The document provides an overview of the out-of-home (OOH) advertising industry in India. It estimates the current size of the OOH advertising market to be approximately Rs. 14 billion as of 2011. The document outlines the industry segments, competitive landscape, trends and key strategies. It analyzes the value chain and identifies different types of players involved at each stage of OOH advertising. The future of the industry is focused on the growth of digital OOH advertising.
The media and entertainment industry is growing really fast. From the industry, analysis over the marketing strategies of Disney+ Hotstar.
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The media and entertainment industry is growing really fast. From the industry, analysis over the marketing strategies of Disney+ Hotstar.
*For more such presentations, mail me on jindalmuskan341@gmail.com*
Understanding purchasing orientation is important for B2B companies and suppliers. The more complex the product/service exchange will result in higher degree of power balance and dependency in supplier relationships.
99acres.com is one of the leading real estate portal of india. this ppt focus on competitive analysis of 99acres based on project based learning in which we are not claiming and try to prove anything,, this is just what we study from feedback we collected from lacal real estate market of hinjewadi,pune.
Netflix is a subscription-based streaming service that allows members to watch TV shows and movies without commercials on an internet-connected device. You can also download TV shows and movies on iOS, Android, or Windows 10 device and watch without an internet connection.
Understanding purchasing orientation is important for B2B companies and suppliers. The more complex the product/service exchange will result in higher degree of power balance and dependency in supplier relationships.
99acres.com is one of the leading real estate portal of india. this ppt focus on competitive analysis of 99acres based on project based learning in which we are not claiming and try to prove anything,, this is just what we study from feedback we collected from lacal real estate market of hinjewadi,pune.
Netflix is a subscription-based streaming service that allows members to watch TV shows and movies without commercials on an internet-connected device. You can also download TV shows and movies on iOS, Android, or Windows 10 device and watch without an internet connection.
6 students of IIPM final year have done a research on what is OOH. the industry metrics have been presented and and the various factos on which the growth of this industry will depend upon. the numerous examples of media vehicles under OOH and the pricing factors of each have been presented in this powepoint presentation.
This is the public version from various client work reviewing the digital advertising ecosystem and the seismic changes occurring in the advertising industry.
This looks at marketer metrics, ad exchanges, economics and issues around privacy (very short) and use of data and targeting.
Greg Stuart +1 631 702 0682
OOH media is known to be ubiquitous, accountable and bold, however the medium continues to evolve further as we see convergence across all media. This means we need to redefine what we mean by OOH and use new language to reflect the capabilities and effect of OOH.
With "Why OOH?" Martin Porter, VP Director, Marketing and Integrated Planning explains how OOH fits into the larger convergent ecosystem and why it is important that the medium be included in the media mix to help reach the constantly connected audience.
Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition features a broad economic outlook and highlights from the Bellwether review which shows marketing budgets reached their third highest level in the survey’s history. It also includes a thoughtpiece on how Behavioural Economics can be applied to planning OOH, based around the key principles which emerged from the Behavioural Economics research and development commissioned by the IPA. In addition, it covers mobile insights looking at how research for Lenovo proves the value of optimising OOH campaigns using mData, insight tools Crimson Hexagon and IPA Touchpoint 6 as well as the latest research from our media owner partners.
Reach millions of people per month with our exclusive out of home (OOH) advertising opportunities at various airports and malls! From image placement to video display, you can get brand exposure to numerous travelers and shoppers throughout Brazil. Learn how with are OOH airport and mall presentation below.
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city recorded
• Each Site coded according to a systematic system.
• Each city divided into:
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one close shot) and GPS coordinates
Analysis by:
Winning Solutions is an independent market research agency in operation since 2011. They are the pioneers of Outdoor tracking though mobile technology in the market, as well as the first ever research agency to conduct the Outdoor Media Census.
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city
recorded.
• Each Site coded according to a systematic system.
• Each city divided into
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one
close shot) and GPS coordinates
Market Research Report : Online and Offline Classifieds Market in India 2011Netscribes, Inc.
For the complete report, get in touch with us at : info@netscribes.com
The Online and Offline Classifieds Market in India has been growing consistently and has huge potential to grow in the near future, especially the online segment which is growing at a faster pace. The online classifieds market was valued at INR 10.3 bn in 2010 while offline classifieds accounted for INR 12.4 bn. Increasing internet penetration and growth in online advertising will help the online segment to grow further and outperform offline classifieds by 2012.
The report begins with a market overview section that initially provides an introduction about classifieds, its types and segmentation. It goes on to provide an insight into the overall classifieds market, its market size and growth. The market size and growth of both online and offline classifieds have also been added individually. This is followed by the business and revenue model of both online and offline classifieds.
An analysis of the drivers explain the factors for growth of the industry including increasing internet penetration, cost effective advertisements, growth in online advertising, favourable demographics, growth in the services sector, growth in print media, vernacular presence and growing circulation and customer base. The key challenges of the market include language barrier, online payment mechanisms, low scope for advertisements and, low visibility and coverage. Key trends in the market have also been analyzed which includes emergence of mobile classifieds, value added services, new ventures in online space and emergence of local classifieds.
The competition section provides an overview of the competitive landscape in the industry and includes a brief profile of the major online and offline players in the market. The recent private equity investments have also been covered. Key developments in this sector have also been highlighted.
All digital channels have metrics and almost everyone has a built-in or third party dashboard to manage or control them, but the new brand ecosystem requires an integrated understanding that now goes beyond channel metrics to measure brand-people interactions, which drive value exchanges.
By Juan Carlos Robayo / 2012
Head of Digital
Proximity Colombia.
co.linkedin.com/in/juanrobayo/
@TheBuggeek
AiiM Marketing Career Orientation - General about Marketing IndustryAiiM
Bài thuyết trình chia sẻ về tổng quan các cơ hội việc làm trong Marketing Industry.
Presenter: Mr. Nguyễn Việt Dũng - Business Director, AiiM Education
Understanding the digital marketing services 2011Ram Kharvy
A humble to attempt to understand the Digital Business and the current Trends - Thanks to all Industry Masters and their knowledge on the Internet which has been utilized to convey this Information
Innovation in TV - Media for Revenue/Equity Deals: Keynote by Dr. Christian Wegner, Chief Diversification Officer of ProSiebenSat.1 at the NOAH 2012 Conference in London, Old Billingsgate on the 7th of November 2012.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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4. Advertising is a non-personal presentation of an
idea or a product
Television Above the Line Advertising Broad Target Market
Difficult to
Print Media
measure
effectiveness
Radio Audio/Visual
Brand Above the Line Estimated
Internet Awareness Market - ` 247.5 size of
Mass Reach billion Indian
Outdoor Ads
Advertising
THE LINE Industry - `
Tele marketing Below the Line 450.0
Consumer billion as on
Defined Market - ` 202.5
POP/VM Induces billion 2011
Transaction
Also smell,
Direct Mail
touch & taste
Effectiveness
Road Shows measurable
Currently,
Events/In-signs ATL:BTL ratio in
Below the Line Advertising India stands at
55:45
Sales Promos
Source: India Entertainment and Media Outlook – 2011, PWC, Demand Estimation Model, ATL:BTL study report,
Internal Research 4
5. Segment-wise breakup of ATL market
OOH advertising, unlike print and television, is not a mass medium for advertising. It is a niche medium with focus on
geography, audience, type of property, location of property and various other parameters.
Market Size
Segments
(` in billion)
Television advertising 101.5
TV 42%
Print advertising 113.5
Radio advertising 10.8
BTL ATL
Internet advertising 7.7
45% 55%
Print 45% OOH advertising 14.0
Above the Line Market Size 247.5
Radio 4%
Internet 3%
OOH market
OOH 6% size - ` 14.0
billion
TV and Print Media have 87% share of ATL spends. The share of Out of Home Advertising (OOH) stands at 6% in 2011
Source: India Entertainment and Media Outlook – 2011, PWC, Demand Estimation Model
5
6. Target Market for OOH Advertising - ` 10.6 billion
Others Telecom
24% 29% Segment-wise Market Size of
OOH as on 2011
Telecom 4.1
E&M BFSI 1.8
10% FMCG 1.8
BFSI
Auto 1.5
Auto 13%
FMCG E&M 1.4
11%
13% Others 3.4
Total 14.0
Telecom, BFSI, FMCG, Automotive and Entertainment & Media were among the top OOH advertisers for 2011
contributing almost 76% revenue to OOH advertising Industry
Real estate is another sector which is not among the biggest advertising sector on OOH but is growing fast
Source: India Entertainment and Media Outlook – 2011, PWC, Demand Estimation Model
6
7. OOH advertisement is expected to growth at a
CAGR of 10.8% by 2011-2015 Figures in ` billion
Indicative
Timeline
2011E 2012F 2013F 2014F 2015F CAGR
Telecom 4.1 4.4 4.6 4.9 5.4 7.4%
BFSI 1.8 2.1 2.5 3.0 3.5 17.8%
FMCG 1.8 2.0 2.2 2.4 2.7 10.1%
Auto 1.5 1.7 1.9 2.1 2.4 11.4%
E&M 1.4 1.6 1.8 2.1 2.4 13.9%
Others 3.4 3.7 4.0 4.4 4.8 9.3%
Total 14.0 15.5 17.1 19.9 21.1 10.8%
Source: India Entertainment and Media Outlook – 2011, PWC, Demand Estimation Model
7
9. Segments and Products in OOH Advertising
Industry
Large Format Street Furniture Alternative Media Transit Ambient
Billboards/Uni-poles Bus Shelters Arenas & Stadiums Buses Lift Branding
Wall Displays Urban Furniture Airborne (Blimp) Airports Shopping Mall
Building Wraps Gantries Marine Tram branding Multiplex Displays
Scrollers Foot Over Bridge Campuses Taxi Display Drop downs
Neon Signs Public Utility Outdoor Signages Van branding Counter branding
Standees, Floor, 3D &
Drop downs Leisure Area branding Rickshaw branding
Digital Graphics
Tri-visions Metro branding Interactive Kiosks
Billboards/Uni-poles advertising is the most common channel of OOH advertising in India
Source: Other Research
9
10. Broad Value Chain of Out of Home Advertising
Industry
Outdoor Media
Media Planning Designing Manufacturing
Buying & Selling
Although not a part of Companies like Bright Designing Companies Manufacturing
value chain, Advertising Outdoor Media, etc. designs the layout, Companies provides
Agencies plans bids for and buys graphics, etc. for Printing and
advertising campaigns advertising rights at advertising campaign Fabrication services
which includes mix of ATL various locations from
& BTL campaigns at Government and
various locations Private parties and
earns rent by lending
these spaces to the
interested buyers
This segment is highly
competitive in nature
with large number of
organised players, with Retail Audit Implementation
large financial muscle,
operating in the Companies which Implementation
Industry. audits the advertising Companies have team
campaigns at regular of implementers
intervals and also which installs
gauge its effectiveness products at various
through research location
Source: Interview Insights, Insights from Internal members, Other Research
10
11. Target Segment-wise Buying Decisions
Media Buying & Selling Design Manufacturing/Installation Retail Audit
Segment Decision Key Decision Decision Decision Decision Key Decision Decision Key Decision
Key Influencer
Making Influencer Maker Making Maker Making Influencer Maker Making Influencer Maker
Hub Advertising Hub Circle Hub
Hub Advertisin Hub Circle Circle Brand
Telecom Marketing Agencies/Inhous Marketing Head VM Brand Hub Level Marketing
Level g Agencies Level Level Manager
Manager e Creative Team Manager Manager Manager
Regional Group
Group Advertising Group Marketing Regional Regional Marcom
Centraliz Advertsing Centraliz Regional Centralize
BFSI Marcom Agencies/Inhous Marcom Team/Bra Marketing Marketing Head/Region
ed Agencies ed Level d
Head e Creative Team Head nch Manager Manager al Marketing
Managers Manager
Head Marketing
Advertising Centralize Marketing Marketing
Centraliz Advertsing Brand Centraliz Brand Regional VM/Marke Manager/
FMCG Agencies/Inhous d/Regiona Manager/Bra Manager/Bra
ed Agencies Manager ed Manager Level ting Brand
e Creative Team l Level nd Manager nd Manager
Manager Manager
Advertising Regional Regional Centralize Marketing
Centraliz Advertsing Brand Centraliz Brand Regional Brand
Auto Agencies/Inhous Marketing Marketing d/Regiona Team/Market
ed Agencies Manager ed Manager Level Manager
e Creative Team Team Manager l Level ing Manager
Advertising Regional Regional Centralize Marketing
Centraliz Advertisin Brand Centraliz Brand Regional Brand
E&M Agencies/Inhous Marketing Marketing d/Regiona Team/Market
ed g Agencies Manager ed Manager Level Manager
e Creative Team Team Manager l Level ing Manager
Decisions related to Media Buying & Selling and Design are mostly taken at central level, except for Telecom which is taken at Hub level. Advertising Agencies are the key
influencers and brand manager is the key decision makers in most of the targeted industry. Advertising agencies generally outsource designing to specialized design house
Most of the decisions related to manufacturing and execution are taken at regional with directives related to the brand communications coming from the centre
Most of the decision related to related audit are centralized, which regional managers are the key influencers and brand managers are key decision makers
Source: Interview Insights, Insights from Internal members, Inputs from Primary Research already conducted, Other Research
11
12. Current Trends in the Industry
Design
Thinking out of the box and creating something memorable that makes a lasting impression for the brand
Shocking imagery, content and visuals are used to quickly grab commuter’s attention and intrigue them to act
When it comes to the world of outdoor — people are on the move so design considerations revolve around simplicity.
Work is showcased by: Using fewer elements, Using larger elements, Creating simple arrangements
Keeping the colors fully saturated to create eye-popping designs
Use of digital media is on rise as dynamic video and high quality images tell the story
Printing
Printing trends have pointed towards shorter production runs and schedules. On demand and the ability to manage
custom kit configurations fit the demand of the customized industry
Production now shifts closer to the point of distribution as lower lead time/ontime delivery has become a critical success
factor
Substrates
Flex and Vinyl are the most common and effective substrates used for static advertising and host of substrates like ACP,
Backlit, electronics, LED screens, prisms, metals, etc. are used for digital advertising campaign
Inks
Effective graphics are much more than great design, the use of specialty inks can make any static sign more dynamic.
Currently Solvent Inks are used on static billboards and signages for low cost advertising campaign and UV and Eco-Solvent
are used for fairly higher cost of advertising campaign
Source: Interview Insights, Insights from Internal members, VJ media works, Company’s website, Other Research
12
13. Future Trends
Digital is the future in Outdoor Advertising
Digital outdoor advertising medium offers communicators an
efficient platform that allows them to more precisely target
the audience with their unique message at the most
opportune moment.
Though digital OOH in India has grown, it is still not on par
with other developing countries, as per PWC report the share
of digital OOH in India has gone up from approximately 1% to
5% over the last four years. However, this is significantly lower
than the global average of approximately 20%.
The growth in digital OOH through LEDs has been slow. One
of the main reasons is that advertisers are not customizing
content for this medium and are instead recycling TV
advertisements
However, though users are slowly realising the advantages of
digital OOH, the medium still needs to be sold. Digital OOH is
expected to grow at the rate of 30% to 35% in the next few
years as to the Report published by PWC
Source: Interview Insights, Insights from Internal members, India Entertainment and Media Outlook – 2011, PWC, Other Research
15. Competitor’s Presence in Value Chain
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Type 1 Competitors - Presence across entire spectrum of value chain with selective outsourcing
In-House Outsourced In-House
TDI International Pvt. Ltd.
Jagran Engage
Partly
In-House Outsourced In-House
Outsourced
Selvel Advertising
Bright Outdoor Media Pvt. Ltd.
15
16. Competitor’s Presence in Value Chain
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Type 2 Competitors – Owns Media and Provides Designing services only
Prakash Arts Pvt. Ltd.
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Tie-up with
In-House professional Market
Research
Companies
Type 3 Competitors – Owns Media, Provides Designing and Retail audit services
Laqshya OOH Media Assets and Solutions
Times Innovative Media Ltd
16
17. Competitor’s Presence in Value Chain
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Type 4 Competitors – Pure Media Buying & Selling Companies
Out-of-Home Media (India) Pvt. Ltd
Times Innovative Media Ltd
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Type 5 Competitors – Engaged in Media Buying & Selling, Designing and Implementation
India Outdoor Advertising Pvt. Ltd.
17
18. Competitor’s Presence in Value Chain
Outdoor Media
Designing Manufacturing Implementation Retail Audit
Buying & Selling
Type 6 Competitors – Pure Manufacturing Company
Numerous unorganised players providing Printing and Fabrication services
18
19. Competitive Landscape
Fragmented Industry – Outdoor Advertising Industry, baring outdoor Media Buying & Selling segment, is highly fragmented and unorganised in nature
with large number of players catering to various industries
Industry Dependent – Players are Industry dependent and caters to majorly Telecom, BFSI, FMCG, Automotive and Entertainment & Media (E&M)
Industry
Ease of Entry – There are no entry exit barriers. Large number of unorganised manufacturers caters to the demand of OOH advertising regionally.
However, in Media Buying & Selling space, there are large organised players like Bright Outdoor Media Limited (Mumbai), Times OOH (Mumbai &
Delhi), OOH Media (Presence in 18 cities), TDI International India Pvt. Ltd, etc. which makes it difficult for new companies to penetrate that segment.
Segmental Focus – Few players in Media Buying & Selling Space, although caters to various segments, are focused on specific segments, eg., Bright
Outdoor Media are specialized in Bus advertising in Mumbai, TDI International India Pvt. Ltd. are specialized in Airport Advertising, Times OOH Media
are specialized in Bus Shelters advertising and so on
One Stop Shop Concept – Few players are serving as “One Stop Shop” with selective outsourcing of manufacturing and implementation services
Product Specific Presence – Few players like OOH media, deals only in buying and selling OOH TV screens. It has installed over 4500 screen in more
than 18 cities
Presence across all segments - Times Innovative Media Ltd. (TIML) is a subsidiary of Bennett, Coleman and Co. Ltd (BCCL) has presence in all media
segments, i.e. Street Furniture, Transit, Large Formats & Digital Screens
Locational Presence – Majority companies have bought advertising rights in premium locations of Metros. However, infrastructure growth in India has
opened up many new spaces for OOH advertising including Tier 2 and Tier 3 cities. Few companies like India Outdoor Advertising Pvt. Ltd. provides
installation services on Pan-India basis
Other Services – Apart from catering Outdoor Advertising Industry, few companies like also deals in other products like Media and Celebrity
Management, PR, Location for Shootings, Satellite and Cable TV Advertising, etc.
Pure Media Trading – Few players like Out of Home Media Pvt. Ltd., Times Innovative, etc are pure Media traders. These Companies buys media from
government or private parties and sells it to the interested buyers. Media Buying & Selling is influenced by various factors such as geography, audience,
locations, type of property, etc
Source: Company’s websites
19
20. OOH Advertising Industry – Key Takeaways
Lack of quality OOH properties - The quality of OOH properties in India is not up to the same standards as in the
western countries. In India, most billboards need to be changed manually and cannot be controlled. The west has
digital signages which are dynamic and can be adjusted with the ambience. They give more control to the advertisers
and help them evolve with the customer need
One Stop Shop – The concept of “One Stop Shop” is gaining importance among customers. One Stop Shop means
presence across the entire value chain, right from Media Buying & Selling to Designing to Implementation
Pain Points of customers – Lack of on-time Implementation and Retail Audit are the main area of pain points to the
customers in this Industry
Presence in major cities – Outdoor advertising Industry is most popular in Metro cities. However, Infrastructure growth
in India has opened up many new spaces for OOH advertising including Tier 2 and Tier 3 cities
Decision Making – Decisions regarding OOH advertising largely happens centrally and Brand Manager is a key decision
maker. However, in few sectors like Telecom decision regarding OOH advertising at taken at a circle level. Decisions
regarding manufacturing are decentralized
Digitalization - Digital OOH is the next growth medium for the industry in India. According to PWC analysis, digital OOH
is expected to grow at the rate of 30 to 35% in the next few years
Substrates, Inks & Product Preference – At an overall level, Flex and Vinyl seems to be the most preferred substrates
for manufacturing of OOH advertising products. Billboards advertising is the most common channel of OOH
advertising. However, with the increase in digitalization, usage of ACP, Backlite, etc. for manufacturing are expected to
increase. Also, Solvent Inks are most commonly used, however with the increasing environmental concerns, many
advertisers have started recommending the usage of UV and Eco-Solvent Inks in static advertising mediums.
Source: Interview Insights, Insights from Internal members, Company’s website, India Entertainment and Media Outlook – 2011, PWC
20
22. Critical Success Factors
Ability to fulfill “Order Ability to attract and
On-time today deliver maintain wide range of
Skills
Delivery tomorrow” type of skill sets through
orders on time effective HR policies
Ability to provide latest Quality at Value engineering –
Tech-
technological support optimum Modular costing and
support
to clients for retail audit Price Pricing system
Ability to influence Presence in entire
Solutions advertising agencies at spectrum of value chain
Services
concept level and ability to provide
customize service
Ability to Manage
outsourced capacities Media Ability to identify and
Sites
at different locations Buying & bid for the right
and define right mix Selling locations and right price
Appropriate
organizational structure Having partnership
Structure model with one
meeting dynamic Strategy
customer needs “Anchor Client” for
sustainability
Source: Internal Analysis
22
23. Strategic Theme – Market Positioning
Innovate
Designs and
One stop Shop Solutions
Pan India
Presence for Shorter lead
effective time
installation
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24. Sales Org Structure Option Evaluation
Parameter Industry Based Size Based Region Based
Ease in Target Setting &
Tracking
Client Serviceability
Customer Knowledge
Target Market Alignment
Number of People Required
Critical Mass in Each Sub-
Segment
The Company should structure its sales organisation as per industry
segments thereby giving a proper focus in targeting the shortlisted
industries. Also, there should be regional industry sales team in order to
have close contact with the customers for repeat business
Good OK Bad
Source: Internal Analysis
24
25. Build Market Intelligence
Building up to date market intelligence will enable the Company to capture big clients and
larger share of business
Pre Sales Customer Intelligence Pre Sales Market Intelligence
• Organisation and brand structure of the target client • Identification of new players / brands in the segment
• Contact database of buyer, decision marker and • Research on trends and seasonality in OOH advertising
influencer spending in the segment
• Detailed pre-sales brief on the brand covering • Benchmarking of OOH advertising spend of the players
in the segment
• Brand sales, key challenges faced, current OOH
Enter
advertising supplier, recent OOH advertising • Successful case studies
activities, etc.
Market Intelligence
Post Sales Customer Intelligence Post Sales Market Intelligence
• Movement of key personnel • Creation of industry specific news letter
• Recent / upcoming events in the company / brand Penetrate • Updates on introduction of new products / technology
impacting OOH advertising purchases / designs at global level
• Entry of competition • New best practices
• Any challenges / issues faced by the company • Key challenges / issues facing the market
• Change in market position of the company
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26. Build Strong Brand
Branding Strategy
Website Public Relations Promotional Activities
Website must be easily accessible Build a database of media houses and Participate in Exhibitions to showcase
their Point of contact and keep them our range of offerings
Website must clearly define the updated
Company’s Products and Services Sponsor Exhibitions and have road
Build a relationship with Editors and shows
Website must be interactive rather Producers of Print and Television
than a information provider (e.g. Chat media Have regular Vendor Management
programme to connect with our staff) meets
Should have the bandwidth of a PR
Must have an online Vendor and Client company to carry out promotional Have Advertising agencies/ Brand
portal activities Managers/Marketing Managers meets
to make them aware of new
Must have some blogs Must keep the website updated developments in our Core
regularly competencies
Comments regarding the Website in
blogs across the Internet space must Invite our clients to our offices and Send regular feeders on the Ongoing
be monitored and acted upon factories developments in our Service offerings
to Influencers and Key decision makers
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27. Following Details are pending due to lack of time
A Detailed Competitors profiling is required covering Products and
Services Offered, Segmental Presence, Client Base and Locational
Presence.
Regulations related to Outdoor Advertising like Tobacco billboard ads
are not allowed, etc.
Information on Pricing through primary research
27