Media Scenario in India Brand Awareness

Зарегистрируйтесь, чтобы просмотреть полный документ!

Media Scenario in India & Brand Awareness

The changing Media Scenario in India is emerging as a global destination for the Media and Entertainment players because of the following reasons: – India is emerging as one of the world's largest markets for digital and mobile music – Entry of private sector companies and increasing FDI and FII – The concept of crossover movies and crossover audience is also gaining momentum – The Indian Media and Entertainment industry is also making its presence felt in the global market with its movies and music – India's large pool of creative skills and growing domestic market for animation and special effects industry – Across media newer players are entering in the market – The number of channels is increasing each day (100 new channels added in the list since the last one year) – No. of radio stations and publications are increasing making it easier to reach individual markets

Media Penetration & Reach 2008 2009 Media penetration has increased for TV, Satellite & Internet Overall media reach has gone down marginally due to decline in Print & Cinema

Brand Awareness: Introduction • • • Is an important part of advertising and communication objective For a consumer to buy a brand they must first be made aware of it, brand image & attitude cannot be formed and intention to buy cannot occur unless brand awareness is created A dependent variable that changes with the product & product category For brand awareness a mix of media is generally used TV is used for mass reach to make the consumer aware of the product/ service Print is used for brand building & call for action Radio is used as a reminder medium for brand recall Internet is used as a supportive medium to TV & Print Brand awareness can be measured by conducting researches over a period of time

Elements of Brand Awareness • Recognition: are the consumers aware of the brand, what image does the brand have in the mind of the consumer • How well known the brand is: what is the brand’s % market share • Association of brand with product category: how big is the product category and what position does the brand have in it i. e. brand development vs category development • Recall: how often the consumer reminds of the brand, a brand with high recall value has good presence in the consideration set • Familiarity: is the consumer a first time buyer or a loyal customer

Brand Awareness Measurement: Research • Section 1: Demographic Segmentation Users are generally profiled based on general overall attributes that is relevant to the industry segment. Standardized profiling items for consumer oriented products usually differ from business-to-business oriented products. – Consumer Oriented (Age, Gender, Household Income etc. ) – Business Oriented (Employee Strength, Industry, Job Function etc. )

Brand Awareness Measurement: Research • Section 2: Competitive Brand Awareness & Usage Loop • Users who are aware of the different brand(s) -- Of the users that are aware of the brands the model "dives" into an individual probing segment: User are presented with a list of brands, including yours to mark awareness. This sections quantifies: – Users who have purchased/used the different brands over the last 6/12 months • Brand/Competitive Product Satisfaction -- Users who have used your/competitors brands are further probed on satisfaction with your/competing products. • Recommendation and Word of Mouth implications are also probed. • An estimate of "Spending" is also measured. – Users who plan on purchasing/using the different brands over the next 6/12 months. • Users who are not aware of any of your (or your competitors) brands are also recorded for cluster analysis for the Zero-Awareness Cluster.

Social Media: Key driver of Brand Awareness Thus, Social Media or Traditional Media plays an important role in creating brand awareness, affinity & driving traffic

Campaign Analysis Case Study: Symphony Air Coolers

Case Study: Symphony Air Coolers TV • Objective: To create brand awareness & recall and hence drive sales • Campaign Period: Two months • Budget: 4 crores* • Achieved GRP’s: 1000+ ( All India Mkt. ) Print: • Objective: To create brand recall & consumer action • Campaign Period: 6 months • Budget: 6 crores • Achieved Reach: 60% reach in all the major target markets • • 1 crore = 100 x 100, 000 1 lakh = 100 x 1000

Case Study: Symphony Air Coolers Radio • Objective: To create brand recall & consumer action • Campaign Duration: 3 months • Budget: 1. 5 crores • Achieved Presence: Good presence in the TG during prime time Deliverables: • Sales figure went up by 40% during the campaign period • Brand Awareness and recall went up by 60% • High brand association with the category (Symphony became synonymous to Air Coolers) • Max. ROI

The most visible brands on TV with their spends Source: ET & Media Xpress Period: Jan-Dec’ 08

Скачать презентацию Media Scenario in India Brand Awareness

c4ddcc78438bb698d7469c34efc21071.ppt

Количество слайдов: 12