The shift from mass to micro could be a painstaking walk, for brand marketers. Especially when it comes to dividing cities into marketing zones, and administering shopper behaviour.
MUMBAI: The shift from mass to micro could be a painstaking walk, for brand marketers. Especially when it comes to dividing cities into marketing zones, and administering shopper behaviour. But Anjali Puri, client servicing director, AC Nielsen, says the craft of dividing metros as separate zones and mapping behavioral and socio-economic parameters could pay off as rich dividends for the brands.
“I would classify metros as low-hanging fruit. For those who want to connect with affluent consumer groups, opportunities abound in metros. But even within metros, people are restricted to smaller geographies and are huddled in their comfort zones. It’s critical to target psychographic groups separately. Brands ought to think small (in zones) and test market in a far more efficient manner.” On-ground engagement emerges critical at a time when most of mass media advertising is being blacked out.”
In her words, purchase triggers and in-store triggers loom larger than life.
As per Puri, marketers make certain presumptions about affluence and tend to circulate around one area. For instance, the South Delhi curve has around 11,269 retail establishments, while a more humble abode like Rohini-Paschim Vihar in Delhi has only 9,151 retail establishments. But surprisingly, Rohini-Paschimvihar residents have a skew towards international/expensive products and seek quality goods like premium coffee and ketchup in their everyday lives. “Recognising pockets of affluence is not easy. It’s a thin line between indulgence versus social statement and modernity versus wealth.” she said.
Similarly in the case of Mumbai, marketers presume that all high-end products sell more in South Mumbai or the Juhu-Bandra areas.
“There are zones within Mumbai which are restrained by affordability but are still willing to spend on things that matter. Areas like Andheri-Sakinaka show more of a propensity towards goods and services. 2/3rds of the population in this zone is below the age of thirty five. The residents of the Andheri-Saki Naka area show far greater interest in financial products, personal loans and personal grooming products.”
Another area with a high propensity towards goods and services is the Tilak-Bridge-Mahim area with a high percentage of working women.
In her words, leveraging the potential of the small is critical.
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