deccan 360 till date and way forward

8/14/2019 Deccan 360 Till Date and Way Forward

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Deccan 360ubjugating the status Quo

14/12/2009


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Pointers ( - )o far Dec 09 Nov 09

rief iterations trategy for launch and Sustenance

- ctual Implementations- Findings

( )ctivity Dec 09 Feb 10 ( )pproach Apr 10 Oct 10


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rief iterations

- Brief 2 March 09

ategory -reLaunch ear 1 ear 2 ear 3 ear 4 ear 5( )ATL INR crs .29 6 .13 54 .21 80 .24 60 .32 19 .40 14

( )Interactive INR crs .1 6 .0 73 .1 82 .5 13 .6 71 .8 36

ategory ear 1 ear 2 ear 3 ear 4 ear 5( )ATL INR cr .8 643 .15 48 .27 305 .24 037 .28 466

( )Interactive INR cr .0 602 .1 29 .5 461 .4 773 .5 676

- - Brief 1 Dec 08 Jan 09

ategory ear 1 ear 2 ear 3 ear 4 ear 5( )ATL INR cr 32 .21 67 .28 93 .38 48 .45 53

( )Interactive INR cr .1 72 .1 80 .6 02 .7 99 .9 53

-Brief 3 May 09

& Freight Launch Franchisee Print Executed in May 09


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trategy Presented


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ased on TG

- edia habits- ouch Points

- ole Of Media- Competition- edia mix

-ase Real World Architecture


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G DemographicsSMEs and Retail

- +Male 25 SEC ABC

Corporate Decision makers

- +Male 25 SEC AB1

:edia to be based on: , - ,rimary TG Males 25 50 years SECAB: , - ,econdary TG Males 25 50 years SEC ABC

-iltering for qualitative selections Psychographics


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-orporate Managers Theonsumer zone

Source-TGI07

Adventuroushave a keen sense ofadventure

Progressivethink we should striveor the equality of all

eamPlayerprefer to work as partf a team than workalone

Impulsiveoften do things on thepur of the moment


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-ntrepreneurs The consumerzone/rtistic Experimentalconsider myself to bere ati ve an d a rt is tic

iskTakerslike taking risks

ulturallyinclinedam interested inulture from differentarts of India as wells the world

amily Firstts important my familyhinks I am doing welln life

Source-TGI07


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day in my TG s Life

&lenty of cues for contacting connectingith our consumers

0600-0900 0900-1300 1300-1800 1800-2000 2000-2400

Wake UP Travel to Work Mtings/Office Mtings/Office Daily reports

Jogging Meetings Work Work Travel back home

Tea/News Travel back home Watch TV

Shower

Media

Alarm

Clock,Calendars,News

paper, TV News Paper, Cabs, OOH

SMS, Radio,

Internet,OOH, Bus

News Radio,Internet Radio, TV, Magazines

Activity


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edia Specifics


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G media consumption

79

9185

33

10

30

0

10

20

30

40

50

60

70

80

90

100

Press TV Satellite Radio Cinema Internet

Males, 25 - 50, SEC AB

rimary Cities

Source: IRS


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ubjective Weights

IMPACT AWARENESS(Reach) BRAND VALUES EMOTIONAL FUNCTIONAL SELECTIVE

Very Strong ImpactTV TV, Newspaper TV News Paper News Paper,Radio

Strong Impact News Paper Magzn,Internet Cinema ,RadioInternet,MagznInternetM edium Impact Internet , Outdoor Outdoor News Paper TV TV

Low Impact M agazinbe, Radio Cinema Internet, Radio M agazine

Very Low Impact Cinema

Core-Obj

,V is best used for building awareness and image fastnd efficientlyress is a strong call to action medium


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efining the role ofediaMedia Role of the Medium

Television Fastest Reach, Salience and image building

Press Annoucement,Reach, Localised

Radio Reminder, Localised, low cost

OOH High visibility &Localised Impact

Cinema Receptive Audience

Internet Receptive Audience-Focus Targetting


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Medium Use RoleSatellite Television .Primary awareness driver Build brand equity

Print Dailies ,Instant Reach Information source

Print Magazines . -Secondary awareness driver Builds on brand equity

Radio Frequency option Not Recommended

Cinema Advertising role to be defined beyond Integration

Internet Traffic generation among the considered set

Outdoor-

Customised messaging complementary medium

(ase Media mix Recommended Pre )ay 09

Medium cues missing?? smiles


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he Frequency Estimator

Deccan 360

Importance RANGE 1 to 5

Low (0.5) Med (1) High (1.5)

BRAND FACTORS

Brand lifecycle 1.5 Established brand 1 New brand/Launch 7+

Brand Objective 1.5 Maintaining share 1 Increasing share 6+

Adstock (Historic Advertising) 0 Recent Not Recent 1+

Receptive Target 0.5 Receptive 1 Unreceptive 2+Involvement level of category 1.5 High involvement 1 Low involvement 6+

MARKET/MEDIA FACTORS

Competitive clutter 1 Little & Ineffective 1 Heavy & Effective 2+

Media clutter 1 Little Clutter 1 Much Clutter 5+

Marketing Support 0.5 Fully integrated 1 Support very low 1+

COMMUNICATION FACTORS

Ad Lifecycle 1 Established ad 1 New Ad 5+

Message Delivery 1.5 Simple Message 1 More complex message 5+

Role of Ad 1.5 Reinforce attitude 1 Change Behaviour 7+

Size of ad 1 60 seconds plus 1 10/15 seconds 3+

Ad Message 1 Appealing proposition 1 Lower appeal proposition 3+

No. of executions 1 Single execution 1 Multiple executions 2+

Recommendation 4+

Lower frequency Higher Frequency


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-ptions Television


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he Approach+Frequency

eachased Plan requencyased Plan

-Launch Phase Sustenance Phase


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aximizing the Reach


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0

10

20

30

40

50

60

Reach%

100 300 500 700 900 1100

GRPs

- +V Ideal Reach @4

Effective Reach Stands at 50@4+ for 800 GRPs

For the launch campaign we will target 50@4+ across markets

The follow up campaigns on TV can have lower Delivery levels i.e 30-35@4+

Reach @4+


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ummarizing TV strategy he launch plan has to be a mix of high reach as well asiche options to build frequency

( + ),ince our GRP objectives are around 800 50@4 theaunch plan has to have a good mix of high TVR( ),hannels GEC however program selection can be TGskewed

ualitatively we need to have other genres like News andovies to build good frequency as well

onsidering this is a launch we need to take one or two,igh reach properties like premier movies Awardhows over and above regular FCT to build buzz

s a placement strategy all the spots to be scheduleduring prime time only


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rint Strategy

Primary cities+ Secondary cities

OP Publications in respective markets

( )tart with a Larger Col format followed by( )elatively smaller size BW

ositioning mostly Business pages for relevance

nnovation with possible markets

agazine both general and Trade specific during Launch


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OH Strategy

Primary cities+ Secondary cities

arge formats to be restricted to Tier 2 cities

etros to be covered with ambient formats

nnovations based on Budget


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edia Budget Road Map( )ased on May 09 BriefMedia Genre Aug Sep Oct Nov Dec Jan Feb Ma

TV News/Movies/Lifestyle/Non Appointment Programs

Sports

Press Dailies/MagznMagazines

Internet Display

Search

OOH Ambient & Hoardings 8000000 8000

Total

10289370 10289370

428493476

50000000104120115

59962500

92561607 50000000

26939619

8330894


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rief Aug 09 ct 09 ov 09 ec 09 an 10 eb 10 ar 10aunch Sustenance

Activities ( )a un ch Bu dg et IN R

( &ri nt N ews pr int)agazines , ,8 500 000TV , ,400 000Outdoor , ,5 000 000Internet

,00 000TV Only Non FCT

Activities Sustenance( )udget INR( &ri nt N ew sprin t)agazines , ,2 000 000

Outdoor , ,000 000Internet , ,000 000Radio , ,000 000


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edia Budget Road Map( )ased on Aug 09 BriefMedia Genre Oct Nov Dec Jan Feb M

TV News/Movies/Lifestyle/Non Appointment Programs/Sports

Press Dailies/Magzn

Magazines

Internet Display/Search

OOH Ambient & Hoardings

Total

389192

10743496

4419225

145720165

20500000 129000

6244778

51993380


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he implemented campaigns


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he activity Snap shot rint the only medium used ctivity kicked off in May with the Freight&aunch Franchisee plans &fter a span of 5 months the pre Launchaunch campaigns were rolled out lthough the initial bursts with the half page,ds created a buzz the same was notustained with immediate follow up campaigns


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nap Shot reight Launch 9th ay to 15th ay

& ranchisee Plan Follow up 12th ayo 22nd May

perations Launch 4th ov to 20th Nov

, , , /-arcom Budget Till Date INR 2 89 09 727


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Findings , &5 respondents in Bangalore Mumbai Delhirespectively ipstick restricted to the core TG he results can be consolidated as follows hat do you know about Deccan 360?

, saw some ads but don t remember the!!etails !!have never heard about that s this by Air Deccan?


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- & -ec 09 March 10 Aprilct 10ay Forward


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roposed Campaign Dec 09 Feb10 ( : . , , , )r i n t P l a n n e d s p e n d s R s 3 2 1 5 1 2 2 2 ( )lug ads 80 SQCM across top publications for a sustainedactivity

ctivity to be spread across for 8 weeks all for action can be emphasized op Of Mind expected to be high as the Opportunity to Seeill be high

( : . , , , )e l e v i s i o n P l a n n e d S p e n d s R s 1 9 7 6 1 7 1 4 t o b e r e v i s e d . ,o TVC for the campaign Hence Non FCT and channel promoss options explored - , , &ptions like L shaped panels Vignettes Break Bumpersroperty Sponsorships considered ( , & ) .ews genre English Hindi Business suits best &lthough genres like Movies GEC would throw up better& ,each GRPs Non FCT options for these channels are limited

nd expensive u t o f H o m e

/oardings Billboards across all the out bound cities ocus Medium for TIER II cities


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pproach Apr 10 Oct 10


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/ lanning process 10 11 riven by analysis and benchmarking to achieveshift in a specified brand parameter

TOMA arketing Objective

se of multiple touch points with clearationalization of the role of each touch point edia mix decisions

( ,V vs Press cost efficacy Reach Build)p and Stagnation ther media based on quantitative andualitative parameters

-lear trade offs in the event of varying budgetscenarios /hort term learning plans experimentation whererelevant edia inputs the starting point to drivereative process :OTE APPROACH NOT THE PLAN


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Considerations

,rand Recall still very low however will increasefter the Dec Feb proposed campaigns he approach should be to increase the Top Of Mind.ecall as well as to communicate the Brand Image

all for Action to be emphasized G remains the same for all marketing communications: -5 50 DEC AB Male he media mix based on the base strategy presented


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ampaign Objectiverand Saliency all to Action

TV

Print

Radio

Online

OOH


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etting Priorities ocus by the next Financial year will,hift more to call for action leadgeneration

owever brand imagery eases the callor action

ence we need to establish Deccan60 first through saliencyuilding followed by call foraction


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efining objective and rolef medium

TV

Display

OOH

Print

Search

rand Imagery all to Action


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edia PhasingCommunication Role Apr May Jun Jul Aug Sep Oct

Brand Saliency

Call For Action

TVDisplay

Print

Search

OOH Ambient

Around 1200-1400 GRPs

Large Formats

240 formats Strip Formats

Select Verticals


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V in detail


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hannel Genre preferenceDate 8/11 - 5/12

Timeband All Days (700 - 2500)Market : 1 mn+All India

CS 25+MALE ALL SEC CS 25-54 MALE SEC AB Skew

TOTAL HIN GEC 23.69 25.62 108

H GEC 1 18.71 19.91 106

SOUTH GEC 14.66 13.61 93

HIN MOV 9.19 8.64 94SPORTS 5.25 5.36 102

H GEC 2 4.68 5.32 114

HIN NEWS 3.83 4.69 122

SOUTH MOV 3.19 2.67 84

MUSIC 1.36 1.72 126

INFO 1.16 1.49 128

SOUTH MUSIC 1.21 1.18 98

BUSINESS NEWS 0.68 1.15 169ENG MOVIES 0.88 1.13 128

ENG NEWS 0.52 0.63 121

LIFESTYLE 0.52 0.6 115

SOUTH NEWS 0.44 0.43 98

ENG GEC 0.22 0.31 141

Share

Source: TAM 3.0


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rogram genre preferenceAll

25 Male SEC

A-D

25-55 Male

SEC AB Skew

Sample 61942 17509 6856

Est. Individuals (000s) 109571 30173 10228

Prog. Genre-Last 1 week

News / Current Affairs 59.7 71.3 80 112

Feature Films - Hindi 53.4 51.1 58.3 114

Serials - Hindi 50.5 44.8 49.6 111

Music Programmes 36.3 33.4 42.1 126

Cricket 15.7 23.3 32.2 138

Feature Films - Other Vernacular Languages 30.8 30.7 27.8 91

Serials-Other Indian languages 28.3 25.1 22.6 90

Reality TV Shows 13.9 14.1 17.8 126

Nature & Wildlife 8.3 9.5 15.2 160

Talk Shows / Interviews 10.1 11.2 13.7 122

Game Shows / Quiz Programmes 9.7 9.8 12.3 126

Other Sports 6.2 9 12.2 136

Others 6.5 7.4 8.3 112

Feature Films - English 2.6 3.8 6.9 182

Adventure 2.9 3.6 6.3 175

Cartoons 5.2 2.2 3.2 145

Agriculture based programmes 0.8 1.2 2.1 175

Serials - English 0.9 1.1 1.7 155Source: IRS 2009 R2


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-V Order of preference

, ,ovies Reality shows

/ews Infotainment

elect Properties

Reach

Frequency

Saliency


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+ +rint Online OOH


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OnlineApproachix

ertical specificection sponsorshipsto 1 connect- rogrammes eDM s

earch programme torive traffic torands online presenceobile application tose the offlineechanism to reach outhe mass audience andromote D360 network


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OOHApproach Ideally to be used as an extension of thebranding campaign on TV and Print

Two Months of branding with large formats

Followed by smaller format creative like busshelters


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udget PhasingCommunication Role Apr May Jun Jul Aug Sep Oct

Brand Saliency

Call For Action

TVDisplay

Print

Search

OOH 70,00,000 70,00,000 40,00,000

Total

7680000055,00,000

35,00,000

163800000

60000000


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&A

deccan 360 till date and way forward

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