Project Report Bangalore Ankush Gulati
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Transcript of Project Report Bangalore Ankush Gulati
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OPEN MEDIA NETWORKPvt LtdAnalysis of Product Performance
AndDevising Strategies for
increasing Brand visibility
ANKUSH GULATI
SIMS
April-June 2010
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The project Plan
Project Report
Analysis of Product performance
*A report on TG Analysis of India Today, Outlook and
Open on parameters like demographics, etc.*A report on Comparative/Competitive analysis ofIndia Today, Outlook with Open on parameters likesales promotions, distribution, pricing etc basically on4 Ps.*On the job training with the circulation Visitmarkets, observe visibility of OPEN and othermagazines, and understand various collateralsused...Etc.
WEEK 1 and 2
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Readers Profile
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Open Magazine
Target: 28-55 yrs , HNI ,upwardly mobile individualswith a high disposableincome.
Politically unbiased, minimalpolitical coverage
Dynamic layout and content.
Fresh language, more offeatures than current affairs
Focused on what people want
to read but dont know whereto read from.
Modern , unconventional
Tabloid design
Low perishability factor sinceit is not a wrap of the weeks
news
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India Today Outlook Week OPEN
Vendor centric and
subscription offers
Vendor centric
promotion and
subscription offers
Vendor centric and
advertisements in
sister concerns
Primarily vendor
centric and 360 degree
media campaign .
Promotion
India Today Outlook Week OPEN
India Today Outlook Week OPEN
Pan India Pan India .Positioned as pan
India but primarily in
south India
12 cities,
Place
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Week 3 till Week 6Marketing Alliances
http://www.britishcouncil.org/new/ -
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Referral Marketing Plan
We created a referral plan for Open Magazine which was rolled out on a test levelacross delhi.
Back ground as to why this was thought up
No real differentiator between India today , Outlook , Week and Open
Percieved differentiator of size
Our product is different so why should our client acquisition method be the
same as our comptt.
We can collaborate with our customers to create a unique distribution channel
and content for OPEN
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Test Phase 1Delhi
Two mediums were chosen through which the concept was implemented.
1. Telephone
2. E-mail
Pilot run using telephone as a medium:
Sample size: 40
Males- 30
Females- 10
Web based subscribers- 10 Sample was of people residing in Delhi, NCR and a mix of different
professions All renewal subscribers were chosen as it showed greater commitment to the
magazine Saturday after was chosen as most people would be receptive to the calls
during that time
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Result
*call later: Same response on numerous follow-ups later deemed as not intere* Out of the e-mails requested only 1 positive reply (hence graph total 41)
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Pilot run using e-mail as amedium:
Limitations of telephone were not present here
People could reply at their convenience
Email explaining the scheme was drafted
Pilot run was for 10 days Sample size -61
20 email ids from Delhi, Bangalore and Mumbai werechosen
Criteria for selection was their association with themagazine for at least 3 months
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RESULT:
is endeavour had a higher success rate when compared to the telephonic plane received a higher number of references.
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Conclusions
Higher number of referrals provided by email
More cost effective medium than telephone
Less time consuming as follow ups by calling later not required
Limitations:
This concept has never been tested for a weekly magazine
Success rate is not defined so it is a balanced risk.
Minimal costs involved in marketing.
Gifts have to be high value and enticing enough to elicit any response.
Advertisers may be wary about communication reach with this strategy
Advantages:If it works , itll enable OPEN magazine to create a blue ocean
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WEEK 7 and 8
*Work with the media marketing team in understandinghow ad sales work.
*Approach prospective clients with advertising sales
proposals.
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DellYours is
here
DellYours is
here
DellYours is
here
FIFA WORLD CUP
2010
South Africa Brought to you by
DELL India
In association with
The OPEN
Page 1
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DellYours is
here
DellYours is
here
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ObservationsOver our entire tenure at Open media and our subsequent exposure to
processes and procedures in the media industry, we observed the following
1. OPEN magazine being a year old still hasnt made a place for itself
OPEN Strategy: Open media has initiated a new brand campaign pan India
on a massive warfront through which they want to create awarenesstranslating into sales.
2. The size of the magazine was a deterrent for many retailers for positioning
the magazine correctly.
OPEN Strategy: Have reduced the size to match the other weekly magazines
3. All the customers we spoke to , who read the magazine regularly swear by
its content.
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Recommendations
1. Leverage on existing customers. WOM is still the best way of brandawareness
2. A more collaborative approach to designing content on social media like
facebook.
3.. Having a presence at the airports in terms of magazines or bill boards
inside terminals.
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THANKYO
U