By Harish Bijoor
The FMCG industry is back on the growth path in
As one peels the Marketing Onion that is
To get a hint of the real heroes of FMCG space in the last several years, peek keenly at the top-line numbers recorded by MLM (Multi-level marketing) companies. In the lead is just one company: Amway.
Top-line growth numbers of the company far out-strip the achievements of the oldest FMCG majors that have dominated the marketing environment that is
I theorize on this now. A theory I have built and evangelize across corporate organizations in the space of FMCG in
My theory then.
I do believe there are three dominant types of consumers in any marketing economy.
Indian Consumer Ver.1.1: The first is what I call a Pure consumer. This consumer buys for himself and his family. This consumer lives in the big cities of
Indian Consumer Ver.1.2: The second consumer is the one who is part consumer and part re-seller. He buys products and at times services not for himself alone. Whatever he buys, he will use a part for himself and his family, and the rest he will re-sell, often at a profit. Marketers in MLM companies typically sell to such folk. The success of the FY 2008 has been this Indian consumer Ver. 1.2. Amway reaped the wind here.
Indian Consumer Ver. 1.3: The third consumer is the one, who in the future, will actually buy only to re-sell. This consumer will emerge in the smaller towns of
Harish Bijoor is a brand-specialist and CEO, Harish Bijoor Consults Inc.