Escolar Documentos
Profissional Documentos
Cultura Documentos
Table of Contents
2.
TECHNOLOGICAL ENVIRONMENT.................................................................................................. 14
1. Godrej ......................................................................................................................................................... 15
2.
REFERENCES.......................................................................................................................................... 18
Demographic Environment
2. Educational Groups
a. Adobe India Pricing Strategy
Adobe Systems India has said that it will have a "special pricing" for educational institutions that purchase its range of products. The company is also working on a "licensing programme" to make its products more affordable for educational institutions. The company will soon announce its policy for the education market in India, according to Mr. Sandeep Mehrotra, Country Sales Manager, Adobe Systems India. Addressing a news conference held here on Wednesday to unveil Adobe's go-to-market strategy for its Creative Suite 3 (CS3) product line, Mr. Mehrotra said in partnering with educational institutions, 4
the company would prepare the curriculum and even train the trainers. (For more info, see Reference [2])
3. Household Patterns
a. Burberry
Burberry is a premium British clothing brand which sells worldwide. "In India, there is a very strong male market, as in China, so we have had to relook at our men's offering. We are listening to our customers here, and have started our accessories business," Ahrendts said. Asia contributes a third to the revenues to the company, which sells trench coats, scarves and umbrellas with a unique tartan pattern, besides fragrance and fashion accessories. In the last two years, the company has added new product categories to its catalogue like menswear, men's accessories and fragrances. The products have been added to the global portfolio as a lot of Burberry's buyers travel around the globe and make purchases there. The company is concentrating on male population of India as it identifies India as a strong male market. (For more info, see Reference [3])
Economic Environment
b. Burberry
British luxury brand Burberry is making a concerted effort to reach out to high net worth individuals (HNIs) in India and China, even as investors have hammered the company's stock 30% since July due to its expansion plans in Asia. This show how different companies target different income segments in India. Here, Burberry is planning to target the higher income class of Indians for its new products. (For more info, see Reference [3])
Social-Cultural Environment
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1. LG
India is the last frontier, says Moon B. Shin, the Korean boss of LG Electronics Indian subsidiary. By which he means: India has the largest number of people who have not yet bought many electronic goods. LGs annual sales in India are about $3 billion. But what really excites Mr. Shin is that they rose by 30% just in the first seven months of this year. LG started manufacturing in India in the late 1990s. It is now the countrys most popular maker of all manner of gizmos. To succeed, it has kept its prices ultra-low and adapted its products to Indian tastes. Since many Indians are vegetarian, it offers a fridge with less freezer space and more drawers for vegetables. Since Indians like their televisions loud, LG affixes powerful speakers. The firm also sells voice-activated washing machines for middle-class families with illiterate maids. Its products are designed to cope with fluctuating power, and its packaging is extra-tough to cope with Indias terrible roads. (For more info, see Reference [7])
2. KFC in India
KFC offers a wide range of vegetarian products such as the tangy, lip-smacking paneer tikka wrap 'n' roll, the veg de-lite burger, and the veg crispy burger. There are munchies such as the crisp golden veg fingers and crunchy golden fries served with tangy sauces. If you are veg and looking for a meal, you can combine the veg fingers with steaming, peppery rice and a spice curry. The mayonnaise and sauces don't have egg in them. Sharanita Keswani, Director, KFC Marketing, says the vegetarian menu in India came about when KFC found the country had about 35 per cent vegetarians, and in metros such as Delhi and Mumbai, almost 50 per cent. The non-vegetarian is the obvious target customer because, as Ms. Sharanita points out, Bangalore and the rest of south India have over 70 per cent non-vegetarians. But she also observes that chicken is KFC's strength. KFC's vegetarian menu is almost exclusive to India and is the most extensive. Most countries either do not have a vegetarian menu, and some which do, have a burger at the most. (For more info, see Reference [8])
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Natural Environment
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1. ITC Limited
Different companies face various problems in conserving the natural environment along with their operation and making profits. ITC strengthened their commitment to green technologies by introducing ozone-treated elemental chlorine free bleaching technology for the first time in India. The result is an entire new range of top green products and solutions: the environmentally friendly multi-purpose paper that is less polluting than its traditional counterpart. Hence, we see that ITC is very nature friendly and market its products in eco-friendly way. (For more info, see Reference [9])
2. IndusInd Bank
Green banking has been catching up as among the top Indian green initiatives ever since IndusInd opened the countrys first solar-powered ATM and pioneered an eco-savvy change in the Indian banking sector. The bank is planning for more such initiatives in addressing the challenges of climate change. This can be considered as both a compliance with the natural environment as well as technological innovation for marketing strategy. (For more info, see Reference [9])
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Technological Environment
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1. Godrej
Godrej is known for introducing refrigeration to India's rural masses. What Tata Motor's Nano car is to automobiles, the Godrej ChotuKool is to the refrigerating industry. The fridge, which costs roughly $70, does not have a compressor and runs on batteries. Hence, Godrej is fulfilling a technological need of the society by introducing such innovative products and marketing efficiently. (For more info, see Reference [10])
2. Invention Labs
For giving a "voice" to speech-impaired children. The company's AVAZ device interprets the gross motor movements of a child and uses predictive software to help users form sentences, which it then reads aloud. It also includes a portable touch-screen voice synthesizer, which can be easily mounted on a wheelchair. Such Products are very innovative and fulfill the needs of the society. It is a very good example of technological marketing. (For more info, see Reference [10])
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Political-Legal Environment
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1. Redbull
Redbull markets its all energy drink in all countries in same packaging. Changing the package size and looks is not always necessary. Keeping the same look and size has a global recognition advantage. Red Bulls energy drink cans for example have the same size and design and are going off the shelf very well in India. Still, some formal changes, like adding the MRP (Maximum Retail Price), indicating if the product is vegetarian / non-vegetarian and the address of the importer and distributor, are mandatory (this applies to every consumer goods sold in India). Hence it has to follow various extra conditions for packaging as a part of legal barriers for marketing in India. (For more info, see Reference [6])
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References
[1] Harish Bhat. "The really hot marketing gurus of 2011". thehindubusinessline.com. http://www.thehindubusinessline.com/features/brandline/article2752574.ece [2] Prasad Kulkarni. Adobe India Pricing. May 31, 2011. http://www.examplesofmarketing.blogspot.com [3] ET Bureau. "Burberry fashions strategy to target Indian high net worth individuals". Economictimes.Indiatimes.com. Oct 11, 2011. http://articles.economictimes.indiatimes.com/2011-1011/news/30266680_1_india-and-china-angela-ahrendts-burberry [4] Arun Kathik B. "Marketing to Bharat". IITK.ac.in. Mar 1, 2011. http://www.iitk.ac.in/ime/MBA_IITK/avantgarde/?p=259&cpage=1#comment-5253 [5] ET Bureau. Sahara forays into luxury holiday biz. Economictimes.Indiatimes.com. Sep 12, 2007. http://articles.economictimes.indiatimes.com/2007-09-12/news/27679425_1_luxury-travel-travel-business-indians [6] Andreas De Rosi. "Marketing in India (Part I): Which product strategy is the right one for the Indian market?". EuroBrandsIndia.com. May 15, 2010. http://www.eurobrandsindia.com/blog/2010/05/15/marketing-in-india-part-iwhich-product-strategy-is-the-right-one-for-the-indian-market/ [7] "A bumpier but freer road". Economist.com. Sep 30, 2010. http://www.economist.com/node/17145035 [8] Question. "KFC marketing strategy in India?". Answers.Yahoo.com. http://in.answers.yahoo.com/question/index?qid=20081114203505AAHTQc4 [9] Vandana Thambi. "Top 10 Companies that Paint India Green". ChilliBreeze.com. http://www.chillibreeze.com/articles_various/top-10-indian-green-companies-green-business-practices.asp [10] Fast Company Staff. "The 10 Most Innovative Companies in India". FastCompany.com. Mar 14, 2011. http://www.fastcompany.com/1738533/the-10-most-innovative-companies-in-india
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