Post on 07-Aug-2018
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4 S$RA$%G&%S
SIZE OF THE PRIZE
UNDERSTANDING THEPRIZE
FIND
CAPTURI
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$'% S&% * $'% +R&%
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,-.%RS$A-.&-G $'% +R&
',S%'/. &-%
• India has had a wide range of “struggler” households.
• More than one-third of the population is likely to reach “as
compared with 20% in 200 and !% in 2000.
• "he share of households#strugglers$ are earning less tha
to fall from (% in 200 to 2)% by 2020.
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,RA-&A$&- • In 200' &% India*s population li+ed in cities
• ,y 2020' the % will be raised to &(% . s people mo+e frothey tend to increase their epenses
• /eople li+ing in urban areas ha+e better access to goods
to consumerism• or 1g-' tele+ision is owned by )0% of urban households
households it is only &!%.
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$'% -,/%AR *A&/5
• "he % of nuclear family increased from % in 200 to
• nuclear family spends more on clothing' housing' educaacti+ities whereas they both spend e3ually on food and he
• "he per capita ependiture of these families is 20%-(0%
families.
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G%-&
• 1conomic liberali5ation in !! marked a turning point fo
• "hey ha+e different belie+es and ha+e made different choparents.
• "he 6en7I ha+e far greater choice than prior generations
models' for eample has 4umped from about ( in !!0 to
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36 *&-.&-G $'% +R&%
• Professional Auent• Traditional Auentffluent
• Urban Asirers• Rural Asirersspirers• !ar"e To#n Ne$t %illion
• S&all To#n Ne$t %illion8et ,illions9trugglers
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A**/,%-$
• nnual household income : ;9 )'(00
• "his section of the society are well educated' ha+e compascale sectors or good 4obs with sufficient income.
• "his segment constitutes % of households in India.
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AS+&R%RS
• nnual household income between ;9
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-%$ &//&-
• nnual household income between &'&00 and
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S$R,GG/%RS
• nnual household income > ;9 &'&00.
• "ypically illiterate with limited education. "hese consumermanual labour.
• 9trugglers are generally based on daily wages.
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6raph
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46 A+$,R&-G $'% +R&%6
or companies to in+est in a de+eloping country like India'
deep understanding to capture the market.
?ence' they need the following two strategies to achie+e th16 *oow an &nian ar:;t A
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,-.%RS$A-.&-G $'% %/,$&
-S,+$&- $R%-.
• @hildren B Cri+ing consumption growth.• Internet wa+e.
• "rading up.
• ,rand B 9trong recognition' weak loyalty.
• ?ealthy li+ing.
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-/,S&-
"he resonance of a "iger Doar in current years shows the consumer spendi
income segment' the attitudes and beha+iours are dramatically different as c
down at the same time. "he increase in consumption will be dri+en by four fa
increased aspirations of the young India' widespread media proliferation thatphenomena and the increased physical reach in all the corners of the country
consumptionF has the potential to dri+e the economic growth of the country fo
retail has played an important role in supporting the creation of this demand
enabling en+ironment to satisfy this consumption growth. "he shape of that g
of and attitudes toward consumptionHis e+en less well understood. Most not
consumers has grown up in an era of economic liberali5ation and social freegeneration are entering their prime spending years' and they will indelibly an
market. @all them “6en I.” “I” stands for India' independence' and indi+idualit
categories where consumers are paying more for more but in others they are
Indian consumer pyramid is shaping into a diamond but more importantly inc
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