INDIAN MARKET

SCENARIO
N.JYOTI
N.RAMYA
N.SUGATHRI
PRASHANTH PATALEY
P.SWETA
 Present market scenario
 The rapid change in technology is giving more
accurate levels of production and relies more
communication.
 The present and future marketing mostly depends on
E-commerce and M-commerce.
 Money spent on ads increasing 26% per year.
 Contd..
 Due to globalization Indian market is much more
affected in markets like software, commodity etc…..
 This globalization is leading to growth in competition
and opportunities.
 For example open market system introduced by pv
narasimha rao, ex prime minister of India
 Contd…
 Customer is expecting higher quality and service.
 He is also looking for more convenience in selecting
and buying the products.
 This is because of the increase in awareness of the
customer through various sources like internet, news
paper advt etc…………….
 Moreover companies are able to provide product
according to the choice of the customer.
 Convergence of industries is going on increasing as
they are finding many opportunities.
 Contd…
 Most of the companies are into retail sector and hence
giving a tough competition to already existing
retailers.
 For example reliance fresh, walmart,etc……
 Guerilla marketing
 This concept was invented by Jay Conrad Levison.
 it’s a unconventional system of marketing, people are
targeted at unexpected places.
 The marketing budget used here is inexpensive.
 It is basically used for small business and
entrepreneur.
 Kinds of guerilla marketing
 Viral marketing
it involves marketing through social
networks like orkut, face book etc….
 Referral marketing
it involves in promising your customers for
a gift or something in return of a referral.
this type of referral marketing is done by
shriram chits.
Kinds of guerilla marketing contd…
 Advertising at high traffic areas
this type of marketing is mostly used
by restaurants etc……. By showing a delicious plate
of some product of their
examples are pizza hut, McDonalds etc
 Word spread marketing
this type of marketing is done by
people during their talk.
 Retail market in INDIA
 India is the 4th largest retail market in the world.
 As people tending to have better shopping
environments, stronger brand, more no. of brands trying
to attract them.
 Companies next focusing on rural markets.
 GDP contribution is 10%, and generates 8% of
employment in the country
 Rural market in India
 There is 15% growth per year in rural markets.
 Demand for personal care products is increased in rural
areas than urban areas.
 Few foreign retailers like FMCG, Nestle also focusing on
rural markets.
 Many vehicular companies like M&M, Yamaha also trying
to tap rural and semi rural areas.
 Blue Ocean Strategy
 It is given by W. Chan Kim and Renée Mauborgne in 2005
 Blue ocean means uncontested market.
 an organization can generate high profit by creating new
demand in an uncontested market space, than by competing
head-to-head with other suppliers for known customers in
an existing industry.
 Ex: Microsoft, wall-mart.
 The corner-stone of Blue Ocean Strategy is 'Value
Innovation‘ which includes product differentiation, low cost
and less time.
 Red ocean strategy
 The present market situation is called red ocean. So
the strategies followed by these companies called red
ocean strategy.
 It is also called competition based strategy
 In this each and every company fights for its
existence.
 As no. of competitors increased profit and growth of
company decreased.
 Ex: lux, bournavita
 Limitations of blue ocean strategy
 No control group.
 Always creating value innovation products is tough
job.
 No assurance of getting profits.
 They said Brand and good communication are not
keys for success.
 Blue ocean vs. Red ocean
 Blue ocean:
 Create uncontested market
space
 Make the competition
irrelevant.
 Focus on non- customers
 Create and capture new
demand
 Break the value-cost
tradeoff
 Red ocean:
 Compete in existing market
space
 Beat the competition
 Focus on existing
customers
 Exploit existing demand
 Make the value-cost
tradeoff
 M-commerce
 M-commerce is buying or selling goods and services
using hand held devices like smart phones, pdas
etc……
 This uses a technology of WAP(wireless application
protocol).
 Different mobile manufacturing companies like
nokia, ericcson use this WAP
 M-commerce marketing
 M-commerce marketing is used in financial services
for payment of cash online to banks or transferring
cash from one accout to another.
 This is also used in telecom services for bill payment
for post paid services and recharging for prepaid
services.
airtel uses this type of m-commerce
 M- commerce marketing contd
 M-commerce is also used in retail business if ordered online
the services will be at your place.
recently pay pal is using this m-commerce for its
customers.
 M-commerce is used for providing information on mobile
like news, latest movie updates, advertisement etc…..
mobile advertisement is done through a software
called sms2.0 in which the sms text can be sent in colour
with a advertisement block at the bottom, this type of
advertisement was used by airtel on smart phones.