These winds of change are blowing even in the mobile handset arena, where till some time back, there was hardly any clear distinction 
in target audiences. Then came in the concept of high-end mobiles such as the Nokia Nseries and Blackberry, which took the premium market by rage. And now, marketers are trying their hands at designer handsets to entice the moneyed aspirational consumer. Hummer, launched by Fly mobile in India, is a designer mobile handset created on the lines of the American car Hummer from General Motors. According to Sagar Chatterjee, Chief Marketing Officer, Fly Mobile, “Hummer is targeted at the green category and to a large extent youth. The idea is to create hype about the product as the youth would want to pick only things that are the talk of the town.” Chatterjee reveals that Fly will be launching more such phones in the coming year like Tag Heuer, Levis, et al. The idea is to peddle designer mobiles that have a niche feel to make bigger differentiation. Armani Samsung handsets, LG KE850 Prada and Motorola V3i dg (Dolce & Gabanna) are prime examples of players in this segment, who are successfully experimenting with designer phones.
Even Indian aviation is not left untouched by the changing consumer preferences. The success of Mallya’s Kingfisher Airlines amidst business & leisure travellers alike is a sure sign of changing times. Travellers who flew other airlines earlier, were drawn easily to Kingfisher’s premium service offerings (in-flight entertainment, gourmet cuisine, et al). Mallya had found the aspirational niche among consumers with high disposable income. Praveen Vetrivel, Aviation Expert, International Bureau of Aviation believes that not only Kingfisher, but Jet Airways too now provides a niche feel to the services offered by it. “Both Kingfisher and Jet Airways are focusing on special niches,” he says.
Even leisure, of late, has acquired the shape of ‘premium’ness, in particular the excitement that multiplexes have created among movie goers in recent times. So, the old cinema hall, which attributed the last two-three rows of the same hall, as the premium seats (or balcony as we knew it) has given way to the PVR Gold Class dedicated to the premium niche segment. Barista coffee chain too launched ‘Barista Crème’ – an exclusive luxurious lounge for coffee lovers. Says Partha Datta Gupta, CEO, Barista, “To survive in food business you should never bring all your customer under one uniform product. This is where niche marketing scores.”
in target audiences. Then came in the concept of high-end mobiles such as the Nokia Nseries and Blackberry, which took the premium market by rage. And now, marketers are trying their hands at designer handsets to entice the moneyed aspirational consumer. Hummer, launched by Fly mobile in India, is a designer mobile handset created on the lines of the American car Hummer from General Motors. According to Sagar Chatterjee, Chief Marketing Officer, Fly Mobile, “Hummer is targeted at the green category and to a large extent youth. The idea is to create hype about the product as the youth would want to pick only things that are the talk of the town.” Chatterjee reveals that Fly will be launching more such phones in the coming year like Tag Heuer, Levis, et al. The idea is to peddle designer mobiles that have a niche feel to make bigger differentiation. Armani Samsung handsets, LG KE850 Prada and Motorola V3i dg (Dolce & Gabanna) are prime examples of players in this segment, who are successfully experimenting with designer phones.Even Indian aviation is not left untouched by the changing consumer preferences. The success of Mallya’s Kingfisher Airlines amidst business & leisure travellers alike is a sure sign of changing times. Travellers who flew other airlines earlier, were drawn easily to Kingfisher’s premium service offerings (in-flight entertainment, gourmet cuisine, et al). Mallya had found the aspirational niche among consumers with high disposable income. Praveen Vetrivel, Aviation Expert, International Bureau of Aviation believes that not only Kingfisher, but Jet Airways too now provides a niche feel to the services offered by it. “Both Kingfisher and Jet Airways are focusing on special niches,” he says.
Even leisure, of late, has acquired the shape of ‘premium’ness, in particular the excitement that multiplexes have created among movie goers in recent times. So, the old cinema hall, which attributed the last two-three rows of the same hall, as the premium seats (or balcony as we knew it) has given way to the PVR Gold Class dedicated to the premium niche segment. Barista coffee chain too launched ‘Barista Crème’ – an exclusive luxurious lounge for coffee lovers. Says Partha Datta Gupta, CEO, Barista, “To survive in food business you should never bring all your customer under one uniform product. This is where niche marketing scores.”
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