Young India: An Opportunity that can change your life!
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Transcript of Young India: An Opportunity that can change your life!
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…
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Source:Institute of Southeast Asian Studies
80+
0 10 20 30 40 50 60
0 - 45 - 9
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 79India 2000
0102030405060
186 m
3 million earners added every year.
Millions of people.
Youth TodayYouth Today…And TomorrowAn Asian TigerAn Asian Tiger
MaleFemale
25% of world youth reside in India
0 10 20 30 40 50 60
0 - 45 - 9
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 79
80+
India 2020
0102030405060
224 m
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An Asian Tiger
Source:Institute of Southeast Asian Studies
0 10 20 30 40 50 60
0 - 45 - 9
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 79
80+
India 2020
0102030405060
224 m0 10 20 30 40 50 60 70
0 - 45 - 9
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 79
80+China 2020,
010203040506070
China
184 million
8Source:Institute of Southeast Asian Studies
Japan
0 1 2 3 4 5 6 7
0 - 45 - 9
012345678
10 - 1415 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 4950 - 5455 - 5960 - 6465 - 6970 - 7475 - 79
80+
Japan 2020,
11 million
Millions of people.
MaleFemale
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(,000 no of ppl)
0
20000
40000
60000
80000
100000
120000
140000
160000
Age (years)
Rural ( rest)
Town ( pop > 50k)
Metros ( 8 metros)
(,000 pop)
Geographically Diverse
Non-Metro Youth The Largest Segment-Are the segments disparate ?
RealityRural has a healthy mix of 60:40( Agriculture: Others)
MythRural is only agrarian
RealityThe number of middle and high income households 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. (Source:NCAER)
MythRural Market is not attractive
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STUDY TIME UPTO 17 YRS
ENJOY TIME17 – 22 YRS
RESPONSIBILITIES22-25 YRS
SETTLED IN BUSINESS25 – 28YRS
Mother
Teacher
Friends
Friends Friends
Father
• ProtectorProtector• GuidanceGuidance
• Youngest – most loved by all in family•Close to teachers & friends
•Got 1Got 1stst rank rank
in 7in 7thth std std•Came 3rd in long Jump in Mumbai State..awarded by Alexander at age 16
•Bunk classBunk class
• Guidance•Closest to Closest to friendsfriends• Got my first salary at 20 yrs• Was promised a bike if I got more than a 1st class in B. Com•First visit First visit to the disc to the disc with my with my girlfriendgirlfriend
• Support
• Got a bike• Started business• Closest to my father
The Metro Youth
ResponsibilityResponsibility
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Metro YouthAspiration Get RichActivities in Spare Time
Hangout, Splurge, Friends
Purchases Wants Branded. occasionally buys from sales or settles for an imitation
Nature Fickle,shifting brandsInfluencers Word of mouthTravel Wants quick transportSocial Awareness
Uninterested unless direct Impact
What would he do if he won a lottery
Spend on car,technology, durables etc
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SCHOOL LIFECOLLEGE
17 - 20 YEARSMY DREAM JOB20 - 25 YRS
ParentsParentsFriends
KidsWifeParents FriendsOffice colleagues/boss /business contacts
• Protector• Guidance
•Study timeStudy time•Ambition to become a cricketer
• Guidance•Planning stage•Thinking Thinking about a about a solid future, solid future, started started dreaming dreaming about about achieving achieving big things big things in lifein life
• Support• Started spending freely
on myself • Focus on Focus on
career career
developmendevelopmen
tt•Enjoy life
MARRIED25-28 YRS
The Town Youth
ResponsibilityResponsibility
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Town YouthAspiration Get a Job, StabilityActivities in Spare Time
TV, Media
Purchases Value, Utility
Nature Loyal to BrandInfluencers Advertisements, Trial,
ExperienceTravel Meticulously Planned
Social Awareness
Interested & Aware, High Threshold
What would he do if he won a lottery
Invest, spend part of itMuder Chiba 9
10 YRS 15 YRS
SisterParentsFriends
• Used to go Used to go
to the schoolto the school
• I played
cricket even in
school
MotherFatherSister
KidsWife & SisterBrotherBrother in law
• Was
pressurized by
uncle &
grandfather to
get married
• Got Got
marriedmarried
17 YRS
• Working & living Working & living
happily with happily with
family & friendsfamily & friends
22 YRS
The Rural Youth
• CinemasCinemas• Loafing
•Was naughty
• Flirting with
girls
• Picked up
smoking bidi &
cigarette
•I helped my I helped my
mother for mother for
field & cattlefield & cattle
•Wanted to Wanted to
give some give some
money to my money to my
mothermother
ResponsibilityResponsibility
28YRS
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Rural YouthAspiration Change his lifeActivities in Spare Time
Cinema & Friends
Purchases Idolized ProductsNature Trend FollowersInfluencers Stars Local &
MediaTravel Seeking OpportunitySocial Awareness
Actionable Politics
What would he do if he won a lottery
Travel, move elsewhere.
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Key DifferencesRural Segments vs. Urban segments:
• Life cycle stages crunched to smaller periodsMost settle into their adult roles by 16-18 yearsFewer stages
• A very brief childhood phase• Followed by a tentative adolescence• Then adulthood
• ImplicationsBehavior constrained by lack of money, confidence or knowledgeBy the time confidence and preference sets in, context brings constraints
• Family.• Repression of personal indulgence
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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 DhabasMuder Chiba 13
And, of course Mobile Telephony…
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Locomotion (over a million years)
Evolution
IncreasedSocial Distance
1890’s 2005
Land Lines
Communication ( for 115 years)
TV & RadioTV & Radio
Mobile
Internet
1960’s
Global Village
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Unlimited Reach Selectivity EmpowermentMuder Chiba 16
Spotting The Opportunity…
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Telecom Opportunity Prism
Usa
ge
Inte
nsi
ty
Usage Breadth
Usage
Varie
ty
Amount of time spent
Variety of Applications No of
Contacts
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Telecom Opportunity Prism
Usa
ge
Inte
nsi
ty
Usage Breadth
Usage
Varie
ty Opp
ort
un
ity
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Usage Intensity
Need for mobility
How often the product is used regardless of the different applications for which the product is used
Op
port
un
ity
• Safety & Security
• Personalization
• Co-ordination
• Information: Delhi Life
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Usage Breadth
Stronger Social NetworkNumber 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
Op
port
un
ity
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Usage Variety
Different applications for which a product is used, regardless of frequency of use
Op
port
un
ity
Perpetually in ‘Inner Circle’
•Virtual Emigration: GPRS,
•Breaking Chains:
Techno Savvy :moving away from personal space
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The Opportunity
• An Opportunity at every touch point with
the consumer and retailer
Three-Pronged Telecom Opportunity
Prism
Op
port
un
ity•Usage Intensity
•Usage Breadth
•Usage Variety
YOUNG INDIA: An Opportunity that can change your Life .
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