Poulami Barman (I-006)Animesh Jain (I-018)Kishan Rungta (I-033)Nihal Shah (I-036)Mohak Bhatia (I-042)Akshat Garg (I-047)Aman
OVERVIEW OF THE INDUSTRY
ADVERTISING INDUSTRY
Worldwide - $500 Billion
India - $14 Billion
Growth Potential – 20%
Scaling Up of Operations
Effect of Recession
Upcoming Fields
COMPANY PROFILE
INCEPTION GLOBAL SCENARIO
INDIAN SCENARIO
HIGHLIGHTS
MAJOR CLIENTS
COMPETITORS
4P’s
From 4 P’s to the 4 E’sFrom PRODUCT
PRICE
PLACE
PROMOTION
To EXPERIENCE
EXCHANGE
EVERYPLACE
EVANGALISM
Product Life Cycle
SALES
TIME
Social@Ogilvy
Neo@Ogilvy,
Ogilvy Noor
Ogilvy OneOgilvy RED
Ogilvy Public Relations
PLACE
Varies with customer requirements
Intensive customer supplier interaction
Complex procedure
Understanding customer requirements
Involves top management participation
PRICE
Buygrid Model
Buying Centre Roles
Buying Center
User
Influencer
Gate keeperDecider
Buyer
GE Matrix
PESTEL Analysis
Political & Legal Economic
Social Technological
Environmental
SWOT & TOWS
SWOT
Strengths Weakness
Opportunities Threats
TOWS
S3 O2
S4 O5
S7 O5
Strengths and Opportunities1. One of the biggest names in the world of advertising
2. Strong distribution networks all over the country
3. Reputation for quality work4. High number of mergers and acquisitions for
expansion5. Skilled workforce6. High barriers to entry7. Very High gross margins
1. Growing demand in existing markets2. New markets3. Growing economy4. Online advertising is a new source of
revenue5. Adapting new strategies for market research
to bring in more revenues6. Decentralized decision making is helpful as
local marketing needs vary from one region to another
7. Development of proprietary products
S5 O7
SWOT
Strengths Weakness
Opportunities Threats
TOWS
W1
O2
W1
O7
W2
O4
Weakness and Opportunities1. Limited Market Share2. Limited geographic penetration3. Premium charged is high
1. Growing demand in existing markets2. New markets3. Growing economy4. Online advertising is a new source of
revenue5. Adapting new strategies for market research
to bring in more revenues6. Decentralized decision making is helpful as
local marketing needs vary from one region to another
1. Development of proprietary products
SWOT
Strengths Weakness
Opportunities Threats
TOWS
S3 T2
S4 T3
S7 T4
Strengths and Threats1. One of the biggest names in the world of
advertising 2. Strong distribution networks all over the
country3. Reputation for quality work4. High number of mergers and acquisitions for
expansion5. Skilled workforce6. High barriers to entry7. Very High gross margins
1. Increasing lawsuits due to negligence in advertisements
2. Recession may hit the industry as cut is primarily on
marketing budget of corporates3. Cut-throat competition offered by other players4. Rising costs of raw materials5. Government regulations6. Competitors can offer similar products quickly
SWOT
Strengths Weakness
Opportunities Threats
TOWS
W2 T3
W3 T2
Weakness and Threats
1. Increasing lawsuits due to negligence in advertisements
2. Recession may hit the industry as cut is primarily on
marketing budget of corporates3. Cut-throat competition offered by other players4. Rising costs of raw materials5. Government regulations6. Competitors can offer similar products quickly
1. Limited Market Share2. Limited geographic penetration3. Premium charged is high
Sheth Model
Expectations of:1.Asset mgmt.2.Operations team3.Sales team4. Risk team
IndustryEnd use market Product application Organizational
Characteristics
Segmentation
Macro Variables
Organizational Variables Individual VariablesPurchase Situation Variables
Segmentation
Micro Variables
Targeting
Undifferentiated Targeting
Product Clients
Service Based Clients
Other Agencies
Media Buying
Digital Duties
Logistics Services
TargetingDifferentiatedTargeting
National Accounts
Major Accounts
Transactional Accounts
Retainer Model
Specialized Project Basis
Project Basis
Targeting
Concentrated Marketing
Enhance Existing Muslim Markets
Enhance Global Markets
Enter Global Muslim Markets
Ogilvy Noor
Ogilvy One
Ogilvy & Mather
Positioning
What position do we own?
What position do we want to own?
Whom must the firm outgun?
Once chosen, can the firm stick it out?
Does the firm match its positioning strategy?
Points of Parity
Technology Planning, preparing & placing advertisements
Creative and research function Advertising Budgeting
Points of Difference
The Father of Advertising Customization
Target Audience 360 Degree Brand Stewardship
Systems Marketing
Multiple services ( various domains of branding, advertising,
marketing)
High quality standards ( innovation and
creativity, 360 degree integrated marketing )
Digital Capabilities
Buyer Seller Dyad
1. Setting the stage • Mood, professionalism• Credibility • Communication level(s)
2. Determining buyer(s)’ needs • Organizational needs • Individual needs • Departmental needs
3. Presentation • Stage 1—Develop interest • Stage 2—Demonstration • Stage 3—Handle objections
close, or conclude 4. Exit
Buyer-Seller Dyad
A. Buying group identification
B. Influence pattern Identification
C. Organizational factor identification
D. Environmental factor identification
Channel Distribution
External vendors
Ogilvy & Mather
Client servicing Team
/ Planning ,Crea
tives
Client
Management of Accounts
Major Account
National Account
Transactional
Account
Minor Account
Small
Large
Size ofcustomers
Simple ComplexComplexity of customers
Sales Force
Accounts Representativ
es
Detail Salespersons
Sales Engineers
Service Salesperson
Selling Process
Answering objections
Closing the sale
Following up
Searching for & identifying
organizations and individuals who might
be potential customers
Qualifying prospect
Making the approach
Making the sales
presentation
Thank You!!
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