IMPACT & ANALYSIS OF INNOVATION IN MEDIA BUSINESS MANIPAL UNIVERSITY

Research project submitted to the Manipal University in partial completion of II Semester, MBA in Media and Entertainment

By:

MR. ANKIT BANGA

Under the guidance of

MR. NAWAZ AHMED

Faculty

DEPARTMENT OF MEDIA AND ENTERTAINMENT MANIPAL UNIVERSITY

BAN GALORE 560 038

CONTENTS

A. List of charts/graphs

B. Declaration of the student

C. Certificate from Guide

D. Acknowledgment

1. Overview

2. Introduction to Research

3. Innovations in traditional Media

4. Benefits ofInnovation

5. Significance of the Research

6. Objective & Hypothesis

7. Limitation

8. Review of Literature

A. Are you teasing the customer- By Ramanujan Sridhar

B. Volkswagen Campaign- Campaign India

9. Conceptual Framework

10. Research Methodology

11. Questionnaire Design

12. Secondary Data

A. Innovation In IPL

B. Financial Facts IPL

C. Idea Outdoor Campaig

13. Assumptions

14. Primary Data Analysis

15. Interviews

A. Mrs Gita Ram VP Omni Com Media Group

B. Mr Vijay Mamjain Marketing Manager Times ofIndia

16.Media Professional Survey Analysis

17. Research & Findings

18. Hypothesis Testing

19. Conclusion

20. Bibliography

PAGE NO

(I) & (II) (III)

(IV)

(V)

1- 3 4-5 6- 9 10

11- 12 13

14

15-

21 22-29 30-34 35-36

37 38-77 78-86

87- 89 90-98 99-100 100-102 103

1. Age graph

2. Gender

3. Occupation

4. Place

5. Exposure to Innovation

6. Exposure to Innovative Medium

7. Exposure to Innovative Brand

8. Innovation Drive

9. First Brand recall for IPL

10. Second Brand recall for IPL

11. Third Brand recall for IPL

12. Overall Brand recall for IPL

13. First Brand recall for Push Back Screen IPL

14. Second Brand recall for IPL 15. Third Brand recall for IPL 16. Overall Brand recall for IPL

17. Property Association Strategic Time Out IPL

18. Property Association Decision Pending IPL

19. Property Association Mumbai Indian Team IPL

20. Property Association Kamal Ka Catch IPL

21. Property Association Maximum Sixes

22. Property Association Blimp Balloon

23. Property Association Kings XI Punjab Team

ChartA Chart B Chart C Chart D

Chart 1.1 Chart 1.2 Chart 1.3

Chart 2.1

Chart 3.1 Chart 3.2 Chart 3.3 Chart 3.4

Chart 4.1 Chart 4.2 Chart 4.3 Chart 4.4

Chart 5.1 Chart 5.2 Chart 5.3 Chart 5.4 Chart 5.5 Chart 5.6 Chart 5.7

24. Brand Association reality show Big Boss Chart 6.1

25. Brand Association reality show Raakhi Ka Swayambar Chart 6.2

26. Brand Association reality show Roadies Chart 6.3

27. Brand Association reality show Dance India Dance Chart 6.4

28. First Brand recall from presentation

29. Second Brand recall from presentation

30. Third Brand recall from presentation

31. Overall Brand recall from presentation

32. Presentation Innovation Interesting

33. Most Captivating Innovation from Presentation

34. Time Spent on each ad from presentation

35. Best Innovation from presentation

36. Scene before advertisements presentations

37. Scene before advertisements Brand presentation

38. Will you try Nimbooz?

39. Category Association Cars

40. Category Association Shoes

41. Category Association Home Appliances

42. Category Association Mobile Phones

43. Category Associations Banks

44. Category Association Chocolates

Chart 7.1 Chart 7.2 Chart 7.3 Chart 7.4 Chart 7.5 Chart 7.6 Chart 7.7 Chart 7.8 Chart 7.9 Chart 7.10 Chart 7.11 Chart 8.1 Chart 8.2 Chart 8.3 Chart 8.4 Chart 8.5 Chart 8.6

45. Category Association Detergents

46. Category Association-School

47. Category Association Cement

Chart 8.7 Chart 8.8 Chart 8.9

48. Respondent's mobile connection

49. Respondent's preferable mobile connections

Chart 9.1 Chart 9.2

For Media Professionals

50. Importance of innovation for Medium- Chart 10.1

51. Importance of innovation for Brand- Chart 10.2

53. Choice between innovation and regular advertisement, Option 1

54. Choice between innovation and regular advertisement, Option 2

55. Choice between innovation and regular advertisement, Option 3

56. Choice between innovation and regular advertisement, Option 4-

Chart 11.1 Chart 11.2 Chart 11.3 Chart 11.4

57. Innovations break clutter IPL

Chart 12.1

58. Innovations Outdoor media survival

Chart 13.1

59. Future of Traditional media

Chart 14.1

DECLARATION OF THE STUDENT

I, Ankit Banga hereby declare that the work, which is being presented in the project entitled "Impact & Analysis of Innovations in Media Busines" is in fulfillment with the project requirement for MBA in Media and Entertainment during the year 2009-

2010, is an authentic record of my own work and carried out under the supervision of the guide Mr. Nawaz Ahmed, Faculty at Manipal University,

CERTIFICATE FROM THE GUIDE / CO GUIDE

DEPARTMENT OF MEDIAAND ENTERTAINMENT MANIPAL UNIVERSITY BANGALORE 560 038

tINspn~IE:D BV UFIE

MANIPAL UNIVERSITY

This is to certify Ankit Banga has successfully completed his research

project entitled "Impact & Analysis of In ovations in Media Business"

assigned by the university for MBA in Media and Entertainment during the

year2009-2010.

Name

Register Number Date

Place

: AnkitBanga :092516098

: Bangalore

Signature ofthe guide:

(Mr.NawazAhmed)

I would like to put forward my sincere gratitude to "Manipal University", for giving me this opportunity to explore our industry even deeper, by giving me this research project to undergo.

I would also like to take this opportunity to thank my Prof Nawaz Ahmed, for motivating me to take up this project and also consistently guiding me and monitoring my progress.

I would also like to acknowledge, Mis Gita Ram (Omnicom Media Group) & Mr Vijay Mamjain (Times of India) for speaking to me and providing me relevant knowledge for this research project.

It would not have been possible to complete this project, without the support of the respondents, I would like to thank each respondent for sparing hislher time and providing me with data, that has led to the completion of this project.

In the end I would also like to thank my Parents and my friend Pooja Jobanputra for their support and motivation throughout this project.

AnkitBanga

092516098 MBA (M&E)

The overall Media & Entertainment industry size grew from INR 579 billion in 2008 to INR 587 billion in 2009 at a rate of 1.4 percent. The

growth rate is expected to increase to 11.2 percent in 20 1 0, as the industry witnesses a recovery. The CAGR from

2006 to 2009 has remained at 10 percent and the industry is

expected to grow at a rate of 13 percent in next five years.

TELEVISION

TV and Print are the largest sectors of the industry contributing to greater than 70

percent of the revenues. Their dominance is expected to continue going forward. TV is

the largest segment of the Indian M&E industry with a size ofINR 257 billion in 2009,

the industry has transformed itself in the last few years with a reach of almost 500

million TV viewers. The overall penetration of the TV households has increased from

50 percent five years back to 60 percent now. Also with increasing clutter in the

television advertising, and every brand running in rat size for its own share of voice, it

becomes necessary for a medium like television to innovate into new options to offer

their clients for them to choose Television over other Mediums and so that their brand

gets high exposure and a greater return of investment.

PRINT

India is the second largest print market in the world with a readership base of over 350

million. Internationally, the developed markets are witnessing slowdown in circulation

and readership due to the high levels of digital media penetration, market saturation and

changing media consumption habits. The Indian Print market, on the other hand,

continues to be attractive primarily

due to low level of print media penetration currently, supported by increasing overall media penetration and low levels of digital media penetration.

However, the structure of the Indian Print Media industry is characterized by a high level of fragmentation and regional diversity. There are more than 62,000 newspapers printed, of which, approximately 92 percent consists of Hindi and other vernacular languages2. English newspapers are primarily focused on the metro cities and urban areas, while Hindi and other regional newspaper primarily target the non metro population

With low cover prices, newspapers are dependent on advertisement revenues which typically contribute around 70 percent of newspaper revenues with the balance being circulation revenues. The mix is different for magazines with circulation revenues contributing to around 60 percent of magazine revenues due to the higher cover prices of magazmes.

RADIO

Like other sectors in media, the private FM Radio industry was affected by the economic slowdown, declining by around 7 percent during the year revenues for individual players either stayed largely flat or de-grew by up to 10 percent. With Phase 3 de-regulation, a number of new licenses are being put up for auction. More importantly, it is expected to lead to an improvement in industry cost structures (with expected policy reforms such as permitting multiple frequencies, and permission for networking programme across stations) and hence profitability at radio networks. Further, radio is an evolving medium, and is gradually starting to gain acceptance with advertisers. These factors are expected to result in higher ad spends on radio going forward.

OUTDOOR

The Out of Home advertising (OOH) sector was hit relatively harder by the slowdown than the other sectors of media and entertainment. The sector had displayed an

exceptional growth rate of 18 to 20 percent pre 2008; however, this growth rate plummeted to 15 percent in 2008. In 2009, the Indian OOH industry witnessed a 15 percent drop taking the industry size to INR 13.65 billion. This was particularly negative when compared to the overall media sector which remained relatively stable with a 1.4 percent growth in 2009. Correspondingly, the share of OOH medium in the overall media pie reduced from 7 percent in 2007 to 6 percent in 2009. The first half of 2009 saw occupancy rates coming down from >80 percent to 30 percent levels. This was a direct effect of the slowdown in the economy as the sectors that had traditionally advertised on the OOH medium like financial services and real estate were also the sectors that were hit the most by the recession.

Impact

To understand the collision of innovative advertising vis-a-vis traditional advertising on consumers.

Analysis

/ To breakdown why innovation in advertising becomes crucial from an advertisers point of view.

/ To study & examine, how crucial is innovation for the survival of a Media. Innovations

As defined by oxford dictionary "The act of making a change or a new arrangement". The main objective remains the same but the way of presenting it/doing it/ arranging it/changing it differs from the very traditional one, thus leading to attention factor. Media Business

This research is focused towards traditional media only and the way they are innovating for their survival and growth. The traditional media refers to Print inclusive of Newspapers and Magazines, Television, Radio & Outdoor.

Innovations in Media Business

Innovation transversely Creativity, Marketing, Distribution and Business model by media players. It is essential for Media players to adapt to the changing market scenario, technology and needs of the consumer. If used effectively, it not only helps in making an impact in the increasingly competitive market place but also increases the overall market size by tapping newer customer segments and retaining the existing ones. It requires continuous investment in research and development and is an ongoing effort on the part of the players in order for them to be responsive to market needs and consumer choices and therefore to innovate.

Title of Study

"Impact and Analysis of Innovation in Media Business"

Over a period of time a medium reaches a stage of stagnancy, where nothing new/different seems to take place, that when everything becomes too generic in nature and results in boredom of the consumer towards the particular medium. It also results into loss of return on investment for the advertiser as the consumer doesn't notices what you're putting across to him. At this point of time a media innovates for its own survival as well as to satisfy the advertiser's needs.

TELEVISION

-

-

Television as a medium is the most effective medium to reach the consumer at lowest cost per rating point, because of its

diversified reach and the benefits of the media in terms

of visual and audio.

Television has innovated the most amongst other traditional mediums, some common

form of innovation a viewer would come across on television are:

1. In Soap Placement: of products and services, using more and more of non

fixed commercial time benefits both to the channel and the brand. Ex: Kitkat

in Dance India Dance

2. Anchor Mentions: during the show time, on most of the reality shows. Ex:

Mountain Dew in Roadies.

3. Push Back Screens: The screen that squeezes the main screen to accommodate

an ad during the show time, thus grabbing eyeballs. Ex: Push back screen on

IPL-3

4. Aston Bands: The scroll below the television screen carrying advertisements.

Ex: News Channels have scroll advertisement running continuously.

5. Pull Through: Advertisements are pulled through during the show time. Ex: Pull Through on IPL 3

6. Property Building: In terms of Reality shows/ Cricket Matches/ and other Soaps.

Ex: Vodafone Task in Big Boss

7. Creative Content: When the content of the ad is innovative, different in the way

it is presented. Ex: Zoo Zoo ad by Vodafone, Reality Video in the FrootiAd.

But the point of argument lies that whether investing in innovations has a rate of

return to break even.

In terms of volumes, TV advertising recorded a growth of31 per cent in 2009 compared

to the same period in 2008. TV has shown a healthy growth rate. The Growth of 31 % in

the volume of advertisements signifies the clutter in the industry and innovations as a

medium to stand out.

PRINT

Print as a medium, has its own pros n cons, but increasingly the growth and survival of this medium depends upon the advertising

revenue. The increasing competitions from other

mediums, its own medium competitors and also the

emerging competition from the digital medium is leading print as a medium to innovate

day in and day out.

The Latest trends ofInnovations in print were seen are:

1. Cut Out ofthe Brand: The Brand shape or logo cut out throughout the copies.

2. Flap: One of the most common innovation now been implemented by all most

all the maj or dailies is having an additional flap on the front page.

3. Text Wrapping: The Brand can be text wrapped with the content.

4. Additional Front Page: Dailies have gone to an extent that they have added additional front page for the brand space. Thus giving the brand utmost

exposure.

5. Additional Supplements: Some branding needs are being addressed by printing additional supplements having content suited the brand.

6. Road Block: Branding the entire newspapers and all editions of a newspaper

with just one Brand.

7. Bookmarks: Additional Bookmarks are being attached with certain magazines,

having branding on it. Ex Spice Jet In-flight magazines has Bookmark

advertising of various brand

8. Text Content Branding: Certain alphabets of the content are replaced by symbols or other alphabets pertain to a specific brand. Ex: DoCoMo, had

alphabets d, 0, c, 0, m & 0 highlighted in the content.

Print shows maximum volatility towards innovation. Its unexpected and can be varied

extensively

RADIO

RdiO is a passive medium, innovation lies the oughest here. Survival of this medium ompletely depends upon the ability to

innovate. The emerging Phase 3 de-regulation and the

challenges amongst advertisers to gain acceptance in a

medium like radio continues to explore Radio to innovate to overcome the challenges.

The innovations in Radio are:

1. Innovative on ground activation: One very common innovations seen in Radio

are ground activations. This helps a medium like Radio to gain visibility and acceptance

amongst its listeners. Innovative methods of ground activations are seeking advertisers

to choose radio over other mediums.

2. Content Oriented Advertising: Placing the Brand in the core of content that the RJ speaks, this lets the brand gets the maximum exposure.

3. RJ appearance: The latest is where the RJ appears at Outlets of the Brands or

running contest for the Brands at either their respective outlets or other venues.

4. Property Building: Associating certain radio properties with brands created a

best match of innovations. Ex: Ghanta Singh with Mentos "Dimag Ki Bati

Jagao"

OUTDOOR

Outdoor industry was at a standstill until it realized that the effectiveness of the medium could be unlocked through

greater creativity and innovation. Even the industry

is recognizing the importance of creative offerings in outdoor, and therefore innovation

in this media playa significant role for its growth.

Innovation is Outdoor is seen in form of:

1. Digital Outdoor: Digital Screens at various Places.

2. Newer Medium in OOH: Example Car-advertising, Hanger-advertising,

Bathroom-Advertising etc

3. 3D cut out: Billboards are innovative enough to present a 3D look. ExAbhishek

Bachaan cut out for Idea

4. Props Placements: placing certain elements in the medium.

Innovation is not only a key holder for the growth and existence of traditional media

but also an important aspect for their survival in the emerging market.

As Darwin rightly quotes "Survival of the fittest"

TO BRANDS

l.Greater Impact: Repeated multiple exposures and the short duration than of conventional commercial time leads to greater impact.

2.Clutter-Breaking exercise: For so many brands, it helps them to break the clutter and gain share of voice.

3.High visibility and Brand Recall: Since, it's more or less on the face of consumer, it has high visibility.

4.Surrogate advertising: For many brands which can-not be advertised directly, innovatively can be used to advertise. Ex. The team Royale Challengers Bangalore owned by Vij ay Malaya is named after Royal Challenge Whisky.

5.Increasing Disposable Income: The disposable income amongst the tier 2 and tier 3 cities has increased in the previous financial year and it's expected to grow in this year are forcing advertisers to advertise more.

TO MEDIUM

l.Competitions amongst different medium: Television competes with print for its advertising share etc.

2.Competitions in the same medium: One Newspaper competes with other for advertisers; innovations lead the medium to develop credibility and loyalty of advertisers.

3.The Growth of the Digital Media: Such as Internet are major reason why television are innovating for its advertisers.

4. Survival in the industry

It's crucial and critical for an advertiser as well a client to understand the impact and analysis of innovation in Media. The amount of money that an advertiser pours into innovation is almost 2 to 5 times higher than what he would spend

otherwise, so it's worthwhile for him to analyze the impact of such advertisements.

The Media itself is evolving, with increasing internal competition and from other

media's and other media's also, its integral for it to innovate for its survival in the long

run. The impact innovations carries on the receiver is relatively higher than that of the

traditional advertising, but does the advertiser gets the desired ROI is what the client is

keen to know.

This Research project is focused specifically to find whether the innovation can lead to

Recall/ Remembrance amongst its readers/viewers/listeners or not and if yes to what

extent.

It is Significant to:

a. Advertiser:

Advertiser is the one for whom an innovation is being designed/planned/carried out, he

is the one who trust the agency and media and thereby invests in their innovative

idea/concept for its brand expecting the rate of return. It's Crucial for him to realize the

impact that innovation has got to the brand being advertised and by how much. This can

be tracked by sales, enquiries or awareness. Over a period of time it also helps the

advertiser to calculate the return of investment

b. Agency:

Agency, is being referred to agencies who conceptualize/create/execute innovative

ideas for the Brand using the mediums effectively. This project is important for them to

track the results of such innovation, such that they can re-refer an innovation to other

clients or never carry out an innovation a particular innovation again or their faults on

execution etc. This also helps them to pitch to new clients on the success of their

. .

previous campaigns.

a. Media Owners:

Media Vehicle is the mode on which/by which the innovation is being carried out by the advertiser and agency. It's significant to them as it helps them to survive in the competitive scenario. It's also useful as it is the major source of revenue for a Media Vehicle. It motivated to innovate often.

Significance with Case Analysis:

For instance: MRF Blimp in IPL 3: The blimp is also big money. In fact, costing anywhere between Rs 1 crore to Rs 3 crore, it is estimated to be one of the most expensive on ground ad spaces. The brand was on display during matches in all the six IPL venues. Now it's crucial for the BRAND like MRF, to analyse the impact of such innovations on the Brand, whether people recall the brand or not. This research project will find answers to all such questions.

(

Objectives

Objective of the study

"To comprehend the impact and analysis of innovation on the consumer"

Sub Objectives

1. To understand the benefit that the advertiser derives from using innovations as a tool of advertising. (Rate ofRetum to the advertiser)

2.Comparison between the impacts of traditional advertising vis-a-vis innovative advertising on the consumer.

3 .An analysis ofthe current innovation in the Industry, case analysis

4.Ana1ytica1 study ofthe future of innovation in Media Business.

Hypothesis of Research

1.Innovations have almost double the impact and recall value as compared to the regular advertisement.

2.Innovations is necessary for the survival of a Media Business

3.In Future, More and more advertisers would be looking forward to use innovations as a key tool for advertising.

The limitations ofthis research are as follows:

1. Time constraints: The short span of time for the project is a major limitation, as it

does not allow extensive research to take place.

2. It is also very difficult for the researcher to differentiate between innovations and creativity at lot many a times.

3. Region constraints: Due to research location Bangalore, it becomes difficult to collect responses from other cities personally.

4. To make the respondents understand, what you are talking about, without telling them directly, is a maj or challenge for researcher.

5. A lot of Brands does a combination of both generic advertising and innovative advertising, thus to understand the impact of only innovations is a dispute.

6. The financial figures, available on the internet or quoted by media professional do not guarantee accuracy, there by calculation of return on investment is for them is challenge.

Article from the Blog of Mr.

Ramanujan Sirdhar, CEO, Integrated Brand Comm Ltd

Are you teasing your customer?

The moment brands irritate consumers, they will get into serious trouble. Brands such as Karbonn and MRF are riding on the IPL bandwagon. But there isn't any method in the madness, sadly.

As we get into the business end of the IPL (is there any other end?) Cricket

season, I feel that the organisers, the sponsors and the television channels should

spare a thought for the poor customer sitting at the other end of the television screen who is being constantly harassed, bombarded and insulted. And who

knows how long she is going to be patient? I say 'she' deliberately as perhaps one

of the real achievements of the IPL has been its ability to get women to come and watch not only in the stadia but also in living rooms. I think the point to be made is that while IPL has put India on the global sports marketing map and shown the

world a thing or two it is certainly throwing up certain distressing signs and early

warning signals that marketers must be alert to.

Properties and all that jazz

Marketers are constantly looking for properties that their brands can own and at

times it is easier to buy some properties from media and try and make the most of

them. The IPL has demonstrated a tremendous ability to make things sound

larger than life, and "first ever' and "best ever" are terms that seem commonplace

here. Let me explain. T20 cricket is all about fours and sixes and never mind

about the poor bowlers who in any case are being paid to get slaughtered. The pitches are deader than mortuaries in government hospitals while the boundary ropes are being made shorter and shorter and at times rival the length of the cheerleader's skirts! So more sixes are scored in a T20 game than in a season of test cricket and not surprisingly sixes are a hot media property called the "DLF Maximum" And we have commentators who are better served being at the WWE so much do they rave and rant once the ball clears the short ropes!

And then there are the catches called the "Karbonn Kamaal Catch" which takes the cake. A fielder holds a catch which a schoolgirl would normally hold with her eyes closed before the commentator nearly has a heart attack waxing eloquent about the Karbon Kamaal Catch which could also be a Citi moment of success - another branded property from a bank that has redefined success in recent times. Nor is that all. There is another blot on the landscape in the form of an MRF blimp which is being heralded as the greatest technological innovation after the space shuttle and then there are strategic time-outs (all branded) and tons of commercials, creepy crawlers in the frames, a commercial being shown on the big screen in between balls, Akshay Kumar flying around the kitchen playing tennis and a completely bewildered and irritated consumer who doesn't know what on earth is hitting her.

Advertising makes the world go around Mind you, I am a great fan of advertising (after all, the industry has fed and clothed me for three decades now) but surely there has to be a method in the madness. Isn't this a bit of overkill? Are these advertisers watching these commercials when they come on air or listening to what people have to say about them? I would urge them to come into my living room when a few of my friends are watching the match with me. They would cringe and immediately pull their commercials off air. Some of these brands are big why are they trivializing themselves? Take MRF, one of the brands I truly admire. A brand

consistently stayed with cricket, a brand with a heritage, a brand that has done so much for the game in the country, a brand that has legends endorsing it ... It got the enthralling serial Bodyline into the country nearly two decades ago and persisted with cricket and has built its equity over the years. Yet, I feel sorry for the brand. If only the people in MRF would listen to the inane stuff that is being said while their blimp is being shown, they would quickly jump ship and start endorsing ice hockey. Television is not the "theatre of the mind" as radio is for the viewer to imagine what is being said. I am seeing the telecast, for God's sake! Why are you insulting my intelligence?

Why brands need to be careful Today brands live and try to grow in a crowded marketplace. They are often trying to outshout each other and create awareness for themselves. While awareness is all fine, I think the ambience in which brands present themselves to their consumers is extremely important too. Brands have a personality and every appearance must reflect that personality. Are the brands as loud, grating and in-your-face as they are made out to be by their presence in IPL? And how can brands that are in different stages of their life adopt the same strategy? A new brand such as Karbonn that wishes to establish itself needs to perhaps shout to get attention, but should not the Citis of the world and the MRFs do something more subtle and sophisticated? In fact, it would be very interesting if the large spenders did an objective evaluation after this exposure as to what consumers think of their brands. Yes, a lot more people might be aware of the brand, but what would the values associated with the brand be?

Hype

v s

substance

The IPL is an entertainment extravaganza and there is a kaleidoscope of colour, sound, lights, celebrity and, on occasion, skin on display. Of course, in the middle of

of all this is cricket, in between strategic time-outs of course. So it is easy to get carried away. It is like watching a "first day first show" of a Rajnikant movie. There is constant excitement - rupee notes are being thrown on the screen, people are whistling, shouting and clapping. The atmosphere has to be seen to be believed. Yet, how do you evaluate the movie? Can you, at all? I think the IPL is in a similar situation. There is so much hype and hoopla around it that brands can lose their way or what is worse, lose their character. More importantly, every brand is trying to dumb itself down and talk the language of the lowest common denominator and that is bothering me as a consumer.

I think we need to remember one thing. The Indian consumer is not yet cynical. He believes the advertising that he sees and trusts in celebrities. He believes what he reads in the newspaper and what he sees on TV, He thinks the expert is objective, perhaps with a slight India bias. But what one is seeing in the IPL is the world of hyperbole. Everything is exaggerated, amplified and made larger than life. It is easy for brands to succumb to the heady potion that the IPL is dishing out. But concerns remain. Ifbrands lose credibility then all that they have been doing for years might just become diluted.

Yes, these are challenging times, but also times of great opportunity. But as always one needs to be anchored in the basics. The basics are simple. Business is about brands and brands are about consumers. The moment brands irritate consumers, they are going to be in serious trouble. I am on the verge of getting irritated. Are you?

Reference:ramanujam-sridhar.blogspot.com/2010/04/are-you-teasing-yourcustomer.html Thursday, April 8, 2010

The Times of India creates print roadblock for Volkswagen brands Campaign India Team, 11 November, 2009

Place: Mumbai

The Times ofIndia has created a print roadblock for Volkswagen across its edition today. The roadblock includes a spread of Volkswagen's various brands Jetta, Passat and Touareg (which is slated for a December launch in India) in the country. The print campaign looks at creating awareness about Volkswagen's German technology and the

company's

history.

Lutz Kothe, chief general manager marketing and PR, Volkswagen India, said, "Based on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across the world. Our powerful and creative campaigns continue to have a special place in the consumer's mind through decades. With our first Brand Campaign in India we have strived to achieve the same for our consumers here and are confident that they will take to it.'

He added, "Our aim has been to break away from the communication clutter by being innovative and refreshing with the way we narrate our brand story to the customer."

The company has said that the idea was to co-create a single-engagement proposition for Volkswagen, in order to create a huge impact. This is the first time there has been a print roadblock by a single brand in The Times ofIndia's edition.

The media agency that has created the roadblock is MediaCom.

Divya Gururaj, managing director, MediaCom said, "India is a significant growth

market for Volkswagen and our objective was to establish a base for the launch of the VW marquee brands like the Beetle, Touareg and others. Given the iconic status ofVW, we had to do this on a scale and with a bang. The VW brand campaign launches today with an innovation in The Times of India. Given the scale of the innovation, we are hoping to get consumers and opinion leaders to start talking about our cars, even before they hit the market."

Reference: http://www.campaignindia.in/news/2009/111111the-times-of-indiacreates-print-roadblock-for-volkswagen-brands

TAM RATINGS:

Source: www.tamindia.com It has been the most highly watched television property in the last one year. The telecast of the third edition of the Indian Premier League on Max has recorded a TVR of12. 9, as per TAM Sports analysis (C&S, 4+, six metros) for the final match between Chennai Super Kings and Mumbai Indians.

The final match of IPL Season 2, between Deccan Chargers and Royal Challengers Bangalore, garnered a TVR of 10.7, while the first season's finale delivered a TVR of 11.7.

This is the highest TVR recorded by the tournament this year. The inaugural match between Deccan Chargers and Kolkata Knight Riders garnered a TVR of7. The semifinal matches this time fetched higher viewership than those in the last two seasons. The first semi-final between Mumbai Indians and Royal Challengers Bangalore garnered a TVR of9, whereas the second one between Chennai Super Kings and Deccan Chargers recorded a TVR 00.

TRACK TAM

An ISO 9001 certified service, TAM Adex monitors over 550 products and 85,000 brands every minute for 365 days thereby providing the largest monitoring repository in India.

Phadnis adds: "With the objective of providing innovative solutions, TAM Adex has initiated,for the first time in India, a scientific approach into the measurement of non TVC's such as in-stadia advertising for major sports,events and in-programme advertising. "

TAM India has also launched specialised services for broadcasters. "Track TAM - The Promo Monitor is one ofthe most advanced tools in the TAM's offering for broadcasters. It consists of a series of tools and techniques to evaluate the performance of on-air programme promotions," says Krishnan.

Type of Research

Analytical Research:

This research is based on critical evaluation of the information gathered from advertising agencies, Media houses and Consumers. A through critical analysis is been done to understand the homogeneity in opinions.

Qualitative and Quantitative Research:

Both the approaches would be used, in terms of collecting information from consumers it would be more or less a Quantitative approach where as collecting information from the Media Houses and Clients would be a Qualitative approach.

Research Methods:

/ Field Research IS the instrument being used to record data and make observations.

/ Online Research has also been used to gather data from the consumers

/ Case Study Analysis: For IPL 3, Big Boss, VW Print Campaign, Idea Outdoor

Campaign has been the maj or consideration for the research.

Methods of Data Collection Primary Data Collection

1. Mail Surveys

2. Physical Questionnaires

3. Personal interviews

4. Telephonic interviews

Secondary Data Collection: is mainly used for analytical purposes.

1. Online Reports

2. Blogs ofIndustry Professionals

Sampling Method

Universe: Bangaluru, Delhi, Mumbai & Shimla Sampling Units: Teenagers, Young adults andAdults Sample Size: 200

Sampling Methods:

l.Simple Random Sampling: This techniques was adopted to choose units randomly and would avoid any kind of biasness and also every individual would have fair chance of being selected in the sample

2. Stratified Sampling: Since this research does not involve having a homogeneous group, this method would be apt in selecting sample from each strata of the universe. Each Stratum would be defined on the basis of their age, sec and occupation.

Measuring Techniques (Question types):

1. Rating Scale

2. Open ended questions

3. Close ended questions

4. Memory Questions Validity ofthe Data Collected

Validity ofthe data collected is situational due to the following reasons:

1.Change in Consumer Preferences: Choices and preferences of consumers change every now and then. Consumer memory is supposed to be a short term memory in terms of advertisements and Brand recall.

2. Clutter in the advertising arena leads to the validity been situational.

3.The data shall be valid only during the period of research, but can be used by advertisers and agency to track and analyse the innovations and make future recommendations.

Utmost care has been takenfor collection of va lid data.

Reliability of the Data collected

The data reliability is high, as the data collected has been self monitored. Care has also been taken to avoid duplication of the same respondent.

To make sure that the survey has been filled in relevance to the subject, the consumers are first exposed to couple of innovative advertising before they fill in the survey. Certain situational questions have also been used to check the reliability of the questionnaire.

Please Note: The complete survey has been carried out from the next day ofthe end ofIPL3 (i.e. 26iliMay,2010) to the Next 10 days (i.e. till6iliMay2010).

Questionnaire used for analysis:

Two separate questionnaires are prepared for the collection of data from the consumers and the media professionals respectively.

The Online Questionnaire for the consumers was prepared on Google Documents and was posted using the following lime

https:/ /spreadsheets.google.comlviewform?formkey=dDBQNkl DUkl Wal dh Y zEtO Th50FVrY mc6MQ

Questionnaires are prepared such that:

1. I ts relevant to the respondent

2. Cases involved in the study are appropriately covered in the questionnaire

3. There is a mix of generic advertising and innovative advertising, to make companson.

4. A specific question has also been added to compare a few innovative ad campaigns, for which the respondents were exposed to certain ads before they filled the questionnaire.

5. The last question has been added to understand the top of mind recall of brands vis-a-vis the product category. This would then be compared to innovative ad campaign by specific brands.

Innovative Ads Presentation:

The Respondents were exposed to the innovative ads before they responded to the survey. They were exposed to the ads in either ofthe two ways:

1. Physical print out of the ads were shown to the respondents before they respondedtothesurve~Or

2. Online Link: A specific presentation file having file Size of 730Kb (Downloadable even with slower internet connections) was uploaded on the web and the link was posted along with the online survey link. The respondents were directed 0 view the link before they fill in the questionnaire.

The presentation had the following ads.

Slide 1

TV SCREEN

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Slide 2

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Slide 3

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Slide 7

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Slide 8

Slide 9

Slide 10

Slide 11

Slide 12

Slide 13

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Slide 14

Name: * Age * Occupation *

Place: * (From where you belong to or from where you are filling the questionnaire) Gender: *

Email id:

Phone Number

Questionnaire for consumers Quantitative Approach

Impact & Analysis of Innovation in Media Business

Note:

1. Please View the presentation, before filling in the questions.

2. Please don't stress your brains a lot; Answer what comes to your mind first.

3. If you cannot remember the Brand for any question, vague description would also do.

4. For a better research, I would request you to view the presentation only once.

5. Skip Answers to the question that you don't remember.

So Lets Begin! * Required

Ql Have you come across any innovation in advertisements in any medium, before this presentation? * If Yes, Please Specify

The Medium

The Brand

A Short Description

Q2. Does an innovative ad drives u more towards the product as compared to a regular advertisement? *

Q3. Name any three brands that you recall being advertised on IPL-3? *

Q4. Name the ads that you can remember on the "Push Back" screen of an IPL- 3 Match Push Back screen was shown in the attached presentation. Please Separate Brand by Comma ","

Q5.What Brands do you associate in IPL 3 with:

a. Strategic Time Out

b. Decision Pending

c. Mumbai Indian Team

d. Kamaal ka Catch

e. Maximum Sixes

f. Airplane Baloon

g. KINGS XI Punjab Team

Q6. What Brands do you associate the following reality shows?

a. Reality Show "BIG BOSS"

b. Reality Show "Rakhi ka Swayamvar"

c. Reality Show "Roadies"

d. Reality Show "Dance India Dance"

Q7. With reference to the "Presentation file attached "Please answer the following questions:

A. Name any 3 brands that you remember from the presentation?

B. Did you find the advertisements interesting?

C. Which out of those Ads caught your attention for the maximum time? (Please Select Any Two)

D. Specify an average time you spent on each advertisement?

E. Which one did you find the best in terms of innovations?

F. Have you seen any of these advertisements before? If yes, Please Specify, which one

G. Assume that you have not tried Nimbooz, Would you go and try Nimbooz after seeing this campaign?

Q8. "Fast & Furious", What are the first two brands that comes to your mind when I say the following:-

A. CARS

B. Shoes

C. Home Appliances

D. Mobile Phone

E. Banks

F. Detergent

G. Chocolate

H. B School 1. Cement

Q9. What Mobile connection do you use?

b. If you have to change your connection which one it would be today, and why?

QI0. Any other feedback?

For Media Professionals Qualitative Approach Name:

Gender:

Agency IOrganization:

Mobile Number:

Emai1id:

Q1. As a Media Professional, How important do you think are innovations for a MEDIUM?

Not so Important

Important

Very Important

Q2. As a Media Professional, How important do you think are innovations for a BRAND?

Not so Important

Important

Very Important

Q3. Choose on the basis ofImpact, Return on Investment & Recall Value?

Options: Less Same More Very High

1. The ad placed on the front flap of aN ewspaper vs an ad placed on the front page for two insertions

2. Road block for one day Vs. Front page ads for 7 days

3. Innovative placement of Kitkat in Dance India Dance vs spots on regular commercial time

4. Inn 0 vat i v e a d p 1 ace men t v s ere a t i v e a d

Q4. How far do you think Innovations in IPL 3, has helped the brands to break through the clutter?

Not at all Somewhat To an extent A lot

Q5. Rank the medium on the basis oftheir effectiveness for Innovation? 1 = Maximum Effective & 6 = Least Effective

Television

Radio

Newspapers

Outdoor

Magazines

Films

Q6. In your opinion, which is the best innovation you have come across? Please Specify:

[A]. BRAND [B]MEDIUM

[C] A Short Description

Q7. How far do you think innovations are helping outdoor media to survive? Q8 Rate the Brand"Idea", Innovative Outdoor Campaign on the basis of:

Return on Investment, Recall & Impact

Q9. Rate the Print ad Campaign of the Brand Volkswagens, Car cut out on the basis of:

Return on Investment, Recall & Impact

Q9. "Future of Traditional Media depends on the extent of their capability to Inn 0 vat e " ?

FOR the Statement

AGAINST the Statement

No Comments

Q 1 O. Express your views on the future on Innovations for a medium? (open ended)

This data has been collected from online websites, reference available in BIBLIOGRAPHY.

The secondary data so collected has been used only for analytical purposes.

Innovations in IPL

Media analysts are seemingly impressed with the way the third season panned out. Amin Lakhani, head, exchange, Mindshare India, says that it's a fantastic feat to achieve, considering that this is the third season of the event. "There isn't any television property that has been able to perform consistently three years in a row," he says. According to him, the tremendous media coverage across regions and languages and the talk around the tournament has given it the popularity it enjoys today across age groups and demographics.

"The Indian premier league is not leaving any advertising place/slot untapped either on television or in the stadium, with the bunch of innovation planned."

"These innovations are premium media space and have the benefit of drawing maximum eyeballs both of the ground (Television audience) and on the ground (Stadium Viewers)"

"Three years ago IPL had started as a status symbol for the owners, but now it is a serious business."

Financial Facts- IPL Source: www.afaqs.comiipl

1. The third umpire screen is valued at Rs 6-7lakh per 10 second slots, which is 50% higher than the television ad slots.

2. The blimp is also big money. In fact, costing anywhere between Rs 1 crore to Rs 3 crore, it is estimated to be one of the most expensive on ground ad spaces.

3. Even the insurance package for the tournament is estimated at Rs 7,000 crore.

4. For the title sponsorship the Delhi-based realty group DLF believed to have paid Rs 500 crore to BCCI

5. Video con has paid Rs 50 crore for 'Presenting Sponsorship.'

Idea Outdoor Campaign

Source: www.afaqs.com/casestudy/idea

According to advertising experts, Idea enjoyed very little brand recall in the initial years. It had gained on that front by using its brand name in creative and meaningful slogans that concluded in its ads making perfect sense.

The company used its brand name 'Idea' in its ad slogans like 'An Idea can change your life,' 'A good Idea,' and 'What an Idea!'. The Idea campaigns are based on social issues that could be solved using mobile telephony, which were acclaimed for their creativity & innovations.

Idea's ads were in contrast to that of its competitors like Bharati Airtel and Vodafone which focused on their value added services (VAS) and products. Of course using Abhishek Bachchan, one of the leading movie actors in India who is extremely popular among youngsters, was one of the reasons for the significant improvement in Idea's brand recall.

Inovative approaches have led idea gain credibility amongst the consumers, such as:

Bus Shelters Green: IDEA has transformed bus shelters into Green covers, placing potted plants and tendril climbers in them. While creepers hang from the roofs, pots of various shapes and sizes have been arranged around the shelters, along with some saplings finding on the front panels to convey the green message.

Mobile Tickets: To demonstrate such unique ideas, IDEA Cellular gave Mumbaikars and Delhiites, the chance to experience a day when they could use their mobile phones for paying road toll and to watch a movie, thus doing away with the paper toll tickets. Bills & Menus on Mobile: IDEA Cellular has partnered with the two leading Coffee chains Barista and Cafe Coffee Day to spread awareness about its Green campaign through a unique mobile application that will allow people to download the menu card

Assumptions ofthe survey:

People who have answered for more option than required, only the 1 st two

answers are considered.

The 1 st answered entered is assumed to be the first brand that comes to the mind ofthe consumer.

Blank answer in any ofthe option has been assumed to be for two reasons:

A. Not been exposed to the activity/eventlinnovations

B. Not been able to recall

Following the instructions we assume that every respondent has seen the presentation file before they fill in the survey.

Also we assume that no respondent has seen the presentation twice.

PRIMARY DATA ANALYSIS

SAMPLE INFORMATION AGE

ChartA

75% of the respondents who filled in the survey were from the Age Group of20 to 25

years (around 150). The remaining 25% were from the age group above 25 years. Out of which 11 % were from the age group of20- 25 years.

The survey is more or less inclined towards the views of the youth from the age group

of20 to 30 years, which more or less is integral and maj or part ofthe Indian Market.

GENDER

Chart B

Almost equal number of respondents belonged to both Male & Female Gender.

Chart C

Around 63% of the respondents were students from vanous fields. The other

respondents were Business Men, Engineers, House Wives and from Hospitality

industry. There is a maj or chunk of respondents who belonged to occupation other than

above mentioned.

PLACE

Chart D

Respondents for this survey belonged to four major places namely Bangalore,

Mumbai, New Delhi & Shimla.

Almost equal number of respondents belonged to Bangalore and Mumbai and comparatively lesser number belonged to New Delhi & Shimla.

Q1. Have you come across innovation before this presentation survey?

Chart 1.1

Majority of the people have noticed innovation in traditional media, which signifies the attention value that an innovation gets. Only a small percentage of 14% people were not aware of innovations. Female genders are more in the 14% of not being exposed to innovation as compared to Male audience.

This 14% might not be aware due to several reasons like A. Not regular media consumers.

b. None ofthe innovations have been able to generate or get their attention.

c. Aware but Ignorance ofterminology used.

Qlb.IfYes, Which Medium?

Chart 1.2

Surprisingly Majority of the respondents remember innovations maximum in the outdoor medium, followed by Newspaper & Television.

Inversely more money is spent on innovations in Television and Newspaper as compared to Outdoor Medium

Qlc. Which Brand?

Chart 1.3

Amongst the people who have seen innovations in a medium, majority of the people remember Vodafone as a brand that they recall for innovations, followed by 16% who remember Volkswagen for innovations.

5% of the sample could recollect MRF as a brand for innovations. The latest Frooti ad & the Airce1 ad also received around 4 %.

In others, the brands mentioned by the respondents were: Levis, idea, Kodak, LMN, BMW, Bourn-vita, MTS, Ray Ban, Bisleri & Reliance

Qld.A Short Description?

"The zoo zoo advertisements"; - Vodafone- Televison

"The billboard was electric as in changed frames showing new features" Vodafone Outdoor

"Huge image on the front page of NEWSPAPER, side, or in between the page n other news on the side" - Bisleri, Newspaper

"Software which you can use to try different sunglasses on your own face on the internet" Ray Ban, Internet

"Merchandized lemon sqeezer" Outdoor, Nimbooz "VW Car Cut Out" N ewsp

"VW car moving on the hoarding"

Q2.Does an innovative ad drives u more towards the product as compared to a regular advertisement?

Chart 2.1

Around 75% of the respondents feel themselves more attached to the product when it is presented in an innovative way. The chances of brands to be recalled and preferred at the time of purchase is higher for Brands with innovations as compared to Brands with regular advertisements.

Q3. N arne any three brands that you recall being advertised on IPL3? From Secondary Data:

A total of 143 brands were advertised this time (commercial), while on-screen, the number of brands advertised were 44. These include brands like DLF, Vodafone, Kingfisher, Hero Honda, Citibank, Adidas, Airtel, HSBC, Karbonn Mobiles, Max Mobiles, MRF, Samsung, HDFC Standard Life Insurance, Reebok, Emirates, Ford and Ultratech. The number of hours (ad volumes) of commercial advertising on IPL 3 was around 43 hours this season.

Vodafone Essar continues to be the top advertiser for the third time in a row. Samsung Electronics, Tata Teleservices, Hyundai Motors and Bharti Airtel were among the top five advertisers. On screen, the top advertisers were Ritnand Balved Education Foundation, J aquar, Hyundai Motor, Hero Honda and Vodafone Essar.

According to TAM Reports, the top 3 brands on IPL 3 are:

A. Vodafone Cellular Phones

b. Samsung Dual SimActive Phone

c. Tata Docomo Analysis:

The 1 st Brands that comes to the respondent Minds when they think about IPL 3 are:

Chart 3.1

1. Vodafone

2. MRF, MAX Mobiles & Kingfisher

3. Pepsi&DLF

From the brands that consumers could recall 1 S\ only includes Vodafone from the top 5 advertisers.

The other brands that have been recalled being advertised on IPL3 are the brands that had innovative approaches such as MRF, MAX & Kingfisher etc.

Brands such as Vodafone used a combinataion of both the innovative as well as regular means of advertising.

Another factor that has led to Vodafone being the 1 st Brand being recalled extensively by the respondents can be Halo effect ofIPL 2

The 2nd set of Brands that respondents remember from IPL 3 are:

Chart 3.2

1. Vodafone

2. Max

3. Kingfisher, Pepsi & Airtel

Remarkably, Vodafone is still the second top Brand that the respondents recall being advertised on IPL 3. The innovative Max Mobile advertisements have also been recalled by around 14% of the respondent and Airte1 which is among the top 3 advertisers of the IPL 3 managed to be the third top brand being recalled by 10% ofthe respondents.

The 3rd Brands that come to consumer minds when they think about IPL3 are:

Chart 3.3

1. Karbonn Mobiles

2. Vodafone

3. Videocon & Max

Amongst the 3fd Brand that the respondents, Karbonn Mobile is the maximum recalled brand followed by Vodafone, Videocon & Max.

Videocon is associated to Mumbai Indian Team and also had a lot of Innovative Placements to it. Surprisingly Samsung Mobiles have not been recalled a lot amongst the Brands in IPL 3.

Overall if see, the Brands that the respondent remember in IPL are:

Chart 3.4

1. Vodafone

2. Max Mobiles

vodofone

3. Karbon Mobiles

Seeing the overall top 3 brands that people recall being advertised on IPL 3 are the

brands with maximum innovations and not maximum airtime. The effectiveness of

innovation can be clearly seen from this.

Samsung mobiles were not even amongst 1 % of the brand recalled even though it used a lot of onscreen innovations

Q4. Name the ads that you can remember on the "Push Back" screen of an IPL3 Match?

From Secondary data

Push back screen was explained to the respondents using the presentation, But yet there were quite a few who left this one blank. The result compiled below is from those who answered this question.

According to the TAM Reports, the top 3 Brands being advertised are on the IPL 3 on screen are:

1. Hyundaii10

2. Artize

3. Hero Honda Cbz Extreme

And the, top 3 advertisers on IPL On Screen are:

1. Jaguar & Company Ltd

2. Hyundai Motor India Ltd

3. Hero Honda Motors Primary Data Analysis:

I" Brands that can be recalled on the push back screen ofIPL 3 are:

Chart 4.1

1. Vodafone

2. DLF

Vodafone though is not the top on screen advertiser but yet has managed to be top brand being recalled here too. Surprisingly none of the top 3 Brands of onscreen advertising have been recalled by the respondents.

rd Brand that was being recalled by the consumers on the push back screen are:

Chart 4.2

1. Karbonn Mobiles

2. Airce1

3. Godrej, Vodafone & Max

The results for this question have been completely unexpected Karbonn Mobile is the 2nd top brand being recalled on the Push Back Screen. Brands such as Hero Honda were recalled by only 1 % ofthe total sample and Hyundai was not recalled at all.

Chart 4.3 No brand was able to be in the Maj ority, here.

Overall the top brands being recalled on the push back screen are:

The 3rd set of Brands being recalled are:

Chart 4.4

1. Vodafone

2. Max Mobiles

3. Airee1

CriticalAnalysis for brand association with Push Back screens

The brands that were majorly been advertised on the push back screen were: Jaguar, Hero Honda CBZ, Airtel Broad Band, Mountain Dew, LG Screens etc but unlikely none of these brands were recalled by the respondents.

The following could be the reasons for the same:

1. Difficulty to recall brands on the push back screen specifically

2. Difficulty to understand the concept of push back screen in the questionnaire

3. Ineffectiveness ofthe Innovation.

Q5.What Brands do you associate in IPL with:

a. "Strategic Time Out"

The much criticized strategic time-outs have become nothing more than advertising slots to accommodate the numerous sponsors. The time-outs concept is similar to the American sporting leagues where the need to gamer greater revenues resulted in multiple time-outs towards the end of the game when viewer interest is high. Max Mobile was associated with this property ofIPL 3.

Chart 5.1 Around 47% of the people could associate

"Strategic Time Out" with Max Mobile, which is fairly a good percentage for the brand and the innovative way to associate brand to properties seems to be successful

for the Brand.

At the same time people do recall Max with IPL as a whole, which caters to greater

amount of return on investment.

B. "Decision Pending"

Decision Pending Screen that runs 5 and 1 O-second commercials ofN estle Munch and

Kingfisher Airlines. Stating Kingfisher Decision Pending.

Chart 5.2

50% ofthe respondents could associate Decision Pending with

Kingfisher; hardly anyone associated the property with Nestle Munch.

The Blank includes respondents who didn't watch IPL and

who watched but cannot recall brand associated.

a. "Mumbai Indian Team"

The main sponsor of the Mumbai Indian Team is Videocon, supported by Master Card and other sponsors our Pepsi, Adidas, Royale Stag and Boomer.

Chart 5.3

Around 36% of the respondents could actually associate

Mumbai Indian Team with Videocon, the main sponsor.

Surprisingly 34% left the option blank, even though

VIDeaCan

Mumbai Indian team managed to reach the finals and the

Experience Change

finals generated a TVRof12.5.

Around 12% also associate the team with the owners, reliance.

The supporting sponsors like adidas and master card though relatively low but carry a

similar recall value of around 4% to 5%

D. Kamaal Ka Catch

This property ofIPL was bought by Karbonn Mobiles, Irritatingly yet successfully the

Brand has been able to create the desired awareness about itself using the most watched

platform IPL.

Chart 5.4

Around 41 % of the total number of

respondents associated the Kamaal Ka Catch

with Karbonn Mobiles. This is great for a new brand to establish itself in the Indian

Market.

Around 71 % of the total number of respondents did not associate maximum sixes with any brand. Only 24% could associate it with DLF. The property could not establish itself very strongly.

F. Blimp, Balloon

Even within the stadium, there are the MRF blimps (big balloons) that are prominently featured in broadcasts. MRF has managed to get exclusive screen time, in the middle of the game, almost unobtrusively. Given the clutter of brand messages on IPL, to have exclusive visual and audio focus on the blimp and have it mentioned by the commentators made this a unique deal.

Chart 5.6

An excellent Recall value was seen for the MRF balloon; around 62% of the respondents could recollect the innovation with the right Brand. Vodafone which was not even related to this innovations even from distance was also been associated with this Innovation by 5% of the respondents, Vodafone carries an Halo effect on the consumer with regard to IPL.

F. Kings XI Punjab Team

The team has been bought by Ness Wadi a & Preeti Zinta. The Celebrities managed to enroll international brands for their team, Emirates. They usually sponsor international teams but this time they managed the Brand to sponsor Indian National Cricket league. Other main partners for the team include, GulfOils,ACC Cements & Reebok.

Chart 5.7

Unfortunately, not being qualified for the Semi Finals also led to a very low Return of Investment for Emirates the main sponsor for KINGS XI team. Only 10 % of the respondents could associate the team with Emirates. Around 6% associate Kings XI with the celebrity Preeti Zinta and 3%of the respondents associate it Nimbooz, the last year main sponsor for Kings XI Punj ab team.

Q6. What Brands do you associate the following TV Serials with?

a. REALITY SHOW "BIG BOSS"

Big Boss Season three, was called as Vodafone BIGBOSS, an extensive amount of

innovations were seen in the reality show. The in show branding of the venue with Vodafone and specific Red color caught everybody's attention. The tasks involved in

the show were named after Vodafone.

Innovations were:

1. Vodafone users had opportunity to visit the BI GBOSS House.

2. Vodafone calling

3. Vodafone Kiosk inside the venue

4. Vodafone users had the opportunity to ask the contestant questions.

5. Vodafone Zoo Zoo task, Contestant had to perform on particular

6. Every Morning the Wake up ring would be Vodafone.

Chart 6.1

The impact of on screen innovative placement ofVodafone in BI G BOSS 3, stil prevails even though the show has gone off air for

period of more than 6 month now, around 27% ofthe respondent could still associate Big Boss with Vodafone. The other Brand vodofone that respondents associates BIG BOSS is with Shilpa Sheety

Amitabh Bachan (More To shipa Shetty) etc

REALITY SHOW: RAKHI KA SWAYAMBAR

The show which generated highest TRP's then many of the other reality shows is Rakhi

Ka Swayambar, The main sponsor for this reality show was Fern.

Chart 6.2

Surprising to the TRP's the show generated, the Brand Recall

Value is really low. With the title sponsor being recalled only 10% of the respondents and Majority of the respondents prefer leaving this question Blank.

C. REALITY SHOW: ROADIES

It's been years now, for the famous reality show Roadies to be on air. The Main Sponsor

Hero Honda is enjoying the privilege by connecting with the show. Other sponsors include Nokia, CEAT tyres, Archies, Pepsi etc.

Chart 6.3

The responses generated from this was as expected, around 51 % of the people could associate the Brand with HERO Honda Karizma. Relatively lower but Mountain Dew is also been associated with the show, due to the innovative placement of both the brands in the show. Innovative Placement of the Brand always leads to higher Brand Recall and the results are here. Also comparatively only 24 % ofthe respondents left this blank,.

D. REALITY SHOW: DANCE INDIA DANCE

Dance India Dance, a property of Zee Tv, is one more reality show famous amongst the young generation and even the oldies. The show has roped in LUX as Title sponsor and innovative use ofKITKAT Nestle is being used in show.

Chart 6.4

Comparatively less but significant number of people could associate the show with LUX. Around 5% could only associate it with KITKAT, which is fairly low, but 100% not unnoticed, probably the title sponsor

Q7. With reference to the "Presentation file attached "Please answer the following questions:

A. N arne any 3 brands that you remember from the presentation?

1st Brand:

Chart 7.1

The 1 st Brand that one could recall from the innovative ads were:

1. Nimboozwith26%

2. Vodafonewith 18%

3. Volkswagen with 16%

Vodafone ad in the presentation was not at all innovative, but yet manages to hold 18% of the Consumers Brand Recall, sometimes even simple nice ads can over shadow innovations. Similarly 11 % of the people can recall amul ad over many other innovative ads.

Nimbooz can be recalled the most, due to two reasons namely innovative campaign and the ad being placed twice in the presentation file.

Volkswagen has comparatively drawn lesser 16% as compared to Vodafone 18%

vodafone

Chart 7.2

Nimbooz is still the most recalled brand followed by Vodafone and Bisleri not very far. Bisleri Text Wrapping innovation has the ability to grab eye balls over other

innovations to a large extent. 3rdBrand:

Chart 7.3

In the 3fd Brand Recall Pepsi is the most recalled brand with 17% followed with

Vodafone andNimbooz.

Overall if we see

Chart 7.4

1. Nimbooz 19%- Reason may be Innovation & Twice ad placement in the Presentations

2. Vodafone 17%- No innovations, less Investment yet

high Recall

3. Pepsi 13%- Innovation has been able to generate recall

or may be product is more centric to the respondent's age

group of20- 25 years.

4. Volkswagen 11 %- A significant Brand Recall, High

investment and comparatively low Rate ofRetum.

TillE TIl\'!l~.9F INDIA

_j} JaI laWai!. Jai IKisan! Anny greens Ladakh ,.-~~

B. Did you find the advertisements interesting

Chart 7.5

85% of the respondents found the innovation in the presentation interesting, thats

fairly a good percentage for the advertiser, in terms ofROI, but the problem lies

not in these 85%. But the remaining 15% who either are not interested or didn't

find the ads interesting.

B. Which out ofthoseAds caught your attention for the Maximum time?

Chart 7.6

8. MS

9. Airce1

10. LifeBuoy

Brands such Vodafone and Amul has no innovation as such but amazmg combination for the Vodafone and excellent copy for Amul ad. It is not necessary that innovation can always lead to catch the attention for the maximum time.

Nimbooz & Volkswagen are the first two innovative brands in the presentation, which caught the attention for the maximum time.

Innovations such Life Buoy got lease recall.

A. Specify an average time you spent on each advertisement?

Majority of the respondents took less than 10 sec to view each advertisement. This is the matter of concern; understand that an innovative ad is not able to catch the attention for more than 10 seconds. It's only 24 respondents who took more

In Descending Order from the Brands which caught the attention for Maximum Time to

Minimum Time:
1. Vodafone
2. Nimbooz
3. Volkswagen
4. TataPhoton
5. Amul
6. Pepsi
7. Bisleri Chart 7.7

than 10 seconds to view each ad. Innovation in advertising still need to more interesting and captivating such that the viewer spends considerably a higher amount oftime on each,

Which one did you find the best in terms of innovations?

Chart 7.8

The Innovation by NIMBOOZ was liked by Majority of the respondents, followed by TATA PHOTON, Volkswagen.

Surprisingly only 7% of the respondents only choose Vodafone here.

F. Have you seen any ofthese advertisements before?

Majority of the people had

seen either one of these

innovative advertisements

before. This gives more

credibility to the research,

as innovation gets noticed

and has high recall value.

Chart 7.9

If yes, Please Specify, which one

Volkswagen Cut-out Campaign was already seen by majority of the people, similar majority had already seen Nimbooz Campaign. The Point here is the money invested into VW Print campaign is sum total of the complete 360 Nimbooz campaign, but yet Nimbooz innovation was liked more than the Volkswagen campaign.

G. Assume that you have not tried Nimbooz, Would you go and try Nimbooz

after seeing this campaign?

Airce1 campaign also surprisingly had already been seen by 22 respondent's, but yet Vodafone simple ad campaign is liked by the respondents over Airce1.

Amul creative copy ad has always been grabbing eye balls, and here too it has a decent share of9 respondents.

Chart 7.11

The success of the campaign is based, when majority of the people are just ready to at least try the product and in this case 53% of the respondents say that they shall try Nimbooz after seeing it in this Campaign. This clearly shows the effectiveness of innovation and surely rate of return for the brand would be much higher.

following?

1. CARS

"Maruti" still leads to

be the highest recalled

brand in the car

segment. Maruti as a

car enjoys its

historical hold in the

Indian car Market.

The 1 st Brand that

f h 1· di Chart 8.1 . .. h .

most 0 t e peop em In ia, even today associate car IS WIt Maruti.

BMW, Honda and VW enjoys almost an equal Brand recall. It' s been not more than a year for a VW to enter the Indian Car Market and has garnered the top 3 position of the

car being recalled. Definitely the excellent Television Commercials, Innovative Print

Campaigns have proved successful for VW.

BMW and Mercedes, Majority of the respondents being from the age group of20 to 30

years, they associate cars with Big Players in the Market like BMW & Mercedes.

Honda, with fewer regular advertisements and almost nil innovations still ~I

manages to be one of the top brand recalled. The product speaks for itself. HYUnCRl1

Huyndai extensive On Screen Innovation during IPL 3 and its regular Commercials has

led the brand to be recalled amongst the top 5 brands in the car segment.

Toyota is advertising these days but yet the brand has not been able to register in the

Nike as Brand has been the 1 st top brand being recalled or associated with shoes.

interesting answer that a lot of women filled in was Cat Walk, a brand with minimum

Amongst top recalled brands in shoes category are: Nike, Adidas, Puma, Reebok etc. An

number of advertisements, almost no innovations but yet a brand recalled primarily

because of Word of Mouth and Good products.

A very little innovation has been carried out with the shoes category as such.

The recent BATA ads & Age old history of BAT A, has .:/Ja.ta,. ® helped BATA being listed on top recalled brands.

RC?C?bol«~)

Chart 8.3

In the home appliance category LG is the top brand being recalled by the age group. No

Brand is in close competition with LG, and the nearest that lies is Whirlpool followed by

Videocon and then Samsung.

A lot of innovative approaches and on Onscreen Presence was seen for LG & Videocon

during IPL Season 3, But the category association amongst the youth of home appliances is withLG.

So does that mean Innovations worked for LG but didn't for Videocon, Well this might not just be the matter, the product, the quality of the creativity in the ad, previous

experience and other factors also lead to brand recall.

Baj aj, a recent advertiser has also garnered to be in the top brands being associated with

Home appliance with investing a lot.

Chart 8.4

The top brand that consumers recall or associate with mobiles is

~...z • NOKIA. The brand enjoys the market leadership in the

NOKIA

Connecting People

category from years now. Without showing a lot of innovation,

neither using IPL platform to a great for regular advertisements

still is the top brand being recalled with Mobile Phones with no brand even near to it.

Sony Ericson is the next associated brand with Mobile Phones, though not to a large extent but the 2nd most recalled brand with the Category.

=:: BlackBerry.

Black Berry is enjoying being recalled by few with its Brand

positioning in the niche Market.

Samsung is also started being associated with Mobile Phones

S1AMI1S1UI N G mobile,

equally to that of Sony Ericson, primarily because of:

1. Product

2. Combination ofInnovative On Screen placements & Regular advertisements

Motorola Phones even today has low brand recall with Mobile Phones. The Abhishek Bachann Magic did not have a long lasting impact for the Brand.

Surprising to me is the Karbonn Mobiles and Maxx Mobiles which have been very

prominently associated with the IPL 3 and also with their respective properties but yet have not been able to be associated with the Product Category. This can be linked to

reasons like:

1. Innovations overshadowed the Brand

2. Innovation was liked more than the Brand

3. Innovation led the brand associate itself only till the IPL and not to the Category.

4. Nokia dominates the Category and hinders new entrants.

Brands like LG Mobiles and Videocon Mobiles are not even close to be associated

with Mobile Phones at present.

Karb,cnn'·

The top brand associations with Banks are ICICI (leader) followed by SBI and s HDFC.

o

State Bank of

India, has been

advertising

maximum in Print and

not much on other

Mediums respectively,

but yet has managed to

Chart 8.5

be the top recalled brand

in the Banks category. Being a government Bank is yet being recalled by the age group

of20 to 30 years is remarkable achievement.

Citibank association with IPL has surely made the brand being recalled with the

Category.

6. Chocolates

Undoubtedly

Cadbury dominated this share of market followed by Nestle.

Brands like Amul have been

swept away from the market.

Chart 8.6

Foreign Chocolate Brands like Lindt, Ferro ocher, Mars, Snickers were also been listed

by the respondents.

From Cadbury, maximum people prefer Dairy Milk followed by 5 Star

and in Nestle the share is between Munch & Perk.

Nirma is still being recalled more or less because of its old memorable tune but yet by a very few.

7. Detergents

Chart 8.7

Surf Continuous to dominate the market with close competition from Tide.

The recent Rin & Tide "innovative war fair" has benefitted both the brand in terms of Brand Recall. I call this as an Innovative War fair because of the benefits that both the brands have generated from the war.

8.

In the B School Category, Not to my surprise, IIM is the most recalled brand when it

comes to B School, reason unstated.

association with B Schools, which is fairly a very good association in terms of Brand

recall.

AMITY

UNIVERSITY

Amity does try a lot of innovations, even during this IPL season 3, it placed its logo just next to the Set Max Logo, but not to its advantage, did not help the brand a lot. Amity has still managed to be the 3 rd top brand being recalled with B Schools.

9. Cements

Manipal, Harvard & ISB enj oys almost equal amount of Brand

Ambuja Cement

CEMENTS

Ambuja Cements is the top brand that the respondents

50 ,------------------------------ 40 r----,-------------------------

:: ::,"" , ------------

10 1!!I:ii"-....._;;~D' n. .. ;;~

o

~ Seriesl

could associate with Ambuja

~ Series2

cements, followed by Birla

ACC AMBUJA BINANI BIRLA

JK OTHERS ULTRA

cements and Ultra cements

Chart 8.9

India cements the official sponsor for Kolkata Knight riders did not generate a lot of brand Association for the category but though they amount to 2% of respondents

association.

Binani Cements recent television commercials and outdoor placements

have also led the brand to be recalled with the category.

Binani

CEMENT

Ace Cements also owns a significant association with the category.

1It:t:

New Mobile Subscribers such as Uninor, MTS and Virgin have still not been the choice

Q9. What Mobile connection do

Chart 9.1

The maximum respondents are subscribers of either Airtel or Vodafone, majorly

Vodafone. 5% ofthe respondents are subscribers to Reliance too.

of the consumers.

Idea more or less has generated at least 4 % ofthe market share.

vodafone

Around 7% of the respondents are subscribers to BSNL as well.

lAir.

If you have to change your connection which one it would be today?

The answer to this question got a varied response, with maj ority of the people preferring

Vodafone as their next brand of choice followed by Airtel.

Vodafone innovative strategies, zoo zoo and the pug has helped Vodafone be the top subscriber and the top preferred subscriber.

On the other hand Airtel has lost its market share comparatively to being the market leader at one point oftime. But yet stands 2nd best preferred Brand.

A huge amount of subscribers want to still be loyal to their current connection and do

not prefer to change, this seems to be a threat to the new entrants in the industry.

Innovative & Socially responsible Brand Idea is the next preferred brand for shift by

almost 9% ofthe respondents voting for it.

BSNL is also the next preferred Brand due to its Network, Service and Plans.

Brands like DOCOMO, UNINOR & MTS who are continuously using innovative

today.

outdoor campaigns but have been able to develop a very minor share for themselves

_d

~

A/ReEL

,,"uninor

And Why?

The following are the reasons given by the respondents to choose other Mobile

connection: (In order of maximum preference to least)

PLANS & SERVICE- ofthe other/new Mobile connection is cheaper has good plans NETWORK- Of the connection is better

FRIENDS & FAMILY- Use this connection so I will also change to this connection.

BEST ALTERNATE TO MY CURRENT SERVICE

LOYALTY - I won't change ever

PREVIOUS SUBSCRIBERS- I was using the service before

BRAND CONNECT - With Celebrity or Tag Line or Jingle or Association TRUST- I trust this Brand.

JUST A TRY- I'll give this connection a try 3G- It has 30 Service

MUSI C SERVICE- Hello tunes on a particular service are better than the other.

INTERVIEWS

• •

Interview with Mrs Gita Ram Mrs GitaRam

Sr. VP with the Omnicom Media Group (South operations)

Profile: Straddled Media Planning & Buying and Qualitative Research Location: Bangalore

Q1. As a media planner, how important do you think are innovations for a medium?

I think in to days clutterred scenario media innovations is technique through which the brand can get additional impact during the campaign period, therefore advertisers are asking there AOR to look for opportunities beyond what there current media plan is delivering as the time frame is small and the budgets are same and fragmentation is increasing there is a need for identifying opportunities that would give them that extra edge.

Q2. The ad placed on the flap of Times of India vis-a-vis front page of a Times of India?

Very difficult to say, research is expensive, and nobody does a day after recall of the campaign. (Don't quote me on this)

Q3. Do you think the flap ad overshadows the other ads on the front page?

There is only 1 ad on the front page at best they offer two positions I wouls say it gets noticeably, but at a cost. It also depends on the category you are advertising.

For Ex: Volkswagen, the road block campaign, forget how many cars were sold but it create a lot of Buzz, on Facebook, in the car fraternity so given the amount of clutter in the market these thing do pay but how effective they are, measurability is not sure. And if you want to measure it, until you invest in it in the quantitative research it won't give

No all Newspaper are open to innovation, its just that times of india has more number of

It would surely got the buzz, but there are two ways of evaluating the buzz

I am not a VW TO but I also saw it, and so did the audience so I am not sure how good the

you. For this case the amount of calls a dealer would get after the campaign would be a

measure of effectiveness.

return on Investment was.

Q4. "Times ofIndia" is seen to innovate more than other newspaper?

editions in the English segment so most advertisers prefer them

Me: and what about Regional Newspapers?

They also are open to innovation, recently we have a client INTEL and we used J agran to

innovate. It's just that it's not visible to you and me we feel that it's not innovating

Q5. How far the Newspaper Policy is responsible for innovation, as the whole

production process has to change at times?

Of course it is, and we have to change their mind set, they did change their mindset 10

years ago, they changed their mind set because they were losing revenue as compared to

other medium completely so they were forced to change their mindset. So even a

publication like Hindu is today open to innovations.

Q6. In IPL there is around 200 seconds to sell and every brand is fighting for SOY,

Comment?

There are fixed categories who will always be there in cricket for eg Telecom Sector, There is less amount of clutter as the ad placed in cricket such that they don't miss the match, but the maj or challenge lies for the advertisers who cannot be

on cricket, how do they manage to advertise, what time band they show go to, what channels they should run on, therefore even the other channels are also facing challenges because everyone wants a time band when there is no cricket. So that's where the problem lies.

Me: IPL has innovation like push back, aston bands etc ...

In fact our company OMD used a very effective way at low cost to be present on cricket with "Appy", the brand couldn't afford to be on cricket

So what they did was they took the trivia about the cricketers to be there, so Appy did not had to pay for the regular commercial time but still managed to be there. This was a very effective way as we found even the commentators to say "What does the Appy facts have to say". So basically all these innovations are helping brands to break through the clutter.

Q7. How the pricing for such innovation does take place?

It is a huge premium that is charged, on both print and television, around 60% higher. It also depends on the format ofthe show.

Q8. How much do you think can help innovation in outdoor media to survive?

I would say it's not survival, but to find out ways to get noticibility and stand out of the clutter. There is so much of Fragmentation of media these days and the consumer is bombarded with so many messages every day. Earlier we had only two medium print and television today we a host of other mediums too, so I would say more than survival these are ways to get consumer attention.

Q9. "Idea outdoor Campaign" Comment?

I think they succeeded, the most standout thing that they have done is that they took two bridges one in Noida and the other Mumbai- Worli sea link, and what they did was, it was kind of corporate social responsibility, so instead of you paying for itand getting a ticket, you had to send a message and to them and they would send you a message back in form of ticket. The message was "Power of Mobile" and "SAVE Paper"

This caught lot of BUZZ.

QI0. What do you have to say about the Future ofInnovations?

I think we will have to find various different ways of getting consumer attention.

Thankyou

An interview with Mr Vijay Mamjain on Volkswagen Cut out Campaign

~

THE TIMES OF INDIA

Mr Vijay Mamjain

Designation: Senior Manager Marketing Times ofIndia

Experience: 6 years

Q 1. Whose idea was that to have the cut out for the Volkswagen campaign, The Brand, The Newspaper or the Agency idea?

The ideation for the VW campaign came from us, but before the idea got finalized we

had several discussions with the client VW. Discussion went along the line of various

options available & size of innovations.

The main objective ofthe times ofIndia was to have: Disruptive innovation

Before we discuss further a small introduction about the company is necessary

Volkswagen is a German Company, It is a part of the five sister car companies which are

Skoda, Audi, Porsche and others. Volkswagen is relatively new to our country and if

conventional route would have been adopted it would have taken ages for them to

establish the brand in India.

Volkswagen has cars for all economic ranges starting from 7lakh onwards.

Competitors for the VW are: Toyota CorollaAltis, Innova, Honda Civic, HondaAccord

& Chevrole Cruze. Also the brand faces intense competitions internally from the sister

compames.

Q2. How was the Road Block campaign strategized?

Road Block was our idea and then it was worked upon by other agencies.

Creative's ofthe Road Block were based on:

1. How the Volkswagen was spelled and pronounced

Now since all this would take more time, the current issue will get delayed and if the

About the Carl the Brandl and the machinery

3. Impact & Credibility

Q3. How the printing for the "cut out" innovation was taken into care?

There were a lot of technical issues for this innovation. One complete day was needed

for only printing. A full automated process was involved for printing, bundling and

distributing. The process was done under strict time line.

issue gets delayed it has no value, therefore a separate replica of the newspaper had to be

created for this kind of innovation.

The new issue needed content also; therefore general news of the week was covered in

that replica. Then the replica was sent for Di Cut at 7 Centers. Around 42 Lac Copies were di cut. This took around 12 days oftime

After the replica with the cut out was ready it was shifted to all the distribution centres The vendors were then educated of how the distribution has to take place and were told not that this is being done for some drink. This took another 12 days before the actual

innovation hit the reader's door.

Q4. What about the ROI for such innovation?

1. VW got enormous enquires on phone and on web.

2. It was the most searched item on Goog1e that day.

3. Around 1,20,000 carshavebeenso1dafterthat.

4. This also gives the Brand Credibility & Sales.

5. The Brand is surely getting ROI therefore they are coming back to us for more

number of innovations.

Q5. Recall value ofinnovation vis-a-vis the regular ads?

No specific research was conducted but the recall value for such Innovation IS

comparatively much higher than regular advertisements.

For instance the recall value for the Roadblock was 50% more than regular advertisements that also after 3 days. Colleagues from our organization and other organizations, heard a lot of buzz for the innovations. As I have mentioned earlier the VW was the maximum searched brand that day.

Q6. How much do you think a newspaper is flexible for such kind ofinnovation?

As per Times ofIndia is concerned it is a very flexible newspaper for innovations. This is for several reasons like:

1. It gives Vibrancy to the Brand Times ofIndia,

2. Times OfIndia generates almost 50% ofthe total Print revenue

3. To compete with other Mediums

4. Print is a Static & Passive Medium, Innovation help the medium to be more dynamic.

Q7. How would you justify the pricing for such innovations?

Since it is unconventional, the client needs to pay premium pricing for such innovation. Generally the pricing for such innovation is at double or even three times the price of regular advertisements.

Most of the time it differs from innovation to innovation, it is based on the impact it is likely to create and the difficulty of innovation, but surely what they spend for such innovation they are paid off in return well, to justify we have clients who have come back to us regularly for innovations. Ex Colors Channel, whenever they launch an new program they launch it using innovation. HDFC uses Flaps frequently.

Q8. Road Block & Cut Out of the Volkswagen was highly debated on the internet, how would you defend this?

The heat was generated by the Competitors to inform Volkswagen our client that what they did was useless. This was just done so that VW does not come back to us as a client.

But fortunately they have come back to us and we did the 2nd innovation for them.

Q9. "Times of India show more flexibility towards innovations over other newspaper" Comment!

It's the culture in the organization which is responsible for innovation and creativity. Times ofIndia itself also take active part with clients; we come up with ideas that can be executed by us.

Other newspapers are more or less traditional in their approach. They have starting adapting to the change now. DNA has to be changed.

Thankyou

Survey Analysis for Media Professionals

Q1. As a Media Professional, How important do you think are innovations for a MEDITTM?

Very Imporlafilt (3]-

~t 1m pmtanl [0] t Somm'ihat lmporta Im1por1anl [0]

Chart 10.1

Q2. As a Media Professional, How important do you think are innovations for a BRAND?

r----. Very Impcr1ant [11

~'ct Impmtant [0] Somewhat I m porta

Chart 10.2

Q3. Choose on the basis ofImpact, Return on Investment & Recall Value

A. The ad placed on the front flap of aN ewspaper vs an ad placed on the front page

for two insertions

Sa,me

1

B. Road block for one day V s. Front page ads for 7 days

i I

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

Very Hligh

Chart 11.2

1

c. Innovative placement of Kitkat in Dance India Dance V s spots on regular

commercial time

Chart 11.3

D. Innovative ad placement V s Creative ad

Very Hligh

Q4. How far you do think Innovations in IPL 3, has helped the brands to break

through the clutter?

b. Somewhat

a. Not at all {OJ Chart 12.1

To an E)(tant {OJ

. H.ighly (OJ

Q5. In your opinion, which is the best innovation you have come across?

[A). BRAND

Vodafone

Volkswagen

[B) MEDIUM

Television

Print

[C] A Short Description

ZooZoo

Vodafone

Q6 . How far do you think innovations are helping outdoor media to survive?

T·o an iExlenl [1)

,!:ItO:-_.very Much!1]

OpliORl 410)

Chart 13.1

Q7. "Future of Traditional Media depends on the extent of their capability to

innovate" FOR or AGAINST?

T the SIa.tement

,...---No Comments (fl

Major Findings

From the consumer survey:

/ Majority of the respondents have noticed innovation in traditional media in some form or the other.

/Only a small percentage of 14% respondents were not aware of innovations in any form. Women comprise the majority in the 14% of not being exposed to innovation as compared to Male audience.

/Majority of the respondents remember innovations maximum m the outdoor medium, followed by Newspaper & Television. Inversely more money is spent on innovations in Television and Newspaper as compared to Outdoor Medium

/Brand "Vodafone" can be recalled with innovations by many, followed by 16% who remember "Volkswagen" for innovations.

/ Around, 5% of the sample could recollect MRF as a brand for innovations, which is fairly a good number as compared to what they spent on it.

/ Around 75% of the respondents feel themselves more attached to the product when it is presented in an innovative way. The chances of brands to be recalled and preferred at the time of purchase is higher for Brands with innovations as compared to Brands with regular advertisements.

/From the 1 st brands that consumers could recall from IPL 3, only includes Vodafone amongst the top 5 advertisers.

/Overall, among the top 3 brands that people recall in IPL are:

A. Vodafone

B. Max Mobiles

C. Karbon Mobiles

Seeing the overall top 3 brands that people recall being advertised on IPL 3 are the brands with maximum innovations and not maximum airtime. The effectiveness of innovation can be clearly seen from this.

/Vodafone though is not the top on screen advertiser but yet has managed to be top brand being recalled here too. Surprisingly none of the top 3 Brands of onscreen advertising have been recalled by the respondents.

/The Top 3 Brands that respondents recall on the Push back screen are: a.Vodafone

b.Max Mobiles

C.Aircel

/ The brand that were majorly advertized on the push back screen were: Jaguar, Hero Honda CBZ, Airtel Broadband, Moutain Dew, LG Screens etc, but unlikely none of these brands were recalled by the respondents

The following could be the reasons for the same:

1. Difficulty to recall brands on the push back screen specifically

2. Difficulty to understand the concept of push back screen in the questionnaire

3. Ineffectiveness of the Innovation.

/ Around 47% of the people could associate "Strategic Time Out" with Max Mobile, which is fairly a good percentage for the brand and the innovative way to associate brand to properties seems to be successful for the Brand

/50% of the respondents could associate Decision Pending with Kingfisher; hardly anyone associated the property with Nestle Munch.

/ Around 36% of the respondents could actually associate Mumbai Indian Team with Videocon, the main sponsor. Surprisingly 34% left the option blank, even though Mumbai Indian team managed to reach the finals and the finals generated a TVR of 12.5.

/ Around 41 % of the total number of respondents associated the Kamaal Ka Catch with

Karbonn Mobiles. This is great for a new brand to enter the Indian Market.

/ Around 41 % of the total number of respondents associated the Kamaal Ka Catch with

Karbonn Mobiles. This is great for a new brand to enter the Indian Market.

/ An excellent Recall value was seen for the MRF balloon; around 62% of the

respondents could recollect the innovation with the right Brand.

/Unfortunately, not being qualified for the Semi Finals also led to a very low Return of Investment for Emirates the main sponsor for KINGS XI team. Only 10 % of the

respondents could associate the team with Emirates. Around 6% associate Kings XI

with the celebrity Preeti Zinta and 3%ofthe respondents associate it Nimbooz, the last

year main sponsor for Kings XI Punj ab team.

/1. The impact of on screen innovative placement ofVodafone in BIG BOSS 3, is

yet not over, around 27% of the respondents could still associate Big Boss with

Vodafone even after 6 months ofthe show being off air.

/Surprising to the TRP's Rakhi ka Swayamvar generated the Brand Recall Value is

really low. With the title sponsor being recalled only by 10% of the respondents and

Maj ority ofthe respondents prefer leaving this question Blank.

/F or Roadies around 51 % of the people could associate the Brand with HERO Honda Karizma. Relatively lower but Mountain Dew is also been associated with the show, due to the innovative placement of both the brands in the show.

/Comparatively less but significant number of people could associate the Dance India Dance with LUX. Around 5% could only associate it with KITKAT, which is fairly low.

Over all from the presentation the top ads that could be recalled are:

1. Nimbooz: around 19% respondents recall

Reason may be Innovation & Twice placement in the presentation.

2. Vodafone 17% respondents recall

Reasons: No innovations, less Investment yet high Recall

3. Pepsi 13 % respondents recall

Reasons: Innovation has been able to generate recall or may be product is more centric to the respondent's age group of 20- 25 years and therefore generated high recall value

4. Volkswagen 11 % respondents recall

Reason: A significant Brand Recall, High investment and comparatively low rate ofRetum.

/ 85% of the respondents found the innovation in the presentation interesting, that's fairly a good percentage for the advertiser, in terms ofROI, but the problem lies not in these 85%. But the remaining 15% who either are not interested or didn't find the ads interesting.

/Brands such Vodafone and Amul has no innovation as such but amazing colour combination for the Vodafone and excellent copy for Amul ad. It is not necessary that innovation can always lead to catch the attention for the maximum time.

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