brand presentation - aaj tak

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Brand Presentation on where Aaj Tak is and how to take it forward. Presented by students of The Delhi School of Communication

TRANSCRIPT

Page 1: Brand Presentation - Aaj Tak
Page 2: Brand Presentation - Aaj Tak

About Qwest

Industry overview- TV & News

Background -“Aaj Tak”

Current Strategies- “Aaj Tak”

SWOT viz-a-viz Competitor

Positioning Map

Media Strategies(Proposed)

Credentials

Page 3: Brand Presentation - Aaj Tak

Qwest

Qwest Films

Qwest Events Qwest Media

Qwest PR

Page 4: Brand Presentation - Aaj Tak

Company-owned offices in 6 major cities including:

DelhiMumbaiBangaloreChennaiKolkataHyderabad

Our Presence

Page 5: Brand Presentation - Aaj Tak

Indian Media & EntertainmentIndustry - Zooming ahead

Current Market Size is estimated at Rs. 61,000-crore

Expected to reach Rs. 1,05,200-crore by 2013, at a CAGR of 19%

Maximum growth expected in Television and Film segments(47%)

Approx 574* national and regional TV channels *(Recorded by TAM)

Source : PWC Analysis

Page 6: Brand Presentation - Aaj Tak

Television Industry Scenario

Page 7: Brand Presentation - Aaj Tak

The Television IndustryProjected Growth

Source : PWC Analysis

2005 2006 2007 2008 2009 2010 20110

100000

200000

300000

400000

500000

600000

156500191200

219900266000

331300

431000

519000

Page 8: Brand Presentation - Aaj Tak

TV Advertising Revenues

Source : PWC Analysis

2005 2006 2007 2008 2009 2010 20110

20000

40000

60000

80000

100000

120000

140000

5450066200

7400083000

94500

109000

123000

Page 9: Brand Presentation - Aaj Tak

News Industry Scenario

Page 10: Brand Presentation - Aaj Tak

Exponential Rise

05

1015202530354045

2007-08 2008-09 2010-11

816

225

8

12

3

5

8

Hindi English Business

Still more channels in the pipeline – And there is room for more!

16

29

42

No.

of C

hann

els

Page 11: Brand Presentation - Aaj Tak

Aaj Tak

Headlines Today

Breaking News Format

Positioning – “Sabse Tez”

Leadership Position“Nation’s Best News Channel”

Evolving into a channeltargeting the metro

urbanite

Positioning – India’s No.1 News Network

a) Content Aggregatorb) Brand Builder

Positioning – “Khabarein Phataphat”

(Rapid-fire News)

Positioning – “Aapka Shahar Aap Tak”

(Your City – Up Close)

Tez

Dilli Aaj Tak

Line extension

Brand Architecture

India Today Network Limited

Page 12: Brand Presentation - Aaj Tak

About the Client24-hour Hindi news television channel run by TV

Today Network Ltd.

Slogan"Sabse Tez" (English: 'The Fastest')

Editor- in -Chief- Mr. Arun Purie

Launched on December 31, 2000Headquartered in New Delhi

Page 13: Brand Presentation - Aaj Tak

Aaj Tak Initiatives

International Foray

Aaj Tak launched in the US, Middle East & Pakistan for eg: “Geo TV, Al jazeera”

Aaj Tak launched in Continental Europe & UK in tie-up with “ARY Digital”, “E-Vision”

First news channel to have a voice portal besides SMS

Page 14: Brand Presentation - Aaj Tak

Cont… Approx 3 mn responses on SMS every quarter

Moving beyond traditional marketing and adopting innovative tools like SNS, Mobile marketing

Branding is achieved on bigger platforms

Page 15: Brand Presentation - Aaj Tak

Brand Attributes

Page 16: Brand Presentation - Aaj Tak

Name

“Aaj tak”Distinctive Simple

Short Easy to remember

Relates with “Janta Janardhan”(Top of mind Recall)

Page 17: Brand Presentation - Aaj Tak

“LOGO”

Simple Recall Value Appealing

Kuch toh Log kahenge ka kaam hai kehna

Page 18: Brand Presentation - Aaj Tak

Color

Red(Action, Courage & Confidence)

(Purity, Cleanliness)

Page 19: Brand Presentation - Aaj Tak

Brand Value

Rs 3,589 Million

Source: www.nseindia.com/content/corporate/eq_TVTODAY_base.pdf

Page 20: Brand Presentation - Aaj Tak

Consumer Segmentation

TG- Male

Age- 15+

SEC* – C, D &E*addressing masses-58%

Page 21: Brand Presentation - Aaj Tak

Brand Positioning

1st Hindi “Serious General News Channel”

Page 22: Brand Presentation - Aaj Tak

Present Strategy

Sponsorship

Major ad spend on Hoardings followed by TVC and Print

Foreign Tie ups : Geo TV AL-Jazeera

Goa Fest Awards

FICCI Frames

Page 23: Brand Presentation - Aaj Tak

Cont…Maintaining and sustaining No.1 positioning in

Hindi News channel

Infotainment (30%)

Serious News (70%)

Page 24: Brand Presentation - Aaj Tak

BCG MATRIXHIGH

HIGHLOW MARKET SHARE

MAR

KET

GRO

WTH

RAT

E

AAJ TAK

Page 25: Brand Presentation - Aaj Tak

BRAND LIFECYCLE

AAJ TAK

Page 26: Brand Presentation - Aaj Tak

COMPETITORS

Page 27: Brand Presentation - Aaj Tak

Source: 15 Week TAM report starting 26th Dec 2010

PIE-SHARE

23%

19%

16%

15%

Aaj TakIndia TVStar NewsIBN7

Page 28: Brand Presentation - Aaj Tak
Page 29: Brand Presentation - Aaj Tak

SWOT- AAJ TAK

Page 30: Brand Presentation - Aaj Tak

Strengths

High brand recall

Strongest Reporting Network(being the leader)

High viewership ratings

High subscription revenues

Association with a foreign broadcaster

Page 31: Brand Presentation - Aaj Tak

Weakness

Problems of Attrition

Increase in operating cost

Increase in Subscription Cost 1(Dish TV, Tata Sky and Cable operators etc)

Page 32: Brand Presentation - Aaj Tak

Opportunity

Benefit from the robust growth of the Entertainment and Media sector

Digitisation

Potential increase in viewership base

Page 33: Brand Presentation - Aaj Tak

Threats

Slowdown in India's economic growth

Increase in competition

News as a genre dipping

Page 34: Brand Presentation - Aaj Tak

Competitor Analysis/SWOT INDIA TV

Page 35: Brand Presentation - Aaj Tak

Strengths

High viewership ratings

Sensation and Melodrama

High Distribution/ Available on DTH/CAS

Page 36: Brand Presentation - Aaj Tak

Weakness

Weak content

Negative connotation attached to channel

Lack of credibility

Page 37: Brand Presentation - Aaj Tak

Opportunity

Entry in GEC

Robust growth in Media and Entertainment Industry

Page 38: Brand Presentation - Aaj Tak

Threat

Increased competition

Economic recession

Monotonous

Page 39: Brand Presentation - Aaj Tak

PROGRAMME PREFERENCEChannels Programme Most Viewed

Aaj Tak India Mano JashanVishesh- Jeet Ki HoliMahavijay

India Mano Jashan(Avg. TVR: 1.91 )

Channels Programme Most ViewedNDTV INDIA Final Main Bharat

Jeete hai shan se Desh ke dhurandhar

Final Main Bharat(Avg. TVR: 0.178)

Page 40: Brand Presentation - Aaj Tak

Competitive Analysis

Channel/variables Aaj Tak Star News India TV IBN 7

TVR 0.63 0.51 0.60 0.39

Share 0.67% 0.54% 0.64% 0.41%

Page 41: Brand Presentation - Aaj Tak

Positioning Map

Low Credibility

High Credibility

Fastest news

slowest News

Page 42: Brand Presentation - Aaj Tak

Where lies the Gap..??

Company’sPerception:HighlyCredible

Reality: Relatively less credible

GAP

Page 43: Brand Presentation - Aaj Tak

YE KAREGA GROUP-2!!!

• Changing public perception

• Current tagline----Sabse Tez

• Proposed tagline----- “Sabse Tez…Bharosemand”

Page 44: Brand Presentation - Aaj Tak

Cont…

To increase revenue share by tapping the Youth

Page 45: Brand Presentation - Aaj Tak

Media SchedulingLocation: Delhi/NCR

MONTHS TV ACTIVATION MOBILE MARKETING

HOADINGS ONLINE MEDIA

APRMAYJUNJULAUGSEPOCTNOVDECJANFEBMAR

Page 46: Brand Presentation - Aaj Tak

Print(Navbharat

Times & Mail Today)

Activation(Debate/Event)

TV(Tez , Aaj Tak &

Dilli Aaj tak)

Mobile Marketing Outdoor

Online Media(SNS/Blogs)

Page 47: Brand Presentation - Aaj Tak

Activation

•Why this???

Page 48: Brand Presentation - Aaj Tak

Sample Footer Text Here

Who is the winner of “Youth Aaj Ka” ContestPowered by The Delhi School of Communication

Rs 10,000 for the Debate winner

Quiz Winner Contest

Today’s Quiz for Delhi School of Communication winner is

Anshul

Option C

Vote your Favorite Debater

SMS ABCD to XXXXXX _

Today’s Quiz for Delhi School of Communication winner is

Saswati

Option A

Page 49: Brand Presentation - Aaj Tak

Who is the Winner ?SMS Branding

Total SMS

151000Thank you for voting in

Aajtak Debate Powered by

The Delhi School of Communication

Debate Day Week SMSDay 1 1st Week 13000

Day 2 2nd Week 13000

Day 3 2nd Week 13000

Day 4 3rd Week 14000

Day 5 3rd Week 14000

Day 6 4th Week 16000

Day 7 4th Week 16000

Day 8 4th Week 16000

Day 9 4th Week 18000

Day 10 5th Week 18000

Page 50: Brand Presentation - Aaj Tak

Activation Budgeting

Page 51: Brand Presentation - Aaj Tak

Activation Banner

Standees

Posters

Invitation Cards

Venue Design

Cost Per

college

No Of colleg

e Cost

No of Items 10 10 100 500 500 10

Rate 500 2500 50 8 25

Cost 5000 25000 5000 4000 12500 51500 515000

ACTIVATION

Page 52: Brand Presentation - Aaj Tak

Cont…

Total Cost /Activation is 5,15,000 + 16,44,000 = 21,59,000

Event Number Cost

Debate 4 Rs 86,36,000

Page 53: Brand Presentation - Aaj Tak

Print

Print Size(sq cm) Rate Insertion Cost

Mail Today 400 450 6 10,80,000

Nav Bharat Times 400 1500 4 24,00,000

Total 34,80,000

Page 54: Brand Presentation - Aaj Tak

Television

Channels Day Time Dur FCT Spots Rate Cost

Dilli Aajtak Mon-Sun0600-2400 30 43200 1440 250 1080000

Tez Mon-Sun0600-2400 30 43200 1440 150 648000

Aaj Tak Mon-Sun0600-2400 30 43200 1440 2200 9504000

Cost 1,12,32,000

Page 55: Brand Presentation - Aaj Tak

Cont…

Channels Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

Dilli Aajtak 120 120 120 120 120 120 120 120 120 120 120 120

Tez 120 120 120 120 120 120 120 120 120 120 120 120

Aaj Tak 120 120 120 120 120 120 120 120 120 120 120 120

360 360 360 360 360 360 360 360 360 360 360 360

Page 56: Brand Presentation - Aaj Tak

Hoardings

Outdoor No # Month Rate Cost

Hoardings 6 6 1,75,000 63,00,000

Page 57: Brand Presentation - Aaj Tak

SNS/Blogs

Online Media Months Cost/Month Total

SNS/Blogs/RSS Feed 6 50000 3,00,000

Page 58: Brand Presentation - Aaj Tak

Media Budgeting

Promotional Tools Grand Total(INR)

Print 34,80,000

Television 1,12,32,000

Activation 20,60,000

Hoardings 63,00,000

52,000

Page 59: Brand Presentation - Aaj Tak

Cont…Online Media 3,00,000

Mobile Marketing 65,76,000

Grand Total 2,99,48,000

52,000`

Page 60: Brand Presentation - Aaj Tak

CredentialsAaj Tak bags two RAPA Awards

Aaj Tak rules telly awards

Page 61: Brand Presentation - Aaj Tak