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  1. 1. IPO : Marketing Objectives, Scenario, Strategy and Recommendations
  2. 2. IPO : Marketing Objectives <ul><li>Over subscription </li></ul><ul><li>Wide shareholding base (active trading, sustained interest, no concentration with few holders) </li></ul><ul><li>Achieve above objectives in a cost effective manner </li></ul>
  3. 3. Target Audience <ul><li>Institutions </li></ul><ul><li>Mutual Funds </li></ul><ul><li>Banks </li></ul><ul><li>Corporates </li></ul><ul><li>HNIs </li></ul><ul><li>Brokers </li></ul><ul><li>Analysts/Consultants/ Portfolio Managers </li></ul><ul><li>Retail Investors </li></ul><ul><li>Customers </li></ul><ul><li>Business Associates </li></ul><ul><li>Employees </li></ul>
  4. 4. PR and Media Recommendations
  5. 5. PR Activities <ul><li>Pre-IPO </li></ul><ul><li>One – on-Ones with key media in select metros </li></ul><ul><li>Industry stories, corporate stories </li></ul><ul><li>Interviews, stories in print and electronic media </li></ul><ul><li>Features, articles in print media </li></ul><ul><li>Press releases </li></ul><ul><li>IPO </li></ul><ul><li>Press Conferences in key metros </li></ul><ul><li>Issue analysis and recommendations in print and electronic media </li></ul>
  6. 6. PR Roadmap MEDIA RELATIONS NON-MEDIA RELATIONS Media Conferences Press Re leases Media interviews Guest Columns Generic Articles Analysts Roadshows Fam trips with Equity Analysts Briefings Roadshows TALKING POINTS Corporate & Financial Performance Company Management Profile Industry outlook Company’s future Plans Growth Potential Key Messages
  7. 7. Advertising Activities <ul><li>Statutory Advertising </li></ul><ul><li>Issue Opening and Closing Ads </li></ul><ul><li>Price Discovery Ad </li></ul>
  8. 8. Activity Issue Advertising Announcement Ad Issue Opens Today Issue Closes Today Price Discovery Post-issue Advertising
  9. 9. IPO marketing strategy PR Agency suggests 1 to 1 interview in press and electronic channels immediately. After filing, PR will focus on the cost of expansion and means of finance and the deployment mode. Stress will be on the strong financials and the unique business models of the company. Agency suggests intensive PR on expansion programme and industry related news and views.
  10. 10. IPO marketing strategy Logistics PR-IR Agency suggests press/broker conferences in Mumbai, Delhi, Bangalore, Ahmedabad, Rajkot with analyst meet in Mumbai. NRI meets to be planned according to the requirement.
  11. 11. Timelines (assumed) <ul><li>The plan has been made with the following assumptions </li></ul>September 11 Prospectus Announcement September 18 Issue Opens September 25 Issue Closes October 2 Price Discovery
  12. 12. Pre-IPO Phase July Week 2 – August Week 1
  13. 13. <ul><li>Focus on Corporate and brand </li></ul><ul><ul><li>Key messages to be conveyed </li></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Business focus </li></ul></ul></ul><ul><ul><ul><li>Expansion plans </li></ul></ul></ul><ul><ul><ul><li>Plans for India and other markets </li></ul></ul></ul><ul><ul><ul><li>Credentials & expertise of spokespeople </li></ul></ul></ul>Media Relations
  14. 14. Media Relations <ul><li>Media briefings across important centers </li></ul><ul><li>One on one meetings for Company spokespeople with key media in Mumbai, Delhi, Bangalore & Ahmedabad </li></ul><ul><ul><li>Spread the Corporate message </li></ul></ul><ul><li>Events </li></ul><ul><ul><li>Targeted at clients, bankers and other stakeholders </li></ul></ul><ul><ul><li>Preferably in association with a media partner </li></ul></ul><ul><li>Convey ‘Value Proposition’ and prospects through research reports, white papers </li></ul>
  15. 15. Key Activity Table Timeline Activity July Week 2 – July Week 4 <ul><li>One-on-Ones with key media in select metros </li></ul><ul><li>Corporate stories in business dailies </li></ul><ul><li>Visibility in niche trade media </li></ul><ul><li>Spokesperson profiling through guest articles and presence in industry forums </li></ul>July Week 2 (15/7/06 tentative) <ul><li>National press release dissemination on ‘Filing of Offer Document’ </li></ul>July Week 3 – July Week 4 <ul><li>Corporate / Issue-related stories in Business magazines </li></ul>August 1 <ul><li>Bridge building meetings & presentations to key brokers, analysts & fund managers </li></ul>
  16. 16. Messaging Grid <ul><li>For Investor Community </li></ul><ul><ul><li>Financial performance of the Company </li></ul></ul><ul><ul><li>Leadership in the category </li></ul></ul><ul><ul><li>Expansion plans </li></ul></ul><ul><ul><li>Achievements </li></ul></ul><ul><ul><li>Market Leadership and accelerated growth plans </li></ul></ul><ul><li>For Media </li></ul><ul><ul><li>Growth Plans </li></ul></ul><ul><ul><li>Sound and foresighted leadership </li></ul></ul><ul><ul><li>HR </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Market trends </li></ul></ul>
  17. 17. IPO Phase September Week 1 – October Week 1
  18. 18. September 2006 <ul><li>September 7 – 11 </li></ul><ul><ul><li>One on ones with Analysts in Mumbai & Delhi </li></ul></ul><ul><li>September 11 – 17 </li></ul><ul><ul><li>Roadshows </li></ul></ul><ul><ul><ul><li>Press conferences & Broker meets </li></ul></ul></ul><ul><ul><ul><ul><li>Press conferences over lunch & broker meets over hi-tea </li></ul></ul></ul></ul><ul><ul><li>September 19 </li></ul></ul><ul><ul><ul><li>Issue performance reports – Tickers on business news channels </li></ul></ul></ul><ul><ul><li>September 25 </li></ul></ul><ul><ul><ul><li>Issue closing release – National dissemination </li></ul></ul></ul><ul><ul><li>October Week 1 </li></ul></ul><ul><ul><ul><li>Exclusive story in business daily to announce basis of allotment </li></ul></ul></ul><ul><ul><ul><li>Followed by national press release dissemination </li></ul></ul></ul>
  19. 19. PR & IR Cost Structure <ul><li>Note: Roadshow details </li></ul><ul><ul><li>Mumbai: 50 media, 50 brokers </li></ul></ul><ul><ul><li>Ahmedabad: 30 media, 40 brokers </li></ul></ul><ul><ul><li>Bangalore: 30 media, 20 brokers </li></ul></ul><ul><ul><li>Rajkot: 20 media, 20 brokers </li></ul></ul><ul><ul><li>New Delhi: 50 media, 50 brokers </li></ul></ul><ul><ul><ul><li>Average lunch rate: Rs. 1000 per head & Average hi-tea rate: Rs. 500 per head </li></ul></ul></ul>
  20. 20. THANK YOU