BRAND ASPIRATIONS OF THE URBAN POOR Guide: Avinash Oza | SBU:
DDB MudraMax Sidharth Uchil
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WHAT IS THE IDEA OF LUXURY FOR THE URBAN POOR ?
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RESEARCHMETHODOLOGY SECONDARY RESEARCH What others have said
Despite earning less than 1.56$, the Indian BOP together have
substantial purchasing power The next 4 Billion, WRI Study on
Indian BOP on Market Strategy at the base of the pyramid The slum
upgradation program and SRS/SRD have been constantly evolved to
bring about improvement in slum areas Mumbai city Development Plan
2005-2025 by BMC HUL offers products in all categories catering to
people of all living standards. Winning with the Indian Consumer,
the HUL Experience.
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RESEARCHMETHODOLOGY PRIMARY RESEARCH What they told me.. I wish
my children could study at an English Medium School Sayed (38),
Auto-driver, Saki Naka. John Cena is my favourite WWF wrestler
Kempegowda (45), Shopkeeper, Maharashtranagar When I buy a chai
from a local shop, I benefit the economic cycle Brijesh Tiwari
(32), Shopkeeper, Gyaneshwarnagar I only trust Ariel with my sarees
Manjiri (30), House-maid, Dharavi In-Depth Interviews Respondents
classified by Profession Income Address
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MEDIA CONSUMPTION What they watch.. My favourite cartoons are
BEN 10 and Doremon Rehan (11), 5 th Std, Urdu Medium School We
watch 5 latest movies for 50 rupees Dutta Jadhav (28), Security
Attendant. Nirahua is my favourite actor because even he is a
Yadav. Hari Om Yadav, Auto-Driver. Gayle launches Audio album for
kannada movie, Khiladi Kitty. DETAILED ANALYSIS
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LIVING SPACES Where they live and how.. We send the kids away
when we need privacy Linayat Khan (28), Workshop Owner The light
and fan are always on Salma (33), House-wife. The mattress is our
only furniture. Sayed (38), Auto-Driver. Storage is the biggest
problem. Devi (29), Schoolteacher DETAILED ANALYSIS
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BRAND CHOICES What they buy and why.. Bachchon ko Melody wala
Cadbury pasand hai Chandan Som (26), Lift-man Ashirwad atta is soft
and saves a lot of time Rajesh Tiwari (30), Auto-Driver I want to
walk into a Reebok showroom one day Brijesh Tiwari (33),
Auto-Driver. Samsung phone has a big screen and we can watch movies
on it. Hari Om, Auto-driver DETAILED ANALYSIS
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The idea of Luxury If I was wealthier.. I want my daughter to
be a CA Duryodhan (40), Taxi-Driver I bought a Kareena Kapoor suit
for my wife Dutta Jadhav, Security Guard On my birthday we go to a
bar and drink BP Ramesh Babu (33), Painter. By 2015 I want to build
a house in my village and go back. Brijesh Tiwari, Laundry man
DETAILED ANALYSIS
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KEY LEARNINGS TAKEAWAY When we sell luxury.. The product should
satisfy more than one existing need. A market based approach to
sustainable development. The distribution network should be strong
and far reaching. Communication at the moment of truth is critical.
Endorsements and advertisements should adopt the Mirror-Maxim
strategy.
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KEY LEARNINGS RECOMMENDATION Digitization of the Urban poor..
The section of society, the slum dwellers cater to, are tech savvy.
The poor adopt new technology well when it promises better
business. It is easier to find inexpensive labor without a middle
agent. For advertisers and marketers, it is easier to gather
behavioral data and segment slum dwellers.
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DDB mudramax My Experience.. The experience of Slum Research.
The experience of working at DDB Mudramax.
