers.
 Organized retail offering consumers an
opportunity to evaluate differentiated features of a
brand vis-à-vis other brands placed next to it.
EXAMPLE
Offering nature in a
Take it easy basket
• EasyDay from Bharti retail • Godrej Nature’s basket is
with WalMart offers an India’s first retail store for
assortment of products. fine foods that caters to the
• Within two years the chain need of an upscale
has expanded to over 60 consumer.
stores. • Started in 2005 as a single
fresh food store, it has today
morphed into a 10 store
chain of premium gourmet
stores.
BENDING THE RULES
 Marketing and innovation are not exclusive of
each other anymore.
 Marketers now rely on ‘marketing
innovations’ to break the clutter and woo the
consumers.
 Marketing innovation on all P’s of marketing.
 Keep your eyes and ears open to get the
feelers from your patrons and keep innovating.
EXAMPLE
‘Pay per use’
Being a late entrant in GSM
space ,the brand chose to
innovate on product and
pricing both.
‘Pay per site’
While browsing internet on
mobile most of the users
browse one or two sites
frequently.
LIVING IN STYLE
 Luxury brands across sectors parading
Indian markets.
 Premium brands are coming to India with a
lower price.
 Marketers looking beyond Metros and Tier-
I cities.
 Entering premium brands: Harley Davidson;
ZARA; Tommy Hilfiger; Ed Hardy
 Low cost models for India Consumers
CHANGE IS GOOD
 Wide range of brands wooing customers makes
it essential to stand out.
 To keep a check on whether the brand is
gathering dust or has it taken a backspace in
consumer’s mind because of new entrants.
 Rebranding is a need to stay relevant and
connected with growing number of young
consumers.
EXAMPLE
Color me Red Changes in Real- ity
• Star plus on its 10th • Dabur’s juice brand Real
anniversary unveiled its went in for a re-branding
new logo with the tagline by introducing a new
“Rishta Wahi Soch nayi”. packaging. The changes
Star plus was the leader in were done to high-light its
GEC till it was over taken nutritional properties.
by Colors. The channel
needed to re-invent it to
stay contemporary.
TAKING THE COUNTRY ROADS
 40% sales of Hero Honda comes from rural areas,
17% of Maruti Suzuki’s sales today is from rural
markets.
 This exceptional pull of consumer demand fueled
by an overdrive of awareness and acceptability is
forming ‘New Rural Consumer’
 DTH television’s huge success in rural areas-
driving many companies to launch special
packages in rural areas.
THE EXPANSION THEORY

 LG did it and so did Godrej. Maggi and Britannia


were not far behind. All these names added and
multiplied the number of products under their
brand umbrella.
 If the marketer sees equity in a sizeable segment
created by a brand, he would be tempted to
convert that into value.
EXAMPLE
From drink to food Alpenliebe
• Moving from health • Alpenliebe eclairs
drinks to adding biscuits. • Mangofillz with tagline;
• It launched Horlicks Lite ‘Mango ka Tinku’
Bite Biscuits which were • Creamfills
placed as healthier options
• All the products have been
to biscuits.
marketed on the platform
• Entry in highly of irresistibility and they
competitive noodles draw advantage from the
segment with ‘Foodles’ brand Alpenliebe.
MORE OF LIKE THIS
 Use of social media on a hype!
 Marketers are using social media
for not only promoting their
product but also for seeking
feedback and consumer redressal.
EXAMPLE
Beat- ing competition
The digital plan for Chevrolet
Beat from General Motors
consisted of two legs- Pre launch
and Post launch. The pre launch
involved ‘Drive your Beat’
competition on
driveyourbeat.com that allowed
users to express their “beat” for
a thing, emotion, place, country,
person or the like. The post
launch involved consumers
requesting online for test drive
of beat .In a two-weeks time,
there were 28000 requests for a
test-drive.
THANK YOU

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