Trends to help brand positioning in India across innovative sectors

1. MARCH 2012
Geopolitical Tomorrows: India
Niki Gomez for Future Lab
Slides to complement theReport

2.  INDIA IS COOL
 BOTTOM OF THE
URBAN PYRAMID
 MATURALISM
SOURCE: Trendwatching

3. Fashion
Film
Art
Design
Food
Business

19.  International companies are eyeing market
opportunities of the large number of lower income
consumers in India (as Western markets flatten)

20. Dedication of products that tailor to their needs and price points such
as ChotuKool, Akaash tablet, Lehar Gluco Plus (Pepsi Co), etc

22.  Able to handle much more honest
conversations, more daring innovations,
more quirky flavors, more risqué
experiences, these consumers increasingly
appreciate brands that push the boundaries.
So if you’re a Chinese or Indian or Turkish
brand, or you’re a Western brand selling
to emerging markets,
2012 is the year that you can push things a
bit further.
SOURCE: Trendwatching

23. They offered a spoof sex toy to customers spending
over USD 150.
The leatherette 'Knee J' knee pads came boxed in
packaging featuring risqué retro cartoons and the
tagline "Knee Jerk Reactions Guaranteed.” (2011)
SOURCE: Trendwatching

24. Indian personal care brand hand sanitizer Sanitol's ad campaign shows
one man touching another's intimate area and another picking his
colleague's nose. The ads hint at the kind of germs that consumers
might have on their hands, and proving why they should use sanitizer

25. WHAT DO
INDIAN
CONSUMERS
WANT?

26.  They used to live at home with the their
parents
 Are now in adolescence stage. 21 yrs
after liberalisation (1991).*
 Following a conservative and austere
period, the consumers started to consume
again.

27.  Challenged by Complexity- searching for
simplicity
 Natural Products- for today’s needs
 Experience Hunter- experience defines
and differentiates me
 Me, Myself and I- moving away from
collective to the personal satisfaction
 Interest groups- surge of niche and
unconventional interests and communities

28.  Hybrid Cultures- Indian and global, modern
and traditional
 Safe in my Bubble: minimise anxiety and
danger
 Be the Change you Want to See- youth
change leadership
 Instant Gratification- I want it now
 Women’s Emancipation
 Making Every Minute Count- convenience,
minimise effort and time

29.  Instant Gratification- always connected, as
it happens
 The Pursuit of Youth- age doesn’t matter
 Pester Power- junior’s opinions count on
household decisions
 The Rise of Technocracy- India
synonymous with technology
 Infused with Technology- technology a
component in every category

30. Some recent major
repositioning strategies

31. From ‘Indians are second to none’ strategy
at independence to
 ‘Spark the Rise. Don’t Accept Things as
They Are’
 A call to action. A challenger spirit that
leads us to build ourselves better lives
 A thirst for a brighter future
 Core values : accepting no limits, thinking
alternatively, driving positive change

32.  http://vimeo.com/31561940

33.  Contemporary & empowering
 Move from mediocrity to excellence
 Strong online presence- use of Crowd
sourcing
 Indian optimism: rewarding Indian social
entrepreneurs
 Aiming towards global reach

34. • Retailing has changed, so have we.
Aiming at
• Consumers with luxury aspirations
• Younger consumers -
current franchise is 25-45; welcoming
18-25

35. • Moving from a no-frills, simple, reliable brand
towards premium category products
• Environmentally conscious image
• Use of animated characters, Chouw and Mouw
to help spread change
• http://www.youtube.com/watch?v=h1E203JIRKs

36.  From Count on Us! to Way of Life!
 From reliability and affordability
to spirit and sporty
 More excitement

37. • Translates globally - expansion into new
markets
• Less Indian-centric
• Modern, friendly, accessible
• Move to 3G
• http://www.themarketers.in/airtel-rebranding-why-on-earth

38.  Samsung
 LG
 IBM
 Unilever
 P & G
 Nestle

39.  Telecom Airtel
 Cement
 Tractors
 Paints Asian Paints
 Tyres Apollo
 Passenger Cars Tata Motors.
 Liquor UB.

40. Innovation

41.  The world is looking to India for ‘disruptive
innovations’
 Clayton Christensen: Disruptive technologies
were exactly those that did not appeal to
entrenched market leaders because they
tended to under-perform existing technologies
and served a less-profitable consumer
demographic*.
 Develop ‘next practices’

44. • Uses traditional and high-tech:
rice husk ash and silver nano-
technology
• $21 price point
• Filter lasts for 200 days for a
family of 5
• Collaboration between Tata
Chemicals, TCS, and others

45.  Lower price point as well- Sonata Rs 275 upwards
 Targeted women who never bought watches before. Now seen as a
type of jewelry
 Innovative: watches powered by light! Slimmest watch in the world!

46.  Thebasic objective of
Project Shakti is to
economically empower
underprivileged rural
women by creating
income-generating
capabilities and providing
a sustainable micro-
enterprise opportunity in
addition to improving
rural living standards
through health and
hygiene awareness.
- SharatDhall, Marketing
Manager -Rural, HLL
 There are 25,000 women
in Project Shakti across
8,000 villages in 15
states.
 The entrepreneurs earn
between Rs 700- 1000 a
month, doubling their
household incomes

48. ChotuKool creates livelihood opportunities
across villages by encouraging them to be
an entrepreneur. Under this venture,
entrepreneurs will be trained and nurtured
to establish their own outlet.
This platform would not only provide an
opportunity to earn but also to grow by
being part of a larger eco system, which
will encourage their learning and growth.

49. • Godrej Eon: Clever innovations in air conditioners and
washing machines and appealing designs of
refrigerator exteriors.
• Godrej Interio:The advent of technology infused
furniture that enables a unique, enjoyable usage
experience.
• GoodKnight Advanced: Successful, disruptive
innovations such as smokeless mosquito repellent
coils, aerosols and repellents with natural ingredients.

50. http://bit.ly/A9Eapw

51. THANK YOU!