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www. tdiindia.com · [email protected] New Delhi, India Passport To Affluent Decision Making Consumers
www. tdiindia.com · [email protected]
New Delhi, India
Passport To Affluent
Decision Making
Consumers
1
TDI is one of the largest OOH Media companies in India
2
Established in 1986, TDI remains the largest OOH Media companies
as well as airport advertising agency in India
TDI introduced systematized Airport advertising way back in 1986
It provides extensive range of OOH media services including Airport
advertising, Metro advertising, internet & mobile advertising,
including strategic planning, media buying and creative solution
TDI is the oldest and the most recognized name in the Indian OOH Advertising sector
1986 1987 2003 2005 1992 2007 2009
Participates and Wins
Advertising Rights for first ever
AAI tender
Expands to Key metro Airports in
India
Starts TDI Media
Services – An Outdoor Advertising
Agency
Forays into Advertising at Delhi Metro
Railway Stations
Launches MAD – The Internet &
Mobile Advertising Agency arm
Establishes Vista Retail
to grab the Mall Retail
Advertising opportunity
Commences Airport
Advertising business from
New Delhi
Most experienced and the single largest
airport advertiser in India
Exclusive rights in 13 airports, 22 DMRCs and key luxury malls in Delhi
Pan-India presence with 22 offices and over 500 satisfied customers
Integrated Business Model providing extensive range of OOH media services
3
Pioneer & largest airport advertising company in India
Exclusive advertising rights for 11 airports across India
5,779 advertising sites spread across high visibility zones of country wide terminals
Highest non-traffic revenue contributor to Airports Authority of India
TDI Airport Advertising
TDI Metro Advertising
TDI Vista Retail
TDI Media Services
MAD
Exclusive advertising rights of 22 Delhi Metro Stations
750 advertising sites spread across strategic locations
5-year long contracts ensuring sustained visibility & assured service
Long term retail advertising contracts at 4 of the largest luxury DLF malls in Delhi
[180] advertising sites spread across aesthetic locations .
Specialized out of home media agency with 8 years of experience offering one stop solutions for advertising and media solutions to the clients.
Provide strategic planning, media buying & media executions
Over 40 key clients and 680 websites across the Internet & Mobile advertising domain
Strong international relationships with major Ad Server networks
Integrated business model enables TDI to offer entire gamut of OOH advertising solutions under one roof to all its well known National & International client Brands
PAN India presence to provide diverse options and nation-wide campaigning to clients
4
TDI has a pan-India presence with 13 airports, 22 Metro Stations and 4 luxury malls in its portfolio
22 offices serving clients in every part of India
Exclusive rights to advertise at: • 13 Airports • 22 Delhi Metro stations • 4 DLF Malls
Also provides mobile and internet advertising services
• Clients can roll-out a campaign nation-wide without any implementation challenges
• All round visibility, diverse options and real time service to the clients
TDI Offices
Airports under TDI
Metro Stations under TDI
North
Jaipur
Jammu
Amritsar
East
Kolkata
South
Chennai
Calicut
Tirupati
Cochin
Trivandrum
West
Ahmedabad
Vadodara
Pune
Goa
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Passenger traffic at TDI Airports is poised to witness strong growth (1/4)
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14.4% CHENNAI
19.7% KOLKATA
KEY GROWTH DRIVERS > AIRPORT > YOY GROWTH (2010-11)
PASSENGER TRAFFIC (In
MN)
Third highest airport traffic among all airports in India, fourth largest metropolitan in the country
Accounts for 60% of the Automotive exports of India. Base for a large number of automotive companies such as Hyundai, Ford etc.
Second largest exporter of software information technology (IT) and information-technology-enabled services (ITES)
Fifth highest airport traffic among all airports in India, third largest metropolitan in the country
Hub of the metal industry in India. Houses many companies such as Tata Steel, Exide Industries, Electrosteel etc.
Main business commercial and financial hub of eastern India and the northeastern states
7
11.9%
KEY GROWTH DRIVERS > AIRPORT > YOY GROWTH (2010-11)
Passenger traffic at TDI Airports is poised to witness strong growth (2/4)
COCHIN
AHMEDABAD
TRIVANDRUM
14.7%
8.3%
Major commercial hub in Gujarat, one of the fastest growing and business-friendly states in India
In 2010, the Forbes magazine rated Ahmedabad as the fastest growing city in India, and third in the world
Strong industry hub, ranging from ship building to handicrafts and petrochemical refining to international spice trading
Destination for roaring in vogue spiritual & health tourism
Largest, most populous city in Kerala. Houses many government offices and Science & Technology institutions
IT hub, with over 80% of the state's software exports
PASSENGER TRAFFIC (In
MN)
8
KEY GROWTH DRIVERS > AIRPORT > YOY GROWTH (2010-11)
Passenger traffic at TDI Airports is poised to witness strong growth (3/4)
PUNE
JAIPUR
GOA
8.7%
24.8%
17.2%
Major business centre and largest exporter of Gold, Diamond and Stone Jewellery in Asia. Also popular for heritage tourism
Ranked 31 among the 50 Emerging Global Outsourcing cities
One of the fastest growing airport in terms of traffic in India. Has the highest per capita income in the country
Emerging as a IT hub (such as Infosys ,Wipro, TCS, Cognizant, and IBM) and manufacturing companies
One of India's richest states with the highest GDP per capita (two and a half times that of India)
Tourist paradise of India, Goa is renowned for its beaches, places of worship and world heritage architecture
PASSENGER TRAFFIC (In
MN)
8.7%
24.8%
17.2%
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KEY GROWTH DRIVERS > AIRPORT > YOY GROWTH (2010-11)
Passenger traffic at TDI Airports is poised to witness strong growth (4/4)
VADODARA
CALICUT
10.5%
19.5%
Main commercial city of Kerala. Centre of trade for commodities like pepper coconut, coffee, rubber, lemon grass oil etc.
Planned projects: Birla IT park (at Mavoor), Cyber park and Malaysian satellite city (at Kinaloor).KINFRA has plans to set up a
400 acre industrial park
Major commercial hub in Gujarat, one of the fastest growing and business-friendly states in India
Has many large-scale industries such as Reliance Industries, ONGC, GAIL, General Motors, ALSTOM, ABB, Philips etc.
• Overall 10.65% growth in air travelers through TDI Airports across India in April 2011 vis-à-vis April 2010
• 16 % of India’s SEC AB Urban Male 25-55 population numbers (primary decision makers) travel through TDI Airports every month.
PASSENGER TRAFFIC (In
MN)
TDI’s Airport have a significant National Reach
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Source: Airports Authority of India – w.aai.aero/traffic_news/apr2k11annex3.pdf Note: * Assuming that 77% of airline passengers are SEC AB males and 87% are in the age group of 25-55. We have not considered duplication factor or frequent fliers amongst air travelers.; Multiple Exposure: Many passengers are from outside the city or the same passengers travel frequently leading to multiple exposures
Very High Reach with Multiple Exposures
High Reach with Multiple Exposures
Medium-High Reach
Airport-Wise Reach (% of SEC AB Males in the City)
TDI airports are more cost effective than privatized airports such as Delhi & Mumbai
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Total Cost INR 60 Lakhs
Annual Passenger Traffic 2,06,67,113
Monthly Passenger Traffic 17,22,259
70% of monthly passenger traffic 12,05,582
Cost per thousand (in INR) 4,977
~5 times the cost of TDI airports
Delhi domestic airport
Total Cost INR 43 Lakhs
Annual Passenger Traffic 1,99,95,453
Monthly Passenger Traffic 16,66,288
70% of monthly passenger traffic 11,66,401
Cost per thousand (in INR) 3,687
~4 times the cost of TDI airports
Advertising cost at Delhi and Mumbai airports is 4-5 times of the advertising cost at TDI airports
Mumbai domestic airport
Cost per thousand (CPT) (in INR)
Due to low CPT and low spillage (as airports are frequented by high income group), TDI airports are
more cost effective than other mediums
The cost per thousand
impressions to reach the same
target group for TDI Airports
is lower than Mumbai and
Delhi airports and high end
magazines
TDI has the fastest execution time (1/5)
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TDI adopted the creative as
per display size and got the
client’s approval
Creatives printed and sent to
Chennai , Kolkata Ahmedabad
and Pune through air cargo
Standby operating team at each
airport receives flexes and
starts installation
Installation as well as quality
check complete
Pictures of installed displays
sent to client
2:00pm; 31-May-2011 5:00pm; 31-May-2011 9:00pm; 31-May-2011
9:00am; 1-Jun-2011 3:00am; 1-Jun-2011 11:00pm; 31-May-2011
Execution Excellence Case Study: Client – Jindal Steel & Power
Contract Signed
Total Turnaround Time from signing the contract to installation at 4 different airports ~ 13 hours
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TDI has the fastest execution time (2/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Chennai Location : Check In Area
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TDI has the fastest execution time (3/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Kolkata Location : Domestic Departures
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TDI has the fastest execution time (4/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Pune Location : Domestic and International Arrivals
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TDI has the fastest execution time (5/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Ahmedabad Location : Security Hold Area
TDI is Passionate About Quality, Service and Support (1/2)
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• High quality 5-member creative team dedicated to customise and ideate creatives for client displays
• Can turnaround any client request for a customised creative within 24 hours
• High value clients of TDI would be provided selective access to the ideation team to co-develop creatives
1. Dedicated Ideation (Pre-Sales) Team that Focuses on Client Innovation
• Dedicated team in each airport to provide 24x7 installation support (always have sites ready well before installation)
• 24x7 maintenance from the time of installation through the contract period
2. Dedicated Installation and Maintenance Team
• Each airport has 5 dedicated on-the-ground team with one supervisor, who services requests instantly
• 2-hour turnaround time of resolving any potential complaints or requests
3. Dedicated Operational (Support) On-the-Ground Team
Additional benefits of using TDI Airport advertising
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Willingness and ability to spend more on quality products
Reaches wide category of decision makers such as premium consumers, B2B, policy makers, bureaucrats, institutional customers, and
the C-Suite (CEO, CFO, etc.)
Greater presence of Image/ Brand conscious consumers
More Luxury/designer brand consuming target audience
Mostly Tech-savvy individuals
73% of Fliers look at advertisements during waiting time at airports
Believers in reputation of the company
Airports - Effective Way to reach Affluent Audience & Key Decision Makers
Is airport advertising the most effective medium to reach high-income audience?
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Source: TGI-2010, Technopak Advisors (India), network2media.com poll report
Focused targeting of niche audience, with more than 50% being affluent, with a high propensity to spend
It is important for me to be well dressed
I don’t mind spending on expensive brands
I love to buy new gadgets and appliances
Designer label improves a persons image
Willing to pay extra for good quality products
Key Airport Survey Results
66%
52%
59%
61%
59%
72% of travelers are the CWE (chief wage earners) of their households
Skew towards SEC A, 25+ yrs age group: in short a very affluent TG
Profile of the Passenger
Bulk of them travel on business purposes & every fifth traveler is a member of a FF program
73% travel once in 3 months but Nearly all of them travel at least once a year
This segment of the audience is in the most captive state in the airport
Convergence of target audience, decision makers and corporate leaders in the airports
Because Airline traffic in India is growing at a fast pace, …
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Rank City Traffic
April ’10- Mar ’11)
4 Year Traffic
Growth
Traffic April ’11- Jun ’11)
YoY Growth
(%)
1 Delhi 29,942,888 9.4% 9,001,352 23.2%
2 Mumbai 29,071,913 7.6% 7,731,518 6.8%
3 Chennai 12,049,679 9.3% 3,257,683 9.6%
4 Bangalore 11,592,265 11.8% 3,225,949 11.3%
5 Kolkata 9,631,672 12.3% 2,592,682 11.8%
6 Hyderabad 7,602,998 8.7% 2,084,863 13.0%
7 Cochin 4,340,736 18.4% 1,196,870 11.0%
8 Ahmedabad 4,043,475 14.9% 1,123,761 16.0%
9 Goa 3,080,037 12.8% 748,884 13.6%
10 Pune 2,808,939 14.5% 780,016 12.4%
11 Trivandrum 2,526,885 15.3% 681,020 5.8%
12 Calicut 2,059,979 12.5% 594,196 9.4%
13 Guwahati 1,934,750 16.9% 491,173 14.4%
14 Jaipur 1,655,212 33.6% 429,028 7.8%
15 Coimbatore 1,243,823 10.3% 357,442 12.2%
Top 15 Airports in India By Passenger Traffic
0
200
400
600
800
1,000
1,200
1,400
1,600
FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11
…Translating Into Increasing Passenger aircraft movements in India
2.8X 1,394
in ‘
00
0s
12.1% CAGR
500
Rich
Middle Class
Bottom of the Pyramid
11% (35 Mn)
41% (136 Mn)
48% (154 Mn)
330 Mn Urban population
c.50% of India’s Urban Male Population Represent the Rich and Middle Class Segments…
Benefits of Airport
Advertising
… Airports are emerging as future advertising hub…
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Growing passenger aircraft fleet in India Airports - rising presence of mass brands
121
706
Source: network2media.com poll report
….Airport ads have better recall value due to high dwell time and focused viewership…
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Average Dwell Time at Airports
Domestic Departure: Business 2-5mins 5-10 min 5-10 min 15-20 min 5-10 min
Domestic Departure: Leisure
International Departure: Business
International Departure: Leisure
5 min 5-15 min 10-15 min 35-45 min 5-10 min
5 min 5-20 min 10 min 1-1.5 hrs 10 min
5 min 30-40 min 10 min 1.5-2 hrs 10-15 min
55 min
90 min
2 hrs
3 hrs
% of Travelers Involved in Each of the Activities at an Airport
Source: A.C.Neilson Research
Travelers spend significant time at the
airport.
Airport ads have focused, compelling
viewership as there is no escape route
According to a A.C.Neilson survey,
73% of travelers glance at ads /
hoardings while waiting at the airport
This compares well with traditional media such as TV and radio where the consumer is exposed to an advertisement for less than a minute
….Airports are the most appropriate & effective medium to reach affluent people…
Survey result: Is airport advertising the most effective medium to reach high-income audience?
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Airline passenger traffic is skewed towards 25-50 years age group
Airports are becoming the hottest OOH advertising destination for premium brands
Airline passenger traffic by age
Survey result: Does long term premium branding at airports deliver commensurate returns?
Source: Technopak Advisors (India), network2media.com poll report
72% of travelers are the Senior executives / officials
Airline passenger traffic consist of a very affluent class of people
High propensity to consume top end goods and services
…Airport advertising in Tier II cities is expected to witness higher growth
Survey result: Does advertising in smaller airports offer better value for money?
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Source: AAI, network2media.com poll report
Airport advertising
in Tier II cities to
see higher growth
compared to metros
Cost effectiveness
and better value
for money
Key markets for
growing
consumerism
Emerging as
industrial hubs or
tourist
destinations
Survey result: Will non-metro airport advertising register faster growth in 2011?
Higher growth in
passenger traffic in
Tier II cities
TDI Airports
Non-TDI Airports
Passenger Traffic At Tier 2 Airports Growing the Fastest in the Country
Growth (%) in Traffic at Major Airports in India
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TDI owns assets in 22 stations in these regions
1 3
2
4
5
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TDI has advertising rights at 22 densely populated Delhi metro stations…
Source: DMRC
1. Kashmere Gate
1,40,000 footfalls/day with 240 trains (Up/Down) Connecting point of East, Central and West Delhi Commercial area - wholesalers & SME owners, IP University Mori Gate, I P University, Daryaganj, Kashmiri Gate I S B T
2. Inderlok
90,000 footfalls/day with 240 trains (Up/Down) Connecting point of North West, North and West Delhi Mcdonalds , Comesum and Parsvanath mall in station Tri Nagar, Zakhira, Lawrence Road
3. Shahdara
75,000 footfalls/day with 240 trains (Up/Down) Malls, College, Wholesale Trade Market Vivek Vihar, Anand Vihar ISBT ,Shahdara Border, Yamuna
Sports Complex
4. Netaji Subhash Place
70,000 footfalls/day with 240 trains (Up/Down) Shopping Hub of Delhi, commercial complexes, corporate
offices & educational institutions Punjabi Bagh , Saraswati Vihar & Wazirpur Industrial Area
5. Rohini East
70,000 footfalls Important residential belt of North West Delhi Rohini, Mangol Puri & Budh Vihar
TDI has strong presence in prominent stations with many footfalls, connecting important suburbs; thereby tapping captive audience, surrounded by the Brand for
minimum 10 minutes
… with asset base in strategic locations in the Metro…
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Outside the Metro
Staircase/Escalator
At the Entrance/Exit
On the Platform
…. hence, TDI will benefit from expected rise in Metro ridership
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Average daily commuters of Delhi metro (lakhs)
• Average ridership of Delhi metro is expected to cross 40 lakhs by 2016, implying a CAGR of 20.1% during 2011-16
• TDI is likely to benefit from this increasing audience base, since it owns some of the most prominent sites in various locations within and in the peripheral areas of the Metro stations
Metro Rail emerging as a key advertising medium to reach the masses
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Vast reach of target audience
Advertising in metro rail offers unique opportunity to tap huge middle class income group of a city
Government plans to build metro rail network in 9 cities, including Mumbai, offers future growth prospects
Most effective way to capture the masses on the move
More than 20 lakh people commute daily by Delhi Metro
Consumer are continuously surrounded by the brand
Good brand recall as the brand message is hardly missed by customers
Maximize the brand communication thrust
The message reaches the target group it was intended for
In Delhi Metro, passengers spend minimum 6 minutes at the station
High concentration zone with superior visibility
Ad panels near station display screens and handle bars difficult to miss
Segmentation of stations based on commuter profile and catchment area
Largest network reaching Delhi and NCR region
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Advertising rights for 4 premier DLF Malls located in prime areas of New Delhi (1/2)
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DLF Emporio- India’s first designers’ mall
DLF Place, Saket, Delhi
With its gilded corridors, this mall is globally rated as one
amongst the Most Premium Commercial Arena
KEY FEATURES OF MALLS >
Houses TOP 72 Luxury International Brands and India’s most
spectacular restaurants
Ideal South Delhi Shopping arena offering best Brand outlets,
with Ample Parking space
Houses a 6 Cinema Multiplex and therefore attracts extremely
high footfall
Advertising rights for 4 premier DLF Malls located in prime areas of New Delhi (2/2)
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DLF Promenade
DLF Hub
New Delhi’s premier architectural land mark creations
KEY FEATURES OF MALLS >
A shopping paradise that ensures availability of all Brands
through 120 existing Retailers
Hosted numerous International Fashion & Sporting Events
A Musical Fountain and high visibility Barco LED Screen makes
ideal surroundings for huge gatherings and cultural events
Interlinks New Delhi’s two best shopping arcades namely DLF
Emporio and DLF Place Vasant Kunj
With rapid increase anticipated in footfalls, advertising in malls is a sought after proposition
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• 74% of viewers recall at least 3 advertisement. Average ad
recall is 45% of viewers
High Advertisement
Recall
• Average time spend /day at Malls is 1 hr 42 min.
• Long dwell times give active shoppers extended exposure
time to advertising displays
• Mall ads reach consumers at point of purchase
• Target consumers who are in buying mode Target consumers
in buying mode
• Eye popping, full color backlit displays
• Positioned at eye level, in a clean & uncluttered
environment
Mall culture in India is still in its evolutionary stage with substantive growth potential
• Availability of large space to convey the brand message
• In some cases an advertiser can dominate a specific area
of the mall by using a combination of advertising formats
Low clutter media
Benefits of mall advertising Factors supporting malls in India
Youth’s bent towards malls:
~65% of India’s population is <35
years of age. Youth prefer shopping in
malls rather than in the local
markets.
Presence of multiplexes:
With ~70% of people preferring to
watch movies in multiplexes, the
footfall in the mall increases.
Complete entertainment
package: Malls offer
entertainment, shopping, food and
thus a source of complete
entertainment.
TDI is credited with several innovative concepts (1/2)
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TDI has continuously worked on innovations to improve the brand recall for its clients
Innovative Digital Displays
Innovative Product Showcasing
Conveyor Belt Display “Backlit With Trivision”
Touch Screen Display First Full Pillar Branding
TDI is credited with several innovative concepts (2/2)
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TDI has continuously worked on innovations to improve the brand recall for its clients
Country's First Live Car on Billboard Electrical Product Display at Airport
Largest Site in New Delhi Owned by TDI Country's Largest Airport Billboard at Kochi
SAIL
This is to record our appreciation for the Publicity Campaign executed by TDI International India Limited that Steel Authority of India Limited (SAIL) has been availing for the last many years. SAIL is satisfied with TDI’s product and services, timely support and responsiveness.
Annoop Joshi
Asst. General Mgr
Shapoorji Pallonji & Co. Ltd
We take this opportunity to thank you for your support provided to us in terms of advertising our SP Infocity projects at Pune & Chennai airports during the last couple of years. The TDI has been prompt in service and execution and we are satisfied with their performance.
Saurabh Chaturvedi Sr. Manager – Marketing
Real Estate
Punjab National Bank This is to certify that M/s TDI International India Ltd. have been rendering Advertisement Display Services to our Bank and we have found their Advertising Media and client servicing to our best satisfaction.
Chief Manager Circle office Delhi
Indian Oil Corporation Limited We take this opportunity to thank you for the role you and your team have played in supporting our Brand. The advertising opportunities you have offered us at various Airports have provided great visibility to our brand and have been widely appreciated from various quarters. Also, the service you have provided is well appreciated and its been a pleasure working with your team.
N. Balasubrahmanyam Sr. Manager (Branding)
Godrej Properties Limited. It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our “Brand Building Campaigns” for a long time. We would like to take this opportunity to wish TDI International India Ltd, “All the Best” in their future endeavors.
Ketan Sengupta Regional Head
Fortis Hospitals It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our Brand Building Campaigns. We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Himadri Das Manager-Marketing
LG It give us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to our client M/S LG Electronics India Pvt. Ltd. And we have found their advertising media and client servicing to our satisfaction and look forward for long term relationship.
Raj Mohanty General Manager-OOH
MARUTI SIZUKI This is certify that M/s TDI is working with Maruti Suzuki on various Campaigning program from the last many years. There performance has been found satisfactory
Amit Saurabh
Manager – PG -4-Marketing
This is to record our utmost appreciation for the most Cost Effective and Implementable Publicity Campaign by TDI International India Limited. The services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for our Ad-spend. The campaign has yielded the desired results. “Audi Gurgaon” taken this opportunity to place on record its appreciation.
Varoon Kapoor Zenica Cars India Pvt .Ltd.
Crompton Greaves Limited It gives us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to us and we have found their advertising media and client servicing to our satisfaction. We look forward for long term relationship.
Prerna Saxena Deputy Manager – Marketing
Northern Region
TATA STEEL LIMITED This is further to the execution of the TATA STRUCTURE advertisement at the Kolkata Airport site. I must compliment you and your team in the execution of the said project-both in terms of the speed and the quality of the response.
Srinivas Shenoy TV Head Marketing-STP
TATA HOUSING DEVELOPMENT COMPANY LIMITED This is in reference to our ongoing outdoor campaign for our project EDEN COURT-PRIMO at the unipole located at Kolkata Airport. We would like to take this opportunity to congratulate you and your entire team on the execution and display of the said outdoor hoarding.
Rajeev Dash Head Marketing-Services
THE NEW INDIA ASSURANCE COMPANY LIMITED We take this opportunity to thank you for playing a valuable role in continuously supporting us grow and perform in the current outdoor scenario. TDI has supported in terms of quality media and timely execution it indeed has been pleasure working with TDI and the team.
Dr R K Uppal Chief Manager
UNITED BANK OF INDIA This is to certify that M/s TDI International India Ltd. is in the business of Airport advertising . Their Services in relation to display signage's are excellent. We are satisfied with the services and maintenance rendered by team.
Manager
Public Relation Manager
Airtel This is to put on record our utmost appreciation for the most proficient and Cost Effective outdoor campaign executed across the country by TDI International India Limited showcasing strengths of Bharti Airtel Ltd. We are extremely satisfied with the all-encompassing services including “After Sales Feedback” provided by the competent professionals of TDI that are par excellence and most effective. Arun Sharma
VP Marketing – Head Media
Bank Of India We advise you that the services rendered by you towards display of scroller, hoardings, traffic direction pole at Kolkata Airport during the period October,2009 to December,2010 were satisfactory.
Bikas Chakrabarti Head-Marketing
Indian Overseas Bank We take this opportunity to out on record our appreciation for the speedy and perfect service rendered to us by TDI in terms of good visibility, speedy implementation and cooperation in terms of visibility at Chennai Domestic Airport.
K. Thamil Marai Chief Manager
Fortune Hotel This is to record our utmost appreciation for the most proficient and Cost Effective Publicity Campaign executed by TDI International India Limited that included comprehensive Outdoor campaign, Print media and magazines as also Mobile and Online advertising. The services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for our Ad-spend.The campaign has yielded the desired results .
Sanjeev Mahajan Managing Director
Fortis Malar Hospital We take this opportunity to thank you for the valuable service rendered by your organization in helping us to build our brand recognition at your premises. You and your team has supported us in providing the best options for outdoor medium for a progressive growth and as well as the timely execution for the chosen medium.
J.Kavya Executive – Corporate Communication
MRF We have been dealing with TDI International India Ltd. for several years. The service provided by the company is satisfactory.
A Rodricks
GM-Advertising
State Bank Of India This is to certify that M/s TDI International India Ltd. has been entrusted the job of displaying our product advertisement at Airport. Their Services in relation to display signage's are excellent. We are satisfied with the services and maintenance rendered by them.
Manager Asstt. General Manager (PR & CSB)
V.I.P. It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our Brand Building Campaigns. We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Shraddha Yeolekar Assistant Media Manager
Diversified & strong client base
58
Big Brand names, both in public sector as well as private sector, as clients
Telecom
Financial Services
Consumer Durables
Automotive Real Estate &
Hospitality Others
These clients are the leaders in their respective sectors. With such big who-is-who in its clientele, TDI stands to benefit from rise in their advertising spend
Overview of Indian Advertising Industry
59
Advertising industry in India was valued at Rs. 248 bn in 2010 and is expected to grow to Rs. 372 bn, at a CAGR of 12.0% during 2011-14
Rising competition is compelling the companies to advertise more so as to be present in consumers mind in order to capitalize on
anticipated rise in consumption in India
Advertisers are seeking new ways such as roadblock strategy, product placement in Films and TV to engage with consumers
Tier-II towns are emerging as key markets for advertisers seeking to tap their large consumer base and leverage their purchasing
power
Advertising: Medium wise share (2010) Growth of Advertising Industry in India
Source: PricewaterhouseCoopers
Internet 3%
Increasing opportunities for OOH Advertising Industry in India
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With just 6% share in Indian advertising industry, OOH media sector is set to witness robust growth
Growth of OOH Advertising Industry in India
Key Growth Drivers
OOH Advertising
Industry
Digitization and other
innovations increasing recall, flexibility & cost
efficiency
Globalization and
urbanization leading to higher airport traffic and footfall in malls
Increase in time spent outdoors by
people leading to more eyeballs
Companies’ focus on
localisation to improve
connectivity with the customers
Availability of desirable
sites due to infrastructure
development (e.g. metro, flyovers)
Expansion to Tier II-III
cities, where the next wave of
consumerism is expected to
emerge
Source: PricewaterhouseCoopers
OOH Media
at Airports
at Railway Stations
Bus shelters
Taxi toppers
IMF forecasts emerging economies to outperform advanced ones
61
Economic recovery continued to strengthen during the first half of 2010, but global financial stability suffered a major setback with the turmoil in sovereign debt markets in the second quarter of 2010.
The IMF expects the world economy to expand by 4.2% in 2011. Despite perceived high near-term concerns, Emerging market economies still outpaces developed economies by a factor of 2-3x in terms of GDP growth, and likely to remain the global growth engine for foreseeable future .
Unlike other previous crises, emerging markets are better placed this time to weather the storm, due to huge accumulation of foreign exchange reserves and trade surpluses that they boast.
Even among emerging economies, India is expected to grow faster than several other developing markets Source: IMF
India – the place to be in!
62
12th largest economy in terms of real GDP, 4th largest on PPP basis, second fastest growing economy
FDI inflows in 2009-10 totaled $25.9 bn, inflows during Jan-June 2010 were $5.8 bn
Ranked third in AT Kearney’s FDI Confidence Index (2010)
2010
India will outperform its BRIC rivals in terms of GDP growth post 2015
2015
Fourth largest economy by 2025 and third largest by 2050 ($38 tn)
India to be more than 80% of US GDP by 2050; 10% currently 2050
Real Growth % China Brazil Russia India
2006-2015 7.7 3.9 4.3 6.6
2015-2020 5.4 3.8 3.2 6.0
Almost ‘ideal’ demographics to complement growth
Explosion in aggregate consumption
Government reforms
Thrust on infrastructure spending
Increasing corporate capital investments 1.1 1.9
4.4
38.3
2007 2015e 2025e 2050e
35X
India GDP ($ tn) Structural Strengths
Source: IMF
Rising infrastructure investment boosts growth
63
Source: Planning Commission, Goldman Sachs
Infrastructure spending in India Sector-wise Infrastructure spending (2010-2019)
• Despite India’s strong focus on infrastructure development in recent years, spending trails other emerging markets, such as China
• Infrastructure spending in India stands at 7% of FY 2010 GDP compared to 11% in China. Spending has to reach 9%-9.5% to sustain GDP growth of 8%-9%
• India’s Twelfth Five Year Plan (2013-17) targets total investment of $1.0 tn in infrastructure, a 2.0x increase over the Eleventh Five Year Plan
Explosion in consumption to be the key driving factor for advertising
64
Hou
seh
old
Lia
bili
ty a
s %
of
Dis
pos
able
In
com
e
Agg
rega
te C
onsu
mp
tion
in
Rea
l ter
ms
(IN
R t
n)
1995 2005 2015e 2025e
4.1X 70
17 10
34
Rapidly rising household income
Income pyramid changing rapidly, rise of strong middle income class
Expected to volt India into premier consumers market
Explosion in aggregate consumption from INR 17 tn in 2005 to INR
70 tn in 2025E
Penetration of credit cards, insurance, home loans, etc are low in
India and offers a tremendous opportunity
Rural India is still an untapped opportunity
Financial savings to rise from $200 bn currently to $660 bn by 2017
India Inc and consumers will borrow more
6%
CHINA SINGAPORE
INDIA
140%
100%
35%
100%
MALAYSIA KOREA
However, rising competition is compelling the companies to advertise more and be present in consumers mind in order to capitalize on anticipated rise in consumption
Sources: McKinsey Global Institute, IDFC SSKI
Emergence of India as a prime outsourcing destination also fueling air travel
India R&D will grow to $ 8bn by
2010 a CAGR of 30% over 2003
Global Automobile Manufacturer with Indian
manufacturing hubs: Toyota, GM, Ford, Hyundai, Yamaha
100 of the Fortune 500 companies have R & D Centers
in India
Major Global players like GE, Microsoft, British Airways, Aviva, World Bank are outsourcing operations to India
Rise in Knowledge
based outsourcing
operations like Pharmacy (UCB, Pfizer),
IPR, HR etc. being outsourced to India
India outsourcing market $34.1bn and
growing at a CAGR of 29.5%
India captures 11.5% of Global
outsourcing services market
FDI in India $32bn in 2007-08. 220% increase over 2005-06
30,000 Expats working in India
As large global organizations are setting businesses in India as outsourcing centers for some of their operations, airline travel has greatly increased
65
Growing Indian Consumer PPP
Growth of Indian Tourism
New International Brands rapidly entering Indian Markets
Next Generation Cities also emerging as hotspots
66
Boomtown:
Potential to be the next
Megacities
Fastest growth in household
income ( averaging 12.6%)
Niche Cities:
Small Population (< 2mn)
Household expenditure as big as
Megacities ( > $3,355)
10% of Indian population
31% of disposable income
21% of total spending
55% of total urban income
Megacities alone account for 45% of
urban expenditure
7% of population in these cities
account for 25% of country’s income
Significant Contribution of These 16 Cities to India’s Growth
Megacities:
Nation’s largest population centres
( > 5mn)
Largest market in terms of:
Household income (> $5,260)
Total consumption expenditure
(> $3,170)
Indian Cities with high population, a growing middle class and a young English speaking population will be the key drivers of the Indian economy
Sources: National Council of Applied Economic Research2007, Economic Survey of India 2006
590 million people will live in cities by 2030,
nearly twice the population of the United States
today Source: McKinsey Global Institute, 2010
Rapid evolution of the Indian aviation sector in the last decade
67
Source: AAI
Scheduled airlines : Distance flown (mn km)
Non scheduled airlines in operations
Number of aircrafts
Passenger handling capacity at airports
Number of Operational airports
199
39
225
66 mn
50
710*
123
735
235 mn
82
• India is the 9th largest civil aviation market in the world
• India is ranked 4th in domestic passenger volume (43.3 mn)
• The Indian Passenger Aviation market is serviced by a government owned carrier and many private players
• Nearly 41% of market is captured by Low Cost Carriers, which flew into Indian passenger aviation space in 2003, with Air Deccan
2000
2010
Indian aviation sector an over-view
68
Source: DGCA, AAI
Airports in India (136)
AAI managed (128)
Civil enclaves (25)
Custom airports (8)
Others
International including JVs (14)
Non-AAI (8)
Domestic airports (81)
• Airport Authority of India (AAI), a government of India undertaking, manages most of the airports
• Responsible for developing, financing, and maintaining all government airports
• However, Indian government has allowed private sector participation to accelerate the modernization of aviation infrastructure
Market share of domestic carriers (May 2011)
Low Cost Carriers rapidly
capturing market share
One of the fastest growing and dynamic aviation market in the world
69
Increase in both personal and business travel through airlines means more eyeballs at Airport
Drivers for Growth in Airport Passenger Traffic
• The sector has been more liberal and investor friendly since 2004
• Passenger aircraft movement has grown 2.8x since 2002
Passenger traffic in India
Source: AAI
• Improving tourism infrastructure
• Successful ad campaigns abroad
• Growing number of business travelers, due to the emergence of business hubs like Mumbai (Finance), Bangalore (IT), Chennai (IT), Delhi (Manufacturing, IT)
• Passenger traffic increased at an impressive CAGR of 11.8% in the last five years
Seat factors of domestic carriers (%)
Glossary
70
TERM DESCRIPTION
ALTERNATIVE MEDIA Outdoor formats that do not fall into the categories of: billboards, street furniture or transit.
Most alternative media is used to create customized solutions for advertisers
BACK LIGHTED UNITS
(BACKLIT)
Advertising structures which house illumination in a box to throw light through translucent
advertising printed on plastic or heavy duty paper for higher visibility, especially at night
BILLBOARD
Large format advertising displays intended for viewing from extended distances. Billboard
displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped
posters, bulletins, wall murals and stadium/arena signage
COST PER THOUSAND (CPM ) The cost of reaching one thousand potential viewers of an Out of-Home panel. The formula
for calculation: the monthly cost divided by the circulation in thousands
IMPRESSIONS The estimated number of persons passing an outdoor location on an average day
POINT OF SALE A check-out counter where people place items they have chosen to purchase from a store,
such as a supermarket or department store
REACH The number of people, as a percentage of the target population, that are exposed to an
advertising message
RETURN ON INVESTMENT (ROI) The measurable revenue associated with a specific advertising program
TRI-VISION An advertising display where, through the se of triangular louver design, copy for three
different advertisers an be displayed in pre-determined sequence of the moving panels
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