Page 44 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part1 | Introduction-KeyResults
Cross Category Trends
Needs of the
growing middle class,
and the national
agenda drive trends
TTfffE-COMMERCE
Online purchasing
boom is brand
building chance
Like consumers in most markets, Indians are increasingly purchasing online to find wide product range, convenience and transparent pricing. In India, the online range goes well beyond basic apparel and electronics, and includes just about any category available at bricks and mortar locations – even luxury products like jewelry. And Indians have many online marketplaces to choose from, including Flipkart, Snapdeal and Jabong. Along with other Indian-based marketplaces, Amazon has been present in India for about three years and Alibaba arrived during the summer of 2015. Online is booming but it’s just starting. Online
is an efficient way to build a brand in a country as large as India.
SEGMENTATION
Expanding middle class
seeks broader choice
Brands are adding new products
to serve more narrowly targeted audiences, as consumers in India’s expanding middle class desire – and can afford – products that fill particular needs or wants. Premiumization is the clearest example of this trend. The personal care brand Lakmé markets specialized skin care products that
command a higher price point, for example. Segmenting the market by gender, the two-wheeler maker Hero designed and markets a motorcycle model specifically for woman. To meet the need for time saving convenience as more women enter the workforce, FMCG brands are introducing more ready-mix foods. Some of these products provide traditional Indian dishes without the time consuming preparations. That benefit fills an even more specific need – helping people live in the new India while satisfying their taste for the old India.
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