Consumers in the country, is classified broadly into three segments: the pay more, get more segment; the worth the price (‘paisa vasool’) segment; and the pay less get less segment. The third segment, is seen only in India. “These people are aware that if they pay less, they will get less. But still they tap into the section,”
Negatives: The markets are much more ruthless as they follow a fast cycle where brands die out as soon as they erupt. Strategic partners have now taken on the role of the agency as a consulting firm. A good one, is that the creative agency is the true CEO.
Among all that hasn’t changed, the investment that is put into training was topmost on the list. Salaries are still low; research is still the enemy of the creative idea and talk about rural India is still heard. The solution, is to bring together all the operations that are involved in the fields of marketing and agencies. The macro differentiations created within the region of marketing or agencies has resulted in low focus and thus loss of monies.
Tip: For the agency, being true to the brand and not the client will mark a big leap in building brand value. Being an active partner in addressing brand issues is equally important, he said. Finally and most importantly, he said, “Be accountable even if you are not responsible.”
