JSM Corporation Pvt. Ltd. Six monthly Review (July-September,2009) Prepared by
Avian Media
business driven communications
Agenda
Objective Strategy Target audience Key messages PR programme (January – June 09) – Corporate – Hard Rock Café- Mumbai, Pune, Delhi, Bangalore and Hyderabad – Shiro- Mumbai and Bangalore, Goa(property inactive) Achievements Concerns & recommendations Way forward: Recommendations
business driven communications
Objective Corporate – Build leadership credentials for JSM Corporation Pvt. Ltd.
Restaurants Position the forte of JSM Hospitality Business’
Hard Rock Café as premiere dining and entertainment destination which offers American fare in Rock and Roll environment
Shiro as super premiere lux-lounge which serves Asian cuisine
business driven communications
Strategy and approach -- corporate Strategy – Establish JSM Corp Pvt Ltd as the leader in standalone restaurants – Profile spokesperson(s) as industry experts in the current hospitality sector – Communicate the future growth plans of JSM Corp Pvt Ltd
Approach Establish the group and spokesperson as leaders
Corporate Interviews to communicate the future growth plans Contribute to industry articles in order to promote thought leadership
business driven communications
Strategy - restaurants Showcase distinct proposition for each restaurant – “Hard Rock Café”- Premiere entertainment and dining destination: (HR Café India Pvt limited: 100%subsidiary of JSM Corp pvt Ltd) – “Shiro”- Super premiere lux lounge
Food Reviews, listings, Chef Profiling
Special Events, theme nights
Highlight USPs that Resonate with the brand
B2B-tie up with other corporate
Showcase distinct Proposition
business driven communications
Target Audience
25 – 40 years – Corporate • Entrepreneurs • Heads of MNCs • Corporate Honchos • Globetrotters – Expat community • Diplomats • Students • NRIs – Socialites • Fashion fraternity • Celebrities • Achievers
Media: HT City Delhi Times Bangalore Times NDTV Good Times Pune Mirror HT Café DNA After Hrs Mumbai Mirror Deccan Chronicle Hindu Metro Plus Business Standard New Indian Express Midday Pune Deccan Herald many more
business driven communications
Key Messages Corporate – JSM Corporation Pvt Ltd-a holding company promoted by restaurateurs Jay Singh and Sanjay Mahtani • Jay Singh “Investment Banker turned into a restaurateur” and Sanjay Mahtani “Connoisseur of Entertainment and Asian food” getting International restaurant formats to India
– JSM portfolio includes a repertoire of twelve outlets including some of India’s most successful and well known independent restaurants: Hard Rock Café, and inhouse lux lounge– Shiro • Consistently applying global expertise in new hospitality ventures
business driven communications
Public Relations Programme for July-September 2009
business driven communications
Programme Undertaken -- Corporate Pitched corporate profiling of JSM with Weekend Business Standard – Half page story appeared across Delhi , Mumbai and Bangalore profiling Jay and JSM
Headline: we built this city on Rock and roll Pitched corporate profiling Images and food retail
with
business driven communications
Non-Media
Co-ordinate with external PR agencies (e.g. Rolling Stone, VH1, Tuborg, Jim Beam) for event resource bank
Sourcing Photographers and external vendors for Events and aesthetic venue shoots
Coordinated marketing tie ups for JSM Outlets with M magazine and DLF Brands
Introduced Avian potential clients like (Play Up, BAE, Tata BP, DLF ) to the outlet
Social Media for Hard Rock Café by promoting events via facebook
Update JSM on the concerns and issues faced by Hard Rock Café fans
business driven communications
business driven communications
Key Messages HR Café India Pvt Ltd. is a 100% subsidiary of the JSM Corporation India provides unique performance platform for both upcoming and established Indi- rock artist and DJs – premiere dining and entertainment destinations, that offers American fare in a rock ‘n’ roll environment – showcase memorabilia from rock legends across the world, – Mecca for rock lovers.
business driven communications
Hard Rock Café- Approach
Approach
business driven communications
Activities undertaken post HRC Delhi Launch Positive food reviews with the following publications – – – – – – – – –
Elle Mid day Ht City First City Time Out The Hindu Andpersand The Week The Man
Venue review: Positive venue review in the following publications; – – – – – –
Elle Décor What’s Hot Blender Rolling Stone India Today Travel Plus Travel+Leisure
business driven communications
Hard Rock Café- Delhi Thursday Live Band Performances
Thursday Live band performances
business driven communications
Hard Rock Café- Mumbai Tuesday-Thursday Live Band Performances
Total Bands Handled in the Qt. = 25 bands
business driven communications
Hard Rock Café- Pune Thursday Live Band Performances
Total Bands Handled in the Qt. = 10 Bands
business driven communications
Hard Rock Café- Bangalore Thursday Live Band Performances
Total Bands Handled in the Qt. = 14
business driven communications
Activities undertaken: Sponsored Events / International Artists Prime Circle: Delhi, Mumbai & Bangalore Initiated pre-event interaction with the target media Coverage on pre-event interaction appeared in the following publications; – – – – – – –
Blender Deccan Herald HT City New Indian Express Pune Mirror Deccan Chronicle HT Café – Mumbai Bangalore Mirror Asian Age Hindu Indian Express Midday
Drafted listings press release and shared with the media Coverage appeared in the following publications – – – – –
HT City Mail today Midday Asian Age Indian Express
Times Of India Midday Mint Deccan Chronicle New Indian Express
business driven communications
Activities undertaken: Sponsored Events Parikrama: Coordinated interactions with Indian Express, HT City, Blender
Drafted listings press release and disseminated it to the target media
Coverage appeared in the following publications; –
Delhi Times, Mail Today, Asian Age, Indian Express, Time Out, First City
VH1 events: Outlandish(July) and Raghav(August)– Delhi, Mumbai and Bangalore
Coordinated with VH1 and shared the interactions request with them; –
Mail Today, 9X, PTI, Zee, What's Hot, Delhi Times, Ht City
Drafted listings press release and disseminated it to the target media
Coverage appeared in the following publications; –
HT City, Whats Hot, Delhi Times, Mail Today, Asian Age, Indian Express, Time Out, First City, Rolling Stone, HT Café, Mumbai Mirror, Pune Mirror, DNA – Pune, DNA After Hrs- Bangalore, Chronicle Bengaluru, Expresso – NIE, Bangalore Mirror, Metro Plus- Hindu
business driven communications
Activities undertaken Industry participation – Pinktober – Increase demand of rock music in Delhi
Preferred Location for various photo shoot- Magazines & Electronic. – Bloomberg UTVi- Smart Money( 3 weeks in a row) – Time Out – Sindhi Rock feature shot at HRC Mumbai.
Activities declined 1. Photo shoot with M magazine, Zee 2. Story Opportunity with Aaj Tak 3. Time & Style – Music special photo shoot.
business driven communications
HARD ROCK CAFE India.
business driven communications
PR Tools Used. TOOLS 38
32
30 231
F&B Services IndieRock Bands SponsoredEvents Listing
253
Post Event Misc. 127
business driven communications
Tone of Coverage
business driven communications
Quality of Coverage
business driven communications
Quality of Coverage – Initiated/ Uninitiated
business driven communications
Social Media – Regularly update Hard Rock Café fans on the upcoming events – Updated JSM on issues and concerns faced by Hard Rock Café fans: • Gang of girls faced problem while entering Hard Rock Café • Acoustic concerns
– Answered all the queries from Hard Rock Café fans on the events like cost, timings – Updated fans on the availability of the live performance tickets – Managed racism comment posted on the facebook community and solved the issues online
business driven communications
Achievements ET NOW- Baby Love Rock coverage Travel +Leisure and Elle rated Hard Rock Café- New Delhi as one of the top ten restaurants in the city UTVi shot weekend program Smart Money and featured HRC Mumbai 3 weekends in a row. Felicitation for Best Franchise PR amongst Hard Rock Worldwide
business driven communications
What has worked and what has not
What has worked – –
Events like Outlandish, Parikrama and Friends, Bauchklang F& B coupon system for media
What has not worked –
Monthly rosters are not shared on time
business driven communications
SHIRO
business driven communications
Key Messages
SHIRO, in-house brand of JSM, high end Asian restaurant •
High end Asian restaurant that serves predominantly Japanese cuisine but also has various options of Vietnamese, Korean and delectable Thai cuisines
•
Launch of a new and refreshing menu with a great selection of oriental cuisine in Mumbai
•
Launch of Brunch in Bangalore
•
Ministry of Sound Nights – once a month event featuring international DJs part of MOS tours.
•
Also, a Unique platform for both upcoming and well established DJs to perform and be heard during Studio 54 nights
•
The ultimate entertainment and dining destination
business driven communications
Programme Undertaken- Shiro Mumbai • Ministry of Sound – DJ David James - July HT Café DNA After Hrs Mumbai Newsline Mumbai Mirror Midday UTV- Bindaas
• Ministry of Sound – DJ Spencer – August Mumbai Mirror Asian Age- Mumbai Age HT Café DNA After Hrs Bombay Times
• Ministry of Sound – DJ RAE – September DNA After Hrs HT Café Midday Bindaas.com Radio and Music.com NDTV Good Times- Cool Q
business driven communications
Programme Undertaken-Shiro Mumbai Shiro Sunday Brunch / F&B Service • Time Out • Elle Directory • Living Etc. • HT Cafe
business driven communications
Programme Undertaken-Shiro Mumbai Studio 54 • Time OutMumbai • HT Café • Asian Age
business driven communications
Programme Undertaken-Shiro Bangalore Shiro Sunday Brunch • Midday • Expresso – The new Indian Express • Bangalore Mirror • Bangalore Times – Times of India • Metro Plus – The Hindu • DNA After Hrs- DNA
business driven communications
SHIRO-Property wise coverage break up
business driven communications
Total coverage
business driven communications
Tool Used
business driven communications
Kind of media
business driven communications
Quality of coverage
business driven communications
Quality of coverage –Initiated Vs Uninitiated
business driven communications
Tone of voice
business driven communications
What has worked, what has not Shiro Mumbai Worked: •
The Ministry of Sound Events and Remix Nights.
•
New Concept placing further in the Nightlife in Mumbai.
Not Worked: •
MOS DJs are note featured on the official website.
•
MOS DJs are brought down by DJ Ivan who throws major attitude at Media.
•
Roster gets to us extremely delayed.
•
Lack of Resource bank –pictures- on MOS events has to be fabricated by Mumbai Team.
•
Agency not aware of travel schedule of Sanjay for the food reviews or Menu Launch.
business driven communications
What has worked, what has not Shiro Bangalore Worked: •
Launch of Sunday Brunch.
Not Worked: •
Agency not aware of travel schedule of Sanjay for the food reviews
business driven communications
Achievements
Living Etc – Shiro in top 6 restaurants in Mumbai placed at #3.
Travel+Leisure – Shiro in top 10 best restaurants in Bangalore (September ‘09)
Hindustan Times – Name Game ( August ‘09) – Meaningfully Yours (July ’09)
business driven communications
THANK YOU
business driven communications