Single urban consumers are shaping market dynamics because they are digitally forward and have a greater disposable income than other consumer groups. These super consumers are early adopters, making them influencers.
The Net Promoter Score (NPS) is a customer satisfaction assessment tool that’s gained considerable attention. It identifies whether a customer would actively recommend a brand, making it a tool that can gauge if a product will do well through customer loyalty. The popular tool comes with its pros and cons.
There are about 10 million FMCG retail stores across formats in India today. Of these, companies reach only about two million directly, making manufacturers largely dependent on indirect wholesale distribution.
The telecom sector has had a tumultuous couple of years. High debts in the industry triggered a spate of M&As, a disruptive new player entered the market and revenues plummeted in the short term. This nudged telecom service providers into pursuing innovative survival and growth strategies, leading to a flurry of activity.
As home to 70% of the nation’s population, the hinterland is marked by low financial inclusion – a problem payment banks have set out to remedy. The cash shortage following the demonetisation drive of 2016 also helped nudge the unbanked towards the formal economy and the adoption of digital financial transactions.
The most difficult questions facing growing businesses today include the identification of high potential markets for distribution. What is making the effort increasingly complex is the changing dynamics of people, lifestyles, aspirations and location; not to mention the costs involved in covering the massive rural landmass.
In these times, when every waking moment is potentially shareable on social media, beauty does seem to be skin deep. The desire to constantly look well-groomed is expanding the beauty market, beyond the conventional boundaries of age, gender, geography and town class.
While most Indian households don’t have the financial means to indulge in eating out, the story is markedly different in urban centres. A sizeable number of Indians living in cities spend significant amounts on eating out.
The adoption of smartphones and the incidence of online financial transactions has always been high among Millennials. Comparatively, Gen X has been slower to adopt technology in general. What’s interesting is that this trend may be losing steam.
Consumers are getting increasingly experimental and aspirational, and the outcome
on FMCG is the growing popularity of small pack sizes. Despite a minor setback
during demonetisation, small packs continue to sustain and even drive growth for
several brands. Earlier thought to be a rural phenomenon, consumers in metro cities
are now as enthusiastic about small SKUs. This issue of Featured Insights explores
why small packs are such a big hit with consumers and how brands can explore the
opportunities and get their strategy right.
With the GST rates announced for FMCG products, manufacturers and retailers are keen to gauge the short and long-term impact on FMCG categories and markets. Some of the parameters that manufacturers, retailers and trade intermediaries are closely observing at this juncture include stock levels, age of stock at retail shelves, channel readiness and the play between net tax change and price elasticity. The report uses data from our Retail Measurement and Analytics services to draw likely scenarios in pre-GST and post-GST implementation phases.
Indian consumers of personal care products are increasingly showing a distinct leaning towards natural offerings. This is driven by a strong belief in the goodness of ancient Indian wisdom. Shoppers are now seeking brands that can offer fundamental solutions, and products that are safe for both consumers as well as the environment. This issue of Featured Insights looks into how the ‘naturals’ trend is reflecting on the personal care industry, and the opportunities that the future holds.
Statistically, many of our purchases are driven by emotions. Yet, most measurement tools are unable to assess the emotional connection that an ad creates with viewers. According to modern researchers, techniques that can directly measure neurological and biological reactions are the most accurate, and are therefore, poised to be the next frontier in creating winning campaigns.
As the media landscape gets increasingly fragmented, arriving at the right marketing mix is becoming more and more challenging. See how brands can optimise their marketing mix strategies by evaluating the historical relationship between marketing spends and business performance in a structured model.
Festivals have always been a shopper’s delight in terms of deals and offers. However, today consumers are not limiting their enthusiasm to festive seasons alone. See how retailers in India have created ‘Big Events’ to ensure there is consumption throughout the year.
Reaching the rural consumer in India has its own set of challenges; rural consumers make their purchases from nearly six million outlets across a large, dispersed landscape. Here’s how brands and marketers can unravel this problem.
While Global multinational companies dominate the Indian FMCG market, there are many homegrown companies that have made it big as well. Read on to find out what differentiates the basic strategies and core strengths of these Global MNCs and Local Giants and what consumers are saying about their brands.
A combination of factors including a significant rise in lifestyle diseases and the resulting surge in awareness and desire to 'live healthy', has resulted in the health and wellness foods segment growing in double digits. Learn more about the health conscious Indian and the potential of the health and wellness market in India.
As the telecom industry evolves at a dizzying speed, the crucial differentiator between operators may well be the strength of their relationship with channel partners or distributors. These distributors have access to vital and real time consumer trends that could prove to be invaluable for telcos. Read on to understand why savvy operators need to work on these synergies to win in the market.
E-commerce tops the chart for the most preferred sector for employment among B-school students graduating in 2016. See what attitudes and perceptions students across the top 35 MBA colleges in India hold, in relation to career preferences and potential recruiters.
In the hinterlands of India, menstruation is a subject best swept under the rug. The social stigma and age-old unfounded myths ensure that adolescent girls and women have little knowledge of the actual facts of menstruation, and negligible awareness of menstrual hygiene. See how communication can help empower women and ensure a healthy sanitary lifestyle.
India’s literacy rate has seen significant improvement over the past decade. To better understand publishing in India on an industry level, Nielsen Book undertook a major research project, resulting in The India Book Market Report.
The number of automatic cars sold in India has jumped from less than a lakh in 2013 to about 165,000 last year, and is expected to hit half a million by 2020. Take a look at the potential automatic car buyer and how the segment is gearing-up for growth.
Cash is no longer the king! The phenomenon of mobile payment apps has been quick to catch on with the number of end-users ballooning. Take a look at how mobile payment apps have gone on to become a mainstay in our lives, the extent of their reach, and usage.
Most people are inclined to shrug off instances of childhood bullying as a mildly annoying fact of life. However, studies are increasingly showing that the phenomenon is more serious than it initially seems. Children who bully, or are victims of bullying, are more likely to accept and perpetrate acts of violence later in life.
The multi-SIM phenomenon continues to drive the Indian mobile phone market – not just smartphones but feature phones as well. This is clear from the fact that incidence of multi-SIM connections has grown by 62% over the last two years. Here’s what brands and marketers need to do to effectively navigate this space.
Identify early indicators of a slowdown and recovery in the Indian FMCG market, using a predictive model that’s capable of reading the signs by studying consumer sentiment and selected macro-economic indicators.
With e-tailing coming of age, our numbers show that as much as 60% of consumers in developing markets are willing to use digital retailing options. Here's a look into the motivations of the online shopper and the trends that will help e-commerce brands stay ahead.
Ask any marketer today what his or her primary challenge is and the answer you’re likely to get is “how do I maximize the impact of my advertising campaign?” Here’s a look at the ‘3C framework’ of context, content and consumer that shows how reaction (outcomes) to ads can be amplified by setting the right context, developing effective content and by reaching the right set of consumers.
Understand what the intrinsic characteristics of a great innovation in the Indian marketplace ought to be and take a deeper look at the key characteristics that brands and marketers must not ignore when it comes to creating breakthrough innovation.
Today, the average Indian spends over two-and-a-half hours a day on their smartphones. Take a look at what men and women actually do on their devices and what the key differences are in terms of usage habits.
Recognizing winning opportunities and getting your on-ground execution right can create powerful results—and that’s what the path to performance is all about. See what the right levers of effective sales execution are that will help you drive your in-store performance.
Globally, more than six-in-10 respondents (63%) say they like when manufacturers offer new products. But while consumers across the globe are enthusiastic about new products, their purchasing patterns vary widely.
Long regarded as India’s consumption outback with low levels of disposable income and spend propensity, consumer aspiration and awareness, marketers have traditionally deprioritised certain markets within the country. But these state clusters of Madhya Pradesh and Chhattisgarh, Bihar and Jharkhand, and Orissa, show the potential to drive disproportionate growth in India’s fast moving consumer goods industry.
While the average Indian spends around two hours and forty five minutes per day on their smartphone, the ‘super consumers’ are substantially more involved with their phones, especially when it comes to data usage. They represent one-third of the telecom consumer universe and are influential in trendsetting and influencing behaviour.
From making bank payments and paying insurance premiums to watching videos and television shows, more and more Indians are moving from traditional methods to wholly online processes. In this context, there exists a niche set of consumers who are heavy internet users with a corresponding high level of dependency on their connectivity – we’re calling them Super Viewers. See how you can identify and engage with them.
Understanding the automobile super consumer – they are fairly affluent, have an affinity towards the top-end variants and who see their cars as more than just a means of transport. Read on to find out what defines them, how they’re different from your regular customers and what you need to do to reach them.
Consumer confidence in Asia-Pacific increased in nine of 14 markets measured by Nielsen in Q1, compared to only three that rose in Q4 2014. Nine markets in the region remained at or above the 100-baseline level of optimism. At 130, India reached its highest level since 2011—up one-point from Q4. Confidence in India has been on the rise for six consecutive quarters.
There are successful innovations and then there are breakthrough innovations. In its second edition, the India Breakthrough Innovation Report 2015 celebrates 23 brands that smartly used innovation as a catalyst of growth during the tough times of 2012-2013 and managed to stay ahead of the curve. Read on to find out who our winners are, their success stories and what you can learn from them.
Given that financial needs and reasons for investing are changing, financial institutions are beginning to understand that a ‘one-size fits all’ approach no longer applies. What works for a regular investor may not appeal to the heavy investor who is more engaged with the product. Find out how to identify and engage with the super investor.
With airtime getting costlier and digital platforms offering cheaper marketing alternatives, how can the marketer maximize returns on TV media spends? We relook the way television advertising has traditionally been carried out and identify the five key characteristics of successful TV campaigns. Read on to find out more.
Advertising creativity versus advertising effectiveness has been the perennial contest for brand marketers. In the world of marketing, creativity needs to convert into sales, but do brands succeed in making their advertising campaigns as effective as they should be?
Marketers are constantly on the look-out for avenues that can drive exponential business growth and lead to success in the marketplace. Innovation, rather the creation of breakthrough innovation, may well be that winning formula.
In a scenario where brands are keen to be prudent with spends, rationalizing distribution and sales strategy are imperative to maximize performance of brands in the last mile to the consumer. In an effort to break down this formidable task into actionable steps, we have evolved a four-step guide to maximize efficiency.
Market segmentation is all set to change with the advent of the ‘super consumer’. Traditional marketing too will undergo an overhaul and change the way brands approach marketing as we crack the code of identifying the most profitable and engaged consumer, thereby promising better marketing effectiveness.
The male grooming is already an INR 3800 crore industry, and industry projections show that the sector is expected to touch the INR 5000 crore mark in 2016. Therefore, it is important for brands and marketers to understand the behaviour and purchasing habits of the consumers of male grooming products, especially the super consumers of the category – a smaller proportion by number but one that accounts for a much larger contribution when it comes to sales.
Any multinational looking for solid growth should be taking a hard look at India. In 2015, India’s economy will grow faster than China’s for the first time in 16 years. In fact, the IMF forecasts India’s GDP growth to expand by 7.5% this year and next.
In the overall shopper universe, there exists a new breed of shopper who is highly engaged, ardently endorses your product category and has a penchant for experimenting. They walk an alternate path and behave differently compared to regular shoppers. We call them the ‘super shopper’. Though only a small proportion, super shoppers contribute to more than half of in-store spends.
Life is getting increasingly fast-paced for the urban Indian and as a result, packaged foods are quickly gaining favour with consumers. With health and nutrition being a top priority for the family, marketers now need to play their part in fulfilling this primary need with their offerings of packaged foods.
2014 was certainly a challenging year for the economy as well as for businesses in India. But as we enter 2015, the prevailing economic sentiment is that of optimism. So what will determine the direction of the economic winds of change in 2015? Our year-end special ‘Re-making India: Where Will Growth Come from in 2015?’ looks at some of the important developments that took place in 2014 and attempts some crystal ball gazing into what the defining trends of 2015 are going to be like.
2014 was a trendsetter for many industries. We looked at the top insights and trends that received maximum eyeballs and engagement this past year and here’s our pick of the most popular trends impacting the Indian consumer and economy in the coming year(s).
Get a glimpse into how India is well positioned to emerge as an economic super power in the next few years, how consumption will grow in India in the coming few quarters, and how marketers can tap into India’s immense potential by drawing upon consumer learnings from the past.
It’s one of the most competitive segments in the FMCG space and perhaps a product that accrues maximum airtime when it comes to television adverts – toothpastes. India’s oral hygiene market is expected to grow at a much faster rate than that of global, and considering that toothpastes account for 70% of the category, the opportunity is immense. Identify what are the key communication elements and concepts that successful propositions employ to succeed in the market.
The Rural Super Consumer is a new breed of rural consumer who is engaged, both emotionally and economically, with brands across categories. Improved infrastructure, increased literacy, and better access to funding have brought about an attitudinal shift in how these consumers perceive and engage with brands.
A population of 1.25 billion that is growing by the minute has ensured that the Indian consumption story and therefore the Fast Moving Consumer Goods industry will keep expanding. However, uncertainties over the last three years have caused marketers to pause and evaluate their sales strategies. In such a scenario, it’ll be extremely useful to gain an understanding of how sales trends are likely to pan out in the near future.
Increasing personal wealth is gradually changing the way Indians handle their money. They are steadily increasing their appetite for saving and investing. Mutual funds have never been on the Indian investor's radar but that too is changing thanks to efforts to step up financial literacy. However, there is a long way to go since only 9% of urban Indians today invest in mutual funds. Find out what is keeping the Indian investor away from mutual funds and identify what are the opportunity areas.
Convenience, fuelled by disposable incomes, fast-paced lifestyles and a cultural tradition of snacking between meals has seen explosive growth in the snack foods sector. From a modest INR 8000 crore in 2004, the market today stands at more than five times that number at INR 41,000 crore! See what consumers look for when choosing snack foods and what are the factors that contribute to a successful product launch in this space.
The Reserve Bank of India’s recent move to allow retailers and telecom companies to set up Payment Banks is definitely a step in the right direction. Considering nearly 65% of India’s population is unbanked, the opportunity is significant.
Over the past few quarters, we studied the consumer confidence numbers measured the world over through the Nielsen Consumer Confidence Index (CCI) and mapped them with sales of fast-moving consumer goods (FMCG) in urban India. Interestingly, the figures show a correlation between CCI on purchase behaviour and FMCG sales – after a gap of two quarters. See what impact the quarter 2 CCI numbers can have on FMCG sales prospects.
Urban consumers in India matter. They may account for only one-third of India’s population but account for two-thirds of its $37 billion FMCG market. Here are 10 things you should know about today’s evolving FMCG consumer to win in the urban Indian marketplace.
With agriculture accounting for 15% of India’s $2 trillion economy, it goes without saying that rainfall is an important aspect. Good rains optimize agricultural output, help control food inflation leaving consumers with a higher discretionary income. See how the monsoon season can influence FMCG sales in rural India.
The age of the Rural Super Consumer is upon us– a new breed of rural consumer who is engaged, both emotionally and economically with brands across categories. With more than 800 million consumers who will be influenced by the Rural Super Consumers, brands will ignore this new breed at their own peril.
Today, in India, more than 300,000 babies die each year within 24 hours of being born - the highest anywhere in the world. While India has managed to bring down infant mortality rate to 42 per 1000 live births as of 2012, the country is far from reaching its goal of reducing it to 27 by 2015. Know what efforts have gone into reducing infant mortality rate in India and the challenges faced in the process.
From traditional kiranas to large formats like super and hyper markets to chemists and the ubiquitous paan plus stores, avenues to shop for fast moving consumer goods have grown exponentially in the past decade or so. Take a closer look at how existing channels have evolved over the years plus some of the upcoming avenues and what the implications are for marketers.
With nearly 47,000 pregnant women or new mothers dying each year in India, the high rate of maternal mortality continues to be a cause of concern. Take a look at some of the schemes and practices in play, to help India achieve the United Nations’ Millennium Development Goal, of bringing maternal mortality rate down.
It’s the classic marketer’s dilemma – do I introduce a new variant or simply relaunch an existing brand? Take a look at which of these two approaches tend to drive better outcomes in the Indian market.
Consumer confidence in India increased seven index points to 128 in the second quarter, bumping the country up to the top spot among the 60 countries measured in Nielsen’s Global Survey of Consumer Confidence and Spending Intentions. The latest increase surpasses Indonesia (123), which previously held the top spot for five consecutive quarters.
With half a year and two key events – the general elections and the Union Budget 2014 over, there seems to be revival of sentiment in the Indian economy – it’s a time of increased anticipation and receding ambiguity. Here are some new trends to tell you where India’s consumer is headed.
Marketers across India spend over $5 billion each year, but it’s estimated that up to 30 percent misses its mark – that’s $1.5 billion in wasted marketing spend each year! Here’s a seven-step framework that would help determine a marketer’s choice of media, timing of exposure, and the size of investment, thereby optimising media spends.
Nielsen CXO Perspectives with Harsh Mariwala, Founder and Chairman, Marico where he discusses how one can break the clutter to stand out with the right marketing, innovation, and the India opportunity.
The $36 billion FMCG industry in India is weathering a bit of a storm thanks to the economic slowdown and overall weak consumer sentiment. As a result, growth in this sector has dipped from the highs it once enjoyed. But despite this a few FMCG companies have managed to turn the tables, registering an above average growth compared to peers.
India is in the middle of a building boom, largely because of factors like rising disposable income, improved standards of living, a growth in nuclear families and easy access to mortgage financing. However, the approach to housing differs when we look at the purchase patterns among consumers in metros and tier-II cities.
The auto sector in India is among the largest in the world. The opportunity for growth in this space is high since penetration is still low and incomes are rising across the country. It is therefore crucial for marketers to tap the potential in order to accelerate growth.
The Indian film industry is the largest in the world, each year churning out more than a 1000 movies and generating INR 3.3 billion in ticket sales. With such a large consumer base, it’s critical for marketers, especially in the cinema and entertainment industry, to understand the factors that drive this sector.
Loans are increasingly turning out to be the bridges that link consumers with the products of their choice. Given the easy availability of finance, nothing seems out of reach for urban consumers today. But like in any other product, several influences are at play before the consumer chooses a loan.
Nine million traditional retail outlets, 600,000 villages and 5,000 towns – that’s India for you! Now add a fragmented media landscape where more than 800 television channels churn out 3000+ messages every 24 hours. See how you can influence the consumer purchase decisions using the ‘Three R’ framework – Reach, Resonance, Reaction, to break through the clutter.
The aviation sector in the country has taken wings in recent years, its flight fuelled by low-cost airlines, better infrastructure, and passenger facilities. Given the flourishing growth that this sector is witnessing, the potential for airlines, hoteliers, online travel portals and other tourism and travel-related companies is enormous.
Finding your most profitable consumers and converting them to buyers of your brand is what shaping a successful path to performance is all about. Here finally is the primer on how you can do this for your brand, with smart and innovative promotions, a proactive online presence and focus on quality interactions with the shopper.
With elections around the corner and continued pressures on spending, 2014 is poised to be a defining year for both the consumer as well as for the industry. Though overall sentiment remains weak, the fundamentals of our economy remain resilient and the opportunity for growth robust. Looking back at the insights and information gleaned over the course of the year gone by, here’s what the road ahead looks like, the emerging areas of growth, and what you can do to improve chances of your brand’s success.
Today, more and more Indian women are buying cars or influencing car purchases. Thanks to higher awareness, independent jobs, and rising income levels, women are calling the shots in most key parameters like brand, price, mileage and model when choosing a car. Know more about the declining gender gap in car ownership and gain insights on how best to market to this new crop of shoppers.
Year after year, thousands of products across brands and organizations hit the retail shelves. Some succeed, whereas most fail. But every once in a while, comes along a product that changes the rules of the game and witnesses unprecedented success. This miniscule percentage falls within the realm of what we call ‘breakthrough innovation’. Scaling this summit is not easy but there are some fundamentals that can help you achieve this. The 'Breakthrough Innovation Report' is a deep dive into the competitive world of innovation in the fast-moving consumer goods space.