Don't ask consumers to change their skin, change your deodorant, Mr Marketer.

Time and again we see marketers viewing the Indian market as something that 'needs evolving' to the consumption levels and patterns of the west. This, in spite of having seen many failure of western products that hoped for Indian consumers to change their habit - Kellogg's earlier attempts with cornflakes being a favourite example for many.

Datamonitor's latest report Brand Positioning in the Indian Consumer Goods Industry: Successful Strategies and Best Practices captures the microcosm of brands in India through a framework of eight different platforms on which brands have being successfully built. Through case studies and appreciation of strategic consumer insights, the report gives valuable insights about successful brand strategies in India.

'The great mistake'

Ajinkya Pawar, consultant - consumer markets, Datamonitor India, said, "The great mistake of thinking in terms of 'evolving to urbanity', lies in the myopic view that does not accommodate the consumer as a person in it and only sees his/her wallet. An Indian consumer is a judicious person whose aspirations often find a vernacular voice which is well tempered in his context."

Indeed, Emami's Navratna Oil is an excellent example of consumer insight being leveraged to drive salience with the consumer through innovative formulation.

The challenge for a brand is to innovate and create propositions that go beyond just seeking awareness and trial, but to engage the consumer towards being relevant and essential. For example, ScotchBrite faced a monumental task of becoming relevant in a highly unorganised and price sensitive category. However, by championing the cause of the housemaid and driving brand salience through door to door campaign to emphasise the 'touch & feel' benefit, ScotchBrite has been able to grow.

No 'quick fix'

It will require sustained efforts for a long time before branded offerings become the primary choice in the category, but the commitment has translated to dominating presence in the branded market place.

By elucidating on the learning from the struggles that new brands in Indian FMCG market had to go through, the report provides pertinent insights about avoiding failure and acting profitably on consumer trends with case studies of brands such as Dove (HUL), Sunfeast Pasta (ITC), Sula wines and so on.

This press release is based on Datamonitor's latest Consumer insight report: Brand Positioning in the Indian Consumer Goods Industry: Successful Strategies and Best Practices.