NATIONAL LAW UNIVERSITY, JODHPUR

WINTER SESSION

(JANUARY-MAY 2022)

MARKETING MANAGEMENT

MID-TERM PROJECT

THE IMPACT OF SOCIAL ENVIRONMENT ON MARKETING IN INDIA

SUBMITTED BY: SUBMITTED TO:

RIJUL RAJAN DR. ARCHI MATHUR

UG-II [2096] (ASSOCIATE PROFESSOR & ASSTT. DEAN,

BBA LL.B. (HONS.) FACULTY OF MANAGEMENT STUDIES)

(A partial fulfilment as an assignment submitted in Marketing Management)

 TABLE OF CONTENTS

TABLE OF CONTENTS ........................................................................................................ 0

ACKNOWLEDGEMENT ....................................................................................................... 1
ABSTRACT .............................................................................................................................. 2
RESEARCH METHODOLOGY ........................................................................................... 3
OBJECTIVES .......................................................................................................................... 4
INTRODUCTION.................................................................................................................... 5
I: Social Factors Affecting Marketing In India..................................................................... 6
II: The Social Factor: Uncovering the Impact of Product Success and Failure in the
Indian Market .......................................................................................................................... 9
III: The Impact of Social Media on Perceiving Marketing Efforts ................................... 18
IV: Analysis and Conclusion ................................................................................................. 20
LIMITATIONS ...................................................................................................................... 23
BIBLIOGRAPHY .................................................................................................................. 24
QUESTIONNAIRE................................................................................................................ 25
 ACKNOWLEDGEMENT

At the very beginning of this project, I would like to express my gratitude to all those who have
helped me in completion of this project. I feel highly indebted to them because without their help
and constant support, I would not be able to complete this assignment.

Firstly, I would like to thank the Associate Professor & Asstt. Dean Faculty of Management
Studies, Dr. Archi Mathur who has helped me throughout this project. She guided and supported
me to get better insight into this topic. It was because of her continuous support and guidance that
I was able to complete my assignment. I would like to thank her for the precious time she gave me
to clear my doubts and queries. I would also like to thank the members of the library who provided
me the much-needed assistance to complete my assignment. I am also grateful to all IT staffs for
providing me the sources during the execution of this project.

I would also like to extend my gratitude to my friends and batch mates for helping me in
completion of this assignment. Lastly, I thank all who extended their support to me during the
completion of this research project.

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 ABSTRACT

“THE IMPACT OF SOCIAL ENVIRONMENT ON MARKETING IN INDIA”

RIJUL RAJAN1

The social environment can greatly impact marketing strategies and their effectiveness.
Understanding and considering these factors can help businesses tailor their marketing
efforts to better connect with their target audience. For example, societal norms and values
can influence how products are presented and advertised, and demographic information can
inform decisions about where to target marketing efforts. Additionally, changes in societal
attitudes and trends can affect consumer preferences and purchasing behaviours, which can
impact a company's marketing approach. Therefore, it is important for companies to stay
informed about the social environment and adapt their marketing strategies accordingly.

1
B.B.A. LL. B(Hons.) Under Graduate Semester-II Student at National Law University, Jodhpur

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 RESEARCH METHODOLOGY

The research methodology described in the given text is a case study approach that focuses
on different products and services of different companies and analyses their marketing
strategies. This approach is useful in understanding the impact of the social environment on
the success or failure of products and services in the Indian market.

Although the main focus has been on using the case study approach, a survey has been
conducted in furtherance of the objectives of the project. The survey draws on information
from the customer’s personal opinions and perceptions pertaining to particular brands and the
products and services offered by them, likes and dislikes in the product, comparison with
competitors, brand loyalty and other influences on their purchasing decisions etc., by means
of an open-ended questionnaire.

The study involves examining the marketing strategies of different companies and how they
have approached marketing their products and services in light of the social environment in
India. This involves analysing the strategies adopted by companies that have performed
inadequately in the Indian market, as well as those that have been successful. The
examination of marketing strategies can provide valuable insights into the challenges faced
by companies in the Indian market. The case study approach is a valuable research
methodology for understanding the impact of the social environment on the success or failure
of products and services in the Indian market.

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 OBJECTIVES

1) Identifying the various social factors and their interplay in the social environment
affecting marketing in India.

2) Impact of the social environment on the success or failure of different products.

Identifying the successful or failed products and their brands and analysing the
reasons of their success or failure in context of the social environment.
In furtherance of this, conducting a costumer survey to ascertain public perception of
the reasons pertaining to the success or failure of the brands and their products.

3) Impact of social media in determining public perception of the marketing efforts by

the organisation or the company.

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 INTRODUCTION

The impact of the social environment on marketing in India is a significant topic of interest
for marketers, as the country's unique cultural, social, and economic landscape plays a major
role in shaping consumer behaviour and purchasing decisions.

India is home to a rich and diverse cultural, social, and economic landscape, and
understanding the impact of these factors on marketing strategies is essential for businesses
looking to succeed in the Indian market.

The purpose of this project is to examine the impact of the social environment on marketing
strategies in India and how marketers can effectively target and reach Indian consumers.
Through research and analysis, this project will explore the ways in which different social
factors influence consumer behaviour and purchasing decisions in India, and how marketers
can leverage these factors to develop effective marketing strategies.

By gaining a better understanding of the impact of the social environment on marketing in

India, this project will provide an overview on the same.

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 I: SOCIAL FACTORS AFFECTING MARKETING IN INDIA

The impact of social environment on marketing in India is significant, as India has a diverse
and complex social landscape. There are several social factors affecting marketing in India,
including:

1. Social Class: Consumers’ social class can affect their purchasing power and the types of
products they are likely to buy. India is a highly stratified society and consumers from
different social classes have different purchasing patterns and preferences. For example,
consumers from upper-class backgrounds may prioritize luxury goods, while those from
lower-class backgrounds may prioritize affordability. Marketers need to be aware of these
differences and tailor their marketing strategies accordingly, and take this into
consideration when targeting specific segments of the population.

2. Social Groups: Family members, friends and peers can influence each other’s purchasing
decisions and word of mouth recommendations from them can have a significant impact
on consumer behaviour. Marketers can use this to their advantage by targeting specific
social groups and creating word of mouth marketing campaigns, and focus on building
positive relationships with consumers and their families.

3. Family structure: India is known for its joint family system, and family dynamics play a
crucial role in shaping consumer behaviour and purchasing decisions. For example,
purchasing decisions are often made collectively by the whole family. Family values,
traditions and beliefs in this matter play significant role in shaping consumer behaviour,
brand loyalty and attitudes towards certain products and brands. Some families may place
a greater emphasis on sustainability, while others may prioritise affordability. Marketers
need to ensure that their marketing strategies appeal to a range of individuals and not just
the individual making the purchase.

4. Roles and status: The traditional roles and status of individuals in Indian society can
impact their purchasing decisions and preferences. For example, women are often the
primary decision-makers for household purchases and are therefore an important target

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 for marketers. Similarly, elders in the family are typically respected and hold a lot of
influence in decision-making. Marketers need to be aware of these roles and status and
incorporate them into their marketing strategies.

5. Demographics: Age, gender, income, education, etc. affect consumer behaviour. India
has a large and diverse population, and understanding the demographic profile of your
target audience is essential for effective marketing in the country.
5.1. Age: Age can have a significant impact on consumer behaviour and purchasing
habits, and marketers need to be aware of these differences when developing
marketing strategies. For example, younger consumers may be more likely to
respond to digital and mobile marketing, while older consumers may prefer more
traditional marketing channels.
5.2. Income: India has a large population living in poverty, income level can impact
purchasing decisions and the types of products and services consumers choose to
buy. Marketers need to be aware of these differences and develop marketing
strategies that are accessible and affordable for consumers across the income
spectrum.
5.3. Gender: Gender can also play a role in shaping consumer behaviour and purchasing
habits, and marketers need to be aware of these differences when developing
marketing strategies. For example, women may have different purchasing priorities
and be more likely to respond to certain types of marketing messages than men.
5.4. Education: Education levels can also impact consumer behaviour and purchasing
habits, and marketers need to be aware of these differences when developing
marketing strategies. For example, highly educated consumers may be more likely to
seek out detailed information about products and services before making a purchase,
while less educated consumers may rely more on word-of-mouth recommendations.

6. Geography: Geography can also impact consumer behaviour and purchasing habits. For
instance, metropolitan cities, lesser populated urban areas, and rural areas, present
different market audiences in regard to social class, population size, purchasing power,
etc. India is experiencing rapid urbanization and this too affects consumer behaviour and
attitude towards products and services. Marketers should take this into consideration
while developing strategies that are relevant and appealing to their target audience.

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In conclusion, businesses looking to succeed in the Indian market need to understand the
impact of the social environment on marketing in the country. By considering the role of
social factors such as social class, roles and status, joint families, and demographic factors,
businesses can develop effective marketing strategies that are relevant and appealing to
Indian consumers.

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 II: THE SOCIAL FACTOR: UNCOVERING THE IMPACT OF PRODUCT SUCCESS AND
FAILURE IN THE INDIAN MARKET

Delving into the relationship between the social environment in India and the success or
failure of various products and services in the market, the objective is to analyse how
different companies have approached marketing their products and services in light of the
social environment in India, and how this has impacted the success or failure of their
offerings. In order to achieve this goal, the study will focus on different products and services
of different companies, and analysing their marketing strategies. The study will examine
various social factors, and how they have influenced the marketing and success of the
products and services. The findings of this study will provide valuable insights and
recommendations for companies looking to market their products and services in the Indian
market. By understanding the impact of the social environment on product success and failure
in the Indian market, companies can develop effective marketing strategies that align with the
social environment, leading to greater success in the country. Firstly, let’s look at companies
that have performed inadequately in the Indian market:

1. Colgate's Actibrush failed in the Indian market due to several reasons:

a. Affordability: Colgate launched the electric toothbrush at a high price point
which was not affordable for the majority of the Indian population.
b. Lack of Infrastructure: Electric toothbrushes require a constant source of
electricity and running water, which was not easily available in rural areas of
India.
c. Lack of Awareness: The majority of the Indian population were not aware of
electric toothbrushes and their benefits, which made it difficult for Colgate to
market the product effectively.
d. Utility: The use of electric toothbrushes was not a part of the traditional oral
hygiene routine in India, which made it difficult for the product to gain
acceptance among the Indian consumers.
e. Competition: The market was already crowded with other international and
domestic players, which made it difficult for Colgate to stand out.

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 Overall, Colgate's Actibrush failed in the Indian market due to a combination of
factors such as affordability, lack of infrastructure, lack of awareness, cultural beliefs,
competition, and inadequate marketing strategy.

2. PepsiCo's "Come Alive with the Pepsi Generation" campaign failed in India for a
few reasons.
a. The company's target audience for the campaign was the young, urban
population. However, the advertisement that was used for the campaign was
culturally insensitive and portrayed Indian cultural and religious symbols in a
negative light. This led to widespread outrage and protest in India, causing
Pepsi to pull the campaign and issue an apology.
b. It did not resonate with the Indian market and its cultural values. The
campaign failed to take into account the local market, customs, and values and
ended up being seen as disrespectful to Indian culture.
c. The campaign was not well received by the Indian consumers due to its price
point. The cost of Pepsi was higher than the local Indian brands, and this made
it less accessible to the masses. This further detracted from the brand's appeal
and contributed to its failure in the Indian market.

In conclusion, the failure of PepsiCo's "Come Alive with the Pepsi Generation"
campaign in India highlights the importance of understanding and considering the
local social environment and cultural values when planning and executing a
marketing strategy.

3. McDonald’s, Burger King, and Starbucks, among others initially failed in India due
to certain reasons.
a. The products they offered were not in line with the local tastes and preferences
of the Indian consumers, looking for more spicy and flavourful food options.
The lack of local flavours and menu offerings, along with lack of emphasis on
vegetarian options also turned off many potential customers.
b. The high prices of the product compared to local street food options made it
less appealing to the target demographic.

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 The companies had to later adjust their menu and pricing strategy to better suit the
Indian market, which helped turn around their fortunes in the country.

4. Blackberry initially struggled in India due to a few factors:

a. Lack of local adaptation: BlackBerry initially focused on its global product
offerings without considering the unique preferences and needs of the Indian
market.
b. High pricing: BlackBerry devices were priced significantly higher than its
competitors, making it unaffordable for most Indian consumers.
c. Slow adoption of smartphones: In the early days of smartphones, adoption
was slow in India, as the market was still largely dominated by feature phones.
d. Lack of local content and apps: BlackBerry was slow in providing localized
content and apps for the Indian market, which made it less attractive for
consumers compared to its competitors.

To prevent these issues, BlackBerry could have focused on localizing its products
and services to better cater to the Indian market. It could have also focused on
building a strong ecosystem of local content and apps to provide a compelling
experience for Indian consumers. Additionally, it could have worked on reducing
its prices and making its devices more accessible to the Indian market.

5. The Amazon Fire TV Stick was launched in India in 2016 with the aim of offering
an affordable and convenient streaming solution for Indian consumers. However, the
product faced criticism for its lack of family-friendly content, which was deemed
inappropriate for Indian audiences. This was a significant issue as Indian consumers,
particularly families, place a high value on the content available on such devices, and
expect it to be culturally appropriate and suitable for all members of the household.

a. In India, the concept of "family viewing" is still prevalent, and families often
watch television and streaming content together. Therefore, it is crucial for the
content available on such devices to appeal to a wide range of age groups and
interests. However, Amazon's Fire TV Stick faced criticism for not having
enough locally relevant content and for having a large amount of adult-
oriented content, which was seen as inappropriate for families.

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 b. This lack of adequate family appeal led to slow sales for Amazon's Fire TV
Stick in India, as consumers were not willing to invest in a device that did not
meet their content preferences. This highlights the importance of considering
cultural and societal norms when launching a product in India, as consumer
behaviour and preferences can vary greatly from other markets. To succeed in
the Indian market, companies need to understand the cultural and societal
norms of the target audience and tailor their products and marketing strategies
accordingly.

In conclusion, Amazon's Fire TV Stick is an example of a product that failed in the

Indian market due to a lack of adequate family appeal. The product faced criticism for
not having enough family-friendly content and being inappropriate for Indian
audiences, which led to slow sales and significant harm to the brand's reputation in
India. Companies need to understand the cultural and societal norms of the target
audience and tailor their products and marketing strategies accordingly to succeed in
the Indian market.

These are just a few examples of how inadequate marketing can lead to the failure of a
product or company in the Indian market. It's important for companies to thoroughly research
and understand the social and cultural norms of the target market to ensure successful
marketing and product positioning.

Now, let’s look at companies that have performed fairly well in the Indian market:

1. Boat's success in India can be attributed to a number of factors.

a. The company understood the importance of the social environment in
marketing and used it to their advantage. In India, social media is a very
popular platform, especially among the youth. By creating advertisements and
promotions that were eye-catching, humorous and shared on social media
platforms such as Instagram, Twitter and Facebook, Boat was able to
effectively reach and engage with its target audience.

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 b. In addition to this, Boat understood the trends and preferences of the youth
market and offered products that were trendy, stylish and in line with the latest
fashion trends. This allowed them to stand out in a highly competitive market
and appeal to the young, trend-conscious consumers who were looking for
affordable yet fashionable products.
c. Furthermore, Boat did not compromise on quality or functionality despite
offering its products at an affordable price point. This was achieved by
investing in research and development, which resulted in products that were
not only stylish but also functional and durable.

Finally, Boat's focus on the youth target market and its commitment to offering products
at an affordable price without compromising on quality or style helped it to establish a
strong brand image, which further strengthened its position in the market and contributed
to its success in India.

2. Reliance Jio, a telecommunications subsidiary of Reliance Industries, was launched

in India in September 2016 and quickly rose to become one of the largest
telecommunications companies in the country. Jio's success in India can be attributed
to several key marketing strategies, including:
a. Affordable pricing: Jio disrupted the Indian telecommunications market with
its low-cost data and voice plans, which were significantly cheaper than those
offered by its competitors.
b. Extensive distribution network: Jio invested in a vast network of retail
stores, service centers, and mobile vans to ensure that its services and products
were easily accessible to customers across India.
c. Innovative technology: Jio was one of the first companies in India to offer 4G
LTE services, and its network was designed with the latest technology to
provide high-speed internet services to customers.
d. Customer-centric approach: Jio's marketing campaigns focused on the
benefits of its services to the customer, such as low-cost data plans, free voice
calls, and access to premium content through its JioTV app.

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 e. Partnerships and collaborations: Jio formed strategic partnerships with
companies like Facebook, Google, and Microsoft to provide customers with a
range of services, including online payments and cloud storage.

Overall, Jio's marketing strategies focused on providing value to customers and

addressing their needs in the Indian market. The company's ability to innovate,
disrupt, and provide affordable services made it a popular choice among Indian
consumers, and has been a key factor in its success in the Indian market.

3. Amul, a dairy cooperative in India, has been successful due to several factors in its
marketing efforts. Some of the key reasons for Amul's success in India are:
a. Strong brand image: Amul has built a strong brand image over the years by
consistently delivering high-quality dairy products and creating a loyal
customer base. This brand image has made Amul a household name in India
and has helped the company maintain its dominant position in the market.
b. Wide range of products: Amul offers a wide range of dairy products
including milk, butter, cheese, ice cream, and more. This diverse product
portfolio has helped the company appeal to a wider customer base and
maintain its relevance in the market.
c. Affordable pricing: Amul's products are priced competitively, making them
accessible to consumers across different socioeconomic strata. This has helped
the company expand its reach and attract a large customer base.
d. Strong distribution network: Amul has a strong distribution network across
India, which enables it to reach customers in even the most remote areas. This
has helped the company maintain a strong presence in the market and expand
its reach to new customers.
e. Effective marketing campaigns: Amul has consistently launched effective
marketing campaigns that have resonated with customers. For example, its
"utterly butterly delicious" campaign has become synonymous with Amul
butter and has helped the company establish a strong brand identity. Amul
advertisements have been famous for their wit, satire and humour, which are
often topical and based on current events. They are unique as they use a mix of
catchy one-liners and simple illustrations making them highly popular, helping

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 build a strong connect with the target audience, primarily the middle-class
Indian consumer. Another feature of their advertisements is consistency, as
they have been using the same format for decades now establishing a strong
brand identity and recognition.

Overall, Amul's success in India can be attributed to its consistent focus on

quality, affordability, and effective marketing.

4. Paytm, an Indian mobile commerce platform, has done well in India due to several
reasons.
a. Targeting the Unbanked Population: Paytm recognized the need to bring
financial services to the unbanked population of India and focused its
marketing efforts on this target segment.
b. Digital Payment Revolution: Paytm rode the wave of the digital payment
revolution in India and became a pioneer in the mobile wallet industry. It was
the first company to launch a mobile wallet in India and was able to establish a
strong brand presence.
c. Convenience and User-Friendly Experience: Paytm's mobile app is
designed to be user-friendly and provides customers with a seamless payment
experience. This has helped the company to retain customers and attract new
ones.
d. Strategic Partnerships and Acquisitions: Paytm has formed strategic
partnerships with several companies to expand its reach and offer a wider
range of services. It has also made strategic acquisitions to boost its
capabilities and stay ahead of the competition.
e. Strong Marketing Campaigns: Paytm has run several successful marketing
campaigns, including TV advertisements, digital campaigns, and cashback
offers, to create brand awareness and drive engagement.

These efforts have helped Paytm establish itself as a market leader in India's digital
payments space and continue to grow and succeed in the country.

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5. Dabur, one of India's oldest and most trusted Ayurvedic companies, has been
successful in the Indian market for several reasons, including its strong marketing
efforts. Some of the key factors that contributed to Dabur's success include:
a. Strong brand identity and reputation: Dabur has been in the Indian market
for over 130 years and has established a strong brand identity as a trusted and
authentic Ayurvedic company. The company has been able to leverage this
reputation to build brand loyalty and trust among its customers.
b. Product portfolio: Dabur has a diverse portfolio of products across categories
such as health care, personal care, food, and home care. This has helped the
company cater to a wide range of customer needs and preferences.
c. Wide distribution network: Dabur has a strong and wide distribution
network that covers both urban and rural areas in India. This has helped the
company reach a large number of customers and expand its market share.
d. Marketing campaigns: Dabur has launched several effective marketing
campaigns to promote its products and create brand awareness among
customers. These campaigns have been designed to educate customers about
the benefits of using Ayurvedic products and highlight the quality and
reliability of Dabur products.
e. Focus on rural markets: Dabur has a strong focus on rural markets in India
and has implemented several initiatives to reach customers in these areas. The
company has set up rural distribution networks and has launched several
marketing campaigns aimed specifically at rural customers.

6. Tata Sky, the direct-to-home (DTH) service provider in India, has been successful in
the Indian market due to several key marketing efforts.
a. Customized packages: Tata Sky offered customized packages that suited the
needs and budget of the Indian consumers. This allowed the company to tap
into a wider market and retain existing customers.
b. User-friendly interface: Tata Sky's user-friendly interface and easy-to-use
remote control made it a popular choice among Indian consumers.
c. Strong distribution network: The company invested in building a strong
distribution network that allowed them to reach consumers in both urban and
rural areas.

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 d. Quality customer service: Tata Sky's commitment to quality customer
service, with 24/7 support and quick resolution of issues, helped to build trust
among its customers.
e. Brand association: Tata Sky leveraged the reputation of the Tata brand to its
advantage, which has a strong presence in India and is known for its
trustworthiness and reliability.
f. Innovative marketing strategies: Tata Sky used innovative marketing
strategies, such as tie-ups with popular TV channels and offering exclusive
content, to attract new customers and retain existing ones.

These marketing efforts, combined with a focus on providing high-quality service,

have helped Tata Sky establish a strong market position in India and build a loyal
customer base.

Thus, these are just a few examples of how the social environment interplay can impact the
success or failure of a company’s marketing efforts in India. It is imperative that the
companies be aware of the local social as well as cultural norms and adapt their marketing
strategies accordingly to succeed in the market.

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 III: THE IMPACT OF SOCIAL MEDIA ON PERCEIVING MARKETING EFFORTS

The impact of social media in monitoring perception of marketing efforts in the consumer
base is significant. With the widespread use of social media platforms like Facebook, Twitter,
Instagram, and YouTube, companies now have a direct line of communication with their
target audience, which makes it easier for them to measure the impact of their marketing
efforts. This enables companies to gauge the reactions and opinions of their customers about
their products and services, and make changes accordingly.

The reach of social media is vast and it can be accessed by a large audience, making it easier
for consumers to voice their thoughts and opinions. It has also made it easier for consumers
to share their experiences with a brand, both positive and negative. This can have a
significant impact on a brand's reputation and influence other consumers' purchasing
decisions. For example, if a customer has a positive experience with a product, they can share
that experience with their friends and followers, increasing the visibility and credibility of the
brand. On the other hand, if a customer has a negative experience, they can easily spread the
word about it, potentially damaging the brand's reputation.

Social media also provides companies with a wealth of information about their customers,
including their demographics, interests, and purchasing habits. By analysing this data,
companies can tailor their marketing efforts to better resonate with their target audience and
improve their chances of success. Marketing efforts on social media have become a crucial
part of companies' marketing strategies. Social media platforms are used to create brand
awareness, promote new products, and engage with customers. Companies can monitor the
perception of their marketing efforts by tracking the engagement levels of users, such as
likes, comments, and shares. This data provides valuable insights into how consumers view a
brand and the effectiveness of marketing efforts.

Moreover, social media monitoring allows companies to keep track of negative comments,
feedback and complaints, which can help them identify potential issues and take corrective
action. This can improve the reputation of the brand and help in building a positive image in
the minds of consumers. This has led companies to be more proactive in monitoring their
online presence, responding to customer inquiries and complaints, and engaging with their
audience in a meaningful way. By doing so, companies can maintain a positive image and
increase consumer loyalty.

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Here are some examples of companies that have successfully leveraged social media to their
advantage:

1. Swiggy: Swiggy’s advertisements often use humour to connect with the target
audience, often using storytelling to communicate its message, creating a narrative
that connects with the viewer, showcasing relatable solutions and making them laugh,
thus, getting them invested in the story, and inevitably in the services Swiggy offers.
2. Coca-Cola: Coca-Cola has a strong social media presence, and they use platforms
like Facebook, Twitter, and Instagram to engage with their audience and promote
their products. The company also regularly monitors social media to track consumer
sentiment and respond to any negative feedback in a timely manner.
3. Nike: Nike is a well-known brand that has leveraged social media to connect with its
target audience. The company uses Instagram and other platforms to share content
that resonates with its customers, including product launches, athlete stories, and other
marketing campaigns.
4. Airbnb: Airbnb has leveraged social media to connect with potential customers and
share positive experiences of users who have booked their stays through the platform.
The company uses platforms like Facebook, Twitter, and Instagram to showcase
stunning photos and stories of travellers who have used their services.
5. Red Bull: Red Bull is known for its adventurous and extreme sports marketing
campaigns, and the company uses social media to share this content and connect with
its target audience. Red Bull regularly posts high-quality videos and images on
Instagram and other platforms, which have helped the brand build a strong following
and improve its marketing efforts.

These are some examples of companies that have successfully used social media to their
advantage to leverage their marketing efforts. By monitoring social media and engaging with
their audience, these companies have been able to improve their marketing efforts and drive
business success. In conclusion, social media has revolutionized the way companies monitor
their perception in the consumer base. By keeping track of engagement levels and consumer
feedback, companies can refine their marketing strategies and make informed decisions,
which ultimately leads to increased brand loyalty and customer satisfaction. By leveraging
the power of social media, companies can gain valuable insights into their customers' needs
and preferences, and make informed decisions to increase their chances of success.

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 IV: ANALYSIS AND CONCLUSION

The research project aimed to analyse the impact of the social environment on the success or
failure of various products and services in the Indian market. The study used a case study
approach, focusing on different products and services of different companies and analysing
their marketing strategies. The findings of the study showed that the social environment in
India plays a critical role in the success or failure of products and services in the market.
Companies that failed to take into account the local social environment and cultural values
when planning and executing their marketing strategy faced challenges in the Indian market.

This has been substantiated by giving examples of Colgate’s Actibrush, the high price point
of the product made it unaffordable for the majority of the Indian population, while the lack
of awareness of electric toothbrushes and their benefits made it difficult for Colgate to market
the product effectively. The traditional oral hygiene routine in India also did not include the
use of electric toothbrushes, which further hindered the product's acceptance among Indian
consumers. Secondly, the Amazon Fire TV Stick, the product faced criticism for its lack of
family-friendly content, which was deemed inappropriate for Indian audiences, and other
examples of products and services that did not do well in the Indian market.

The question on hand was also substantiated by giving examples of Amul’s strong brand
image, wide range of products keeping in mind affordability of the product, and their
effectively targeted marketing campaigns that appeal to the consumers even today and set
Amul apart from its competitors in the market. Secondly, how Boat used the appeal of the
youth in the present social environment to its advantage by presenting funky products aligned
with current trends, at affordable prices while also not compromising on quality and
simultaneously targeting their audience i.e., the youth, on social media and other digital
platforms which were the most appropriate forum for marketing to the youth. These, among
other examples were presented to showcase what companies have done right to succeed in the
Indian market.

Analysing the information, the following conclusions can be drawn:

1. Changing times: The Indian market has been undergoing a rapid transformation, with
the youth having increased purchasing power and becoming a major target audience
for companies. This is largely due to the rise of the Indian middle class, with greater
disposable income and purchasing power.
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2. Age: Age is also a significant factor in the Indian customer's behaviour. Younger
generations tend to be more receptive to new products, open to trying new things, and
more comfortable with technology, thus making digital marketing the way to go.
Older generations may be more set in their ways, preferring traditional media for
marketing like newspapers and radio, and are more price sensitive.
3. Platforms for marketing and outreach: The rise of digital technology has opened
up new platforms for companies to reach their customers. From social media
platforms to e-commerce websites, companies have many options to market their
products and services in India. The platform used for marketing and outreach can
greatly impact the success of a marketing campaign. Companies need to understand
the preferred communication channels and preferences of the Indian customer to
effectively reach them. For example, social media is increasingly popular in India and
can be an effective way to reach young, urban consumers.
4. Price sensitivity: The Indian customer tends to be price sensitive, looking for the best
value for their money. They may prioritize affordability over brand name or perceived
quality. This means that companies need to strike a balance between pricing their
products competitively, while still maintaining profitability.
5. Family decisions: Family plays an important role in purchasing decisions in India,
with most household purchases being made based on family consensus. This is
particularly important for large purchases, family members may influence each other's
buying decisions, and larger purchases such as a home or a car are often made by the
head of the household after consultation with family members.
6. Aversion to change: The Indian customer may be hesitant to try new products and
change their routine. This could be due to a lack of trust in new brands or products, or
a preference for familiar products and routines.
7. Perception of products: The perception of a product within a particular category
could greatly influence purchase decisions. For example, a customer may have a
perception that one brand of a product is better than another, even if the difference in
quality is minimal.
8. Brand image: Brand image and reputation can play a significant role in the Indian
customer's purchase decision. Brands with a good reputation and positive image are
more likely to be trusted and preferred.
9. Economic considerations: Economic considerations such as job security, income
levels, and the overall state of the economy can greatly impact the Indian customer's
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 purchasing behaviour. During tough economic times, customers may prioritize
spending on necessities and household/family requirements over luxury items.

In conclusion, the Indian market and the behaviour of Indian customers in the social
environment are heavily influenced by the social context in which they live. Companies
looking to market their products and services in India must take these factors into account to
develop effective marketing strategies that resonate with the Indian customer and result in
success in the market. This includes understanding the target audience, their preferences and
purchasing behaviour, as well as being mindful of cultural and social sensitivities. By taking
these factors into account, companies can develop effective marketing strategies that lead to
greater success in the Indian market.

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 LIMITATIONS

1. Data Availability: One of the limitations of this study could be the availability of
data, as it may be difficult to gather all the relevant information on the impact of
social environment on marketing in India.

2. Multifaceted Nature of Marketing: Marketing is a complex and multifaceted

process, and the social environment may not be the only factor that affects the success
of a product or service.

3. Limited Scope: This study is limited to a few examples and may not reflect the entire
picture of the impact of social environment on marketing in India. The study may not
be able to account for all the factors that may have an impact on marketing in India,
such as the increasing competition in the market and changing consumer behaviour.

4. Single Perspective: The study is limited to the perspective of the researcher, and may
not reflect the opinions of other experts or stakeholders in the marketing industry.

5. Difficulty in Measuring Impact: Another limitation of this study is the difficulty in

accurately measuring the impact of social environment on marketing. The impact may
vary based on the specific product, target audience, and other variables, making it
challenging to generalize the findings.

23
 BIBLIOGRAPHY

1. Chhabra, D. (2015, June 19). Impact of Social Environment on Consumer Behavior in

India. Retrieved from https://www.omicsonline.org/open-access/impact-of-social-
environment-on-consumer-behavior-in-india-2161-0995.1000158.php?aid=23986

2. Dutta, D. (2019, August 27). Understanding the Indian Consumer Market. Retrieved
from https://www.ibef.org/industry/consumer-market-india.aspx

3. Singh, A. (2018, December 11). How Indian social environment affects consumer
behavior. Retrieved from https://www.techspective.net/2018/12/11/how-indian-social-
environment-affects-consumer-behavior/

4. Biswas, A. (2007). Marketing strategies and practices in India: An overview. Asia

Pacific Business Review, 13(1), 87-101.

5. Sinha, I. (2010). Impact of social environment on marketing of consumer goods in

India. Journal of Marketing Management, 22(1), 1-10.

6. Ahuja, G. (2015). Marketing Management: An Indian Perspective. Pearson India.

7. https://www.econsultancy.com/blog/69862-how-social-media-is-changing-consumer-
behaviour-in-india

8. https://www.marketing91.com/social-factors-impact-consumer-behavior/

9. https://www.bcg.com/publications/2020/consumer-behavior-changing-india.aspx

10. https://www.forbesindia.com/article/special/the-consumer-behaviour-in-india/50409/1

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 QUESTIONNAIRE

The following questionnaire was used in order to ascertain consumer’s perception and
opinion in furtherance of the objectives of this project:

1. Name a company or product and how familiar are you with [Company/Product Name]?
Name of the company/product: _____________________________________________

a. Very familiar

b. Somewhat familiar

c. Not familiar

2. Have you used [Company/Product Name] before?

a. Yes

b. No

3. How often do you use [Company/Product Name]?

a. Daily

b. Weekly

c. Monthly

d. Rarely

e. Never

4. What do you like most about [Company/Product Name]?

5. What do you dislike most about [Company/Product Name]?

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6. How would you rate the quality of [Company/Product Name]?

a. Excellent

b. Good

c. Fair

d. Poor

e. Very poor

7. How does [Company/Product Name] compare to its competitors in terms of quality?

a. Better

b. Same

c. Worse

8. How important is [Company/Product Name] to you?

a. Very important

b. Somewhat important

c. Not important

d. No opinion

9. Are you a loyal user of [Company/Product Name]?

a. Yes

b. No

c. Sometimes

10. What factors influence your decision to purchase [Company/Product Name]?

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11. Have you recommended [Company/Product Name] to others?

a. Yes

b. No

12. Have you seen any advertisements for [Company/Product Name]?

a. Yes

b. No

13. How effective do you think [Company/Product Name]'s advertisements are in promoting the
product?

a. Very effective

b. Somewhat effective

c. Not effective

d. No opinion

14. Have any of your friends or family members used [Company/Product Name]?

a. Yes

b. No

15. How has the social environment (e.g., friends, family, social media) influenced your perception of
[Company Name/Product]?

27