India’s Top MR Agencies 2011

The Final Ranking of Top Indian Market Research Firms as per the 4Ps B&M survey gives them scores on an aggregate basis as well as on different parameters.

Methodology

4Ps B&M conducted a perception survey in two phases on Market Research firms in India. In the first phase, the team created a list of MR firms in India. The list of 63 was generated based on the frequency of recall of the market research firms (a focussed survey amongst 215 respondents in the corporate world, market research employees and industry leaders was conducted pan India). This was followed by a secondary study. The MR firms taken into consideration were the ones whose forte is to provide services primarily in the field of market research (primary or secondary). Certain firms who are primarily into consulting and only have an internal research team for their support have not been considered under the purview of the survey. Also, research firms who are specific to an industry have been eliminated from the survey. Hence 38 firms were considered for the second part of the study.

The second part of the research was carried out amongst corporates, employees of market research firms, industry leaders and others on a pan India basis on the parameters given in the table below: The respondents were asked to randomly rate 5 selected market research firms on the above parameters on a scale of 1-10 where 10 was the highest score on the perception scale. Since, employees and members of market research firms were also interviewed, the scores of the agency they were working with was not asked or taken into consideration to avoid any scope for bias. The survey used a structured questionnaire through in-depth interviews, telephonic interviews and e-mails. All responses from respondents are primarily their own perceptions. The individual and cumulative scores have been calculated and displayed to give the final rankings for the research agencies. ICMR (Indian Council for Market Research), being a sister organization, was excluded from the research. However, we firmly believe that if ICMR had been included, given the quantity and quality of the research it does and the expansiveness of its clients’ reach, it would have been ranked amongst India’s top five MR agencies. But committed to editorial integrity, we have ensured that it does not feature in this ranking.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Advertising - Hotspots and Rankings - They came, we saw and everybody reviewed!

An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side and fail to excite viewers. In this section, we review three ads that came out tops, for the right and also for the wrong reasons.

Now i love logistics!

Advertiser: Mahindra
Baseline: Outperform
Agency: NA

4Ps B&M Take: Advertising can be defined in five simple steps – why to communicate, what to communicate, where to communicate, how to communicate and whom to communicate. Much to our disappointment, the latest commercial launched by Mahindra to promote its new age Navistar range of trucks, pathetically fails to sufficiently fullfill any of the above mentioned requirements. The creative (with creativity channelilsed in all the wrong directions, though) opens outside a house where a man standing beside his car is waiting for his son Amar. His son comes out all dressed up in a business suit. He looks disappointed as he feels that his parents failed to understand him. As it turns out, he has been roped in to the family business, which primarily deals in logistics. Now he is confused. Why was he motivated to pursue an MBA in the first place if his father had eventually planned to redirect him to the trucking business? Nevertheless, the father and son duo board a BMW as they set out for an important meeting (or so it seems). Moments later, we see that they have landed up at Mahindra’s showroom to collect the order of trucks they had placed. Soon, Amar seems impressed after seeing the modern trucks. And all of a sudden, the entire business starts making sense and he is proud of his dad’s decision. The end. First things first, we don’t really understand how a fancy truck could motivate this kid (in case his kinds are the target audience). Secondly, logistics is about transportation. It’s a pretty straightforward business. What good would a dozen new and expensive trucks do to the business when the same could be achieved by acquiring second hand trucks at a fraction of the cost? Or maybe they would, but if so, shouldn’t the advertisement have talked about the benefits of the Navistar range more prominently and clearly? The kid may be clear, but Mahindra certainly needs some introspection.

dumb... dumb... dumb... d-uh...

Advertiser: AMD
Baseline: Processors that...
Agency: NA

4Ps B&M Take: If you happen to be a brand involved in the business of selling products to the youth segment of India, which has considerable disposable income, then you don’t just need to have a good product. Your brand positioning and communication should be as clear and impactful. Unfortunately, AMD fantastically failed to realise this. The commercial conceptualised by the chip major to promote its six core processor will in all probability do no good to he brand. The TVC opens inside the bedroom of a newly wed couple. As they start undressing each other (they don’t look convincing here either), one starts presuming that this might be a condom ad. However, it turns out that they had been wearing their wedding attire over military uniforms! As you sit perplexed wondering what’s going on (provided you haven’t already switched the channel or banged your head against the wall yet), the couple starts playing a video game and are shown having a lot of fun. VO: With the AMD six core processor, movies, games and music become so really real, you’ll forget everything else. We just have one word to describe this TVC – pathetic. Idea’s 3G ad had a similar theme just a few fortnights back. Besides being original, it was definitely much more likeable.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Aman ki (FIAT’s) Asha?

The flag-off ceremony by FIAT India for its ‘Securing borders drive’ took place on Independence Day this year. Under this activity, NCC cadets from Chetana College of Commerce will be driving the recently launched Fiat Grande Punto 90HP Multijet through an epic 18-day drive, which started from the Wagah border and will traverse via Sir Crick in Rann of Kutch and Longewala battle field in Jaisalmer. The event was flagged off by Marius D’Lima, Head- Corporate Communications, FIAT India and Shirish Chaudhari, Vice President, Chetana Trust. The drive is to promote relations between India and its neighbouring countries. FIAT is expecting to gain positive consumer awareness with this initiative – and subsequently, through similar such future exercises.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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MAD. AVENUE: NOT SO HOT ANYMORE?

Marketing bigwigs globally have been favouring small, closely-knit agencies for their personal attention for sometime now

Watch Kenny Tomlin – his eyes fixed on a huge flat-screen monitor - in his mousy office housed in an equally nondescript business centre in Wal-Mart’s home town Arkansas and you may at first refuse to believe that he’s the CEO of an agency that is betting on bringing in $7.8 million as revenues for 2009. But Tomlin intends to do exactly that with his three-year-old digital agency, Rockfish. Tomlin’s start-up has stacked some big brands into its purse, including Wal-Mart, P&G, Tyson Foods and Hershey’s. During a year when many big agencies were choking on the recession storm that swept America, Tomlin’s lean and unique business model has kept Rockfish Interactive afloat and growing. So why have biggies like Wal-Mart (which usually works with large agencies like Martin Agency and R/GA), chosen Rockfish to conceive and implement their online marketing initiative? Suraya Bliss, Sr. Director for Communications at Wal-Mart Stores gave the answer to Adage in a recent interview. “They helped us address tough issues, and haven’t lost sight of creativity in the process,” says Bliss, adding that Rockfish helped Wal-Mart with “challenges on the back end as well.”

Bliss is not the only marketer harboring such radical sentiments. While the trend has only now begun catching on in India, big marketers in the US have been favouring small, closely-knit agencies that give them personal attention for sometime now. The fact that they also come 15-20% cheaper than the fancy agencies – with large overheads and swank offices – on Madison Avenue is just an added benefit tipping the scales for recession-hit marketers. And that (recession) is another cause and effect syndrome that is prompting a new craze for agency entrepreneurship in American ad-land. Prompted by layoffs, job insecurities or simply personal dissatisfaction at big agencies, these outfits mostly specialise in digital or social media.

But exceptions like P.J. Pereira and Andrew O’Dell are creating waves too. Both of them quit high-flying executive jobs with big agencies and launched their namesake multidisciplinary agency in San Francisco last year. In an interview, the pair told WSJ: “The problem with most existing ad agencies is that they either have a traditional focus or a digital orientation — and either way, marketers aren’t as well-served as they could be.” They pride themselves on their USP of hiring employees with unusual backgrounds rather than advertising experience, including a wine expert, a music producer, a shark wrestler and a Hollywood screenwriter – some of whom have already delivered award-winning works during the agency’s 18 months. Pereira’s strategy: To think outside the box, one must have people who’ve lived in different boxes! And it works because Pereira has a small team that functions in a casual ambience. Point is, global marketers are increasingly getting convinced by the logic of ‘small is big on delivery’ - Pereira O’Dell has already landed hi-flying clients like toymaker Lego, Pony and the University of Phoenix. The agency’s “strong growth, significant client wins and outstanding creative work” has already landed it the title of ‘Small Agency of the Year’ in AdAge’s first such awards.

Agency consultant Michael Gass believes that there has been a paradigm shift in the manner that small agencies acquire business. Breaking popular perception, he argues that now 80% decision makers find their agency and not the other way round. And if pull is hotter than push in ad-land now, then ‘delivery’ is bound to have more weight than candy floss dressings and plush office decors. Going by recent accolades, awards and new business wins, the small guys are certainly ‘pulling’ in the crowd with their cost effective deliveries, and above all, involved solutions for client problems.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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