3. • Advancing Through Product
category Developments
• Increasing per capita
consumption
• Demanding Variety in
product category
• Demanding Innovations in
Brands
Signs Of Evolving Consumerism
4.
5. Digital Homes Growing...and its impact!
APR 2006 AUG 2007 Jan 2009
TV Homes 117 Million 134 Million 135 Million
Cable & Satellite Homes 71 Million 83 Million 90 Million
DTH Homes 2.3 Million 6.5 Million 12.6 Million
Cable Set top Box
Homes
0.8 Million 1.3 Million 2.5 Million
6. More number of channels are getting
sample don Digital platform than on Analog
12. In a Typical ODI viewership accumulates Power Play
and Slog Overs: T20 has borrowed best of ODI
format
13. Non - Fiction Content Evolution
Testing IQ/
Luck Based..
Game Shows
Talent on the
Stage..
• Individual
Singing
• Individual
/Group
Dance based
• Stand Up
Comedy
Situational
Reality..
Indoor Real
life situations
Outdoor
Challenges
Celeb Events
Marriage on
TV Courtoom
Drama
Common
16. All in all the evolving consumer is…
•VERY DEMANDING
• VERY CHOOSY
• SPOILT FOR CHOICE
17. What does this mean for the Advertisers?
• Increasing fragmentation :
- Consumption basket increased from 30 to 50
channels (2004-09)
• Ad-avoidance :
– 20% drop in ratings during commercial breaks
• Increased Ad - Clutter:
– 58000 to 95000 commercials per day on TV
(2004-09).
18.
19. Radio attains two similar peaks in the mornings &
evenings Peaks of TV and Radio are quite
comparable
20.
21. Radio and Television has been used to reach out to
maximum audiences by focusing on the right day
parts
22. The plan helped the Advertiser to reach additional
2.7 Mn audiences at lower cost by including Radio
in the media plan
30. 98% GRPs of the Brand were attained
through Product Placement
31. Further, qualification on Placement GRPs…
Presence of same brand ads in the breaks
Brand Recall
53%
Brand Recall
18%
Only Ads Placements + Ads
• Study in Mumbai revealed Brand Recall jumps 2.9 times
when Brand Ads are supported by Placements
• Hence, its possible in such condition to up-weight Ad GRPs
34. Future of Consumer Communication: Interactive TV
• Digital penetration itself at 10% in India
• Usage of Interactive negligible. Evolved Usage of
Interactive TV in developed countries:
– T – Commerce
– Informal surveys / Consumer feedback
– Electronic Community Meetings
– Targeting specific communities / Segments
35. Future of Consumer Communication: DVR’s
• 30%of TV Homes in US have DVR’s
• 42%of prime-time TV was time-shifted instead of watched live
• 95%of all broadcast prime-time DVR viewing is done within three
days of the live telecast.
• In DVR households, viewership of the typical prime-time show
increases by73%when people who have watched it within three
days on DVR are included.
• Since the viewer consumes the content at his leisure on an Avg. 3
out of 10people don’t skip Ads.
• The viewer total for ads goes up by 32%when DVR watchers within
three days are included
• Win -Win situation : consumers have a choice to skipads &
broadcasters get more viewingfor the same telecasted content
• Online Advertising, Product placement, better commercial content as
counter to DVR’s
36. Next steps ….
• Cross media Focus is critical.
• Presence on Unifying content is necessary but not enough.
• Niche content offers resolved profiles and better engagement levels.
• Continuous innovation in terms of Content and ways of to reach
audiences is needed.
45. Preferred language of
watching TV
English 8%
Regional 90%
CWE
Businessman 51%
Salaried 49%
Medium of schooling
English 43%
Regional 57%
Normally read
English daily 69%
Regional daily 90%
Working Status
Full time 13%
Education
At least Graduate 70%
49. Reaching out to Affluent women
• Mass Media planning cannot ignore the importance
of regional languages
• Non traditional lifestyle touch points cannot be
ignored
– Beauty parlors
• Traditional and nontraditional reach must recognize
– Affluent behavior varies across cities
56. Key Opportunities, Challenges and Strategies
3. Expansion across States
“ Additionally companies should introduce product variants that
account for distinctive regional tastes as well as a wide range of
package size and prices to account for purchasing preferences of
India’s many consumer segments”
- Sales Head of an MNC operating in OTC and Nutrition segments
Examples:
- Tea and Salted snacks to cater to regional tastes
- Punjab Haryana large pack markets vis a vis UP / Bihar
57. Key Opportunities, Challenges and Strategies
4. Brand Focus
“ We realise that the most powerful counter to price (Regional
players) and Private labels will be our brands. Hence strong Brands
supported by strong consumer preferences would help us convert
consumers and bargain with Large retailers”
- Marketing Head of a Personal care company
58. • Nielsen RMS/ NRS data
• Secondary Information – Government of India
– Human Development Index
– Population – Growth and Size
– Infrastructure Development Index
– Income and Affluence – RK Swamy and GoI release
– Rural markets
• Industry Interviews – Across 12 companies
– Representing Medium – Large HPC and Food Companies
– Current Regional Players
– Regional Players which are now large National companies
Identifying the Growth markets
