This document summarizes the animation training industry in India, with a focus on key player Arena Animation. It discusses Arena's market dominance with 63% share, their positioning as a professional training institute. It identifies increasing competition and lowering profits as business problems. The target group is identified as college students aged 15 and above seeking a career in IT. The media plan discusses targeting genres of educational, art and entertainment websites, and allocating Rs. 25 lakhs with a Rs. 7-8 per click search keyword advertising strategy. Major cities of coverage are named as Delhi, Kolkata, Hyderabad, Chennai, Mumbai, Indore, with growth in Amritsar and Lucknow.

2. Introduction
to Industry
Fragmented Industry
Growth Stage
Key Players
– Arena Animation
– MAAC
– Frameboxx Animation & Visual Effects
– BIG AIMS
– Picasso
– Zee Institute of Creative Art
– CG Mantra
– Ants Animation
Arena Dominates with 63% market share in India

3. • Pioneer, Trendsetter and
Leader in Animation &
Positioning Multimedia training
• Positions itself as a
professional course training
institute
• Consistent Communication
via Tagline – “Creating Winning
Careers”

4. Business • Increasing National and
Regional Competition
Problem
• Lowering Profits

5. • College Students
Target Group
• Age 15 and Above
• People Looking for a
professional career (in
IT)

6. Genres of Websites*:
Media Plan – Generic/ Reach-Based
– Social Media
– Games
– Educational/ Informative
Websites
– Art and Entertainment
Websites
*Refer to ‘Arena Animation Media Plan.xls’ for details of websites.

7. Search Keyword
Media Plan – Search Keywords
Samples - Animation,
Multimedia, Career in
Multimedia/Animation,
– Varying rates
approximated around
Rs. 7-8 per click
– Amount allotted - Rs. 25
lakhs

8. Arena stands strong in:
Major Cities
– Delhi, Kolkata,
to be covered Hyderabad, Chennai,
Mumbai, Indore
Is growing very fast in:
– Amritsar and Lucknow

9. Thank You!