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Ogilvy & Mather India
• Overview of the advertising industry• About David Ogilvy • Introduction of O & M• Strategies• Case studies• Campaigns• SWOT Analysis• Proposed Strategies• Conclusion
Presented by :-Dipesh. JSalil. LPramod. IRohan. JSuchit. KKushal. GGanesh. M
Overview of the Advertising Industry Worldwide Market of $431 billion
Growth Potential of 6.7%
15000 Crores Advertisement Industry in India
Scaling up of Operations
Effect of recession on advertising
Reverse Brain-Drain
Upcoming Fields include RM and Online advertising
Break-up Of Advertising Sector
42%
48%
1%6%
2% 1% Revenue in 2007(%)
Televison
Cinema
Outdoor
Radio
Internet
At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock
Who made this ad?!!
Dove is one-quarter moisturizing cream
For how many years has th
is tag line been ru
nning?!!
About David Ogilvy
You cannot bore people into buying your product. You can only interest them in buying it.
Encourage innovation. Change is our lifeblood. Stagnation our death knell.
In the modern world of business it is useless to be creative unless you can sell what you create
To be valued by those who most value brands
His Philosophy
Introduction of the Company
Inception– Incorporated in India in August 1928 under the name of DJ Keymer
& Co. Ltd
– Ogilvy & Mather was launched in New York in 1948
Global Scenario– Subsidiary of WPP Group plc
– Current CEO & Chairperson-Miles Young
– 11th Top agency in the World
Global Offices
Contd...
Indian Scenario
– 1st Advertising agency in India
– Exec Chairman & NCD- Piyush Pandey
– Growth rate of 23% in 2007
– Local perspective in accordance with Indian Culture
Mumbai
Hyderabad
Chennai
Bengaluru
Kolkata
New Delhi
Indian Offices
Contd.. O & M Subsidiaries
– Ogilvy & Mather Advertising– Ogilvy One Worldwide– Ogilvy PR– Ogilvy Action– Meridian Communications– Neo
Awards and Achievements
– Creative Agency of the Year 2007- Abby Award– Premier Ad Agency in the Brand Equity Reckoner, 2008– Ranked among top 20 global agencies in Gunn Report 2008
Competitors
JWT
LINTAS
McCANN-ERICKSON
MUDRA
LEO- BURNETT
JWT
Founded in 1864
Revenues of 1.2$ billion
More than 200 offices in 90 countries
Major clients include Nestle, HSBC, Ford, Unilever
Mudra
Started in 1980 with one client- Vimal
More than 125 clients nationwide
Turnover exceeding Rs.10 billion
Mudra Groups– Mudra Max
– Mudra Marketing Services
New Brand Strategy Consulting firm: Water Consulting
Current Strategies
360 Degree Brand Stewardship
Process:– Information Gathering
– Brand Audit
– Brand Print
– Brand Stewards
` Contd…
Customer Ownership– GAP analysis
– Developing Bonds
3 fold approach for Signages– Develop a memory for a location
– Reinforcement & Brand Recall
– Attract new advertisers
Rural Marketing
Contd…
Effect of Recession
– Clients are more cost-conscious
– Provide better value to clients
– More emphasis on unconventional modes of advertising
– Training and conditioning mindset to cope up with the change
– ‘Ironical Situation’
Case Study- Lifebuoy Swastha Chetna
A rural health and hygiene initiative
Multi-phased activity working towards effecting behavioural change
To spread awareness about germs and importance of proper ‘health and hygiene’ practices
On-ground activation centred around Gurudwaras
Case Study-Lifebuoy Swastha Chetna
Subtle Lifebuoy product messages were carried on shoe receipts
Stickers placed above sinks and on soap dishes
Special permission was sought from the Granthis
156 Gurudwaras covered in 138 towns
Case Study-Cadbury Worms Complaint by customers about worms in
Dairy Milk Chocolates a month before Diwali
Sales dropped by 30% in just 10 weeks
Challenge was to restore confidence in key stakeholders
Set up of media desk, leaflets and posters with contact numbers
New 'purity sealed' packaging, testimonial ad on TV
Won gold award at Effies 2004
Campaigns
Client’s Opinions
Perfect Understanding of the Brand
Successful Campaigns
Top Class Service
No major grievances
Need to Reinvent 360 degree Brand Stewardship
SWOT Analysis
STRENGTHS
– Brand Equity
– Unique style of advertising
– Rural Marketing
– Creativity
– Integrated solutions provider
WEAKNESSES
– Old School Concept of Advertising
– Premium charged is very high
SWOT Analysis
OPPORTUNITIES
– High Growth Potential in previously overlooked areas
– Untapped areas like web marketing
– New horizons like political marketing
THREATS
– Economic Crisis
– Tough Competition
Proposed Strategies
Create an Interactive portal
Revamp the 360 Brand Stewardship
Create a SBU to tap into Financial Marketing
Contd…
Diversify the Portfolio– Advertise Political Campaigns– Venture into Event Management– Pitch for IT companies
Handle makeover campaigns for clients
Hunt for Creative Talent
Contd…
Establish Concept Stores for Cadbury
Venture into Film Promotions, media campaigns
‘Venture Advertising’
THANK YOU