MxMIndia

Tag: Concrea

  • MxMIndia's sustained efforts at understanding consumers, their motivations and apprehensions

    LookBack 2012: Insights and Projections

    Data matters. Key insights are a staple – and humour lies in multiple agencies making multiple predictions about the same thing.

     

    Understanding the consumer is important – and perhaps more important than that is understanding the environment that is impacting him/her and bringing changes in consumer confidence and behavior.

     

    What also matters is the media consumption habits. And all this ultimately boils down to purchase patterns, marketers interest in him/her and ad spends.

     

    Here are a few of the studies that MxMIndia featured through the year 2012. In case you want any of them in a downloadable format, do write in at editor@mxmindia.com.

     

    What do our metro collegians want?

    MxMIndia commissioned DDB Mudra Concrea to check what Mumbai and Delhi college students would like to see happen in the media

    http://www.mxmindia.com/2012/12/what-do-our-metro-collegians-want/ (December 14)

    Young Track: 4 purchase decisions influencers of urban Indian Youth

    Samyak Chakravarty lists four key factors that influence buying decisions of the urban Indian youth

    http://www.mxmindia.com/2012/12/young-track-4-purchase-decisions-influencers-of-urban-indian-youth/ (December 12)

    Brand Impact of Facebook’s EdgeRank Algorithm Change: GroupM Next

    Facebook implemented significant changes to its EdgeRank algorithm earlier this fall. Analyses conducted across the Facebook pages of 25 brands by the GroupM Next Predictive Insights team in conjunction with M80, a GroupM-owned social media and community activation agency, reveals interesting results

    http://www.mxmindia.com/2012/12/brand-impact-of-facebooks-edgerank-algorithm-change-groupm-next/ (December 3)

    India ad revenues grew 2.6% in 2012: Magna Global. Forecast for 2013: 8.7%

    The internet grow at 31.2% in Inda, notes Magna Global’s annual ad forecast for the year 2013

    http://www.mxmindia.com/2012/12/india-ad-revenues-grew-2-6-in-2012-magna-global-forecast-for-2013-8-7/

    FMCG brand extensions 5 times more successful than new launches: Nielsen study

    FMCG brand extensions are five times more successful than new product launches, notes a Nielsen study

    http://www.mxmindia.com/2012/11/fmcg-brand-extensions-5-times-more-successful-than-new-launches-nielsen-study/ (November 29)

    Thackeray funeral & Kasab execution lead to news viewership spike: Ormax study

    The Bal Thackeray funeral and Ajmal Kasab execution cause a spike in news TV viewership, notes an Ormax Media study

    http://www.mxmindia.com/2012/11/thackeray-funeral-kasab-execution-lead-to-news-viewership-spike-ormax-study/ (November 28)

    Young Track by Samyak Chakrabarty: 4 key differences between youth in Europe and India

    If the youth in Europe is more careful about spending, the Indian youth comes somewhere between his American and European counterparts

    http://www.mxmindia.com/2012/11/young-track-by-samyak-chakrabarty-4-key-differences-between-youth-in-europe-and-india/ (November 28)

    India Inc opts for sports as preferred marketing

    Sports emerged as the most preferred marketing tool, over celebrities, events and product placements in movies, music or art, according to a study conducted by SportzConsult, India’s premier sports management company

    http://www.mxmindia.com/2012/11/india-inc-opts-for-sports-as-preferred-marketing/ (November 23)

    Monetizing Content in a Digital World: E&Y

    Excerpts from an Ernst & Young report titled ‘Monetizing Your Content In A Digital World’ which focuses on the changing nature of media and entertainment consumption and the impact that these trends are having on the digital strategies of Media & Entertainment companies. And, more importantly, how these companies are (and need to be) tailoring their products and service strategies to meet the increasing consumer demands for content anywhere, anytime and in any form

    http://www.mxmindia.com/2012/11/monetizing-content-in-a-digital-world-ey/ (November 6)

    M&E to reach $37.6 bn by 2016: CII-PwC report

    The industry revenues are expected to reach 1,764 billion INR (37.6 billion USD) by 2016, with a CAGR of about 17% from 2012 to 2016.

    http://www.mxmindia.com/2012/10/me-to-reach-37-6-bn-by-2016-cii-pwc-report/ (October 31)

    Young Track by Samyak Chakrabarty | Mindset shifts impact youth behaviour

    Noting the transformation in the way youngsters look at life, Samyak Chakrabarty highlights some examples of mindset shifts shaping youth behaviour since 2011

    http://www.mxmindia.com/?p=34255 (October 28)

    Interest in KBC is greater than IPL: MEC

    The online study reveals consumer interest, media consumption and attitudes towards partnership platforms

    http://www.mxmindia.com/2012/10/interest-in-kbc-is-greater-than-ipl-mec/ (October 10)

     

    Mindshare continues to be India’s #1 media agency, Madison is at #2: RECMA billings report

    Maxus, Loderstar UM and Lintas Media Group are rank third, fourth and fifth respectively in the RECMA billings report

    http://www.mxmindia.com/2012/07/mindshare-continues-to-be-indias-1-media-agency-madison-is-at-2-recma-billings-report/ (July 23)

    Digital adoption by Asian CEOs limited to device ubiquity: MEC-CNBC study

    MEC and CNBC announce the results of a regional study into this highly sought after yet often un-researched niche segment

    http://www.mxmindia.com/2012/06/digital-adoption-by-asian-ceos-limited-to-device-ubiquity-mec-cnbc-study/ (June 26)

    Viewers’ thumbs up to ABP News: MxMIndia – Ormax Media survey of News TV viewers

    MxM India commissioned leading media analysis firm Ormax Media to survey Hindi TV news viewers to find out how they have adapted to the change in name from Star News to ABP News

    http://www.mxmindia.com/2012/06/viewers-thumbs-up-to-abp-news-mxmindia-ormax-survey-of-news-tv-viewers/ (June 8 )

    The 6.5% GDP growth and the economic mess: What does this mean for the media?

    Will the 5.3 percent GDP growth rate for the fourth quarter of 2011-12 and the full fiscal year growth of of 6.5% see media spends go down further? An MxMIndia report

    http://www.mxmindia.com/2012/06/the-6-5-gdp-growth-and-the-economic-mess-what-does-this-mean-for-the-media/ (June 1)

    73 matches on IPL5 get an average TVR of 3.36

    What has shown improvement is the cumulative reach for the 73 matches in IPL 5 that stands at 161 million.

    http://www.mxmindia.com/2012/05/73-matches-on-ipl5-get-an-average-tvr-of-3-36/ (May 31)

    Katrina Kaif leads Ormax’s list of top celeb endorsers for Slice ad

    The study was done for five top celebrities and the brands they endorse. The score is a measure of the strength of the association of the celeb with the brand

    http://www.mxmindia.com/2012/05/katrina-kaif-leads-ormaxs-list-of-top-celeb-endorsers/ (May 29)

    ICICI Bank ahead of Pepsi, Airtel beats Siemens, Sony in Top 100 Global Brands rankings

    Airtel joins ICICI in Millward Brown’s BrandZ Top 100 Most Valuable Global Brands study Brown

    http://www.mxmindia.com/2012/05/icici-bank-ahead-of-pepsi-airtel-beats-siemens-sony-in-top-100-global-brands-rankings/ (May 24)

    FMCGs like HUL, Dabur, Godrej, Marico on consumption-driven growth

    A study of the aggregate financial performance of the leading 10 FMCG companies over the past eight quarters shows that the industry has grown at an average 16-21 per cent in the past two years

    http://www.mxmindia.com/2012/05/fmcg-companies-like-hul-dabur-godrej-marico-continue-to-achieve-consumption-driven-growth/ (May 22)

    Maxus leads in RECMA qualitatives for April 2012; Mindshare, LMG follow

    Exclusive extracts from RECMA’s quarterly qualitiative evaluation of Indian media agencies

    http://www.mxmindia.com/2012/05/maxus-leads-in-recma-qualitatives-for-april-2012-mindshare-lmg-follow/ (May 21)

    GroupM study says global web spends up 16% in 2011

    Internet advertising hit $84.8 billion in 2011, representing a 16 percent increase over the previous year, according to a new report from GroupM

    http://www.mxmindia.com/2012/04/groupm-study-says-global-web-spends-up-16-in-2011/ (April 11)

    @Ficci Frames 2012: KPMG study says M&E sector is set for good times ahead

    According to the FICCI-KPMG report, the growth trajectory was backed by strong consumption in tier 2 and 3 cities, continued growth of regional media, and fast increasing new media business. Overall, the study predicts the industry to register a CAGR of 15 percent to touch INR 1,457 billion by 2016.

    http://www.mxmindia.com/?p=14795 (March 14)

    So will media spends grow at 12 or 8%?

    It’s the season for predicting spends, and even as there are varying numbers from Mindshare, Madison & MPA, the industry appears cautious yet optimistic

    http://www.mxmindia.com/2012/02/so-will-media-spends-grow-at-12-or-8/ (Feb 22)

    Indian adspends to see +8.7% growth in 2012: MPA study

    The growth will be primarily driven by MNCs investing in India and stronger MCG sector, and there could be upward revisions made in the second half of 2012

    http://www.mxmindia.com/2012/02/indian-adspends-to-see-8-7-growth-in-2012-mpa-study/ (Feb 15)

    Exclusive: Mindshare forecasts 12% media spends growth in 2012; it was 13% in 2011

    It’s all in ‘The Mindshare Indian Media Forecast 2012′ presented by UTV Bindass, published by MxM India

    http://www.mxmindia.com/2012/01/exclusive-mindshare-forecasts-12-media-spends-growth-in-2012-it-was-13-in-2011/ (January 31)

    FMCGs make hay as noodles, soft-drinks etc drive growth in rural India

    Rural consumption boost for FMCG companies — 10% by volume and 12% by value – in the first ten months of 2011, as per an IMRB study

    http://www.mxmindia.com/2012/01/fmcgs-make-hay-as-noodles-soft-drinks-etc-drive-growth-in-rural-india/ (January 12)

    Deloitte study says outlook for Indian retail sector gloomy

    The outlook for the organized retail sector in India is gloomy as the economy is slowing down following a period in which monetary policy was tightened, according to a global study by Deloitte Touche Tohmatsu.

    http://www.mxmindia.com/2012/01/deloitte-study-says-outlook-for-indian-retail-sector-gloomy/ (Jan 17)

    Rise in Business Confidence Index after 5 quarters

    NCAER MasterCard Worldwide Index of Business Confidence Study reflects stability in business sentiments and cautious outlook of the business sector.

    http://www.mxmindia.com/2012/05/rise-in-business-confidence-index-after-5-quarters/ (May 31)

     


  • MxMIndia commissioned DDB Mudra Concrea to check what Mumbai & Delhi collegians would like to see happen in the media

    What do our metro collegians want?

     

    By A Correspondent

     

    From tracing behavioural patterns of the customers from the comfort of their offices a few years ago to carrying out extensive fieldwork in the remotest parts of India today, marketers have come to realize the facets that really drive the populace to take a liking to a product or an offering. In fact, analysis drawn up from extensive market research activities today enables marketers to go the extra mile and bombard the consumer with offerings that are relevant to his or her liking. But what such exercises have managed to do in the recent past is also gaze into patterns or strata that were not catered to in much detail before.

     

    Like for instance, the youth. There’s no denying what this TG has managed to do to every brand and the marketer who scamper to have a piece of his or her attention. That India is a nation where more than half its population is young (including children), makes this TG a goldmine for brands seeking them. But while brands are making use of umpteen mediums to pass on their message to the young populace, what was important was finding out whether the youth is satisfied with what is being thrown across to them. And if they are not satisfied, then what would be the ideal solutions they feel could drive the industry into the future.

     

    As part of the MxMIndia Annual print edition, MxMIndia commissioned youth marketing and communications consultancy firm DDB Mudra Concrea to conduct a survey and question a cross-section of the urban youth on a stream of solutions or ideas they felt were standouts from each of the following mediums -television, print, radio, digital, outdoor, creative and PR & events. The survey was conducted among 700 students from the top 5 colleges in Mumbai and Delhi NCR region. These comprised Jai Hind College, K.C College, St. Xavier’s College, H.R. College of Commerce & Economics and Sophia College for Women in Mumbai whereas from Delhi the list comprised Lady Shri Ram College, Hans Raj College, Hindu College, Indian Institute of Technology Delhi and Jesus & Mary College.

     

    To begin with, in the domain of television about 32 per cent respondents said watching television on mobile would be great, while 26 per cent said they preferred having video phone facility on television. A further 23 per cent said that they preferred watching television on computer while 18 per cent were in favour of having social networks on television.

     

     

    For the domain of print, about 48 per cent respondents were in favour of the medium being interactive while 38 per cent said that print media sampling was what excited them. The remaining 14 per cent of the respondents thought that QR codes would be the next big thing that would drive this domain.

     

     

    When asked about digital, about 42 per cent respondents felt that augmented reality gaming was something unique while 26 per cent felt that topical memes was good. A further 24 per cent felt that location-wise tagging was a neat feature to exist while 8 per cent said that live streaming concerts was exciting.

     

     

    As for radio, about 45 per cent respondents felt that consuming radio on the internet would be a big boon followed by 23 per cent respondents who said that having genre specific stations would drive the show in India. This was closely matched with 22 per cent respondents who said that community radio stations would be the way ahead for India.

     

     

    For the domain of outdoor, the idea that took the cake was installation art that was supported by about 35 per cent respondents. This was followed by 29 per cent respondents for whom augmented reality was important. Summing up the table was the remaining 17 per cent respondents who preferred having more LED-based hoardings.

     

     

    In the domain of PR, about 42 per cent respondents were in favour of having more UGC-based platforms. A surprising 33 per cent felt that doing away with the regressive Medianet  offering would do wonders for the medium while the remaining 26 per cent felt that disintegration of corporate-politics-media will bode well for the domain. It is of course known that Medianet is not a policy of any PR agency, but that of a leading media company. The ‘paid editorial’ policy is also practised by many print and electronic media companies.

     

     

    For the domain of creative or advertising, about 40 per cent respondents said that it would be good to see young brand ambassadors while 39 per cent said that they wanted to see more interactive digital creatives and 21 per cent felt that integration of consumer realities in strategy would be useful.

     

    Youth Say:

    “I’m a TV addict. I live, eat, sleep TV. Thanks to 3G and TV-Mobile, I get to watch TV anywhere.”

    – Sarthak Nagpal on the medium of television

    “The Volkswagen ‘Feel the Shiver of Excitement’ print ad was one of my favourite newspaper ads of all time. Everyone talked about it for a whole week.”

    – Raghav Bagai on the print medium

    “The Nintendo Wii actually helped me lose weight! I think interactive gaming is the future of the gaming world.”

    – Faateh Ahmed on the digital medium

    “The fact that I listen to the radio anywhere and anytime on my mobile is surely one of the best innovations in this stream.”

    – Nitin Jethani on the radio medium

    “The best way you can market your product is to make the consumer experience it. So put it out there and let them perceive it.”

    – Barkha Singh on the medium of Outdoor

    “The City Ninjas initiative started by Anisha Sharma is an awesome way to get to know any city.”

    – Jubin Jacob on the medium of Creative

    “The Red Bull Stratos jump is probably one of the most memorable things to happen in our time. Our parents had Neil Armstrong, we have Felix Baumgartner!”

    – Priyanka Kumar on the PR medium