Appeal to value at an intellectual level: The South consumer distinguishes himself from the rest by not choosing a brand based on status granted by the brand, on being smart and picking the best price bargain, not going by frivolous features... but a well-balanced cost-benefit analysis that would shame any sociologist. There are brands that do brilliantly in the South alone while they struggle elsewhere in the country, and vice versa... this “intellectual benefit” is often where the answer lies.
Mothers take mommying seriously: Labels, contents, benefits are checked in extreme detail. Budget and indulgence are sacrificed for the healthiest the competitive edge. This is indeed an ambitious Tiger Mom country compared to the indulgent North mother.
Gold and milk magic: Most products with this in the mix seem to connect better, be they sales promo or contents in a face cream!
Cleanliness is next to Godliness: By far, all value-added cleaning products do better in the South... Check any category from disinfectants to toilet cleaners to air purifiers...
Word of mouth is much more critical in the South. One bad batch and you’ve lost them, on the other hand, one great product launch with good sampling support flies off the shelf with lower ad dollar support.
Flash is a turn-off (only exception being Gold and Sarees): It goes against the aspiration intellectual high ground!
Intellectualism fails in front of the South’s’ mega icons: All! The most intellectual of them will admit this with a sheepish grin!
In spite of generalisations above, as marketers we must never forget that there are four states with four languages, four film industries and four ethnographies... so there is a north-south (Andhra Pradesh), east-south (Kerala), west-south (Karnataka) and south- south (Tamil Nadu)!
The above are just generalisations and hence to be taken at a very surface level.
Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body
The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways
The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status
Our typical marketing budget is usually 10 per cent of the topline spend
The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’
The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions