Culture should be used for market segmentation and not geographies: Chaudhuri

MUMBAI: Since the launch of International brands in the Indian market, there have been few successful stories and few unsuccessful stories too. But there has always been learning for all, and that is- "don‘t treat Indian customers like those of other parts of the world".

Culture and people here are different and the market need to be targeted differently. It‘s same for the other markets of the world. Strategy of one market can not successfully work in the other; says IIPM dean (centre for graduate studies) and Planman Consulting director Rajita Chaudhuri, while speaking at the World Brand Congress 2011 that concluded here today.

She said, "Culture is the new tool for branding. As marketers, one should remember that standardising doesn‘t work. Cultural influences remain strong. The way a consumer decides to pick a brand is culture specific. In the west there are pragmatic consumers, in east there are critical consumers, in north there are consumers who can be influenced by entertaining campaigns while for the south the campaign has to be informative."


Further explaining with examples, she mentioned, "When Coca Cola launched in India, they came up with the same western campaign and it failed drastically. Even Dove‘s ‘Real Beauty‘ campaign in China was unsuccessful because ‘Chinese don‘t believe in real beauty concept‘. KFC when launched in India served chicken wings but it didn‘t work very well and it eventually started serving vegetarian to Indians too. So, those brands who change survive. Coca-Cola changed its campaign theme to ‘thanda matlab Coca Cola‘ and it succeeded."

"MTV offered only English music but then it changed to Hindi and survived. Pillsbury has come up with Punjabi flour. Samsung, Nike‘s, Pepsi who have associated with cricket have managed to break the clutter. Britannia came up with biscuits that can be dipped in tea and consumed. It became a hit as we Indians love to do that."


Talking about homogeneity, she added, "India is not homogeneous, the markets are no longer homogenous. Culture should be used for market segmentation and not geographies. Customisation is essential. For Bengali market LG has attachments in microwave for cooking fish, for south they have attachment that can help them make Idli. Cavinkare (Fairever) has promoted that the cream is made with saffron and milk so it will not only keep the skin fair but also healthy. This is very impactful for target market like India."

According to her packaging should also be influenced by culture. She said, "Shampoo sachets and combo packs for Punjabis are example of it. Those who understand the local market will rule."

Latest Reads
Qatar Airways launches Hollywood-style campaign 'A World Like Never Before'

Qatar Airways started the new year with the launch of the airline’s biggest and most cinematic brand campaign to date, ‘A World Like Never Before’. Conceived and created by 180 Kingsday – Qatar Airways’ agency on record – and produced by London production company, Ridley Scott Associates Films, the...

MAM Marketing MAM
Niine launches period tracker app in Hindi, English

Made-in-India sanitary napkin brand Niine has launched, in collaboration with Federation of Obstetric and Gynaecological Societies of India (FOGSI), a period tracker app. The app has been developed in consultation with medical professionals and is said to be the first to be developed by a sanitary...

MAM Marketing Brands
Food Habits of Indians: Ipsos Study 74% Indians are content with their current body weight; 63% Indians are willing to eat a plant based substitute for meat The study busts myths about Indians

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands
IWC celebrates new Pilot's watches launch in Geneva

IWC Schaffhausen celebrated the launch of its new Pilot’s Watches with an exclusive gala evening at the Salon International de la Haute Horlogerie (SIHH) in Geneva. Around 800 guests had the chance to admire a true icon of British aviation – the Spitfire – and ring in the year of Pilot’s Watches...

MAM Marketing Brands
Rohitash Srivastava named Planning Head, Ogilvy North

Ogilvy Gurugram has appointed Rohitash Srivastava as the head of its planning unit.

MAM Marketing MAM
Dentsu Impact launches new campaign for Mobiistar

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories