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Class-7-International Marketing

Class-7-International Marketing

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Published by Siddharth

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Published by: Siddharth on Aug 30, 2009
Copyright:Attribution Non-commercial


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International Marketing (Class-7)
Arun Bhattacharyya
Faculty MemberJIM, Noida
Sizing up Opportunities- An example
* Is foraying into real estate development.
(Source- Business Line, Dec-06, 2004)
* Entered into 50:50 JV with the Calcutta Metropolitan Group and theKMDA. 1
phase to be ready by 2011-12.* Idea: Usage of excess land (264 acres) at its factory in Batanagarnear Kolkata* Options under consideration: Setting up of an integrated townshipwith housing and commercial facilities and an industrial park* This is in addition to its process of restructuring of its retailbusiness and refurbishing of its 1600 stores around the country
BATA India Ltd.- The Indian arm of the Toronto-based BATA ShoeOrganisation
* Has five footwear manufacturing units across India with a combinedcapacity of 40 million pairs annually since 1931.
Sizing up the Indian Youth
CategorySpecific CharacteristicsSize
Dabblers(13-21agegroup)Aware and tech- and info-savvy.Biggest influencers in family for goods& services (especially technical goodslike LCD, TV, cars, etc.); Has biggestinfluence on retail as they like to hangaround retail shopsWell-to-do (India)- 25 mWell-to-do (Metros)- 7 mMonthly dis. Income (I)- Rs3800Monthly dis. Income (M)-Rs4500Top Exp. Pdt. Category-lifestyleSelf-owned residences- < 1%Source: Ernst & Young Pvt Ltd.Aspirers(22-28agegroup)
Around 80% of this group is eithersingle or recently married as a resultof Indian cultural forces. Have a hugeappetite for new products and goodexperiences.Well-to-do (India)- 18 mWell-to-do (Metros)- 6 mMonthly dis. Income (I)- Rs5200Monthly dis. Income (M)-Rs6000Top Exp. Pdt. Category-lifestyleSelf –owned residences- 19%Thrivers(29-35agegroup)Most distinct group; has strongcultural bondsWell-to-do (India)- 15 mWell-to-do (Metros)-57 mMonthly dis. Income (I)- Rs5800Monthly dis. Income (M)-Rs7500Top exp Pdt. Cat.- HouseholdSelf-owned residences- 35%

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