MUNGLE COMIC BOOK

-SatishIndian Business Academy, Greater Noida.

MUNGLE - COMIC BOOK

• Digital story via innovative media and formats;

• Comic based on animal characters.

Characters in run

• Billo Donkey is the lead character, he’s a runaway from the city and an outsider in the mobile jungle. Smart, witty and full of energy;

• Prinss - cool dude of jungle. He’s always looking for something extra to impress girls. He starts out as the arch enemy of billo and gang but soon becomes their buddy – when gets an entry into bollywood.

Characters in run

• Dollar, the monkey is billo’s first friend in the jungle, he convinces the donkey to start a mobile in jungle, making it the ‘mobile jungle’;

• Rani the lioness - short tempered, becomes billo’s protector and best friend in jungle. Her courage and humour keeps the group together even in the toughest times;

Brand Objectives

• To engage and build digital communities of desirable target consumers;

• Comic book as a tool / activity book for the target consumers;

• Positioning the mungle as a comic hero in the minds of target consumers;

• To make consumers more attractive towards technology;

Target Audience

Children between the age group of 7 – 13 years.

Brand Positioning

An attractive and colorful comic with a story of technological evolution.

4 P’s

• Product:– Brand name – Mungle comic book;– Animated contents in CD, story book and activity

books like coloring book, puzzles, etc…– Comic based on animal characters;– Digital story via innovative media and formats;– More action is shown on colorful diagrams;– Weekly issue;– Packed with a glass paper for attraction;

4 P’s

• Price:– List price – Rs 25;– Discount of 5% for sale in schools. (only in

case of bulk order);

4 P’s

• Promotion:– Sales promotions in schools;– ATL & BTL advertising;– PR across Tv, Print and Internet;– Direct marketing in schools;– Road show in schools;– Mungle Games to attract target consumers;– And others.

4 P’s

• Place:– Available at all book shops near schools;– Available at all super markets and malls;– Stall in schools at regular internal;– School networks;– Online;– Mobile distribution networks;

Unique Selling Proposition

• Childrens basically love cartoons. when some thing is shown in attractive diagrams they tend to concentrate more.

• Mungle being a comic in the form of CD’s, story book and activity books tries to tell stories with more and lots of attractive animated diagrams in actions i.e. less conversation and more attractive diagrams in action.

360° Communication

• Pre launch:– Slow buildup as a PR tool across Tv, Print

and Internet;– Flyover distribution in schools;– talk value (word of mouth) and publicity value

(word of media);

360° Communication

• At the launch:– Credential spokes person in Tv, print and

internet;– Inviting the journalists for a preview;– Full page Advertisement in news papers;– Buzz Marketing;

360° Communication

• After the launch:– Use Alliteration, Repetition & Rhyme;– Sponsoring Tv programs;– Concentration on school network;– In shop hoarding all shops selling Mungle

comics;– Hoarding and flyovers available at all touch

points;– Explore relationship extensions with new

partner.

Strategy for effective launch planfor Mungle

• PR – print media:– Article in News paper;– Writing from a comic field spokes person;

• PR – Internet:– Slow buildup by some leaking information to

build interest before launch;– Launch of Posters of characters in internet

before launch to attract publicity;

Strategy for effective launch planfor Mungle

• PR – TV:– Appearance of credential spokes person for

Mungle;– Tie up with children related programs in Tv;– Making Mungle comic as a cartoon program in

Tv to attract children towards reading Mungle comic;

Strategy for effective launch planfor Mungle

• Online Marketing:– Dedicated website for Mungle;– Creating blogs for Mungle;– Creating Mungle communities in Orkut, Yahoo

groups and others;– Making a paid advertisements in other sites;– Create interest by asking simple questions

about Mungle characters for prizes in exclusive Mungle website. This can be done in other sites also via paid advertisement.

Strategy for effective launch planfor Mungle

• Promotion via mobile:– Tie up with mobile operators;– Posters via GPRS facility to build interest;– Live contests and prizes via messages;– Small review of Mungle send via SMS;– Mobile games with a Mungle characters;

Strategy for effective launch planfor Mungle

• Promotion in network of schools:– Road shows in schools with Mungle character;– Contests in the form of inter school

competition;– Convincing schools authorities to paint Mungle

posters in the walls of kinder garden classes;– Making Mungle posters available in notice

board of schools;

Distribution

• Via Mobile Distribution Network:– Posters and stories can be downloaded in

mobile with the help of GPRS;– Tie up with mobile network;– SMS contests;– Mobile games with Mungle characters;

Distribution

• Online:– Games with Mungle characters;– Contests online;– Stories available online;– Posters and wall papers available in internet;– Blogs with a killer headline;

Distribution

• School networks:– Posters placed in schools to attract target

consumers;– Guest lectures to impart ‘fun with learning’

concept;– Sponsoring to school programs;– Hoarding outside the schools;– Asking students to come out with their stories

and build interest in them;

Distribution

• School networks: (contd)– Opening stalls in schools at regular intervals;– Convincing the librarian in schools to promote

Mungle and to collect orders for the same. Also frequent visit by sales persons to get the orders from the librarian of the schools;

– Short movies can be showed in schools for target consumers;

THANK YOU