2. 2
A REPORT
ON
VENDOR MANAGEMENT AND BACK END
EXECUTION OF MINDSHARE ACCOUNTS
By
Chirag Chauhan 15BSP1598
A report submitted in partial fulfilment of
the requirements of
PGPM Program of
IBS Mumbai
3. 3
Acknowledgments
I would first like to thank Dalveer Singh for giving me this opportunity to
work as an intern in Dialogue Factory and assigning the topic of research. I would
like to thank Purnank Desai my company guide to get me acquainted to the teams
Dialogue factory and provided help whenever needed. He got me acquainted with
Hitesh Sharma, Pooja Mishra and Aniroodh Sharma. They were working with
different Mindshare accounts and helped me understand the work they did. They
made my internship worthwhile. Aniroodh Sharma helped me throughout the
Kellogg’s project, Hitesh and Pooja throughout the activities of HSBC, Danish for
the Jaguar project and I was learning a lot from his work experience, Varadarajan
helped through the event of Jaguar and guidance towards the do’s and don’ts’sin
the industry and Saphallaya for mentoring me for the research on Technological
initiatives in Rural India. The whole team in Dialogue Factorywere very friendly
to me and made my journey during this internship more comfortable.
4. 4
Abstract
Worked with Aniroodh to bring about Kellogg’s Chocos – Navneet Tie up. Kellogg’s
tag line is “khuljaaye bachpan”. Working with that philosophy we planned to have
an activity for both the mother and the child to share a cherished moment together.
According to sales all over India we saw that Navneet were sold the mostamong it’s
competitors and most of the sales were from Maharashtra and Gujarat. To instill
creativity we decided to go with Navneet drawing books. We wanted to get the
children to get the brand mascot Coco more popular and get it acquainted with
Kellogg’s Choco so wehad a DIY sketching ofCoco onthe inside ofthe coverpage.
The mothers would take a photo of the sketch and send it on whatsapp or give a
missed call to particular number. The 5 best sketches of Coco would be rewarded.
The reward will be that the mother and child will have a chance to have their photo
on the box Kellogg’s Chocos. Also the first unique 500 callers will get rewarded
with a Coco hamper. I also found this app called Blippar that could help the child to
have an interactive experience with objects, brands, products and magazines, etc.
This would be integrated with the drawing books. All these ideas came from this
website called www.adsoftheworld.com which a repository of all forms of media in
advertising and from all over the world. I visited someofthe regular setups ofHSBC
in corporateparks. I audited them to seethat all the elements were present. I attended
a premier event called ‘Decoding the Union Budget 2016’ at the Taj Land’s End on
1st March. Saw and assisted on the execution of the event. I helped in a giving a idea
for HSBC Dine fest where the wanted to collect information from potential
customers. I did a desk research on technological initiatives of rural India from the
past year. I covered everything from government to private companies. Covered
initiatives from healthcare to agriculture. I was present at the time for the execution
of the Jaguar XE Pit Stop in BKC MMRDA grounds.
6. 6
TABLE OF CONTENTS
Authorization i
Acknowledgements ii
Abstract iii
1 Introduction 8
1.1 Purpose, scopeand limitations 9
1.2 Sources and Methods 10
1.3 SWOT Analysis 11
2 Kellogg’s Chocos – Navneet Tie up 12
2.1 Objective 13
2.2 Media Channel and challenges 14
2.3 Total Sales of Navneet from Oct 2014 to Sept 2014 15-18
2.4 The Approach 19
2.5 Artwork 20
2.7 Before and after pics 21
7. 7
2.8 Contest mechanics 22
2.9 Reward 23
2.10 Blippar app 24
3 Technological Initiatives in Rural India
3.1 Technological initiatives by government 25
3.2 Technological initiatives by corporates 26-27
3.3 Health care 28
3.4 Agriculture 29
3.5 Conclusion 29
4 HSBC 30
4.1 HSBC Premier event ‘Decoding the Union Budget 2016 30-41
4.2 HSBC regular setups 42-45
4.3 HSBC dine fest 46-50
5 Jaguar XE Pit-Stop
5.1 Brief / Objective 51
5.2 Concept 52
8. 8
5.3 Execution / Amplification 53-54
5.4 Results / Scale 55
5.5 The flow of the customers 56-61
5.6 The facilities available 62-72
5.7 Before and after pictures 73-78
9. 9
Introduction
The chairman of WPP plc Martin Sorrell being an expert in below the line
advertising had purchased 18 companies in 3 years. He stunned everyone when he
bought over J. Walter Thompson for a whopping $587 million in 1987. Another
stunner was when he bought Ogilvy & Mather in 1989 for $825 million. The WPP
group had amassed the largest media buying group GroupM. WPP along with other
companies like Ogilvy & Mather, JWT had become the fourth largest advertising
agency in the world. Their billings were of £37 billion and revenues of £7.5 billion
a year.
Dalveer Singh, a pioneer in experiential marketing having two decades of
experience in O & M, started Dialogue Factory in 2011 which was headquartered in
Mumbai. Now presently in all the Group M offices across India, Vietnam &
Indonesia has below the line marketing that allows companies to connect the target
audience through on ground activations, word of mouth and brand advocacy.
Dialogue Factory handles activations in both urban and rural geographies. The
present clients of Dialogue Factory in Mumbai are Jaguar, Castrol, HSBC, Kellogg’s
and Imagica Adlabs but they do handle many more clients through other agencies.
10. 10
Purpose, Scope and Limitations
The purpose of this internship was to get corporate exposure and understand
end to end simulation of the work. My field of specialization was going to be
marketing so I wanted to learn from Dialogue Factory what the new age of
experiential marketing really was. This agency isn’t in the regular advertising as in
TV, radio or newspaper but into ambient media where they use on ground activities
to connect with target audience.
The scopewas to learn in all departments of Dialogue Factory. As there are so
many agencies under WPP you can use all the human resource to find marketing
solutions. The teams mostly comprised of operations, ideas or brand architecture
and the creative team. The teams used to work with various clients. The various
business directors used to take care of the clients and assign groups for each clients.
There used to be business group head who took care of one group who in turn used
to be designated for one client. This agency used to do on ground activities in rural
and urban.
The limitations are that my internship is of only 3 months and I won’t be
getting all the resources to learn from as I am not an employee. But I have used
www.adsoftheworld.com as a repository. Even there is a drive in every computer
that has all the work done so far by all the colleagues.
11. 11
Sources and Methods
Sources used were www.adsoftheworld.com, U Drive available to see other
people’s work and the internet.
Methods used is market analysis, idea creation, getting approval from client
for a particular idea, making the element list and the vendor list with pricing, getting
permission from the venue and execution. There will be a post evaluation where a
presentation of the event will be sent to the client with footfall, pictures, feedback,
etc.
12. 12
SWOT Analysis
1. Strengths:
1.1 The number oneadvertising agency in the world for media buying.
1.2 The teams are integrated well with operations, Finance, creative
team and brand architecture. There is another agency just for HR
and another for finance.
2. Weakness:
2.1 Communication problem with the boss as there is a hierarchy.
2.2 The seating arrangement is not productive.
3. Opportunities:
3.1 Chance to win more awards for their advertisements fortheir ideas.
3.2 Opportunities to use new technologies for their advertisements.
3.3 Ideas available from all over the world.
4. Threats:
4.1 Competitors from all over the world like Encompass.
4.2 New startups taking a few of their clients.
4.3 Such competent employees from all over the world.
17. 17
All India Navneet N.B., L.B. & D.B. sales fromOct14 to Sep15
State Categary Type Qty
Maharashtra Drawing Book DrawingBook 54,28,047
Maharashtra Total 2,93,46,695
Gujarat Drawing Book DrawingBook 16,79,013
Gujarat Total 1,16,27,364
Karnataka Total Drawing Book DrawingBook 5,57,997
Karnataka Total 54,91,012
Bihar Drawing Book DrawingBook 2,50,370
Bihar Total 28,85,569
Orissa Drawing Book DrawingBook 2,07,735
Orissa Total 27,14,666
Goa Drawing Book DrawingBook 2,02,462
Goa Total 21,28,703
MP Drawing Book DrawingBook 2,19,377
Madhya Pradesh Total 19,17,999
Kerala Drawing Book DrawingBook 94,596
Kerala Total 19,16,209
Assam Drawing Book DrawingBook 1,09,056
Assam Total 16,93,686
UP Drawing Book DrawingBook 1,53,333
Uttar PradeshTotal 13,56,738
Rajasthan Drawing Book DrawingBook 1,21,140
Rajasthan Total 13,44,291
Chhattisgarh Drawing Book DrawingBook 1,12,254
Chhattisgarh Total 11,25,569
Telengana Drawing Book DrawingBook 1,14,949
Telangana Total 10,96,914
Institute Drawing Book DrawingBook 6,609
Institute Total 10,96,873
Jharkhand Drawing Book DrawingBook 1,80,528
Jharkhand Total 7,32,927
Delhi Drawing Book DrawingBook 1,21,479
Delhi Total 6,53,337
Uttrakhand Drawing Book DrawingBook 86,472
Uttrakhand Total 6,51,996
Punjab Drawing Book DrawingBook 69,326
Punjab Total 6,20,690
J&K Drawing Book DrawingBook 30,720
Jammu und Kashmir Total 5,77,040
18. 18
WB Drawing Book DrawingBook 86,337
WestBengal Total 5,76,485
Key A/Cs Long Book Long Book 2,14,074
Note Book HBNB 1,27,279
JumSBNB 5,980
RegSBNB 20
Note Book Total 1,33,279
Drawing Book DrawingBook 1,15,368
Key A/Cs Total 4,62,721
07 Haryana Note Book HBNB 9,329
JumSBNB 1,93,318
RegSBNB 15,339
Note Book Total 2,17,986
Long Book Long Book 1,19,041
Drawing Book DrawingBook 96,397
07 Haryana Total 4,33,424
08 Himachal Pradesh Note Book HBNB 5,040
JumSBNB 2,23,800
RegSBNB 8,160
Note Book Total 2,37,000
Long Book Long Book 73,130
Drawing Book DrawingBook 13,224
08 Himachal PradeshTotal 3,23,354
22 Tamil Nadu Note Book HBNB 26,051
JumSBNB 36,072
RegSBNB 50,142
Note Book Total 1,12,265
Long Book Long Book 55,231
Drawing Book DrawingBook 25,355
22 Tamil Nadu Total 1,92,851
27 Chandigarh Note Book HBNB 264
JumSBNB 69,216
RegSBNB 7,680
Note Book Total 77,160
Long Book Long Book 41,689
Drawing Book DrawingBook 10,560
27 ChandigarhTotal 1,29,409
01 Andra Pradesh Note Book HBNB 5,676
JumSBNB 34,568
RegSBNB 2,870
Note Book Total 43,114
19. 19
Drawing Book DrawingBook 31,150
Long Book Long Book 21,520
01 Andra Pradesh Total 95,784
Others Note Book HBNB 20,900
JumSBNB 5,966
RegSBNB 2,414
Note Book Total 29,280
Long Book Long Book 25,164
Drawing Book DrawingBook 678
Others Total 55,122
E Business Note Book HBNB 39
JumSBNB 19
RegSBNB 4
Note Book Total 62
Long Book Long Book 26
Drawing Book DrawingBook 15
E BusinessTotal 103
Grand Total 7,12,47,531
26. 26
Technological Initiative in Rural India
Dalveer Singh asked me to do desk research on the technological initiatives
in rural India by secondaryresearch. After 11 days of research I had created a 1200
word report which I will still research on till June 1st.
Technological Initiatives in Rural India by Government
The Government is launching two schemes called national digital literacy
mission and DISHA. It is to make the country digital not forthe rich but for the poor.
DISHA is for woman empowerment to create woman scientists.
The government is taking initiatives to connectall the postoffices digitally by
March 2017.
The government is taking initiatives with the CSC scheme which means
Common Service Centre. This web portal which will allow an entrepreneur or even
the rural population to pay their utility bills, file income tax returns, fill application
forms for passport, AADHAR and PAN card. This will make it easy for companies
to easily open businesses in rural areas.
The government is taking initiative to put all the land records and sales online
and the government is making a software to manage the changes of land registry.
This will drastically reduce corruption. This project is called Bhoomi and the data is
being updated regularly.
27. 27
Technological Initiatives in Rural India by Corporates
Facebook are trying to expand their network to rural India. It is a task but the
team from India are working to put things together. Facebookdoes not even require
memory space as their data are secured on the cloud. And their app supports small
screens. If the population gets on board and shifts to smart phones and download the
app they will have the advantage to use features of free messaging and calls the
downfall is though that service providers still charge more than other countries.
Facebookis sponsoring 100 Wi-Fi hotspots in villages across west and south India.
They are collaborating with BSNL for 5 crore rupees per annum.
Google and Tata Trusts has taken the initiative to teach the women how to
use the internet by using a creative idea ‘Internet Saathi’. There will be a 1000
internet cycle carts with waterproofboxwith portablechargers forthe digital devices.
This is a free initiative and they do not leave the village until the women have learnt
to use the internet. They are also working on the world’s largest public project
Railwire to connect 500 railway stations on Wi-Fi. Google has got the nod to start
project loon in India. India is the 5th country to get this project after New Zealand,
Brazil, Sri Lanka an Indonesia. This project will have balloons in the stratosphere
(20km above earth’s surface) powered by solar panels and wind energy and will
provide 4G/LTE connectivity with the help of BSNL. It will use 2.6 GHz and to
beam internet from the sky. Each balloon will provide internet connectivity to a
40km radius. If Google gets permission, there will be drones beaming downinternet
too.
The Rockefeller Foundation has been working on creating mini grids for
lighting and businesses. This will be consumed by the poor electricity places. With
an investment $75 million they are planning to light up 1000 villages.
28. 28
Microsoft is getting into TV white space technology where they can provide
internet to the remotest area of the country. They produce the chipsets that can be
connected to the towers. They use the unused TV wave and convert them for internet.
Even smaller companies are leading innovation such as Saankhya labs from
Bangalore are working in bringing internet in TVWhite Space.
Tata is also planning to start fast broadband services in mosques and temples
in rural areas. As Tata owns one fourth of the global internet pipes they are also
getting into this business by using TV white space. They have a good idea about the
companies that are out there doing the same business. They have come out with a
great solution to get everyone to collaborate because If one goes out then there will
be someone else. This will ensure that the business runs smoothly. Tata is also going
to start Low powered wide area network (LPWAN) or low powered network (LPN)
using LoRa technology to connectthe Internet of things. This going on Mumbai and
Delhi but will be covering 400 million people in tier 1, 2, 3 and 4 cities. This will be
part of phase 1.
One of the country’s largest payment companies Suvidha having around
80000 retail outlets across India has tied up with a startup called Aasaanpaywhich
provide transactions on smartphones instead of those bulky POS systems. This plan
has been purchased bythe Government under the JandhanYojana. This acquisition
will plan to penetrate in rural areas. Not only will this but customers be able to
withdraw cash from outlets by just typing out their PIN in their system. They are
around one million outlets proving this feature.
All this will help in connecting the rural through the internet and enable cloud
services to help the government in communicating.
29. 29
Health Care
Under health care, researchers from Intel has comeout with palm sized device
called LifePhonePlus. This device allows people to take their ECG, monitor their
blood glucoselevel and also get specialist’s advice without travelling anywhere. Last
year the device won the South Asia E-Health Summit Award for mobile health
innovation. They have stripped away all the unnecessary parts and stuck to the core
requirements. It was made for India by India.
Another technological advancement in the field of healthcare coming up are
video and voice calls in rural areas. This helps the doctorto inspecta patient through
video calling. There can be trained staff to carry the operation under the supervision
but the equipment is required though. You cannot be sure of the authenticity of the
doctorthough as they are far away.
An Indian American Researcher at John Hopkin University has developed a
new app where women from rural cities can look at videos on the advantages of
using contraceptive. These videos can also be shared by Bluetooth so the whole
family can see. These videos also helped them on doing family planning. This has
only been started in Bihar.
HCL is launching an app called GoLife where the rural population can view
real time information across various topics like healthy living, parenting advice,
mother and child care etc.
30. 30
Agriculture
Mittidoctor.comis a web portal that provides results for soil health in a short
period of time. This creates a base for the amount of fertilizers to be used in a soil.
The soil sample is taken, it is tested with the soil testing kit, uploading the results
from the kit to the portal and then generating the soil health certificate.
Government has put three portals in operation which is farmer portal, kisan
call center and mkisan portal to help farmers take sound decisions on efficient
farming under varying agro – climatic conditions.
Under the National e-Governace Plan - Agriculture (NeGP-A) information is
available to a lot of farmers through various channels like the CSC internet kiosks
and SMSs about the weather conditions, soil health, seeds, nutrients, pests, seeds,
crops, good agricultural practices, farm machinery, marketing infrastructure, etc. it
is present only in 8 states out of 28 states as this is the first phase of the project.
From this we can see that there is a lot of development in the field of
healthcare, internet and communication technology and agriculture. These initiatives
are being taken by the government, corporates, researchers and startups. Internet is
penetrating into the remotest areas with the help of innovative ideas by individuals
and making the life of rural population more better and simple`.
52. 52
Jaguar XE Pit-Stop
Brief / Objective
Jaguar Land Rover was aiming to launch XE, its latest addition to the family
of Jaguar.
XE, the first of a new generation of cars is the most advanced, efficient and
refined sports saloon produced by Jaguar.
The objective to this campaign was to create an experiential platform for the
potential consumers and give them the feel of the Jaguar XE.
The global propositionofRULE THE ROADS, was to beboughtalive during
the experience.
53. 53
Concept
Car Experience events have a certain monotony attached to them, with all of
them culminating to a test drive. Keeping in mind the target group and respecting
their time, we wanted to provide an exciting brand experience than just a mere test
drive.
For a car that is a premium sedan in nature but provides the feel of a sports
car, Jaguar XE Pit Stop event was conceptualized.
JAGUAR XE PIT STOP was perfectly designed to provide the actual
adrenaline rush that one undergoes while being behind the wheel of XE.
Through dealers, we invited existing Jaguar owners and potential consumers
who were the low hanging fruits.
The event was planned in three different phases:
1) Introducing the all new Jaguar XE
2) Rule the Road Thrill Drive
3) Video Reviews & Testimonials
Each phase had a surprise factor attached to it. We aimed to appeal all the
senses of a consumer by providing a holistic experience.
India’s first F1 driver Narain Karthekeyian and his team of professional
drivers were roped in for the event, who helped in delivering the desired sports
quotient.
54. 54
Execution / Amplification
The exclusivity of the event depended highly on the execution and the little details
within.
The venue therefore chosen was One BKC, so as to provide maximum
seclusion for test drives to be conducted.
The route plan was mapped within BKC, ensuring that we face least traffic
on roads and the car could be tested to its maximum capacity.
A German AC hangar of 70x50ft was raised for the event, with three
adjoining pagodas for the display of three different coloured Jaguar XE’s.
The event was conducted over a period of two days (weekend), where TG
was invited in batches.
The TG was welcomed by team Jaguar and given a coloured band on
registration.
Narain Karthekeyan was welcomed on stage, who gave the introduction
presentation and spokeabout his experience of the all new Jaguar XE.
Narain went on to introduce his team of professional car racers, who would
accompany the consumers for the test drive.
Basis the coloured band received at registration, consumers were then
directed to the same coloured Jaguar XE parked in the Test drive zone.
Each car was fitted with Go pro cameras inside and outside to capture the
consumer reactions and delight during the test drive.
There were 2 laps that a consumer could experience, one being driven by the
professionalpit crew where the true potential of the carwas exhibited & another lap
to be driven by the consumer & feel the spunk in the drive. The venue and the route
map allowed the racers / consumers to rule the roads without any halts or issues of
safety.
55. 55
While the first batch of consumers took the test drive, the others were served
with finger food and entertained by the famous percussionist Faizan Hussain.
On returning from the test drive, consumers had a thrilled and delighted
experience to share with us, which were video recorded.
Certain selected consumers got a once in a lifetime opportunity to test drive
the Jaguar XE with Narain Karthekeyan, who ensured a truly exhilarating consumer
experience.
Dealers interacted with the consumer’s one on one and gave further details
on the display car inside the hangar. Each consumer was given Jaguar merchandise
along with a pen drive from Jaguar.
The pen drive consisted of their own video shot on a go-pro during their test
drive. We were real-time churning out back to back videos & giving it away to
consumers as a memorable experience.
Consumers left the pit-stop with an unforgettable experience.
56. 56
Results / Scale
A first of its kind test drive experience in the country alongside an ace moto
sportprofessional Narain Karthekeyan, left people spell bound.
This helped create an experience of a lifetime for the existing and potential
consumers.
