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Marketing Communications in India

Research · August 2015

DOI: 10.13140/RG.2.1.4381.6807

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Mukul P Gupta

Management Development Institute Gurgaon

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Marketing Communications Marketing Communications in India

Thursday 03 December 2009y1015 – 1145 hrs.1200 – 1330 hrs.

Agenda

• Diversity in Target Audience• Media Class and Types• Media Class and Types• Media Exposure• Advertising and Communication Agencies• Advertising and Communication Agencies• Regulation in Advertising• Advertising Expenditures• Advertising Expenditures• Typical Examples

03 Dec. 2009 © Dr. Mukul P GuptaG-H/2

Diversity in Target Audience: Diversity in Target Audience: Religious Diversity of India

Hindus 80.50%

Muslims 13 40%Muslims 13.40%

Christians 2.30%

Sikh 1 90%Sikhs 1.90%

Buddhists 0.80%

Jains 0.40%

Other Religions & Persuasions 0.60%

Religion not stated 0.10%

2001 Census (% population)

03 Dec. 2009 © Dr. Mukul P GuptaG-H/3

Diversity in Target Audience: Languages

of India by native speakers (percent population)

Hindi and Dialects 41.03% 40% of the Hindus speak Hindi while the

rest speak Punjabi, Bangla, Telugu, Marathi, Tamil, Gujarati, Kannada and Bengali 8 11%other languages. Almost 45% of the Muslims speak Urdu while the rest speak Bangla, Hindi, Kashmiri, Telugu, Malayalam, Tamil, Gujarati and other

Bengali 8.11%

Telugu 7.37%

Marathi 6.99%

T il 5 91% languages. About one-third of the Christians speak Malayalam, one-sixth speak Tamil while the rest speak a variety of languages.

Tamil 5.91%

Urdu 5.01%

Gujarati 4.48%

Kannada 3.69% There are 216 languages with more than 10,000 native speakers in India. The largest of these is Hindi with some 337 million (the second largest being

Malayalam 3.21%

Oriya 3.21% 337 million (the second largest being Bangla with some 207 million). 22 languages are recognized as official languages. In India, there are 1,652 languages and

y .

Punjabi 2.83%

Others 7.16%

03 Dec. 2009 © Dr. Mukul P GuptaG-H/4

In India, there are 1,652 languages and dialects in total.

Diversity in Target Audience: Caste Based Diversity (Percent Population)

Forward Classes 38.60%Forward Classes 38.60%

Scheduled Castes and Tribes 27.90%

Other Backward Classes 33.50%

India does not recognize racial or ethnic groups (Based on NSS 1999-2000)

03 Dec. 2009 © Dr. Mukul P GuptaG-H/5

Diversity in Target Audience: Diversity in Target Audience: Population Projections (Millions)

Year Under 15 15–64 65+ Total

2000 361 604 45 1010

2005 368 673 51 1093

2010 370 747 58 11752010 370 747 58 1175

2015 372 819 65 12562015 372 819 65 1256

2020 373 882 76 1331

03 Dec. 2009 © Dr. Mukul P GuptaG-H/6

Media Class: Print Media

• The Indian language papers have taken over the English press.over the English press.

• Newspapers in India are measured on two parameters, circulation and readership. p , p

• There are about 36000 newspapers selling 99 million (2007 growing at 12%) copies daily in India.

• There are over 8000 periodicals and magazines.

• Print accounts for nearly 40% of industry d ti i d

03 Dec. 2009 © Dr. Mukul P GuptaG-H/7

advertising spends.

Levels of Levels of Readership P iPenetration

03 Dec. 2009 © Dr. Mukul P Gupta, MDI, Gurgaon, INDIA mukul@mdi.ac.inG-H/8

Media Class: Television

• There are up to 124 pay channels 254

290

and 166 free to air channels being broadcast in India

156

197

as of June 09.• Today’s average

home receives 110 29

75

home receives 110 channels offering about 18,000 hours

kl f

529

1991 1994 1997 2001 2004 2007 2009

weekly of programming.

• Source: TRAI Performance I di t O t 2009

03 Dec. 2009 © Dr. Mukul P GuptaG-H/9

Indicators Oct. 2009

Television Advertising 2008

• 26% rise in TV ad volumes during 2008 compared to same period in 2007. compared to same period in 2007.

• 'Food & Beverages' was the Top sector in TV advertising during 2008. g g

• 'Cellular Phone Service' category had maximum TV Ad volumes during 2008.

• 'HUL' maintained its 1st rank in both the years 2008 and 2007.

• Television accounts for nearly 50% of the ad-spend in the industry.

03 Dec. 2009 © Dr. Mukul P GuptaG-H/10

Television Advertising 2008

03 Dec. 2009 © Dr. Mukul P GuptaG-H/11

Television Advertising 2008

03 Dec. 2009 © Dr. Mukul P GuptaG-H/12

Television Advertising 2008

03 Dec. 2009 © Dr. Mukul P GuptaG-H/13

Television Advertising 2008

03 Dec. 2009 © Dr. Mukul P GuptaG-H/14

Media Class: Internet (14 05 millionMedia Class: Internet (14.05 million subscribers – plus 126.97 million data subscribers through mobile handsets as of June 2009)

67% Internet users from places pother than top-10 cities, 46% users don’t use the English interface English interface. Google search engine now available in 10 Indian languages.

03 Dec. 2009 © Dr. Mukul P GuptaG-H/15

Media Class: Radio Broadcast

• 248 FM radio stations• 190 stations reporting their annual• 190 stations reporting their annual

advertising revenue at Rs. 10 billion.• Estimated number of listeners for radio –Estimated number of listeners for radio

200 million (25% for urban areas)

03 Dec. 2009 © Dr. Mukul P GuptaG-H/16

Media Class: Out of Home

The out of Home Media is estimated at Rs. 14 billi billion.

A Crore is 10 Million or 100 crores is 1 billion

03 Dec. 2009 © Dr. Mukul P GuptaG-H/17

Most Admired Marketing Most Admired Marketing Communicators (Brand Equity 02 Dec.09)

Annual ExpenditureCompany

Annual Expenditure(Rs. Millions)

Vodafone 2500Vodafone 2500

Hindustan Unilever 21310

Airtel 3000

Nokia 2000

Pepsico 2000

03 Dec. 2009 © Dr. Mukul P GuptaG-H/18

p

Advertising and Communication Advertising and Communication Services

• Accreditation – INS• About 250 accredited Agencies• About 250 accredited Agencies• Specialist PR agencies – 20• Regulation in Advertising• Regulation in Advertising• Self Regulation – AAAI• Industry Peer Regulation ASCI• Industry Peer Regulation – ASCI• Legal Regulation – MRTP and COPRA

03 Dec. 2009 © Dr. Mukul P GuptaG-H/19

Typical Examples Typical Examples

• www.afaqs.com

03 Dec. 2009 © Dr. Mukul P GuptaG-H/20

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