1. THE NEW REALITIES OF MARKETING FROM DEMAND TO DEMANDING: IPG
MAY 2014 INDIA
2. THE PERCENT OF INDIAN CONSUMERS WHO NOW HOLD BRANDS TO A
HIGHER PERFORMANCE STANDARD THAN EVER BEFORE
3. ESTIMATED SIZE OF THE GLOBAL MIDDLE CLASS BY 2030. AN
INCREASE OF OVER: Source: European Union Institute for Security
Studies (2013)
4. Wall Street Journal 7/5/13 The New Middle EVERYWHERE IT HAS
EMERGED, A MODERN MIDDLE CLASS CAUSED FERMENT
5. Wall Street Journal 7/5/13 The New Middle MIDDLE CLASS
PEOPLE WANT NOT JUST SECURITY FOR THEIR FAMILIES, BUT CHOICES AND
OPPORTUNITIES FOR THEMSELVES
6. SPURRED BY NEW TECHNOLOGIES THAT PROVIDE EASIER AND FASTER
ACCESS TO MORE AND MORE INFORMATION
7. A NEW DEMAND ON POLITICIANS, ON GOVERNMENTS, ON
THEMSELVESAND ON THE PRODUCTS THEY SHOP FOR AND CONSUME. THE NEW
REALITY
8. MORE DEMANDING OF THE PRODUCTS THEY CONSIDER (QUALITY YES,
BUT MUCH MORE) OF THE WAY MARKETERS DELIVER THEIR INFORMATION OF
WHEN MARKETERS DELIVER THEIR INFORMATION OF THE SPECIAL VALUE FROM
TODAYS CONSUMER EXPERIENCE OF WHATS NEEDED TO ADVOCATE FOR A BRAND
OF THE CHANNELS THAT CAN PROVIDE PRODUCT INFORMATION OF HOW THEY
GET TRUSTED INFORMATION OF THEIR OWN PROCESS TO EVALUATE PRODUCTS
TODAY
9. AND UNDERNEATH MUCH OF THIS, A GROWING DEMAND FOR TRUST
10. OUR INTERVIEWS US, BRAZIL, CHINA, INDIA ENGLAND AND RUSSIA
METHODOLOGY 600+/- ONLINE INTERVIEWS, PER COUNTRY: Men and women
Interviewing March 2013 Completed first wave of research in 2009:
US, China. 75 0 BOOMERS GEN X GEN Y US BRAZIL CHINA INDIA RUSSIA
UK
11. DIA RUSSIA UK ? WHICH COUNTRY? Most values advertising in
their product decision making? US, BRAZIL, CHINA, INDIA, RUSSIA
& UK
12. DIA RUSSIA UK ? WHICH COUNTRY? Leads in mobile use of
product information? US, BRAZIL, CHINA, INDIA, RUSSIA & UK
13. DIA RUSSIA UK ? WHICH COUNTRY? Where people most value
product reviews? US, BRAZIL, CHINA, INDIA, RUSSIA & UK
14. WHICH COUNTRY? Where people are least likely to be confused
or frustrated by all the product information today? US, BRAZIL,
CHINA, INDIA, RUSSIA & UK DIA RUSSIA UK ?
15. DIA RUSSIA UK ? WHICH COUNTRY? Where having great product
knowledge has the greatest impact on self-esteem? US, BRAZIL,
CHINA, INDIA, RUSSIA & UK
16. DIA RUSSIA UK ? WHICH COUNTRY? Where consumers are most
inclined to initiate brand conversations with their friends? US,
BRAZIL, CHINA, INDIA, RUSSIA & UK
17. WHAT ARE THESE NEW REALITIES
18. CONTINUED LOW LEVELS OF CONFUSION AND FRUSTRATION FROM US
BRAZIL CHINA INDIA RUSSIA UK Frustrated Confused FEELINGS ABOUT
AVAILABLE PRODUCT INFORMATION (MEAN RATINGS; 1-10) PRODUCT
INFORMATION 3.1 3.2 3.5 3.5 2.5 3.0 3.1 3.7 3.5 2.6 3.2 3.1 Smarter
7.0 6.5 3.7 7.5 6.9 6.0
19. FEELINGS ABOUT INFORMATION (MEAN RATINGS; 1-10) In Control
INDIA: INFORMATION PROVIDING 7.0 7.1 2011 2013 LESS CONFUSION
Smarter 7.3 Confusion 3.7 Uninformed 5.0 7.5 3.5 4.4
20. % STRONGLY AGREEING but this doesnt mean that more
information is necessarily better! More on this later. INFORMATION
IS US % BRAZIL CHINA INDIA RUSSIA UK 49 57 56 57 58 63 66 60 55 66
55 60 62 60 66 36 49 40 Information availability has made me more
confident in brand choices Increased information has also increased
my satisfaction with brands Information is my friend THEIR
FRIEND!
21. INDIA: SLIGHT INCREASE IN VALUING PRODUCT INFORMATION 2011
2013 % STRONGLY AGREEING - BRAZIL 55 Information is my friend 54
60Information availability has made me more confident in brand
choices 57 57 Increased information has also increased my
satisfaction with brand 55
22. I always seek out trusted resources of information on
brands % STRONGLY AGREEING US % BRAZIL CHINA INDIA RUSSIA UK 52 67
60 57 63 42 THE VALUE OF TRUST A STRONGER AND STRONGER MARKET
FORCE
23. % STRONGLY AGREE WITH THE OLDER INDIAN POPULATION MOST
DEMANDING OF 52 57 63 18 - 25 26 - 42 43 - 62 TRUSTED RESOURCES I
always seek out trusted resources of information on brands
24. To Find The Most Trusted Information MORE AND MORE More And
More Reliance On Tools To Filter, Process And Make Sense Of It All
INFORMATION
25. PERSONAL RECOMMENDATIONS ARE MORE IMPORTANT THAN THEY WERE
A FEW YEARS AGO CONSUMERS SEEK (DEMANDING!) THE PERCENT AGREEING IS
UP IN ALMOST EVERY COUNTRY SURVEYED! TRUSTED, INDEPENDENT
INFORMATION FROM PERSONAL SOURCES
26. OTHER OBJECTIVE, TRUSTED SOURCES ALSO TURNING MORE AND MORE
TO PRODUCT REVIEWS THE PERCENT STRONGLY AGREEING IS UP IN EVERY
COUNTRY SURVEYED! MORE AND MORE IMPORTANT THAN EVER
27. The Power of Friends and Families, and Product Reviews in
India Friends and family from whom you sought out opinions Friends
and family who volunteered their opinion Research you conducted on
the internet Product reviews by experts (such as professionals in
magazines, on the web) Product reviews by people like you (such as
in publications, on the Web) Advertising by the company (such as
TV, print, Internet ads) Observing people use them Personal and
Brand pages on Social Media US % BRAZIL CHINA INDIA RUSSIA UK WHAT
CHANNELS ARE MOST VALUABLE 56 54 61 55 56 44 43 51 49 47 42 42 51
45 53 52 45 53 50 44 50 58 58 55 63 63 45 51 58 59 62 57 58 44 46
57 60 45 42 39 62 30 14 24 19 19 16 13
28. INDIA: WITH DRAMATIC SHIFTS IN VALUE OF TRUSTED SCREENER
CHANNELS Wave 2 Wave 3 53 Product reviews by experts 43 50Product
reviews by people like you 35 53 Friends and family 44
29. Social network sites are a good source of word-of mouth
information on brand experiences % STRONGLY AGREEING US BRAZIL
CHINA INDIA RUSSIA UK 34 46 49 44 42 14 CONSUMERS ALSO DEMANDING
MORE HELP FROM SOCIAL MEDIA A SOURCE OF TRUSTED FRIEND OPINION
30. With all the information available today, I am relying more
and more on trusted brands % STRONGLY AGREEING US % BRAZIL CHINA
INDIA RUSSIA UK 44 52 55 60 53 27 ALL LEADING TO MORE RELIANCE ON
TRUSTED BRANDS
31. % STRONGLY AGREEING 40 55 53 41 3257 US BRAZIL CHINA INDIA
RUSSIA UK AS A SIGNAL OF NEEDED TRUST, BRAND REPUTAION IS EVEN MORE
VALUABLE TODAY Brand names and brand reputation matter more these
days than ever before
32. Strong effort to support independent information sources
(blogs, price comparison sites, aggregators, opinion leaders) with
rich, valuable, honest brand information Do you have a Brand Truth
Director or a Chief Content Officer? HOW ARE BRAND LEADERS MEETING
THIS NEW BUSINESS CHALLENGE
33. More and more transparency Only 6% of all on-line product
complaints are now responded to by manufacturers. The other 94%?
Being trusted means you recognize your brands weaknesses, admit
failures, correct themand have the conversation. HOW ARE BRAND
LEADERS MEETING THIS NEW BUSINESS CHALLENGE
34. And understand that driving brand trust is much more than
just providing information via the web. Needs to include: Employee
efforts Consistency of product quality Brand image efforts Product
sourcing/company values HOW ARE BRAND LEADERS MEETING THIS NEW
BUSINESS CHALLENGE
35. THE DRAMATIC EMERGENCE OF BRAND JOY AND SOCIAL CURRENCY
FROM BRANDS
36. % VERY STRONGLY AGREEING US % BRAZIL CHINA INDIA RUSSIA UK
44 53 54 50 46 30 52 48 57 54 61 43 46 56 51 53 46 32 50 66 63 57
58 41 The research I do on certain brands adds to my enjoyment of
them Its fun to be knowledgeable about certain product categories
Finding information on brands is fulfilling I enjoy researching the
information for buying decisions WITH THE EXCEPTION OF UK, PRODUCT
LEARNING IS A SOURCE OF JOY & FULFILLMENT
37. INDIA LEVELS OF JOY FROM 2011 2013 % VERY STRONGLY AGREEING
57 I enjoy researching the information for buying decisions 54
54Its fun to be knowledgeable about certain product categories 53
50 The research I do on certain brands adds to my enjoyment of them
50 PRODUCT RESEARCH HOLDING STEADY
38. AND ESPECIALLY IN BRAZIL, CHINA, AND INDIA, INCREASINGLY
THEY WANT TO TELL ABOUT BRAND KNOWLEDGE AND COMMITMENT % STRONGLY
AGREEING US % BRAZIL CHINA INDIA RUSSIA UK I regularly initiate
conversations with friends, family, or colleagues about some brands
If I feel strongly about a certain brand, or brands, I am an active
advocate for them 35 40 53 48 33 20 38 42 50 49 39 25
39. WHAT ELSE IS DRIVING BRAND ADVOCACY? % STRONGLY AGREEING US
% BRAZIL CHINA INDIA RUSSIA UK 59 62 50 73 49 58 I like to help
people I enjoy being seen as knowledgeable 40 50 39 61 52 31
40. WITH INDIA SHOWING THE HIGHEST LEVEL OF PRIDE IN PRODUCT
KNOWLEDGE I take pride in being knowledgeable about the brands I
use % STRONGLY AGREEING US % BRAZIL CHINA INDIA RUSSIA UK 46 43 42
51 45 30
41. Pursue advocate communities. In the US, BuzzAgent Telling
others about your product in exchange for goods/services. Theyre
easily found. (frequent visitors to blogs, social media, company
web sites.) Important to establish special programs to feed them
the information (and brand excitement) theyre looking for. Reward
them. ADVOCATES WORK HARDER FOR YOU HOW TO MAKE BRAND LOVERS
AND
42. BUT NOT ALL DECISION MAKERS ARE ALIKE OUR RESEARCH HAS
IDENTIFIED 5 SEGMENTS
43. INFORMATION OBSESSED I Research Most Decisions Deeply, And
Often Enjoy The Research As Much As The Product Itself
44. Im Not Obsessed With Research, But I Enjoy It. It Makes Me
Feel Good When People Ask For My Advice When Theyre Making Those
Purchases INFORMATION SELECTIVE
45. I Dont Especially Enjoy Researching, But I Know I Need
Information To Make The Right DecisionINFORMATION FUNCTIONAL
46. I Just Want To Make Quick Decisions, So Will Ask Friends
What They Think INFORMATION PASSIVES
47. Help. All That Information Just Frustrates Me! INFORMATION
HATERS
48. WITH DRAMATIC DIFFERENCE IN HOW THEY VIEW INFORMATION
Information Passives Information Obsessed % STRONGLY AGREEING -
INDIA 90 Information is my friend 37 90Information availability has
made me more confident in brand choices 44 73 Finding information
is fulfilling 37
49. 41%31% IN INDIA, THE SEGMENTS INTENSELY INVOLVED IN PRODUCT
RESEARCH AND INFORMATION HAS GROWN 20132011
50. Its all about presenting the right information in the right
way, at the right time, for each consumer group. It doesnt
necessarily mean providing more, or less, information. HOW ARE
SUCCESSFUL MARKETERS DEALING WITH THESE SEGMENTS
51. Since each segment has different needs when it comes to
consuming product information, marketers today need to help them
find the information pathway thats best for them, and then guide
them along. BRAND NORTHSTAR BE THE
52. for casual consumers just wanting some information on key
benefits FOR EXAMPLE, ON YOUR WEBSITE: Quick summary of your key
features and advantage. Focus on primary product benefits/use.
ROUTE 1
53. FOR EXAMPLE, ON YOUR WEBSITE: for casual consumers who are
more engaged, and wanting deeper production and competitor
information Quick summary of your key features and advantage. Focus
on primary product benefits/use. ROUTE 2
54. FOR EXAMPLE, ON YOUR WEBSITE: for the information obsessed
and selective Deep dive. Deeper presentation of all category
players, competitive product specs, consumer reviews, blogs. Deep
background on your product story, (history, sourcing, social
policies, green program, etc.). ROUTE 3
55. BUT THERES ONE COMMON THING ALL SEGAMENTS ASK FOR, ACTUALLY
THEY DEMAND IT
56. Which was most powerful in driving purchases, repeat and
recommendations? RECENT SURVEY CONDUCTED BY THE CORPORATE EXECUTIVE
BOARD AMONG 7000 CONSUMERS WORLDWIDE Looked at 40 marketing-related
variables.
57. DECISION EASE: THE EASE WITH WHICH CONSUMERS CAN GET
TRUSTWORTHY INFORMATION ABOUT A PRODUCT. 9% more likely to be
repurchased. 115% more likely to be recommended to others! Brands
with the top decision simplicity scores were 86% more likely to be
purchased (vs. low scoring brands).
58. TODAYS NEW REALITIES
59. The consumer is more demanding than ever before TODAYS NEW
REALITY
60. How can we deliver more and more of it to our customers?
How do we increase transparency? How do we build stronger brand
trust in our brand and our company TODAYS NEW REALITY KEY TO MUCH
OF THAT DEMAND IS THE NEED FOR TRUSTED INFORMATION
61. How do we better satisfy their demand for product
information and social currency? How do we encourage users to
advocate more for us? EMERGING DEMAND FOR SOCIAL CURRENCY AND JOY
FROM PRODUCT INFORMATION AND THE FOLLOW ON INTEREST IN ADVOCATING
FOR YOUR PRODUCT TODAYS NEW REALITY
62. How can we make the process easier, faster, simpler for our
customers and prospects? TODAYS NEW REALITY ALWAYS RECOGNIZE THE
IMPORTANCE OF DECISION EASE
63. NOW, MORE THAN EVER... EMBRACE THE NEW REALITIES
64. NOW, MORE THAN EVER... EMBRACE THE NEW REALITIES