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Brands are leaving no stone unturned in their quest to attract this consumer group. An analysis.
MARKETING TO THE
A SPECIAL REPORT BY AFAQS! REPORTER
IMAGE COURTESY PHOTOLIBRARY
Such classifications are hotly debated or accepted with a sceptical shrug. In 2006.8 lakh a year (under 2001-2 base price) in the high income category. 2 0 1 0 PHOTOGRAPH COURTESY: IMAGESBAZAAR. In 2009.SPECIAL REPORT INDIAÊS AFFLUENT DISCOVERING THE AFFLUENT onsumers in India have always been pretty tricky to double-guess.COM . In a span of less than five years the stereotype of the affluent class has changed T dramatically. rich farmers or generations of rich families.6 million affluent/rich households in India. And business continues to struggle with defining target markets based on the most logical measure . If the economic reforms of the ’90s unleashed the pent-up energy of India’s entrepreneurs. which is most likely to be reflected in their high-income profile. we defined households with an annual income of Rs 40 lakh or more. middle. lower middle or strivers.3 lakh dollar-highnet-worth individuals in India compared to less than 25. the list now also includes entrepreneurs. for the first time. senior executives. Unlike affluence. Indian households with high incomes outnumbered those in the low category at the end of 2009-10. Successful entrepreneurs. 42 afaqs! Reporter. aspirers or affluent. there are 1. “The heterogeneity of the Indian consumer makes it difficult for marketers to slot a single group as affluent. old Indian business families or film stars. the past decade has seen rapid growth of the affluent class. Experts have their own definition and they qualify this with labels like super-rich. They are those who have a large amount of wealth and spending power. it pegged 1. instead of reassuring.6 million to households with monthly incomes of over Rs 40. the elusiveness and concept of mystery is highly desired amongst luxury consumers.7 million high income households compared to 41 million in the low income category. These are individuals who have in excess of $1 million as investible surplus annually. India has 46.” CHANGING COLOURS he affluent Indian consumers have evolved over the years. Futurebrands India.household income. The recent National Council of Applied Economic Research (NCAER) report on Earnings and They come in varied shapes. rich. Says Santosh Desai.000 a decade ago. employees in large organisations. the NCAER findings classifies households earning over Rs 1. The prime reason leading to guesses about the consumer’s class is that private wealth creation in India has accelerated rapidly. when The Knowledge Company (a division of Technopak Advisors) produced the first comprehensive study on trends in Indian luxury.000. In another study (CapgeminiMerrill Lynch World Wealth Report 2010). top end of the market or mid-market and so on. the notion of these consumers was that of the scions of the royalty. often leave one feeling even more anxious. sizes and style quotients. However. Today. If earlier. farmers. consuming class. the Nielsen UMAR (upper middle and rich) report put a figure of 2.” says Arvind Singhal. It is in this paradox that the Indian affluent reside. managing director and CEO. Technopak Advisors. August 16-31. Though luxury has never been easy to define. How do marketers view the affluent consumer? By Narayan Iyer C Spendings reveal that. A farmer buying a high-end truck is perhaps more affluent than a city slick senior management staff in a large organisation. These labels. chairman. luxury is more of an indulgence than a necessity. “When we set out on estimating the number of new super-rich households.
Nagpur. partner. improved connectivity and significant changes in consumption patterns with high aspiration levels of small-town India are compelling marketers to take notice of a new affluent class. Chandigarh. Raipur. Pondicherry. Visakhapatnam. over the years. logistics are improving and organised retail is growing much faster in key urban towns and smaller towns. connectivity to smaller towns has become better.” HARISH BIJOOR. Allahabad. the HNWI population grew 50. CHAIRMAN. Roorkee. 2 0 1 0 43 . Jodhpur.” ASHOK RAJGOPAL. Coimbatore. Jaipur. It is these varying factors that are making marketers. Madurai Û Key Urban Towns Aurangabad. distinguishes them. Bhubaneshwar. increased awareness due to media penetration.” SANTOSH DESAI. advertisers and brand managers alike warm up and reach out to this consumer class. Jamshedpur. “The sale of luxury goods beyond the top 15 cities including the metros THE NEW MARKET DYNAMICS Mumbai. Trivandrum.both retail and wholesale. and the demands of consumers here are different. Vadodara. In April this year. “They may have lacunae in many other areas such as education. CEO. buy a lot. agricultural commodity traders. TECHNOPAK ADVISORS “Growing affluence levels and increased awareness is due to media penetration. Delhi. MD AND CEO. Bhopal. The one commonality.” says Ashok Rajgopal. Chennai. Lucknow. Marketers are chasing the growing number of affluent in the rest of India because of the potential and the need to tap this segment. 2010 “Marketers should stimulate desire and capture the now rapidly increasing spending potential of the affluent in India with a sharper focus across segments. Ernst & Young. but the ability to splurge good money over good and bad products alike. various things are happening. “From a marketer’s standpoint. The New Market Shehers Report RICH PICKINGS THE HIGH INCOME FAMILIES Figures in Â000 Figures in Rs 150 120 “To be affluent in today’s world is not to indulge. Indore.” says Harish Bijoor. FINDING THE AFFLUENT here has been a gradual increase in spending power which has moved from the metros to the satellite towns around them. that emerges is that these are people who are financially well-enabled. opulence. savour the best things of life and do most of their eating with their eyes rather than with their mouths. the number of high income families was only 13. Udaipur.” says Rajgopal. it is to do with living better. Hassan. Anand. August 16-31. or even extravagance.000 to 1. geography or health.SPECIAL REPORT PRESENTS traders . Ahmedabad. Kanpur. it also means lavishness. Harish Bijoor Consults.” says Laveesh Bhandari. ERNST & YOUNG is an indicator of the shift in affluent buyer destination. into smaller towns where the affluent profile is fast emerging. Patna. Shimla. the Indian urban growth story that until now was driven largely by metros. Kolkata. Now it is going further. the city in the ‘backward’ region of Marathwada. smart and realising years of aspirations. Moradabad. better known for its poverty.80. Surat. media and entertainment. comfort.” ARVIND SINGHAL. Ludhiana. Consider Aurangabad. is now moving beyond. Affluence levels are going up. Faizabad. This has led to a situation where affluence combined with the availability of products or at least a means to get those products out to those places. Gwalior. director of Indicus.80. Cochin. Given the large consumer base of these markets.000 50 “The high end of affluent are forever peripatetic souls who travel a lot. convenient.9% in 2009. Vijayawada. an increase in share of relevant afaqs! Reporter.000 Above 1. To some. “The growing affluence levels. World Wealth Report 2010 Û In 2001-02. FUTUREBRANDS INDIA 150 100 90 60 30 0 Below 40. sumptuousness.” feels Desai. it managed to make many marketers take note of the city when 115 individuals placed orders for new Mercedes cars. across the class of affluent. Rourkela. acute water shortage and lack of industrial development. MEDIA AND ENTERTAINMENT.000 40. is creating the spurt in consumption. “A study of 100 cities’ consumption spending by us shows that metros constitute about 30 per cent of the total consumption market.7 2009 Û In India.8 million Û 62% of Indian households belong to the middle class that comprises the affluent at the top end Source: NCAER. Aligarh. PARTNER. Bengaluru. CEO. contractors and professionals such as lawyers and doctors. Û India also has a relatively high market-cap-to-GDP ratio raising the HNI population Source: Capgemini-Merrill Lynch. Amritsar. Geographically too. About 22 key urban towns are growing and getting bigger and more affluent according to the Indian Consumer Spectrum of Urban India Report by Indicus Analytics. Hyderabad Û Metros T Pune. improved physical connectivity and significant changes in consumption patterns. Nasik. Rohtak. Goa. HARISH BIJOOR CONSULTS 84 0 2008 126. Shillong Û Rest of urban India: Urban cities other than rural India Source: Ernst & Young. This indicates that the key urban towns. eat very little. Earnings and Spendings report. the rest of urban India and rural India together garner almost 70 per cent. a research firm.
The affluent buyer will spend on an expensive watch. his expectations and aspirations are the same. Striking the right balance will achieve the goal. when advertising an affluent brand. Affluent buyers value their anonymity and don’t flaunt their INDIAÊS AFFLUENT Communicating to the affluent should neither be too overt nor too covert. Says Ashish Chordia. marketers.” suggests Bijoor. While the realities of the affluent beyond the metros may be different from the urban or metro consumer.SPECIAL REPORT PRESENTS consumers would imply larger numbers being added in these markets than in the metros. By Narayan Iyer S PHOTOGRAPH COURTESY: IMAGESBAZAAR. Marketers need this lens to view the target market. A few years ago Bijoor's company did a typecasting exercise across nine countries to assess how many types of people exist in different cities (Types were classified by their similar buying behaviour). August 16-31. T RIGHT WORD. In New York. national creative director. What is clear and evident is the need to focus on innovative ways to be relevant to this growing target group. “Every affluent brand has a certain belief and ideology. greater expenditure on entertainment.” says Prasoon Joshi. It also speaks a certain language. Cheil Communications India. RIGHT TIME omeone truly said that the rich are different from most of us because they have the money.” he says. In India. In Boston. Though the complexities of pinpointing the affluent will continue to exist.” explains Singhal. The brand proposition is as important as the product. A luxury brand is to be flashed and flaunted. Luxury Marketing Council of India. they found 14 different types of people. But the rich are unlike each other too. Luxury Hues and CEO.” explains Suthan. In Bhopal. “For us. A COMPELLING CASE he affluent tend to be very different from those less economically fortunate. executive chairman. The language for the affluent is different from what is used in most mass communication.” says Prathap Suthan. B BRAND POSITIONING rand-building is a different ballgame in case of affluent goods. McCann Erickson. Marketing to the rich should be about creating salience that will get allure and buzz. Many affluent brands achieve authority as a result of the creative talent of their design teams who respect the brand heritage and yet continuously reinvent it.” Porsche follows a strong direct communication policy with its customers and prospects with high quality. Creativity plays a key role in creating an affluent image. advertisers and media planners will continue to face challenges in reaching out to this class. not at realities. Porsche India. They also need to understand the psychographics of this target class and their attitudes toward life. updates on new products that are sent personally. Moreover. Savvy marketers know that finding this difference is the key to success in marketing to them. as it will allow them to communicate better with what is fast emerging as the new future market. It is true that affluent brands are often confused with luxury brands. which makes it important for marketers to perfect their communication. they found 213 types and in Vijayawada 171 types. less time spent on day-to-day necessities of household chores and occupation. in reality the difference is stark. director. “This is why marketing in India is regarded much more difficult than fighting for pieces of market share in the West.” recounts Amit Dutta. as long as it is a brand he associates with. 2 0 1 0 . Thus. it is the brand’s attributes that are key. Though there seems to be a thin line separating the two. Media channels that allow companies to communicate with consumers are growing in diversity and reach. “A marketer has to aim at aspirations.” suggests Desai. the potential buyer is a person who wants a car that is high on luxury. Affluent consumers are becoming increasingly selective about products. Buying for value or price (sometimes both) they look for experiences that will enrich their lifestyle. India. “When I was at Amex. 44 afaqs! Reporter. “You will never find the price tag in a Rolex watch ad. With an increase in the sales of LCD televisions and wellness services in smaller towns.COM wealth. “Advertising could also be different and may need to use local references. performs at par with a sports car and is sporty for driver and passengers alike. The result is that marketers are increasingly focussing on differentiating their products and communicating their values to potential customers. managing director. sophisticated and affluent buyers do not have the time to shop and negotiate as they did when they were building their fortunes. unlike an affluent brand. they found nine and in Tokyo 11. “They are demanding and prefer to buy brands with a reputation for quality and stick with them once they find the right fit. companies need to devise innovative strategies. we did an event with Abhishek Bachchan in Goa creating innovation and freshness that gave customers something to talk about. identifying strategies to reach this target audience. “Affluent households tend to have lifestyles characterised by lesser physical work. the diversity was astounding. You will find that they have a new model and the location of the store where you can pick it and no more.
” Special events and other public relations efforts must be carefully coordinated to convey the desired image of the brand. which matter. close-knit community.” ASHISH CHORDIA. the magazines selected for advertising a fashion brand are often unconventional and trend-setting. Alyque Padamsee.SPECIAL REPORT STRAIGHT TALK t is a tough call for marketers to create that halo around their brand to attract the affluent. if you understand the human emotions associated with the brand. “The premium private banking services offered by us espouse different brand attributes compared to the main ICICI Bank. For instance. for instance. If one of them tweets about a product and is followed by 500 people. For successful communication to reach the affluent. BBDO INDIA “The affluent space is competitive but. no medium is bigger than that. “Direct communication with customers and prospects is our preferred mode of contact. MCCANN ERICKSON. PORSCHE INDIA .” JOSY PAUL. as the affluence rises. the communication will be both above and below-theline. EXECUTIVE CHAIRMAN.” suggests Suthan. INDIA “Most of our communications. value and snob appeal. one needs to develop a good public relations programme that speaks to these consumers in innovative and nontraditional ways. not yet crowded. NATIONAL CREATIVE DIRECTOR. achieves the task of reaching them.” stresses Chordia. not the numbers. “The affluent are a well-connected. It is the kind of people who read them. Any I communication that can turn into a cocktail or dinner table conversation. While the basic banking and finance product suit will be the same across banking customers. It’s tricky if a communication experiment fails.” AMIT DUTTA. The brand managed to strike a chord with the target and many asked for it later.say.” recollects Padamsee. “The movies in which the brand appears. LUXURY HUES AND CEO. ICICI Bank. the marketing is automatically done. For instance. Testimonials and recommendations do the trick better. exclusivity goes up too. Says Josy Paul. “The aura of the brand needs to exist for it to exemplify exclusivity. including advertisements.” PRASOON JOSHI. will have attributes beyond price and look for buyers who share certain similarities. chief creative officer and chairman. it generated the aura amongst those who did not have it. CHIEF CREATIVE OFFICER AND CHAIRMAN.” warns Padamsee. “Whatever the brand and the consumer type. a select screening or a meeting with the brand ambassadors to maintain the exclusivity. private banking clients enjoy services and benefits that make them feel their affluence. it made sure that the prospective buyer was chosen from a list of 100 (not based on one’s ability to pay) like-minded prospects. planned to suit what needs to be communicated. the hospitality sector identifies that frequent guests relish inconspicuous service as well as having their preferences for all sorts of things. which needs to capitalise on other means .” says Chanda Kochar. communicating how the experience a brand provides satisfies their emotive needs. the celebrities and pop icons who endorse the brand must also be selected carefully. It is for this reason that social marketing has a huge fan following amongst the affluent.” says legendary adman. “Deep down. are subtle and at all times catch the eye of the successful and the discerning. It has adverse impact on the brand. This can be built by increasing the exclusivity quotient when looking at a communication strategy for the affluent. so one needs to be careful about brand positioning and brand heritage when targeting the affluent. DIRECTOR. “Some years ago a premium bag brand managed to create affluence by holding a party where a few amongst the guests had the bags with them when they arrived. Inputs by Ankit Bhatnagar “Social media could be harnessed well for reaching out.” says Joshi. MD. This creates the buzz. CHEIL COMMUNICATIONS INDIA “The brand attributes need to be well understood and not compromised or diluted. A new medium that is fast catching up is in-film placement. Without placing a logo or mentioning it. LUXURY MARKETING COUNCIL OF INDIA “Affluent shoppers flock to select brands not because they don’t care about price but because the service these brands provide adds value to the shopping experience. More often than not. managing director and CEO. BBDO India. A high-end luxury home.” PRATHAP SUTHAN. When Mantri Developers created 11 exclusive apartments in Bengaluru. The communication experience needs to be consistent and uniform. The communication technique adopted for a high-tech gadget will be starkly different from say a financial or hospitality service. including food and drink remembered by hotel staff.
It is the difference between ‘being pushed’ and ‘making your own way’. This doesn’t mean the brand is rigid. a distinctive course defines not only what you do and how you do it. There are also formal dining and wine-tasting events at leading BMW dealerships across India. Delhi as a venue where our customers can indulge with the brand in an exclusive environment is another. But. We always concentrate on our strengths and thus on the implementation of the luxury claim which we convey with each of our vehicles. the future belongs to India. nor does it deny BMW opportunities. 1 in the luxury car segment in India and how it manages to portray a symbol of dynamism. We also plan to introduce a pre-owned car business with the launch of BMW Premium Selection in India. business is directed by a clear value system that guides management actions. BMW India will further expand operations by establishing its presence in 10 more cities. or BMW. If you concentrate on your strengths and anticipate the challenges of the market. This has been our strategy in India. and we won’t go with the idea. We have set very high standards in service quality and customer care in India. however compelling it is. And this is exactly how we position ourselves to redefine luxury. By ANDREAS SCHAAF This year. it serves as a framework for decision-making. The writer is President. where we currently have 16 BMW dealer facilities. If you want to benefit from the dynamics of the Indian market later. novel solutions can be found. between quick results due to short-term actions and the lasting success generated by your own strength. we decided to stand our ground in a fiercely competitive environment with new ideas and the strength to promote our new products. To reiterate the focus of the brand. promoting creativity. We were prepared to meet the challenges head-on to ensure our company’s success. and being the leading supplier of luxury products and services for individual mobility. it is still the ‘ultimate driving machine. but also what you do not do.SPECIAL REPORT PRESENTS Why BMW India is the No. In absolute terms. This divison will offer solutions for Retail Financing for BMW customers and also offer insurance solutions to its customers through its cooperation partner. it will cumulatively build the organisation’s desired long-term reputation. For us. we have adopted communication of the rich heritage of BMW Eras through association with leading fashion designers and events such as the India Couture Week. if actions submit to the values recognised as being ‘onbrand’. Seen in this light. we plan to introduce BMW Financial Services India. As we embark on the next phase of our dealer network strategy. We were able to anticipate trends and that gave us an edge. held at the Jahangir Art Gallery in Mumbai. If not. There have been initiatives such as the BMW Golf Cup International across 10 cities and the BMW Art Cars exhibition. with our enhanced product portfolio we have engaged with our customers and prospects in innovative dialogues to ensure that the brand affinity transforms into product ownership. We have addressed these through competency-enhancement across all levels seeking new business opportunities. Our strategy has been to embark on an aggressive product offensive with rapid market expansion through greater customer intimacy. BMW . As pioneers in bringing luxurious dealerships to DRIVING IN STYLE COMMENT F India. we set a decisive course by setting up BMW dealerships of international standards across all metros. focusing on individuals. which meet the expectations of our customers. Everything about a BMW says quality.’ Also. These qualities enabled us to weather stormy conditions and continue to invest in our future. At BMW India. So whether your BMW is three weeks or three years old. we appreciate that it risks fragmenting what our brand stands for. India cannot compete with other high-volume single markets yet. This is what we did. enabling the business to feel confident that all its operational decisions are building the brand towards its long-term ambitions. Rather. which will function as a nonbanking finance company once it gets the necessary regulatory clearances. you need to act today. recognising future challenges. We do not make compromises. between imitating and pioneering. The difference is decisive. Conceptualising the BMW Studio at Janpath.
S IDENTIFYING THE MEDIUM ays Amin Lakhani. partner.a plasma TV or a Csegment car. through credit card usage. The report pegs KUTs and ROUI to potentially command 40-50 per cent of India’s urban advertising spend. affluent brands are more easily within the grasp of ordinary consumers.” Affluent products are considered by consumers to be those which are better than the norm. there has been a significant uptake in the leisure and lifestyle spends on I consumers in the key urban towns (KUT) as well as rest of urban India (ROUI). Ernst & Young. psychographics or through SEC classification is passé. exchange. “With technology being able to map consumption pattern it is now possible to gauge affluence by mindset mapping. COO.” Take the Tata Sky set-top box. Lodestar Universal.COM . “I would be cautious and go according to the client’s need before working out the right media for the product and brand to reach its desired target. Says Nandini Dias.” she adds. According to the Ernst & Young report on the New Market Shehers. “The traditional way of profiling an affluent consumer by demographics. Now we map by the number and kind of durables in a household. Mindshare Media. By Narayan Iyer s a Mont Blanc customer affluent or a broadband connection holder? Is a Tata Safari owner in Rohtak affluent or a technology company manager driving the Honda City? This target group is a nightmare for media planners who are grappling with getting the right mix of medium and media to reach out to the target. with the KUTs and ROUI increasing their share of ad spends and volumes. head. Amin recollects the debate revolving around this product was largely if it PHOTOGRAPH COURTESY: IMAGESBAZAAR.SPECIAL REPORT REACHING OUT INDIAÊS AFFLUENT It’s the affluent that media planners are grappling to reach. financial investments and lifestyle indicators.” says Ashok Rajgopal. “Media spends are moving towards non-metros. but still affordable . Unlike brands in the luxury sector (Bentley or Armani).
” says Lakhani. The mindset that luxury products are best advertised in glossy magazines is also a myth. it mentioned its arrival by detailing showroom locations.” says Lakhani. 2009 . LODESTAR UNIVERSAL A “The mass affluent tend to state they watch infotainment.” recounts Dias. it is interesting to note that 50-60 per cent of Bigadda’s registered users are from nonmetros. COO. The output through this media mix is different for each product category.” says Lakhani. Nuon. it is important to get a mix that appeals them. Cosmopolitan and Vogue to launch affluent products catering to women. For example. music and movie channels in English in dipsticks but most of the time is spent on cricket. can reach the affluent in a very effective way. CUT THE CLUTTER dvertisers and media planners agree that a mix of above the line (ATL) and below the line (BTL) advertising is what works in good dose. event partnerships in KUTs and ROUI for BTL activities. PRESIDENT AND CEO. According to the Ernst & Young study.” says Dias. while advertising on mass media.SPECIAL REPORT PRESENTS was for the affluent or not. “Most often. it is best left to create an imagery that fits into this target through BTL initiatives.” adds Natrajan. It adopted road-shows. a consumer looks at a product or a brand.” adds Lakhani. LINTAS MEDIA GROUP uses Sachin Tendulkar from time to time to interact with existing customers and serious prospects. The affluent mindset is one that is driven by knowledge (most admit to doing a lot of research before a purchase) and practicality (they look for value in their purchases and need to see the tangible benefits of spending more on a product). where the snob value is more.” SUDHA NATRAJAN. gets curious and looks up the net to figure out details on price and location before getting on to consuming the product. Aviva “The touchpoints for this target segment are innumerable as they have access and the disposable income to experience it. High value product categories are still metro dominated. Source: E&Y The New Market Shehers All Figures in %. There are instances when the communication fails to achieve the desired results. “Limited access to word-of-mouth experience is fairly common with this category.” NANDINI DIAS. “Getting Aamir Khan for the Tata Sky commercial set the brand imagery and perception in place for the target. High-end affluent consumers are best targeted by creating environments for them to feel their power and exclusivity. “Imagery is of essence while talking to the mass affluent. but I have found instances when it has failed to do so. A large portion of this has moved to KUTs and ROUI. The aspirational element is best brought alive through a premium looking TVC or magazine ad which is aired in niche channels and large format ads in magazines. a credible platform for engagement is critical. With internet gaming not restricted by any barriers. Media planners can play the role of helping the affluent with information. “To ask someone to spend Rs 4. Hindi/regional movies and news. “For the super affluent. “OOH. Mont Blanc and Rolex find equal placements in newspapers. When Audi launched in India. CEO and president. No medium per se can deliver imagery. When Westside decided to launch its youth brand.” he recounts. Inputs by Ankit Bhatnagar SPREADING OUT A comparison of media spends in metros and other cities Metro KUT ROUI Rural India Consumer durables (appliances) 50 Consumer durables (electronics) LCD TV 70 Consumer durables (electronics) CRT TV 10 Branded clothing 65-70 Cars (under Rs 8 lakh) 40 Financial services 40 Women's personal hygiene products 35 Two wheelers 20 30 30 30 20-25 40 30 30 30 NA 30 10 20 15 20 30 20 30 15 15 20 Û Current Ad spend in the metros may have come down to 40-45% of the national media spend. Traditional advertising for this class is more a matter of information. these are found to work most often with luxury brands. “Direct mailers are assumed to work with this category. With multiple touchpoints reaching this target. One cannot miss out the power of social media and the internet. But. while reaching out to them through their most preferred media platform. though there is a marginal shift in ad spends to KUT and ROUI. Since luxury consumers place a high premium on heritage and exclusivity than the price. a combination worked well. In-film placement of premium brands in the recently-launched Aisha is an example of using a medium to target the affluent. The placement of screens and the streaming targeted advertising in recent years has been very effective. too. the portal is increasingly gaining advertising from consumer durable manufacturers and high-end FMCG products for its draw with the non-metro consumer.” explains Lakhani. Lintas Media Group. “Different companies have different strategies.000-odd on a box and then pay monthly charges to watch TV was daunting. airport lounges or duty-free shops tend to work better for these products and targets. companies have tied up with magazines like Elle. mass channels. Brands usually work on customised events and media properties to engage this TG. For a brand like Samsung that has products for the affluent across geography and class. More and more brands are looking at celebrity endorsement.” says Sudha Natrajan. it tied up with MTV and went for an advertiser funded programme with them. “Placing ads in niche magazines.
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shah@livemint. One needs to use this new medium of connecting with the digividuals (digital individuals). the graph will indicate the way media is consumed. numbers just do not tell the true story. For instance.com .SPECIAL REPORT PRESENTS AN ENGAGING MEDIUM New technology has made the task of marketers that much simpler by selectively reaching the high-end consumers. The writer is director. Just to get our math right this 10 per cent is more than the population of Canada. COMMENT M By RAHUL VARMA EXPOSURE TIME (Daily media consumption patterns) 1 hour 26 minutes Reading newspapers/magazines 1 hour 59 minutes Watching TV/recorded TV programs 2hours 16 minutes Listening to radio/recorded music/podcasts 2 hours 2 minutes Using Internet for work or personal use 1hour 53 minutes Email/chat/instant messaging Source: PAX Digital Life 2009 across eight countries Morphed telecom devices and telecom service providers are the ones who seem to have got the mantra right. LG is another example where it has integrated the young. 38 per cent of the increased consumption is due to internet usage. Taking the story about everincreasing consumption of digital ake no mistake. In contrast. Hence. enigmatic John Abraham with social networking. please call Rakesh Shah at +91-9810566654 or email rakesh. like an informed researcher. not just individuals.the reason for our intellectual power . The product development around the theme of ‘Pocket Internet’ of Aircel says it all. Internet usage has further increased within 62 per cent of these affluent consumers in the last one year and 55 per cent of the users claim it would further increase in the coming times. new products. especially when guessing potential consumers. Of this additional 43 per cent of media exposure.5 hours of media every day. The once-regional player is now the key challenger brand across circles.3 hours. new technology and last but not the least . The affluent Indian still spends 34 per cent of his time reading the newspaper but the average Indian spends more than 50 per cent of his time with newspapers. Synovate India This special report has been brought to you by Mint. New technology has made the task of marketers that much simpler by selectively reaching the high-end consumer who still is different in psychographics and usage through digital media. Let me now. show you two sides of the same coin and then leave it on you to decipher the right mantra. This is how digital media helps a marketer: • Reach and usage of digital media is on the rise • Assured advertisement exposure • Targeting of consumers is more precise • Innovation at the marketing executives’ finger tips • Any time is prime time • Individualistic consumption and what does the affluent consumer consume more than the others from the digital media • Reading other people's social network profile page • Reading a blog and commenting • Reading customer ratings or reviews of products/services • Reading online forums or discussion groups. Morphed telecom devices and telecom service providers are the ones who have got the mantra right. here are a few facts that may not surprise you at all. Our 2009 media consumption study throws a lot of light on how the Indian consumer has been using media. Let’s understand the average Indian who inadvertently consumes 6. Though this may seem to be high. One could set a hypothesis here claiming that the affluent consumer seeks media which he can control in terms of content and preferred time. This is further heightened by better internet connectivity through increased broadband services. the relevance of the concept of targeted marketing. After all. Australia and France put together! However. Mint's unique editorial style and the exclusive partnership with The Wall Street Journal has already made it the staple read of the top-end business decision makers nationally. what were the triggers which influenced the affluent Indian consumer? We found that they have lapped up new brands. For details on how your brand can reach the top-end audience that matters. The advent of social media and its impact is playing a big role with many small outfits. brand and technology. one must remember that ‘no two consumers are the same. The super rich India may just be only 10 per cent of the more than a billion population but is big enough for the world marketers to rehash their marketing strategies.the zeal to lap up more knowledge. the affluent Indian interacts with media for 9. media further. no more leaning on traditional medium and using the social media effectively. This zeal for knowledge has empowered the affluent Indian to adapt to three important attributes: product.
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