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Insights & Measurability high on Kinetic’s agenda: Chris O’Donnell

29-February-2012
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Insights & Measurability high on Kinetic’s agenda: Chris O’Donnell

Kinetic unveiled its India specific research series report titled, ‘Moving World India’. ‘Moving World India’ will be available to agencies and marketers across the Indian markets.

Moving World India is Kinetics’ perspective on how Indian consumer’s lifestyle and environment is changing and the way it will impact the communication business in the years to come. Moving World India has identified some of the dynamics driving people’s mobility and how they potentially shape how people and places interact. The research aims to understand the evolution of the Indian consumer behavior in response to changing economic, social and technological influences.

According to Chris O’Donnell, CEO, Kinetic - Asia Pacific, urbanisation, consumerism, new infrastructural development and growth of new consumer segments will drive heterogeneity in the consumer market in the next decade. The Asia-Pacific region contributes 10 per cent to 12 per cent to Kinetic’s growth and India stands second in this area’s contribution.

One of the growth drivers that Donnell thinks has led to this positive growth is India’s demographics. India with its current population of 1.2 billion, of which half are under the age of 25 is set to overtake China as the world’s most populous nation when its population exceeds 1.4 billion by 2030. He observed, “If India continues in its high growth path over the next two decades, it’s likely to change the dynamics of migration.”

Urbanisation was the second growth driver for Kinetic. O’Donnell said, “Urbanisation has carved out new consumer segments, while most brands have continued to target mass urban consumers. Every segment of consumer has their own set of drivers, aspirations, quality, price and experience in differing orders.”

With more mall infrastructure getting its place, urban Indians are likely to spend more time outside their home than before - be it commuting on congested roads or spending leisure time in malls, theaters, pubs, restaurants or cafes. These places will give tremendous creative display opportunities for the OOH space.

O’Donnell elaborated further on the company’s 2012 plan, and said, “Kinetic’s focus this year would also be measurability and accountability, which is an area of concern in India. Shopper marketing also looks potential area of exploration for Kinetic. What will add sophistication to shopper marketing is maximum utilisation of technology in the retail space.”

He added, “To leverage the power of mobile there is a possibility of launching Joule, a full-service mobile marketing agency, which is a part of WPP group, in India very soon too. This will help us connecting various consumer touch points. Investment in the airport space and in the transit medium gives positive opportunities in new innovation spaces in the OOH. With this what needs to done is aggressively invest and enhance our resources in research, bringing out insights and capabilities to execute innovations in the out of home space.”

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