Marketing to India’s Growing

Middle Class
Article Analysis
By: Aries Pascua &
James Garcia
Introduction

100 million-plus consumers of India’s middle class represent a

large, lucrative and rapidly expanding market for cars, cell phones,
air travel, and many other good and services.
India accounted for less than 1 percent of the worlds car sales. Now,
they thanks to middle class buying power, India accounted for 2.4
percent of world car sales as local firms the like Tata Motors
compete with global firms like Hyundai and Honda for market
share.
Tata’s Nano, the world’s lowest priced car, is a no-frills
transportation option for families that might otherwise perch
children on motorcycle’s handlebars or ride on public busses.
Cell phones are another high-sales area more than 211
millions people are already subscribers, and sales are
multiplying rapidly as income rises and families seek to stay
in touch by phone.
With more Indian consumers seeking employment in the
cities and traveling out-side the country for work and
pleasure, demand for air travel has increased significantly.
This development is pitting local full service carriers like jet
airways against local discounters like Kingfisher Airlines and
well-regarded international rivals like Singapore Airlines.
As Jet Airways ‘ founder observer, “Many Indian’s have the money,
and they want quality service when they fly internationally-stand
not lower than Singapore [Airlines] and Cathay [Pacific Airways].”
Time Context

• During the 1990’s

People Involved

• The 100 million-plus consumers of india’s

• More than 211 million people subscribers
• Professionals, independent businessmen, corporate
managers, professors,and skilled workers.
• Family members
Problem

• Consumers cultures
• Social class and household influences
More Significant notes in the problem

• Some people have more power, wealth, and opportunity than other
do
• A situation that makes a difference in what and how consumer buy.
• Another consideration is that family members have on decision
about purchasing expensive like cars (ie. Buying a NANO instead
of buying a motorcycle or talking a bus) and making travel plans.
Solution/Alternative to the Problem

• Don’t buy what u don’t need

• Contentment
• Gratitude
• Freedom from comparison
• The opportunity to pursue greater significance
• Understand your weaknesses
Looking Ahead

a. What are the goals to the next period?

• Marketing involves promotion and advertising towards the
successful sale of product to end-costumers.
• Sales personnel focus on a particular market or particular client,
often for a targeted revenue number.
• Cost savings. Business development is not just about increasing
sales, products and market reach.
b. What are the challenge?
• Consumers need to know that they can trust how their data will
be used. They will want to know if sharing of data will affect
their privacy, or bring them harm in the future.
• As marketers have to be very transparent on how data will be us
• If we aren’t transparent, consumers will find it very difficult to
trust the brand, forget buying it. Secondly, technology has to be
future-ready, at least for the medium-term future, so you are
able to adapt to change very quickly.
c. What are the risk?
• Interest rate risk
• Equity risk
• Sales risk
Practical Application and It’s Marketing Implication
for Future Marketing Manager

• Be sensitive to the society opinion

• Immediately take a right decision on what good and services we
buy
• Forecast possible reaction of costumers
Integration of Value, Faith and Learning

Luke 6:31
Treat other people as you would like them to treat you.