Sixth Level of Differentiation- Standing Out During Festivals

8/14/2019 Sixth Level of Differentiation- Standing Out During Festivals

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The Festival Marketing Advantage

Monday, August 12, 2013By Jagdeep Kapoor

JAGDEEP KAPOOR is a Brand Guru and CMD of the successful Samsika Marketing Consultancy

The birth of Lord Krishna was celebrated as Janamashtmi and there was fanfare all around. The latter part of the year

in India is concentrated with festivals. These festivals represent different castes, communities, religions and generally

bring about an atmosphere of joy, integrity and generate a lot of goodwill. How do marketers address these

segments? How do marketers use these times as opportunities for enhancing their brand image and sales?

Diwali, Eid, Christmas and many festivals are great opportunities for marketing.

All across Mumbai- Dandiya, Navratri, Garba and other festivals are being celebrated with tremendous amount of

gusto and enthusiasm. This is a prime opportunity for a lot of companies whether in soft drinks, consumer durables,

refrigerators, washing machines, cigarettes as well as many other consumer products like toothpaste, soaps,

chocolates to be are able to participate and use this nine-day festival time to their advantage. Pandals are put up and

sponsored, gates are erected and a lot of sampling is done during these occasions. There are claims made to satisfycustomers within nine days in some product categories. Apart from this, there are numerous competitions held to

judge the best dressed male and female, to judge the best dancer and all this is also sponsored by various

companies, whether in terms of stalls, banners or gifts. This year the time allotted was short, but the interest was

high.

Just like Navratri and Dassera, (a very big occasion in the state of Maharashtra, Gujarat and Rajasthan); Kolkata and

the East celebrate Pooja celebrations. Special events, sponsorships are the order of the day. With companies as

varied as those representing airlines, microwave ovens, banks, consumer products companies are all trying to get a

slice and to participate in various innovative forms during the Pooja celebrations. Publications would bring out special

Pooja features which again would give an opportunity for various marketers to advertise in.

Festive time is also a time wherein specific purchases are made. Consumers durables are procured for the house,

paints are used to decorate the house and so a lot of purchase made in terms of garments and upholstery. Diwali iscelebrated with great enthusiasm and these celebrations continue right through Christmas and New Year.

Another set of companies specially in the field of consumer durables selling TV, washing machines, refrigerators and

cars use festival time to enhance their sales because that is the time when consumers are most prone to making

purchases out of their savings of the last few months or years earnings. During Diwali, a lot of financial services

would highlight their offerings because of the significance of Godess Laxmi.

Goa witnesses a large number of people going on religious purposes for the St. Francis Xaviers feast. Further, in


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North, various festivals like Janmashtmi and in the West festivals like Ganesh Chathurti have already given ample

opportunity for people to indulge. The Eid celebrations are also a great opportunity to the market brands.

Not only are the major companies wanting to participate in these festivities but even local traders and business men

do a tremendous job of using festivals as an opportunity area. A lot of sweets, mithai, and chocolates would definitely

find themselves being purchased. Gift items, whether in the case of leather or crockery or even due to religious

purposes, stainless steel would have brisk sale. Gold and silver exchange hands quickly during the festive seasonespecially during Dhanteras.

Because of this not only does the final product get sold but a lot of other industries get a lot of sale. One such industry

is the packaging industry; the demand for cartons would go up. The plastic industry would also achieve greater sales.

The ancillary industry to garment industry like threads, buttons basic textiles also shows an upward trend. Another

industry which one cannot forget is the fire cracker industry which has a seasonal sale especially during this period.

Of course, there are restrictions now due to safety reasons but the enthusiasm is st ill high.

The most important opportunity area during festival time is in the heart and mind of the consumers. The consumer

has a little more purchasing power due to bonus received and there is a sense of festivity in the air which makes the

consumer wants to indulge, want to consume and want to spend. This state of mind, if properly addressed with

innovative techniques, would help the brand to establish a positive image in the minds of the consumer.

Apart from looking at an all India level, it is important to consider each area and each location while preparing an

annual plan, an annual calendar of a marketing schedule during festivals. Whether, it be Durga Pooja in the East,

whether it be Holi in the North, whether it be Christmas in Goa and Mumbai, whether it be Eid in various places in the

country, or whether it be Parsi New Year in Mumbai or Baisaki in Punjaball these festivals need to be planned for

in advance across a Festival Calendar and a well thought out promotion programme does yield good results.

Similarly, it would be important to understand the significance of 14th Jan Sankrant, to look at Pongal to look at Onam

to look at Ugadi as separate and distinct festival timings. It is also important to look at various New Years whether it

be Parsi New Year, the first of January or Bengali New Year. This could be a good opportunity to bring about the

festive atmosphere and make the brand gain sales.

Festivals will come and festivals will go, but the brand which regularly associates itself with these festivals earns the

goodwill of the local people because it is able to take care of their customs, promotions, and traditions. These brands

would definitely be remembered across festivals, across seasons and across years.

How can you market during the Holiday Season?

When preparing for the Holiday Season you need to take a few things into

consideration to make your marketing efforts successful. Here are a few tips to

make your Holidays even better for your business:

Lead like Rudolph!Start early in the season. Dont wait to start your marketing tactics the week of

the holiday. You need to build a buzz around your brand early on to help build

traffic and interest. You can do this by using all of your social media outlets and

your companys website.


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Design a seasonal branded logoThis could be straightforward or you can take it to the next level depending on

your goals. A good example of this would be Google. They change their logo

depending on the season or event that is currently taking place. This is a great

way to gain attention from your audience and show them your brands

personality.

Get you audience involved

If youre active on social media you should try to ask your audience questionsdepending on the holiday. This will help to get your audience to interact with

your brand and build trust. For example if it is Halloween, you could ask them

what they will be dressing up as, or what is their favorite candy. If it is

Christmas, you could ask them what the best present they ever received was as a

child.

Show your festivities

A lot of companies have a holiday party or some type of festivity. Use theseevents to your advantage and show your audience that your company is

enjoying the holiday. Post pictures of the employees costumes or the Christmas

cookies that someone brings in. Your audience will like knowing that your posts

are real time and are relevant to them. All of this will build trust among your

customers, which is the starting point of a healthy relationship.

Send a greeting

Whether or not you are using an email marketing campaign, you should thinkabout sending out some sort of greeting to your audience, either through mail or

email. They will like knowing that you took the time to send them your well

wishes during the holiday. You can also use this time to catch them up on

company news, and potentially drive them back to your site.
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Be Easy to ShareThis is something you should always keep in mind when marketing your

company. With any campaign, one of your goals should be to reach as many

people within your target audience as possible. In order to do so you need to

make sure you are sharable. This can easily be accomplished by including social

share icons on the top of your email newsletter, website and other marketing

content. Also, make sure your tweets and posts are simple and can be easily

retweeted and shared within character limits.

- See more at:http://www.insivia.com/how-can-you-market-

during-the-holiday-season/#sthash.B1BMvr7V.dpuf

MARKETING THE DIWALI WAY

Personally speaking Diwali has always been a festival of joy, hope and celebration for me. As a child I

remember my grandmother used to quietly slip a hundred rupee note in my pocket so that I could buy

crackers. My mother says I used to be so excited on receiving it that it made her think that I got my

first pay check. Nevertheless, it wasnt even less than a pay check for me. She knew those miniatureform of atom bombs would make me jump out of bed.

I grew up in a small middle class family. One thing that used to amaze me was the number of gifts

that rained on Diwali. I always wondered why did people exchanged gifts on this day. Silly thoughts
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encircled my mind like suddenly on the eve of diwali everyone becomes rich and so to show off they

give gifts. Also, I loved the Cadbury chocolate pack which Papa used to bring for us. All siblings

fought over the chocolates for the simple reason that it was chocolate.

As I write this today all those memories are revived. Now I think all those questions have eventually

lost their meaning.

Besides fun and enjoyment there are some very special things related to Diwali which leaves an

endless impact on our mind. I am talking about Diwali Commercialswe see every year. Each year it

comes with different message, though brands remain the same but the presentation, picturization and

concept comes in a unique way.

From a festival of joy and victory, Diwali has turned into a huge event for big companies like Cadbury,

coca cola, Maruti to define a brand new relationship with consumers. A relation of love, trust and most

importantly spreading happiness.

When asked Which is the Diwali commercial that has been an all time favourite for the industry?

Mr KV Sridhar quotes , My favourite Diwali commercial would be Iss Diwali aap kise khush kar

rahe hain? by Cadbury, which was out almost a year ago. For me and Im sure for everybody else,

the best way to celebrate Diwali is to catch up with near and dear ones and make them happy. Hence

I found the commercial very real.

The above ad has been beautifully made and serves to convey the underlying message to the

consumer in a very subtle manner. Cadbury chocolates serves as a simple and essential way of

making up for past mistakes and as a token forgiveness. Going by the expressions of the young man

and the so called Chacha a instant connect is developed between the viewer and the ad. In the

middle of this Cadbury chocolates pop up and bring a smile on their face.

Cadburys seems to be the brand and campaign to have captured minds and hearts. Every ad has

something special, unique and quintessential about Diwali & India.

At this point I would like to capture the whole agenda on diwali in one arithmetic equation:

Diwali + Love = Sales

Few of the strategies used by companies to attract customers are:

Advertisements

Discount price

Exchange Offer

Easy EMI systems


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Assured Gifts

Combo offers

But this all comes at a massive cost. Biggies shell out huge amount of money every year for such ad

campaigns. Just go to Cadbury celebrations official facebook and see for yourself what marketing is all

about. You will be taken away by a beautiful tagline imprinted on eye capturing saffron background.

Thumbs up for this. Is nt it a nice strategy to tap customers from facebook - the largest social

networking platform? A survey says 25% of the retailers online revenue comes from Facebook.

Advertising on Facebook has tripled from last year.

On an average 3.2 billion people like and comment everyday. When you have a strong presence on

Facebook, your business is part of these conversations and has access to the most powerful kind of

word-of-mouth marketing recommendations between friends.

In a yet another move to push sales in India Volkswagen has launched a new exciting contest ahead

of Diwali. It is named as Post it. It involves press, digital and out of home media to woo customers

in the car market.

Smartphones are flooding market this festival season.

Nokia is back this Diwali with Lumia 510. It will hit the market few days from now. The company is

promoting it as a Diwali gift for the youth in the 18-24 year age group. Its a move to regain

smartphone market in india.

Even before the launch of iPhone 5 in India telecom operators such as Airtel and Aircel have

announced their exclusive data plans.


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A look at Airtels tariff plans:

The official India pricing for the iPhone 5 :

Rs.45,500 for 16GB model

Rs. 52,500 for 32GB model

Rs. 59,500 for 64GB model

eBay- the popular ecommerce site as usual is offering attractive discount deals.

Indians love to buy gold during Diwali. Keeping that in mind and going by TOI this year the sale of

gold is expected to rise by 40%. High gold prices are unlikely to come in way of demand. According to

Rahul Singh- House Head Marketing light weight jewellery is in demand with rise in prices. People are

buying gold in anticipation that prices will rise in near future. Indiatimes is giving 10 % additional

discount on purchase of gold coins this year. Go grab the offer.

HDFC has also announced its credit card offer. Now with every purchase on a HDFC credit card you

get 2 % cash back.

Mahindra is promoting its scooters(Duro dz) its way. Now with every purchase of Mahindra scooterpetrol worth rupee 2000 is on the platter.

Now lets talk about something very very interesting. Asian paints has come up with an idea which is

sure to grab your attention. Just visit Asian paints facebook page and see for yourself whats awaiting

you. Participate In 'Colour Ki Ladi' Contest.

Winners take home :

3 prizes worth Rs. 1,000/- each will be announced every week.

If that is not enough to excite you than one lucky person can even get a chance to win a complete home

makeover- all for free by Asian Paints.

At the end we realize that this is a time for consumers to do lots of shopping and for businesss to

make lots of profits. I wish as any other year this Diwali also brings with it lots of sparks, joy and

goodies. Just make sure you enjoy all these benefits with your dear ones and make the most out of

diwali schemes. Business houses will anyway find their way into your home through new and

innovative marketing tricks. With all new packaging for the crackers, marketers will blow life into our

very own local brand crackers. At the very first sight of these crackers one think if they have all taken


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a special make over from Shehnaz Hussains boutique. With these thoughts I take leave from all my

dear readers.

6 Ways Small Businesses Can Prep for theHoliday Season0

BYMICHAEL PETERSON

INGROWMARKETING & SALES

17 OCT, 2013

Photo: Blanco

19FLARESFacebook 2Twitter 12LinkedIn 4inShare4Google+1StumbleUpon0Buffer0Email--Email to a friend

The holiday season comes at us faster than expected each year. If you havent ye tprepared for the holiday season, you are already behind. Many businesses start the holidayselling season earlier each year, keep later hours and offered better deals. How will yourbusiness fare this season?

It may be hard to believe, but many consumers start their holiday shopping before October31st each year. This is even truer in a turbulent economy, as it allows families to spread
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spending out over several months. While not much in the way of advertising is done duringthis time, you do have to stock merchandise for your shelves or e-commerce store.

As you prepare to boost sales and set records this holiday season, keep these six tips inmind.

1. Address your stores appearance.Your stores appearance should be step one of your holiday plan. From themomentyour customer sees your store from the street, or clicks on your e-commerce website, itis talking to them.

For brick and mortar businesses, dirty windows, excessive sales posters, poorlydesigned marketing assets, or a cluttered entrance tells your customer this business isunprofessional. In contrast, a clean looking store, with freshly washed windows,

professional art, and a clutter-free entrance says, This company takes pride ofownership. Be very cognizant of what your store is saying to your customers whether a physical or online experience. Ask a friend or family member to walk throughyour store, or visit your company website, and honestly tell you their impression.

2. Dont forget visual merchandising.The holiday season is truly the season of impulse purchases. People have huge liststhey need to fill, not to mention stocking stuffers and extra gifts for unexpected drop-ins. Make sure your store is well merchandised, online and offline, to highlight high-margin gifts and impulse purchases.

Give gift items or services better positioning. Make sure you have quick gift offers at thecash register, or suggested at your online checkout pages. Most importantly, offer andprominently position gift certificates.

3. Ensure adequate holiday staffing.According to a Consumer Reportssurvey,65 percent [of customers] are tremendously

annoyed by rude salespeople and 64 percent of respondents said that they had left astore in the previous 12 months because of poor service.Its important to remember that your staffisyour company as far as your customer is

concerned. If you have the wrong personnel in place this holiday season, it can costyou thousands, if not tens of thousands of dollars, in lost sales, both now and in theyears to come. For most small businesses, fourth quarter is by far the busiest.Many anticipate a strong end of year quarter to attribute to their annual revenue goals.To ensure holiday season sales are a boom instead of a bust, plan ahead. Expectemployees to call in sick, get hurt, go on vacation, etc. Start lining up temporary helpnow, before the holiday rush begins.
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Kelly Spors

Editor, Writer & Content Strategist, Various

Follow

Independent retailers can stand out from bigger brands bydoing what they do best: serving the customers' needs first.

When you walk into a small boutique, the shopowners really have the ability to make you feel like

youve come into a different world. Theyre able to

create an experience and a vibe.

OCTOBER 04, 2013

Retailers are pulling out the wreaths and ornaments early this year in hopes of ringing up more

holiday sales. But the sales climate isn't looking particularly jolly right now.

Many analysts have predicted thatsales will grow only modestly this holiday season.Shopper Trak,

a research firm, estimates that November and December sales will grow a mild 2.4 percent year-

over-year. For one thing, the official holiday shopping seasonthe days between Thanksgiving and

New Year'swill only be 26 days this year, six days shorter than last years generous 32 days.

Moreover, thegovernment shutdown,gridlock in Congressover the debt ceiling and overall

economic prospects will likely put a damper on shoppers holiday spirit.

The economy is growing marginally, says Jan Kniffen, a retail analyst based in New York. Many

consumers have seen their take-home pay fall this year due to the disappearance of the 2 percent

payroll tax, and many are planning tofocus more on big-ticket spendingin coming months. If youre

selling to the masses, they just dont have the disposable income right now.

If sales are indeed tepid this year, it could be especially rough on small retailers who face stiff

competition from major retailers like Target, Macys and Amazon. Many big retailers will likely markdown prices and roll out special promotions and sales in order to appeal to price-sensitive

consumers. Internet sales are also expected to rise to15 percent of all holiday sales,further dinging

brick-and-mortar stores.

All that means is that retailers will have to work even harder to get shoppers into their stores, says

Alison Jatlow Levy, a retail consultant with global management firm Kurt Salmon in New
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York.When you walk into a large retail format, you walk into a big space with a ton of product, shesays. When you walk into a small boutique, the shop owners really have the ability to make you feel

like youve come into a different world. Theyre able to create an experience and a vibe.

Small retailers looking to gain an edge this holiday season can follow these three tips:

Host Events

Cynthia Sutton-Stolle, co-owner of The Silver Barn, a home decor store in Columbus, Texas, plans

to host several events between Thanksgiving and Christmas to help increase holiday sales. She

plans to participate for the third year in American Express Small Business Saturday,on the

Saturday after Thanksgiving; host a ladies night shopping event with wine and appetizers the first

Thursday of December; and throw a Thank God Its Over party the Sunday before Christmas.

The events, Sutton-Stolle says, are a way to create a festive mood and make her store into a holiday

destination for people from Houston looking for an all-out holiday shopping experience (her store

is housed in an 28,000-square-foot historic department store building). Houstonites want to come

out to our store and be inundated with Christmas, she says.

Beyond the events, she also plans to use the storesFacebook page,which now has more than

2,000 followers, to highlight unique products the store sells that shoppers wont be able to find at

major retailers. She also plans to host contests on Facebook, where winners receive prizes that

encourage them to come to the store.

Sell Products That Make Great Gifts

Justin Gibson, U.S. master franchisee ofVom Fass,a Germany-based oil, vinegar and spirits

retailer, says his store in Madison, Wisconsin, puts together sampler gift sets around the holidays

that sell for $20 to $60a steal compared to the $100 or $200-plus bottles that shoppers might buy

for themselves. Shoppers at the store can taste all the oils and vinegars and select between an array

of decorative gift bottles, and write a personalized message to the gift recipient using paint pens. It

gives them the feeling that they're getting a really unique gift that comes from the heart, Gibson

says, adding, one of the keys for us has been creating a more -exclusive product line.

The store also gives its customers holiday recipes and explains how the company hand-picks the

products it sells in the stores.
https://www.americanexpress.com/us/small-business/Shop-Small/https://www.americanexpress.com/us/small-business/Shop-Small/https://www.americanexpress.com/us/small-business/Shop-Small/https://www.facebook.com/pages/The-Silver-Barn/128155227820https://www.facebook.com/pages/The-Silver-Barn/128155227820https://www.facebook.com/pages/The-Silver-Barn/128155227820http://vomfassusa.com/http://vomfassusa.com/http://vomfassusa.com/http://vomfassusa.com/https://www.facebook.com/pages/The-Silver-Barn/128155227820https://www.americanexpress.com/us/small-business/Shop-Small/


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Every year, the store chooses a theme to promote around the holidays. This year, it's the flavor of

health and happiness, which encourages shoppers to teach their loved ones the benefits of eating a

Mediterranean diet so they can live a longer, healthier life.

Offer Rewards To Loyal Customers

Nicole Leinbach Reyhle, co-founder ofRetail Minded,a Chicago company that hosts conferences

and provides other resources for independent retailers, says creating loyalty programs can be an

effective tool for generating business around the holidays. A store might create a VIP program that

provides special events for members or gives them an extra gift, such as an ornament, or a two-for-

one discount when they shop on certain days. It might host an employee appreciation night and ask

employees to bring two or three of their friends.

The goal, she says, is to make customers feel valuedsomething many big retailers arent very

good at. I think retailers are starting to accept the reality that consumers want incentives, she adds.

"They want to feel like they're getting something special when they shop with you."

https://www.openforum.com/keywords/holiday-shopping/

Diwali + Happiness = Sales?ByShibani Gharat,afaqs!,Mumbai,

October 24, 2011Section:NewsCategory:Advertising

Cadbury:Iss Diwali aap kisko khush karange

Coke:Khushiyan baatne se hi badhti hain

Big Bazaar:Diwali Aaa Rahi hai, aur Dher saari khushiyan bhi-- a husband pleases his wife, and a daughter

surprises her father with gifts.

For some brands, Diwali this year is all about spreading happiness, a message being conveyed through their ads.

So, what are these brands up to?

K V Sridhar (Pops), national creative director, Leo Burnett, links this creative thought to the negativity prevalent all

around. "Inflation, coupled with ever-rising fuel prices and interest rates, has shaken up the buyer's confidence," he

says. Sridhar's views are backed by an ASSOCHAM survey which indicates that the steep rise in inflation has led

several middle and lower income families across the country to cut around 35-40 per cent of their expenditure on

festive seasons like Diwali and Dhanteras, in order to accommodate their monthly budgets.

The strategy is not just about instilling a positive spirit amongst consumers, though. It's a route to differentiate and

add value to your communication when most brands are talking about bargains and offers.
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"Discounts and prizes can be matched by the competition, so it's no longer a value addition for the consumer," says

Anand Ramadurai, head, marketing, MIRC Electronics.

Prasoon Joshi, executive chairperson and regional executive creative director, McCann Erickson India and South

Asia, voices a similar opinion. The man behind the Coke campaign, says, "The strategy to involve your consumer

through offering sales and discounts during Diwali is a more rational approach. Coke's strategy is to go through the

heart."

The idea is not new. A few years ago,Titan,too, had spread the same message -- the 'joy of giving' during special

occasions and festivals. Arun Iyer, national creative director, Lowe Lintas, points out that Cadbury has been using the

concept of 'the joy of giving' for some time now, and is still going strong with the same communication.

It's a fact that when one brand conveys a message, it is interesting, but when several brands harp on the same line of

communication, the idea gets over-stretched.

"Even though several brands are talking about happiness, it is important to know how linear or differentiated their

approach is," says Iyer.

So, does the idea work universally across brands?

"I feel the idea works great for Cadbury. A Cadbury makes a nice gift. The concept applies to Big Bazaar, as well, as

the retailer has a plethora of offerings under its umbrella. But, I don't really think that the idea will work for a Coca

Cola. Nobody gives away a bottle of soft drink," says Amit Kekre, head, planning, Mudra West.

Says Iyer of Lowe , "With soft-drinks, it is more about brand building. It is the same reason why Pepsi will do a

'change the game' campaign for the World Cup."

Whatever may the creative strategy be, what all brands want to say is 'more consumption'. As Nabankur Gupta,

founder, Nobby Brand Architects and Strategic Consultants, says, "It is a ploy to convert the customer."

Manosh Sengupta, brand-parent, nurturer and mentor, brand@itude, wonders whether the 'spreading happiness'

activity really converts into purchases.

"It is just a feel-good strategy; I have my own reservations whether it will eventually lead to sales."

There seem to be mixed opinions. Prathap Suthan thinks that it is unfair to connect the two thoughts of building

happiness during Diwali and driving sales. "You cannot tempt a consumer to buy your product by merely spreading

the 'joy of giving' message."

However, Josy Paul, chairman BBDO India, sees a direct co-relation between gifting and sales. "It is linear and

logical buying. All this effort should certainly convert to sales. It's a big market out there," he adds.

The metamorphosis of the Diwali shopper

HARISH BHAT

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iPads, mobile phones, plasma TVs and home theatres may be the flavour of this Diwali shopping season, but brandnew clothes remain an eternal favourite. _ NAGARA GOPA

Diwali is here. Stores across the country will prepare to welcome millions of shoppers. Everyone ishoping that the festival of lights will be very bright for marketers and retailers in all parts of thecountry.

Pause for a moment, though. Diwali shopping is no longer what it was a few years ago. Many thingshave changed when we buy, what we buy, even why we buy. Here are some important trends thatreveal the changing shoppers landscape of Diwali.

THE FLOWER POT EFFECT

In the midst of a relatively poor economic scenario, fewer new jobs and lower salary increases, thisyears Diwali is a long awaited opportunity for families to let down their hair and enjoy themselves.Given the muted shopping behaviour of the preceding months, there is significant pent-up demandfor uninhibited enjoyment, and the Diwali festival is the perfect occasion to let loose. Therefore, likethe flower pot firework which reigns in sparkling glory for a few minutes against a dark horizon,shopping will reign strong and high this festive season, and retailers will record very good footfalls.

A SHRINKING WINDOW

Years ago, shopping for Diwali would commence four weeks before the big day. Fathers and mothers

would draw up lists of purchases for all family members, and set out to the traditional shoppingareas of their cities. The outing would be as important as the purchases themselves, amidst the lightsand the milling crowds. Today, with time-starved nuclear families being the norm, the shopping

window has collapsed to just a few days before the festival. My wife and I shop only during the finalweekend, and several friends I know do exactly the same. Also, in earlier days, the Diwali bonuswould be given out a month earlier in all organisations, and this triggered the start of festiveshopping. This is no longer the case, with companies handing out bonuses at various points duringthe year. So people now shop only when the urgency of the festival comes upon them. All this willresult in significant shopping spikes during the last seven days before Diwali and Dhanteras.


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EXTREME VALUE SHOPPING

More than ever, shoppers have begun looking for the best offers during Diwali. They are driven bymany factors. First and foremost, the media is brimming over with brands and stores advertisingfabulous festive offers. A portion of this phenomenon is led by large retailers such as Big Bazaar,Reliance Mart or Girias, for whom consumer offers are normal marketing strategy. Some of it is alsoled by brands actively trying to liquidate high inventories created by lukewarm consumer demand

earlier in the year. Second, many consumers have come to think that offers are the norm these days,and that shopping without an offer is foolish. Brands and retailers who advertise discounts severaltimes during the year are themselves responsible for conditioning consumers minds in thismanner. Third, given that businessmen and professionals are not necessarily feeling the richest this

year, extreme value shopping is a natural consequence.

NATIONAL SHOPPING FESTIVAL

Diwali and Dhanteras shopping was always big in North India and Western India, including Delhiand Mumbai. However, Puja was always the larger festival in Eastern India. Ugadi, Pongal andOnam were the biggest festivals in Southern states, and the natural occasions when new clothes ordurables would be purchased. Today, driven primarily by marketers, Diwali has become the nationalshopping festival. Regional differences have melted away. For instance, people in South India nowqueue up to buy gold jewellery on Dhanteras day, an auspicious ritual of which they may not evenhave been aware of a decade ago.

DIGITAL DIWALI

Here is a significant change in what consumers buy during the festival. A decade ago, new clothing,jewellery, wristwatches and sweets would have dominated the list of desires. Today, a number ofdigital products have appeared on the shopping list: iPads, mobile phones, plasma screen or LEDhome theatre systems, digital cameras. Open any newspaper, and you will find advertisements fromthese new-age digital products keeping pace with the traditional items of purchase. It is indeed

becoming a Digital Diwali.

WHERE HAVE THE FIREWORKS GONE?Over the past few years, fewer families appear to be purchasing and indulging in Diwali fireworks.This tradition has not disappeared altogether, but has certainly reduced. As a small boy, I recall myfather would buy me a toy pistol with caps that burst in them, a couple of weeks before the festival.Evening fireworks displays in our neighbourhood would begin several days before Diwali. This is nolonger the case. Fireworks (or crackers, as they are generally called) are now seen only for a coupleof days. Is there a growing concern that these are unhealthy products, potentially unsafe? Are people

becoming more environmentally-conscious? Or is it just that fireworks are seen as being wastefulexpenditure?

HOLIDAYS ARE FOR TRAVEL

In earlier days, people would inevitably stay at home during Diwali. This was a festival where the

family came together, and celebrated within the four walls. Today, the travel bug has caught on.Many more people particularly young families are using the Diwali holiday period to travel toexotic places in India and abroad, and enjoy a well deserved break from the hectic pace of life. Inaddition, nuclear families living far away from their parents or siblings travel to be with theirextended families for the festive celebrations. This was not the case many years ago, when jointfamily units were the norm. As a result, air fares during this time have already shot up tostratospheric levels. I suspect that, in many cases, yuppie families are spending more on Diwali travelthan on buying new products for their homes or themselves.


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Thankfully, some things never change

In the midst of all these changes in festive buying behaviour, we should feel comforted that somethings have not changed and are unlikely to. Most of us will desire to wear brand new clothes forDiwali, so this will remain the best time of the year for garment brands and retailers. In many partsof the country, particularly in North India, many families will get their houses painted and

redecorated prior to Diwali. The traditional shopping areas Commercial Street in Bangalore,Gariahat in Kolkata, Karol Bagh in Delhi, Linking Road in Mumbai, T. Nagar in Chennai willremain as packed as ever, despite the emergence of large branded retailers. And of course we will allindulge in sinfully delicious Indian sweets and dry fruits, though the boxes have become moreostentatious, more expensive and more calorie-laden than ever!

As you reflect on all these thoughts and trends, heres wishing all marketers and brands a very happyand successful Diwali. May the cash registers ring loud and long!

Sixth Level of Differentiation- Standing Out During Festivals

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