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Ogilvy & Mather - A Study
Ogilvy & Mather - A Study
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Ogilvy and Mather

  1. 1. Group Members: Daipayan Dutta Krutika Talwade
  2. 2. History Founded in 1948 by David Ogilvy which became Ogilvy and Mather Started with no clients and only a staff of two To be a stand out company ,Ogilvy knew he needed to be a strong brand. First two fundamental components: quality and diversity of the people, and the quality and class of the operation. Third Component: believe in the brands “Every advertisement is part of the long-term investment in the personality of the brand” Tried to make sure the core goal was to make advertising that sells to build a brand.
  3. 3. Background of Ogilvy Founded in 1948 497 offices in 125 countries 16,000 employees worldwide Services Fortune Global 500 companies including: •American Express •Kodak •BAT •Kraft •BP •Lenovo •Cisco •Mattel •Coke •DuPont •Motorola •Ford •Nestlé •Gillette •SAP •IBM •Unilever •Johnson & Johnson •Yahoo!
  4. 4. Services Provided By Ogilvy Ogilvy focuses on advertising, marketing, and public relations. •Advertising •Media Relations •Brand Identity •Promotional Marketing •Creative Design •Public Relations •Customer Analytics •Public Affairs •Crisis and Issues Management •Retail Design •Direct Marketing •Strategic Planning •Digital Production •Sustainability •Digital Media & Search •Sales Acceleration Marketing •Trade Marketing •Digital Marketing •Viral Marketing •Experiential Marketing •Loyalty Marketing
  5. 5. Indian Scenario - 1st Advertising agency in India - Started in 1980 with one client – Vimal - A subsidiary of WPP Group - Global revenues US$ 4.9 billion - Offices in India - New Delhi, Kolkata, Mumbai, Hyderabad
  6. 6. SWOT Analysis STRENGTHS WEAKNESS Manpower Experience Pricing Strategy Global Presence In Markets Brand Equity Old School Concept Of Advertising Rural Marketing Creativity
  7. 7. SWOT Analysis OPPORTUNITIES THREATS Using old clients Economic crisis Brand Image Tough competition Untapped areas like web Changes in the taste & marketing preferences of clients.
  8. 8. How does Ogilvy differentiate themselves from other agencies? Offering multiple services (advertising, brand identity, digital and media search marketing, media relations, sustainability, and viral marketing) High quality standards Emphasis on creativity Digital Capabilities
  9. 9. Factors for Success in India Human Resources First – Mover Advantage India as a global sourcing base India as back-office operations hub India as a source for managerial talent
  10. 10. Recommendations on Pain-Points O&M should increase its operations for the global clientele. It should focus on Database Marketing and B2B Communications and the other to do the ‘creative’ for international clients like Perfetti and Coke Focus on concept development O&M should increase the workforce engaged in database management and other back-office operations.
  11. 11. Case study on Cadbury Complaint by customers about worms in dairy milk chocolates a month before diwali Sales dropped by 30% in just 10 weeks Challenge was to restore confidence in key Stakeholders Set of media desk, leaflets and posters With contact numbers New purity sealed packaging testimonial Add on tv
  12. 12. Awards for o&m Gold Winners Ogilvy India Vodafone "Zoozoos Ogilvy Delhi Coca-Cola Sprite "Seedhi Baat, No Bakwaas Silver Winners Vodafone "Zoozoos on your mobile Ogilvy Hyderabad:Bajaj Pulsar
  13. 13. Few Ads of O&M Tatasky adds Asian paints
  14. 14. VIDEO Award winning advertisement for anti smoking and tobacco campaign by O&M India

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