Deccan 360

Subjugating the status Quo

14/12/2009
Pointers
• So far ( Dec’09-Nov’09)
– Brief iterations
– Strategy for launch and Sustenance
 Demographic/Psychographic Mapping
 Media mix
 dynamics
- Actual Implementations
- Findings

• Activity (Dec ’09 – Feb ‘10)

• Approach (Apr ’10 – Oct ’10)
Brief iterations
Brief 1-Dec’08-Jan’09

Category Year 1 Year 2 Year 3 Year 4 Year 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 2-March’09

Category Year 1 Year 2 Year 3 Year 4 Year 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

Freight Launch & Franchisee Print Executed in May’09

Brief 3 May-’09

Category Pre-Launch Year 1 Year 2 Year 3 Year 4 Year 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
Strategy Presented
Based on
•TG
– Demographic /Psychographics
- Media habits
- Touch Points

- Role Of Media
- Competition
- Media mix

Base- Real World Architecture

TG Demographics

SMEs and Retail

Male-25+ SEC ABC
Corporate Decision makers
Male-25+ SEC AB1

Media to be based on:

Primary TG : Males, 25-50 years , SEC AB
Secondary TG: Males, 25-50 years, SEC ABC

Filtering for qualitative selections- Psychographics

Corporate Managers-The consumer zone

I have a keen sense of adventure

Adventurous

I think we should strive for the

equality of all Progressive

I prefer to work as part of a team

than work alone Team Player

I often do things on the spur of

the moment Impulsive

Source-TGI’07
Entrepreneurs -The consumer zone

I consider myself to be creative

and artistic
Artistic/Experimental

I like taking risks Risk

Takers

I am interested in culture from

different parts of India as well as
the world Culturally inclined

Its important my family thinks I

am doing well in life Family First

Source-TGI’07
A day in my TG’s Life
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
Activity

Tea/News Travel back home Watch TV

Shower

Alarm SMS, Radio,

Media

Clock,Calendars,News Internet,OOH, Bus

paper, TV News Paper, Cabs, OOH News Radio,Internet Radio, TV, Magazines

Plenty of cues for contacting & connecting with our consumers

Media Specifics
 TG media consumption

Primary Cities
100 91
90 85
79
80
70
60
50
40 33
30
30
20
10
10
0
Press TV Satellite Radio Cinema Internet

Males, 25 - 50, SEC AB

Source: IRS
 Subjective Weights

Core-Obj
IMPACT AWARENESS(Reach) BRAND VALUES EMOTIONAL FUNCTIONAL SELECTIVE
Very Strong Impact TV TV, Newspaper TV News Paper News Paper,Radio,OOH
Strong Impact News Paper Magzn,Internet Cinema ,Radio Internet,Magzn Internet
Medium Impact Internet , Outdoor Outdoor News Paper TV TV
Low Impact Magazinbe, Radio Cinema Internet, Radio Magazine
Very Low Impact Cinema

TV is best used for building awareness and image fast, and efficiently
Press is a strong call to action medium
Defining the role of media…
M ed ia Ro le o f the M ed ium

Televis io n Fas tes t Reach, Salience and imag e b uild ing

Pres s Anno ucement,Reach, Lo calis ed

Rad io Remind er, Lo calis ed , lo w co s t

OOH Hig h vis ib ility &Lo calis ed Imp act

Cinema Recep tive Aud ience

Internet Recep tive Aud ience-Fo cus Targ etting

Base Media mix Recommended ( Pre May’09)
Medium Use Role

Satellite 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

Medium cues missing?? smiles

 The Frequency Estimator

Deccan 360
Importance RANGE 1 to 5
Lower frequency Higher Frequency
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+
Options- Television
 The Approach

4+
Frequency

Reach Based Frequency

Plan Based Plan

Launch-Phase Sustenance Phase

Maximizing the Reach
 TV-Ideal Reach @4+
60 Reach @4+
50
40
Reach%

30
20
10
0
100 300 500 700 900 1100
GRPs

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+
 Summarizing TV strategy

• The launch plan has to be a mix of high reach as well as niche options to build
frequency

• Since our GRP objectives are around 800 (50@4+ ),the launch plan has to have a
good mix of high TVR channels (GEC), however program selection can be TG
skewed

• Qualitatively we need to have other genres like News and Movies to build good
frequency as well

• Considering this is a launch we need to take one or two high reach properties
like premier movies , Award shows over and above regular FCT to build buzz

• As a placement strategy all the spots to be scheduled during prime time only
 Print Strategy
• TOP Publications in respective markets

• Start with a Larger (Col )format followed by Relatively smaller size (BW)

• Positioning mostly Business pages for relevance

• Innovation with possible markets

• Magazine both general and Trade specific during Launch

Primary cities+ Secondary cities

 OOH Strategy

• Large formats to be restricted to Tier 2 cities

• Metros to be covered with ambient formats

• Innovations based on Budget

Primary cities+ Secondary cities

 Media Budget Road Map (Based on
May’09 Brief)

Media Genre Aug Sep Oct Nov Dec Jan Feb Mar
TV News/Movies/Lifestyle/Non Appointment Programs 104120115 50000000
Sports 59962500

Press Dailies/Magzn 92561607 50000000

Magazines
Internet Display 10289370 10289370
Search 8330894

OOH Ambient & Hoardings 26939619 8000000 8000000

Total 428493476
 Brief Aug’09

  Oct’09 Nov’09 Dec’09 Jan’10 Feb’10 Mar’10

     
Launch              
     
Sustenance            

Activities Launch Budget(INR) Activities Sustenance

Budget(INR)

Print (Newsprint & Print (Newsprint & Magazines) 42,000,000

Magazines) 58,500,000

Outdoor 5,000,000
TV 5,400,000

Internet 3,000,000
Outdoor 15,000,000

Internet 900,000 Radio 3,000,000

TV Only Non FCT

 Media Budget Road Map (Based on
Aug’09 Brief)

Media Genre Oct Nov Dec Jan Feb Mar

TV News /Movi es /Li fes tyle/Non Appointment Programs /Sports 10743496

Pres s Da i li es /Magzn 51993380 38919287

Ma ga zi nes
Internet Di s pl a y/Sea rch 6244778 4419225

OOH Ambient & Hoardi ngs 20500000 12900000

Total 145720165
The implemented campaigns
 The activity Snap shot

• Print the only medium used

• Activity kicked off in May with the Freight Launch & Franchisee
plans
• After a span of 5 months the pre Launch & Launch campaigns
were rolled out
• Although the initial bursts with the half page ads created a buzz,
the same was not sustained with immediate follow up campaigns
 Snap Shot

• Freight Launch – 9th May to 15th May

• Campaign Spends – INR 30,85,554/-

• Franchisee Plan & Follow up – 12th May to 22nd May

• Campaign Spends – INR 52,92,822/-

• Operations Launch – 4th Nov to 20th Nov

• Campaign Spends – INR 2,05,31,352/-

Marcom Budget Till Date –INR 2,89,09,727/-

 Findings

25 respondents in Bangalore, Mumbai & Delhi respectively

Dipstick restricted to the core TG
The results can be consolidated as follows
 What do you know about Deccan 360?
• I saw some ads, but don’t remember the details !!
• I have never heard about that!!
• Is this by Air Deccan?
Dec’09-March’10 & April-Oct’10
Way Forward
 Proposed Campaign Dec ’09 – Feb ‘10
• Print (Planned spends : Rs.3, 21, 51,222)
• Slug ads ( 80 SQCM) across top publications for a sustained activity
• Activity to be spread across for 8 weeks
• Call for action can be emphasized
• Top Of Mind expected to be high as the Opportunity to See will be high

• Television (Planned Spends : Rs. 1,97,61,714) to be revised

• No TVC for the campaign. Hence, Non FCT and channel promos as options explored
• Options like L-shaped panels, Vignettes, Break Bumpers & Property Sponsorships
considered
• News genre (English, Hindi & Business) suits best .
• Although genres like Movies & GEC would throw up better reach & GRPs, Non FCT options
for these channels are limited and expensive

• Out of Home
• Hoardings/Billboards across all the out bound cities
• Focus Medium for TIER II cities
Approach Apr ‘10 – Oct ‘10
 Planning process ’10/’11
• Driven by analysis and benchmarking to achieve a shift in a
specified brand parameter
• TOMA
• Marketing Objective

• Use of multiple touch points with clear rationalization of the role

of each touch point

• Media mix decisions

• TV vs Press ( cost efficacy ,Reach Build up and Stagnation )
• Other media based on quantitative and qualitative parameters

• Clear trade-offs in the event of varying budget scenarios

• Short term learning plans / experimentation where relevant

• Media inputs the starting point to drive creative process

NOTE : APPROACH NOT THE PLAN

 Considerations

• Brand Recall still very low, however will increase after the Dec – Feb
proposed campaigns

• The approach should be to increase the Top Of Mind recall as well as to

communicate the Brand Image. Call for Action to be emphasized

• TG remains the same for all marketing communications : 25-50 DEC AB

Male

• The media mix based on the base strategy presented

Campaign Objective

Brand Saliency Call to Action

TV

Print

Radio

Online

OOH
Setting Priorities
• Focus by the next Financial year will shift more to call
for action , lead generation

• However brand imagery eases the call for action

• Hence we need to establish “Deccan 360” first

through saliency building followed by call for action
Defining objective and role of medium

Brand Imagery Call to Action

TV Print

Display Search

OOH
 Media Phasing

Communication Role Apr May Jun Jul Aug Sep Oct

Brand Saliency
Call For Action

TV Around 1200-1400 GRPs

Display Select Verticals

Print 240 formats Strip Formats

Search

OOH Large Formats Ambient

TV in detail
Channel Genre preference
Date 8/11 - 5/12
Timeband All Days (700 - 2500)
Market : 1 mn+ All India

Share
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 94
SPORTS 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 1.15 169
ENG 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

Source: TAM 3.0

 Program genre preference
25 Male SEC 25-55 Male
All A-D 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 1.7 155
Source: IRS 2009 R2
 TV- Order of preference

Saliency
Select
Properties

Frequency
News /Infotainment

Reach Movies, Reality shows,

Print +Online + OOH
 Print Approach
• Continue the high reach and frequency
• 180 sqcm on an average to be used consistently
• Strip ad formats to drive call for action
• Call tracking on regular basis
Online Approach

Mix
Vertical specific section
sponsorships
1to 1 connect programmes -
eDM’s
Search programme to drive
traffic to brands online
presence
Mobile application to use the
offline mechanism to reach out
the mass audience and promote
D360 network
OOH Approach
• Ideally to be used as an extension of the branding
campaign on TV and Print
• Two Months of branding with large formats
• Followed by smaller format creative like bus shelters
 Budget Phasing

Communication Role Apr May Jun Jul Aug Sep Oct

Brand Saliency
Call For Action

TV 76800000
Display 55,00,000

Print 60000000
Search 35,00,000

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

Total 163800000
Q&A