Mungle is an Indian brand that creates digital storytelling content for children aged 4-8 years old. It promotes its animated films, books, and activity products through television commercials featuring a child celebrity ambassador. The brand targets high-income families in major cities and positions itself as a fun and educational product to engage kids through learning. It utilizes various marketing strategies like branding partnerships, sponsored school activities, and online games to reach its young audience.

1. By: MONIKA SINGH PGPM 07-09 INDIAN BUSINESS ACADEMY GREATER NOIDA

2. MARKETING MIX Product- Animated content in CD, story book and activity books like coloring book, puzzles etc. Price- Range between Rs.79 – Rs. 499. Place- The Metros and Tier-I Tier II cities.

3. Contd…. Promotion- Through hoardings, posters, danglers in amusement parks, schools. Organising events in schools. Using Darsheel Safary the child artist of “Taare Zameen Pe” as the brand ambassador for TV commercial.

4. SEGMENTATION Geographic- The metropolitan cities. Demographic- Children belonging to high income group & SEC A. Psychographic- Children who have flair for reading comic books & drawing.

5. TARGET MARKET Kids between the age group of 4-8 yrs old. Kids belonging to high income group and SEC A

6. USP First mover of “DIGITAL STORYTELLING STRATEGY” in India. The first ever Mobile-Jungle, or Mungle by Billoo, Mungle’s flagship character.

7. 360 DEGREE COMMUNICATION This can be achieved through various consumer touch points like: Promotion through TV commercial & using Darsheel Safary as the brand ambassador Promotion through animated films Use of attractive ad banners near schools and parks. Use of attractive ads on through websites which provide free online games. Using radio for promoting MUNGLE and also its characters.

8. HOW TO TARGET KIDS Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parent’s buying decisions. Industry spending on advertising has exploded in the past decade increasing from a mere $100 million in 1990 to $2 billion in 2000. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. Guilt can play a role in spending decisions as time stressed parents substitute material goods for time spent with their kids.

9. METHODS: Pester Power- Today’s kids have greater autonomy and decision making power within the family than in the previous generations. Pester Power refers to nagging parents into purchasing. Buzz Marketing -It’s basically a word-of- mouth marketing. The idea is to find the coolest kid in the community and make him use or wear our product in order to create a buzz around it.

10. Contd… Commercialization in education- This can be done through sponsored education materials, organizing quizzes, contests and events in school and also through ads posted in classrooms, school buses etc. Internet- Promotion can be done through websites which offer free online games.

11. Contd… Coming up with various innovative products bearing the characters of MUNGLE like: Crayons Sketch pens Tattoos Wallpapers Posters Stationery items Shirts School bags Tiffin boxes

12. BRAND POSITIONING The brand should be positioned in the mind of kids as a “FUN & ENTERTAINMENT” product so that kids indulge in fun with learning.

13. DISTRIBUTION CHANNELS Television- Cartoon channels, animated films. Print media like newspapers , kids magazines etc. Online marketing- Websites of online games . Schools – Events, Contests, Quizzes etc. Tie-ups- Tie-ups with LILIPUT , CATMOSS and other apparel stores for kids. Distribution through mobile operators.

14. THANK YOU