Understanding Consumer India’s demand Structure

1. WE ARE LIKE THAT ONLYRama Bijapurkar www.ManagementFunda.com

2. UNDERSTANDING CONSUMER INDIA www.ManagementFunda.com

3. Understanding Consumer India’s Demand Structure Individually “GAREEB” , Collectively “AMEER”

4. www.ManagementFunda.com

7. Under dozers

9. YOUTH OF INDIA Theories about the Indian market say that There are three things that will drive the growth and transform the character of Indian consumer market: The coming age of liberalization children. The changing Indian Woman. Transformation of Rural India into mega market. YOUTH CONSUMER: The Creamy Layer. The Consuming Class. ‘Stretch-a-bit’ Consumers.

10. Women of Consumer India The woman consumer Conservative working women The home entrepreneur The changing housewife Forces of change -Education -Outdoor Work -Role Models -Television www.ManagementFunda.com

11. RURAL CONSUMER INDIA Potential Market Changing structure of rural economy Per capita income Demand

13. Value Orientation Based Consumer Market Structure Rich Consumer Class – “ Anywhere in the world consumers who just happen to be in India . Consuming class – Oriented towards value for money . Not the market for premium products but for high end popular products. Climbers – “ Cash constrained benefit maximizes“ Aspirants – New entrants into the consumption arena The PAISA pack of Tea ,Detergents and Shampoo sachet aimed at this segment . Destitute – Hand to mouth category

15. SEC A, B- Prospering & Spending India

16. SEC C+R1- Middle India

17. SEC D+E1+R2- Mass Market

18. SEC E2+R3- Poor but Consuming India

19. The Self Employed as a distinct consumer class

20. Psychographic division

21. Ethnicitywww.ManagementFunda.com

23. ‘Mixed verdicts’ and ‘Continuity with change’ cause much frustration & they are the hallmark of everything Indian

24. Blurring boundaries between India & Bharat

25. Analogy trap

26. DNA of Indian societywww.ManagementFunda.com

29. Strategies for Indian Market Bottom of the pyramid – Individually poor collectively rich. Discounts / offers – Go for one get three. Understanding Demographics - 1) Youth – 60% of India’s teens stay in rural area. 2) Women – Only 23 % house wife’s in urban areas have jobs outside their homes

30. THANK YOU www.ManagementFunda.com