 Marketing Whitebook 2009-2010
Published by: Businessworld
Size: 8.27" (height) x 5.83" (width)
Edition: Paperback
Book price: Rs 450
Genre: Marketing/Business
No. of pages: 430 |
In a nutshell, the Marketing Whitebook 2009-2010 tells the story of the Great Indian Market Place! The book is about understanding the mind of the consumer. The arrangement of the content reflects this. The book starts of with How India earns, spends and saves, then goes on to delve into the Healthcare, Retailing, Media and Entertainment, Asset Management and Life insurance sectors in India. There are compiled studies from India's leading marketing, consulting and research organisations on subjects as diverse as how cell phones and broadbrand are impacting the viral marketing to how rural and urban households perceive value. There is also a special study on two new sunrise industries- insurance and retail. The consumer perceptions and expectations are in sharp focus.
The Marketing Whitebook's operating principle is Knowledge is King. The bottomline is the emotional connection that the marketers build with the consumers. When we deconstruct each category covered in the book, the reader comes away with a basic awareness about the developing world-class marketing in India.
Highlights
How India earns, spends and saves: This section highlights the differences in urban and rural India. The expenditure pattern in education and occupation are examined. The categories of landholding, size of town, financial vulnerability, saving patterns of households, profile of investors are explored in depth. The data and analysis of this section acts as a pointer to how things will unfold as urbanization in the country increases.
Healthcare: This section talks about how India will become a US$20 billion pharmaceuticals market by 2015. Mass therapies will remain important despite a shift towards specialty therapies. Generics will dominate with the share of patented products rising to a sizeable 10 per cent. Rising incomes and urbanization will increase healthcare spending and health insurance coverage will rise.
Media and Entertainment: This section covers the media reach across metros, key urban towns and rural areas. What is the outlook for the print media industry, what are the issues facing the radio industry, what is the volume growth in TV advertising, how 'fun is serious business' today- all these questions are sought to be answered. This part also highlights some emerging forms of leisure, viz., gaming, animation, filmed entertainment, leisure and entertainment among 15-19 year olds, and the leisure and entertainment in tier 3 cities.
Retailing: This section elucidates on organised retail works versus traditional retail. An analysis is sought to be made on what drives commitment among shoppers. The role of market size and segments of consumer durables is also examined in detail. How private labels draw shoppers and what are the consumer trends for food & grocery, consumer durables and home improvement products has been covered in great detail.
Asset Management: This is a nascent industry in India and research shows that this industry is evolving rapidly with new equity inflows accounting for the major part of growth. The book focuses on urban centres outside the top eight cities and upper mass-affluent income segment in top eight cities which will be driving retail growth. Why investors want to purchase mutual funds (MFs) directly from asset management companies, and how industry revenues could reach approximately US$3.3 billion in 2012 is examined.
Life insurance: This section dwells on awareness about life insurance, ownership pattern of life insurance, value of life insurance and premium paid and the socio-economic profile of insured versus uninsured households. The savings-related behaviour of insured households and their perception about financial security have been looked at critically.
PLUS: The Marketing Whitebook 2009-2010 also has the latest listing of the prominent agencies in advertising, direct marketing, public relations, direct marketing, public relations, events and promotions.
Click here to read excerpts from Marketing Whitebook 2009-2010
Click here to view Table Of Contents
The Marketing Whitebook in the press
Lauch of the Marketing Whitebook
Agency FAQs
http://www.afaqs.com/perl/media/story.html?sid=23223
Exchange4media
http://www.exchange4media.com/e4m/news/fullstory.asp?news_id=33826§ion_id=5&pict=6&tag=28798
Media World Buzz
http://www.mediaworldbuzz.com/2008/dec-90.asp
Televisionpoint.com
http://www.televisionpoint.com/news2009/newsfullstory.php?id=1233573151
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