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TOWN MAPPING
KOLHAPUR
Main Artery HighwaysTransit points
Major Key Roads
Key Contact Points
Heart of City
Brand
REACHPERCEPTION
Tier 2 : Perception Building Strategy
Create Unconventional Innovative media to cut through clutter (COMO)
Tier 1 : High Coverage Strategy
Dominant Presence “Where it matters”, strategic locations, - Main Arteries Highway leading into Heart of cities
Exploit high density major key roads to capture motorists within city
Monopolize all Transit stations
Tier 1 : High Coverage Strategy
RationaleCapture motorists traveling to & fro
Assertive communication aboutOmnipresent coverage
by dominating surrounding areasthrough spectaculars
that provide bigness and grandness
CITY HOROSCOPE
KOLHAPUR
Demographic parameters of city
•Total Area -• total population - 493,169
Courtesy : Wikipedia
Demographic parameters of city
•Agro rich area•Sugar cane farming •Jewellery industry is very big•Apartments coming up along highway•Marathi and Hindi spoken predominantly
Map Of The City PLOT the:• affluent areas• tourist areas• schools• colleges• hospitals• youth hangouts• malls• amusement parks / multiplexes• corporate parks• wholesale & retail markets• TG spread – SEC A areas• SEC B Areas• SEC C areas• SEC D areas
Affluent areas
New Mahadwar Rd
Bhende Galli
Rajarampuri
Shahupuri
Tourist Spots
New Palace and Museum
Rankala Lake
VR Plaza Chowk
Ujalaiwadi
Kawla Naka
Prominent School Locations
Padmala
Kasba Gate
Rajaram Road
Bavda Road
Gandhi Nagar
Prominent College Locations
Indumati Road
Bavda Road
Tarabai Park
Lakshmipuri
Padmala
Rajarampuri
Vidya Nagar
Prominent Hospital Locations
Indumati Road
Lakshmipuri
Subhash Road
Rajarampuri
Youth hangouts
Lakshmipuri
Prominent Mall Locations
Subhash Road
Amusement parksMultiplexes
Shahapuri
Rajaram Road
Subhash Road
Prominent Corporate park Locations
NONE
Retail markets
Tarabai Road
Yadav Nagar
• Housing Co-operative Society - 94
• Paragliding and go karting -
T.G Spread
SEC A areas
SEC B areas
SEC C areas
SEC D areas
SEC A AREAS SEC B AREAS SEC C AREAS SEC D AREAS
New Shaha Puri Indumati Road Gandhi Maidan None
Station Road Shahu ill RoadMahalakshmi
Mandir
Subhash Road
Padmala
T.G Spread
IMPORTANT LOCATIONS &
ARTERIAL ROUTES
Main Arterial Route
IMPORTANT LOCATIONS
Main arterial routes Main locationsStation Road
Dasara Chowk , Central, Hotel Rayson Regency
Shahu Mill Road
Sanmitra Housing Soc., Rajarampuri, Sterling Tower.
Subhash Road
Race Course Naka, Kolhapur IT Park, Lakshmipuri.
OOH MEDIA MIX
Media Mix / No. of media MEDIA
Billboards/Hoardings/Gantry
Bus q shelters (BQS)
City buses
Pole kiosks/Centre Medians
Stations
Auto Rikshaws
SIZE OF THE MARKET
MEDIA TYPE NO. OF UNITS
TOTAL AREA (Sq.Ft) COST PER UNIT TOTAL DISPLAY
COST
Billboards/Hoardings/Gantry
FL/NL
250
250,000
25,000
6,250,000
Bus q shelters (BQS)NL
100
11,200
6,500
650,000
City buses 250
125,000
15,000 3,750,000
Pole kiosks/Centre Medians
NL
200
3,600
1,500
300,000
Stations
40
100,000
2,500
100,000
Auto Rikshaws
200
1,200
400
80,000
TOTAL
1,040
491,000
50,900
11,130,000
TRAFFIC TO & FROM
MOVEMENT OF THE TRAFFIC:
• morning & evening• home to office• office to home
TRAFFIC TO & FROM
Main Arterial Route
Morning Traffic –home to office
Evening Traffic –office to home
Festivals / Special Events in the city
• Shree Mahalakshmi Kiranotsava• Kolhapur Rankala Mahotsava• Gudi padava• Jyotiba yatra• Holi• Ganesh Utsav• Diwali• Navratri
Understanding ROM geography…
Generic model- Tier II/ III towns in ROM
• Residential & commercial area over lapping• Few typical landmarks:
– Bus depot– Center of the town- Chowk/ main market area– Railway station– Post office– Entry/ Exit points
Important touch points?
Center / chowk
Marketplace &
Post Office
Railway station
Main Bus Depot
Entry/ Exit
points
Entry/ Exit
points
Site selection criteria
• Clutter free• Height from the ground• Angle of vision• Site condition- structure, maintenance• Distance to the main road• Illumination- Natural or artificial
Innovative key billboard
Shelters by Housing.com
Local Transport Vehicles
Special Bus Q Shelters or Rain Shelters
Lego Home Building Contest
Umbrella Give Away
Goods Carrier Branding
Life Size cut out
Dont Buy Blind visual installation
Surface Table
Society Branding
Big Bazaar Entrance Way
Backpack movers
3 dimensional Billboard
Branding of the whole park area
Mohite’s Go KartingAt Abhishek Corp.Ltd.,Gate No.148, Tamgaon, Kolhapur-Hupari RoadTal. Karveer
Branding opportunities
Amba ghat paragliding
• Mountain pass on the Ratnagiri – Kolhapur highway.
• One of the most famous spots for paragliding.• Brand all possible avenues at this location
Moving House
Building Wraps
Gift Wrapped homes
Possible Associations
• Gift Vouchers from Big Bazaar• Kiosk Space at Big Bazaar• Branding inside Big Bazaar• Bag Branding• Entry Gate Branding
• Food Festival• Mumbai Chat Festival• Cooking Contest for women & School Children
Possible Associations
Make a home model contest - school
Celebrating real estate Brokers • Use a traditional Kolhapuri band to play a
small gig outside prominent brokers offices and apply tilak and hand over a petha.
• A promotional goodie bag contyaining branded mugs, t-shirts, desk accessories will also be handed over.
• Photographs of the ceremony will be framed and sent to the broker.