HTC印度發(fā)展路線圖

CommunicationsRoadmap

HTCIndiaSeptember2021InthisPresentation

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

IndiaTodayHomeProduct

Quality

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,2021EditionGenCWantMultipleOptionsandExperiences

Hipstersaremotivatedbytheopportunitytoexperienceandexperiment.Beinginstyleisasimportantasbeingintheknow.Highlydigital/mobile.Recessionistahasreplacedfashionista.Premiumbrandsneedtoofferdeeperpersonalexperiencestostayrelevant.Maleshoppersareincreasinglyrelevantindownturneconomy.Menareshowingmoreloyaltytobrands,especiallyiftheyprovidesafetyandentertainment(home)benefitsfortheirfamily.

Brandloyaltyisupforgrabsasconsumersre-evaluatevalueofbrandsSource:Yankelovich,2021MarketingtoGenC: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,Sandeephas11yearsofpublicrelationsexperienceacrossIndiainMumbai,BangaloreandnowinNewDelhi.RamakrishnaPrayag

NationalHead-MediaServices,

HanmerMS&L,India(Delhi)RamakrishnaPrayag

headstheMediaServicesTeamnationallyandisbased

inNewDelhi.Hehasanexperienceofover12yearsinthepublicrelationsdomaininvariouspublicrelationsconsultancieswithspecialisationinmediarelations.

HisearlierstintsincludecompaniessuchasElfLubricants,NorwaybasedIndoEuropeanAssociates,FortishealthcarepromotedbyRanbaxy.HehascompletedhisPostGraduationinHumanResourcesandhasundergonetraininginCrisisCommunicationfromMentorConsultancyinLondon.HanmerMS&LIndiaTeamHTCIndiaLeadTeam