PhonethicsPhonethics Mungle

Compiled by:Rajdip Sen Gupta

Phonethics Phonethics Phonethics Mobile Media is an India based character creation and network marketing company that creates short form video animation content based on unique character properties.

With a library of around 20 characters that already have a sizeable exposure, Phonethics is one of the few companies trying to do what Disney and Hello kitty have done in other parts of the world.

The company was launched by Saurabh Gupta in February 2006. It produces content that reaches consumers over mobile and Internet platforms and helps generate diversified revenue streams. Phonethics owns IP rights on all its content.

presents………

BILLOO DONKEY – BILLOO DONKEY – the flagship character. A the flagship character. A runaway from the city & an outsider in the mobile jungle. runaway from the city & an outsider in the mobile jungle.

Smart, witty and full of energySmart, witty and full of energy

PRINSSS – PRINSSS – the cool dude of the jungle.the cool dude of the jungle.

DOLLAR – DOLLAR – Billoo’s first friend. He’s the Billoo’s first friend. He’s the monkey with (monkey-k=)money.monkey with (monkey-k=)money.

RANI – RANI – Billoo’s protector and best friend in the Billoo’s protector and best friend in the Jungle. Jungle.

Mungle ComicsMungle Comics..let your child’s imagination grow....let your child’s imagination grow..

A full educational cum entertainmentpackage with:• Animated content in CD• Story book• Activity books – coloring book,

puzzle, etc.

Positioning Positioning ……tired of same old cartoon characters..tired of same old cartoon characters..

…… ……same stories……same stories……

……..same old puzzles…...same old puzzles….

Here comes something new, totally swadeshi.• Positioning should be done in such a way that it creates an impact on the mind of the children as well as their parents. After all the parents will buy the product. Keeping this in mind the tagline is suggested.

• The entire concept is customized as per the children’s basic requirements like simple reading, cartoon shows and fun activities.

Target audienceTarget audience Kids in the age group of 4 – 8 yr olds,

belonging to ‘Section A’ class. • Studying in schools, having free

periods for reading and fun activities. • Fond of reading and watching

cartoons and other kid shows.

Unique Promotional StrategiesUnique Promotional Strategies Promotional Tactics

Descriptions

Advertising In the introductory stage, Phonethics should create and maintain awareness for the product. The company may decide to invest heavily in an advertising campaign aimed at the children. Like the impact of the Harry Potter books, there was a significant amount of advertising for Harry Potter and the Philosopher’s Stone to announce its forthcoming availability. This built awareness and indeed expectation within the market. In turn, this fuelled the need to buy the product, further enhancing its value within the market.

Publicity The use of articles in children dailies and magazines can build awareness. For example motoring journalists test drive a new car model and report on its handling ability and particular features.

Word of mouth – viral marketing

Positive word of mouth can have a significant impact on sales. This was the case with the launch of Dava Sobel’s book Longitude. There was no advertising for the book. The marketing department at the publishers sent copies to the reviewers. From their reviews and private conversations the word spread, and Longitude became a best-seller. Similarly copies of Mungle can be given out to the school teachers, parents, class monitors, asking for proper reviews.

Direct Marketing

If Phonethics has a product portfolio and customer base, it can use direct marketing techniques. The company could also include trial packs (like chocolate packets, freebies, etc) to herald the launch of the product.

Distribution Distribution

Phonethics may adopt selective distribution strategies, that is distribution in selective outlets (bookstores, gift shops, schools), which have a large turnover and located in posh areas, because the

package is targeted at the ‘Sec A’ class.

Pre-Launch Activities

Tactical Marketing Tactical Marketing CommunicationCommunication

• OOH advertising in the following areas:– Educational areas where schools are located.– Amusement parks, children parks.– Shopping malls.

• Colourful funky danglers and pamphlets in school canteens, book and gift stores, mobile phone stores.

• Advertising on online portals and TV channels featuring programs for kids.

• Advertising and publication in leading children dailies and magazines like Telekids.

Launch Launch

• Prior to the launch some of the pre-launching activities like OOH advertising, television advertising and advertising in leading children dailies should be intensified mentioning the date of launch.

• The launching should be done in country wide in all leading book stores and gift stores like Oxford, at the same date.

• The launching can be done in a major children amusement park by a youth icon like Darsheel of ‘Taare Zameen Par’ fame. And heavy promotion of this should be done including live braodcasting in televisions.

Post-Launch Activities

• Sponsoring and organizing events in schools and children parks.• Approaching the book stores and gift stores with attractive incentives for achieving specific sales target based on the location and clientele.• Sponsoring children movies.• Mobile marketing teams should be formed in all leading metros which will visit the schools in large vans conducting on the spot quizzes and distributing the comic packages to the winners.• Tie-ups should be done with leading schools to include this package as a period, instead of free-periods and in turn maybe Phonethics will sponsor some of their events.

The post-launch activities are very important because it will actually act as a reminder that something unique still exists in the market.

THANKS