The New Indian Consumer & CMO circa 2014

Consumer. New, Extra Strength!

About Paul Writer• Paul Writer’s vision is to raise the bar for marketing in India by

providing a community platform for marketers to develop and share best practices

• Paul Writer was founded in 2010 by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE

• Through its website, e-newsletter, marketing magazine and social media presence, Paul Writer has a reach of around 30,000

• 1000+ senior executives have attended a Paul Writer conference in the past 21 months

• To recognize excellence in marketing, Paul Writer hosts award programs such as Hall of Fame, Futurist CMO Awards, Real Estate Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100), Chennai Hot 50 Brands

• Mostly buys in brick-and-mortar shops, and modern trade formats account for just ~ 8%

• Just 10% of India’s internet population - and only 17% have access - is buying online. This results in $9.5 billion in sales.

• However, many more research online and buy offline

• The middle class accounts for 70% of consumption

• Assisted ecommerce

Consumer circa 2014

Image: IndiaCircus.com

• Has the ability to track consumer preferences at the individual level. In certain categories can customize offerings as per these preferences

• Can predict purchases, using analytics and customer data

• On-the-fly pricing strategies are possible

• Wide variety of communication options available - digital, print, outdoor, wireless, direct, context-sensitive....

• Access to sophisticated tools to listen to the customer

Marketer circa 2014

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• Given low penetration in many categories, much of marketing in India is about educating customers, converting latent needs to product choices eg Olive Oil, Masala Oats, Diapers, Blenders...

• Creating ‘purchase events’ eg Independence Day, Republic Day, Akshaya Tritya, Karva Chauth and now, online sales drives

• Hyper-localization eg no garlic/no onion markings on food in Gujarat, Regional flavours eg Danone’s mishti doi, masala lassi

• New products & variants to keep consumer interest

How Marketers Make a Mark

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• Youth (infants/children/teens/young adults)

• Women

• Senior citizens/Silver Spenders

• Newly affluent

• Health conscious (heart/diabetes/age/fitness)

• Nuclear families, singles, migrants

• Illiterate/semi-literate

• Luxury consumer, aspirant, value-seeker

Consumer Segments are Exploding

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1.Customer centricity2.Anytime, anywhere3.Media Fragmentation4.Social Commerce5.Cross-functional customer

eco-system

Marketing Trends

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1. Marketing is not sales - it is about satisfying a need, to enable a product to ‘sell itself’

2. Marketing is story telling, to create anticipation of the consumption moment, and then prolong the delight

3. Marketing’s role is to create customer advocates, further enabling the product to sell itself

4. Marketing is the science of pricing, of behavioral economics, of consumer research and product design

5. Marketing acts as the voice of the customer, and drives customer centricity

When Marketing Rocks

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• Marketing doesn’t pay• You have to do sales before

marketing• Marketers don’t become CEOs• Marketing requires a lot of

travel, and meeting with shady customers

Marketing Myths

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CMO 2014=Sheldon Cooper + Dan Draper

Thank YouJessie Paul

[email protected]+91 98451 33198

www.paulwriter.com

Paul Writer Strategic Services Pvt Ltd102, Trump Tower, 5/2 Eagle Street, Langford Town, Bangalore - 560 025

T: 080 4096 [email protected]

Images from indiacircus.com, and their copyrights acknowledged