PHONETHICSPHONETHICSPHONETHICSPHONETHICS

MUNGLE MUNGLE

COMPILED BY Pritish Kapadia

Introduction • The main story character Billoo • Other main characters Prinsss,

monkey , rani the lioness• The story on the lines of adventure

in the jungle

Main Issue • To be published by established publisher • Distribution network across India • Footprints in the regional markets (for

regional language version of mungle being created by us)

• Ability to promote Mungle on ground and ensure in front windows at reputed book stores

To be published • The key focus area is to seek a good

quality print• Basic criteria for selecting the publisher

should be distinctive as in terms the renowned ness of the market

• The established publisher like PWA, Book Publisher Quest, Macmillan India and others

• Tie-up with a publisher

Contd……• The main issue is to

make a good dealer base for the material

• The dealer base –

• The book retailers of comic book should have good footfall by the children

Dealer networking ability

Availability

Coverage space

Foot prints in the Regional Market

• Regional market are the most lucrative segment for these comic books

• The dealer should have good clientele base in the local markets

• The retailer should use a pull strategy as to generate the customer base

Contd.• The retailers can promote the

brand by much lucrative techniques by many in-house promotions.

• The promotion can also be done by dealers by supplying the various gift items to the retailers

Base difficulty in Regional market Targeting

• The regional marketing are dominated by local characters .e.g. Gopal bhanr in Bengal, and other regional comic books in south.

• To replace the characters for regional market is tough for the company

• The marketing promotion should be more on the regional characters bases as in Punjabi the focuses characters are kughi. This will be better connectivity to characters

To promote Mungle on ground

Marketing ----• The basic factor to succeed in the

market is to get ahead from the competitors

• The market is dominated by various local & external players in the comic book segment

• To market the book we need to follow a unconventional system of marketing

Marketing Mangle • The target audience in the case is children

age group between 4 – 8 yrs old• The Segmentation is on the bases of usage

based • The Sec A class people are being targeted • The marketing channel should devise a

new strategy to launch mangle as in creating a buzz about the product

Buzz Marketing • The product can be marketed by

developing a initial hype in the market by placing the Ads for comic book in the cartoon channels between the prime slots

• The slots can be in various time schedules as in noon time and evening time as many children are attracted by it. The children come home from school and watch maximum cartoons in these slots

Buzz Marketing • The marketing team should device a

scheme to provide the free sample in Shopping Malls, Fairs & Amusement parks.

• The Free sample should be provided in such a way that they are Co-branded with toys of the characters in the books

• The fun toys will help in building a brand identity for the product

Contd • The books stores where the books are to be sold should

be designed in such a format that the characters are being focused out over there.

• The company can build the image by making characters as an Mascot for particulars brands for children Apparels

• The Marketing team should market the book by using a team of opinion leaders as some children celebrities in the local markets

• The merchandize can be supplied in the market by the sales agent as in terms of the water bottles, stickers , radium torch for children, light shoeing the appearance of the character

Brand Positioning • The Brand to be positioned as the premium brand is

indeed a tough task for the company • The external players are dominating the market • The brand identity can be build by making a Brand logo

for the product prominent • The characters which are loved by the children's in the

market as in the case of pets• Making Billoo as the Mascot for the particular magazine

can be an example • The Co branding with Kellogs can be a beneficial tool or

co- branding it with children sweets and chocolates

Contd..• The packaging is the prime issue• Rather then packaging in the

traditional manner we can supply it in cute premium packets which are soft to touch and are attractive

• The front page can be made glowing by using radium

Contd…• The use of posters in the movie

halls or in and around school can build a good image

• The play performance of the characters can be made in the schools as it will generate a visibility

Contd • The product can be marketed by

building a brand image in the initial stages

• A series a short movie can also serve a purpose of building a identity

• The movie can be shown in schools • Playing cards for children can create

visibility

Distribution Network Across India

• By focusing more on the organized retailers of the books

• To focus on the leading toys supplying shops in the cities

• By building a chain in the form of –

Publisher

Dealer

Retailer

Book Houses Toy shops

Contd ..• The distribution can also be made

online through various blogs • The Print media ads can create a

visibility for the same • Agents of book shows can be supplied

with few free merchandize in the initial stages

• The book shop owners can be made an opinion leaders for the same as by giving them brief about few stories

Contd..• The book stores first day display

can be made by using TV commercial in the initial stages

• Kiosk can be established in Malls • Book dealers are to supplied with

fancy merchandize to display along with the magazines

Thanks