Ka & brands consultation visit mapping - digital - pr

1.PERSONAL EXPERIENCE NARRATIVE
AND ANALYSIS,
2. INTEGRATED DIGITAL PRAXIS &
3.PR PLAN FOR BRANDS
(FOR HAKKASAN- BANDRA)
*Customer recce
Insights ~ Examples ~ Implications
KAHOSPITALITY
YAUATCHA
Hakkasan

PREFACE
Every Food Rating System is Controversial, whether it is the Egon Ronay rating system and criteriaof the past
or
The Gault Millau Restaurant Grading System considering itself a Purist rating system primarily focusing only
on exceptional quality and standards of food, or Michelin leading the way in pursuit of exceptional food,
Service and so much more.
With exacting standards unknown of any food rating system.
Purist or not Purist it is undeniable to remove man out of the equation towards whom these finest of
standards a restaurateur directs, it is but common sense to identify with our goal which is to elevate
experiences to a rendezvous point of Luxury and Wisdom that reflects in our Passion.
So simply, we are in the business of shinning a bright light and touching lives every day!
And How ? In the words of Michael Hyatt
and I quote
“Marketing is really just about sharing your Passion.”
Without a word of Plagiarism below crafted for your validation
1.
- Rahul Singh T.

Omnus - Ecosystem Of Customer Experience
Customer experience design is what
happens when customers interact actively
or passively with any channel.
Our digital PR and experience
management strategy and praxis should
focus on being Omni channel and in sync
with one another.
Understandably, customer centric/
consumer side of marketing (4C’s) should
be our Prima facie approach.
Website
Advertisement
Branding
Social Media
Business Partners
Service Center
Customer Service
Call Center
Facilities
Products
Point of Sales
CUSTOMER EXPERIENCE DESIGN
OMNI CHANNEL STRATEGY
2.

Personal Experience Mapping And Analysis (For Hakkasan - Bandra)
The Objectives of doing this visit was :
1) To evaluate interaction at various point
2) What is the current process being followed at this
touchpoint?
3)Attitude of people the support this touchpoint
4) Customer interaction limitation in geography at this venue
5) Pain points of these touch points
6) Lateral mapping of process with corrections
My experience is based on some key metrics of Customer touch
point mapping and their analysis
x
OverallServiceOrientationNature
CustomerEngagement
Customer Lifecycle
Time Spent With The Brand Online /Offline (Subconscious/ Perceptual)
Target
Acquire
Onboard
Serve
Grow
Retain
MODERATE ZONE EXTREMIST ZONE
Satisfied/Loyal
y
y1
Low Custom
er Effo
rtscore
0
Acquisition Rate
Higher Revenue Rate
Retention Rate
Churn Rate
Conversion Rate
Abandonment Rate
If in place Consumer effort score is low
i.e Satisfied/ Loyal customer
3.

My Journey As A Customer - Intangible & Tangible Attributes
Below is the journey of any customer and their interaction with
various entry, exit touch points of a business
1) Every entry and exit touch point evokes intangible and tangible
emotion of the customer
2) It is very important to agree on the fact that a customer journey
is not a linear process as we see below there are multiple entry,
exit points that a brand needs to focus on to create a wholesome
experience for it’s customers/ brand promise
1a
1b
1c
1d
Witnessing
Aspiration
Influence
Aspiration
Influence
Media
Influence
Peer
Influence
Trend
Influence
2
3
4
5
6
7
89
10
Research
Arriving &
Browsing
Learning &
Experimenting
Choosing &
Coordinating
Purchasing
UsingReflecting &
Repurchasing
Sharing
Designed By New Parsons School Of Design, New York
4.

The science behind my analysis
Evaluation of intangible & tangible attributes
Brand Echos | Recall | Dimension Acceptability
(Marketing + Digital + PR + WOM + Good + Bad + Ugly, etc -
Impact Points)
Open Channels, Phone, Email, Apps, Online, Guest services
Manager, table guarante programme etc.
Reservation
- Accessibility
- Ease
- Personalisation
- Brands Promise
- Wholesome experience
of surprise & delight
Evaluation Of Intangible
& Tangible Attributes
-Automation where required
- Turn Around Time/ TAT
- Always real time
- Set quality score
- Closure/ Invite
Governing Standards
INTANGIBLE ATTRIBUTES
< If not met have a bounce back strategy i.e
Service Recovery>
Services = Products/
I
II
(Booking Option – missing on google
b. VIA Redirect link on extreme right - - Page displayed
Missing call to action / no reservation form / App
download link missing
(http://hakkasan.com/locations/hakkasan-mumbai/)
c. Bounced off page – Went back to Google Search
Results
4) VIA Website link - - Page displayed has reservation
form but Hakkasan Mumbai Reservation option
missing (http://hakkasan.com/reservations/)
- Opportunity Loss/ Abandonment/ Data Loss
- Disqualification/ A second grade experience
Jump Back to Phone –
1) Called – Phone was Busy
2) E-mailed reservations.mumbai@hakkasanindia.com
- No Automated e-mail presenting Brand Promise
- No use of technology to detect returning customer – If
automation is not employed
- No Response for about 45 Mins (Attached copy of
e-mail) TAT Missing
- No Communication/Abondonment
3) Called – Booked a table.
a) Name wasn’t the focus
b) No Surprise No Delight
c) Flat Conversation
d) Brand is working in isolation
e) No reconciliation/ Awareness of email sent (No
Quality Score) – E-mail Communication no closure
4) Received a call confirming a booking –
Reconciliation of -E-mail 50 mins later, Addressed
preferences
1. Person / Name wasn’t the focus
2. Conversation lacked profiling
3. Brand Promise partially delivered
4. No Surprise – No Delight
5. *Clear Voice, *Confident *Customer Centric
sounding
Communication - Non Reactive, Non Proactive
I decided to approach this experience of my visit
/ personal experience mapping with the help of
concept T.O.T.E unit in Human cognition ( as a
Consumer)
TEST/ARRIVE-OPERATE/ OPERATE LOOK & FEEL
TEST/TRY - EXIT/FINAL CHOICE
- I decided to Google search for website Hakkasan using
Key word: Hakkasan
- Browser: Chrome
- Automatic geography applied by Google: INDIA, Mumbai
– Search results are based on organic and Inorganic mix.
(Hence used only Hakkasan and not Hakkasan Mumbai –
test worst case)
Landed on Goggle search result page
- Analysis of availability of ways and means of getting in
touch with Hakkasan.com? Hakkasan.biz?
- Redirect link available first
Process on Phone:
Screenshots of search + Reports of load time (Journey
provided) – Factors influencing Acquisition/Abandonment
1) VIA Redirect link - - Page displayed Missing call to
action / no reservation form / App download link missing
2) VIA Website link - - Page displayed has reservation
form but Hakkasan Mumbai Reservation option missing
(http://hakkasan.com/reservations/)
- Opportunity Loss/ Abandonment/ Data Loss
- Disqualification/ A second grade experience
3) High customer effort score
Process on Desktop:
Screenshots of search + Reports of load time (Journey
provided) – Factors influencing Acquisition/Abandonment
1)Choice of Browser available Majority (Chrome & IE)
2)Choice of Search engine – Google and Bing
3) Choice – Google
a. Hakkasan Location and Pointer Banner -5.

Continued
Personalised
First Contact | Text | E mail | Physical Invite | Voucher
TANGIBLE ATTRIBUTES
Automated Set Quality Score, Set up Outreach
- Give Phone no.s
- QR Code
PayTM
Any other
technological
integration,
etc
Download App
Third Party App
(Not the best, but
cost efficient solution)
Brand Promise
Surprise & Delight
Source : Gartner, America
46%
73%
Smartphone users very likely
to download loyalty app.
of smartphone/ tablet users
are interested in interacting
with their loyal programs
with their mobile devices.
... of Members would prefer to
recieve communications from
three or more channels.
91% likely
to download
loyalty app
III
1. My first contact went through a series of channel
exchanges, each time this happened my motivation
to engage with the brand kept on reducing as my
efforts to reach a single point/easy point was only
increasing and then there were factors like
Competition, Options, Pricing, Ease etc that further
on influence or start diluting your actual decision
(implications of Red Ocean Strategy due to a high
effort score)
2. A build up of conscious/subconscious feeling
starts, this erodes the services or products I may
encounter here on – I am an armed consumer
3. My mind set is of someone who has realized
there are “No Exacting Approaches of Customer
Quality/ Handling” for establishment Hakkasan
Mumbai in comparison to its counterparts.
(Notion/Paradigms - Unhealthy, somewhat
Promiscuous )
4. All this is a set back to the actual money the
establishment has spent on Branding, Marketing,
PR and all factors that the establishment focuses to
drive Revenue.
5. As a customer I feel like a person with a heart
of a Dove and notice things with the eyes of a
Hawk considering a transaction is involved
(Monetary, My personal experience at stake, My
good will, etc)
6. The Best Strategy would be to hold your
audience captive - with use of technology so you
have more control on everything – Technology is
very scalable for us to either adjust our
processes and funding or analysing our target
markets themselves.
One can easily notice how pivotal the role of
technology
is in targetting and acquiring, onboarding,
serving, growing, retaining your customers
*Golden Rule: You cannot manage what you
cannot measure:
1. According to Bain Consulting, a 5 percent
increase in customer retention can increase a
company’s profitability by 75 percent.
2. Gartner Group statistics tell us that 80 percent
of your company’s future revenue will come
from just 20 percent of your existing customers.
3. Lee Resource tells us that attracting new
customers will cost your company 5 times more
than keeping an existing customer.
Influences of Technology or Lack of it
6.

What happens before they enter the premises (physical sense)
- Locate us (Branding external)
- Spot us (Employees, Valet, Uniform)
- Handling and Brand Promise
Reception & Waiting
Handling Opportunity Analysis X Single,
Couple,
Group,
Family,
With Children,
With Infant,
Senior Citizen,
VIP
Support their Experience & Interaction among themselves and
with us.
- Seamless blend of quality
TANGIBLE ATTRIBUTES
DisarmingtheCustomer
IV
V
VI
2. Psychological Discomfort
Mood lighting studies
Light Affects colors of object
Seasonal Lightings/ Melatonin balancers ( eg
Winters, Gloomy evenings, Rainy days, Summer)
Suggestions / Customisation:
~ Elevator (Going up) – Light Rose + Amethyst ---
Controlled excitement, Novelty, Regal shine
~ Reception, Waiting Area – warm Amethyst
~ Amber Hue – Dining
~ Elevator ( Going Down) – Light Pink
(On Arriving at the reception there was
another change in lighting – Experience
Disruption)
Reception and Waiting:
1. My reception here was another opportunity for the
brand to connect/acquire/engage with me and
elevate my experience
a) I noticed smiles, a forward welcome, a pleasing
face - I was asked if I had a reservation, my response
was yes and I mentioned my name, I received a
positive and assuring nod and was taken to the
seating area ( I wasn’t addressed back with my name)
although the hostess walked with me to my table
there was no engagement or effort towards it.
b) There were many ways I could have been engaged
with
~ Spoken about my special request for a table that I
enquired over email
~ Few words of TLC to shake off any negative feelings
( Capacity bucket - Full emotional cup)
~ Are you here for a special occasion
3b) Since it is your first time do let me know how we
can make this experience special.
~ #(Would you like to have a dedicated service
personnel at your disposal)
With a build up of mix feelings and a sense
of being taken care of I approached the
venue
Branding and Valet
- The valet was tucked in but somewhere there + Valet
uniform failed to identify them as Hakkasan staff
(Violating 7ps of Marketing – People and Physical
evidence missing)
- No Brand Promise, No Surprise No Delight
(Absent)
Receiving Hostess:
- At an arriving distance I figured this could be the
hostess but there was no evidence basis her Uniform.
- Noticing the Hostess is tucked behind a counter and
on walking closer noticing the Golden Cards (** Could
be better branding/ Printing quality) realised im in good
hands – But this was a very short lived emotion and
experience
- I had to say I have a reservation before I even was to
see a smile, the hostess immediately pointed at the
entry. This was the only second exchange of
communication I had from her.
(Non Engaging, Well Groomed, Pleasing face, could be a
true starting point for service recovery)
The Elevator – Independent point of discussion
- Elevator Host did a fantastic Job – was welcoming,
smiled, spoke to us, was part of our interaction on the
topic “ The lighting in the elevator is too blue/
discomforting” but did act to divert my mind how
poorly I was received.
A Little too Blue a Little too Jarring – Very High Density
blue light
1. Quoting Physiological Discomfort
“Pupilary Light Reflex + Accomodation Reflex”
Dark to Light – Light to Dark/ Sense of Confusion, Oh!
Why?7.

Delighting their senses
Smelling
Seeing
Hearing
Feeling
Tasting
Interacting with specific people
(Major Upsell)
Customer leaving with more tangible and even more intangible
evidence
TANGIBLE ATTRIBUTES
Guidance/ Sell
Upsell/ Shaking
Indifferences off
InteractionwithCoreBusiness
DisarmingtheCustomer
VII
VIII
opportunity – Could have been easier if someone
was talking to me all this while.
Bar Top:
Sitting by the bar top after reviewing the wine list
we requested for suggestions for a white wine with a
long lingering note and strong finish which was non
fruity.
We were suggested a chardonnay which was
absolutely the opposite of the requested taste and
smell palette. Clearly knowledge base needed a little
update there.
Another service staff by the bar stepped in and
suggested the Chilean Sauvignon Blanc the first
staff argued to go with the Chardonnay.
I couldn’t help but remember this is how I
remember my white wine and only if I could share
this picture with the staff they will never forget
white wines ( Chardonnay the Home coming Queen
and Sauvignon well needs no explanation the
picture doesn’t leave anything to imagination)
Service staff: ( Customer Seating Zone)
Me and my guest were given a table napkin turn down
service, the service staff had no clue who we were/ in
whose name the reservation was made and thats why
I am guessing we weren’t greeted either, so on such an
event a customer also behaves a little uptight and any
feedback for service or food is negatively amplified.
(Befriend a customer, Target, Acquire, Customise....) No
Brand Promise, No Surprise No Delight.
Cold Towel Service ( Went Well)
On close observation Table wasn’t very clean – so we
decided to take this opportunity to move to the bar top
at the Ling Ling Pavilion. I saw this as an opportunity
to interact with the bar man/service as organically as
possible.
As informed “ Sir the Ling Ling are is shut for
maintainence”
This wasn’t a very positive thing to say as when I
arrived at the bar top Ling Ling Pavillion looked
stunning and ready to work at peak operating
standard ( The service staff sounded so contrary to
what I could see)
I honestly think this could be played a little better
“ We are working on some experience improvisation
elements at the Ling Ling pavilion today, so we can
serve you better. Would you like me to take down a
future booking request, I would be very happy to
personally organise an experience crafted to your
needs” --- This is a rapport opportunity/ A business
For returning guests any customisation should start
online/ Reservation and further communicated to
Reception hostess and the whole staff machinery.
Service Foyer:
Looking at a few empty tables around and after being
directed to a table right besides a possible couple enjoying
some privacy, I decided to ask for a table which wasn’t
besides a couple and pointed out to a set of 2 empty tables
– This was met with a little resistance but I got my table.
(Purely in a voice of customer)
1. I felt this is such a mass thing to do, simply fill a table
basis of how the service staff feels its easier to service ( We
aren’t at MacDonald’s)
2. Hang on! They are service staff, I clearly see a couple
sitting and surely giving them some privacy would be a
great idea and surely some privacy for me wont hurt. I get
this ! why don’t they ?
Start Reading here
8.

Home Coming Queen v/s Boyfriend Stealer
- fruit flavours
- soft aromatic
- woody note
- yet not so clingy
Chardonnay
Sauvignon Blanc
9.

We were back on our table ready to order, service was
attentive, but service had no clue what wine we were
drinking.
We asked for suggestions from service to help us order,
service could have taken opportunity to mention the wine
we were drinking would go well with XYZ, this definitely
engages the customer not only to consume more but builds
and experience and dependency on service.
Smelling - There was a strong/ Over powering food aroma
that was circulating – wasn’t the best experience (Conflicting
with food and wine I suppose most people would be relishing
and savouring) *use of odor cancellation/ air difusers can be
maintained near source to neutralise effect substantially.
Seeing - 2 types of design motifs (Wood Work Grills) - The
one on the extreme side tables (on the periphery) and and
the one inside the main dining area. (Could be a better design
– Topic of Discussion with an expert)
**Grooming could be better
Hearing - We could involve a subject matter expert to work
a more appropriate choice of music. I heard some Hindi
music while I was at the bar and also while dining.
#On the internet there a few comments talking about Indian
music playing at a Cantonese restaurant, surprisingly we
have not taken them seriously. A paper published by
University of California, Santa Barbara and Phillip Kutler
(1973) emphasise and discuss the importance of the effects of
background music on consumer behaviour
http://www.writing.ucsb.edu/sites/secure.lsit.ucsb.edu.writ.d7
/files/sitefiles/publications/2014%20Pham.pdf
Tasting - The food was Great, could have been warmer –
Food Delivered was great to the standards.
The Deserts were very politely turned down (Upsell /
Suggestion given by the staff)
Feeling - The overall feeling was extremely nice and a great
opportunity to review and narrative for a Global Super brand
(although I might come across as a member of the Reich
through some of these comments).
Take Away There is a huge
Take - away that customers leave with – this spills over on
various channels
( Online- Offline – Human Factors)
Customer experience design is what happens when
customers interact actively or passively with any channel.
Our digital PR and experience management strategy and
praxis should focus on being Omni channel and in sync with
one another.
Understandably, customer centric/ consumer side of
marketing (4C’s) should be our Prima facie approach.
Test of Senses
10.

Summation of Senses:(Smelling, Seeing, Hearing, Tasting & Interacting)
11.

Closing Notes: Cues when to focus and implement Customer Experience
1) You are planning to provide consistent service across all
customer touch points and sales channel.
2) Customer dissatisfaction/ Complaints/ Product regressions
are increasing
3) Social media is being populated with mixed/Negative
reviews about you
4) You wish to occupy a greater market share - You are losing
to competitors
5) Your Wallet share is Flat or Declining , EV/EBITDA is Flat
6) Service Blue print needs handholding
7) Deployment gaps just don’t fill up as departments are out
of sync.
Tool Kit
a) Appropriate Omnichannel Marketing Mix
(including PR and Digital)
b) Intensive Customer Touch point strategy
Based on the experience at Hakkasan from End to
End, Online to Offline the most important strategy is
to focus on
1) A personal plan for each employee
2) A networking and Interpersonal training plan
3) Resilience and Tenacity training
“Millennials and the upcoming Gen Z’ers especially want their work to be connected to a higher
purpose. They’re nt the only ones. All people feel satisfaction knowing the work thy do matters. ”
- Kimberly Abel - Lanier, VP And General Manager, CultureNext, Maritz
12.

UNSATISFACTORY
CUSTOMER SERVICE
GOOD CUSTOMER
SERVICE
GOOD CUSTOMER
EXPERIENCE
OUR FOCUS
13.
( Harvard Business Review ) - Low Customer Effort Score Strategy
1. Don’t just resolve the current issue—head off the next one.
2. Arm reps to address the emotional side of customer interactions.
3. Use feedback from disgruntled or struggling customers to reduce customer effort.
4. Empower the front line to deliver a low-effort experience.
5. Minimize Process Sticking

INTEGRATED DIGITAL PRAXIS
(FOR HAKKASAN- BANDRA)
Insights ~ Examples ~ Implications
KAHOSPITALITY
YAUATCHA
Hakkasan

The Digital Marketing Objective
1) Evaluation and course correction of current assets
2) Moving beyond building databases to
cultivating communities by delivering
personalized content based on the specific needs
of our consumers to deepen their
engagement and advocacy.
3) To amplify outreach /Brand penetration, using an
Omnichannel strategy via a Differentiated product
positioning
4) To correct positioning of product for :
(+) -> Influencee outreach
(+) -> Demand stimulus
(+) -> Soft power marketing
(+) -> Online offline integration
Conversion/
Sales Value
Investment ROI- =
5) To holistically manage the customer
experience and connect the dots across sales,
service, community and marketing.
6) To provide personalized consumer experiences
– the aim is to better understand
consumer needs, behaviors and trends so we
can delight them on every single occasion.
The digital command center will act as an
intelligent nerve center that lets us quickly
track digital moments and respond
appropriately... delivers actionable insights to
improve market research, better support customers,
and drive sales.
http://omnichannel.me/what-is-omnichannel/
15.

PRODUCT
STRATEGY
DEVELOP
MARKET PLAN
EXECUTIVE
PLAN
LAUNCH
MONITOR &
ADJUST
MARKET
ANALYSIS
(A) (B) (C) (D) (E) (E)
B2B Explore Opportunities inline with the
brand/ promoters vision
B2C Requires $$$ to create awareness; Lever
age consumer-focused
social media such as Facebook, Twitter,
Pinterest, Instagram
PRODUCT Encourage trials and endorsements
from influential users and KOL
SERVICE Use testimonials and proven ROI
models to prove value
Guiding Principles Of Our Strategy
EASY TO ACCESS EXCLUSIVITY
EASY TO ACCESS EXCLUSIVITY
TV DIGITAL PRINT IN-RESTAURANT EVENTS VIP SERVICE
TV PRINT IN-RESTAURANT EVENTS DIGITAL VIP SERVICE
Aim to drive easy to access digital to exclusive digital
Omnichanne
l
Omnichannel
II
I
STRATEGIC TACTICAL
16.

Digital Marketing Budget Heads
1) Website fine tuning to user algorithms in India (Targeting
Bombay, New Delhi/NCR, Bangaluroo and Kolkata)
2) Content creation basis of targeting as below:
- Geographic
- Demographic/ Socioeconomic
- Psychographic
- Behavioural
- Product related segmentation analysis
3) Search engine optimization (natural search)
4) Paid search
5) Mobile marketing
6) Social media marketing (for awareness)
7) Email marketing (for awareness)
8) Online digital advertising (for awareness)
9) Email marketing (for engagement)
10) Social media marketing (for engagement)
11) Virtual events
12) Online contests or Integrated contests
13) Affiliate marketing
14) Marketing tools
15) People cost
17.

Website Audit - Observations
1. Home page too crowded. Content to be present
on individual pages is displayed on the home page
in inappropriate proportions
2. Sitemap is absent on the website.
3. Social platforms widgets absent on the
homepage.
4. No meta tags present on the website, which will
lead to bad organic reach/presence.
5. Incorrect hyperlink of Hakkasan website.
6. No uniformity in the layout of the brand pages.
18.

Website Audit - Load Time Positive
19.

Website Audit – Other Details
20.

Website Audit – Other Details
21.

Social Platform Presence
1. KA Hospitality being the principle brand in focus
doesn’t have any social presence. The Facebook
page is equal to inactive, the same goes for any
other social platform.
2. Competitor brands have a considerable amount
of presence on social platforms. But from an
engagement point of view there’s a lot that can be
done.
3. Twitter, Instagram and Facebook pages the
brands too need specific themed campaigns and
strategies.
22.

Average Brand Searches - With Competing Brands
As seen in the graph, the searches for KA Hospitality is more than JSM corp but lesser than Olive bar and kitchen
23.

Branding Strategy (B2B)
LinkedIn- Posts and LinkedIn Ads to portray KA
hospitality as a leader in the market. Sponsored updates of
important updates that will interests the investors and other
foreign brands. (Eg, Success stories of current brands)
Emailers- Attractive incentives that will attract foreign
brands .
SEO(Offline & Online)- Getting a proper Offline and Online
SEO done for the website is very crucial for the brand.
Posting press releases and success stories on relevant sites
and getting a proper on page SEO optimization is necessary.
Branding Strategy (B2C)
Facebook/Twitter/Instagram- Relevant posts, contests
related to existing brands and regular updates will create a
generic buzz about KA Hospitality
WIFI Ads- Rich media ads on the international Airport
WIFI network will be a good strategy for targeting HMI
Customers of various airport premium loungues, VISA and
MASTER Card uaers, American express black card users.
Run in strategic alliances with quintessentially.com and
premium phone users like Vertu - this saves us tie ups with
banking partners who usually charge a very high premium
and also end up looking very Mass/ Janata
Video Ads- Promoting a video that talks briefly about the
history of the brands and its success stories and what do
they stand for with interests to their international audience,
will be a good way to reach out as a leading brand.
24.

WIFI Ads Snapshots –
Premium Lounges only/ Vertu Concierege /
Quintessentially /High End Apps
Other audiences
25.

Community Building- Social
Page likes and Followers campaigns for Facebook and Twitter is an inevitable part of social
branding. It is called community building, where in you build a community for the brand on
the pages where the gained fans and followers are at your disposal for any sort of new
updates or branding you would be doing.
27.

Social Presence- Facebook
The social presence on Facebook is not enough for an efficient branding excercise
29.

Video – A strong Branding tool
Video is a powerful HIGH REACH & HIGH IMPACT medium.
What is our user behaviour on that ?
30.

IN IMAGE ADVERTISING – HOW..??
As shown above, similarly Image ads for the brands will be displayed on other similar brand pages.
*this Image Is Provided Only For Refrencing Purpose
32.

Interest By Sub Region - Google Trends
34.

Interest By Sub Region - Exact Keywords
35.

Search Engine Optimization (SEO)
Keyword Formation
4 Core Keyword Groups /
Verticals or More
• Categorised further – as per
USER DOMAIN/sub domain
• Clubbed together becomes
the Search term for
optimization.
• Add targeted location to
search terms (if necessary).
Location
Country State Local Hyper Local
36.

Competitive Differentiation
• Identified Competitors
• Products
• Product Features
• Usage Matrix (sub-domains)
Link Building
• Identify Important Link Platforms
• Build Link References
Web (2.0) Activity
• Identify High Reference Chains for the Cases
• Build Reference Chains
Competitive Ranking & visibility
• Analyze Visibility of Competition
• Forums, References & Links
Blogs & Commentary
• Blogging
Sub-domains
• Country Specific Sub-domains
• Usage Specific Sub-domains
Artifact Submissions
• Articles
• Directory
Key Tasks
ResearchExecution
37.

• Understanding the nature of the project and its specific location.
• Understanding the Target Audience we intend to reach out to.
• Access of Google Analytics to understand past data.
• Defining Objectives (Increase in Leads, Optimization for reduction on CPC, Average
time spent on the site, Maximum Impressions / Visibility on the Search Ad).
• Selection of Keyword Groups and Ad Groups with close co-ordination with Client.
• Creation of Content based Ads - Title, body, Landing URL, etc.
• Setting a Daily Budget.
• Execution of Ads.
• Reporting.
• In case of unfavorable results, repeat step 5 to step 9.
38.

Selection of keyword groups and ad groups
• Similar Process to Search engine optimization (SEO).
• They will be looking for your products by category.
• These categories could be anything, from perceived quality of build, to kind
of neighborhoods, to area perception, to even builder brand perception.
• This is followed by specific requirements of their intended purchase.
Google Display network (GDN)
• Google Display Network (GDN) has become the world’s number one ad
network, reaching more than 80% of internet users worldwide.
• Visually appealing because of creative banners.
• Control on the selection of the placement websites.
• Dynamic and Static Ad Formats of more than 8 different specifications and
sizes.
1. Broad Category
2. Sub-Category
3. Specific Requirement
39.

Search Engine Marketing (SEM)
Process of selecting placement
• Selecting the target audience
• Example: Age group above 35+
• Searching the interests of the target audience
• Example: News, automobiles, business
• Searching the content of their interest
• Example: greatandhra.com, tupaki.com, etc.
• Selecting the websites
• Example: timesofindia.com, indiatimes.com, etc.
1.
2.
3.
4.
40.

Online Reputation Management (ORM)
AGENDA:
• Online Reputation Management Process
• Research – All types of online queries/issues raised (with supported
document for 6-8 months)
• Strategy/Approach
• Roadmap (90 days)
• Monthly Task List
ONLINE REPUTATION MANAGEMENT PROCESS
• Find all mentions on HOH (customers, employees and/or stakeholders)
• Study the pattern of each and every mention and classify as Harmless,
Genuine, Mischief-monger Or Vested Interest
• Reply to each classified issue according to its relevant strategy (see Next Slide)
• Re-Classify mentions based on the replies received and apply point 3 again
• Go to Step 1; Ad continuum
41.

Find Negative Comments Receive Negative Comments
Assign Type
Genuine
Escalate Deflect
Yes
Yes
NoNo
Study Case by Case
Act
Mischief Monger Vested Interest
42.

Target Forums by Keywords
Post Articles (per week)
Post Comments (2 / week)
Find Question
Answer Questions (3/week) Create Questions
43.

• What are real people actually talking about K A and it’s brands on Social Sites ?
(Real conversations).
• What are my competitors doing ?
• What are others talking about my competitors – Resulting in Sales – In other
words how are my competitors feeding their products in the market?
• Missed opportunities – Reality Check
• Community Building Perspective – How are we missing out.
Unpaid sources
44.

Capturing Conversations
from across the web
A human layer to collect
relevant conversations &
group them
Analyse conversations
to derive group
specific insights
Map conversations to
derive intelligent insights
for the brand.
Introducing a Brand & Sales conscious Human
layer means better ORM management
45.

Strategy/Approach
For Genuine Issues
• Redress as Official Spokesperson and direct him/her to the
correct place for resolution.
For Mischief Mongers
• Address the perceived problems as a third-person and/or draw attention
away from the comment and/or Write to website to delete users comment.
For Vested Interests
• Write to websites to delete comments if any slander on infringement of IP is
noticed and push comment downwards on Google through Search Engine
Marketing (SEM).
• Positive mentions in high Ranked Forums like yahoo answers for those
pertinent keywords.
In a few cases, we may get our own articles or blogs published online which
build a strong case and an interesting counter-point against any insinuating
mentions.
46.

• Fans
Demography Analysis
• Post Level Data
1. Reach
2. Engaged User
3. Total Interactions - Likes, Comments & Shares
4. Content Analysis based on Virality
5. Sentiments – Positive, Negative, Neutral (Manual)
• Month-wise Snapshot
1. Data Analysis on Post level Data
2. Activity Impact Analysis
• Snapshots of Posts & Conversations
• Customer Identification
• Insights & Recommendations based on above collected Data
Reporting And Analysis -
Reports To Be Submitted Once The Aforesaid Plans Are Adopted
48.

• Page Level
i. Comparison of Fan Base b. Post Level
i. Likes, Shares, Comments
ii. Sentiment Metrics – Positive, Negative, Neutral
iii. Content Analysis
iv. Snapshots of Posts & Conversations
v. Insights & Recommendations based on above collected Data
• Page Level
i.Approximate Reach per post
ii.Average Ad Spend by Competitors
iii.Engagement % on Fans
iv.Interaction % on Reach
49

• Display Ads
i. Keeping Communication Constant – Performance of different sizes / specifications
ii.Impression based vs Traffic based performance
iii.Discarding Non-performing Display ads
• Search Ads
i. Monitoring Cost per Click (CPC) Bid Rates for various Keywords
ii.Discarding non-performing keywords
iii.Adding New set of Negative Keywords
• Social Ads
i.Fine Pruning Interest Targeting
ii.Specific targeting while keeping the Cost per Click (CPC) at an optimum value
Social Media Analytics Tools
There are many social media analytics and engagement tools available in the market
A decision on buying a service with them should only be made after a in depth analysis of
our business needs
50.

Please find attached an excel file along with this presentation
that contains screenshots of:
1. Initial email written to reservations
2. Google search and Bing Search while trying to reach Hakkasan Website,
in order to reserve a table
3. Screenshot of - no call to action for customers on hakkasan website on india specific redirect link
4. Screenshot of missing option and name of Hakkasan Mumbai
- No exacting standard To be able to book a table on the website
like the other Hakkasan counterparts across the world - ( Experience disqualification)
5. Digital Case Study involving KOL - Key Opinion Leaders and influences quarterly Spends - digital
Third party inventory(to showcase targetting) actual spends for a period of a FB TG Twitter TG,
Display TG, WIFI TG
Oxford Research Sound Clip - Association between Sound and Taste
Research Substantiated with Proof, Quarterly Costing( Digital)
and Key Opinion Leader Case Study (.XSL File attachment)
51.

KAHOSPITALITY
YAUATCHA
Hakkasan
Communications Plan (Public
Relations Amplification Plan)
for KA Hospitality and
Hakkasan

Communications Plan for KA Hospitality
(For a duration of 6 months)
To position KA as a business bringing international standards of quality and professional
expertise to India - Don't look beyond if you ascribe to establish your brand in India.
Objective:
Treatment:
a) No one Knows/ serves up India like we do
b) Global food brands visa to India - Super Brands for one another
Positioning
Statement:
Strategy:
To position KA as a leader in the hospitality business ( Local positioning + For Global brands
viewing Indian players from the outside)
It is essential to have a Communication plan to identify with various audiences of scopes B2B and
B2C.
Considering KA and Its Brands share a Symbiotic growth trajectory, connecting them at some point
is essential to strengthen one another in their Individual marketing efforts.
KeyWords: Positive EBITDA Margin vibe, Positive Enterprise Value Perception, Super
Brand, Equity Building, Fund Raising, Lobbying , J V Partnership, Next Bajaj taking the
business to Newer Heights/ Innovation - Lineage Building, Owning Gold Standards
Key:
Must Do
Good to do
52.

Message House
Key:
Must Do
Good to do
A Unique and Fascinating
Success story (Legacy)
•5 years of KA
•Alliance with Bajaj
•4 key brands in India
•X no. of employees
•Listed among top employer
Power of strong Brands
•Leading through highest
quality and global expertise
•Brining Michelin Star
restaurants to India
•4 main brands in India
Benchmark for the industry
•Clear orientation towards
international standards of
quality and professional
expertise
•Intensive research into trends
•Focus on the experience
KAHOSPITALITY
53.

Competitors: Analysing Parallel Universe
Parallel Universe
The Table
Magazine Street Kitchen
Indigo (Behind Taj)
Wasabi
Ming Yang
Golden Dragon
Jiggs Kalra
Kofuku
Experiences in New Delhi, NCR, Bangalore &
Kolkata
Olive Bar and Kitchen Pvt. Ltd.
Impresario Entertainment and Hospitality Pvt. Ltd
BTB Marketing Pvt. Ltd
New Silk Route Partners
JSM Corp
Speciality Restaurants Pvt. Ltd
Competitors in New Delhi, NCR, Bangalore &
Kolkata
Your EBITDA margin vibe
(Positive EBITDA margin vibe)
or Enterprise Value (EV) or
Price -Earning (PE) Ratio
What is 'EBITDA Margin'
EBITDA margin is a measurement of a
company's operating profitability as a
percentage of its total revenue. It is equal to
earnings before interest, tax, depreciation
and amortization (EBITDA) divided by total
revenue. Because EBITDA excludes interest,
depreciation, amortization and taxes, EBITDA
margin can provide an investor, business
owner or financial professional with a clear
view of a company's operating profitability
and cash flow.
54.

• Why India is the best place to be in for
hospitality players
o Young country with a lot of awareness about
their choices
o Need to associate with the best in market
o Rise in disposable Income
• Trends in the hospitality industry
• KA Hospitality
o Global legacy
o Alliance with Bajaj (Bajaj’s being promoters
in India)
o 5 years of growth in India
o Expansion plans
o Brands introduced in India
o Future plans
o India specific investments
o Quality control checks and processes
o Employment in India and services offered
Tactics: Corporate Salience Plan
Idea:
• Relationship building meetings, workshops etc
• Agenda based media interactions
• Increase engagement by inviting journalists to
try brands by KA hospitality at special discounts
• Edit Meets
• FAM (Familiarity) Visits
How To
Connect:
Talk Points:• Build a Media Loyalty Program of 20
influencers across journalists and bloggers
• Create engagement platforms to interact
with these media and enhance their
awareness and thus leverage their large
follower base
• Galvanize third party advocates to become a
credible voice
1. Friends of KA Hospitality-Must Do
55.

• The Hospitality Management Program (was
held in Hyderabad this year)
• Hotel Investment Conference South Asia (to
be held in Grand Hyatt Mumbai in April,
2017)
• Hotelier Summit- 8th Edition
• HT Leadership Summit
Idea:
• Mrs. Kintu Bajaj-Director
• Karyna Bajaj – Executive Director
• Nitin Motwani- Executive Director
Spokespeople:
• Q-A – Business Standard
• Executive Focus- Business India
• My Favourite- Outlook India
• Executive Education- Outlook Business
• Mid-day- Brunch with the Boss
CEO
Profiling
columns:
Speakership
Opportunities
at events
• Pursue business profiling opportunities for
KA hospitality leadership
• Look for Speakership opportunities at events
2. A Face to Connect With-Must Do
56.

• Demystifying the new age customers-their
needs, growth, expectations and what can be done
• Giving customers the WOW experience- role
of experiential marketing
Idea:
Corporate:
• Q-A – Business Standard
• Executive Focus- Business India
• My Favourite- Outlook India
• Executive Education- Outlook Business
• Mid-day- Brunch with the Boss
CEO
Profiling
columns:
Marketing:
• Pitch and place opinion pieces by KA
Hospitality Leadership in relevant publications to
position as experts and industry thought leaders
• Indian Hospitality sector- A huge
opportunity for global hospitality brands
• Importance of a the right business partner to
enter a new market
• Trends in the Indian Hospitality sector
3. Share Your Expertise-Must Do
Idea:
Execution:
Talk Points:
• Secure KA Hospitality’s participation in
topical issues, industry trends in hospitality,
businesses bringing global expertise and quality
to India across print, online and electronic
publications
• Engage with media on an ongoing basis to
seed and explore participation
• Propose story ideas and inputs from
spokespeople to media
• Alliance with Bajaj (Legacy of serving India
and knowing the market)
• India focus acceleration plans
• Innovation within the industry-getting world
class cuisines and services to India
• Consumer insights and why they should
choose the right partner (subtly placing KA) to
enter a particular market
• Employer of Choice
4. Dial-a-Quote- Must Do
57.

Idea:
Background:
Outcome:
• Partner with Genesis Foundation for GF
Cookout (Or similar other platforms)
• Genesis Foundation organizes a cook out
session with top CEOs in the industry, judged by
the sponsor CEO
• A gala night where there is a cooking
competition between CEOs, networking with food
and alcohol
• The money raised from this gala night is
forwarded to the support of kids suffering from
Thalassemia (GF main focus)
• A goodwill around the company-KA
Hospitality (resulting into similar coverage)
• Leveraging and networking the high class
elite audience of GF gala nights
• A platform to showcase KA hospitality’s
international standards, quality and expertise
(could be held at one of the four restaurants
owned by KA and PAN India)
7. KA in association with GF
CEO Cookout-Good To Do
Idea:
Execution:
Suggested
themes:
• Co branded national consumer research
report on the hospitality patterns in India in
relation to consumer need, demand, expectation,
spending power; that is the overall experience for
players looking for right partners to start their
business(having a strong base) in India
• Associate with bodies like Neilson to
undertake a co-branded report
• Leverage the findings of the report in the
media
• Size of Indian Hospitality market- XX
• XX no. of potential players looking to come
to India
• The shortcomings they face are as follows
• Benefits of the right association in the
hospitality industry (case studies from the past in
India)
Outcome: • Establish category relevance via hospitality
media engagement
8. A. Hospitality Index Powered by KA
Hospitality-Good To Do
58.

Idea:
Execution:
Talk Points:
• Position KA hospitality as the employer of
choice
• Media interviews with HR Head/CEO to
showcase employee friendly HR policies
• Employer of Choice survey participations
• Speakership opportunities / HR Summits
• Uniting the top class service men in the
industry. Eg. A platform for Michelin star/ Chefs
to network
• Women centric benefits
• Exposure to global markets and for global
players-exposure to Indian markets-Being a
bridge
• Interesting initiatives to attract and retain
employees
• Interesting office spaces
• Policies at a brand level for the mid level
staff-servers etc
• Unique benefit policies
Events: • CII HR Summit
• Bangalore/Mumbai HR Summit
• NASSCOM HR Summit
5. Employer of Choice-Good to Do
Idea:
Execution:
Outcome:
• Channel/Show partnership
• Partner with a channel/show- Masterchef
India- Star Plus, Hotel Impossible-Travel
Channel, Masters of Reception- TLC
• Partner with Food Food Channel
• Celebrity Chefs or judges to promote KA
hospitality messaging (best partner, trusted
partner, strong core for businesses to bank on) on
their respective shows
6. Powered by KA Hospitality- Good To Do
59.

Idea:
Recommendation:
• Craft an annual survey, the objective of
which would be to position KA hospitality as a
thought leader in the space of customer service
through annual CSB survey
• Content could be leveraged through visuals
(infographics) to the media
• This content can also be leveraged on social
media platforms
• Content can also be leveraged as a video on
KA hospitality’s official YouTube page and can be
further promoted
Outcome: • Establish category relevance via hospitality
media engagement
8. B. Customer Service Barometer- Good To Do
60.

Communications Plan for Hakkasan
(For a duration of 6 months)
Strictly Cantonese
Or
Welcome Canton
Research
based
Observation:
To position Hakkasan as Michelin star Cantonese
Restaurant that offers an experience of Canton
(Guangdong)
Objective:
Positioning
Statement:
: Hakkasan’s cuisine on Zomato is mentioned as
Chinese. Zomato is the first place/app people log
onto to find out about a restaurant and what it
has to offer. So it needs correction there and on
similar other portals.
Strategy:
Background:
To build relevance for the Cantonese cuisine and
ensure consumers choose Hakkasan to
experience the rich culture and food of Guangdon
(Canton)
When one smokes a Cuban Cigar, they do not for
the feel of tobacco rolled in paper. An informed
consumer chooses a Cuban cigar to experience the
rich culture, heritage, history, music of Cuba; all
rolled up in a cigar.
Similarly, Cantonese cuisine originates from the
Guangdong (Canton) region in China and is one
among the 8 popular Chinese cuisines. It has its
own distinct standard ingredients inspired by the
place and is considered to be balanced in terms of
flavor-not being too salty, sweet etc. The strategy is
to build on this history, culture, heritage of
Cantonese cuisine and thereby convey that if you
wish to experience this culture, experience Canton,
the one place you must go is Hakkasan.
61.

• Loud and clear messaging sent out to the
KOLs-if you need to experience Canton, then you
must come to Hakkasan (Influencing the
influencer, thus leveraging their follower base)
• Word-of-mouth marketing + social media
surround (tweets, posts, live videos) by KOLs
• A tie-up with a celebrity could be explored to
ensure media participation and interest and a face
to connect with
Tactics: Leveraging Brand Hakkasan’s promise
(All activities can be leveraged across different outlets of Hakkasan)
Idea:
Execution:
Outcome:• Host a dinner for HNIs, NRIs and Media
Influencers at Hakkasan; focusing on one city
each month
• Invite the KOLs (Key Opinion Leaders) to
Hakkasan and show them a small presentation
on Canton (Guangdong) educating them about
the region, cuisine, its specialty, its origin and its
distinct flavours
• Continue with a performance (specific to
Canton) by artists at the restaurant
• Follow it with an elaborate dinner, thus
summarizing each of these elements of the
culture in the cuisine
1. Hakkasan Luxury Trail-Must Do
62.

Tactics: Leveraging Brand Hakkasan’s promise
Idea:
Execution:
Message
Focus:
• Curate a reader session along with relevant
magazines to reach out to the consumers directly
• A reader session is a reading out session by
the host to the audience, thus educating them
about a certain initiative; in this case Cantonese
cuisine
• The marketing tie-up with the magazine to
ensure, Hakkasan gets a centre spread with a
large format coverage focusing on the key
messaging
• A coffee table book could also be distributed
at the event that has all information about the
cuisine, the culture, the history of canton; thus
building a base of ‘aware consumers’
• Canton-the region, the culture, the
experience, music, art, colours
• Cantonese cuisine- Ingredients, specialty,
unique feature and what sets it apart
Magazines
for Reader
sessions:
• Good Food, Food Service, Food & Wine, Good
Housekeeping
• Magazine to invite select readers as per
demographics and curate an activity around
Cantonese cuisine
• Invite a celebrity chef to host the event to be
held at Hakkasan
• This event to be held at all outlets of
Hakkasan
2. Reader Session at Hakkasan- A Gateway into the Cantonese Cuisine-Must Do
63.

Tactics: Tactics: Leveraging Brand Hakkasan’s promise
Idea:
Execution:
Outcome:
• Partner with Buzzfeed/SchoopWhoop for an
article on Canton (Guangdon)
• Create Content series related to the culture
of Canton, its journey to India, create Indian
relevance by saying that one of the widely
popular cuisines in India-Chinese-has further
bifurcations
• Push the content through these platforms for
higher surround and shareability
• Another could be to curate data by
customers who have already visited Hakkasan
and share that using these viral platforms
• The end of the article/Meme series to say
that if you need to experience true Canton in
India need to visit Hakkasan and find them at
these three destinations
• To Generate conversations with relevant
consumers on digital platforms
3. Native Advertising- It’s the age of Viral Content-Must Do
Idea:
Execution:
Story
Themes:
• Seed brand Hakkasan in relevant
publications
• One could explore publications like a Mint
Lounge, DNA after hours, HT Café and trade
magazines to seed stories on Hakkasan
• This is an ongoing process throughout the
six months of the PR execution plan
• Best Cuisine specific places in India
• Places to explore for food connoisseurs
• Distinctive/lesser known but widely eaten
cuisines across India/global
4. Brand Seeding-Must Do
64.

Idea:
Execution:
Story
Themes:
• Experiential event at Hakkasan-a cook out
session themed on Cantonese Cuisine
• Celebrity/5 star Chefs to be paired with top
F&B Editors for an experiential Cantonese cook
out session at Hakkasan
• Celebrity Chef Kylie Kwong to judge the
session
• Partnership with a magazine or newspaper
could be explored to ensure great
exposure/outcome
• Best Cuisine specific places in India
• Places to explore for food connoisseurs
• Distinctive/lesser known but widely eaten
cuisines across India/global
Outcome: • Increased awareness about Canton-the
region, the cuisine and its distinctiveness
5. Welcome to Canton- Experience
the rich Cantonese Culture-Good To Do
Idea:
Execution:
Blogger
Suggestions:
• Online Contest with a food blogger and their
Online Community
• Get a Food Blogger to host a TweetChat with
their followers
• Invite KOls, Journalists who are present on
Twitter to join the chat
• Use an engaging hashtag to run the contest
• Rules of the contest to use
#StrictlyCantonese, #Hakkasan in all
conversations to increase surround
• Promote the hashtag on Twitter
• Time Limit-1 hour
1. Nagalakshmi- Edible Gardens
2. Richa Hingle- Vegan Richa
3. Sharmilee- Sharmi’s Passions
4. Padhu Sankar- Padhu’s kitchen
6. #StrictlyCantonese-Good To Do
65.

66.

Indicative Media Universe for the campaign
For more Corporate Specific Stories
Trade Media: (For more brand specific stories)
67.

Indicative Scope Of Work For An Agency Should Be
Strategy & Planning 1
12
2-3
12
10-12
10-12
2
6x2
*2 themes
Ongoing
Activity Deliverables Description
Interviews
Press Briefing/Roundtable
- launch event
Industry Stories
Proactive Media
Press Release/ Press Note
By- lined/ Opinion articles
Customer testimonials
Account Management
(inc Press Office)
-Account Management includes day to client
servicing,
Strategy planning etc.
-Create customer case studies
- Arrange video / editorial interactions with the media
- Blogger engagement
-Contributory articles on the industry trends/ issues to
be explored with the relevant media on behalf of the
spokesperson
-Press releases will be disseminated across all offices
of i.e. Delhi, Mumbai, Bangalore, Kolkata
-Proactive pitching to the media on various tech
trends and weave in KA’s thought leadership
Quotes of spokesperson interviews on industry subjects
Launch announcement through a press conference in all
cities
- Through email / telephone / face-to-face interviews.
- Focused around business plans, Technology updates,
Product launch, innovation, industry overview
- Spokesperson profiling
6 months plan, campaign management, finalizing
approach + messaging & outreach plan
68.

Selection based on below factors is important:
1) Circulation / Readership
2) Geographic,Demographic and Psychographic understanding of
Magizine readership
3) and tuning releases to Edit Calendars of Magazines is extremely
important
(As a company calling for this plan and then integrating it in quarterly
marketing budget/plan is a must do exercise)
Psychographic segmentation involves dividing your market into segments
based upon different personality traits, values, attitudes, interests, and
lifestyles of consumers. This segmentation is advantageous because it allows
you to engage in product design and marketing in a focused manner.
Target:
1. GQ
2. Vogue
3. Rob Report
4. Verve
5. Eat Love Pray
6. Akelier
7. Man's World
8. L'officiel
9. Harper's Bazar
10. Black Book
Smart execution model based on Demographic and Psychographic analysis.
Example:Since I understand picking up a magazine and reading is
predominantly not a Male habbit but having exposed to GQ, Rob Report and Black
Book a certain section of Male demographic does open up to reading it, having said
that a New Delhi market is more comfortable to Pick Up A Man's World Off The
Stands And Sport It. So Tapping Onto Them And This Being The Larger Set Is Easier
And Also Cheaper Compared On Standards Of Page And Positioning Rates.
FYR Man's World edit calendar 2017
January - Main theme to be decided + Preview of SIHH Watches
February - To be decided
March - 17th Anniversary Issue + SS Trend Report (Luxury Brands)
April - Swim Suit Special + SS Trend Report (Premium Brands)
May - Best Dressed + Denim Special Issue
June - Auto special
July - To be decided
August - Grooming Special
September - Shirt & Shoe Special + A/W Trend Report (Luxury Brands)
October - Watch Special + A/W Trend Report (Premium Brands)
November - Suit Special
December - Men of the Year + Liquor Special
Similarly via correct negotiations/barter treaty/ events co- sponsor etc a package
rate almost 1/4 the cost can be achieved.
Paid Advotorial Plan
Paid Advertorial or Paid Ads cost marketing huge sums,
hence these should be executed with right marketing
strategy.
A decision based on Data and trends is hence a key factor.
69.

Indicative Measurement Matrix
Output:
(To be
measured
every
quarter)
Impact:
Shifting
Sentiment
(To be
measured
at the end
of 6 months)
Outcome:
(To be
measured
at the end
of 6 months)
• 40% media universe covered in first six
months across all target cities
• Key message delivery in 80% of articles
• Share of Voice against top 3 competitors
• Media perception audit
• Consumer perception audit
• Increased preference for KA hospitality by
Indian and Global players
• Increased number of consumers at
Hakkasan
• Increase in awareness about Cantonese
Cuisine (Specific to Hakkasan and measured
through a multi city consumer audit)
6. #StrictlyCantonese-Good To Do Indicative Commercials Circa
Costing Of An Agency)
• A project fees of Rs. 2, 75,000 (Rupees Two Lakhs Seventy Five
Thousand Only) plus Govt. Taxes & Out-of-pocket expenses x4
• Content generation, video creation, social media outreach will be at
additional cost
• The invoice will be raised at the beginning of the project with 50%
payment to be made at the start and remaining on achieving the
deliverables
• The fee to not be inclusive of marketing tie-ups (would come at an
additional cost)
• In case of any activity in a remote location (out of the key target
metros), agency to charge a supervision fee + the charges of the affiliate
firm (as per actuals and taxes)
For Maximum Outreach Such A Plan Should Be
Implemented In All Cities (Mumbai, New Delhi/
NCR, Bangalore And Kolkata)
70.

Research, Narrative and Art
Direction by Rahul Singh T.
Design Credits to Akanksha Shah

Ka & brands consultation visit mapping - digital - pr

Recommended

Recommended

More Related Content

What's hot

What's hot (15)

Similar to Ka & brands consultation visit mapping - digital - pr

Similar to Ka & brands consultation visit mapping - digital - pr (20)

More from Rahul Singh

More from Rahul Singh (15)

Recently uploaded

Recently uploaded (20)