Technology, real time knowledge, local representation and transparent farm input transaction through collaborative effort creates architecture for profitability to the farmers as well as marketers, said Mr. Sivakumar. There is an opportunity of value creation in Indian rural segment which can be met with building appropriate channel, he added.
Buoyancy, fragmentation and convergence are creating impact on the changing media habits of Indian consumers, said Mr. Gowthaman Ragothama, Managing Director, Mindshare.
Speaking on the session: 'Changing media habits and innovative ways to reach the Indian consumer', he said that media is yet to reach the Indian mass as the penetration is very low as compared to other emerging economies.
Mr. Ragothama said that reach and diversity are the biggest challenge for Indian media. India can be divided into global, aspiring, destitute and struggling socio-economic strata to create varying reach options for the media, he added.
Ms. Punitha Arumugam, Group CEO, Madison Media emphasized that the Indian consumer has not changed over a period of last few years but has become elusive. She said that word of mouth, technology, common sense and dialogue with consumers are the simple elements of creating media attention.
Focus to narrowcast consumers and insights to communication are also important factors in creating distinctive brand identity in otherwise cluttered medium, she added.
The television channels and print publications have grown considerably in last seven years but consumers spend less time on each of them, said Mr. Madhukar Kamath, Managing Director and CEO, Mudra Group.
Commenting on the 80% growth of advertisers, he said that from 4120 in 2003 to 7368 advertisers in 2006 shows the opportunity for media.
The basic tenet of creativity still exists in media and the advertiser should focus on interesting, entertaining and creative media usage to capitalize on the current opportunities, he said. Mr. Kamath added that retail and in-shop advertising is going to play a major role in near future.
Confederation of Indian Industry
marketing@alchempro.com
