4 PS PRESENTATION

Issue : Oct. 2009

WHY MARKETERS LOVE ???

By : Pooja Narwani

MARKETING MIX
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives Traditional 4Ps extended to encompass growth of service industry 7Ps Price, Product, Promotion, Place, People, Process, Physical Environment

Music is no longer a priority but the ratings are zooming northward. Gross rating points grew 150% in 2009 and over the last 3 years, the channel has been growing consistently by over 100%.

Channel Colors Colors Colors Star Plus Star Plus Star Plus Sony Ent. TV Sony Ent. TV MTV MTV MTV

Programme INDIAS GOT TALENT FF- KATHRON KE KHILADI BIG BOSS SEASON 2 SACH KA SAAMNA KYA AAP PAANCHVI PASS SE TEZ HAI PERFECT BRIDGE 10 KA DUM ISS JUNGLE SE MUJHE BACHAO ROADIES 6 SPLITSVILLE 2 STUNTMANIA

AVG TVR 2.36 4.11 2.23 2.92 2.34 1.36 1.97 1.27 2.8 3.1 1.5 0.8

NDTV Imagine RAKHI KA SWAYAMVAR

Roadies On MTV India

Today many people s biggest aspiration is to become a ROADIE. Its coveted! It s a badge! A Status symbol! And also is Hero Honda Karizma! In show the Roadies use Karizma bikes What started as a unique publicity campaign woven on travel and youth is now reaping dividends for India s largest bike maker. Incidentally, Karizma is the most aspirational bike in HH s portfolio.

 Unlike the general pattern on Hindi General Entertainment Channels (GEC s) where subsequent season TRPs are lower than the previous one; many reality shows on MTV have been doubling their ratings season after season.

We have doubled volumes and market share in the premium segment in the last two years.
- Anil Dua, SVP-Sales & Marketing, Hero Honda.

Why MTV ??
More and more marketers are putting their bucks where their mouth is and are showing more trust in MTV when it comes to engaging customers. Last few years have seen a slew of Branded reality shows on MTV including Vodafone Splitsvilla, Airtel Connected, Pulsar Stuntmania, Kurkure Rock On and so on. Today, when the marketers think MTV, they certainly seem to think beyond the 30 second spot.

Big time youth appeal and a strong connect with the target audience is what makes MTV really trick - Naren Gupta, EVP Planning, Publics India.

Cadbury and MTV

Cadbury tied up with MTV for the launch of their campaign of meetha hai khana aaj pelhi taariq hai . MTV created 2 videos, one was a hip hop and the other was a pop version of the original commercial. The day the campaign broke on television, MTV aired only these Cadbury's commercials the entire day. The marketing squad at Cadbury's liked the MTV versions do much that 60-70% of the spots foe the entire campaign aired the MTV version of the original commercial across channels.

Be it a product, a product variant or a campaign launch or something else we are a preferred destination for marketers when it come to smart marketing association. We offer our clients 360 degree solution across platforms and not just10 second airtime or a title sponsorship. We have solution for all sizes ranging from small to XXL.

- Ashish Patil, GM, MTV India.

we offer solutions to our clients ranging from creating a commercial to creating shows to offer online and on ground support. We partner with the brands.

-Aditya Swamy, SVP-Sales and Marketing, MTV India.

MTV is very strong youth brand. We liked the DNA of MTV. It s very desi. Despite being an international channel originally, it speaks to the youth here in their lingo.

-Deepika Warrier, Marketing Director, Pepsico India.

Roadies is the longest running reality show in the country.

- Raghu Ram, Associate VPshows, MTV India

Patil further adds With a smaller distribution network, we are already bigger then GECs in 15-24 years SEC AB Segment The list of advertisers on MTV is growing steadily. It has an impressive 200+ advertisers in its kitty today, a figure that only the top rung Hindi GECs are able to cross as easily.

 MTV has 45% of share of the revenue pie in the music and youth category. Others are Zoom, 9xM, Channel V, Bindaas. As of now the music to non music content mix on the channel is 40:60. The plan is to bring it to 25:75.