marketing india as a brand
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India is the 7th largest country in the world, the largest
democracy and one of the oldest civilizations.
When many cultures were only nomadic forest dwellers over 5000
years ago, Indians established Harappan culture in Sindhu
Valley (Indus Valley Civilization).
There are 300,000 active mosques in India , more than in any other
country, including the Muslim world.
It is the fastest growing superpower with the second largest pool of
Scientist and Engineers in the World.
Most important studies of Mathematics like calculus, trigonometry
and algebra were originated in India.
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Today, the triumph of Brand India is visible in almost all fields.
With some aggressive Cross-border acquisitions, India has been
rewriting the global business equations.
India has established its leadership in IT and knowledge-based
industries globally and has the fastest growing population of workers
and consumers.
With huge investments in Infrastructure development on the anvil,
India today is a preferred investment destination.
It has one of the worlds most rapidly growing markets, and today,
Indian products and services are recognized for their quality all over
the world.
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An Introduction The E&M industry in 2010 stood at INR 646.0
billion as compared to INR 580.8 billion in2009.
Expected to reach Rs 105200 Cr by 2013, at a CAGRof 19%
The E&M industry continues to be dominated byTV, print and film.
Close to 1000 films are made every year.
Liberal FDI policies across all the segments of theindustry has boosted the growth manifolds.
Government focusing on regulations to give further
impetus to the industry.
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Television
The industry was estimated to be INR 306.5 billion in
2010 showing a growth of15.4% over 2009.
Digitization and addressable digitization are emerging as key to
success of the industry.
The growth of advertisement volumes drives televisionadvertising to double-digit growth.
DTH is the major growth driver for the industry with the
addition of12 million subscribers.
The Cricket World Cup and IPL 4 in 2011 drove advertising andviewership to a new level.
HDTV is gaining ground on the back of a successful World Cup
and growing viewer interest for quality content.
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PrintMedia
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The industry was estimated to be INR 178.7 billion in
2010 showing a growth of10.7% over 2009 numbers.
Hindi dailies grew at the rate of 9% in 2010 as compared to 3%
in 2009.
Newspaper publishers are expected to continue to increasetheir presence in the online format.
However, print is likely to show steady growth for the next five
years.
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The industry was estimated to be
INR 87.5 billion in 2010.
Multiplex owners continue to grow, with big plans for the
next five years and expect that multiplex screens willdouble in number by that time.
The market has shown a growing craze for Hollywood
content and as it has increased by 30% in 2010.
3D cinema is driving the growth of digital screens in thecountry. More 3D films are released in
India on the back of the success of Avatar.
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The industry was estimated to be INR 10.8billion in 2010 showing a growth of 20.0%
over 2009. Phase III is expected to extend radios reach
to 294 towns and 839 stations. It will help
boost the regional growth of radio stations. Content innovation is key for the success of
radio post-Phase III.
Radio
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M i
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The industry was estimated to be INR 9.5billion in 2010 showing a growth of25.7%
over 2009.
Mobile is expected to continue to be the
major growth driver for the industry.
Music
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I t t d ti i
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The industry was estimated to be INR 7.7 billion in
2009 showing a growth of 28.3% over 2008. The Indian internet advertising market is one of
the fastest-growing segments in the E&Mindustry.
Increasing broadband penetration, successful
BWA spectrum auction and the arrival of 3G willboost the means to access the internet and will in
turn lead to growth in internet advertising. Social media remains to be an important form of
online advertising
Internet advertising
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The industry was estimated to be INR 14 billion in
2010 showing a growth of 12.0% over 2009.
Infrastructure growth led to growth in OOH media
in 2010.
Innovation and customization are key to OOH
growth in India.
Digital OOH is expected to grow by leaps and
bounds in the next few years.
Out-of-home media
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The industry was estimated to be INR 31.3 billion
in 2010 showing a growth of 31.4% over 2009.
The government and private players are focusing on skill
development for the industry.
Local animation films are falling short of viewer
expectations.
Indian studios are evolving to net a greater share of
outsourcing.
TV channels are driving the demand for animation content.
Social networking is giving a boost to game development,
with more companies focusing on localised content.
Players are evolving ways to handle micro-transaction for
online and social network gaming.
Animation, Gaming and VF
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Future of E & M
sector in India
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The greatest opportunities naturally lie
in those sub-areas that are expected to
grow the fastest over the next few years,namely, in the development of digital
distribution platforms for TV such as
DTH, digital music platforms, digital
media advertising (internet, mobile and
digital signage) and global cinemacontent.
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References:
PWC analysis and industry estimates
FICCI_KPMG Report 2011 on industry
prospects.
http://www.pwc.com/in
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