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Brand scan,online recipe and online gaming -Prestige Brand scan,online recipe and online gaming -Prestige Presentation Transcript

  • Research on mentions of Prestige and it’s competitionin the digital media landscape and online perception of gaming and recipes in India
  • ContentsA. Brand Scan 1. Official website analytics of Prestige and Competition 2. The Social Media Presence of Prestige and Competition 3. Sentiment of mentions (Positive, Negative, Neutral) 4. Brand score 5. SummaryB. Secondary research 1. Online gaming 2. Online recipes 3. SummaryC. RecommendationsD. Approach
  • Brand Scan Tracking of all mentions of Prestige and competing brands in digital and social mediaTime period: 26th September 2009 to 26th September 2010Geography: IndiaDemographics: All demographics
  • Prestige
  • Official website analytics• Official website: www.prestigesmartkitchen.com• Global Traffic Rank: 290,151• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India• India Traffic Rank: 24,638• Sites linking in: 33• Click Stream: – Upstream : google.com – Down Stream: google.com
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA• Official Tweeter: NA• Latest tweet – NA• Following – NA• Followers –NA• Official Facebook Page: http://www.facebook.com/pages/ttk-prestige/111404602211851?ref=ts• No. of fans – 2• Last post – September 22nd 2010
  • Share of voice Percentage of total Platform Mentions mentionsGeneral Web 442 75.17% Twitter 52 8.84%News websites 50 8.50% Blogs 38 6.46% Forums 06 1.02% Total 588 Mentions 100%
  • Influencers Influencers currybear.com 4 www.autoblogs.in 4 blog.investraction.com 5 blsmartbuy.com 5 jilele.com 6 Authority maths.indl.in 6 chiru.in 7 indiansharemarket.in 4 www.cafestocks.com 8 0 1 2 3 4 5 6 7 8 9 Influencers are the main websites driving the conversations around a given brand. In the above graph they aresegmented according to their authority which is a measure of the number of links to the website as well as their influencing power in conversations (how effective were they in generating them) around Prestige
  • Influencers
  • Tweets Average 4.13 Authority 15 Total Tweets 7520 Followers An authority ranking between 0 to 10 with 10 signifying someone with very high reach and influence. This authority ranking is based on the number of 1592 Following followers, following, updates, retweets and several similar measures . The Redigital Twitter Acquisition Index is a measure Twitter of dividing the total number of followers by the total 501.33Acquisition number of tweets of a tweeter. The index represents how interesting or ‘viral’ (potential to spread) the Index tweets of a tweeter are.
  • Videos20782 Total views Total 33 comments0.41 Average rating 44 Total Videos Total 29 Favourites Total7314 Duration (seconds)
  • News Top sources of News 1 1 indiatimes.com 1 1 business-standard.com 1 hindu.com moneycontrol.com 2 12 yahoo.com telegraphindia.com 2 thehindubusinessline.com topnews.in 3 merinews.com pressreleasepoint.com 3Fig: News sources which mention the search query most often and have an authority score of at least 1.
  • News
  • Blog mentions 2.77 Average Authority 30 Average Age 38 Total Mentions Male Over-represented GenderThe authority score of a blog is based on the size of its audience and reach.
  • Sentiment Sentiment 128 01 178 Positive Negative NeutralMention: http://twitter.com/burgerbingo (http://twitter.com/burgerbingo/statuses/10456544507)Date: 2010-03-14Time: 10:38:58 ISTLocation: INType: NegativeContent: Big Bazar ROBBED M! they sold me a defective Prestige pressure cooker a day ago and now insists ofrepairing it rather than a replacement.
  • Popular phrases
  • BajajKeywords: kitchen appliances, mixer grinders , food process, juicer, hand blender, wetgrinder, toaster, oven toaster griller, microwave oven, electric kettle, hobs
  • Official website analytics• Official website: http://www.bajajelectricals.com/Appliances-c-5.aspx• Global Traffic Rank: 217,383• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India• India Traffic Rank: 20,209• Sites linking in: 63• Click Stream: – Upstream : google.com, liveperson.net – Down Stream: google.com,liveperson.net
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA•• Official Tweeter: http://twitter.com/BajajAppliances• Latest tweet – NA• Following – NA• Followers –NA• Official Facebook Page: http://www.facebook.com/pages/bajaj-appliances/118774681493341• No. of fans – 2• Last post – NA
  • Share of voice Platform Mentions PercentageGeneral Web 5000 99.48 Blog 16 0.31 News 11 0.21 Total 5027 Mentions
  • Videos4022 Total views Total01 comments-01 Average Rating 04 Total Videos Total01 Favourites Total158 Duration (seconds)
  • News Top sources of News 1 thehindubusinessline.com 2 hindu.com indiatimes.com 2Fig: News sources which mention the search query most often and have an authority score of at least 3.
  • Blog mentions 1.06 Average Authority NA Average Age 16 Total Mentions Over-represented Male GenderAn authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence. Thisauthority ranking is based on the number of followers, following, updates, and several similar measures.
  • SentimentSentiment 1160 388 3479 Positive Negative Neutral
  • HawkinsKeywords: futura cookware, pressure cooker, cooker, cookware
  • Official website analytics• Official website: http://www.hawkinscookers.com/• Global Traffic Rank: 696,214• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India (94.6% of visits)• India Traffic Rank: 140,715• Sites linking in: 18• Click Stream: – Upstream : google.com – Down Stream: NA
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA•• Official Tweeter: NA• Latest tweet – NA• Following – NA• Followers –NA• Official Facebook Page: http://www.facebook.com/pages/Hawkins-Cookers-Limited/109412115744873?ref=ts• No. of fans – 10• Last post – NA
  • Share of voice Platform Mentions Percentage News 33 31.48%General Web 32 30.42% Blog 19 18.09% Twitter 19 18.09% Forums 02 1.92% Total 105 Mentions
  • Tweets 5.73 Average Authority An authority ranking is between 0 to 10 14199 Followers 19 with 10 signifying someone with very high reach and influence. This authority ranking is based on the number of Total Tweets followers, following, updates, and several similar measures. 6797 Following Top 10 twitter sources Twitter 10% bloqcafycom smartinvestor 747.31 20% Acquisition 10% probablytrippy Index 10% 10% slockezy picks mishaalhk preethz danfanThe Redigital Twitter Acquisition Index is a measure of dividing 10% 10% simplicationthe total number of followers by the total number of tweets of 10% 10% quickermathsa tweeter. The index represents how interesting or ‘viral’ mercuryman3a(potential to spread) the tweets of a tweeter are.
  • Videos16820 Total views Total 8 comments3.47 Average Rating 09 Total Videos Total 19 Favourites Total1971 Duration (seconds)
  • News Top sources of News thehindubusinessline.com 9 24 hindu.comFig: News sources which mention the search query most often and have an authority score of at least 3.
  • Blog mentions 2.10 Average Authority 30 Average Age 19 Total Mentions Male Over-represented GenderAn authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence. Thisauthority ranking is based on the number of followers, following, updates, and several similar measures.
  • SentimentSentiment 48 09 65 Positive Negative Neutral
  • Popular phrases
  • Buzz Graph » BuzzGraph shows a visual summary of buzz around the searched query by listing the words that appear frequently along with the search query. » Association between different keywords is represented by edges between them which can be bold, simple or dashed based on the strength of association. » Strongly related words, which frequently appear together, have darker edge between them.
  • Maharaja WhitelineKeywords: Mixer, grinder, juicer, rice cooker
  • Official website analytics• Official website: www.prestigesmartkitchen.com• Global Traffic Rank: 3,190,365• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India• India Traffic Rank: 174,675• Sites linking in: 5• Click Stream: – Upstream : google.com – Down Stream: google.com
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA• Official Tweeter: NA• Latest tweet – NA• Following – NA• Followers –NA• Official Facebook Page: http://www.facebook.com/pages/MAHARAJA-WHITELINE-INDUSTRIES- LIMITED/120150181350800?ref=ts• No. of fans – 3• Last post – May 18th 2010
  • Share of voice Platform Mentions PercentageGeneral Web 65 86.66% Twitter 01 1.34% News 03 4% Blog 06 8% Total 75 Mentions
  • Tweets 7 Average Authority 01 Total Tweets1121 Followers An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence. This authority ranking is based on the number of followers, following, updates, and several similar 34 Following measures. Twitter The Redigital Twitter Acquisition Index is a measure of dividing 1121 the total number of followers by the total number of tweets ofAcquisition a tweeter. The index represents how interesting or ‘viral’ (potential to spread) the tweets of a tweeter are. Index
  • Videos507 Total views Total01 comments5 Average rating 01 Total Videos Total00 Favourites Total31 Duration (seconds)
  • Blog mentions 1.67 Average Authority NA Average Age 38 Total Mentions NA Over-represented GenderAn authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence.This authority ranking is based on the number of followers, following, updates, and several similarmeasures.
  • SentimentSentiment 09 07 59 Positive Negative Neutral
  • Popular phrases
  • PhilipsKeywords: mixer grinder, juicer, food processor, water purifier,vacuum cleaner, kettle, blender
  • Official website analytics• Official website: http://philipsindia.com/• Global Traffic Rank: 84,752• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India• India Traffic Rank: 8,708• Sites linking in: 58• Click Stream: – Upstream: philips.com, google.co.in, google.com, futurebazaar.com, facebook.com, amazon.com, ebay.in, infibeam.com, opinion bar.com, samsung.com – Down Stream: google.com, philips.com, google.co.in, infibeam.com, ebay.in, facebook.com, opinionbar.com,
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA• Official Tweeter: http://twitter.com/philipsindia• Latest tweet – September 24th 2010• Following – NA• Followers –6• Official Facebook Page: http://www.facebook.com/pages/ttk-prestige/111404602211851?ref=ts• No. of fans – 2• Last post – September 22nd 2010
  • Share of voice Platform Mentions Percentage Blog 60 53.09% Twitter 20 17.70% News 19 16.82%General Web 12 10.62% Forums 02 1.77% Total 113 Mentions
  • Influencers Authority of Influencers brandstoday.in 5 greenerlargevehicledomains.com 5 bpmsound.com 6 hometone.org 8 news.pluggd.in 9 authority trendsupdates.com 10 customercareinfo.in 6 maths.indl.in 6 0 2 4 6 8 10 12 Influencers are the main websites driving the conversations around a given brand. In the above graph they aresegmented according to their authority which is a measure of the number of links to the website as well as their influencing power in conversations (how effective were they in generating them)
  • Tweets Average 5.4 Authority An authority ranking is between 0 20 to 10 with 10 signifying someone with very high reach and 15953 Followers influence. This authority ranking is based on the number of Total Tweets followers, following, updates, and several similar measures. 14627 Following Top 10 Twitter sources Twitter adsmumbai 1 adsbangalore 496.75 2 Acquisition 1 adschennai sktechlover Index 1 2 shailaja ani_aset 1 quikrThe Redigital Twitter Acquisition Index is a measure of dividingthe total number of followers by the total number of tweets of 1 1 usedgoodsonlinea tweeter. The index represents how interesting or ‘viral’ 1 1 gagankaul(potential to spread) the tweets of a tweeter are. ridziegal
  • Videos452144 Total views Total 437 comments 2.73 Average rating 50 Total Videos Total 201 Favourites Total8238 Duration (seconds)
  • News Top Sources of News 1 1 indiatimes.com 1 hindu.com 6 thehindubusinessline.com 2 rediff.com business-standard.com 3 yahoo.comFig: News sources which mention the search query most often and have an authority score of at least 3.
  • Blog mentions 2.63 Average Authority 28 Average Age 60 Total Mentions Male Over-represented GenderAn authority ranking is between 0 to 10 with 10 signifying someone with very high reach andinfluence. This authority ranking is based on the number of followers, following, updates, and severalsimilar measures.
  • SentimentSentiment 41 14 44 Positive Negative Neutral
  • Nirlep
  • Official website analytics• Official website: www.nirleponline.net• Global Traffic Rank: 4,015,309• Global Traffic Rank Status: LOW• Optimum Global Traffic Rank Range: <50,000• Highest traffic from: India• India Traffic Rank: NA• Sites linking in: NA• Click Stream: – Upstream : google.com – Down Stream: google.com
  • Official website analytics• Official blog: NA• Latest post – NA• Technorati authority rating – NA• Official Tweeter: NA• Latest tweet – NA• Following – NA• Followers –NA• Official Facebook Page: NA• No. of fans – NA• Last post – NA
  • Share of voice Platform Mentions PercentageGeneral Web 60 94.5% Twitter 20 3.2% Blogs 19 1.6% News 12 0.7% Total 111 Mentions
  • Tweets Average 3.71 Authority An authority ranking is between 0 to 10 with 10 signifying someone 56010 Followers 28 with very high reach and influence. This authority ranking is based on the number of Total Tweets followers, following, updates, and several similar measures. 3880 Following Top Twitter sources Twitter 2000.35 Acquisition 1 1 bhogleharsha get2knowindia Index 1 1 sudhir_asb tariquesani sri_gangstaThe Redigital Twitter Acquisition Index is a measure of dividingthe total number of followers by the total number of tweets of 1 1 bhatatrao2305a tweeter. The index represents how interesting or ‘viral’(potential to spread) the tweets of a tweeter are.
  • News Top sources of News 9 in.biz.yahoo.com 10 www.telegraphindia.com www.dnaindia.com 3 www.indianexpress.com 3 3 www.merinews.com 5Fig: News sources which mention the search query most often and have an authority score of at least 3.
  • Blog mentions 2.21 Average Authority 22 Average Age 15 Total Mentions Male Over-represented GenderAn authority ranking is between 0 to 10 with 10 signifying someone with very high reach andinfluence. This authority ranking is based on the number of followers, following, updates, andseveral similar measures.
  • SentimentSentiment 41 14 44 Positive Negative Neutral
  • Brand Score Rank Brand Brand score Factor 1 Philips 5254.44 Video uploads 2 Bajaj 5065.22 Web mentions 3 Nirlep 915 Web mentions 4 Prestige 669.82 Video uploads 5 Hawkins 338.2 Video uploads 6 Maharaj whiteline 69.07 Web mentionsBrand score is calculated by adding the following factors where each factor has a different scoring metric: Alexa Ranking + Site Linking + Blog mention + News mention + Forum mention + General web mentions + Twitter mention + Video uploads + Video favourites + Video Comments + Facebook score
  • SummaryShare of voice : – 75% of the mentions of Prestige are in general web compared to blogs, forums and Social Media. – Future activities should focus more on these platformsInfluencer: – Influencer websites are the drivers of the conversations and linking back to their site and following them on relevant platforms can help increasing visibility of the brand.Twitter Acquisition Index: – Twitter Acquisition Index shows that the tweets that mentions Prestige TTK were mostly relevant and people followed them. – Twitter Acquisition Index for Prestige TTK is 501.33 and is considered to be good.Videos: – The total number of views for the 44 videos we analyzed is 20,782. – The average rating is low at 0.41. Highly-rated videos appeal to a specific group of individuals with related interests/tastes that tend not to represent the mass. – Videos with average rating probably appeal to larger groups of people that have more diverse interests, and this tends to bring down the average rating.Blog: – Average authority ranking of blog mentions is 2.77 which mean the overall influence and reach of Prestige on Blogs is comparatively low. – As the average age is 30 which is Prestige TTk’s TG and activities can be planned on Prestige TTK’s blog and website keeping them in mind.
  • SummarySentiment: – Sentiment of Prestige TTK on the entire internet is favorable as the mentions are mostly positive and neutral. – However there was one tweet which was found negative. This negativity can be handled by giving feedback and answers to the tweeters or the users.Popular phrases : – Popular phrases can be very useful while planning SEM campaign and also the content for the blog and Prestige TTK website.Brand Score: – Prestige TTK is 4th on the list and Philips is 1st. The factors that influenced the ranking are mainly Video uploads and web mentions. – These factors should be kept in mind while creating the website or any other similar activity
  • SummaryPrestige v/s Competitors:Brand score: – The main factor for Philips to be at the top in the brand score is Video uploads and even for Prestige. – Prestige however has less general web mentions. On the other hand Bajaj and Nirlep have a good presence on the – general web.Twitter: – Users are talking about Prestige in random tweets but a more integrated approach could be followed like creating an official Twitter account (as Prestige doesn’t have one) and following relevant people. – A content strategy to be followed to engage more followers. – Competitors haven’t done anything significant on Twitter so tapping this platform can play a key role.Blog: – Creating an official blog of Prestige and generating content around for example the latest recipes and the Prestige recipe game. – This will help users to participate and getting involved.Videos: – Total 44 videos are related to Prestige but they are posted randomly by users. – A more efficient approach could be to create a dedicated YouTube channel for Prestige and adding all the videos in the channel.Facebook: – Prestige TTK Facebook page is inactive and has just 2 fans. – Facebook page could be promoted through the links on official Prestige website, twitter and blog for the recipe game application.
  • Secondary research
  • Online gaming in India
  • Popular websites of online gaming• www.zapak.com• www.miniclip.com• www.games2win.com• www.contests2win.com• www.armorgames.com• www.gamekhel.com• www.freeonlinegames.com• www.games.sify.com• www.gameguru.in• www.onlinegames.net
  • Popular websites of online gaming- Ranking www.ibibo.com www.onlinegames.net Traffic Rank* 46 1 6 Traffic Rank* 4,554www.games.sify.com www.armorgames.com 2 7 Traffic Rank* 67 Traffic Rank* 4,760 www.zapak.com www.contests2win.com 3 8 Traffic Rank* 250 Traffic Rank* 5,207 www.miniclip.com www.gameguru.in 4 9 Traffic Rank* 277 Traffic Rank* 17,517www.games2win.com www.gamekhel.com 5 10 Traffic Rank* 69,661Traffic Rank* 2,317 Source: Alexa.com
  • Who is the Indian gamer?A typical India gamer is a Male from the Top 8 metros, has an average age of 26 years and belongs to the affluent SEC A. Demographics Age 26 Years SEC A Household College-Going Student Typical Indian Gamer Gaming Behaviour Plays games mainly from home Gaming Orientation Plays for 1 hour in a session Spends less than RS.150 per month Plays 3 times a week Playing since last 18 months Source: I-Cube 2008
  • Most popular formats of online gaming Racing 49% Sports 48% Shooting 31%Top 5 online gaming genres Action and Adventure 31% Flash/ Arcade games 29% Source: I-Cube 2008
  • Indian gamer profiles• 2.8 Million online gamers in India• 75% of these gamers are males.• About 72% gamers are from higher two affluence stratas (SEC A and B)• Almost 80% of the gamers are from the Top 8 Metros – Delhi, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Pune and Ahmedabad.• Top 4 metros (Delhi, Mumbai, Chennai, Kolkata) account for 59% of online gamers
  • Shifts – 2007 to 2008Online gaming location Online gamer SEC profile Cyber café Homes SEC A SEC B, C 35% 47% 41% Marginal increase Online gamer demographic profile School-going College-going 18% 32% Source: Secondary research
  • ClassificationBased on the level of involvement, online gamers can be further categorized into Casual gamers and Core gamers.Casual Gamers:• This genre of gamers constitutes of those who play for the sake of having fun or for a quick break. When in office, they find time in short intervals to play for 10-15 minutes, when in Café, based on the time left for their session to complete, they get on to gaming.• Casual games typically include games such as Chess, Poker, Sudoku. Casual Games may be further classified into Action, Arcade, Racing/ Driving, Puzzles, Sports and Strategy games.Core or Serious Gamers:• Core gamers spend at least 4-6 hours a week gaming and play LAN based, MMOGs & MMORPG’s. There may be many reasons which drive this genre of gamers to game online.• They are community based gamers, who generally have a peer group into gaming; they prefer multi-player games over single-player games; and are not as easy to understand as the Casual Gamers. Source: IMRB International and Zapak.com
  • TYPE OF CORE GAMERS- Psychographics What drives them to game? - They have been classified into four broad categories based on possible motivators to game. TYPE OF CORE GAMERS- MotivationsSubjugator Escapist• The first category of serious gamers believes that there • As the name suggests, they game for the promise of escape. They had faced difficult situations and is a challenge in a game to overcome and feel they can challenges in their real life or are complacent. master everything. • They game to face and overcome artificial challenges; to• They may want to show off, but are driven by an internal satisfy themselves by being completely opposite of their strive to defeat very challenge original selfNetworker Learner• They are the social interacting genre of serious gamers. • Their main purpose to game is to explore different The main motive of gaming in a multi-payer situation is environments and conditions with a motive to learn to have a good bonding experience with people. something from their experience and then progress and excel in it.• They feel it an opportunity to meet people and develop • Their main aim to hone their skills in everything possible relationships Source: IMRB International and Zapak.com
  • Drivers of Online Gaming in IndiaThe factors that will drive the growth of online gaming market in India can be broadly classified as:• Consumer Pull – Large Size of the youth segment – Increasing broadband penetration – Entertainment seeking behavior on the rise – Increase in mobile gamers• Game development activities by market incumbents – Localization/customization of games – Gaming zones (organized cyber café chains) – Better options for online payment Source: IMRB International and Zapak.com
  • Drivers of Online Gaming in IndiaConsumer Pull• Size of youth segment- The youth segment, which is the biggest segment on the Internet, is driving the demand for games on multiple platforms like PC, mobile handsets and consoles. The gaming market in India comprise mainly of young men and college going students falling within the age group of 17–25 years. They form the largest segment of the active internet user base; are more technology savvy and most of all carry an attitude to try everything new.• Increasing broadband penetration in Indian households will drive usage of online gaming and vice-versa as the gaming experience is enhanced due to higher speed and bandwidth when compared to Dial-up connections. International experience suggests that online gaming took off as in-home penetration of broadband increased in countries like South Korea & China. Broadband ISP’s are also offering Games on demand packages to users to encourage them to spend more time online.• Entertainment seeking behaviour on the rise: Entertainment appeals to internet users of all age, gender and affluence. As a genre, entertainment related applications are accessed by 54% active internet users (Source: I- Cube 2006). Online gaming will add another platform to whet the appetite of Indian users. Causal games can be positioned as another arena for entertainment to appeal to non-core segments like women and older men.• Increase in Mobile gamers: Mobile gaming has grown many-fold in India and downloads of mobile games is a fast growing component in the overall Mobile VAS pie. Mobile gaming is serving to introduce a large base to gaming. Over a period of time many users who seek an enhanced gaming experience can be graduated to online gaming Source: IMRB International and Zapak.com
  • Drivers of Online Gaming in IndiaGame development activities by market incumbentsIn India the focus in online gaming has traditionally been on content development for the overseas market. Now togrow the domestic market several companies are taking various initiatives such as:• Localization of games/content to better address the gaming needs of the target audience: Though most of the development work is being done for overseas market, however, in future the focus would shift to the domestic market.• Creation of gaming zones/ Organised cyber café chains: They play a critical role in development of the online gaming ecosystem and various companies are doing different things to maximize this opportunity. Some are opening their own gaming zones while others are tying up with existing café and helping them upgrade to gaming zones by providing marketing support.• Enabling payment mechanisms: Recognizing that the low penetration of credit cards & debit cards can be a potential bottleneck, several companies are taking an initiative in enabling online payment though other platforms. This is all the more important because the core gaming segment of users, school and college students do not have access to bank cards. One of the initiative being experimented with are Pre-paid gaming cards. These cards would enable both subscription for the gaming service and purchase of in-game add ons. Source: IMRB International and Zapak.com
  • Type of Online Gaming Platforms» Browser based games: These are nothing but your web based games. They use simple keyboard controls or mouse with hardly any need to even read the instructions before starting to play. Examples of these are the vast variety of games found on sites such as Zapak.com, Yahoo! games, miniclip.com, etc.» Downloadable single player games: These games are downloaded onto ones computer and then played by one player alone usually against the computer. These games have to be small in file size in order to entice the gamer to make the download and try to play the game. Arcade games and puzzle games are rather popular for this category.» Downloadable Online Multiplayer Games: These games are usually downloaded from the Internet either as the full game itself or as client software is installed the person has to simply log in and play against many players online itself. Examples include Multiplayer games in Zapak.com, FIFA Online.» PC CD-ROM Games with Online Components: Such games include hardware purchases with the game loaded on it. This hardware such as CD/ DVD contains a product key which when loaded during installation allows the user to play online after competing a simple registration process. E.g. Battle.net by Blizzard Entertainment.» Console Games with Online Components: These games enable the gamer to play via console with many players via an Internet connection at very little extra cost. This attracts gamers due to the possibility of playing with people who are available at any moment online and also using their preferred console. Xbox Live (http://www.xbox.com/hi-IN/live) has created such a community for gamers India. Source: IMRB International and eTech
  • Emerging Gaming Formats• These days, the avid gamer is not easily satisfied with one type of content, one type of game or any kind of monotony, thats why the great attraction to gaming.• Game developers are always on the look out for the answer to this one question- What does the hardcore gamer actually want? How to make my content applicable for all? The answer to these lies in innovation at every step of the gaming ecosystem- game design, platforms, distribution, marketing, etc. Or simply newer formats for gaming are required.• Some of the most popular emerging formats have been briefly touched upon in following slides: Source: IMRB International and Zapak.com
  • Emerging Gaming FormatsDigital Downloads:» Is the latest phenomenon to hit the Indian Gaming market wherein users are allowed to download the games directly using the Internet for a fee.» This technique has its many advantages such as reduced distribution time from game development to final usage, lesser cost burden on end user, greater profit margin per game for developers and most importantly tries to tackle the flourishing grey market for games.» Another very popular feature observed in this format is the global availability of the game for simultaneous launches in different countries becomes much easier.» As per Icube downloads of games from Internet is already done by 48% of gamers which indicates this methodology has some promise for the future.Social Gaming:» Social networking and games go hand in hand. Social gaming is a new genre of gaming which adds the Social factor to the games. Whether its taking advantage of the relationship data in social networks to build novel game play or building community among people who play games, game developers are discovering clever ways to build real communities around the games theyre developing. Social networking sites such as Orkut and Facebook have multiple applications and games to play for their registered users,» India too, has its very own social network for casual gamers- Nunook which allows users to play games without signing up but also provides lot of exclusive content to those who do sign up and gain sufficient points gaming. Now people can play and socialize at the same time on their already well established social networks. Source: IMRB International and Zapak.com
  • Emerging Gaming FormatsMMOGs:» Massively multiplayer online game are simply video games where thousands of players simultaneously in a virtual world. The last year has seen a rapid increase in the number of gamers trying out MMOG‟s, up from 19% last year to 27% this year. (Source: I-cube 2008).» There are a number of factors shared by most MMOGs that make them unique. Firstly they allow users to play among millions of others thus encouraging community.» Secondly they allow you to continue playing from where you left off last. Thirdly they let you create a new identity or become someone else which especially appeals to those users who idolize someone.Conclave Gaming/ Gaming tournaments:» This kind of format has already become very popular in western nations with gaming championships where many gamers compete to see who is the best gamer for a selected list of games.» Such competitions are recently being carried out in certain institutes across the country and are bound to increase in popularity in the near future due to the great prizes being dished out and large number of advertisers already ready to promote such events. Source: IMRB International and Zapak.com
  • Emerging Gaming FormatsFantasy Gaming / Real Life simulations:» These games are almost like simulation games or role playing games, multiplayer in nature and existing in a persistent virtual world. An example of one such game is stock market or share simulation games where a person gets to experience the real life scenario in a stock market.» Other popular games among Indians were Cricket super selector and EPL Fantasy league where the user gets to become a manager of a team and select his own players and earn points based on their performances in matches played in real life. Players can form leagues of their own and compete among each other and against the rest of the world.» Such games bring together large number of followers of the sport itself and also help all demographics play a part in the gaming experience.» Interactive Games: A large number of DTH providers in India have started the concept of Interactive TV gaming where the user can enjoy extremely easy to play casual games on television itself with the remote. Word jumbles, hangman, 2D sports games are some of the most popular categories played.» Multiplatform Games: Finally to reach out to the large mobile subscriber base who is already playing games but is not totally satisfied with these games certain developers are keen to introduce games which can be downloaded for a fee on multiple platforms. Source: IMRB International and Zapak.com
  • SummaryKey historical data findings:• Indian online gamer – young, male, metro-dweller, SEC A/B• Top two genres are Racing and Sports• Shift from location of gaming from Cyber cafes to Homes/offices• Classification of gamers by level of involvement – Casual and Core• Classification of gamers by motivation – Subjugator, Networker, Escapist, Learner• Drivers of online gaming in India – consumer pull and marketer innovations• Popular types of online gaming platforms – browser based, downloadable, PC CD ROM, Console gaming• Emerging gaming formats like digital downloads, social gaming, MMOGs, Gaming tournaments, real life simulation, Interactive games and multiplatform games.Opportunity areas:• Developing games for non-core groups – Women internet users and older men are increasing on digital and social platforms which opens up a demand for games customized to this audience• Social media applications – taking the gaming experience to the consumer and allowing for sharing etc…• Online gaming platforms provides an opportunity to reach the audience through different mediums.• Emerging gaming platforms provides an opportunity to market the application and game better.
  • Online Recipes in India
  • Popular websites of online recipesInternational Indian• www.epicurious.com • www.indianfoodrecipes.net• www.chow.com • www.indiantastebuds.com• www.foodandwine.com • www.indianfoodforever.com• www.foodnetwork.com • www.awesomecuisine.com• www.marthastewart.com • www.kitchensofindia.com• www.cookinglight.com • www.tarladalal.com• www.allrecipes.com • www.sanjeevkapoor.com• www.ichef.com • www.indianfoodsguide.com• www.simplyrecipes.com • www.recipesindian.com• www.food.com • www.allrecipes.co.in
  • Popular websites of online recipes- Ranking www.cookinglight.com www.foodandwine.com Traffic Rank IN 18,855 Traffic Rank IN 250 1 6 Traffic Rank US 5,089 Traffic Rank US 4,061 www.allrecipes.com www.epicurious.com Traffic Rank IN 5417 2 7 Traffic Rank IN 20,022 Traffic Rank US 155 Traffic Rank US 769 www.chow.com Traffic Rank IN 11,416 3 International 8 www.foodnetwork.com Traffic Rank IN 22,047 Traffic Rank US 726 Traffic Rank US 183 www.food.com www.simplyrecipes.com Traffic Rank IN 15,040 4 9 Traffic Rank IN 34,070 Traffic Rank US 1,051 Traffic Rank US 1,750 www.marthastewart.com www.ichef.com Traffic Rank IN 16,925 5 10 Traffic Rank IN 95,992 Traffic Rank US 830 Traffic Rank US 61,985IN – Traffic rank in India US – Traffic rank in United States Source: http://online-recipes-website-review.toptenreviews.com, Alexa.com
  • Popular websites of online recipes - Ranking www.indianfoodforever.com www.allrecipes.co.in Traffic Rank IN 2,460 1 6 Traffic Rank IN NA www.sanjeevkapoor.com www.indianfoodsguide.com Traffic Rank IN 2,865 2 7 Traffic Rank IN 30,458 www.awesomecuisine.com India www.recipesindian.com Traffic Rank IN 3,387 3 8 Traffic Rank IN 53,009 www.tarladalal.com Traffic Rank IN 3,894 4 9 www.indiantastebuds.com Traffic Rank IN 28,805 www.indianfoodrecipes.net www.kitchensofindia.com Traffic Rank IN 24,673 5 10 Traffic Rank IN NA IN – Traffic rank in India Source: alexa.com
  • Who is the Online Indian Recipe seeker? Women Online Recipe Seeker (India) 25 to 34 years Browsing from 18 to 24 years home
  • Internet and Women Source: Comscore –March 2010, TRENDSSPOTTING Market research
  • Source: IRS Q1 2010, Comscore –May 2010,TRENDSSPOTTING Market research
  • Source: Comscore –May 2010,TRENDSSPOTTING Market research
  • Opportunityareas forRecipes(newsletters,SEO, Apps,Blogs) Source: Comscore –May 2010, TRENDSSPOTTING Market research
  • Source: Facebook Audience, Comscore –May 2010,TRENDSSPOTTING Market research
  • Source: TRENDSSPOTTING Market research
  • Source: IAMAI, TRENDSSPOTTING Market research
  • Source: Microsoft and Starcom MediaVestGroup, May2010,TRENDSSPOTTING Market research
  • Source: Microsoft and Starcom MediaVestGroup, May2010,TRENDSSPOTTING Market research
  • Source: Microsoft and Starcom MediaVestGroup, May2010,TRENDSSPOTTING Market research
  • SummaryKey findings• Over-represented demographics in online recipe sites are as follows: – Women – 25 to 34 years – Browsing from home• Social and internet behavior of women in India and relevance to platforms where online recipes can be promoted, namely: – Social networks – Search – Blogs – Forums• Food and cooking as a category is given importance by Indian women while searching online for anything.
  • Comparison to US Scenario»An online survey fielded at Allrecipes.com in January / February 2010»2000 respondents ›US based ›Mix of Allrecipes.com members and non members ›Demographics representative of food and cooking website visitors
  • SummaryKey takeouts:• Consider being and doing mode solutions for the users.• Consider where and how recipe seekers access content• Offer utilities that assist consumers in their recipe flow like tips and hints• Grab opportunities to leverage user – generated content• Encourage consumers to give ratings and reviews
  • Thank You