Socioeconomic groups

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How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Marketing to India's mobile middle-class

News • 01 February 2019

India’s growing middle-class and the country’s rapid adoption of technology and mobile communications presents marketers with strategic opportunities, although they must be careful in their execution, a leading marketing executive has ...

India’s trillion dollar opportunity: middle-class, millennial and mobile

Article • Anil Thakraney, Event Reports, India Digital Summit, January 2019

India is one of the world’s fastest growing consumer markets, but marketers need to consider new strategies.

The 5G challenge and connecting rural areas: India’s telecommunications future

Article • Anil Thakraney, Event Reports, India Digital Summit, January 2019

As India’s internet and mobile connectivity has grown at pace, telcos – and regulators – are gearing up for the new era of 5G and connecting India’s rural areas.

How retailers and brands can get personal by going local

Article • Olivier Humeau, WARC Exclusive, January 2019

Discusses what personalisation is, how retailers can best implement it and the benefits of going local as part of this strategy.

Revenge of the Walking Scarecrow: Seizing the Winds of Change in Rural India

Research Paper • Vaidehi Uberoi, Kunal Sinha and Soumick Nag, WPP Atticus Awards, Winner, 2018

Kantar IMRB, a market research, survey and business consultancy, details its research findings, which show how rural India is growing in its appeal as a new destination for urban people.

Sensodyne: Sensodyne Ramadan – Storytelling works

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Volkswagen T- Roc: Born Confident launch

Case Study • Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

India's endorsement pool deepens

News • 13 December 2018

India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.

Genesis: Genesis x Refinery29 x Inc

Case Study • Finola Austin, Drew Kerr, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.

Secrets Resorts: Leveraging broadcast television and custom content

Case Study • Katherine D. Perez, Monica Olivio Crane, Caity Lamb, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

Mastercard: Start Something Priceless with your favorite wine

Article • MMA Smarties, Bronze, LATAM, 2018

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Facebook expands its local news feature across the USA

News • 30 November 2018

Facebook has announced that it is rolling out a new feature that combines local news and community information, which it says is in response to popular demand, yet some industry observers caution that the social network must ensure the avoidance of ...

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

'Mass affluent' to drive growth in Southeast Asia

News • 28 November 2018

The consumer economy of Southeast Asia is in the process of being transformed by the rise of a new generation of ‘mass affluent’ consumers, according to a report by the Boston Consulting Group (BCG).

Volvo: Racing the Sun

Case Study • Dario Cosmelli, Chris Kilroy, WARC Media Awards, Silver, Effective Use of Tech, 2018

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

Tourism Australia: Dundee – The son of a legend returns home

Case Study • Hillary Fink, WARC Media Awards, Grand Prix and POE Special Award, Effective Channel Integration, 2018

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Sensodyne: Sensodyne Apathy

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline toothpaste brand, launched a campaign via rich media and mobile to raise awareness on the problem of sensitive teeth in Indonesia.

Dyson Pore Cool

Case Study • MMA Smarties, Bronze, Spain, 2018

Dyson, a technology company, promoted its Dyson purifier product by launching a geo-targeted campaign that produced targeted ads to people depending on the weather in their location.

CPG brands need to get granular in China

News • 02 November 2018

The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.

Odonil: How to identify an uncivilised home

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Motilal Oswal: The Masters of Equity

Case Study • Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2018

Motilal Oswal, an Indian financial services company specialising in equity, produced an advertising campaign to improve spontaneous brand recall and increase overall assets under management.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Masti Condoms: Man of the Match

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Entrant, 2018

Masti Condoms used a TV-led campaign in India to refresh its image and boost share in a valuable market.

Capfin

Case Study • MMA Smarties, Finalist, South Africa, 2018

Capfin, a financial services provider, used Google Analytics to fuel its targeted search ad campaign to increase leads and share of voice in South Africa.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
Insights into today’s high net worth individuals

Article • Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
The changing face of luxury: what affluent consumers want

Article • Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
Culture Vulture, Luxury Edition 05

Article • Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.