Tuesday, April 24, 2018
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Factors Affecting TV Viewership in India

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We have spoken about TV Viewership in India in an earlier article. In this article we will look at the factors which affect TV viewership in India as per BARC TV ratings reflected in the year 2017. Different events effect TV Viewership in India and being informed about them can help brand managers and media planners make the most out of their money while rolling out a campaign.

1TV Viewership in India Continues to Grow

We discussed about the emergence of OTT players in India in an article earlier – OTT Original Content Takes Center Stage. But contrary to the notion that TV Viewership is declining, content consumption actually increased on the small screen. Total TV viewership in 2017 saw a 23 per cent spike over 2016. Also, the time spent watching TV grew 6 per cent, and the number of people watching TV rose 17 per cent. Over the year, number of HD channels has grown 41 per cent while viewership has risen 169 per cent. The numbers indicate that though consumption of content on handheld devices is growing exponentially but not all comes at the cost of TV viewership.

2Viewers are flooded with options

As per BARC TV Viewership data, there are around 780 mn users connected to the small screen. These 780 mn TV Viewers have an access to around 850 plus TV channels to choose from across various genres. This is excluding the OTT players who have added plethora of options and content to be consumed on the go. Digitization Drive reached its final stage (DAS – IV) and made more channels accessible to households across the country.

3The Top Three Factors

  1. Cricket
  2. Movies
  3. Politics

The above three factors almost define the behaviour of TV content consumption. Talking cricket, Virat Kohli single-handedly effected TV viewership. Viewership shot up by 30% when Virat Kohli was batting and dropped by 50% as soon as he got out, a phenomenon which was seen with Sachin Tendulkar on the crease. Other sports like olympics, football, badminton, kabbadi saw spikes but contributed only 20% of total viewership in the sports genre.

Movies immediate shoot up viewership and this is established by the fact that in both 2016 and 2017. In 2016 movies like Bajrangi Bhaijaan and Prem Ratan Dhan Paayo pumped up viewership. Similarly in 2017, the Bahubali series shot up viewership by around 20%.

In Politics, PM Narendra Modi’s presence on the screen stays to be the biggest draw. On Independence Day, 26 million people tuned in to watch the PM’s address from Red Fort. Viewership of Hindi News channels doubled, while that of English News channels went up 7 times.

Online Video Comes to the TV Screen in a Big Way

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The fact that consumers are tuning into YouTube or Netflix on a the TV screen doesn’t come as a surprise. We are well aware of this trend and so are the TV manufacturing companies. Consequently, we see a significant skew towards Smart TVs across all brands. However, marketers think that the population streaming on a ‘TV Screen’ is still handful. Here we bust the myth with the help of data from YouTube Research which reveals that streaming online videos on the TV screen is much bigger then we think.

Though the research is done on the US consumer, but developing nations like India should be all set to see similar trends in the subcontinent with the advent of low cost data services in the country.

Effect of Jio on Indian Telecom Industry Landscape

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Last 12 months have been challenging times for the Indian Telecom Industry as the launch of Jio has disrupted the existing telecom landscape in the country. Revenue models have been shattered, existing voice and data plans have gone down the drain, margins are narrowing and companies are bleeding with piling up license fee. Probably, no industry in country has seen such an exponential rise in penetration and simultaneous drop in revenues. Lets see the effect of Jio on Indian telecom industry landscape and how the numbers stack up pre and post launch of Reliance Jio 4G services in the country.

In a nutshell, as an effect of Jio on Indian Telecom Industry, the average use of data per subscriber per month has increased 5 times and stands at 1 GB per user per month. At the same time, the price of data has dropped a whooping 95% to currently Rs 11 per GB from Rs 192 per GB around 12 months back.

1Effect of Jio on Indian Telecom Industry Landscape

Jio has grabbed 43 per cent of the mobile broadband subscriber market, more than the three incumbent telecom operators — Bharti Airtel, Vodafone and Idea Cellular — put together. Its customers use over 1.2 billion GB of data a month, 80 per cent of all the data consumed in the country.

The total data use in the country has risen from 200 million GB a month before Jio to 1.5 billion GB a month now, making India the world’s largest data user, overtaking the United States (710 million GB) and China (630 million GB). And this surge has come from only 282 million customers; China’s lower usage is spread across 800 million customers.

2Effect of Jio on 4G/LTE and VoLTE Devices in India

At launch, Jio made sure that there was no dearth of 4G/LTE or VoLTE devices in the country by launching its own brand of compatible ‘LYF Smartphones‘. However, as global players started introducing 4G handsets, Reliance has intentionally made the LYF series take a back seat. Now Jio is more concerned about tapping the segment which cannot afford a smartphone by introducing low cost 4G feature phones for practically FREE for the consumer. The survival of a bunch of Indian brands will be at stake if the feature phones take off and will make Jio gain another 150-200 million customers.

3Current Standing of Telecom Service Providers

Jio’s entry has led to consolidation in the Indian Telecom Industry with Vodafone and Idea to come together. Currently, there are 5 major telecom players in the country – Jio, Idea-Vodafone, Bharti Airtel and BSNL. The first 3 account for more than 90% market share. All other telecom players are merely surviving and on the verge of consolidation with bigger players. Both sales and profits have slumped year on year due to Jio launch.

4Telecom Industry’s Unsustainable Debt

Amongst falling revenues and increasing costs of operations, marketing etc- have led to unsustainable levels of debt with almost all players in the Indian Telecom Industry. (Telecom industry’s debt at unsustainable level) Over and above this, the spectrum licensing costs have made all players bleed. Even leading bank of India, who are lenders to telecom companies, are now worried about their increased exposure in the telecom industry.

Undoubtedly, Jio has brought millions of smiles on the consumers face with freebies and unmatched data offers; but at the same time have left competition as well as regulators scratching their head. A vital question still remains unanswered – When will Jio break even considering the Rs 20,000 crore investment made of the Indian conglomerate?

Read More on India’s Biggest Scam – The 2G Spectrum Sale Scam

OTT Original Content Takes Center Stage As Apple, Google & Facebook Gear Up

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‘Content is King’ is probably the most cliche phrase you might have come across on the internet. With mobility of screen and OTT (Over-The-Top), the content being consumed has become more important than the fact where it is consumed. Gradually, consumer’s loyalty is moving towards content and not the device or platform where they consume it. Say, Shanaya watches the worldwide blockbuster Game of Thrones on HBO and at the same time Ryan streams it on Hotstar (in India). The important point is that both watch Game of Thrones. Content is King is changing to ‘OTT Original Content is the King’.

Netflix & Amazon Prime – The Pioneers of OTT Original Content

Netflix has been pioneer in identifying the importance of content followed by Amazon who has been equally passionate with their Amazon Prime platform. Few years back analysts discarded the fact that consumers will be willing to pay, forget a premium, for OTT original content and today we see a day when Netflix subscriptions in US out number the number of cable connections in the country. Netflix Surpasses TV in USNetflix Vs Cable in US

In India, Netflix has partnered with DTH service providers – Dish TV (owned by Zee) and Videocon D2H (taken over by Zee recently) Netflix in India. Again, it is not important where do people consume Netflix Original Content – D2H, Smart TV, Tablet or a Smartphones, the crux is that they consume Netflix. This brings no surprise that content marketing is gaining momentum and is growing faster than any other form of marketing in their 360 degree plans.

Apple, Facebook and Google OTT Original Content Plans

Its time for original content to take the next big leap with tech giants – Apple, Google and Facebook – getting serious about in-house productions.

Applehas budgeted more than $1-billion for original programming. Apple has also shown keen interest to acquire already available content libraries with an eye on Eros Content Repository. Apple seem to have big plans as two months ago, the company chose Sony’s television studio heads, Jamie Erlicht and Zack Van Amburg, to lead its programming efforts. Both Janie and Zack are accredited with popular series  “The Crown,” “The Goldbergs” and “Breaking Bad. Apple might also look at developing altogether a new app different from iTunes to deliver their original content. Watch out Hollywood.

Facebook will soon unveil a Watch tab, where users can find the original series and other video content that will be less expensive to make. The company’s Hollywood development team is led by Mina Lefevre, previously of MTV. Facebook has told people in the industry that it is willing to spend $3 million to $4 million an episode on new programming, according to a person familiar with their plans. That kind of spending would put the company on an equal footing with many broadcast and cable networks. Facebook also plans to have so-called mid-roll ads, or brief commercials, during episodes.

Google already has a the biggest video content platform in YouTube and a subscription only version of the platform in YouTube Red available in some markets. The company is ready to spend up to $3 million per episode on a drama series as per sources.

Content Owners Focus on Own Platforms – Disney & Netflix Part Ways

Yes, its true the other way around as well. Companies who realize their potential as owners of great content are trying to build their own platforms and stay independent. Recently Disney, world’s biggest entertainment company, has decided to part ways from Netflix and they wont be sharing their content on the platform anymore. Disney has decided to build its own OTT original content platform which shall be ready by 2019. Disney was the largest content provider on Netflix and that might hurt the platform for sure. In order to cover up the deficit, especially the kids category, Netflix has made it first ever acquisition – Millar World – to get its characters into its kitty of Netflix originals. This year, there are expected to be more than 500 scripted TV shows, more than double the number six years ago.

Paper Boat Rakshabandhan Ad is Unique in its Own Way

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Paper Boat is a unique brand when it comes to beverages. Hector Beverages have managed to pull off a brand full of nostalgia right from their communication to packaging. We discussed saw Paper Boat New Year Campaign last year and now Paper Boat Rakshabandhan Ad is another unique piece of production. Check out the two videos released by the brand below:

Paper Boat Rakshabandhan Ad 2017 – Spot 1

Paper Boat Rakshabandhan Ad 2017 – Spot 2

Though, the ads, conceptualized by Lowe Lintas, justify the brand promise but we feel that more relevant stories could have been picked to hit that emotional chord. Also, the production looks very close to the Red Bull caricature ads which talks about ‘Red Bull Gives You Wings’.

These ads have had a muted response over social media unlike other Paper Boat Ads which are widely celebrated.

The Scope of International Marketing

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International Marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. We have already discussed International Marketing Definition and Examples in an earlier article –  International Marketing – Definition and Examples. In this article we specifically discuss The Scope of International Marketing.

1The Scope of International Marketing – Importance in the Global Arena

International Marketing Leads to Peace Among Nations

All the activities associated with a business like – development, production, and marketing, especially in case of high-tech products, involves people from around the world to work together. Moreover, companies as a part of employee interactions enable people from all countries to meet face-to-face for both recreation and commerce. All this interaction leads to not just the mutual gain associated with business relationships but also personal relationships and mutual understanding. The latter are the foundation of global peace and prosperity and widen the scope of International Marketing. e.g. Mobile Phone Companies deploy different functions of their business in different parts of the world – say manufacturing in China, R & D in London and sales teams across the globe. In order to work as a team and drive a single agenda, the teams interact with each other frequently and occasionally meet for important agendas.

Global Markets Reduce Risk and Open Opportunities

Scope of International Marketing increases with global markets opening up for business. At times manufacturing a product in a country can be much cost-effective and the nation becomes the hub of all exports. e.g. Huge portion of all consumer products sold globally is manufactured in China.

Global brands rake in significant portion of their revenues from outside their parent country. Below is the example of few US-based companies and how they widened the scope of International Marketing.

Factors Affecting the Scope of International Marketing

Of all the events and trends affecting global business today, four stand out as the most dynamic, the ones that will influence the shape of international business:

  1. The rapid growth of the World Trade Organization and regional free trade areas such as the North American Free Trade Area and the European Union.
  2. The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and eastern Europe.
  3. The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders.
  4. The mandate to manage the resources and global environment properly for the generations to come.

2The Scope of International Marketing – Major Types of Businesses

Imports

This is the easiest form of International Marketing a company can get into – Importing from one country and selling in the domestic market. This is possible only in a scenario where there is demand in the domestic market for the imported goods or services. Companies also localise the imported product depending on the needs of the market.

Exports

Opposite of Importing and selling, companies export their finalized products to international markets or on to their other franchises in far off markets where they can sell the products to their localities for generating huge revenues.

Contractual Agreements

Whenever, business moves beyond their domestic boundaries, its scope of international marketing exposes it to greater chances of doing a lot more business. The market expands, the consumer base expands and even volumes and profits expand. Companies grow exponentially by getting into contractual agreements with several other partners overseas.

Joint Venturing

Two brands can come together and enter a potential market. The investments, profit or losses are pre decided in terms of both value and time period. At time it is beneficial for companies to enter into a JV for raise the scope of international marketing as a result of barrier to new entrants in foreign markets. A local partner can prove to be immensely useful for doing business not only operationally but also from a domestic understanding of the market dynamics.

Fully Owned Manufacturing

Relatively a higher level of engagement in the foreign soils, companies can own a fully owned manufacturing in a country. The company can use this facility to sell products within the country or export to nearby nations. Owning a fully owned manufacturing helps companies control quality.

How to Find Long Tail Keywords – Tools & Techniques

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It is possible that you are hitting all the right chords with your SEO strategy by targeting the most searched keywords in your areas. However, not everyone is fortunate enough to make it to the first page of Google Search Results. At the time when you are gunning for the popular keywords, many others too are. In such cases focussing on Long Tail Keywords in your area of interest might prove to be super effective. But one question which keeps haunting publishers is – how to find long tail keywords – and the tools and techniques which can be used to discover keywords which they can target.

The key is the research which goes behind zeroing upon on long tail keywords with low-competition and high conversion rates. Here we discuss few tools which might help answering the question – how to find long tail keywords !

1What Are Long Tail Keywords?

Long tail keywords are highly targeted search phrases to a particular subject or topic. These keywords might have low search volume, low competition, and typically have high conversion rates.

We call these keywords “long-tail” because if you were to plot your keywords by their search volumes, these would be on the “long tail” end of the search demand curve, which means few people are searching for these terms each month.

Though the search volume of these keywords is low, long-tail keywords are often easier to rank for and result in higher conversions than seed keywords. Long Tail Keywords clarify the intent of the user and therefore the chances of conversion are higher.

For example, a user search “apple iphone 7 transparent cover price ” shows a clear intent to purchase. Comparatively, a search for “iPhone 7” is a lot less clear; the user might be looking for more information about the smartphones, searching for new launches from Apple.

2Why Long-tail Keywords Are Important in SEO

Almost all the upcoming websites get maximum traffic from long tail keywords. If you are a publisher, you may check your analytics and you would find that this stands true in your case as well. The long tail keywords you rank for will generally be related to you area of business, study, trade or whatever you are publishing for.

Though, it clear that log tail keywords are unavoidable but let figure out what makes them so enticing for a blogger or publisher.

Long Tail Keywords Bring Less Competition With Them

The Long tail keywords are specific to business and your niche, and as a result search volume is low. The brighter side of this is that it is relatively easy to rank high for these keywords as the competition is low. Even basic on page SEO and some link building can help you cut the clutter.

Long Tail Keywords Lead to Higher Conversions

Long tail keywords clearly state consumer’s intent. Whether the user merely wants to know about the product or has an intent to purchase can easily been discovered and thereby lead to higher conversions. e.g. – ‘iPhone 7 Features’ and ‘iPhone 7 Price in US’ show different intents.

3How to Find Long Tail Keywords – Tools and Techniques

As discussed, earlier, the most important part is to identify the long tail keywords for your business that would work. How to find long tail keywords is a question to which a lot of budding writers seek an answer. You can use some of the existing tools to export some long tail keywords and start targeting them.

Ranking for the right long-tail keywords is no less than hitting a jackpot.

Discovering new long-tail keywords is easy, and you can create an exhaustive list in minutes. Now lets focus on how to find long tail keywords and tools and techniques which can come useful.

Google Search Console

Before jumping into an unknown territory its better to dive in the dat you already have. If your website/blog is linked with the Google Search Console you can follow the following steps to get a list of Long Tail Keywords with which you can start.

  • Step 1: Open your Search Console
  • Step 2: Click Search Traffic
  • Step 3: Search Analytics and then select Clicks, Impressions, and Position
  • Step 4: Scroll to the bottom and click Download to receive the entire list.

You can scan you social media count and or web properties which yo think can unearth new terms. This is the first answer to your question of – How to Find Long Tail Keywords.

Google Auto Complete Tool

Many times neglected, but the Google auto suggestion tool can come in very useful to track keywords. Type each parent keyword into Google and write down its auto complete suggestions.

Google Search Suggestion Tool

Another ignored insight you can extract from Google is the Search Suggestion Tool. Search for your parent keyword and you will find related searches at the bottom of the search result page.
How to Find Long Tail Keywords

Using Google Adwords for Finding Long Tail Keywords

Though Google Adwords used to be a great tool to find search queries and plan content accordingly, however recently Google has restricted the search volume information to ‘range’ rather than specific values. Therefore, the utility of Adwords has reduced while planning any sort of keywords – be it regular or Long Tail.

4Converting Long Tail Keyword into SEO Friendly Content

After acquiring list of keywords from the above mentioned sources, it time to further sort the list to actionable long tail keywords. First and foremost, from the laundry list of keywords we have, we need to remove keywords which do not reflect an intent.

After the sorting is done, we will have the top 25, or say 50, Long Tail Keyword which we can start working upon and optimise webpages. Below is an example of how you can convert intent driven long tail keywords into meaningful content with high conversions.

For example, if you wanted to target keywords about “noise cancelling headphones,” your list might look like this:

Long Tail Keywords Consumer Intent Possible Content
iPhone 7 Amazon; iPhone 7 Tesco Find places to buy iPhone 7 10 best places to buy iPhone 7

 

The new content or event existing content can be optimised around the Long Tail Keywords which have been zeroed upon. This is an ongoing process with new content new search analytics which keep on throwing new keywords for you to target.

Good Luck.

Read More Can Pokemon Go be the Next Big Thing for Marketers?

 

Britannia Aims At Premium Biscuits Market with New TVC Campaign

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Britannia Targets Premium Biscuits Market

FMCG major Britannia has gone full blown targeting the Premium Biscuits Market with a new TVC targeting the evolving Indian biscuits market towards getting more premium.

Under its one of the most established brand ‘Good Day’, the company has rolled out a more premium product – Good Day Wonderfulls. Good Day Wonderfulls has been launched with a TVC featuring Deepika Padukone. The TVC campaign supporting the launch is based on the theme: ‘Cookies so wonderful, you’d want your loved ones to have it’.

Campaign details:

Creative Agency: McCann, Bangalore
Creative Head: Puneet Kapoor
Director for the film: Anupam Mishra
Production House: Crazy Few Films
Languages: Hindi, Marathi, Tamil, Telugu, Kannada, Malayalam and Bengali
Duration: 40 Sec

 

SpiceJet Case Study: How SpiceJet avoided being another Kingfisher Airlines

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1SpiceJet Case Study

SpiceJet, a leading Indian aviation player, was on the verge of shutting shop few years back (2014). With delaying salaries, layoffs, delay in payment of statuary dues – Service Tax, TDS etc- in 2014, SpiceJet was struggling to survive. Here, in the SpiceJet Case Study, we discuss how the the airline ended up becoming the world’s best airline stock in 2017 from the turmoil.

2The Curious Case of SpiceJet – Issues and Problems

  1. Chennai based Sun Group acquired SpiceJet in 2010. The inconsistent profits were set off with investments by media baron Kalanithi Maran. Maran invested close to Rs 1500 cr in the airine and ended up owning 58% shares.
  2. The losses in the airline were still overlooked in a hope to loop in an overseas investor.
  3. SpiceJet was in talks with American private equity investors who could bail the airline out from immense losses. PE investors like TPG Capital, Indigo Partners etc- were keen to invest in the airline. However, when the deal was about to take shape, Dayanithi Maran, brother of the majority stakeholder Kalanithi Maran, was accused of misconduct by the CBI in the famous Aircel-Maxis case. The PE firms therefore backed out from SpiceJet investment.
  4. With no investors and burgeoning losses, SpiceJet was forced to return planes, cut man power and consequently cancelling flights. This made the airline to default on fuel payments, clearing vendors outstanding and other debt. SpiceJet defaults on salary payment a second timeSpiceJet asks 50 captains in its flight crew to leave in a month.
  5. DGCA came into action and prevented booking of tickets from more than 30 days and ensured immediate refund to passengers whose flights were cancelled.
  6. Cash inflows declined, travel agents, who used to deposit advances for bookings and then took refunds, now said no to deposits and on December 15, 2014, the SpiceJet management told the DGCA it was about to suspend operations.

3The Curious Case of SpiceJet – Action and Turnaround

  1. Kalanithi Maran sold its stake in the airline and a new management led by Ajay Singh came into force. Under the leadership of Ajay Singh, the airline proposed a new turnaround plan to Ministry of Aviation.
  2. The government had a vital role in bringing SpiceJet back to life. Aviation ministry wrote to AAI and oil companies asking them to allow credit facilities to SpiceJet and also allow the airline to stagger payments to clear its dues. Also, DGCA was asked to lift the 30 day ban on sale of tickets placed on the airline.
  3. Simultaneously, Singh himself met the oil companies to resume working with SpiceJet on part payment of their dues. The falling oil prices also helped.
  4. Singh identified that their problems were multiplying was because of ‘loss of trust’. The airline was paying a price of loss of trust amongst it customers, employees, vendors etc-. He identified that the only way to win the trust back was by resuming normal operations back. Therefore, Singh on getting the basics of the airline right – ensure that flights are taking off in time and interfaces like websites, counters at airport are working smoothly. SpiceJet strategically chose the holiday period to rollout the measures so that most of the customers can benefit and gain trust back again in the airline.
  5. SpiceJet also shut down five domestic and 3 international destinations to optimise their cost.
  6. Though sale offers continued, but the key dates – holidays, festivals etc- were kept outside the purview of the sale. Earlier, the offers were applicable across all dates hitting the revenues.

4SpiceJet in 2017 – Flying High

  1. SpiceJet case study tells us what an positive attitude and the right strategic moves can do. Today, the airline’s shares are hovering around Rs 125 each. In June, Bloomberg said it was the world’s best aviation stock this year with a 124% gain.
  2. SpiceJet is valued at Rs 7,400 crore, up from the Rs 650 crore it was valued at during its darkest hour in 2014. Rival Jet Airways Ltd, with a fleet double that of SpiceJet, is valued at Rs6,200 crore.
  3. Earlier this year, the airline ordered 100 fuel-efficient Boeing Max aircraft, adding to a previous order of 55 planes which will be delivered over the next decade and bring down its costs by another 5-10%.  It also has options to buy 50 more planes taking its order book to 205.

The SpiceJet Case Study is amongst the rarest instances where an airline has revived back from near closure levels. Prior to SpiceJet, players like Kingfisher Airline and Paramount Airways and Indus Airlines have already shut shops.

Read More : The Core Issue with Kingfisher Airlines

International Marketing – Definition and Examples

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1International Marketing Definition

International Marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The only difference between the definitions of domestic marketing and international marketing is that in the latter case, marketing activities take place in more than one country. No matter domestic or international the Marketing objective remains the same for marketers. The objective is to make profit by selling products or services in geographies which have a demand for them.

2Challenges with International Marketing

When compared to domestic Marketing, International Marketing has its own set of challenges. Marketers are generally unaware of the foreign environment and therefore have to deep dive into the market where they plan to venture.

The challenges can be:

  1. Competition
  2. Legal Restrains
  3. Government Controls
  4. Varied Consumer Behaviour
  5. Ecological factors – Weather etc-

Controlling all the above mentioned factors to create a favourable market is next to impossible for the marketers as most of them are beyond their control. Therefore, marketers need to focus more on what they can control instead of things which is out of their purview. International Marketing Managers adapt to the prevailing conditions and function in a way so that they can smoothen their operation in the country with predictable results of their action.

What makes marketing interesting in the international arena is the fact that marketers have to alter is their elements of marketing – product, price, promotion, distribution, and research keeping in mind the uncontrollable elements of the marketplace – competition, politics, laws, consumer behavior, technology, in a way that marketing objectives are achieved.

3International Marketing Examples:

When McDonalds entered in India, they did an extensive research before zeroing upon the menu on offer for the Indian consumers. The entire menu was tailer made as per Indian consumer taste. The company stuck to 40% Pure Vegetarian offering unlike any other overseas market. McDonald’s also made sure to respect Indian culture by not serving beef or pork recipes which on the other hand were popular ingredients in other markets. McDonalds also made sure to create recipes with Indian spices to match the local taste. You can check the current menu here – McDonald’s Indian Menu

Kellogg’s, the global giant when it comes to cereals, entered in India in 1994 and introduced their proprietary ‘original’ recipe which failed miserably in the Indian subcontinent. The main reason was that Kellogg’s India did not correctly ascertain their competition. Indian consumers were used to local homemade wheat based breakfast recipes. Kellogg’s quickly learnt from their mistake and customised their product from their original recipe to wheat flakes, rice flakes etc-

There are plenty of other examples where global giants customised their offering to meet Indian consumer equipment and thrived. Here are few:

  1. Nokia – Dust resistant phone, anti slip grip and in built flash light for India rural consumer.
  2. Hindustan Unilever – Introduced shampoo sachets priced at Re 1 for price sensitive Indian consumer.
  3. MTV – Localised programming help to gain wider audience.

All these product localizations translated into success stories in India and helped the brand reach every household in the country. Post the success of these products and familiarity with the brand, it gave companies leeway to experiment with their new offerings and lure consumers to try new variants.

Read More on How Unilever Fought the Indian Rural Marketing Challenge – Kan Khajura Tesan – Classic example of fighting Rural Marketing challenges