|
WPP Marketing Communications (WPP MCI), touted as India's largest
and most admired media specialist, has integrated local insights
at the SCR level through what it claims is a gigantic and painstaking
data collection exercise and has integrated the same into the NRS.
The resultant database is now available as an integrated business
solution tool from Dialect, the micro marketing arm of WPP MCI.
 WPP
MCI national director Suku Murti claims that reliance on national
mass media plans is proving to be inadequate for brand communications
to uniformly reach consumers spread across 29 states and 331 districts
in India. He adds that the existence of 14 languages (over 1,500
dialects), local passions, local channels and local promotions have
shifted the focus of marketing and media to 91 socio-cultural regions
(SCRs) in India.
"There is a strong need to 'connect' with consumers locally.
The emphasis is shifting from 'deliveries' of exposures to setting
up, managing and measuring 'consumer meetings'. Sophisticated marketers
are increasingly supplementing the 'see and hear' approach with
a strong 'touch and feel' dimension. This involves a range of marketing
and media activities in a specified market which delivers (to consumers)
a brand experience with multiple touch points and much deeper levels
of involvement," adds Murti.
Murti also states that many SCRs have differential penetration
of Cable and Satellite (C&S) TV and every often, the under-delivery
of exposures within SCRs within a states can be glaring.
An example of how a conventional plan delivers differentially
within a state (Tamil Nadu) -
Source: WPP MCI and IMRB research study
|
Details
|
Pop
|
TV
|
C&S
|
All
TV GRPs
|
C&S
GRPs
|
|
All
homes (000s)
|
2961
|
2749
|
2243
|
3163
|
3175
|
|
Base
|
100
|
93
|
76
|
3163
|
3175
|
|
SCR-Base
|
-
|
-
|
-
|
3163
|
3175
|
|
-
|
-
|
-
|
-
|
All
TV
|
-
|
|
Chennai
|
100
|
97
|
80
|
104
|
106
|
|
Coimbatore
|
100
|
93
|
79
|
100
|
104
|
|
Tanjore
|
100
|
90
|
71
|
97
|
94*
|
|
Madurai
|
100
|
84
|
64
|
90*
|
84*
|
The figures in bold and italics indicates the underdelivery.
BroadMind has three broad divisions - entertainment, micro marketing
and sports. The micro marketing division looks at developing local
area solutions. The division works with clients such as HPCL (Hindustan
Petroleum Corporation), Smithkline Beecham, Onida and Castrol.
Also read:
"The mass media
component of the ad pie will be 50% or less in the next 3-4 years"
BroadMind national director Suku Murti.
|
