BW Businessworld's Marketing White Book is a one-stop guide for marketers and B-school students. It was born nearly a decade ago out of a need to put together all the scattered pieces of marketing data in one place. Presented in a simple, uncluttered manner, it's a true ready reckoner for marketers. Every year, we give a theme to the book, keeping in mind the topmost current concerns of marketers, to ensure that it stays relevant. In its tenth edition, the BW Businessworld Marketing Whitebook has evolved as much as the Indian marketscape has. Not only does it pack useful data that will help marketers navigate today's complex marketplace, but it also comes with perceptive columns that throw up sharp insights on new trends and changing consumer behaviour. The theme of the 2014-2015 edition of BW Businessworld Marketing Whitebook is Gauging Generations. It looks at Indian consumers through the generational lens - from the Post Independence cohort to Gen Z, how do they behave and buy, and what shapes their choices.
In its tenth edition, the Marketing Whitebook has evolved as much as the Indian marketscape has. Not only does it pack useful data that will help marketers navigate today's complex marketplace, but it also comes with perceptive columns that throw up sharp insights on new trends and changing consumer behaviour.
This year the theme we have chosen is "Gauging Generations" . The Millennial generation - so different in its habits from the Gen Xers - has caught the imagination of marketers, and we have seen a whole host of studies on the habits of the "digital natives". However, we felt that it would be interesting to try and demystify how various generations from the midnight generation (1947 to 1964) to Gen X, Y and Z shop, eat out, consume media, purchase durables, etc etc. We have asked columnists to look at their online habits, at their travel behaviour and so on.
The book is split into three sections
1) India -the market landscape : This section gives an overall big picture of the Indian marketplace and different sectors. It gives a snapshot view of India, its economy, its consumer demographics (population, age, household incomes, household spends etc), plus sectoral reports on food services, auto, etailing, luxury market, Internet, media and entertainment, education, travel and so on.
2) Gauging Generations - We have a generational study from Juxt Consult, plus columns by experts that look at the consumer durables buying behaviour, brands buying behaviour, travel behaviour, advertising and digital behaviour through the generational lens.
3) Trends and New Platforms - Reports/ Columns on blogosphere, use of technology in marketing, design and consumer behaviour and IPL as a marketing platform
|The Marketing whitebook 2015