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HANMERCommunicationsRoadmapHTCIndiaSeptember2021HANMERInthisPresentationTelecombusinessinIndiaSWOTWhatweare?PRProposalPROpportunitiesCaseStudiesMeasurementTeamDelhiCommercialsHANMERThe Indian mobile market is witnessing strong growth and is slated to become the second largest in the world behind China in the next two to three yearsIndiasSunriseSector:TelecomIndiaranksamongthetop10countriesoftheworldwithregardstoitstelecomnetwork.Indiahas40.3millionwirelinesubscribersand149.6millionwireless(mobileandWLL-F)subscribers.Tele-densityhasmorethandoubledinthelast3years.MobilecommunicationandinternetpenetrationareaddingtothemomentumoftelecommunicationsectorSource:IBEFHANMERSmartphoneMarketOverviewHANMERSmartPhonesMarketShareHANMERStrengthsHugewirelesssubscriberpotentialFastestgrowingmobilemarketintheworldConsumersarereadytopayforcuttingedgeservicesGovernmentsproposaltohikeFDIlimitinTelecomto74%UnifiedlicenseregimeTelecomSectorSWOTWeaknessesLowestcalltariffsintheworldMarketstronglyregulatedbyGovernmentbodyGoverningbothISPandTelecomsectorsToomanyauthoritiesrulingthesectorHugepotentialforlowendandcheaphandsetsWidescaleConsumerchurninTelecomandISPWidespreadVASdeploymentisrestrictedduetolanguageandliteracyproblemsPrimarilyavoicebasedmarketThreatsLowcostserviceprovidersnopossibilityofbreakingeveninshorttermWeakIPRprotectionSoftwareanddigitalcontentPiracyPoliticalinstabilityRegulatoryinterferenceOpportunitiesTooffervalueaddedservicesonGSM,CDMAandIPLanguageindependentservicesMobileMarketingconceptsContentinfluencedbylocalcultureandGlobalsuccessstoriesM-CommerceUnifiedmessagingplatformsForeigninvestmentinformofequityortechnologyHANMERLivingInATransformationalWorldYourbusinessisevolvingNewproductintroductionsEvolvingintotrulyglobalbrandDiverseproductportfolioIncreasingcostofdoingbusinessinternationallyConsumersdemandforgreatervalueEmergenceofBRICcountriesAnd,soiscommunicationsExplosionofsocialmediaDefinitionofmediaischangingeverydayNicheoutletsforeverythingConsumersareincontrolEmergenceofnon-traditionalinfluencersConsolidationandextinctionoftraditionaloutletsTodaysmarketplaceisbeingredefinedbytheimpactofinnovation,technology,businesstransformationandsocietalchange.HANMERHanmerMS&LIndiaExpertiseHANMERHANMERPartofaleadingGlobalCommunicationsNetworkofCompaniesAboutPublicisGroupeTheworlds4thlargestcommunicationscompany,withmorethan120agenciesand40,000staffspanning109countries.HANMERGlobalServicesEMPLOYEEENGAGEMENTCORPORATECOMMUNICATIONSINFLUENCERMARKETINGSUSTAINABILITY&THEECONETWORKMEDIARELATIONSENTERTAINMENTMARKETINGDIGITALSTRATEGYPRODUCTLAUNCHESBRANDINGTRADESHOWSUPPORTMOBILEDIVERSITYSTYLEandDESIGNB2BCRISIS&ISSUESMANAGEMENTFINANCIALCOMMUNICATIONSINSIGHTANDCREATIONMEASUREMENTCAUSE&CORPORATESOCIALRESPONSIBILITY#1AgencyinCSRfor2008GOVERNMENT&LOCALPUBLICAFFAIRSHANMERWashingtonDC(2)TheHagueCopenhagenTokyoHongKongLondon(2)MilanLosAngelesSanFranciscoTorontoFrankfurtAtlantaNewYorkStockholm(2)ParisBrussels(2)BeijingDubai(2)BuenosAiresSoPauloChicagoBostonDetroit,AnnArborSingaporeOslo(2)HelsinkiGothenburgAthensJohannesburgBelgradeBudapestCairoIstanbulWarsawShanghaiBeirutJakartaKualaLumpurSeoulIndiaNetworkAhmedabadBangaloreChennaiDelhiHyderabadKolkataMumbaiPune54officesin28countriesNetworkedandbuiltoncollaborationSinglebrandandintegratedglobalapproachStrongGlobalFootprintHANMERHanmerMS&LIndiaTierIIownednetworkMaharashtraPunjabandHaryanaOrissaGoaMadhyaPradeshRajasthanGujaratChattisgarhUttarPradeshBiharJharkhandTamilNaduKeralaAndhraPradeshJammuandKashmirJammu&KashmirJammuSrinagarPunjab&HaryanaChandigarh-Jalandhar-LudhianaRajasthanJaipurUdaipur-Jodhpur-KotaGujaratVadodaraSuratMaharashtraNashikDhuleNandurbar Jalgaon KolhapurSataraSangliAkola AmrawatiGoaPanajiKeralaCochinTrivandrumTamilnaduCoimbatoreAndhraPradeshVijaywada-VisakhapatnamOrissaBhubaneshwarChhatisgarhRaipur-BilaspurMadhyaPradeshBhopal-GwaliorIndoreJharkhandRanchiBiharPatnaSamastipurUttarPradeshLucknow-Meerut-AgraVaranasiUttarakhandDehradunUttarakhandHANMERDigitalMediaMobileCommunicationsDigitalDisplayDigitalApplianceCorporateCommunicationsOurGlobalExperienceAlignsWithYourBusinessAreasHANMERSnapshotofHanmerMS&LsCurrentClientsHANMERHowwewilldoit?HANMERHANMERWhatWeNeedtoKnowLateststakeholdertrendsPsychographicsofkeytargetsegmentsCriticalneedsanddesiresHowweuncoverInsightsPrimaryconsumersurveyingMediaMonitorDatamonitorOthersWhatWeDoWiththeKnowledgeDefineandtargetcommunicationplatformsFine-tuneourlanguageandcategoryvernacularBreakthroughonadeeperlevelTransformationalIdeasarebornfromknowledgeandanalysis.OurTeamshedslightontrendsandmindsetsthatopenthelinesofcommunicationsMeasurementMovementsMotivationsMS&LINSIGHTCREATIONLooking in the Eye of StakeholdersHANMERTraditionalTacticsFragmentedSilosUnifiedMessagesYouAreSeekingTransitionandTransformationThe Starting Line CohesivePlanTest&TrialHolisticInnovationStrategicApproachFullyIntegratedOneVoiceThe DestinationThe JourneyProductLeadershipIndustryLeadershipBrandLeadershipHANMERVerticals Pre Defined messaging pegsCorporateProducts Issues&Trends Events HANMERMediainteractionsEditorialMeetsPressReleasesPressConferencesPressMeetsMediaToursIndustrystoriesArticleplacementsSpokesperson/companyprofilingProduct placement Reviews/ShootsPRTools-MediaHANMERSeminarsSpeakerOpportunitiesPromotionalevents/tieupsMediabridgebuildingMediapartnershipMarketingTiesupsBlogsWorkshopsPRToolsBeyondMediaHANMERArticlePlacementEconomic Times View PointHANMERGlobalCorporateProfilingBusiness Today 60 MinutesHANMERProfilingColumnsEconomic Times Sunday InterviewHANMERPersonalProfilingBusiness WorldIn Depth ProfileHANMERProductPlacement/ReviewHindustan Times Caf India Today HomeHANMERProductQuality ProductFeaturesProductStyle&DesignAbilityofaProducttoPerformItsFunctions;IncludesLevel&ConsistencyDifferentiatestheProductfromCompetitorsProductsProcessofDesigningaProductsStyle&UsefulnessDevelopingaProductorServiceInvolvesDefiningtheBenefitsthatitWillOfferSuchas:ProductAttributesProductAttributesHANMEROpportunitiesHANMERHANMERRedefiningYourAudienceGENERATIONC:TheSocialCustomerGenerationCiscrossgenerational.Cstandsfor:Contentdriven;Connected;Creative;Collaborative;Contextual;CommunicativeAgeisirrelevanttoGenC.ItsamindsetGenChasendedbusinessasusualGenCexpectsauthenticengagementnopush-outofmessagesTherearenosecretswithGenC.TheyknowmorethancompaniesdoabouttheirownproductsNetworkedconversationsareenablingpowerfulnewformsofsocialorganizationSource:DealinintheEraoftheSocialCustomer,2021EditionHANMERGenCWantMultipleOptionsandExperiencesHipstersaremotivatedbytheopportunitytoexperienceandexperiment.Beinginstyleisasimportantasbeingintheknow.Highlydigital/mobile.Recessionistahasreplacedfashionista.Premiumbrandsneedtoofferdeeperpersonalexperiencestostayrelevant.Maleshoppersareincreasinglyrelevantindownturneconomy.Menareshowingmoreloyaltytobrands,especiallyiftheyprovidesafetyandentertainment(home)benefitsfortheirfamily.Brand loyalty is up for grabs as consumers re-evaluate value of brandsSource:Yankelovich,2021HANMERMarketingtoGenC:ANewModelMarketsareconversations:Marketsconsistofhumanbeings,notdemographicsectorsAlreadycompaniesthatspeakinthelanguageofthepitcharenolongerspeakingtoanyoneMostmarketingprogramsarebasedonthefearthatthemarketmightseewhatsreallygoingoninthecompanyMarketingbecomesthecenterpointforengagementofthecustomer:Messagesarenottobepushedatthecustomeraboutproductsandservices;MarketingusesthemediatoolsthatareavailabletoengagethecustomerButwithauthenticityHANMEROthertoolstotargetGenCRadio marketing tie ups/contests with Gen C,engaging them through one of the most re;evant mediums to reach target audienceSocial media network-you cannot deny the impact of this medium and the way Gen C is hooked to it Facebook/Orkut/Twitter Brand Ambassador Gen C wants to relate to the Brand and relates well if there is a Brand Ambassador for the Brand HANMERCaseStudiesfromIndiaHANMERHANMER ShobhaaDeIndianSuperstarGoesOnlineDigitalcaseStudySITUATIONAn obsessive-compulsivewriter of fifteen books,Shobhaa De is a well known name inliterarycircles.Havingtastedsuccessintheprintmedia,ShobhaaDeandherpublisher(Penguin)wantedtoreleasehernewbookSuperIndiainthedigitaldomain.TheideawastomakethelaunchasBIGaspossible.InIndia,nobodytilldatehadmadeanattempttolaunchtheirbookreleaseincyberspace.Andgoingbythemassappealofthewriterandthepublisher,thestakeswerehightomakethemaximumimpact.STRATEGYCreateastrongdigitalpresenceforShobhaaDeandSuperstarIndiabygeneratingbroadawareness through her personal blog,websites,and by promoting her on socialnetworkingsitessuchasOrkutandFacebook.PROGRAMCreatemicrositeasdigitalhubofinformationaboutShobhaaDeandhernewbook.WebsitesharedwithmediaandconsumersthishelpedthetargetgrouptoexperienceShobhaaDespersonalityandbookbyengagingthemwithaudio,video,excerptsandreviews.Solicitconsumeropinionsandaskthemtosharewithfriendsandfamilyandalsopromoteviatraditionalmedia.RESULTSMorethan2,000becameherfriendsinlessthan45days(statisticsprovethatlessthan1%ofFacebookusershave1,000+friends).Coverageappearedin:TelevisionEnglishNewsChannels,suchasNDTV24X7,CNNIBNamongstothers.PrintMediaLeadingEnglishdailies,focusingonthelifestylesegment.Onlineportalsrediff,indiatimes,sify,etc.HANMERShobhaaDeMediaCoverageHighlightsHANMERPHILIPSACrystalClearCaseSITUATIONPhilipsElectronicsIndiaLtd(DomesticAppliances&PersonalCare)istheoneoftheglobaldivisonsofconsumerelectronicsgiantPhilipsEindhovenHolland.Theywerekeenonpromotingtheirstate-of-the-artUVWaterPurifierinthemarketplace.Theproductinquestionwasapremiumproductwhichcamewitharelativelyhigherpriceandtotopitall,Philipswasenteringanewmarketsegmentthatwasdrivenbyaverydominantplayerenjoyingaverylargechunkofthepie.STRATEGYHanmer MS&L adopted a long-term plan,which ensured the desired impact of communications to the targetaudiencebyfocusingontheUSPoftheproduct.PROGRAMThe pre-launch phase focused on the rampant water contamination issues and the need for urgent waterpurificationtoensuresafewater.Thiswasdonebyplacementofgenericarticlesin15keycitiesthathighlightedcityspecificcontaminationissues.Thelaunchphasekickstartedwiththedevelopingacustomisedmediarelationsstrategy,followedbydevelopmentofkeymessagesandothercollateral.AllthisculminatedtoamegapressconferenceinNewDelhiwherethePhilipsIntelligentWaterPurifiergotunveiled,followedbytheroll-outofanationalpressrelease.Thepostlaunchfocuswasonbuildingbrandpreferenceandstimulatingpurchaseintentwhileinfluencingsales.Story opportunities related to products launch,reviews,advertising,branding and marketing initiatives wereexplored.RESULTSInaperiodoftwomonthsoflaunch,theconsultancythroughallournetworkofficesgeneratedover300newsclipswithaquantitativemediaevaluationofover1.3crore.Morethan90%ofthecoveragecarrieddirectmessaging.TodayPhilipsisprominentlybeingfeaturedinallindustrystoriesandhasestablisheditselfasakeyplayerinthewaterpurificationcategory.HANMERPHILIPSMediaCoverageHighlightsHANMERLGGlobalCMOvisittoIndiaHANMEROneMeasurementPartnershipmeasurement(360 feedback/Net promoter score)Capabilitymeasurement(Counsel and implementation/collateral review)Effectivenessmeasurement(outputs review)Impactmeasurement(B-2-C/B-2-B/B-2-S)OneMeasurementstandardisingandunifyingthemeasurementprocessHANMERSandeepRajSinghHead(PR)North&PracticeHeadTelecom,HanmerMS&L,India(Delhi)HanmerMS&LIndiaTeamSandeepheadstheNorthernoperationsofHanmerMS&LwhichservicesdiversifiedaccountssuchasAlcatelLucent,DiscoveryNetworks,LGElectronics,FordIndia,Amway,SpiceJet,MaxNewYorkLifeInsurance,CNN-IBN&IBN7,CIIandsOliver,besidesothers.HehasexperienceinhandlingclientsfromvariousdomainssuchasTelecom,InvestmentBanking,MutualFunds,Automobiles,Tourism,Telecom,Hospitality,Infrastructure,MediaandInformationTechnology.ApostgraduateincommunicationsfromSt.XaviersCollege,Mumbai,Sandeephas11yearsofpublicrelationsexperienceacrossIndiainMumbai,BangaloreandnowinNewDelhi.HANMERRamakrishnaPrayagNationalHead-MediaServices,HanmerMS&L,India(Delhi)Ramakrishna Prayagheads the Media Services Team nationally and isbasedin New Delhi.He has an experience of over 12 years in the publicrelationsdomaininvariouspublicrelationsconsultancieswithspecialisationinmediarelations.His earlier stints include companies such as Elf Lubricants,Norway basedIndoEuropeanAssociates,FortishealthcarepromotedbyRanbaxy.He has completed his Post Graduation in Human Resources and hasundergone training in Crisis Communication from Mentor Consultancy inLondon.HanmerMS&LIndiaTeamHANMERHTCIndiaLeadTeamA Post Graduate in PR with an experience of over 8 years in the PRindustry,Shailajabringsrichexperiencehavingworkedonvariousverticalsovertheyears.HercorestrengthliesinConsumerBrandsincludingLGElectronicswhichshehasbeenanAccountManagerforthepast5years.AsbeenassociatedwithHanmerMS&Lforover5yearsandhashadtheopportunitytoserviceaccountslikeXLRI,IndianInstituteofManagement,ProcamIntl.(AirtelDelhiHalfMarathon),KotakLifeInsurance,RadioCity,s.Oliver,Gucci,ZapakGamingamongothersShewasalsoapartoftheVodafoneEssartieupconferenceinDelhiShailajaRaoPrincipalConsultantHanmerMS&L,India(Delhi)HANMERCommercialslHTCwillhaveTeamsacrossHanmerMS&LofficesinDelhi,Mumbai,Bangalore,Chennai,Hyderabad,Ahmedabad,PuneandKolkata.DelhibeingtheleadTeamforHTC.lAretainerfeeofRs.2,00,000.00(RupeesTwolakhsonly)permonthexcludingtaxesandsurcharges,whichwillbeasapplicablelAlloutofpocketexpenses(communication,photocopy,localtravel,etc.)wouldbeinvoicedandshallnotexceed15%ofthemonthlyretainerfeelAll third party costs and travel expenses(airfare,board,lodge,communicationcosts)onthisassignmentshallbeinvoicedafterpriorapprovalslRequisitebillsandsupportingwillbeprovidedwhereverapplicablelPleasenotethisfeeisonlyforPRservices.AnyadditionalservicerequirementlikeReach(Tier II&III cities),Digital,Events or Creative servies charges will beadditional.HANMERThankYou!
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