Youth Lingo in India and Media Innovation by Dhrumin Pandya
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Youth Lingo in India and Media Innovation by Dhrumin Pandya

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This is the presentation of my summer internship

This is the presentation of my summer internship

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  • Full Name Full Name Comment goes here.
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  • gud research...bt y u hav used th pics of foreign gals nd boys in an indian study...?
    dnt liked ths idea at al..
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  • nice research, even i am doing one for my org in summer intern... lets see what outcome comes out of my research
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    Youth Lingo in India and Media Innovation by Dhrumin Pandya Youth Lingo in India and Media Innovation by Dhrumin Pandya Presentation Transcript

    • The language of youth. Youth Lingo
    • Indian youth.
      • 41% of Indian population.
    • Youth breakups
      • 3% – creamy layer.
      • 8% – consuming class
      • 19% – stretch a bit consumer
      • 70% - unorganized buyers
    • Creamy Layer.
      • Looks for
      • Uniqueness
      • Differentiation
      • “ Beyond the Usual”
    • Consuming class
      • Looks for
      • Unique but economical things
      • Value for money
    • Stretch a bit
      • Looks for
      • Slow respondents.
      • This as well as that advantages.
    • Unorganized buyers
      • Looks for
      • Cheaper version of branded things.
      • Local brands.
    • Youth behavior depends on…
      • Occupation
      • Income
      • Socialization
      • Technology
      • Lifestyle
      • Demographics
      • Global exposure
      • Psychographics
      • Infrastructure development
      • Career options
      • Education
    • Core Objective is to understand that.. While communicating to youngsters…
      • What to say?
      • How to say?
      • When to say?
      • Where to say?
    • Objective.
      • To study the following about youth.
      • Source of money.
      • Spending pattern.
      • Amount spent by them.
      • Their media consumption.
      • Factors affecting their decision to buy.
      • Effective media to influence their decision to buy.
      • Products bought under the influence of advertising.
      • What do they buy to differentiate their selves?
      • Their attitude in selection of personal care products, gadgets, food joint , cloths and accessories.
    • Total 42 people were interviewed.
      • 22 in Ahmedabad
      • 20 in Mumbai
      • 18 Boys and 24 Girls were the respondents.
      • Age group: 19-32 years.
      • Average age of respondents: 23 years.
    • 70% youngsters are clear about their career choice. 30% are still confused
    • Average Pocket Money…
      • Rs. 5730 per month.
      • In Mumbai the average is Rs. 6431.
      • In Ahmedabad the average is Rs. 5222.
      • 24% of the income is saved by the youngsters.
    • Family Income Bracket
    • Score out of 100.
      • Cloths.72
      • Eating out.62
      • Movies.53
      • Accessories.42
      • Personal care products.41
      • Music.40
      • Internet.34
      • Books.30
      • Gadgets.26
      How do youngsters like to spend?
    • Why do youngsters spend? (score/100)
      • Celebration.80
      • Outings.76
      • To Relax.76
      • For Hobby.72
      • Impress Others.56
      • To kill time.56
      From most to least.
    • Media wise ad. Recall. 43% 3% 17% 29% Other 8%
    •  
    • Type of advertisements youngsters like and remember. Good concept: 60% Funny: 45% Brand Ambassador: 35% Cute: 34% Musical: 24% Emotional: 20% Numbers show percentage of respondents who like particular type of advertisements.
    • Factors affecting buying decision.
      • Quality 87%.
      • Brand Name 78%.
      • Price 76%.
      • Convenience 73%.
      • Trend 70%.
      • Advertisement 60%.
      • Suggestion 60%.
      Order from most to least.
    • Average time spent in routine. 3 hours 2 hours. 2 hours. 2 hours. 2 hours. 1.5 hour 1 hour.
    •  
    •  
    • Other findings.
      • 50% of the respondents have shopped online.
      • Products shopped online are in following order. (From most to least)
      • Booking.
      • Gadgets.
      • Accessories.
      • Cloths.
    •  
      • 55% people keep track of SALE.
      WOM includes suggestions and SMS.
    • Average visit to mall per month is 7.
      • Parameters that youngsters considers while selecting a mall are as follows.
      • Collection.
      • Brands.
      • Nearer.
      • Ambiance.
      • Variety.
      • Crowd.
      • Order is from Most to least.
    • Average mobile bill of a youngster is Rs.1120. Youngsters hardly respond to mobile advertisements.
    • BILLBOARDS. Average Billboard Recall- 1.4 Average No. of products bought under the influence of Billboard - 0.4
    • Average No. of Print Media Ad. Recalled - 0.29 Average No. of products bought under influence of print media ad. - 0.12
      • Average number of television programs followed by youngsters is 1.7.
      • Most popular TV program among youngsters is Mtv Roadies and second is Fear Factor.
      • Most of the youngsters watch music channels but there is no specific channel.
      • Most popular TV channels among youngsters are Mtv, Star Plus, Star One, AXN and Sony.
      • Reasons for reading books for them are as follows.
        • Interest.
        • Increase vocabulary.
        • Like the author.
        • Like the attitude.
        • Recommended.
      Average No. of books read by youngsters is 1.5
    • Personal Care Products.
      • Reason to Change.
      • (order from most to least)
      • Better Quality 37%
      • Results. 32%
      • Fragrance.11%
      • For a change. (to try new)9%
      • Prescribed.7%
      • Suggested.4%
    •  
      • Average visit to food joint in a month is 10.
      • Factors considered while selecting a food joint are as follows.
              • Quality and hygiene.
              • Taste.
              • Ambiance.
              • Service.
              • Crowd.
              • Quantity.
      • Average spending per visit is 300.
              • In Ahmedabad, the average spending is 250.
              • In Mumbai, the average spending is 350.
    •  
      • Average spending on cloths per month is Rs. 2100.
      • General tendency of youngsters is to get premium brands at a discount.
      • Mostly shopping is done in malls or from designer shops on discount.
      • Non branded users.
      • 2 nd level brand users.
      • Premium brand users who buy it at a discount.
      • Premium brand buyers at premium price.
    • On an average, youngsters wear 2.4 accessories.
      • 61% of youngsters wear same accessories in routine.
      • 39% of youngsters change their accessories according to cloths.
    •  
    • Gadgets.
      • Average amount of gadgets possessed. Rs. 49750.
      • Dream gadgets are iphone (33%) and ipod(26%).
      • All the respondents have a mobile phone.
      • 36% have a laptop and 62% have a music player.
    •  
    • To differentiate from others, youth does the following.
      • Buy unique things.
      • Wear different accessories.
      • Read quality material.
      • Girls go for long hairs or keep different trendy bags.
      • Boys switch on to funky colour combinations.
    • Conclusion.
      • Youngsters habitually spend on
      • Youngsters like to spend for
      • Most effective media to tap them
      • Advertisements they like
      • Factors affecting their buying decision
      • Mostly internet is used for
      • Most popular websites
      • FM time
      • SALE & Offers
      • Mobile
      • TV
      • Reading
      • Personal care
      • Food joint
      • Clothes and Accessories
      • Gadgets
      •   Pros
      • Immediate delivery
      • Very high impact
      • High mass audience coverage, high prestige.
      • Low cost per thousand [CPM] exposures.
      •  
      • Cons
      • Very high costs of production and airtime.
      • Limited audience selectivity.
      • Your message expires immediately
      • High advertising clutter.
      • High channel switching.
      •   Pros
      • Reach an exclusive and captive [mobile] audience.
      • Low cost per thousand [CPM] exposures.  
      • Immediate delivery of message
      • high frequency of message
      • Local audience.
      • Selectivity by format.
      • Low cost production.
      •   Cons
      • Limited to audio message.
      • High channel switching.
      • Your message expires immediately [no shelf life].
      • High advertising clutter.
      •   Pros
      • Newspaper ads rank highest for believability for all media.
      • High local coverage and immediate [daily] delivery of your message.
      • Flexibility in production: low cost, fast turnaround, ad shapes, size, excellent quality for inserts.
      •   Cons
      • Very busy/cluttered competitive environment [must compete against other ads and the newspaper copy].
      • Little control over ad placement.
      • Low production quality.
      • Hard to target your specific audience.
      • Short life span [24 hours].
      • As traditional Mass Media are unable to impress and involve youngsters,
      There is a strong need to develop strong innovative media.
    •  
    •  
    •  
    •  
    •  
    • Media Innovation
    • Customer.
      • MEDIA.
      Producer.
      • Medium
      • +
      • Vehicle
      • Perfect Fit.
    • Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the user.
    •  
    •  
    •  
    • Effectiveness of Advertisement
      • Brand
      • Quality of Ad
      • Execution
      • Placement on media
      • The consumer’s engagement with the surrounding media content
      The emerging view is that media should not be treated as merely the passive vehicle
      • Experiences with media content
      • can affect reactions to advertising.
      • Information
      • Stimulation
      • Negative Emotion
      • Transformation
      • Pastime
      • Identification
      • Social
      • Practical Use
    • The research suggests that an ad appearing in the more engaging media will be more effective than the same ad appearing in the other media.
      • Contacts are anything
      • that creates experiences.
    • Unique way of contact.
      • Media Innovation
    •  
    • Innovative Medium and vehicles.
    • Seven innovative ways to advertise.
      • Putting dancing machine to make people dance on Jingle.
      • Shades provided by cement companies
      • Projection of commercials in malls and multiplexes
      • Renting houses and projecting commercials
      • Sticker on the mirror
      • Standee on the side of wash basin
      • Musical tile.
    • Pump it up Pro Chief manager of overseas sales Dep. ( In general & Asia market ) Mr. Sun-kyu Oh Tel. 82-31-909-2121 [email_address]
    •  
    • Price.
      • 5 units
      •     Unit price: US$8995 ex-factory
      •     Packing and local transport cost(KOREA): US$100 per unit
      •  
      • 10, 20  units
      •       unit price: 5% DC
      •        Shipment Term: FOB KOREA
      • 100 units
      •        unit price: 10% DC
      •         Shipment Term: FOB KOREA
      •  
      • When you open a promotion, we are willing to send Korean PIU Players to show PIU Performance if you cover flight and hotel fee.
    •  
    •  
    • ABC Cement
    • 0 LESS THEN 30 FT 1 30-40 FT 2 40-50 FT 3 50-60 FT 3.5 60-70 FT 4 70-80 FT 4.5 80-90 FT 4.75 90-100 FT 5 100 FT. AND MORE DISCOUNT OFFERED IN % ROAD WIDTH
    • Projection. On the floor of malls and multiplexes. In the balcony of rented shops or homes.
    • Projection on floor in malls and multiplexes. 0.266071 0.292857 0.3375 0.426785 0.694642 COST PER VISITOR Rs. 14000000 11200000 8400000 5600000 2800000 CUMULATIVE NO. OF VISITORS 2800000 2800000 2800000 2800000 2800000 MONTHLY VISITORS 3725000 3280000 2835000 2390000 1945000 TOTAL COST Rs. 445000 445000 445000 445000 445000 MONTHLY RENT Rs. 1500000 INITIAL COST Rs. 5 4 3 2 1 MONTH
    • In the battle for eyeball no front is left unmanned, no stone unturned no washroom ignored…
    • Washroom Advertising.
    • Standee in washroom
      • Companies can keep their standee adjacent to washbasin.
      • This standee would contain a bottle or sample.
      • Users can take the product from the standee and actually use it.
    • Looking Dull? Try ABC fairness cream
    • Concave Mirrors. Join ABC gym
    • Musical Tile Sunflower Colors
    • Output to Speakers. Music playback circuit in which jingle is stored. Touch Switch. Speakers Logo of the brand. Speakers
    • 0.225 0.260714 0.32023 0.439285 0.796428 COST PER VISITOR Rs. 14000000 11200000 8400000 5600000 2800000 CUMULATIVE NO. OF VISITORS 2800000 2800000 2800000 2800000 2800000 MONTHLY VISITORS 3150000 2920000 2690000 2460000 2230000 TOTAL COST Rs. 230000 230000 230000 230000 230000 MONTHLY RENT Rs. 2000000 INITIAL COST Rs. 5 4 3 2 1 MONTH
    • Alternate Way
    • I would thank you from the bottom of my heart, but for you my heart has no bottom.