ogilvy and mather
Post on 13-Feb-2017
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Group Members:
Daipayan DuttaKrutika Talwade
Founded in 1948 by David Ogilvy which became Ogilvy and MatherStarted with no clients and only a staff of twoTo be a stand out company ,Ogilvy knew he needed to be a strong brand.
First two fundamental components: quality and diversity of the people, and the quality and class of the operation.
History
Third Component: believe in the brands “Every advertisement is part of the long-term investment in the personality of the brand”
Tried to make sure the core goal was to make advertising that sells to build a brand.
Background of OgilvyFounded in 1948
497 offices in 125 countries
16,000 employees worldwide
Services Fortune Global 500 companies including: •American Express•BAT•BP•Cisco•Coke•DuPont•Ford•Gillette•IBM•Johnson & Johnson
•Kodak•Kraft•Lenovo•Mattel•Motorola•Nestlé•SAP•Unilever•Yahoo!
Services Provided By OgilvyOgilvy focuses on advertising, marketing, and public relations.
•Advertising•Brand Identity•Creative Design•Customer Analytics•Crisis and Issues Management•Direct Marketing•Digital Production •Digital Media & Search Marketing•Digital Marketing•Experiential Marketing
•Media Relations•Promotional Marketing•Public Relations•Public Affairs•Retail Design•Strategic Planning•Sustainability•Sales Acceleration•Trade Marketing•Viral Marketing•Loyalty Marketing
- 1st Advertising agency in India
- Started in 1980 with one client – Vimal - A subsidiary of WPP Group - Global revenues US$ 4.9 billion
Indian Scenario
- Offices in India - New Delhi, Kolkata, Mumbai, Hyderabad
SWOT Analysis
STRENGTHS WEAKNESSManpower
Experience Pricing Strategy
Global Presence In Markets
Brand Equity Old School Concept Of AdvertisingRural Marketing
Creativity
SWOT Analysis
OPPORTUNITIES THREATS
Using old clients Economic crisisBrand Image Tough competitionUntapped areas like web Changes in the taste &marketing preferences of clients.
How does Ogilvy differentiate themselves from other agencies?
Offering multiple services (advertising, brand identity, digital and media search marketing, media relations, sustainability, and viral marketing)
High quality standards
Emphasis on creativity
Digital Capabilities
Factors for Success in India
Human Resources
First – Mover Advantage
India as a global sourcing base
India as back-office operations hub
India as a source for managerial talent
Recommendations on Pain-Points
O&M should increase its operations for the global clientele.
It should focus on Database Marketing and B2B Communications and the other to do the ‘creative’ for international clients like Perfetti and Coke
Focus on concept development
O&M should increase the workforce engaged in database management and other back-office operations.
Complaint by customers about worms in dairy milk chocolates a month before diwali
Sales dropped by 30% in just 10 weeks
Challenge was to restore confidence in key Stakeholders
Set of media desk, leaflets and postersWith contact numbers
New purity sealed packaging testimonial Add on tv
Case study on Cadbury
Gold Winners
Ogilvy India Vodafone "Zoozoos
Ogilvy Delhi Coca-Cola Sprite "Seedhi Baat, No Bakwaas
Ogilvy Hyderabad:Bajaj Pulsar
Silver Winners
Vodafone "Zoozoos on your mobile
Awards for o&m
Tatasky adds
Asian paints
Few Ads of O&M
VIDEO
Award winning advertisement for anti smoking and tobacco campaign by O&M India
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