Resources Library by ANA

Shedding the chastity belt

India has been a latecomer to the sexual revolution. It is only now that society and brands are having to acknowledge and respond to the Indian woman's demand for sexual equality and everything that comes with it. This paper discusses implications...

Catalogue: Asia Pacific 2015: Asia Means Business

Authors: Farah Bashir, Karan Kumar, Poonam V. Kumar

Company: KANTAR TNS Malaysia

June 15, 2015

There's no such place as Chindia!

Universal concepts like motherhood, beauty, achievement and power, which many of our clients' brands are built o, can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian...

Catalogue: Asia Pacific 2013: Asia On The Move

Authors: Anjali Puri, Poonam V. Kumar

Company: KANTAR TNS Malaysia

April 7, 2013

From intuitive to formal cultural knowledge

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Authors: Poonam V. Kumar, Anjali Puri

Company: KANTAR TNS Malaysia

November 18, 2010

Racing past the barriers

With the help of path breaking innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with the consumer through the brand. Set...

Catalogue: Congress 2007: Excellence

Authors: Poonam V. Kumar, Prasad Narsimhan

Company: KANTAR TNS Malaysia

September 19, 2007

Basic instinct

This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature and part of the genetic imprint. These do not...

Catalogue: Asia Pacific 2004

Author: Poonam V. Kumar

Company: KANTAR TNS Malaysia

March 28, 2004

Exploring the consumer's life and mind

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Poonam V. Kumar, Malini Pani

September 22, 2002

A borderless brand

This paper explores and discusses issues relating to translating values of an international Western brand to India, a market with a completelydifferent cultural, social, historical and economic contexts.

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Authors: Poonam V. Kumar, Malini Pani, Richa Puranesh

October 28, 2001

Real borders

This paper captures the two faces of India as a traditional developing market – the face lured by increased exposure to Western products and lifestyles, which coexists in complete harmony with the slow to change face rooted in centuries of...

Catalogue: Ethnic Marketing 2000

Authors: Poonam V. Kumar, Sukanya Kripalu

July 1, 2000