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1、Communications Roadmap HTC India,September 2009,In this Presentation,Telecom business in India SWOT What we are ? PR Proposal PR Opportunities Case Studies Measurement Team Delhi Commercials,The Indian mobile market is witnessing strong growth and is slated to become the second largest in the world
2、behind China in the next two to three years,Indias Sunrise Sector: Telecom,India ranks among the top 10 countries of the world with regards to its telecom network.,India has 40.3 million wireline subscribers and 149.6 million wireless (mobile and WLL-F) subscribers.,Tele-density has more than double
3、d in the last 3 years.,Source: IBEF,Smartphone Market Overview,Smart Phones Market Share,Strengths Huge wireless subscriber potential Fastest growing mobile market in the world Consumers are ready to pay for cutting edge services Governments proposal to hike FDI limit in Telecom to 74% Unified licen
4、se regime,Telecom Sector SWOT,Weaknesses Lowest call tariffs in the world Market strongly regulated by Government body Governing both ISP and Telecom sectors Too many authorities ruling the sector Huge potential for low end and cheap handsets Wide scale Consumer churn in Telecom and ISP Wide spread
5、VAS deployment is restricted due to language and literacy problems Primarily a voice based market,Threats Low cost service providers no possibility of breaking even in short term Weak IPR protection Software and digital content Piracy Political instability Regulatory interference,Opportunities To of
6、fer value added services on GSM, CDMA and IP Language independent services Mobile Marketing concepts Content influenced by local culture and Global success stories M-Commerce Unified messaging platforms Foreign investment in form of equity or technology,Living In A Transformational World,Your busine
7、ss is evolving New product introductions Evolving into truly global brand Diverse product portfolio Increasing cost of doing business internationally Consumers demand for greater value Emergence of BRIC countries,And, so is communications Explosion of social media Definition of media is changing eve
8、ryday Niche outlets for everything Consumers are in control Emergence of non-traditional influencers Consolidation and extinction of traditional outlets,Todays marketplace is being redefined by the impact of innovation, technology, business transformation and societal change.,Hanmer MS&L India Exper
9、tise,HANMER,Part of a leading Global Communications Network of Companies,About Publicis Groupe The worlds 4th largest communications company, with more than 120 agencies and 40,000 staff spanning 109 countries.,Global Services,EMPLOYEE ENGAGEMENT,CORPORATE COMMUNICATIONS,INFLUENCER MARKETING,SUSTAIN
10、ABILITY & THE ECO NETWORK,MEDIA RELATIONS,ENTERTAINMENT MARKETING,DIGITAL STRATEGY,PRODUCT LAUNCHES,BRANDING,TRADESHOW SUPPORT,MOBILE,DIVERSITY,STYLE and DESIGN,B2B,CRISIS & ISSUES MANAGEMENT,FINANCIAL COMMUNICATIONS,INSIGHT AND CREATION,MEASUREMENT,GOVERNMENT & LOCAL PUBLIC AFFAIRS,Washington DC (2
11、),The Hague,Copenhagen,54 offices in 28 countries Networked and built on collaboration Single brand and integrated global approach,Strong Global Footprint,Hanmer MS&L India Tier II owned network,Maharashtra,Punjab and Haryana,Orissa,Goa,Madhya Pradesh,Rajasthan,Gujarat,Chattisgarh,Uttar Pradesh,Biha
12、r,Jharkhand,Tamil Nadu,Kerala,Andhra Pradesh,Jammu and Kashmir,Uttarakhand,Our Global Experience Aligns With Your Business Areas,Snapshot of Hanmer MS&Ls Current Clients,How we will do it ?,HANMER,What We Need to Know Latest stakeholder trends Psychographics of key target segments Critical needs and
13、 desires How we uncover Insights Primary consumer surveying Media Monitor Datamonitor Others What We Do With the Knowledge Define and target communication platforms Fine-tune our language and category vernacular Break through on a deeper level,Transformational Ideas are born from knowledge and analy
14、sis. Our Team sheds light on trends and mindsets that open the lines of communications,Measurement,Movements,Motivations,MS&L INSIGHT CREATION Looking in the Eye of Stakeholders,Traditional,Tactics,Fragmented,Silos,Unified Messages,You Are Seeking Transition and Transformation,The Starting Line,Cohe
15、sive Plan,Test & Trial,Holistic,Innovation,Strategic Approach,Fully Integrated,One Voice,The Destination,The Journey,Product Leadership,Industry Leadership,Brand Leadership,Verticals,Pre Defined messaging pegs,Corporate,Products,Issues & Trends,Events,PR Tools - Media,PR Tools Beyond Media,Article P
16、lacement,Economic Times View Point,Global Corporate Profiling,Business Today 60 Minutes,Profiling Columns,Economic Times Sunday Interview,Personal Profiling,Business World In Depth Profile,Product Placement/Review,Hindustan Times Caf,India Today Home,Developing a Product or Service Involves Defining
17、 the Benefits that it Will Offer Such as:,Product Attributes,Product Attributes,Opportunities,HANMER,Redefining Your Audience,GENERATION C: The Social Customer Generation C is cross generational. C stands for: Content driven; Connected; Creative; Collaborative; Contextual; Communicative Age is irrel
18、evant to Gen C. Its a mindset Gen C has ended business as usual Gen C expects authentic engagement no push-out of messages There are no secrets with Gen C. They know more than companies do about their own products Networked conversations are enabling powerful new forms of social organization,Source:
19、 Dealin in the Era of the Social Customer, 2009 Edition,Gen C Want Multiple Options and Experiences,Hipsters are motivated by the opportunity to experience and experiment. Being in style is as important as being in the know. Highly digital/mobile.,Recessionista has replaced fashionista. Premium bran
20、ds need to offer deeper personal experiences to stay relevant.,Male shoppers are increasingly relevant in downturn economy. Men are showing more loyalty to brands, especially if they provide safety and entertainment (home) benefits for their family.,Brand loyalty is up for grabs as consumers re-eval
21、uate value of brands,Source: Yankelovich, 2009,Marketing to Gen C: A New Model,Markets are conversations: Markets consist of human beings, not demographic sectors Already companies that speak in the language of the pitchare no longer speaking to anyone Most marketing programs are based on the fear t
22、hat the market might see whats really going on in the company Marketing becomes the center point for engagement of the customer: Messages are not to be pushed at the customer about products and services; Marketing uses the media tools that are available to engage the customer But with authenticity,O
23、ther tools to target Gen C,Radio marketing tie ups/ contests with Gen C, engaging them through one of the most re;evant mediums to reach target audience Social media network- you cannot deny the impact of this medium and the way Gen C is hooked to it Facebook/ Orkut / Twitter Brand Ambassador Gen C
24、wants to relate to the Brand and relates well if there is a Brand Ambassador for the Brand,Case Studies from India,HANMER,Shobhaa De Indian Superstar Goes Online Digital case Study,SITUATION An obsessive-compulsive writer of fifteen books, Shobhaa De is a well known name in literary circles. Having
25、tasted success in the print media, Shobhaa De and her publisher (Penguin) wanted to release her new book Super India in the digital domain. The idea was to make the launch as BIG as possible. In India, nobody till date had made an attempt to launch their book release in cyberspace. And going by the
26、mass appeal of the writer and the publisher, the stakes were high to make the maximum impact. STRATEGY Create a strong digital presence for Shobhaa De and Superstar India by generating broad awareness through her personal blog, websites, and by promoting her on social networking sites such as Orkut
27、and Facebook. PROGRAM Create microsite as digital hub of information about Shobhaa De and her new book. Web site shared with media and consumers this helped the target group to experience Shobhaa Des personality and book by engaging them with audio, video, excerpts and reviews. Solicit consumer opin
28、ions and ask them to share with friends and family and also promote via traditional media. RESULTS More than 2,000 became her friends in less than 45 days (statistics prove that less than 1% of Facebook users have 1,000+ friends). Coverage appeared in: Television English News Channels, such as NDTV
29、24X7, CNN IBN amongst others. Print Media Leading English dailies, focusing on the lifestyle segment. Online portals , , , etc.,Shobhaa De Media Coverage Highlights,PHILIPS A Crystal Clear Case,SITUATION Philips Electronics India Ltd (Domestic Appliances & Personal Care) is the one of the global div
30、isons of consumer electronics giant Philips Eindhoven Holland. They were keen on promoting their state-of-the-art UV Water Purifier in the market place. The product in question was a premium product which came with a relatively higher price and to top it all, Philips was entering a new market segmen
31、t that was driven by a very dominant player enjoying a very large chunk of the pie. STRATEGY Hanmer MS&L adopted a long-term plan, which ensured the desired impact of communications to the target audience by focusing on the USP of the product. PROGRAM The pre-launch phase focused on the rampant wate
32、r contamination issues and the need for urgent water purification to ensure safe water. This was done by placement of generic articles in 15 key cities that highlighted city specific contamination issues. The launch phase kick started with the developing a customised media relations strategy, follow
33、ed by development of key messages and other collateral. All this culminated to a mega press conference in New Delhi where the Philips Intelligent Water Purifier got unveiled, followed by the roll-out of a national press release. The post launch focus was on building brand preference and stimulating
34、purchase intent while influencing sales. Story opportunities related to products launch, reviews, advertising, branding and marketing initiatives were explored. RESULTS In a period of two months of launch, the consultancy through all our network offices generated over 300 news clips with a quantitat
35、ive media evaluation of over 1.3 crore. More than 90 % of the coverage carried direct messaging. Today Philips is prominently being featured in all industry stories and has established itself as a key player in the water purification category.,PHILIPS Media Coverage Highlights,LG Global CMO visit to
36、 India,OneMeasurement,Partnership measurement (360 feedback / Net promoter score),Capability measurement (Counsel and implementation / collateral review),Effectiveness measurement (outputs review),Impact measurement (B-2-C / B-2-B / B-2-S),OneMeasurement standardising and unifying the measurement pr
37、ocess,Sandeep Raj Singh Head (PR) North & Practice Head Telecom, Hanmer MS&L, India (Delhi),Hanmer MS&L India Team,Sandeep heads the Northern operations of Hanmer MS&L which services diversified accounts such as Alcatel Lucent, Discovery Networks, LG Electronics, Ford India, Amway, SpiceJet, Max New
38、 York Life Insurance, CNN-IBN & IBN 7, CII and sOliver, besides others. He has experience in handling clients from various domains such as Telecom, Investment Banking, Mutual Funds, Automobiles, Tourism, Telecom, Hospitality, Infrastructure, Media and Information Technology. A post graduate in commu
39、nications from St. Xaviers College, Mumbai, Sandeep has 11 years of public relations experience across India in Mumbai, Bangalore and now in New Delhi.,Ramakrishna Prayag National Head - Media Services, Hanmer MS&L, India (Delhi),Ramakrishna Prayag heads the Media Services Team nationally and is bas
40、ed in New Delhi. He has an experience of over 12 years in the public relations domain in various public relations consultancies with specialisation in media relations. His earlier stints include companies such as Elf Lubricants, Norway based Indo European Associates, Fortis health care promoted by R
41、anbaxy. He has completed his Post Graduation in Human Resources and has undergone training in Crisis Communication from Mentor Consultancy in London.,Hanmer MS&L India Team,HTC India Lead Team,A Post Graduate in PR with an experience of over 8 years in the PR industry, Shailaja brings rich experienc
42、e having worked on various verticals over the years. Her core strength lies in Consumer Brands including LG Electronics which she has been an Account Manager for the past 5 years. As been associated with Hanmer MS&L for over 5 years and has had the opportunity to service accounts like XLRI, Indian I
43、nstitute of Management, Procam Intl.(Airtel Delhi Half Marathon), Kotak Life Insurance, Radio City, s.Oliver, Gucci, Zapak Gaming among others She was also a part of the Vodafone Essar tie up conference in Delhi,Shailaja Rao Principal Consultant Hanmer MS&L, India (Delhi),Commercials,HTC will have T
44、eams across Hanmer MS&L offices in Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune and Kolkata. Delhi being the lead Team for HTC. A retainer fee of Rs. 2, 00,000.00 (Rupees Two lakhs only) per month excluding taxes and surcharges, which will be as applicable All out of pocket expenses
45、 (communication, photocopy, local travel, etc.) would be invoiced and shall not exceed 15% of the monthly retainer fee All third party costs and travel expenses (airfare, board, lodge, communication costs) on this assignment shall be invoiced after prior approvals Requisite bills and supporting will be provided wherever applicable Please note this fee is only for PR services. Any additional service requirement like Reach ( Tier II & III cities), Digital, Events or Creative servies charges will be additional.,Thank You!,