imrb 1

eTechnology Group@ IMRB1

Hughes Software Systems

Evaluation of launch communicationEvaluation of launch communication for RightServe

A reportA report



1. Research objectives Awareness (Top of mind, spontaneous and aided levels)

Source of awareness (print ads, word of mouth, roadshow, sales call, PR) Take out from the communication

Brand perceptions understand perceptions about ad networks

Behaviour : study respondent behaviour in terms of intention to advertise online / increase online ad spends intention to use Adnetworks In addition to the above, the study would also cover the following

information areas, usage of Internet as a medium for advertising types of brands advertised extent of usage ( proportion of total ad spends going into online advertising) current experience with the medium ( positives & negatives) future outlook on the medium usage of online media planning services and current experiences with these

services



2. Awareness



2.1 Top of mind : by city Overall Bombay Delhi Chennai Cal B’lore Hyd

Base : All respondents 109%

32%

25%

16%

9%

17%

10%

Adcept 9 13 4 6 11 12 10

Double Click 11 3 24 13 11 6 10

Rightserve 27 28 32 19 33 35 -

Webshastra 2 - - - 11 6 -

Others 14 16 - 6 11 18 50

None 38 41 40 56 22 24 30

• RightServe has the highest level of top of mind awareness followed by Double click.

• Over 50% of the respondents were not able to recall any brand or recalled a portal when asked their awareness of a media planning agency for online advertising.



2.2 Top of mind : by segment Overall BIF IT FMCG Others


23%

30%

29%

24%

Adcept 9 13 13 3 7

Double Click 11 17 3 10 15

Rightserve 27 22 27 31 26

Webshastra 2 4 - - 4

Others 14 9 23 14 7

None 38 35 33 41 41



2.3 Spontaneous awareness: by city Overall Bombay Delhi Chennai Cal B’lore Hyd


32%

25%

16%

9%

17%

10%

Adcept 17 22 4 19 44 12 10

Double Click 23 13 36 25 11 35 10

Rightserve 35 31 36 38 56 41 10

Webshastra 5 - - - 11 12 20

• RightServe is the most salient brand at a spontaneous level. Overall Double Click is its closest competitor especially in cities like Delhi and Bangalore.

• Adcept has the second highest levels of spontaneous awareness in cities like Bombay and Calcutta.



2.4 Spontaneous awareness:by segment

Overall BIF IT FMCG Others


23%

30%

29%

27%

Adcept 17 22 17 10 19


RightsServe 35 35 30 38 37

Webshastra 5 9 - - 11



2.5 Total awareness: by city

Overall Bombay Delhi Chennai Cal B’lore Hyd

Base : Allrespondents

109%

32%

25%

16%

9%

17%

10%

Adcept 36 47 32 38 56 24 10

Double Click 50 50 48 56 56 65 20

RightServe 76 81 72 88 89 82 30

Webshastra 24 34 20 - 33 24 30



2.6 Total awareness: by segment

Overall BIF IT FMCG Others


23%

30%

29%

27%

Adcept 36 48 27 34 37


RightServe 76 83 73 79 70

Webshastra 24 57 17 10 19

• RightServe has a total awareness of 76% among the target respondents which is extremely high for a evolving category.



2.7 Share of mind

RightServe43%

DoubleClick28%

Adcept20%

Webshastra9%

• RightServe has a share of mind of 43% . To put this figure in perspective, in most mature categories with high levels of competition the dominant brand would have a share of mind of between 35% to 40%.

• The share of mind has been computed by assigning different weights to spontaneous and aided awareness

•spontaneous awareness - 4•Aided awareness - 1

• For example the score for any brand would be No. of people spontaneously aware of a brand x 4 + No. of people aware of brand at a aided level x 1 divided by score for all brands put together.



2.8 Source of awareness: by city Overall Bombay Delhi Chennai Cal B’lore Hyd


32%

25%

16%

9%

17%

10%

Print ad’s 51 63 36 56 89 35 40

Word of mouth 30 13 32 31 67 29 50

Seminar/ Roadshow 20 25 24 25 11 12 10

Sales executives 17 25 12 6 - 35 -

Direct mail 13 16 8 19 22 12 -

PR articles 21 19 8 50 33 12 20

• Print ad’s are mentioned by over half the respondents as their principle source of awareness about the brand, followed by word of mouth at 30%.

• Word of mouth as a source of awareness is high, since online advertising is a relatively untested medium for most respondents. Word of mouth would be driven by activities like road shows/ seminars, trial and direct interaction with the servicing team.



2.9 Source of awareness: by segment Overall BIF IT FMCG Others


23%

30%

29%

27%

Print ad’s 51 57 37 59 56

Word of mouth 30 22 33 24 41

Seminar/ Roadshow 20 22 13 28 19

Sales executives 17 17 17 14 19

Direct mail 13 9 17 17 7

PR articles 21 30 27 14 15



2.10 Source of awareness: by brand

Overall Adcept Doubleclick RightServe WebShastra


39%

55%

83%

26%

Print ad’s 51 49 33 51 27

Word of mouth 30 23 16 19 35

Seminar/ Roadshow 20 8 16 25 23

Sales executives 17 13 20 12 8

Direct mail 13 8 9 8 12

PR articles 21 15 24 23 12

• The awareness for RightServe mainly comes from print ads followed by seminars and PR articles.. The only area of concern would the relatively lower level of word of mouth awareness.



2.11 Ad awareness (Aided)

Overall Bombay Delhi Chennai Cal B’lore Hyd


32%

25%

16%

9%

17%

10%

Adcept 17 22 20 13 22 18 -

Double Click 24 25 24 25 22 35 -

RightServe 50 56 52 63 44 53 -

Webshastra 2 3 4 - - - -



2.12 Ad comprehension - RightServe

Base : All respondents aware of Rightserve 80%

Delivers to the target audience 74Experts in the field/ Specialised in online advertising 19They solve all problems relating to online advertising 17Have a wide network of sites 14It is a popular/ reputed company 8International ad agency 9Technologically advanced 5

• Our earlier research had revealed that more value is placed on human expertise rather than automated targeting, however the main take out from the RightServe ads is about targeting, as is the case with all other competitors.

• About one fifth of the respondents aware of RightServe ads recall the human expertise related aspects of the message.



2.13 Ad comprehension - Double click

Base : All respondents aware of Doubleclick 53%

Delivers to the target audience 66Experts in the field/ Specialised in online advertising 21They solve all problems relating to online advertising 13Have a wide network of sites 15International ad agency 8Technologically advanced 9It is a popular/ reputed company 6



2.14 Ad comprehension - Adcept

Base : All respondents aware of Adcept 33%

Delivers to the target audience 48Experts in the field/ Specialised in online advertising 15They solve all problems relating to online advertising 12



2.15 Summary The launch campaign for RightServe has resulted in creating high

salience for the brand. The high level of brand salience has primarily been driven by the print ad campaign and word of mouth.

Given the high credibility attached to word of mouth, avenues for creating positive word of mouth like customer testimonials, trail, seminars etc. could be explored further.

Eventhough awareness is high, the take outs from the communication is mainly limited to the message “delivers to the right target audience” which is generic to the entire category.

As our earlier research had revealed that more value is placed on human expertise rather than automated targeting, communication of aspects like “experts in the field” and “solve all problems relating to online advertising”need to be increased from current levels (19%)



3.0 Usage



3.1 Current Vs. Intended UsageBase : All respondents Yes NoEver advertised online 109 48% 52%

Likely to advertise in the future 109 78% 22%

• Close to 50% of the respondents contacted have advertised on the Internet at some point in the past., while more than three fourths are intending to use the medium for advertising in the future.

• The intention to advertise on the net is significantly higher among FMCG (83%) and IT (79%) companies vis-à-vis Banking / financial services segment (70%)

• The usage of the Internet for advertising is more in the nature experimentation given the extremely low level of ad budgets spent /planned to be spent on Internet advertising.



3.2 Current Vs. Intended online ad spendsCurrent ad spends ( as% of total ad spends)

Intended ad spends( as% of total ad spends)

Base : All users /intending users

52%

109%

upto 2% 48 163 to 5% 12 176 to 10% 6 711 to 20% 2 6above 20% 2 5 Not specified 31 51Average 4.6% 9.5%

• Advertisers have indicated spending 4.6% of their budgets over the last year and intend to double spending to 9.5% over the next year. Eventhough the conversion of this percentage to total quantum of spending gives a highly improbable figure, the more significant take out is the intended doubling of spends on Internet advertising.



3.3 Current Vs. Intended Usage of online media planning agency

Current Intended

Base : All users / intending users 52%

74%

Online media planning agency 21 36

Directly to individual websites 58 46

Through ad agencies 13 18

• Currently a majority of the advertisers are going directly to individual portals or through ad agencies.

• The usage of Media Planning agencies is likely to increase significantly in the future as advertisers intend moving away from direct purchase of ad space to aggregators like media planning or ad agencies..



3.4 Brands advertised

Base : All online advertisers 52%

FMCG ( Cosmetics, Detergents, Biscuits, Liqour) 24Durables (TV, Tiles, Lamps, bicycles etc.) 15Finance products ( credit cards, Bank deposits etc.) 16Real estate / property 10Corporate ads 29Recruitment ads 13Others 12



3.5 Target audience

Base : All online advertisers 33%

SEC A 15SEC B 10NRI’s 18Young working women / housewifes/ Women 11Age 25+ 8



3.6 Advantages of online ad Wide coverage Communication is fast It is very interactive Provides a link between company & customer Cost effective / with minimum cost can deliver more

information Easy to change ad / damage correction is easy Saves lot of time



3.7 Disadvantages of online ad Very few people access the Internet Expensive Covers only the metro’s Not good for small companies Can’t reach middle & low class people We can’t evaluate media buying



3.8 Agency being consideredConsidered Preferred

Base : All intending users 31nos.

28nos.

Adcept 6 2

DoubleClick 6 5

RightServe 16 11

Webshastra 1 1

Others 6 3

Not mentioned 6 9

• Over 50% of advertisers intending to use a media planning agency are considering RightServe with almost two thirds of them going on to indicate their preference for RightServe.



3.9 Reasons for preferring Adcept

Good, technologically advanced company Their presentation was good

Doubleclick No other choice Its is a good company Their presentation was good Company being Indian they can fulfil our requirements Maximum reach

RightServe Its is a good company Lots of ads in leading newspapers Impressed with their planning



3.10 Ideal media planning agency Cost effective (38%) It should be able to target the selected audience (22%) Wide coverage/ should have tie-ups with more websites (12%) It should understand our (communication) objectives and products

(16%) Should have good team of experts (12%) Good service (11%) It should be technologically advanced (7%) More effective(8%) They should know the users / India & its people (4%) It should save time (4%)



4.0 Brand associations



4.1 Brand associationsAdcept DoubleClick Rightserve WebShastra

39%

55%

83%

26%

rovide the most efficient plan for online ad 26 38 45 15ev. The most cost effective media plan 36 25 39 15xperts at delivering to relevant targetudience

23 36 46 8

One stop shop 18 33 37 4xcellent knowledge of technology 26 33 51 4

s a MNC 10 31 63 -apable of delivering the broadest cross-

ection of users18 45 42 19

Has the widest network of sites 21 38 31 8ring comprehensive understanding of the

nternet as a medium of advertising26 40 46 11

xcellent customer service 26 25 33 4Knowledgeable client servicing team 21 22 29 8

remium priced service 13 18 30 -rustworthy company 31 35 49 4

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