New Concept of Marketing
-
Upload
mukesh-singh -
Category
Documents
-
view
222 -
download
0
Transcript of New Concept of Marketing
-
8/8/2019 New Concept of Marketing
1/78
INTRODUCTION
Coca-Cola launches Dilli Dil Se marketing campaign
Coca-Cola has launched Dilli Dil Se marketing campaign. The campaign
has been launched with the help of interactive touch-screen kiosks which
according to the organizers is Indias first ever network of multimedia and
broadband-enabled entertainment kiosks.
Initiative of Coca-Cola and other promotional partners as follows:
C3CUBE Multimedia
Radio mirchi
360 degrees
Times Group
Airtel
The Dilli Dil Se kiosk network has been conceived and developed by digital
agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated
marketing program to leverage its sponsorship of the Delhi Daredevils during
the DLF IPL 2009.
Traditionally, touch-screen kiosks are visible in banks, at airports, stations,
museums aimed at facilitating customer transactions, information or ticketing.
This is the first time a kiosk network has been created solely for the purpose of
promoting a sporting event and providing entertainment in a safe, fun-filled
environment. And the formula worked! During the DLF IPL 2009, over 20,000
1
-
8/8/2019 New Concept of Marketing
2/78
enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se
kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the
top of the league table, and into the semi-finals.
C3CUBE Multimedia the cutting-edge kiosk network integrated a large 19 inch
letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic
content such as a promotion, games, a private social network, video mail,
SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player
game cards, 3D virtual tours and much more.
This is a first-of-its-kind entertainment kiosk network says Raja Choudhury,
who has been building award-winning kiosks, websites, videos and TV
programs in the US, UK and Indian markets since 1993. We believe such a
network that integrates Web 2.0, flash games, a social network, Bluetooth,
video mail, SMS and music over a 2 Mbps broadband connection, has not
been deployed so far. Coca-Cola India believed in our vision and we were
able to make this possible during the IPL.
C3CUBE and Coca-Cola India were able to attract some key partners to this
pioneering experiment during the DLF IPL event including McDonalds,
Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps,
Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.
Mansoor Siddiqi, Director - Integrated Marketing Communications at Coca-
Cola India said that The Dilli Dil Se kiosk network was a fresh initiative in the
marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer
their team on, in an involving and fun manner, and achieved engagement
metrics beyond our expectations.
2
-
8/8/2019 New Concept of Marketing
3/78
The History of Coca Cola
The world's most recognized trademark in the
World!
It is recognized by 94% of the world's
population.
The world has changed in many ways since pharmacist; John Styth
Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. However, the pure and simple magic of one thing remains the same -
Coca-Cola. The name and the product mean so many things to hundreds of
millions of consumers around the globe. Coca-Colaproducts are served more
than 705 million times every day, quenching the thirsts of consumers in more
than 195 countries in every climate. That's a long way to come after such a
modest beginning...
May
1886
- Pemberton concocted a caramel-colored syrup in a three-legged brass
kettle in his backyard. He first "distributed" the new product by carrying
Coca-Cola in a jug down the street to Jacobs Pharmacy. For five
cents, consumers could enjoy a glass of Coca-Cola at the soda
fountain. Whether by design or accident, carbonated water was
teamed with the new syrup, producing a drink that was proclaimed
"Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,
Frank M. Robinson, suggested the name and penned, in the unique
3
-
8/8/2019 New Concept of Marketing
4/78
flowing script that is famous worldwide today, " ".
1886 - Sales ofCoca-Cola averaged nine drinks per day. That first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden
kegs. Red has been a distinctive color associated with the No. 1 soft
drink brand ever since.
1891 - Atlanta entrepreneur Asa G. Candler had acquired complete
ownership of the Coca-Cola business. Pemberton was forced to sell
because he was in a state of poor health and was in debt. He had paid
$76.96 for advertising, but he only made $50.00 in profits. Candler
acquired the whole company for $2,300. Within four years, Candler's
merchandising flair helped expand consumption ofCoca-Cola to every
state and territory.
1893 - In January "Coca-Cola" was registered in the U.S. Patent office.
1894 - The first syrup plant outside of Atlanta was opened in Dallas.
1899 - Chandler's great achievement-- large scale bottling ofCoca-Cola
1906 - The first two countries outside the United States to bottle Coca-Cola
were Cuba and Panama
1915 - The Root Glass company created the Coca-Cola contour glass bottle.
1917 - 3 Million Coke's sold per day. " " is the worlds most
recognized trademark.
1919 - The Coca-Cola Company was sold to a group of investors for $25
million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest
Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert
Woodruff, who would be president for six decades.Woodruff's leadership took the business to unrivaled heights of
commercial success, making Coca-Cola an institution the world over.
Woodruff was an influential man in Atlanta because of his contributions to
area colleges, universities, businesses and organizations. When he made a
contribution, he would never leave his name, this is how he became to be
known as "Mr. Anonymous."
During the Woodruff era, Mr. Woodruff made a promise to the armed forces
4
-
8/8/2019 New Concept of Marketing
5/78
of the United States to supply Coca-Cola to every serviceperson. He said
that costs and location did not matter, he supplied 5 billion bottles to the
service.
Robert Woodruff did have one dubious distinction, he raised the syrup prices
for distributors. But he improved efficiency at every step of the manufacturing
process. Woodruff also increased productivity by improving the sales
department, emphasizing quality control, and beginning large-scale
advertising and promotional campaigns. Woodruff made Coke available in
every state of the Union through the soda fountain. For all of these
achievements he earned the name, "The Boss"
1923 Woodruff introduced the six bottle carton
1925 6 Million Coke's sold per day.
1927 The first Coca-Cola radio advertisement.
1928 Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1929 Coca-Cola was made available through vending machine
The Coca-Cola bell glass was made available
1931 The Coke Santa was introduced as a Christmas promotion
1934 Johnny Weissmuller, and Olympic champion swimmer, and Maureen
O'Sullivan, a motion-picture star, appeared on a metal serving tray for
Coca-Cola.
1940 Coke is bottled in over 40 countries.
1943 On June 29, an urgent cablegram arrived from General Dwight
Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-
Cola bottling plants to serve American servicemen overseas.
Eventually, 64 plants were set up during WWII.
1950 Advertising on on the television began. Currently Coca-Cola is
advertised on over five hundred TV channels around the world.
1952 "The Big Beverage", the first novel about Coca-Cola, was written by
William T. Campbell.
1960 The twelve ounce Coke can was introduced.
1961 Sprite was introduced.
1971 The song "I'd like to Buy the World a Coke"was released.
1977 The Coca-Cola contour bottle was patented1978 The two liter bottle was introduced, and during that same year the
5
-
8/8/2019 New Concept of Marketing
6/78
company also introduced plastic bottles
1979 Fifteen hundred employees moved to the new corporate headquarters
in Atlanta located on North Avenue. The new corporate headquarters
came to be known as "The Tower."
1982 Diet Coke was introduced in July.
1985 The Coca-Cola Company made what has been known as one of the
biggest marketing blunder. They stumbled onto a new formula in
efforts to produce diet Coke. They put forth 4 million dollars of
research to come up with the new formula.
The decision to change their formula and pull the old Coke off the market
came about because taste tests showed a distinct preference for the new
formula. The new formula was a sweeter variation with less tang, it was also
slightly smoother. Robert Woodruff's death was a large contributor to the
change because he stated that he would never change Coca-Cola's formula.
Another factor that influenced the change was that Coke's market share fell
2.5 percent in four years. Each percentage point lost or gain meant 200
million dollars. This was the first flavor change since the existence of the
Coca-Cola company. The change was announced April 23, 1985 at the
Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and
newspaper reporters attended this very glitzy announcement. It included a
question and answer session, and a history ofCoca-Cola. The debut was
accompanied by an advertising campaign that revived the Coca-Cola theme
song of the early 1970s, "I'd Like to Buy the World a Coke"
The change to the world's best selling soft drink was heard by 81 percent of
the United States population within twenty-four hours of the announcement.
Within a week of the change, one thousand calls a day were flooding the
company's eight hundred number. Most of the callers were shocked and/or
outraged, many said that they were considering switching to Pepsi. Within six
weeks, the eight hundred number was being jammed by six thousand calls a
6
-
8/8/2019 New Concept of Marketing
7/78
day. The company also fielded over forty thousand letters, which were all
answered and each person got a coupon for the new Coke. Many American
consumers ofCoca-Cola asked if they would have the final say. When Pepsi
heard that the Coca-Cola company was changing its secret formula they said
that it was a decision that Pepsi tastes better. Roger Enrico, the president
and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to
declare the victory.
Coca-Cola management had to decide: Do nothing or "buy the world a new
Coke". They decided to develop the new formula.
1985 July 10, eighty-seven days after the new Coke was introduced, the
old Coke was brought back in addition to the new one. This was
greatly due to dropping market share and consumer protest. The
market share fell from a high of 15 percent to a low of 1.4 percent. This
was said to be a classic marketing retreat. Coca-Cola executives
admitted that they had goofed by taking the old Coke off the market.
The Coca-Cola company's eight hundred number received eighteen
thousand calls of gratitude. One caller said they felt like a lost friend
had returned home. The comeback of old Coke drove stock prices to
the highest level in twelve years. This was said to be the only way to
regain the lead on the cola wars.
1988 Coca-Cola was the first independent operator in the Soviet Union.1993 Coca-Cola exceeds 10 Billion cases sold worldwide.
1993 Advertising slogan -"Always Coca-Cola".
1995 Coke was consumed aboard the Space Shuttle Discovery -- marking
the third trip into space forCoca-Cola and the first for Diet Coke.
1996 The Summer Olympics will be held in Atlanta, Georgia, the home of
Coca-Cola.
For more than 65 years, Coca-Cola has been a sponsor of the
Olympics.
7
-
8/8/2019 New Concept of Marketing
8/78
One great earmark that the Coca-Cola Company has is helping the
people of Atlanta. They accomplish this through scholarships, hotlines,
donations and contributions. Another large accomplishment that the Coca-
Cola has, is being the first company to make and use recycled plastic bottles.
One way to see all of the achievements of the Coca-Cola company is to visit
the World of Coke in Atlanta. It houses a collection of memorabilia, samples of
the products, exhibits, and many other exciting items. All of what has been
said is the basis of what Coca-Cola was built on. Without societies help,
Coca-Cola could not have become over a 50 billion dollar business. Keep on
consuming the world's favorite soft drink, Coca-Cola.
Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in the
drug store, the soda fountain counter served as a meeting place for people of
all ages. Often combined with lunch counters, the soda fountain declined in
popularity as commercial ice cream, bottled soft drinks, and fast food
restaurants came to the fore.
The term "soda water" was first coined in 1798.
In 1810, the first U.S. patent was issued for the manufacture of imitation
mineral waters.
The first soda fountain patent was granted to Samuel Fahnestock in
1819.
In 1858, G.D. Dows invented and operated the first marble soda
fountain, which he patented in 1863.
In 1883, James W. Tufts patented a soda fountain, which he called the
Arctic. Tufts went on to become a huge soda fountain manufacturer.
8
-
8/8/2019 New Concept of Marketing
9/78
On January 25, 1870, Gustavus Dows patented a modern form of the
soda fountain.
In October of 1874, Robert M. Green created the first ice cream soda.
In 1903, a revolution in soda fountain design took place with the front
service fountain patented by Dr. Heisinger.
More fun facts and trivia
Coca-Cola can be used to bake a ham. Pour one can into the baking
pan, rap the ham in aluminum foil, and bake. Thirty minutes before the
ham has finished cooking, remove the foil, allowing the drippings to mix
with the Coca-Cola to make a delicious brown gravy.
Mexico and Iceland have the highest per capita consumption ofCoca-
Cola.
Coca-Cola translated to Chinese means, "To make mouth happy".
Every second over 7,000 Coca-Cola products are consumed.
The tallest Coca-Cola bottling plants are in Hong Kong. The plant in
Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.
The bottling plant at the highest elevation in the world is located in
Bolivia, at 12,000 feet.
The world's longest Coca-Cola truck is in Sweden. It is 79 feet long
with a four-azle trailer.
The best selling non-carbonated soft drink in Japan is a product ofThe
Coca-Cola Company named "Georgia", a coffee flavored beverage.
Coca-Cola first crossed the Atlantic on board the Graf Zeppelin, the
German dirigible.
9
-
8/8/2019 New Concept of Marketing
10/78
The Varsity Restaurant in Atlanta, Georgia, has earned the distinction
of serving the highest volume ofCoca-Cola anywhere. It dispenses
nearly 3 million servings ofCoca-Cola annually.
If the Coca-Cola company constructed a sign like the ones McDonald's
uses to count their millions of customers, by 1983 it would have read
"over 1 trillion served."
If all the Coca-Cola ...
o ever produced were in 6 1/2 oz. bottles and placed end to
end they would wrap around the earth more than 11,863 times.
o sold in 1994 were in 8-ounce bottles laid end-to-end,
those bottles would reach to the moon and back 76 times.
o vending machines in the U.S. were stacked one on top of
each other, the pile would be over 450 miles high.
o ever produced were to erupt from "Old Faithful" at its
normal rate of 14,000 gallons per hour, the geyser would flow
continually for 1,577 years.
o products sold in 1994 were flowing over Niagara Falls at
its normal rate of 1.5 billion gallons per second, the falls would flow for
three hours.
The Coca-Cola Company began bottling operations in ...
1907in Hawaii.
1912in the Philippines.
1920in France.
10
-
8/8/2019 New Concept of Marketing
11/78
1927in Belgium, Bermuda, Colombia, Honduras, Italy, Mexico, Haiti and
Burma.
1928in Antigua, China, Guatemala, Holland, Spain, Venezuela, and the
Dominican Republic.
1929in Germany and Spanish Morocco.
1938Australia, Austria, Gutana, Surinam, Jamaica, Curacao, Luxembourg,
Norway, Scotland, South Africa, The Virgin Islands, and Trinidad.
1940in Ecuador, and El Salvador.
1942in Nicaragua, Argentina, Brazil, Costa Rica, Iceland, and Uruguay.
1945
in Egypt, and Martinique
1946in Barbados, Japan, and Okinawa
1947in Morocco and Tangier
1948in Liberia, Rhodesia, and Guadeloupe
What's in a Coke???
Carbonated Water
High Fructose Corn Syrup
Caramel Color
Phosphoric Acid
Natural Flavors
Caffeine
Birth of Coca Cola
11
-
8/8/2019 New Concept of Marketing
12/78
Being a bookkeeper, Frank Robinson also had excellent penmanship. It was
he who first scripted "Coca Cola" into the flowing letters which has become the
famous logo of today.
The soft drink was first sold to the public at the soda fountain in Jacob's
Pharmacy in Atlanta on May 8, 1886.
About nine servings of the soft drink were sold each day. Sales for that first
year added up to a total of about $50. The funny thing was that it cost John
Pemberton over $70 in expanses, so the first year of sales were a loss.
Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine
as well as the caffeine-rich kola nut.
Asa Candler
In 1887, another Atlanta pharmacist and businessman, Asa Candler bought
the formula for Coca Cola from inventor John Pemberton for $2,300. By the
late 1890s, Coca Cola was one of America's most popular fountain drinks,
largely due to Candler's aggressive marketing of the product. With Asa
Candler, now at the helm, the Coca Cola Company increased syrup sales by
over 4000% between 1890 and 1900.
Advertising was an important factor in John Pemberton and Asa Candler's
success and by the turn of the century, the drink was sold across the United
States and Canada. Around the same time, the company began selling syrup
to independent bottling companies licensed to sell the drink. Even today, the
US soft drink industry is organized on this principle.
Death of the Soda Fountain - Rise of the Bottling Industry
12
http://inventors.about.com/od/advertisingmedia/ss/Coca_Cola_Comp_2.htmhttp://inventors.about.com/od/cstartinventions/ss/coca_cola_ads.htmhttp://inventors.about.com/od/advertisingmedia/ss/Coca_Cola_Comp_2.htmhttp://inventors.about.com/od/cstartinventions/ss/coca_cola_ads.htm -
8/8/2019 New Concept of Marketing
13/78
Until the 1960s, both small town and big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often housed in the
drug store, the soda fountain counter served as a meeting place for people of
all ages. Often combined with lunch counters, the soda fountain declined in
popularity as commercial ice cream, bottled soft drinks, and fast food
restaurants became popular.
New Coke
On April 23, 1985, the trade secret "New Coke" formula was released. Today,
products of the Coca Cola Company are consumed at the rate of more than
one billion drinks per day.
COCA-COLA IN INDIA
Coca-Cola, the corporation nourishing the global community with the worlds
largest selling soft drink concentrates since 1886, returned to India in 1993
after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market.
In the same year, the Company took over ownership of the nations top soft-
drink brand and bottling network. Its no wonder our brands have assumed an
iconic status in the minds of the worlds consumers.
A Healthy Growth to The Indian Economy
Ever since, Coca-Cola India has made significant investments to build and
continually consolidate its business in the country, including new production
facilities, waste water treatment plants, distribution systems, and marketing
13
http://inventors.about.com/od/sstartinventions/a/soda_fountain.htmhttp://inventors.about.com/od/definations/g/Trade_Secret.htmhttp://inventors.about.com/od/sstartinventions/a/soda_fountain.htmhttp://inventors.about.com/od/definations/g/Trade_Secret.htm -
8/8/2019 New Concept of Marketing
14/78
channels.
Coca-Cola India is among the countrys top international investors, having
invested more than US$ 1 billion in India in the first decade, and further
pledged another US$100 million in 2003 for its operations.
A Pure Commitment to The Indian Economy
The Company has shaken up the Indian carbonated drinks market greatly,
giving consumers the pleasure of world-class drinks to fill up their hydration,
refreshment, and nutrition needs. It has also been instrumental in giving an
exponential growth to the countrys job listings.
Creating Enormous Job Opportunities
With virtually all the goods and services required to produce and market Coca-
Cola being made in India, the business system of the Company directly
employs approximately 6,000 people, and indirectly creates employment for
more than 125,000 people in related industries through its vast procurement,
supply, and distribution system.
The Indian operations comprises of 50 bottling operations, 25 owned by the
Company, with another 25 being owned by franchisees. That apart, a network
of 21 contract packers manufactures a range of products for the Company.
On the distribution front, 10-tonne trucks open bay three-wheelers that can
navigate the narrow alleyways of Indian cities constantly keep our brands
14
-
8/8/2019 New Concept of Marketing
15/78
available in every nook and corner of the countrys remotest areas.
These are only some of the facts that speak about our commitment to the
growth of the Indian Economy
Other Partners Of Coca-Cola Marketing Campaign.
C3CUBE Multimedia
C3CUBE is a boutique creative design company and interactive agency with
offices in New York and New Delhi. We design award-winning Websites,
Videos, DVDs, Architectural and Multimedia products for the US, Indian and
international markets. In the past year C3CUBE has won 8 major US Web
industry awards including 3 W3's, IMA, WMA, Horizon and Adobe Site of the
Day. We work for innovative and pioneering brands and take projects from the
drawing board through to full realization. We partner and collaborate with best-
of-breed companies and experts around the world to deliver award-winning,
profitable and frequently ground-breaking results for our clients and investors.
The Company has 4 key focus areas:
Consumer and Lifestyle Markets
Architecture and Real Estate Marketing
Cultural and Educational Multimedia
Health Sciences
15
-
8/8/2019 New Concept of Marketing
16/78
C3CUBE initiates touch-screen kiosk entertainment revolution in India
During this IPL season, if you had walked into any of the major outlets of
McDonalds or Nirulas, the DT Mall Food Courts and any of 27 prime retail
locations across the Delhi NCR region, you would have seen a crowd of young
people engrossed in a futuristic, interactive touch-screen kiosk. This was the
Dilli Dil Se Network, part of the Coca-Cola Dilli Dil Se marketing program
celebrating the Delhi Daredevils and Indias first ever network of multimedia,
broadband-enabled entertainment kiosks.
The Dilli Dil Se kiosk network was conceived and developed by acclaimed
multimedia producer Raja Choudhury and his digital agency, C3CUBE
Multimedia for Coca-Cola India as part of its integrated marketing program to
leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This
program also included a website, www.DilliDilSe.com, designed by C3CUBE.
Traditionally, touch-screen kiosks are visible in banks, at airports, stations,
museums aimed at facilitating customer transactions, information or ticketing.
This is the first time a kiosk network has been created solely for the purpose of
promoting a sporting event and providing entertainment in a safe, fun-filled
environment. And the formula worked! During the DLF IPL 2009, over 20,000
enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se
kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the
top of the league table, and into the semi-finals.
16
http://www.c3cube.com/news/?p=17http://www.c3cube.com/news/?p=17 -
8/8/2019 New Concept of Marketing
17/78
The cutting-edge kiosk network integrated a large 19 inch letterbox touch-
screen interface and a 32 inch LCD TV and provided dynamic content such as
a promotion, games, a private social network, video mail, SMS tweets, a juke
box, Bluetooth 2.0 downloads, videos, ads, team player game cards, 3D
virtual tours and much more.
This is a first-of-its-kind entertainment kiosk network says Raja Choudhury,
who has been building award-winning kiosks, websites, videos and TV
programs in the US, UK and Indian markets since 1993. We believe such a
network that integrates Web 2.0, flash games, a social network, Bluetooth,
video mail, SMS and music over a 2 Mbps broadband connection, has not
been deployed so far. Coca-Cola India believed in our vision and we were
able to make this possible during the IPL.
C3CUBE and Coca-Cola India were able to attract some key partners to this
pioneering experiment during the DLF IPL event including McDonalds,
Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps,
Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.
Mansoor Siddiqi, Director - Integrated Marketing Communications at Coca-
Cola India said that The Dilli Dil Se kiosk network was a fresh initiative in the
marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer
their team on, in an involving and fun manner, and achieved engagement
metrics beyond our expectations.
C3CUBE Multimedia is a two-year old agency with offices in New Delhi and
New York that has already notched up major interactive successes including 2
Webby Honoree Awards in 2008 for www.OurWeddingDay.com and
www.CBCWorldwide.com as well as numerous awards for
17
-
8/8/2019 New Concept of Marketing
18/78
www.JadeNYC.com and the documentary film Spirituality in the Modern
World. The company now plans to launch a series of public multimedia
projects in the Indian market, including a new tourism, information and
entertainment kiosk network for Delhi called the Delhi I-Zone in time for the
Commonwealth Games in 2010.
360 degrees, Radio Mirchi and Times Group
360 Degrees is the Experiential Marketing & BTL solutions arm of Times
Innovative Media Ltd. (TIML). It is a 100% subsidiary of Entertainment
Network India Ltd. (Radio Mirchi), a Times Group company.
360Degrees conceptualizes & executes some of India's largest & most
prestigious live entertainment events.
Our BTL business includes:
1. Events
2. Brand & Sales Promotions
3. Exhibitions
They conjure compelling & ZAP proof ideas! With a history of flawless
execution, carry forward the heritage of trust & credibility of 'The Times Group'.
Their dedicated offices pan across 8 majorIndian cities & their client servicing
team works closely with brand & strategy teams of leading Indian &
International brands to connect their brands with target.
18
http://360degrees.in/casestudies/casestudies.asphttp://360degrees.in/why360/ournetwork.asphttp://360degrees.in/casestudies/casestudies.asphttp://360degrees.in/why360/ournetwork.asp -
8/8/2019 New Concept of Marketing
19/78
Indian Live Entertainment Industry
The live entertainment industry (also known as the "events management
industry") comprises a wide gamut of on-the-ground events that include
corporate events, felicitations and contests, festivals and personal events.
In our event management business, we manage events and promotions
across the country. We have provided event management and brand
promotion solutions to several corporate clients. In fiscal 2005, we managed
several events, including large format events such as the Filmfare Awards, the
Femina Miss India pageant and the International Film Festival of India 2004.
Sub-Segment Genre Examples
Corporate Product launches/ Product
promotions
Training/ meets
Annual parties
Exhibitions/ trade fairs
Celebrity management
Ad Asia
Bacardi
Christian Dior
Auto Expo, Pragati
Maidaan
Lakme India
Fashion Week
Fecilitative/
Competitive
Awards
Contests/ talent searches
Beauty pageants
Femina Miss India
FE Business
Traveller Awards
Channel V Pop
stars
CNBC Autocar
Awards
Arts Film
Theatre
Bollywood shows
English, Hindi,
19
-
8/8/2019 New Concept of Marketing
20/78
Music
Dance
Gujarati,
Bengali, Marathi,
etc plays
Rolling Stones
concertSports Sporting events (individual and
combined)
World Cup Cricket
Wrestling
Championships
Tata Open
ATP Tour
Festivals Government sponsored Goa Carnival
Festival of Kerala
Kumbh Mela
Rajasthan Dessert
Festival
Personal Birthday parties
Wedding parties and related
functions
General parties
(Source: FICCI Ernst & Young Report, March 2004.)
While this industry in India is still evolving, Indian event managers have clearly
demonstrated their capabilities in successfully managing several mega
national and international events over the past few years. However, issues like
high entertainment taxes in certain states, lack of world-class infrastructure
and the unorganized nature of most event management companies, continue
to hinder growth in this segment of the industry.
20
-
8/8/2019 New Concept of Marketing
21/78
Industry Size
The size of the organized live entertainment business is estimated to be about
Rs. 7.0 billion in 2004 - an increase of about 20% from the previous year (Rs.
5.8 billion in 2003). It is estimated that the industry is likely to grow on a
conservative basis by at least 15% in the immediate next year and about 18%
over the next five years. This growth is on account of increased marketing
budgets, and an increased focus on live entertainment, as part of the
promotional spends of corporates.
The organized live entertainment business has about 10-15 large players. The
live entertainment business has a large unorganized component, which
comprises approximately 70% of the industry size.
As Indian companies globalize, new foreign brands enter India, and marketing
managers realize the increased effectiveness of focused brand launches and
promotions, the largest sub-segment - corporate events - is poised for
tremendous growth.
Distinguished by its corporate structure, professional management systems,
understanding of the advertising industry and multi-city operations,
Entertainment Network India Limited's Times Out Of Home is one of the few
media companies ideally placed to tap maximum the potential of the Indian
Out-Of-Home advertising industry.
Having bagged multi-year contracts for operating Out-Of-Home advertising
sites in the key markets of Mumbai and Delhi, Times out Of Home Media is
already one of the largest marketing agents, operating the advertising on
21
-
8/8/2019 New Concept of Marketing
22/78
around [fifteen hundred] bus shelters in western and southern parts of Mumbai
till December 2008.
In an industry which pre-dominantly comprises of static advertising produced
with conventional methods, Times Out Of Home increases the revenue
realizations from its sites by selectively introducing innovative technologies
and processes such as video walls and remote access hoardings managed
through communication networks.
Competition
Our competitors include event management companies such as Wizcraft
International Entertainment Private Limited, Encompass Events Private
Limited, Percept D'Mark (Percept Holding Company Private Limited) and
Showtime Events Private Limited. In addition to competing with established
event management companies, we can also face competition from fragmented
and unorganized entities as well as new entrants such as advertising agencies
and media companies that have recently entered this business.
Operations
Our event management business operates under the brand of 360 degrees.
We have managed several events, including many large format events for
leading corporates in India. We have offices in eight cities in India which
enhance our ability to offer services across key cities in the country.
Brand Solutions
360 Degree offers strategic solutions for brand communication initiatives
22
-
8/8/2019 New Concept of Marketing
23/78
through events and promotions. We focus on conceptualizing, planning and
implementing events and promotions that build awareness of the client's
brand, product or service offering. Our on-ground events and promotions allow
customer exposure to our client's brand in a captive environment. We also
support organizations in managing events that helps motivate their supply
chain partners as well as focus on sales led events that help generate trial of
products and services.
Large Format Events
We have organized large format events such as the International Film Festival
of India, 2004, the Filmfare Awards and the Femina Miss India Contests. Such
events and promotions involve execution, logistical and planning complexity.
Descriptions of some of the large format events managed by 360 degrees are
given below:
International Film Festival of India, 2004 ("IFFI")
We were the event managers for the International Film Festival of India, 2004
that was organized in Goa in November 2004. It was a large and complex
event, which was held over a 11-day period. Our role in IFFI consisted of:
(i) managing events across six locations;
(ii) simultaneously managing the hospitality, movement & logistics of over
2000 guests;
(iii) crowd management of over 50,000 people;
(iv) ground production entailing over ten tonnes of equipment;
(v) show screenings across eight screens, including portable screens mounted
on mini-trucks;
23
-
8/8/2019 New Concept of Marketing
24/78
(vi) managing over 580 temporary manpower that were recruited and trained
locally for this event;
(vii) multi-location entertainment and carnival atmosphere across the cities of
Panjim and Margaon;
(viii) and managing multiple sponsors (including generating sponsorships) and
sponsor commitments etc. Our services also included media planning and
public relations for the event.
Filmfare Awards
The Filmfare Awards, founded in 1954, is among the oldest and well-
recognized film awards event property which is given for excellence in cinema
in India. We have been organizing the event for the past four years and we
have a long-term contract with Worldwide Media, a joint venture of the Times
Group, for organizing this event for the next three years.
Vendor Management System
Vendor management system covers production elements such as sound,
lighting, video, stage and travel arrangements and enables us to deliver
quality and efficient services to clients. We have good relationships with
external vendors for sound systems, intelligent lighting systems and venue
and stage architecture.
Radio mirchi
The Company was incorporated under the name of "Entertainment Network
(India) Limited" pursuant to a Certificate of Incorporation No. 11-120516 dated
June 24, 1999 issued by the Registrar of Companies, Maharashtra.
24
-
8/8/2019 New Concept of Marketing
25/78
Pursuant to a resolution passed in the meeting of our Board on June 3, 2000
the Registered Office of our Company was shifted from 22, Ashoka
Apartments, Nepean Sea Road, Mumbai - 400 006 to The Times of India
Building, Dr. D. N. Road, Mumbai - 400 001. Further vide a resolution passed
in the meeting of our Board on May 29, 2003 the Registered Office of our
Company was further shifted to 4th, Floor, Matulya Centre, A- Wing, Senapati
Bapat Marg, Lower Parel (West), Mumbai 400 013.
THE FACE OF ENIL (ENTERTAINMENT NETWORK INDIA LIMITED)
In 2000, where the Government formally announced auction of 108 FM
frequencies across 40 cities, Entertainment Network (India) Limited won the
largest number of licenses, thereby acquiring a national footprint, and
becoming the only commercial FM broadcasterpresent in all 4 Metros, with
an exclusive presence in 7 cities. AND Radio Mirchi was born.
Earlier available in the seven cities of Mumbai, Delhi, Kolkata, Chennai, Pune,
Indore and Ahmedabad, now it is also available in key markets of Bangalore,
Hyderabad, Jaipur, Patna & Jalandhar therby taking the tally to 12 stations
across India.
It's the largest private FM Radio operator in the country in terms of number of
operational stations and revenue.
Though Radio Mirchi FM radio stations are located in diverse regions in
India it's been successful in attracting local audiences in each of these
markets. This is largely due to a superior understanding of audience
25
-
8/8/2019 New Concept of Marketing
26/78
preferences, which enables it to provide content customized to the taste,
language and culture of the local audience.
A track record of developing creative and innovative content or programming
formats has helped Radio Mirchi expand and retain its audience and
advertisers. For example, it has exclusively released the music for Hindi films
such as 'Hum Tum', 'Salaam Namaste', 'Mangal Pandey' where it enjoyed
exclusive rights for FM broadcasting of the music of these films for around two
weeks.
Our wide and national footprint enables our advertisers to reach the
largest number of listeners among private operators in high income
cities and adjoining areas
Not only did it win millions of listeners through its innovative programming and
marketing initiatives, Radio Mirchi also won awards for its successful brand
building.
For example, the '983 - Kismat Khol De'Contest won the Gold medal for Best
Activity generating Brand Loyalty at the Promotion Marketing Awards of Asia -
2004, and the Bronze medal for Best Activity generating Brand Awareness
and Trial recruitment at the Promotion Marketing Awards of Asia 2004
Future plans also include exploring opportunities to become FM radio
broadcasters or content providers in international markets at an appropriate
time, either directly or through strategic partnerships or inorganic initiatives.
26
-
8/8/2019 New Concept of Marketing
27/78
HISTORY AND MAJOR EVENTS
Year Event
October
2001
Launched our radio broadcasting station in Indore.
December
2001
Launched our radio broadcasting station in Ahmedabad.
April 2002 Launched our radio broadcasting station in Mumbai.
May 2002 Launched our radio broadcasting station in Pune.
December
2002
Investment by DHHL in our Company.
April 2003 Launched our radio broadcasting station in Delhi.
May 2003 Launched our radio broadcasting station in Kolkata.
May 2003 Launched our radio broadcasting station in Chennai.
October
2005
Reduction of capital and set off of losses against the share
capital and the securities premium account.
October
2005
Incorporation of our subsidiary Times Innovative Media Private
Limited.
October
2005
Transfer of the 360 Degrees and OOH media businesses from
TIML to TIMPL.
October
2005
Purchase of DHHL's shareholding in the Company by BCCL.
February
2006
Initial public offering of 13.2 million equity shares of Rupees 10
each at the premium of Rupees 152
April 2006 Launched our radio broadcasting stations in Banglore, Jaipur
and Hyderabad
April 2007 Launched our radio broadcasting stations in Patna & Jalandhar
Radio business
We are the largest private FM radio broadcaster in India based on the number
of operating stations and listeners. We operate FM radio broadcasting stations
through the brand Radio Mirchi in Ten Indian Cities. We are the only company
with private FM radio stations in all four metropolitan cities of Delhi, Mumbai,
Chennai and Kolkata. We are also the only private FM radio broadcaster in the
27
-
8/8/2019 New Concept of Marketing
28/78
cities of Ahmedabad, Indore and Pune.
Based on the National Readership Survey - 2005 weekly listenership data,
Radio Mirchi reached 36.7 million listeners across India, which was the
highest among all private FM radio stations in India. Further, based on ILT
Wave 8 data for which field-work was conducted from January 15, 2006 to
March 31, 2006 and which calculates listenership for the age group above 12
years, our total daily reach in the metropolitan cities of Mumbai and Delhi was
5.9 million listeners. Our brand, Radio Mirchi, is well recognized and we have
won seven of the eight awards received by radio broadcasters from the Radio
and Television Advertising Practitioner's Association of India in 2005. We have
also won the gold medal for "Best Activity Generating Brand Loyalty" as well
as the bronze medal in "Best Activity Generating Brand Awareness and Trial"
at the 2004 Promotion Marketing Awards of Asia.
Radio Industry
India has been among the fastest growing economies in the world, with a
nominal GDP CAGR of 9.94% over the last 10 years (1995-2005). The
nominal GDP for fiscal 2005 was Rs. 30,636 billion. According to CSO
estimates, nominal GDP growth for fiscal 2006 is estimated at 10.9%. There is
a correlation between the economic growth rates of a country i.e. the nominal
GDP growth rate, and growth rates of the advertising industry.
Indian Advertising Industry
The Indian advertising spends, as a percentage of GDP, is 0.34%, which lags
behind other developed and developing countries.
28
-
8/8/2019 New Concept of Marketing
29/78
During fiscal 2005, the gross advertising spend in India is estimated at Rs 111
billion, and is expected to grow at 14.2% to reach Rs. 127 billion by fiscal 2006
The key factors which have contributed to growth of the Indian advertising
industry include:
Rapid economic growth of the country on the back of economic
liberalization and deregulation.
Increase in consumer prosperity.
Entry of global consumer companies with large advertising budgets.
Hgher degree of competitive intensity among consumer companies;
and Growth in media vehicles leading to increase in media penetration.
Segmentation of Advertising Spends
The five key industry segments comprise print, television, radio, cinema, and
outdoor. These different segments within the industry are at varying stages of
growth and corporatization
.
Media Spends as % of Total Ad Spend
Year Print TV Radio Cinema Outdoor Internet2000 49.0% 39.3% 2.5% 0.5% 8.4% 0.3%
2001 48.4% 40.6% 2.7% 0.4% 7.5% 0.4%
2002 47.2% 41.9% 2.9% 0.7% 7.0% 0.4%
2003 46.6% 43.0% 2.9% 0.7% 6.5% 0.4%
2004 46.3% 43.7% 2.9% 0.6% 6.0% 0.3%
Source: Central Statistical Organization, India, Advertising Expenditure
Forecasts, October 2004 by ZenithOptimedia
29
-
8/8/2019 New Concept of Marketing
30/78
The Indian television industry has grown rapidly, especially since 1991, which
saw the beginning of satellite broadcasting in India. This growth was also
aided by the economic liberalization program of the Government. The growth
of the satellite television audience saw proliferation of a number of satellite
television channels offering more choices to media buyers and consumers of
entertainment. Thus, the television broadcasting business, which started off as
a single government controlled television channel, now has over 300 channels
covering the Indian footprint, resulting in growing ad spends on this medium.
Reforms and proliferation of private players were the key reasons for this rapid
growth of the share of television in the advertising industry.
Similarly, sectoral reforms and increased number of players could drive
market expansion for emerging media segments including radio, outdoor,
cinema and internet.
Indian Radio Industry
Brief History of Radio Broadcasting in India
1935 Radio broadcast begins with AIR.
1977 First FM service in Madras.
1993 AIR sells time slots for private FM radio broadcasting in five
cities.
1999 Privatization of FM - Phase I Policy.
2001 Licenses given to private radio broadcasters.
2005 Announcement of Phase II Policy of privatization of FM.
Privatization of FM Radio in India
30
-
8/8/2019 New Concept of Marketing
31/78
Internationally, FM radio broadcasting is the preferred mode of radio
transmission due to its high quality stereophonic sound.
In March 2000, the Government invited private sector into FM radio
broadcasting by opening up the frequencies in the FM band (87.5-108 MHz).
In this Phase I Policy of FM radio privatization, private operators were invited
to bid for a 10-year license to set-up and operate FM radio stations. The
original plan was to set-up 108 FM radio frequencies across 40 cities. 101 bids
were received, aggregating to a license fee of approximately Rs.4.25 billion.
[Source: FICCI Ernst & Young Report, 2004]. The unusually high license fee
structure and year-on-year annual escalations of 15% hampered the FM radio
growth.
The Government's Tenth Plan stipulates that private operations are to be
encouraged to provide FM radio services in metros and small cities. They
recently announced Phase II of the privatization of FM radio, which is an
initiative in line with the roadmap laid out in the Tenth Plan. A total of 338
channels in 91 cities across the country would be made available for bidding
by Indian private companies.
Industry Size
The radio industry revenues for fiscal 2005 are estimated at Rs. 3.22 billion,
and are expected to grow by 14.3% to Rs. 3.68 billion by fiscal 2006. (Source:
Central Statistical Organization, "Advertising Expenditure Forecast", October
2004, ZenithOptimedia.). The state broadcaster - All India Radio ("AIR") -
contributed 55% of the industry revenues in 2004, which has decreased from
100% in 2001.
31
-
8/8/2019 New Concept of Marketing
32/78
The share of Indian radio in the overall advertising pie at ~3% is much lower
than various developed and developing economies worldwide.
Globally, the share of radio in the advertising pie is around 5% in countries
where the medium is still in a growth phase and around 10-12% of the
advertising pie when the medium reaches a mature phase.
Key Players
Player (Brand
Name)
No. of
Stations
Cities of operations
Radio Mirchi 7 Delhi. Mumbai, Chennai, Kolkata, Indore,
Ahmedabad, Pune
Radio City 4 Mumbai, Delhi, Bangalore, Lucknow
Suryan FM 3 Chennai, Coimbatore, Tirunelvelli
Red FM 3 Mumbai, Delhi, Kolkata
Go FM 1 Mumbai
Visakha 1 Visakhapatnam
Aamar FM 1 Kolkata
Power FM 1 Kolkata
Promoters
Bennett, Coleman & Co. Limited and Times Infotainment Media Limited are
our Promoters and their details are as given below:
a) Bennett, Coleman & Co. Limited
Bennett, Coleman & Co. Limited, is the flagship company of The Times Group,
which has a heritage of over 150 years and is one of India's leading media
groups. The activities of The Times Group also include publishing newspapers
and magazines, television broadcasting, running internet portals, creating and
distributing multimedia products and music publishing and retailing.
32
-
8/8/2019 New Concept of Marketing
33/78
b) Times Infotainment Media Limited (TIML)
TIML is one of the Promoters and its registered office is at 4th Floor, Matulya
Centre, A- Wing, Lower Parel (West) Mumbai - 400 013
The Promoter of TIML is BCCL.
BHARTI AIRTEL
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with
limited liability under the Companies Act, for promoting telecommunications
services. Bharti Tele-Ventures received certificate for commencement of
business on January 18, 1996. The Company was initially formed as a wholly-
owned subsidiary of Bharti Telecom Limited.
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group, has a diverse business portfolio and has created global brands
in the telecommunication sector. Bharti has recently forayed into retail
business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash &
carry business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agri products exclusively to markets in
Europe and USA and has launched Bharti AXA Life Insurance Company Ltd
under a joint venture with AXA, world leader in financial protection and wealth
management.
33
-
8/8/2019 New Concept of Marketing
34/78
Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and
the first private telecom services provider with a footprint in all the 23 telecom
circles. Bharti Airtel since its inception has been at the forefront of technology
and has steered the course of the telecom sector in the country with its world
class products and services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBUs) - Mobile
Services, Airtel Telemedia Services & Enterprise Services. The mobile
business provides mobile & fixed wireless services using GSM technology
across 23 telecom circles while the Airtel Telemedia Services business offers
broadband & telephone services in 95 cities and has recently launched India's
best Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise services
provide end-to-end telecom solutions to corporate customers and national &
international long distance services to carriers. All these services are provided
under the Airtel brand.
The chronology of events since Bharti Tele-Ventures was incorporated in
1995 is as follows:
Calendar year & Events
1995
- Bharti Cellular launched cellular services'AirTel'in Delhi.
1996
- STET International Netherlands NV, or STET, a company promoted by
Telecom
Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures .
- Bharti Telenet launched cellular services in Himachal Pradesh.
34
-
8/8/2019 New Concept of Marketing
35/78
1997
- British Telecom acquired a 21.05% equity interest in Bharti Cellular.
- Bharti Telenet obtained a license for providing fixed-line services in Madhya
Pradesh circle.
- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti
BT, for providing VSAT services
1998
- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti
BT
Internet for providing Internet services.
- First Indian private fixed-line services launched in Indore in the Madhya
Pradesh
circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services
monopoly
of DoT (now BSNL).
1999
- Warburg Pincus (through its investment company Brentwood Investment
Holdings
Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures.
- Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular
Holdings) acquired an effective 32.36% equity interest in Bharti Mobile
(formerly JT
Mobiles), the cellular services provider in Karnataka and Andhra Pradesh
circles
35
-
8/8/2019 New Concept of Marketing
36/78
2000
- Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti
Mobinet (formerly Skycell Communications), the cellular services provider in
Chennai.
- Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in
Bharti
Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a
100% subsidiary of Bharti Tele-Ventures.
- SingTel (through its investment company Pastel Limited) acquired STET's
15.3% equity interest in Bharti Tele-Ventures.
- Bharti Tele-Ventures acquired an additional effective 41.64% equity interest
in Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC
Cellular) resulting in Bharti Tele-Ventures holding an effective 74% equity
interest in Bharti Mobile.
2001
- Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular.
- Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for
establishing a submarine cable landing station at Chennai.
- Bharti Tele-Ventures issued additional equity for approximately US$ 481.30
million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay
Cellular and Bharti Telecom.
- Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly
Spice Cell ), the cellular services provider in Kolkata.
- Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial From
Bharti Telecom and Intel, respectively
36
-
8/8/2019 New Concept of Marketing
37/78
- Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from
British Telecom, thereby making Bharti Cellular its 100% Subsidiary.
- Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti
Mobinet from Millicom International and BellSouth International, thereby
owning 89.5% equity interest in Bharti Mobinet, which was further increased to
95.3% following an issuance of additional equity shares by way of rights issue.
- Punjab license restored to Bharti Mobile by the DoT and migration to NTP -
1999 accepted.
- Bharti Cellular entered into license agreements to provide cellular services in
eight new circles following the fourth operator cellular license bidding process.
- Bharti Telenet entered into license agreements to provide fixed-line services
in theHaryana, Delhi, Tamil Nadu and Karnataka circles.
- Bharti Telesonic entered into a license agreement with the DoT to
provide national long distance services across India.
- Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license
agreements with the DoT to provide ISP services in India.
- Bharti Telesonic launched national long distance services under the brand
name of IndiaOne.
- Bharti Telenet launched fixed line services in Haryana under the
brand name of TouchTel.
2002
- Comes out with issue of 18.53 crore equity shares through book building
route with a floor price of Rs 45 per share, received bid for 18.55 crore shares.
Through the issue, it becomes the first company in India to come out with
100% book building issue.
37
-
8/8/2019 New Concept of Marketing
38/78
-Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises
Rs 834 crore.
-Shares listed on BSE, NSE and DSE, opens at 11% premium to its
issue price of Rs 45.
-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to
contract leased line connectivity for its cellular operations.
-Mr. Ravi Akhoury ceases to be Director of Bharti Tele.
-DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of
the company.
-Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile.
-Ties up with SSC (Secondary School Certification) Board, Hyderabad,
where Bharti will announce SSC results to its customers on their mobile
phones.
-ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs.
-Bharti forays into Mumbai with offers.
-Alpine International Ltd. and ELM International Ltd. acquire shares
of Bharti Tele-Ventures
-Sunil Mittal, Chairman & Managing Director of the company, bags
Businessman of the year award by Business India
2003
-Airtel breaks interconnectivity with Tata Teleservices in Andhra
Pradesh Circle.
-Company accorded its approval for amalgamation of its subsidiary companies
viz: Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti
Broadband Networks Ltd and Bharti Comtel Ltd through scheme of
Amalgamation. The merged entity would be renamed as Bharti Infotel Ltd.
38
-
8/8/2019 New Concept of Marketing
39/78
-Air Tel launches Local direct dialling facility in Chennai circle.
-Mobilises 5 m long term foreign currency borrowings for expansion of cellular
operations.
-Bharti Cellular unveils CareTouch service.
-Bharti Group's cellular brand Airtel has unveiled free multimedia messaging
services (MMS) for its customers. The company has also rolled out pan-India
GPRS (General Packet Radio Services) for its corporate subscribers.
-Launches its `IndiaOne MeetXpress' audio-conferencing service.
-Punjab, Haryana get free incoming calls from Airtel.
-AirTel provides SMS facilities to hearing impaired in Chennai.
-Goa, Maharashtra gets 'voice portal' services by Bharti Cellular.
-Launches free additional connection to its new subscribers in New Delhi.
-Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board
of Directors of Bharti Tele Ventures Ltd with effect from February 27, 2003.
-Airtel provides SMS cricket updates.
-Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile
service in Chennai, today launched its GPRS (General Packet Radio
Service) network and an MMS (multi-media messaging) on the GPRS
platform.
-AirTel unveils new ring tones for karnataka cellular market.
-AirTel Subscribers exceed 3 million mark.
-AirTel unveils RAD system.
-Mr P M Sinha resigns from the Board of Directors of the Company with
effect from March 31, 2003.
-Bharti TeleVentures announces the completion of merger with Bharti
Mobitel.
-Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.
39
-
8/8/2019 New Concept of Marketing
40/78
-AirTel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers.
-AirTel, Touchtel jointly offer freeTouchtel land line for post-paid
Airtel connection.
-AirTel rolls out voice mail service for pre-paid customers.
-AirTel unveils new scheme for pre-paid customers giving away free
talk time worth Rs 10 crore.
-Airtel surpasses 4 lakh subscriber base in Karnataka.
-Bharti announces new tariff plan AirTel 012.
-Offers 0-1-2, a new cellular package for the customers, which means zero
charges on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on
mobile-to-mobile STD calls.
-Rolls out Airtel messenger service.
-AirTel offers bundled handset, connection package for Rs 5715.
-Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai.
-Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its
stake to 100% in Bharti Mobile.
-Iinks distribution pact with Hathway Cable. With this alliance, Bharti is said to
be the first telecom firm to step into television distribution services.
-Six cell operators move over from Bharti to VSNL.
-Airtel augments cellular coverage in TN by including Arcot & Walajapet in its
network.
-Airtel ties up with Coke in Chennai to sell its Magic prepaid cards.
-AirTel embarks on network expansion in Hyderabad.
-Airtel unveils IndiaOne Long Distance Calling Card.
-AirTel introduces unified tariff package in TN, Chennai.
-Airtel becomes front runner in Karnataka's mobile services market.
-Bharti Tele launches 'Always on' service to its subscribers.
40
-
8/8/2019 New Concept of Marketing
41/78
-SBI, AirTel announce EMI offer at Rs 299.
-Bharti and MTV join hands to launch new SIM card.
-AirTel unveils new post-paid scheme at zero rental.
-AirTel launches `Happy Plan' in AP.
-Airtel emerges as the highest selling pre-paid card.
-Airtel join hands with Alcatel & Videocon to launch new scheme.
-AirTel service provider touches 5 lakh customers in Punjab.
-Airtel offers 5 new services for its customers in Mumbai.
-Bharti launches first dual band network in Delhi.
-Gets 14th place among top 25 Cos in India.
-Bharti Mobile crosses 4 lakh mobile subscribers in AP.
-Airtel holds top position in terms of dealer penetration.
-Prof. V S Raju has been inducted on the Board of Directors of the Company.
-Touchtel launches SMS service in fixed line phones in Karnal, Panipat.
-AitTel unveils special offers in Kerala.
-AirTel launches InnoWest for the western region.
-Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius)
Pvt. Ltd.
-Airtel slashes out going sms price to 30ps
-AirTel on December 16, 2003 announced the launch of expense tracker
service, which provides customers the option of tracking their day-to-day
expenses on a daily or monthly basis. To avail of this service, the customer
should register himself by sending EXP REG Your mail ID{gt} to 3020. This
service will allow a user to track expenses, while on the move by sending an
SMS. Each SMS sent to 3020 would cost Rs 3.
-AirTel introduces MTV Club Card in Chennai.
41
-
8/8/2019 New Concept of Marketing
42/78
2004
-Bharti unveils new card for Mecca piligrims.
-AirTel enrolls 50,000 customers in its mobile service in 60 days.
-Launches WAP enabled portal Service in Kerala.
- Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal,
Nagur, Mannargudi and Kovilpalayam in Tamil Nadu circle.
-Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh.
- Mobile service provider AirTel is launching its first ever MMS (Multi Media
service) downloads in Tamil. The launch of this service has been timed to
coincide with Pongal.
-AirTel tie up with MAA TV.
-Airtel launches Rs 50 pre-paids recharge.
-AirTel launched a family pack for its post-paid customers in Chennai on
January 29. According to a press release, the family pack may have a
maximum of 10 members spread across the country. The combined basic plan
fixed charges/rental of all family members in the pack will have to be equal to
Rs 450 but less than Rs 1000 for the family 450 pack and above Rs 1000 for
the family 1000 pack. The offerings under family pack 450 include 15 free
mobile to mobile STD minutes within the family, 50 free local calling minutes to
each family member, calls within the family in same circle at 50 paise per
minute, 25 free local SMS and one subscription alert service free for 3 months.
-Bharti Tele-Ventures enters into a three year service agreement with
Ericsson.
-Bharti Tele-Ventures (BTVL) has signed and received unified access
service licence to provide GSM services in five circles including
Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar
and Jammu & Kashmir. The licence has been granted to Bharti Cellular
42
-
8/8/2019 New Concept of Marketing
43/78
Ltd (BCL), the cellular arm and subsidiary of BTVL.
-Airtel announces the signing of the first-ever bilateral roaming agreement
between an Indian mobile service provider and its counterpart in Pakistan.
This facility will be available to pre-paid as well as post-paid customers.
AirTel's roaming agreement is with Mobilink, the only GSM cellular service
provider in Pakistan.
-Acquires switching systems from Tekelec that will give a technological edge
to the company.
-Bharti Tele-Ventures Ltd signed an information technology outsourcing deal
with infotech major IBM, estimated to be in the range of 0-750 million for a ten-
year period.
-Jayant Khosla, new chief executive officer, Mumbai.
-Signs MoU to join the South East Asia - Middle East - Western Europe
4 (SEA-ME-WE-4) consortium along with 15 other global telecom operators.
-Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the
latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430
crore.
-Bharti Tele garners 0 m via FCCBs.
- Samsung India Electronics Limited has tied up with cellular operator Bharti
for bundling its mobile handsets with a connection.
-The Bharti group finalised a Rs 500-crore deal to share its national long-
distance (STD) network with VSNL in a first-of-its-kind accord between two top
telecom service providers in a bid to optimise capacities in the NLD segment.
- Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL)
has signed a Right to Use (RoU) agreement to deploy mobile telephony major,
Bharti Tele-Ventures' existing National Long Distance (NLD) backbone.
-Airtel offers talk time transfer service.
43
-
8/8/2019 New Concept of Marketing
44/78
-Airtel has announced money-back guarantee offer in case of call drop or poor
network experience for its subscribers.
-Bharti launches 2-in-1 card.
-Airtel launched two-way international roaming and GPRS for prepaid
customers in the Maharshtra and Goa circles.
-India's leading cellular company Bharti Tele-Ventures has bagged the
Asian Mobile News operator of the year award in India and the
Subcontinent.
-Bharti Tele-Ventures Ltd has awarded a million equipment contract to
Swedish telecoms company Ericsson.
-Bharti Televentures announced formation of a new strategic business
unit to offer various telecom and IT services through a single contact.
-Bharti Televentures unveiled a mobile portal featuring sports, entertainment
and news among others.
-Airtel ties up with Micro Tech to set up 'Mcops' vehicle security System.
-Bharti Tele-Venture on July 19 launched ring back tone service which
is a personalized mobile music service where the caller hears songs and
other sound clips instead of the traditional switchboard ring-ring tone.
-Airtel, a private telecom services provider, has commissioned its first 24x7
customer service centre in Andhra Pradesh
-Airtel unveils Rs 199 pre paid card.
-AirTel join hands with NMIMS to offer executive MBA programme
-AirTel introduces new scheme for hearing impaired in Maharashtra & Goa.
-AirTel inks pact with JP Mobile
- Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune
on September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-
enabled handset.
44
-
8/8/2019 New Concept of Marketing
45/78
-AirTel unveils first virtual calling cards in India
-BTVL rolls out EDGE services in Bangalore
-Airtel rolls out Full Talk time Advantage card
-Airtel rolls out wi-fi services in Mumbai
-BTVL launches new 'Airtel Broadband Friendly Offer'
-Airtel launches GPRS services for pre-paid customers.
-Airtel partners with ITPO to set up Wi-Fi network in Delhi
-Airtel launches EDGE services and a new pre-paid plan for Chennai.
-Airtel introduces LAS in Karnataka.
2005
-Airtel launches video services for its GPRS customers on February 22, 2005.
-Airtel unveils new TV ad featuring Sachin, Sharukh
-Bharti Tele-Ventures launches telecom network in Andaman & Nicobar.
-BTVL unveil fixed line, broadband services
-Bharti inks 5-m deal with Nokia for rural network expansion.
-Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have
joined hands to launch mChq - a revolutionary new service - a credit card on
the mobile phone.
-Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India.
-Bharti Tele Ventures announces agreement with Vodafone
-Airtel unveils 'free flight' offer.
-Airtel unveils starter pack.
-Bharti Tele-Ventures launches under sea cable system.
2006
-Airtel unveils Re 1 STD plans.
45
-
8/8/2019 New Concept of Marketing
46/78
-Airtel launches NetXpert.
-Airtel launches Post2Pre recharging service on April 04,2006.
-Airtel sets up customer centre.
-Mobile service provider Airtel today announced the launch of `Save
My Phone Contact' service for its pre-paid and post-paid customers in Delhi.
-Bharti Tele Ventures bags 'Wireless Service Provider of the Year' &
'Competitive Service Provider of the Year' awards.
-Sunil Mittal bags CEO of the Year award.
-Cellebrum join hands with Airtel.
-Airtel Mega unveiled in Coimbatore.
-Airtel joins hand with Microsoft.
-Bharti Airtel Ltd has informed that Microsoft and the Company announced a
strategic partnership that will offer a range of software and services for small
and medium businesses (SMBs) in India.
-Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the
Adani Group for establishing an end-to-end modern telecommunication
network infrastructure for the latter's multi-sector special economic zone
(SEZ), located near Mundra Port in Kutch district of Gujarat.
2007
-Bharti Airtel, telecom major, has come out with a slew of initiatives including
buying out SingTel's 50 per cent stake in joint venture under sea cable
company Network i2i for 0 million.
-Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on
Economics of Quality.
-Bharti Airtel Ltd has announced the following changes in the operational
leadership structure and roles in the Company effective April 01, 2007.
46
-
8/8/2019 New Concept of Marketing
47/78
-Bharti Airtel Ltd on April 01, 2007, has announced the reduction in
International Long Distance Tariffs (ISD) for all its mobile customers in India.
-Airtel signs agreement with HTC for touch screen mobile.
Scope of the Report
Provides all the crucial information on Coca-Cola Enterprises,
Inc. required for business and competitor intelligence needs
Contains a study of the major internal and external factors
affecting Coca-Cola Enterprises, Inc. in the form of a SWOT analysis
as well as a breakdown and examination of leading product revenue
streams of Coca-Cola Enterprises, Inc.
Data is supplemented with details on Coca-Cola Enterprises, Inc.
history, key executives, business description, locations and
subsidiaries as well as a list of products and services and the latest
available statement from Coca-Cola Enterprises, Inc.
47
-
8/8/2019 New Concept of Marketing
48/78
OBJECTIVE OF COCA-COLAS DILLI DIL SE
PROJECT
1. Promotion and cheers for DELHI DAREDEVILS (during IPL season
2009).
2. Promotion of COCA-COLA in market.
3. Introduction of new concept of marketing by Multimedia Kiosk Machine.
48
-
8/8/2019 New Concept of Marketing
49/78
Reasons to Purchase
Support sales activities by understanding your customers businesses
better
Qualify prospective partners and suppliers
Keep fully up to date on your competitors business structure, strategy
and prospects
Obtain the most up to date company information available
49
-
8/8/2019 New Concept of Marketing
50/78
ABOUT COCA-COLAS DILLI DIL SE KIOSK NETWORK
The Dilli Dil Se network which was promoted largely during the IPL was a part
of the Coca-Cola marketing programme, celebrating the Delhi Daredevils. Dilli
Dil Se is also Indias first-ever network of multimedia, broadband-enabled
entertainment kiosks.
The Dilli Dil Se kiosk network was conceived and developed by multimedia
producer, Raja Choudhury and his digital agency, C3CUBE Multimedia, for
Coca-Cola India, as part of the latters integrated marketing programme to
leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This
programme also included a website, www.DilliDilSe.com, designed by
C3CUBE.
Traditionally, touch-screen kiosks are utilised in banks and at airports, stations
and museums, in order to facilitate customer transactions, information or
ticketing. The Dilli Dil Se kiosk network, however, was created solely for the
purpose of promoting a sporting event and providing entertainment in a safe,
fun-filled environment. During the DLF IPL 2009, enthusiastic users between
the ages of 13 and 30 logged on to the network to cheer and celebrate the
50
http://www.dillidilse.com/http://www.dillidilse.com/ -
8/8/2019 New Concept of Marketing
51/78
Delhi Daredevils steady climb to the top of the league table, and into the
semi-finals.
The idea for this kiosk was conceived by C3CUBE and taken to Coca-Cola
India. The cutting-edge kiosk network integrates a large 19-inch letterbox
touch-screen interface and a 32-inch LCD TV. It provides dynamic content
such as a promotion, games, a private social network, video mail, SMS
tweets, a jukebox, Bluetooth 2.0 downloads, videos, ads, team player
game cards, 3D virtual tours and much more, along with prominent Coca-Cola
branding.Through this kiosk, the company aimed at creating a fun, exciting
environment, with information and statistics on players, a 3D virtual map and
guide of Feroz Shah Kotla Stadium, a game on Gautam Gambhir, and so on.
This is a first-of-its-kind entertainment kiosk network, we believe such a
network that integrates Web 2.0, Flash games, a social network, Bluetooth,
video mail, SMS and music over a 2 Mbps broadband connection, has not
been deployed in India so far. Coca-Cola India believed in our vision and we
were able to make this possible during the IPL. says Raja Choudhury,
founder and president, C3CUBE. He has been building successful kiosks,
websites, videos and TV programmes in the US, UK and Indian markets since
1993.
Mansoor Siddiqi, director, integrated marketing communications, Coca-Cola
India, said, The Dilli Dil Se kiosk network was a fresh initiative in the
marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer
51
-
8/8/2019 New Concept of Marketing
52/78
their team on, in an involving and fun manner, and achieved engagement
metrics beyond our expectations.
Twenty-seven such kiosks were installed all over Delhi, Noida and Gurgaon at
various locations such as McDonalds, DT Malls, Nirulas, Pind Baluchi, Tonic,
Waves Cinema, INOX Cinema and Rockman Beer Island.
C3CUBE has already won accolades for its work, including two Webby
Honoree Awards in 2008 for www.OurWeddingDay.com and
www.CBCWorldwide.com, as well as awards for www.JadeNYC.com and the
documentary film, Spirituality in the Modern World. The company now plans to
launch a series of public multimedia projects in the Indian market, including a
new tourism, information and entertainment kiosk network for Delhi, called the
Delhi I-Zone, in time for the Commonwealth Games in 2010.
The company was unwilling to reveal costs involved in setting up such kiosks
for brands, but feels that the kiosk is a great marketing tool to create brand
awareness. Moreover, in this age of digital media, the broadband-enabled
kiosk can help in providing information about new products, services, events,
and promotions in a more dynamic and exciting way. The kiosk helps in
transforming a brands image into a more personalised and modern one. The
company is positive that after the success of the Dilli Dil Se project, more
brands will take to this system.
52
-
8/8/2019 New Concept of Marketing
53/78
Designing of kiosk
Recently, we worked with C3Cube Multimedia to build a kiosk network for
Coca-Cola India celebrating its sponsorship of the Delhi DareDevils, which is a
team that competed in the Indian Premier League (IPL). It provided an array of
interesting interactive, multimedia and social features, and was installed at 27
locations across Delhi/NCR. Designing a multimedia kiosk network was an
extremely challenging and interesting job, and the challenge was compounded
by the aggressive delivery timelines required by the project.
Here are some key features built for the kiosk network:
Interactive multimedia games with real-time response
Social networking features
Integration with an on-kiosk camera
Integration with bluetooth for upload and download of files at
kiosks
53
http://www.c3cube.com/http://www.c3cube.com/ -
8/8/2019 New Concept of Marketing
54/78
Add to the above the need to monitor the kiosks and do software updates and
maintenance remotely on machines at scattered geographic locations, and we
had a very big task at hand.
These, in very short, were the constraints we worked under:
We had to reuse a lot of components built for the web browser,
for use in a web-site. This meant the kiosk application had to be
a website
Deliver real-time or very quick response in the application
website
Integrate the kiosk application website (running in the browser)
with hardware components like bluetooth and video camera on
the kiosk
Develop social features on the application which could only run
off a remote server.
The solution was designed and developed in just 50 days, and managed to
wow most of the 10000 users who used the kiosk.
With this experience in the background, Mobicules is now capable of
designing, developing, deploying and maintaining rich kiosk multimedia
applications and kiosk management infrastructure.
54
-
8/8/2019 New Concept of Marketing
55/78
HANDLING OF MULTIMEDIA KIOSK
Handling of multimedia kiosk is same as operating the Home PC. The
functioning and operation of kiosk is divided into various steps, these are as
follows:
STEP 1:
To start the user will need to touch one of the bubbles to activate the network.
The idea is to encourage users to get used to touching the screen and by
bursting the bubbles they can have a fun experience and also learn to use the
system.
STEP 2:
55
-
8/8/2019 New Concept of Marketing
56/78
Once activated the network asks the users to enter theirmobile number.
They will have to enter their number again to verify their identity.
STEP 3:
First time users will be asked to Agree to Terms and Conditions.
If users wish to read the terms they can by clicking on the field below the
Agree button.
If they dont then they can leave and you can return to the Intro Bobbles.
On agreement, the user will be SMSed a PIN ID to use in secure sections and
to enter Gauti Game Contest.
STEP 4:
On successful registration the user is brought to the Dilli Dil Se Kiosk
Network home Page.
Here you are given 8 Channels to choose from and a Control Panel.
The channels are:
1. Get Gauti to the Match Game.
56
-
8/8/2019 New Concept of Marketing
57/78
2. Meet the Teem.
3. Kotla Stadium.
4. Under the Cap.
5. Coke Promos.
6. New Coke Music.
7. The Dilli Dil Se Club
8. Cool Downloads.
Control Panel
The control panel provides:
1. Music On/Off.
2. Volume control.
3. Juke Box- 75 tracks from universal music.
4. Log Off button
5. Home Button
6. My Profile
CHANNELS OF DILLI DIL SE KIOSK NETWORK
Channel 1
Gauti Game
57
-
8/8/2019 New Concept of Marketing
58/78
On entering the Game the user is given a fun map of Delhi to choose
the locations to start from .
The objective is to get Gautam to the match through 3 levels of challenges.
1. Level 1- you are given a funny scene (7 in total) where you have to search
around and find clues and then at right point a quiz will be offered with 3
questions. Get the 3questions right and you move to Level 2.
2. Level 2- is a skill game (7 in total) where the user has to solve a puzzle or
win a skill game.
3. Level3-Kotla Stadium to get Gauti to the match the User has to answer 3
more questions activated by the security console all about Gauti . Once
done they are through to the match.
4. On winning They will be asked to go to a registration page where they
will have to input their details to be eligible for the prizes.
(a) To access the page they will have to enter the PIN number they
received by SMS.
(b) Help them fill the details and then they are eligible.
(c) Every day 50 prizes will be given away across the Dilli Dil Se Kiosk
Network- so entering your name daily lets you get.
(d) Previously registered users will find their forms are already filled out
with their details.
58
-
8/8/2019 New Concept of Marketing
59/78
5. The prizes on offer can be seen by clicking on the prizes button at the top
right side of the Game console .
6. The ? is the help button which explains the rules and terms to the users.
Channel 2
Meet the Team
Users can read all about their favorite Delhi Daredevils team members in this
channel.
1. The user can select any player from the cards by clicking on that
card.
2. On selecting the player a profile card pops upthat has many
sections.
3. In the Vote section the user can vote for their favourite player and
then we will give them a vote poll window that will show how their
favourite player is ranked.
Channel 3.
Kotla Stadium
Users can take a guided tour of Ferozshah Kotla Stadium-the home of Delhi
Daredevils and one of the oldest and yet most modern cricket stadiums in
India.
59
-
8/8/2019 New Concept of Marketing
60/78
The channel includes:
1. A 360 spinview that is activated by moving the scroller. Active
sections flash on the stadium that pop open more information.
2. A History Time Map-that you can move left or right and see all key
events in the history of Kotla Stadium. Touch the tile you want to read
and hold to keep it steady.
3. The multimedia section has photos of the stadium; we will be adding
videos soon as well.
Channel 4.
Under The Cap
Users who have brought a bottle of coca-cola and have found a 4 or a 6 under
the cap can enter their details here for registration for theirprize.
Select the channel and then allow the user to enter their information. Help
them make sure it is correctly formatted.
Channel 5.
60
-
8/8/2019 New Concept of Marketing
61/78
Coke Promos
This channel shows users the latest videos, ads, links and promotions from
coca-cola and its partners. We will have:
New Ad from coke- tough to play.
Kiosk Locator- use Google maps to find other kiosks on the network.
Coke music- links back to the coke music section.
Gauti game- links back to the Gauti game sections.
We will be adding Universal Music videos and other promos to this
section during the IPL.
Channel 6.
Coke Music: New Sounds from India.
Users can enjoy Music Videos and Songs from New Rock Bands in India.
To activate select either the Music or Video buttons from the top and then the
user can flick through the artists and select a song to listen to or watch.
Channel 7.
The Dilli Dil Se Club
61
-
8/8/2019 New Concept of Marketing
62/78
This section is same as the Orkut or other social networking sites. This was
started later in the weeks.
Chann