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GPRS Radio launch

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GPRS Radio launch

  1. 1. Enjoy the Fun on the Run
  2. 2. All about GPRS <ul><li>General Packet Radio Service (GPRS) is a Mobile Data Service available to users of Global System for Mobile Communication (GSM) and IS- 136 mobile phones. </li></ul><ul><li>GPRS data transfer is typically charged per kilobyte of transferred data, while data communication via traditional circuit switching is billed per minute of connection time, independent of whether the user has actually transferred data or has been in an idle state. </li></ul>
  3. 3. Brand Salience <ul><li>Tune in to broadcasts from Bombay, Boston, Beijing, or Brisbane: Hindi to Indie Rock to Trance to Dance to Arabic to French to Hip-Hop to Pop - all non stop. </li></ul>
  4. 4. Brand Performance <ul><li>Who needs an MP3 player when you have a mobile phone? </li></ul><ul><li>Why stop at a few hundred songs, when you can pick from tens and thousands of radio stations, right on your wireless handset. XS Radio works with Symbian, Windows Mobile and Palm based Mobile Phones, Pocket PC and PDA devices to bring streaming internet radio stations to your handset. All you need is a data connection (GPRS/CDMA/Wi-Fi). Download XS Radio now and tune in to the planet. </li></ul>
  5. 5. Service Features <ul><li>Access to dozens of pre-defined Digital Radio stations across all popular categories – Pop, Rock, Classical, Bollywood, Oldies, Instrumental, International and many more. </li></ul><ul><li>Also access to thousands of other radio stations around the world. </li></ul><ul><li>User defined play lists – allows the User to create a personal play list. </li></ul><ul><li>Quick access to most frequently tuned stations. </li></ul><ul><li>Intuitive, easy to use and rich User interface. </li></ul><ul><li>High quality MP3 audio playback. </li></ul><ul><li>Authentication & Secure Login to the XS Radio service. </li></ul><ul><li>Support for most popular handsets based on Symbian, Windows Mobile and Palm OS. </li></ul><ul><li>Experience the music on every move you make </li></ul>
  6. 6. Market Identification <ul><li>3% of the total Mobile phone users is our core Target Audience </li></ul><ul><li>By 2010, projected growth of consumption of 3G mobile sets indicates greater scope </li></ul><ul><li>to tap the audience </li></ul>6 metros
  7. 7. Marketing Objectives <ul><li>PRIMARY OBJECTIVES </li></ul><ul><li>Drive differentiation for the brand through: </li></ul><ul><ul><li>Building category relevance – not addressed by competition </li></ul></ul><ul><ul><li>Building category imagery – currently incongruent with consumer needs. </li></ul></ul><ul><li>Drive the differentiation in our content </li></ul><ul><ul><li>– By promoting relevance of key shows to audiences- ATL & BTL </li></ul></ul><ul><ul><li>Forced sampling through BTL activities as well as On Air inducements (Promo driver) </li></ul></ul><ul><li>SECONDARY OBJECTIVES </li></ul><ul><li>Create a consumption habit out of a currently irrelevant medium – by ensuring we are heard every where. </li></ul><ul><ul><li>Alliances which ensure our station plays everywhere becoming a part of everyday lives. </li></ul></ul><ul><li>Stimulate ease of access to hardware </li></ul><ul><ul><li>Alliances and tie ups with marketers/ radio manufacturers to promote sale/distribution of radio sets. </li></ul></ul>
  8. 8. Roll Out Plan Phase 1 Phase 2 Phase 3 Brand Launch Brand Communication across market being launched Audience Puller to the shows Promo driver communication Content Comm. Breakfast show campaign 5-6 weeks 2 weeks 4-6 weeks 2 week break Required to ensure that we stay salient over an extended period 4-6 week break. Required to ensure our product is fine tuned and absolutely ready.
  9. 9. Phase Objectives <ul><li>PHASE 1 </li></ul>Brand Launch <ul><li>Establishing the relevance of our brand and redefining category imagery </li></ul><ul><li>Create ‘word of mouth’ currently missing around the category </li></ul><ul><li>Brand Saliency & frequency awareness </li></ul>PHASE 2 Driver Promo PHASE 3 Content Comm <ul><li>Providing a strong reason to sample the station and specifically sample the key content property we want to promote – The Morning breakfast show. </li></ul><ul><li>Using a ‘carrot’ to pull listeners in. </li></ul><ul><li>Driving audiences to the key tent pole property we want to build. </li></ul><ul><li>Creating a common sampling opportunity for everyone in the household </li></ul><ul><li>Keeping the brand TOM and sustain the buzz created around the launch. </li></ul>
  10. 10. India - Overview <ul><li>Demographics </li></ul><ul><ul><li>Age – 18-35 yrs </li></ul></ul><ul><ul><li>SEC – A1 , A2 </li></ul></ul><ul><li>Occupation </li></ul><ul><ul><li>Primary audience – Executives and students </li></ul></ul><ul><li>Vehicle </li></ul><ul><ul><li>Mainly personally transport </li></ul></ul><ul><li>Language </li></ul><ul><ul><li>English (primarily) </li></ul></ul><ul><ul><li>Communication point of view </li></ul></ul><ul><ul><ul><li>Hindi (TV) / English (Newspaper) </li></ul></ul></ul><ul><ul><ul><li>Outdoor – English + Hindi </li></ul></ul></ul><ul><ul><ul><li>BTL – English + Hindi </li></ul></ul></ul>
  11. 11. TV & Press <ul><li>TV </li></ul><ul><ul><li>Language </li></ul></ul><ul><ul><ul><li>English followed by Hindi. Content wise, almost equal </li></ul></ul></ul><ul><ul><ul><li>Penetration – 72% with C&S </li></ul></ul></ul><ul><ul><ul><li>Content – News / Hindi Feature Films, Serials ( English & Hindi) </li></ul></ul></ul><ul><ul><ul><li>Time band – Between 7-9 a.m. and 4-7 pm viewership dips (opportunity area for radio) </li></ul></ul></ul><ul><ul><ul><li>Channels - Star Plus, Zee café , Sony, Star World , Zee News , Times Now , Headlines Today </li></ul></ul></ul><ul><ul><li>Print </li></ul></ul><ul><ul><ul><li>English newspaper (Telegraph, HT, TOI , The Hindu , Economic Times ) </li></ul></ul></ul><ul><ul><ul><li>Hindi – Dainik Jagran , Navabharat Times , Sandesh , Dainik Bhaskar </li></ul></ul></ul>
  12. 12. Medium <ul><li>TV – Dominant Role </li></ul><ul><ul><li>Entertainment, Information, Interactive, Customise </li></ul></ul><ul><li>Press – Moderate </li></ul><ul><ul><li>Information which can be retained </li></ul></ul><ul><ul><li>Habit </li></ul></ul>
  13. 13. Non Listeners - Barriers <ul><li>Non listeners </li></ul><ul><ul><li>No time, Non aspirational, Non glamorous, Non visual medium, Frivolous, Non-informative, Irrelevant content, Cheap medium, Old / outdated / for my dad, Medium for poor, Medium for aged, Old box / model, TV more happening, Non retention medium </li></ul></ul><ul><li>Non listeners psychographics </li></ul><ul><ul><li>For the lonely, Talk less, Can’t mix with everyone, Doesn’t like gossip, Moody . </li></ul></ul><ul><ul><li>For non-listeners – No compelling reasons to listen to radio </li></ul></ul>
  14. 14. Listeners <ul><li>Constant companion </li></ul><ul><li>24X7 entertainment </li></ul><ul><li>Convenience </li></ul><ul><li>Information channel </li></ul><ul><li>For youngsters </li></ul><ul><li>Latest trend </li></ul><ul><li>Mood </li></ul><ul><ul><li>Exciting, Fun, Jolly, Romantic, Entertaining, Information </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>Youth oriented, People on move, Educated, Relaxed, Fun music </li></ul></ul>
  15. 15. Learning <ul><li>How to work Internet Radio amongst TG </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><ul><li>Customised, personal, need based (increasing) </li></ul></ul></ul><ul><ul><ul><li>No more luxury – its “Necessity” – they are demanding </li></ul></ul></ul><ul><ul><ul><li>More options of entertainment </li></ul></ul></ul><ul><ul><ul><li>TV dominates – as an established medium </li></ul></ul></ul><ul><ul><ul><li>Print – managed its role </li></ul></ul></ul><ul><ul><li>Radio – Bypass – Irrelevant – Non Consideration set </li></ul></ul><ul><ul><ul><li>Inconsistent, music (limited appeal), youth TG </li></ul></ul></ul>
  16. 16. Positioning of the category # Non glamorous # No habit # Poor Imagery # Irrelevant # Non credible Non Listeners # Constant Companion # Mobile (anytime, anywhere) # 24 x 7 infotainment # Credible Listeners
  17. 17. NON - LISTENERS No reason, No position Position GPRS Enabled Internet Radio as Medium of Relevant Infotainment Position category as Mobile, 24X7, Infotainment Medium Constant Companion Making it a Habit Generate Trial Involve Make Brand Ambassadors Spread the Fever Word-of-mouth LOYAL - LISTENER
  18. 18. Brand Announcement Brand Launch Category Hype / Promotion Trial / Sampling Category Program Promotion Channel Promotion Product Reach to our TG Sampling Indian Metros Launch Strategy - Reach Anyone, Anywhere, Anytime Distribution Hardware ATL / Mass Campaigns BTL Promo Campaigns Ground Activities Trade / Channel Ground Activities ATL Contests Activities
  19. 19. Announcement Official announcement of company Brand Promotion Clebration of Brand launch Category Promotion Involvement of the category with mass Product Promotion Involvement with program & medium Coverage # Leading newspapers # TV channels <ul><li># Sampling of hardware </li></ul><ul><li># On ground </li></ul><ul><li>Road shows </li></ul><ul><li>Promotions </li></ul><ul><li>Trial generation </li></ul>Coverage # Leading newspapers # TV & Cable channels Pre Event # Generic / brand campaigns (TV press) # Teaser campaign (outdoor) <ul><li>Coverage </li></ul><ul><li># Outdoor </li></ul><ul><li>Activities </li></ul><ul><li># On ground </li></ul><ul><li>Events </li></ul><ul><li>Contests </li></ul><ul><li>RJ interactions </li></ul><ul><li>Alliance promos </li></ul><ul><li>Advertiser promos </li></ul>Communication Vehicle
  20. 20. Detailed Launch Sequence PR Launch Press Conference Brand Campaign Break (ATL BTL activity + Promo Driver (ATL-OOH + Print) Content Communication (ATL) Content BTL activity Sustenance (BTL + Tie-ups) Sustenance (Tactical ATL) Launch Event Product On Air
  21. 21. Blue Sky Strategy
  22. 22. Our Brand Website <ul><li>Way to generate loyal listeners database </li></ul><ul><li>Live broadcasting </li></ul><ul><li>Recorded version of previous programs </li></ul><ul><li>Online community </li></ul><ul><ul><li>Members </li></ul></ul><ul><ul><ul><li>Password enabled </li></ul></ul></ul><ul><ul><ul><li>Member deals / offers - cross sell pro-shop, other brands </li></ul></ul></ul><ul><ul><ul><li>Auction </li></ul></ul></ul><ul><ul><ul><li>Last minute distress sales from airlines </li></ul></ul></ul><ul><ul><ul><li>Chat with top RJs </li></ul></ul></ul><ul><ul><ul><li>Exclusive sneak preview of new releases </li></ul></ul></ul><ul><ul><ul><li>update / analysis of PGA tour </li></ul></ul></ul><ul><ul><ul><li>Online community </li></ul></ul></ul><ul><ul><ul><li>Contests </li></ul></ul></ul><ul><ul><ul><li>Partner offers </li></ul></ul></ul>
  23. 23. Interactive <ul><li>Contests </li></ul><ul><ul><li>Indian Idol type radio shows </li></ul></ul><ul><ul><li>Heroes out of common people </li></ul></ul><ul><ul><li>Job hunt space </li></ul></ul><ul><ul><li>Quiz, competitions </li></ul></ul><ul><ul><li>No wasting your time – easy dial-ins, sms, 24*7; msg when ‘you’ are on air </li></ul></ul><ul><li>Meeting stars </li></ul><ul><li>Winning passes </li></ul><ul><li>Dial – in requests </li></ul><ul><li>Personal greetings </li></ul><ul><li>Games – Antakshari </li></ul><ul><li>Opinion polls </li></ul><ul><li>Downloads </li></ul>
  24. 24. Others <ul><li>Quiz program </li></ul><ul><ul><li>Funniest quiz program </li></ul></ul><ul><ul><li>30” rapid fire question </li></ul></ul><ul><ul><li>Stupid and funny questions to baffle the participant </li></ul></ul><ul><ul><li>Funniest / wackiest answers get prize </li></ul></ul><ul><li>Other promotions </li></ul><ul><ul><ul><li>Gift with purchase </li></ul></ul></ul><ul><ul><ul><li>Sweepstakes </li></ul></ul></ul><ul><ul><ul><li>Cross promotion </li></ul></ul></ul><ul><ul><ul><li>Cause marketing </li></ul></ul></ul><ul><li>FM Tabloid – To promote the category </li></ul><ul><ul><li>Page 3 of FM, what’s happening, RJ stars of FM, promos, music </li></ul></ul><ul><li>Cause Marketing </li></ul><ul><ul><li>P romotion s involving local schools, environment, health issues, women’s issues, children’s issues, senior’s issues </li></ul></ul>
  25. 25. Others <ul><li>Property / Celebration </li></ul><ul><ul><li>Celebrating the spirit of independent India </li></ul></ul><ul><ul><ul><li>Famous excerpt of speech by Jawaharlal Nehru </li></ul></ul></ul><ul><ul><li>Celebrating the spirit of Indian Cinema </li></ul></ul><ul><ul><ul><li>Famous dialogues by Bollywood movie stars from the start on Hindi Cinema </li></ul></ul></ul><ul><li>Sponsor Awards </li></ul><ul><ul><li>Man of the match </li></ul></ul><ul><ul><li>Coolest player </li></ul></ul><ul><ul><li>Miss India </li></ul></ul><ul><ul><li>Corporate Leaders </li></ul></ul><ul><ul><ul><li>Manager of the week </li></ul></ul></ul><ul><ul><ul><li>Solution of the quarter </li></ul></ul></ul><ul><ul><ul><li>Sales team </li></ul></ul></ul><ul><ul><ul><li>Dealer of the month </li></ul></ul></ul><ul><ul><li>College sponsorship </li></ul></ul>
  26. 26. Cluster Packages Identify – Involve – Initiate The Relationship Drivers
  27. 27. Lifestyle Drivers The Progressive Family Music Movies Internet Festivals Health In touch Eating Out Fashion Insurance Sport Shopping Astrology
  28. 28. The ‘ Family ’ Package <ul><li>Where to get them – Entertainment parks, shopping malls, dining joints, multiplexes, schools, colleges, housing complexes </li></ul><ul><li>Content – Movie updates, Music downloads,daily astrology, gaming, sport updates, matrimonials, recipes </li></ul><ul><li>Relationship – Birthday/Anniversary wishes,festive wishes, satisfaction audits, combined minutes for rewards, Happy sunday </li></ul><ul><li>Revenue – Advertisers / Alliances – Food & Beverages, Lifestyle stores & brands, Education institutes, Multiplexes, Home Appliances, Entertainment Parks </li></ul><ul><li>Rewards- dining, movie tickets, music cassettes, medical/life insurance, clothes </li></ul><ul><li>Medium – TV, newspaper, radio, cable, outdoor, metro, taxi </li></ul>
  29. 29. Lifestyle Drivers The Successful Professional Music Movies Internet Career Connectivity Status Real Estate Fashion Entertaining Sport Shopping Travel
  30. 30. The ‘Successful Professional’ Package <ul><li>Where to get them – Office canteen / cafeteria, cars, clubs, multiplexes, shopping malls, metro rail, busses, cabs, discos, eateries </li></ul><ul><li>Content – stock portfolio, music, news, sport updates, weather alerts, subject capsules (advertising, banking, etc) </li></ul><ul><li>Relationship – birthday/anniversary wishes, satisfaction audits, free handset upgrade, handset loan for Intl. Travel (tri-band) </li></ul><ul><li>Revenue – Advertisers / Alliances – Bank, Real Estate, News media, Lifestyle stores, Automobiles, Telecom </li></ul><ul><li>Rewards - dining, movie tickets, music systems, VCD’s medical/life insurance, clothes & points transfer to other loyalty programs (Taj, Jet Airways, Asia Miles, Shoppers Stop) </li></ul><ul><li>Medium – SMS, e-DMS, direct mailers, radio </li></ul>
  31. 31. Lifestyle Drivers The Mover & Seeker (SME’s) Music Movies Internet Classified Gadgets Property Investments Accessories Sport Shopping Connectivity Dining
  32. 32. The ‘M&S’ Package <ul><li>Where to get them – Office, cars, business hubs , Markets , Shopping malls, metros, multiplexes </li></ul><ul><li>Content (in language of choice) – classified,daily astrology, lottery, sport updates, stock alerts, jokes </li></ul><ul><li>Relationship – birthday/anniversary wishes,festive wishes, satisfaction audits, Happy hours </li></ul><ul><li>Revenue – Advertisers / Alliances – Bank, Real Estate, Lifestyle stores, Automobiles, Telecom </li></ul><ul><li>Rewards- dining, movie tickets, music cassettes, medical/life insurance, clothes & points transfer </li></ul><ul><li>Medium – TV, newspaper, radio, cable, outdoor, metro, bus </li></ul>
  33. 33. Communication Strategy vis-à-vis consumer study
  34. 34. Male Media / Content / Activities Day Clock, IMR Need Gap Study) <ul><li>Males generally leave their house between 9-12.30 pm in the </li></ul><ul><li>morning and return between 6:00-8.30pm. </li></ul><ul><li>Among males, at time one can tap through is 8-11 pm (late evening slot), </li></ul><ul><li>since female are busy watching TV then </li></ul><ul><li>Peak times for radio among males : Small peaks 9.00 - 9.30 am, </li></ul><ul><li>11.30 -12 pm, 2.30 -3.00pm and 7.30 – 8.00 pm </li></ul><ul><li>Throughout the week, the most preferred entertainment activity </li></ul><ul><li>is watching TV </li></ul><ul><li>Reading (majorly newspaper reading) the 2nd most important activity </li></ul><ul><li># Males - Commuting time </li></ul><ul><li>- Media - Car stickers, traffic console, hoardings </li></ul><ul><li>Content – News, traffic, stock, music </li></ul><ul><li>- Activities – Road shows, promos in & around office premise </li></ul><ul><li># Males – Peak Hours – While at work </li></ul><ul><li>- Media – Online, web based, banners, e-dms, mobile </li></ul><ul><li>Content – News, traffic, stock, music, movie clips </li></ul># TV & Newspaper as medium of communication - Generic, programming led, event / promo / contest led communication
  35. 35. Female Media / Content / Activities Day Clock, IMRB (Kolkata – Need Gap Study) <ul><li>Most of the females are home throughout the day </li></ul><ul><li>Among the females, at the peak time for TV, 8-11 pm (late evening slot), </li></ul><ul><li>radio listenership dips. Hence the radio listenership in this slot is </li></ul><ul><li>coming majorly from males </li></ul><ul><li>Peak times for radio among females : Small peak at 11.00 - 11.30 am </li></ul><ul><li>Among females, radio listenership higher than TV viewership in the morning at 11-11:30 am </li></ul><ul><li># Females – At home </li></ul><ul><li>Door-2-door activity – brand building (amongst non-listeners also), contests, merchandise </li></ul><ul><li>Housing community programs – RJ hunt for housewives, contests, interaction with PJs and celebrities </li></ul># Females - TV as medium of communication - Brand building, programming led # Radio as medium - Event / promo / contest led communication - Content – Bollywood, beauty, lifestyle, kids, music
  36. 36. Customer Touch Points Communication
  37. 37. Consumer experience across all media / touch points Customer Touch Points
  38. 38. Consumer experience across all media / touch points Customer Touch Points
  39. 39. Consumer experience across all media / touch points Awareness Attention Involve Initiate/Trial Loyalty Communication Media         TV Advertising          Press           Cable           Magazine           NPI           Hoarding Outdoor         Bus Shelter           Signages           Kiosks           Stn Branding           Bannering           Neon           Glow Box           Posters POP         Streamers           Dangler           Leaflet           Foam Sticker            Lit / non-lit Cubes            Wobbler            Merchandise   Customer Touch Points
  40. 40. Consumer experience across all media / touch points Awareness Attention Involve Initiate/Trial Loyalty Communication Media         Online Interactive         e-mail           SMS            Mailing Direct         Door-2-Door            Telecalling            Loyalty Clubs           Promotions           Road / Van Shows            Sampling            Press Meets Events         Trade Meets           Seminars          Mass Events            Media Events           Exhibititions           Contests           Merchandise          Alliance Promotion Alliances        Trade Promotion           Shop-in-shops   Customer Touch Points
  • wassupankur

    Apr. 18, 2016
  • ajaykrgupta12

    May. 1, 2012
  • kaewsirima

    Jul. 2, 2010
  • hunlen

    Nov. 2, 2009
  • shahvis

    Aug. 19, 2009
  • Envent

    Jun. 17, 2009
  • amitroy_22

    May. 14, 2009
  • amitroy_22

    May. 14, 2009
  • gauravbond

    Aug. 22, 2008


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