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Top 10 Marketing Trends-2010

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    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.

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    EXAMPLES

    Just Cant Wait! Sonata , the mass watch

    brand from Titanindustries went in for arevamp, late 2010 . Thechanges have been done toappeal to the youth.

    The new tagline , WaitMat Kar stems from thefact that the youth is animpatient lot and cantwait for opportunities toarrive.

    Dumping The Executives!

    B.B shunned the imagery

    of being favorite of only

    the senior executives, with

    a multi media campaign:

    not just for the office guys

    .

    We are the blackberry

    boys went the add

    featuring few suit clad

    men, soon to be joined in

    by a bunch of youngsters.

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    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 ForInstant Results

    Smartphone: Ultimate Instant Gratification Tool

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    EXAMPLES

    Soft Release!

    Coca Cola released its new

    TVC on the web first ,

    catering to the informationseeking youth who dont

    want to miss new things

    for even a second.

    The campaign was

    downloaded andpreviewed by over 300,000

    consumers.

    Endless Goodbye!

    Airtel, when it rolled out

    its 3G services, introduced

    its new tagline, Dil JoChahey Paas Laye with

    reference to instant

    gratification.

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    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.

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    EXAMPLE

    A Luxury Feel Shunning its premium

    class image, Ford

    entered the small car

    segment with Figowhich offered more

    internal space and

    luxurious interiors in the

    segment.

    Hog to your fill

    Despite being diverse in

    menu , McDonalds has

    kept on its promise to

    remain the mostaffordable food chain.

    Pushing further the

    branded affordability, it

    introduced Happy PriceMenu.

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    BIG RETAILFINDS FEET

    Organized retail in India is growing at 25% perannum.

    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 tothe shopping experience of the customers.

    Organized retail offering consumers anopportunity to evaluate differentiated features ofa brand vis--vis other brands placed next to it.

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    EXAMPLE

    TAKE IT EASY EasyDay from Bharti retail

    with WalMart offers an

    assortment of products.

    Within two years the chainhas expanded to over 60

    stores.

    OFFERING NATURE IN

    ABASKET Godrej Natures basket is

    Indias first retail store for

    fine foods that caters to the

    need of an upscaleconsumer.

    Started in 2005 as a single

    fresh food store, it has today

    morphed into a 10 store

    chain of premium gourmet

    stores.

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    BENDING THE RULES

    Marketing and innovation are not exclusiveof each other anymore.

    Marketers now rely on marketing

    innovations to break the clutter and woo theconsumers.

    Marketing innovation on all Ps ofmarketing.

    Keep your eyes and ears open to get thefeelers from your patrons and keepinnovating.

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    EXAMPLE

    Pay per useBeing 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.

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    LIVING IN STYLE

    Luxury brands across sectors paradingIndian markets.

    Premium brands are coming to India with a

    lower price. Marketers looking beyond Metros and Tier-

    I cities.

    E

    ntering premium brands: Harley Davidson;ZARA; Tommy Hilfiger; Ed Hardy

    Low cost models for India Consumers

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    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

    consumers mind because of new entrants.

    Rebranding is a need to stay relevant and

    connected with growing number of youngconsumers.

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    EXAMPLE

    Color me Red Star plus on its 10th

    anniversary unveiled its

    new logo with the tagline

    Rishta Wahi Soch nayi.Star plus was the leader in

    GEC till it was over taken

    by Colors. The channel

    needed to re-invent it to

    stay contemporary.

    Changes in Real- ity

    Daburs juice brand Real

    went in for a re-branding

    by introducing a new

    packaging. The changeswere done to high-light its

    nutritional properties.

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    TAKING THECOUNTRY ROADS

    40% sales of Hero Honda comes from rural areas,

    17% of Maruti Suzukis 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 televisions huge success in rural areas-

    driving many companies to launch special

    packages in rural areas.

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    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.

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    EXAMPLE

    From drink to food Moving from health

    drinks to adding biscuits.

    It launched Horlicks Lite

    Bite Biscuits which were

    placed as healthier options

    to biscuits.

    Entry in highly

    competitive noodles

    segment with Foodles

    Alpenliebe Alpenliebe eclairs

    Mangofillz with tagline;

    Mango ka Tinku

    Creamfills

    All the products have been

    marketed on the platform

    of irresistibility and they

    draw advantage from the

    brandAlpenliebe.

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    MORE OFLIKE 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.

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    EXAMPLE

    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 allowedusers 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.

    Beat- ing competition

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