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| Industry
Omnibus
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In
our business of media and advertising timely information sharing
is knowledge creation. Industry Omnibus is an endeavor to
showcase industry best practices through industry wide research,
case studies, industry newsletters and other relevant information
with exchange4media subscribers. Industry Omnibus further
meets the expectations of our industry, which has made exchange4media
an industry resource. |
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| THE
PUPPET KINGS |
| Testing
the muscle of the successful urban patriarch
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WHO
ARE THE ‘PUPPET KINGS’? |
- Affluent
40-45 year old urban men
- Men
at the peak of their careers, the height of their earning power
- Chief
wage earners in the familial set-up - the veritable hub around
which the family wheel turns
- Rich,
prosperous, settled, “arrived”
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High spending power, high propensity to spend
- Effectively,
every Marketer’s dream come true
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RELEVANCE
TO MARKETERS, ADVERTISERS |
- Lifestyle
realities and motive spending power
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Upgrades are a part of his station in life
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Changing social realities prompt symbol-spending
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Growing family demands prompt indulgence spending
- Assumed
control over family decisions
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Patriarchal social context
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Successful, high earning, dominant place in life
- Consumers
of many categories, personal and family
Apparel
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Automobiles
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Consumer electronics and durables
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Banking and financial instruments
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#1.
STRUCTURED INTERVIEWS |
- Quantitative
study done among 1400 individuals
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Male, 40-45 yr old, SEC A
- Middle
/ Senior management cadre, SEP and businessmen with annual
earnings of minimum Rs. 10,00,000/-
- Unmarried
children with at least one child staying at home
- Across
7 towns, 4 metros and 3 mini-metros
- Delhi,
Mumbai, Kolkata, Chennai
- Ahmedabad,
Bangalore, Hyderabad
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#2.
QUALITATIVE INTERVIEWS |
- 24
FGDs
- Across
Delhi, Mumbai, Chennai
- 8
groups per city
- Groups
among businessmen / SEPs and corporate professionals
- A
mix of friend groups and stranger groups to counter projection
as well as secrecy
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#3.
FAMILY DIs |
- 24
DIs across Delhi, Mumbai and Bangalore
- An
attempt to catch wishful thinking and/or projection
- In-depth
interviews with wives and children of randomly selected respondents
- Probing
on scenarios discussed in husband FGDs
- Specific
statements of husband pulled out and discussed
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#4.
PURCHASE OBSERVATION |
- Over
200 shopper observations in all towns
- Watching
families shop for various items
- Big
ticket categories - real estate, durables, electronics, furnishings
- Apparel
– garments, shoes, sunglasses, watches
- Services
– restaurants
- Observed
the process of decision making as it happened
- Looked
for roles played by family members
- Focal
point, initiator, key decision maker, negotiator, veto power
holder
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| Archive |
The analysis of TV viewing and favourite TV programmes
in 71 territories in 2005
Most watched TV sporting events of 2005 - April
02, 06
Media forecast for upcoming Cricket series- February
06, 06
Regulating For Growth- December 05, 05
Trends in Mumbai print battle- October 29, 05
C & S Homes: The big debate- September 14, 05
Household Potential Index(HPI) from IRS- July 13, 05
THE TV SPORT MAP IN 2004- June 14, 05
Asia Pacific C&S Markets 2005- Apr 28, 05
Consumer Spending Poll- Nov 08, 04
M- SPECTRA : MADISON’S MULTI-MEDIA REACH FREQUENCY ESTIMATOR-
Oct 04, 04
Effective Return on Cricket Ground Signage- Aug 18, 04
Media effect and its measurement in Rural India- Aug 11, 04
Euro 2004 – Performance Analysis- Jul 22, 04
Business Media Opportunities in India- Jul 10, 04
Election 2004: Monitoring of TV Coverage - Jun 26, 04
Election 2004 A Study by MAXUS - May 29, 04
SMS users are open to brand marketing - April 22, 04
Celebrity Endorsements Inside Out: A CyberMedia Study - April
17, 04
Understanding women Study by MCI - March 20, 04
Consultation Note on Issues relating to Broadcasting and Cable
Services -
Jan 01,
04
SMS Selling Made Smarter?!- Dec 04, 03
ICCO World report October 2003- Nov 20, 03
DTH Studyby Initiative media- sep 23, 03
IRS Study- sep 17, 03
CyberMedia Research - July 17, 03
Media Financial Wellbeing - A Study by ATG - June 06, 03
The "Surer" way of consumer contact -May 15 03
TOWN & COUNTRY - June 24 02
All
in All!
Mudra
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