menu

How To Update Brands To Make Them Palatable For New Global Markets

How To Update Brands To Make Them Palatable For New Global Markets
Advertising

The latest SAMMA conference provides insights for businesses entering the Indian market about how to keep their brands relevant.

Parneet Gosal
  • 23 september 2011

The news of India overtaking Japan as the world’s third largest economy in 2012 probably did not come as a surprise to the 300+ individuals present at the SAMMA Summit held in New York City this past weekend and touted as the largest professional association of South Asian thought leaders in media, entertainment and marketing.

SAMMA is helping to build its network with the help of individuals like Fareed Zakaria (Editor-at-large TIME Magazine, CNN Host), Rishad Tobaccowala (Chief Strategy & Innovation Officer, VivaKi/Publicis Worldwide), Sanjay Gupta (CNN Medical Correspondent), Shiv Singh (Global Head of Digital, Pepsico Beverages), Naveen Selvadurai (Co-Founder, Foursquare), Louise Sams (EVP & President, Turner International), Ann Mukherjee (CMO, Frito-Lay NA), Aziz Ansari (comedian & actor) and many others.

Companies entering the South Asian/Indian market should be aware of the following trends:

  • Rapid growth of internet users: 2010 saw a 13% growth in internet users in India, numbering 39 million. Women constitute only 30% of this population but gender parity continues to grow with the launch of shopping sites like BigShoeBazaar and SnapDeal. Younger users dominate internet usage with 38% falling in the 15-24 age group and another 38% in the 25-34 age group.
  • Social networking, Business, News and Travel capture significant time: Avid consumption of news with social networking is dominating the leisure time of younger generations. Financial portals such as Moneycentral.com and Yahoo! Finance are among the top 10 financial sites visited. Travel dominates online transactions, with sites like Sulekha monopolizing users’ time – even more so than Facebook.
  • Mobile users explode: There are more than 392 million mobile subscribers in India vs. 303 million in the U.S.; 32 million among these access the internet through their mobile devices. SMS content is dominated by news alerts, sports and astrology.
  • Advertisers target specific audiences: As internet usage in India matures over the next 5 years, publishers will begin to enhance ways to target audience based on demographic data, geo-location and contextual relevancy – similar to targeting techniques used in more mature markets today.
  • Silicon-Valley like innovations: India will continue to see tremendous growth in online innovation with sites like Saavn that cater to an Indian taste in music and film. Forbes touts 2011 as the second coming of e-commerce in the country with 100 million Indians buying online – a significant number for a country that is relatively new to credit cards and still faces some very real infrastructure challenges. Much of this innovation is being headed up by Indian-Americans like the founders of [212]Media, a media incubator based in New York City, and funds like Tiger Capital.

Businesses entering the Indian market can look to Marvel Comics for an example of what works. While the popular Indian spiderman character continues to don his iconic spidey suit, he also sports a crisp dhoti (Indian pants) and curly-toed slippers. A hybrid of East and West is growing in relevancy and scope.

SAMMA Summit 2011

Originally published on Seedwalker.

Advertising
Trending

Bringing Food Innovation To America's Crowded Milk Market

Food
Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

Trending

Get PSFK's Related Report: Future of Automotive

See All
Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional "Specious Books," the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Financial Services Today

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Advertising Today

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Thanks to a new partnership between the ride sharing service and Budweiser, drunk passengers are able to receive free rides

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

No search results found.