Date post: | 11-Jan-2016 |
Category: |
Documents |
Upload: | abraham-tyler |
View: | 214 times |
Download: | 1 times |
ADVERTISINGADVERTISING
RESEARCHRESEARCH
PRESENTED BY
KALSE VARUN
MARKET SEGMENTATION
BUYER TYPE – CLASS OF SOCIETY AGE BANDS USABILITY & FUNCTIONALITY
PRODUCT CATEGORY CONSUMER
FMCG DURABLES SERVICES
INDUSTRIAL SERVICES PRODUCTS
MISCELLENIOUS PUBLIC AND SOCIAL WELFARE
BUYER’S CATALOG
LOWER CLASS:= SEEDS, WATER PUMPS, PIPES THRU- POSTERS, CALENDERS,
DOORDARSHAN, RADIO etc.
MIDDLE CLASS:= TV, WASHING MACHINE, SCOOTERS, BIKES,
INSURANCE. THRU- HAND BILLS, NEWS PAPERS, TV
CHANELS
HIGHER CLASS:= AC, CAR, ROW HOUSES, BUNGLOW
TV, INTERNET, MAGAZINES AND WEEKLY
LAUNCH OF A PRODUCT REQUIRES
CERTAIN PARAMETERS
COMPANY’S DISPATCH SYSTEM
Working production
company
Distributor
Dealers
Purchases & Dispatch
Sub Dealers
Sub Dealers
Sub Dealers
Sub Dealers
Sub Dealers
Retailers (n)
BEST FEATURES U.S.P. (UNIQUE SELLING POINT)
EG.:= ONIDA’S TAG LINE INITIAL : “OWNER’S PRIDE, NEIGHBOUR’S ENVY” LATEST : “INDIA’S PRIDE, WORLD’S ENVY”
WHY IT IS BEST ?BECAUSE BEST PICTURE & SOUND.
MARKET RESEARCH
EVALUATING COMPITETORS :=
1) NO. OF PRODUCTS (REVIEWS)
2) COMPITETOR’S TARGET SECTION
3) DISTRIBUTION CHANNELS & NETWORKS.
4) EG- ONIDA’S BIGGEST COMPETITORS ARE SONY, PHILIPS, SAMSUNG, VIDEOCON AND LG.
AD BUDGETINGCOMPANY SPENDS 7-10% OF YEARLY TURNOVER
ON ADS AND BRANDING ACTIVITIES.
BUDGET (DURATION WISE)
COMPANY SPENDING RATIO – 70-30
70% ALL YEAR ROUND
30% ON FESTIVE SEASONS
EG: YEAR ENDING PROMOS – INSURANCE & MUTUAL
FUNDS
USE OF 30% DURING FESTIVALS
NEW LAUNCH
DISCOUNTS
FREE GIFTS
MAKES / CREATE BRAND NAME.
MOST POWREFUL TOOL TO SALE A PRODUCT.
Eg. - SONY AD SPENDINGTOTAL BUDGET - 12,00,00,000
30% = 3,60,00,000(TWO MONTHS Festive Season)
70% = 8,40,00,000(TEN MONTHS Regular Season)
SOCIAL AND WELFARE ADS (ISSUED IN PUBLIC
INTEREST)
PUBLIC WELFARE BROADCAST BY GOVERNMENT/ NGOs EX:= NON PROFIT ADs PULSE - POLIO DRIVE. CHILD LABOUR PREVENTION ADs. HEALTH HAZARDS WWF. WATER, AIR AND LAND. ANTI POLLUTION.
NEED FOR ADS BRAND PROPOGATION OF EXISITING
AND NEW PRODUCTS
LAUNCH OF NEW PRODUCTS
MARKET PENETRATION OF PRODUCT
TAXES TO GOVT.
AWARENESS
THANK YOU …..