Visit: https://financeclub.viden.io
Knowledge in Advertising
Viden.io || CaseStudy
A CaseStudy on Viden.io.
archit sahu
Viden.io case study
Here is the solution of case study provided by viden.io to iim kashipur Group members Dhruv Pandey(PGP18191) Ankur Singh(PGP18178)
Ankur Singh
Case study competition
Competiton
Sivaprasad M
Case study
Case study
Ravi Sankar
Viden.io CASE STUDY COMPETITION
Viden.io CASE STUDY COMPETITION. submission from team Kro$$words IIM kashipur
SHUBHANAN NATH
Case Solution
Case study solution for viden.io
KUNAL DHARNA
Dhruvin Shah
Beverage Industry
The beverage market in India is mainly bifurcated into alcoholic and non-alcoholic beverage. The further segmentation of non-alcoholic beverage in India comes out to be of carbonated and non-carbonated beverage. The main segments that are observed in the non-carbonated non-alcoholic segments comprises of juices, bottled water, energy drinks, ready to drink tea and coffee, flavoured milk, malted drinks and other drinks that are available. At present Indian packaged juice market is valued at Rs2,500 crore and is expected to grow at 15-20 % CAGR. The segmentation in the Indian juice market is done on the basis of fruit content like fruit juices, fruit drinks and nectar drinks. Fruit drinks dominate the market with more than half of the market share. https://marketersmedia.com/india-juice-market-industry-analysis-size-share-growth-trends-and-forecast-2017-2021/226928 Fruit drinks, which have a maximum of 30% fruit content, are the highest-selling category, with a 60% share of the market. Frooti, Jumpin, Maaza, etc. are the most popular products in this category. Fruit Juices, on the other hand, are 100% composed of fruit content, and claim a 30% market share at present. In contrast, nectar drinks have between 25-90% fruit content, but account for only about 10% of the market. Dabur is the market leader in the Indian packaged juices market with its brands Real and Real Activ. It accounts for ~55% of the total packaged juices market, and is followed by PepsiCo with a ~30% share. Other players include Parle, Fresh Gold, and Godrej. Some of the other brands of fruit juices and drinks include Frooti, Appy, Mazza, Minute Maid, Slice, Fresh Gold, and Del Monte. Growth drivers There are several reasons behind the growth the Indian Packaged juices category has realized; some of these are mentioned below. · Changing consumer lifestyles: Given the change in eating habits, the wider global exposure, and the growing time-poverty, has provided a fillip to the convenience food segment. Again, consumer preferences are shifting towards healthier lifestyles. As a result, the packaged juices market has charted a high growth trajectory thanks to its easy availability, anytime-anywhere consumption, and convenience. Juices are often seen to be quick, yet nutritional, fillers. · Increased Health Awareness: The rising awareness about heart- and weight-related health issues, especially among teenagers and young adults, has propelled the consumption of packaged fruit drinks. There is also a greater preference for these “healthier” beverages than carbonated soft drinks. · Hygiene matters: Juices are healthy only when prepared hygienically. Packaged juices from trusted national and international brands have usually been prepared and certified to be in accordance with health and safety regulations. They thus underpin the confidence of consumers in considering them to be a healthy and convenient option, as compared to the fresh juices available at local joints and street stalls. · Growing category of informed buyers: There is a growing category of informed buyers who are able to distinguish between fruit-based beverages and fruit juices. These consumers are health conscious, highly aware, and have higher disposable income. They have, therefore, led the demand for 100% fruit juices in the past couple of years. · Rising Disposable Incomes: In the past few years, there has been a sharp change in the number of nuclear families, in tandem with a surge in the number of working couples, which has led to higher disposable incomes. This has aided the affordability of packaged fruit juices, which are fast replacing fresh, homemade juices and becoming a compulsory item on breakfast tables. · Booming modern retail: The dynamics of growth in the fruit-based beverage space are attributed to modern retail and alluring shelf displays which drive impulse purchases. · Habitual purchase: The trend of consumers evolving from fruit drinks in bottles to sweetened juices to 100% packaged juices has been observed largely in the past couple of years. Consumers are buying in greater quantities, for household consumption, and buying fruit juices is becoming more of a habitual purchase than a need-based purchase. · Introduction to new flavors: To kindle consumers’ interest in the category and also to cater to diverse and changing tastes, fruit juices providers are introducing new flavors and packaging options. Opportunities At the same time, the packaged juices market throws up many opportunities. Some of them are outlined below: · Shift towards 100% juices from sweetened juices: This offers a wide opportunity to existing and upcoming juices manufacturing companies to spruce up their existing business and plan as needed for business or capacity expansion. · Healthy proposition: it has been observed that consumers are making healthy choices in their beverage consumption; therefore, fiber-enriched juices and no sugar juices are more in demand. Some new juice variants claim to have no added sugar; this can be positioned as a health attribute, e.g. “Dry Fruit Apple Juice” by Balan Natural Foods · Unique offering: Consumers are seeking unique fruit flavors apart from the usual mango, orange, or lime-based fruit juices. Companies intoned to identify some of the unique fruit juices that can be offered - “Dry Fruit Apple Juice” for instance, which is much sought after due to the nutritive benefits provided by the combination of dates, figs, raisins, almonds, and apple concentrate. · Wider Options: Companies need to offer wider varieties and options for the consumer to choose from, ranging from “mixed” fruit juices to pure, single fruit juices to dry fruit juices. Thanks to higher incomes, consumers are willing to experiment with variety and pay a premium for such value-added products. · Product extension: There has been some recent product extension, e.g. Tropicana launched Tropicana Fruit Powder with no preservatives or artificial flavors, which will be available in single-serve sachets and can be made into a full glass of juice simply by adding water. http://www.technopak.com/Files/packaged-juice-market-in-india.pdf Overview, the juice market in India registered a CAGR of 15-20% in the last six years. India is known to be a fruit basket of the world and has been considered as the second largest producer of fruits after China. https://www.businesswire.com/news/home/20170518005761/en/India-Juice-Market-Overview---Research-Markets
Karthik Krishnan H
Balls - 6 Rules For Winning Todays Business Game
Balls - 6 Rules For Winning Todays Business Game
AISHWARY YADAV
Notes on Origin of Advertisement Agency
History of Advertising in India since 18th Century!· Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began.· 18th Century:· Concrete advertising history begins with classified advertising· Ads appear for the first time in print in Hickey’s Bengal Gazette, India’s first newspaper (weekly).· Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads· Newspaper studios train the first generation of visualisers & illustrators· Major advertisers: Retailers like Spencer’s, Army & Navy and Whiteaway & Laidlaw· Marketing promotions: Retailers’ catalogues provided early example· Ads appear in newspapers in the form of lists of the latest merchandise from England· Patent medicines: The first brand as we know them today were a category of advertisers· Horlicks becomes the first ‘malted milk’ to be patented on 5th June 1883 (No. 278967).· The 1900s:· 1905 — В Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in bombay· 1912 — ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake· 1920s — Enter the first foreign owned ad agencies· — Gujarat Advertising and Indian Advertising set up· — Expatriate agencies emerge: Alliance Advertising, Tata Publicity· — LA Stronach’s merges into today’s Norvicson Advertising· — D J Keymer gives rise to Ogilvy & Mather and Clarion· 1925 — LR Swami & Co, Madras· 1926 — LA Stronach & Co (India) Pr. Ltd, Bombay starts Agency called National set up for American rather than British advertisers· — American importers hire Jagan Nath Jaini, then advertising manager of Civil and Military Gazette, Lahore. National today is still run by Jaini’s family· — Beginning of multinational agencies· — J Walter Thompson (JWT) opened to service General Motors business· 1928 — BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up· 1929 — J Walter Thompson Co Pr. Ltd formed· Indian agencies, foreign advertising in the thirties:· 1931 — National Advertising Service Pr. Ltd. Bombay set up· — Universal Publicity Co, Calcutta formed· 1935 — Indian Publicity Bureau Pr Ltd, Calcutta established· 1936 — Krishna Publicity Co Pr. Ltd, Kanpur begins operations· — Studio Ratan Batra Pr. Ltd, Bombay established· — Indian Broadcasting Company becomes All India Radio (AIR)· 1938 — Jayendra Publicity, Kolhapur started· 1939 — Lever’s advertising department launches Dalda – the first major example of a brand and a marketing campaign specifically developed for India· — The Press Syndicate Ltd, Bombay set up· Indianising advertisements in the forties:· 1940 — Navanitlai & Co., Ahmedabad set up· 1941 — Lux signs Leela Chitnis as the first Indian film actress to endorse the product· Hindustan Thompson Associates (HTA), the current incarnation of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India Green’s Advertising Service Agents, Bombay formed· 1943 — Advertising & Sales Promotion Co (ASP), Calcutta established· 1944 — Dazzal, Bombay comes into existence· — Ranjit Sales & Publicity Pr. Ltd, Bombay started· 1945 — Efficient Publicities Pr. Ltd, Madras set up· — Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India· 1946 — Eastern Psychograph Pr. Ltd., Bombay set up· — Everest Advertising Pr. Ltd, Bombay established· 1947 — Grant Advertising Inc, Bombay formed· — Swami Advertising Bureau, Sholapur started· 1948 — RC Advertising Co Bombay set up· — Phoenix Advertising Pr. Ltd, Calcutta formed· Corporate advertising in the fifties:· 1950s — Radio Ceylon and Radio Goa become the media option· 1951 — Vicks VapoRub-a rub for colds causes ripples with its entry in the balm market· 1552 — Shantilal G Shah & Co, Bombay· 1954 — Advertising Club, Mumbai set up· — Express Advertising Agency, Bombay· — India Publicity Co. Pr. Ltd., Calcutta· 1956 — Aiyars Advertising & Marketing, Bombay· — Clarion Advertising Services Pr. Ltd, Calcutta· 1957 — Vividh Bharati kicks off· 1958 — Shree Advertising Agency, Bombay· 1959 — Associated Publicity, Cuttack· Creative revolution in the sixties:· 1960 — Advertising Accessories, Trichur started· — Marketing Advertising Associates, Bombay set up· 1961 — Industrial Advertising Agency, Bombay comes into existence· — Bal Mundkur quits BOMAS to set up Ulka the same year· 1962 — India’s television’s first soap opera – Teesra Rasta enthralls viewers· 1963 — BOMAS changes names to SH Benson’s· — Stronach’s absorbed into Norvicson· — Lintas heading for uncertainty· — Levers toying with giving its brands to other agencies· — Nargis Wadia sets up Interpub· __ Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match· 1965 ___ Kersey Katrak sets up Mass Communication and Marketing (MCM)· 1966 — Government persuaded to op 1 up the broadcast media· __ Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA)· 1%7 _ First commercial appears on Vividh Bharati· 1968 — Nari Hira sets up Creative Unit· — India wins the bid for the Asian Advertising Congress· 1969 — Sylvester daCunha left Stronach’s to run ASP; later sets up daCunha Associates· 1970 — Frank Simoes sets up Frank Simoes Associates· The problematic seventies:· 1970, 1978 National Readership Studies provided relevant data on consumers’ reading habits· 1970 — Concept of commercial programming accepted by All India Radio· __ Hasan Rezavi gives the very first spot on Radio Ceylon· 1971 — Benson’s undergo change in name to Ogilvy, Benson & Mather· 1972 —- Western Outdoor Advertising Pvt. Ltd (WOAPL) introduces first closed circuit· TV (CCT) in the country at the race course in Mumbai· 1973 — RK Swamy/BBDO established· 1974 — MCM goes out of business Arun Nanda & Ajit Balakrishnan set up Rediffusion· 1975 — Ravi Gupta sets up Trikaya Grey· 1976 — Commercial Television initiated· 1978 _ First television commercial seen· 1979 — Ogilvy, Benson & Mather’s name changes to Ogilvy & Mather· Glued to the television in the eighties:· 1980 — Mudra Communications Ltd set up King-sized Virginia filter cigarette enters market with brand name of ‘Charms’· 1981 — Network, associate of UTV, pioneers cable television in India· 1982 — The biggest milestone in television was the Asiad ’82 when television turned to colour transmission· — Bombay Dyeing becomes the first colour TV ad· — 13th Asian Advertising Congress in New Delhi Media planning gets a boost· 1983 — Maggi Noodles launched to become an overnight success· — Canco Advertising Pvt. Ltd. founded· __ Manohar Shyam Joshi’s Hum Log makes commercial television come alive· — Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series· 1984 — Hum Log, Doordarsharrs first soap opera in the colour era Is born· — Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi!· 1985 — Mudra makes India’s first telefilm, Janam· 1985-86 — 915 new brands of products and services appearing on the Indian market· 1986 — Sananda is born on July 31. The Bengali magazine stupefies India by selling 75,000 copies within three hours of appearing on the newsstands.· — Mudra Communications creates India’s first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps· — Price quality positioning of Nirma detergent cakes boost sales· 1988 — AAAI’s Premnarayan Award instituted· 1989 — Advertising Club Bombay begins a biennial seminar called ‘Advertising that Works’· — Advertising & Marketing (A&M) magazine launched · Tech savvy in the nineties:· 1990 — Marks the beginning of new medium Internet· — Agencies open new media shops; go virtual with websites and Internet advertising· — Brand Equity (magazine) of The Economic Times is born· 1991 — First India-targetted satellite channel, Zee TV starts broadcast· — Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region)· 1992 — Spectrum, publisher of A&M, constitutes its own award known as ‘A&M· Awards’· — Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural invasion· 1993 — India’s only advertising school, MICA (Mudra Institute of Communications· Ahmedabad), is born· — Tara on Zee TV becomes India’s first female-centric soap· 1995 — Advertising Club of Bombay calls its awards as Abby· — Country’s first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations· 1996 — The ad fraternity hits big time for the first time by bagging three awards at the· 43rd International Advertising Festival, Cannes Sun TV becomes the first regional TV channel to go live 24 hours· — A day on all days of the week· 1997 — Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas· — Government turns towards professional advertising in the private sector for its VDIS campaigns· — Army resorts to the services of private sector agencies· — Advertising on the Internet gains popularity· — Equitor Consulting becomes the only independent brand consultancy company in the country· — Several exercises in changing corporate identity· — For the first time ever, Indians stand the chance of winning the $ 1-miliion booty being offered by Gillette as part of its Football World Cup promo 1998· — Events assume important role in marketing mix· — Rise of software TV producers banking on ad industry talent· — Reinventing of cinema -advertising through cinema begins· 1998 — Lintas becomes Ammirati Puri Lintas (APL)· 1999 — B2B site agencyfaqs.com launched on September 28, 1999· — The Advertising Club Bombay announces the AdWorks Trophy· In the new millennium: · 2000 — Mudra launches magindia.com – India’s first advertising and marketing gallery· — Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP)· — bigideasunlimited.com – a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews· — Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC· — Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family-oriented soap on TV· — French advertising major Publicis acquires Maadhyam· 2001 — Trikaya Grey becomes Grey Worldwide· Bharti’s Rs 2.75-crore corporate TV commercial, where a baby girl is born in a· football stadium, becomes the most expensive campaign of the year· 2002 — Lowe Lintas & Partners rechristened Lowe Worldwide· — For the first time in the history of HTA, a new post of president is created. Kamal Oberoi is appointed as the first president of HTA The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signages, the trademarks, the press ads and the likes evolved.Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickey’s Bengal Gazette which was India’s first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizers and illustratorsMajor advertisers during that time were retailers like Spencer’s, Army & Navy and Whiteaway and Laidlaw. Retailers’ catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first ‘malted milk’ to be patented in1883.B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Lever’s advertising department launched Dalda – the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including Humlog andYeh Jo Hai Zindagi.In 1986, Mudra Communications created India’s first folk-history TV serial Buniyaad which was aired on Doordarshan; it became the first of the mega soaps in the country. Later in 1991, First India-targetted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium. This decade also saw the growth of public relations and events and other new promotions that various companies and ad agencies introduced. Advertising specific websites were born, one of them being agencyfaqs now known as afaqs.
ASHJOT SINGH ANAND
Notes of Foundations of Advertising
This clip contains notes of foundations of advertising, Advertising and consumer behaviour.
HARPREET SINGH
Amazon Marketplace Selling Products
Amazon prime members or Amazon seller is produced a product on their on companies to sell out different
Aman Tripathi