bcg markting (1).pptx

8/20/2019 bcg markting (1).pptx

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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.


5/19

,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.


7/19

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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bcg markting (1).pptx

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