Project Report Bangalore Ankush Gulati

8/8/2019 Project Report Bangalore Ankush Gulati

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OPEN MEDIA NETWORKPvt LtdAnalysis of Product Performance

AndDevising Strategies for

increasing Brand visibility

ANKUSH GULATI

SIMS

April-June 2010


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The project Plan

Project Report

Analysis of Product performance

*A report on TG Analysis of India Today, Outlook and

Open on parameters like demographics, etc.*A report on Comparative/Competitive analysis ofIndia Today, Outlook with Open on parameters likesales promotions, distribution, pricing etc basically on4 Ps.*On the job training with the circulation Visitmarkets, observe visibility of OPEN and othermagazines, and understand various collateralsused...Etc.

WEEK 1 and 2


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Readers Profile


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Open Magazine

Target: 28-55 yrs , HNI ,upwardly mobile individualswith a high disposableincome.

Politically unbiased, minimalpolitical coverage

Dynamic layout and content.

Fresh language, more offeatures than current affairs

Focused on what people want

to read but dont know whereto read from.

Modern , unconventional

Tabloid design

Low perishability factor sinceit is not a wrap of the weeks

news


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India Today Outlook Week OPEN

Vendor centric and

subscription offers

Vendor centric

promotion and

subscription offers

Vendor centric and

advertisements in

sister concerns

Primarily vendor

centric and 360 degree

media campaign .

Promotion



Pan India Pan India .Positioned as pan

India but primarily in

south India

12 cities,

Place


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Week 3 till Week 6Marketing Alliances
http://www.britishcouncil.org/new/


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Referral Marketing Plan

We created a referral plan for Open Magazine which was rolled out on a test levelacross delhi.

Back ground as to why this was thought up

No real differentiator between India today , Outlook , Week and Open

Percieved differentiator of size

Our product is different so why should our client acquisition method be the

same as our comptt.

We can collaborate with our customers to create a unique distribution channel

and content for OPEN


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Test Phase 1Delhi

Two mediums were chosen through which the concept was implemented.

1. Telephone

2. E-mail

Pilot run using telephone as a medium:

Sample size: 40

Males- 30

Females- 10

Web based subscribers- 10 Sample was of people residing in Delhi, NCR and a mix of different

professions All renewal subscribers were chosen as it showed greater commitment to the

magazine Saturday after was chosen as most people would be receptive to the calls

during that time


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Result

*call later: Same response on numerous follow-ups later deemed as not intere* Out of the e-mails requested only 1 positive reply (hence graph total 41)


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Pilot run using e-mail as amedium:

Limitations of telephone were not present here

People could reply at their convenience

Email explaining the scheme was drafted

Pilot run was for 10 days Sample size -61

20 email ids from Delhi, Bangalore and Mumbai werechosen

Criteria for selection was their association with themagazine for at least 3 months


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RESULT:

is endeavour had a higher success rate when compared to the telephonic plane received a higher number of references.


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Conclusions

Higher number of referrals provided by email

More cost effective medium than telephone

Less time consuming as follow ups by calling later not required

Limitations:

This concept has never been tested for a weekly magazine

Success rate is not defined so it is a balanced risk.

Minimal costs involved in marketing.

Gifts have to be high value and enticing enough to elicit any response.

Advertisers may be wary about communication reach with this strategy

Advantages:If it works , itll enable OPEN magazine to create a blue ocean


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WEEK 7 and 8

*Work with the media marketing team in understandinghow ad sales work.

*Approach prospective clients with advertising sales

proposals.


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DellYours is

here

DellYours is

here

DellYours is

here

FIFA WORLD CUP

2010

South Africa Brought to you by

DELL India

In association with

The OPEN

Page 1


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DellYours is

here

DellYours is

here


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ObservationsOver our entire tenure at Open media and our subsequent exposure to

processes and procedures in the media industry, we observed the following

1. OPEN magazine being a year old still hasnt made a place for itself

OPEN Strategy: Open media has initiated a new brand campaign pan India

on a massive warfront through which they want to create awarenesstranslating into sales.

2. The size of the magazine was a deterrent for many retailers for positioning

the magazine correctly.

OPEN Strategy: Have reduced the size to match the other weekly magazines

3. All the customers we spoke to , who read the magazine regularly swear by

its content.


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Recommendations

1. Leverage on existing customers. WOM is still the best way of brandawareness

2. A more collaborative approach to designing content on social media like

facebook.

3.. Having a presence at the airports in terms of magazines or bill boards

inside terminals.


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THANKYO

U

Project Report Bangalore Ankush Gulati

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