The document discusses the development and impact of animations in advertising, highlighting their effectiveness in communicating complex messages and creating brand equity. It also explores the growth of mobile advertising in India, emphasizing its cost-effectiveness and innovative approaches to reach diverse consumer demographics. Additionally, the document addresses rural marketing challenges, strategies for engagement, and the importance of creating affordability and awareness in rural markets.

1. Prepared By: Ishita Barai Jatin Shah Priyam Mehta Pratik Shah Pratik Jariwala

3. Animations are graphical representations of movements of non-realistic characters in the form of drawings and paintings in sequential manner

4. Traditional Celluloid Computerised

5. UTV Toonz Pentamedia Graphics Maya entertainment Padmalaya Telefilms Crest telecommunication

6. Strong IT background Strong mythological & cultural background Story telling culture in Indian house holds

7. Fluent English speaking man power High-tech animations studios with necessary hardware and software and communication infrastructure High competitive pricing edge compare to other countries

8. More attraction by an animation pitching sales rather than a model. Animated character is eternal. Animated character remains same throughout its life. Act a source to create brand equity One time expenditure to the company.

9. Most ideal tool for packing lengthy messages Consumes lesser TV air time Viewer get easily attracted to animations. Can position a company as technologically sophisticated Can show complex internal designs of automobile

10. Less seriousness towards massage appeal. Sometimes animation doesn’t relate the main product. Competitors like China & South Korea Image of low cost animation industry

14. Latest buzz in the field of advertising Cost effective way to promote and inform the target customers Integral part of the marketing mix India ranked 3 rd in terms of mobile users. Mobile advertising market reach $4 billion in 2008, with 25% growth rate

15. DEFINITION: “The business of encouraging people to buy products and services using the mobile channel as the medium to deliver the advertisement message.” It is an innovative and customer centric approach to reach promising customers. It includes advertising in the form of: Short Message Service (SMS). Multimedia Message (MMS). Mobile Alerts. Mobile Games and Videos.

16. PUSH ADVERTISING Solicited ad: prior concern taken from customers. e.g. news alerts, job alerts, cricket scores. Unsolicited ad: no prior concern taken from customers, e.g. promotional messages through SMS, mobile calling . PULL ADVERTISING Advertising when users request the service the services to themselves from the service provider. E.g. daily horoscope, content of response/reply.

17. Mobile subscribers is growing almost 100% every year. Includes urban, semi urban and rural subscribers which share large chunk in its growth. Mobile phone companies tapping the low income group people Most attractive segments Large no. of the total population of India. Total no. of mobile users touching 40.6 million in 2007. The no. of GSM users touches to 32.02 million. Source: Telecom Regulatory & Authority Of India

18. HUL “Fair and Lovely scholarship for women”, ad campaign using short code – 51234 Special Fair and Lovely Scholarship Zone on “R-World” to promote campaign. and generated around 50,000 in which 60% come from tier II and tire III cities and 40% from urban cities . Best mobile ad campaign award at the Mobile Marketing Association (MMA) annual global awards in Los Angeles, US.

19. Ex-PM Atal Bihari Vajpayee used mobile ad campaign in 2004. It had set up call centers and also collected details of 72 million phone connections in the country. Reliance and BPL (Now Idea) subscriber base to play a vote-seeking message from the PM. Allowed mobile phone subscribers to download Photographs of Vajpayee and BJP’s anthem as ring tone.

20. The mobile marketing association (MMA) has published guidelines for mobile advertising. Advertisement can be in the form of text link and graphic banners. Advertisement should be made as per predefined dimensions based on the mobile phone type and best fit picture. All mobile advertising artwork should be in GIF or JPEG formats. Banner ad side bar allowed should be given according to the screen width area. For screen’s width from 128-176, 3-8 pixels allowance should be for the vertical scroll bar and for screen’s width of 240, 6-16 pixels allowance should be provided.

21. Cost effective Flexibility to inform target group as and when required. Messages can be personalized with respect to Target Audience profile. Feed back is immediate. Target group demographic profile is known. Faster reach. Eco-Friendly (paper-free) Ads can be placed anytime and anywhere.

22. Intrusion of Target Audience's privacy. Reach is not compared to other conventional tools of advertising. Message content is limited. Visual display is not impactful as TV advertising. Language barriers, SMS can not be read by illiterates. Difficulty to measure the impact or results of mobile advertising. Target audience can take mobile ads casually.

23. Powered by: Mobile Sponsoring Content Ad Qbowl für Schnell-Surfer Mobile Content Ad Mobile Promotion Link Für Schnell-Surfer In DSL-Geschwindigkeit mobil ins echte Internet Mobile Text link Vodafone Qbowl

24. MOBILE ADVERTISING IS ALREADY REALITY More and more advertisers and media agencies start mobile advertising

25. ----------------------------------------------------------- Below The Line Advertising

26. Reaching target customer base at various touch points with high visibility and low cost Efficient and cost effective way which gives more ROI on every rupee spent in recession time

27. Direct mail Letters Exhibitions Demonstrations Competitions Sports promotion Air banner Hot air balloons

28. To build product awareness To create interest To provide information To stimulate demands

29. UTI Mutual fund has taken help of DABBAWALAs of Mumbai Career Launcher, PT Education and TIME takes free competitive tests and workshops for students Hindustan Times hold events on weekly bases for giving oppurtunity to companies for promoting their brands Pepsi and other brands sponsored IPL matches

30. N A V R A S

31. Comic – Hasyam Love – Vatsalyam Heroic – Viram Surprise – adbhutam Tranquillity – shantam Pathetic – karunam Furious – raudram Terrible – bhayanakam Odious - vibhatsyam

32. To win the brand perception battle in the mind of viewers at the time of buying The viewers/listeners can remember only those ads which he can connect himself

34. RURAL MARKETING

35. 1. Urban markets are becoming increasingly complex, competitive and saturated. 2. Large size of rural markets – 742 million people (73 % of the population) 200 million households (70% of total households)

36. PRODUCT AUDIO SYSTEM MOTOR CYCLES REFRIGERATERS TELEPHONES TELEVISION WASHING MACHINE YEAR 2008 22.3 3.17 3.53 4.77 24.91 O.35

37. Distribution of Monthly Per Capita expenditure Source: Household Consumer Expenditure Survey, January–June 2009

38. Source: Household Consumer Expenditure Survey, January–June 2009 CATEGORY Category Penetration Brand with highest penetration Toilet Soap Washing cakes/Bars Tea Washing powder / liquid Salt Biscuits 91% 88% 77% 70% 64% 61% Lifebuoy Wheel Lipton Taaza Nirma Tata Salt Parle G

40. HURDLES IN RURAL MARKETING High distribution costs Low per capita disposable income that is half the urban disposable income. Large no. of daily wage earners Acute dependence on the vagaries of the monsoons Seasonal consumption linked to harvest and festivals

41. MAJOR CHALLENGES AVAILABLITY First and the foremost challenge India's 6,38,365 villages are spread over 3.2 mn.sq.kms. 720 mn people-reaching them is not easy Given the poor state of roads ,it is an even greater challenge.

42. Companies like H.L.L has made strong distribution Networks. To service remote villages stockiest use Rickshaws, carts and even boats in the back waters of Kerala.

43. AFFORDABLITY With low disposable incomes, products need to be affordable to rural consumers ,most of them are on daily wages. Some companies have addressed the affordability problem by introducing small unit packs : GODREJ Introduced Cinthol and Fairglow in 50 gram packs priced at rs.4 coca-cola introduced Sunfill ( a powdered soft drink concentrate ) 25 gram pack priced at rs.2

44. ACCEPTABLITY N ext challenge is to gain acceptability for the product or service. Therefore there is a need to offer products that suit the rural markets and conditions. coca-cola is providing low cost ice-boxes because of the lack of electricity and refrigerators in the rural areas.

45. AWARENESS With large parts of rural India inaccessible to conventional advertising media, building awareness is another challenge. Companies like H.L.L uses posters, banners and Wall paintings to create awareness.

46. STRATEGIES FOR RURAL MARKETING

47. Being first on the shelf It is very important because the brands rarely fight with each other as the retailers generally stock a single brand in a product category.

48. Different means of advertising A. H aats and melas A survey by MART (marketing and research team revealed that 47000 haats and 25000 melas take place every year in India. B. Performance arts including theatres,songs,dance puppetry, magic shows etc.

49. Advantages Large visitor turnaround. These melas are held during post harvest season, when the purchasing power of the people is more. The companies provide touch and feel demonstrations and distributed free samples.

52. NIRMA This company introduced the innovative technique of using video vans for marketing Nirma products . Advantages Reach to interior parts Offer opportunity for personal interaction . Similar strategies helped Ghadi to become the 3 rd largest selling detergent.

53. COCA-COLA 1. Increase in number of outlets from 80,000 in 2001 to 190,000 in 2009 resulting in increased market penetration from 13 % to 28 %.

54. 2. It also tapped the local form of entertainment like annual haats and fairs and made huge investment in infrastructure for distribution and marketing.

55. 3. It brought down the average price of its products from rs.10 to rs.5,therby bridging the gap between soft drinks and other local options like tea, buttermilk or lemon water. 4. It doubled the spend on doordarshan

56. 5 . It concentrated its entire advertising towards the rural customer. As a result the rural market accounts for 80 % of the new coke drinkers and 30% of its total volumes.

57. I.T.C e-CHAUPAL The company’s e-chaupal initiative is a novel idea which bypasses the brokers between the Company and the farmers.

58. It is helping Indian agriculture to enhance its competitiveness by empowering Indian farmers through the power of internet . This unique transformational strategy has become the subject matter of a case study at Harvard b school ,has created for I.T.C a huge rural distribution infrastructure ,significantly enhancing the company’s marketing reach.

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