3 MARKETEERS

Anushree SinghalChirag Jain

Parul Choudhary

Institute of Management Technology, Ghaziabad

Passion’12

TEAM Avengers

Understand the Indian Comic Industry Re-launch a Superhero “Super Indian” -Aman

Evaluate the Franchisee Value: Comic sales, Musicals, Movies, TV Series, Video Games

Branding & Promotion Initiatives

Re-launchPlan

STP

Product Development

Comic Industry Analysis

‘3 MARKETEERS’ Round 3: A Case Introduction

Action Plan

Communication & Channels

1 2

4

Branding & Promotion

3

Road Map

Industry Analysis

STPRe-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

History of Indian Comics Key Players

Diamond Comics

Culprits:

Graphic Novels associated with Culture of India

Earliest attempt was Chandamama

Amar Chitra Katha

Chacha Choudhary

Tinkle

Bahadur

Dark Ages - 1997-2003

Raj Comics

Virgin Comics

Our Characters are long forgotten

Cable TV & Internet

Pricing & Distribution issues

Market Dynamics – Evolution of Consumer

50 Indian Comic Publishers

15 lakh 3 lakh

Amar Chitra Katha

Soft, genial Characters

Superheroes & Vigilantes

Industry Analysis

STPRe-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

Market Size Rs100 Crore

30 Million (6-17 yrs)

Situational Analysis

Rs400 Crore

By next decade, 70% of world’s comic volume would be sold in India & China

13.3% CAGR

Comics Publishing Revenue

Indian Comic: Diamond & Raj

Outsiders: Illustrated Orchids,

Level 10 Comics

Opportunity

4P Analysis of Super Indian Aman

Product Place Price Promotion

14 Comic Titles Out

No online copy, only paper based issues

Availability on limited retail stores

Points of Transit – Railway Station, Bus Stops – Low Footfall points

No online/ social media campaigning

No innovative sales promotion initiatives

Low cost

Highly Affordable

No Proper Marketing/Promotional Strategy No Awareness

Poor Availability, Distribution Network No youth

Connectivity

Huge Potential

Industry Analysis

STPProduct

DevelopmentBranding & Promotion

Communication & Channels

Road MapRe-launch Plan

What our consumers say

“I like reading spiderman

comics a lot, havent heard of

indian superhero”….

Kavitha, 13 years, Bangalore

“I am a great fan of Harry Potter. I relate with him a lot. No Indian Superhero can match upto him”…. Prabhod, 16 years, Pune

Consumer Insights

• Children like reading super hero comics as their past-time

• No awareness about current comics of Indian Superheroes

• They would like to read Indian Super hero comics if there is sufficient

availability and content offering is good

• Super Indian Aman is one such Super Hero and has immense potential to

capture the market

“I still read Nagaraj whenever I get time to pick up an issue. However I wish there was a digital copy”,Varun, 21 years, Delhi

“I donot read any Comic, but watch blockbuster movies like Ra One, Amazing Spiderman and alike” Mark, 25yrs, Mumbai

Re-launch

STP Analysis

Increase our Product offering- to increase the reachSURVEY FROM 17 PEOPLE WITHIN AGE GROUP 11-25

360 Degree Marketing Strategy

Super Indian - Road Map

Industry Analysis

Re-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

New Generation PositioningIndian Super Hero

Dark & more Matured focus

New Age & modern Appeal

Realistic Approach with shades of love & emotions

Political & Psychological Complex

Higher Youth Involvement

New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche of Indian ConsumerPsychographic SegmentationSocioeconomic ClassificationLife StylePersonality

Demographic SegmentationAgeGeographic-RegionEducation

Targeting people having the changing social shifts, mindsets and life stylesTarget Age bracket from 9 to•26-kids + Youth

•Modern & Matured Lifestyle

•High on Sensorial, passion & adventure

•Urban & Semi Urban Areas

•Educated in English or Hindi

STP

Re-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

Bull’s Eye Model - Positioning Strategy

Brand Mantra: Rich, Rewarding Comic

Reading Experience

Points Of Parity

EntertainingKids

YouthPoints Of Difference

Reason To Believe

Complex

Modern CharacterNew Stories

Values, Personality, Character

Exciting

DaringAdventure

Creativity

Target Group: Kids & YouthAge: 9-26, Modern & Mature

Consumer Need State:Need to cater to new Psyche & lifestyle of Youth and kids

Consumer Take Away:Richest Possible sensory & adventure from reading comic Super Hero

Consumer Insight: No dedicated Indian brand for Youth Comic

Modern

Human Emotions

Exceptional Property/Visual Identity

Mature

Youth Involvement

Dark

Digital

Industry Analysis STP

Industry Analysis

STPRe-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

Modern Super-HeroGrey-side, Complex Character, Internal

struggles

Holographic CoversSuperior Art-Works

Glossy Paper

Mature Story PlotsPolitical and Psychological

ComplexityMore Graphical content

Publications in Hindi and English

Pan-India Appeal to storylines

Digital EditionsMobile Apps

iPad/Kindle/Nook/Kobe

Launch of Video GamesMobile Themes

Wallpapers

Plots and Characters Print Technology Digital Platforms Animated TV Series

Animated TV SeriesCollaboration with

International comic houses

Industry Analysis

STPRe-launch Plan

Product Development Branding &

Promotion

Communication & Channels

Road Map

•Interactive Website•Dedicated to Super Indian•Motion Digital content

•Establish as New Age Super Hero•Cross-over stories with other super-heroes

•Marketing collaterals at Box Stores•Crossword, Oxford, etc.

•Tie-ups with Local Stationery Brands•Branding on Notebooks, Superhero fact files inside cover

Branding

•Super Indian Fan Club•Monthly Fan Meets•Participation in annual

Comic Con events

•Digital and Print Combo – Marginal price•Annual Digital

Subscription

•Facebook Fan Page•Free Comic Strip•Preview of next title•“Know the Super

Indian”– Quizzes, prizes

•Pinterest Community•Fan of the Week- free

merchandising•YouTube promotional

video,e.g.Shiva Triology

Promotion

Industry Analysis

STPRe-launch

PlanProduct

DevelopmentBranding & Promotion Communication

& ChannelsRoad Map

Store clusters to targetStores where there is scope for trials and Impulse buys• Chemist and Cosmetic stores• Big Box Stores – Crossword,

Landmark, Oxford• Super markets/ Self Service

Stores/Grocery 2 Outlets

Activation Strategy• Free samples• Sampling and interaction

through Mobile Apps, Game• Social Media Engagement• Window Display

Visibility • Ensuring Category Adjacency

for new extensions • Near Game section• Near Fictional Books for Youth

Digital Distribution• Web Comics• Short Mobile Comics• Targeted Ad Space• Launch-pad for selling licensed

products, new comics• Digital Achieve• Online Subscription

Signature Stores • Store designed to give

Inside Comic book store Experience

• Merchandise• Toys, Posters, Role Playing

Games• Fan Club Meets• Events for engagement

Distribution Strategy

Industry Analysis

STPRe-launch

PlanProduct

DevelopmentBranding & Promotion Communication

& ChannelsRoad Map

Integrated Communication Plan

Phase 1

Phase 2

Phase 3

Phase 4

Communication Objectives Communication Strategy

Create wide spread AwarenessGenerate interest among Kids & Youth

Publicity- By BTL in Malls & Theme ParksAdvertising Online & ATL on TV

Creating Desire & Strengthening BrandSimulate wider Consumption

Going Digital-Web comicsPresence on Face book, Twitter, YouTube

Promotion of frequency of UsePromotion of Brand Loyalty

Activation Strategies in Colleges & clubsPR,TV Series, Games & Mobile Apps

Retain Brand ValueCreate specialist or ‘classic’ niche

360 Degree Communication ApproachBlend of Print, TV, Online, OOH

Industry Analysis

STPRe-launch

PlanProduct

DevelopmentBranding & Promotion Communication

& ChannelsRoad Map

Social Media Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly Updated Website are needed for an effective online campaign

Viral VideosViral Videos Blogs

Games, Mobile

Apps

Print TV OOH

Fan Clubs,

Colleges

ATL & BTL campaigns

2013 1Q -2Q(Phase I-IV) 2013 3Q 2014 2015

Signature Stores

Big Box Stores

Merchandise on

FB Fan Page

Launch of TV Comic Series in existing Channels like Nicklodean

Launch of TV Channel in collaboration of a media House like Disney

Bollywood Tie-up

Increasing Channels & Distribution Outlets

Strong perception of SuperIndian Comic as a Popular Comic

Integrated Communication Plan

Industry Analysis

STPRe-launch

PlanProduct

DevelopmentBranding & Promotion

Communication & Channels Road Map

Go Digital- Web Comics

THANK YOU!