Indian media understanding

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This presentation provides complete snapshot of Indian Media Landscape and how the media has evolved over the years and where it is headed in the coming years!


Instructions: your new Maxus PPT landscape template

Media Understanding

Next 90 in 4 parts




Media Basics


Functions & role

Advertising Media

Social Media


2 Brand Case Studies on communication planning over the years

Media reach?

Account planning?

Online Reputation Management?

Media planning?

Social Media?

Share of voice?

Campaign scheduling?





The Indian Consumer diversity

We are like this!


Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action.

Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering.

Drive 5

Emotional Senses



Sight Touch


Case Study#1: Direct-to-home Brand Communication

DTH entering the market, a NEW category

Tata + Sky Collaboration

TVC#1: Communicating best picture quality

Case Study#2: Energy Drink Brand Communication

Establishing itself in the new market

Communicating brand benefits

TVC#1: Cartoon - Cricket

Top creative agencies

Sr # Top Indian Agencies

1 Ogilvy & Mather


3 Mudra Communications

4 FCB Ulka

5 Rediffusion DY & R

6 McCann Erickson

7 RK Swamy BBDO

8 Grey Worldwide

9 Leo Burnett

10 Contract

Sr # Top Global Agencies

1 Dentsu

2 Omnicom Group (BBDO, DDB and TBWA)

3 WPP (JWT, Ogilvy & Mather and Young & Rubicam)

4 Publicis (Leo Burnett and Saatchi & Saatchi)

5 IPG / Interpublic (McCann Erickson, Lowe Lintas)

6 Hakuhodo DY

7 Havas

8 Aegis Group (Carat, Isobar, Posterscope & Vizeum)

9 Asatsu-DK

10 MDC Partners

Top media agencies

Sr # Top Indian Agencies

1 Mindshare (GroupM)

2 Madison

3 Maxus (GroupM)

4 Lodestar

5 Lintas

6 Mediacom

7 Zenith Optimedia

8 Starcom Mediavest


10 DDB Mudra

Sr # Top Global Agencies

1 Starcom Mediavest


3 Zenith Optimedia

4 Mindshare (GroupM)

5 Mediacom

6 Carat


8 UM Curiosity Works


10 Initiative

TV & Print largest but Digital growing fast

Source: Group M estimates

Medium 2006 2012 CAGR

TV 1.04 2.13 15%

Newspaper 1.38 2.02 8%

Radio 0.08 0.22 22%

Magazine 0.11 0.12 2%

Cinema 0.01 0.03 25%

OOH 0.19 0.32 11%

Digital 0.05 0.23 36%

Total 2.9 5.1 12%

Adex $ Bn

Case Study #1: Direct-to-home brand communication, 2009

Reiterating the brand promise of technological superior picture quality

TVC#1: Amir Khan Sardar Teaser

TVC#2: Amir Khan Sardar Main

Agency Structure

Account Planning

Client Servicing

Creative Media


Account management / client servicing

Account Management is the pivot on which the entire agencys work revolves.

Also called as Client Servicing or suits, it is the agencys big window to the outside world.

The suits are the agencys face to the client. They interact with the clients, take briefs and understand the marketing issues involved.

Internally, they brief the creative and media on the jobs and co-ordinate the entire work processes inside the agency.

Account planning / strategic planning

It is the second core function in the agency.

It is also referred to as strategic planning. However, all agencies do not necessarily have a separate unit for planning.

In some agencies account management takes care of the strategic planning involved in their respective brands.

Whether as a separate unit or not, planning is the research face of the agency. However they rarely conduct research themselves, though sometimes they may co-ordinate it through research agencies if required.

Creative / Copy

Creative form the third core function of the agency.

They are also at the core of the production process of the agency as they are the ones who create ads.

Generally, the copywriters write the headline and copy and the art directors do the visualizations and layouts.

But often they ideate and work together.

A headline may come from the art person and visualizations from the writer.

Creatives are the agencies lifeline the one who can make or break the agency.

Media planning

Media forms the last core function of an agency.

With increased media fragmentations, media planning and media buying have emerged as two specialized functions within media. Sometimes the media planners may also extend expertise to the both.

Media planning involves a lot of number crunching and good quantitative abilities.

Media Buyers not only look other media relations and negotiate rates but also supervise the media operational work like sending release order and ad material to the respective media. They also monitor releases.

The onus of the media campaign across media platform like TV, Print, Radio, Digital lies with them and thereby they can make or break a brand campaign through their strategic media planning expertise

Their key role is to ensure that the brand communications reaches to the right audience

Case Study #1: Direct-to-home brand communication, 2010-11

Introducing new technology & brand variant to build superior brand


TVC#1: Multi Television Camera

TVC#2: Guerilla Advertising Strategy on Cricket Theme



Whats media planning .

#1: DD National + AM + TOI

.. and #2:

and then.the media expanded

leading to fragmentation.

so many platforms created multiple

consumer touch points.. planning

can be defined as the BEST and EFFECTIVE means of REACHING out and communicating to the prospective CONSUMERS or TARGET AUDIENCE of my brand

Reaching the RIGHT TG

At the right PLACE & TIME

With the right FREQUENCY

In the right ENVIRONMENT

To address the right ISSUE

With the right media WEIGHTS


Market Prioritization

Strategic Media Priority

Media Mix

Communication Objective

Weight Setting Guidelines







Key challenges for media planning & the marketer

Case Study #1: Direct-to-home brand communication, 2011

Taking on competition directly by introducing consumer centric approach

It was also to counter its premium vs. VFM brand proposition

TVC#1: Tru Choice Packages - Saloon

TVC#2: Tru Choice Packages - Salesman

Media planning process

Media Brief

TG Ratification

Media Evaluation

Media Plan

Media Buying


Plan implementation



Media scheduling patterns

Burst / Flights

A scheduling tactic that alternates reasonably heavy periods of advertising with periods of hiatus or no activity


A technique used by advertisers in which media is scheduled to run continuously throughout a period without interruption in order to build or maintain advertising awareness and recall.

o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


o Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Media scheduling patterns


A spread of advertising at low weekly weights to provide regular reminder messages to the target audience


A combination of burst and drip, where small bursts of activity are interspersed with short hiatus periods. Provides continuity of presence throughout the year with a degree of cost-efficiency.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Case Study #1: Direct-to-home brand communication, 2011

Pioneering in another first by bringing Record Pause Rewind features

to enhance viewing experience

Continue to Build technological superiority of the brand

TVC#1: Going Digital with animated comedy spoof on PAUSE

TVC#2: Amir Khan & Gul Panag Pause TVC

What's a Target Audience or Consumer.

Consumer is the total potential audience that we would like to communicate to

It can be explained & defined on the basis of:




What is SEC?

Socio-Economic Classification is the classification of Indian consumers propensity. Traditionally, there are 2 separate systems for Urban and Rural areas.

In Urban areas, the paramete