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Learn the Art of Targeting Indian Customers

Sep 10th 2014 at 5:32 AM

Will that brand be able to lure the customers or be the biggest failure of Indian market? This maybe is the biggest question most of the multinational brands discuss before launching their product in Indian subcontinent. India and nearby countries have become the biggest growing economy in the world. A large number of brands, mostly international luxury high end products, are targeting them. Makeup products, cosmetics, skin care, clothing, retail, personal grooming, luxury, automobile and technology are some of the product genres, which have initiated their business in India.

Indian customers are engaging into buying expensive products. The earning power has increased and so is the desire to spend more. They are being highly influenced by the international brands, due to the exposure to the international market. There was a time when they used to ask their relatives established in foreign countries to buy foreign products for them, but now they can easily buy them from the local market. Although some of the products have been capable of intimidating the Indian customers, but rest of them were a big fail story. When those products entered Indian market and when they went, nobody got to know about that.

Daewoo, Kellogg’s are some of the ones that faced severe failure due to improper marketing strategies. Daewoo has now completely eradicated form the Indian market, however Kellogg’s manage to survive to a little extant. They had to change their marketing plans and strategy as per the Indian culture to improve their sales. Some of the biggest success stories are Gillette, Levi Strauss, RedBull, McDonalds, KFC, Procter & Gamble, Pepsi Co., Nestle and Samsung. They have successfully implemented Indian mindset, culture and emotions in interacting directly with the customers.

Some of them even managed to change the product taglines, modifying products and the appearance in order to influence the Indian customers. Since the economy is growing at a fast pace in this country, it has become more than necessary to stay connected with the customers. The international brands that were successful in the UK and USA based markets will not be able to make it by keeping a straightforward marketing strategy.

Before launching the brand, or product, they have to understand the Indian market and mindset of the customers. Some of the products may not be able to compliment the Indian culture therefore requiring a little modification in the content or the look. Make sure to do the homework to get best response with your sales in this growing economy.

For more information Virtual Ethnography visit www.futurebrands.co.in

About the Author…

 

Future brand Marketing Consultants India is a brand management consultant provides branding strategy, branding in India, retail industry services in India, consumer insight, India consumer behavior, online consumer behavior, branding insights, brand insights, marketing insights, India marketing insights and consumer insight Indian.

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