MUNGLE MUNGLE BY ;BY ;

ABHILASHA DIWAKER ABHILASHA DIWAKER PGPM / 07-09 / 003 PGPM / 07-09 / 003

INDIAN BUSINESS ACADEMY, GREATER INDIAN BUSINESS ACADEMY, GREATER NOIDA NOIDA

MARKETING MIXMARKETING MIX Product – Animated content in CD, story book, coloring

book, puzzle book. Price- Since it is targeting SEC A, high price will not be a

big issue. Usually, the price range of the books and related products should be between Rs 99- Rs 999. The small stationary items like pencils, eraser, sharpener, sketch pens etc should range from Rs 4 – Rs 50.

Place- All four metros and tier II and tier III cities. Promotion – In annual school festivals, fetes and

amusement parks through banners, hoardings, large balloons. There should be prominent stalls in malls which can be located easily by the children.

SEGMENTATION SEGMENTATION • Target group – 4 – 8 years kids • Social class – Middle class and upper middle

class children with an emphasis on SEC A children.

• Psychology – For every school going children and those children who have inclination towards art and craft.

• Geography – Urban school going kids living in metros and tier II and tier III cities.

• Behavioral – It has following factors : Occasions – Regularly for stationary and special purchase

occasion for school bags, apparels, furniture etc. Benefits – Quality, variety, trend setting User status – Regular user, first time user

SWOT ANALYSISSWOT ANALYSIS• STRENGTH – First of its kind, using Digital

Storytelling Strategy.• WEAKNESS – No prior brand identification

to the target market amidst all International characters.

• OPPORTUNITIES – Tapping of the regional market in the regional languages since the International competitors use only one language i.e. English.

• THREATS – Presence of various international animated characters in the market like Winnie The Pooh, Bambie etc.

MUNGAL MENTAL MAPMUNGAL MENTAL MAP

UNIFORMITY OF THEME

CREATIVITY

CHILDREN

LEARNING

WHILE PLAYING

FUN

INNOVATIVE

USEFUL

UPBEAT

COLORFUL

MUNGLE

DIFFERENTIATION DIFFERENTIATION STRATEGIESSTRATEGIES

• PRODUCT DIFFERNTIATION First Digital Storytelling Strategy in India First Indian animated brand for different product categories More price so perceived to be a quality product.

• PERSONNEL DIFFERENTIATION Salespeople in peppy and colorful uniforms Should have a thorough knowledge for the product A training session in which salespeople are taught to be polite and courteous No communication gap between the customers and the salespeople.

• IMAGE DIFFERENTIATION Fun products Available under one roof so the products are easily available Same value proposition as its International counterparts but with Indian

touch Provide learning to kids while playing. So, it’s a fun-learning product.

360 DEGREE COMMUNICATION

ABOVE THE LINE (ATL) ABOVE THE LINE (ATL) • Television – Promotion of the product and the comic characters in cartoon

channels like Cartoon Network, Pogo, Disney Channel etc.• Print

Magazines – Champak (Hindi), Junior Vikatan (Tamil), Nandankanan (Oriya), The Young Scientist (English).

Newspapers – Leading newspapers like The Times of India, Hindustan Times, Indian Express.

• Ad Banners – Attractive Ad banners near schools, in school bus stops, food joints.

• Websites – Ads in various websites and free online games based on the Mungle characters. Ads in online children’s magazine like DIMDIMA.

• Radio – Promotion of Mungle characters by giving them a voice to talk to their prospects. For example- Billoo is a smart, peppy and witty character, so a very energetic voice with a good sense of humor will suit best. Like wise , Prinsss’s voice should be manly and husky since he has a Casanova type character.

• Films – Promotion through animated films, during intervals or in the very beginning.

360 DEGREE 360 DEGREE COMMUNICATIONCOMMUNICATION

BELOW THE LINE (BTL)• Events and Experiences

Sponsoring school events like annual days, sports day, school fete etc.

1 – 2 days events near shopping malls exclusively selling Mungle products in discounted rates

• Distribution of pamphlets near school, amusement parks, shopping malls etc.

• A unique Mungle Activity Club. The club should carry out all the activities like quizzes, sports, competitions, music. To have the club membership, children should buy certain products of Mungle and then send a certain number of attached coupons to enroll themselves to the club.

• People dressed as Mungle characters, distribute their small products like posters, stickers, small stationary items to reach large number of children.

MARKETING PRACTICESMARKETING PRACTICES

SEPARATE STORES

PRODUCT PLACEME

NT

VIRAL MARKETI

NG

BUZZ MARKETI

NG

VARIETY OF

PRODUCTS

CUSTOMERS

(Children of age group 4-8 years)

Contd…Contd…• Variety of products- There can be various products related to the Mungle

character :• COLORING BOOKS, ACTIVITY BOOKS, CRAFT BOOKS• SKETCH PENS, OIL PAINTS, WATER PAINTS, SPRAY PAINTS• DO-IT-YOURSELF PACKAGE FOR DESIGNING OWN T-SHIRTS (T-Shirts

present in the package in various colors)• STATIONARY ITMES LIKE PENCILS, PENS, RULERS, SHARPNER,

ERASER, MARKERS, SCISSORS, BLOW PENS, PEN HOLDER,PENCIL BOXES, NOTE BOOKS, DIARIES, SLAM BOOKS, GREETING CARDS

• SCHOOL BAGS, CHARACTER SHAPE WATER BOTTELS AND LUNCH BOXES, WALLETS

• WATCHES BEARING CHARACTERS’ PICTURES IN VARIETY OF PEPPY COLORS, ACCESSORIES LIKE BEADS, EAR RINGS, SUN GLASSES, BRACELETS, PENDANTS, HAIR BANDS

• JIGSAW PUZZLES, STRATEGY BOARD GAMES, 3D STICKERS, POSTERS, CALENDERS, WALL COCKS, BED SHEETS, CURTAINS, BLANKETS, FURNITURES, SKATE BOARDS, SKATES, CLAY PRODUCTS

• SOFT TOYS OF ALL THE CHARACTERS (with battery and without battery), COLLECTABLE FIGURES, CHOCOLATES

• T-SHIRTS, JACKETS, SOCKS, SHOES, CAPS, WOOLLENS, STOLES • VIDEO GAMES, CDs, ELECTRONIC LEARNING TOOLS.

Contd…..Contd…..• BUZZ MARKETING – It’s the tendency of

children to be superior to their counter parts. So, they can create a word-of-mouth for the products as a result of which more children will get attracted towards the product.

• VIRAL MARKETING- It can create a hype for the product by the following strategies:

Freebies to the children like stickers, posters, small accessories with products like school bags, apparels etc.

Viral marketing works best on the internet, so website promotion should be given more preference.

Taking advantage of other resources like tie ups with schools during summer camps.

Making school captain or the famous kid of the school, the brand ambassador of the product so that more children could relate themselves to the product.

Contd….Contd….• PRODUCT PLACEMENT- The product

should be placed in the minds of the children as FUN product wherein every fun activity is related to Mungle.

• SEPARATE STORES – There should be a separate store only for the Mungle products. All the variety of products should be present under one roof where children can get whatever they want with ease.

BRAND POSITIONINGBRAND POSITIONING Since the brand is an animated

product with animated characters, the brand should be positioned as FUN products. It has CREATIVE products for paintings and clay pottering.

DISTRIBUTION DISTRIBUTION CHANNELSCHANNELS

• TELEVISION • PRINT MEDIA LIKE NEWSPAPERS, MAGAZINES• INTERNET MARKETING • ONLINE MARKETING• DISTRIBUTION THROUGH MOBILE OPERATORS. MAJOR

PLAYERS ARE VODAFONE, AIRTEL, IDEA CELLULAR, RELIANCE MOBILE. IMAGES OF MUNGLE CHARACTERS IN MOBILE RECHARGE COUPONS

• MARKETING DONE IN SCHOOLS IN THE FORM OF 1 OR 2 DAYS CAMP IN THE SCHOOL PREMISES

• TIE UPS WITH FAMOUS FOOD JOINTS FOR FREEBIES DISTRIBUTION

• TIE UPS WITH MAJOR KIDS APPAREL STORES.

THANK YOUTHANK YOU