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Transcript

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