This document summarizes marketing in the Indian scenario. It discusses several key points: - Indian marketing has historically focused on value for money, universal availability, and small packaging due to shortages and a diverse population. Brand loyalty and customer service were less important. - The Indian consumer is price conscious, argumentative, and has fixed habits influenced by religion, caste, and regional differences. Relationship marketing is important. - Indian production has traditionally been small-scale, family-run businesses with low standardization and quality. A few large industries like cotton textiles existed. - Foreign marketers initially took arrogant approaches but now must adapt products to customer needs, view rural areas as important, and focus

1. Marketing in Indian Scenario
-B.V.Raghunandan, SVS College, Bantwal
MBA Department,
St.Joseph’s College of Engineering,
Vamanjoor, Mangalore
September 20, 2013

2. I
n
d
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a
n
M
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k
e
• 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

3. 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

4. Indian Consumer
• Head Strong
• Argumentative
• Price Conscious
• Comparison
• Low Brand Loyalty
• Fixed Habits
• Relationship
Marketing
• Local Production

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. THANK YOU