Institute of Management Technology, Ghaziabad

Passion12

3 MARKETEERS

TEAM Anushree Singhal Avengers Chirag Jain

Parul Choudhary

3 MARKETEERS Round 3: A Case Introduction

2
Understand the Indian Comic Industry Re-launch a Superhero Super Indian -Aman

Evaluate the Franchisee Value: Comic sales, Musicals, Movies, TV Series, Video Games

Branding & Promotion Initiatives

Action Plan
Comic Industry Analysis

STP

Product Communication Development & Channels Re-launch Plan Branding & Promotion

Road Map

Industry Analysis

Re-launch Plan

STP

Product Development Dark Ages - 1997-2003

Branding & Promotion

Communication & Channels Key Players

Road Map

History of Indian Comics

Graphic Novels associated with Culture of India Earliest attempt was Chandamama Amar Chitra Katha Chacha Choudhary Tinkle

Our Characters are long forgotten

50 Indian Comic Publishers

Soft, genial Characters

Superheroes & Vigilantes

15 lakh Bahadur

3 lakh Diamond Comics Raj Comics

Culprits:
Virgin Comics Amar Chitra Katha

Cable TV & Internet

Pricing & Distribution issues

Market Dynamics Evolution of Consumer

Industry Analysis

Re-launch Plan

STP

Product Development Situational Analysis

Branding & Promotion

Communication & Channels

Road Map

Market Size

Rs100 Crore

Rs400 Crore

Opportunity
Indian Comic: Diamond & Raj

30 Million (6-17 yrs)

By next decade, 70% of worlds comic volume would be sold in India & China
Comics Publishing Revenue 13.3% CAGR

Huge Potential
Outsiders: Illustrated Orchids, Level 10 Comics

4P Analysis of Super Indian Aman

Product 14 Comic Titles Out

Place Availability on limited retail stores Points of Transit Railway Station, Bus Stops Low Footfall points

Price Low cost Highly Affordable

Promotion

No online/ social media campaigning

No innovative sales promotion initiatives

No online copy, only paper based issues

Industry Analysis

Re-launch Plan

STP

Product Development

Branding & Promotion

Communication & Channels

Road Map

Re-launch
STP Analysis
What our consumers say
SURVEY FROM 17 PEOPLE WITHIN AGE GROUP 11-25

Increase our Product offeringto increase the reach

Consumer Insights
Children like reading super hero comics as their past-time No awareness about current comics of Indian Superheroes They would like to read Indian Super hero comics if there is sufficient availability and content offering is good Super Indian Aman is one such Super Hero and has immense potential to capture the market

360 Degree Marketing Strategy

Super Indian - Road Map

Industry Analysis

Re-launch Plan

STP

Product Development

Branding & Promotion

Communication & Channels

Road Map

New & focused segmentation is required to tap latent Opportunity & deal with changed Psyche of Indian Consumer Psychographic Segmentation Socioeconomic Classification Life Style Personality Demographic Segmentation Age Geographic-Region Education

Targeting people having the changing social shifts, mindsets and life styles Target Age bracket from 9 to 26-kids + Youth Modern & Matured Lifestyle High on Sensorial, passion & adventure Urban & Semi Urban Areas Educated in English or Hindi

New Generation Positioning Indian Super Hero Dark & more Matured focus New Age & modern Appeal

Realistic Approach with shades of love & emotions

Political & Psychological Complex Higher Youth Involvement

Industry Analysis

Re-launch Plan

STP

Product Development

Branding & Promotion

Communication & Channels

Road Map

Bulls Eye Model - Positioning Strategy

Target Group:
Kids & Youth Age: 9-26, Modern & Mature Exciting Reason To Believe
Modern Character

Values, Personality, Character

Creativity
New Stories Entertaining

Consumer Take Away:

Richest Possible sensory & adventure from reading comic Super Hero

Points Of Parity

Daring

Kids

Adventure

Brand Mantra:
Rich, Rewarding Comic Reading Experience Human Emotions

Digital

Points Of Difference
Youth Complex Modern Youth Involvement

Mature

Dark Exceptional Property/ Visual Identity

Consumer Need State:

Need to cater to new Psyche & lifestyle of Youth and kids

Consumer Insight: No
dedicated Indian brand for Youth Comic

Industry Analysis

Re-launch Plan

STP
Print Technology

Product Development

Branding & Promotion Digital Platforms

Communication & Channels

Road Map

Plots and Characters

Animated TV Series

Modern Super-Hero Grey-side, Complex Character, Internal struggles Mature Story Plots Political and Psychological Complexity More Graphical content

Holographic Covers Superior Art-Works Glossy Paper Publications in Hindi and English Pan-India Appeal to storylines

Digital Editions Mobile Apps iPad/Kindle/Nook/Kobe Launch of Video Games Mobile Themes Wallpapers Animated TV Series Collaboration with International comic houses

Industry Analysis

Re-launch Plan

STP

Product Development

Branding & Promotion

Communication & Channels

Road Map

Interactive Website Dedicated to Super Indian Motion Digital content

Establish as New Age Super Hero Cross-over stories with other superheroes

Super Indian Fan Club Monthly Fan Meets Participation in annual Comic Con events

Digital and Print Combo Marginal price Annual Digital Subscription

Branding
Tie-ups with Local Stationery Brands Branding on Notebooks, Superhero fact files inside cover
Facebook Fan Page Free Comic Strip Preview of next title Know the Super Indian Quizzes, prizes

Promotion
Pinterest Community Fan of the Week- free merchandising YouTube promotional video,e.g.Shiva Triology

Marketing collaterals at Box Stores Crossword, Oxford, etc.

Industry Analysis

Re-launch Plan

STP

Product Development

Branding & Promotion

Communication & Channels

Road Map

Distribution Strategy
Digital Distribution Web Comics Short Mobile Comics Targeted Ad Space Launch-pad for selling licensed products, new comics Digital Achieve Online Subscription

Signature Stores
Store designed to give Inside Comic book store Experience Merchandise Toys, Posters, Role Playing Games Fan Club Meets Events for engagement

Store clusters to target

Stores where there is scope for trials and Impulse buys Chemist and Cosmetic stores Big Box Stores Crossword, Landmark, Oxford Super markets/ Self Service Stores/Grocery 2 Outlets

Activation Strategy
Free samples Sampling and interaction through Mobile Apps, Game Social Media Engagement Window Display

Visibility
Ensuring Category Adjacency for new extensions Near Game section Near Fictional Books for Youth

Industry Analysis

STP

Re-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

Integrated Communication Plan

Communication Objectives Communication Strategy

Phase 1

Create wide spread Awareness Generate interest among Kids & Youth Creating Desire & Strengthening Brand Simulate wider Consumption

Publicity- By BTL in Malls & Theme Parks Advertising Online & ATL on TV Going Digital-Web comics Presence on Face book, Twitter, YouTube

Phase 2
Phase 3

Promotion of frequency of Use Promotion of Brand Loyalty

Activation Strategies in Colleges & clubs PR,TV Series, Games & Mobile Apps

Phase 4

Retain Brand Value Create specialist or classic niche

360 Degree Communication Approach Blend of Print, TV, Online, OOH

Industry Analysis

STP

Re-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

Social Media
Viral Videos

Facebook Profiles, Twitter Profiles, YouTube Channels, Well Crafted Emails, Google Ads & Regularly Updated Website are needed for an effective online campaign
Blogs Viral Videos

Industry Analysis

STP

Re-launch Plan

Product Development

Branding & Promotion

Communication & Channels

Road Map

2013 1Q -2Q(Phase I-IV)

ATL & BTL campaigns

2013 3Q

2014

2015

Signature Stores

Launch of TV Comic Series in existing Channels like Nicklodean

Big Box Stores

Bollywood Tie-up

Go Digital - Web Comics

Launch of TV Channel in collaboration of a media House like Disney Strong perception of SuperIndian Comic as a Popular Comic

Integrated Communication Plan

Increasing Channels & Distribution Outlets

THANK YOU!