Uploaded on

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

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

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
746
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
24
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. About QwestIndustry overview- TV & NewsBackground -“Aaj Tak”Current Strategies- “Aaj Tak”SWOT viz-a-viz CompetitorPositioning MapMedia Strategies(Proposed)Credentials
  • 2. Qwest FilmsQwestMedia Qwest Qwest Events Qwest PR
  • 3. Our PresenceCompany-owned offices in 6 major citiesincluding:DelhiMumbaiBangaloreChennaiKolkataHyderabad
  • 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. TelevisionIndustry Scenario
  • 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. 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. NewsIndustry Scenario
  • 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. 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. 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. 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. 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. Brand Attributes
  • 15. Name “Aaj tak”Distinctive Simple Short Easy to remember Relates with “Janta Janardhan” (Top of mind Recall)
  • 16. Kuch toh Log kahenge ka kaam hai kehna “LOGO” Simple Recall Value Appealing
  • 17. Color Red(Action, Courage & Confidence) (Purity, Cleanliness)
  • 18. Brand Value Rs 3,589 MillionSource: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf
  • 19. Consumer Segmentation TG- Male Age- 15+ SEC* – C, D &E *addressing masses-58%
  • 20. Brand Positioning
  • 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. Cont…Maintaining and sustaining No.1 positioning in Hindi News channel Infotainment Serious News (30%) (70%)
  • 23. BCG MATRIX HIGHMARKET GROWTH RATE AAJ TAK HIGH LOW MARKET SHARE
  • 24. BRAND LIFECYCLE AAJ TAK
  • 25. COMPETITORS
  • 26. PIE-SHARE 15% 23% Aaj Tak India TV Star News 16% IBN7 19%Source: 15 Week TAM report starting 26th Dec 2010
  • 27. SWOT- AAJ TAK
  • 28. StrengthsHigh brand recallStrongest Reporting Network(being the leader)High viewership ratingsHigh subscription revenuesAssociation with a foreign broadcaster
  • 29. WeaknessProblems of AttritionIncrease in operating costIncrease in Subscription Cost 1(Dish TV, Tata Sky andCable operators etc)
  • 30. OpportunityBenefit from the robust growth of the Entertainmentand Media sectorDigitisationPotential increase in viewership base
  • 31. ThreatsSlowdown in Indias economic growthIncrease in competitionNews as a genre dipping
  • 32. Competitor Analysis/SWOT INDIA TV
  • 33. StrengthsHigh viewership ratingsSensation and MelodramaHigh Distribution/ Available on DTH/CAS
  • 34. WeaknessWeak contentNegative connotation attached to channelLack of credibility
  • 35. OpportunityEntry in GECRobust growth in Media and Entertainment Industry
  • 36. ThreatIncreased competitionEconomic recessionMonotonous
  • 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. 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. Positioning Map High Credibility slowestFastest Newsnews Low Credibility
  • 40. Where lies the Gap..??Company’s Reality:Perception: RelativelyHighly GAP less credibleCredible
  • 41. YE KAREGA GROUP-2!!!• Changing public perception• Current tagline----Sabse Tez• Proposed tagline----- “Sabse Tez…Bharosemand”
  • 42. Cont…
  • 43. Media Scheduling Location: Delhi/NCRMONTHS TV ACTIVATION MOBILE HOADINGS ONLINE MARKETING MEDIAAPRMAYJUNJULAUGSEPOCTNOVDECJANFEBMAR
  • 44. Mobile Marketing Outdoor Activation (Debate/Event) Print TV (Navbharat (Tez , Aaj Tak &Times & Mail Dilli Aaj tak) Today) Online Media (SNS/Blogs)
  • 45. Activation
  • 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. 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. Activation Budgeting
  • 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. Cont…Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000 Event Number Cost Debate 4 Rs 86,36,000
  • 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. 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. 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. HoardingsOutdoor No # Month Rate CostHoardings 6 6 1,75,000 63,00,000
  • 55. SNS/BlogsOnline Media Months Cost/Month TotalSNS/Blogs/RSS Feed 6 50000 3,00,000
  • 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. Cont… Online Media 3,00,000Mobile Marketing 65,76,000 52,000`Grand Total 2,99,48,000
  • 58. Aaj Tak bags two RAPA Awards Aaj Tak rules telly awards