GPRS Radio launch

All about GPRS ,[object Object],[object Object]

Brand Salience ,[object Object]

Brand Performance ,[object Object],[object Object]

Service Features ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Identification ,[object Object],[object Object],[object Object],6 metros

Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Roll Out Plan Phase 1 Phase 2 Phase 3 Brand Launch Brand Communication across market being launched Audience Puller to the shows Promo driver communication Content Comm. Breakfast show campaign 5-6 weeks 2 weeks 4-6 weeks 2 week break Required to ensure that we stay salient over an extended period 4-6 week break. Required to ensure our product is fine tuned and absolutely ready.

Phase Objectives ,[object Object],Brand Launch ,[object Object],[object Object],[object Object],PHASE 2 Driver Promo PHASE 3 Content Comm ,[object Object],[object Object],[object Object],[object Object],[object Object]

India - Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TV & Press ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Medium ,[object Object],[object Object],[object Object],[object Object],[object Object]

Non Listeners - Barriers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Listeners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Learning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning of the category # Non glamorous # No habit # Poor Imagery # Irrelevant # Non credible Non Listeners # Constant Companion # Mobile (anytime, anywhere) # 24 x 7 infotainment # Credible Listeners

NON - LISTENERS No reason, No position Position GPRS Enabled Internet Radio as Medium of Relevant Infotainment Position category as Mobile, 24X7, Infotainment Medium Constant Companion Making it a Habit Generate Trial Involve Make Brand Ambassadors Spread the Fever Word-of-mouth LOYAL - LISTENER

Brand Announcement Brand Launch Category Hype / Promotion Trial / Sampling Category Program Promotion Channel Promotion Product Reach to our TG Sampling Indian Metros Launch Strategy - Reach Anyone, Anywhere, Anytime Distribution Hardware ATL / Mass Campaigns BTL Promo Campaigns Ground Activities Trade / Channel Ground Activities ATL Contests Activities

Announcement Official announcement of company Brand Promotion Clebration of Brand launch Category Promotion Involvement of the category with mass Product Promotion Involvement with program & medium Coverage # Leading newspapers # TV channels ,[object Object],[object Object],[object Object],[object Object],[object Object],Coverage # Leading newspapers # TV & Cable channels Pre Event # Generic / brand campaigns (TV press) # Teaser campaign (outdoor) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Communication Vehicle

Detailed Launch Sequence PR Launch Press Conference Brand Campaign Break (ATL BTL activity + Promo Driver (ATL-OOH + Print) Content Communication (ATL) Content BTL activity Sustenance (BTL + Tie-ups) Sustenance (Tactical ATL) Launch Event Product On Air

Our Brand Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Others ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Others ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cluster Packages Identify – Involve – Initiate The Relationship Drivers

Lifestyle Drivers The Progressive Family Music Movies Internet Festivals Health In touch Eating Out Fashion Insurance Sport Shopping Astrology

The ‘ Family ’ Package ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lifestyle Drivers The Successful Professional Music Movies Internet Career Connectivity Status Real Estate Fashion Entertaining Sport Shopping Travel

The ‘Successful Professional’ Package ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lifestyle Drivers The Mover & Seeker (SME’s) Music Movies Internet Classified Gadgets Property Investments Accessories Sport Shopping Connectivity Dining

The ‘M&S’ Package ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Communication Strategy vis-à-vis consumer study

Male Media / Content / Activities Day Clock, IMR Need Gap Study) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],# TV & Newspaper as medium of communication - Generic, programming led, event / promo / contest led communication

Female Media / Content / Activities Day Clock, IMRB (Kolkata – Need Gap Study) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],# Females - TV as medium of communication - Brand building, programming led # Radio as medium - Event / promo / contest led communication - Content – Bollywood, beauty, lifestyle, kids, music

Customer Touch Points Communication

Consumer experience across all media / touch points Customer Touch Points

Consumer experience across all media / touch points Awareness Attention Involve Initiate/Trial Loyalty Communication Media   TV Advertising  Press   Cable   Magazine   NPI   Hoarding Outdoor   Bus Shelter   Signages   Kiosks   Stn Branding   Bannering   Neon   Glow Box   Posters POP   Streamers   Dangler   Leaflet   Foam Sticker  Lit / non-lit Cubes  Wobbler  Merchandise Customer Touch Points

Consumer experience across all media / touch points Awareness Attention Involve Initiate/Trial Loyalty Communication Media   Online Interactive   e-mail   SMS  Mailing Direct   Door-2-Door  Telecalling  Loyalty Clubs   Promotions   Road / Van Shows  Sampling  Press Meets Events   Trade Meets   Seminars    Mass Events  Media Events   Exhibititions   Contests   Merchandise    Alliance Promotion Alliances    Trade Promotion   Shop-in-shops Customer Touch Points

GPRS Radio launch

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GPRS Radio launch