Prepared By:

Ishita BaraiJatin ShahPriyam MehtaPratik ShahPratik Jariwala

Animations are graphical representations of movements of non-realistic characters in the form of drawings and paintings in sequential manner

1. Traditional

2. Celluloid

3. Computerised

1. UTV Toonz 2. Pentamedia Graphics3. Maya entertainment4. Padmalaya Telefilms5. Crest telecommunication

Strong IT backgroundStrong mythological & cultural

background Story telling culture in Indian house

holds

Fluent English speaking man powerHigh-tech animations studios with

necessary hardware and software and communication infrastructure

High competitive pricing edge compare to other countries

More attraction by an animation pitching sales rather than a model.

Animated character is eternal.Animated character remains same

throughout its life.Act a source to create brand equityOne time expenditure to the

company.

Most ideal tool for packing lengthy messages

Consumes lesser TV air time Viewer get easily attracted to

animations. Can position a company as

technologically sophisticated Can show complex internal designs of

automobile

Less seriousness towards massage appeal.

Sometimes animation doesn’t relate the main product.

Competitors like China & South Korea

Image of low cost animation industry

Latest buzz in the field of advertising Cost effective way to promote and inform the

target customers Integral part of the marketing mix India ranked 3rd in terms of mobile users. Mobile advertising market reach $4 billion in 2008,

with 25% growth rate

DEFINITION: “The business of encouraging people to buy products and services using the mobile channel as the medium to deliver the advertisement message.”

It is an innovative and customer centric approach to reach promising customers.

It includes advertising in the form of: Short Message Service (SMS). Multimedia Message (MMS). Mobile Alerts. Mobile Games and Videos.

PUSH ADVERTISING▪ Solicited ad: prior concern taken from customers. e.g. news alerts, job alerts, cricket scores.▪ Unsolicited ad: no prior concern taken from

customers, e.g. promotional messages through SMS, mobile

calling . PULL ADVERTISING

▪ Advertising when users request the service the services to themselves from the service provider.

▪ E.g. daily horoscope, content of response/reply.

Mobile subscribers is growing almost 100% every year. Includes urban, semi urban and rural subscribers which

share large chunk in its growth. Mobile phone companies tapping the low income group

people▪ Most attractive segments▪ Large no. of the total population of India.

Total no. of mobile users touching 40.6 million in 2007. The no. of GSM users touches to 32.02 million.

Source: Telecom Regulatory & Authority Of India

HUL “Fair and Lovely scholarship for women”, ad campaign using short code – 51234

Special Fair and Lovely Scholarship Zone on “R-World” to promote campaign. and generated around 50,000 in which 60% come from tier II and tire III cities and 40% from urban cities.

Best mobile ad campaign award at the Mobile Marketing Association (MMA) annual global awards in Los Angeles, US.

Ex-PM Atal Bihari Vajpayee used mobile ad campaign in 2004.

It had set up call centers and also collected details of 72 million phone connections in the country.

Reliance and BPL (Now Idea) subscriber base to play a vote-seeking message from the PM.

Allowed mobile phone subscribers to download Photographs of Vajpayee and BJP’s anthem as ring tone.

The mobile marketing association (MMA) has published guidelines for mobile advertising.

Advertisement can be in the form of text link and graphic banners.

Advertisement should be made as per predefined dimensions based on the mobile phone type and best fit picture.

All mobile advertising artwork should be in GIF or JPEG formats.

Banner ad side bar allowed should be given according to the screen width area. For screen’s width from 128-176, 3-8 pixels allowance should be for the vertical scroll bar and for screen’s width of 240, 6-16 pixels allowance should be provided.

Cost effective Flexibility to inform target group as and when

required. Messages can be personalized with respect to

Target Audience profile. Feed back is immediate. Target group demographic profile is known. Faster reach. Eco-Friendly (paper-free) Ads can be placed anytime and anywhere.

Intrusion of Target Audience's privacy. Reach is not compared to other conventional

tools of advertising. Message content is limited. Visual display is not impactful as TV advertising. Language barriers, SMS can not be read by

illiterates. Difficulty to measure the impact or results of

mobile advertising. Target audience can take mobile ads casually.

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MOBILE ADVERTISING IS ALREADY REALITY

More and more advertisers and media agencies start mobile advertising

-----------------------------------------------------------

Below The Line Advertising

Reaching target customer base at various touch points with high visibility and low cost

Efficient and cost effective way which gives more ROI on every rupee spent in recession time

Direct mail LettersExhibitionsDemonstrationsCompetitionsSports promotionAir bannerHot air balloons

To build product awarenessTo create interestTo provide informationTo stimulate demands

UTI Mutual fund has taken help of DABBAWALAs of Mumbai

Career Launcher, PT Education and TIME takes free competitive tests and workshops for students

Hindustan Times hold events on weekly bases for giving oppurtunity to companies for promoting their brands

Pepsi and other brands sponsored IPL matches

NAVRAS

1. Comic – Hasyam 2. Love – Vatsalyam3. Heroic – Viram4. Surprise – adbhutam 5. Tranquillity – shantam 6. Pathetic – karunam 7. Furious – raudram 8. Terrible – bhayanakam9. Odious - vibhatsyam

To win the brand perception battle in the mind of viewers at the time of buying

The viewers/listeners can remember only those ads which he can connect himself

RURAL MARKETING

1. Urban markets are becoming increasingly complex, competitive and saturated.

2. Large size of rural markets – 742 million people (73 % of the population) 200 million households (70% of total

households)

PRODUCT

AUDIO SYSTEM

MOTOR CYCLES

REFRIGERATERS

TELEPHONES

TELEVISION

WASHING MACHINE

YEAR 2008

22.3

3.17

3.53

4.77

24.91

O.35

Urban Rural

Food 51.5 63.7Consumer goods 19.6 13.1Fuel, clothing & foot wear 13.9 14.8Medical 5.5 5.5Education 5.1 2.5Rent & taxes 4.5 0.4

Distribution of Monthly Per Capita expenditure

Source: Household Consumer Expenditure

Survey, January–June 2009

CATEGORYCategory

Penetration

Brand with highest penetration

Toilet SoapWashing cakes/BarsTeaWashing powder / liquidSaltBiscuits

91%88%77%70%64%61%

LifebuoyWheel

Lipton TaazaNirma

Tata SaltParle G

Source: Household Consumer Expenditure

Survey, January–June 2009

HURDLES IN RURAL MARKETING

1. High distribution costs

2. Low per capita disposable income that is half the urban disposable income.

3. Large no. of daily wage earners

4. Acute dependence on the vagaries of the monsoons

5. Seasonal consumption linked to harvest and festivals

MAJOR CHALLENGES

I. AVAILABLITY

First and the foremost challenge India's 6,38,365 villages are spread over 3.2 mn.sq.kms.

720 mn people-reaching them is not easy

Given the poor state of roads ,it is an even greater challenge.

Companies like H.L.L has made strong distribution Networks. To service remote villages stockiest use

Rickshaws, carts and even boats in the back waters of Kerala.

II. AFFORDABLITY

With low disposable incomes, products need to be affordable to rural consumers ,most of them are on daily wages.

Some companies have addressed the affordability problem by introducing small unit packs :

GODREJ Introduced Cinthol and Fairglow in 50 gram packs priced at rs.4

coca-cola introduced Sunfill ( a powdered soft drink concentrate ) 25 gram pack priced at rs.2

III. ACCEPTABLITY

Next challenge is to gain acceptability for the product or service. Therefore there is a need to offer products

that suit the rural markets and conditions.

coca-cola is providing low cost ice-boxes because of the lack of electricity and

refrigerators in the rural areas.

IV. AWARENESS

With large parts of rural India inaccessible to conventional advertising media, building awareness is another challenge.

Companies like H.L.L uses posters, banners and Wall paintings to create awareness.

STRATEGIES FOR RURAL MARKETING

1. Being first on the shelf It is very important because the brands rarely fight with

each other as the retailers generally stock a single brand in a product category.

2. Different means of advertising A. Haats and melas A survey by MART (marketing and

research team revealed that 47000 haats and 25000 melas take place every year in India. B. Performance arts including

theatres,songs,dance puppetry, magic shows etc.

Advantages

1. Large visitor turnaround.

2. These melas are held during post harvest season, when the purchasing power of the people is more.

The companies provide touch and feel demonstrations and distributed free samples.

NIRMA

This company introduced the innovative technique of using video vans for marketing Nirma products .

Advantages 1. Reach to interior parts2. Offer opportunity for personal interaction .

Similar strategies helped Ghadi to become the 3rd largest selling detergent.

COCA-COLA1. Increase in number of outlets from 80,000 in 2001 to

190,000 in 2009 resulting in increased market penetration from 13 % to 28 %.

2. It also tapped the local form of entertainment like annual haats and fairs and made huge investment in infrastructure for distribution and marketing.

3. It brought down the average price of its products from rs.10 to rs.5,therby bridging the gap between soft drinks and other local options like tea, buttermilk or lemon water.

4. It doubled the spend on doordarshan

5. It concentrated its entire advertising towards the rural customer.

As a result the rural market accounts for 80 % of the new coke drinkers and 30% of its total volumes.

I.T.C e-CHAUPALThe company’s e-chaupal initiative is a novel idea which

bypasses the brokers between the Company and the farmers.

It is helping Indian agriculture to enhance its competitiveness by empowering Indian farmers through the power of internet .

This unique transformational strategy has become the subject matter of a case study at Harvard b school ,has created for I.T.C a huge rural distribution infrastructure ,significantly enhancing the company’s marketing reach.