Marketing Environment in India
The market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The market environment consists of both the macro environment and the micro environment
Demographic factors
Study of human population in terms of size, density, location, age gender, race, occupation, other stats
India’s demographic report findings * Estimated 1.1 billion people live in India, that makes India 2ND most populous country in the world * 70% of the population lives in rural areas, that trend is slowly changing due to migration to urban area, which is largely due to rapid urbanization * India’s largest urban agglomerate are Mumbai, Chennai, Kolkata, Delhi, Hyderabad & Bangalore. * One of the largest middle class in the world, with rising income. * Has one of the largest & youngest populations in the world with very high aspiration
Example of How have companies responded to the changing environment?
* Young group attracted competitors in the area of motor bikes, readymade garments, mobile phones ,soft drinks(coke,pepsi,gatorrade,red bull), fast food chains (mc Donald, kfc,dominos) * 50% population is woman and their traditional roles have also changed, most women are self-confident and also educated and empowered. This shift has resulted in a whole range of new products like ready to cook, ready mixes, cooking range, washing machine, vacuum cleaner. * More egalitarian relationship between husband & wife & also a move toward more shared decision making pattern between parents & children. Despite these changes the fact remains that most people continue to give more priority to the families & families continue to maintain strong kinship, bonds & ties. Examples of ads like washing machine, Mdh masala, kurkure ads giving total picture of family & love
Political & legal environment
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Demographic factors
Study of human population in terms of size, density, location, age gender, race, occupation, other stats
India’s demographic report findings * Estimated 1.1 billion people live in India, that makes India 2ND most populous country in the world * 70% of the population lives in rural areas, that trend is slowly changing due to migration to urban area, which is largely due to rapid urbanization * India’s largest urban agglomerate are Mumbai, Chennai, Kolkata, Delhi, Hyderabad & Bangalore. * One of the largest middle class in the world, with rising income. * Has one of the largest & youngest populations in the world with very high aspiration
Example of How have companies responded to the changing environment?
* Young group attracted competitors in the area of motor bikes, readymade garments, mobile phones ,soft drinks(coke,pepsi,gatorrade,red bull), fast food chains (mc Donald, kfc,dominos) * 50% population is woman and their traditional roles have also changed, most women are self-confident and also educated and empowered. This shift has resulted in a whole range of new products like ready to cook, ready mixes, cooking range, washing machine, vacuum cleaner. * More egalitarian relationship between husband & wife & also a move toward more shared decision making pattern between parents & children. Despite these changes the fact remains that most people continue to give more priority to the families & families continue to maintain strong kinship, bonds & ties. Examples of ads like washing machine, Mdh masala, kurkure ads giving total picture of family & love
Political & legal environment
It