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

Involvement and crowd-sourcing: the new brand mantra

As the online tools and websites are enabling youth to achieve wider social interactions and knowledge, the broader offline communities are in decline unless the community is providing something more than just “community feeling and interaction” (ie. Class differentiation, social status, safety, religious identity, patriotism etc.). If the individuals/ brands are not included in the “cloud” of “peer factors” and immediate inner circle they are less and less interested to interact/ connect with them. Social media can be a spring board for the brands to interact with the young consumers and use the crowd-power of float ahead. According to David Fischer, vice president advertising and global operations, Facebook, FB currently has 25 million users in India (number three position in the world largest internet users list) and the figure is hardly 10 per cent of the total Indian population! According to the report, From January, Municipal Corporation of Delhi has also started using Facebook for users to post problems for immediate action on areas like sanitation and garbage cleaning and the response is amazing!
The Bangalore based adventure accessories company Wildcraft has 637,802 fans in their Facebook page who actively participates in discussion on new product range, new store locations and promotes Wildcraft’s new products via Word Of Mouth. In return, Wildcraft gives them the tips on adventure, cool sports, allows them to upload their adventure photos (they share or contribute content related to their expeditions and outdoor adventures with each other) and obviously offers the “adventure gears”. Gaurav Dublish, director, Wildcraft stated that every post on Wildcraft Facebook page receives 400 comments on an average and about 500 photographs have been uploaded by followers on the page so far. Wildcraft crowd-sources ideas (through Facebook) related to design and colours to develop new products through suggestions by fans.

Lay's (Frito Lay) took an initiative to involve consumers by 'Lay's be a little Dillogical'. This concept was initially launched to make a strong connect with the youth - talking about what one wishes to do versus what one has to do. After successfully launcing the media ad, they took the idea a bit further and launched the 'Give Us Your Dillicious Flavour' campaign which was spread over three phases, the campaign first asked consumers across the country to send in their entries with flavors and tips . The response got 1.3 million entries and the judges chose four winning flavors. In the second phase of the campaign, the selected - Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly - flavours were piloted in the market with the theme 'Bachega sirf tastiest'. The four winners were chosen and “Mastana Mango” emerged as the winner with over 15, 77,891 votes out of the total 41, 64,886 votes given by consumers! Sagar Devruhkar Mastana (who sent the flavor) got to take home Rs 50 Lakh and 1 per cent of the sales turnover of the flavor.

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