Mohit Makkar Mungle


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  • Mohit Makkar Mungle

    1. 1. Your Guide for this Journey: Mohit Makkar Indian Business Academy THIS ROAD LEADS TO MUNGLE JUNGLE!!!! WE WELCOME YOU!!!!
    2. 2. Then meet me BILLOO your FRIEND & let me take you to ride of the fun, excitement & entertainment.. THE MUNGLE
    3. 3. SO WHAT ARE YOU WAITING FOR! LETS DO JUNGLE MEIN MUNGLE!! Presenting the comics 4 Gen–X of INDIA…THE MUNGLE Experience the edutainment & excitement the INDIAN WAY..
    4. 4. PRESENTING….
    5. 5. Physique Personality Customer’s Reflection Customer’s Self-projection Relationship Culture Fun loving, Entertaining, Educating & Cute Collectivism Kids Relate themselves as being the comic character & situation. Smart & Humorous comic, animated CD, activity book its characraters Distinct, Friendly (amicable) & buddy MUNGLE IDENTITY PRISM
    6. 6. Key Concepts Steps Strategic Brand Management Target market Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Identify and establish brand positioning and values Plan and implement brand marketing programs
    7. 7. Identify and establish brand positioning and values <ul><li>Target Market : Kids (Age 7yrs-13yrs) </li></ul><ul><li>Competitors : Disney comics, Archie comics with similar price range and product type </li></ul><ul><li>Raj comics & Diamond comics are other low priced Indian brands competitors. </li></ul><ul><li>Competitive frame of reference : It is a fun providing entertainment packaged with cute Indian animal characters unlike its competitors so Indian kids can easily relate themselves with them. </li></ul>
    8. 8. <ul><li>Competitive POP </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Competitive POD </li></ul><ul><li>Place or Distribution </li></ul><ul><li>Promotion </li></ul>Vs Identify and establish brand positioning and values <ul><li>Core Brand Values: </li></ul><ul><li>Uniquely authentic </li></ul><ul><li>An incomparable stories & cute Indian animal character </li></ul><ul><li>Full packed Entertainment </li></ul><ul><li>Fun with Education </li></ul><ul><li>Indian context </li></ul><ul><li>Continuous innovation in development of new stories & characters </li></ul><ul><li>Vital part of kids life </li></ul>
    9. 9. <ul><li>Designing a Brand Mantra: </li></ul>Identify and establish brand positioning and values
    10. 10. MAIN MOTIVATION FOR PURCHASE OF MUNGLE <ul><li>Cultivate reading habits among the children. </li></ul><ul><li>Exploring the world of imagination via story books & Animated Video Cd </li></ul><ul><li>Discover the inner artist by coloring books </li></ul><ul><li>Brainstorming by solving the puzzles and more… </li></ul><ul><li>So what all we can say that it is… </li></ul><ul><li>POWER PACKED PACKAGE OF FUN & EDUTAINMENT (Education + Entertainment)!!!!!! </li></ul>
    11. 11. FOR WHOM? WHY? AGAINST WHOM? WHEN? KIDS To create distinction among the clutters by nurturing the idea of Interactive , educating as well as entertaining. Attacking the undesirable effects & saving the legacy & worth of comics./ benefits of reading without its inconveniences. Anytime!! Time is no limit. POSITIONING OF BRAND
    12. 12. A Complete Edu-Entertaining activity tool for your young Something for every one
    13. 13. <ul><li>Mungle package as a product mix of – </li></ul><ul><li>Animated content in CD, </li></ul><ul><li>Story book, and </li></ul><ul><li>Activity books like coloring book, puzzle etc. </li></ul>Target at SEC A with slightly higher price band.   PRODUCT PRICE
    14. 14. <ul><li>Zero or Direct channel: </li></ul><ul><li>Company’s website ------------------------- Customers </li></ul><ul><li>One level of Distribution channel: </li></ul><ul><li>Company --- Big books & stationary stores like book world, retail chains like big bazaar & vishal, Mobile operators and Airport stores --- Customers </li></ul><ul><li>Two level of distribution channel: </li></ul><ul><li>Company----- Middle men (Distributor or courier company) ----- Small retail stores like Hallmark and other gift galleries and stationary shops ----- Customers </li></ul><ul><li>Company ----- Newspaper & Magazine companies ----- vendors ------ Customers </li></ul>HYBRID CHANNEL OF DISTIBUTION
    15. 15. <ul><li>Blend of both ATL & BTL activities is apt for promotion but BTL Activities will be much favorable so rather we should make use more of these activities </li></ul><ul><li>PR across TV, Print & Internet </li></ul><ul><li>Online marketing: </li></ul><ul><li>a) Viral marketing or Word of Mouse </li></ul><ul><li>b) Dedicated websites creation highlighting </li></ul><ul><li>Mungle characters </li></ul><ul><li>c) Promotion via social networking sites like orkut & face book. </li></ul><ul><li> d) Interactive Ads and Games </li></ul><ul><li>Complementary Samples with Newspaper and Magazine </li></ul>PROMOTION
    16. 16. <ul><li>Place Advertising: Point of Purchase </li></ul><ul><li>Trade Promotion: Point of Purchase display allowances, Contest & dealer allowances and Shelf space allowances </li></ul><ul><li>Promotion through Mobile operators </li></ul><ul><li>Produce gifts to give away with purchases </li></ul><ul><li>Produce tradeshow giveaways and marketing mailers </li></ul><ul><li>Contest and events across Network of schools </li></ul><ul><li>Kids accessories embedding Mungle characters like T-shirts and face caps, Playing cards, Board games, Posters, Stickers & Watches etc. </li></ul>PROMOTION
    17. 17. <ul><li>Branded Cross-Promotion deal like U-kids and also small toys of its characters in Rubber and Plastic as free gift with these brands may be like some products chocolate or chips </li></ul><ul><li>Soft Toys of its characters for sale in various gift galleries </li></ul><ul><li>Strategic Advertisements placement in malls and amusement parks and also in these places people branding by wearing costumes of these characters distributing gift, toys & chocolate etc to kids should also be done </li></ul><ul><li>In later part of campaign we should also opt for TV commercials and programs in channels like cartoon network & pogo etc </li></ul>PROMOTION
    18. 18. Finally…. <ul><li>They can offer a range of services to educational institutions.  Comic books can serve as a valuable educational supplement as children worldwide are strongly drawn to comic books, which in essence are a combination of art and literature.  So they can develop an in-house line of educational titles or can also produce specialized educational materials for them such as: </li></ul><ul><li>Children’s books covering topical issues not readily available in current stock of educational titles. </li></ul><ul><li>Illustrated language arts comics workbooks in major Regional languages </li></ul><ul><li>Custom posters on any subject of their choice for their classrooms. </li></ul><ul><li>Activity workbooks including Art, Puzzles & Quiz etc </li></ul><ul><li>Custom exercise books </li></ul>