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Institute of Management Technology, Ghaziabad

Passion’12

3 MARKETEERS

TEAM

Avengers

Anushree Singhal

Chirag Jain Parul Choudhary

Institute of Management Technology, Ghaziabad Passion’12 3 MARKETEERS TEAM Avengers Anushree Singhal Chirag Jain Parul Choudhary
Institute of Management Technology, Ghaziabad Passion’12 3 MARKETEERS TEAM Avengers Anushree Singhal Chirag Jain Parul Choudhary
Institute of Management Technology, Ghaziabad Passion’12 3 MARKETEERS TEAM Avengers Anushree Singhal Chirag Jain Parul Choudhary
Understand the Indian Comic Industry
Understand the Indian Comic Industry
Evaluate the Franchisee Value: Comic sales, Musicals, Movies, TV Series, Video Games
Evaluate the Franchisee Value: Comic sales,
Musicals, Movies, TV Series, Video Games
Understand the Indian Comic Industry Evaluate the Franchisee Value: Comic sales, Musicals, Movies, TV Series, Video
2 Re-launch a Superhero “Super Indian” -Aman Branding & Promotion Initiatives
2
Re-launch a Superhero “Super Indian” -Aman
Branding & Promotion Initiatives

Action

Plan

Action Plan
Product Development STP Communication & Channels Road Map Re-launch Plan Branding & Comic Industry Analysis Promotion
Product
Development
STP
Communication
& Channels
Road Map
Re-launch
Plan
Branding &
Comic Industry
Analysis
Promotion
Understand the Indian Comic Industry Evaluate the Franchisee Value: Comic sales, Musicals, Movies, TV Series, Video
Industry Analysis History of Indian Comics
Industry
Analysis
History of Indian Comics

Graphic Novels associated with Culture of India

Earliest attempt was Chandamama

Amar Chitra Katha Chacha Choudhary
Amar Chitra
Katha
Chacha
Choudhary
Industry Analysis History of Indian Comics Graphic Novels associated with Culture of India Earliest attempt was
Tinkle
Tinkle
Bahadur
Bahadur
Industry Analysis History of Indian Comics Graphic Novels associated with Culture of India Earliest attempt was
Industry Analysis History of Indian Comics Graphic Novels associated with Culture of India Earliest attempt was
Dark Ages - 1997-2003
Dark Ages - 1997-2003
Key Players
Key Players

Our Characters are long forgotten

50 Indian Comic Publishers

15 lakh 3 lakh
15 lakh
3 lakh
Culprits:
Culprits:

Cable TV & Internet

Pricing & Distribution issues

Soft, genial Characters
Soft, genial
Characters

Diamond Comics

Superheroes & Vigilantes
Superheroes &
Vigilantes
Raj Comics
Raj Comics
Virgin Comics
Virgin Comics
Amar Chitra Katha
Amar Chitra
Katha

Market Dynamics Evolution of Consumer

Industry Analysis Situational Analysis
Industry
Analysis
Situational Analysis
Rs100 Crore
Rs100 Crore
Industry Analysis Situational Analysis Rs100 Crore Rs400 Crore Market Size Opportunity Huge Potential Illustrated Orchids, Level
Rs400 Crore
Rs400 Crore
Industry Analysis Situational Analysis Rs100 Crore Rs400 Crore Market Size Opportunity Huge Potential Illustrated Orchids, Level
Market Size
Market Size
Opportunity
Opportunity
   
   

Huge Potential

 

Illustrated Orchids, Level 10 Comics

Industry Analysis Situational Analysis Rs100 Crore Rs400 Crore Market Size Opportunity Huge Potential Illustrated Orchids, Level

30 Million (6-17 yrs)

By next decade, 70% of world’s comic

volume would be sold in India & China

Comics Publishing Revenue

13.3% CAGR
13.3%
CAGR
4P Analysis of Super Indian Aman Product Place Price Availability on limited retail stores Low cost
4P Analysis of Super Indian Aman
Product
Place
Price
Availability on limited retail stores
Low cost
Points of Transit – Railway
Station, Bus Stops – Low Footfall
points
Highly Affordable
Promotion
Promotion
Industry Analysis Situational Analysis Rs100 Crore Rs400 Crore Market Size Opportunity Huge Potential Illustrated Orchids, Level
Industry Analysis Situational Analysis Rs100 Crore Rs400 Crore Market Size Opportunity Huge Potential Illustrated Orchids, Level

14 Comic Titles Out

No online/ social media

campaigning

No online copy, only

paper based issues

No innovative sales promotion

initiatives

Re-launch Plan
Re-launch Plan
Re-launch Plan What our consumers say Consumer Insights • Children like reading super hero comics as
What our consumers say
What our
consumers say
Re-launch Plan What our consumers say Consumer Insights • Children like reading super hero comics as
Consumer Insights
Consumer Insights

Children like reading super hero comics as their past-time

No awareness about current comics of Indian Superheroes

They would like to read Indian Super hero comics if there is sufficient

availability and content offering is good

Super Indian Aman is one such Super Hero and has immense potential to capture the market

SURVEY FROM 17 PEOPLE WITHIN AGE GROUP 11-25

Re-launch
Re-launch
STP Analysis Increase our Product offering- to increase the reach 360 Degree Marketing Strategy
STP Analysis
Increase our Product offering-
to increase the reach
360 Degree Marketing Strategy
Super Indian - Road Map
Super Indian - Road Map
STP
STP
STP New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche

New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche of Indian Consumer Psychographic Segmentation Socioeconomic Classification Life Style Personality

Demographic Segmentation Age Geographic-Region Education

STP New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche

Targeting people having the changing social shifts, mindsets and life styles Target Age bracket from 9 to 26-kids + Youth

Modern & Matured Lifestyle

High on Sensorial, passion & adventure

Urban & Semi Urban Areas

Educated in English or Hindi

STP New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche

New Generation Positioning Indian Super Hero

Dark & more Matured focus

New Age & modern Appeal

Realistic Approach with shades of love & emotions

Political & Psychological Complex

Higher Youth Involvement

STP
STP

Bull’s Eye Model - Positioning Strategy

Age: 9-26, Modern & Mature Target Group: Kids & Youth
Age: 9-26,
Modern & Mature
Target Group:
Kids & Youth
STP Bull’s Eye Model - Positioning Strategy Age: 9-26, Modern & Mature Target Group: Kids &
Values, Personality, Character Exciting Creativity Reason To Believe New Stories Modern Character Points Of Parity Adventure
Values, Personality,
Character
Exciting
Creativity
Reason To Believe
New Stories
Modern Character
Points Of Parity
Adventure
Kids
Entertaining
Daring
Brand Mantra:
Rich, Rewarding Comic
Reading
Experience
Human Emotions
Digital
Points Of Difference
Youth
Modern
Youth Involvement
Complex
Dark
Mature
Exceptional Property/
Visual Identity

Consumer Take Away:

Richest Possible sensory & adventure from reading comic Super Hero

Consumer Need State: Need to cater to new Psyche & lifestyle of Youth and kids
Consumer Need State:
Need to cater to new Psyche &
lifestyle of Youth and kids
Consumer Insight: No dedicated Indian brand for Youth Comic
Consumer Insight: No
dedicated Indian brand for Youth
Comic
Plots and Characters
Plots and Characters

Modern Super-Hero Grey-side, Complex

Character, Internal

struggles

Mature Story Plots Political and Psychological Complexity More Graphical content

Product Development Print Technology Digital Platforms
Product
Development
Print Technology
Digital Platforms

Holographic Covers Superior Art-Works Glossy Paper

Publications in Hindi and English Pan-India Appeal to

storylines

Digital Editions Mobile Apps iPad/Kindle/Nook/Kobe

Launch of Video Games Mobile Themes Wallpapers

Animated TV Series
Animated TV Series
Plots and Characters Modern Super-Hero Grey-side, Complex Character, Internal struggles Mature Story Plots Political and Psychological

Animated TV Series Collaboration with International comic houses

• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website
• Dedicated to Super
Indian
• Motion Digital
content
• Establish as New Age
Super Hero
• Cross-over stories
with other super-
heroes
Branding
• Marketing collaterals
at Box Stores
• Crossword, Oxford,
etc.
• Tie-ups with Local
Stationery Brands
• Branding on
Notebooks, Superhero
fact files inside cover
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
Branding & Promotion
Branding &
Promotion
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Super Indian Fan Club • Monthly Fan Meets • Participation in annual Comic Con events
• Super Indian Fan Club
• Monthly Fan Meets
• Participation in annual
Comic Con events
• Digital and Print
Combo – Marginal price
• Annual Digital
Subscription
Promotion
• Facebook Fan Page
• Free Comic Strip
• Preview of next title
• “Know the Super
Indian”– Quizzes, prizes
• Pinterest Community
• Fan of the Week- free
merchandising
• YouTube promotional
video,e.g.Shiva Triology
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
• Interactive Website • Dedicated to Super Indian • Motion Digital content • Establish as New
Communication & Channels Distribution Strategy • Digital Distribution Web Comics Signature Stores • Store designed to
Communication &
Channels
Distribution Strategy
Digital Distribution
Web Comics
Signature Stores
Store designed to give
Short Mobile Comics
Inside Comic book store
Experience
Targeted Ad Space
Launch-pad for selling licensed
products, new comics
Merchandise
Toys, Posters, Role Playing
Digital Achieve
Games
Online Subscription
Fan Club Meets
Events for engagement
Store clusters to target
Stores where there is scope for
trials and Impulse buys
Activation Strategy
Visibility
Ensuring Category Adjacency
for new extensions
Chemist and Cosmetic stores
Big Box Stores – Crossword,
Landmark, Oxford
Super markets/ Self Service
Stores/Grocery 2 Outlets
Free samples
Sampling and interaction
through Mobile Apps, Game
Social Media Engagement
Window Display
Near Game section
Near Fictional Books for Youth

Integrated Communication Plan

 
 

Communication Objectives

Integrated Communication Plan Communication Objectives Phase 1 Phase 2 Phase 3 Phase 4 Create wide spread

Phase 1

Phase 2

 

Phase 3

Phase 4

Integrated Communication Plan Communication Objectives Phase 1 Phase 2 Phase 3 Phase 4 Create wide spread

Create wide spread Awareness Generate interest among Kids & Youth

Creating Desire & Strengthening Brand Simulate wider Consumption

Promotion of frequency of Use Promotion of Brand Loyalty

Retain Brand Value Create specialist or ‘classic’ niche

Communication & Channels
Communication &
Channels

Communication Strategy

Publicity- By BTL in Malls & Theme Parks Advertising Online & ATL on TV

Going Digital-Web comics Presence on Face book, Twitter, YouTube

Activation Strategies in Colleges & clubs PR,TV Series, Games & Mobile Apps

360 Degree Communication Approach Blend of Print, TV, Online, OOH

Communication & Channels Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly
Communication &
Channels
Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads
& Regularly Updated Website are needed for an effective online campaign
Blogs
Blogs
Viral Videos
Viral Videos
Communication & Channels Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly

Social Media

Viral Videos
Viral Videos
Communication & Channels Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly
Communication & Channels Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly
Road Map 2013 1Q -2Q(Phase I-IV) 2013 3Q 2014 2015 ATL & BTL Launch of TV
Road Map
2013 1Q -2Q(Phase I-IV)
2013 3Q
2014
2015
ATL & BTL
Launch of TV Comic
campaigns
Signature Stores
Series in existing
Channels like Nicklodean
Bollywood Tie-up
Big Box Stores
Go Digital
- Web Comics
Launch of TV Channel in
collaboration of a media
House like Disney
Integrated Communication Plan
Increasing Channels &
Distribution Outlets
Strong perception of SuperIndian
Comic as a Popular Comic
THANK YOU!

THANK YOU!