One word to describe the Aditya Birla group is “ubiquitous”-present everywhere whether we agree or not and also without our prior realisation. From the buildings we live in, clothes we wear to the calls we make to keep in touch with our close ones, Aditya Birla Group has a huge share in our day to day activities. This Indian multinational conglomerate, headquartered in Mumbai is the perfect example that we can relate to while understanding the various concepts of the “Marketing Management” book by “Philip Kotler” which we usually study in our B-schools. From differentiating its products, segmenting the market and identifying the target customers, Aditya Birla group has done a tremendous work in analysing the market by doing some serious market research and has nailed almost all the sectors of the economy.
As a fashion enthusiast and also being from a middle-class family, sometimes we tend to go after and get lured by some super, highly expensive products which appear tempting, difficult to resist but also you cannot afford. Similar was the story of a girl who wanted to get dressed in the best outfit to attend a party. The girl went to a store which she never previously visited, with her mother. The fashion brand was new in the market, but also had some really good designs of dresses to offer. They went inside the store, got hands on some very beautiful dresses and the girl tried the ones which she selected, while the mother waited outside to approve the selection of the girl. The girl was super excited to try on the dresses and so was the mother to see her daughter adorned in the best of the dresses picked by the girl. Both decided upon the dresses and rejected a few to finally come to a mutual decision of purchasing the one among all others that had been selected. The girl found the best of the lot and was super happy and excited to wear it in the party and so was the mother. Like any other day, the girl and her mother did not look at the prices on the tags of the dresses whenever they used to go out for shopping, assuming some common prices that are usually there because of the pre conceived notion among the customers as to in which range that particular product could be. It was only after they went to the billing counter, that they realised that the particular dress cost triple of the cost offered by other brands in the market. The girl was in her undergraduate college and the thought of wearing the dress seemed broken. Since the mother also had some limited amount of cash with her, she said to come later and buy the dress the next time. The daughter realised that the cost of the dress was so over priced and had to give up on the dress and somehow lied to her mother that she did not want it now. Both seemed to get convinced and went back home with nothing in hand. Both were sad in their own ways but could not show.
The next day, the girl and her mother decided to go shopping again, but with a more trusted and affordable brand, named Pantaloons which had some seriously wonderful dresses to offer and lifted up the moods of both. The girl in the story was me. This is how the conglomerate like Aditya Birla Group has lifted the spirits, moods, expectations and satisfaction of a wide variety of customers by offering some affordable products. And, this was my story.
