Advertising & Economy - XV
In the field of consumer durable, the consumer is being faced simultaneously or near simultaneously with new products as well as their more improved version, unlike in the advance countries, where such changes have taken years. For example of washing machines, which were introduces in their semi-automatic and auto matic ranges at the same time. Whenever such products come to the market and meet a latent demand, there would possibly be a boom in sales to peter off once the demand wears off.
Within this middle class, as defined by PACRIM, the top layer, described as the 'super-haves' is practically on the same level of consumption behavior as it's counterpart in the industrialized countries of the west or Japan. many of the international brands in readymade garments for men, and fashion wear and perfumes for women and cigarettes and alcoholic beverages, now invading India, would be targeted at this segment of the population and would possibly have a spin off lower down the socio-economic hierarchy, particularly among those whom PACRIM calls 'have-somes'.
This is possibly the kind of market that advertising would be operating in when, some of you enter the profession. This is going to be quite different from the kind of challenges that advertising has faced so far. Some indication are available of the bitter battles that would be fought, from the advertising campaign war between Coke and Pepsi, between Surf and Ariel In such a situation one would have to try to reach out to the fringe of the market of 44,00,000 households . This would demand changing attitudes and behavior patterns. The advertising profession would also have to bear in mind the grim reality that more than 75 per cent of the population are outside the market even of the usual toiletries or personal care article.
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