About QwestIndustry overview- TV & NewsBackground -“Aaj Tak”Current Strategies- “Aaj Tak”SWOT viz-a-viz CompetitorPosition...
Qwest         FilmsQwestMedia        Qwest       Qwest                    Events         Qwest PR
Our PresenceCompany-owned offices in 6 major citiesincluding:DelhiMumbaiBangaloreChennaiKolkataHyderabad
Indian Media & Entertainment     Industry - Zooming aheadCurrent Market Size is estimated at Rs. 61,000-croreExpected to...
TelevisionIndustry Scenario
The Television Industry                   Projected Growth      600000                                                    ...
TV Advertising Revenues   140000                                                                 123000   120000          ...
NewsIndustry Scenario
Exponential Rise                                                                    42                    45              ...
Brand Architecture                                                  Line                Tez                               ...
About the Client24-hour Hindi news television channel run by TV            Today Network Ltd.   Slogan"Sabse Tez" (English...
Aaj Tak InitiativesInternational ForayAaj Tak launched in the US, Middle East & Pakistan for eg: “Geo TV, Al jazeera”Aaj...
Cont…Approx 3 mn responses on SMS every quarterMoving beyond traditional marketing and adopting innovative tools like SN...
Brand Attributes
Name                       “Aaj tak”Distinctive                               Simple              Short            Easy to...
Kuch toh Log kahenge          ka kaam hai kehna                  “LOGO”         Simple    Recall Value    Appealing
Color            Red(Action, Courage & Confidence)                                 (Purity, Cleanliness)
Brand Value                   Rs 3,589 MillionSource: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf
Consumer Segmentation      TG- Male      Age- 15+   SEC* – C, D &E                 *addressing masses-58%
Brand Positioning
Present Strategy Sponsorship                           Goa Fest Awards                    FICCI FramesMajor ad spend on ...
Cont…Maintaining and sustaining No.1 positioning in  Hindi News channel      Infotainment             Serious News      ...
BCG MATRIX             HIGHMARKET GROWTH RATE                                      AAJ TAK                                ...
BRAND LIFECYCLE  AAJ TAK
COMPETITORS
PIE-SHARE                            15%                                                      23%                         ...
SWOT- AAJ TAK
StrengthsHigh brand recallStrongest Reporting Network(being the leader)High viewership ratingsHigh subscription revenu...
WeaknessProblems of AttritionIncrease in operating costIncrease in Subscription Cost 1(Dish TV, Tata Sky andCable opera...
OpportunityBenefit from the robust growth of the Entertainmentand Media sectorDigitisationPotential increase in viewers...
ThreatsSlowdown in Indias economic growthIncrease in competitionNews as a genre dipping
Competitor Analysis/SWOT        INDIA TV
StrengthsHigh viewership ratingsSensation and MelodramaHigh Distribution/ Available on DTH/CAS
WeaknessWeak contentNegative connotation attached to channelLack of credibility
OpportunityEntry in GECRobust growth in Media and Entertainment Industry
ThreatIncreased competitionEconomic recessionMonotonous
PROGRAMME PREFERENCEChannels     Programme           Most ViewedAaj Tak      India Mano Jashan   India Mano Jashan        ...
Competitive AnalysisChannel/variables Aaj Tak Star News   India TV   IBN 7                   0.63      0.51       0.60    ...
Positioning Map                High                Credibility                               slowestFastest               ...
Where lies the Gap..??Company’s             Reality:Perception:           RelativelyHighly        GAP     less credibleCre...
YE KAREGA GROUP-2!!!• Changing public perception• Current tagline----Sabse Tez• Proposed tagline----- “Sabse Tez…Bharosema...
Cont…
Media Scheduling              Location: Delhi/NCRMONTHS   TV     ACTIVATION MOBILE    HOADINGS   ONLINE                   ...
Mobile Marketing          Outdoor                                Activation                              (Debate/Event)   ...
Activation
Who is the winner of “Youth Aaj Ka” ContestPowered by The Delhi School of Communication                   Today’s Quiz for...
Who is the Winner ?          SMS Branding                              Total SMSThank you for voting            151000    ...
Activation Budgeting
ACTIVATIONActivati                                       Cost No Of  on              Standee Post Invitatio Venue Per coll...
Cont…Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000      Event              Number                Cost     Deb...
Print     Print         Size(sq cm)   Rate     Insertion     Cost   Mail Today         400           450      6        10,...
TelevisionChannels         Day     Time    Dur    FCT    Spots   Rate      Cost                         0600-Dilli Aajtak ...
Cont…Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarDilliAajtak    120 120 120 120 120 120 120 120 120 120 120 12...
HoardingsOutdoor     No   # Month    Rate        CostHoardings   6      6       1,75,000   63,00,000
SNS/BlogsOnline Media           Months    Cost/Month    TotalSNS/Blogs/RSS Feed       6         50000      3,00,000
Media BudgetingPromotional Tools             Grand Total(INR)      Print                      34,80,000    Television     ...
Cont… Online Media                  3,00,000Mobile Marketing               65,76,000                   52,000`Grand Total ...
Aaj Tak bags two RAPA Awards             Aaj Tak rules telly awards
Brand Presentation - Aaj Tak
Brand Presentation - Aaj Tak
Brand Presentation - Aaj Tak
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Brand Presentation - Aaj Tak

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Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

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Brand Presentation - Aaj Tak

  1. 1. About QwestIndustry overview- TV & NewsBackground -“Aaj Tak”Current Strategies- “Aaj Tak”SWOT viz-a-viz CompetitorPositioning MapMedia Strategies(Proposed)Credentials
  2. 2. Qwest FilmsQwestMedia Qwest Qwest Events Qwest PR
  3. 3. Our PresenceCompany-owned offices in 6 major citiesincluding:DelhiMumbaiBangaloreChennaiKolkataHyderabad
  4. 4. Indian Media & Entertainment Industry - Zooming aheadCurrent Market Size is estimated at Rs. 61,000-croreExpected to reach Rs. 1,05,200-crore by 2013, at a CAGR of 19%Maximum growth expected in Television and Film segments(47%)Approx 574* national and regional TV channels *(Recorded by TAM)Source : PWC Analysis
  5. 5. TelevisionIndustry Scenario
  6. 6. The Television Industry Projected Growth 600000 519000 500000 431000 400000 331300 300000 266000 219900 191200 200000 156500 100000 0 2005 2006 2007 2008 2009 2010 2011Source : PWC Analysis
  7. 7. TV Advertising Revenues 140000 123000 120000 109000 100000 94500 83000 80000 74000 66200 60000 54500 40000 20000 0 2005 2006 2007 2008 2009 2010 2011Source : PWC Analysis
  8. 8. NewsIndustry Scenario
  9. 9. Exponential Rise 42 45 40 8 29 35 30 12 No. of Channels 5 25 16 8 20 15 3 5 22 10 16 5 8 0 2007-08 2008-09 2010-11 Hindi English BusinessStill more channels in the pipeline – And there is room for more!
  10. 10. Brand Architecture Line Tez Aaj Tak extension Breaking News Format Positioning – “KhabareinIndia Today Network Limited Positioning – “Sabse Tez” Phataphat” (Rapid-fire News) Leadership Position “Nation’s Best News Channel” Positioning – India’s No.1 News Network Headlines Today Dilli Aaj Tak a) Content Aggregator Positioning – “Aapka b) Brand Builder Evolving into a channel Shahar Aap Tak” targeting the metro (Your City – Up Close) urbanite
  11. 11. About the Client24-hour Hindi news television channel run by TV Today Network Ltd. Slogan"Sabse Tez" (English: The Fastest) Editor- in -Chief- Mr. Arun Purie Launched on December 31, 2000 Headquartered in New Delhi
  12. 12. Aaj Tak InitiativesInternational ForayAaj Tak launched in the US, Middle East & Pakistan for eg: “Geo TV, Al jazeera”Aaj Tak launched in Continental Europe & UK in tie-up with “ARY Digital”, “E-Vision”First news channel to have a voice portal besides SMS
  13. 13. Cont…Approx 3 mn responses on SMS every quarterMoving beyond traditional marketing and adopting innovative tools like SNS, Mobile marketingBranding is achieved on bigger platforms
  14. 14. Brand Attributes
  15. 15. Name “Aaj tak”Distinctive Simple Short Easy to remember Relates with “Janta Janardhan” (Top of mind Recall)
  16. 16. Kuch toh Log kahenge ka kaam hai kehna “LOGO” Simple Recall Value Appealing
  17. 17. Color Red(Action, Courage & Confidence) (Purity, Cleanliness)
  18. 18. Brand Value Rs 3,589 MillionSource: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf
  19. 19. Consumer Segmentation TG- Male Age- 15+ SEC* – C, D &E *addressing masses-58%
  20. 20. Brand Positioning
  21. 21. Present Strategy Sponsorship Goa Fest Awards FICCI FramesMajor ad spend on Hoardings followed by TVC and PrintForeign Tie ups : Geo TV AL-Jazeera
  22. 22. Cont…Maintaining and sustaining No.1 positioning in Hindi News channel Infotainment Serious News (30%) (70%)
  23. 23. BCG MATRIX HIGHMARKET GROWTH RATE AAJ TAK HIGH LOW MARKET SHARE
  24. 24. BRAND LIFECYCLE AAJ TAK
  25. 25. COMPETITORS
  26. 26. PIE-SHARE 15% 23% Aaj Tak India TV Star News 16% IBN7 19%Source: 15 Week TAM report starting 26th Dec 2010
  27. 27. SWOT- AAJ TAK
  28. 28. StrengthsHigh brand recallStrongest Reporting Network(being the leader)High viewership ratingsHigh subscription revenuesAssociation with a foreign broadcaster
  29. 29. WeaknessProblems of AttritionIncrease in operating costIncrease in Subscription Cost 1(Dish TV, Tata Sky andCable operators etc)
  30. 30. OpportunityBenefit from the robust growth of the Entertainmentand Media sectorDigitisationPotential increase in viewership base
  31. 31. ThreatsSlowdown in Indias economic growthIncrease in competitionNews as a genre dipping
  32. 32. Competitor Analysis/SWOT INDIA TV
  33. 33. StrengthsHigh viewership ratingsSensation and MelodramaHigh Distribution/ Available on DTH/CAS
  34. 34. WeaknessWeak contentNegative connotation attached to channelLack of credibility
  35. 35. OpportunityEntry in GECRobust growth in Media and Entertainment Industry
  36. 36. ThreatIncreased competitionEconomic recessionMonotonous
  37. 37. PROGRAMME PREFERENCEChannels Programme Most ViewedAaj Tak India Mano Jashan India Mano Jashan Vishesh- Jeet Ki (Avg. TVR: 1.91 ) Holi MahavijayChannels Programme Most ViewedNDTV INDIA Final Main Bharat Final Main Bharat Jeete hai shan se (Avg. TVR: 0.178) Desh ke dhurandhar
  38. 38. Competitive AnalysisChannel/variables Aaj Tak Star News India TV IBN 7 0.63 0.51 0.60 0.39 TVR 0.67% 0.54% 0.64% 0.41% Share
  39. 39. Positioning Map High Credibility slowestFastest Newsnews Low Credibility
  40. 40. Where lies the Gap..??Company’s Reality:Perception: RelativelyHighly GAP less credibleCredible
  41. 41. YE KAREGA GROUP-2!!!• Changing public perception• Current tagline----Sabse Tez• Proposed tagline----- “Sabse Tez…Bharosemand”
  42. 42. Cont…
  43. 43. Media Scheduling Location: Delhi/NCRMONTHS TV ACTIVATION MOBILE HOADINGS ONLINE MARKETING MEDIAAPRMAYJUNJULAUGSEPOCTNOVDECJANFEBMAR
  44. 44. Mobile Marketing Outdoor Activation (Debate/Event) Print TV (Navbharat (Tez , Aaj Tak &Times & Mail Dilli Aaj tak) Today) Online Media (SNS/Blogs)
  45. 45. Activation
  46. 46. Who is the winner of “Youth Aaj Ka” ContestPowered by The Delhi School of Communication Today’s Quiz for Delhi School of Communication winner is Anshul Rs 10,000 for the Option C Debate winner Today’s Quiz for Delhi School of Communication winner is Saswati Option A Quiz Winner Contest Vote your Favorite Debater SMS ABCD to XXXXXX _ Sample Footer Text Here
  47. 47. Who is the Winner ? SMS Branding Total SMSThank you for voting 151000 in Aajtak Debate Powered by The Delhi School of Debate Day Week SMS Communication Day 1 1st Week 13000 Day 2 2nd Week 13000 Day 3 2nd Week 13000 Day 4 3rd Week 14000 Day 5 3rd Week 14000 Day 6 4th Week 16000 Day 7 4th Week 16000 Day 8 4th Week 16000 Day 9 4th Week 18000 Day 10 5th Week 18000
  48. 48. Activation Budgeting
  49. 49. ACTIVATIONActivati Cost No Of on Standee Post Invitatio Venue Per colleg Banner s ers n Cards Design college e Cost No of Items 10 10 100 500 500 10 Rate 500 2500 50 8 25 Cost 5000 25000 5000 4000 12500 51500 515000
  50. 50. Cont…Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000 Event Number Cost Debate 4 Rs 86,36,000
  51. 51. Print Print Size(sq cm) Rate Insertion Cost Mail Today 400 450 6 10,80,000Nav Bharat Times 400 1500 4 24,00,000 Total 34,80,000
  52. 52. TelevisionChannels Day Time Dur FCT Spots Rate Cost 0600-Dilli Aajtak Mon-Sun 2400 30 43200 1440 250 1080000 0600-Tez Mon-Sun 2400 30 43200 1440 150 648000 0600-Aaj Tak Mon-Sun 2400 30 43200 1440 2200 9504000Cost 1,12,32,000
  53. 53. Cont…Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarDilliAajtak 120 120 120 120 120 120 120 120 120 120 120 120Tez 120 120 120 120 120 120 120 120 120 120 120 120Aaj Tak 120 120 120 120 120 120 120 120 120 120 120 120 360 360 360 360 360 360 360 360 360 360 360 360
  54. 54. HoardingsOutdoor No # Month Rate CostHoardings 6 6 1,75,000 63,00,000
  55. 55. SNS/BlogsOnline Media Months Cost/Month TotalSNS/Blogs/RSS Feed 6 50000 3,00,000
  56. 56. Media BudgetingPromotional Tools Grand Total(INR) Print 34,80,000 Television 1,12,32,000 Activation 52,000 20,60,000 Hoardings 63,00,000
  57. 57. Cont… Online Media 3,00,000Mobile Marketing 65,76,000 52,000`Grand Total 2,99,48,000
  58. 58. Aaj Tak bags two RAPA Awards Aaj Tak rules telly awards

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