HYPER LOCAL MARKETING in INDIA ( NON METRO )

TOWN MAPPING

KOLHAPUR

Main Artery HighwaysTransit points

Major Key Roads

Key Contact Points

Heart of City

Brand

REACHPERCEPTION

Tier 2 : Perception Building Strategy

Create Unconventional Innovative media to cut through clutter (COMO)

Tier 1 : High Coverage Strategy

Dominant Presence “Where it matters”, strategic locations, - Main Arteries Highway leading into Heart of cities

Exploit high density major key roads to capture motorists within city

Monopolize all Transit stations

Tier 1 : High Coverage Strategy

RationaleCapture motorists traveling to & fro

Assertive communication aboutOmnipresent coverage

by dominating surrounding areasthrough spectaculars

that provide bigness and grandness

CITY HOROSCOPE

KOLHAPUR

Demographic parameters of city

•Total Area -• total population - 493,169

Courtesy : Wikipedia

Demographic parameters of city

•Agro rich area•Sugar cane farming •Jewellery industry is very big•Apartments coming up along highway•Marathi and Hindi spoken predominantly

Map Of The City PLOT the:• affluent areas• tourist areas• schools• colleges• hospitals• youth hangouts• malls• amusement parks / multiplexes• corporate parks• wholesale & retail markets• TG spread – SEC A areas• SEC B Areas• SEC C areas• SEC D areas

Affluent areas

New Mahadwar Rd

Bhende Galli

Rajarampuri

Shahupuri

Tourist Spots

New Palace and Museum

Rankala Lake

VR Plaza Chowk

Ujalaiwadi

Kawla Naka

Prominent School Locations

Padmala

Kasba Gate

Rajaram Road

Bavda Road

Gandhi Nagar

Prominent College Locations

Indumati Road

Bavda Road

Tarabai Park

Lakshmipuri

Padmala

Rajarampuri

Vidya Nagar

Prominent Hospital Locations

Indumati Road

Lakshmipuri

Subhash Road

Rajarampuri

Youth hangouts

Lakshmipuri

Prominent Mall Locations

Subhash Road

Amusement parksMultiplexes

Shahapuri

Rajaram Road

Subhash Road

Prominent Corporate park Locations

NONE

Retail markets

Tarabai Road

Yadav Nagar

• Housing Co-operative Society - 94

• Paragliding and go karting -

T.G Spread

SEC A areas

SEC B areas

SEC C areas

SEC D areas

SEC A AREAS SEC B AREAS SEC C AREAS SEC D AREAS

New Shaha Puri Indumati Road Gandhi Maidan None

Station Road Shahu ill RoadMahalakshmi

Mandir

Subhash Road

Padmala

T.G Spread

IMPORTANT LOCATIONS &

ARTERIAL ROUTES

Main Arterial Route

IMPORTANT LOCATIONS

Main arterial routes Main locationsStation Road

Dasara Chowk , Central, Hotel Rayson Regency

Shahu Mill Road

Sanmitra Housing Soc., Rajarampuri, Sterling Tower.

Subhash Road

Race Course Naka, Kolhapur IT Park, Lakshmipuri.

OOH MEDIA MIX

Media Mix / No. of media MEDIA

Billboards/Hoardings/Gantry

Bus q shelters (BQS)

City buses

Pole kiosks/Centre Medians

Stations

Auto Rikshaws

SIZE OF THE MARKET

MEDIA TYPE NO. OF UNITS

TOTAL AREA (Sq.Ft) COST PER UNIT TOTAL DISPLAY

COST

Billboards/Hoardings/Gantry

FL/NL

250

250,000

25,000

6,250,000

Bus q shelters (BQS)NL

100

11,200

6,500

650,000

City buses 250

125,000

15,000 3,750,000

Pole kiosks/Centre Medians

NL

200

3,600

1,500

300,000

Stations

40

100,000

2,500

100,000

Auto Rikshaws

200

1,200

400

80,000

TOTAL

1,040

491,000

50,900

11,130,000

TRAFFIC TO & FROM

MOVEMENT OF THE TRAFFIC:

• morning & evening• home to office• office to home

TRAFFIC TO & FROM

Main Arterial Route

Morning Traffic –home to office

Evening Traffic –office to home

Festivals / Special Events in the city

• Shree Mahalakshmi Kiranotsava• Kolhapur Rankala Mahotsava• Gudi padava• Jyotiba yatra• Holi• Ganesh Utsav• Diwali• Navratri

Understanding ROM geography…

Generic model- Tier II/ III towns in ROM

• Residential & commercial area over lapping• Few typical landmarks:

– Bus depot– Center of the town- Chowk/ main market area– Railway station– Post office– Entry/ Exit points

Important touch points?

Center / chowk

Marketplace &

Post Office

Railway station

Main Bus Depot

Entry/ Exit

points

Entry/ Exit

points

Site selection criteria

• Clutter free• Height from the ground• Angle of vision• Site condition- structure, maintenance• Distance to the main road• Illumination- Natural or artificial

Innovative key billboard

Shelters by Housing.com

Local Transport Vehicles

Special Bus Q Shelters or Rain Shelters

Lego Home Building Contest

Umbrella Give Away

Goods Carrier Branding

Life Size cut out

Dont Buy Blind visual installation

Surface Table

Society Branding

Big Bazaar Entrance Way

Backpack movers

3 dimensional Billboard

Branding of the whole park area

Mohite’s Go KartingAt Abhishek Corp.Ltd.,Gate No.148, Tamgaon, Kolhapur-Hupari RoadTal. Karveer

Branding opportunities

Amba ghat paragliding

• Mountain pass on the Ratnagiri – Kolhapur highway.

• One of the most famous spots for paragliding.• Brand all possible avenues at this location

Moving House

Building Wraps

Gift Wrapped homes

Possible Associations

• Gift Vouchers from Big Bazaar• Kiosk Space at Big Bazaar• Branding inside Big Bazaar• Bag Branding• Entry Gate Branding

• Food Festival• Mumbai Chat Festival• Cooking Contest for women & School Children

Possible Associations

Make a home model contest - school

Celebrating real estate Brokers • Use a traditional Kolhapuri band to play a

small gig outside prominent brokers offices and apply tilak and hand over a petha.

• A promotional goodie bag contyaining branded mugs, t-shirts, desk accessories will also be handed over.

• Photographs of the ceremony will be framed and sent to the broker.