ASIA FAST FORWARD
From bullock carts to techno-toys
Ruchika GuptaAnjali Puri
Abstract
Marketers across industries are increasingly focused on the fortune at the base of the Asian pyramid. This paper presents a case study on the telecom market that attempts to answer some of the important concerns facing marketers targeting this segment, and provides direction on factors that will spur further growth in the low income / rural markets in India.The paper discusses the usefulness of our approach to the problem – i.e. looking at the issue through a wider lens and integrating diverse and unlikely sources of data in order to comment with some degree of confidence on the shape of things to come. It also discusses some of our findings, providing insights into the exploding telecom market and the rural / low income (Indian) consumer, both of which are at the forefront of the Asian boom.
Ruchika Gupta
Ruchika currently works as the Consumer Insights Manager for Nokia India. She has over 10 years of work experience in advertising and market research working across brands and categories.
She has been an active part of ESOMAR conferences – especially at the Asia Pacific level for the last two years. She co-presented a paper in 2006 conference and was a part of the Program Committee in 2007.
She was also featured in Research World as a part of the Global Young Research Managers series.
Anjali Puri
Anjali Puri is Director, Customized Products & Services Group, Nielsen Asia Pacific.
She has 15 years of qualitative research experience, across categories ranging from F&B, health and personal care to telecom and information technology.
A regular presenter at ESOMAR and other international market research forums, Anjali has been awarded ‘best conference paper’ and nominated for the ESOMAR Excellence award twice in the last two years – for papers presented at the ESOMAR Asia Pacific Conference 2006 and the ESOMAR Consumer Insights Conference 2007.
She was also awarded ‘Best new thinking’ by the UK MRS for a paper presented at Research Connections 2006.
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