Ooh media group ppt


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Ooh media group ppt

  1. 2. OUT OF HOME MEDIA <ul><li>Amu Prabhjot Singh ( 10BM60011) </li></ul><ul><li>Anuradha Chakraborty ( 10BM60014) </li></ul><ul><li>Arun Yadav ( 10BM60016) </li></ul><ul><li>M. P. Vijay Prabhu ( 10BM60097) </li></ul>
  2. 3. COMPANY OVERVIEW <ul><li>Established in 2007 </li></ul><ul><li>Leading media company in out-of-home media </li></ul><ul><li>Over 4500 screens in more than 18 cities </li></ul><ul><li>Reach 70 million people with more than 300 advertisements </li></ul><ul><li>Provides quality audience to the advertisers </li></ul><ul><li>Strategic partner – 3i and Focus Media </li></ul>
  3. 4. OUT OF HOME MEDIA CONCEPT <ul><li>They provide advertisers with effortless access to otherwise hard to reach customers through a series of High Definition LCD and Plasma Screens </li></ul><ul><li>Installs Screens at Public locations (Malls, Office Complexes etc) at no cost, and direct-feeds advertising content. </li></ul><ul><li>Have already installed 5000 Screens in over 22 cities across India </li></ul><ul><li>Have a Dominant Presence in NCR, Hydrabad, Banglore and Mumbai, with a growing foothold in other Metros. </li></ul><ul><li>Currently own over 60% of the total Digital OOH coverage. </li></ul>
  4. 5. NETWORK
  5. 6. FLEXICASTING <ul><li>What does this mean? </li></ul><ul><ul><li>It provides a never before option to advertise </li></ul></ul><ul><ul><li>It provides an opportunity to slice & dice their communication across all touch points making the OOH platform viable. </li></ul></ul><ul><ul><li>It answers advertisers needs of absolute flexibility, even within the city to completely avoid wastage & spillage. </li></ul></ul><ul><li>Flexicasting can be defined as ‘the ability / flexibility to telecast brand communication on OOH Media screens as per the advertisers’: </li></ul><ul><ul><li>Choice of City </li></ul></ul><ul><ul><li>Choice of location </li></ul></ul><ul><ul><li>Choice of TG </li></ul></ul><ul><ul><li>Choice of creative. </li></ul></ul><ul><ul><li>Choice of language </li></ul></ul>
  6. 7. Factors <ul><li>Advertiser ask for flexicasting due to following factors: </li></ul><ul><ul><li>Media fragmentation </li></ul></ul><ul><ul><li>Time spent on traditional media is going down </li></ul></ul><ul><ul><li>More avenues to spend time out-of-home </li></ul></ul><ul><ul><li>A huge real estate & infrastructure boom compliments the above </li></ul></ul>
  7. 8. Advantages of Flexicasting <ul><li>Micro-clustering of Locations – Advertiser can choose the locations / area he wants to be present in. </li></ul><ul><li>TG- Orientation - can choose the cities / areas / locations as per his Target Audience </li></ul><ul><li>Customized Creatives for multiple messaging - can run customized ads / creatives relevant to that location </li></ul><ul><li>Choice of language - can run the same creative in different languages as per his priority target markets </li></ul><ul><li>Proximity / Vicinity Marketing - can advertise his brand / service in the ambient area of his location for a multiplier effect to influence people around his area </li></ul><ul><li>Support to Brand Activations - Narrowcasting communication in support to local events, brand activation, mall crawls, floats going from town to town </li></ul>
  8. 9. <ul><li>SWOT analysis was done for internal analysis of the company </li></ul>
  9. 10. COMPANY POLICIES <ul><li>Three keystones – Vision, Ambition and Confidence </li></ul><ul><li>Combines the strengths of audio-visual communication with the visibility of outdoor </li></ul><ul><li>Ensures that advertisers get their message across their most difficult to reach consumers with regularity, across different day parts and in a seamless way </li></ul><ul><li>Guarantees marketers visibility and of course, direct connect with their consumers, as they work, eat, shop or simply relax </li></ul>
  10. 11. CLIENTS
  11. 12. COMPANY PERFORMANCE <ul><li>Propose to set up as many as 30,000 screens in the next 18-24 months </li></ul><ul><li>Plans on expanding into other fields of OOH advertising, like hoardings, billboards, Advertising on Cabs etc </li></ul><ul><li>Aim to become the No 1 Out of Home Media advertising company. </li></ul>
  12. 13. <ul><li>Amu Prabhjot Singh ( 10BM60011) </li></ul>
  13. 14. Summer Internship <ul><li>Job Profile – Media Marketing and Strategy </li></ul><ul><li>Possible areas </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Advertising </li></ul></ul>
  14. 15. Expected Role and Responsibility in Sales <ul><li>Learning about OOH Media’s client’s needs </li></ul><ul><li>Interaction with OOH’s Clients </li></ul><ul><li>Preparation of Sales Proposal </li></ul><ul><li>Handling of customer enquiry for OOH’s products </li></ul><ul><li>Scheduling and keeping appointments and work hours </li></ul><ul><li>Preparing reports on OOH’s clients’ accounts </li></ul><ul><li>Analyzing OOH’s sales statistics and audience demographics </li></ul><ul><li>Handling the drafting of contracts specifying the advertising work to be performed and its cost </li></ul>
  15. 16. <ul><li>Developing sales tools, promotional plans, and media kits, which OOH can use to help make a sale </li></ul><ul><li>Reading about OOH Media’s new and existing products and monitoring the sales </li></ul>
  16. 17. Expected Role and Responsibility in Marketing <ul><li>Provide leadership in order to serve OOH Media’s clients better - Conducting customer satisfaction surveys, Contributing to product development, Monitoring competitors, etc. </li></ul><ul><li>Support sales team & distribution partners - Building brand recognition for OOH Media, Nurturing products until they are sales-ready, gathering customer testimonials, differentiation strategies for OOH (from competitors), development and evaluation of collaterals that help in persuading prospective clients such as websites, brochures, multimedia presentations, product sheets, etc. </li></ul><ul><li>Manage advertising & promotions - Creative Development, Testing, Media Buying </li></ul>
  17. 18. <ul><li>Manage client relationships(Conducting customer satisfaction surveys) </li></ul><ul><li>Events & sponsorships </li></ul><ul><li>Loyalty building programs(loyalty cards, etc) </li></ul><ul><li>Monitoring competitors(Why do clients sometimes prefer competitors over OOH Media?) </li></ul><ul><li>Implementing a referral program(ensuring each client-contact point builds a favorable impression) </li></ul><ul><li>Re-marketing to customers </li></ul><ul><li>Preparation, directing and managing OOH’s marketing plan(via Market Analysis) </li></ul>
  18. 19. Expected Role and Responsibility in Advertising <ul><li>Development of Advertisements for OOH Media’s installations, as per client’s requirement </li></ul><ul><li>Study of advertising techniques adopted by OOH Media and their popularity with clients and audiences </li></ul><ul><li>Study of advertising techniques adopted by competitors </li></ul><ul><li>New advertisement campaigns to connect better to audience </li></ul><ul><li>Finding new ways of presenting and streaming contents via OOH Media’s installations(Evaluating the possibilities of integrating News Headlines, Cricket Scores, Upcoming Events etc.) </li></ul><ul><li>Working in close sync with the creative team of OOH media, lead animators so as to develop new designs </li></ul>
  19. 20. <ul><li>Anuradha Chakraborty ( 10BM60014) </li></ul>
  20. 21. Profile: Media Marketing and Strategy <ul><li>Sales and Marketing </li></ul><ul><li>Project not elaborated clearly </li></ul><ul><li>Primary work of Sales and client interaction. </li></ul><ul><li>Visit the target client based in Delhi and to educate him/her about the OOH medium. </li></ul><ul><li>Convince the client to advertise with OOH media. </li></ul><ul><li>Convey the advantages of advertising with OOH </li></ul>
  21. 22. Profile: Media Marketing and Strategy …continued <ul><li>Phases of the project: </li></ul>
  22. 23. Profile: Media Marketing and Strategy …continued <ul><li>This job will include: </li></ul><ul><li>Market Research </li></ul><ul><li>Core Sales Knowledge </li></ul><ul><li>Creative Input </li></ul><ul><li>Strategy Development </li></ul>
  23. 24. <ul><li>Arun Yadav ( 10BM60016) </li></ul>
  24. 25. EXPECTED PROFILE <ul><li>Profile : Media Marketing and Strategy </li></ul><ul><li>There is no clear cut roles communicated to us by the organization. </li></ul><ul><li>The following profiles might be offered: </li></ul><ul><li>BUSINESS DEVELOPMENT: </li></ul><ul><li>Development of a business strategy for the future of the </li></ul><ul><li>organization. The things to be covered can be: </li></ul><ul><li>How to grow despite of increasing no of competitors. </li></ul><ul><li>How the company can differentiate itself from other Out Of Home companies. </li></ul><ul><li>Future plans for expansion to other related fields. </li></ul>
  25. 26. Continued.. <ul><li>2. ADVERTISING </li></ul><ul><li>Will be working closely with the creative team. </li></ul><ul><li>Advertisements as per the demands of the customers. </li></ul><ul><li>Content generation that is catchy for viewers. </li></ul><ul><li>Communicating my ideas to the creative team for increasing the quality of advertisements. </li></ul><ul><li>Keep a close eye on what technique is adopted by the competitors. </li></ul><ul><li>Possibility of adding more features if possible to the content that is streamed by OOH Media. </li></ul>
  26. 27. Continued.. <ul><li>3. SALES AND MARKETING: </li></ul><ul><li>Primary work of Sales and Client interaction. </li></ul><ul><li>Setting meetings with clients. </li></ul><ul><li>Communicating them the advantages of advertising with OOH media. </li></ul><ul><li>Communicate how OOH media is better than its competitors. </li></ul><ul><li>Convince the client for advertising with OOH media. </li></ul>
  27. 28. MY EXPECTATION <ul><li>A minimum level of interaction with the clients is expected. </li></ul><ul><li>I will expect to get work on live project. </li></ul><ul><li>Guidance is expected . </li></ul><ul><li>I will be provided with enough opportunity to implement my theoretical learning to practical situations. </li></ul><ul><li>Initial briefing about the roles that are available for us and what are the learning for us in those roles. </li></ul><ul><li>Expect to get the project according to the interest of interns instead of predefined roles. </li></ul>
  28. 29. What I seek to gain? <ul><li>Hands on experience in real corporate scenario. </li></ul><ul><li>Experience on how to interact with clients . </li></ul><ul><li>Devising a strategy for improvements that can be implemented in the organization. </li></ul><ul><li>Will be able to observe organization culture . </li></ul><ul><li>How to draft proposal for prospective customers.(Value preposition to customers) </li></ul><ul><li>How advertisements are tailor made according to customer demand. </li></ul>
  29. 30. Learning & Improvements for me <ul><li>Can learn how to work in corporate environment. </li></ul><ul><li>Can learn and improve on my team skills. </li></ul><ul><li>Can improve on how to present myself and convey the central idea in a efficient manner to the clients. </li></ul><ul><li>How to convince clients. </li></ul><ul><li>Learning on how to crate and communicate value for client and how to price the same. </li></ul><ul><li>How a strategy is formed and implemented in an organization. </li></ul><ul><li>How to handle multiple roles in an organisation. </li></ul>
  30. 31. <ul><li>M. P. Vijay Prabhu ( 10BM60097) </li></ul>
  31. 32. Possible profiles <ul><li>Business Development – Strategy </li></ul><ul><li>Sales and Marketing </li></ul><ul><li>Creative Advertising (Flexicasting) </li></ul>
  32. 33. Business Development - Strategy <ul><li>Identifying potential clients and innovation </li></ul><ul><ul><li>Telecom, real estate and financial services are the biggest spender in OOH, followed by the media, automobiles and consumer durables </li></ul></ul><ul><li>Capturing new clientele </li></ul><ul><ul><li>IT giants like CTS,TCS and Wipro in Chennai </li></ul></ul><ul><ul><li>Setting up screens in AC Public Transport bus. </li></ul></ul><ul><li>Enhanced Relations via updated CRM </li></ul><ul><ul><li>Suppliers – Companies providing Ads </li></ul></ul><ul><ul><li>Customer Satisfaction Surveys </li></ul></ul><ul><li>Pricing - Market Leader </li></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Analyzing the strategic presence of Live Media & other competitors </li></ul></ul><ul><ul><li>R & D </li></ul></ul><ul><li>Growth </li></ul><ul><ul><li>Expected to be the fastest growing segment after the Internet. </li></ul></ul><ul><ul><ul><li>PWC report says the current OOH market is worth Rs.2,150 crores!!! </li></ul></ul></ul><ul><ul><li>2 –Tier Cities. </li></ul></ul>
  33. 34. Sales And Marketing <ul><li>Critically analyzing the service offered by OOH media to improve it. </li></ul><ul><li>Interacting frequently with the client to provide the best service </li></ul><ul><li>Acquiring the requirement of client ,analyzing it and identifying the Service proposal for the client </li></ul><ul><li>Preparation of Sales Proposal </li></ul><ul><li>Aligning the needs of the client with OOH media service and selling the product </li></ul><ul><li>Providing constant feedback about the OOH media offering to the management team </li></ul><ul><li>Developing Promotion ad campaign based on regional language </li></ul><ul><li>Loyalty building programs. </li></ul><ul><li>Referral Scheme. </li></ul>
  34. 35. to LEARN <ul><li>The existing scenario of the company is learnt in the first 3-4 days </li></ul><ul><li>Trying to relate the theories learnt to the practices followed in the organization </li></ul><ul><li>How the ideas are actually implemented in reality </li></ul><ul><li>How companies work in Blue ocean (creativity) </li></ul>TO GAIN <ul><li>Practical exposure and ground reality </li></ul><ul><li>Interaction with the top management team and High profile Client </li></ul><ul><li>To get to know the overall view of the OOH company’s organizational structure and the effectiveness of it </li></ul>
  35. 36. Backup Plan <ul><li>Analysis on successful strategies followed by Focus Media in China and other big players in the world and how it can applied by OOH in India [ Pattison Outdoor Advertising  (Canada), JCDecaux (France), Clear Channel Outdoor  (US), T he  Lamar Advertising Company(US, Canada). ] </li></ul><ul><li>Study on Updating Technology in line with the business of OOH. </li></ul><ul><li>Long Term Strategy to sustain and flourish in the highly growing OOH segment </li></ul><ul><li>Comprehensive analysis of OOH media and its competitors( LiveMedia, TagMedia and DOOHM) in the current environment </li></ul><ul><li>Analysis of entry into 2 tier cities considering footfalls and potential reach to the customers </li></ul><ul><li>Study on effectiveness of Creative ad campaign like ZOOZOO and its incorporation in OOH media ads </li></ul><ul><li>Study on limitations of OOH media in 2011 and how to overcome it </li></ul>
  36. 37. <ul><li>THANK YOU </li></ul>
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