10 Ways How Your Brand can win the Indian Regional Market

[:en]Branding is one of the problematic aspects of any business. The company has to convince and make the customer want to spend money on their products. It is not enough that they need the product; they should also trust the provider to want to purchase it. One of the easiest ways of creating brand loyalty is emotionally connecting with the customer. Creating a connection often becomes an issue in India, where each state has its own culture and uniqueness. It isn’t straightforward, even for Indian brands. For Multi-National Corporations who have built their entire brand on uniformity and similar quality of service all over the globe, it becomes harder. India is a diverse and complex market, but therein lies its specialty. It provides a more extensive customer base. It also offers various options to connect to your consumers. Some of how your brand can win the Indian regional market are as follows:

1.Understanding the culture:

Indians are one of the most challenging but equally simple people to please. It is an irony that it is true. The brands looking to establish themselves in India, whether global or Indian, should respect the culture of the area to which they are catering. It will help the consumers connect with them. It will make them feel special that the brand and the company have been thoughtful about the local culture and issues relevant to that region.

Understanding the culture would include understanding their food tastes, the local issues that they face, and, most importantly, matters they consider important as a faction. Many market leaders have explored the tactics of tapping into a group through their culture. But it is one of the most challenging strategies to execute.

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2.Market Segmentation:

India is rightly famous for its diversity and different ethnicities all over the country. There is no single strategy that would apply to the markets in every region. The companies need to respect the same. They should permanently divide the market into different segments and make campaigns for each of these separately. It will make each section feel equally important about their value to the company. Many brands have already tested this strategy and had great success with them.

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3.Respect the local preferences:

Every region has its own local choices and preferences when it comes to products and brands they trust. But it would be hard to understand for any other people as to why it is so. Brands must learn to respect that choice. Global companies like McDonald’s, KFC, and Pizza Hut, etc. have launched their brands here and eventually marketed the products as per the needs of the local community. If the local community, for example, has no taste for meat and is dominated by vegetarians, promoting meat-based products there is not going to help an eatery. Instead, the company should focus on and create new products for the market. These could also be used in other markets where the customers are not very fastidious.

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4.Pricing:

The consumers in India are very price-conscious, and even a small change in price can cause you to lose customers. Hence, it is of paramount importance that the pricing strategy for the country and the regions is thoroughly thought through. The pricing should be implemented appropriately with the use of market surveys and market feeders to gauge the reaction of people. Brand loyalty of Indians is limited to a select few companies, and a new company will have to give their time to earn such loyalty. Until then, pricing will be their ultimate king.

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5.Targeted Marketing:

Targeted marketing is similar to market segmentation. But instead of a region, a group or class of people is focused on this type of marketing. The aim should be to differentiate the people into various niches based on their age group, preferences, career, life stages, and such parameters. Then the products should be designed to seem attractive to a particular age-group or niche. For example, a music player playing only old songs is appealing for someone belonging to the age group of 60-80. The product will find its customers in that group, and it should be marketed accordingly. The campaigns can also be designed to make it an ideal gifting option. It can attract other age-groups who would want to gift such products to their parents or grandparents.

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6.Emotions:

Emotions make a tricky brand campaign. It is a high risk and high reward strategy, but if implemented effectively, it can hurl your brand to the top of the market. Emotional brand campaigns can be designed in the simplest of ways by promoting the products and services in the local language. This will help the brand to connect to all age groups in one sweep.

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7.Festivals:

Brands can use festivals to reach out to the people and the. India is a land of varied and frequent festivals. Festive sales happen very frequently owing to the number of festivals that are celebrated regularly in the country. Campaigns involving acceptable food in Navratri, pure vegetarian food during religious festivals, Puja Mandals, and ideas regarding worship are some of how a brand can connect to the customers.

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8.Discounting & Disruption:

In a price-conscious consumer base like the Indian regional markets, discounting and disruption can create a huge customer base for the company and strip the rivals immediately of their market share. It is a very high-risk strategy, and only companies with cash to burn should look to employ the same. A gain in market share, coupled with quality beyond the pricing, will help them disrupt the existing market. It will establish a new one wherein such pricing can be reset.

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9.Stories:

Who does not love stories? Marketing and branding using short stories that end in cliff hangers is a fascinating concept to adapt to the market of young Indians. If the stories are coupled with an already existing Indian idea, it could mean a masterstroke for the brand and the company. Establishing why the product fits in the story and how the people in the story are the same as the target audience could help in brand promotion.

10.Product Differentiation and usage:

The product should be useful to the consumer. Multi-faceted products are attractive to everyone. Adding a new feature or another free product on purchase of one or supplying free samples through newspapers or society meetings can get your brand a boost.

One of the main factors to establish your brand in the Indian regional market is acceptance of what the consumer wants. Instead of trying to push what you want to sell, understand their requirements first. It will establish brand loyalty and trust, which can become the platform to launch further products. The existing consumer base will now be willing to try out something from their trusted brand.[:]