Poorer areas in cities are now big bucks as companies are identifying these pockets as high-potential or key areas for future growth."We are finding that consumption levels are high among pockets of consumers who have enough purchasing power for daily needs and even aspirational products but may not have an adequate or big enough place to live in," said a senior marketing official in Marico.Industry sources said the customer profile in these tenements revealed that there were not only daily wage earners but a large number of salaried wage earners staying in these places who could not afford a better address but could definetely afford other aspirational products that were not as expensive as real estate.
A dealer in Mumbais largest slum,Dharavi said "There are skilled workers and craftsmen who may not want to enter a jazzy showroom but would want to own luxury products and who come tous.Not only do we get the product but also arrange loans through organised or smaller financiers for their purchases."Several two wheeler dealers have began tapping these areas by appointing sub-dealers who set up these makeshift shops in slums.Two-wheeler majors indicate that 55-60%of sale of motorcycles come from B and C outlets including urbanslums.Motorcycles have been selling more in the B&C class markets,as its larger wheel base makes it easier to commute.Marketing expert,Jagdeep Kapoor said several firms are getting interim sales representatives(ISR) to frequent these Cclass outlets which are increasingly upgrading to Bclass levels. |
|
|
|
|
| Posted : 12/14/2005 |
|
|
|
|
