Young India: An Opportunity that can change your life!

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Information about Young India: An Opportunity that can change your life!
Marketing

Published on March 2, 2014

Author: MuderChiba

Source: slideshare.net

Description

This is an edited version of a very well-received presentation I made at the Marketing and Sales Conference of a telecom giant a few years ago. A summer intern, Pratik Rajeevan worked brilliantly on this one with me. Have edited out client-specific references and some detailing in this share.

Young India An Opportunity That Can Change Your Life? Muder Chiba

Youth State of being young, that part of life between childhood and adulthood Age group: 13 to 24 13-18 dependent, have pester power 19-24 aware, strong opinions, earning or will begin to earn shortly Is it a large enough market… Muder Chiba 2

Youth Today …AndAn Asian Tiger Tomorrow 3 million earners added every year. 80+ 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 India 2000 186 m 60 50 40 30 20 10 0 80+ 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 India 2020 0 10 20 30 40 50 60 50 40 30 20 10 60 25% of world youth reside in India 0 224 m 0 10 20 30 40 50 60 Male Female Millions of people. Muder Chiba 3 Source:Institute of Southeast Asian Studies

An Asian Tiger China 80+ 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 China 2020, 184 million 70 60 50 40 30 20 10 0 0 80+ 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 India 2020 10 20 30 40 50 60 70 Japan Japan 2020, 11 million 8 7 6 5 80+ 75 - 79 70 - 74 65 - 69 60 - 64 55 - 59 50 - 54 45 - 49 40 - 44 35 - 39 30 - 34 25 - 29 20 - 24 15 - 19 10 - 14 5-9 0-4 60 50 40 30 20 10 0 224 m 0 10 20 30 40 50 60 Male Female 4 Source:Institute of Southeast Asian Studies7 3 2 1 0 0 1 2 3 4 5 6 Muder Chiba 8 Millions of people. 4 Source:Institute of Southeast Asian Studies

Geographically Diverse Myth Rural is only agrarian (,000 no of ppl) (,000 pop) Myth Rural Market is not attractive (Source:NCAER) -7 2 67 -4 8 42 -4 2 37 -3 6 31 -3 0 25 -2 4 19 13 -1 8 0 -6 6 20000 61 40000 -6 0 60000 55 80000 Reality Rural ( rest) The number of middle and ( pop > 50k) Town high income householdsMetros ( 8 metros) in rural India to grow from 80 million to 111 million by 2007. In urban India, the same is expected to grow from 46 million to 59 million. -5 4 Reality Rural has a healthy 120000 mix of 60:40 100000 ( Agriculture: Others) 140000 49 160000 Age (years) Muder Chiba 5 Non-Metro Youth The Largest Segment-Are the segments disparate ?

The Metro Youth Mother Teacher Friends STUDY TIME UPTO 17 YRS • Protector • Guidance • Youngest – most loved by all in family •Close to teachers & friends •Got 1 st rank in 7 th std •Came 3rd in long Jump in Mumbai State..awarded by Alexander at age 16 •Bunk class Friends ENJOY TIME 17 – 22 YRS Responsibility RESPONSIBILITIES 22-25 YRS • Guidance SETTLED IN BUSINESS 25 – 28YRS • Support • Got my first salary at 20 yrs • Was promised a bike if I got more than a 1st class in B. Com Friends Father • Got a bike • Started business • Closest to my father •Closest to friends •First visit to the disc with my girlfriend Muder Chiba 6

Metro Youth Aspiration Get Rich Activities in Spare Time Nature Hangout, Splurge, Friends Wants Branded. occasionally buys from sales or settles for an imitation Fickle,shifting brands Influencers Word of mouth Travel Wants quick transport Social Awareness Uninterested unless direct Impact Spend on car, 7 Purchases What would he Muder Chiba do if he won a

The Town Youth Parents SCHOOL LIFE • Protector • Guidance •Study time •Ambition to become a cricketer Parents Friends Responsibility COLLEGE 17 - 20 YEARS • Guidance •Planning stage •Thinking about a solid future, started dreaming about achieving big things in life MY DREAM JOB 20 - 25 YRS Kids Wife Parents Friends Office colleagues/boss /business contacts MARRIED 25-28 YRS • Support • Started spending freely on myself • Focus on career development •Enjoy life Muder Chiba 8

Town Youth Aspiration Get a Job, Stability Activities in Spare Time Purchases TV, Media Nature Loyal to Brand Influencers Advertisements, Trial, Experience Meticulously Planned Travel Social Awareness What would he do if he won a lottery Value, Utility Interested & Aware, High Threshold Invest, spend part of it Muder Chiba 9

The Rural Youth Mother Father Sister 10 YRS • Used to go to the school • I played cricket even in school Kids Wife & Sister Brother Brother in law Sister Responsibility Parents Friends 15 YRS 17 YRS • Cinemas • Was • Loafing pressurized by •Was naughty uncle & • Flirting with girls grandfather to get • Picked up smoking 28YRS married bidi & cigarette 22 YRS • Got married •I helped my • Working & living happily with family & friends mother for field & cattle •Wanted to give some money to my mother Muder Chiba 10

Rural Youth Aspiration Change his life Activities in Spare Time Cinema & Friends Purchases Idolized Products Nature Trend Followers Influencers Stars Local & Media Travel Seeking Opportunity Social Awareness What would he do if he won a lottery Actionable Politics Muder Chiba Travel, move elsewhere. 11

Key Differences Rural Segments vs. Urban segments: • Life cycle stages crunched to smaller periods Most settle into their adult roles by 16-18 years Fewer stages • A very brief childhood phase • Followed by a tentative adolescence • Then adulthood • Implications Behavior constrained by lack of money, confidence or knowledge By the time confidence and preference sets in, context brings constraints • Family. • Repression of personal indulgence Muder Chiba 12

The Common Thread • Ambitious, Passionate • Pester Power • Early Adopters • Willingness to work for reward • Believe in A BETTER FUTURE And … REMIX MUSIC: From The Pubs to The Dhabas Muder Chiba 13

And, of course Mobile Telephony… Muder Chiba 14

Evolution 1890’s Locomotion (over a million years) 2005 Communication ( for 115 years) Land Lines Internet 1960’s Mobile TV & Radio Increased Social Distance Global Village Muder Chiba 15

Unlimited Reach Selectivity Muder Chiba Empowerment 16

Spotting The Opportunity… Muder Chiba 17

Telecom Opportunity Prism Usage Intensity Amount of time spent ge ty a e Us ari V Muder Chiba ge t h sa d U rea B Variety of Applications No of Contacts 18

Muder Chiba ge t h sa d U rea B ge ty a e Us ari V Opportunity Usage Intensity Telecom Opportunity Prism 19

Opportunity Usage Intensity Need for mobility How often the product is used regardless of the different applications for which the product is used • Safety & Security • Co-ordination • Information: Delhi Life • Personalization Muder Chiba 20

Opportunity Usage Breadth Stronger Social Network Number of partners to whom calls are directed and from whom calls are received • Increasing Customer Base • Expansion of Contacts: Global SMS, Increase size of phone book  Area phone directory downloads (cinema, restaurants…) • Interconnectivity Muder Chiba 21

Opportunity Usage Variety Techno Savvy :moving away from personal space Different applications for which a product is used, regardless of frequency of use Perpetually in ‘Inner Circle’ •Breaking Chains: •Virtual Emigration: GPRS, Muder Chiba 22

The Opportunity • An Opportunity at every touch point with the consumer and retailer Three-Pronged Telecom Opportunity Prism Opportunity •Usage Intensity •Usage Breadth •Usage Variety YOUNG INDIA: An Opportunity that can change your Life . Muder Chiba 23

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