HYPER LOCAL MARKETING in INDIA ( NON METRO )
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Transcript of HYPER LOCAL MARKETING in INDIA ( NON METRO )
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TOWN MAPPING
KOLHAPUR
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Main Artery HighwaysTransit points
Major Key Roads
Key Contact Points
Heart of City
Brand
REACHPERCEPTION
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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
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Tier 1 : High Coverage Strategy
RationaleCapture motorists traveling to & fro
Assertive communication aboutOmnipresent coverage
by dominating surrounding areasthrough spectaculars
that provide bigness and grandness
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CITY HOROSCOPE
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KOLHAPUR
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Demographic parameters of city
•Total Area -• total population - 493,169
Courtesy : Wikipedia
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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
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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
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Affluent areas
New Mahadwar Rd
Bhende Galli
Rajarampuri
Shahupuri
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Tourist Spots
New Palace and Museum
Rankala Lake
VR Plaza Chowk
Ujalaiwadi
Kawla Naka
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Prominent School Locations
Padmala
Kasba Gate
Rajaram Road
Bavda Road
Gandhi Nagar
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Prominent College Locations
Indumati Road
Bavda Road
Tarabai Park
Lakshmipuri
Padmala
Rajarampuri
Vidya Nagar
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Prominent Hospital Locations
Indumati Road
Lakshmipuri
Subhash Road
Rajarampuri
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Youth hangouts
Lakshmipuri
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Prominent Mall Locations
Subhash Road
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Amusement parksMultiplexes
Shahapuri
Rajaram Road
Subhash Road
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Prominent Corporate park Locations
NONE
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Retail markets
Tarabai Road
Yadav Nagar
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• Housing Co-operative Society - 94
• Paragliding and go karting -
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T.G Spread
SEC A areas
SEC B areas
SEC C areas
SEC D areas
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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
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IMPORTANT LOCATIONS &
ARTERIAL ROUTES
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Main Arterial Route
IMPORTANT LOCATIONS
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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.
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OOH MEDIA MIX
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Media Mix / No. of media MEDIA
Billboards/Hoardings/Gantry
Bus q shelters (BQS)
City buses
Pole kiosks/Centre Medians
Stations
Auto Rikshaws
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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
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TRAFFIC TO & FROM
MOVEMENT OF THE TRAFFIC:
• morning & evening• home to office• office to home
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TRAFFIC TO & FROM
Main Arterial Route
Morning Traffic –home to office
Evening Traffic –office to home
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Festivals / Special Events in the city
• Shree Mahalakshmi Kiranotsava• Kolhapur Rankala Mahotsava• Gudi padava• Jyotiba yatra• Holi• Ganesh Utsav• Diwali• Navratri
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Understanding ROM geography…
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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?
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Center / chowk
Marketplace &
Post Office
Railway station
Main Bus Depot
Entry/ Exit
points
Entry/ Exit
points
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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
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Innovative key billboard
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Shelters by Housing.com
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Local Transport Vehicles
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Special Bus Q Shelters or Rain Shelters
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Lego Home Building Contest
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Umbrella Give Away
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Goods Carrier Branding
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Life Size cut out
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Dont Buy Blind visual installation
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Surface Table
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Society Branding
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Big Bazaar Entrance Way
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Backpack movers
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3 dimensional Billboard
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Branding of the whole park area
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Mohite’s Go KartingAt Abhishek Corp.Ltd.,Gate No.148, Tamgaon, Kolhapur-Hupari RoadTal. Karveer
Branding opportunities
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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
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Moving House
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Building Wraps
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Gift Wrapped homes
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Possible Associations
• Gift Vouchers from Big Bazaar• Kiosk Space at Big Bazaar• Branding inside Big Bazaar• Bag Branding• Entry Gate Branding
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• Food Festival• Mumbai Chat Festival• Cooking Contest for women & School Children
Possible Associations
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Make a home model contest - school
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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.
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