Marketing Challenge in India

Addressing Diversity : The Marketing Challenge in India.

Executive Summary.

Types of food, different languages, religious practices and people’s lifestyles have obviously reflected the cultural diversity in India. Indian ancient culture has the greatest influence towards the majority of its population who live in the rural areas. Though several Western product brands have been introduced to capture the interests of those urban people, the marketers need to consider a few issues, i.e., their behaviors, the per capita income, etc. so that their products become successful in marketing. Most typical Indians usually buy day-to-day groceries from the small retail outlets despite the presence of Wal-Mart in the metropolitan cities and towns. Their buying behaviors seem to be more sensitive in prices in terms of functional value as well as more attractive to cricket and film celebrities in terms of symbolic value. Several brands like Coke, Pepsi, Lux, Puma, Reebok, Nike, Motorola, etc have consistently used the celebrities from either the films or cricket to attract the consumer. Mass products like shampoos, toothpastes, biscuits, chocolate, detergent powders, soap, etc. are offered at the lowest prices. Most Indian consumers are in favour of the product categories under the unorganized sector as the price ranges are considerably lower than those of organized sector. Several products like detergents, tea, music cassette, apparel, computers, air-conditioners, biscuits, mineral water, confectionary, etc. are good examples of unorganized sector, including watches, footwear and optical wear. Most branded offerings only account for a small percentage and have been traditionally sold by the intermediaries. To become successful in the Indian market, marketers need to develop a specific knowledge in both lifestyles and traditional values among the urban youth who contribute the greatest number in the country.

Generally speaking, marketers need to design...