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

Authors: Shampy Kamboj; Mayank Yadav; Zillur Rahman

Addresses: Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India ' Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand, 247667, India

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.

Keywords: brand; digital media; generation Y; marketing communication; rural; social media; social networking sites; urban; India.

DOI: 10.1504/IJBEX.2017.087752

International Journal of Business Excellence, 2017 Vol.13 No.4, pp.415 - 427

Received: 12 Jan 2016
Accepted: 09 Aug 2016

Published online: 03 Oct 2017 *

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