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Bharat to India: a case of connecting IFFCO brand with generation Y

Author

Listed:
  • Shampy Kamboj
  • Mayank Yadav
  • Zillur Rahman

Abstract

In the era of marketing, urban 'youth' category or generation Y is more attractive than any other social category. There is a lot of discussion about the potential of generation Y of India in the developed economies. Various companies have realised the immense potential of this youth category and are interested to target this segment. This is important as generation Y dominates India. Generally, a trend is observed that companies target rural market as two third of the total population in India is concentrated in rural areas. There is a lack of evidence about the reverse trend. This is supposed to be the first case that focuses on the reverse trend; i.e., rural to urban with the help of a case of Indian fertiliser giant, IFFCO. The case discusses about various communication and branding strategies of IFFCO to target generation Y.

Suggested Citation

  • Shampy Kamboj & Mayank Yadav & Zillur Rahman, 2017. "Bharat to India: a case of connecting IFFCO brand with generation Y," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 13(4), pages 415-427.
    • Handle: RePEc:ids:ijbexc:v:13:y:2017:i:4:p:415-427
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