WHY MARKETERS LOVE ???

4 P’s presentation

By :Pooja Narwani

Issue : Oct. 2009

Marketing Mix

• The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives

• Traditional 4Ps extended to encompass growth of service industry

• 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment

Music is no longer a priority but the ratings are zooming northward. Gross rating points grew 150% in 2009 and over the last 3 years, the channel has been growing consistently by over 100%.

Channel Programme AVG TVRColors INDIAS GOT TALENT 2.36Colors FF- KATHRON KE KHILADI 4.11Colors BIG BOSS SEASON 2 2.23Star Plus SACH KA SAAMNA 2.92Star Plus KYA AAP PAANCHVI PASS SE TEZ HAI 2.34Star Plus PERFECT BRIDGE 1.36Sony Ent. TV 10 KA DUM 1.97Sony Ent. TV ISS JUNGLE SE MUJHE BACHAO 1.27NDTV Imagine RAKHI KA SWAYAMVAR 2.8MTV ROADIES 6 3.1MTV SPLITSVILLE 2 1.5MTV STUNTMANIA 0.8

Roadies On MTV India

• Today many people’s biggest aspiration is to become a ROADIE.

• Its coveted! It’s a badge! A Status symbol! And also is Hero Honda Karizma!

• In show the Roadies use Karizma bikes• What started as a unique publicity campaign

woven on travel and youth is now reaping dividends for India’s largest bike maker.

• Incidentally, Karizma is the most aspirational bike in HH’s portfolio.

• Unlike the general pattern on Hindi General Entertainment Channels (GEC’s) where subsequent season TRPs are lower than the previous one; many reality shows on MTV have been doubling their ratings season after season.

“We have doubled volumes and market share in the premium segment in the last two years.”

- Anil Dua, SVP-Sales & Marketing, Hero Honda.

Why MTV ??

• More and more marketers are putting their bucks where their mouth is and are showing more trust in MTV when it comes to engaging customers.

• Last few years have seen a slew of ‘Branded’ reality shows on MTV including Vodafone Splitsvilla, Airtel Connected, Pulsar Stuntmania, Kurkure Rock On and so on.

• Today, when the marketers think MTV, they certainly seem to think beyond the 30 second spot.

“Big time youth appeal and a strong connect with the target audience is what makes MTV really trick”

- Naren Gupta, EVP Planning, Publics India.

Cadbury and MTV

• Cadbury tied up with MTV for the launch of their campaign of ‘meetha hai khana aaj pelhi taariq hai’.

• MTV created 2 videos, one was a hip hop and the other was a pop version of the original commercial.

• The day the campaign broke on television, MTV aired only these Cadbury's commercials the entire day.

• The marketing squad at Cadbury's liked the MTV versions do much that 60-70% of the spots foe the entire campaign aired the MTV version of the original commercial across channels.

“ Be it a product, a product variant or a campaign launch or something else we are a preferred destination for marketers when it come to smart marketing association. We offer our clients 360 degree solution across platforms and not just10 second airtime or a title sponsorship. We have solution for all sizes ranging from small to XXL.”

- Ashish Patil, GM, MTV India.

“we offer solutions to our clients ranging from creating a commercial to creating shows to offer online and on ground support. We partner with the brands.”

-Aditya Swamy, SVP-Sales and Marketing, MTV India.

“ MTV is very strong youth brand. We liked the DNA of MTV. It’s very desi. Despite being an international channel originally, it speaks to the youth here in their lingo.”

-Deepika Warrier, Marketing Director, Pepsico India.

‘Roadies is the longest running reality show in the country.”

- Raghu Ram, Associate VP-shows, MTV India

Patil further adds“With a smaller distribution network, we are already bigger then GECs in 15-24 years SEC AB Segment”

• The list of advertisers on MTV is growing steadily. It has an impressive 200+ advertisers in its kitty today, a figure that only the top rung Hindi GECs are able to cross as easily.

• MTV has 45% of share of the revenue pie in the music and youth category.

• Others are Zoom, 9xM, Channel V, Bindaas.

• As of now the music to non music content mix on the channel is 40:60.

• The plan is to bring it to 25:75.