ADVERTISING RESEARCH PRESENTED BY KALSE VARUN. MARKET SEGMENTATION BUYER TYPE – CLASS OF SOCIETY...

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 …..