Agile Marketing
What is SCRUM?
SCRUM is a term used in the agile marketing to describe the project planning, implantation and evaluation in a rapid way.
SCRUM is a formation of players.
What do you mean by Sprint in Agile marketing?
A group of maximum 10 people whose work is broken down in to micro goals with a stricter schedule to be completed with iterations.
What is Rugby approach in SCRUM?
Agile marketing SCRUM is inspired by football. Like football smaller passes are crucial along with a few long passes to score goals, agile marketing believe in smaller goals important to achieve long term goals.
Principles of Agile marketing
- Customer satisfaction
- Changing requirements
- Deliver product or solution frequently
- Frequent interaction with stakeholders
- Motivated individuals
- Face to face communication
- Measure
- Maintain constant pace.
- Sustain product development and good design
- Keep it simple.
Advantages of Agile marketing
1. Stakeholders satisfaction
2. Change over time
3. Daily interaction
4. Improve communication
5. Getting the right things done
6. Adapt to change.
Roles in SCRUM of Agile marketing
v Product owner
v SCRUM master: works like team leader in the software project and having responsibilities to look after day to day operations.
v Team
Implementation of Agile marketing
1. SCRUM
2. Lean
3. Crystal
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The purchasing inclinations of India's rustic shoppers are changing quick and a few components – monetary, mental, and mechanical – are blending to fuel this change. Rustic purchasers' pay levels are on the ascent, empowering a greater amount of them to purchase items and administrations that improve the nature of their lives. The month to month per capita spending among country purchasers has expanded 17% somewhere in the range of FY10 and FY12, higher than the 12% ascent among metropolitan shoppers. Dispensable wages have gone up and fuelled desires, in this way, bringing about an adjustment of purchasing inclinations. Spending on non-food things rose from 40% of the all out spend in FY2005 to more than 50% in FY12.
There has likewise been a change in the mindfulness levels of the rustic customer and the expanded media infiltration has assumed a crucial part in country India's qualities and perspectives. These monetary patterns, financial changes and ongoing advances in innovation, have set off significant changes in how country buyers settle on buy choices and what they purchase and from where they purchase.
Here I might want to make reference to the exploration directed by accenture organization.
Accenture attempted an exploration to see how Indian provincial shoppers' practices and mentalities have advanced in the previous few years and what impacts their purchasing conduct the most. The investigation included center gathering conversations in 10 states just as a quantitative overview that went to in excess of 2,800 buyers in 320 towns and 32 enumeration towns in eight states.
Their investigation recognized three expansive measurements portraying conduct change arising among India's rustic shoppers:
To start with, rustic buyers are more optimistic. Accenture research discoveries show that Indian rustic purchasers are fuelled by a profound longing to give their kids superior future through training and medical care. Around 50% of the overview respondents asserted that they intend to spend more on instruction of their youngsters and medical care of their family in the coming year. The present provincial shopper is additionally more brand insightful and will spend more as long as quality is guaranteed. According to Accenture's report, around 71% of respondents buy marked items as it were. Around 60% of respondents, indeed, accept brands are dependable and solid. As buyers are turning out to be brand cognizant, they are likewise exchanging up and looking for additional highlights and better item plans that upgrade their social picture. Around 42% of our study respondents demonstrated item redesigning as a justification spending more in a class.
Second, rustic shoppers are better organized. They are better associated in both the physical and computerized sense. Mechanical turns of events, especially more profound infiltration of versatile communication and direct-to-home (DTH) TV into India's hinterlands, have additionally reshaped way of life and utilization designs among rustic purchasers. The absolute number of telecom supporters (portable in addition to landline) in country India crossed 378 million in July 2014. What's more, of the 205 million web clients in India in 2013, 68 million lived in country regions. Significantly more amazing, one-fourth of the 100 million individuals in India who access the Internet utilizing cell phones live in rustic zones. Ladies and kids presently assume a more enabled part in buy choices. The new Indian Census information shows that upwards of 35% of country families have both a couple bringing in cash for their families.
Third, provincial purchasers are really knowing. Rustic customers are road keen about normal retailer ploys and plans and view esteem through a more extensive focal point and offer more data with more friends. While organizations may feel that a provincial customer can be influenced by superstar supports or infectious promotion lines, truly, buyers don't succumb to such strategies.
Name: Ayesha Shaikh
Roll No: 24
MBA 1st Sem
Sudeer hanagi
Roll no 104
Rising affluence is the biggest driver of increasing consumption. (See Exhibit 1.) Of India’s five household income categories (elite, affluent, aspirers, next billion, and strugglers), the top two income classes are the fastest growing. From 2016 through 2025, the share of elite and affluent households will increase from 8% to 16% of the total while the share of strugglers will drop from 31% to 18%.
Behind the growth headlines is an even more important story: consumer behaviors and spending patterns are shifting as incomes rise and Indian society evolves. These shifts have big implications for how companies position themselves now.
In 2012, BCG’s Center for Customer Insight (CCI) conducted its first in-depth exploration of growth and consumer trends in India. (See The Tiger Roars: Capturing India’s Explosive Growth in Consumer Spending, BCG Focus, February 2012.) In 2016, we took an updated look at emerging developments, basing it on new research among 10,000 consumers in 30 locations nationwide. The evolution in consumer behaviors is playing out largely as we predicted four years ago, but, inevitably, new developments, as well as twists and turns, are affecting consumer attitudes and consumption.
This report examines the factors that are shaping India’s complex and growing market, consumers’ evolving spending patterns, the increasing and substantial impact of digital technologies on spending, and emerging trends that could alter spending. It presents an assessment of how companies need to adjust their strategies and models to meet shifting circumstances.
THE FACTORS SHAPING A GROWING MARKET
Companies today need to focus on three aspects of India’s fast-growing consumer market: rising affluence, the country’s continuing and unique pattern of urbanization, and fundamental shifts in family structures. (See Exhibit 2.)
Rising Affluence. We observed in 2012 that India’s income pyramid was transforming itself into a diamond as household incomes grew. In terms of spending, the two top consumer categories—elite and affluent—will become the largest combined segment by 2025, accounting for 40% of consumption compared with 27% in 2016. Within this segment, the urban elite and affluent are fueling most of the growth. By 2025, wealthy urbanites will be responsible for one-third of total consumption. The share of the next billion and strugglers will shrink from 49% in 2016 to 36% in 2025.
Continuing Urbanization. India’s continuing pattern of urbanization is uniquely Indian. The migration to urban centers is not concentrated in a few cities as it is in countries such as Indonesia or Thailand; nor is urbanization in India occurring as quickly as in China. In India, the population is booming in scores of small cities across the country. About 40% of India’s population will be living in urban areas by 2025, and these city dwellers will account for more than 60% of consumption. Much of this growth will take place in small towns.
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