Bharat to India: a case of connecting IFFCO brand with generation Y
by Shampy Kamboj; Mayank Yadav; Zillur Rahman
International Journal of Business Excellence (IJBEX), Vol. 13, No. 4, 2017

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.

Online publication date: Wed, 01-Nov-2017

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