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HTC印度發(fā)展路線圖InthisPresentation
TelecombusinessinIndiaSWOTWhatweare?PRProposalPROpportunitiesCaseStudiesMeasurementTeamDelhiCommercialsTheIndianmobilemarketiswitnessingstronggrowthandisslatedtobecomethesecondlargestintheworldbehindChinainthenexttwotothreeyearsIndia’sSunriseSector:TelecomIndiaranksamongthetop10countriesoftheworldwithregardstoitstelecomnetwork.Indiahas40.3millionwirelinesubscribersand149.6millionwireless(mobileandWLL-F)subscribers.Tele-densityhasmorethandoubledinthelast3years.MobilecommunicationandinternetpenetrationareaddingtothemomentumoftelecommunicationsectorSource:IBEFSmartphoneMarketOverviewSmartPhonesMarketShareStrengthsHugewirelesssubscriberpotentialFastestgrowingmobilemarketintheworldConsumersarereadytopayforcuttingedgeservicesGovernment’sproposaltohikeFDIlimitinTelecomto74%UnifiedlicenseregimeTelecomSectorSWOTWeaknessesLowestcalltariffsintheworldMarketstronglyregulatedbyGovernmentbody–GoverningbothISPandTelecomsectorsToomanyauthoritiesrulingthesectorHugepotentialforlowendandcheaphandsetsWidescaleConsumerchurninTelecomandISPWidespreadVASdeploymentisrestrictedduetolanguageandliteracyproblemsPrimarilyavoicebasedmarketThreatsLowcostserviceproviders–nopossibilityofbreakingeveninshorttermWeakIPRprotectionSoftwareanddigitalcontentPiracyPoliticalinstabilityRegulatoryinterferenceOpportunitiesTooffervalueaddedservicesonGSM,CDMAandIPLanguageindependentservicesMobileMarketingconceptsContentinfluencedbylocalcultureandGlobalsuccessstoriesM-CommerceUnifiedmessagingplatformsForeigninvestmentinformofequityortechnologyLivingInATransformationalWorldYourbusinessisevolving…NewproductintroductionsEvolvingintotrulyglobalbrandDiverseproductportfolioIncreasingcostofdoingbusinessinternationallyConsumers’demandforgreatervalueEmergenceofBRICcountriesAnd,soiscommunicationsExplosionofsocialmediaDefinitionofmediaischangingeverydayNicheoutletsforeverythingConsumersareincontrolEmergenceofnon-traditionalinfluencersConsolidationandextinctionoftraditionaloutletsToday’smarketplaceisbeingredefinedbytheimpactofinnovation,technology,businesstransformationandsocietalchange.HanmerMS&LIndiaExpertiseHANMERPartofaleadingGlobalCommunicationsNetworkofCompaniesAboutPublicisGroupeTheworld’s4thlargestcommunicationscompany,withmorethan120agenciesand40,000staffspanning109countries.GlobalServicesEMPLOYEEENGAGEMENTCORPORATECOMMUNICATIONSINFLUENCERMARKETINGSUSTAINABILITY&THEECONETWORKMEDIARELATIONSENTERTAINMENTMARKETINGDIGITALSTRATEGYPRODUCTLAUNCHESBRANDINGTRADESHOWSUPPORTMOBILEDIVERSITYSTYLEandDESIGNB2BCRISIS&ISSUESMANAGEMENTFINANCIALCOMMUNICATIONSINSIGHTANDCREATIONMEASUREMENTCAUSE&CORPORATESOCIALRESPONSIBILITY#1AgencyinCSRfor2008
GOVERNMENT&LOCALPUBLICAFFAIRSWashington
DC(2)TheHagueCopenhagenTokyoHongKongLondon(2)MilanLosAngelesSanFranciscoTorontoFrankfurtAtlantaNewYorkStockholm(2)ParisBrussels(2)BeijingDubai(2)BuenosAiresS?oPauloChicago
BostonDetroit,
AnnArborSingaporeOslo(2)HelsinkiGothenburgAthensJohannesburgBelgradeBudapestCairoIstanbulWarsawShanghaiBeirutJakartaKualaLumpurSeoulIndiaNetworkAhmedabadBangaloreChennaiDelhiHyderabadKolkataMumbaiPune54officesin28countriesNetworkedandbuiltoncollaborationSinglebrandandintegratedglobalapproachStrongGlobalFootprintHanmerMS&LIndiaTier–IIownednetworkMaharashtraPunjab
andHaryanaOrissaGoaMadhyaPradeshRajasthanGujaratChattisgarhUttarPradeshBiharJharkhandTamilNaduKeralaAndhraPradeshJammu
andKashmir
Jammu&Kashmir
Jammu–SrinagarPunjab&Haryana
Chandigarh-Jalandhar-LudhianaRajasthan
Jaipur–Udaipur-Jodhpur-Kota
Gujarat
Vadodara–Surat
Maharashtra
Nashik–Dhule–Nandurbar–
Jalgaon–
Kolhapur–Satara–Sangli–Akola
–
Amrawati
Goa
Panaji
Kerala
Cochin–Trivandrum
Tamilnadu
Coimbatore
AndhraPradesh
Vijaywada-Visakhapatnam
Orissa
Bhubaneshwar
Chhatisgarh
Raipur-Bilaspur
MadhyaPradesh
Bhopal-Gwalior–Indore
Jharkhand
Ranchi
Bihar
Patna–SamastipurUttarPradesh
Lucknow-Meerut-Agra–VaranasiUttarakhandDehradunUttarakhandDigitalMediaMobileCommunicationsDigitalDisplayDigitalApplianceCorporateCommunicationsOurGlobalExperienceAlignsWithYourBusinessAreasSnapshotofHanmerMS&L’sCurrentClientsHowwewilldoit?HANMERWhatWeNeedtoKnowLateststakeholdertrendsPsychographicsofkeytargetsegmentsCriticalneedsanddesiresHowweuncoverInsightsPrimaryconsumersurveyingMediaMonitorDatamonitorOthersWhatWeDoWiththeKnowledgeDefineandtargetcommunicationplatformsFine-tuneourlanguageandcategoryvernacularBreakthroughonadeeperlevelTransformationalIdeasarebornfromknowledgeandanalysis.OurTeamshedslightontrendsandmindsetsthatopenthelinesofcommunicationsMeasurementMovementsMotivationsMS&LINSIGHTCREATION
LookingintheEyeofStakeholdersTraditionalTacticsFragmentedSilosUnifiedMessagesYouAreSeekingTransitionandTransformationTheStartingLine
CohesivePlanTest&TrialHolisticInnovationStrategicApproachFullyIntegratedOne
VoiceTheDestinationTheJourney
Product
LeadershipIndustryLeadershipBrandLeadershipVerticalsPre–DefinedmessagingpegsCorporateProducts
Issues&TrendsEventsMediainteractionsEditorialMeetsPressReleasesPressConferencesPressMeetsMediaToursIndustrystoriesArticleplacementsSpokesperson/companyprofilingProductplacementReviews/ShootsPRTools-MediaSeminarsSpeakerOpportunitiesPromotionalevents/tieupsMediabridgebuildingMediapartnershipMarketingTiesupsBlogsWorkshopsPRTools–BeyondMediaArticlePlacement
EconomicTimesViewPointGlobalCorporateProfilingBusinessToday60MinutesProfilingColumnsEconomicTimesSundayInterviewPersonalProfilingBusinessWorldInDepthProfileProductPlacement/ReviewHindustanTimesCafé
IndiaTodayHomeProductQuality
ProductFeaturesProductStyle&DesignAbilityofaProducttoPerformItsFunctions;IncludesLevel&ConsistencyDifferentiatestheProductfromCompetitors’ProductsProcessofDesigningaProduct’sStyle&UsefulnessDevelopingaProductorServiceInvolvesDefiningtheBenefitsthatitWillOfferSuchas:ProductAttributes
ProductAttributesOpportunitiesHANMER
RedefiningYourAudienceGENERATIONC:TheSocialCustomerGenerationCiscrossgenerational.
Cstandsfor:Contentdriven;Connected;Creative;Collaborative;Contextual;CommunicativeAgeisirrelevanttoGenC.It’samindsetGenChasendedbusinessasusual–GenCexpectsauthenticengagement–nopush-outofmessagesTherearenosecretswithGenC.TheyknowmorethancompaniesdoabouttheirownproductsNetworkedconversationsareenablingpowerfulnewformsofsocialorganizationSource:Dealin’intheEraoftheSocialCustomer,2009EditionGenCWantMultipleOptionsandExperiences
Hipstersaremotivatedbytheopportunitytoexperienceandexperiment.Beinginstyleisasimportantasbeingintheknow.Highlydigital/mobile.Recessionistahasreplacedfashionista.Premiumbrandsneedtoofferdeeperpersonalexperiencestostayrelevant.Maleshoppersareincreasinglyrelevantindownturneconomy.Menareshowingmoreloyaltytobrands,especiallyiftheyprovidesafetyandentertainment(home)benefitsfortheirfamily.
Brandloyaltyisupforgrabsasconsumersre-evaluatevalueofbrandsSource:Yankelovich,2009MarketingtoGenC:ANewModelMarketsareconversations:Marketsconsistofhumanbeings,notdemographicsectorsAlreadycompaniesthatspeakinthelanguageofthepitch…arenolongerspeakingtoanyoneMostmarketingprogramsarebasedonthefearthatthemarketmightseewhat’sreallygoingoninthecompanyMarketingbecomesthecenterpointforengagementofthecustomer:Messagesarenottobepushedatthecustomeraboutproductsandservices;MarketingusesthemediatoolsthatareavailabletoengagethecustomerButwithauthenticityOthertoolstotargetGenCRadio–marketingtieups/contestswithGenC,engagingthemthroughoneofthemostre;evantmediumstoreachtargetaudienceSocialmedianetwork-youcannotdenytheimpactofthismediumandthewayGenCishookedtoit–Facebook/Orkut/TwitterBrandAmbassador–GenCwantstorelatetotheBrandandrelateswellifthereisaBrandAmbassadorfortheBrandCaseStudiesfromIndiaHANMER
ShobhaaDe–IndianSuperstarGoesOnline
DigitalcaseStudySITUATIONAnobsessive-compulsivewriteroffifteenbooks,ShobhaaDeisawellknownnameinliterarycircles.Havingtastedsuccessintheprintmedia,ShobhaaDeandherpublisher(Penguin)wantedtoreleasehernewbook‘SuperIndia’inthedigitaldomain.TheideawastomakethelaunchasBIGaspossible.InIndia,nobodytilldatehadmadeanattempttolaunchtheirbookreleaseincyberspace.Andgoingbythemassappealofthewriterandthepublisher,thestakeswerehightomakethemaximumimpact.STRATEGYCreateastrongdigitalpresenceforShobhaaDeand‘SuperstarIndia’bygeneratingbroadawarenessthroughherpersonalblog,websites,andbypromotingheronsocialnetworkingsitessuchasOrkutandFacebook.PROGRAMCreatemicrositeasdigitalhubofinformationaboutShobhaaDeandhernewbook.Websitesharedwithmediaandconsumers–thishelpedthetargetgrouptoexperienceShobhaaDe’spersonalityandbookbyengagingthemwithaudio,video,excerptsandreviews.Solicitconsumeropinionsandaskthemtosharewithfriendsandfamilyandalsopromoteviatraditionalmedia.RESULTSMorethan2,000becameherfriendsinlessthan45days(statisticsprovethatlessthan1%ofFacebookusershave1,000+friends).Coverageappearedin:Television–EnglishNewsChannels,suchasNDTV24X7,CNNIBNamongstothers.PrintMedia–LeadingEnglishdailies,focusingonthelifestylesegment.Onlineportals–rediff,indiatimes,sify,etc.
ShobhaaDeMediaCoverageHighlights
PHILIPS–ACrystalClearCaseSITUATIONPhilipsElectronicsIndiaLtd(DomesticAppliances&PersonalCare)istheoneoftheglobaldivisonsofconsumerelectronicsgiantPhilipsEindhovenHolland.Theywerekeenonpromotingtheirstate-of-the-artUVWaterPurifierinthemarketplace.Theproductinquestionwasapremiumproductwhichcamewitharelativelyhigherpriceandtotopitall,Philipswasenteringanewmarketsegmentthatwasdrivenbyaverydominantplayerenjoyingaverylargechunkofthepie.STRATEGYHanmerMS&Ladoptedalong-termplan,whichensuredthedesiredimpactofcommunicationstothetargetaudiencebyfocusingontheUSPoftheproduct.PROGRAMThepre-launchphasefocusedontherampantwatercontaminationissuesandtheneedforurgentwaterpurificationtoensuresafewater.Thiswasdonebyplacementofgenericarticlesin15keycitiesthathighlightedcityspecificcontaminationissues.Thelaunchphasekickstartedwiththedevelopingacustomisedmediarelationsstrategy,followedbydevelopmentofkeymessagesandothercollateral.AllthisculminatedtoamegapressconferenceinNewDelhiwherethePhilipsIntelligentWaterPurifiergotunveiled,followedbytheroll-outofanationalpressrelease.Thepostlaunchfocuswasonbuildingbrandpreferenceandstimulatingpurchaseintentwhileinfluencingsales.Storyopportunitiesrelatedtoproductslaunch,reviews,advertising,brandingandmarketinginitiativeswereexplored.RESULTSInaperiodoftwomonthsoflaunch,theconsultancythroughallournetworkofficesgeneratedover300newsclipswithaquantitativemediaevaluationofover1.3crore.Morethan90%ofthecoveragecarrieddirectmessaging.TodayPhilipsisprominentlybeingfeaturedinallindustrystoriesandhasestablisheditselfasakeyplayerinthewaterpurificationcategory.
PHILIPSMediaCoverageHighlightsLGGlobalCMOvisittoIndiaOneMeasurementPartnershipmeasurement(360°feedback/Netpromoterscore)Capabilitymeasurement(Counselandimplementation/collateralreview)Effectivenessmeasurement(outputsreview)Impactmeasurement(B-2-C/B-2-B/B-2-S)OneMeasurement–standardisingandunifyingthemeasurementprocessSandeepRajSingh
Head(PR)–North&PracticeHead–Telecom,HanmerMS&L,India(Delhi)HanmerMS&LIndiaTeamSandeepheadstheNorthernoperationsofHanmerMS&LwhichservicesdiversifiedaccountssuchasAlcatelLucent,DiscoveryNetworks,LGElectronics,FordIndia,Amway,SpiceJet,MaxNewYorkLifeInsurance,CNN-IBN&IBN7,CIIandsOliver,besidesothers.HehasexperienceinhandlingclientsfromvariousdomainssuchasTelecom,InvestmentBanking,MutualFunds,Automobiles,Tourism,Telecom,Hospitality,Infrastructure,MediaandInformationTechnology.ApostgraduateincommunicationsfromSt.Xavier’sCollege,Mumbai,Sandeephas11yearsofpublicrelationsexperienceacrossIndiainMumb
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