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.

Saturday, November 2, 2013

Why Sprite (a fizzy drink) is thriving in Indian market : an insider's perspective

In India, the non-alcoholic Beverages market is $5 million which might not beat the health drink market ($300 million) but pretty decent to deep in. As revealed in the survey, the beverages consumption is steadily raising.
Recently, was reading an article at Open magazine which claims that the success of Sprite, a non alcoholic fizzy drink (which has beaten home grown Thumbs Up and mega brands like Coke) is due to its ‘cool and straight forward non fizzy advertisements’! the article states “All said, Sprite’s success bears an edge of differentiation that’s reckless no less than competitive”.

Let’s cut the crap! Sprite is selling faster than any other brands due to it’s quality of being a great mixer for Vodka. This alcoholic beverage is growing in India at the rate of 25% every year! Vodka is particularly popular among the youth and ladies as it doesn’t smell (like whisky) or gives a tummy (as Beers do). Also, vodka never gives a kick as any other brown drinks (hence, it’s difficult for the parents to guess what happened in a ‘house party’). DIvansh Burman, a consultant in the Indian retail liqueur industry stated in my opinion, gender flexibility has a lot to do with this increased consumption. Studies show more women prefer vodka over men and with Indian women getting a voice over booming economy, the raise in vodka sales seems real”.  While interviewing few peer leaders the INgene team found that Vodka mixing itself is a 'cool' way to attract peers. Akash (21) jovially said "oh ya, mix gets me fix!"... later, we found that 'fix' means dates.

The transparent sweet fizzy Sprite is the best companion for transparent Vidka. In every office party, college fest, all girl’s meet, this mix works fabulous. It’s competitor Mountain dew has much less rack presence throughout the country. This mix also allows to experiment with the drink as DIY (Chilli vodka, Lime mix, Mint vodka and so on).

Hence, though the ad/ media agencies are trying hard to prove their worth through advertisement, the reality is the powerful ‘blending capability’ and rack presence of this otherwise non benevolent drink that’s making it fly high in Indian subcontinent.
Rest is bakwas, anyway.

1 comment:

Swati Ailawadi said...

Super ! You out things out there... that maybe we know in our sub-conscious but never can express! Loved it! :)

Swati @ The Creative Bent