casio presentation
TRANSCRIPT
PR Proposal
Presented by
Thepercept profile
Difference
Scope of Activities
Evaluation Parameters
Extensive Research
Content Strategy &
Development services
Research & Brand Strategic Solutions
Tracking & Documentatio
n
On going Measuremen
ts
YOUR BUSINESSRESULT
Articulate decision making process
Examine influences
Issues
Understand
need/values
Percept Communication Approach
Identify Key Markets
Define competitive landscape
Define differentiating opportunities
Identify drivers to influence behavior
Translate into benefit-led messages
Develop integrated
communications plan
Brand: Corporate, product, people
A dedicated team to draft edit and manage multi-
channel (language) content consistent with your brand
standards.
Devising key messages with customized media
approach to cater to various segments of audience
channel
Collaborating with internal teams to define your
business goals and construct plans to bridge with
audience/media needs.
Drafting Press Releases, communiqué for
launch/event, Updating Company Backgrounder and
spokesperson profiles.
Content strategy & development
Research & brand strategic solutions
Our in-depth research can help you get a better
understanding on the environment, your competition and
your brand’s very essence.
This will help generate new ideas while providing a
framework for action
The data shared will also showcase the major trends in the
industry which may impact your business.
We aim at providing both the qualitative and quantitative
evaluation for the brand.
Media vehicles
Tracking & documentation
Percept Profile has a specialized team that aims
providing clients with analysis, or copies of media
content of interest to the clients
Percept Profile has experts on board catering the state
of the art documentation requirements of the clients.
All media content is filed and presented to the client
after every specified interval to keep a track of the PR
activities and any content being flashed by the media
that shall be of clients interest.
PR VALUE
SHARE OF VOICE
OTHER PARAMETERS
Measurement & Analysis
Share of Voice
Share of Voice by Region
Based on the number of stories published across different regions, during the period
Coverage by Top 5 Publications
Based on the articles published in top 5 publications during the period
Coverage by Top 5 Authors
Based on the articles by top 5 authors across the publications
Trend Analysis
Trend Analysis- By Region
Based on trend analysis in different publications across different regions
Corporate Communicati
onsMedia
Relations
Media Trainin
g
Editorial
Services
Media Planning & Intelligence
CSR
Competitor Analysis
Crisis Managem
ent
The Brief Casio India Co. Pvt. Ltd. (CIC), a 100% subsidiary of
Casio Computer Co., Ltd, Japan, is responsible for
marketing CASIO products in India manufactured by its
parent company.
The major products marketed by CIC in India are:
Watches
Calculators
Digital cameras
Musical instruments
Projectors
The Brief
CIC is a market leader in the category of calculators
with 90% market share.
The company holds a 2% market share in the watch
industry by catering to middle-class and upper-middle-
class youth segments .
The client wants to leverage on PR by highlighting the
Casio product range and the spokesperson.
Media Bytes…
Media Bytes…
Synopsis
Media is familiar with Casio & Casio range of products.
Information flow from the companies end is irregular.
The availability of the spokesperson is relatively low in
recent time
The Mandate
Increase decibel levels and share-of-voice of
Casio products through press relations
Consistent information to be shared
Updated information to be shared
Aggressive frequency of information sharing to be
maintained
Garner brand leadership
Through non-media initiatives
Through innovative media initiatives
Through CSR
The Mandate
Raise the brand profile
Arrive at a well-thought out positioning
Be consistent to the positioning
Make the brand desirous for its imagery
Garner thought-leadership
Be featured as a leader and an expert
Crisis communications (if required)
Key Messages
Target Audience
Communication Approach
Product Profiling Build product superiority
Product Review
The key media will be provided with Casio product
range for a specific time period.
The media will touch , feel & use the product so as to
write reviews on the products and give their ratings.
This will enhance the credibility of Casio products and
create a hype about them.
Reviews in Electronic channels such as
NDTV Gadget Guru, CNBC Gadget
Guru, Zee Business etc.
Exclusive reviews in technology
Magazines such as The Indian PC
Magazine, Living Digital, Data Quest
etc.
Reviews in special columns in
mainlines such as FE – Smart Buy,
Mint Lounge, Hindu Metro Plus Buy
Line, HT What's Hot etc.
Ensuring product reviews in Business
and General Magazines like Business
World, Business India, Outlook etc
Online Product reviews
Product Review
Feature Stories
Insert quotes from the spokesperson on
industry stories.
Initiate stories on the Casio products.
This will comprise of:
Interview of the spokesperson
Technology used in latest products
Contribution of Casio towards the society
Product Updates
Provide editorial coverage on subjects like:
Product launches by CIC
Announcement of new products and services
Announcing innovations like new R&D initiatives
To leverage on distinct technology used in Casio products
To leverage on green technology used in Casio projectors
FAM Trips
FAM trip to the manufacturing plant to create connect
& bring CIC to the forefront
Provide the journo a reason to experience the
technology and quality standards behind the making
of the product
Highlight commitment, as well as our investments
Highlight the quality standards
Press Release/Conference
Agency will organize press conferences and
issue press releases for announcing launch
of new products or whenever required.
Social Networking
Create personally branded profile on Face Book,
LinkedIn and Twitter.
Start connecting to your current and past contacts
Active accounts and reporting events on popular
social networking sites like Face book and twitter.
Rationale Objective: To highlight Casio & its keyboard range by
getting maximum media mileage
Rock shows are extremely popular amongst the youth
Casio keyboards are widely used in rock bands.
A gala event planned around music targeted at the youth
would help create hype about Casio keyboard and
popularise it even further.
Moreover it would attract Media attention to a large extent.
Tie up possibilities with Channel V for their existing property
called Channel V Concert for Change.
Rock ShowProcess Media PR Mileage
Invite rock bands to
take part in a rock show
at college level.
Upload videos on
YouTube and ask for
online votes by the mob.
Special jury consisting
of names from rock
music fraternity & senior
management of Casio.
Lifestyle /youth
oriented media
Use social
networking platform
- call for action
Awareness
Hype
Top of the mind
recall by involving
the audience
Rock Show
Process Media PR Mileage
Shortlist few selected rock
bands to be taken to the next
level .
Highlight the bands by
drafting & disseminating
press releases about a major
rock concert happening in
association with Casio.
Host a grand rock concert
contest in a huge ground
sponsored by few other
brands(optional). Have Casio
name flashed at the backdrop
and everywhere in the
premises.
Print media,
social networking
sites like
Facebook, Twitter,
YouTube
Hype
Top of the mind
recall
Excitement
Rock ShowProcess Media PR Mileage
Invite the media along with
a celebrity (preferably any
major rock star) to host the
show.
Conduct the contest
followed by celebrity
performance to get
maximum coverage.
Draft & disseminate press
releases to prominent media
for the coverage.
Electronic
Social media
Hype about the
product
Media coverage
Top of the mind
recall
Highlight Casio as
a brand
Highlight Casio
Keyboards
Reach out to the
target audience
Rationale
Objective:
Highlighting Casio camera range
Spreading Casio’s philosophy : Creativity & contribution
The contest would help Casio hype its digital cameras
& its exclusive features.
It would help gain maximum media coverage
Photography Contest
Process Media PR Mileage
Draft &
disseminate a press
release about the
grand photography
contest being started
by Casio.
The theme of the
contest can be
“Saving the
Mother Nature”
Invite photographs
clicked by people
based on the theme.
Social networking
Media coverage
Awareness
Hype
Highlight the brand
and creating brand
recall
Involvement of the
target group
Photography ContestProcess Media PR Mileage
Shortlist 15 best
photographers and call them
for a three day workshop.(by
eminent photographers like
Raghu Rai, Gatam
Rajadhaksha, Atul Kasbekar)
Get the photographers to
capture fresh pictures &
display the pictures in an
exhibition.
Invite top photographers to
judge the contest & give
their feedback in the
exhibition
Electronic
Social
networking
Media coverage
Awareness
Hype
Highlight the
brand and creating
brand recall
Involvement of the
target group
Photography Contest
Process Media PR Mileage
Announce the winner of the
contest & award him/her
with various prizes of Casio.
Make the photographs
open for purchase
Half the amount of the
proceeds to be donated
towards the cancer/HIV
patients
The remaining half to be
retained by the
photographers.
Electronic
Social
networking
Media coverage
Awareness
Hype
Highlight the
brand and creating
brand recall
Involvement of the
target group
Think Global , Act Local!
The fashion show is aimed at promoting Casio as
an entity that has an expertise in terms of
producing hi-fi world class technology across the
globe.
However Casio has a local approach in terms of its
contribution to the society.
Casio is socially responsible towards all the
stakeholders in every country it markets its
products.
Rationale Objective:
Highlighting the Casio watch range via the fashion show
Emphasizing on the motto of Casio- “Creativity and contribution”
Positioning the company as a socially responsible entity
The fashion show would get the brand range acknowledged by
the target group i.e. Middle class & upper middle class youth.
It would create a hype about Casio watch range by getting
media coverage
Position Casio as a socially responsible enterprise by
highlighting the CSR through the event.
Process Media PR Mileage
Celebrate World
Creativity Day with Casio
on April 21st which is also
the month when Casio
was incepted.
Tie up with a
prominent designer to
showcase the Casio G-
shock & Baby G watches
specifically.
Invite the media for the
special event.
Display the various
watch models by Casio.
Electronic
Social networking
Media coverage
Awareness
Hype
Highlight the brand
and creating brand
recall
Involvement of the
target group
Fashion Show
Process Media PR Mileage
Make the watches
open for bid.
Use the money for
donating towards a
greater casue.
Draft & disseminate
press release post
event
Electronic
Social networking
Media coverage
Awareness
Hype
Highlight the brand
and creating brand
recall
Involvement of the
target group
Fashion Show
CSR Initiatives
Promote the corporate responsibility of the company
towards the society and Environment
Initiatives undertaken
Promote CSR as Group’s philosophy of giving back to
the society and mother nature
Focus on green technology used by Casio in
manufacturing projectors
Optimization of the Brand Ambassador
Feasible choice of brand ambassadors:
Suresh Raina
Bipasha Basu
John Abraham
Saif Ali Khan
Sonam Kapoor
Optimization of the Brand Ambassador
Press conference / One-on-one interviews
Participation in certain road shows for photo
opportunities & key messaging
PR Coverage in media with respect to all publicity
campaigns that is envisaged with him
Stories appealing the Nations spirit-connecting the
Brand Anchor(s)
A nation wide campaign to leverage the Brand
Anchor’s pull factor
SpokespersonProfiling
Positioning the spokesperson as the “Thought Leader”
Maintaining active profile by spokesperson is quite
important for media coverage.
This will be based on:
Industry profiling of the spokesperson
Corporate profiling of the spokesperson
Good will profiling of the spokesperson
Speakership Profiling
Speakership Platform Provide the spokesperson with speakership opportunities at
various platforms with high profile media.
Some of the speakership platforms are:
Photo Today , Bangalore : focuses on latest trends and
applications of photography and videographer industry
Technology Summit & Technology Platform , December:
largest technology event in the country with widespread
participation from the highest level of Government, Industry and
Academia from both India and “Partner Country”
Music Messe Expo , June : India’s largest trade fair for the
musician and musical instrument (MI) industry. The Expo features
latest products, innovations
One-to-one Interaction
Organizing spokespersons interview with media people
and getting them to talk about the products and other
industry related issues on a one-to-one basis.
Some prominent electronic media may include NDTV
Gadget Guru, Zee Business etc.
This shall help throw light upon the various products of
CIC as well as build up media relations.
Articles by Spokesperson
Tie-up with some prominent print media.
Penning down articles on behalf of CIC which
would give an experts view on the technology
sector.
This would be articles by invitation
Place the spokesperson top of the ladder as a
“voice of the industry”
Fee Structure
The Agency will charge a sum of Rs 1.5 lakh plus service taxes
for PR per month applicable in all Percept Profile branch offices
i.e. Delhi, Mumbai, Kolkata, Chennai, Bangalore including
monthly coverage and analysis report.
OPE’s will be charged as per actual.
Optional:
• Media Training-Rs 1.5lakh (excluding airfare & stay if required)
• Services in Other cities except where Percept Profile has offices if
availed will be charged as per actuals.
Thank You