{"id":1563,"date":"2014-10-29T16:46:45","date_gmt":"2014-10-29T11:16:45","guid":{"rendered":"http:\/\/thirdeyesight.in\/blog\/?p=1563"},"modified":"2022-11-08T11:55:06","modified_gmt":"2022-11-08T11:55:06","slug":"the-season-of-opportunism","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/the-season-of-opportunism\/","title":{"rendered":"The Season of Opportunism"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>(The Hindu Businessline &#8211;&nbsp;cat.a.lyst got marketing experts from diverse industries to analyse consumer behaviour during the last one month and pick out valuable nuggets on how this could impact marketing and brands in the years to come. This piece was a contribution to this <a title=\"cat.a.lyst, The Hindu Businessline\" href=\"http:\/\/www.thehindubusinessline.com\/features\/brandline\/the-season-of-opportunism\/article6548285.ece\" target=\"_blank\" rel=\"noopener\">Deepavali special supplement<\/a>.)<\/em><\/p>\n<div class=\"row\">\n<div class=\"col-sm-4\"><img decoding=\"async\" class=\"img-fluid lazyload\" data-src=\"https:\/\/www.thirdeyesight.in\/wp-content\/uploads\/2022\/09\/the-season-of-opportunism.jpg\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/div>\n<div class=\"col-sm-8\">\n<p style=\"text-align: justify;\">Two trends that stand out in my mind, having examined over two-and-a-half decades in the Indian consumer market, are the stretching or flattening out of the demand curve, or the emergence of multiple demand peaks during the year, and discount-led buying.<\/p>\n<\/div>\n<\/div>\n<p style=\"text-align: justify;\"><strong>Secular demand<\/strong><\/p>\n<p style=\"text-align: justify;\">Once, sales of some products in 3-6 weeks of the year could exceed the demand for the rest of the year. However, as the number of higher income consumers has grown since the 1990s, consumers have started buying more round the year. While wardrobes may have been refreshed once a year around a significant festival earlier, now the consumer buys new clothing any time he or she feels the specific need for an upcoming social or professional occasion. Eating out or ordering in has a far greater share of meals than ever before. Gadgets are being launched and lapped up throughout the year. Alongside, expanding retail businesses are creating demand at off-peak times, whether it is by inventing new shopping occasions such as Republic Day and Independence Day sales, or by creating promotions linked to entertainment events such as movie launches.<\/p>\n<p style=\"text-align: justify;\">While demand is being created more \u201csecularly\u201d through the year, over the last few years intensified competition has also led to discounting emerging as a primary competitive strategy. The Indian consumer is understood by marketers to be a \u201cvalue seeker\u201d, and the lazy ones translate this into a strategy to deliver the \u201clowest price\u201d. This has been stretched to the extent that, for some brands, merchandise sold under discount one way or the other can account for as much as 70-80 per cent of their annual sales.<\/p>\n<p style=\"text-align: justify;\"><strong>Hyper-opportunity<\/strong><\/p>\n<p style=\"text-align: justify;\">This Diwali has brought the fusion of these two trends. Traditional retailers on one side, venture-steroid funded e-tailers on the other, brands looking at maximising the sales opportunity in an otherwise slow market, and in the centre stands created the new consumer who is driven by hyper-opportunism rather than by need or by festive spirit. A consumer who is learning that there is always a better deal available, whether you need to negotiate or simply wait awhile.<\/p>\n<p style=\"text-align: justify;\">This Diwali, this hyper-opportunistic customer did not just walk into the neighbourhood durables store to haggle and buy the flat-screen TV, but compared costs with the online marketplaces that were splashing zillions worth of advertising everywhere. And then bought the TV from the \u201clowest bidder\u201d. Or didn\u2019t \u2013 and is still waiting for a better offer. The hyper-opportunistic customer was not shy in negotiating discounts with the retailer when buying fashion \u2013 so what if the store had \u201cfixed\u201d prices displayed!<\/p>\n<p style=\"text-align: justify;\">This Diwali\u2019s hyper-opportunism may well have scarred the Indian consumer market now for the near future. A discount-driven race to the bottom in which there is no winner, eventually not even the consumer. It is driven only&nbsp;by one factor \u2013 who has the most money to sacrifice on discounts. It is destroys choice \u2013 true choice \u2013 that should be based on product and service attributes that offer a variety of customers an even larger variety of benefits. It remains to be seen whether there will be marketers who can take the less trodden, less opportunistic path. I hope there will be marketers who will dare to look beyond discounts, and help to create a truly vibrant marketplace that is not defined by opportunistic deals alone.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rather than centering around festivals, demand is now being created through the year, but so are discounts. And the results aren&#8217;t pretty.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[27,212,249,265,60,37,43,46,1],"tags":[26,99,100,52,28,174,101,102,103,107,597,420,421,182,248,580,559,144,32,145,59,191,69,244,387,120,166,195,70,71,422,344,510,345,200,65,124],"class_list":["post-1563","post","type-post","status-publish","format-standard","hentry","category-branding","category-consumer","category-e-commerce","category-entrepreneurship","category-india","category-marketing","category-retail","category-strategy","category-uncategorized","tag-apparel","tag-brand","tag-brand-building","tag-branding","tag-clothing","tag-consumer","tag-consumer-goods","tag-consumer-markets","tag-consumer-products","tag-consumerism","tag-demand-peak","tag-discount","tag-discounts","tag-durables","tag-e-commerce","tag-e-tailing","tag-electricals","tag-entry-strategy","tag-fashion","tag-fashion-brands","tag-india","tag-indian-market","tag-indian-retail-sector","tag-market","tag-market-share","tag-marketing","tag-modern-retail","tag-modern-retailing","tag-organised-retail","tag-organized-retail","tag-price","tag-price-comparison","tag-price-optimization","tag-prices","tag-pricing","tag-retail","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Season of Opportunism - Third Eyesight<\/title>\n<meta name=\"robots\" content=\"index,follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myechoproject.com\/TES\/the-season-of-opportunism\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Season of Opportunism - Third Eyesight\" \/>\n<meta property=\"og:description\" content=\"Rather than centering around festivals, demand is now being created through the year, but so are discounts. 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