Research on Prestige and Bajaj mentions in digital media and online perception of gaming and recipes in India

Research on mentions of Prestige and it’s competition
in the digital media landscape and online perception of
gaming and recipes in India

Contents
A. Brand Scan
1. Official website analytics of Prestige and Competition

2. The Social Media Presence of Prestige and Competition

3. Sentiment of mentions (Positive, Negative, Neutral)

4. Brand score

5. Summary

B. Secondary research
1. Online gaming

2. Online recipes

3. Summary

C. Recommendations

D. Approach

Brand Scan
Tracking of all mentions of Prestige and competing brands in digital
and social media

Time period: 26th September 2009 to 26th September 2010
Geography: India
Demographics: All demographics

Official website analytics
• Official website: www.prestigesmartkitchen.com

• Global Traffic Rank: 290,151

• Global Traffic Rank Status: LOW

• Optimum Global Traffic Rank Range: <50,000

• Highest traffic from: India

• India Traffic Rank: 24,638

• Sites linking in: 33

• Click Stream:
– Upstream : google.com

– Down Stream: google.com

• Official blog: NA

• Latest post – NA

• Technorati authority rating – NA

• Official Tweeter: NA

• Latest tweet – NA

• Following – NA

• Followers –NA

• Official Facebook Page: http://www.facebook.com/pages/ttk-prestige/111404602211851?ref=ts

• No. of fans – 2

• Last post – September 22nd 2010

Share of voice

Percentage of total
Platform Mentions
mentions
General Web 442 75.17%
Twitter 52 8.84%
News websites 50 8.50%
Blogs 38 6.46%
Forums 06 1.02%
Total 588 Mentions 100%

Influencers

Influencers
currybear.com 4

www.autoblogs.in 4

blog.investraction.com 5

blsmartbuy.com 5

jilele.com 6
Authority
maths.indl.in 6

chiru.in 7

indiansharemarket.in 4

www.cafestocks.com 8

0 1 2 3 4 5 6 7 8 9

Influencers are the main websites driving the conversations around a given brand. In the above graph they are
segmented according to their authority which is a measure of the number of links to the website as well as their
influencing power in conversations (how effective were they in generating them) around Prestige

Tweets

Average
4.13 Authority
15
Total Tweets
7520 Followers
An authority ranking between 0 to 10 with 10 signifying
someone with very high reach and influence. This authority
ranking is based on the number of
1592 Following followers, following, updates, retweets and several similar
measures .

The Redigital Twitter Acquisition Index is a measure
Twitter of dividing the total number of followers by the total
501.33
Acquisition number of tweets of a tweeter. The index represents
how interesting or ‘viral’ (potential to spread) the
Index tweets of a tweeter are.

Videos

20782 Total views

Total
33 comments

0.41 Average
rating
44
Total Videos
Total
29
Favourites

Total
7314
Duration
(seconds)

News

Top sources of News

1 1 indiatimes.com
1
1 business-standard.com

1 hindu.com
moneycontrol.com
2 12
yahoo.com
telegraphindia.com
2 thehindubusinessline.com
topnews.in

3 merinews.com
pressreleasepoint.com
3

Fig: News sources which mention the search query most often and have an authority score of at least 1.

Blog mentions

2.77 Average
Authority

30 Average
Age
38
Total Mentions

Male Over-represented
Gender

The authority score of a blog is based on the size of its audience and reach.

Sentiment

Sentiment 128 01 178
Positive Negative Neutral

Mention: http://twitter.com/burgerbingo (http://twitter.com/burgerbingo/statuses/10456544507)
Date: 2010-03-14
Time: 10:38:58 IST
Location: IN
Type: Negative
Content: Big Bazar ROBBED M! they sold me a defective Prestige pressure cooker a day ago and now insists of
repairing it rather than a replacement.

Bajaj

Keywords: kitchen appliances, mixer grinders , food process, juicer, hand blender, wet
grinder, toaster, oven toaster griller, microwave oven, electric kettle, hobs

• Official website: http://www.bajajelectricals.com/Appliances-c-5.aspx







• Click Stream:
– Upstream : google.com, liveperson.net

– Down Stream: google.com,liveperson.net




•

• Official Tweeter: http://twitter.com/BajajAppliances



• Followers –NA

• Official Facebook Page: http://www.facebook.com/pages/bajaj-appliances/118774681493341

• Last post – NA

Share of voice

Platform Mentions Percentage
General Web 5000 99.48
Blog 16 0.31
News 11 0.21
Total 5027 Mentions

Videos

4022 Total views

Total
01 comments

-01 Average
Rating
04
Total Videos
Total
01
Favourites

Total
158
Duration
(seconds)

News

Top sources of News

1
thehindubusinessline.com
2
hindu.com

indiatimes.com

2


Blog mentions

1.06 Average
Authority

NA Average
Age
16
Total Mentions
Over-represented
Male Gender

An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence. This
authority ranking is based on the number of followers, following, updates, and several similar measures.

Sentiment

Sentiment 1160 388 3479

Hawkins
Keywords: futura cookware, pressure cooker, cooker, cookware

• Official website: http://www.hawkinscookers.com/




• Highest traffic from: India (94.6% of visits)



• Click Stream:

– Down Stream: NA

•
• Followers –NA

• Official Facebook Page: http://www.facebook.com/pages/Hawkins-Cookers-Limited/109412115744873?ref=ts

Share of voice

News 33 31.48%
Blog 19 18.09%
Twitter 19 18.09%
Forums 02 1.92%
Total 105 Mentions

Tweets
5.73 Average
Authority
An authority ranking is between 0 to 10

14199 Followers
19 with 10 signifying someone with very
high reach and influence. This authority
ranking is based on the number of
Total Tweets followers, following, updates, and
several similar measures.

6797 Following

Top 10 twitter sources

Twitter 10%
bloqcafycom
smartinvestor
747.31 20%
Acquisition 10% probablytrippy

Index 10% 10%
slockezy picks
mishaalhk
preethz danfan

The Redigital Twitter Acquisition Index is a measure of dividing 10% 10% simplication
the total number of followers by the total number of tweets of 10% 10% quickermaths
a tweeter. The index represents how interesting or ‘viral’ mercuryman3a
(potential to spread) the tweets of a tweeter are.

Videos

16820 Total views

Total
8 comments

3.47 Average
Rating
09
Total Videos
Total
19
Favourites

Total
1971
Duration
(seconds)

News

Top sources of News

9 24 hindu.com


Blog mentions

2.10 Average
Authority

30 Average
Age
19
Total Mentions

Gender

An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence. This
authority ranking is based on the number of followers, following, updates, and several similar measures.

Sentiment

Sentiment 48 09 65

Buzz Graph

» BuzzGraph shows a visual summary of
buzz around the searched query by listing
the words that appear frequently along
with the search query.

» Association between different keywords
is represented by edges between them
which can be bold, simple or dashed based
on the strength of association.

» Strongly related words, which
frequently appear together, have darker
edge between them.

Maharaja Whiteline
Keywords: Mixer, grinder, juicer, rice cooker

• Official website: www.prestigesmartkitchen.com

• Global Traffic Rank: 3,190,365






• Click Stream:



• Followers –NA

• Official Facebook Page: http://www.facebook.com/pages/MAHARAJA-WHITELINE-INDUSTRIES-
LIMITED/120150181350800?ref=ts
• Last post – May 18th 2010

Share of voice

Twitter 01 1.34%
News 03 4%
Blog 06 8%
Total 75 Mentions

Tweets

7
Average
Authority
01
Total Tweets

1121 Followers
An authority ranking is between 0 to 10 with 10 signifying someone
with very high reach and influence. This authority ranking is based
on the number of followers, following, updates, and several similar
34 Following measures.

Twitter The Redigital Twitter Acquisition Index is a measure of dividing
1121 the total number of followers by the total number of tweets of
Acquisition a tweeter. The index represents how interesting or ‘viral’
Index

Videos

507 Total views

Total
01 comments

5 Average
rating
01
Total Videos
Total
00
Favourites

Total
31
Duration
(seconds)

Blog mentions

1.67 Average
Authority

NA Average
Age
38
Total Mentions

NA Over-represented
Gender

An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and influence.
This authority ranking is based on the number of followers, following, updates, and several similar
measures.

Sentiment

Sentiment 09 07 59

Philips
Keywords: mixer grinder, juicer, food processor, water purifier,
vacuum cleaner, kettle, blender

• Official website: http://philipsindia.com/







• Click Stream:
– Upstream:
philips.com, google.co.in, google.com, futurebazaar.com, facebook.com, amazon.com, ebay.in, infibeam.com, opinion
bar.com, samsung.com

– Down Stream: google.com, philips.com, google.co.in, infibeam.com, ebay.in, facebook.com, opinionbar.com,




• Official Tweeter: http://twitter.com/philipsindia

• Latest tweet – September 24th 2010


• Followers –6

• Official Facebook Page: http://www.facebook.com/pages/ttk-prestige/111404602211851?ref=ts


• Last post – September 22nd 2010

Share of voice

Blog 60 53.09%
Twitter 20 17.70%
News 19 16.82%
Forums 02 1.77%
Total 113 Mentions

Influencers

Authority of Influencers

brandstoday.in 5

greenerlargevehicledomains.com 5

bpmsound.com 6

hometone.org 8

news.pluggd.in 9 authority

trendsupdates.com 10

customercareinfo.in 6

maths.indl.in 6

0 2 4 6 8 10 12

Influencers are the main websites driving the conversations around a given brand. In the above graph they are
segmented according to their authority which is a measure of the number of links to the website as well as their
influencing power in conversations (how effective were they in generating them)

Tweets
Average
5.4 Authority
An authority ranking is between 0

20
to 10 with 10 signifying someone
with very high reach and
15953 Followers influence. This authority ranking is
based on the number of

14627 Following

Top 10 Twitter sources
Twitter
adsmumbai
1 adsbangalore
496.75 2
Acquisition 1 adschennai
sktechlover
Index 1
2
shailaja
ani_aset
1
quikr
The Redigital Twitter Acquisition Index is a measure of dividing
the total number of followers by the total number of tweets of 1 1 usedgoodsonline
a tweeter. The index represents how interesting or ‘viral’ 1 1 gagankaul
(potential to spread) the tweets of a tweeter are. ridziegal

Videos

452144 Total views

Total
437 comments

2.73 Average
rating
50
Total Videos
Total
201
Favourites

Total
8238
Duration
(seconds)

News

Top Sources of News

1
1 indiatimes.com

1 hindu.com
6
2 rediff.com

business-standard.com

3 yahoo.com


Blog mentions

2.63 Average
Authority

28 Average
Age
60
Total Mentions

Gender

An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and
influence. This authority ranking is based on the number of followers, following, updates, and several
similar measures.

Sentiment

Sentiment 41 14 44

• Official website: www.nirleponline.net

• Global Traffic Rank: 4,015,309




• India Traffic Rank: NA

• Sites linking in: NA

• Click Stream:



• Followers –NA

• Official Facebook Page: NA
• No. of fans – NA

Share of voice

Twitter 20 3.2%
Blogs 19 1.6%
News 12 0.7%
Total 111 Mentions

Tweets
Average
3.71 Authority An authority ranking is between 0
to 10 with 10 signifying someone

56010 Followers
28 with very high reach and
influence. This authority ranking is
based on the number of

3880 Following

Top Twitter sources
Twitter
2000.35
Acquisition 1 1 bhogleharsha
get2knowindia
Index 1 1
sudhir_asb
tariquesani
sri_gangsta
The Redigital Twitter Acquisition Index is a measure of dividing
the total number of followers by the total number of tweets of 1 1 bhatatrao2305
a tweeter. The index represents how interesting or ‘viral’

News

Top sources of News

9 in.biz.yahoo.com
10
www.telegraphindia.com

www.dnaindia.com

3 www.indianexpress.com
3
3 www.merinews.com
5


Blog mentions

2.21 Average
Authority

22 Average
Age
15
Total Mentions

Gender

An authority ranking is between 0 to 10 with 10 signifying someone with very high reach and
influence. This authority ranking is based on the number of followers, following, updates, and

Brand Score
Rank Brand Brand score Factor

1 Philips 5254.44 Video uploads

2 Bajaj 5065.22 Web mentions

3 Nirlep 915 Web mentions

4 Prestige 669.82 Video uploads

5 Hawkins 338.2 Video uploads
6 Maharaj whiteline 69.07 Web mentions

Brand score is calculated by adding the following factors where each factor has a different scoring metric:

Alexa Ranking + Site Linking + Blog mention + News mention + Forum mention + General web mentions +
Twitter mention + Video uploads + Video favourites + Video Comments + Facebook score

Summary
Share of voice :
– 75% of the mentions of Prestige are in general web compared to blogs, forums and Social Media.
– Future activities should focus more on these platforms
Influencer:
– Influencer websites are the drivers of the conversations and linking back to their site and following them on
relevant platforms can help increasing visibility of the brand.
Twitter Acquisition Index:
– Twitter Acquisition Index shows that the tweets that mentions Prestige TTK were mostly relevant and people
followed them.
– Twitter Acquisition Index for Prestige TTK is 501.33 and is considered to be good.
Videos:
– The total number of views for the 44 videos we analyzed is 20,782.
– The average rating is low at 0.41. Highly-rated videos appeal to a specific group of individuals with related
interests/tastes that tend not to represent the mass.
– Videos with average rating probably appeal to larger groups of people that have more diverse interests, and
this tends to bring down the average rating.
Blog:
– Average authority ranking of blog mentions is 2.77 which mean the overall influence and reach of Prestige
on Blogs is comparatively low.
– As the average age is 30 which is Prestige TTk’s TG and activities can be planned on Prestige TTK’s blog and
website keeping them in mind.

Summary
Sentiment:
– Sentiment of Prestige TTK on the entire internet is favorable as the mentions are mostly positive and
neutral.
– However there was one tweet which was found negative. This negativity can be handled by giving
feedback and answers to the tweeters or the users.

Popular phrases :
– Popular phrases can be very useful while planning SEM campaign and also the content for the blog
and Prestige TTK website.
Brand Score:
– Prestige TTK is 4th on the list and Philips is 1st. The factors that influenced the ranking are mainly
Video uploads and web mentions.
– These factors should be kept in mind while creating the website or any other similar activity

Summary
Prestige v/s Competitors:

Brand score:
– The main factor for Philips to be at the top in the brand score is Video uploads and even for Prestige.
– Prestige however has less general web mentions. On the other hand Bajaj and Nirlep have a good presence on the
– general web.

Twitter:
– Users are talking about Prestige in random tweets but a more integrated approach could be followed like creating an
official Twitter account (as Prestige doesn’t have one) and following relevant people.
– A content strategy to be followed to engage more followers.
– Competitors haven’t done anything significant on Twitter so tapping this platform can play a key role.
Blog:
– Creating an official blog of Prestige and generating content around for example the latest recipes and the Prestige
recipe game.
– This will help users to participate and getting involved.
Videos:
– Total 44 videos are related to Prestige but they are posted randomly by users.
– A more efficient approach could be to create a dedicated YouTube channel for Prestige and adding all the videos in the
channel.
Facebook:
– Prestige TTK Facebook page is inactive and has just 2 fans.
– Facebook page could be promoted through the links on official Prestige website, twitter and blog for the recipe game
application.

Popular websites of online gaming
• www.zapak.com

• www.miniclip.com

• www.games2win.com

• www.contests2win.com

• www.armorgames.com

• www.gamekhel.com

• www.freeonlinegames.com

• www.games.sify.com

• www.gameguru.in

• www.onlinegames.net

Popular websites of online gaming- Ranking

www.ibibo.com www.onlinegames.net
Traffic Rank* 46 1 6
Traffic Rank* 4,554

www.games.sify.com www.armorgames.com
2 7
Traffic Rank* 67 Traffic Rank* 4,760

www.zapak.com www.contests2win.com
3 8

www.miniclip.com www.gameguru.in
4 9

www.games2win.com www.gamekhel.com
5 10 Traffic Rank* 69,661
Traffic Rank* 2,317

Source: Alexa.com

Who is the Indian gamer?
A typical India gamer is a Male from the Top 8 metros, has an average age of 26 years and belongs to the affluent SEC A.

Demographics
Age 26 Years
SEC A Household
College-Going Student

Typical
Indian
Gamer

Gaming Behaviour
Plays games mainly from home Gaming Orientation
Plays for 1 hour in a session Spends less than RS.150 per month
Plays 3 times a week Playing since last 18 months

Source: I-Cube 2008

Most popular formats of online gaming

Racing 49%

Sports 48%

Shooting 31%
Top 5 online gaming genres

Action and Adventure 31%

Flash/ Arcade games 29%

Source: I-Cube 2008

Indian gamer profiles

• 2.8 Million online gamers in India

• 75% of these gamers are males.

• About 72% gamers are from higher two affluence stratas (SEC A and B)

• Almost 80% of the gamers are from the Top 8 Metros –
Delhi, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Pune and Ahmedabad.

• Top 4 metros (Delhi, Mumbai, Chennai, Kolkata) account for 59% of online gamers

Shifts – 2007 to 2008

Online gaming location Online gamer SEC profile

Cyber café Homes SEC A SEC B, C
35% 47% 41% Marginal increase

Online gamer demographic
profile
School-going College-going
18% 32%

Source: Secondary research

Classification
Based on the level of involvement, online gamers can be further categorized into Casual gamers and Core gamers.

Casual Gamers:

• This genre of gamers constitutes of those who play for the sake of having fun or for a quick break. When in office, they find
time in short intervals to play for 10-15 minutes, when in Café, based on the time left for their session to complete, they
get on to gaming.

• Casual games typically include games such as Chess, Poker, Sudoku. Casual Games may be further classified into
Action, Arcade, Racing/ Driving, Puzzles, Sports and Strategy games.

Core or Serious Gamers:

• Core gamers spend at least 4-6 hours a week gaming and play LAN based, MMOGs & MMORPG’s. There may be many
reasons which drive this genre of gamers to game online.

• They are community based gamers, who generally have a peer group into gaming; they prefer multi-player games over
single-player games; and are not as easy to understand as the Casual Gamers.

Source: IMRB International and Zapak.com

TYPE OF CORE GAMERS- Psychographics
What drives them to game? - They have been classified into four broad categories based on possible motivators to game.

TYPE OF CORE GAMERS- Motivations

Subjugator Escapist
• The first category of serious gamers believes that there • As the name suggests, they game for the promise of
escape. They had faced difficult situations and
is a challenge in a game to overcome and feel they can
challenges in their real life or are complacent.
master everything.
• They game to face and overcome artificial challenges; to
• They may want to show off, but are driven by an internal satisfy themselves by being completely opposite of their
strive to defeat very challenge original self

Networker Learner
• They are the social interacting genre of serious gamers. • Their main purpose to game is to explore different
The main motive of gaming in a multi-payer situation is environments and conditions with a motive to learn
to have a good bonding experience with people. something from their experience and then progress and
excel in it.
• They feel it an opportunity to meet people and develop
• Their main aim to hone their skills in everything possible
relationships


Drivers of Online Gaming in India

The factors that will drive the growth of online gaming market in India can be broadly classified as:

• Consumer Pull
– Large Size of the youth segment

– Increasing broadband penetration

– Entertainment seeking behavior on the rise

– Increase in mobile gamers

• Game development activities by market incumbents
– Localization/customization of games

– Gaming zones (organized cyber café chains)

– Better options for online payment


Consumer Pull
• Size of youth segment- The youth segment, which is the biggest segment on the Internet, is driving the demand
for games on multiple platforms like PC, mobile handsets and consoles. The gaming market in India comprise
mainly of young men and college going students falling within the age group of 17–25 years. They form the
largest segment of the active internet user base; are more technology savvy and most of all carry an attitude to
try everything new.
• Increasing broadband penetration in Indian households will drive usage of online gaming and vice-versa as the
gaming experience is enhanced due to higher speed and bandwidth when compared to Dial-up connections.
International experience suggests that online gaming took off as in-home penetration of broadband increased in
countries like South Korea & China. Broadband ISP’s are also offering Games on demand packages to users to
encourage them to spend more time online.
• Entertainment seeking behaviour on the rise: Entertainment appeals to internet users of all age, gender and
affluence. As a genre, entertainment related applications are accessed by 54% active internet users (Source: I-
Cube 2006). Online gaming will add another platform to whet the appetite of Indian users. Causal games can be
positioned as another arena for entertainment to appeal to non-core segments like women and older men.
• Increase in Mobile gamers: Mobile gaming has grown many-fold in India and downloads of mobile games is a
fast growing component in the overall Mobile VAS pie. Mobile gaming is serving to introduce a large base to
gaming. Over a period of time many users who seek an enhanced gaming experience can be graduated to online
gaming


Game development activities by market incumbents

In India the focus in online gaming has traditionally been on content development for the overseas market. Now to
grow the domestic market several companies are taking various initiatives such as:

• Localization of games/content to better address the gaming needs of the target audience: Though most of the
development work is being done for overseas market, however, in future the focus would shift to the domestic
market.

• Creation of gaming zones/ Organised cyber café chains: They play a critical role in development of the online
gaming ecosystem and various companies are doing different things to maximize this opportunity. Some are
opening their own gaming zones while others are tying up with existing café and helping them upgrade to
gaming zones by providing marketing support.

• Enabling payment mechanisms: Recognizing that the low penetration of credit cards & debit cards can be a
potential bottleneck, several companies are taking an initiative in enabling online payment though other
platforms. This is all the more important because the core gaming segment of users, school and college students
do not have access to bank cards. One of the initiative being experimented with are Pre-paid gaming cards.
These cards would enable both subscription for the gaming service and purchase of in-game add ons.


Type of Online Gaming Platforms
» Browser based games: These are nothing but your web based games. They use simple keyboard controls
or mouse with hardly any need to even read the instructions before starting to play. Examples of these
are the vast variety of games found on sites such as Zapak.com, Yahoo! games, miniclip.com, etc.
» Downloadable single player games: These games are downloaded onto one's computer and then played
by one player alone usually against the computer. These games have to be small in file size in order to
entice the gamer to make the download and try to play the game. Arcade games and puzzle games are
rather popular for this category.
» Downloadable Online Multiplayer Games: These games are usually downloaded from the Internet either
as the full game itself or as client software is installed the person has to simply log in and play against
many players online itself. Examples include Multiplayer games in Zapak.com, FIFA Online.
» PC CD-ROM Games with Online Components: Such games include hardware purchases with the game
loaded on it. This hardware such as CD/ DVD contains a product key which when loaded during
installation allows the user to play online after competing a simple registration process. E.g. Battle.net by
Blizzard Entertainment.
» Console Games with Online Components: These games enable the gamer to play via console with many
players via an Internet connection at very little extra cost. This attracts gamers due to the possibility of
playing with people who are available at any moment online and also using their preferred console. Xbox
Live (http://www.xbox.com/hi-IN/live) has created such a community for gamers India.

Source: IMRB International and eTech

Emerging Gaming Formats
• These days, the avid gamer is not easily satisfied with one type of content, one type of game or any kind
of monotony, that's why the great attraction to gaming.
• Game developers are always on the look out for the answer to this one question- What does the
hardcore gamer actually want? How to make my content applicable for all? The answer to these lies in
innovation at every step of the gaming ecosystem- game design, platforms, distribution, marketing, etc.
Or simply newer formats for gaming are required.
• Some of the most popular emerging formats have been briefly touched upon in following slides:


Digital Downloads:
» Is the latest phenomenon to hit the Indian Gaming market wherein users are allowed to download the games
directly using the Internet for a fee.
» This technique has its many advantages such as reduced distribution time from game development to final
usage, lesser cost burden on end user, greater profit margin per game for developers and most importantly tries
to tackle the flourishing grey market for games.
» Another very popular feature observed in this format is the global availability of the game for simultaneous
launches in different countries becomes much easier.
» As per Icube downloads of games from Internet is already done by 48% of gamers which indicates this
methodology has some promise for the future.

Social Gaming:
» Social networking and games go hand in hand. Social gaming is a new genre of gaming which adds the Social
factor to the games. Whether it's taking advantage of the relationship data in social networks to build novel
game play or building community among people who play games, game developers are discovering clever ways
to build real communities around the games they're developing. Social networking sites such as Orkut and
Facebook have multiple applications and games to play for their registered users,
» India too, has its very own social network for casual gamers- Nunook which allows users to play games without
signing up but also provides lot of exclusive content to those who do sign up and gain sufficient points gaming.
Now people can play and socialize at the same time on their already well established social networks.


MMOGs:
» Massively multiplayer online game are simply video games where thousands of players simultaneously in a
virtual world. The last year has seen a rapid increase in the number of gamers trying out MMOG‟s, up from 19%
last year to 27% this year. (Source: I-cube 2008).
» There are a number of factors shared by most MMOGs that make them unique. Firstly they allow users to play
among millions of others thus encouraging community.
» Secondly they allow you to continue playing from where you left off last. Thirdly they let you create a new
identity or become someone else which especially appeals to those users who idolize someone.

Conclave Gaming/ Gaming tournaments:
» This kind of format has already become very popular in western nations with gaming championships where many
gamers compete to see who is the best gamer for a selected list of games.
» Such competitions are recently being carried out in certain institutes across the country and are bound to
increase in popularity in the near future due to the great prizes being dished out and large number of advertisers
already ready to promote such events.


Fantasy Gaming / Real Life simulations:
» These games are almost like simulation games or role playing games, multiplayer in nature and existing in a
persistent virtual world. An example of one such game is stock market or share simulation games where a person
gets to experience the real life scenario in a stock market.
» Other popular games among Indians were Cricket super selector and EPL Fantasy league where the user gets to
become a manager of a team and select his own players and earn points based on their performances in
matches played in real life. Players can form leagues of their own and compete among each other and against
the rest of the world.
» Such games bring together large number of followers of the sport itself and also help all demographics play a
part in the gaming experience.

» Interactive Games: A large number of DTH providers in India have started the concept of Interactive TV gaming
where the user can enjoy extremely easy to play casual games on television itself with the remote. Word
jumbles, hangman, 2D sports games are some of the most popular categories played.
» Multiplatform Games: Finally to reach out to the large mobile subscriber base who is already playing games but
is not totally satisfied with these games certain developers are keen to introduce games which can be
downloaded for a fee on multiple platforms.


Summary
Key historical data findings:

• Indian online gamer – young, male, metro-dweller, SEC A/B

• Top two genres are Racing and Sports

• Shift from location of gaming from Cyber cafes to Homes/offices

• Classification of gamers by level of involvement – Casual and Core

• Classification of gamers by motivation – Subjugator, Networker, Escapist, Learner

• Drivers of online gaming in India – consumer pull and marketer innovations

• Popular types of online gaming platforms – browser based, downloadable, PC CD ROM, Console gaming

• Emerging gaming formats like digital downloads, social gaming, MMOGs, Gaming tournaments, real life
simulation, Interactive games and multiplatform games.

Opportunity areas:

• Developing games for non-core groups – Women internet users and older men are increasing on digital and
social platforms which opens up a demand for games customized to this audience

• Social media applications – taking the gaming experience to the consumer and allowing for sharing etc…

• Online gaming platforms provides an opportunity to reach the audience through different mediums.

• Emerging gaming platforms provides an opportunity to market the application and game better.

Popular websites of online recipes

International Indian

• www.epicurious.com • www.indianfoodrecipes.net

• www.chow.com • www.indiantastebuds.com

• www.foodandwine.com • www.indianfoodforever.com

• www.foodnetwork.com • www.awesomecuisine.com

• www.marthastewart.com • www.kitchensofindia.com

• www.cookinglight.com • www.tarladalal.com

• www.allrecipes.com • www.sanjeevkapoor.com

• www.ichef.com • www.indianfoodsguide.com

• www.simplyrecipes.com • www.recipesindian.com

• www.food.com • www.allrecipes.co.in

Popular websites of online recipes- Ranking
www.cookinglight.com
www.foodandwine.com Traffic Rank IN 18,855
Traffic Rank IN 250 1 6 Traffic Rank US 5,089
Traffic Rank US 4,061

www.allrecipes.com www.epicurious.com
Traffic Rank IN 5417 2 7 Traffic Rank IN 20,022
Traffic Rank US 155 Traffic Rank US 769

www.chow.com
Traffic Rank IN 11,416 3 International 8
www.foodnetwork.com
Traffic Rank IN 22,047
Traffic Rank US 726 Traffic Rank US 183

www.food.com www.simplyrecipes.com
Traffic Rank IN 15,040 4 9 Traffic Rank IN 34,070
Traffic Rank US 1,051 Traffic Rank US 1,750

www.marthastewart.com www.ichef.com
Traffic Rank US 830 Traffic Rank US 61,985

IN – Traffic rank in India US – Traffic rank in United States Source: http://online-recipes-website-review.toptenreviews.com, Alexa.com

Popular websites of online recipes - Ranking

www.indianfoodforever.com www.allrecipes.co.in
Traffic Rank IN 2,460 1 6 Traffic Rank IN NA

www.sanjeevkapoor.com www.indianfoodsguide.com
2 7

www.awesomecuisine.com India www.recipesindian.com

www.tarladalal.com
Traffic Rank IN 3,894 4 9 www.indiantastebuds.com

www.indianfoodrecipes.net
www.kitchensofindia.com
Traffic Rank IN 24,673 5 10 Traffic Rank IN NA

IN – Traffic rank in India Source: alexa.com

Who is the Online Indian Recipe seeker?

Women

Online
Recipe
Seeker
(India)

25 to 34 years Browsing from
18 to 24 years home

Internet and Women

Source: Comscore –March 2010, TRENDSSPOTTING
Market research

Source: IRS Q1 2010, Comscore –May 2010,
TRENDSSPOTTING Market research

Source: Comscore –May 2010,

Opportunity
areas for
Recipes
(newsletters,
SEO, Apps,
Blogs)

Source: Comscore –May 2010,

Source: Facebook Audience, Comscore –May 2010,

Source: TRENDSSPOTTING Market research

Source: IAMAI, TRENDSSPOTTING Market research

Source: Microsoft and Starcom MediaVest
Group, May2010,

Summary

Key findings

• Over-represented demographics in online recipe sites are as follows:

– Women

– 25 to 34 years

– Browsing from home

• Social and internet behavior of women in India and relevance to platforms where online recipes can be promoted, namely:

– Social networks

– Search

– Blogs

– Forums

• Food and cooking as a category is given importance by Indian women while searching online for anything.

Comparison to US Scenario
»An online survey fielded at Allrecipes.com in January / February 2010
»2000 respondents
›US based
›Mix of Allrecipes.com members and non members
›Demographics representative of food and cooking website visitors

Summary
Key takeouts:
• Consider being and doing mode solutions for the users.
• Consider where and how recipe seekers access content
• Offer utilities that assist consumers in their recipe flow like tips and hints
• Grab opportunities to leverage user – generated content
• Encourage consumers to give ratings and reviews

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