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Brand audit on india tv

  2. 2. “Brand Audit on India TV” June 2010 CERTIFICATE OF ORIGIN This is to certify that Miss BHAVNA DUGGAL, a student of MBA- 3continent, Amity International Business School, Noida, has worked in INDEPENDENT NEWS SERVICE Pvt. Ltd. Under the able guidance and supervision of Mr. Manoj Sharma, Group business head. The period of which she was on training was for 8 weeks, starting from 1 st may 2010 to 30th June 2010. This Summer Internship report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our, knowledge no part of this report has been reproduced from any other report and the contents are based on original research. (Prof. Ajit Kumar Pandey) (Bhavna Duggal) (Faculty Mentor) AMITY INTERNATIONAL BUSINESS SCHOOL Page 2
  3. 3. “Brand Audit on India TV” ACKNOWLEDGEMENT Carrying out a project like this can never be the outcome of the efforts of a single person; rather it bears the imprints of a number of persons who directly or indirectly helped me in completing this project. It gives me immense pleasure, to take the opportunity of expressing my sincere gratitude towards colleagues, mentors and seniors whose sincere advice made my project period educative & pleasant one. I would like to express my heart-felt gratitude towards my Mentors Mr. Manoj Sharma, for giving me the opportunity to work on this challenging project and supporting me throughout my project life. I take this opportunity to thank Mr. Amit (Marketing, Account planning) who was with me to help me out in all the small as well as the major issues that I faced. She guided me on a lot of aspects throughout the project duration. I would like to thank the faculty members of my institute who have been a guiding light right from day one and whose encouragement and support; have helped me complete my project. I wish to place on record my gratitude to Prof. Ajit Kumar Pandey (faculty AIBS Noida) for providing me an opportunity to work on a project of such importance. My stay in the organization has been a great learning experience. This exposure has enriched me with knowledge and has also introduced me to the attributes of a successful professional. (BHAVNA DUGGAL) AMITY INTERNATIONAL BUSINESS SCHOOL Page 3
  4. 4. “Brand Audit on India TV” TABLE OF CONTENTS Executive Summary ……………………………………………………… 05 – 06 Chapter 1: Introduction…………………………………………………..07 – 33  Introduction to Brand Audit…………………..08 – 19  India TV…………………….20 – 24  Marketing Strategies……………………….25 – 27  Media & Entertainment- Industry………….28 – 33 Chapter 2: Research Objective and Research Methodology…………..34 – 49  Objective & Rationale ……………35  Methodology…………….36-42  Instruments used for Data Analysis…………42-49 Chapter 3: Consumer’s Analysis & Findings…………………………..50 – 89 Chapter 4: Limitations of the Survey…………………………………...90-91 Chapter 5: Recommendations & Conclusions………………………….92–95 References Case Study Questionnaire Synopsis AMITY INTERNATIONAL BUSINESS SCHOOL Page 4
  5. 5. “Brand Audit on India TV” Executive Summary India TV, a Hindi News Channel is being tracked in the project. The objective of our project was to measure the brand image of India TV, analyze the viewership pattern of India TV and the comparative analysis of India TV with its main competitors. The brand tracking was done through a combination of quantitative and qualitative methodology. And, analysis of viewership pattern was done through with the help of SPSS software and questionnaire. In quantitative, a suitable adaptation of Young and Rubicam’s BAV has been used to identify the performance of the brand. For BAV we framed a questionnaire of 14 questions (refer appendix 2). The respondents taken were 30. For qualitative analysis of the brand, laddering interviews were conducted and attributes-consequences-values identified and plotted on hierarchical map. Apart from this, 200 respondents were taken for the analysis of viewership pattern and for the comparative analysis. The questionnaire made for this analysis was different. (Refer appendix 1). From laddering we came to know that most of the respondents preferred news channel because of the infotainment factor which rejuvenate, give information, keep updated them and help them in societal conformance and also in personal attainment. Thus, this news channel needs to be concentrated and cased upon. From BAV, we found out that India TV as a brand score very high on the parameter brand knowledge but low on brand esteem and on the other hand brand relevance is very high as compared to brand differentiation. This lead to the inference that there may be a problem with brand image and personality. Hence, a study of BAV may not be enough. Moreover, India TV falls in the leadership/declining quadrant as per the result of the analysis. The point suggests that the brand is declining, thus it needs to improve upon its differentiation and relevance which will impact the overall esteem. Also, it needs to concentrate on softer aspects like different features and presenters in India TV. So there is a possibility to incorporate some changes related to differentiation and repositioning. AMITY INTERNATIONAL BUSINESS SCHOOL Page 5
  6. 6. “Brand Audit on India TV” From another questionnaire, we get to know that viewers watch India TV a lot. And they enjoy watching our news channel but if we compared with the brand asset valuator. Then, we conclude that – “VIEWERS DO WACTH INDIA TV, BUT BRAND IMAGE OF INDIA TV NEEDS TO BE IMPROVED”. If we take a look on comparative analysis, then NDTV India tops the viewership market and brand image is also good. But on the other hand, Star News got the highest scores in brand analysis. Main competitors of India TV are NDTV India, AAJ TAK and Star news. Viewers need something which aware them educate them and also give enjoyment while watching news channel. India TV, did a good job till now but they need to decrease sensationalize programs and add more educational programs with some entertainment, which can help to make them infotainment channel. . AMITY INTERNATIONAL BUSINESS SCHOOL Page 6
  7. 7. “Brand Audit on India TV” CHAPTER 1: INTRODUCTION 1.1 Introduction to Brand Audit 1.2 Introduction to India TV 1.3 Positioning strategies 1.4 An Overview of Media & News- Industry Introduction to Brand Audit AMITY INTERNATIONAL BUSINESS SCHOOL Page 7
  8. 8. “Brand Audit on India TV” Brand: - A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Technically speaking, then, whenever a marketer creates a news name, logo, or symbol for a new product, he or she has created a brand. The key to creating a brand is to be able to choose a name, logo, symbol, package design, or other characteristic that identifies a product and distinguishes it from others. These different components of a brand that identify and differentiate it are Brand elements. Elements of the brand:- The brands are intrinsically striking and their role is to create an indelible impression. Intrinsically striking The visual distinctiveness of a brand may be a combination of any of the following: name, letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface. But the name is the most important element of the brand as its use in language provides a universal reference point. The name is also the one element of the brand that should never change. This is not to say that brands achieve true visual distinctiveness through their names alone. Nike without its tick-like swoosh; and McDonald’s without its Golden Arches would be paler properties indeed. Brands like these- and many thousands of others – rely for their visual distinctiveness on the harmonious combination of these elements and the consistency with which this is maintained. Creating an indelible impression In developed economies consumers have an astonishing-often bewildering-array of choice. There are, for example, dozens of car manufactures, hundreds of car models and thousands of different vehicle specifications to choose from. The diversity of choice puts pressure on those making or selling products or services to offer high quality, excellent value and wide availability. It also puts pressure on them to find more potent ways of differentiating themselves and securing competitive advantage. AMITY INTERNATIONAL BUSINESS SCHOOL Page 8
  9. 9. “Brand Audit on India TV” Much of the skill of marketing and branding nowadays is concerned with building equity for products whose characteristics, pricing, distribution and availability are really quite close to each other. Take cola drinks, for example. Coca-cola and Pepsi cola are able to dominate the world wide cola market. The power of their bottling and distribution systems no doubt plays a part in this, but the main factor is the strength and appeal of the two brands to consumers. The strong, instantly recognizable names, logos and colors of these two brands symbolize their makers’ promise that consumers’ expectations will be fulfilled, whatever the subtleties of these might be. The real power of successful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept. As such they are a contract between a seller and a buyer: if the seller keeps to its side of the bargain, the buyer will be satisfied; if not, the buyer will in future look elsewhere. Brands as business assets The value to businesses of owning strong brands is incontestable. Brands that keep their promise attract loyal buyers who will return to them at regular intervals. The benefit to the brand owner is that forecasting cash flows becomes easier, and it becomes possible to plan and manage the development of the business with greater confidence. Thus brands, with their ability to secure income, can be classified as products assets in exactly the same way as other, more traditional assets of a business (plant, equipment, cash, investments and so on). The durability of brands, the quality of their earning power and their widespread appeal make “The Totality of What the Consumer Takes Into Consideration about a Product Before Making a Purchase Decision.” Importance of Branding Branding is about the values generated in the minds of people as a consequence of the total sum of marketing communication efforts. It is the systematic process of understanding and managing the perceptions and experiences customers have with a brand in a manner that creates added value and preference over competitive alternatives (Broderick & Pickton, 2001). Managing consumer perceptions through branding is an integral part of every company who owns successful brands, having realized the value that is developed both for the company and the customers, as can be seen in Figure 1 below AMITY INTERNATIONAL BUSINESS SCHOOL Page 9
  10. 10. “Brand Audit on India TV” The challenge of branding is to develop a deep set of meanings or associations for the brand (Armstrong et al., 1999). There is much agreement about the importance of building strong brands and the benefits derived from strong brands (Aaker, 1996; Kotler, 2000). Customers care about style, status and the reassurance gained in purchasing a brand, compared with the functional benefit. Ambler (1996; as cited in Resonates, 2002) agrees with this idea, defining brand as “a bundle of functional, economic and psychological benefits for the end user”. Brand Equity As a new competitive environment is emerging, which is primarily characterised by decreasing product divergence, increasing media costs and the integration of markets, it is essential to engage in brand equity or brand building activities at present and in the imminent future (Tripodi, 2001). There is no universally accepted definition of brand equity. According to Aaker (1996), brand equity is “a set of brand assets an liabilities linked to a brand, its name and symbol, that add to or subtract form the value provided by a product to a firm, or to a firm’s customers”. Whereas Leuthesser, et al. (1995) write that “brand equity represents the value (to a consumer) of a product, above that which should result form an otherwise identical product without the brand’s name. In other words, brand equity represents the AMITY INTERNATIONAL BUSINESS SCHOOL Page 10
  11. 11. “Brand Audit on India TV” degree to which a brands name alone contributes value to the offering (again, form the consumers’ perspectives)”. Both definitions limit brand equity to the value of a product, derived solely from its name, to either customers or the firm. Brand equity, however, is multi-dimensional and should relate to three distinct elements, as shown in Figure 2 below. Customer-based brand equity occurs, when the customer is familiar with the brand and holds favorable, strong and unique associations about the brand (Roy, P., 1998). Key determinants of the customer-based brand equity concept are brand image, brand awareness, perceived quality and brand loyalty (Roy, P., 1998). Based on previous research into sponsorship objectives (Heerden, 2001) brand awareness and brand associations (image) are the most relevant dimensions of sport sponsorship. The desired outcome from high brand equity is brand loyalty, i.e. a high degree of repeat business (Resonates, 2002). A highly loyal customer base is an extremely valuable asset, providing sales and profits, reducing the costs of customer acquisition and marketing, as customer retention is usually cheaper. Brand Awareness Brand awareness, as an integral component of brand equity, is an essential part for the communications process. Rossiter and Percy (1987) go as far as stating that brand attitude AMITY INTERNATIONAL BUSINESS SCHOOL Page 11
  12. 12. “Brand Audit on India TV” cannot be formed, and the intention to buy cannot occur unless brand awareness has occurred. Brand awareness has a crucial role in the consumer decision making process and in determining the consideration set, which is the small set of brands a consumer gives serious attention to when making a purchase (MacDonald & Sharp, 1996), as demonstrated in Figure 3 below. A brand that the consumer is not aware of is not considered and cannot be chosen. Consumers are aware of a large number of brands when making purchase decisions, and brands with higher awareness levels are more likely to be part of the final purchase decision (MacDonald & Sharp, 1996). Wilson (1981 as cited in MacDonald & Sharp, 1996) confirmed in a consumer choice study, that over 70% of consumers selected a known brand of peanut butter from among a choice of three, even though blind taste tests had determined a different brand to have better quality. This suggests that the higher the position of the brand in the consumer’s mind, the higher the purchase intention, as shown in Figure 4 below. AMITY INTERNATIONAL BUSINESS SCHOOL Page 12
  13. 13. “Brand Audit on India TV” Brand awareness is also said to influence the brand’s perceived quality, as found in a consumer choice study by Hoyer and Brown (1990, as cited in MacDonald & Sharp, 1996). MacDonald et al. (1996) argue, that brand awareness “can determine which brand is chosen from the consideration set”. Further, it was acknowledged that brand awareness is one of the four major brand equity builders, and can lead to sustainable competitive advantages (Aaker, 1996). Why is Brand Awareness Important? You may be asking yourself, is brand awareness really all that important? You may be saying to yourself, I have plenty of customers and sales are decent, why bother? The answer is: There are few things more worthwhile than investing time in your brand’s awareness. It can play a major role in purchasing decisions. The reality is, the more aware consumers are of your product and your brand, and the more likely they are to buy from you. Maintaining Brand Awareness It is important to keep working at the issues and activities identified. Pay attention to how customers are responding to products, packaging, displays, and messages. Look for ways to improve the image you are trying to get across. Ask your customers for suggestions. Work to maintain a consistent presence in the market place. This can mean a location and regular times where customers can reliably expect to find you. AMITY INTERNATIONAL BUSINESS SCHOOL Page 13
  14. 14. “Brand Audit on India TV” Brand Association A brand association is anything linked in memory to a brand (Aaker, 1991:109-110). This link becomes stronger when it is based on a consumer’s frequent experiences with a specific brand. Brand associations provide great value since they represent bases for consumers’ purchasing decisions as well as their level of brand loyalty. Brand associations enable companies to differentiate their brands in the market and this can prove to be a key competitive advantage. They give consumers a reason to purchase products by affecting their feelings and attitudes. In addition, brand associations provide the basis for companies in their extension efforts. Many brand associations involve product attributes or customer benefits that provide a specific reason to buy and use the brand (Aaker, 1991:112). Some associations influence consumers’ purchase decisions by providing credibility and confidence in the brand. Managers are interested in both the intensity and the strength of brand associations. Their primary focus is on those associations that may affect consumers’ purchasing decisions directly or indirectly. The concept of brand associations was first discussed by Anderson (1983:75) within his “Architecture of Cognition” theory. This was a complex, comprehensive model of memory. In this model, nodes represent concepts stored in long-term memory. These nodes are interconnected by links of varying strentgh, depending on the proximity of the concepts to which they refer. A brand association is a node linked to a particular brand. According to Keller (1993:3), these brand associations constitute the consumers’ image of this brand: “brand image is defined as perceptions about a brand as reflected by the brand associations held in consumer memory”. Keller classifes brand associations into three major categories: attributes, benefits, and attitudes. Attributes are those descriptive features that charactarize a brand, such as what a consumer thinks the brand is or has. Benefits are the personal value consumers attach to the brand attributes, that is, what consumers think the brand can do for them. Brand attitudes are consumers’ overall evaluations of a brand. Keller suggests classfying the various types of brand associations in 9 dimensions, while Aaker (1991) puts forward 11 dimensions. Korchia (1999) established 15 categories of associations: the company, other organizations, brand personality, celebrities and events, typical users, typical usage situations, product category, price, communication, distribution, product- related attributes, functional benefits, experiential benefits, symbolic benefits and attitude. AMITY INTERNATIONAL BUSINESS SCHOOL Page 14
  15. 15. “Brand Audit on India TV” Brand Uniqueness Brand Uniqueness can be defined as being different or unique from other brands. Brand Uniqueness positions need to be authentic, an extension of your core values and something that can be delivered with integrity. Here is a partial list of differentiating possibilities for your brand. There are many more. • Your credentials • Your physical attitude • Your mental attitude • Your heritage • Your expert team • Your special ingredients • Your speed of action • Your technology • Your lack of something • Your pioneer status • Your geographical location • Your niche markets • Your social consciousness From above graphs, we can easily interpret that Brand Uniqueness of India TV is very high in all ways. AMITY INTERNATIONAL BUSINESS SCHOOL Page 15
  16. 16. “Brand Audit on India TV” BRAND LOYALTY Brand loyalty is a consumer’s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, images, or level of quality at the right price. This perception becomes the foundation for a new buying habit. Basically, consumers initially will make a trial purchase of the brand and, after satisfaction, tend to form habits and continue purchasing the same brand because the product is safe and familiar. Brand loyalists have the following mindset: • “I am committed to this brand.”• “I am willing to pay a higher price for this Brand over other brands.” • “I will recommend this brand to others.” Why is Brand Loyalty Important to the Bottom Line? There are three main reasons why brand loyalty is Important: • Higher Sales Volume – The average United States company loses half of its customers every five years, equating to a 13% annual loss of customers. This statistic illustrates the challenges companies face when trying to grow in competitive environments. Achieving even 1% annual growth requires increasing sales to customers, both existing and new, by 14%. Reducing customer loss can dramatically improve business growth and brand loyalty, which leads to consistent and even greater sales since the same brand is purchased repeatedly. • Premium Pricing Ability – Studies show that as brand loyalty increases, consumers are less sensitive to price changes. Generally, they are willing to pay more for their preferred brand because they perceive some unique value in the brand that other alternatives do not provide. Additionally, brand loyalists buy less frequently on cents-off deals – these promotions only subsidize planned purchases. • Retain Rather than Seek – Brand loyalists are willing to search for their favorite brand and are less sensitive to competitive promotions. The result is lower costs for advertising, marketing and distribution. Specifically, it costs four to six times as much to attract a new customer as it does to retain an old one AMITY INTERNATIONAL BUSINESS SCHOOL Page 16
  17. 17. “Brand Audit on India TV” To test the Brand Loyalty of India TV, we have asked many questions to the viewers. Brand Trust Brand Trust can be defined as a Feeling of security held by the consumer in his/her interaction with the brand, that it is based on the perceptions that the brand is reliable and responsible for the interests and welfare of the consumer. First, brand trust involves a willingness to put oneself at risk, be it through reliance on the promise of value that the brand represents. Second, it is defined by feelings of confidence and security. Third, brand trust involves a general expectancy because it cannot exist without some possibility of being in error. Fourth, it is related to positive or non-negative outcomes. Fifth, it requires making dispositional attributions to the brand such that it is regarded as reliable, dependable, and so on. If brand trust increases, then brand values increases or vice versa. Branding the News Channel in India With close to 30 channels dotting the Indian skies and a few more in the offing, news is without doubt the most happening segment in the television industry. As per a recent study by TAM Media Research, the category witnessed a whopping 74% growth in viewership in 2009, and is slated to grow further this year. However, the entry of more news channel has also made for a clutter in the market, making channels realize the need for brand building. While channels such as Aaj Tak ( Sabse Tez) and Star News ( Aapko Rakhe Aage) have positioned themselves on the speed and high impact plank, Zee news claims to offer the most in-depth coverage. NDTV has positioned itself on the truth platform, while Channel 7 claims to bring to its viewers everything that revolves around life, with its Zindagi Live tagline. The news entrant in the news space market CNN-IBN is banking on hardcore journalism aspect. It is quite easy to break loyalty on television as all one needs to do is switch channels. Therefore, it is essential for the news channels to tell the viewers where their core competence lies – whether their channel’s strength lies in delivering news faster than the rest, or whether it specializes in providing the most in-depth information. AMITY INTERNATIONAL BUSINESS SCHOOL Page 17
  18. 18. “Brand Audit on India TV” The branding exercise The first and the most important component of branding are to have an appealing logo, which reflects the strengths as well as the characteristics of the news channel. A lot of news companies prefer to use bright colors like red and orange as they are very appealing to the eye. To ensure greater brand recall, channels are investing in redoing their logos, which are designed to be in sync with their brand message. The Star News logo, for instance, underwent a major face-lift recently, with the help of BBC Broadcast Design, which, according to a spokesperson from the channel, has been designed to reflect the channel's promise to impact the lives of its viewers. In order to enable people to sample its channel, Star News has tied up with the Mumbai and Delhi airports to play the channel in their lounges. Channels such as Aaj Tak are trying to expand their viewership through cross-promotions on other channels such as Sony and MTV. A recent trend has emerged in branding the new news channels. New or soon-to-be-launched news companies, to bring more credibility in their news, are tying-up with global news companies. Take for example, CNN-IBN. It is a joint venture between TV 18 Group, GBN (promoted by Radeep Sardesai, former Managing Editor of NDTV) and Turner International. Similarly, Times Now, an English news channel from BCCL, owners of popular newspapers like The Times of India, The Economic Times, Femina, etc., has collaborated with Reuters. Such tie-ups and partnerships not only manage to add to the content and infrastructure of news channels, but also help in bringing in credibility to the news channels, thereby helping them in brand building AMITY INTERNATIONAL BUSINESS SCHOOL Page 18
  19. 19. “Brand Audit on India TV” Brand Audit In determining the strengths and weaknesses of an existing brand, or to cover all your bases when establishing a new brand, a brand audit will prove to be of great value. A generalized list of audit categories follows, but we go much further into the issues you see below when conducting an audit for a client. The chart below is a mind map, a technique created by Ton Buzan to depict relationships and present them in a rather organic form. AMITY INTERNATIONAL BUSINESS SCHOOL Page 19
  20. 20. “Brand Audit on India TV” AMITY INTERNATIONAL BUSINESS SCHOOL Page 20
  21. 21. “Brand Audit on India TV” Introduction to India TV HISTORY: - India TV (India TV interactive Pvt Ltd) is a Hindi news channel based in Film City, Noida, India. Although, projected as a news channel, it has been accused of broadcasting stories and segments which have little journalistic integrity. The channel was launched on May 20, 2004 by Rajat Sharma and wife Ritu Dhawan. The channel is the flagship service of Independent News Service, was co-founded by sharma and Dhawan in 1988. Prior to launching India TV, Sharma was a known face on Indian television since 1992, having previously been the anchor of Aap ki Adalat on Zee TV and Janata Ki Adalat on Star TV. Independent News Service received investment from Fuse + Media, an entity of ComVentures, a venture capital firm based in Palo Alto, California with over $1.5 billion of assests under management. Further investments have valued Independent News Service at Rs. 500 crores. Rajat Sharma Chairman – Independent News Service Pvt. Ltd. Rajat Sharma is Chairman and Editor-in Chief of India TV, the Nation’s most watched news channel. He is best known for his popular show ‘ Aap ki Adalat’. The show has continued to captivate viewers for a record 16 years. He has grilled over 500 personalities with a trademark smile in the longest running television show in India’s television history. Before branching out into television in 1992, Mr. Sharma had distinguished 10 year tenure in the print media, where he was the Editor of some important national publications. The transitions from a successful print Editor to an international televsision news personality, and then from a ‘manager-enterpreneur’ to an ‘entrepreneur-manager’ are, perhaps, uique in the AMITY INTERNATIONAL BUSINESS SCHOOL Page 21
  22. 22. “Brand Audit on India TV” Indian media. He created history by launching India’s first private television news bulletin in 1995. This bulletin was beamed across satellite footprints in Asia, Europe and North Africa, and it became the beacon light of freedom and impartiality in the Indian television news genre. In 1997, Mr. Sharma continued to host the popular primetime television show ‘Janata Ki Adalat’ on Star Plus. This show got him the best anchor felicitation several times, including the Indian Television Academy Lifetime Achievement Award. Nation-wide survey conducted by Hindustan, the leading Hindi daily, named Mr. Sharma as the Hero of the media industry. In their citation, the editors of Hindustan noted that “with his commitment to win in the market, Mr. Sharma changed the very meaning of television news and he did not rest until he had taken India TV right at the top. “Under Mr. Sharma’s leadership, India TV has created benchmarks in innovation, impact, ratings, time spends, and viewer-support. Indeed, India TV’s news breaks have inspired talk shows on rival channels, Bollywood films, BBC documentaries and articles in Time Magazines, even Amul hoardings. The channel’s popularity is no accidents. It is the result of the efforts of a self-made man who kept both his feet firmly to the ground, a journalist for whom the viewer’s interest has been paramount. AMITY INTERNATIONAL BUSINESS SCHOOL Page 22
  23. 23. “Brand Audit on India TV” Mission Statement India TV informs, entertain the India and aim to become the voice of India. India TV is not merely a news channel, it's a movement to give more credibility to TV news reporting. It's an endeavor to give the viewers a feeling that there is a channel that stands up for their rights, for them. AMITY INTERNATIONAL BUSINESS SCHOOL Page 23
  24. 24. “Brand Audit on India TV” VISION STATEMENT “INDIA TV will be the voice of freedom from the India. It will highlight the issues of concern and daily news through information, discussion and entertainment. India TV will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues. India TV will provide infotainment audiences can relate to, thereby creating loyalty and response; India TV will forge an alliance amongst its three Stakeholders – viewers, advertisers and stakeholders to maximize viewership”. Basic Objective:- Like all other profit organizations, India TV basic objective is revenue generation. Value statement:- • We are a team. • We respect each other. • We encourages self-development. • We hold high expectations. • We embrace change. • We value our Viewers. • We provide exceptional service that leaves an impression. • Consistent infotainment service and production quality. AMITY INTERNATIONAL BUSINESS SCHOOL Page 24
  25. 25. “Brand Audit on India TV” Company Logo:- All companies must have a pictogram, or single visual statement that represents the entire idea behind that symbol. India TV’s logotype enjoys the same reputation with the audience, stakeholders and employees. Representing the true strength of the channel, which is unbiased, accurate and timely 24- hours news in hindi language. India TV's logo is the first animated TV logo in India where its colour too changes according to the day part. That would mean the day time colour is different from the evening time.). • Portion used: The entire logo is used to convey the meaning intended and avoid tarnishing or misrepresenting the intended image. • Low resolution: The logo is of a size and resolution sufficient to maintain the quality intended by the company or organization, without being unnecessarily high resolution. • Purpose of use: The image is used to identify the organization India TV, a subject of public interest. The significance of the logo is to help the reader identify the organization, assure the readers that they have reached the right article containing critical commentary about the organization, and illustrate the organization, and illustrate the organization’s intended branding message in a way that words alone could not convey. • Replaceable: Because it is a logo there is almost certainly no free equivalent. Any substitute that is not a derivative work would fail to convey the meaning intended, would tarnish or misrepresent its image, or would fall its purpose of identification or commentary. SLOGAN AMITY INTERNATIONAL BUSINESS SCHOOL Page 25
  26. 26. “Brand Audit on India TV” POSITIONING STRATEGIES India TV was launched in middle of 2004 when the numbers of news channels on TV were exploding. These news channels belonged to established production houses. They were either backed by a strong TV service (such as Star News by Star TV Asia) or were already synonymous with news (such as Aaj Tak of the TV Today network). Every channel’s focus was clear – Any news should be covered by them before any other channel. Rajat Sharma, the promoter of the India TV, was a well known face as he had anchored a famous TV series ‘Aap Ki Adaalat’ for many years. The channel was clear that it could not just rely on the credibility of the promoter for its success. It had to somehow standout – but how can one standout in news? Michael Porter, who is famous for his management models, describes three strategies that businesses use for competitive advantage. These are ‘Cost Leadership’, ‘Differentiation’ and ‘Focus’ strategies. ‘India TV’ has adopted the Focus strategy from the beginning and it seems to have worked out for it. Instead of becoming another participant in this news race, India TV took a ‘Focus’s strategy. They wanted to concentrate on a set of TV viewers who are interested in sensational news which are not run-of -the-mill. The channel's confident and go-getting tagline "Desh Badalna Hai To Channel Badlo" splashed over hoardings, throws an in your face challenge to all the others in the fray. The idea was to help people see the changing face of India and also played a role changing the face of the country. Before launching the channel, India TV had IMRB carried out a survey as to what the expectations were from India TV. The survey showed that people associated credibility with the name of Rajat Sharma. Their expectation was to get responsible reporting from Rajat Sharma. Such feedback went into conceptualising the channel. An extensive multi-media campaign involved print, outdoor, cinemas and radio. Managing the whole AMITY INTERNATIONAL BUSINESS SCHOOL Page 26
  27. 27. “Brand Audit on India TV” campaign, which included not just the planning and buying aspect but marketing as well, was Euro RSCG's media buying arm MPG. They have surveyed the other news channels and found out that there were a lot of gaps in their programming. The requirement for a new news channel was there and India TV will be different in the way that it will go beyond the normal reporting in the half hour news capsule. A stark difference will be noticed in the way India TV reports viz-a-viz the others. They have spent almost six months working closely with the team. On the programming front, apart from Rajat Sharma, the channel has recognized anchors like Tarun Tejpal, Maneka Gandhi, Sohaib and Nafisa Ali. While Rajat Sharma is anchoring his pet project Aap Ki Adaalat, Tejpal is anchoring an half hour show called Aaj Ka Tehelka. Gandhi is anchoring Jeene Ki Raah, whereas Ali is anchoring a talk show where she is traveling the length and breadth of the country talking to a host of people. The channel's brand positioning and marketing strategies are revolving around the anchors. While the hoardings of India TV already sport the faces of Sharma. On the distribution front, "their marketing act is programming and consumer based." Speaking on what activities were being planned by them for the cable fraternity. they had took up the operators after a while when they completed programming . India TV also had one-to-one direct contact with the cable operators." Initially, India TV had targeted the prime Hindi speaking markets of the country in two phases. The first phase involved major towns and capitals, primarily in the states of Bihar, Uttar Pradesh, Maharashtra, Rajasthan and Gujarat, while the second phase had targeted below the line towns with a population of over 100,000 and also involve South Indian cities like Hyderabad, Chennai, Bangalore and Mangalore. While India TV's buoyant and confident mood could be felt from its tagline itself, it remained to be seen whether the channel has delivered what it so vehemently promises. India TV’s Network Diversification Brand Extension AMITY INTERNATIONAL BUSINESS SCHOOL Page 27
  28. 28. “Brand Audit on India TV” Brand extensions means existing brand name extended to new or modified product or service category. Using this strategy, Independent service network planning to launch a new 24X7 news channel. Called India TV Wiz, the channel will be a bilingual in Hindi and English and is the first channel to have got an approval after the United Progressive Alliance (UPA) returned to power. "Wiz will be up in six months, perhaps earlier in the beta form. You will see a truly unique bouquet of content that will make it a nationwide phenomenon. Thanks to its ideator, Wiz will break the mould," Sharma said in a statement released on Wednesday (Aug 12). "It will give premium advertisers a bouquet of screens that support true marketing innovation, reaching their message to top-of-the-line audiences across TAM cities and the next wave of conditional access markets. Wiz will be plugged on to new media and mobile platforms from day one. It will power a world-class partner for international news," he added. Sharma plans to position Wiz as a formidable twin to its sister channel India TV under his umbrella group Independent News Service (INS). Wiz will also connect with new- age audiences through INS's digital media business, India TV Interactive. Asked about the editorial leadership for the channel, Sharma, who is also the group editor-in-chief, did not reveal the name. "One of the most live-wire and innovative editors in the business will run Wiz on a hands-on basis," he said. ACQUISITIONS AND INVESTMENTS • Mumbai March 29 Fuse+Media, an affiliate of international venture fund Comventures, has invested Rs 50.96 crore in the Hindi news channel, India TV. The Foreign Investment Promotion Board has approved foreign direct investment in India TV through the issue of convertible preference shares and purchase of shares from the secondary market. The investment gives Fuse+Media a 19.7 per cent stake in Independent News Services Pvt Ltd, India TV's parent company. • India TV Interactive (ITVI) has acquired controlling stake in Studio Brahma, a one- stop design development and production major with clients across graphic design, web design, multimedia and 3-D animation. The acquisition is in line with Mr Sharma's "no pink slips, no pay cuts" announcement earlier this month, when in a Town Hall address, he said that his group won't just buck the recession, it will demonstrate furious growth and make 2009 its best year. ITVI's first acquisition comes within just three months of its creation and adds Studio Brahma's entire resources ranging from architecture to animation into the group. In one swoop, Studio AMITY INTERNATIONAL BUSINESS SCHOOL Page 28
  29. 29. “Brand Audit on India TV” Brahma brings to ITVI over 45 client relationships like Vatika, Uppal, Ambuja, Emar MGF, Baani, Jindal Steel, The Kitchen Art Company and Aarohi, besides ongoing development projects for Ministry of Tourism, ITDC and the Chattisgarh Tourism Board. ITVI is Mr Sharma's vehicle for a major foray into various new media platforms and value-added services. An Overview: Media & Entertainment Industry : The Indian Entertainment and Media Industry have out-performed the Indian economy and is one of the fastest growing sectors in India. It is rising on the back of economic growth and rising income levels that India has been experiencing in the past years. This is significantly benefiting the entertainment and media industry in India as this is a cyclically sensitive industry and it grows faster when the economy is expanding. An added boost to the entertainment and media industry in India is from the demographic point of view where the consumer spending is rising due to increasing disposable incomes on account of sustained growth in income levels and reduction of personal income tax over the last decade. AMITY INTERNATIONAL BUSINESS SCHOOL Page 29
  30. 30. “Brand Audit on India TV” Other than the demographic and economic impetus provided by the Indian economy that is helping the entertainment and media industry to grow at this rapid face, there are several other factors, which are contributing to this high growth rate. Some of these are Low Media Penetration in lower socio-economic classes. Table below gives the media penetration in various segments of the E&M Industry today. As would be evident, the media penetration is varied across segments and across the socio- economic classes. A common factor, however, across the segments is the fact that though the media penetration is lower in lower socio-economic classes, in terms of absolute numbers, the penetration is much higher in these classes. Hence, efforts to increase the penetration even slightly in these lower socio-economic classes are likely to delivery much higher results simply due to the higher numbers Indian Advertising spends, as a percentage of GDP is only 0.34 per cent, which is way below the percentages for both developed and developing countries. This provides an immense potential for growth in since advertising revenues are key to every segment in the Indian entertainment and media industry. Even if India were to reach the global average, the advertising revenues generated would almost be equal to the current advertising revenues, which are estimated at about US$ 2.5 billion for 2005 fiscal. AMITY INTERNATIONAL BUSINESS SCHOOL Page 30
  32. 32. “Brand Audit on India TV” KEY DRIVERS OF INDIAN MEDIA AND ENTERTAINMENT: NAME OF THE OTHER GIANTS OF THIS INDUSTRY 1) Aaj Tak 2) Zee News 3) Star News 4) NDTV India 5) IBN 7 6) CNN 7) Sahara Samay 8) CNBC TV18 9) DD News 10) BBC World AMITY INTERNATIONAL BUSINESS SCHOOL Page 32
  33. 33. “Brand Audit on India TV” SWOT Analysis of E & M Industry AMITY INTERNATIONAL BUSINESS SCHOOL Page 33
  34. 34. “Brand Audit on India TV” Relative Shares of Hindi News Channels (2008) AMITY INTERNATIONAL BUSINESS SCHOOL Page 34
  36. 36. “Brand Audit on India TV” Research Project Our research is based on two major aspects. One is related with the determining the awareness and perception of the India TV viewers and the other deals with determining the competitive analysis with another giant competitors. Research Objectives  To understand the influence of India TV as a hindi news channel and its segment programs as a brand on consumers mind set.  The source of Brand equity of India TV like Brand knowledge, Brand image, Brand stature, Brand vitality.  To understand the Brand performance of Independent news service network.  To understand Brand Imagery, Brand Quality perceived by customers, Brand credibility, consideration, superiority and feelings.  Comparative analysis with its giant competitors. Rationale of the Project Importance of our project can be understood by the following points: -  Hindi News channel penetration in India is growing at a very fast rate.  In this era of globalization the companies face a cut throat competition.  As a result, News channels are becoming more entertainment oriented.  Often a news channel is lost among the thousands of similar news channel on TV.  Are news channels more concentrating on sensationalizing news rather than showing reality to viewers? Some Facts & Figures • Hindi news channel audience is over 70% of the population in India. AMITY INTERNATIONAL BUSINESS SCHOOL Page 36
  37. 37. “Brand Audit on India TV” • Continues to grow 8-10% annually. • About 10-12 per cent of total advertising money spent on television goes to news channels. • In 2007 news channels generate about Rs 7 billion in advertising revenues, compared to Rs 6.2 billion in 2006. • Most watched news channel in India: Research Methodology Both primary and secondary data was used in the project. Secondary data • Websites of TAM media research, exchange4media and India TV. • Other websites like Google are to be used as the source of secondary data collection • Magazines: Pitch, Impact, Newspaper. Primary data • Research project is bases on viewer’s survey. AMITY INTERNATIONAL BUSINESS SCHOOL Page 37
  38. 38. “Brand Audit on India TV” • Two different types of questionnaire and informal interview technique were prepared for conducting the customers’ survey. • Nominal, Interval and Likert scale was used in the questions of questionnaire. • Online link and hard copies were prepared for the questionnaire. • Instruments used for analyzing the collected data are as follows:- 1) Laddering: Qualitative Research Model adopted 2) Brand Asset Valuator (BAV): Quantitative Research model adopted HYPOTHESIS We have stated four hypotheses they are as follows: A. Viewership and Attributes a. H0: - Viewership and Attributes of Hindi news channel are independent. b. H1: - Viewership and Attributes of Hindi news channel are dependent. B. Viewership and profile a. H0: - profile of respondents and watching news channel are independent. b. H1: - profile of respondents and watching news channel are dependent. C. Brand perception and Viewership a. H0: - Perception about the brand and watching news channel are independent. b. H1: - Perception about the brand and watching news channel are dependent. D. Brand image of India is good and viewers do watch India TV. E. Brand image of India TV is not good viewers do watch India TV. Market Research Marketing research is a form of business research and is generally divided into two categories: consumer market research and business-to-business (B2B) market research, which was previously known as industrial marketing research. Consumer marketing research studies the buying habits of individual people while business-to-business marketing research investigates the markets for products sold by one business to another. Consumer market research is a form of applied sociology that concentrates on understanding the behaviour, whims and preferences, of consumers in a market-based economy, and aims to AMITY INTERNATIONAL BUSINESS SCHOOL Page 38
  39. 39. “Brand Audit on India TV” understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923. Thus marketing research is the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. Role of marketing research The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment. Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing AMITY INTERNATIONAL BUSINESS SCHOOL Page 39
  40. 40. “Brand Audit on India TV” managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the DECIDE model: D —- Define the marketing problem E —- Enumerate the controllable and uncontrollable decision factors C —- Collect relevant information I —- Identify the best alternative D —- Develop and implement a marketing plan E —- Evaluate the decision and the decision process The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints. Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to select the best alternative based on chosen criteria or measures of success. Then a detailed plan to implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated. Marketing research characteristics First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The motto of every researcher should be, "Find it and tell it AMITY INTERNATIONAL BUSINESS SCHOOL Page 40
  41. 41. “Brand Audit on India TV” like it is." The objective nature of marketing research underscores the importance of ethical considerations, which are discussed later in the chapter. Marketing research involves the identification, collection, analysis, and dissemination of information. Each phase of this process is important. We identify or define the marketing research problem or opportunity and then determine what information is needed to investigate it., and inferences are drawn. Finally, the findings, implications and recommendations are provided in a format that allows the information to be used for management decision making and to be acted upon directly. It should be emphasized that marketing research is conducted to assist management in decision making and is not: a means or an end in itself. The next section elaborates on this definition by classifying different types of marketing research. Comparison with other forms of business research Other forms of business research include: Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment (see environmental scanning). Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors. Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop (see new product development). Advertising research - is a specialized form of marketing research conducted to improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form of customized research that predicts in-market performance of an ad before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used on ads still in rough form. Classification of marketing research AMITY INTERNATIONAL BUSINESS SCHOOL Page 41
  42. 42. “Brand Audit on India TV” Organizations engage in marketing research for two reasons: (1) to identify and (2) solve marketing problems. This distinction serves as a basis for classifying marketing research into problem identification research and problem solving research. Problem identification research is undertaken to help identify problems which are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future. Examples of problem identification research include market potential, market share, brand or company image, market characteristics, sales analysis, short-range forecasting, long range forecasting, and business trends research. A survey of companies conducting marketing research indicated that 97 percent of those who responded were conducting market potential, market share, and market characteristics research. About 90 percent also reported that they were using other types of problem identification research. Research of this type provides information about the marketing environment and helps diagnose a problem. For example, a declining market potential indicates that the firm is likely to have a problem achieving its growth targets. Similarly, a problem exists if the market potential is increasing but the firm is losing market share. The recognition of economic, social, or cultural trends, such as changes in consumer behavior, may point to underlying problems or opportunities. The importance of undertaking problem identification research for the survival and long term growth of a company is exemplified by the case of PIP printing company once a problem or opportunity has been identified, as in the case of PIP, problem solving research is undertaken to arrive at a solution. The findings of problem solving research are used in making decisions which will solve specific marketing problems. More than two-thirds of companies conduct problem solving research. Marketing research methods Methodologically, marketing research uses the following types of research designs. Based on questioning: Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques AMITY INTERNATIONAL BUSINESS SCHOOL Page 42
  43. 43. “Brand Audit on India TV” Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis. Based on observations: Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test market. Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client. Instruments used for Data analysis 1) Laddering: Qualitative Research Model adopted 2) Brand Asset Valuator (BAV): Quantitative Research model adopted 1) Laddering Technique Laddering is an interview technique used in semi‐structured interviews. Laddering is a method that helps you elicit the higher or lower level abstractions of the concepts that people use to organize their world. The method is performed by using probes. Probing means to “peel back the layers” of the informant’s experience. Laddering and probing is used to: “understand the way in which the informant sees the world” (Reynolds & Gutman, 1988). AMITY INTERNATIONAL BUSINESS SCHOOL Page 43
  44. 44. “Brand Audit on India TV” When is Laddering used? Laddering is used within two streams of research: Consumer research and organization research. • Consumer research to elicit consumers’ preferences towards certain products or services. • Consumers’ preferences are categorized into three dimensions: 1Attributes of a product/service 2Consequences 3Values • Organization research to elicit values and decision making structures in organizations. • The laddering method can be used to elicit values among managers or employees (e.g. work conditions among employees). • Preferences are categorized into means and ends Why use this technique for our research? The laddering interview technique is a structured approach. • You get to know what is important to the informants and why it is important; the values. • The high degree to which the method can provide the appropriate data • The relatively less amount of time required to collect and analyse the data • Low Costs associated with collecting and analysing the data. • Low Level of commitment and involvement required of interviewees • Requirements for training in the method – Even though Laddering becomes more effective with experience the formal training required is relatively less • The informants are able to relate to this way of thinking (e.g. focus group interview). AMITY INTERNATIONAL BUSINESS SCHOOL Page 44
  45. 45. “Brand Audit on India TV” Brand Asset Valuator (BAV) Brand Image is defined as consumer perceptions of a brand and is measured as the brand associations held in consumer’s memory. The Brand Asset Valuator, a proprietary tool developed by advertising agency Young & Rubicam, measures Brand Image by applying four broad dimensions: Differentiation, Relevance, Esteem, and Knowledge. These four core aspects of the brand are called ‘Pillars’. The four pillars can be clubbed into two‐directional indicators‐ Brand Vitality: This is a combination of Differentiation and Relevance. As these pillars are indicators of where the brand is likely to shape out in the future, Brand Vitality is a leading indicator. Brand Stature: This is a combination of Esteem and Knowledge. It gives a sense of the brand’s present and past. Brand Stature tends to, over time, mimic brand strength and is thus a lagging indicator. The BAV is an ideal tool for advanced brand analysis such as managing brand portfolios, positioning/repositioning exercises, understanding target audience etc. BAV's database is the result of the world's most extensive research project on branding, based on data on 30,000 brands across 400,000 consumers in 48 countries through 240 studies. AMITY INTERNATIONAL BUSINESS SCHOOL Page 45
  46. 46. “Brand Audit on India TV” There are four key components of brand health in BAV – the four pillars. Each pillar is derived from various measures that relate to different aspects of consumers’ brand perceptions and that together trace the progression of a brand’s development. These four components for determining brand value are – 1. Differentiation:- Differentiation is the ability for a brand to be distinguished from its competitors. A brand should be as unique a possible. Brand health is built, and maintained by offering a set of differentiating promises to consumers. And by delivering those promises to leverage value. 2. Relevance:- Relevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration (the percentage of households that purchase the brand). 3. Esteem:- Esteem is the perceived quality and consumer perceptions about the growing or declining popularity of a brand. Does the brand keep its promises? The consumer’s response to a marketer’s brand building activity is driven by his perception of two factors: quality and popularity. Both vary by country and culture. 4. Knowledge:- Knowledge is the extent of the consumer’s awareness of the brand and understanding its identity. The awareness levels about the brand, and what it means, shows the intimacy that consumers share with the brand. True knowledge of the brand comes through building of the brand. Brand Strength Differentiation and relevance taken together say a lot about a Brand’s strength (brand vitality). These two pillars point to the brand’s future value, rather than just reflecting its past.  When Differentiation is greater than Relevance, the brand has room to grow. This is a healthy pattern. AMITY INTERNATIONAL BUSINESS SCHOOL Page 46
  47. 47. “Brand Audit on India TV”  When Relevance is significantly greater than Differentiation, the brand has become commoditized. Its Uniqueness has faded and price has become the primary reason to buy. This is an unhealthy pattern. Brand Stature Esteem and knowledge together create Brand stature, which is a “report card” on a brand’s past performance and which determines the current power of the brand. AMITY INTERNATIONAL BUSINESS SCHOOL Page 47
  48. 48. “Brand Audit on India TV”  When Esteem is greater than Knowledge, and the consumer says, “I’d like to get to know you better.” Consumers have motivation to find out more about your brand. This is a healthy pattern for the brand.       When Knowledge is greater than Esteem, consumers are saying, “I know you more than I like you.” The brand has become too familiar and consumers have no motivation to listen to you. Too much Knowledge has become a dangerous thing. Mapping a Brand’s Life: the Power Grid AMITY INTERNATIONAL BUSINESS SCHOOL Page 48
  49. 49. “Brand Audit on India TV” BAV uses a two-dimensional plot to measure Brand Strength and Brand Stature. The strength is measured on the vertical “y-axis” [Differentiation, Relevance] and stature is measured on the horizontal “x- axis” [Esteem, Knowledge]. The Power Grid provides a model for mapping and diagnosing the life of a brand. New brands begin in the lower left quadrant – with low strength, low stature. As the brand develops, it rises to the upper left quadrant – where strength is significantly higher than stature. It is here where niche brands and brands with unrealized potential reside. This is high margin territory. In order to maximize shareholder value, brands should be strategically leveraged to move to the upper right quadrant, where powerful leadership brands reside. When brands get into trouble, the first thing to erode is Differentiation, causing leadership brands to decline. This loss in Differentiation reduces the ability to extend the brand across new consumer and market segments. As a result, there is a huge loss in intangible value. Advantages of Young & Rubicam’s Brand Asset Valuator  Brand Asset Valuator is an important tool to assess a brand’s current achievements and stature. It is even more powerful when the future potential of a brand can also be measured. Y&R’s Brand Asset Valuator offers this opportunity.  Combining exhaustive amounts of consumer data with a proven model of brand-building, Brand Asset Valuator anticipates future operating earnings and operating margins. This can enhance the marketing-decision process in a variety of substantive ways.  Brand Asset Valuator can help managers understand marketplace opportunities and the types of risk that go with them. It can provide a deeper understanding of consumer behavior: AMITY INTERNATIONAL BUSINESS SCHOOL Page 49
  50. 50. “Brand Audit on India TV” for example, shedding light on reasons why some segments are willing to pay a higher price for a highly differentiated brand.  Brand Asset Valuator stands apart from other brand study aids in a number of ways. It is predictive, focusing on leading indicators instead of lagging. It is exhaustive in every way, size and scope. Most importantly, it evaluates a brand in the entire world of brands, not in its “category.”  Brand Asset Valuator also helps to determine a brand’s elasticity and helps to explore beneficiary brand alliances.  Lastly, Brand Asset Valuator is not only just useful for creating brands. It is useful for managing brands in the long term—through ups and downs. Disadvantages of Young & Rubicam’s Brand asset Valuator  The major disadvantage associated with Young & Rubicam’s Brand asset Valuator is that it is proprietary in nature and can be employed only by Young and Rubicam.  Another disadvantage associated with BAV is that the measures underlying the four factors may not be relevant across a wide range of product categories and thus these factors tend to be abstract in nature and might not be related directly to product attributes or benefits and more specific marketing concerns. Nevertheless, the BAV model represents a landmark study in terms of marketers’ ability to better understand what drives top brands and where their brands fit in with other brands. AMITY INTERNATIONAL BUSINESS SCHOOL Page 50
  51. 51. “Brand Audit on India TV” AMITY INTERNATIONAL BUSINESS SCHOOL Page 51
  52. 52. “Brand Audit on India TV” CHAPTER 3: CONSUMER’S ANALYSIS & FINDING Consumer’s Survey Research Design • Sampling Technique: - Simple random sampling technique was used. AMITY INTERNATIONAL BUSINESS SCHOOL Page 52
  53. 53. “Brand Audit on India TV” • Target Population: - Everyone who watches TV was selected as target population • Sampling Area: - Delhi, Ghaziabad and Gurgaon • Sample Size: - The sampling unit is 200 which are divided as follows: Number of respondents 200 Age Group 15-60 & above Survey Locations Delhi, Ghaziabad & Gurgaon Age Group Below20 20-40 40-60 60 & Above No. Of Respondents 20 100 60 20 Gender Male Female No. of Respondents 100 100 Time Duration: - 45 days (one and half month). Methodology The research will be carried out in the form of a survey. This will include primary research in addition to secondary research as stated below. The survey research method will be descriptive research design. Each respondent will be interviewed through a Questionnaire. The same will be selected by a simple random sampling method. The survey will address the following information area: AMITY INTERNATIONAL BUSINESS SCHOOL Page 53
  54. 54. “Brand Audit on India TV” Information Areas: The objective as spelt out can be elaborated into specific information areas to be studied. • How do customers perceive India TV as a stable brand, and how do they associate it with India TV? • Are the viewers aware of India TV programs or they associate it or some other channel? • Do they consider India TV as a news channel? • Which program or segment from the basket of India TV programs does the viewer consider as the best program of India TV? • Which program of India TV viewers frequently watch? • Are the viewers willing to accept India TV as an infotainment channel? SURVEY RESULT Work Profile & Job responsibility AMITY INTERNATIONAL BUSINESS SCHOOL Page 54
  55. 55. “Brand Audit on India TV” Profession Q1. Do you watch TV? AMITY INTERNATIONAL BUSINESS SCHOOL Page 55
  56. 56. “Brand Audit on India TV” From this chart it is known that:- • 85% of the respondents say that they watch TV. • 13% of the respondents say that they watch TV sometimes. • 2% of the respondents say that they do not watch TV. Q2. On an average day, how many hours do you spend watching TV? From this graph it is known that:- AMITY INTERNATIONAL BUSINESS SCHOOL Page 56
  57. 57. “Brand Audit on India TV” • Out of 200, 31% respondents spend watching television 1hr or less. • 48% respondents spend watching television 2-3 hr • 15% respondents spend watching television 4-5 hr • 5% respondents spend watching television 6-7 hr • 1% respondents spend watching television More than 7 hrs Q3. At what time during the day do you spend the most time watching TV? • 87 respondents prefer watching TV at morning. • 71 respondents prefer watching TV at afternoon • 146 respondents prefer watching TV at Evening/Prime time • 69 respondents prefer watching TV at Late Night As mentioned by respondents, highest percentage of viewers watches TV at prime time. This means that the scope of increasing TRP and improving brand association and image is high in this period of time. Q4. What type of programming do you watch most often? AMITY INTERNATIONAL BUSINESS SCHOOL Page 57
  58. 58. “Brand Audit on India TV” The chart shows:- • 23% of respondents prefer watching News the most. • 11% of respondents prefer watching Sports the most. • 5% of respondents prefer watching TV Drama the most. • 16% of respondents prefer watching TV Comedy the most. • 17% of respondents prefer watching TV Movie the most. • 21% of respondents prefer watching Soap the most. • 4% of respondents prefer watching Talk Show the most • 3% of respondents prefer watching other programming the most. According to the result viewers spend most of their time watching News. This means that News channels have that much potential to attract maximum viewers and increase their market share in the media and entertainment industry. In toady’s world, a viewer wants to get maximum information of their surrounding. They wants to gather information in various ways like through entertainment, serious information or may be through infotainment programmes. AMITY INTERNATIONAL BUSINESS SCHOOL Page 58
  59. 59. “Brand Audit on India TV” Q5. Do you watch News Channels? From this chart it is clearly known that:- • 93% of respondents watch news. • 1% of respondents do not watch news. • 6% of respondents watch news sometimes. Q6. How much time you spend watching news channel? AMITY INTERNATIONAL BUSINESS SCHOOL Page 59
  60. 60. “Brand Audit on India TV” The result shows that:- • 82% viewers give 30 minutes or less to watch news channels. • 14% viewers give 1-2 hr to watch news channels. • 4% viewers give 2-3 hr to watch news channels. Q7. Which News channel you watch the most? Above pie chart shows that:- • 55% viewers watch Hindi news channel the most. • 35% viewers watch both (English & Hindi news channel) the most. • 8% viewers watch English news channel the most. • 2% viewers watch Regional news channel the most. AMITY INTERNATIONAL BUSINESS SCHOOL Page 60
  61. 61. “Brand Audit on India TV” Q8. Which Hindi News Channel attracts you the most and gives you the relevant information according to you? As results show:- • Aaj Tak stands on first position in the viewership shares, i.e., 31% • NDTV India on second position in the viewership shares, i.e., 21% • Star News on third position in the viewership shares, i.e., 17% • India TV on fourth position in the viewership shares, i.e., 16% • Zee News on fifth position in the viewership shares, i.e., 7% • Others on sixth position in the viewership shares, i.e., 8% On the basis of two main factors, i.e., relevancy and attracting viewers towards their news channel Aaj Tak takes the first position where as India TV stands on fourth position. The myth that India TV do not shows relevant news because of higher sensationalism which still lingers in the minds of viewers but if India TV reduces giving raw news regularly then we can exemplify our growth. AMITY INTERNATIONAL BUSINESS SCHOOL Page 61
  62. 62. “Brand Audit on India TV” Q9. You watch India TV:- Above chart says that:- • 45% viewers watch India TV most of the time. • 53% viewers watch India TV sometimes • 25 viewers never watch India TV. India TV has 45% viewers who watch TV most the time, which states that India TV is capable to attract viewers for long and which is positive because it increases the brand recall value and brand association shares in the market. However, it is important that the channel is more aggressively marketed as 53% and 25% who still do not watch India TV much. It helps in conviction building. AMITY INTERNATIONAL BUSINESS SCHOOL Page 62
  63. 63. “Brand Audit on India TV” Q9. If in case you come up with India TV while surfing channels, does it make you glued to its news? Above chart shows that, India TV is capabale of attracting 50% of viewers to watch their news channel. It means, it is different from other news channel and it is positive sign for our channel. We can do put many innovative programs as per viewers want. As per the interviews of viewers, they like to watch sensational news but they want information simultaneously too. We should now concentrate on the content and quality of news. AMITY INTERNATIONAL BUSINESS SCHOOL Page 63
  64. 64. “Brand Audit on India TV” Q10. Which program do you like to watch most on India TV? As it is clearly shown that:- • Lok sabha and assembly attracts 7% of viewership from all. • Aapki Adalat attracts 21% of viewership from all. • Special Reports attracts 18% from all. • Political News attracts 13% from all. • Chak-De-Cricket attracts 8% from all. • Crime Reports attracts 11% from all. • Astrology attracts 20% from all. • 2% viewers do not like anything from above news programmes shown by India TV. AMITY INTERNATIONAL BUSINESS SCHOOL Page 64
  65. 65. “Brand Audit on India TV” Aapki Adalat attracts maximum viewership out of all. Research shows that Brand associated credibility is with the name of Mr. Rajat Sharma. But there are viewers who spend watching Special reports of India TV. However, 2% market does not like to watch any of the programmes of India TV. Q11. Is the information given by India TV, you prefer is sufficient? The data revealed that 44% of viewers are not sure whether the information they are getting from India TV is sufficient or not. It may affect the brand image of India TV because myth of not giving the right and insufficient information still lingers in the minds of viewers. But on the other hand, 36% of viewers are sure about sufficiency which is positive for the Brand image. However, 20% of viewers think, they are not getting the sufficient information. But, majority of people are in favor of India TV, Which may help in increasing brand association value in the market. Q12. India TV is popular for its graphics and sensationalism. Do you think it is these features of it made it to the limelight? AMITY INTERNATIONAL BUSINESS SCHOOL Page 65
  66. 66. “Brand Audit on India TV” Q13. Do you think “Breaking News” is more eyes catching than regular news? Above data shows that most of the viewers think “breaking News” is more eye catching than regular news and 20% think sometimes and 15% do not think the same. Q13. Do you like the sensational formulation of news? AMITY INTERNATIONAL BUSINESS SCHOOL Page 66
  67. 67. “Brand Audit on India TV” Most of the viewers like sensational formulation of news but on the other hand, 46% of viewers like sometimes. And 20% do not like it at all. Q14. Do you find it unique in the way India TV provides you the information? As the above bar graph shows, • 55% of the viewers sometimes find India TV unique in the way of providing the information. AMITY INTERNATIONAL BUSINESS SCHOOL Page 67
  68. 68. “Brand Audit on India TV” • 26% of the viewers always find India TV unique in the way of providing the information. • 19% of the viewers never find India TV unique in the way of providing the information. Viewers sometimes find India TV presentation unique which may states that viewers agree with the uniqueness of the India TV. This is positive for the India TV brand recognition and brand association factors. Q14. I enjoy watching India TV. As chart reveals:- • 30% of viewers strongly agree with the statement. • 31% of viewers agree with the statement. • 19% of viewers neutral with the statement. • 13% of viewers disagree with the statement. AMITY INTERNATIONAL BUSINESS SCHOOL Page 68
  69. 69. “Brand Audit on India TV” • Only 7% of viewers strongly disagree with the statement. The statement “I enjoy watching India TV” when asked to viewers. 31% of viewers said they are agreeing with the statement. They enjoy watching India TV because of the sensational formulation and the presentation of news. But still we need to target who disagree or strongly disagree with the statement. This category generally includes the viewers who are employed or high profile. They like to watch news which is not much entertainment oriented. We need to target elite viewers which are very important for India TV brand image. They are increasing in our population. We need to focus them now. Q15. I am extremely loyal towards India TV. AMITY INTERNATIONAL BUSINESS SCHOOL Page 69
  70. 70. “Brand Audit on India TV” According the above graph:- • 37% respondents neutral with the statement. • 28% respondents Disagree with the statement. • 18% respondents Agree with the statement. • 9% respondents strongly agree with the statement. • 8% respondents strongly disagree with the statement. Brand loyalty of India TV is neutral but the channel is more aggressively marketed because 28% of respondents are not loyal with India TV, which gives negative impact to brand image of India TV. It means, people do watch India TV but they are not loyal as compared to other channels. They enjoy the channel but Brand image is on negative side. AMITY INTERNATIONAL BUSINESS SCHOOL Page 70
  71. 71. “Brand Audit on India TV” Q16. I am fully satisfied with India TV. According to the above bar graph:- • 9% of viewers do strongly agree that they are fully satisfied with India TV. • 15% of viewers do agree with the statement. • 31% of viewers are neutral. • 25% of viewers are not agreeing. • 20% of viewers are strongly disagreeing. Well it simply means that, viewers are expecting more from India TV. When we asked what do you find good in those channels that India TV lacks? Or why they are not satisfied? We got the below given results:- AMITY INTERNATIONAL BUSINESS SCHOOL Page 71
  72. 72. “Brand Audit on India TV” This pie chart clearly states that:- According to viewers, India TV is more of entertainment oriented rather being a genuine news channel. There are some facts which India TV is lacking and due to which brand loyalty and image is getting in negative side which is harming in brand equity. Q17. Do you think India TV has a Strong Recognition factor? AMITY INTERNATIONAL BUSINESS SCHOOL Page 72
  73. 73. “Brand Audit on India TV” Brand awareness or Brand recognition factor is very high. This is positive for India TV that most of the viewers aware or recognize the channel very well. It becomes easily to increase the TRP factor or brand attribute factor in the market. And also it helps in gather the maximum profit form the advertisers who are linked up with us. About 40% of viewers think that recognition factor of India TV is strong. But we should not forget 4 to 10% viewers still think that India TV recognition is not strong as compared to other channels, so now we should focus more on elite class viewers. 20% are neutral with the statement. Q18. If you think of India TV, How would you like to rank following table? If it is best then Rank’1’ and if it is good then Rank ‘2’ and so on. Features Ranking Relevance of content Rank 2 Adequacy of coverage of stories Rank 3 Accuracy of Coverage Rank 4 Above data shows that:- • Maximum viewers have given ‘Rank 2’ to the ‘Relevance of Content’. This implies that, Viewers think, Relevancy of content is good. But somewhere in the mind of viewers, it still lingers that India TV does not show relevant information. This leads to the shifting of viewers to the other news channels. • Maximum viewers have given ‘Rank 3’ to the ‘Adequacy of coverage of stories’. This shows that, Viewers find the adequacy of coverage of stories better. They think that India TV shows mythical stories best but does not able to show the whole reality of the story. • Maximum viewers have given ‘Rank 4’ to the ‘Accuracy of Coverage’. Viewers find it poor in accuracy of coverage. Q19. Do you think other Hindi news channels are copying India TV? AMITY INTERNATIONAL BUSINESS SCHOOL Page 73
  74. 74. “Brand Audit on India TV” Above graphs reveals that:- • 28% of Viewers think, other news channel copying India TV in terms of Sensationalism. • 27% of viewers think, other news channel copying India TV in terms of Presentation. • 20% of viewers think, other news channel copying India TV in terms of content. • 17% of viewers think, other news channel copying India TV in terms of all above. But data the shows, the negative affect on India TV. Viewers think that India TV is using yellow journalism in a negative way. They sensationalize the news irrelevantly, which is decreasing the brand trust. Q20. Best news channel on the basis of following features:- AMITY INTERNATIONAL BUSINESS SCHOOL Page 74
  75. 75. “Brand Audit on India TV” Information According to the above chart, NDTV India tops the best news channel on the basis of information but on the other hand, India TV stands on fourth position. This shows that viewers does not trust or loyal with the India TV, which is affecting India TV brand image. Reliability According to the above chart, again NDTV India tops. 27% of viewers find that NDTV India is the most reliable Hindi news channel from all. And, India TV takes the fourth position in this feature too. Entertainment AMITY INTERNATIONAL BUSINESS SCHOOL Page 75
  76. 76. “Brand Audit on India TV” Above graph shows that, 36% of viewers think, India TV is best in news channel on the basis of entertainment. And then Aaj Tak is following the row. It means, India TV is more entertainment oriented. People do watch India TV but they find it entertaining not a sincere news channel. Precise AMITY INTERNATIONAL BUSINESS SCHOOL Page 76
  77. 77. “Brand Audit on India TV” According to the graph, 27% viewers think, Aaj Tak is the best channel on the basis of preciseness. And, then Star news and India TV follows the row. India TV is lacking quality of news. Relevant According to the above given bar graph, NDTV India got 31% viewership shares. Viewers think NDTV India is the best news channel on the basis of Relevancy Where as; India TV is on fourth position. Ranking Of Most Reliable Hindi News Channel Ranking is divided on the following basis:- • Rank 1 –Not Reliable • Rank 2 – Reliable • Rank 3 – Neutral • Rank 4 – More Reliable • Rank 5 – Most Reliable News channel Ranking India TV Rank 3 Aaj Tak Rank 4 Star News Rank 4 Zee News Rank 2 AMITY INTERNATIONAL BUSINESS SCHOOL Page 77
  78. 78. “Brand Audit on India TV” NDTV India Rank 5 Here, India TV got the 3rd rank which is reliable. Reliability of news channel is not so high as compared to other news channel which can affect India TV market share. Q22. How would you rate India TV? According to above graph, India TV rated as good. Around 34% viewers found India TV good and 28% found it fair. This shows positive sign that viewers like watching India TV. Q23. How thoroughly do you believe we understand the role of media in society and are able to add value to society? AMITY INTERNATIONAL BUSINESS SCHOOL Page 78