Emotional connect with urban users seen a must

CII MARKETING SUMMIT 2006

Targetting the burgeoning youth segment among the consuming classes as a key to effective marketing, industry leaders today said the challenge was to establish an emotional connect with this urban consumer who has way too many choices.

The strategy followed in rural markets are still an extension of the urban approach and marketers are yet to develop specific strategies that would internalise the peculiarities of this market. This issue was stressed at Marketing Summit-2006, organised by Confederation of Indian Industry (CII).

"These young consumers make up a dream market and we have to develop strategies and address products towards this new demographic profile. Digital phenomenon has attracted consumers across the country including smaller towns where interest in digital cameras, colour mobiles etc has been soaring like never before," said Ajai Chowdhary, chairman & chief executive officer, HCL Infosystems.

In an age when product lifecycles are shrinking at an alarming rate and consumption is increasingly donning the garb of indulgence, the focus need to be on customer relationship management.

"Every new feature that one develops becomes common sooner than later...so one needs to make the most of temporary monopolies," Chowdhary added.

Commenting on consumption-oriented young generation which has come up since liberalisation, Vinita Bali, managing director & chief executive officer of Britannia Industries, said, "We have to internalise the changes that this generation has undergone surrounded with so many options. Also, have we really understood what drives rural demand?"

There are many factors aiding the consumption boom but marketers will have to be on their toes to capture it. Listing the five factors having an impact on the marketing world "� favourable demographic profile, credit card economy, organised retail, media explosion and new sector such as travel, tourism and BPOs, Sam Balsara, chairman & managing director, Madison Communications, said that this generation didn't stop spending beyond its current income, fuelling high spending power.

Balsara said that marketers ought to focus on delivering value, convenience, customer experience, entertain and engage consumers rather than just believing that advertising can do the trick.