Businesses in India have been growing significantly for the last few years, due to the import ban from several countries. This has also given an opportunity for businesses to flourish all over the country, including Regional Markets in India. One of the main factors contributing to this change is the evolution of digital marketing.
With more and more new businesses establishing their presence online, the competition to reach as many people as possible has become fierce. In a country like India, the consumer pattern changes with every region and so do the product demands of the consumers.
In a country as diverse as ours, one cannot be consistent with using uniform strategies all across the country. The brand has to resonate with the customer in a way that the customer would want to try out their product.
Why is Winning Regional Markets Crucial to Succeeding in Business?
A significant percentage of Indian consumers is concentrated in different regions, and since every region has different people with different preferences, it is important for your business to appeal to all of them. This will help your business get a loyal consumer base and hence, earn large profits.
Since countries like India are mostly driven by emotions many brands have targeted the regional market in India by making them feel like a part of the brand. What this means is that businesses market their products in such a way that it creates an emotional connection with the audience. This makes consumers want to connect with the business/ brand by buying their products and services.
Ways to Win Regional Markets
As the Indian regional market is vast, diverse, and complicated, there is no set formula to help your business create an impression in the minds of people.
However, there are a few things that should be considered before launching a digital marketing campaign targeting the regional markets. These are:
- Understand Culture and Preference
India is a land of diverse cultures, and it can be tricky for businesses to be respectful of every single culture with respect to their marketing strategies. Even a small mishap can be harmful to your business if you fail to understand the culture of your consumer base.
Additionally, the preferences of people from every region are different. If you are a food business, you will observe that some regions have a taste for specific foods while others need foods with a completely different flavor. Thus, it is essential to do plenty of market research and then prepare an appealing marketing strategy according to the consumer pattern.
- Focus on Regional Needs and Demands
The demands of people are different in every region, and several international brands coming to India have had a difficult time keeping a track of it. In a region with a more urban consumer base, the products required will be very different from the ones needed in regions with a predominantly rural consumer base.
Thus, the business should focus on creating tailor-made products according to the demands of every region as much as possible.
- Take Help from Local Advertising Agencies
It can be difficult to strategize and carry out all the market research by yourself. This is when local advertising agencies and media outlets can be of help. Through vast experience in the field, they have a fair knowledge about consumer behavior in the region. They can help you in successfully implementing online marketing strategies and draw out a fairly successful plan.
- Focus on Pricing
The consumers in India are very price-conscious and by this point, most brands and businesses know that sales and slashed prices are a great way to attract new customers. Use market surveys and thorough research tactics to know the average income of the region, and then price your products accordingly. Unreasonable prices and sub-par services or products can cause your business to suffer a loss and lose customers. Therefore, put an emphasis on pricing programs, coupons, or other discounts in order to encourage consumer loyalty.
- Build a Connection
Digital advertisements that send an emotional message by the means of representing your brand values are very well-liked by consumers.
A good advertisement can attract new customers towards you, and it should also perfectly showcase all that you have to offer. Once the consumers feel connected to your brand/business, it is easy to sell to them. You can also make use of local languages, cultural anecdotes, or effective use of emotions.
- Target Festivals
In our land of festivals, Indian people celebrate every occasion with vigor. Many brands make use of this opportunity and launch various initiatives like festive sales, such as Diwali or Christmas campaigns, and use the festive ideologies of people to make a range of products appealing to them.
Although it may take time for people to shift from one business to another, it all boils down to providing the best products and services and fulfilling the customer requirements. Following these tips and meeting consumer demands can help you establish your presence in the regional market.