Title “Health Care
Services Offered to Rural Patients in Urban Private Hospitals”
Abstract:
Growing population, increasing consumers’
affordability and limited availability of the medical services is harshly
exploiting the opportunity created by this massive demand supply gap in
Healthcare industry of India particularly in rural territories.
Increase in market size invited Pharmaceutical
lobbying, medicine Overdose, ill-intention of the Ignorance of patients and
enchasing the Fear Factor of consumer. Such practices not only scaled up in
health care industry but also raced up unhealthy competition among the
mega-corporations, Medical Institutions, Research Agents and Policy Makers.
Overdue advantage of India demographic structure by this USD 23 billion industry
growing with robust rate of 18% is now resulting into fatal loss of the 300
Million end consumer.
Clinical Trail Institutions are
forced to adopt unhealthy practices to complete the research stages by the
company’s manufacturing drugs. Public Policy makers are curtaining the
malevolent act of drug makers. Small Scale Pharmaceutical Industries are
bullying the benefits of blind fold games played by Giant Pharmaceutical
Companies and Policy Maker’s by counterfeiting the drugs.
Key words:
National Health Policy 2002 Malnutrition, Infant Mortality Rate, Dengue
fever, hepatitis, tuberculosis, malaria and pneumonia, plague, Resistance to
drugs, Sanitation, Drinking Water, Chronic Diseases, Lifestyle diseases,
Community Health Centre, Primary Health Centre, Common Minimum Program,
Prevented Drug, Drug Industry, Qualification of Medical Officers, Public
Investment of Health Care
Factors
1.
Implementation of Government Policies
2.
Practices of Pharmaceutical Companies
3. Illegal relationship of Drug
Industry-Laboratories-Health Insurance Companies-Medical Officers-Hospitals and
Clinical Trail Research Companies
4.
Patients Demographical Capability
5.
Financial Loss to the society
Hypothesis
1.
H-6: SOS actions of medical institutions are NOT
influenced by other economic benefits
2.
H-5: Lab tests prescribed by the Physicians are
NOT influenced by other economic benefits
3.
H-3: Medicines prescribed by physicians are NOT influenced
by other economics benefits
4.
H-2: Hospitals makes FALSE commitment with the
patients for economic motives
5.
H-1: Government Policies are NOT effective in
regulating the Indian Medical Industry
6.
H0: Hospitals are transparent in dealing with
Ignorant patients
7.
H0: Clinical Trail Companies does play neutral
role in patient’s treatment
8.
H1: Medical Retailers influence buying pattern
of Patients
9.
H2: Drug manufacturers/marketer do influences the
prescriptions of physician
10.
H3: Ignorance of the patients plays destructive
role in treatment
11.
H4: Higher level of Corruption is involved in
the medical Industry
Abstract
Title “Studying the depth and width of factor ‘Recession 2007-2009 was a boon for Indian IT Industry’”
Risk management is the single largest term by which the small scale IT companies of India are suffering till date. On pre-recessionary days this fact was applicable even to the big corporate houses of IT Industry of India. So many pink slips, so many downsizing, jobless staff, cost cutting and uncertain future had embarked new methodologies, strategies and practices in IT industry of India.
This research paper will be based upon the primary database and will apply appropriate research tools to analyses the factors like over dependencies on the foreign clients, over dependence upon the financial institutions, hasty decisions on grabbing international clients, flooded agents cum lobbyist cum middle man in IT business model known to Indian entrepreneurs are proposed to be analysed and studied in the research paper from all the four dimensions.
Key words: Foreign Clients, Financial Institutions, Agents and lobbyist in BPO, Manpower resource of India
Title: Challenges of Baby Parenting in New House Hold Structures Developed in Accord with the Rapid Urbanization in Post Information Technology Revolution in India
Jitendra Verma
Inspire Research & Development Cell, Indore
Tremendous increase in the migration rate of young population from the tier two and tier three cities and also from the rural sector of Indian habitation structures due to the income opportunities available in Metro and Tier One cities have restructured the family design. Social interaction have become very nominal, professional and least trustworthy. Grandparents or elders generations are not sharing the same roof. In such a scenario where both the spouse are professionally employed then baby care, maternity needs, child parenting and primary education becomes crucial. This study will find out the scope of baby sitting and commercial child parenting services and its applicability in India.
This paper will be helpful to identify the need of commercial child parenting service and its customization by studying the need and nature of the couples profession, social obligation and income group.
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Identifying Scope Of The Provident Fund And Life Insurance Schemes For The Unorganized Labor Of Unfixed Daily Wages Income Group
Jitendra Verma
The Inspire Research & Development Cell, Indore
India is the largest pool of physical labors. In Indian economy labor industry is not organized and hence implementation of labor laws, labor security and labor benefits becomes illusive. In India daily wages of unorganized labor ranges anything between Rs.35 a day to Rs.200 a day. External forces like seasonal unemployment, irregular market demands and mediators monopoly makes social security out of reach to such labors. A country which is struggling hard to ensure the basic human rights for every citizen, it becomes essential to study the scope of elevating the economic hurdles of an individual in order to achieve social security for the same. This paper will be helping agent towards identifying the methodologies of providing health insurance and provident fund schemes to unorganized labor by provoking the interests of free market and private players.
Introduction
This research paper is a macro-economic analysis of the Indian labor industry in the purview of seasonal unemployment, irregular income and pessimistic lifestyle of least educated and meager skilled labor resource.
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National Conference on “Emerging Trends In Insurance Sector – A Happening Industry”
Title: Recent Trends in Consumer Buying Behavior for Life Insurance products In Tier Two & Tier Three Cities of Central India
Name of the Author
Jitendra Verma
Lecturer, Department of Marketing
Chameli Devi Institute of Management & Research, Indore
Abstract
Life insurance industry is projected to become $ 60 Bn. Industry of India with more than twenty three big players in this market of which 70% is captured by only one dominant player LIC and others majors of the market are ICICI Prudential, SBI Life etc. with 4.1% share of GDP. This is indeed very less for the second fastest growing economy where in other almost saturated economies 8-9% percent GDP contributions comes from insurance industry.
The study on ‘consumer buying behavior for life insurance products in tier two and tier three cities’ is focused upon following four points.
- Why Life Insurance products in India required to be bundled with ULIP (United Linked Plans) or SIP (Systematic Investment Plans) or had got an image of ‘tax rebating tool’ wherein it is indeed a very useful product?
- Why there is need of investing so much into the ‘need creation’ for the Life Insurance products from the concerned companies wherein Indians are updated enough to the life risk factor and their repercussions?
- What should be the immediate effect any player can incorporate in order to fetch remarkable share from their competitors?
- What are threatening factors for a Life Insurers while entering into the rural market?
Keywords: Life Insurance in rural market, Need of ULIP or SIP, Image of Tax Rebating Tool, Scope of innovative marketing tools, Life Risk Factor.
INTRODUCTION
Figure RP1
Figure RP2
Figure RP 3
This creates very conducive environment to uplift the social status of Indian population. Middle class population is burgeoning and so is increasing the market. This is the era where India India
India is a developing nation with several loop holes into its bureaucratic and governance systems which have indeed dwelled its majority of demography far deep into ignorance for long time, this country have still managed to prosper but also developed narrow-mindedness in most of its life style, particularly middle class, which have barred them to accept some of the important products into their lifestyles. One of such product is ‘Life Insurance’ despite of having very alarming average morality rate of Indian population (65.1 Years), Indians are not open for life cover product available in the market.
Figure RP 4
Considering the Eastern Asian Destabilization and political uncertainty and inaccessibility of quality medication to majority of Indian population, Indian should response to risk reducing instruments like life insurance products. But this demography has been naturally trained for risk taking activities. Those people who are comfortable and happy in traveling over crowded train not afraid of possible accidents are even not bothered to make appropriate arrangement of the livelihood of those who cannot propel their life without them. This is not a reaction but a man, small community or society, this is a general reaction of the citizen of India
Market Status
When size is huge and monopoly has been dissolved (lately although), over-crowding is nothing but is a natural phenomenon of capitalism. 23 Indian biggies have joined hands with world’s who’s who of this business to chest-out each other in LI war-field of India of them so far from the day of amendment in the life insurance industry in 1999 have tapped only the 20% of the whole potential market. These joint ventures are equipped with both capital as well as experience of international markets through which they have carved out outstanding sales models which are exaltedly successful in the urban demography of India.
But the biggest nut to crack of this industry is that all of them are having expertise and capital and so everyone are equally aggressive with their utter innovative sales models and are running to eat out the largest pie share of the cake.
But this vociferous intra-competition of this industry is revealing untoward sentiments out into the market. This castigated aggression is seeding over consciousness and over worried sentiments about the hard earned money of their perspective customers which is making them passive to the sales calls.
Consumers are not comfortable with this aggression of this industry and are turning their deaf ears to any sales pitch of this industry because of which the harmony between the marketer and consumer is deluding.
Consumers forums are strengthening their presence among the consumers and are noosing the over ambitious actions of marketers. TRAI have introduced National Do Not Disturb (16 % of Indian telecom users have subscribed to NDNC) norms, violation of which is a dearest affair. Consumer is just not entertaining the raucous and aggressive behavior of sales people. By-passing such a regulation and becoming market leader at the cost of compromising organizations rapport is just not advisable especially when you are partnered with an international brand because Indian consumer is still into the comprehension that foreign organization meant to bag packing theory.
Market domineers
Life Insurance Corporation of India
According to the latest data released by the Insurance Regulatory and Development Authority (IRDA), the annualized premium equivalent (APE) for the life insurance industry fell (for the third consecutive month) by 19.6% year on year (yoy) in January 2009. The decline in the APE was more pronounced in case of the private players at 22.5% yoy.
Birla Sunlife and Reliance Life posted an increase of 33.2% yoy and 18.2% yoy respectively in their APE. ICICI Prudential lost significant market share YoY from 27.3% to 21.6%, Bajaj Allianz has also lost market share YoY from 20.5% to 13.2%.
Figure RP 5
Reliance Life and SBI Life have emerged as the new leaders with market share of 9.9% and 14.8% at the end of Jan 2009. The following Pie-Chart shows market share of all the private Life Insurance Companies operating in India
Above figure shows that the establishing trust into the buyers cannot be done by being aggressive in the market as this is kind of reputation I-Pru & Bajaj Allianz has developed when they had achieved the market leadership but over the period of time they are now undergoing to the lethal decay collectively they have lost the market share of 12.8% and on the contrary those who have built their roof based on trust are now enjoying the collective growth of 24.7%. This scene clears that the upcoming market leader is just not vociferous.
SBI life however have zoomed into the massive success with the format of Bank-assurance, the one mightiest tool of those insurance companies which has enjoyed the large pie of saving bank account holders as a banking institute. Indian society has been gone through a massive educational transformation, this transformation had led the societies for long into the situation where in one village has one educated individual (in most of the case) and he became the leader or opinionators by mandate. Such leaders were either been the teacher or the bank mangers. Life insurance is a product which requires assurance from a community leader about its worthiness particularly into the country like India
It has also been observed that in the beginning years those organizations having alliances with international life insurance companies are falling pray of standardized sales practices which were been greatly successful in their respective home territories but are not applicable in India because of the many reasons mentioned above.
Why International Players are looking for India
Nothing happens without reason! Look at the alliances of Indian and foreign players in life insurance industry. Why all of a sudden world was eagerly waiting for India
Figure RP 6
Figure RP 7
Figure RP 7
It was the baby boom generation in Europe & America when these insurance companies have made tremendous money, now is the time they are paying it back to those whose policy is in maturity (Such data is huge) and for that reason they need more money to keep liquidity at the required rate. Over the period of their existence they have earned lots of reputation and trust into their consumers and when they are paying back the made commitment of those era, they are becoming even more reputed and trustworthy brands. Becoming trust worthy as brand must be enchased in financial grounds and for that reason you have to dig newer markets where one can get the same respect. Now look at the graph number two, age factor is very crucial when it comes to the calculation of the profit of this industry, 113 million of Indian population will grow old by 2015 and around 179 million by 2026 out of them hardly 14% of the population (i.e. 15.82) will get the benefit that too how many of the policy holder will actually be alive or how many nominees of the policy holder will be benefited is one other thing which has to be calculated. That means life insurance industry do have enormous time to make money by investing the premium paid by policy holders. Graph three shows that the possible disposable income of this giant and young country will be huge. As it has been mentioned already that India
Rural Market and its challenges for life insurance industry
Mind boggling 72% of Indian population belongs to rural area. Rural literacy rate have swollen to 59% from 37%. 53% of the total FMCG consummation is of rural market, 59% of the total durable goods get consumed in rural market alone. Products like TV, DVD players and mobile phones have registered 200% growth. If the above mentioned figure aren’t seems impressive consider this, Rural households have more than 42 million saving bank accounts then 27 million of urban. Investments on saving instruments are as equal as this urban market with 6.6 mn and 6.7 mn respectively. In the statement of Mr. Kishore Biyani “We have badly underestimated the Indians and because of this reason only we are facing congestion in mobile networks and suffocating in the long queue of Air ticketing counters” rural India has remained rural just into the mindset of urban think tanks. They are adoptive, cognitive in nature and are taking courage to try innovative products as same as their urban counterparts.
Post-recession strategies are marching with echoing united voice go “Go deeper & check smaller” during the very beginning of the upturn of the business cycle after this global recession which has just kissed the Indian economy has forced many global giants to cut down their incorporation costs by re-inhabiting to tier two and tier three cities. This brought the idea of becoming global and going rural, also… for the industry like life insurance, whose volume can be built up by only after cubing heights of possible population, it is mandatory to go deeper into the rural markets.
Nature of Rural Market
Rural population is now following different trend of employment. It is not the only out come of governmental reforms (Instead do have very minimum impact of it) but the privatization of urban economy which consumed all type of skilled and unskilled manpower. Also the 1st and 2nd Generation of post independent India has kept their promise coming back to home after retirement. This commitment have seeded the confidence in third generation and provided opportunities of education and intellectual development. Today, the selection rate of rural (or small towners) students have remarkably increased in the IIT, IIM, AIIMS, IAS etc. This shows that tier two & three cities are now aware about the trendy and secure life style. This effect laid the foundation of Insurance Industry in rural market.
Disposable Income:
With increased rate of literacy, rural population have started savings rather wasting their hard earned money into notorious thinks like betting, drinking and smacking. They are becoming aware and are readying them self to keep plan B on standby for seasonal unemployment, flooding or draught. ‘This approach’ has boosted confidence in them and they are now acting and behaving like their urban counterparts.
Seasonal Migration:
States like Bihar, Jharkhand, UP were been practicing complete migration for the search of earning livelihood a decade ago because of almost no sources of income accept agriculture which was highly based on the monsoon and was controlled but the landlords. Most of them have returned back to their respective villages after they earned sufficiently for their future survival. Many of such people have returned after their retirement and worked hard to develop some mechanism of earning for their ward within their respective villages. Efforts of new governments into such states and unethical development in the metro cities against them also forced them to return back to their respective land. This trend accosted the lifetime migration but the demand of labors in the urban infrastructure development pulled them for the additional earnings… this laid down the scope of seasonal migration. Again these youth do not have any inheritance of loan or debt and even though they could not availed proper education, they had developed good learning skills which further helped them adopt good qualities of urban people like savings and elevating living standard.
Seasonal unemployment:
In the growth rate of Indian economy, seasonal unemployment is a great challenge. Unfortunately government policies could not able to address this need appropriately particularly to the territories of great need. Seasonal migration, multiple self-employment and neighboring industrialization have greatly patched the requirement.
Conventional financial systems:
Villagers or small towners do still lend and borrow money in very conventional methods they have big faith in their witnessing methodology of loan guarantee they do have Strong myths and belief system as compare to their urban counter parts and less confident in paper works and documentations this because the migrators when they return home they chants the stories of forgeries and loot in because of the loop holes of documentation systems.
Life Insurance as product for Rural Market
Strength
This market is largely unorganized and do understands the emotional quotient of life insurance product and so here companies can adopt and fore-foot the risk cover factor then the tax rebate or investment factor of LI products. Tangled law and order system, scarce of health service and medications further provokes the need of life cover. Organizations having pre-existing consumer base like ‘bank account holders’ and fairy multiply their business.
Weakness
Several ill-motivated organizations have foiled the trust level of rural market, especially in financial instruments. In most of the cases the benefit of the loop holes in polices of some organizations have betrayed the rural people. This have erased the good memories and soured the city-village relationship. Re-establishing this trust amongst them is a challenging task. Cost of employment, logistics and IT services will be a big challenge.
Opportunity
72% of total Indian consumer base recites in towns and villages. Increase in literacy rate have created educated leadership in communicates and this effect have multiplied the demand of life cover need. Consumerism has also soared by more than 200%. Sensible competition among life insurance companies operating in rural market will have wide scope to create positive tide curve. Clusters of communities can spark ‘mass policy selling drive’.
Threats
Unhealthy competition can ruin the ‘trust built-up’ of this industry which is greatly required. Uneven and unsure income variation can create challenging task for premium collection. Defaulted policies and counterfeiting practices (like miss commitment and documentation forgeries) can be increased and if not noosed by the management this entire industry may greatly suffer.
Bibliography:
1. Imagining India: Penguin Books, Nandan Nilkheni
2. Hot, Flat & Crowded, Penguin Books, Thomas L Friedman.
3. Google World Statistics services
4. Reference taken for Industry size and movements
- About the IRDA and regulation terms and policies of LI India
http://www.researchandmarkets.com/reports/306103
6. Collected data about the life Insurance Companies & Famous LI Products
http://www.iloveindia.com/finance/insurance/life-insurance/unit-linked-insurance-plans.html
Life Inurance Companies In India
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Life Insurance Company Of India
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Bajaj Allianz Life Insurance Company Limited
|
Birla Sun Life Insurance Co. Ltd
|
HDFC Standard Life Insurance Co. Ltd
|
ICICI Prudential Life Insurance Co. Ltd
|
IndiaFirst Life Insurance Company Ltd
|
ING Vysya Life Insurance Company Ltd.
|
Life Insurance Corporation of India
|
Max New York Life Insurance Co. Ltd
|
Met Life India Insurance Company Ltd.
|
Kotak Mahindra Old Mutual Life Insurance Limited
|
SBI Life Insurance Co. Ltd
|
Tata AIG Life Insurance Company Limited
|
Reliance Life Insurance Company Limited.
|
Aviva Life Insurance Company India Limited
|
Sahara India Life Insurance Co, Ltd.
|
Shriram Life Insurance Co, Ltd.
|
Bharti AXA Life Insurance Company Ltd.
|
Future Generali India Life Insurance Company Limited
|
IDBI Fortis Life Insurance Company Ltd.
|
Canara HSBC Oriental Bank of Commerce Life Insurance Company Ltd.
|
Aegon Religare Life Insurance Company Limited
|
DLF Pramerica Life Insurance Company Limited
|
Star Union Dai-Ichi Life Insurance Company Limited
|
Most Selling Life Insurance Products In India
|
Endowment Policy
|
Group Insurance
|
Joint Life Insurance Policy
|
Loan Cover Term Policy
|
Money Back Policy
|
Pension Plan
|
Term Life Insurance Policy
|
Unit Linked Insurance Plans
|
Whole Life Insurance Policy
|
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“Measurable Shift in the Positioning Strategies of the Mega Brands created by ‘First-World-Nations’ while entering into the Developing-Economies.”
Latika Rochlani, Jitendra Verma
Abstract
The Dynamics are changing. Even industries like Hollywood have also started portraying ‘Third-World-Nations’ differently than they used to do a few decades ago. Countries like South-Africa and China have sketched fantastic imprint at the world centre stage by hosting FIFA ’10 and Olympic’08. World best food & Restaurant brands are now heading to these developing economies. Increase in educated population, introduction to the capitalistic lifestyle have availed them the latest technologies of IT & Communications. This step further persuaded them to change their spending habits, also this event have provided them jobs with extra disposable income to maintain the western lifestyle.
Third World Nations are over populated, they are now educated, having remarkable disposable income but this opportunity is not seldom accessible. Sentiments patriotism and nationhood can remarkably challenge these Mega Brands to re-plot their positioning strategies.
This paper is providing the observational analysis of such paradigm shifts in the world brands positioning strategies.
Keywords: Positioning Strategies, Global Village, Mega Brand, Third World Nations, Marketing Strategies for Developing Economies.
Introduction
Past half of 20th century, when the world had tasted the brutality of two World Wars and humanity had demonstrated the height of cruelty in Hiroshima & Nagasaki. It became impossible for the world to invite another such disaster at any cost. This implied the inevitability to return the respect and dignity back to those nations who were worthy of it but not capable to snatch it. Tormented though Graceful survivors of the world-War-Two had studded enough power to force evacuate the colonies by the saga of empires as soon as possible, though this was too late for the victim nations… wealth, health and life styles all went ruined to a very below imaginable conditions. Almost null literacy and education, full of orthodox and superstitious belief... this sudden, cunning and ill-intentioned independence further dragged them to poverty and social disaster. Two decade later came the young corps of baby-boom generation, richly nourished, money hungry and talented breed well versed in managing business in cross-economic territories. This generation zoomed out in the horizon of international business and corporation splurged out of their national boundaries. This hunger had stroked the idea of going into the nations where population is much more to propel the ship of consumerism and capitalism. This idea had its own challenges and opportunity, challenge was that this third-nations population does not have sufficient money to spend. Opportunity was that if they got money they will doubly return it. This is how the giant wheel of economic interdependency gained the momentum. All that which can be outsourced to these cheap but laborious economies have been sent to offshores and all that these new breed of happy-disposable income can purchase should be made available to them. Fig.01 depicts the population density of the globe and Fig.02 classifies the world population as per the political boundaries. It is when the term globalization have been marvelously defined By Shri. Narayan Murthy as “Source the capital from where it is sufficiently available, source the labor from where it is cheaply available and sell the product where it could be sold at best price in across the world.”
Fig.01: Representing the population density of the world (Darkest is most dense)
Fig.03 is representing the Baby-Boom Generations. It is telling clearly that if a set of population have been perfectly parented and excellently educated then this set of population can change the world dynamics in a single generations which otherwise would have taken millenniums to achieve.
As and where the offshores business and tourism flourished helped flourishing the other businesses like textiles, tourism, and fashion, entertainment and life style related businesses. Eating Joins, Restaurants, Chain-Restaurants and Hotels got the tremendous response from western-lifestyles-loving and newly-rich people of Third-World-Nations. This research is collecting information to identify and interpret the business methodologies of such mega brands that have got unprecedented success in their home nations and are expanding globally in general and in the nations having 180 degree different lifestyle called third world nations in particular with a same pace of soaring ever high.
Fig.02: Country wise clasification of the world population
Fig.03:Depicts the baby boom effect in the population growth
Conceptual Framework
Positioning Strategies: It is a process to develop, retain and strengthen the brand identity. The brand gives the product meaning and defines its identity in both time and space. It has to be managed, nourished and controlled. Brands become credible through persistency and repetition.
Mega Brands: A brand name that has gained popularity and identity in almost every market of the world it operated as well as in the markets is projected to operate to an extent that it gains tremendous recall value among the target consumers.
First-World-Nations: Commonly those nations which had gained the dominating authority in world politics prior to WORLD WAR-1 and actively participated in wars and diplomacies of the world. These countries are well-developed in terms of GDP, Excellent Mortality Rate, Literacy and Human Development Index.
Developing-Economies: Nations classified by the world economist as those which are having relatively poor Human Development Index, GDP and currency Exchange value higher unemployment rate but steadily improving and growing in all above mentioned terms.
Third-World-Nations: Termed as those countries got political and economic liberation after World-War-II, deprived and exploited by the colonial rules having severe unemployment, feeble HDI, varied education modules called Third-World-Nations.
Literature Review
Aaker and Gary Shansby (1982) and Shostack (1987) discuss how differently positioning strategies can be conceived. All authors relate to the external environment in their definition. They suggest that several positioning strategies can be utilized by attribute; price/quality; competitor, application; user and product class. All authors agree that for positioning to be of real value, consumer research should be undertaken. David Ogilvy defines brands as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. James E. Tillotson discusses that, Mega-brands are the popular brands dominating our supermarket shelves the brands. A brand preference often passed from grandparents to parents to children. Many mega-brands are deeply engrained in our eating culture. As cultural eating habits resist change, this serves to favor the endurance of long-established brands in our diet.
Purpose of Research
The purpose of this study is to find whether the world’s best brands of chain restaurant have redefined their positioning strategies while operating in ‘The Third-World-Nation’ at the times when the buyers of these countries have gained remarkable intellect to identify foreign/national brand quotient.
Design/Methodology/Approach
This study has developed the informational framework for the various markets of ‘The Third-World-Nation’ based on the internet web browsing, blogs and e-newspapers. Telephonic interviews by the NRI of some countries based on availability and feasibility have also contributed in the conclusion development phase of this study which based on various predefined questions and conversations to decide upon perceived positioning strategy for the same. The information mentioned in the study is validated by using secondary data for social science through references of organizational records, research journals, articles, publications and external web-links.
Target Segment
Informed target audience who know the life styles and status quo of first world nation. Internet savvy, professionally connected with the parent country of the mega brands.
Fig. 04: An Advertisement shows the augmented product
Any Food & Beverages company either local or global thrives to be known for the quality, for this, they want to cap a special social segment called ‘informed consumer’ a consumer who can identify the difference between a cheap product and a product with quality and safety. These terms (quality & safety) are something which cannot be identified every time i.e. it is required that the service providers gain an identity in the operated market as a hygienic, courteous and delicious food provider for which consumer could mark them as a trusted brand. This identity of trust is not a simple task for the mega brands. It is something which took time and repeated evaluation of the consumer segment known as ‘opinionators’ (set of consumers who do not only love to be the brand loyal but also persuade and influence others to at least try the brands they use). An opinionator cannot be the one who is less knowledgeable if not expert or can be sought as being less knowledgeable in the social segment he belongs to. In third world nations those who enjoys the international connectivity, are generally considered as the wise men of their respective social-groups. This positively effects and augments the mega brands perceived value in the third world nations and provokes an untold ‘word of mouth publicity’ which is viral in nature have appealing attitude.
This quality of the informed segment of any social group empowers the aspirations of mega brands to get whole heartedly welcomed in the every new nation. The youngsters who are style savvy and have relatively close association with the parent country of the mega brands to further sparks tempt of trial visit in such restaurants and food courts. The kind social etiquettes demonstrated by the citizen store of floor the restaurants of these mega brands in the chosen countries which is otherwise not at all observed in other local restaurants remarkably adds on in the positioning strategies of the mega brands.
Ex.1 Foreign exposures are having great impact of mega brands
In third world nations migrating to first world nations is fascinating and a deed of popularity which is interpreted as a success or achievement of the migrant. This is so tempting that even the remotest relative of a migrant do feel proud of him/her being in the rich countries. It is a matter of talk shop in teen agers group and proud or envy for the neighbors. This emotional quotients have been greatly enchased by these mega brands when an NRI or his/her family do visits to these store they feel that they are becoming normal to the culture of western world and so are becoming civilized.
Middle & Upper Middle Class Income-Group
The primary objective of chain restaurants is to cater to the larger number of consumers in the larger size of the markets. It does not provoke the customized or personalized service orientation for every consumer by classifying their social or income group. In almost every third world nations in general and developing economies in particular the larger chunk of population belongs to the middle or upper-middle income segment and if this not is the case then also to lower middle or mower income-class of society is very much scattered an distinctive that it is economically not possible to cater them under one roof.
Customizing the food-products requires expertise in production and delivery which has been marvelously done by the brands like Coca-Cola and PepsiCo but when the product is partially tangible and partially intangible i.e. not only the eatables but ambiance, cleanliness and hygiene of serviced court yard together becomes the product.
Above are reasons middle and upper middle income class of the third world nations are targeted in positioning strategies of the mega brands of food and beverages industries.
Ex.1 Products of foreign origin factor appeals to only two measure population segments of any developing countries; one is middle class and other upper middle class. Rest of the population is either not able to afford or not concerned with its foreign origin. This fact have been clearly identified and enchased by the brands like pizza huts... in many of the Asian countries, they have promoted the Italian identity of Pizza, Pasta and other such recipes. This notion of being Italian cuisine attracts significant foot fall and converts into sizable revenue.
Country and Social Concerns
Emotional connect by promoting the trust and NGO for helping poor, under privileged.
In few of the most challenging factors in brand positioning for mega brand of developed economies while launching in any Third-World-Nation is to perfectly identify the nationhood of the target consumers. Third-world-Nations have recently gained independence and so are emotionally attached with their respective countries because of the sacrifices they have given to achieve independence. The patriotic feeling is still alive in their mind which is further intensified by the unending poverty and deaths by hunger & mal nutrition.
The population of TWN in general and middle or upper middle income class in particular is remarkably sympathized with their hungry and poor brethren but couldn’t do much because of the short sighted politics. This does not let their feeling get die and if some organizations which are known for their work efficiency and transparency in business asks them to donate a pie of their expenditure they happily put out their wallets. This is a kind of peace of mind and satisfaction towards a notion called ‘help poor and under privileged’. While the possibility of miss-use of such money which is collected by such instruments is very meek, this process becomes very effective in developing brand identity as being concerned with the local human agenda and corporate social responsibility more over it helps the brands to make an emotional chord with the citizen of the country it operates. The total outcome of such effects builds brand loyalty, increases customers revisits which scales up the revenue.
Ex.1 McDonalds: Social Responsibility
One of McDonald’s Values, social responsibility is a principle contained in the groundwork laid by its founder, Ray Kroc, who said that "the company must give back to the communities where it does business". Accordingly, McDonald's Brazil pursues a number of activities in the health, education and sports areas. It is benefiting Children and adolescents with cancer, throughout Brazil, Annually since 1988.
Ex.2 Pizza Hut: Hunger Is Unacceptable
HUNGER IS UNACCEPTABLE is one of such famous campaign run by pizza hut in Singapore. Third ambitious campaign can stun even world most famous NGO by disclosing the figure of US $5.7 Billion as a projected collection for providing food to 100 Million people of more the 74 countries. This ad campaign have depicted the smiling faces of undernourished child and also detailed about the global statistics of deaths by malnutrition. This ad have remarkably attracted the Singapore people and also increased the foot fall rates.
Fig.05: Pizza Hut Singapore: Hunger Eradication Campaign
Ex. 3 Starbucks
In 1999, Starbucks started "Grounds for your Garden" to make their business more environmentally-friendly. This gives leftover coffee grounds to anyone requesting it for composting. In 2004, Starbucks began reducing the size of their paper napkins and store garbage bags, and lightening their solid waste production by 816.5 metric tons. In 2008, Starbucks was ranked #15 on the U.S. Environmental Protection Agency's list of Top 25 Green Power Partners for purchases of renewable energy.
Pricing Factor is Highly Competent with the Local Brands
The people of third world nations have under gone through the bitter experience poverty or if not then they have noticed others starving for the same from their naked. This effect binds them to become so much out going on expenditure habits as their Europe or American counterpart are nevertheless they are now adopting the consumerism as their country grows but indeed they are price conscious. Safety and quality of product attracts their attention and also provokes them to pay but this deed has to be calculated under the price elasticity concept of pricing a product of mega brands. It has been observed during the research that so much so the consumers understand the ‘value for money’ attribute of the product they do not hesitate to spend but if two product of the same quality and commitments have been observed then consumers of third world nations are more likely to take the decisions based on the ‘value for money’ concept.
Mega brands have incisively identified this attribute of these markets and have created perfect augmentation for the product delivery. Countries like Korea, Myanmar or other such Buddhist countries where consumerism is not only out of fashion but also discouraged by the citizen, it is important for them remain floating the communication which can keep them fetching good foot fall and consumers can satisfy with the money spent on products purchased.
Ex.1 McDonalds India
McDonalds adopted the pricing strategies which not only satisfied their customers with Indian taste but also increased foot fall on daily basis, like in 1997 they slashed prices for vegetable nuggets & soft serve cone, in September 2001, they offered vegetarian surprise burgers for Rs.17, in March 2004 they introduced ‘Aap ke zamane mein, baap ke zamane ka daam!!!’ the value pricing of this strategy were like Happy Price Menu Rs 20., McChicken meal Rs 75. McVeggie Meal (save Rs 15), Happy Meal for kids Rs 69, 99,109(Burger + fries + coke + toy free) family dine under 300(2003), pricing lower than Pakistan, Sri Lanka & 50% lesser than US.
In September 2009, McDonald’s announced reduction in prices by almost 25% for its lunch and dinner menus. Prices for its extra-value meals like McVeggie and McChicken were reduced to Rs. 65 and 75 respectively from Rs. 110 and 120 respectively. Typically a meal consists of burger, French fries and soft drinks. This strategy was surprising as it came at a time when food prices were increasing by the day. The management in India was convinced that tweaking the prices of combo meal offering would help customers prefer McDonald’s as a lunch and dining destination as well. Almost all chains ‘value for money’ they do mind paying more provided they are getting good return from it as compare to smaller products ,So they started selling Big saving meal Combos for Rs. 109-Rs. 119 where target customer can save Rs. 36.
McDonalds have the strategy that displays 80-20 menu board, where 80% is visual & 20% is descriptive which was easier to understand what 29,39,40,59,69,89,99 rupee options are and hence this pricing range, quick service, no tips environment attracted middle class & students.
Combo Offers: - almost all chain restaurants be it KFC, B&R, Pizza Hut, Mc. D, US Pizza etc… have created ‘value for money’ notion as their promotion strategy by offering combo offers because it have been identified that the consumers don’t mind paying more provided they are getting good return from it as compare to smaller size of products.
Made Global Taste Local Factor
None of the cooked food recipe have universally accepted taste attribute neither it can gain mass selling product status even if it is absorbable to a few social groups across the globe. When the objectives of such chain restaurants are to operate in big market to target the mass of customers it becomes inevitable for them to customize the taste factor of their standardized food article so that their product can gain the desired momentum.
Technically chain food restaurants can be treated as a different vertical of organized food and beverages industry but logically all the eat-outs do cater to a group of consumers who occasionally eat out as a need of change from their monotonic lifestyle or any such derived secondary need of hunger this implies the fact that if a products core identity is to satisfy the need of eating out then it has a competition from each and every possible options of eating out joints of the respective city. This effect gives and oblivious conclusion that if a mass of any cities population do not have instinct of eating a certain recipe because it does not appeals to their staple needs then it can impose a disinterest on the standardized product format. On the other way around it is not in the interest of the service provider to discontinue the core product formats in order to maintain the global identity because if they do so, they will not be able to assure the quality factor a set of consumers who frequently move around the world and prefer the eat out joints having some kind of standard delivery.
These circumstances bind the service providers to stay global in product identity factor while delivering the local taste and staple habits.
Ex.1McDonalds
McDonald's worldwide is well known for the high degree of respect for the local customs and culture. McDonald’s has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. McDonald's has also re-engineered its operations repeatedly in its 11 years in India to address the special requirements of a vegetarian menu. While India is one of the biggest markets in the World, it is also the only Country in the World, where McDonald's doesn't serve any beef or pork in any form, in ANY of their 123 outlets (and counting) across the country! Instead of ground beef and pork patties, so what most Indian kids grow up to know as a hamburger, isn't really a hamburger. Products like; McVeggie, McAloo Tikki, Paneer Salsa Wrap, Veg McCurry Pan.
McDonalds China-In China, Chicken McNuggets come with the traditional BBQ, Sweet & Sour, and Honey Mustard sauces, but there's also a chili garlic sauce (very popular in China). They also include crispy chicken wings (called McWings) on their menu, which comes in 2, 4, and 6 pieces. There is also a seasonal Chinese New Year meal available, including Grilled Chicken Burger, curly fries, with a horoscope of the twelve zodiac animals of Chinese astrology and traditional "red" packets, or gift bags, for monetary gift giving as good luck.
McDonalds Indonesia- McDonald's sells fried chicken, which is by far more popular than the hamburgers. As Rice is the staple of Indonesia, McRice is also offered, a small mound of steamed, plain rice. A bun containing a beef patty is sold as Mc Sate. All McDonald's in Indonesia are certified Halal.
McDonalds Malaysia-Being a Muslim-majority country, all McDonald's in Malaysia are Halal certified. Thus, pork products are not offered in Malaysian McDonald's to satisfy Halal certification requirements, they have local menu items such as Ayam Goreng (literally McDonalds Fried Chicken) Bubur Ayam (literally McDonalds Chicken Rice Porridge) Beef burger (a basic beef burger, marketed under the McSaver menu)
McDonald Philippines-McDonald's sells items that cater to local tastes. Some of the following: McSpaghetti - spaghetti noodles, cheese. Burger McDonalds - beef burger served with Special Sauce (a sweeter version of thousand island sauce) in a bun.
McDonlads Australia-Salads plus the Australian menu remained relatively unchanged until 2003, when the Salads Plus menu was launched. The new menu saw the introduction of healthier options, all with less than 10 grams of fat.
McDonalds France -In France, for example, our popular M Burger features tangy, natural Emmenthal cheese and a Ciabatta-style roll baked in a stone oven. Quiche de Queijo (cheese quiche) in Brazil, Red Bean Pie in Hong Kong (where red beans are commonly used in desserts), and traditional Caldo Verde soup (made with cabbage, kale, onion, potato and chorizo) in Portugal.
In Chile, the burgers are dressed with – not ketchup – avocado paste.
Ex.2 Pizza Hut
Pizza Hut started Indianisation in their products, they created Indian toppings & Vegetarian Pizzas.the worlds only 100% vegetarian pizza hut restaurents are located in Ahemdabad, Surat & Mumbai Chowpatty & a special Jain menu sans root-based ingredients are again a reflection of their adaptation to local preference. Root-based pizzas do not contain onion & garlic.
South Korea (Japan): Pizza Hut has created the Whole Shrimp Cheese Bite. a ring of shrimp with tails dangling in the air and heads swaddled in tubes of cheese-stuffed dough.
Japan: Pizza Hut's Shrimp and Mayo Crust Roll it uses shrimp nuggets instead of and is injected with mayonnaise instead of surrounded by gooey cheese.
Method of Product Delivery and Augmented Services Have Been Greatly Inspired By Local Expectations
Countries like Africans and Arabs, where the polygamy was a remarkable factor of family composition and the countries like of East Asia where the self-reliant nuclear family does exist while in South-East Asia where the joint family have a greater size it is important for the mega brands of a nation where the family structure and behavior is greatly comprehensible and have definable pattern. It is thus becomes inevitable for the mega brands to position their services having relevance with the familial structure of the country they are entering.
While by now it is clear that the chain restaurants cannot create mega changes in the product identity, packaging and appearance it is now important that product should have the other key features to differentiate and develop the USP of the product so that they can out-compete the competitors be either local or global.
Ex.1Pizza Hut Brazil: Have promoted the music CDs of famous local and Hollywood singers
As complementary gifts to woo the teen agers who have eagerness to become young and appealing as soonest possible, this drive has boosted the perceived teen aged group of Brazilian cities foot fall in Pizza Hut Counters.
Ex2. McDonalds
At McDonalds the kids are considered as a major source of marketing, separate zone for kids birthday party, cartoon network toys with every happy meal menu.
Ex.3Muslim Consumers are particular about their religion based demands.
Mega brands are bound to practice Halal Certified non-veg selling in Singapore, Indonesia, Philippines, New Zealand, the Philippines, Singapore, and Taiwan not because of any Law imposition but because of their commitments towards the customer satisfaction. It is just not acceptable if you claim that you practice Halal Cut while butchering the Herds of Birds it required for them to be assured by a third party specialized in this arena. Thus all Pizza Hut restaurants in Malaysia are certified halal by JAKIM.
Pizza Hut has received the halal certification for all its outlets in the island country from All Ceylon Jamiyathul Ulama (ACJU), the prominent Muslim body in the country.
Ex.4
After the declared success of McDonald, Pizza Hut etc… counter striked their efforts these two mega brands of chains restaurants have started the Free-Home Deliver services. Such services were been so much determined that they have even offered that if they fail to deliver within prescribed times the next order will be free of cost. This efforts tolled accidental possibilities in developing countries because of poor traffic management and crowded streets. This event has widely criticized and damaged the brand identity. To overcome criticism and keep determined to maintain in time free delivery option they have started opening multiple outlets in one city by properly identifying the traffic behavior of the city.
About the Observed Mega Brands
McDonalds
McDonalds is one of the world’s largest chains of fast food restaurants and currently leading in the fast food market.
The unofficial business first began in 1940 by Dick and Mac McDonald in California, with the official first McDonalds restaurant opening in 1955 in Illinois America, founded by Ray Kroc (McDonalds, 2008). McDonald's restaurants are found in 119 countries and territories around the world and serve 58 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people.
The unofficial business first began in 1940 by Dick and Mac McDonald in California, with the official first McDonalds restaurant opening in 1955 in Illinois America, founded by Ray Kroc (McDonalds, 2008). McDonald's restaurants are found in 119 countries and territories around the world and serve 58 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people.
Pizza Hut
Pizza Hut is a subsidiary of Yum! Brands, Inc. The history of Pizza Hut began in 1958 when Frank and Dan Carney opened the first store in Wichita Kansas. Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, breadsticks, and garlic bread. Pizza hut operates over 7,500 restaurants in the United States and over 5,600 restaurants in 97 countries it’s the largest delivery wing chain with more than 2,200 locations, is constantly expanding.
US Pizza
US Pizza is owned by United Restaurants Limited, A company incorporated in India with a mandate to create a Pizza Brand.
Starbucks
Starbucks Corporation is an international coffee and coffeehouse chain largest in the world, with over 17,000 stores in 49 countries, including over 11,000 in the US, nearly 1,000 in Canada and more than 800 in Japan.
Baskin-Robbins
Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, 5,800 locations, 2,800 of which are located in the United States.
Key Findings
The study explores the need of food retailing Mega-Brands to develop a local market identity by keeping their global identity, vision and mission intact vis-Ã -vis remain competent with their fellow entrants as the priority option on the emotional quotients of the buyers of Third-World-Nation, where food products are one step higher in degree of emotional attachment as compare to just a eatable product or just a dish, recipe or delicious food item being sold out.
Implications of Research
This Study is for the organizations identified as Mega-Brands of Retail food & Restaurants industries originated from the developed nations and are expanding into the developing economies. It will be a useful reference for operating & redesigning the product according to the compatibility mode of the consumers of Third-World-Nation by providing the relative information to the international food retailing brands entering into the holistically new market & will suggest the parameters for evaluating the market sentiments of Third-World-Nation.
Limitations of the Research
The study is referring online sources, organizational records and telephonic conversations. Any physical exposure to the research done would have helped the further value addition to the same. This paper does not contain much of the statistical data but is based on the measurement of emotional quotient of the developing markets.
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