Creating Demand Around the World
Emerging Markets: China and India
Creating Demand
Around the World
Emerging Markets:
China and India
Moderator: John Talbot, ABC
Presenters:
Glenn Pappalardo, Deloitte Consulting
John Talbot, ABC
Sudarshan Mazumdar, ABC
Deloitte Consulting LLP
Almond Board of California
Global Market Development Analysis Project
Perspectives on Emerging Markets
December 8, 2011
- 4 -
Over the course of the 12 week project, four phases were used to identify and
evaluate opportunities
Options under consideration
Phase 1:
Region Selection
Phase 2:
Current Market
Sizing
Phase 3:
Future Market
Sizing
Phase 4:
Opportunity
Prioritization
Establish filtering
criteria to evaluate
and select the most
impactful and high
potential markets for
model inclusion
Develop baseline of
almond consumption
for key selected
markets through
production, category
and consumption
data inputs
Forecast future
consumption
patterns and
opportunities by
analyzing global
category trends,
product innovation,
and consumer
preferences
Identify the most
attractive
opportunities for ABC
to focus on and
invest in based on
various execution
oriented
considerations
Regional
Selection
Tool
Phase
Objectives
Key
Outputs
Key
Activities
Category
Consumption
Index
Future Growth –
Attractiveness
Map
Prioritized
Opportunities
List
- 5 -
The project evaluated market consumption across seven distinct food categories
The combination of a specific category with a given market creates what was referred to as a „market
intersection‟
Food Category Definition Examples
1. Snacking
Whole almonds (pasteurized or not, and packaged or
not), granola/energy bars, cereal bars, trail mix, mixed
nuts, almond crackers, industrial packaged baked goods
and any other snack food with almonds as an ingredient
2. Confectionery Candy bars and chocolate coated almonds
3. Cereal Ready to eat (RTE) cereals, including both children‟s
and family cereals - does not include cereal bars
4. Ice Cream Ice cream products and novelties, including bulk and
multi-pack
5. Bakery Artisanal bakery goods made fresh and sold in bakeries,
including cakes, pastries and bread - does not include
industrial packaged, extended shelf life baked goods
6. Food Service Quick casual, family casual, and fine dining restaurants,
but does not include artisanal bakeries
7. Other Almond milk, almond products used as cooking/baking
ingredients, as well as other almond based foods (such
as almond butter, almonds in rice, marzipan, etc.)
- 6 -
The concept of a country’s ‘addressable population’ was the first filter utilized in
identifying potential opportunities for ABC
Addressable Populations (Top 20) Definition & Methodology
Projected Population 2021
Country Total Addressable %
1 China 1,398,653,940 1,164,966,725 83%
2 India 1,401,888,600 774,393,506 55%
3 United States 339,685,242 334,734,620 99%
4 Indonesia 264,540,464 188,988,281 71%
5 Brazil 211,707,407 184,535,433 87%
6 Japan 124,452,649 121,584,759 98%
7 Russian
Federation 140,688,183 121,319,469 86%
8 Mexico 127,009,575 113,926,224 90%
9 Pakistan 208,474,354 93,954,632 45%
10 Nigeria 208,911,216 81,540,219 39%
11 Philippines 111,413,197 79,896,908 72%
12 Germany 80,877,368 78,688,211 97%
13 Bangladesh 168,933,283 77,458,622 46%
14 Iran 81,545,392 70,857,229 87%
15 Egypt 96,073,160 70,268,670 73%
16 Turkey 81,441,451 66,034,005 81%
17 France 66,149,953 64,772,934 98%
18 U.K. 66,167,985 63,371,307 96%
19 Viet Nam 97,026,982 61,858,009 64%
20 Italy 61,265,272 59,029,711 96%
Definition
The percentage of a country or market‟s
population who can be effectively reached and
influenced by ABC and industry efforts
Addressable Population Factors:
Addressable Population was estimated based
on the following:
1. Population Projections 2021
2. Urbanization Projections 2021
3. Human Development Index
Cutoff Point: 25 million in
addressable population by 2021
Output: 38 countries / regions
- 7 -
Countries were grouped into one of three types – Established. Emerging and
Exploratory – based on the nature and extent of ABC’s efforts and experience
Projected Population 2021
Country Total Addressable % Country Type1
1 United States 339,685,242 334,734,620 99% Established
2 China 1,398,653,940 1,164,966,725 83% Emerging
3 Japan 124,452,649 121,584,759 98% Established
4 Brazil 211,707,407 184,535,433 87% Exploratory
5 India 1,401,888,600 774,393,506 55% Emerging
6 Russia 140,688,183 121,319,469 86% Emerging
7 Mexico 127,009,575 113,926,224 90% Exploratory
8 Indonesia 264,540,464 188,988,281 71% Exploratory
9 Germany 80,877,368 78,688,211 97% Established
10 France 66,149,953 64,772,934 98% Established
11 U.K. 66,167,985 63,371,307 96% Established
12 Canada 37,457,985 36,629,985 98% Established
13 South Korea 49,916,247 49,258,789 99% Emerging
14 Middle East 53,955,396 48,892,998 90% Exploratory
1. „Country Type‟ is how established the country / region is with regards to ABC‟s efforts and activities, as well as knowledge of the market
Summary of Type Classifications for Countries Evaluated
- 8 -
While Emerging Markets opportunities dominate the priority list when viewed solely
by growth potential, they slip in the rankings when other factors are considered
Growth Opportunity '16 Growth
1 China Snacking 239.0
2 U.S. Snacking 94.0
3 India Snacking 36.5
4 U.S. Food Service 32.2
5 China Food Service 16.8
6 South Korea Snacking 12.7
7 U.S. Confectionery 12.2
8 Russia Snacking 9.1
9 Canada Snacking 8.7
10 India Confectionery 8.6
11 India Food Service 7.9
12 China Confectionery 7.7
13 China Bakery 7.2
14 U.S. Cereal 5.8
15 Japan Snacking 5.3
16 India Ice Cream 5.3
17 China Ice Cream 5.1
18 Middle East Snacking 4.8
19 Mexico Snacking 4.7
20 Russia Confectionery 4.3
21 France Bakery 4.0
22 Canada Food Service 4.0
23 South Korea Confectionery 3.5
24 U.S. Ice Cream 3.3
25 France Snacking 3.2
Growth Opportunity Change '16 Growth
1 U.S. Snacking 1 94.0
2 China Snacking 1 239.0
3 U.S. Food Service 1 32.2
4 U.S. Confectionery 3 12.2
5 Canada Snacking 4 8.7
6 South Korea Snacking NC 12.7
7 U.S. Cereal 7 5.8
8 India Snacking 5 36.5
9 China Food Service 4 16.8
10 Russia Snacking 2 9.1
11 Japan Snacking 4 5.3
12 India Ice Cream 4 5.3
13 China Confectionery 1 7.7
14 India Confectionery 4 8.6
15 China Bakery 2 7.2
16 India Food Service 5 7.9
17 France Bakery 4 4.0
18 Canada Food Service 4 4.0
19 China Ice Cream 2 5.1
20 Russia Confectionery NC 4.3
21 Middle East Snacking 3 4.8
22 Mexico Snacking 3 4.7
23 France Snacking 2 3.2
24 U.S. Ice Cream NC 3.3
25 South Korea Confectionery 2 3.5
Recommended Prioritization Prioritization – Growth Only
- 9 -
1%
8%
6%
2%
0%
6%
77%
0% 20% 40% 60% 80%
Other
Food Service
Bakery
Ice Cream
Cereal
Confectionery
Snacking
The Chinese market offers significant growth potential, largely centered around the
snacking category in the near term
Current Consumption Consumption by Food Category
China and
Hong Kong
Food Category Consumption % of Total
Per Capita: 0.09 lbs
Population: 1,349 M
Per Addressable: 0.13 lbs
Addressable Pop. 938 M
% of Total 70%
Snacking
Confectionery
Cereal
Ice Cream
Bakery
Food Service
Other
Future Consumption
Almond Consumption per Capita
(Lbs per Person Annually)
16.1%
CAGR
Sources of 2016 Growth
Population
Food Category
Category
Penetration
0%
0%
2%
3%
3%
6%
86%
0% 20% 40% 60% 80% 100%
Cereal
Other
Ice Cream
Bakery
Confectionery
Food Service
Snacking
Growth by Category, 2010-16
- 10 -
Growth rates across a number of important metrics supports the view that China’s
consumption of almonds will increase significantly in the coming years
Drivers of Overall China Market Growth 2010 - 2016
17.6%
20.5%
13.0%
8.1%
7.9%
21.1%
13.0%
7.9%
18.9%
0% 5% 10% 15% 20% 25%
Personal disposable income
Consumer expenditure: Health
Total Health & Wellness Spend
Better For You Food
Naturally Healthy Food
Organic Food
Calorie consumption
Grocery store growth
Retail sales: food
Key Metric CAGRs Drivers
Food Retail
Environment
Overall Food
Consumption
Consumer
Tastes and
Preferences
Health
Consciousness
Source: Euromonitor, Economist Intelligence Unit, Planet Retail
- 11 -
By 2020, China’s GDP will be larger than Korea, Canada, Turkey, Russia, Australia,
Spain, and 25 other countries combined
*Source: HSBC Global Research, Inside the Growth Engine
Projections assume: 1) a 7% and 4% differential in nominal GDP growth rates between Mainland China and the developed world and developing countries, respectively
2) a 3% annual appreciation of the RMB against the USD over the coming decade. (Both assumptions are conservative relative to current market forecasts)
• While inland China‟s
economy improves
rapidly over the next
decade, the highest
concentration of wealth
remains in the coastal
provinces
• This rapid GDP growth
will increase the purchase
power of the average
Chinese consumer,
making almonds more
accessible to a wider
number of people
- 12 -
China’s population is becoming increasingly urbanized, which will lead to more rapid
evolution in consumer preferences and habits
With 47% of the population now living in cities, eight Chinese cities have a population of more than 10m,
and 93 have more than 5m ( by comparison, the US only has 9 cities with populations more than 5m)
• By 2016:
• Urbanized
population share of
51.8%
• Represents an
additional 55 million
people
• Rapid urbanization leads
to spending and lifestyle
changes that support more
Western habits, product
preferences, and
consumption levels
Tier 1: Above 30m
Tier 2: 10m - 15m
Tier 3: 8m - 10m
Tier 4: 6m - 8m
Tier 5: Below 6m
Source: HSBC
- 13 -
China’s middle class should continue to grow for the foreseeable future, driven by
growing affluent urban centers and a rapidly increasing consumerist lifestyle
Urbanization
• Urban centers lead in growth
• Competition among 2000+ county cities
important
Growth of Middle Class
• Present estimates of the middle class in
China range from 100 million to 247
million
• Assuming a $9,000 annual income
threshold, middle class will reach 600m
by 2015
Shift from Investment to Consumption
• China now moving from an export market
toward a domestic consumer
• Consumption currently only accounts for
36% of GDP (1/2 the US rate, and 2/3
European rate)
• Chinese savings rates are currently 15%
higher than China‟s historical level of 50%
Source: European Business Review, Planet Retail
China GDP per Capita (US$)
2005 - 2015
China Consumer Goods Spend per Capita (US$)
2005 - 2015
- 14 -
Almond shipment trends also imply high growth potential for China
• For the last 5 years, ABC shipments to China /
Hong Kong show a 57% CAGR
• Adjusting for reshipment and grey trade
suggests a CAGR of 75%
• Shipments of both in-shell and shelled have
consistently increased over the last 5 years
• Ratio of in-shell to shelled almond shipments
has increased from 13% in 2006 to 48% in 2011
Almond Shipments by Destination* China Shipments In-Shell v. Out-of-Shell*
Historical shipping data indicates rapid growth of almond consumption in China, driven largely by shipments
of in-shell almonds, suggesting growth in the snacking category
Source: Almond Board of California shipment data, Deloitte analysis
- 15 -
2%
7%
4%
3%
1%
5%
79%
0% 20% 40% 60% 80%
Other
Food Service
Bakery
Ice Cream
Cereal
Confectionery
Snacking
Despite low current consumption per capita, India’s sheer scale and future growth
trends make it an important market for further development
Total Consumption Consumption by Food Category
India Food Category Consumption % of Total
Per Capita: 0.09 lbs
Population: 1,216 M
Per Addressable: 0.21 lbs
Addressable Pop. 505 M
% of Total 42%
Snacking
Confectionery
Cereal
Ice Cream
Bakery
Food Service
Other
Future Consumption Trends
* May not total due to rounding
Almond Consumption per Capita
(Lbs per Person Annually)
5.8%
CAGR
Sources of 2016 Growth
Population
Food Category
Category
Penetration
1%
1%
4%
9%
13%
14%
59%
0% 20% 40% 60% 80%
Other
Cereal
Bakery
Ice Cream
Food Service
Confectionery
Snacking
Growth by Category, 2010-16
- 16 -
A variety of key metrics projections support optimistic views on India’s near term
growth prospects
Drivers of Overall Market Growth 2010 - 2016
Key Metric CAGRs Drivers
Food Retail
Environment
Overall Food
Consumption
Consumer
Tastes and
Preferences
Health
Consciousness
11.6%
14.5%
12.5%
12.7%
15.0%
19.8%
12.5%
12.0%
12.3%
0% 5% 10% 15% 20% 25%
Personal disposable income
Consumer expenditure: Health
Total Health & Wellness Spend
Better For You Food
Naturally Healthy Food
Organic Food
Calorie consumption
Grocery store growth
Retail sales: food
Source: Euromonitor, Economist Intelligence Unit, Planet Retail
- 17 -
India’s Food Retail environment is among the least organized and highly fragmented
in the world, although recently passed legislation may help improve the situation
Organized Grocery Outlets Per Million Inhabitants
1.1
2.7 2.7
2.0 1.9 2.2
2.4 2.6 2.8 3.0 3.2 0.5
0.6 0.8
1.0 1.0
1.3
1.4 1.5
1.6 1.7
1.8
0.1
0.1 0.2
0.2 0.2
0.3
0.3
0.3
0.4
0.4
0.4
0.1 0.1
0.1 0.1
0.1
0.2
0.2
0.3
0.4
0.5
0.1
0.1
0.1
0.1
0
1
2
3
4
5
6
7
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Supermarkets & Neighborhood stores Drugstores Hypermarkets & Superstores Convenience stores Other
Source: Planet Retail
China Market Overview John Talbot
Today
• China Market Overview
• Program Overview
• Market Access
• Trade Stewardship
• Marketing
Rising Middle
Class
Urbanization
Consumerism
China Market Overview
Summary of Key Market Insights
World’s largest market for:
China Market Overview
Buick!
What’s the Best Selling Car in China?
Summary of Key Market Insights
Chinese have begun to consume healthier foods
• Dairy products have grown 128% in the last 5 years
• Yogurt up 137%
China Market Overview
Summary of Key Market Insights, Cont
• Nuts are top of mind for snacking
• Consumers like nuts and think they are healthy
• But, they are largely indistinguishable from each other
Mean Healthy Rating for Nuts (on a scale of 1–10)
U.S. China Global
Average
Walnuts 8.3 8.5 8.3
Almonds 8.7 8.1 8.0
Pine Nuts 7.8 8.2 8.0
Hazelnuts 7.6 8.3 7.7
Cashews 7.5 8.0 7.5
Pistachios 7.8 8.3 7.5
Brazil Nuts 7.5 7.8 7.3
Pecans 7.8 7.9 7.3
Macadamia Nuts 7.2 7.9 7.2
Peanuts 7.5 8.1 7.2
Mean Liking of Nuts (on a scale of 1–10)
U.S. China Global
Average
Almonds 8.3 8.1 8.1
Cashews 8.7 8.2 8.0
Walnuts 7.5 8.3 7.9
Peanuts 8.3 7.8 7.8
Pistachios 7.6 8.2 7.8
Hazelnuts 6.5 7.9 7.7
Macadamia Nuts 7.4 7.7 7.0
Pine Nuts 5.9 8.0 7.0
Pecans 7.8 7.5 6.9
Brazil Nuts 6.2 7.4 6.7
Source: Global Consumer Perceptions 2011, Sterling Rice Group
China Market Overview
Consumers: Highlights
Sound research and strategy drive our market development
1. Market Access and Trade Stewardship have been foundation of
market development efforts to date
2. Strategic research currently underway to launch renewed focus on
direct-to-consumer activities:
• Consumer segmentation study
• Need to educate consumers and differentiate vs. other nuts
China Market Overview
Program Overview
China Program Objectives & Approach
• Strengthen consumer awareness and acceptance of
almonds as a daily healthy snack
• Increase purchase intent among the trade
• Make almonds an essential ingredient in the categories that
drive the largest volume
Primary target:
Consumers
Daily, healthy snack program
Health Professional Influencers
Credible, media-friendly nutritionists and
researchers
Trade/Food Professionals
Lifestyle Influencers
Celebrity, Bloggers, Chefs
2
4
1
Collaboration on import
needs
• Multi-origin/government
support on food safety
New food safety
legislation
Industry-led; building on
government relationships
Market Access
Primary
focus: tariff,
phytosantary
issues
• Rollout, application
somewhat inconsistent
• Recognition of international
norms
Normalization of tariff rates,
import channels by leveraging
3
• Traditional government
negotiations
• Regional economic
development
• Health, CSR contributions
Trade Stewardship
1 2
3 4
Media Outreach
Trade Development • Trade seminars/workshops
Trade Shows
Food Science Student
Almond Innovation Competition
Opportunity:
• New and expanding manufacturing and processing companies create a
growing pool of potential almond buyers and users
• Food Ingredients China
Target:
Importers,
Wholesalers CPG
Manufacturers,
Retailers
Trade Stewardship:
Partnering with Industry
Objective:
• Share the opportunities California Almonds provide with a strong, stable
supply, great versatility, value-adding health benefits, and consumer demand
Program:
• Trade Workshops held in key tier 1 and 2 cities through the fall to excite
trade for the new buying season
• Welcomed visitors from Linan, Shanghai, Shenyang, Chengdu to California
Trade Stewardship
Food Professional
Trade Stewardship: Inspiring the Next Generation
Objective:
• Connect California Almonds to the Chinese food industry through the
education and practical training of China‟s food technologists of tomorrow
Program: Engage food science students in a competition for almond product
innovation which they present to food science professionals
Trade Stewardship: Inspiring the Next Generation
2 runner-up winners;
1 Grand Prize Winner: Almond Malt Cookies
Over 3,700 Students Reached
56 Universities Participated
809
Entries of Almond Product
Concepts
Almond Innovation Student Competition: The Results
Marketing: Target Audience
Current Target: Jing
• Women, age: 25-40
• Mid to upper income levels
• Professional, career-oriented
• Primary shopper
• Pursuing work-life balance
• Health & Beauty conscious
• Food quality conscious
1
2 4
5
Press Conferences
Media Partnerships –
TV & Print
Integrated Consumer/Media Events
Digital Marketing
Maximizing Marketing Impact: Surround Consumers with Message
Objective: Leverage a common theme of “Daily Healthy Snacking, Sharing”
through multiple vehicles with celebrity spokesperson to reach Jing
3
Retail promotions and advertising
Impressions from television made up two-thirds of coverage in FY10-11
Public Relations Mix
Total Impressions FY 10-11:
14.65 Billion
(an increase of 11% over FY 09-10)
Maximizing Marketing Impact:
Celebrity Spokesperson
• Program: Celebrity Spokesperson, Chinese movie actress Ms. Gao Yuan Yuan,
visited California Almond orchards during bloom; 5 TV episodes, 130 stories & 300
million impressions generated from the tour footage.
Maximizing Marketing Impact:
Celebrity Spokesperson
Maximizing Marketing Impact:
Retail Promotions
• Program: Highlight California Almonds at point of purchase during the popular
Chinese New Year buying season; reached over 10,000 retail outlets with generic
promotional materials
India Market Overview Sudarshan Mazumdar
Today
• India Market Overview
• Program Overview
• Market Access
• Trade Stewardship
• Marketing
India Market Overview
• India is a large, diverse and fragmented market
North
West East
22 languages1
South
Multiple religious and ethnic groups1
1,200 dialects1
Diverse Culture, Customs, Cuisine1
28 states1
New Delhi
Mumbai
• Population : 1.2bn (Growth Rate : 1.55%)2
• GDP currently at USD 1.73 trillion ** in 20103. Expected to grow at around 9% per annum over the next decade.
• Middle class to swell by 10x, from 12mn in 2005 to 128mn Households by 20254.
• Aggregate Household Consumption to explode 4 times, from INR 17 trillion in 2005 to INR 70 trillion by 20254 (2005 prices)
• Urban population to rise from 28% in FY2001 to 32.1% in FY20202
• FDI inflows stood at $219bn between 2001-aug 20115
Source : 1.Govt. Of India (india.gov.in), Article 345-Constitution Of India | 2. India Macro Economic Outlook 2020, Dunn & Bradstreet, issued in Sept 2011 | 3. World Bank
Development Indicators | 4. MGI India Consumer, Mckinsey, 2007 | 5. Department of Industrial Policy and Promotion (DIPP) |
**At current prices
When Indian consumers think of nuts, they think of almonds
• Highest Top of Mind awareness
• Close second in overall liking
• Considered the healthiest of all nuts
India Market Overview
Top of Mind
Awareness India
Global
Average
Walnuts 8% 25%
Peanuts 13% 21%
Almonds 31% 12%
Hazelnuts 2% 11%
Cashews 20% 7%
Pistachios 1% 3%
Macadamia Nuts 0% 3%
Pine Nuts 1% 2%
Brazil Nuts 0% 2%
Pecan 0% 1%
Chestnuts 1% 1%
Mean Liking of Nuts
(Scale of 1-10) India
Global
Average
Almonds 9.0 8.1
Cashews 9.1 8.0
Walnuts 8.1 7.9
Peanuts 8.2 7.8
Pistachios 8.0 7.8
Hazelnuts 7.0 7.7
Macadamia Nuts 6.1 7.0
Pine Nuts 6.4 7.0
Pecans 6.3 6.9
Brazil Nuts 6.4 6.7
Mean Healthy
Rating of Nuts
(Scale of 1-10)
India Global
Average
Walnuts 8.6 8.3
Almonds 9.2 8.0
Pine Nuts 7.5 8.0
Hazelnuts 7.8 7.7
Cashews 8.4 7.5
Pistachios 8.1 7.5
Brazil Nuts 7.1 7.3
Pecans 7.1 7.3
Macadamia
Nuts 7.0 7.2
Peanuts 8.1 7.2
Source: Global Consumer Perceptions 2011, Sterling Rice Group
Consumers: Highlights
Sound research and strategy drive our market development
2011 has been a year of research:
• Consumer target sizing exercise
• Focus groups for insights to build strategic direction in advertising
• Quantitative study to test strength of insights across a large sample
• Creative testing new advertisements
• Global Market Development Analysis
• Global Perceptions Study
India Market Overview
Program Overview
India Program Objectives
1. Increase frequency
of consumption
2. Increasing quantity
per instance of
consumption
3. Reduce seasonality
by expanding reasons
to purchase beyond
festivals
2
4
1
Collaboration on import
needs
• Multi-origin/government support
on food safety
• 3rd country trade agreements
Rollout of comprehensive
food safety legislation
Leveraging key
alliances in India and
the U.S.
Market Access
Primary
focus:
regulatory,
phytosantary
issues
• Information exchange
• Education of authorities
Application of standards,
import controls that are
inconsistent with almonds
3
• Generic vs specific almond
standard
• Fumigation parameters
Trade Stewardship
2 1
Trade Conferences Regular interaction • Share communication plan,
creative and media investment
plans
• Forum to discuss market access
issues
• Consultations with industry
members
• Informing them on progress
about market access issues
Target:
Importers/
Wholesalers
3
• Regular updates to trade on
advertising and PR activities
Trade Newsletter
• Women, age: 25-55, SEC A & B
• Live in urban regions of Northern or Western India
• 88% of target group are married women
• 86% of target group are housewives
• Buy dry fruits and nuts as part of everyday household purchase
Marketing: Target Audience
Source: TGI 2010
Marketing: Target Audience Sizing
India
885 Mn
Urban
282 Mn Rural
603 Mn
North
95 Mn
West
83 Mn
South
74 Mn
East
31 Mn
North + West
177 Mn
SEC AB
52 Mn
Women, 25-55
15 Mn
Source: TGI 2010
Maximizing Marketing Impact
2
4
1
On-going media relations
Advertising
Build contacts with
influencers
• Launched TV and print
advertising in fall 2010
• Continuing through FY
11-12
Press
Conferences/Interviews
3
• Leverage new nutrition
research findings and celebrity
endorsement
• Distribute topical press
releases
• Maintain communication with
top journalists/publications
• Utilize credible, media-friendly
spokespeople
• Several nutritionists already
identified
Public Relations Mix
Total Impressions Jan 2011 – Oct 2011:
133.6 Million
Total Stories Jan 2011 – Oct 2011:
382 stories
Maximizing Marketing Impact:
Diwali Campaign 2011
Television Advertising: • Three 10-second ads aired September-October 2011
• 71% of target audience reached @ 6+ frequency
• Targeted TV impressions – 170.6 million
• Every major general entertainment channel employed in the campaign (Colors, Zee, Sony, Star)
• Approx. 8,700 spots, over 6 weeks on 18 TV Channels
Print Advertising: • 5 print titles employed, including women magazines and print supplements in dailies
• Targeted print impressions – 4.34 million