2013

PUBLIC RELATIONS PROJECT PREPARED BYMAYANK GAUR [50490] MAYANK JAIN [50491] NISHANT MALIK [50504] PRAFUL GUPTA [50511]

[PROJECT ON PUBLIC RELATIONS]

ACKNOWLEDGEMENT Exchange of ideas generates a new object to work in a better way. Whenever a person is helped and cooperated by other, his heart is bound to pay gratitude and obligation to them. An endeavor is difficult even to initiate without the help of many souls who are always there by the grace of god. We as a group are honored and very thankful to our teacher Mr. Ameet Sao without whose unparalleled guidance this project could never have materialized. We sincerely thank Ms. Shweta Prabhakar research associate at Avian Media who spared her valuable time and gave us the opportunity to work and undertake this project and to be associated with such a highly regarded firm. It would not have been possible for us to complete the project without her meticulous guidance and suggestions.

EXECUTIVE SUMMARY The undergone project is a part of our curriculum focusing on the role of Public Relations in the modern era. Every business and person who works with the public must communicate with the public at some point. But it's not ideal for a party to split its resources between its primary business and explaining that business to the world - that's where public relations agencies come in. Any PR agency worth its salt will utilize a variety of methods to become an effective face and voice for the client it represents. In todays modern economy the information gaps cannot be easily filled simply through the integration of market forces of Demand and Supply through price, wage rate etc. which becomes the reason of a no. of conflicts mainly because of misunderstanding and miscommunication .This is where Public Relation comes into picture. It provides relevant information regarding planning, development of the organization to its public.

OBJECTIVES OF THE PROJECT The objectives of this project as follows: To Study the role of PR agency at the time of challenges faced by their clients. To study the various methods of communication media used by Avian Media during promotional campaigns for their clients. To study the role of social media as a tool for PR promotional campaigns (Specially in case of HUAWEI)

AVIAN MEDIA LTD. An overview After handling the Airbus account for 10 years from 1991 to 2001 in his capacity as Director, Good Relations, Nikhil Khanna decided to put to good use the experience and knowledge he had amassed in his 15 years in public relations. Thus, was born Avian Media in 2004 with just one client, Airbus. They strongly believe that they have achieved so much because of their motto: Business-driven communication. They Conceptualize, Build and Implement Communication programs that provide their clients with a sustainable competitive advantage, far exceeding what is delivered in the market today. They design corporate and brand communication programs keeping in mind our stakeholders, who are involved in managing and orchestrating internal and external communications.Their communication programs are also designed to protect one of the most critical components of a company its reputation built meticulously over the years. They bring a strong strategic perspective founded on experience, understanding and insight.

Their clients includes the highly reputable and leaders of the industries like Rolls Royce, Airbus, Philips, Qatar, and Huawei. Some of their successful results of the challenges faced are as follows Ford India: Inauguration of 28 facilities in a single day India Beauty Pageant for Transgender: National launch of a property PVR: Managing Communications program DKNY: Launch of the brand in India Sia Home Fashion: Awareness about the Brand Asian Roots luxury Spa: Increase awareness of the property and its services Lap Lounge : Launch of Hi end Lounge in New Delhi

Case Study Huawei Social Media

Company profile: Huawei Devices is a subsidiary of Huawei Technologies, a global leader in providing nextgeneration telecommunications solutions for operators around the world. Serving 45 out of the worlds top 50 telecom operators and revenues exceeding US$ 28 billion, Huaweis products and solutions have been deployed in over 140 countries and support the communications needs of one third of the worlds population. In India, Huawei Devices has been offering a range of high-quality products for the past several years satisfying the needs of nearly 25 million Indian households and enterprises in multiple categories, like Mobile Broadband, Home Convergence products and smart-phones. In 2010, Huawei was selected amongst the Worlds Top 10 most innovative companies by Fast Company. Over the last 10 years, Huawei has reinforced its leadership position in India by providing end-to-end network solutions to all the India based top-10

telecom operators. The growth opportunity in India is quite robust as high tele-density will be achieved from tier II towns and rural cities. Huawei is playing a contributory development role in the Indian telecom industry with emerging markets like India which need innovative cost-effective solutions. The Company constantly works on providing its customers with the latest innovative technology while reducing the operating and capital cost of the equipment. The situation Huawei Devices launched series of smart phones & cloud phones in the Indian market and entered the tablet segment by launching Media Pad companys first ever tablet in the year 2011. Huawei via the launch of its various products wanted to reiterate its commitment to the Indian market. Avian Media was hired to build and sustain excitement around the launch of its various products. Huawei, used public relations extensively as a tool to nurture and develop its image in Indian market and change the pre conceived notion about Chinese companies to gain consumer confidence and trust.

Challenge Change the pre conceived notion about Chinese companies Low awareness in smart phones category and known only in Mobile Broadband sector Perceived more as B2B than a B2C company Zero support to brand push No ATL& BTL activities undertaken till date
Change the pre conceived notion about Chinese companies

Challenges In The Beginning

Less awareness in smart phones category and known only in MBB sector

Role of Public Relations Launch Huawei as a serious player in the handset market. Showcase and create awareness around Huaweis offering in the Smart phones and tablet category.
Launch Huawei as a serious player in the handset market Showcase and create awareness around Huaweis offering in the Smart phones and tablet category

OBJECTIVES

Audience insights: Customer Group [Prospective customer] Huawei Devices products are targeted at the youth : College students Young urban professionals who have recently started working. Diffused Group [Media and Influencers] Technology, corporate and features media Bloggers - Technology

Strategy: Integrated approach (Traditional & Digital) to highlight Huawei phones (smartphone & mediapad) as Value Products i.e. High Quality at competitive prices

Key messages: Huawei is a company which is driven by innovation Huawei has a strong commitment towards the Indian market Huawei is a leading player of Mobile Data cards, Set Top Boxes and CDMA Handsets in the country.

Execution: In order to build salience for the brand, agency coordinated the launches for various range of products in target cities. These comprised launch of various products such as: Huawei Ideos Phase 1 Smartphones Chat, Ideos X2 & Ideos X5 Cloud phones Sonic, Ideos X3 & Tablet MediaPad Data Cards Simultaneous buzz for the products was created on social media platforms wherein agency ensured engagements with Facebook users through relevant application updates; contests and initiated conversation with twitter users, who were discussing about android phone / tablets / cloud apps To create advocacy for the brand, agency undertook product reviews and features on the products in Category A media across mainlines, financials, online and television shows. Close to positive 42+ product reviews were undertaken in a year

the agency also initiated a strong blogger engagement program and undertook two blogger meets one in Mumbai and one in Delhi to create advocates for the products. Around 25 bloggers attended the meet and today provide positive reviews for Huawei products In order to create connect with the brand, the agency also recommended signing Chetan Bhagat as brand associate (not brand ambassador, given limited budgets). The agency strategically explored an exclusive interview with The Economic Times to announce the association. This was very important from trade channel confidence point of view. To connect with consumers, various tech shows and lifestyle shoots for Chetan Bhagat were undertaken. The team also initiated conversation with Chetan Bhagat on Facebook & Twitter.

Strengthen Huaweis image in India and establish its strong commitment towards Indian market by consistent delivery of key messages and creating multiple touch points amongst media

Ideos Launch Phase I launch

Sustained corporate image building

Bloggers Meet

Chetan Bhagats Association

Phase II launch

Key Digital Initiatives Facebook My Space Twitter Flickr Youtube FRIENDSTER Building an engaged community: In July all the profiles changed to Huawei India Facebook page with 7000+ fans was closed and new page created YouTube channel with 100K views and 59 subscribers was switched Regular updates on previous page to join the new page Twitter channel was renamed Updates on twitter are in sync with Facebook

 235 followers, 100+ mentions, 50+ RTs, 20+ follow recommendations Klout score 39

Get Satisfaction for Instant Support Get Satisfaction app installed on Facebook Get 24 topics posted, 40 people joined community

Snapshot of offers promoted on Facebook Tab:

Facebook contests and Ads Most Awaited Moment contest in August Contest promoted by Facebook Ads

 Total 625 entries received over a period of 25 days i.e. 25 a day Total 37,000 fans added i.e. ~1500 fans a day

Facebook ads to promote contest Money spent: ~55,000 INR, Clicks received: 26,111. CPC: ~2 INR Total fans added out of ads: 27,226 i.e. ~2 INR per fan The average fan cost is 1/5 of the standard fan cost Regular Updates Facebook Total updates: 250+: App / Game Suggestions, Questions, etc. ~1 million post views, ~9000 likes & comments Twitter 240+ tweets (in sync with Facebook)

 50+ RTs, 150+ mentions, 20+ follow recommendations 25+ queries responded

Awareness through educating community Useful tips and insights about apps, games, features

Creating conversations on Twitter Interesting Tweets to create conversations Supporting contests happening on other channels Tweets in sync with Facebook updates Video Tutorial on Youtube Video Tutorials started on Youtube Video creation cost: 0 INR Total uploads: 9 Amplification: ~9000 views and 3 subscribers in 3 months

Measurement/ Results: Sales of Huawei products increased six times post the Phase 1 (Huawei Ideos) launch From just 250 retail outlets during the time of Phase 1 (Huawei Ideos), Huawei today is at 1200 outlets New retail channels opened like Reliance Digital, e-Zone including entry into online channels like Flipkart Presence from just 10 cities during phase 1 increased to 25 cities by year end No. of FB users which started at approx 300 in Phase 1, today stands at a staggering 65,892 Positive coverage garnered online and print with CAT A media like NDTV, ET, ET Now, HBL and more Lifestyle magazine FHM rated Huawei MediaPad in Top 15 tablets in India(coverage provided for reference) ET has rated Huawei Ascend D Quad amongst the Top 8 star devices unveiled in the Mobile World Congress in Barcelona NDTV did a solo review on Huaweis Cloud Computing application and its benefit to the users.

Huaweis sales boosted up purely basis the coverage generated in the last 5 months

Successful Phase I launch PAN India with 70% media convergence

Chetan Bhagat association initiatives resulted in high awareness amongst the TG and reiterated the brands positioning as a stylish product for youth

Successful run of Most Awaited Contest on FBTotal 37,000 fans added i.e. ~1500 fans a day

Case Study: Ford Situation: Ford India Private Limited is a wholly owned subsidiary of the Ford Motor Company in India. It currently is the 6th largest carmaker inIndia after MarutiSuzuki, Hyundai, Tata, Mahindraan d Chevrolet. Ford has been present in India for more than a decade in spite of being a global brand it was not considered as a serious player because of the lack of sustainable growth plans and strategy. Fords was not considered as an affordable brand and had a very negative perception amongst stakeholders. Ford India has less product options and Low confidence in dealerships capabilities It had a low product consideration set amongst customers, was considered as an unaffordable brand. Ford was planning to launch a small car for the Indian market but its cost of ownership was a major concern amongst the customer.

Media perception: Not very aggressive brand, Far behind competition, small product portfolio, bad press due to poor after sales service and inadequate level of communication from Ford resulting in a negative perception about the brand. As a result, there was a lack of trust and was not perceived as a serious player in the industry and in the media. Challenges Poor brand perception in the media as they considered Ford to be a niche player in the market. Few touch points for customers were a concern as competition had greater visibility in important markets. Brand was considered to be a high maintenance brand . Poor after sales service and lack of visibility in key Tier II and III cities. As a result, there was a lack of credibility as a serious player and a strong perception on high cost of ownership.

Role of public relations Enhance & build reputation to neutralize negative views of Ford India by building positive conversations around cost of ownership. Build aspiration for Ford product. Showcase Fords commitment to the Indian customer and its seriousness to be a major player in the auto market with the launch of its new small car. Highlight the presence of the Ford brand in important markets and highlight its aggressive growth plans for India.

Key Messages In line with its long term commitment, Ford continues to pursue an aggressive growth strategy in India Ford India is transforming its operations and pursuing an accelerated product launch strategy to strengthen its product portfolio for sustained growth and a profitable future. Focused on delivering fuel efficient products providing the highest quality, superior driving dynamics and low cost of ownership. Strategy Created an integrated communication plan to highlight the ford India strategy leading to the enhancement of corporate reputation Three pronged integrated communication strategy on Cost of Ownership initiatives by Ford India and bringing them alive through a strong customer advocacy program and marketing mix Dispelling the myth of high cost of owner by targeting the ford loyal customer.

Approach Media related activities across 21 markets highlighting the 28 new dealership inaugurations on a single day to create a first of its kind record Deployed and coordinated with affiliates across 19 cities to ensure seamless proceedings at photo opportunity venues and press release dissemination centers. Media briefing in 4 major markets like Delhi, Chennai, Hyderabad and Thane and carefully placed Ford executives to brief the media Created a photo opportunity in 10 other key markets to gain visibility in the media Planned Invited media to tour newly inaugurated facility to showcase the investment and commitment from Ford Disseminated Press Releases to the local media in 6 additional markets where inaugurations were taking place Created a strong messaging platform for Ford India that was to be shared with the media Talk about Fords aggressive growth strategy for the Indian market prior to the launch of its new small car Interviews for spokesperson with key media to create widespread impact.

Execution First level of integration Phase 1: Dealership Inauguration

Inauguration of 28 dealerships across the country on a single day

Digital Amplification The announcement was simultaneously leveraged across the digital medium; Bloggers were invited for the inauguration in markets like Chennai, Bangalore, Delhi, and Mumbai

PR activities Organized press meets, interviews, created photoopps at all the respective dealerships and was leveraged across media-Mainlines, regional, trade etc..

Integration across Markets The launch was supported by Avian Media Mumbai, Bangalore, Chennai, Hyderabad branches in organizing the media activites and the blogger outreach

The entire communication channels emphasized on the Cost of Ownership messages

Phase 2 Launch of FIGO

Launch of Fords first small car Figo; Positioned Figo as a affordable, reliable car because of its pricing and low cost of ownership

Digital Created micro site, posted updates & contests on official communities, & organized blogger drives Created face book application and enhanced the Ford Figo social channel

Traditional Organized a media launch and invited media across verticals Organized Media drives in National and Regional media, Assisted Media tieups/Partnerships, Lifestyle features/ Stylist Outreach,

The launch was supported by across markets by identifying various media outlets and bloggers to be part of the launch and other activities

Second Level of integration : Customer testimonial

Task Creating a series of Ford customer testimonial from different markets

Amplification Traditional Creation of testimonial

Digital amplification Video Snapshot of the testimonial was used in online activation The video was posted on Ford and other community sites Ford Parts I Love campaign driven by online site and social media conversations to highlight things (parts) consumers love about their Ford cars

Customer were identified with the support of marketing team and the dealers of Ford
Organized video interview Created Interview content which clearly defined the COO messages

The testimonial series were created into advertorial by JWT and was placed in key auto magazines like Auto car, Overdrive Avian Media recreated the content into editorial and was placed in various regional media across markets

The creation and placement of testimonial was supported by Avian Media branch in Delhi

Third level of Integration: Interoffice integration

Activities - Branches
Endeavour launch DSFL workshop Plant Visit Mumbai Bloggers Chennai visit DSFL Workshop Delhi Speaker opportunit y Overseeing the campaigns corporate Interviews Features &Industry stories Figo Launch Speaker Opportunity Tie-ups- Broadcast, print
Bangalore

Fam Trip to South Africa Media Dinner Analyst Meet Lifestyle outreach

All the activites were clearly divided between the branches

 All the branches were part of the regular WIP calls. Measurement/ Results: Corporate Reputation & COO
Share of Voice
5% 6% 8%

3% 3%

21%

Tata Motors
Maruti Toyota Ford Hyundai

10%

19%

Honda General Motors

Fiat

11%

14%

M&M Others

o Ford India enjoyed an overall 4th position in total share of voice behind Maruti, Tata and Toyota for the year 2010 o Media Interview- Total interviews facilitated 54 with 98% conversion. Interviews resulting in coverage 52

o 85% COO message delivery in all interaction, 49 out of 59 articles carried at least one COO message. Digital Engagement: o First of its kind non-traditional media [Bloggers/Social Networks] outreach Connected with influencers and consumers alike o Facebook fans: 12,118* ,Twitter followers: 1,269* Other positives: Followed up and tracked media coverage for the client which resulted 243 clippings Overall triggered a change of perception as an expensive brand to a more consumer centric and affordable brand. Significant perception shift in the mindset of the media towards the Ford brand. Created a strong buzz in the market about Fords plans of being a serious game player in the small car market. Strong visibility in the media. Created many new positive relationships 100 per cent message delivery in the news reports post the event.