Marketing India as a Brand

7/31/2019 Marketing India as a Brand

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India is the 7th largest country in the world, the largest

democracy and one of the oldest civilizations.

When many cultures were only nomadic forest dwellers over 5000

years ago, Indians established Harappan culture in Sindhu

Valley (Indus Valley Civilization).

There are 300,000 active mosques in India , more than in any other

country, including the Muslim world.

It is the fastest growing superpower with the second largest pool of

Scientist and Engineers in the World.

Most important studies of Mathematics like calculus, trigonometry

and algebra were originated in India.


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Today, the triumph of Brand India is visible in almost all fields.

With some aggressive Cross-border acquisitions, India has been

rewriting the global business equations.

India has established its leadership in IT and knowledge-based

industries globally and has the fastest growing population of workers

and consumers.

With huge investments in Infrastructure development on the anvil,

India today is a preferred investment destination.

It has one of the worlds most rapidly growing markets, and today,

Indian products and services are recognized for their quality all over

the world.


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An Introduction The E&M industry in 2010 stood at INR 646.0

billion as compared to INR 580.8 billion in2009.

Expected to reach Rs 105200 Cr by 2013, at a CAGRof 19%

The E&M industry continues to be dominated byTV, print and film.

Close to 1000 films are made every year.

Liberal FDI policies across all the segments of theindustry has boosted the growth manifolds.

Government focusing on regulations to give further

impetus to the industry.
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Television

The industry was estimated to be INR 306.5 billion in

2010 showing a growth of15.4% over 2009.

Digitization and addressable digitization are emerging as key to

success of the industry.

The growth of advertisement volumes drives televisionadvertising to double-digit growth.

DTH is the major growth driver for the industry with the

addition of12 million subscribers.

The Cricket World Cup and IPL 4 in 2011 drove advertising andviewership to a new level.

HDTV is gaining ground on the back of a successful World Cup

and growing viewer interest for quality content.


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PrintMedia


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2010 showing a growth of10.7% over 2009 numbers.

Hindi dailies grew at the rate of 9% in 2010 as compared to 3%

in 2009.

Newspaper publishers are expected to continue to increasetheir presence in the online format.

However, print is likely to show steady growth for the next five

years.


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The industry was estimated to be

INR 87.5 billion in 2010.

Multiplex owners continue to grow, with big plans for the

next five years and expect that multiplex screens willdouble in number by that time.

The market has shown a growing craze for Hollywood

content and as it has increased by 30% in 2010.

3D cinema is driving the growth of digital screens in thecountry. More 3D films are released in

India on the back of the success of Avatar.


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The industry was estimated to be INR 10.8billion in 2010 showing a growth of 20.0%

over 2009. Phase III is expected to extend radios reach

to 294 towns and 839 stations. It will help

boost the regional growth of radio stations. Content innovation is key for the success of

radio post-Phase III.

Radio


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M i


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The industry was estimated to be INR 9.5billion in 2010 showing a growth of25.7%

over 2009.

Mobile is expected to continue to be the

major growth driver for the industry.

Music


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I t t d ti i


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2009 showing a growth of 28.3% over 2008. The Indian internet advertising market is one of

the fastest-growing segments in the E&Mindustry.

Increasing broadband penetration, successful

BWA spectrum auction and the arrival of 3G willboost the means to access the internet and will in

turn lead to growth in internet advertising. Social media remains to be an important form of

online advertising

Internet advertising


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The industry was estimated to be INR 14 billion in

2010 showing a growth of 12.0% over 2009.

Infrastructure growth led to growth in OOH media

in 2010.

Innovation and customization are key to OOH

growth in India.

Digital OOH is expected to grow by leaps and

bounds in the next few years.

Out-of-home media


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The industry was estimated to be INR 31.3 billion

in 2010 showing a growth of 31.4% over 2009.

The government and private players are focusing on skill

development for the industry.

Local animation films are falling short of viewer

expectations.

Indian studios are evolving to net a greater share of

outsourcing.

TV channels are driving the demand for animation content.

Social networking is giving a boost to game development,

with more companies focusing on localised content.

Players are evolving ways to handle micro-transaction for

online and social network gaming.

Animation, Gaming and VF


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Future of E & M

sector in India


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The greatest opportunities naturally lie

in those sub-areas that are expected to

grow the fastest over the next few years,namely, in the development of digital

distribution platforms for TV such as

DTH, digital music platforms, digital

media advertising (internet, mobile and

digital signage) and global cinemacontent.


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References:

PWC analysis and industry estimates

FICCI_KPMG Report 2011 on industry

prospects.

http://www.pwc.com/in


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Marketing India as a Brand

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