About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Friday, June 24, 2011

Contemporary Youth marketing strategies

After my decade long experience with youth and youth-aspired brands/ products, the best youth marketing strategies appear to be more of an organic fruit garden, where the trees (read consumers) are nourished and pampered to deliver more fruits, and those fruits are being used to create more trees!

In this process, the trees will happily grow as well as the garden (read brand). Moreover, the trees are not only growing but also suggesting what kind of manure should be used and what is the best landscaping method to increase the “homeliness” and “coolness” of the garden! In an organic manner, they are informing the kind of expected “pest attack” to the gardener each moment…they are shouting loud to make sure that the gardener understands that the garden is built with the trees but not the gardener’s investments! The feel of “being used” to mint money is diminishing. Today, the profit, of a brand is the byproduct of “interaction”, “sharing space” and “peer commitment” to be at the core inner circle rather than just selling products. Unfortunately, most of the brands in India have no clue about the evolving semiotics of youth or they are taking them “for granted”!

The youth in India, is excepting wide degree of choice to interact and play with the brand elements to feel “at home” with the brand. The young influencers are creating their own identities and “personal brands” by combining and mutating with the peer characters, web-influences and media perception which are becoming most important criterias for a brand to understand and implement in their brand elements. As we all know, the “brand loyalty” is fossilized but they are selectively loyal to those vital elements of a brand that touches their personal aspiration, identity and sentiment and is important to create a unique identity to the peers.

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