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“Cell TV” –  Marketing Campaign @ IIM Banglore
 

“Cell TV” – Marketing Campaign @ IIM Banglore

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Debi prasad dash supreme marketer_elims

Debi prasad dash supreme marketer_elims

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    “Cell TV” –  Marketing Campaign @ IIM Banglore “Cell TV” – Marketing Campaign @ IIM Banglore Presentation Transcript

    • Submitted By :Debi Prasad DashMBA-1(SCMHRD)
    • Assumption1: “Cell TV” product must give another out put point for the power to Digitalsetup box. Otherwise inbuilt-universal set up box must be provided.2: Memory can be added in the TV, So that it can record the Program wheneverpower cut occurs.3: All the basic features for modern Television should be provided.Future Projection
    • Market AnalysisSource : TAM + IMRB Base line study, FICCI, ITPDivision- FEA- GOVT of India,Current Scenario :•India, 3rd largest TV market.•The total number of TV channels(both pvt. and govt. owned) grewfrom 461 in 2009 to 626 in 2011.•TV owning household 141 mlns.• Tele-density at urban areas is at128%.Digital TV and Technology :• Services–DTH –C&S –IPTV•Types of TV–Plasma TV –LCD TV–LED TV – Mobile TV–Normal TV set (Col & B/W)Trend :•The CAGR for television industryis estimated to be 16 per cent.•Current television industry stoodat a staggering US$ 6.5 billion.•The industry is projected to growUS$ 13.9 billion by 2015.Industry :The entrenched position of theIndian market leaders in CTVs’ likeVideocon, BPL and Onida hasbeen challenged by MNCs such asLG, Samsung, Sony, Philips, AIWA,Akai, Panasonic, Sansui, Sharpand some local brands.
    • Perceived GAPS and Attention to detailsOpportunity EstimationFactors Affects a Viewer:1: Good Television(Quality)2: Electricity3: Number of TV in a Family(Availability of remote in hand)4: Number of Channels available5: Time availability(From Primary Survey)Source :McKinsey Global Institute, MOEF Report ,World Bank ReportIndia is currently facing an average energyshortfall of 10.3 percent and sometimes even upto 15.4 percent during times of peak demand.Current Solutions:1: UPS2: Generator back up for the society in Metros3: Inverter for the total housePopulation :(82.5-66.9)X0.70 +(103.4- 72.7)X0.66 =31.182 millionsNo. of TV=(31.182 millions/6) X INR 29,000= INR 150.713 billionsIf the Company can take 5% of Market sharein next 5 yearsMarket opportunity for Cell TV in next 5 year=(INR150millionX0.05) = INR750 CroreConsideration : Average family size =6
    •  Battery-powered television, which will enable users to watchTelevision as desired and also up to 2 hours during power cuts. The television automatically switches to the battery mode once the power goes off. The approximate price of the television will be in the range 28000 to 30000 INR. Assumption for additional feature mentioned in Assumption sectionEducation of chief wageearnerType of HousePucca Semi-Pucca KutchaILLITERATE R4 R4 R4SELF-LEARNING/NO SCHOOL R3 R4 R4UPTO CLASS 4 R3 R3 R4CLASS 4 TO CLASS 9 R3 R3 R4SSC/HSC R2 R3 R3COLLEGE R1 R2 R3GRADUATION/PG-GEN R1 R2 R3PROFESSIONAL DEGREE R1 R2 R3Immediate Target group : R1Long term target group : R2SEC Grid : RuralSTP IOur Product and AdvantagesIlliterateSchoolup to 4yearsSchool 5–9 yearsSSC/HSCSome college butnot graduateGraduate/PostgraduategeneralGraduate/Post GraduateprofessionalUnskilled E2 E2 E1 D D D DSkilled Workers E2 E1 D C C B2 B2Petty traders E2 D D C C B2 B2Shop Owners D D C B2 B1 A2 A2Businessmen with No employees D C B2 B1 A2 A2 A1Businessmen with 1-9 employees C B2 B2 B1 A2 A1 A1Businessmen with 10+ employees B1 B1 A2 A2 A1 A1 A1Self Employeed professional D D D B2 B1 A2 A1Clerical/Salesman D D D C B2 B1 B1Supervisory Level D D C C B2 B1 A2Officers/Executives-Junior C C C B2 B1 A2 A2Officers/Executives-Mid/Senior B1 B1 B1 B1 A2 A1 A1SEC Grid : UrbanImmediate Target group : B1,B2 ; Long term target group : CUSP
    • STP II• 44% of rural households lose power formore than 12 hours each day.• 400 million Indians lose electricity accessduring blackouts.Target Area :Urban : Tier2, Tier3 cities.Rural : (Villages near to cities/ NationalHighways can be targeted)•Tier-1cities (Metros)are not in our targetgroup because no electricity cut and inverterfor whole house/society is available.•In bottom part of the rural area power is notavailable for more than 2 hours and expectedcost for TV is in the range of (5000-15000 INR)Positioning :NO WAITING;ONLY WATCHINGSource: TAM + IMRB + Nielsen Baseline StudyRural Pyramid(76%) Urban Pyramid(24%)TopMiddleBottom
    • Promotional StrategyMarketing and Distribution Strategy :1: Personal selling – one to onecommunication with a potential buyerSalesmen, Experiential marketing, Dealer orshowroom activities, Exhibitions, Trade shows2: Home delivery should be available with setup/installation3: Through Priority Dealer (for after saleservice) and multi-brand dealers.Advertisement and Communication Strategy1: Traditional Media (Impactfuladvertisement on TV and news paper).2: Tie up with some DTH services provider.3: Competition/Lucky draw at distributorspoint of sales. (Festive Offers)4: Advertisement through billboards/ OOH.5: Advt. on shops and shopping malls.6: Sponsorship to Sports or other activities1: Product Awareness : The consumer shouldbe aware about the product through differenttraditional media and non-conventionalapproach advertisement.2: USP retention on Consumers Mind:Putting the image of the unique USP at thetime of consideration. It will influence thefactor like “absence of de-satisfier”.3: Push Strategy : Final stage for Buying.Through dealer or enforcement throughheavy campaign and availability, this productmust be in the choice set of the consumer.Awareness SetConsideration SetChoice SetTotal SetAccording to Buying Behavior ofConsumers
    • Innovation in the ApproachCompetition HandlingLaunching a Mascot: “Zinda hoon main”(all others are dead)•It will brand the USP in the market and it will showthe advantage of the product among others.•It will create retention of the image of theproduct among consumers.•It will create the point of gossip among consumers.1: Equated monthly Installments (EMI)/Loan with less interest for the rural and semiurban areas.2: Priority Service center for after sales service.3: Extended Warranty system to be started for the Battery / Battery Exchange after aconsiderable duration with nominal cost.4: 24X7 Regional Customer help line (not only for repair purpose but also for userguidance)5: Exchange Program (with old TV) : It should start the exchange program for newcustomers for their old B/W or Color TV at the time of launching period.
    • BudgetingRoll Out PlanStates periodically and chronically affectedby load-shedding are Delhi, Uttar Pradesh,Tamil Nadu, Bihar, West Bengal, Assam,Maharashtra, Madhya Pradesh, Rajasthanand Andhra Pradesh. Karnataka stilloccasionally experiences power cuts.Phase 1 (for first 6 months):State : West Bengal, Assam, BiharTHANK YOUPhase 1:Advertizing and other expenses: Per Annum• Newspaper Advs and Articles: 6,00,000 P/A(Rs 320/Sq cm)•Television Advertisement : 24,00,000 P/A•OOH/Billboard: 3,00,000 P/A•Pamphlets/Leaflets: 2,00,000 P/A•Social Media : 50,000 P/A•Sponsorships: 2,00,000 P/A•24X7 helpline cost: 2,00,000 P/A•Miscellaneous: 1,50,000 P/AConsidering the ProductManufacturing Cost andexpenses Break Evenmust be targeted within 3years