IMC plan for TATA-Aria.

NAME - Subhash l. Pawar CLASS - M.M.S-II, Sem-III ROLL NO 3033.

Tagline & Logo.

The finesse of a sedan, with the muscle of an SUV, thats the tagline that Tata has given their latest model the Aria.

IMC Components

The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program.

Marketing mix component

The Internet has changed the way business is done in the current world. The variables of segmentation, targeting and positioning are addressed differently. The way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still the same. Marketing has evolved to more of connectedness, due to the new characteristics brought in by the Internet. Marketing was once seen as a one way, with firms broadcasting their offerings and value proposition. Now it is seen more and more as a conversation between marketers and customers. Marketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix. Promotional activities include advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes Internet marketing, sponsorship marketing, direct marketing, database marketing and public

relations. Integration of all these promotional tools, along with other components of marketing mix, is a way to gain an edge over a competitor. The starting point of the IMC process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or harmony between client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in all components of the marketing mix. A marketing plan consists on the following steps: 1. Situation analysis 2. Marketing objectives 3. Marketing budget Integrated marketing communications aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television. A company develops its integrated marketing communication program using all the elements of the marketing mix (product, price, place, and promotion). Integrated marketing communications plans are vital to achieving success. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers.

Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media, which are centered on specific target audiences.

3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising. 6. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7. From limited Internet access to 24/7 Internet availability and access to goods and services.

Integrated Marketing Communication

Integrated Marketing Communication (IMC) involves the idea that a firms promotional efforts should be coordinated to achieve the best combined effects of the firms efforts. Resources are allocated to achieve those outcomes that the firm values the most. Promotion involves a number of tools we can use to increase demand for our The most well known component of promotion is advertising, but we can also use tools such as the following:

Public relations (the firms staff provides information to the media in the hopes of getting coverage). This strategy has benefits (it is often less expensive and media coverage is usually more credible than advertising) but it also entails a risk in that we cant control what the media will say. Note that this is particularly a useful tool for small and growing businessesespecially those that make a product which is inherently interesting to the audience. Trade promotion. Here, the firm offers retailers and wholesalers temporary discounts, which may or may not be passed on to the consumer, to stimulate sales. Sales promotion. Consumers are given either price discounts, coupons, or rebates. Personal selling. Sales people either make cold calls on potential customers and/or respond to inquiries. In-store displays. Firms often pay a great deal of money to have their goods displayed prominently in the store. More desirable display spaces include: end of an aisle, freestanding displays, and near the check-out counter. Occasionally, a representative may display the product. Samples Premiums

PROMOTIONAL OBJECTIVES AND EFFECTIVENESS

Generally, a sequence of events is needed before a consumer will buy a product. This is known as a hierarchy of effects. The consumer must first be aware that the product exists. He or she must then be motivated to give some attention to the product and what it may provide. In the next stage, the need is for the consumer to evaluate the merits of the product, hopefully giving the product a try. A good experience may lead to continued use. Note that the consumer must go through the earlier phases before the later ones can be accomplished. Promotional objectives that are appropriate differ across the Product Life Cycle (PLC). Early in the PLCduring the introduction stagethe most important objective is creating awareness among consumers. For example, many consumers currently do not know the Garmin is making auto navigation devices based on the global position satellite (GPS) system and what this system can do for them. A second step is to induce trialto get consumers to buy the product for the first time. During the growth stage, important needs are persuading the consumer to buy the product and prefer the brand over competing ones. Here, it is also important to persuade retailers to carry the brand, and thus, a large proportion of promotional resources may need to be devoted to retailer incentives. During the maturity stage, the firm may need to focus on maintaining shelf space, distribution channels, and sales. Different promotional approaches will be appropriate depending on the stage of the consumers decision process that the marketer wishes to influence. Prior to the purchase, the marketer will want to establish a decision to purchase the product and the specific brand. Here, samples might be used to induce trial. During the purchase stage, when the consumer is in the retail store, efforts may be made to ensure that the consumer will choose ones specific brands. Paying retailers for preferred shelf space as well as point of purchase (POP) displays and coupons may be appropriate. After the purchase, an appropriate objective may be to induce a repurchase or to influence the consumer to choose the same brand again. Thus, the package may contain a coupon for future purchase. There are two main approaches to promoting products. The push strategy is closely related to the selling concept and involves hard sell and aggressive price promotions to sell at this specific purchase occasion. In contrast, the pull strategy emphasizes creating demand for the brand so that consumers will come to the store with the intention of buying the product. Hallmark, for example, has invested a great deal in creating a preference for its greeting cards among consumers.There are several types of advertising. In terms of product advertising, the pioneering ad seeks to create awareness of a product and brand and to instill an appreciation among consumers for its possibilities. The competitive or persuasive ad attempts to convince the consumer either of the performance of the product and/or how it is superior in some way to that of others. Comparative advertisements are a prime example of this. For instance, note the ads that show that some trash bags are more durable than others. Reminder advertising seeks to keep the consumer believing what other ads have already established. For example, Coca Cola ads tend not to provide new information but keep reinforcing what a great drink it is.

Target Audience of TATA Aria.

Tata Motors finally launched the much-awaited Tata ARIA in India on 11 October 2010. Tata ARIA is priced between Rs 12.91 lakhs to Rs 15.50 lakhs. The car will be made available in 25 cities through 69 dealerships. Tata Motors unveiled its 'Aria', a cross-over between a multi-utility vehicle (MUV) and sports utility vehicle (SUV), at the Delhi Auto Expo 2010. The model of Tata Aria displayed at the event impressed the onlookers and was received well by the Indian customers as it displays the functionality of an MPV with all capabilities of a large SUV. The much-awaited Tata Aria will launch with a price tag of around Rs 14 lakh with combined features of a luxury sedan and a SUV. The Tata Aria is a 7-seater passenger car. The much-awaited crossover from the Tata Motors, called Tata Aria was showcased at the 10th Auto Expo and is scheduled for launch in the next three months. It is expected to be priced around Rs 12.5- 14.5 lakh in the market. With Tata Aria, the company is targeting the high-end SUV market. It doesn't have a strong contending vehicle against slew of high-end SUVs in the market after Safari at around Rs 8.5-9 lakh bracket.

There are three variants of Tata ARIA available in the market.

ARIA Pride - Top Model with Leather Upholstery ARIA Prestige - Available with Leather Upholstery or Fabric Upholstery ARIA Pleasure - Basic Model with Fabric Upholstery

Tata Aria will be the world's first MUV-SUV cross breed with a four wheel drive. The Tata Aria MPV is designed to make a direct competition with Toyota Innova. It would also be a competitor for Chevrolet Tavera and Mahindra Xylo. Tata Aria also comes with plenty of features at very low price that other competitors can't even imagine.

Tata Aria is fitted to the next generation power train for its new 2.2 L delivering high power and torque and exceptional performance. The DMF will eliminate the vibrations, the Torque on Demand functions based on the situation by distributing enough torque to the front and rear to any surface to maintain stability and the new gear box (Mark II) gives the feel of smooth operation. With these features, they are not complete without the ones responsible for ride and handling. The suspension of Aria is perfectly balanced. It does not only assure comfortable ride but also gives stability and efficient control as well, on or off the road. A 5k link suspension at the back and an independent double wish bone suspension at the front are equipped in Tata Aria. The suspensions are set-up and designed to provide optimal balance between off-road and on-road handling. It does not only absorb shock from the uneven roads, it reduces also rolls to the minimum which helps to boost confidence in any corners of the road. A selectable 44 is equipped in Tata Aria and has a built-in on demand Torque. This is the latest technology in the 44 system and is engineered so that a crossover will have an instant response.

It distributes and senses Torque in different proportions in the wheel depending on the Terrain. The Adapterra reduces Torque in the wheels if the wheels are on the slippery surface which prevents spinning of the wheel. It will also maintain stability even in the winding roads. Tata Motors has been making their presence across the globe. It was Tata Nano that first made it to overseas market and it seemed that they are also planning to have the seven-seater Tata Aria. Tata Motors has been targeting the developed markets such as United States and Europe for their Tata Aria and is expected to go on sale in the United Kingdom this spring of 2011 and there are news that Tata Aria would reach other countries of Europe as well. Tata Aria is also expected to be launched in United States. Tata motors aims to reach a four star rating. Tata Aria is designed to meet the global standards but it will be initially launched in the domestic market on October 2011 with a price range of 10 15 lakhs. It has also been concluded to display on the 80th Geneva Auto Show. Tata Aria was built to provide comfort and a luxurious feel with high end features. Its steering wheel is covered with leather, leather seats and gear shift knob, tilt and power steering, headrest mounted LCD screen, automatic climate control AC, power windows in all four doors, advanced MP3 and CD system, keyless entry, cup holders, ash tray and cigarette lighter in front console, rear wiper and wash, digital outside temperature, etc. These are all high end features which are only found in luxury and very expensive cars and now, it can be found in an SUV but in a lesser price. Therefore, we can say that Tata Motors has been successful in making it to overseas because of Tata Arias luxurious and lower price range which will be loved by foreign consumers. Like Tata Nano, Tata Aria will be a hit in the overseas market which will be launched this 2011.

Positioning of TATA Aria.

Here again Tata Aria was unsure about the positioning. The brand discarded its Crossover positioning and began to focus on features. The tagline was changed from " A New Breed " to " Luxury that Thrills". Within one year of launch , the brand had to make significant positioning changes which again proved to be a disadvantage for establishing a consistent brand image. The plot of the repositioning ad which shows foreign models with an unbelievable storyline and an attempt at humor creates a confused positioning to the audience ( my personal opinion). Along with these campaign in TV, the brand also ran a series of print campaigns highlighting the 36 new features of Aria. Those campaigns helped the brand to create a positive image of a fully loaded premium MUV. But the steep pricing dampened the enthusiasm over the features. Positioning theory talks about Points of Parity and Points of Difference as the two main focal points of positioning process.Marketers use Points of Parity to establish a membership in a category and also to establish parity with competitors. For brand launches in existing product category, category membership is automatically established because of similarity in product form, pricing, attributes etc. For example a new soap brand need not establish category membership since consumers know that the brand belongs to soap category just by seeing the product. Category Points of Parity is important for "really new products" where consumers are not able to connect any existing category to the new product. In such cases, marketers try to tell the consumers that the new product is related to an existing product category. Tata Aria Design Tata Aria has been designed over a period of three years by a team of around 150 engineers at its UK Research & Development design center. "Tata Aria's unique design and construction makes it robust, elegant and comfortable. The interiors, with three rows of theatre style seating, present a luxurious world of premium features comprising 3D surround sound, dimming roof lamps, indash built in GPS, a state-of-the-art infotainment system, multi-functional steering wheel, dual air conditioning with automatic climate control and cruise control. Top-of-the-line safety features include 6 airbags, ABS and ESP, offered by an Indian carmaker for the first time. Besides, the chassis frame comprising advanced hydro formed members, a stiffened bodycage, and dual zone collapsible steering make the Aria one of the safest vehicles," said an official release from Tata Motors.

Tata Aria Features There will be three variants of the Tata Aria SUV and will have both all wheel (4x4) as well as two wheel drive options (4x2). Tata Aria will be competing against vehicles like Honda CR-V, Toyota Fortuner and GM Captiva in the market. "We will be launching one of the three variants of Tata Aria in the market in the next three months time," said SG Saksena, head product group utility vehicles, passenger carbusiness unit, Tata Motors Ltd. He added that the company is yet to decide whether to launch the all wheel top-variant of Tata Aria or two-wheel drive car in the market first. Tata Aria is powered by 2.2 litre direct injection common rail (DICOR) diesel engine, delivering 140 PS power and 320 Nm torque. Tata Aria Mileage Tata motors has not yet provided any details about the mileage of Tata Aria SUV. We will update this section as soon as we come to know about the mileage of Tata Aria. Tata Aria Price There are no confirmed news about the price tag of Tata Aria however it is expected that Tata Aria will be priced around Rs 12.5- 14.5 lakh in the Indian market. Tata Aria, which is Tata's most expensive model, is at the opposite end of the spectrum from the Tata Nano and such new products as the Tata Magic Iris. Tata took pains to point out the long list of amenities on the Aria, saying that this is the first time that an Indian OEM has offered an electronic stability program on a vehicle. The Aria crossover has three rows of seating, 3D surround sound, dimming roof lamps, an in-dash GPS, multifunction steering wheel, dual-zone air-conditioning, cruise control, optional four-wheel drive and six airbags. Tata Ariais equipped with a 2.2-liter diesel engine that delivers 138 horsepower and 236 pound-feet of torque. Tata said the Aria, which is now the company's flagship model, will be launched in the second quarter of this year. antalya web tasarm / web tasarm Tata Aria Variants Tata Aria will be available in three variants. They are Aria EX, Aria LX and Aria GX. Tata Aria Specifications VEHICLE SUMMARY Name: Aria Model: EX Car Body Type: Crossover Segment: C+ Segment Warranty: NA ENGINE SPECIFICATIONS COMFORT AND CONVENIENCE AC: No Power Windows: Yes Central Locking: Remote Remote Boot: Yes Remote Fuel Filler: No Rear Wiper: No

2179cc, DICOR, 16 Valve DOHC, Engine Type: Diesel Maximum Power: 120 Bhp @ 4000 rpm Maximum Torque: 250 Nm @ 1500 rpm DIMENSIONS Length: 3329 mm Width: 1710 mm Height: 0 mm OTHER SPECIFICATIONS Seating Capacity: 7 Tyre Size: 0 Suspension: NA Steering: Power Brakes: Front Disk, Rear Drum Gears: 5 Manual Ground Clearance: 150.00 mm Body Color Yes Bumpers: Tachometer: No Alloys: No ORVM Indicator: No Xenon Headlamps: No Headlamp Washer: No Displacement:

Rear Defogger: Yes Rear Armrest: With Cup Holder Streeing Adjustment Yes / No (Rake/Reach): Driver Seat Adjustment: Manual Music System: NA Leather Seats: No Door Mirror: Driver Side Manual Tinted Glass: No Rear AC Vent: No Folding Rear Seats: No Sun Roof: No Buttons/Controls No on Steering: Auto Viper: No Auto Headlamp: No ACTIVE AND PASSIVE SAFETY Airbag: 2 Parking Sensors: No Fog Lamp: No Traction Control: No EBD: No ABS: No ESP: No

Tata Aria VS Tata Safari Tata Safari rules in the segment of SUV in India and was able to deliver excellent performance on the road. And now that Tata Motors has launched Tata Aria, a crossover vehicle with so much technology in it, it has been thought to be ahead of its competitors and with Tata Safari as well. Tata Motors operated for 22 years and its their first time to build a car in a new frame chassis, known as platform x2. All the MUVs and SUVs were made from Tata 207 platform. The Tata Safari comes with 2.2L, VTT DICOR engine 16 valves, which produces a power of 140 bhp at

4000 rpm with 320 Nm Torque. Safari is available in both 2 wheel drive and 4 wheel drive options. Tata Aria is also available in the following options and with the same engine as well. Tata Aria is closely similar to Safari in terms with looks but differs with weight as its chassis is lighter. The 2.2 DICOR engine of Tata Aria is mounted with rubber which is responsible in minimizing greatly the vibrations. Another feature introduced in Aria is the disk brakes which is used on the rear end of the car and is the first time in the cars of Tata. Another first feature is a full time four wheel drive which is also used in Honda CRV and Chevrolet Captiva. Tata Aria uses 17 inch alloy wheels and is controlled electronically in almost all of its aspects. Tata Safari also has amazing features such as day-night instrumental panel, tubeless tires, leather seats, wood finish center console, gear knob, leather wrapped stearing and power windows. Its safety features include dual airbags, ABS and reverse guide system. It also has MP3 and DVD player system with dual LCD screens for entertainment. Tata Safari cost almost half of the Tata Aria. But Tata Aria has features which can only be found in high end and luxury cars. Therefore, it is difficult to assess on which SUV would make it to the top of the segment. But one thing is sure, Tata Motors once again brought a world class style and comfort in varying forms to the Indian market. Tata Aria VS Toyota Innova Tata Aria has a 2.2L, DICOR CRDI Diesel Engine with flywheel dual mass under the bonnet which lays out maximum torque of 320 Nm and maximum power of 140 PS though the New Gear box Mark II. It is equipped with sound technologies such as GPS Navigation System, Adapterra 44 Torque on Demand System, Traction Control System and Electronically Stability Programme. The safety features include ABS with EBD, six air bags, darkness sensing lights, Automatic Climate Control, Driver Information System, Leathery upholstery, Reverse Guide Camera, etc.

Tata Aria has 4 variants which include Tata Aria Prestige, Tata Aria Pride, Tata Aria Pleasure and Tata Aria Prestige Leather which are all equipped with Adapterra 44 and Torque ondemand System. The price range of Tata Aria is from RS 12.91 lakhs to 15.50 lakhs depending on the variant. Toyota Innova The main feature of Toyota Innova is comfort, safety, design and innovative features. Toyota Innova has a stylish shape offering more luggage room, with more powerful engines but is more fuel-efficient with all new suspension and chassis. The exterior has a new bumper, electrical rear view mirror and impressive taillights. The Toyota Innova has three variants and all comes with petrol engine with Electronic Fuel Injection (EFI). The EFI technology enhances the performance and fuel efficiency of the vehicle. The diesel Engine is powered by 2494 cc, 2.5L, 4 inline cylinder, turbocharger and CommonRail Direct Injection fuel supply system.The price range of Toyota Innova is from RS 7.66 to RS 11.06 lakhs. To summarize, Toyota Innova has been tested and proven for its durability, decent price and performance over the years. On the other hand, Tata Aria is equipped with the latest technology plus its new 44 option but its price is a bit on the upper side. The decision depends on the choice and the need of the buyer. Luxury Features of Tata Aria. Titable Steering - It is possible for the steering wheel to be adjusted on an angle where the driver is most comfortable. ORVMs (Outer Rear View Mirrors) - The outer rear view mirrors of Aria are both foldable and electrically adjustable. So the driver is able to adjust and operate both mirrors without lowering the window glasses.

Sunvisor Extenders - The extenders are provided to the sunvisors for blocking the afternoon sun. The sunvisor of the co-driver has a built-in vanity mirror with light that automatically switches on. Glove Box Chiller - The glove box in Tata Aria has taken away the misconception that a glove box is for hiding of papers. The Arias glove box is fitted with chiller to keep your chocolates, and beverages cool. A built-in light is provided in the glove box that switches on automatically when opening the box. Puddle Lamps - At the bottom of each door of Aria, a puddle lamp is provided for safety purposes every time you step down. The lamp will automatically illuminate in the dark as you open the door which prevents accidental stepping in the puddle. Follow Me Home Lights - The Aria will assist you in finding your car in the dark. Even if the car is locked, you can switch the remote to turn on the remote lights and it will stay on for 60 seconds. This will help you in locating your car in a huge parking lot at night. Bonnet Autolift - The bonnet of Aria is completed with hydraulic balancers which lift the bonnet automatically after releasing the lock. Automatic Rear Wiper - In a rainy day, the rear wipers automatically starts if the reverse gear is engaged but the windshield wipers should switched on in this time. Power Outlets - Aria is equipped with separate power outlets with 12 volts each for all the three rows which allow the passenger to conveniently charge their mobile phones wherever they are seated. Utility Bins - The roof utility bins of Aria are unique and stylishy designed so the passengers can keep their glasses, planners, CDs, binoculars, digicams, small books, etc.

City Prices - The prices in 5 major cities of India in Rupees will be shown below. Entry taxes, local levies, registration, road tax, insurance are exclusive of the prices shown below.

Mumbai Variant and City Aria Pleasure Aria Prestige Aria Prestige Leather Aria Pride 13,20,000 14,40,000 14,80,000 15,80,000

New Delhi Chennai

Kolkata

Chandigarh

12,90,000 12,90,000 12,92,000 13,00,000 14,10,000 14,05,000 14,12,000 14,20,000 14,50,000 14,45,000 14,52,000 14,60,000 15,50,000 15,45,000 15,52,000 15,60,000

Style and Design Tata aria is the best looking crossover when we talk on its segment. It has 17-inch wheels, ORVM integrated turn indicator, chrome finish front grille, vertical pillar mounted tail lamps, round shaped fog lamps, swept back head lamps with turn indicators. In terms of Arias style and design, it is one of the best looking auto products produced by Tata next to Indica Vista. Seeing the huge looking Aria will make everything about Toyota Fortuner small. The 17-inch wheel with disk brakes gives the imposing stance of Tata Aria. It has large head lamps with large chrome front grille, large bumpers and fog lamps on the sides. The rear of Aria is also similar with Indica with vertical tail lamps. Viewing from the side makes it really huge and the quarter glass shape of the rear makes it up to date and modern in style. The finish and paint quality of Aria is comparable to Innova. Overall, Tata Aria is better than Toyota Innova in the style and in design segment.

Tata Aria, Ford Endeavor and Toyota Innova Comparison In terms of features, price range and power, the competitors of Tata Aria would be Toyota Innova and Fort Endeavor. Other SUVs such as Toyota Fortuner and Chevrolet Captiva are ahead in parameters and should fall in a different segment. Comparison of Details: Toyota Innova Variant Cubic capacity Power in PS Torque in NM Ground clearance Turning circle radius Fuel Tank Capacity Mileage Seating Key Features Tubeless tyres Ski rack Yes No Yes Yes Yes Yes VX 2494 102 200 176 5.4 55 12 8 Seater Tata Aria Pride 2179 140 320 200 5.6 60 12 7 Seater Ford Endeavour TDCI 4X2 2499 143 330 210 6.1 71 10 7 seater

Rear Wash and wiper Digital Drive Assist system Mobile charging point Flat bed seat Arm rest for driver and co driver Height adjustable driver seat Intellipark reverse assist Engine Immobiliser Surround cool dual AC Power steering Tilt steering Keyless entry Central locking Power windows Rear Defogger Genuine Italian Leather seats Leather wrapped steering wheel 2-DIN Audio system

No No Yes No No Yes No Yes Yes Yes Yes Yes Yes Yes Yes No No Yes

Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

ABS Airbag Ex showroom price Bangalore

Yes 2 12.02

Yes 6 15.57

Yes 2 15.76

Advertising & Creative strategy of TATA Aria.

Tata Aria A Crossover Experiment of Tata The Aria crossover was the recent new occupant in the showroom of Tata Motors. In Italian, Aria means an expressive melody. Tata Aria is the most expensive car that was launched by Tata Motors. This 7-seater crossover cost RS 13 lakhs to 16 lakhs which was announced in the ex-showroom of Mumbai. Tata Motors has been known from its low cost cars such as the Tata Nano, the Indica the hatchback, sedan the indigo, sports utility vehicle Safari and multi utility vehicle the Sumo. The company sell their cars below the price of their competitors but with Aria, they move it up.

ADVERTISING STRATEGIES
Depending of the promotional objectives sought by a particular firm, different advertising strategies and approaches may be taken. The following are some content strategies commonly used.

Information dissemination/persuasion. Comparative ads attempt to get consumers to believe that the sponsoring product is better. Although these are frequently disliked by Americans, they tend to be among the most effective ads in the U.S. Comparative advertising is illegal in some countries and is considered very inappropriate culturally in some societies, especially in Asia. Fear appeals try to motivate consumers by telling them the consequences of not using a product. Mouthwash ads, for example, talk about the how gingivitis and tooth loss can result from poor oral hygiene. It is important, however, that a specific way to avoid the feared stimulus be suggested directly in the ad. Thus, simply by using the mouthwash advertised, these terrible things can be avoided.

Attitude change through the addition of a belief. This topic was covered under consumer behavior. As a reminder, it is usually easier to get the consumer to accept a new belief which is not inconsistent with what he or she already believes than it is to change currently held beliefs. Classical conditioning. A more favorable brand image can often be created among the consumer when an association to a liked object or idea is created. For example, an automobile can be paired with a beautiful woman or a product can be shown in a very upscale setting. Humor appeal. The use of humor in advertisements is quite common. This method tends not to be particularly useful in persuading the consumer. However, more and more advertisers find themselves using humor in order to compete for the consumers attention. Often, the humor actually draws attention away from the productpeople will remember what was funny in the ad but not the product that was advertised. Thus, for ads to be effective, the product advertised should be an integral part of what is funny. Repetition. Whatever specific objective is sought, repetition is critical. This is especially the case when the objective is to communicate specific information to the customer. Advertising messageseven simple onesare often understood by consumers who have little motive to give much attention to advertisements to which they are exposed. Therefore, very little processing of messages is likely to be done at any one time of exposure. Cumulatively, however, a greater effect may result. Celebrity endorsements. Celebrities are likely to increase the amount of attention given to an advertisement. However, these celebrities may not be consistently persuasive. The Elaboration Likelihood Model discussed below identifies conditions when celebrity endorsements are more likely to be effective.

Tata Aria, the crossover will try to grab the customers from the sedans but the real main targets are the buyers of SUVs and MUVs. The leader of PricewaterhouseCoopers, Abdul Majeed, attributes the success of this segment to the increasing income where there is ownership of 2 cars in the household. Abdul Majeed said that People should have a small car for everyday use and a

large family car during the weekend. The leader of Deloitte Touche Tohmatsu, Kumar Kandaswami, said that With better infrastructure around cities, families are likely to travel during the weekend to nearby areas. Since Indian families, unlike their western counterparts, love to travel all together, the demand for a large family car is always there. The sales in MUVs and SUVs jumped to 154,000 from 21 per cents in the first few months of 2010 up to the present. Tata Aria is Tata Motors attempt to contribute a share in the market of SUV and MUV. According to the Indian Automobile Manufacturers Society, the Mahindra & Mahindra, with their Bolero, Scorpio and Xylo, their market share has gone up from 43% in 2007 to 55% in 2009. Aria was planned 5 years ago as claimed by Saxena. Tata Motors tested a prototype of the product in static clinics in 2 different shows. It was in Geneva Motorshow in 2005 and Delhi Auto in 2006. Saxena said, At the Geneva show, we received feedback on features ranging from shape of the vehicle, seating, wheels and spaciousness. Overall, the product received positive feedback, after which we presented it in the Delhi expo. And thats how Aria was born.

Tata Aria Media Reviews Autocar India Theres really a lot to like when it comes to Tata Aria. Most people will be impressed including the Tata baiters and the sceptics. The cabin is very much comfortable, the design is excellent and sophisticated, it has cushy ride quality and the performance is so much better than average. It gives the riders a sense of luxury with great levels of refinements and a lengthy list of gizmos and features. But, the Tata Motors has made the selling of Tata Aria difficult since they priced it almost alike with luxury cars compared to its usual rivals. Its given that you get to have ESP, GPS navigation, rain-sensing wipers, six air-bags, and a four-wheel drive system. But, do the customers really want to pay for all of these premiums? If you strip away all those features then it will not be the same with its competitors. Theres no doubt that Tata Aria is a great package but theres a doubtful distinction of being Tata Motors first not a good value car. ZigWheels Tata motors offer four version of Tata Aria. The Pride is the fully-loaded version with six air bags which you can complement about. In addition, both Pride and Prestige versions feature a dual AC with climate control, auto headlights and rain sensing wipers. It is equipped with a navigation screen into a screen used for the rear camera, helping the driver while in reverse. Within the cabin, the fit and finish is exemplary for Tata Motors and has the ability to close the gap with other competitors.

Tata Aria Pros & Cons

Tata Aria Pros : Stylish Look, Unique Exterior Features

Powerful, High Performance and Fuel Efficient DICOR Engine. Advanced Features (Luxury, Comfort and Safety). Tata Aria Cons : Less legroom at third row seat, rear look is not much impressive, less airbags for Indian version.

Media Plan for TATA Aria.

The lukewarm response to the Aria is blamed on the vague TV Commercial that gives a rough idea about the Arias capabilities, but has nothing specific or interesting to add beyond that. The commercial does not talk about the heavy equipment on board, the safety, fit and finish, refinement or the performance figures. A sedan in India is usually a Swift Dzire or Tata Indigo. The first SUV for the Indian is the Scorpio. Bringing these two together doesnt keep people awake at night.

Having understood that harping on the tag line of Indias first crossover isnt doing much to help sales, Tata Motors draws up a new advertising strategy to push sales of the Aria. The new TV commercial will put the spotlight on the Arias VFM character and unique on-board features. Anup Chitnis, executive creative director, Ogilvy & Mather Advertising The customers took some time to understand that the Aria has much more to offer and belongs to a different segment than say, the Toyota Innova. We believe that we are successful in conveying the first message to the customers whom its a new segment a crossover and now with the new advertisement, we will just get the best out in the market.

Everyone assumes a car like the Aria to have powerful air conditioning or interior space. The Ads therefore must focus on the assets unique to the Aria. Listing its features with a tinge of humor will make people sit up and take notice. Media Objectives Setting media objective is the first step in media planning. Media objectives are in harmony with the advertising and the marketing plans. Thus while launching a new product or repositioning an existing product, there are specific objectives which will guide our media decisions. These objectives must be measurable. It facilitates Co-ordination and evaluation once the campaign is over. Revlon in India can set a specific media objective in the first year of its introduction: To reach 50 per cent of all urban upper middle and top-class women aged 20-45 an average 6 times during the month through media. The objective is specific, It has a magnitude and a time-frame, the two components arte a goal of reaching the target audience 9upper middle and top- class uroan women aged 20-45) and a goal of distributing the message (50 per cent). It can be said that the objectives of a media plan are 1. Target Audience 2. Reach 3. Frequency 4. Message Distribution 5. Message Weight

Target Audience: How to reach Which is the audience for our product? This happens to be the most important consideration in the media decisions. We first examine our market plans and advertising plans. These provide us details about the audience in terms of age, religion, sex, education these are demographic characteristics. We can describe it in terms of their income and occupation. Audience can also be described in psychographic terms activities, interest, opinions forming a life style, personality traits, brand preferences. After having a complete picture of our target audience, we undertake the study of the medias readership in terms of demographic, economic and psychographic terms.

Agencies conduct their own media research. Even media itself provides a demographic profile of their readers. There are readership surveys to guide us. We have to select those media vehicles whose demographic profile matches the target audience of our product. We can target our product to a segment of the market. Then we have to select that media vehicle which reaches this segment. We may have to use another media vehicle to reach some another segment; It should, however, be seen that a united image is projected and consistency of message is maintained through different media mix.

Message Distribution The first step in the setting up of objectives was the definition of the target audience. The next step is the distribution of message to this audience. The number of messages and the frequency of their appearance matter a lot. We have to decide whether a single message is sufficient or there should be several repetitions of the same. These lead us to the concepts of reach and frequency, which are to be balanced. The overall constraint on both these concepts is the advertising budget. We also have to calculate the total message weight of the campaign.

Reach Reach indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle. It does not matter how many times they actually see or hear the ad message. We concentrate on one exposure only. Thus if 3000 out of a target audience of 10000 teenagers tune in to the FM radio one or more time during a month, the reach is 30 percent, i.e., 3000 divided by 10000. Though reach measures exposure, it does not actually measure those who have noticed a particular ad. The objective of reaching 30 p.c. of target audience is based on the people who tune in radio FM, irrespective of the fact whether these people have taken cognizance of our ad. It is a term that is used for all media (print, TV, radio) and indicates the number of people who are actually exposed to the medium in a given period which is normally linked to the periodicity of the medium. While deciding about the reach, the time period selected is either four-weeks or corresponds to the purchase-cycle of the product. Frequency

Frequency indicates the number of times people in the target audience are exposed to a media vehicle during a given period of time. Average frequency gives the average number of times people or households in our target audience are exposed to a media vehicle.
Average Frequency = Total Number of Exposures

Total Audience Reach

If 1500 people in the target audience tune in an FM radio programme 3 times during a four week period, and 1500 people tune in 6 times, the calculation would be

Total Number of exposures = (1500 x 3) + (1500 x 6)

= 13,500 Total audience reach = 1500 + 1500 = 3000

Average frequency

= 13500 = 4.5 3000

In our example, we reach 3000 people 4 times on an average. It does not necessarily mean that everyone has 4.5 exposures. It is just an average. Generally, a single exposure may not work either in creating an awareness or provoking someone to buy. The more the exposures, the better the impact. Besides, more exposures make us rise above the competitive noise. It is good to plan how many times we would like our audience to see the message in a given medium. While introducing a new product, we need more frequency. When the ad size is small, we need more frequency. When the message is complex, we need more frequency. Higher frequency helps us stand out in the clutter. We have to decide the effective frequency- it is not frequency which is needed to communicate effectively with the target audience. It is a difficult thing to settle. There can be a minimum frequency and maximum frequency to be effective. Lesser frequency makes the communication

ineffective. Higher frequency may be a waste of ad resources. There can be also ad fatigue if there are too many repetitions. While we talk of effective frequency to set the least number of exposures needed, we also consider effective reach to indicate the percentage of the target audience exposed to the ad some minimum number of times or more. This adds the dimension of repetition to the concept of reach and frequency. Greater reach and frequency stretches the media budget. It is necessary to optimize both reach and frequency. Balancing is difficult especially when two or more ads are being employed or two or more media are being used. We have, therefore, to consider the message weight of the entire media plan.

Message Weight The sum of the reach number of specific media vehicles in a given media plan gives the message weight. Here while summing the reach, duplication or overlapping is ignored. Message weight is expressed in terms of gross impressions or gross rating points (GRP). Gross impressions are a summation of exposures of the target audience to media vehicles in a media plan. Each exposure is counted as one impression. Suppose an advertiser puts advertisements on a programme of a TV channel viewed five times by 6000 people in the target audience and seven times by 6000 people in a four week period. Also suppose during the same four week period, the ad is put another programme of a second TV channel viewed 3 times by 3000 people in the target audience, the gross impressions would be: Gross impression = (6000 x 5) + (6000 x 7) + (3000 x 3) = 81000

The first group receives 3000 impressions, the second group receives 42000 impressions and the third group receives 9000 impressions. Thus in all 81000 impressions are received during a four week period. As duplication is ignored between the media vehicles while summing up the impressions, we use the term gross. For a mass media like a TV channel, message weight is expressed in gross rating points (GRPs). It is a sum of the rating points of all programmes in the TV media plan. One rating point indicates one percent of the target audience. GRPs of the entire media plan are given by

GRPs of Media Plan = Proportion of target audience reached x average frequency

In the example given for gross impressions, the total target audience was 20000. The audience reached was 15000. In other words, it was 75 per cent. The average frequency was (81000/15000) = 5.4. So the GRPs would be GRPs = (75 x 5.4) = 405 GRPs can also be computed by us using the following formula:

The number of gross impression

x 100

The number of people in the target audience

In the above example, there was a target audience of 20000 and there were 81000 gross impressions. Therefore GRPs = (81000/20000) x 100 = 405

GRPs for TV are calculated generally for a week or a month. Television Rating points (TRPs) are available in India calculated on the basis of the panel method. The ultimate business of TV is to deliver the eyeballs. It is obviously an issue of audience share. Gross impressions in print media are counted for every ad in every media vehicle used during the whole campaign. There should be an attempt in the media objectives to balance the reach and frequency. There should be an appropriate message weight at the same time. This will help us realize our advertising plan. To face heavy competitive campaign, we should have greater frequency to ensure the repetition of the message. It is not so important to have a wider reach. While advertising an innovation, a greater reach is preferred, to a greater frequency. It is also important to have a large message weight. Once the media objectives are set, we are ready to develop strategies to realise them. Media Strategy Media strategy is the way we seek to realise our media objectives. When formulated correctly, it enables an advertiser to rise above the clutter of ads, and stand out in the competition. Media strategy expects media planners to be creative in using the media. The use of the media should complement and supplement each other. The ad should be consistent with the editorial environment of the media. The placement should be strategic. The medias creative potential is fully used. The ad should provoke readers to look at it more than once. It should be engaging

enough, say incorporation of a cross-word puzzle in the copy of the ad. We can use nontraditional media like a Tamasha show or a magic-show. Media can be used to build credibility. Media strategy has to cover decisions taken in the areas of: (i) geographic selectivity (ii) scheduling of the ads (iii) media selection (iv) cost efficiency of the selected media.

Geographic Selectivity Our media strategy is based upon our market coverage. If we market our products nationally, we will select all-India newspapers and magazines. However, if our market is limited to a particular region, we shall select vernacular media popular in that region. In this way, we do not waste our resources by advertising our product in the regions in which it is not available. We have to see how strong a product is in a particular geographical region and advertise more in high potential areas. Marketers may measure the sales strength in particular market by making use of two ratios the brand development index and the category development index.

Brand Development Index

The brand development index (BDI) measures the sales strength of a brand in a particular area of India.

BDI =

Percentage of brands total all India sales in the market x 100 Percentage of total Indian population in the market

This index enables a media planner to allocate the media budget by setting his priorities.

Category Development Index

It measures the sales potential of product category. Thus it takes into account the potential of all competitors selling the same category.

CDI =

Percentage of product categorys total all India sales x 100 Percentage of total Indian Population in the market

When both BDI and CDI are high, we will have to spend more on media to maintain them. If there is low BDI but a high CDI, we have to see why our brand fares poorly and devise good competitive strategies. We can consider higher frequency during peak purchase cycles. If BDI is high but CDI is low, we have to be careful about media spending. Media spending is used to improve purchase frequency. If both BDI and CDI are low, we have to examine advertising initially, and question whether it will do any good. Media Scheduling Media scheduling decisions are the decisions about the timing, continuity and size of the ads. We have to see when to advertise, for how long, and for what time period. We have to see the size and placement of our ad. Timing: Advertising message can be timed in four ways depending upon our objectives to time the message in such a way that the customers are most interested in buying that type of a product, e.g., fridges in summer, soft drinks in summer, woollens in winter, gift items during Deepavali. to time the message in such a way that it stimulates demand in the lean period, d.g., ice creams in winter, holiday resorts in monsoons. to time in such a way that it by-pass competitive campaigns, e.g., Pepsi commercials are to be aired when there are no Coke commercials. to time in such a way that the message is carried by the media when the audience is receptive to it, e.g., household products in the afternoon slot of TV when housewives watch TV. The importance of time element must be understood in the purchase behaviour of the customer by doing suitable research. Continuity: When an ad is run in the media for a long period without any gap, we are using continuity scheduling. It is used for those products which are in demand round the years. The ads are in the form of reminder. Alternative to continuity is flighting where advertising runs for some period and then there is a gap, and again it runs for some period. The interval between two advertising runs come after a flight. The message can be schedule to correspond to peak purchasing periods or at a time when the audience is most receptive. When we have a media mix alternative flights are adjusted in such a way in different media that overall continuity is achieved.

Pulsing is another option.It represents a consistent low-level advertising activity, and addition
of pulse to make a high-level of advertising during certain periods. A pulse is a period of intense advertising activity. The pulses can occur at the start while launching a new product. There can a promotional pulse of one shot, e.g., financial advertising of a companys issue.Bursting is a

technique for scheduling TV ads. Here the commercial is repeated on the same channel time and again to reinforce the message for a short period.

Size and Placement

The decisions about the size of the ad and its placement are also important in scheduling. There are several size options in print media right from a small portion of the page to a full page to several pages. In electronic media, we have options to select commercials for various lengths of time, 10seconds, 30-seconds or 60-seconds. The size decision is based upon our objectives, the creative execution necessary, the budget and the reach and frequency decisions. A full-page ad does not cost twice the half-page ads. It is less than that. By sacrificing the size of the ad, we can save costs but we miss on attention. But we can buy more ads of lesser space if we sacrifice size, and thus a higher frequency objective may be satisfied by reducing the size. The small ads can be made more effective by having suitable layouts and copy. Placement of the ads in the medium also affects the impact of the ad. Covers are the preferred medium for their impact in magazines. The placement near important editorial matter is also preferred. Media charge slightly higher if we specify a particular position and so we must do a proper cost-benefit analysis.

Selecting the Media

An advertiser can choose a single medium or a mix of media to take its message to the target audience. Media mix a combination of several media is used when it is not possible to reach the target audience by one single medium adequately and with a good impact. Marketers segment a market, and a suitable media can be chosen to match a specific segment. Creative execution becomes varied when a media mix is used. In a media mix, one medium can be used to promote a product and the other as reminder, thus re-inforcing each other. A combination must be synergistic, where the sum total of effects is greater than the sum of individual mediums effect. Each media has a particular readership or viewership. We have to understand the size and the characteristics of the readership or viewership. We have to match the target audience of our product to the demographic characteristics of the readers/viewers of the media as far as possible. Media research helps us in this matching the product and the media. Each medium has different altenation value. But attention given to a medium also depends upon the message and its execution. Each medium has a motivation value whereby it stimulates readers to respond. Each medium has its own editorial environment provided by its contents which surround the ad. This

environment should be compatabile with the product and its benefits. The environment should also be consistent with the mood of the desired audience. A commercial of an air-line is not consistent with the news of an air-crash. The audience mood is not conducive to the reception of the message. Several media provide an environment of respectability. We have to consider the placement of the ad and the editorial material and keep on changing the same if necessary. Our competitors also via with us for the attention of the same target audience. We must understand their media strategy, budgets and mixes. It helps us in setting our strategy correctly. We can confront them head on. We can change the media mix. We can bypass a media selected by them. We can change our geographic allocation. A competitors share of voice can be studied. It is given by:

Share of voice =

Brand Expenditure Product Category expenditure

We have to decide whether we can match a competitors share of voice or exceed it. We can use another medium in which there is a large share of voice for us. We should not forget that we never buy media. We only buy audiences. The client pays the agency to buy the audience attention to his brand. Cost Efficiency The cost of advertising in various media must be analysed properly. We have to compare the cost of different media. It helps us select the best media to optimize our objectives. Cost per thousand (CPM) is one yard-stick to compare the costs of different media. It is the cost of reaching a thousand persons. The formula for CPM is: Cost per Thousand = Cost of media unit Gross Impression To illustrate, if we take a full page ad at a price of Rs. 50000 in a magazine to reach one lac people, our CPM would be Cost per Thousand = 50000 100000 = Rs. 500
x 1000 x 1000

Though two media can be compared on the basis of costs, this cannot account for the differing media ability and creative execution in the two media. CPM is good for cost comparisons, but fails to measure effectiveness. Some authors have formed a milline rate unit to compare newspaper advertising rates.

Milline Rate =

10 lacs x Rate per agate line Circulation

Suppose a newspaper has an agate line rate of Rs. 25 and a circulation of 1 lac copies. Its milline rate would be Rs. 250. A second newspaper has an agate line rate of Rs. 15 and a circulation of 20000. Its milline rate would be Rs. 750. The first newspaper is thus cheaper than the second one. The milline rate is the cost expressed in rupees per line per one million circulation.

MEDIA PLANNING We have a number of media choices to put out message across- newspapers, magazines, TV, radio, outdoor hoardings and so many others. We, therefore, must have a systematic method: to decide which media to use; to decide which specific media vehicle to use; to decide how to use the media; to decide when to use them; to decide where to use them. so that our messages are put across efficiently and effectively. Media planning refers to an analytical method for taking media decisions, and describes the process of taking the message across to the target audience at the right time and place, and using the right media vehicle. Media planning in short answers questions such as: What is our target audience and how to reach it? How many times should we reach it? When should we reach it?

Where should we reach it? At what cost should we reach it? As we know by now, media planners work in close co-operation with the creative people. The creative execution often decides the direction of media planning. Conversely, media planning also shapes the creative execution.

Media Plan is derived from advertising plan. Advertising plan itself, in its turn, is derived from marketing plan. Marketing plan considers the total marketing environment and sets the marketing objectives. To realize these objectives, we formulate marketing strategies. There is an action plan to implement these strategies. Advertising Plan is derived from marketing plan, and lays down the promotional strategy as a part of the marketing strategy. We also set before us advertising objectives in terms of sales and communications. To realize these objectives, advertising plan formulates advertising strategy. Advertising strategy is in other words the message strategy and decides what to say. This strategy is executed by art directors by selecting proper production values. It is called creative strategy or execution. The whole advertising plan is to be implemented to a pre-determined costthe advertising budget. Our media plan is derived from the advertising plan. It sets the media objectives. These objectives are realized through media strategies. We have to select media vehicle and a media schedule.

The following diagram illustrates the concept of media planning:

Marketing Plan Situation Marketing Objectives Marketing Strategy Action Plan

Advertising Plan Promotional Strategy Advertising Objectives Advertising Strategy

Media Plan Media Objectives Media Strategy Media Vehicles Media Schedule

Implementation of the Media Plan

The media strategy needs approval of both the agency and the client. After this, it is put into action. A media plan has the following components. 1. 2. 3. 4. Media Objectives Situational Analysis Media Strategy Media Schedule and budget

The agency can summaries the whole plan in an overview. An alternative media plan can be developed. Media plan facilitates the implementation of the media strategy. Maybe, an advertiser uses several agencies for different products. Media buying is then assigned to an Agency of Record (AOR). AOR buys all the space and time for the client by doing negotiations with the media. Media buyers are important even when there is no AOR. They actually implement the media plan. They take advantage of media offers. They see that the ads are run as per schedule.

Media Planning in India Professional media planning started here in the late 70s and early 80s with NRS-II and NRS-III. TV as a medium did show tremendous growth, and programme viewership came to be measured by IMRB-TRP. That gave a boost to media planning. With the advent of satellite TV, media planning became challenging. The people-meter-based TRP system came into being. In ad agencies, formerly the key function was client-servicing that dealt with all non-media issues. In

the complex ad world of today, the clients have a high awareness of media and they have become media-literate. The need for media services is thus felt much more. Newspaper Advertising In spite of the availability of several media, newspapers have retained their premier position as ad media. In fact, they are the preferred media for local advertising of retailers. They are also a media for business advertising, corporate advertising, financial advertising, legal notices and social advertising. Types Newspapers are dailies, and they carry special supplements, particularly on week-ends. Many Indian newspapers have special Sunday editions. The supplements offer colour reproduction facility, though now even the main editions have also started giving this facility. There are weekly newspapers published once a week. They cater to a local audience.

Page Size A broad-sheet like the Times of India has eight columns. The page size is about 22 inches deep and 16 inches wide. Most daily newspapers in India are broad-sheets. A tabloid newspaper has a smaller size. It is 16 inches deep and 11 inches wide. It has five columns. Mid-day and Afternoon are tabloids. Newspaper space is sold in terms of a common standard. Each column has a width. Ad space is measured in column inches, i.e., one inch deep by one column wide. Audience Most newspapers cater to general population at large. There are some papers which cater to a special audience like The Economic Times and The Financial Express. They are read by business and finance community. Market Some newspapers are local in their reach. Some cover a region. Some are national newspapers.

Media planning:
Media basics and sources Considered not a high profile job till almost the early seventies, medial planning has acquired the centre stage in advertising business now thanks to media proliferation, increasing heterogeneity

of the target audience, globalization of markets and soaring advertising budgets owing to cutthroat competition in the market place. From traffic to media planning and now media services and the emergence of the AORs the media planning field has come a long way since the time the legendary Marshall Macluhan declared that Medium is the message. Advertising, a mediated communication, needs to reach out the desired group of consumers. The major advertising media include print (newspapers, magazines, journals, weeklies etc), television, radio; outdoor, direct mail and point of purchase etc. the term medium and vehicle are often used interchangeably. However, according to Dorothy Cohen, a medium is a channel or a system of communication such as newspapers or radio. A vehicle is a specific carrier within the channel. To illustrate, The Times Of India is a vehicle within the print medium or Star television is a vehicle within the TV medium. In the following paragraph we will analyze media characteristics role of the media in the overall marketing objectives, media strategy of media information, quantitative criteria or distribution objectives for media choice media strategies and the Indian scenario. Although the survey was urban in nature, 140 villages in kerala were included (kerala as we know is a 100 percent literate state and is also a center of some of the highly circulated publication.) The selection of publications was finalized by a committee, which comprised a cross-section of media planners and media directors from leading advertising agencies. The publications were selected on the basis of the minimum, circulation criterion. The measurement of criterion of readership was ascertained using the masthead method. A booklet, which had the reproduction of mastheads of various publications, was used for addedrecall of respondent. The average issue readership of publication was estimated by determined by the number of respondent who read any issue within a specific time interval = publication interval, i.e. daily, yesterdays, weekly = 7 days, fortnightly, monthly How does NRS help in media planner? The NRS establishes a product consumer profile linkage, consumption and ownership pattern among various target segments and their prefernce number oh hour devoted in media. NRS provides segment wise readership survey and overall size of each segment. Indian Readership Survey (IRS) The Media Research User Council (MRUC) has also started brining out a media source book known as Indian Readership Survey (IRS). The study, known as IRS- 95, conducted by the Operation Research Group (ORG), bought by the Business Indias segment wise readership survey and overall size of each segment.

Indian Readership Survey (IRS) The Media Research User Council (MRUC) has also started brining out a media source book known as Indian Readership Survey (IRS). The study, known as IRS- 95, conducted by the Operation Research Group (ORG), bought by the Business India Group. Claimed to be largest media study conducted anywhere in world, using a massive sample of 1.65 lacs respondent, covering both the urban and rural segment, the IRS-95 was seen in competition with the NRS. When NRS-I was published it raised some controversy as some analysts comparing the data commented on the varying finding between the IRS 95 and the NRS-IV. At the time of writing this book IRS98 has also hit the market. The sources book contains information on readership, media consumption, demographics product brand usage and ownership. It provides details at an all India level, including state and metro, and at the socio cultural region level. With an annual sample size of 209, 076 analysis consider the surveys the largest conducted anywhere in the world IRS-98 covers both urban and rural market. Unlike NRS VI, IRS-98 takes in to account 12 yr plus individuals. IRS-98 is a continuous survey, conducted over 10 months, year after year. IRS 98 also covers channel penetration and TV viewer ship. It allows multimedia evaluation and product media linkages With 2 major media sources books, viz., NRS and IRS available, the advertisers and media planners have the benefits of a large data base available. Being in competition also means more cautions approach on their part as experts with microscopic precision see the data. Statistical outline of India A pocket-book edition, the statistical outline of India is brought out yearly by the department of economics ands statistic of TATA service. Popularly known as SO, it offer meaningful; insights into the changing economic profile of India. The small publication is only a felicitator, which cannot encapsulate all the facets of the variable changes in the economy, however, is a wealth house of information. Database for electronic media The Doordarshan and All India Radio bring out the following 2 publications, which are frequently used by media planner. However with the proliferation of satellite channels and the cumulative programming available to an average urban household running into hundreds of hours everyday. it indeed is a Herculean job for media planners to make plans for the TV medium.

TV India Brought out by the ministry of information and Broadcasting, TV idea, details following information about the doordarshan network in the country; Estimate TV sets B/W and colour List of transmission centers Date of commissioning Coverage of each transmission centers (LPT & HPT) List of production centers Revenue of doordarshan Code of commercial advertising on doordarshan Future plans Radio handbook Brought out by the ministry of Information and Broadcasting, the radio handbook covers the following broad informations: List of vivid bharti station and their coverage List of prime Channel Stations and their coverage Programming options Advertising tariff Who is who in AIR The code of commercial advertising on All India Radio Both the organizations conduct audience research studies and leadership data also but not with any fixed frequency. Hence, the media planner has to look for other sources, which are still at a nascent stage in India. Some of the private research organization has been providing syndicated services to the industry for the last few years. Some of these include the following: People meter People meter were initiated in 1995 after a decade of debate, testing and critical appraisal. Initially available through the IMRB and MARG in mumbai, MARG has now extended it to Delhi also. This is a device which measures the rating depending on the way its complied and the

audience who are asked to measure the rating People meter are required to measure minute by minute. TV viewing by the respondents the process is cumbersome. The interest of the respondent is operating the hardware; the accuracy levels and achieving representative sample along with the following issue that need addressing: The satellite channel by and large are operated by the cable operator who keeps changing the channel at will & with a single dish they keep rotating There is a room for extra domestic reception among Indians. People watch TV not only at home, but in other peoples home also, bars, hotels, elsewhere. Peoples meter have to account for such viewing also. The definition of viewing also varies. Mechanical viewing to emphatetic vciewingt needs to be understood. The other parameter is room and watching. Everyone develops one own way of watching TV. Accuracy of performance is another critical matter. Survey in some countries have shown that a few people who had to leave the room to pick up a phone cal or answer a Doorbell pressed their buttons before leaving the room. There is also a likihood of a delay of 1or 2 minutes between the sets being tuned in1st individual button being pressed. People meters are expensive, hence they limit sample size. When the sample size is small it obviously cant be representative of a highly complex and heterogeneous population especially of a metro, and when the small panel is changed the general levels of viewing recd for a station might change substantiously. People meter are still of better use for programmers as they need programmed ratings within which the exact switching times are of interest for advertisers need stringent data, which include station reach, station toal viewing and share, minute by minute ratings, frequency and GRPs for advertising schedule and special analysis programmers. Analysis fell that audience fragmentation is a reality user of satellite channels often worry about constant surfing channels. However. The irony is that this phenomenon is rarely reflected in media planning proposals by advertising Media planning: Media Objectives, terms and Innovations

Media objectives: Before media planning can start companies have to define the marketing objectives of the product ideaspropsed to be advertised. For e.g. If a professional camera manufacturer decides to launch an automatic camera to expand his market, his marketing objective would be to reach those segment\s of the population who are photo enthusiast but dont want to be hassled by the intricacies of operation of professional cameras, the fun loving people who want to capture

moment of joy and togetherness. The manufacturer may also target the existing professional camera user to be consider a replacement in order to have the pleasure of an automatic camera which obviously will be faster having mastered the manual one. The marketing objective, hence, would be to extend distribution into new geographic markets or income groups as also the current users of cameras. The media objectives will detail to the following: 1. To reach photo enthusiast of that age and income group who are chief purchaser. 2. To concentrate the greatest weight in urban areas where the target audience would normally be found and where new ideas gain a quicker response 3. To provide advertising support at a Consistent level when it need extra weight during announcement and holiday season, when such target buyers are planning to visit exotic places or to meet their kith and kin 4. To select those media which will help strengthen the creative strategy and help demonstrate continence, ease of shooting and of course excellent results. The hot shot camera with the khatak sound becomes an instant success with the photo enthusiast in the late eighties in India 5. To reach target buyers through media to gain greater frequency and lesser cost per opportunity The above objectives though spilt in several components generally focus on 2 major categories, viz., audience objectives and message distribution objectives. Target Audience Objectives Defining target audience is a critical activity in a media plan. The audience consists of people in a specific age, income, and educational, occupational social and ethnic group. While choosing the media one must bear in mind that the target audience is never a faceless mass of people. They are definable to precision. Let us take the e.g. of a few product categaries to understand the concept more closely. Dove is premium soap, the most expensive of the entire brand available in the Indian market. The product is targeted not at the ver6y young but at three busy woman, be she a professional or mothers of young children whose whole lives revolve around children or the lazy one, not getting any time to bother about her looks. Such a women is modern but not a feminist. Dove, which claims to have moisture riser is a nas to her lifestyle. If she uses Dove, the need for cream or moisturizers is taken care of. Such a women is up-market, mobile, move in a social circle, successful and above all wants to look and feel good. And the most importantly, money is no consideration for her in such purchase. The choice of the media hence would keep in view their psychographics profile. Magazines like femina. Savvy, & stardust against sarita, mukta or women era would be preferred. TV of course will have multiplier impact.

Distribution Objective: Audience objective answer the whom of advertising, distribution objectives ans the when and how often advertising should appear. This also addresses the qts about distribution of advertising in various geographic areas also whether also it should be continuous or slower, greater or no advertising at certain time in the calendar year. For e.g., if the advertiser is aim Ed at the scvhool children, drawing their attention on fun products around examination time is of no use. Similarly if product is targeted at the Indian rural folks, the harvest season, which comes twice an yr, will not be the right time as their attention would be towards their crop. How much of the target market should the advertising be expected to reach and how often, the media planner ought to be familiar with various media terms and concepts. Let us look at some of these.

Media Terms: Circulation Circulation refers to the number of copies sold or distributed by a newspaper or a periodical. The Audit Bureau of Circulation publishes audited circulation figure of members publications. The data are considered very authentic in industry. Many publication use ABC figures in ads promotion them. Circulation figures of various publications are also available in advertisers handbook, published every year. The circulation of publications is referred to in absoluter\e figures. For e.g., Times of India (Delhi publication) has a circulation of 5.93 lacs copies Readership Readership is different from circulation because a publication is read by more than 1 person. The latest National Readership Survey (NRS-97) FOR EG. PUT THE TIMES OF INIDAS total readership (all edition) at 39.1 lac sq.+ Viewer ship Viewer ship refers to a no. Of people watching a given programmed. A viewer is a person who watches a programmed for more than 5 mins; a viewer of a channel is one who watches a channel for more than 5 mins; and the cumulative viewership refers to a cross section of programmes during a week. To illustrate, if channel A, B, C have 30 percent, 65 percent and 43 percent viewership on the above criteria then channel B has the highest viewership. Listenership Listenership refers to the no. People listening to a given programme on the radio.

Frequency Frequency refers to the no. Of times an advertising msg. reaches the same person or household. Across a total audience, frequency will be calculated as the average no. Of times individuals or homes are exposed to the ad. Message. Lets illustrate to measure the intensity of a specific media schedule. Suppose 5000 of our TV audience watched the commercial Hero Honda scooter 3 times during the 4 week period and another 5000 saw it 5 times. To determine the average frequency, the foll. Formula would be used: Average frequency = total exposures / audience reach. =[(5000*3) +(5000*5)]/10000 =40000/10000 =4 Thus for 10000 TV viewers reached, the avg. frequency or the no. Of exposures are 4. What is the right frequency or effective frequency for a given message in a media is a debatable point. The conventional wisdom in advertising opine, Bovee and Arens, is that 3 to 6 contacts over a period of 4 weeks can be said to be effective frequency for getting a message across, though this thumb rule, say the authors has become a matter of controversy. Most analysts feel that it is not so simplistic for there are too many variables involved from the nature of the product and the entertainment value of the ad. To the characteristics of the media to the audience. Hence it is not easy to be able to set such an ideal frequency level. Prof. John Philip Jones feels that the expression effective frequency implies more than it conveys. Literally, effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, all experienced advertising people, according to him, know that the phrase was really coined to communicate the idea that there must be enough concentration of the media weight to cross a threshold. Repetition is considered necessary and their ahs to be enough of it, within the period before a consumer buys a product, to influence his or her choice of brand. Key factors in influencing media planning : 1. 2. 3. 4. 5. 6. Marketing conditions facing the advertiser Product characteristics Distribution channels Promotional strategy Nature of advertising copy Level of competitive advertising efforts

Most important is to improve or retain sellers market share 1. Media considerations 2. Size of budget 3. Reach 4. Frequency 5. Continuity 6. Dominance 7. Cost effectiveness 8. Availability to advertiser Media planning is defined as a process to conceive, analyze, and select channels of communication that will direct the advertising message to the right people in the right place at the right time. PROCESS OF MEDIA PLANNING: Once the media plan has been completed and scheduled, it must receive the approval of everyone involved, both within the agency and, most importantly at the advertiser. At that point, the plan is ready for execution. This means that the media that have been proposed must now be bought commercial time on radio and television, or ad space in newspapers, magazines, and billboards. Then, the ads begin running. The process by which the media are purchased differs not only by the media type but also by geography. For national media such as television or magazines, the media buyer usually works with his or her counterpart at the national office of the TV network or magazine publisher (the media seller or rep.) Rates (costs) are negotiated for the specific time or space required in the particular magazine issue or program. The cost of electronic media will vary depending on supply and demand. It is likely to be higher when the economy is doing well and companies are thus spending more on advertising. The cost also depends on how popular the show or title is; an advertiser pays more to advertise in Seinfeld than in Nightline, for example, because more people watch that sitcom than the late night discussion show. The volatility of prices for Television and radio also reflects the fact that what is actually being sold as airtime, which is finite unlike the print media, where space can be added to accommodate additional advertising needs, the electronic media only have a finite amount of commercial time available, the commercial time must be sold before the time has expired. For local media, such as newspapers, local television, local radio, the media buyer works with the individual representative at the local newspaper or TV or radio station. In the case of local radio and television, this entails a good deal of negotiation, with the buyer receiving competing bids from a number of possible stations that meet the plans criteria in terms of reaching the desired target audience at the right cost. He or she will then negotiate directly with the station to find the best deal in each market. With newspapers, where there is generally only one per market, the negotiation typically involves determining where the ad will appear (i.e., in which section). Pricing is less negotiable here.

THE PROCESS - DETAILED Developing a media mix / defining role of media. Extracting media preferences (penetration) of the target group. Calculating the cost - efficiencies of the media in isolation. Super - imposing creative stance Setting reach / OTS objectives for each medium, thereby designating primary and secondary media. THE PROCESS DETAILED - Media vehicle selection Publication / Programme selection is mainly based on 3 parameters

Reach (within the TG) Cost - efficiency Profile/ Image (synergy with the brand)
THE PROCESS - DETAILED Media vehicle selection Calculating the cost - efficiencies of individual media vehicles for each medium Plotting reach v/s C.P.T. Understanding readership / viewership profiles of publications / programmes and matching them with the TG profile THE PROCESS - DETAILED Costing & Scheduling Designing a scheduling pattern across the advertising period based on nature of product and competitive activity Assigning number of insertions / spots to selected vehicles. Multiplying rates with frequency to arrive at cost of plan. THE PROCESS - DETAILED Evaluating the plan Calculating the reach / OTS delivered by market for each advertising burst Calculating the cost efficiency of the plan Comparing against reach / OTS target Modifying, if necessary, to achieve reach / OTS targets / improve cost - efficiency THE PROCESS - DETAILED Measuring actual delivery After completion of advertising burst, compare actual schedule to plan. Re - evaluate in case of any difference.

Impressions
Impressions are the total of all audiences delivered by a media plan. In TV and radio, it will be referred to as total exposures. It is calculated by the message by the no. Of times they receive. If we take the above illustration, as reflected above under the paragraph Frequency, it will mean 40000 impressions/exposure.

Conclusion:
Tata Aria is a new entry from Tata Motors and would have loyal customers from the country but it has still a lot to prove to the Japanese car manufacturers. The aim of Aria is to prove that Tata can produce an SUV with best interiors, sense of comfort and safety features. The impressive interior and proven performance engine are the best factors. About the price, it would be appropriate if it was lowered to 2 lakhs but the Tata Motors has justified why such price is introduced. Its manufacturing cost and a lot features justifies it. Overall, Tata Aria is a preferred SUV. A test drive must be done to see its performance.