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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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