Poulami Barman (I-006)Animesh Jain (I-018)Kishan Rungta (I-033)Nihal Shah (I-036)Mohak Bhatia (I-042)Akshat Garg (I-047)Aman

OVERVIEW OF THE INDUSTRY

ADVERTISING INDUSTRY

Worldwide - $500 Billion

India - $14 Billion

Growth Potential – 20%

Scaling Up of Operations

Effect of Recession

Upcoming Fields

COMPANY PROFILE

INCEPTION GLOBAL SCENARIO

INDIAN SCENARIO

HIGHLIGHTS

MAJOR CLIENTS

COMPETITORS

4P’s

From 4 P’s to the 4 E’sFrom PRODUCT

PRICE

PLACE

PROMOTION

To EXPERIENCE

EXCHANGE

EVERYPLACE

EVANGALISM

Product Life Cycle

SALES

TIME

Social@Ogilvy

Neo@Ogilvy,

Ogilvy Noor

Ogilvy OneOgilvy RED

Ogilvy Public Relations

PLACE

Varies with customer requirements

Intensive customer supplier interaction

Complex procedure

Understanding customer requirements

Involves top management participation

PRICE

Buygrid Model

Buying Centre Roles

Buying Center

User

Influencer

Gate keeperDecider

Buyer

GE Matrix

PESTEL Analysis

Political & Legal Economic

Social Technological

Environmental

SWOT & TOWS

SWOT

Strengths Weakness

Opportunities Threats

TOWS

S3 O2

S4 O5

S7 O5

Strengths and Opportunities1. One of the biggest names in the world of advertising

2. Strong distribution networks all over the country

3. Reputation for quality work4. High number of mergers and acquisitions for

expansion5. Skilled workforce6. High barriers to entry7. Very High gross margins

1. Growing demand in existing markets2. New markets3. Growing economy4. Online advertising is a new source of

revenue5. Adapting new strategies for market research

to bring in more revenues6. Decentralized decision making is helpful as

local marketing needs vary from one region to another

7. Development of proprietary products

S5 O7

SWOT

Strengths Weakness

Opportunities Threats

TOWS

W1

O2

W1

O7

W2

O4

Weakness and Opportunities1. Limited Market Share2. Limited geographic penetration3. Premium charged is high

1. Growing demand in existing markets2. New markets3. Growing economy4. Online advertising is a new source of

revenue5. Adapting new strategies for market research

to bring in more revenues6. Decentralized decision making is helpful as

local marketing needs vary from one region to another

1. Development of proprietary products

SWOT

Strengths Weakness

Opportunities Threats

TOWS

S3 T2

S4 T3

S7 T4

Strengths and Threats1. One of the biggest names in the world of

advertising 2. Strong distribution networks all over the

country3. Reputation for quality work4. High number of mergers and acquisitions for

expansion5. Skilled workforce6. High barriers to entry7. Very High gross margins

1. Increasing lawsuits due to negligence in advertisements

2. Recession may hit the industry as cut is primarily on

marketing budget of corporates3. Cut-throat competition offered by other players4. Rising costs of raw materials5. Government regulations6. Competitors can offer similar products quickly

SWOT

Strengths Weakness

Opportunities Threats

TOWS

W2 T3

W3 T2

Weakness and Threats

1. Increasing lawsuits due to negligence in advertisements

2. Recession may hit the industry as cut is primarily on

marketing budget of corporates3. Cut-throat competition offered by other players4. Rising costs of raw materials5. Government regulations6. Competitors can offer similar products quickly

1. Limited Market Share2. Limited geographic penetration3. Premium charged is high

Sheth Model

Expectations of:1.Asset mgmt.2.Operations team3.Sales team4. Risk team

IndustryEnd use market Product application Organizational

Characteristics

Segmentation

Macro Variables

Organizational Variables Individual VariablesPurchase Situation Variables

Segmentation

Micro Variables

Targeting

Undifferentiated Targeting

Product Clients

Service Based Clients

Other Agencies

Media Buying

     

Digital Duties      

Logistics Services      

TargetingDifferentiatedTargeting

National Accounts

Major Accounts

Transactional Accounts

Retainer Model      

Specialized Project Basis

     

Project Basis      

Targeting

Concentrated Marketing 

Enhance Existing Muslim Markets

Enhance Global Markets

Enter Global Muslim Markets

Ogilvy Noor      

Ogilvy One      

Ogilvy & Mather      

Positioning

What position do we own?

What position do we want to own?

Whom must the firm outgun?

Once chosen, can the firm stick it out?

Does the firm match its positioning strategy?

Points of Parity

Technology Planning, preparing & placing advertisements

Creative and research function Advertising Budgeting

Points of Difference

The Father of Advertising Customization

Target Audience 360 Degree Brand Stewardship

Systems Marketing

Multiple services ( various domains of branding, advertising,

marketing)

High quality standards ( innovation and

creativity, 360 degree integrated marketing )

Digital Capabilities

Buyer Seller Dyad

1. Setting the stage • Mood, professionalism• Credibility • Communication level(s)

2. Determining buyer(s)’ needs • Organizational needs • Individual needs • Departmental needs

3. Presentation • Stage 1—Develop interest • Stage 2—Demonstration • Stage 3—Handle objections

close, or conclude 4. Exit 

Buyer-Seller Dyad

A. Buying group identification

B. Influence pattern Identification

C. Organizational factor identification

D. Environmental factor identification 

Channel Distribution

External vendors

Ogilvy & Mather

Client servicing Team

/ Planning ,Crea

tives

Client

Management of Accounts

Major Account

National Account

Transactional

Account

Minor Account

Small

Large

Size ofcustomers

Simple ComplexComplexity of customers

Sales Force

Accounts Representativ

es

Detail Salespersons

Sales Engineers

Service Salesperson

Selling Process

Answering objections

Closing the sale

Following up

Searching for & identifying

organizations and individuals who might

be potential customers

Qualifying prospect

Making the approach

Making the sales

presentation

Thank You!!