PepsiCo - World Leader In Convenient

Foods & Beverages Industry

• Revenues – About $43 billion and over 198,000 Employees across

the globe

• PepsiCo was founded in 1965 through the merger of Pepsi-Cola

and Frito-Lay

• PepsiCo brands are available in more than 200 countries and

territories across the globe

• PepsiCo has more than 500 products in it’s portfolio of which 18

brands generate $1 Billion each in retail sales
 Frito-Lay invigorates PepsiCo's portfolio of
A broad spectrum of beverages worldwide
products with plenty of good food and 'good
bringing fun and refreshment to consumers
fun'

Tropicana, the strongest name Quaker expands our portfolio with a

in juices; the best of fruit wide range of healthy food choices

Gatorade's line of performance drinks adds over 40 years of rehydration & sports nutrition
research to the PepsiCo portfolio
 Our Corporate Philosophy

Performance with Purpose

At PepsiCo we gauge our financial achievement
by our social and environmental performance.
Our sustainable efforts have given our business
the solid foundation we need to keep pace with
an ever-changing market
A Philosophy That Is Manifested At PepsiCo
India Through A Comprehensive Sustainability
Program
PepsiCo India - Our Portfolio Today Meets A
Range Of Consumer Food & Beverage Needs

Beverage Need States Snack Need States

Refresh Refresh
Hydration Enjoyment Sustenance Enjoyment

Health Indulgence Health Indulgence

Nourishment Transformation Nourishment Enhancement

Energy
Energy
Serviced By Muscular Brands That Enjoy
Consumer Preference and Loyalty
Built Through Superior, Consumer-
Validated Propositions, Rooted In Insight
And Supported By A Robust Information
Ecosystem

Periodic KPI Tracking Digging deeper Consumer Insights

• More than observation

• Syndicated data • Consumer motivation
or findings – Deeper &
& emotional
•Consumer/ retailer more penetrating
attachment to brands
data • Talking to consumers,
• Consumption rituals
• Trend reports not just talking about
• Ethnography
them
• Customized • Consumer
• Recognizing
research ( qualitative segmentation,Typology
relationships
& quantitative) • Consumer/Customer
decision making tree • Re-framing the problem
• Internal data
• Driven by both people &
process
 However Our Consumer Is A
Moving Target – Evolving Rapidly
 Macro Consumer Trends Point To Consumers
in Experience-Maximization Mode
Adapting to a life
that is fast, flexible
Stop-Go
Stop-Go and lived-on-the-go
Lives
Lives

The re-
shaping of Community
Community Increasing
culture, Transformations
Transformations focus on
community, &
Health
Health &
& Wellness,
what it means Wellness
Wellness though low
to belong evidence yet of
walking the
talk

The rising New

New
currency of Communication
Communication Professional
Professional Consumers
increasingly
visual Currencies
Currencies Consumers
Consumers becoming
information demanding,
sophisticated &
contradictory in
Experiential
Experiential their shopping
patterns
Consumers Society
Society
seeking &
savoring
experiences
Fundamentally Changing The Consumer
Engagement Paradigm

Bite Sized Niche is the

Communications new norm

Customization &
Shorter attention
personalization,
time spans,
spurred by
unprecedented
increased
exposure
individualism

Authenticity is Brand Affinity is

a key value tougher to build

Brand Platforms
Declined trust in are
Corporations - becoming crowded
demand for spaces –
more information Cricket is activated
by > 130 brands!
Consumers Are Now In Control
The Rules of Engagement Have Changed
Altering the Power Equation Between
Advertisers & Consumers
Much Of This Is Powered By A Changing
Media Landscape

We, the Media

+ MANY-TO-MANY

My Media
ONE-TO-ONE
Consumer control an

Niche Media
Mainstream Media ONE-TO-FEW
engagement

Social Media
ONE-TO-MANY

Personal Media

Segmented Media
Mass Media

-
Media Today Is Feeding Consumers’
Appetite For Content…
…But Also Affiliating Them To Powerful
Ideas
Traditionally, Media Distribution Had A
“Top Down” Structure

broadcaster

affiliate affiliate affiliate affiliate affiliate

(distributor) (distributor) (distributor) (distributor) (distributor)
Now Media Is Essentially De-centralized

Content jumps…
Consumers “broadcast” …between ...between
to other consumers platforms… geographies
through blogs, BBS and
social networks.

movie

gets
uploaded

then
downloaded

THE RESULT: Media Democratisation where anyone can become a

journalist, author or film maker
Driven By The Fact That Markets Have
Become Conversations

The Cluetrain Manifesto

• An influential book written in 1999
– A set of 95 theeses put forward as a
manifesto for all businesses operating
in what was suggested as a “newly
connected marketplace”

• Fundamental to 'The Cluetrain Manifesto'

was the premise that the Internet
provided a new and unique forum for
communication that would ultimately shift
the nature of business communication and
marketing.

• "A powerful global conversation has

begun. Through the Internet, people are
discovering and inventing new ways to
share relevant knowledge with blinding
speed. As a direct result, markets are
getting smarter—and getting smarter
faster than most companies."
Powered by Social Media And Web 2.0

Social media is an umbrella term that defines various activities

that integrate technology, social interaction and the
construction of words, pictures, video and audio.

Source. Wikipedia.org

MORE SIMPLY PUT….

Social Media is
about people having
conversations
online..
The Social Media Landscape Today Is A
Powerful Enabler Of The Changing Conversation
Types of Social Media
• Blogs ( web-logs)
• Emerged in the Mid 90s; Simple online diaries - by individuals, corporates
• Micro blogs
• Twitter fastest growing social media brand
• Instant messaging, news/image sharing, job board
• Continues to evolve as a real-time communication tool
• Social Networks
• Connections
• Music, sports, politics, sex, hobbies
• Sub-category includes customizable social networks – eg Ning, KickApps
• Video/Image sharing sites
• Upload and share; The blurring of ‘public’ vs ‘private’
• Social Media Aggregators
• ‘FriendFeed’, ‘socialthing’
• Centralize users’ various profiles; manage multiple conversations from one location
• Social News Aggregators
• Submit links to content on other websites
• Ranked by discussion it evokes
• Social Bookmarking sites – Folksonomies
• Bookmark and share useful web pages
• Wikis
• Creation and editing of interlinked web pages – collaborative websites
• 100% UGC – By the readers
Media Consumption Is Evolving From Lean-
Back, Captive to Lean-Forward, Engaged

OOH, Malls, Events, Gym,

out & about Book / Music Mobile
Disc/Pubs,
Stores, Theme Clubs
Parks

Blog, Gaming,
lean forward Newspaper, RSS – Feed, Contests, Social
Magazines Internet Networking

lean back TV, Radio Cinema, Movies IPTV,

on Demand, Interactive
DVR Games

scheduled demand participate

Both Traditional Media As Well As Social
Media Can Be Lean-Forward

Traditional media like TV, Press and Outdoor can also be

“lean-forward”.

The key is that the content provides a stimulus that

evokes a response/call-to-action and engages in a
dialogue with the viewer/reader.
An Entire Generation Has Grown Up With
Digital As A Way Of Life
 Consider Some Facts…
27

Social Networking growth at 36% from Jan’ 08 ( Music at 24%,

Gaming at 15%)
Source: Comscore India – June 2009; Economist – Feb 2009; Social media tracker wave
3
Conversation Velocity- The Speed At Which
Chatter Spreads, Is Magnified By Social
28

Networks

Average number of friends on

facebook

Just 2 degrees of
separation
on facebook results in
an exponential
multiplier

Impact of the chatter: 87% say ‘Word of Mouth’ is a powerful

recommendation*.
* Source: Nielsen Online Global Consumer Study April 2007
There Is An Emerging Sub-culture Of People
Who Simply Consume Online Media

31%

17% China 16% 15% 14%

India 9%
Australia Korea Singapore
Malaysia

™16% of those online spend less than 5hrs a week consuming traditional
media
™Ironically, many of these ‘online only’ consumers are still consuming the
same content – i.e. Watching TV shows, listening to the radio and so on.
Yet they are doing it digitally.

™The web enables them to access content on demand, content previously

unavailable, or in a manner that previously wasn’t possible.
The Net Is Fast Becoming The Preferred
Information Source
 Search Explosion - India

73% of internet
users search
1+ Bn queries Over 4.8 mn Clicks
the web*1
per month On Search Ads *1
with 53 Searches
per User *2 Search revenue
projected to touch
$120 mn in 2010
from $50 mn *3

* Source:
1. IAMAI 2008
2. comScore qSearch (June 08)
3. Industry Sources
A Significant Growth in ‘Prosumerism’…
32

A Prosumer is someone who both consumes and produces information.

A fundamental shift in consumer behavior underpinning Web 2.0, is the movement from
simply consuming information to also producing (and publishing) information – the shift from
the “Consumer” to the “Prosumer”.

Almost 1 in 5 online consumers have started a blog – 60% of

them are about personal experiences.

Only 14% claim they have visited a corporate blog

If brands can learn to

converse with, rather than
market to consumers, blogs
can be used as
the ultimate listening post on
consumer needs and
sentiment.
* Source:
Research International APAC study
…And The Increasing Importance Of Word
Of Mouth

Taiwan

Singapore

Malaysia

India

China

Australia

Total

0% 20% 40% 60% 80% 100%

Influenced by online comments Not Influenced by online comments

The cross roads between Prosumerism and Social networks –

opinions from people you know and trust – is the ultimate in
viral communications, either positive or negative, for brands.
Life Caching Is Making Us Digital Storytellers…

People are sharing and interacting like never before

36,00,000,000: Photos
archived till June ’09.
That’s roughly 1 photo for
every two people on this planet!

13,000,000: The number of

articles available on Wikipedia 132%: The monthly growth
rate of Twitter users from Jan to
Feb ’09
3,000,000: The average
number of Tweets per day on
Twitter.com

13 hours: The amount of

Video uploaded to YouTube
every minute
5,000,000,000: the
1,00,000,000: The number of number of minutes
videos viewed per day spent on Facebook
each day
200,000,000 blogs!
Facebook is bigger
than Russia
The Success Of The US Presidential Election
Is Testimony To This…

• 5,000,000 – the number of active Barack Obama supporters across 15 social

networks
• 14,200,000 – Number of views Obama’s “Yes We Can” video got on YouTube
• An additional 15 of the 1800 official and 139,000 unofficial Obama videos
received > 1 million views
• $ 6, 500, 000 – the amount of money 3 million online donors contributed to
the ’08 Obama campaign
For companies, resistance to social media is futile.
Millions of people are creating content for the social web.
Your competitors are already there.
Your customers have been there a long time.
If your business isn’t putting itself out there, it ought to be…

Businessweek Feb 19, 2009

 What Implications Does
This Pose For Marketers?
The New Communication Model Will Need
To Evolve from Monologue to Dialogue…

… Flipping classical marketing on its head

Participation Is The New World Order In
Marketing
A big shift from monologue advertising to
conversational advertising/communication

• Marketers today are in a unique position today to create

competitive advantage by understanding and leveraging the power
of technology.

• With the use of technology and the internet as our playground we

can go from one touch point to millions in a manner of hours

• Moving beyond contact with consumers to something much more

meaningful…

• … that’s engagement

• And engagement fosters connections which lead to relationships

• Resulting in brand loyalty.

Where Effective Communication Will
Combine Both Media Dimensions
Leveraging The Power And Impact Of Media
Convergence…

“…where old and new media collide, where

grassroots and corporate media intersect,
where the power of the media- producer
and the power of the media- consumer
interact in unpredictable ways."

Henry Jenkins, author “Convergence culture”

… And Borrowing On The Principles Of
Transmedia Storytelling

The cross-platform blitz

for “The Matrix” was
generally interpreted as a
major advance in digital-
era storytelling ("The
audience can choose how
deep to go!") or, more
often, as a major advance
in
exploitative licensing and
marketing

The Wachowski Brothers who produced The Matrix supplemented the first chapter of
their film trilogy with two more films; Enter the Matrix, a video game that revealed
critical events and interactions offscreen before, and during the events of the 2nd
and 3rd films; The Animatrix, a series of animated shorts from acclaimed anime
directors that covered critical background events and introduced minor characters
featured in the later films; and a compilation of Matrix comics from renowned comic
artists and writers.
Defining Transmedia Storytelling

• Transmedia stories are those “which unfold across multiple media platforms
with each new text making a distinctive and valuable contribution to the
whole”
• Each medium should do whatever it does best
• At best, each part is self contained to make it accessible on its own terms,
without the rest of its components
• The vision needs to be consistent and unified; if it is redundant or self-
contradicting, participants will notice
• Can attract multiple audiences by using different approaches in different
media, to reach each group
• The logic shifts from “licensing” to “co-creation”
• Can form communities when it brings people and gives them something to do
 From Transmedia Storytelling
Transmedia Planning

Advertising Advertising

Interactive Public 
Interactive Public  Experience Relations
Experience Relations

Person Person
Brand 
Community
Central Idea
Person Person

Direct  Direct 
Retail Retail
Marketing Marketing

Media - Neutral Planning Transmedia Planning

 The Concept Of Transmedia Storytelling Is
Reshaping Entertainment, Marketing,
Advertising and Branding

In 2001, BMW stunned the ad world by investing in short films which had nothing
to do with their product

The idea was to give film directors a BMW car around which a compelling short film was to be made.
Many of the tales centered on life-and-death chase scenes, but several were humorous or even melancholy.

McDowell ( Mktg VP, BMW) figured if The Hire, took off and the films were downloaded from BMW's Web site
by 1 million to 2 million viewers, BMW would chalk up the same number of eyeballs as a snappy advertising campaign
aired during the Super Bowl, but would reach a higher percentage of BMW-type customers: Progressives with a nose
for cinema, technology, and high bandwidth.
If you really understand your consumer, you can be very clever about how to communicate.
You can change the whole paradigm

The buzz started slowly with the first film but grew to avalanche proportions by the time Madonna's short
comedy film about a cranky diva was released, overwhelming BMW's expectations and forcing the automaker
to add servers as fast as it could.

But it didn't stop there. As the short-film gambit rocketed around the blogosphere, national TV broadcasters
flooded McDowell's office with requests for interviews on CBS, Entertainment Tonight, and Fox News.
The novelty of an automaker producing films fanned public interest and stoked downloads.

After one year, the number of viewers who had visited BMW's Web site to download The Hire shot to over 21 million,
and with three more films added in 2002, it rocketed to 100 million, sparking a Harvard Business School case study.
One million enthusiasts ordered a DVD with all eight films.

Source: Businessweek Watch the Madonna film at http://www.youtube.com/watch?v=8tDg1YKp8M0

More Recently The Viral Marketing Campaign For
The Dark Knight Was A Powerful Transmedia
Experience

http://www.youtube.com/watch?v=1pd74It‐yVo&feature=related
So What Does This Mean For Brands?
Brands will be “owned” by consumers more
than ever before

Spark Conversations: Create opportunities for your consumers to

own the brand by giving them something to talk about

Create brand fans by providing interesting consumer experiences,

and then leverage the passion of this user base

Both individuality and collectivism are important for

consumers – enable this for them through our brands
Collaborations and Co-creation will be key

Focus on Consumer participation in Idea Generation/ NPD

Create Ideas that are open source and that

consumers can play with

Be willing to let consumers contribute to the brand narrative

Collaborations and Co-creation will be key

Be prepared to use different media to tell different parts of a

story

Think about partnerships with brands who have similar core values

Be transparent, inclusive – this is the era of Authenticity

Lets Take A Look At Some Examples
1) ENABLING RELATIONSHIPS AND
COMMUNITY
When Pepsi created
the first online
community for a
billion cheering
cricket fans -
the Blue Billion
 Pepsi’s Bluebillion
website has
evolved into
India’s first
online cricket
community –
an affinity league
for a billion
cheering Indian
fans

• Total page
views 2.58 mn
• Total unique
users 6.6 L

http://www.youtube.com/watch?v=FPXhDGoi6yM
When
Pepsi
branded
the
Unstoppable
generation…
Youngistaan
The Youngistaan Portal

Page Views – 2.63 MM; Unique Users – 1.08 MM; Avg Time Spent – 8.1 mins
An Experience Gateway For Youngistaanis;
A Key Multiplier of the ATL Idea

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Vie
4 l ac s; Video
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PVs – 5

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1. 04 lac cs
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Coup
When Nike created the NIKE + RUNNING
COMMUNITY

http://www.youtube.com/watch?v=nhStKDFGv_s
When You Can Use The Internet To
Get Off The Internet

Source: meetup.com
Meetup helps groups of people with shared interests plan meetings and form
offline clubs in local communities around the world. With more than 2,000
groups that get together in local communities each day, Meetup is the
world's largest network of local groups. Meetup currently has 4.7 million
members in 3,601 cities worldwide, 46,315 local groups, 4,916 Meetup
topics and facilitates 102,000 Meetups monthly. Their tagline? “Use the
Internet to get off the Internet!”
2) SHINE THE SPOTLIGHT ON
YOUR CONSUMER
Doritos Presented Consumers With The
Biggest Stage Ever To Showcase Their
Creativity – The Super Bowl!

Visit http://www.crashthesuperbowl.com/
Kurkure Gave Its Evangelists The Ultimate
Sign of Respect – Featuring Them on Their
Packs

• Over 50mm
Kurkure packs
carried
pictures of
winners along
with their
recipes
• >1L entries
received
• Positive impact
on both
Volume and
share of tea-
time
consumption
Pepsi My Can Leveraged User Passion To
Give a New Face to the Pack… And The Brand

• Page Views >

3.76 mn
• Unique Users
> 3.06L
• Total Video
Views > 3.13L
• Total Votes
> 2.89 mn
• Avg. Time
Spent
7.5 min
Smith’s Is Recruiting Consumers To
Design Their Next Flavor

http://www.youtube.com/watch?v=-poiJFcdCXo
3) CUSTOMIZATION
Lays Accelerated Consumer Engagement With
Its New Flavors Through Consumer Advocacy
 Dewmocracy
“you want to vote now. Dew it”
Mountain Dew Is Leveraging The Collective
Intelligence Of Its User Base to Architecture The
Brand: From Flavor To Packaging Graphics

http://www.facebook.com/mountaindew#/mountaindew?v=app_11007063052&viewas=0

http://www.youtube.com/watch?v=n3mphZrRFgk
4) BREATHE LIFE INTO THE BRAND
EXPERIENCE
Honda staged a live three-minute TV ad showing a
team of skydivers demonstrating Honda's current
marketing idea 'Difficult is worth doing'.
Pepsi Engaged With Youngistaan By Making The
Consumer the Chief Architect

WHATS UR WAY?
Interrupt

Engage

Entertain
5) INVOLVE YOUR CONSUMER
Pepsi’s Gave its Consumers A
Collective Voice

refresheverything.com

An open letter

The idea was to create an OPEN LETTER to the President, simply by asking
Millenials ( core TG) the question:

What would you say to the man who is about to refresh our nation?

The timing was perfect.

Just as Pepsi introduced the new brand platform of “Refresh Everything”, the
new President was taking office.

The initiative capitalized on the excitement and momentum the entire country
was feeling.
 7,00, 000 visits to refresheverything.com, Over 700 videos
(> YouTube benchmark of 200 videos); over 4,000,000 video views
 www.pepsicotastethesuccess.com/case_study_AV

6,000,000 unique Facebook visitors; On Jan 22nd, #1 most viewed sponsor channel
TOI Led A Movement That Sparked A
Nation’s Imagination

http://www.youtube.com/watch?v=pgHyjMgPi2Q
Tata Tea Became A Force For
Social Change

http://www.jaagore.com/

http://www.youtube.com/watch?v=JXWdhB1xYic
6) CONNECT THROUGH ISSUES THAT ARE
IMPORTANT TO YOUR AUDIENCE
Quaker Oats Partnered With TOI To Raise
Awareness… And Action…To Promote Heart
Health
Sunsilk Created A Space For Young Women
To Connect On Issues In Their Life
Dove Made Its Brand Hugely Relevant
Culturally, By Challenging Stereotypes

The creative idea: Challenge narrowly defined stereotypes

by promoting the idea that beauty comes in all shapes and sizes
The Media Used: Primarily New age

http://www.campaignforrealbeauty.com/
http://www.youtube.com/watch?v=oYfwIAWWH6M
7) ENGAGE, INTERRUPT,
INFLUENCE
Pepsi Max In UK Sharply Jump-shifted Salience And
Affinity By Evolving Their Engagement Model…

share of spend INFLUENCE

share of voice engagement

share of mind interruption

From To
Communicating to consumers Engaging with them
… Bringing The Story Alive By Being Part
Of Their Consumers’ World

User generated content Virals Messenger Tabs

On-line
streaming Mobile

UK’s first brand channel on YouTube

Burger King Leveraged Its Biggest Asset –
The Whopper - In A Daring Experiment

Burger King Whopper Freakout

The restaurant experimented with

discontinuing the Whopper for a day.

Hidden cameras in the restaurant

and the drive-in captured genuine consumer
reactions.

The film attracted 3.3 million views and

inspired a series of spoofs.

http://www.youtube.com/watch?v=epsgsfuIN4Y
Diesel’s Digital Campaign Positioned The
Brand As Cutting Edge

http://heidies.com/demo2/
McDonald’s Alternate Reality Games
Involved Consumers Without Making Them
Feel “Marketed To”

An alternate reality game (ARG) is an interactive narrative that uses the real
world as a platform, often involving multiple media and game elements, to tell a
story that may be affected by participants' ideas or actions.

The Lost Ring is an alternate reality game, (ARG) revolving around a fictional
Olympic sport that disappeared 2000 years ago that was created by McDonald’s
as part of their marketing for the 2008 Olympic Games, in Beijing, China.

Read the case at http://www.thelostring.com/
The Key Challenge For You
PepsiCo’s View On Building Brands

At PepsiCo, we are committed to building:

• Great Brands
– with an ambitious vision
– a distinctive point of view on the world
– Consumer relevance and bonding
• Brands built with ideas bigger than just
advertising

This requires a sharp focus on new rules of consumer

engagement, as well as new-age marketing practices that
enable a living, breathing relationship with our key consumers
The Key Question

How can PepsiCo take a leadership

position in new age marketing
spaces (lean forward media)?
More Specifically, Our Challenges Are…

How might we leverage lean-forward media to address these

following needs?

1. How might new age media be leveraged to build “brand PepsiCo”?

• With Key stakeholders: Consumers, Customers, Key Opinion Leaders,
Government and Institutions?
• How might this help us engage deeper with them by facilitating
dialogue ( as also provide a tool to address consumer concerns)
2. How must consumer-engagement models be structured to suit the
brands’ life-stage and communications needs?
• How may we drive stronger affinity and connect for brands like Pepsi
and Lays which have a “youth” bulls-eye?
• Conversely, how can we sharp-shoot on younger brands like Mountain
Dew, Gatorade and Quaker Oats, which have sub-scale A&M budgets?
3. What strategic alliances/programs might help us take a leadership
position in this space?
• How do we build programs that drive linkages between traditional and
new media?
• Partnership with like-minded brands?
Some pointers for you as you
work the case…

1. Refer back to slides 24 and 25 for an understanding of the definition

of “lean forward Media”.

• Both traditional media as well as social media may be “lean-forward”

– the key is that they must stimulate consumer engagement and
dialogue.
2. Consider these facts about the Indian digital market

• Despite the large population, total online users are only 57 million ( 5% penetration)
• 37% of the users are from Cyber cafes, driven by the growth of online gaming
• Broadband has grown 83% from ’07 to ’08. However, 512 mbps is considered
broadband
• Local language sites have grown to 34% of market
• Ecommerce is a USD $2000 Million industry of which travel contributes to 80%
• At 400 Million mobile users, India is second only to China
• 20% of mobile users are mobile internet users. Most have their first internet experience
on their phone.
Some pointers for you as you
work the case…
3. The tale of two Indias
• The TG is not a homogenous group, with key differences between metros
and non-metro cities. What’s the new language to connect with both these
groups?
Young Adults 19-24 yrs, Metros: 4.1 MM
Characteristics
™ Prefer English to Hindi; Experienced online users

Key Online Activities

™ Online activities :Emailing-93%, SM-88%, IM/Chats-78%, Job search -78%, Downloads- 69% and News- 66%
™ Higher accessing of content related to dating/friendship, Cinema, financial info and net banking
™ More likely to have a blog , but not as active as their smaller town counterparts

Offline
™ Asset Ownership: Own Mobile, Internet Connection at Home, Bank Accounts more than other segments

Young Adults 19-24 yrs, Metros: 9.1 MM

Characteristics
™ Prefer Hindi to English

Key Online Activities

™ Online activities: Emailing–93%,SM–88%,Job–78%,IM/Chats–77%,Downloads-68% and News- 65%
™ Checking cricket score, mobile content and matrimony search higher than metro
™ Mobile is key - Send/receive mail using handset higher than metro
™ Maximum % visiting adult content, SN sites
™ More into blogs and video sharing than metro counterparts, more likely to read a blog and visit blog sites more
than 5 times a day. Members of online communities- school/alumni, computers, internet and education highest
in this group

Offline
™ More computers/laptops than metro counterparts Source: Juxt Consult Youth Online Report 2008;
™ Low cable TV connection/DTH compared to metros Metros: Delhi, Mum, Kolkata, Chennai, Bglore,
Hyderabad, Pune, Ahm
Some pointers for you as you
work the case…
Teens 13-18 yrs, Metros: 0.6 MM

Characteristics
™ Comfortable with both English and Hindi
™ Second maximum number of entrants from this group

Key Online Activities

™ Mostly accessing from home;
™ Experienced online users with 3 out of 4 accessing over 5 times a day
™ Use more eng info and local language search
™ Online activities: Emailing–87%,SM-81%,Downloads-69%, IM/Chat-68% and Games-59%
™ Least active on online shopping; Members of online communities – professional, games and school, Alumni

Offline
™ Very light users of mass media
™ Maximum % of ownership of computer/laptop than the other segments

Teens 13-18 yrs, Other towns: 1.8 MM

Characteristics
™ Comfortable with both English and Hindi
™ Maximum online entrants from this group; The only family member using Internet

Key Online Activities

™ Use primarily from Home and cybercafé, once daily
™ Online activities :Emailing–86%,SM-85%,IM/Chat-69%,Games-61% and Downloads music/mov-60%
™ Higher accessing of content related to Astrology, Health/lifestyle, cricket score than metros
™ Mobile is key – consistent usage higher than Metro equivalents
™ Members of Games and music communities- video sharing on the rise
™ Searching more than metro counterparts but not buying

Offline
™More iPods than young adults and metro counterparts (on a % basis)
Implications

•Traditional Media
• Standard TV advertising has seen a dip in effectiveness, but appetite for
content is growing
How do we use TV to satiate the hunger for content in a way
that is linked to our brands?

• The rise of the advocacy channel

• Word of Mouth is becoming a big influencer
• Media is becoming catalyst for social activism or at least social activity -
more people vote for ‘Idol’ than in their national election
• Online consumer opinion is now more valued than TV ads or editorial
How do we become a part of the conversation?
Implications

• “Search online” is becoming the new “first moment of truth”.

How do we configure strategies to emerge on the consumer’s
search radar?

• Mobiles and Mobile screens are becoming a reflex lifestyle.

How can our brands fit in?

• Social Networking is growing at a furious pace.

How do we play the game by the rules of the medium?
Execution Format…

1. Your submission should follow the following format:

• Your presentation may be in your preferred document format – MS
Word or Powerpoint.
• Your presentation should be within 40 slides or 5000 words.
• An executive summary should precede your presentation – this is to
be presented in video format, between 3-5 minutes duration. The
objective is to simply to gauge your presentation skills – we are not
looking for sophisticated production values.

• Slide 96 has 3 questions posed to you. Your team must address all
three.