Beruflich Dokumente
Kultur Dokumente
By:
Rajat Singla (21)
Rajesh Punia (22)
Ramneek Singh (23)
Ruchika Singh (24)
Contents of the Presentation
Socio-Cultural Environment
Critical Elements of Socio-Cultural Environment of
Business
Impact of Foreign Culture on Business
Hofstede Index
Family Life Cycle
A Case Study on Maggi
Changing trends in India due to Socio Cultural changes
& other Contemporary Issues
Changing Trends in Society
Now, what exactly is Socio-Cultural
Environment
Sociocultural Environment
That part of the firm's external marketing environment in
which social or cultural changes (that is, changes to the
value system of a society) act to affect the firm's marketing
effort.
The changing sociocultural environment may pose threats or
present opportunities for the business.
Socio -
Cultural
Society Culture
SOCIETY
o Society or human society is the set of relations
among people, including their social status and roles.
o A society is a body of individuals outlined by the
bounds of functional interdependence, possibly
comprising characteristics such
as national or cultural identity, social
solidarity, language or hierarchical organization.
CULTURE
According to Hofstede, “ Culture is the software of the mind- the
social programming that runs the way we think, act and perceive
ourselves and others.”
Culture is defined as a complex whole which consists of customs,
attitudes, beliefs and values of a society. The set of shared
attitudes, values, goals, and practices that characterizes an
institution, organization or group.
It is the total way of life of people.
Some concepts related to Culture
Elements
Knowledge and beliefs (Science, myth, metaphysics)
Ideals (Right / Wrong)
Preferences (Attractive/ Unattractive)
Cultural Heritage
Cultural heritage is the legacy of physical artefacts and intangible
attributes of a group or society that are inherited from past
generations, maintained in the present and bestowed for the benefit of
future generations
Cultural Adaptation
Example
Start with a cage containing five monkeys. Inside the cage, hang a banana on a string and
place a set of stairs under it. Before long, a monkey will go to the stairs and start to climb
towards the banana. As soon as he touches the stairs, all of the other monkeys are sprayed
with cold water.
After a while, another monkey makes an attempt with the same result - all the other monkeys
are sprayed with cold water. Pretty soon, when another monkey tries to climb the stairs, the
other monkeys will try to prevent it.
Now, put away the cold water. Remove one monkey from the cage and replace it with a new
one. The new monkey sees the banana and wants to climb the stairs. To his surprise and
horror, all of the other monkeys attack him. After another attempt and attack, he knows that if
he tries to climb the stairs, he will be assaulted.
Next, remove another of the original five monkeys and replace it with a new one. The
newcomer goes to the stairs and is attacked. The previous newcomer takes part in the
punishment with enthusiasm!
Likewise, replace a third original monkey with a new one, then a fourth, then the fifth. Every
time the newest monkey takes to the stairs, he is attacked. Most of the monkeys that are
beating him have no idea why they were not permitted to climb the stairs or why they are
participating in the beating of the newest monkey.
After replacing all the original monkeys, none of the remaining monkeys has ever been sprayed
with cold water. Nevertheless, no monkey ever again approaches the stairs to try for the
banana. Why not? Because as far as they know that‟s the way it‟s always been done around
here.
Origins of this story unknown
Critical Elements of Socio-Cultural
Environment of Business
BALAJI TELEFILMS
Balaji Telefilms names all its serials starting with the letter „K‟.
For e.g. Kyunki Saas Bhi Kabhi Bahu Thi, Kasauti Zindagi Kay etc
both which were superhit serials and a common topic of
discussion among the households.
Kellogg‟s Failure in India
Reasons for Failure:
• The fact that the taste of its products did not suit Indian breakfast habits.
• The second mistake it made in the Indian market was its positioning front. Its
advertisements and promotions focused initially on the health aspects of the product which
was a fundamental departure from the successful ‘fun and taste’ positioning adopted in the
United States.
• High prices: At an average cost of Rs.21 per 100gm,Kellogg products were clearly priced way
above the product of its main competitor , Mohun Cornflakes (Rs16.50 for 100gm).Another
small-time brand, Champion was selling at prices almost half that of Kellogg’s. This gave
Kellogg a premium image and unattainable for the average Indian consumer.
KFC‟s Failure in India
Reasons for Failure:
• KFC was banned in India in 1997 due to launching of Beef’s products in India.
• Beef products in India are totally unacceptable by the people of India as Cow is a
Holy Animal in Hindu Culture and it is worshipped.
• So, it hurt the religious sentiments of all the Hindu people in India and was
subsequently banned by the Government.
Nimbu Pani To Nimbooz
• The PepsiCo identified the popularity of Nimbu Pani
among both Rural & Urban India so they launched
“Nimbooz” based on the traditional flavour of Nimbu
Pani which was readily accepted by the people.
Marriage
Marriage is one of the basic elements of culture and
people‟s attitude towards marriage influences culture a
lot.
Marriage is a social event that concerns the whole
society.
In India, marriages are a family affair. The marriage
season is a big opportunity for business.
For e.g. Jewellery, Kitchen ware, Honeymoon Package,
Household Furniture, Vehicles etc have huge demand
during the marriage season.
Attitudes
Attitudes include things such as individual freedom, democracy, truth
and honesty, justice love and marriage to name a few.
Attitude towards work is important as it determines motivation,
morale, job satisfaction, productivity etc.
All sorts of attitudes exist, but the positive aspect of Indian attitude is
that generally, no worker or employee touches his/her tools of work,
without closing his/her eyes for a few minutes and thanking the
almighty for having bestowed his blessings in the form of work.
Sincerity, hard work, loyalty and honesty are other aspects of the
Indian work culture.
Language
India is multi linguistic. (18 officially recognized languages and the census of
India identifies 1652 more.)
Marketing plans become costlier and more complex due to this huge
diversity. The advertising campaigns have to been launched in National as
well as local languages.
Pepsi‟s „come alive‟ slogan was considered offensive in some places as to the
locals it meant „come out of the grave‟.
Parker Pen Company faced similar problems as in some countries „Ball Pen‟
meant „lie‟, „Obscenity‟, „fabrication‟, „revolution‟ etc.
Reebok had to discontinue its „INCUBUS‟ brand as in medieval folklore,
Incubus was a devil who terrorized women.
Ford Motor‟s truck named Fiera meant “Ugly old women” in Spanish.
Segmentation can be done on the basis of linguistic groups.
Cultural Shock
• A move from one country to another may create certain amount of confusion,
disorientation and emotional upheavel.
• This is called Cultural Shock.
• Organizations, particularly MNCs must be prepared to cope with the cultural
shock.
Ethics
o Ethics in business deals with the ethical path business
firms ought to adopt.
o Jacques Cory, a noted business ethicist observes,
“companies should behave ethically and be profitable in
parallel, and even if ethics diminishes the profitability of
the company, they should still behave ethically”.
o Google Halts Censorship on Chinese Search
o Google announces a “new approach to China,” indicating
that China‟s behavior toward human rights activists and
other efforts “to further limit free speech on the web in
China” had led Google to stop censoring its search
services on the Google.cn site and instead redirect traffic
to its Hong Kong-based servers.
Education
Countries rich in educational facilities vastly attract high wage
industries.
By investing in education, a country can attract “Brain-Power”
Industries.
Market Potential of a country depends on education.
The level of literacy determines the nature of advertising,
packaging, quality of marketing research and distribution
system.
Barack Obama has said in a recent address to the US Senate
that, “India is playing for the number one position. If they
keep producing more engineers, doctors and scientists than
us, we will not be number one for long.”
Kiryana Ki Dukan to Swanky Malls
Earlier people used to go to Neighbourhood Kiryana
Shops, but now due to changing culture of working
people, these shops have given way to Swanky Malls like
Big Bazaar, Pantaloons, Trent, Westlife etc.
The people have become more brand conscious.
Nowadays, people prefer more branded products over
the local products even if they are more expensive.
From Scooter to Nano
Nano - People's car
The Dream of people to own a Car turned into true by Ratan Tata when he
launched Nano. The idea was based on the personal experience of Ratan
Tata when he saw two-wheelers - with the father driving, the elder child
standing in front and the wife behind holding a baby.
The price of Rs. 1,00,000 was fixed keeping in mind the low budget of an
average Indian family and subsequently, it was the World‟s cheapest car.
This triggered the revolution in the small car market.
Studying in Same City to Studying
Abroad
Earlier, people only sent their children to the same cities to study.
But now their has been recent trend to send the children abroad to study.
For e.g. sending the children to Australia has become a trend.
This has resulted in opening of Immigration & Consultancies agencies which
guarantee “Instant Visa” to the applicant.
The trend of sending children abroad is so much popular that in the region
of Hoshiarpur and around in the Punjab state, almost all of the boys in the
families in this region have gone abroad to study.
No Health Awareness to Health
Conscious People
Now, people are more conscious about the calories in a particular product
and always check the nutritional values before purchasing any product.
The business has responded to this situation by launching more health
conscious products.
For e.g. Cold drinks like Pepsi and Coca Cola etc have given way to more
healthier drinks like fresh fruit juice like Real And Tropicana etc.
Awareness regarding fitness in the people has made aerobics, going to gym
and weight loss programs a craze among Indians.
For e.g. VLCC has been doing a brisk business.
Bharatmatrimony.com
A new trend of marriages being made online has emerged in India.
People prefer to explore all the possible sources for marriage so they are
actively considering the online marriage sites.
A host of match making sites have opened like bharatmatrimony.com,
shaadi.com, jeevansaathi.com etc.
So, much so, that bharatmatrimony.com has special dedicated websites for
various segmentations based on language, religious groups like Punjabi,
Hindi, Assamese etc.
Impact of Foreign Culture on
Business
Foreign culture has affected India in a significant manner :
For Example,
1. Our eating habits have changed dramatically.
2. Occasions Such as „Valentines day‟ have gained as much
importance as other major festivals and provide a huge
business opportunity to people all over the country.
3. The dressing and apparels segment is reaping benefits of the
changing Indian Culture.
Increasing exposure of media such as television and internet,
international travel etc. are responsible for this
transformation.
Hofstede Index
Individualism vs. collectivism
Collectivism
Individualism/Collectivism is the relationship
between individuals and their fellow individuals.
Hofstede said that individualism stands for a society
in which the ties between individuals are loose.
Everyone is looking after him or herself and their
immediate families only.
INDIA WORLD
• Power Distance Index • Power Distance Index
(PDI) - 77 (PDI) - 56.5
• Individualism (IDV) - 48 • Individualism (IDV) –
• Masculinity (MAS) – 56 56.5
• Uncertainty Avoidance • Masculinity (MAS) – 51
Index (UAI) – 40 • Uncertainty Avoidance
• Long-Term Orientation Index (UAI) – 65
(LTO) - 61 • Long-Term Orientation
(LTO) - 43
HOFSTEDE INDEX COMPARISON
INDIA WORLD
Source: http://www.geert-
hofstede.com
INDIA vs USA INDIA vs CHINA
Source: http://www.geert-hofstede.com
Family Life Cycle
• It is a way of segmenting the Family Market
at different stages of life cycle to determine
the products and services that people buy at
each stage.
• This model describes the stages which
consumer happen to be in their lives as they
have families.
• The model was developed by Wells and
Gruber in 1960s.
Young Singles
Young singles who live alone or
with their family.
Low individual income and less
financial burden.
Fashion and recreation oriented.
BUY:- Two Wheelers, Gift Items,
Movies, Computers, Mobile Phones
etc.
Note: The current proportion of
population under 25 years in India is
51% and the proportion under 35
is about 66%.
source - http://www.youthportal.gov.in/statistics.htm
Newly Married Couples
Young families, No Children.
High Income.
High level of purchase of
homes durable goods.
BUY:- Spend heavily on Cars,
clothing, Vacations & Leisure
activities, highest average
purchase of durable goods
especially furniture and
appliances.
Full Nest 1
First Child arrives.
Home purchasing at peak.
Spending dominated by
children needs.
BUY:-Furniture for the baby‟s
room and other furnishings
are bought, as well such
appliances as a washer, dryer,
and television set. In addition,
many child related expenses
are now added, including
baby food, baby medicines,
doctor‟s visits and toys of all
sorts.
Full Nest 2
Youngest child reaches school.
Family spending is children centred.
Families in this stage are still new product
oriented but tend be less influenced by
advertising because they have more buying
experience.
BUY:- Money invested in financial
instruments for future of their children and
themselves.
Full Nest 3
Older married couples with dependent
children.
School and exam dominated household.
Empty Nest 2
Reduction of income for individuals.
Get dependent on their children and
spending is on their health.
Corruption
Corruption may be defined as any conduct which
amounts to influencing the decision-making process of a
public officer or authority, or influence peddling
dishonesty or breach of trust, by a public officer, in the
exercise of his duty;
insider dealing.
India has been
ranked at 74.
• Once this large amount of black money and property comes back to
India, the entire foreign debt can be repaid in 24 hours.
Causes of black money
► Snacks like samosas are usually bought out, and outside food is
generally considered unhygienic and unhealthy. The other
competitor, „homemade‟ snacks overcame both these problems but
had the disadvantage of extended preparation time at home.
Maggi was positioned as the only hygienic home made snack!
Maggi was positioned as „2-minute noodles‟ under the instant
food category .And this gave the implied understanding to the
consumer that it was a „between meals‟ snack. The company
could have easily positioned the product as a meal, either
lunch or dinner. But, it chose not to do so, because the
Indian consumer mindset did not accept anything other than
rice or roti as a meal .
Initial Strategies of Maggi-The
Culture Effect…
• The firm did not position it as a „ready-
to-eat‟ meal either, as the housewife
prefers to „make‟ a meal for her kids
rather than buy it for them.
• And if she can make it in two minutes
with very little effort, then obviously it‟s a
hit with her!
• What‟s more, if kids also love the taste,
the product is as good as sold! So the
„2-minute‟ funda coupled with
the „yummy taste worked!
Changing trends in India due to
Socio Cultural changes
Social networking as a Marketing Tool
Marketers‟ main business purpose is building brand equity and
influencing consumers to buy their products or services.
Source : Building the web2.0 enterprise. McKinsey Global Survey, June 2009.
How does social marketing contribute
to the business objectives?
B2C Marketing C2C Marketing
Brands using C2C marketing
techniques
Adidas
EA Sports
BMW
Crest
P&G
Jeep
Youth Empowerment
Products are catered at
Youngistan.
Goal oriented
Page 3 Is The Way To Be: In a country obsessed with Bollywood & cricket,
IPL has just the right mix. The star quotient in sports has never been so
high.
The stands packed mostly with young males 15-25 years , having the time
of their lives.
The best players from across the world, the cheerleaders flown in, the best
brands offering customized merchandise.
Unlike their parents, today‟s Indians are familiar with the world‟s best &
latest. And they will not settle for less
Contd..
Metros Going Global: Mumbai, Chennai, Kolkata are no longer about the
Ghats, the Madrasis & the Bongs.
The IT & ITeS boom has made our metros into multicultural,
multilanguage, multiethnic, melting pots, with enough Gora presence.
Fast & Furious: Time is at premium & patience a forgotten virtue. For a
young India, IPL is instant gratification. Three hours of excitement &
fast-paced action.
Business Aspect of IPL T20
IPL salaries higher than English Premier League footballers.
IPL‟s average salary, calculated over a year, is 2.5 million pounds whereas
Average salary is 2.62 million pounds.
International pressure
The United Nations urged India to decriminalize homosexuality by
saying it would help the fight against HIV/AIDS by allowing
intervention programs, much like the successful ones in China and
Brazil.
contd…
The Supreme Court on Tuesday verdict that live
in relationship i.e. living with one another
without marriage is not illegal and cannot be
defined as “criminal offence”.
Implication:
Population Control.
Higher Adoption Rate.
Higher Adoption Rate would lead to decrease
in Beggary.
Higher Decision making power leading to
independent thought process.
Changing Business
Environment
Responsibility Towards
Employee
Responsibility Towards
Consumer.
Responsibility Towards
Community
Human Rights
CSR in India
The leading areas that corporations are working on are education, health,
environment, livelihood promotion and women's empowerment. .
The private sector is more involved in CSR activities than the public/
government sector.
Contd..
CSR activity in India picked up after the liberalization of the economy in 1991.
Most companies initiated action in the early 90's and now have a formal policy in place.
One third or more still do not have a policy but do pursue CSR actively.
Notable efforts have come from the Tata Group, Infosys, Bharti Enterprises, Coca
Cola India, Pepsico and ITC Welcome group, among others.
Four Indians, including Sunil Mittal, Chairman and Managing Director of the Bharti
Group, non -resident Indian (NRI) businessman Anil Agarwal, Shiv Nadar, HCL
Technologies Chairman and non government organization (NGO) activist Rohini
Nilekani were featured in the Forbes list of '48 Heroes of Philanthropy'.
Contd..
Some 300 corporate houses, on an aggregate, have identified 26
different themes for their CSR initiatives. Of these 26 schemes,
community welfare tops the list, followed by education, the
environment, health, as well as rural development.
India has been named among the top ten Asian countries paying
increasing importance towards corporate social responsibility (CSR)
disclosure norms.
• Tata Motors and space agency ISRO are likely to launch the
prototype of the world's cleanest vehicle that will run on
hydrogen and leave behind nothing more than a trail of
water vapour
Contd..
• Global Compact, in association with FICCI, is also organising the first ever
• national convention on 'Excellence in Corporate Citizenship and Global
• Compact'.
• BHEL has joined hands with a UN body 'Global Compact„ for greater focus
on corporate social responsibility.
Women Empowerment
1 ) Industrial zones were being set up. As a result of the
extensive use of machines particularly in the field of textile
and clothing, manpower was greatly needed to work in
factories.
Thus, female labour was absorbed by this industry.
WOMEN
FAMILY
STRUCTURE
CHILDREN
Business
EDUCATION
WOMEN
In 2009, the Male to Female ratio
was 1.06 male(s)/female
Outstanding Women
Entrepreneur Award
Managing Director,
Britannia Industries
Chairman,
Vandana Luthra
Curls and Curves
(VLCC)
The film industry too has a seen an increase in
number of actresses and starlets
Sports
Politics
Sunita Narain,
Environmentalist
From housewife to corporate
women tycoon
Transition Miss Universe Miss
world Mrs India
From Purdah system to becoming
the Face of the world
The changing trends in Rural Area
Samaj Driven to Self Driven
Restricted to kitchen
Starting cottage industry
Women Empowerment and micro credit
Self Help Group Model:
Savings
Credit
Trainings
Support and
Job work
linkage
Credit services Business
development
NGOs
Support and
Banks linkage
services
Beauty Culture class – Quite popular
Typing classes – Job Oriented course
enabling them to get wage employment
Various steps taken by
Selp Help Gropus
Rural women in Tamil Nadu are
independently participating in the
business of making chapattis under
the guidance of self-help groups.
A group of 20 women are working under
the self-help group Shivaskathi Mahalir
Sangam.
SHG – Poverty eradicators “We have received an order of 3000
chapattis from the TVS Company near
Kothandapalli. Earlier, we used to face lot
of difficulties, but now we are earning
2000 out of these 3000 chapattis. We have
received 22650 rupees from the Central
Government funds as the loan from the
banks,” said Laxmi, member of the
Shivasakti Women Group.
URBAN CONTRIBUTION TO RURAL:
Modern agricultural inputs
Tools and implements for rural industries, transport and
communication
Goods and services for rural housing, construction of social
infrastructure and electrification
Education, health and medical services
Food processing
Marketing services
Demand for rural products
Various Social schemes
Annapurna Scheme
Assistance to NGOs
CAPART Sponsored
Freedom Fighters Pension Scheme
Growth Center Scheme
Liberation and Rehabilitation Scheme
Maternity Benefit Scheme
Members of Parliament Local Area Development Scheme
National Family Benefit Scheme
National Old Age Pension Scheme Others Prohibition and
Drug Abuse Prevention Scheme
Short Stay Homes Social Defence Scheme
Socio-Economic Programme
Women reservation bill,2010
One-third of the total available seats would be reserved for women in
national, state, or local governments.
And this number will be 181 . The Bill seeks to reserve for women 181 of
the 543 seats in the Lok Sabha and 1,370 out of a total of 4,109 seats in the
28 State Assemblies.
The women‟s reservation Bill was finally passed in the Rajya Sabha with 186
members voting for it and only one voting against it.
Balwaris
GaliSchools
Learning Centers
Continued…
7 Balwaris catering to 175 children for early childhood
care and education
76 gali schools catering to 1750 children who have never
been to school to prepare them for mainstream
50 learning centers catering to 1000 children for out of
school children to minimize their loss
A Balwari Class
A Gali School
Primary Education at the Rural
Development Complex
An audio visual class in progress in the
community
The overall Plan budget for higher education is to be increased by Rs.2,000 crore over
Interim B.E. 2009-10.
Children During their Computer Class
Education Free and Compulsory Education Act 2009 to provide
for free and compulsory education for all children o
the age 6 to 14 years, was published in the Gazette
of India on August 27, 2009
Not in Labor
Force In Labor force All children
For a village in India's faraway northeast, it is time for an unusual jubilee: Posts to
convey electrical power arrived in Kanugaon in 1985. In 2010, residents still find
themselves without electricity -- leading them to mark the 25th anniversary of what
they refer to as a life in darkness.
The district of Mainpuri in Uttar Pradesh, is also one such unfortunate village
A degree college in a village which does not
have a proper primary school
• SAFFOLA
• My Daddy Strongest
• Though Saffola‟s target market is not children.
Earlier
While some of these programmes were a part of the ongoing interventions to give effect
to a more inclusive development strategy.