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.








Showing posts with label flop oh fanta. Show all posts
Showing posts with label flop oh fanta. Show all posts

Friday, January 16, 2009

Fanta Apple- A report

The drink, Fanta Apple , sporting a communication tagline of ‘Go Bite’ has been developed especially for Indian consumers was being blasted off in Oct.08. The company roped in actress Genelia D’Souza as the brand ambassador for the brand. Fanta Apple has launched in a phased manner starting with the southern states of Andhra Pradesh and Tamil Nadu followed by a national roll-out. Fanta Apple is retailed across 35,000 outlets in the two states in the launch phase.
Source :
http://www.business-standard.com/india/storypage.php?tp=on&autono=48642

...but INgene survey reports that it is a sure flop in India! cause, simply the product dsn't appeal to the Indian youth psychography. One respondent said "agh..u know, the liquied actually looks like petrol!"....do u think after this also, Coca-Cola will fool around with this fluid? huh...funny, they seems to have a dead market research team...
In India, most of the apple flavored drinks (chk Appy, Red Bull and so on...) are still struggling to get a ground...



Photo source: http://www.coca-colaindia.com/media/media_whats_new_detail.aspx?id=256
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