Yamaha Media

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Yamaha Media

  1. 1. India – A media overview
  2. 2. India : A land of complexity  India is the seventh largest country in the world and also ranks second in population.  Total population : 1bn++. DELHI Total land area of 3.3 million CALCUTTA  square kilometers, 2933 kms wide and the 3214 kms long  28 states and 7 Union Territories BOMBAY  593 Districts  638000 Villages  Divided into 4 zones: North BANGALORE Zone, South Zone, East MADRAS Zone, West Zone
  3. 3. India: Consumer segments  The vast Indian consumer landscape can be segmented by • Demographics  Age, Gender, Monthly Household Income • Geography  Regions, Zones, States, Cities, Town Classes • Socio Economic Classification  To overcome the chronic income under reporting problem • Psychographics  To add a qualitative layer to demographic parameters
  4. 4. SEC: Socio-Economic Classification EDUCATION URBAN Basic School Under Grad/PG Grad/PG Illiterate Schooling 5-9 yrs HSC/SSC graduate General Professional OCCUPATION 1. Unskilled Workers E2 E2 E1 D D D D 2. Skilled Workers E2 E1 D C C B2 B2 3. Petty Traders E2 D D C C B2 B2 4. Shop Owners D D C B2 B1 A2 A2 5. Businessmen/ Industrialists None D C B2 B1 A2 A2 A1 No.of Employee 1 to 9 C B2 B2 B1 A2 A1 A1 10+ B1 B1 A2 A2 A1 A1 A1 6. Self Employed D D D B2 B1 A2 A1 7. Clerical/ Salesmen D D D C B2 B1 B1 8. Supervisory Level D D D C B2 B1 B1 9. Officers/Executives- Junior C C C B2 B1 A2 A2 10. Officers/ Executives - Mid/Sr B1 B1 B1 B1 A2 A1 A1 SEC : A distinctive definition of demographics
  5. 5. The complex media market No. of Publications across India No. of Radio Stations across India Universe Relevant Universe Relevant Dailies 6826 50 Government Stations 246 Magazines 71397 25 Private Stations 120 6 Total 78223 75 Total 366 6 No. of TV Channels across India Universe Relevant No. of TV Channels 417 35 No. of genres 20 12 No. of languages 15 8 Relevant publications and channels are the ones typically used by the two wheeler category
  6. 6. Reach of Media All India – Urban - SEC AB 100 92 82 80 60 40 34 28 20 20 0 Reach % Press Satellite TV Radio Cinema Internet Reach of media increases dramatically as we move up the Socio Economic strata However… does this translate into uniform viewership/readership Preferences across zones Source: IRS 2007
  7. 7. Cable and Satellite Penetration in SEC AB Total HHs 17455 % of TV Owning HHs 93% C&S HHs Non C&S HHs 73% 27% A Cable and Satellite base of 12.79 mn households in SEC AB
  8. 8. Are all these 12.79 mn households similar in viewership behaviour ?
  9. 9. The partitioning of India – viewership zones Hindi Speaking Markets Andhra Pradesh Karnataka Tamil Nadu Kerala
  10. 10. Zonewise channel preferences Hindi speaking markets 13.08 36.02 12.88 5.34 3.94 1.6 3.52 2.15 3.42 2.27 2.76 3.09 2.29 2.57 2.31 Star Plus Zee TV Sony Entertainment TV Zee Marathi 2.51 Star Cricket MAX Zee Cinema Star One DD1 Star Gold Aaj Tak Sahara One Star News ETV Marathi News Others 36% of viewership shared by 300 channels !!!! The single largest channel accounts for 13% of audiences
  11. 11. Zonewise Channel Preferences Tamil Nadu 22.36 2.49 46.91 2.56 3.58 4.78 7.24 10.07 Sun TV KTV Vijay TV Kalaignar TV Jaya TV Sun Music News Others Local language channels are the most preferred in the southern states
  12. 12. Zonewise channel preferences Andhra Pradesh 15.23 27.07 10.66 1.27 2.25 8.81 2.51 2.66 3.26 6.88 3.75 4.46 5.71 5.45 Gem ini TV Eenadu TV Maa Telugu Teja TV Zee TV TV9 Telugu New s Zee Telugu ETV2 Telugu New s Star Plus DD1 Star Cricket ESPN New s Others
  13. 13. Zonewise channel preferences Karnataka 14.84 33.69 13.06 9.34 3.52 2.06 4.14 2.08 4.09 2.93 3.47 3.87 2.86 ETV Kannada Udaya TV Sun TV Star Plus Gemini TV TV9 Karnataka Udaya Movies KTV ESPN DD1 Zee Kannada News Others
  14. 14. Zonewise channel preferences Kerala 25.85 35.03 1.23 2.78 2.88 2.93 2.98 3.47 13.37 4.61 4.86 Asianet Surya TV Asianet Plus Am rita TV Kiran TV Kairali DD4 Malayalam Indiavision Manoram a New s New s Others
  15. 15. However….
  16. 16. Cricket – The Mass Game Source: TAM,2007
  17. 17. Normal day channel Share All India 50 40 30 % 20 17 17 16 9 10 8 8 8 5 5 4 4 0 0 Sun TV Star Plus Zee TV Gemini TV MAX Sony TV Zee Star Gold Sahara Zee Star One Star Marathi One Bangla Cricket Sun TV Star Plus Zee TV Gemini TV MAX Sony TV Zee Marathi Star Gold Sahara One Zee Bangla Star One Star Cricket • On a normal day general entertainment is most viewed
  18. 18. Channel Share during T- 20 Final (Ind vs. Pak) 80 70 70 60 50 % 40 30 20 8 10 6 4 3 2 2 2 2 1 1 0 0 Star Sun TV Zee TV MAX Star Plus Sony TV Gemini TV Star One Zee Zee Sahara Star Gold Cricket Marathi Bangla One Star Cricket Sun TV Zee TV MAX Star Plus Sony TV Gemini TV Star One Zee Marathi Zee Bangla Sahara One Star Gold SEC A,25+ Male • When India plays a major match, Cricket simply dominates all the other channels All India
  19. 19. Channel Share during Ind – Aus ODI (Away Match) 30 25 20 20 % 15 10 9 8 8 7 7 6 6 6 5 5 5 5 5 0 Star Aastha Aaj Tak Star MAX India TV Zee TEZ NDTV Eenadu Sun TV Zee TV Star Plus Cricket News News India TV Star Cricket Aastha Aaj Tak Star News MAX India TV Zee News TEZ NDTV India Eenadu TV Sun TV Zee TV Star Plus • Matches against Pakistan and Australia usually attracts high attention
  20. 20. Viewership trends by daypart
  21. 21. Daypart Viewership Week days: Time-Band: 8:00-24:00 7 6.5 6 Prime Time 5.5 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 59 29 59 29 59 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 :5 :2 7: 8: 8: 9: 9: 10 10 11 11 12 12 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 20 21 21 22 22 23 NDTV Imagine Sahara One Sony Star One Star Plus Zee Tv Ten Sports 9X M Channel V MTV Yamaha TG
  22. 22. Daypart Viewership Week Ends: Time-Band: 8:00-24:00 4 3.5 Prime Time 3 2.5 2 1.5 1 0.5 0 7:59 8:29 8:59 9:29 9:59 10:29 10:59 11:29 11:59 12:29 12:59 13:29 13:59 14:29 14:59 15:29 15:59 16:29 16:59 17:29 17:59 18:29 18:59 19:29 19:59 20:29 20:59 21:29 21:59 22:29 22:59 23:29 Star Plus Zee TV Sahara One Star One Sony NDTV Imagine MTV Channel V 9 XM Ten Sports Yamaha TG Significant viewership during afternoons
  23. 23. To sum up….  India a complex media market  Vast audiences, plethora of choices  Viewership trends vary dramatically across zones/markets  Except when it comes to cricket which is a great unifier….  Significant viewership throughout the day especially during weekends  Specific markets need to be addressed by specific channels
  24. 24. The Planning Process  Understanding media metrics • Reach • Frequency • Effective Frequency • GRPs  Setting Media Benchmarks • Launch Benchmarks • Sustenance Benchmarks  Selection of vehicles • Reach • Retention • Audience Propensity
  25. 25. Media Metrics and Planning Benchmarks  Reach • The total number of people in a defined target audience that has been reached by a plan • Usually defined as a percentage  Frequency • The average number of times the audience has been exposed to a plan  Effective Frequency • The minimum threshold frequency required for a desired effect on the audience • Expressed as 3+ or 5+ etc. • This works in tandem with effective reach  GRP • The product of reach and frequency – denotes the total media weight behind the campaign
  26. 26. Calculating effective frequency TOYOTA Brand: Toyota Innova Effective Frequency Estimator Reach goal: Factor Low Freq. 3 5 4 6 7 High Freq. Marketing Factors The brand is... Established 1 New Brand dominance... Very dominant 1 Small share Purchase cycle... Short 1 Long Competitive SOV is... Low 1 High Message Factors Message complexity Simple 1 Complex Message is... Unique 1 Me too Campaign is... Continuing 1 New Commercials are... Long 1 Short Media Factors Clutter is... Low 1 High Plan is... Continuous 1 Pulsed Number of media used Many 1 One Promotional support is High 1 Low Involvement Product is... Low involvement 1 High involvement Product is... Emotional 1 Rational Minimum frequency 5.0 5 0 3 2 4 The minimum frequency, a weighted average of all the factors, is a guide to the minimum number of times the target should be reached in order to optimize effectiveness. (e.g., 50% @ 4+ or 65% @ 5+. See reach goal above.) Notice that the range at the top of the columns is 3-7 for this category, based on the average activity of competitive brands. 5.2= ((3x3)+(5x4)+(1x5)+(8x6)+(3x7)) divided by (3+5+1+8+3)
  27. 27. Benchmark Setting An example 60 50 5+ : 37% Eff.Rch 5+ 40 30 20 10 50 100 150 200 250 300 350 400 450 500 550 600 GRPs A combination of Effective Reach, Effective Frequency and GRPs Will drive benchmark setting Yamaha TG
  28. 28. Selection of vehicles  Reach  Retention – to measure the audience’s stickiness to a channel over a defined duration  Audience Propensity  Cost Effectiveness  Optimisation process
  29. 29. Reach High 2.0 Star Plus Zee TV 1.5 Sony Zee Cine MAX Regionals Star Gold Affinity AajTak Low 1.0 Star News High 100 Star One Sahara One Discovery 0.5 CNBC NDTV 24x7 CNN IBN Times Now Star Movies HBO PIX Star World Yamaha TG Low
  30. 30. TV Optimisation
  31. 31. Summary  TV planning a complex process  Given the number of viable options  Given the discrete behaviour of audiences across markets  Need to balance multiple variables • Viewership • Dayparts • Cost Efficiency  Need to iterate substantially to arrive at a final optimised plan  That matches our set objectives
  32. 32. Competitive Environment
  33. 33. Three Year Category Spends (2005-2007) 5321 Mn 6031 Mn 6966 Mn 100 INR 7000 Mn category spends 90 (Appx) 80 53 70 57 67 TV accounts for the maximum share of media spend % Spends 60 50 (69%) 40 30 47 20 43 33 14% growth in TV spends in 10 2007 compared to a sharp 0 decline in Print spends by 32% Jan Dec '05 Jan Dec '06 Jan-Dec '07 Print TV Significant shifts toward TV over the years….
  34. 34. Total Spends 2007 Advertiser TV Print Total SOE % Across Rs.Mn % Hero Honda 83 17 2801 40 TVS 71 29 1416 20 Bajaj 55 45 1335 19 Honda 59 41 429 6 Suzuki 25 75 318 5 Yamaha 40 60 285 4 Kinetic 33 67 76 1 Others 43 57 307 4 Total 67 33 6966 100 • Hero Honda is the top advertiser followed by TVS & Bajaj
  35. 35. Seasonality of Spends 600 500 400 Rs.Mn 300 200 100 0 Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec Hero Honda Tvs Bajaj Honda Suzuki Yamaha Electrotherm Kinetic Others • Spends are continous throughout the year • Spends are high on Mar – Apr & Festival Months
  36. 36. SOE vs. SOV Advertiser Spends SOE GRPs SOV Rs.Mn % % Hero Honda 2329 50 12315 41 TVS 1008 22 5449 18 Bajaj 734 16 5086 17 Honda 253 5 2389 8 Yamaha 115 2 1715 6 Suzuki 81 2 967 3 Electrotherm 73 2 1165 4 Kinetic 25 1 244 1 Ultra 16 0 185 1 Others 44 1 528 2 Total 4679 100 30041 100 • Hero Honda bags 50% of spends & 41 % of total GRPs
  37. 37. 2-3 activity peaks across the year Top 3 maintain presence across the year Bajaj & TVS try and dominate during the lean activity period of Hero Honda 2100 1800 1500 1200 GRPs 900 600 300 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Hero Honda Bajaj TVS Honda Yamaha Suzuki GRP Spread across the year
  38. 38. Portfolio Snapshot Category Hero Honda Bajaj TVS Honda Yamaha Suzuki Basic (100cc) Cd Deluxe/dawn Ct 100 Star City Crux Passion Platina Star Sports Standard (100-125cc) Splendor Libero G5 Executive (125cc) Glamour Discover Dts-i Victor Glx 125 Shine Alba 106 Access 125 Xcd 125 Dts-si Gladiator Heat Zeus Deluxe (150cc) Achiever Pulsar Dts-i Apache Unicorn Cbz Hunk Premium (200cc) Karizma Avenger Dts-i Other than Suzuki everyone else is present in multiple categories
  39. 39. Print – Month wise Spends Advertiser Jan April Feb Mar May July Jun Aug Sep Oct Nov Dec Total % Across Rs.Mn Bajaj 21 12 6 10 6 2 4 2 2 7 14 14 601 Hero Honda 11 6 11 12 4 4 11 3 5 16 14 4 472 TVS 14 13 6 6 7 12 4 4 2 15 11 6 407 Suzuki 6 11 17 6 7 1 1 2 2 10 24 13 238 Honda 12 17 1 22 2 3 31 2 2 4 1 3 176 Yamaha 5 3 6 12 6 6 5 5 8 21 22 3 170 Kinetic 9 9 8 13 9 5 11 3 1 5 12 15 50 Electrotherm 8 15 16 18 11 3 15 2 12 0 0 0 42 Ultra 0 0 0 0 0 0 0 0 0 28 34 39 34 Global 0 28 0 0 0 0 3 24 4 36 0 6 5 Others 3 8 2 4 7 4 7 10 8 18 15 15 92 Total 13 10 8 10 6 4 8 3 3 12 14 9 2287 • Bajaj is the top advertiser in Print medium followed by Hero Honda • Spends are high in year beginning & Festival Season
  40. 40. Dailies vs. Magazines 4% 96% Daily Magazine • Print spends are heavily biased towards Dailies than Magazines
  41. 41. TV – Month wise Spends Advertiser Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec Total % Across Rs.Mn Hero Honda 7 6 16 19 0 5 10 4 12 2 9 9 2329 Tvs 6 4 15 26 1 3 9 13 1 6 14 3 1008 Bajaj 0 4 10 32 10 4 2 2 5 26 3 1 734 Honda 17 17 0 16 10 0 0 0 19 21 0 0 253 Yamaha 3 2 3 5 10 21 24 6 9 9 8 0 115 Suzuki 0 31 27 2 0 0 0 0 0 5 34 1 81 Electrotherm 0 8 2 0 31 23 4 0 0 31 0 0 73 Kinetic 0 0 0 0 0 8 12 0 0 0 0 80 25 Ultra 0 0 0 0 0 0 0 0 0 0 100 0 16 Global 0 0 0 28 72 0 0 0 0 0 0 0 7 Others 6 2 2 3 10 7 5 3 3 14 13 32 36 Total 6 6 13 21 3 5 8 5 8 8 9 6 4679 • Hero Honda is the top advertiser in TV medium followed by TVS • Spends are very high in Mar - Apr
  42. 42. Genre wise Spends 6% 4% 3% 2% 2% 2% 11% 2% 2% 23% 43% Cricket Hin Mass Sou Sat News Hin Mov Eng.Niche Eng.Movies DD Ntl Reg.Sat Music Others • Huge spends in Cricket followed by Hindi Mass & South Sat.
  43. 43. Portfolio Analysis
  44. 44. Hero Honda Brand TV Print Total SOE % Across Rs.Mn % CD Dlx 82 18 701 25 Corp/Range 58 42 518 19 Pleasure 98 2 389 14 CBZ 97 3 338 12 Hunk 87 13 291 10 Splendor 76 24 283 10 Karizma 100 0 237 8 Glamour 92 8 44 2 Total 83 17 2801 100
  45. 45. Hero Honda  Hunk was the brand that was launched by Hero Honda during 2007  TV Spends during this launch was Rs. 248 mn  Launch was in the month of November and the launch activity continued through December – 8 weeks  The GRPs achieved were 1250 at a 5+ reach figure of 62
  46. 46. TVS Brand TV Print Total SOE % Across Rs.Mn % Star 63 37 699 49 Apache 83 17 402 28 Scooty 84 16 274 19 Corp / Range 0 100 38 3 Flame 0 100 3 0 Total 71 29 1416 100
  47. 47. TVS  TVS launched a new variant In TVS Apache “RTR”  They launched in the month of July and the activity continued till August  Spends were highly skewed towards TV (75%).  They achieved 600 GRP’s at Reach of 40 @ 5+
  48. 48. Bajaj Brand TV Print Total SOE % Across Rs.Mn % Pulsar 76 24 412 31 XCD 43 57 309 23 Discover 49 51 214 16 Kristal 88 12 160 12 Platina 0 100 159 12 Avenger 100 0 32 2 Corp/Range 21 79 50 4 Total 55 45 1335 100
  49. 49. Bajaj  Bajaj launched the XCD during September /October 2007  Total TV spends during this launch phase was Rs. 128 mn.  And the GRPs achieved were 1139 at a 5+ reach of 61
  50. 50. Yamaha Brand TV Print Total SOE % Across Rs.Mn % Gladiator 58 42 87 31 Alba 75 25 72 25 Libero 26 74 22 8 Corp / Range 5 95 104 36 Total 40 60 285 100
  51. 51. Summary  Category spends increased by 22%  TV spends are increased by 57 %  Print spends came down by 17%  Print spends are heavily skewed towards Dailies
  52. 52. Arriving at a media strategy Audience & Media Understanding  Audience Segmentation & Market Priorities  Competitive Framework  Audience Media Habits TV Planning  Target Audience Viewership Trends to identify: • Time Band mix & Genre mix • Media Weight Benchmarking • Channel Mix • Media Plan • Media Deliveries Magazine Planning  Target Audience Readership Trends to identify: • Genre Mix • Magazine Mix • Media Plan • Media Deliveries
  53. 53. Identifying the Core Consumers & Prioritising Markets
  54. 54. Audience Segment All Population TG Mobike Affinity % Demographic Dispersion % Ownership % Age: 15-24 29% 31% 108% Age: 25-34 30% 34% 116% Age: 35-44 23% 18% 80% SEC AB, Males, in the Age: 45-55 19% 16% 88% age group of 15-34 is the Total 100% 100% 100% key consumer group to SEC: A 21% 28% 129% communicate with SEC: B 35% 40% 114% SEC: C 44% 33% 75% Total 100% 100% 100%
  55. 55. Audience Media Habits
  56. 56. TV is the medium with the highest reach & loyalty Dailies have high reach but low loyalty Magazines, Cinema & Internet have a low reach but the loyalty is very high 100% 92% 250 Media Loyalty Index  Media Reach %  90% 216 77% 80% 200 70% 178 135 60% 125 150 50% 105 40% 32% 100 92 30% 25% 24% 20% 14% 50 10% 0% 0 TV Dailies Magazines Radio Internet Cinema Media Reach % & Media Loyalty Index
  57. 57. Multiple Market Priority Illustrated Contribution / Growth Markets %Reach AOTS H/H WB, MAH, GUJ 70 4 H/M Del NCR 70 4 H/L TN 70 2 M/H ASM+NE, 50 4 M/M Pun, MP 50 4 M/L AP, Kar, Ker, UP+UC 50 2 L/H None NA NA L/M Har,JH, 40 1 L/L Chg,Ori,Raj,Bih 40 1 All India 53 3 H – High ; M – Moderate ; L – Low
  58. 58. Deluxe & executive are the categories wherein the competition is intense Category Hero Honda Bajaj TVS Honda Yamaha Suzuki Total Spends (in INR Mn) 2073 1404 1058 412 419 309 5675 Basic (100cc) 31 19 50 0 0 0 100 Standard (100-125cc) 92 0 0 0 8 0 100 Executive (125cc) 3 44 0 14 19 20 100 Deluxe (150cc) 36 26 23 15 0 0 100 Premium (200cc) 94 6 0 0 0 0 100 Corporate 59 19 6 1 12 2 100 Others 45 0 46 0 9 0 100 Total 37 25 19 7 7 5 100 Category Hero Honda Bajaj TVS Honda Yamaha Suzuki Total GRPs 8241 4497 3583 1658 1629 563 20171 Basic (100cc) 49 11 41 0 0 0 100 Standard (100-125cc) 95 0 0 0 5 0 100 Executive (125cc) 4 41 0 16 28 11 100 Deluxe (150cc) 35 20 29 16 0 0 100 Premium (200cc) 84 16 0 0 0 0 100 Corporate 65 28 0 0 7 0 100 Total 41 22 18 8 8 3 100
  59. 59. Steps in the planning process for TV  What should be the targetted SOE/SOV  Therefore what should be the GRP, Reach/Freq targets for 2008 • @1+ and @5+ and the corresponding reach levels  Considerations • 3 launches – Gladiator, 03R, 07G … • Festival, wedding etc – traditional peak seasons  Arriving at the budget • Basis targetted GRPs • And the cost required to achieve those GRPs
  60. 60. Targetted SOV on TV Advertiser Spends SOE GRPs SOV Rs.Mn % % Hero Honda 2329 50 12315 41 TVS 1008 22 5449 18 Bajaj 734 16 5086 17 Honda 253 5 2389 8 Yamaha 115 2 1715 6 Suzuki 81 2 967 3 Electrotherm 73 2 1165 4 Kinetic 25 1 244 1 Ultra 16 0 185 1 Others 44 1 528 2 Total 4679 100 30041 100 •Assuming total category GRPs remain the same at 30,000 in 2008 a 15% SOV should ideally be targetted •This would place Yamaha within the top 4 advertiser bracket •Which means that the targetted GRPs for the year should be 4500 •These 4500 GRPs are to be spread over 3 launches, festival and wedding season
  61. 61. Activity Calendar – TV & Print Brand Gladiator Wedding - Summers 03R Festival 07G Target Audience SEC AB, Males, 15-34 yrs SEC AB, Males, 15-34 yrs SEC A, Males, 15-34 yrs SEC AB, Males, 15-34 yrs SEC A, Males, 15-34 yrs Media TV TV TV TV TV Avg TVC Duration 30 sec 20 sec 40 sec 20 sec 40 sec Activity Period 8 weeks 4 weeks 8 weeks 6 weeks 8 weeks Activity Months March-April May Jun-Jul Sep-Oct Nov-Dec Budget Requirement Rs. 120 Million Rs. 35 Million Rs. 160 Million Rs. 75 Million Rs. 160 Million GRPs 1100 300 1500 600 1500 Reach @ 1+ 80% 55% 80% 60% 80% Reach @ 5+ 50% 30% 50% 35% 50% Print Rs. 70 Million Rs. 35 Million Rs. 70 Million Rs. 50 Million Rs. 70 Million Annual Budget Required : Rs.845 Million
  62. 62. Thank You

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