Case Study Pdf

PepsiCo - World Leader In Convenient Foods & Beverages Industry

• Revenues – About $43 billion and over 198,000 Employees across the globe • PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay • PepsiCo brands are available in more than 200 countries and territories across the globe • PepsiCo has more than 500 products in it’s portfolio of which 18 brands generate $1 Billion each in retail sales

A broad spectrum of beverages worldwide bringing fun and refreshment to consumers

Tropicana, the strongest name in juices; the best of fruit

Frito-Lay invigorates PepsiCo's portfolio of products with plenty of good food and 'good fun'

Quaker expands our portfolio with a wide range of healthy food choices

Gatorade's line of performance drinks adds over 40 years of rehydration & sports nutrition research to the PepsiCo portfolio

Our Corporate Philosophy

Performance with Purpose At PepsiCo we gauge our financial achievement by our social and environmental performance. Our sustainable efforts have given our business the solid foundation we need to keep pace with an ever-changing market

A Philosophy That Is Manifested At PepsiCo India Through A Comprehensive Sustainability Program

PepsiCo India - Our Portfolio Today Meets A Range Of Consumer Food & Beverage Needs Snack Need States

Beverage Need States

Hydration

Refresh

Health

Nourishment

Enjoyment

Indulgence

Transformation

Energy

Sustenance

Refresh

Health

Enjoyment

Indulgence

Nourishment

Enhancement

Energy

Serviced By Muscular Brands That Enjoy Consumer Preference and Loyalty

Built Through Superior, ConsumerValidated Propositions, Rooted In Insight

And Supported By A Robust Information Ecosystem

Periodic KPI Tracking

• Syndicated data •Consumer/ retailer data • Trend reports

Digging deeper

• Consumer motivation & emotional attachment to brands • Consumption rituals • Ethnography

• Customized

• Consumer

research ( qualitative

segmentation,Typology

& quantitative)

• Consumer/Customer

• Internal data

decision making tree

Consumer Insights • More than observation or findings – Deeper & more penetrating • Talking to consumers, not just talking about them • Recognizing relationships • Re-framing the problem • Driven by both people & process

However Our Consumer Is A Moving Target – Evolving Rapidly

Macro Consumer Trends Point To Consumers in Experience-Maximization Mode Stop-Go Stop-Go Lives Lives The reshaping of culture, community, & what it means to belong

The rising currency of visual information

Community Community Transformations Transformations

Health Health & & Wellness Wellness

New New Communication Communication Currencies Currencies

Consumers seeking & savoring experiences

Adapting to a life that is fast, flexible and lived-on-the-go

Increasing focus on Wellness, though low evidence yet of walking the talk

Professional Professional Consumers Consumers Experiential Experiential Society Society

Consumers increasingly becoming demanding, sophisticated & contradictory in their shopping patterns

Fundamentally Changing The Consumer Engagement Paradigm Bite Sized Communications

Niche is the new norm

Shorter attention time spans, unprecedented exposure

Customization & personalization, spurred by increased individualism

Authenticity is a key value

Brand Affinity is tougher to build

Declined trust in Corporations demand for more information

Brand Platforms are becoming crowded spaces – Cricket is activated by > 130 brands!

Consumers Are Now In Control

The Rules of Engagement Have Changed

Altering the Power Equation Between Advertisers & Consumers

Much Of This Is Powered By A Changing Media Landscape We, the Media

+

MANY-TO-MANY

Consumer control an engagement

My Media Niche Media Mainstream Media

ONE-TO-FEW

Social Media

ONE-TO-MANY

Personal Media

Segmented Media Mass Media

-

ONE-TO-ONE

Media Today Is Feeding Consumers’ Appetite For Content…

…But Also Affiliating Them To Powerful Ideas

Traditionally, Media Distribution Had A “Top Down” Structure

broadcaster

affiliate (distributor)

affiliate (distributor)

affiliate (distributor)

affiliate (distributor)

affiliate (distributor)

Now Media Is Essentially De-centralized Content jumps… Consumers “broadcast” to other consumers through blogs, BBS and social networks.

...between geographies

…between platforms…

movie gets uploaded then downloaded

THE RESULT: Media Democratisation where anyone can become a journalist, author or film maker

Driven By The Fact That Markets Have Become Conversations The Cluetrain Manifesto • An influential book written in 1999 – A set of 95 theeses put forward as a manifesto for all businesses operating in what was suggested as a “newly connected marketplace” •

Fundamental to 'The Cluetrain Manifesto' was the premise that the Internet provided a new and unique forum for communication that would ultimately shift the nature of business communication and marketing.

•

"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies."

Powered by Social Media And Web 2.0

Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio. Source. Wikipedia.org MORE SIMPLY PUT….

Social Media is about people having conversations online..

The Social Media Landscape Today Is A Powerful Enabler Of The Changing Conversation

Types of Social Media •

Blogs ( web-logs) • Emerged in the Mid 90s; Simple online diaries - by individuals, corporates

• Micro blogs • Twitter fastest growing social media brand • Instant messaging, news/image sharing, job board • Continues to evolve as a real-time communication tool

• Social Networks • Connections • Music, sports, politics, sex, hobbies • Sub-category includes customizable social networks – eg Ning, KickApps

•

Video/Image sharing sites • Upload and share; The blurring of ‘public’ vs ‘private’

•

Social Media Aggregators • ‘FriendFeed’, ‘socialthing’ • Centralize users’ various profiles; manage multiple conversations from one location

•

Social News Aggregators • Submit links to content on other websites • Ranked by discussion it evokes

• Social Bookmarking sites – Folksonomies • Bookmark and share useful web pages •

Wikis • Creation and editing of interlinked web pages – collaborative websites • 100% UGC – By the readers

Media Consumption Is Evolving From LeanBack, Captive to Lean-Forward, Engaged

out & about

lean forward

lean back

OOH, Malls, Book / Music Stores, Theme Parks

Mobile

Events, Gym, Disc/Pubs, Clubs

Newspaper, Magazines

RSS – Feed, Internet

Blog, Gaming, Contests, Social Networking

TV, Radio

Cinema, Movies on Demand, DVR

IPTV, Interactive Games

scheduled

demand

participate

Both Traditional Media As Well As Social Media Can Be Lean-Forward

Traditional media like TV, Press and Outdoor can also be “lean-forward”. The key is that the content provides a stimulus that

evokes a response/call-to-action and engages in a dialogue with the viewer/reader.

An Entire Generation Has Grown Up With Digital As A Way Of Life

27

Consider Some Facts…

Social Networking growth at 36% from Jan’ 08 ( Music at 24%, Gaming at 15%) Source: Comscore India – June 2009; Economist – Feb 2009; Social media tracker wave 3

28

Conversation Velocity- The Speed At Which Chatter Spreads, Is Magnified By Social Networks

Average number of friends on facebook

Just 2 degrees of separation on facebook results in an exponential multiplier

Impact of the chatter: 87% say ‘Word of Mouth’ is a powerful recommendation*. * Source: Nielsen Online Global Consumer Study April 2007

There Is An Emerging Sub-culture Of People Who Simply Consume Online Media

31% 17%

Australia

China

16%

India

15%

14% 9%

Korea

Singapore Malaysia

™16% of those online spend less than 5hrs a week consuming traditional media ™Ironically, many of these ‘online only’ consumers are still consuming the same content – i.e. Watching TV shows, listening to the radio and so on. Yet they are doing it digitally. ™The web enables them to access content on demand, content previously unavailable, or in a manner that previously wasn’t possible.

The Net Is Fast Becoming The Preferred Information Source

Search Explosion - India

73% of internet users search the web*1

* Source:

1. IAMAI 2008 2. comScore qSearch (June 08) 3. Industry Sources

1+ Bn queries per month with 53 Searches per User *2

Over 4.8 mn Clicks On Search Ads *1 Search revenue projected to touch $120 mn in 2010 from $50 mn *3

32

A Significant Growth in ‘Prosumerism’… A Prosumer is someone who both consumes and produces information. A fundamental shift in consumer behavior underpinning Web 2.0, is the movement from simply consuming information to also producing (and publishing) information – the shift from the “Consumer” to the “Prosumer”.

Almost 1 in 5 online consumers have started a blog – 60% of them are about personal experiences. Only 14% claim they have visited a corporate blog

If brands can learn to converse with, rather than market to consumers, blogs can be used as the ultimate listening post on consumer needs and sentiment. * Source:

Research International APAC study

…And The Increasing Importance Of Word Of Mouth Taiwan

Singapore

Malaysia

India

China

Australia

Total

0%

20%

40%

Influenced by online comments

60%

80%

100%

Not Influenced by online comments

The cross roads between Prosumerism and Social networks – opinions from people you know and trust – is the ultimate in viral communications, either positive or negative, for brands.

Life Caching Is Making Us Digital Storytellers… People are sharing and interacting like never before

36,00,000,000: Photos archived till June ’09. That’s roughly 1 photo for every two people on this planet! 13,000,000: The number of articles available on Wikipedia

132%: The monthly growth rate of Twitter users from Jan to Feb ’09 3,000,000: The average number of Tweets per day on Twitter.com

13 hours: The amount of Video uploaded to YouTube every minute 1,00,000,000: The number of videos viewed per day 200,000,000 blogs!

5,000,000,000: the number of minutes spent on Facebook each day Facebook is bigger than Russia

The Success Of The US Presidential Election Is Testimony To This…

• • • •

5,000,000 – the number of active Barack Obama supporters across 15 social networks 14,200,000 – Number of views Obama’s “Yes We Can” video got on YouTube An additional 15 of the 1800 official and 139,000 unofficial Obama videos received > 1 million views $ 6, 500, 000 – the amount of money 3 million online donors contributed to the ’08 Obama campaign

For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there a long time. If your business isn’t putting itself out there, it ought to be… Businessweek Feb 19, 2009

What Implications Does This Pose For Marketers?

The New Communication Model Will Need To Evolve from Monologue to Dialogue… … Flipping classical marketing on its head

Participation Is The New World Order In Marketing A big shift from monologue advertising to conversational advertising/communication • Marketers today are in a unique position today to create competitive advantage by understanding and leveraging the power of technology. • With the use of technology and the internet as our playground we can go from one touch point to millions in a manner of hours • Moving beyond contact with consumers to something much more meaningful… • … that’s engagement • And engagement fosters connections which lead to relationships • Resulting in brand loyalty.

Where Effective Communication Will Combine Both Media Dimensions

Leveraging The Power And Impact Of Media Convergence… “…where old and new media collide, where grassroots and corporate media intersect, where the power of the media- producer and the power of the media- consumer interact in unpredictable ways." Henry Jenkins, author “Convergence culture”

… And Borrowing On The Principles Of Transmedia Storytelling The cross-platform blitz for “The Matrix” was generally interpreted as a major advance in digitalera storytelling ("The audience can choose how deep to go!") or, more often, as a major advance in exploitative licensing and marketing The Wachowski Brothers who produced The Matrix supplemented the first chapter of their film trilogy with two more films; Enter the Matrix, a video game that revealed critical events and interactions offscreen before, and during the events of the 2nd and 3rd films; The Animatrix, a series of animated shorts from acclaimed anime directors that covered critical background events and introduced minor characters featured in the later films; and a compilation of Matrix comics from renowned comic artists and writers.

Defining Transmedia Storytelling •

Transmedia stories are those “which unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole”

•

Each medium should do whatever it does best

•

At best, each part is self contained to make it accessible on its own terms, without the rest of its components

•

The vision needs to be consistent and unified; if it is redundant or selfcontradicting, participants will notice

•

Can attract multiple audiences by using different approaches in different media, to reach each group

•

The logic shifts from “licensing” to “co-creation”

•

Can form communities when it brings people and gives them something to do

From Transmedia Storytelling Transmedia Planning Advertising

Interactive Experience

Advertising

Public  Relations

Interactive Experience

Public  Relations

Person

Brand  Community

Central Idea

Person

Retail

Person

Direct  Marketing

Media - Neutral Planning

Retail

Person

Direct  Marketing

Transmedia Planning

The Concept Of Transmedia Storytelling Is Reshaping Entertainment, Marketing, Advertising and Branding In 2001, BMW stunned the ad world by investing in short films which had nothing to do with their product The idea was to give film directors a BMW car around which a compelling short film was to be made. Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy. McDowell ( Mktg VP, BMW) figured if The Hire, took off and the films were downloaded from BMW's Web site by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign aired during the Super Bowl, but would reach a higher percentage of BMW-type customers: Progressives with a nose for cinema, technology, and high bandwidth. If you really understand your consumer, you can be very clever about how to communicate. You can change the whole paradigm

The buzz started slowly with the first film but grew to avalanche proportions by the time Madonna's short comedy film about a cranky diva was released, overwhelming BMW's expectations and forcing the automaker to add servers as fast as it could. But it didn't stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters flooded McDowell's office with requests for interviews on CBS, Entertainment Tonight, and Fox News. The novelty of an automaker producing films fanned public interest and stoked downloads. After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million, and with three more films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study. One million enthusiasts ordered a DVD with all eight films.

Source: Businessweek

Watch the Madonna film at http://www.youtube.com/watch?v=8tDg1YKp8M0

More Recently The Viral Marketing Campaign For The Dark Knight Was A Powerful Transmedia Experience

http://www.youtube.com/watch?v=1pd74It‐yVo&feature=related

So What Does This Mean For Brands?

Brands will be “owned” by consumers more than ever before

Spark Conversations: Create opportunities for your consumers to own the brand by giving them something to talk about

Create brand fans by providing interesting consumer experiences, and then leverage the passion of this user base

Both individuality and collectivism are important for consumers – enable this for them through our brands

Collaborations and Co-creation will be key

Focus on Consumer participation in Idea Generation/ NPD

Create Ideas that are open source and that consumers can play with

Be willing to let consumers contribute to the brand narrative

Collaborations and Co-creation will be key

Be prepared to use different media to tell different parts of a story

Think about partnerships with brands who have similar core values

Be transparent, inclusive – this is the era of Authenticity

Lets Take A Look At Some Examples

1) ENABLING RELATIONSHIPS AND COMMUNITY

When Pepsi created the first online community for a billion cheering cricket fans the Blue Billion

Pepsi’s Bluebillion website has evolved into India’s first online cricket community – an affinity league for a billion cheering Indian fans • •

Total page views 2.58 mn Total unique users 6.6 L

http://www.youtube.com/watch?v=FPXhDGoi6yM

When Pepsi branded the Unstoppable generation… Youngistaan

The Youngistaan Portal

Page Views – 2.63 MM; Unique Users – 1.08 MM; Avg Time Spent – 8.1 mins

An Experience Gateway For Youngistaanis; A Key Multiplier of the ATL Idea

1. – s PV

s ac l 6 s PV

cs 1.25 la – s w Vie ; Video s c a l 4 .6 PVs – 5

ons Coup

de nloa w o d

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– PVs

5 la 6 . 3

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When Nike created the NIKE + RUNNING COMMUNITY

http://www.youtube.com/watch?v=nhStKDFGv_s

When You Can Use The Internet To Get Off The Internet

Source: meetup.com Meetup helps groups of people with shared interests plan meetings and form offline clubs in local communities around the world. With more than 2,000 groups that get together in local communities each day, Meetup is the world's largest network of local groups. Meetup currently has 4.7 million members in 3,601 cities worldwide, 46,315 local groups, 4,916 Meetup topics and facilitates 102,000 Meetups monthly. Their tagline? “Use the Internet to get off the Internet!”

2) SHINE THE SPOTLIGHT ON YOUR CONSUMER

Doritos Presented Consumers With The Biggest Stage Ever To Showcase Their Creativity – The Super Bowl!

Visit http://www.crashthesuperbowl.com/

Kurkure Gave Its Evangelists The Ultimate Sign of Respect – Featuring Them on Their Packs •

• •

Over 50mm Kurkure packs carried pictures of winners along with their recipes >1L entries received Positive impact on both Volume and share of teatime consumption

Pepsi My Can Leveraged User Passion To Give a New Face to the Pack… And The Brand

• • • • •

Page Views > 3.76 mn Unique Users > 3.06L Total Video Views > 3.13L Total Votes > 2.89 mn Avg. Time Spent 7.5 min

Smith’s Is Recruiting Consumers To Design Their Next Flavor

http://www.youtube.com/watch?v=-poiJFcdCXo

3) CUSTOMIZATION

Lays Accelerated Consumer Engagement With Its New Flavors Through Consumer Advocacy

Dewmocracy “you want to vote now. Dew it”

Mountain Dew Is Leveraging The Collective Intelligence Of Its User Base to Architecture The Brand: From Flavor To Packaging Graphics

http://www.facebook.com/mountaindew#/mountaindew?v=app_11007063052&viewas=0

http://www.youtube.com/watch?v=n3mphZrRFgk

4) BREATHE LIFE INTO THE BRAND EXPERIENCE

Honda staged a live three-minute TV ad showing a team of skydivers demonstrating Honda's current marketing idea 'Difficult is worth doing'.

Pepsi Engaged With Youngistaan By Making The Consumer the Chief Architect

WHATS UR WAY?

Interrupt

Engage

Entertain

5) INVOLVE YOUR CONSUMER

Pepsi’s Gave its Consumers A Collective Voice

refresheverything.com An open letter The idea was to create an OPEN LETTER to the President, simply by asking Millenials ( core TG) the question:

What would you say to the man who is about to refresh our nation? The timing was perfect. Just as Pepsi introduced the new brand platform of “Refresh Everything”, the new President was taking office. The initiative capitalized on the excitement and momentum the entire country was feeling.

7,00, 000 visits to refresheverything.com, Over 700 videos (> YouTube benchmark of 200 videos); over 4,000,000 video views

www.pepsicotastethesuccess.com/case_study_AV

6,000,000 unique Facebook visitors; On Jan 22nd, #1 most viewed sponsor channel

TOI Led A Movement That Sparked A Nation’s Imagination

http://www.youtube.com/watch?v=pgHyjMgPi2Q

Tata Tea Became A Force For Social Change

http://www.jaagore.com/

http://www.youtube.com/watch?v=JXWdhB1xYic

6) CONNECT THROUGH ISSUES THAT ARE IMPORTANT TO YOUR AUDIENCE

Quaker Oats Partnered With TOI To Raise Awareness… And Action…To Promote Heart Health

Sunsilk Created A Space For Young Women To Connect On Issues In Their Life

Dove Made Its Brand Hugely Relevant Culturally, By Challenging Stereotypes The creative idea: Challenge narrowly defined stereotypes by promoting the idea that beauty comes in all shapes and sizes The Media Used: Primarily New age

http://www.campaignforrealbeauty.com/ http://www.youtube.com/watch?v=oYfwIAWWH6M

7) ENGAGE, INTERRUPT, INFLUENCE

Pepsi Max In UK Sharply Jump-shifted Salience And Affinity By Evolving Their Engagement Model…

share of spend

INFLUENCE

share of voice

engagement

share of mind

interruption

From Communicating to consumers

To Engaging with them

… Bringing The Story Alive By Being Part Of Their Consumers’ World User generated content

On-line streaming

Virals

Messenger Tabs

Mobile

UK’s first brand channel on YouTube

Burger King Leveraged Its Biggest Asset – The Whopper - In A Daring Experiment Burger King Whopper Freakout The restaurant experimented with discontinuing the Whopper for a day. Hidden cameras in the restaurant and the drive-in captured genuine consumer reactions. The film attracted 3.3 million views and inspired a series of spoofs.

http://www.youtube.com/watch?v=epsgsfuIN4Y

Diesel’s Digital Campaign Positioned The Brand As Cutting Edge

http://heidies.com/demo2/

McDonald’s Alternate Reality Games Involved Consumers Without Making Them Feel “Marketed To”

An alternate reality game (ARG) is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants' ideas or actions. The Lost Ring is an alternate reality game, (ARG) revolving around a fictional Olympic sport that disappeared 2000 years ago that was created by McDonald’s as part of their marketing for the 2008 Olympic Games, in Beijing, China.

Read the case at http://www.thelostring.com/

The Key Challenge For You

PepsiCo’s View On Building Brands At PepsiCo, we are committed to building: •

•

Great Brands –

with an ambitious vision

–

a distinctive point of view on the world

–

Consumer relevance and bonding

Brands built with ideas bigger than just advertising This requires a sharp focus on new rules of consumer engagement, as well as new-age marketing practices that enable a living, breathing relationship with our key consumers

The Key Question

How can PepsiCo take a leadership position in new age marketing spaces (lean forward media)?

More Specifically, Our Challenges Are… How might we leverage lean-forward media to address these following needs? 1. How might new age media be leveraged to build “brand PepsiCo”? •

With Key stakeholders: Consumers, Customers, Key Opinion Leaders, Government and Institutions?

•

How might this help us engage deeper with them by facilitating dialogue ( as also provide a tool to address consumer concerns)

2. How must consumer-engagement models be structured to suit the brands’ life-stage and communications needs? •

How may we drive stronger affinity and connect for brands like Pepsi and Lays which have a “youth” bulls-eye?

•

Conversely, how can we sharp-shoot on younger brands like Mountain Dew, Gatorade and Quaker Oats, which have sub-scale A&M budgets?

3. What strategic alliances/programs might help us take a leadership position in this space? •

How do we build programs that drive linkages between traditional and new media?

•

Partnership with like-minded brands?

Some pointers for you as you work the case… 1. Refer back to slides 24 and 25 for an understanding of the definition of “lean forward Media”.

•

Both traditional media as well as social media may be “lean-forward” – the key is that they must stimulate consumer engagement and dialogue.

2. Consider these facts about the Indian digital market • Despite the large population, total online users are only 57 million ( 5% penetration) • 37% of the users are from Cyber cafes, driven by the growth of online gaming • Broadband has grown 83% from ’07 to ’08. However, 512 mbps is considered broadband • Local language sites have grown to 34% of market • Ecommerce is a USD $2000 Million industry of which travel contributes to 80% • At 400 Million mobile users, India is second only to China • 20% of mobile users are mobile internet users. Most have their first internet experience on their phone.

Some pointers for you as you work the case… 3.

The tale of two Indias •

The TG is not a homogenous group, with key differences between metros and non-metro cities. What’s the new language to connect with both these groups? Young Adults 19-24 yrs, Metros: 4.1 MM

Characteristics ™ Prefer English to Hindi; Experienced online users Key Online Activities ™ Online activities :Emailing-93%, SM-88%, IM/Chats-78%, Job search -78%, Downloads- 69% and News- 66% ™ Higher accessing of content related to dating/friendship, Cinema, financial info and net banking ™ More likely to have a blog , but not as active as their smaller town counterparts Offline ™ Asset Ownership: Own Mobile, Internet Connection at Home, Bank Accounts more than other segments

Young Adults 19-24 yrs, Metros: 9.1 MM Characteristics ™ Prefer Hindi to English Key Online Activities ™ Online activities: Emailing–93%,SM–88%,Job–78%,IM/Chats–77%,Downloads-68% and News- 65% ™ Checking cricket score, mobile content and matrimony search higher than metro ™ Mobile is key - Send/receive mail using handset higher than metro ™ Maximum % visiting adult content, SN sites ™ More into blogs and video sharing than metro counterparts, more likely to read a blog and visit blog sites more than 5 times a day. Members of online communities- school/alumni, computers, internet and education highest in this group Offline ™ More computers/laptops than metro counterparts ™ Low cable TV connection/DTH compared to metros

Source: Juxt Consult Youth Online Report 2008; Metros: Delhi, Mum, Kolkata, Chennai, Bglore, Hyderabad, Pune, Ahm

Some pointers for you as you work the case… Teens 13-18 yrs, Metros: 0.6 MM Characteristics ™ Comfortable with both English and Hindi ™ Second maximum number of entrants from this group Key Online Activities ™ Mostly accessing from home; ™ Experienced online users with 3 out of 4 accessing over 5 times a day ™ Use more eng info and local language search ™ Online activities: Emailing–87%,SM-81%,Downloads-69%, IM/Chat-68% and Games-59% ™ Least active on online shopping; Members of online communities – professional, games and school, Alumni Offline ™ Very light users of mass media ™ Maximum % of ownership of computer/laptop than the other segments

Teens 13-18 yrs, Other towns: 1.8 MM Characteristics ™ Comfortable with both English and Hindi ™ Maximum online entrants from this group; The only family member using Internet Key Online Activities ™ Use primarily from Home and cybercafé, once daily ™ Online activities :Emailing–86%,SM-85%,IM/Chat-69%,Games-61% and Downloads music/mov-60% ™ Higher accessing of content related to Astrology, Health/lifestyle, cricket score than metros ™ Mobile is key – consistent usage higher than Metro equivalents ™ Members of Games and music communities- video sharing on the rise ™ Searching more than metro counterparts but not buying Offline ™More iPods than young adults and metro counterparts (on a % basis)

Implications

•Traditional Media • Standard TV advertising has seen a dip in effectiveness, but appetite for content is growing How do we use TV to satiate the hunger for content in a way that is linked to our brands? • The rise of the advocacy channel • Word of Mouth is becoming a big influencer • Media is becoming catalyst for social activism or at least social activity more people vote for ‘Idol’ than in their national election • Online consumer opinion is now more valued than TV ads or editorial How do we become a part of the conversation?

Implications

• “Search online” is becoming the new “first moment of truth”. How do we configure strategies to emerge on the consumer’s search radar? • Mobiles and Mobile screens are becoming a reflex lifestyle. How can our brands fit in?

• Social Networking is growing at a furious pace. How do we play the game by the rules of the medium?

Execution Format…

1. Your submission should follow the following format:

•

•

Your presentation may be in your preferred document format – MS Word or Powerpoint.

•

Your presentation should be within 40 slides or 5000 words.

•

An executive summary should precede your presentation – this is to be presented in video format, between 3-5 minutes duration. The objective is to simply to gauge your presentation skills – we are not looking for sophisticated production values.

Slide 96 has 3 questions posed to you. Your team must address all three.