Top 10 Marketing Trends-2010

8/7/2019 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.


10/20

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.


11/20

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.


12/20

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.


17/20

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.


19/20

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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Top 10 Marketing Trends-2010

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