PNB Metlife Strategy Presentation

Creative and Media Strategy

Client: PNB MetLife

Group 4

Umesh R. Sonawane EPGCMM-06-024Rajkumar Jha EPGCMM-06-015Roshan Joseph Pauly EPGCMM-06-016Marripudi Jaya Rao EPGCMM-06-010Vaishnavi Rao M EPGCMM-06-025Navin Darshan Bhasin EPGCMM-06-012Anith Paul EPGCMM-06-002

• Challenge - Unable to come to the scale or even close to the business that Life Insurance Corporation of India: LIC does in India. Even though our products are better and services are superior

• Objectives-

• Gain a better mindshare with

• Consumers

• Businesses

• Targeted consumers to perceive Metlife as a credible, dependable and an automatic choice when it comes to insurance products.

• Need to create an image as a very efficient and smart capital investor who will return more than what you invested with benefits of cover (will not loose customer’s money in volatile times- a taboo associated with foreign financial companies).

• Need to adopt effective promotional strategies to increase the awareness level among the consumers.

• The women's awareness programs are necessary.

• TG• Life insurance products are taken mainly by middle and higher income

group. Hence they should be regarded as main targeted income groups. Life insurance products which are suitable for lower income group should also be released so that the market share increases.

Client Brief

Problem – 1

LIC (big fish) competitor is an obvious choice for the people wanting to buy insurance

Agency UnderstandingProblem – 2

Despite innovative product and superior services, awareness and preference for the PNB Metlife brand is very low

LIC’s Rationale-

i) Government subsidy

ii) Old school

iii)Majorly bought for tax benefits

PNB MetLife's Argument-

i) Modern age insurance solution

ii) One stop shop for insurance

iii)Customized products

Drive attention towards PNB MetLife’s products

Make PNB MetLife a preferred insurance brandTA

SK

“We have a policy, you deserve”

TA

KE

AW

AY

• Who do I appeal to most?

• Why will they find me appealing?

• How am I different?

• What relationship will I have with them?

• What is my personality?

• How do I express myself?

Thomson Total Branding

• To the set of responsible people who understands limitations of government’s reach in the diverse country like India

• People who carry wrappers of their consumed food with them and throw it in their house dust-bins or public dustbins (if they found one)

• They are also people who have limited trust in the government agencies, not in a negative way rather sympathetically

(Expression)

“Government Kya Kya Karega”

Who do I appeal to most?

• Because I am a specialist, insuring is the only job I know

• I am not jack of all instead I have mastered my offering and I adapt according to my modern age consumers

• I do not have any other agenda with my customer's monies, unlike my competition (Government’s LIC in this case)

Why will they find me appealing?

• The solutions I have are not just better but innovative, they are nothing less than reflection of my modern age consumer

How am I different?

• I will be the “sellotape” in my consumer’s life• A self adhesive tape which can seal / bind erratic things organized

whenever required

• It’s also an imaginative tool used for sealing comments from people who don’t trust you (by doing right things)

• I am handy and flexible

• Available in many colors, sizes and type of material to suit your needs

What relationship will I have with them?

• Personal bodyguard

Real, tough and all round protection for me and my family

What is my personality?

• Discreet

• Alert

• Dealing with crisis without jeopardizing target’s well being

How do I express myself?

Leveraging the dis-trust for government agency

Creative route - 1

Government is for masses not for classes

Or

Government manages bigger picture

Creative route - 2

To effectively communicate the importance of innovative and trustworthy insurance and give the consumers simple,

but important reasons to opt for PNB MetLife Insurance

Media Strategy

Use TV as the Primary Medium to Maximize ReachCreate Impact via Print, Outdoor, Digital and Media

innovation

Reach Recall Engagement

TV

Print

Print

Outdoor

Digital

Ambient Media

Digital

Primary vehicle for achieving reach for a new insurance company in the market

• Channel Mix – Hindi GEC, Hindi Movies, Hindi & English & Regional News & Business News and Sports

• Teaser Campaign - We are proposing a teaser campaign with 10 sec duration for a period of 4 days on air initially for the first 3 weeks with the mix of 3 edits i.e. 60, 40 & 15 sec.

• Launch Campaign – The Launch campaign will start from 15th Aug with the commercial which will be put on air initially for the first 3 weeks with the mix of 3 edits i.e. 60, 40 & 15 sec. From 4th weeks onwards, the other commercials will be put on air with 40, 30 & 15 sec edits in all three commercials respectively.

• Special Properties: KBC (Season 8) Lifelines integration on Sony TV - Associate Sponsorship for the entire season with the total FCT entitlement of 4355 sec (i.e. 75 sec each on every episode) with an investment of Rs. 14.4 crores. The show is scheduled to be on air from 2nd weeks of Aug 2014 till 2nd weeks of Feb, 2015.

TV

Genre Channel # Spots FCT Inv In Crs ACDSony Ent TV 110 3470 1.40 32Colors 226 7870 3.25 35Star Plus 202 7235 3.31 36Life OK 128 3905 0.53 31Z Zee TV 164 6135 2.09 37Sahara One 635 24100 1.04 38DD 1 National 20 535 0.35 27Z Cinema 281 8710 0.84 31Sony Max 333 9800 0.79 29Star Gold 73 3940 0.22 54UTV Movies 179 4820 0.06 27UTV Action 242 6540 0.06 27Filmy 660 25090 0.35 38Firangi 653 24900 0.12 38Samay UP Utkh 476 17025 0.06 36Samay Bih & Jhark 476 17025 0.04 36Aalmi Sahara (Urdu) 476 17025 0.03 36Z News UP 448 15490 0.06 35Sea News UP & UT 165 4535 0.01 27Mahuaa 470 16480 0.17 35India News UP/UK 180 4950 0.00 28India News Bihar 180 4950 0.00 28India News Raj 180 4950 0.00 28India News Har 180 4950 0.00 28DD Lucknow 96 2640 0.21 28DD Bihar 128 3520 0.20 28DD Rajasthan 128 3520 0.24 28

15th Aug-15th Sept'2014

Hindi GEC

Hindi Movies

Regional Mkt

TV – Costing – Phase 1 (Further plan will be devised post evaluation of Phase 1)

Genre Channel # Spots FCT Inv In Crs ACDAaj Tak 382 13420 0.49 35Headlines Today 265 9370 0.00 35Dil l i Aaj Tak 169 5995 0.00 35Tez 169 5995 0.00 35ABP News 364 13320 0.52 37India TV 350 11940 0.31 34Total TV 120 3300 0.01 28India News 180 4950 0.01 28Z News 363 13095 0.22 36Samay 449 18170 0.09 40IBN 7 355 12855 0.00 36CNBC Awaaz 268 9820 0.00 37Z Business 296 10400 0.05 35NDTV India 318 11500 0.17 36News 24 349 12525 0.10 36Live India 255 9575 0.07 38News Express 576 22245 0.03 39Times Now 288 10405 0.41 36CNBC TV18 269 9840 0.41 37Bloomberg TV 387 11975 0.16 31NDTV Profit 273 9755 0.08 36ET Now 276 9345 0.17 34NDTV 24X7 393 14205 0.42 36CNN IBN 357 12915 0.56 36

Grand Total 14960 521025 19.73 35

15th Aug-15th Sept'2014

English News

Hindi News

51 Channels 14960 spots 19.73 crores*

* un-negotiatedFCT - Free commercial timeIt is the amount of secondage that is bought on a channel.

Print will be supporting as a recall manager for TVC and fine prints of the products and innovations will be communicated through this media

Phase I

• Launch - 2 full pages and 15 Strip ads in the size of 33 x 10 cms are planned and will be released in publications across markets of Phase I.

• The first full page ad will be scheduled on the day of the launch i.e. 15th Aug either on a back page or 3rd page followed by 15 strip ads in all those publications on every 3rd day over a period of 45 days.

• The second full page will be released exactly 1 week after the launch date in all those publications.

• If, however, the TV teaser Ads are not possible, then we will have to take 6 teaser strip ads in print. The 6 teaser strips will then be taken from 9th to 14th Aug in the selected publications as backup of the TV Teaser.

• It is reiterated that this is will be released only if the teaser commercial of TV is not ready by then, else there won’t be any teaser ad in print. The total for the 6 teaser strip ads will be Rs 2.01 crore.

Therefore the total Print Budget is Rs 19.15 crore (including Rs 2.01 cr provisional budget of Teasers)

Print

PUBLICATION EDITIONS LANG. W H

TOTAL SPACE (SQCM

/CC)

SIZE PAGE / POSITION BasePage

Premium

Total Rate

p.sq.cmCOST PER INS # INS TOTAL COST

Eng 10 33 330 Strip Ads Back Page / Pg 3 1819 215 2034 671,220 1 671,220

Eng 32.9 52.5 1727.25 Full Page Back Page / Pg 3 1546 345 1891 3,266,489 1 3,266,489

Eng/Hin 10 33 330 Strip Ads Back Page / Pg 3 165 0 165 54,285 2 108,570 Eng/Hin 33 52 1716 Full Page Back Page / Pg 3 141 0 141 241,956 1 241,956


Eng 10 33 330 Strip Ads Back Page / Pg 3 150 0 150 49,500 2 99,000 Eng 33 52 1716 Full Page Back Page / Pg 3 128 0 128 218,790 1 218,790

Eng / Hin 10 33 330 Strip Ads Back Page / Pg 3 3693 1075 4768 1,573,523 1 1,573,523 Eng / Hin 32.9 52.5 1727.25 Full Page Back Page / Pg 3 3085 1075 4160 7,185,490 1 7,185,490

Eng / Hin 10 33 330 Strip Ads Back Page / Pg 3 511 0 511 168,630 2 337,260 Eng / Hin 33 52 1716 Full Page Back Page / Pg 3 438 0 438 751,608 1 751,608


Eng 10 33 330 Strip Ads Back Page / Pg 3 150 0 150 49,500 2 99,000 Eng 33 52 1716 Full Page Back Page / Pg 3 128 0 128 218,790 1 218,790

E/H/P 10 33 330 Strip Ads Back Page / Pg 3 1091 0 1091 360,113 2 720,225 E/H/P 33 52 1716 Full Page Back Page / Pg 3 928 0 928 1,591,697 1 1,591,697

Hin 10 33 330 Strip Ads Back Page / Pg 3 2029 0 2029 669,570 2 1,339,140

Hin 33 52 1716 Full Page Back Page / Pg 3 1826 0 1826 3,133,588 1 3,133,588

Hin 10 33 330 Strip Ads Back Page / Pg 3 0 0 0 - 2 -

Hin 33 52 1716 Full Page Back Page / Pg 3 0 0 0 - 1 -

22528.5Gross Total Gross Amount 22,527,680 Less 15% Agency Commission Less 15% Agency Comm (3,379,152) Nett Total Rs. Nett Total Rs. 19,148,528

TRIBUNE + DT + PT Chandigarh, Delhi

DAINIK BHASKAR

Delhi, Chandigarh,

Panipat, Hissar,

DAINIK JAGRAN

Delhi, Amritsar, Jalandhar, Ludhiana,

Patiala, Bhatinda,

BUSINESS STANDARD Delhi, Chandigarh

THE ASIAN AGE Delhi

TOI + ET + NBT Delhi, Gurgaon,

INDIAN EXP + F EXP + JANSATTA

Delhi, Chandigarh

SIZE R A T E

THE ASIAN AGE Metros

TIMES OF INDIA + ECONOMIC TIMES

Metros

INDIAN EXPRESS + FINANCIAL EXPRESS +

Metros

BUSINESS STANDARD Metros

TG spends 30% of their time in commute listening to private FM, this media gets very personalized attention and relevant

message gets results

Phase I

• We are proposing for 6 weeks activity from 15th Aug on various private FM stations in 19 selected cities across the markets.

• The budget worked out for the same is Rs. 0.83 crores

Phase II

• We are proposing for 6 weeks activity in Phase II (from 15th Nov) on various private FM stations in 33 selected cities across the markets.

• The budget worked out for the same is Rs. 2.80 crores

Therefore the total Radio Budget is Rs 3.63 crore

Radio

• The idea is to increase brand visibility and showcase the differential benefits of PNB Metlife,

• The complete support to the TVC was through OOH and it is very critical to round off the entire campaign.

• We also propose a Facebook campaign “Spot Click And Upload” in which we will urge people to upload pictures of the outdoor hoardings. The lucky one will get a merchandise and free health check up

Phase I

• A total of 381 sites has been planned in the 27 cities of 5 states of Phase I.

• The duration of 2 months has been considered with 3 creative changes – meaning that there will be printing and mounting cost of flex 3 times.

• The un-negotiated cost for 2 months for the phase I which will include 3 times printing & mounting will be approx Rs 2.89 crore.

Phase II

• The phase II will envisage a 2 month campaign in the respective cities and an approximate and un negotiated budget of Rs 4.45 crore has been provisioned for this.

• A total of 503 sites has been planned for in 38 cities in 7 states. This will include a 2 month campaign, 3 creative changes and hence the resultant printing and mounting of flexes.

• We reiterate that THE ABOVE RATES ARE UN-NEGOTIATED and can only be finalized once the clarity is obtained on date of booking and exact sites city wise. As part of the negotiations, the monetary valuation will be reduced and the number of sites will also be increased as value adds.

Therefore the total OOH Budget is Rs 7.34 crore

Outdoor

Social portals and web banner advertisement in relevant online portals, this will support the ongoing campaign on TV and Print

media. It will also work as a WOM vehicle for ambient media viral program

Phase I

• To cover Phase I from 15th August a budget of Rs 0.60 crore has been provisioned.

• The prime objective will be to create awareness about the portal so that traffic can be driven towards it and people can be educated about the products.

Phase II

• To cover phase II, a further budget of Rs 1.50 crore has been provisioned.

• We will try geo targeting our TG in Phase I and II within this budget.

• The objective will be to promote the portal from an ecommerce perspective as the portal will be fully functional.

Therefore the total Online Budget is Rs 2.10 crore

Online

Area Site Amount (Rs Crs) Phase 1 Phase 2

Search + ContextualGoogle

0.15 0.08 0.08Google Network

Branding

Economic Times

0.8 0.40 0.40

Times Of India

Business Standard

Indian Express

Financial Express

Jansatta

Daikin Jagran

Amar Ujala

Aaj Tak

Rajasthan Patrika

Daikin Baskar

Rediff

Jansatta

Anad Bazaar Patrika

Navbharat Times

Social

Facebook

0.3 0.15 0.15Linked In

Youtube

Mobile

Rocket Talk

0.3 0.15 0.15

IM+, WeChat

Newshunt (Android - Location-based)

NDTV (News app)

In app branding

ORM 0.06 0.03 0.03

Total 1.61 0.81 0.81

• Average Indian consume 32kg of this drink a year

• It’s supposedly • Healthy

• Refreshing

• Gives person a “me” time

• Talks were on recently to make this as a national drink of India

• It’s consumption has channels -• Home

• Outside stall – Our focus point

• Office – Our focus point

• Demographics – • Young urban male/female

• Working, mid-management

• New job, recently married or parenthood on the cards

• In short – potential insurance consumer

Ambient Media

Ambient Media – ‘Chai Ka Dusra Cup’

Involved attention

During me time, relaxing with like minded people

Multiple impressions

Word of mouth and ability to go viral

Cheap!!!

Idea - ‘Chai Ka Dusra Cup’

Self adhesive sticker from outside with

flashy background

color and dark colored text to

ensure readability

1. Rhetorical questions will be put on the stickers with point of contact details

2. The objective is to have an attention of the consumer who believes in consuming a fullest value of his purchase. i.e. by drinking the tea till it’s last drop

3. Capturing that last sip of the drink moment, when the attention is highest and consumer is getting ready to carry on with his work after the break. (serious frame of mind)

4. Consumer who has read the message has a time from tea stall till his desk to call at point of contact

5. POS material to support the initiative

5000 tea stalls 50 cups each2,50,000 – cupsAverage 20 drinks from 1 cup by TG in a day50,00,000 – impressionsSticker cost – Rs. 2/- (max)Total cost – 5,00,000/- plus transportCost/impression - 0.1 paisa

Messaging:a.Would like your tea brewed “Special”?b.Do you prefer different tea for different occasions?c.What if you get healthier and tastier tea at the same cost?d.You deserve the best tea just like you deserve the best insurance

Media Description Units Investment in Crs

Remarks

TV Phase 1 14960 Spots 19.73 Phase 2 will be after evaluating phase 1

Print Phase 1 22530 Sq. cm

19.15

Outdoor Phase 1 and 2 884 sites 7.94

Radio Phase 1 and 2 18641 spots 3.63

Online Phase 1 and 2 150,00,000 impressions

2.10

Ambient Phase 1 and 2 50,00,000 impressons

0.5

Total 53.41

Thank you

PNB Metlife Strategy Presentation

Documents

Transcript of PNB Metlife Strategy Presentation