Experts discuss Point Of Purchase growth at POP Asia 2005
The day one of POP Asia 2005 turned to be an analysis of the present POP scene in India with experts like Martin Kingdon, Director General, POPAI, UK and Ireland, Nehal Medh, Director, Clients Services, ORG-MARG, K Radhakishnan, Food World and Ravi Pooviah of IIT Mumbai. Harish Bijoor, Chairman, Steering Committee, POP Asia 2005 opened the seminar, throwing light on why POP in increasingly becoming an important medium for any marketer today.
The day one of POP Asia 2005 turned to be an analysis of the present POP scene in India with experts like Martin Kingdon, Director General, POPAI, UK and Ireland, Nehal Medh, Director, Clients Services, ORG-MARG, K Radhakishnan, Food World and Ravi Pooviah of IIT Mumbai. Harish Bijoor, Chairman, Steering Committee, POP Asia 2005 opened the seminar, throwing light on why POP in increasingly becoming an important medium for any marketer today.
He began with the current plight of advertisements working lesser and lesser as a medium of communication and the facing of a marketing meltdown. “The top-line is not growing for any brands except apparel and the bottom-line is diminishing,” he pointed out.
Bijoor shared that of the total ad pie that is valued at Rs 11,500 crore, presently, 87 per cent is divided between the press (46 per cent) and TV (41per cent). Where Cinema claims a larger share and radio remains to be a static medium like Internet and Out-Of-Home are significantly increasing presence in media plans.
With this he warmed the sessions for examining POP closely, saying, “POP is action oriented, immediacy led and unlike other mediums where ads are incidental, it focuses on the ad. It is the marketers’ tool to handle the last mile issue.”
Following this, Kingdon took the floor, where he largely shared more on the international POP scene. He defined POP is as any form of advertisement that took place in a store with one job, ‘To stop the shopper’ or rather to attract his attention towards the product.
“In UK, the POP segment alone is valued at 1.1 pounds Sterling. This is a significant figure and has grown due to various factors,” explained Kingdon, “Media has changed with almost 296 commercial channels, shopping habits have changed and hence brand thinking in change.”
Where these factors have led to a certain complication in drawing media plans, the fact that brands like Cadbury are a 100 per cent committed to POP reflects the success of the medium, as per Kingdon. With this, Nehal Medh had the opportunity to share more with the audience.
Medh began with the problems that the medium faces, “India is dominated with traditional retail stores, where POP is invisible. The only activities we see in the ‘dark’ categories like liquor and cigarettes. It is essentially a complimentary tool, where budget allocation is ad-hoc. This essentially makes it a nascent medium.”
Going forward he shared that the importance of the medium comes in the fact that consumers make almost 15 per cent of their purchase decisions in shops. What brands have to fight against are factors like consumer exposed to 10,000 brands at one time and that moments of change are infrequent.
POP has proved to be a great beneficiary for brands like Frito Lays that witnessed a 12 per cent increase in sales post increasing spends in the medium and that there can be ways in which POP can be tried to measure. Nonetheless, the medium faces problems like ad hoc spends and learnings not taken from the attempts made in the medium.
Reiterating that the medium holds high potential, Medh ended his presentation with a word of advise for advertisers, “Ignore POPs at your own risk.”
With the next speaker, Radhakrishnan, the importance of the organised retail format came to the fore. He said, “Due to organised retail, the term Top of Mind has lost meaning as the consumer doesn’t recall and buy but has the freedom to see and buy. With this shift in the buying pattern, POP, the silent salesman has become a very important ingredient.”
He shared that a few things that the advertisers should bear in mind in this regard is that vantage points become blind spots over a period of time. Also POPs should follow hundred-percent adjacency to the product and should have clarity of message.
While the audience were exposed to various factors about POP that indicate the growth in the medium, one undisputed fact that emerged from the discussions was POP still has a long way to go in India.
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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