OUT OF HOME MEDIA

Amu Prabhjot Singh ( 10BM60011) Anuradha Chakraborty ( 10BM60014) Arun Yadav ( 10BM60016) M. P. Vijay Prabhu ( 10BM60097)

COMPANY OVERVIEW
Established in 2007 Leading media company in out-of-home media Over 4500 screens in more than 18 cities Reach 70 million people with more than 300 advertisements Provides quality audience to the advertisers Strategic partner 3i and Focus Media

OUT OF HOME MEDIA CONCEPT

They provide advertisers with effortless access to otherwise hard to reach customers through a series of High Definition LCD and Plasma Screens Installs Screens at Public locations (Malls, Office Complexes etc) at no cost, and direct-feeds advertising content. Have already installed 5000 Screens in over 22 cities across India Have a Dominant Presence in NCR, Hydrabad, Banglore and Mumbai, with a growing foothold in other Metros. Currently own over 60% of the total Digital OOH coverage.

NETWORK

FLEXICASTING
What does this mean?
It provides a never before option to advertise It provides an opportunity to slice & dice their communication across all touch points making the OOH platform viable. It answers advertisers needs of absolute flexibility, even within the city to completely avoid wastage & spillage.

Flexicasting can be defined as the ability / flexibility to telecast brand communication on OOH Media screens as per the advertisers:
Choice of City Choice of location Choice of TG Choice of creative. Choice of language

Factors
Advertiser ask for flexicasting due to following factors: Media fragmentation Time spent on traditional media is going down More avenues to spend time out-of-home A huge real estate & infrastructure boom compliments the above

Advantages of Flexicasting
Micro-clustering of Locations Advertiser can choose the locations / area he wants to be present in. TG- Orientation - can choose the cities / areas / locations as per his Target Audience Customized Creatives for multiple messaging - can run customized ads / creatives relevant to that location Choice of language - can run the same creative in different languages as per his priority target markets Proximity / Vicinity Marketing - can advertise his brand / service in the ambient area of his location for a multiplier effect to influence people around his area Support to Brand Activations - Narrowcasting communication in support to local events, brand activation, mall crawls, floats going from town to town

 SWOT analysis was done for internal analysis of the company

Strengths - Market leader (60% share) - Well spread network - Large client base Weakness - fixed content for a whole week - The medium is crippled of audio - Content development is not very sophisticated

- Exposure to high profile audience

- Research proving advantages of the medium

- Flexibility in terms of days of weeks and time not possible.

OOH Media

Opportunities - The burgeoning expenditure on advertisements - Chance to exploit market leader position and expertise - increase in media cluttering that will lead marketers to this medium - Given the network, can really scale up provided its backed up with new technology

Threats - Entry of new but financially powerful players - New technology like live content and interactive displays - Govt. regulations

COMPANY POLICIES
Three keystones Vision, Ambition and Confidence Combines the strengths of audio-visual communication with the visibility of outdoor Ensures that advertisers get their message across their most difficult to reach consumers with regularity, across different day parts and in a seamless way Guarantees marketers visibility and of course, direct connect with their consumers, as they work, eat, shop or simply relax

CLIENTS

COMPANY PERFORMANCE
Propose to set up as many as 30,000 screens in the next 18-24 months Plans on expanding into other fields of OOH advertising, like hoardings, billboards, Advertising on Cabs etc Aim to become the No 1 Out of Home Media advertising company.

Amu Prabhjot Singh ( 10BM60011)

Summer Internship
Job Profile Media Marketing and Strategy Possible areas
Sales Marketing Advertising

Expected Role and Responsibility in Sales

Learning about OOH Medias clients needs

Interaction with OOHs Clients

Preparation of Sales Proposal Handling of customer enquiry for OOHs products Scheduling and keeping appointments and work hours Preparing reports on OOHs clients accounts Analyzing OOHs sales statistics and audience demographics Handling the drafting of contracts specifying the advertising work to be performed and its cost

 Developing sales tools, promotional plans, and media kits, which OOH can

use to help make a sale

Reading about OOH Medias new and existing products and monitoring the sales

Expected Role and Responsibility in Marketing

Provide leadership in order to serve OOH Medias clients better - Conducting

customer satisfaction surveys, Contributing to product development, Monitoring

competitors, etc. Support sales team & distribution partners - Building brand recognition for OOH Media, Nurturing products until they are sales-ready, gathering customer testimonials, differentiation strategies for OOH (from competitors), development and evaluation of collaterals that help in persuading prospective clients such as websites, brochures, multimedia presentations, product sheets, etc.

Manage advertising & promotions - Creative Development, Testing, Media Buying

Manage client relationships(Conducting customer satisfaction surveys)

Events & sponsorships

Loyalty building programs(loyalty cards, etc) Monitoring competitors(Why do clients sometimes prefer competitors over OOH Media?)

Implementing a referral program(ensuring each client-contact point builds a favorable impression)

Re-marketing to customers Preparation, directing and managing OOHs marketing plan(via Market Analysis)

Expected Role and Responsibility in Advertising

Development of Advertisements for OOH Medias installations, as per clients requirement

Study of advertising techniques adopted by OOH Media and their popularity with clients and
audiences

Study of advertising techniques adopted by competitors New advertisement campaigns to connect better to audience Finding new ways of presenting and streaming contents via OOH Medias installations(Evaluating the possibilities of integrating News Headlines, Cricket Scores, Upcoming Events etc.)

Working in close sync with the creative team of OOH media, lead animators so as to develop new designs

Anuradha Chakraborty ( 10BM60014)

Profile: Media Marketing and Strategy

Sales and Marketing Project not elaborated clearly Primary work of Sales and client interaction. Visit the target client based in Delhi and to educate him/her about the OOH medium. Convince the client to advertise with OOH media. Convey the advantages of advertising with OOH

Profile: Media Marketing and Strategy continued

Phases of the project:
Company analysis -Study of the business, structure, working of departments, Study of Sales function, the process followed the Sales pitch and sales plan. Market analysis of Indian Out-of-Home advertising industry Building network in the key advertising agencies and making sales pitch. Gathering of information via a questionnaire from Media agency representatives. Analysing the data and interpretation of results. Recommendation of strategy and suggestions based on the above results. 1 2 3 4 5 6

Profile: Media Marketing and Strategy continued

This job will include: Market Research Core Sales Knowledge Creative Input Strategy Development

Arun Yadav ( 10BM60016)

EXPECTED PROFILE
Profile :Media Marketing and Strategy There is no clear cut roles communicated to us by the organization. The following profiles might be offered: 1. BUSINESS DEVELOPMENT: Development of a business strategy for the future of the organization. The things to be covered can be: How to grow despite of increasing no of competitors. How the company can differentiate itself from other Out Of Home companies. Future plans for expansion to other related fields.

Continued..
2. ADVERTISING Will be working closely with the creative team. Advertisements as per the demands of the customers. Content generation that is catchy for viewers. Communicating my ideas to the creative team for increasing the quality of advertisements. Keep a close eye on what technique is adopted by the competitors. Possibility of adding more features if possible to the content that is streamed by OOH Media.

Continued..
3. SALES AND MARKETING: Primary work of Sales and Client interaction. Setting meetings with clients. Communicating them the advantages of advertising with OOH media. Communicate how OOH media is better than its competitors. Convince the client for advertising with OOH media.

MY EXPECTATION
A minimum level of interaction with the clients is expected. I will expect to get work on live project. Guidance is expected . I will be provided with enough opportunity to implement my theoretical learning to practical situations. Initial briefing about the roles that are available for us and what are the learning for us in those roles. Expect to get the project according to the interest of interns instead of predefined roles.

What I seek to gain?

Hands on experience in real corporate scenario. Experience on how to interact with clients . Devising a strategy for improvements that can be implemented in the organization. Will be able to observe organization culture . How to draft proposal for prospective customers.(Value preposition to customers) How advertisements are tailor made according to customer demand.

Learning & Improvements for me

Can learn how to work in corporate environment. Can learn and improve on my team skills. Can improve on how to present myself and convey the central idea in a efficient manner to the clients. How to convince clients. Learning on how to crate and communicate value for client and how to price the same. How a strategy is formed and implemented in an organization. How to handle multiple roles in an organisation.

M. P. Vijay Prabhu ( 10BM60097)

Possible profiles
Business Development Strategy
Sales and Marketing Creative Advertising (Flexicasting)

Business Development - Strategy

Identifying potential clients and innovation
Telecom, real estate and financial services are the biggest spender in OOH, followed by the media, automobiles and consumer durables

Capturing new clientele

IT giants like CTS,TCS and Wipro in Chennai Setting up screens in AC Public Transport bus.

Enhanced Relations via updated CRM

Suppliers Companies providing Ads Customer Satisfaction Surveys

Pricing - Market Leader Competition

Analyzing the strategic presence of Live Media & other competitors R&D

Growth

Expected to be the fastest growing segment after the Internet.

PWC report says the current OOH market is worth Rs.2,150 crores!!!

2 Tier Cities.

Sales And Marketing

Critically analyzing the service offered by OOH media to improve it. Interacting frequently with the client to provide the best service Acquiring the requirement of client ,analyzing it and identifying the Service proposal for the client Preparation of Sales Proposal Aligning the needs of the client with OOH media service and selling the product Providing constant feedback about the OOH media offering to the management team Developing Promotion ad campaign based on regional language Loyalty building programs. Referral Scheme.

to LEARN
The existing scenario of the company is learnt in the first 3-4 days Trying to relate the theories learnt to the practices followed in the organization How the ideas are actually implemented in reality TO GAIN Practical exposure and ground reality How companies work in Blue ocean Interaction with the top management team and High profile (creativity) Client

To get to know the overall view of the OOH companys organizational structure and the effectiveness of it

Backup Plan
Analysis on successful strategies followed by Focus Media in China and other big players in the world and how it can applied by OOH in India [Pattison Outdoor Advertising (Canada), JCDecaux
(France),Clear Channel Outdoor (US), The Lamar Advertising Company(US, Canada). ]

Study on Updating Technology in line with the business of OOH. Long Term Strategy to sustain and flourish in the highly growing OOH segment Comprehensive analysis of OOH media and its competitors( LiveMedia, TagMedia and DOOHM) in the current environment Analysis of entry into 2 tier cities considering footfalls and potential reach to the customers Study on effectiveness of Creative ad campaign like ZOOZOO and its incorporation in OOH media ads Study on limitations of OOH media in 2011 and how to overcome it

THANK YOU