Upload
harshit0107
View
667
Download
0
Tags:
Embed Size (px)
DESCRIPTION
It\'s really some amazing things surround\'s in coorporate world .
Citation preview
The mood of India
…in times of recession, thereby implications for Marketing
The overriding scenario
• Global economies mired in a consumer spending driven recession
• We are on the verge of a potential fundamental shift in how consumers shop & buy
• Consumers fulfilling basic over discretionary needs– Big investments are on hold – cars, property
• The ability to understand consumers, categories, channel, media in increasingly granular levels is where lies the insights to reveal opportunities to drive success
• The last year’s upswing mood has been replaced by caution
• Will have a direct impact on the way brands will interact with the consumer
Now More Than Ever, Focus Must Be on the Consumer
EconomicPressures
Forces at Work…Consumer Wallet Pressures
Lower Spending Power
• Home/stock portfolios losing value
• Tighter credit• Existing job income flat• Unemployment rising
Rising Costs
• Personal debt servicing• Home energy• Transportation• Household expenditure• Medical• Education
How Are Consumers Reacting?
Overheard Across the Globe…
I now go to Aldi’s. It’s so cheap my girlfriends have also changed, so it’s not just me… Also I buy the cheapest in everything except foods &
shampoo
Down trading on stores & brands
We eat out less & cook more… still buy chocolate & wine thoughThe Netherlands
Struggling for a sense of normality
We watch more movies at home, more board games – I bake a lot
more. It’s really hard to eat healthy though, when you are trying to save
money
More cocooning in home
Controlling usage- Back to basic, familiar brands
I try not to stock up. Just buy what I need
for the month… Across countries
I buy more frozen foods… I can control how much I use & I don’t
waste anything UK
I used to have 2 cups of coffee at Starbucks everyday. I’ve stopped
that as well as my weekly manicure.
The Latte Effect
I make inventories of what’s in the kitchen & try to use everything I have
before buying more. I wait for the sales & stock up.
Depleting Inventories
Lateral shifts in categories
I don’t experiment with new items… which I used to
before. I just buy something familiar…
Across countries
Source: Nielsen DeltaQual: Qualitative Feedback from around the globe, 4Q2008
So how should marketing react
…a few tips
MIRROR MIRROR ON THE WALL…
In RECESSIONA lot of changes will be
driven by the consumer’s
PRIORITISATION
INERTIA
INCOME
SO HOW SHOULD MARKETINGRESPOND…
“Half my marketing
expenditure is wasted but which half?”
Everyone is trying to get a piece of the pie
MIRROR MIRROR ON THE WALL…
Media
Promotions Packaging
New launches Production
Creative agencyMarket research
Online
MIRROR MIRROR ON THE WALL…
PRIORITISATION
INERTIA
INCOME
WHAT ARE WE HERE FOR
Businessline carried an article on ‘Fight fear of recession first’ for marketers in December 08
What will help to break the INERTIA
Mega Brands will have to share the social responsibility to convince the consumer to step out
his ‘cautious’ mood
Need to drive him out of this sub-conscious mindset
Convincing to be done at a more interactive level
‘unique’ one-on-one level(Multi sensorial)
Multi-sensorial Marketing
Emerges an efficient role of getting into a direct interface with the consumers
Stronger role of ‘Direct’ BTL interactions
How does Laetitia come into the picture
Our core strengthDIRECT INTERACTIONS through
effective touch-points
Effective interaction points
Laetitiaconnect
Clubs/Restaurants
5 Stars
Cross Promo Brands
New New MediaMedia
Credit cards
Cab Advertising
BPOsFarm Houses
Shopping Malls
/ Cineplex
Laetitiaconnect
Connect with consumers through
these effective interaction points
NEW MEDIANEW MEDIA
Presenting the most IMPACTful
and a never before used concept in India
PresentingPresenting
THE HOT AIR – AIRSHIPSTHE HOT AIR – AIRSHIPS
CREATE HISTORYCREATE HISTORY in India
one of the MOST POPULARMOST POPULAR means of advertising worldwide
generate a tremendous amount of free spin
HUGE MEDIA COVERAGEHUGE MEDIA COVERAGE in addition to direct visual advertising benefits.
the MOST INNOVATIVEMOST INNOVATIVE solution to make an impact on public consciousness.
carrying the messages of an increasing number of forward thinking companies.
A CORPORATE SYMBOLA CORPORATE SYMBOL – 90% brand awareness generated
Picture: Actual Air-shipPicture: Actual Air-ship
Presenting the most IMPACTIMPACTful and a NEVER BEFORENEVER BEFORE used concept in India
THE HOT AIR – AIRSHIPSTHE HOT AIR – AIRSHIPSone of the MOST POPULARMOST POPULAR means of advertising worldwide
With a scope of HUGE MEDIA COVERAGE HUGE MEDIA COVERAGE in addition to direct visual advertising benefits
the MOST INNOVATIVEMOST INNOVATIVE solution to make an impact on public consciousness
Get the FIRST MOVER ADVANTAGEFIRST MOVER ADVANTAGE
Huge IMPACT / VISIBILITYIMPACT / VISIBILITY of a branded flying ship (110 ft * 30 ft dimension)
Can be utilized in promotions / contest / ATL shoots
Can be tied up to complement the existing ATL plan
Benefits can be maximized with an ability to create a maneuverable flight plan (unlike a hot air balloon an airship is steerable
and can take off and come back to land at the same location)
Other Media
CAB Advertising
• A new concept of Advertising• Most Cost Effective Medium• 1000 Cabs Pan India
• Opportunity of STILL ADVERTISING i.e. (Backlit Rooftop Display, Inside Door Strips, Door Panel (Vertical), Ceiling panel, Leaflet Holder, Display Board, Rear Curtain, Panic Button Circle & Side view Windows) and MOTION ADVERTISING i.e. (PIM – Passenger Interactive Monitor)
• Touch Screen LCD Monitor where Passengers can have Interaction as well as entertainment. It can be used for commercials, online polls,
informative entertainment and Route Navigation.
List of Events
Our think tank has over the last one year created
a pool of unique, never before event a pool of unique, never before event concept based on the existing concept based on the existing
consumer insightsconsumer insightsWe shall be looking forward to presenting them to you
Commercials
Operational Benefits
• Maneuverability (unlike hot air balloon)– Can be driven/steered– Speed upto 60kmph
• Flexibility– Can be uninstalled and carried easily from one point to
the other– Can fly upto 3 hours / day
Cost heads• Fixed Cost – Airship
– Getting of the airship– Government approvals– Cost of Branding
• Operational Cost – Pilots and etc Crew– Hourly flying charges– Installation Charges– Maintenance charges– Transportation from one place to another place– Over heads and Marketing cost
• Actuals– Travel, food & stay of the crew
• Subjectivity: minimum 90 hours of flying
Cost
3 crores for 3 months (90 hours)
Launch time 2 months from the date of Confirmed PO
Thanks