Advertising Management and Sales Promotion

Unit 10

Unit 10

Emerging Consumer Segments

Structure:
10.1 Introduction
Objectives
10.2 Evolving Consumer Segments
The sunshine economy and Generation Me
Confident youth
Brat power
Assertive working women
DINK family
Metrosexual
Elderly population
10.3 Summary
10.4 Glossary
10.5 Terminal Questions
10.6 Answers
10.7 Case Study

10.1 Introduction
In Unit 2, we have discussed the rapid changes in the socio-economic
environment that influence marketers and advertisers. In this unit, we will
discuss the demographic and psychographic changes that are happening at
the individual level which have the capacity to influence advertising because
they are making fundamental changes in the profile of Indias target
audiences. These demographic changes are measurable and visible.
These, in turn, are changing individuals inside at the psychological level as
well, which influence purchase decisions and spending patterns even more.
This is the invisible part of a consumer that has to be watched keenly,
because it cannot be seen or measured, yet it is still at the core of an
advertising appeal.
More disposable income, fading differences between urban and semi-rural
areas as far as consumption is concerned, breaking down of the feudal
system where just a few persons controlled all the money and decisions of a
large extended family, small families with independent decisions even within
the family (like for a brand of soap used by each member), etc. are some of
the factors creating these changes.
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This, in turn, is creating different kinds of consumers, who have to be

approached and persuaded in different ways, because they are far more
aware of their buying power and simply demand more attention.
Here are some of the new target segments who are obviously new,
outwardly similar people who think, feel and act differently.
Objectives:
After studying this unit, you should be able to:

explain how social changes create invisible psychological changes

assess the emerging target segments

analyse how to address each target group differently

10.2 Evolving Consumer Segments

Demographic changes are just the basic factors that influence advertising.
The influences of consumer groups or segments, the type of segments, their
behaviour, attitude changes, buying patterns, consumption style,
aspirations, the amount of disposable income in hand, their choices all
these factors will definitely have an impact on advertising, advertising
budget, message structure, media vehicle used, etc. The example given
below illustrates that these days consumer segmentation is not only based
merely on demographic variables, but also takes into account several
psychographic and behavioural factors.
A study entitled Mother India was undertaken by the advertising agency
JWT in eight cities of India to understand the changing Indian motherchild relationship. The study, conducted through group discussions and
in-depth interviews with mother-child pairs, spanned mothers in SEC AB
categories with children between 8 and 16 years. It examined the payoffs
that mothers want from their children and vice versa, which have been
uncovered through Brand Chakras by applying the 2,000-year-old Chakra
system, as laid out by Patanjali, to consumers and brands. The study
indicated that motherhood has moved beyond protection, nurturing,
compassion and selflessness. Maternal strategies instead focus on
emotional elasticity, adult-like conversations, retaining locus of control
while appearing to be democratic, tough love and the like. Children, in
return, are conscious of the contribution that their mothers make in their
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lives and look to them to give them courage and inspiration to achieve
their goals.
The study categorised mothers in three main types. The Lifeline Seeker is
one who has given up hopes of the husband improving her life and does
everything for the child with a view to depend on him/her in the future. The
Coronation Seeker looks forward to her childs achievements to revel in
their glory and use them to make a statement about herself. The
Independence Seeker strives to excel in the mothers role in order to
foster independence and self-reliance in her child, so that she will have
the freedom and space for her own pursuits. While the study focuses on
mothers, it has revealed three types of fathers too, as sketched by the
mothers. The study implies that brands must reflect the new sets of
motherhood values and attitudes and connect with the mother and child
both.
(Source: JWT study finds the payoffs from Mother India, www.agencyfaqs.com)

Let us see what type of newer consumer segments are evolving. These
consumer groups may go through several transition phases that involve
their psychological, behavioural, economical and environmental factors.
Again, these segments are only illustrative and not exhaustive.
10.2.1 The sunshine economy and Generation Me
In 200809, Indian economy along with the rest of the world was quiet when
buying was cautious and restrained. But this was a passing phase and did
not change the fundamental shifts in the personality and aspirations of
people in general. Ordinarily, evolution does not go backwards, only
purchases get postponed.
The last decade had seen a rapid rise in the disposable income and
relaxation of parental control over young people. Nuclear families have only
one or two kids and they are the centre of the universe for their parents. A
large percentage of Indian population like 55% is between 18 and 34, where
the highest income and consumption are. These young Indians will create
the destiny of the country for the next three decades. They are hardworking,
ambitious, have global aspirations in both career and acquisitiveness and
they are going to get it.
The disposable money in the hands of high school and college students at a
certain segment is any businessmans delight. Branded jeans like Levi
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Strauss Signature and Newport University or Lee Coopers Beatles

collection of T-shirts are just ordinary wear. This generation is pro-money
and does not care where it comes from. It is this bulging youth profile that
will set the buying pattern and volume now. They also have a great ego,
which needs to be catered to in promotional and advertising activities.
The lifestyle brand Levis that caters to Generation Me has identified three
popular youth sub-cultures in its market and to each sub-culture it
presents a different set of brands with specific appeal. For example, a
member of the self-projection sub-culture is a mountain rally biker with a
group of male-friends; who lives a rugged lifestyle; is intense, inward and
passionately pursues what he believes in. He stands more for his
personal style and doesnt change with clothing trends. He loves Rock
and Jazz and regards the Dark side of the moon, a concept album by
the British rock band Pink Floyd, as a close second to any religious
literature. Levis offers him the Levis 501 Jeans, the quintessential and
original button-fly, which is ageless and timeless and appeals to each new
generation of youth belonging to this sub-culture.
On the other hand, a member of the style and prestige sub-culture likes
dressing up and partying, is up with the trends, knowledgeable about the
latest lifestyle happenings, an opinion-leader of sorts, in control of life and
not shy of expressing emotions in public. Levis offers to this sub-culture
the Levis Red Loop that showcases real-time international jeans-wear
fashion. Finally, a member of the street sub-culture is young, out in the
open and a sports buff. Levis presents to him/her Levis Engineered
Jeans and Levis Sykes, which specialise in non-denim street-wear
solutions.
(Source: Chatterjee, S. (2006, October). Building brands among sub-cultures.
Pitch, pp. 8384.)

10.2.2 Confident youth

Advertisers must understand who makes what decisions in a family, who
buys what, how to reach each individual and how to portray each relations
role correctly. Aware of the decision-making power in the hands of young
people, companies and advertisers pamper them by creating commercials
directed at them. For consumer durables, ready-to-eat food items, branded
clothes, startlingly expensive electronics and entertainment equipment,
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music, computer games, etc., it is the young people who occupy the mind of
the art directors of advertising agencies.
Parents now accept their childrens choice even in the products which really
have nothing much to do with children, such as cars, holidays, computers
and electronic equipment. Fathers are no longer the feared patriarchs and
feel the pressure to provide the luxuries advertised on Cartoon Networks,
even though they know that children are highly selfish, pleasure seeking,
irresponsible and inexperienced in both products or brand selection and
decision-making.
It triggers a severe imbalance in family equations and sociologists feel it is
creating a whole generation of selfish kids who will become equally selfish
adults. But this social development is here to stay now and advertising has
adjusted to it rapidly.
10.2.3 Brat power
Kids are now the new-age customers, and they are conscious of their
pestering power over their parents. They have perfected the art of shopping
and know all about branded products. Since 30% of Indian kids are below
15, these cartoon-loving kids are now the target of marketers and
advertisers. From Walt Disney to Cartoon Network, everybody is doing
brand extension to cover footwear, eyewear watches, etc. Pogo Wheels of
Cartoon Networks plans apparel. Gifts, novelties, etc. are designed
exclusively for rich kids worldwide, including India. The use of
spokespersons and celebrities, cartoons, premiums, collectibles, games,
contests, etc. has increased manifold to attract this young target. Even
moviemakers are running after this age group, knowing their money clout.
Koi Mil Gaya, Krishh, Hanuman, Chhota Bheem, etc., were specifically
made for young children, even though they delighted adults as well.
Several studies done to gauge childrens influence in family decision-making
concluded that:
Childrens involvement is primarily at the first stage of buying, that is, the
initiation stage. This means that, often, they initiate potential purchases.
Children tend to suggest buying the product category, brand and model
more often with regard to products typically aimed at children (e.g., juice,
soft drinks, cereals) than product categories aimed at the family in
general (vitamin pills, shampoo and toothpaste). For durables, parents
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perceive their children to exert most influence on decisions related to

mobile phones and vacations and least influence on decisions related to
cars and computer equipment. Thus, children exercise less influence on
expensive and durable consumer goods and other products for which
the financial risk is high (TV, cars, computer equipment, etc.) than on
non-durables.
Children exercise greater active influence on selecting a product
category than on a particular brand or model, for most product
categories.

A survey by Walt Disney Co. and a media investment management group in

2006 found that kids under 12 now influence purchasing decisions of cars
which they cannot drive or pay for and computers they only dimly
understand. With parents increasingly indulgent of their precious one or two
kids allowing them to make their purchasing decisions, brat power can only
grow.
Various surveys show that even small children understand when they are
being bluffed, teased or talked down to and see through false advertising
claims quickly. As always, advertising should, not only show due respect to
its target, but also be responsible and ethical. Children are easily swayed,
incapable of seeing the difference between fantasy, imagination and reality.
Manipulating, twisting or teasing a small childs emotions is not only
irresponsible, but also immoral and distasteful.
Papa, I wont kiss you (if you do not buy brand X) this is a real ad
headline is not exactly the best way to sell an adult product.
10.2.4 Assertive working women
The Indian womans influence on buying decisions has increased in the last
few years owing to rising literacy levels, increased penetration of satellite
and cable television and increase in economic independence among other
causes. A joint study in 2008 by Nasscom and Mercer found that 3035% of
Indian workforce is women, among the highest in the world. Only 20% of
them are in urban areas. There are more women engineers, doctors, pilots
and professionals now. They earn well, retain at least partial control over
their personal income and take their own decisions about savings,
investments and financial planning. The working women unhappy home

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clich is fading and they are a social and economic force in their own right.
They now have the freedom to succeed and spend.
This is the glamorous side. Majority of Indian women are still economically
dependent, socially inferior and controlled by the family. Yet, even at that
level, rebellion is in action and they are being increasingly assertive, with
which comes independent and assertive buyers.
Many earn more than their husbands. According to an IMRB survey, the
urban Indian woman who earned Rs 4,492 per month in 2001 was taking
home as much as Rs 9,457 as of 2010.1 They control the purchase of family
necessities as well as luxuries like cars, insurance, retirement plans,
expensive holidays and properties. More and more young women stay
single longer.
Not only are women increasingly influencing buying decisions, but they are
also turning out to be one of the fastest growing consumer categories.
Hence, marketers are creating special products for women of independent
means and doing highly focused and narrow-targeted advertising. The
percentage of women who really want to remain homemakers is falling
rapidly.
All this translates into huge disposable money in the hands of women, a
much desired state for the advertising industry. Surveys carried out all over
India from 20052010 show:
710% growth in beauty care products
Hair care market is over Rs. 1,500 crore
Womens apparel market is Rs. 29,000 crore
30% Reebok revenue comes from womens products such as track
pants, workout gear
The womans income now pays for vacations, higher education, better
house, retirement plans, etc.
Women hire housekeepers, full-time maids, child-minders, cleaners,
cooks, drivers, gardeners, all the way down to dog walkers because they
are not at home. This pushes in new money into the system, which
supports many more people

Source: Sharma, S., & Singh, N. (2011, June 26). In 10 years, urban Indian
women's average income doubles. The Times of India.

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Women are getting disabled by their jobs just like men. That means they
buy accident and health insurance, better quality medical care, etc.

All these are advertised products and services. Todays women are also
strong confident people who can take their own decisions, pay for their
purchases and expect to be kept informed correctly by advertising and
promotions.
Attitudes are changing too. A study of 3,400 women in 9 cities surveyed by
EvesDropping study of Trikaya Grey found that 51% wanted to live for today
gone are the days when even working women lived for their family and
spent every rupee of their earnings on them, leaving nothing for themselves,
their image or future. A growing number of women put themselves first now.
Over 60% women held money as critical to show success.
10.2.5 DINK family
DINK refers to Double Income No Kids family pattern that is slowly
emerging and even seen in Indian scenario. DINK couples are able to afford
a slightly more expensive lifestyle than those with families. Hence, DINKs
are often the target of marketing efforts for luxury items such
as expensive cars and vacations. Here, husbands and wives earn, spend
and save without having to worry about raising kids. They adopt a lifestyle of
being without children and basically look after each other or their parents. In
the age of globalisation, where husband may work for an MNC and wife may
have to constantly travel on work, there is little time left for them to stay at
home or even raise kids. Besides, the cost of living and expenditures may
lead to couples voluntarily deciding not to have kids. The post-2000
economic crises have made this social pattern more permanent as more
couples wait longer than ever to have kids and one in five people choose
not to have them at all.2
A 2008 survey by the Associated Chamber of Commerce & Industry of India
(ASSOCHAM) on Changing Consumption Patterns of Delhi revealed that
DINKs are high spenders. The survey of around 1500 couples showed that
75% DINK couples spend rupees 20,000 per month on entertainment,
fitness, eating out and shopping for branded wear. The survey also revealed
the following:
2

Source: www.wikipedia.org

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35% of couples (in metropolitan cities like Delhi, Mumbai, Bangalore,

etc.) spend more than half a lakh on travel and travel-related expenses
every year.
45% use a substantial part of their income for loan repayment like EMIs
which can add up to over Rs 20,000 a month.
45% spend about Rs 5,00010,000 on non-essential items.3

Table 10.1 depicts the spending pattern of various income groups.

Table 10.1: Spending Pattern of Various Income Groups

DINK is sometimes also used to refer to gay and lesbian couples who are
childless.4 Even live-in relationships constitute the need for sharing
expenses and household chores but ideally they cannot be termed as
family. Socially, it would be considered as an adjustment without much
commitment.
It should be remembered that DINK family style may not include those
married couples who would like to have kids but due to certain reasons
cannot bear children.
10.2.6 Metrosexual
A new consumer group created entirely by media hype is the metrosexual
3
4

Source: (2008, March). Reality check: The DINK way. http://www.shaaditimes.com

Source: Chasin, A. (2000). Selling Out: The Gay and Lesbian Movement Goes to
Market. New York: Palgrave.
Fejes, F. Advertising and the Political Economy of Lesbian/Gay Identity. E. R.
Meehan & E. Riordan (eds.), (2002).
Sex & Money: Feminism and Political Economy in the Media. Minneapolis:
University of Minnesota Press.

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men living in cosmopolitan metro cities who are in touch with their feminine
sides. A metrosexual has thus been defined as a heterosexual, usually
urban male, who pays much attention to his personal looks and has an
upscale lifestyle. He loves to shop, he may wear jewellery and his bathroom
counter is most likely filled with male-targeted grooming products, including
moisturisers (and perhaps even a little makeup).
Curiosity about metrosexuals climbed considerably in June when the
agency Euro RSCG Worldwide explored the changing face of American
males in a report entitled The Future of Men: USA. As part of this research,
men aged 21 to 48 throughout the U.S. were surveyed on masculinityrelated issues. According to the report, there is an emerging wave of men
who chafe against the restrictions of traditional male roles and who do
what they want, buy what they want, enjoy what they want regardless of
whether some people might consider these things unmanly. The most
important shift in masculinity is that there is less avoidance of femininity and
the emergence of a segment of men who have embraced customs and
attitudes once deemed the province of women. Thus, the metrosexual male
is also more sensitive and emotionally expressive than his father was.
This emerging metrosexuality can be partly attributed to a new breed of
male-oriented magazines such as Maxim, fashion and film world and a
growing acceptance of homosexuals. Another prominent reason is that
women are now shopping less than earlier for mens products, thus
propelling men into stores and changing their shopping habits. According to
a 2005 article published by The New York Times, In 1985 only 25% of all
men's apparel was bought by men; 75% was bought by women for men. By
1998 men were buying 52% of apparel; in 2004 that number grew to 69%
and shows no sign of slowing. One result of this shift is that men have
started caring more about how they look than the women shopping for them
did.5
Along with male metrosexuality, female metrosexuality can also be
observed. Now many women dress more like men well-cut, excellent
quality, stylish but comfortable and unfussy clothes and little make-up or
jewellery. Whereas men are taking to self-adornment and fashion
5

Source: David, C. (2005, June 19). Gay or Straight? Hard to Tell. The New York
Times.

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manicured hands, blow-dried designer haircut, gold and silver jewellery and
ornate clothes. It is not shameful for women to show strength and dress
practically and for men to show feelings and enjoy beautiful clothes. These
are human qualities and not gender-linked.
What has this social development got to do with advertising? Many
marketers and advertisers are also evolving to take advantage of
metrosexuality. Ergo the increase in mens grooming products such as
fairness creams and face washes and even household products targeted to
men. It is also this emerging metrosexuality that led Lux to portray Shah
Rukh Khan in its commercial as depicted in Figure 10.1 commemorating 75
years of its existence.

Fig. 10.1: Lux Commercial Commemorating 75 Years of Its Existence

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When we have a relevant product, such as party/evening/wedding wear for

men or a slim cigarette, light motorbike or a special insurance product
designed for women, how do we position them? What kind of model to
choose, what sets and script, what mood to create? Strong men do not
relate with what they consider a feminine image. A strong woman does not
like to be patronised or talked down to. Yet they both will buy wedding
clothes and handy motorbikes. Now men take paternity leaves and women
pilots fly Air Force cargo planes to combat areas. Great caution has to be
taken to create the right image, so as not to alienate either group.
A survey of 2,000 men in 13 countries found that 60% of men see
themselves either as power seekers who crave professional advancement
or family patriarchs who believe ruling a family is the most important thing.
The remaining 40% are busy in the metrosexual debate.
Marlborough Man, the ultimate symbol of a macho cowboy created by Leo
Burnett Advertising Agency, is having a severe identity crisis. Recently the
same Leo Burnett ran a worldwide survey. Results say that half the men in
most parts of the world do not know what is expected of them and of them
think images of them created in advertising is way out of touch with reality.
Image creation is a delicate business. It is confusing at times, not just for
men, but for marketers and advertising professionals too. The ultimate
decision and thus image building will depend on the product and the market
segment chosen. And, as always, should be done with responsibility and
sensitivity. A super sweet cloying image built for male targets in the name of
metrosexuals can actually turn a man off the brand for life.
10.2.7 Elderly population
In 1950, 5.6% of Indias population was above 60. According to the
Registrar General of India's latest data from the Sample Registration
System (SRS) 2010, nearly 7.5% of India's population (out of 1.21 billion) is
aged 60 years and above. In rural India, 7.5% of the population is above 60
and the corresponding figure is 7% urban areas. The SRS report says, "On
account of better education, health facilities and increase in life expectancy,
the percentage of elderly population (60+) has gone up from 6% to 7%. It
also estimates that the elderly population will increase to 12% of the total
population by 2025 and India will soon become home to the second largest
number of older people in the world.
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In tradition-bound India, old people are not considered a commercially high

priority target, but it will be foolish to ignore this segment. Largely due to
break up of joint families where adult children have moved away quite far or
due to the end of the times when extended families lived in separate homes
but close to one another, older parents now often live on their own. The
current old generation has finished paying for their homes and child rearing
and they have planned and saved for an independent old age. They are in
control of their lives and money. And they do not plan to leave their lifes
savings for their children only.
Grandmas do not sit in rocking chairs and knit sweaters which nobody ever
wears and grandpas do not doze and cough in a sunny veranda corner.
They take Tai Chi lessons, practise sudarshankriyas, go to gym, wear
expensive clothes and new jewellery, swim, party and go for international
holidays and cruises. Retirement is not a withdrawal from life, but merely
starting another phase of life. It is a complicated series of social, economic
and cultural demographic shift that has changed the way we must look at
older people, because they demand so. This group now has considerable
economic power and they know it, just like the very young. Besides, the
ageing population also puts an increasing demand on healthcare products
and services.
What does advertising do with this new phenomenon? Plenty. The elderly
comprise a great market with rising consumption and pay exactly the same
price as the young do, but they make full down payments and are not into
hire-purchase or consumer loans. This segment just has to be cultivated
differently.
In April 2006, a survey carried out to choose Indias sexiest man listed John
Abraham as number one, followed by Amitabh Bachhan, then 63. Clearly
something strange is happening and marketers better take note.
Self Assessment Questions
1. Indian women now earn more, but have no freedom to spend.
(True/False)
2. Today, there is more acceptance of men who use fairness creams or
express their emotions in public. (True/False)
3. Older people now live a more active life of high consumption.
(True/False)
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4. What is DINK?
5. Which consumer group is considered to occupy the mind of the art
directors of advertising agencies?
6. Nuclear families have a maximum of ________ children.
7. Match the following groups of consumers with appropriate words:
Set I
i. Kids or Brats
ii. ii Assertive working women
iii. Metrosexual
Set II
a. Freedom to succeed and spend
b. Media hyped
c. Easily swayed

10.3 Summary
Let us recapitulate the important concepts discussed in this Unit:
The whole world as well as India have changed and progressed more in
the last 6070 years than in the previous several centuries put together.
The rapid advance in technology creates a gain in the earning power
which, in turn, triggers massive social and psychological changes.
Indian society is going through cataclysmic changes at all levels
economic, social, psychological, behavioural and spiritual. It is as if a
repressed nation that had been under colonial rule for over thousand
years, is suddenly set free and catching up with itself. Just as society
and people are changing, products and services are evolving to cater to
them too. And the way to sell these also has to interface sensitively with
their chosen target segments.
We have listed only some of the areas where there are well established
signals for the marketing and advertising professionals to adjust to. This
is by no means an exhaustive list but just an indicator of how fast and in
how many directions the target group profile is changing and how
difficult it is now to draw a correct picture of the person to whom the
advertising campaign wishes to talk to. Not only society, people and
economy are changing, the personality and aspirations of the target
itself does not stay in one place, but keeps changing. If this factor is not
kept in mind constantly, majority of the advertising budget will be wasted
or even alienate the target as being over the top or too old fashioned.
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10.4 Glossary
Globalisation: Elimination of barriers to trade and increasing the
connectivity and interdependence of the world's markets and businesses
Nuclear families: a family group that consists only of father, mother, and
one or two children
Assertive: being self-confident and positive

10.5 Terminal Questions

1. Illustrate with an example how the present generation and youngsters
are influencing the advertising activities.
2. Explain how children exercise influence on purchasing a particular
product or service thereby influencing in family decision-making.
3. Discuss how the Indian womans influence on buying decisions has
increased in the last few years.
4. Write a brief note on DINK family and its impact on spending.

10.6 Answers
Self Assessment Questions
1. False
2. True
3. True
4. Double Income No Kids
5. Youth or the young people
6. Two
7. i-c; ii-a; iii-b
Terminal Questions
1. The present young generation has relatively more disposable income
than before. They have different aspirations and ambitions. This kind of
generations have definitely influenced advertisements. In addition,
advertisers and companies aware of the decision-making power in the
hands of young people, and hence they pamper the youngsters by
creating commercials directed at them. Refer section 10.2.1 and 10.2.2
for more details.

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2. Kids are now the new-age customers. Several studies have been
conducted to gauge childrens influence in family decision-making. Refer
section 10.2.3 for more details.
3. Rising literacy levels, increased penetration of satellite and cable
television and increase in economic independence are some of the
causes for the increase in the Indian womans influence on buying
decisions. Refer section 10.2.4 for more details.
4. DINK couples are able to afford a slightly more expensive lifestyle than
other families. Hence, they are often the target of marketing efforts for
luxury items. Refer section 10.2.5 for more details.

10.7 Case Study

Preethi Meets Venkat through Shaadi.Com
I didnt want to fall into the traps of a typical Indian arranged marriage;
I believe it doesnt give you the required time and opportunity to know and
understand your would-be partner, especially with families breathing down
your necks while calling for a decision, said Preethi. And I always wanted
to choose my life partner myself, concurred Venkat, adding, Thats why
Shaadi.com worked for both of us. Preethi and Venkat are among the 48%
of Internet users who surf matrimonial sites for alliances. While traditionally
the activity of matchmaking was left to the elderly aunts of the family,
marriage bureaus, and newspaper matrimonials, with the advent of Internet
and a change in youngsters preferences, online alliance search has taken
off with a frenzy, especially with 60% of the online population in India being
below the age of 25.6 With 12 million urban Indians undertaking online
matchmaking, it is the 13th most popular online activity among Indian
surfers.7 Although online dating is ahead of matrimonial searches as the 10th
most popular online activity, it does not enjoy the high user loyalty and
brand premium of matrimonial websites. This is because Indian culture has
yet not fully accepted the concept of dating before marriage and people do
not register on a dating site for finding a life partner. There is also a huge
6

Source: Sapna Agarwal, Matrimonial websites losing out to dating websites,

Business Standard, August 07, 2007, www.agencyfaqs.com

Source: Matrimony sites tie Indian surfers in a knot, Business Standard,

September 24, 2007, www.agencyfaqs.com

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overlap between the two activities suggesting that people who date are also
looking for a mate.8
Owing to the close-knit social structure of India, families and friends still
have an important role to play in online matchmaking. Often parents are
seen posting their childrens profiles, and while the final choice may be the
childrens, parents extensively carry out activities like gathering information,
filtering profiles, matching horoscopes, etc. Experiences of friends also
guide in the decision-making. Advertising and communication by
matrimonial websites are also key in decision-making. Online advertising as
well as conventional television and print advertising are popular media
choices for most portals. Advertising seems to be harping on factors like
wide profile choices, relevant matches, and a joint selection process that
satisfies the entire family.
One such piece of communication triggered the dormant desire of finding a
life partner for Venkat. While watching the film Metro, Venkat was exposed
to Shaadi.com. The movie depicted actors Konkana Sen Sharma and Irrfan
Khan getting older and feeling the need to find a life partner, and then
turning to Shaadi.com for help. Sen Sharma was shown logging on to the
website, and there were mentions of Shaadi.com in her conversations with
Khan and even comical scenes in which the protagonists viewed some
funny profiles on the site and enjoyed a good laugh.9 The movie propelled
Venkat into online matchmaking. He believed that the biggest advantage of
online matrimonial sites was their massive database, which offered people a
wide choice of matches across both objective and subjective evaluation
criteria such as education and career, religion, family background, location,
personal preferences, personality, etc. He zeroed in on Shaadi.com after a
little search, most importantly because the name had created a distinct
impression in his mind through the movie. One of prospects he emailed was
Preethi; the two of them hit it off and decided to marry. Preethi had chosen
Shaadi.com as she was particularly impressed with its strict profile
screening system, and the simplified search technology that increased the
8

Source: Sapna Agarwal, Matrimonial websites losing out to dating websites,

Business Standard, August 07, 2007, www.agencyfaqs.com

Source: Devina Joshi, Slice of life branding opportunities galore in this city,
May 9, 2007, www.agencyfaqs.com

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relevance of the matches. She also appreciated the portals attention to

details through features like password-protected photographs that allowed
members to maintain secrecy.
Their choice was much like the rest of the consumers; Shaadi.com and
Bharatmatrimony.com were the two biggest websites in the online
matrimonial space, each with 33% user preference.10 Another study by
JuxtConsult pegged the websites shares at 28% and 29% respectively as
on April 2007.11 A study by AdMomentux measuring audience mindshare
for television commercials, based on parameters like top-of-the-mind recall;
appeal, likeability, relevance and comprehensibility of the ad; brand
differentiation and preference created by the ad; etc. also showed similar
results. Bharatmatrimony.coms television commercial depicting how a
modern boy and girl followed traditional rituals when it came to marriage,
was the most effective, with 43.8% audience mindshare. The television
commercial of Shaadi.com showing the photographs of its various members
received 36.1% audience mindshare. Jeevansathis commercial came in
third with 18.4% audience mindshare.12 Yet another study marked
Shaadi.com as the leader with 987,000 unique visitors in July07.13
Convinced of Shaadi.coms effectiveness after a month-long free
registration, Preethi and Venkat had signed up for a 6-month premium
membership. When they found each other and finally decided to marry in a
year, they posted their success story like many others who had also found
the right partners through Shaadi.com.
Discussion Questions:
1. Based on the case, write a brief description of the profile of new-age
eligible bachelors and spinsters.

Source: Yahoo!, Naukri, Bharatmatrimony among best recalled Net brands,

August 29, 2006, www.agencyfaqs.com
11 Source: 20 mn active net users, Google most used brand: Juxt survey, June 12,
2007, www.agencyfaqs.com
12 Source: Kapil Ohri, Is TV advertising working for online players?, October 24,
2007, www.agencyfaqs.com
13 Source: Kapil Ohri & Tarana Khan, Exclusive: comScore data on online jobs,
matrimony, realty, auto, September 24, 2007, www.agencyfaqs.com
10

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2. Why does most communication for online matrimonial portals harp on

joint family decision-making? Do you see any attitude change strategies
adopted by any of the websites in their communication? Explain.
3. Describe how matrimonial services have evolved their advertising
strategies to cater to the new generation.
(Courtesy: Shah & DSouza, 2008)

References:
Chasin, A. (2000). Selling Out: The Gay and Lesbian Movement Goes to
Market. New York: Palgrave.
Chatterjee, S. (2006, October). Building brands among sub-cultures.
Pitch, pp. 8384.
David, C. (2005, June 19). Gay or Straight? Hard to Tell. The New York
Times.
Fejes, F. Advertising and the Political Economy of Lesbian/Gay Identity.
E. R. Meehan & E. Riordan (eds.)
Sharma, S. & Singh, N. (2011, June 26). In 10 years, urban Indian
women's average income doubles. The Times of India.
(2002). Sex & Money: Feminism and Political Economy in the Media.
Minneapolis: University of Minnesota Press.
E-References:
http://www.agencyfaqs.com. JWT study finds the payoffs from Mother
India, Retrieved on 5th November 2007
http://www.shaaditimes.com. Reality check: The DINK way, Retrieved on
March 2008
www.wikipedia.org

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