Touch of Reality
Linkages between Concepts and the Indian Marketing Reality
Hedonism – A Devotion to Pleasure as a Way of Life
Products that completely depend on hedonism
Soft-drinks, biscuits, chocolates, fast foods and snacks completely depend on hedonism associated with the taste-buds. “Country of origin” effects are quite useful in such categories. There is already an existing image in the minds of the consumers, and brands use them to further their proposition. French champagnes and Swiss Chocolates are examples. Bru Coffee’s initial association with South Indian filter coffee is an Indian example. Ethnic cuisines served in metro cities (Andhra style food) explains the demand for these restaurants among consumers. Brands that create a “first mover” association using such an approach stand to make an initial impact on consumers. When brands cannot make use of “origin” effects, a variation can be tried wherever applicable. In a highly competitive market of chocolates, several offerings make use of “home-made” association suggesting a different consumption experience. In certain foreign markets come chocolates are priced over well-known brands.
Another approach is to create a unique offering that creates a totally different experience, which is new to the category. Red Bull (energy proposition) and Gatorade (recharging drink for sports persons) command premium prices. Ferro Rocher, the Italian chocolate brand (available in some of the modern retail outlets) has its offerings in the form of a ball (unusual for a chocolate) besides having a unique blend of ingredients that melt softly in the mouth.
Products that have been traditionally dependent on benefits
Detergent powders is a category that has been completely dependent on benefits for several decades. Ariel has “Spring wash” and Tide has “Jasmine” fragrances that appeal to hedonism. Consumers, apart from requiring clean well-washed clothes, may feel better with fragrant clothes.
Retailers of optical frames emphasize the
Hedonism – A Devotion to Pleasure as a Way of Life
Products that completely depend on hedonism
Soft-drinks, biscuits, chocolates, fast foods and snacks completely depend on hedonism associated with the taste-buds. “Country of origin” effects are quite useful in such categories. There is already an existing image in the minds of the consumers, and brands use them to further their proposition. French champagnes and Swiss Chocolates are examples. Bru Coffee’s initial association with South Indian filter coffee is an Indian example. Ethnic cuisines served in metro cities (Andhra style food) explains the demand for these restaurants among consumers. Brands that create a “first mover” association using such an approach stand to make an initial impact on consumers. When brands cannot make use of “origin” effects, a variation can be tried wherever applicable. In a highly competitive market of chocolates, several offerings make use of “home-made” association suggesting a different consumption experience. In certain foreign markets come chocolates are priced over well-known brands.
Another approach is to create a unique offering that creates a totally different experience, which is new to the category. Red Bull (energy proposition) and Gatorade (recharging drink for sports persons) command premium prices. Ferro Rocher, the Italian chocolate brand (available in some of the modern retail outlets) has its offerings in the form of a ball (unusual for a chocolate) besides having a unique blend of ingredients that melt softly in the mouth.
Products that have been traditionally dependent on benefits
Detergent powders is a category that has been completely dependent on benefits for several decades. Ariel has “Spring wash” and Tide has “Jasmine” fragrances that appeal to hedonism. Consumers, apart from requiring clean well-washed clothes, may feel better with fragrant clothes.
Retailers of optical frames emphasize the