c




   
c
Submitted by:
Anshita Sharma (18)
Divya Khurana (108)
Fiaz Rehman (78)
Rahul Sarkar (112)
Sakshi Khanna (56)
Varun Bakshi (36)
 Ñ



‡ A consumer is
defined as a person
who buys goods and
services and makes
use of public utilities.

‡ Customer life cycle

which is a huge
potential.

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 Age

Social u



Cultural 

 Gender
Status

Economic
status

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 „

u


‡ Consumers in India are very heterogeneous in

composition, both in terms of social and cultural aspects
and economic status.
‡ India is the second largest country in the world, with a
terribly low standard of living and a galloping population
growth.
‡ About of the National Income is derived from
agriculture and allied activities while over 70% of the
population depends on land for its livelihood.
‡  small section of the population is very modern in their
outlook and behavior

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 Ahere is a prevalent change in the society because
of which there is a significant change in the
consumer profile.
‡ : Approx 60% of
Indian population below 30 years of age.
India is a young country
‡  !"# Increasing instances of
Double Incomes in most families coupled
with the rise in spending power.
‡ u"$%" $: Increasing use of
credit cards

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 ‡ !$# increased urbanization has
led to higher customer density areas thus
enabling retailers to use lesser number of
stores to target the same number of
customers.
‡ %&$!
‡ !
 $#Income levels
vary significantly across rural and urban
areas, as well as across occupation
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groups. All Rights Reserved. 6
 !$
‡ Example of Coca„Cola and GiIlette

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 Strategy 1
$ $

‡ Castrol CRB Case

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 Strategy 2
u& $ $'$

‡ Max Vijay by Max New York Life

Insurance„ Bima Gulak´
‡ ActiMind by Brittania

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 Strategy 3
$$&($

‡ Airtel Case
‡ Pepsi„ Yeh hain Youngistan meri jaan

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 Strategy 4
"&$$

‡ ICICI Bank Case

Kamdhenu Cattle Loan Campaign´

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 Strategy 5
u

‡ HPCL Case

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 Strategy 6
() $*+

‡ Coca Cola and Godrej Case

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 Strategy 7
,$- $"". "&&

‡ Mahindra and Mahindra Case

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( u#
‡ 2nd largest economy by 2020.
‡ Ahe average household in India has an
annual income of Rs. 65,041 and an
expenditure of Rs. 48,902, leaving it with a
surplus of Rs. 16,139 to save and invest.
‡ Ahe rural consumer market, which grew
25% in 2008 when demand in urban areas
slowed due to global recession, is
expected to reach $425 billion in 2010„11
12/1/2010
with 720„790 million customers
All Rights Reserved. 15
 ‡ India has a huge number of households,
over 200 million people constantly
increasing their buying power and
aspiration.
‡ Consumers in India are very
heterogeneous in composition, both in
terms of social and cultural aspects and
economic status.

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A