PITCHING FCONCEPT , VARIOUS TYPES AND ACTUAL PITCH OF ONE ACCOUNT
GROUP MEMBERS:
? SANIKA SHETH- 31 SHETH? NEIL SOMIYA - 32 ? BHAVANA UMREDKAR-36 UMREDKAR? NITAMBINI KAPOOR-41 KAPOOR-
PITCH
The set of activities intended to persuade someone to buy a product or take a specific course of action
WHAT DOES PITCHING MEANS?
? Pitching is a process of competitive selection of advertising agencies by clients. ? When firms want to outsource their advertising duties to agencies, they call for pitching wherein all short listed agencies present their thoughts on how to take the brand forward. ? The most appealing presentation finally gets selected by the client to handle its brand communication duties.
? Pitching is part of agency business. And all agencies are fully aware of the pitfalls and speculative nature of a pitch. Yet, the proverbial pie in the sky is motivation enough for pitches to thrive. ? Sometimes an idea that is central to a client¶s business ± the core philosophy, brand name & logo are sought for through an agency pitch. And you may very well have a situation where the client implements the brand name but doesn¶t award the business to the agency. Forget about compensation either, as they could claim that the idea was presented by more than one agency. In effect, the client gets the idea free of cost. An idea central to the business, not just a campaign idea.
? Sure, pitching is good for an agency on many counts. It energizes the agency and rallies the troops to a single cause. during the pitch process and if the business accrues, it serves as a magnet to attract the smallright talent. Branches of medium & small-sized agencies, specially in smaller advertising markets, have to pitch to survive ± they usually don¶t have the cushion of a large, steady client who won¶t just up and go or threaten to go, every year. ? The idea of a pitch fee has been around for some time, merely as an idea. I doubt if anyone insists on it, simply because if they refuse to pitch without a fee, there will be 15 other agencies willing to. ? Unless agencies come together and set some uniform ground rules on pitching and not short sell our ideas, pitches will continue. And there will be no value for ideas during a pitch. It will all change when either pigs fly or when chewing gum makes your teeth so white, it can light up a palace
WAY TO MAKE A PITCH?
Know the client : If you know the client well, you¶re in a great position to make a great pitch. Know their goals : Specifically, you want to know what the client hopes to achieve. How will you help them meet those goals? Here¶s why the client¶s goals are key: because to make the perfect pitch, all you have to do is show how you will help them meet those goals. Keep it short : Email your pitch to the client ² don¶t try to get a meeting or phone call. Be professional, but enthusiastic : Don¶t be casual. Your email communicates how much of a professional you are.
Don¶t talk price, length, or details : Again, you want to keep it short. Say who you are, but don¶t brag : All you need to express is why you¶re perfect, in a sentence or two. Provide a link to your work : The best way to do this is to make a brief mention of one or two past successes, and provide a link for them to read more. Follow-up : If you don¶t hear back in a few day, send a Followpolite follow-up email. They will respect your following followup. Make multiple pitches : The perfect pitch is one that is part of a series of pitches to multiple prospective clients.
REASON WHY A CLIENT COULD BE READY OR A PITCH :
Reason why a client could be ready for a pitch they are expanding business with great plans and need a better partner to aid their growth. They need a full-service communication fullpartner and not just an advertising agency
EXAMPLES O PITCHING :
? ICE CREAMS : As ice creams are an on going thing in any season especially summers . And as seen ice creams ads are on going you always find them on. ? REFRIGERATORS : As refrigerators are needed in any season and its become a necessity. ? AIR ± CONDITIONERS : This commodity is required in summers so its necessary to keep the pitches ready . ? THERMAL WEAR : This product is mostly required in winters and the sale of this product increases on in winters.
? MOISTURIZERS : This product is required is in all seasons its advertisements have to be done from time to time and is so a pitch is required.
? CHOCOLATES : They are also required in all seasons especially the festivals. ? PERFUMES : They are advertised the whole year . ? COLD- DRINKS: They are COLDadvertised the whole year but the sales boom up in summers.
PITCHES CAN HAPPEN IN TWO TYPES:
Proactive pitching : When an agency takes the lead in contacting a prospect. Reactive pitching: Which is in response to the client contacting the agency.
THE PROACTIVE PITCHING PROCESS :
Identifying the crack team Generating leads Finding the right contact Establishing the contact Opening the doors First client meeting Subsequent meetings
THE PROACTIVE PITCHING PROCESS
Identifying the crack team : The success & failure of an agency's new business initiative depends on the team they handpick. Generating leads : This is the most important and toughest part of the entire process Getting to know which client could be pitch due requires huge networking . Finding the right contact : Once the agency has identified a prospect, it begins the exercise of finding the right person to contact. contact. Establishing the contact : Contacting a cold prospect requires tremendous dexterity and tact.
Opening the doors : Wooing process starts Some agencies have been known to chase clients for years before extracting a meeting . First client meeting : Reaching this stage is half the battle won. Agencies presents their credentials . Subsequent meetings : Largely relationship building Seeking clarifications , Sharing thoughts
REACTIVE PITCHING
The process normally starts with the client calling up the agency to come and pitch for their business.
REACTIVE PITCH PROCESS :
Remembering the brief that came from the client Leaving a good impression Making the presentation interesting Keeping to the limit time
OBJECTIVES:
To enables clients to find the agencies that best fit their needs. To enable agencies to fit successfully and sensibly. To help marketing procurement achieve maximum value for the company
BE ORE THE PITCH
1 .ALWAYS TRY TO MAKE THE RELATION -SHIP WORK BEFORE RESTORIING TO THE PITCH: ? Experience has proven that long term relationship benefits the health of the brand. ? Working with the existing agency to discuss problems, and addressing them together is often a wiser, less costly and quicker solutions.
? It is recommended that both client and agencies have mutual evaluations conducted at least annually. This practice will serve as a valuable early warning- and solution providing warningsystem
2. . MAKE A PRIORITY OF DEALI NG WITH THE INCUMBE NT AGE NCY FAIRLY:
? If a client has decided to call pitch, an important early step is to discuss the situation openly with the existing agencies. ? Clients should explain the agency the reason/s the pitch has been decided and what the next step would be.
? There will be occasions where the decisions to pitch will represent the vote of no confidence in the incumbent agency.
3 . IF AT ALL POSSIBLE, AVOID FULL CREATIV E PITCH WHICH CAN BE COSTLY AND TIME CONS UMI NG FOR BOTH THE PARTIES:
? A huge amount of time and money is invested and often misapplied on pitching, by both client and agency. ? Another option that is recommended in selecting a new creative agency is via an AGENCY CREDENTIALS PRESENTATION .
? Looking for agencies with particular knowledge and experience of the clients business. ? Reviewing the reputation, creative work and case histories of candidate agencies. ? This option is the most effective in terms of cost and timings for clients.
PITCH PROCESS
? 4 . FORM A COHESI VE MULTI- DECIPLI NE MULTIDECISIO N ± MAKI NG TEAM: ? The first key step is the creation of the small steering team which will manage the whole process, will be accountable for its success and towards its end, will produce the recommendation to the management which agency should be selected and why. ? Typically ³ core ´ member are the marketing leader, the relevant ³ discipline ´ leader procurement professionals, reps from product management. ? U se additional consultation if there is no internal pitching experience
5 . ESTABLISHI NG A FIRM AND REALISTIC TIMETABLE: ? A precise and realistic timeline for the whole process should be prepared by the steering team. ? The timeline should include precise dates for the various phases, including when to make and communicate the final decisions. ? Sufficient time must be allowed between the briefing occasions and the presentation; a minimum of 4 weeks is considered fair for a full creative pitch.
6. WRITE A CLEAR, CO NSINE AND WELL THOUGHT OUT BRIEF: ? The steering team should be accountable for the production of the brief, and its quality and completeness. ? Clients should be very clear on their communication objectives, to enable them to specify the agency's role, scope and budget. ? Independent of format, an effective brief should provide information covering the following : ? Clients expectation from the pitch outcome
? Description of the work expected from the agency ? Specific indication on requirements in terms of ? Organiz ation, work, processes, competition schemes ation, ? The exact same brief should be given to all agencies in the pitch and preferably, at the same time. Client briefing and face. discussions should ideally be face to face. ? Ensure that the criteria for evaluation/ decision-making at decisioneach stage of the process is clear and agreed by all parties. ? It is good to have some rules on who the agencies are allowed to have contact with to ask questions on the brief.
7 . BE OPE N ABOUT THE ISSUE OF PITCH FEES AND EXPE NSES ; ALWAYS RESPECT NATIONAL RULES AND AGREEME NTS: ? The main objective of the pitch fee is to motivate the agencies, and to compensate them for the amount of effort put in a pitch. ? 4 As -P will be implementing a pitch fee of P 7 5 , 0 0 for full creative pitch starting January 1 , 2 0 11. ? Agencies will not expect to make a profit on the pitch process.
TPCC GUIDELINES
? Advertisers shall conduct a fair procedure in the bidding for Advertising Agency Services. - Where the Advertiser asks for a speculative account bids from two or more Advertising Agencies, the Advertisers shall pay speculative bid fee prescribed by the advertising agency sector. The ideas presented in speculative bidding are proprietary to the bidders and may not used without their consent.
- The advertiser shall formally inform the participating agencies of the results of the bid.
8 .MANAGE THE PITCH PROCESS: ? No agencies should be added to the list of pitch participants after the client briefing. ? The timing of the presentation should be set to allow the agency to present the requested work , and the other participants to attend , ask questions and discuss the presentations. ? Clients should not allow agencies to overrun their time. ? Any extra time spend with one agency should be allowed to all in the interest of fairness. ? Client should try to hold all pitch presentation over as short a time span soon as possible.
9 .BE FORMAL ABOUT SCORI NG AND EVALUATIN G THE PITCHES: ? The steering team should make sure that all decision-decision makers are fully and equally briefed and presented at the pitch presentations. ? It is one of the task of the steering team to establish an objective scoring and evaluation system assessing each pitch and allow enough time for the participants to attend, ask questions and discuss the presentations. ? A checklist with some kind of scoring system related to the priorities they determined in advance can be a useful way of keeping track of what the agencies is covered and what the client thought of it.
10 .Making and communicating the decision: ? After the presentation round has ended , ideally within one or two weeks , the client should decide on the winning agency. ? It is recommended that the pitch decision date is determined at the briefing stage of the pitch. ? All pitching agencies should learn about the decision the same day.
POST PITCH
11. MANAGE THE PITCHES SENSITIVELY, AND TREAT DOCUME NTS WITH RESPECT AND ABSOLUTE CONFIDENTIALLY: ? The client should offer the unsuccessful agency or agencies the courtesy of a debriefing. ? The unsuccessful agencies must return all confidential material and information provided by the advertiser. The advertiser, in turn, must return the unsuccessful agency pitch presentation material to the agencies as well.
? The creative concepts produced under the conditions of the agency pitch remain the property of the agencies. In case ideas produced by one or several agencies not selected are of interest to the advertisers, the purchase of usage rights should be negotiated. ? The creative concepts produced under the conditions of the agency pitch remain the property of the agencies. In case ideas produced by one or several agencies not selected are of interest to the advertisers, the purchase of usage rights should be negotiated.
12 . MANAGE THE TRANSATION AND HAND OVER PROCESS WITH CARE: ? The incumbent agency¶s contract should be honored, particularly with respect to the notice period and payment of outstanding billings. ? The client should ensure that the incumbent agency cooperates fully in an order handover to the new agency. ? The handover should involve all three parties : clients, incumbent agency and new agency.
HOW TO SELL OUR AD AGENCY TO THE CLIENT?
? Having expertise in advertising and have made some of the best ads in the recent times. ? Understand everything about the product and deciding the exact target audiences. ? To help understand the MESSAGE that is to be delivered to the prospective buyers / consumers. ? By making ³SPECULATIVE PITCHES ³ so that the client company gets a view of the ad agency µs creative style and working and to cross check their satisfaction level.
? By deciding the deals that are beneficial to both the ad agency as well as the client. ? To go and find out information in detail about product i.e. doing product research so as to keep the client company satisfied in terms of performance.
CONCLUSION
? Conclusion Competition is healthy, in that it stimulates growth, promotes creativity,& encourages training, However it is important that the competitiveness be directed to constructive development and not lead to "unwarranted disruption of productive agencyagencyclient relationships.
CASE - STUDY
CADBURY INDIA LIMITED ? Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is IndiaÆs leading confectionary manufacturer. CadburyÆs Dairy Milk, 5 Star, Éclairs, Perk and Gems are the largest selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate market. market.
CADBURY]S ADVERTISING ? The Advertising Message: STRATEGY. Chocolates have usually been viewed as
something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury¶s advertisements in India feature people over 18 years of age. ? Message Execution: Cadbury¶s multi-award winning multicampaign - µThe Real Taste of Life¶ launched in the 90¶s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.
? Advertising Media: Television, the print media and posters have been the main media of communication for Cadbury¶s advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also explored many new ways of getting their message across to the consumers.
CADBURY INDIA SWOT ANALYSIS:
STRENGTH
? Cadbury Schweppes plc is a very profitable organization, generated revenue of more than £6,508 billion (2005). ? It is a global chocolate brand built upon a reputation for fine products and services. ? Cadbury Schweppes plc was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. ? The organization has strong ethical values and an ethical mission statement
WEAKNESSES
? Cadbury has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. ? The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. Cadbury's recall over 1 million chocolate bars over salmonella fears The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
?
?
? The company has no apprehensions of cannibalization of its chocolate brands.
OPPORTUNITIES
? Cadbury company is very good at taking advantage of opportunities. ? ? The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bournvita, Eclairs and Halls to drive growth for Bournvita, the company. CoCo-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes. Brand ambassador Amitabh Bachchan for advertising there new products
?
? ?
THREATS
? Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? ? Health organization have so many barriers for new development ? Cadbury¶s are exposed to rises in the cost of chocolate and dairy products. ? Entry into salted snacks was ruled out so it is important to do new innovation and marketing research.
? Kraft is also putting in place a new organisational structure at Cadbury India - the process being called 'Project Leap' - aimed at integrating the company more closely with its new parent and moving it away from being primarily a chocolate manufacturer to producer of a wide range of snacks. "After the integration with Kraft, it was clear that we wanted to go beyond confectionery in the future. To that end Kraft has separated Cadbury India into five divisions or 'category boards' - chocolates, biscuits, gum and candy, the wellwellknown malted drink Bournvita and the fruit-flavoured 'cold drink' fruitTang.
CONCLUSION
CadburyÆs strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.
doc_947111750.pptx
GROUP MEMBERS:
? SANIKA SHETH- 31 SHETH? NEIL SOMIYA - 32 ? BHAVANA UMREDKAR-36 UMREDKAR? NITAMBINI KAPOOR-41 KAPOOR-
PITCH
The set of activities intended to persuade someone to buy a product or take a specific course of action
WHAT DOES PITCHING MEANS?
? Pitching is a process of competitive selection of advertising agencies by clients. ? When firms want to outsource their advertising duties to agencies, they call for pitching wherein all short listed agencies present their thoughts on how to take the brand forward. ? The most appealing presentation finally gets selected by the client to handle its brand communication duties.
? Pitching is part of agency business. And all agencies are fully aware of the pitfalls and speculative nature of a pitch. Yet, the proverbial pie in the sky is motivation enough for pitches to thrive. ? Sometimes an idea that is central to a client¶s business ± the core philosophy, brand name & logo are sought for through an agency pitch. And you may very well have a situation where the client implements the brand name but doesn¶t award the business to the agency. Forget about compensation either, as they could claim that the idea was presented by more than one agency. In effect, the client gets the idea free of cost. An idea central to the business, not just a campaign idea.
? Sure, pitching is good for an agency on many counts. It energizes the agency and rallies the troops to a single cause. during the pitch process and if the business accrues, it serves as a magnet to attract the smallright talent. Branches of medium & small-sized agencies, specially in smaller advertising markets, have to pitch to survive ± they usually don¶t have the cushion of a large, steady client who won¶t just up and go or threaten to go, every year. ? The idea of a pitch fee has been around for some time, merely as an idea. I doubt if anyone insists on it, simply because if they refuse to pitch without a fee, there will be 15 other agencies willing to. ? Unless agencies come together and set some uniform ground rules on pitching and not short sell our ideas, pitches will continue. And there will be no value for ideas during a pitch. It will all change when either pigs fly or when chewing gum makes your teeth so white, it can light up a palace
WAY TO MAKE A PITCH?
Know the client : If you know the client well, you¶re in a great position to make a great pitch. Know their goals : Specifically, you want to know what the client hopes to achieve. How will you help them meet those goals? Here¶s why the client¶s goals are key: because to make the perfect pitch, all you have to do is show how you will help them meet those goals. Keep it short : Email your pitch to the client ² don¶t try to get a meeting or phone call. Be professional, but enthusiastic : Don¶t be casual. Your email communicates how much of a professional you are.
Don¶t talk price, length, or details : Again, you want to keep it short. Say who you are, but don¶t brag : All you need to express is why you¶re perfect, in a sentence or two. Provide a link to your work : The best way to do this is to make a brief mention of one or two past successes, and provide a link for them to read more. Follow-up : If you don¶t hear back in a few day, send a Followpolite follow-up email. They will respect your following followup. Make multiple pitches : The perfect pitch is one that is part of a series of pitches to multiple prospective clients.
REASON WHY A CLIENT COULD BE READY OR A PITCH :
Reason why a client could be ready for a pitch they are expanding business with great plans and need a better partner to aid their growth. They need a full-service communication fullpartner and not just an advertising agency
EXAMPLES O PITCHING :
? ICE CREAMS : As ice creams are an on going thing in any season especially summers . And as seen ice creams ads are on going you always find them on. ? REFRIGERATORS : As refrigerators are needed in any season and its become a necessity. ? AIR ± CONDITIONERS : This commodity is required in summers so its necessary to keep the pitches ready . ? THERMAL WEAR : This product is mostly required in winters and the sale of this product increases on in winters.
? MOISTURIZERS : This product is required is in all seasons its advertisements have to be done from time to time and is so a pitch is required.
? CHOCOLATES : They are also required in all seasons especially the festivals. ? PERFUMES : They are advertised the whole year . ? COLD- DRINKS: They are COLDadvertised the whole year but the sales boom up in summers.
PITCHES CAN HAPPEN IN TWO TYPES:
Proactive pitching : When an agency takes the lead in contacting a prospect. Reactive pitching: Which is in response to the client contacting the agency.
THE PROACTIVE PITCHING PROCESS :
Identifying the crack team Generating leads Finding the right contact Establishing the contact Opening the doors First client meeting Subsequent meetings
THE PROACTIVE PITCHING PROCESS
Identifying the crack team : The success & failure of an agency's new business initiative depends on the team they handpick. Generating leads : This is the most important and toughest part of the entire process Getting to know which client could be pitch due requires huge networking . Finding the right contact : Once the agency has identified a prospect, it begins the exercise of finding the right person to contact. contact. Establishing the contact : Contacting a cold prospect requires tremendous dexterity and tact.
Opening the doors : Wooing process starts Some agencies have been known to chase clients for years before extracting a meeting . First client meeting : Reaching this stage is half the battle won. Agencies presents their credentials . Subsequent meetings : Largely relationship building Seeking clarifications , Sharing thoughts
REACTIVE PITCHING
The process normally starts with the client calling up the agency to come and pitch for their business.
REACTIVE PITCH PROCESS :
Remembering the brief that came from the client Leaving a good impression Making the presentation interesting Keeping to the limit time
OBJECTIVES:
To enables clients to find the agencies that best fit their needs. To enable agencies to fit successfully and sensibly. To help marketing procurement achieve maximum value for the company
BE ORE THE PITCH
1 .ALWAYS TRY TO MAKE THE RELATION -SHIP WORK BEFORE RESTORIING TO THE PITCH: ? Experience has proven that long term relationship benefits the health of the brand. ? Working with the existing agency to discuss problems, and addressing them together is often a wiser, less costly and quicker solutions.
? It is recommended that both client and agencies have mutual evaluations conducted at least annually. This practice will serve as a valuable early warning- and solution providing warningsystem
2. . MAKE A PRIORITY OF DEALI NG WITH THE INCUMBE NT AGE NCY FAIRLY:
? If a client has decided to call pitch, an important early step is to discuss the situation openly with the existing agencies. ? Clients should explain the agency the reason/s the pitch has been decided and what the next step would be.
? There will be occasions where the decisions to pitch will represent the vote of no confidence in the incumbent agency.
3 . IF AT ALL POSSIBLE, AVOID FULL CREATIV E PITCH WHICH CAN BE COSTLY AND TIME CONS UMI NG FOR BOTH THE PARTIES:
? A huge amount of time and money is invested and often misapplied on pitching, by both client and agency. ? Another option that is recommended in selecting a new creative agency is via an AGENCY CREDENTIALS PRESENTATION .
? Looking for agencies with particular knowledge and experience of the clients business. ? Reviewing the reputation, creative work and case histories of candidate agencies. ? This option is the most effective in terms of cost and timings for clients.
PITCH PROCESS
? 4 . FORM A COHESI VE MULTI- DECIPLI NE MULTIDECISIO N ± MAKI NG TEAM: ? The first key step is the creation of the small steering team which will manage the whole process, will be accountable for its success and towards its end, will produce the recommendation to the management which agency should be selected and why. ? Typically ³ core ´ member are the marketing leader, the relevant ³ discipline ´ leader procurement professionals, reps from product management. ? U se additional consultation if there is no internal pitching experience
5 . ESTABLISHI NG A FIRM AND REALISTIC TIMETABLE: ? A precise and realistic timeline for the whole process should be prepared by the steering team. ? The timeline should include precise dates for the various phases, including when to make and communicate the final decisions. ? Sufficient time must be allowed between the briefing occasions and the presentation; a minimum of 4 weeks is considered fair for a full creative pitch.
6. WRITE A CLEAR, CO NSINE AND WELL THOUGHT OUT BRIEF: ? The steering team should be accountable for the production of the brief, and its quality and completeness. ? Clients should be very clear on their communication objectives, to enable them to specify the agency's role, scope and budget. ? Independent of format, an effective brief should provide information covering the following : ? Clients expectation from the pitch outcome
? Description of the work expected from the agency ? Specific indication on requirements in terms of ? Organiz ation, work, processes, competition schemes ation, ? The exact same brief should be given to all agencies in the pitch and preferably, at the same time. Client briefing and face. discussions should ideally be face to face. ? Ensure that the criteria for evaluation/ decision-making at decisioneach stage of the process is clear and agreed by all parties. ? It is good to have some rules on who the agencies are allowed to have contact with to ask questions on the brief.
7 . BE OPE N ABOUT THE ISSUE OF PITCH FEES AND EXPE NSES ; ALWAYS RESPECT NATIONAL RULES AND AGREEME NTS: ? The main objective of the pitch fee is to motivate the agencies, and to compensate them for the amount of effort put in a pitch. ? 4 As -P will be implementing a pitch fee of P 7 5 , 0 0 for full creative pitch starting January 1 , 2 0 11. ? Agencies will not expect to make a profit on the pitch process.
TPCC GUIDELINES
? Advertisers shall conduct a fair procedure in the bidding for Advertising Agency Services. - Where the Advertiser asks for a speculative account bids from two or more Advertising Agencies, the Advertisers shall pay speculative bid fee prescribed by the advertising agency sector. The ideas presented in speculative bidding are proprietary to the bidders and may not used without their consent.
- The advertiser shall formally inform the participating agencies of the results of the bid.
8 .MANAGE THE PITCH PROCESS: ? No agencies should be added to the list of pitch participants after the client briefing. ? The timing of the presentation should be set to allow the agency to present the requested work , and the other participants to attend , ask questions and discuss the presentations. ? Clients should not allow agencies to overrun their time. ? Any extra time spend with one agency should be allowed to all in the interest of fairness. ? Client should try to hold all pitch presentation over as short a time span soon as possible.
9 .BE FORMAL ABOUT SCORI NG AND EVALUATIN G THE PITCHES: ? The steering team should make sure that all decision-decision makers are fully and equally briefed and presented at the pitch presentations. ? It is one of the task of the steering team to establish an objective scoring and evaluation system assessing each pitch and allow enough time for the participants to attend, ask questions and discuss the presentations. ? A checklist with some kind of scoring system related to the priorities they determined in advance can be a useful way of keeping track of what the agencies is covered and what the client thought of it.
10 .Making and communicating the decision: ? After the presentation round has ended , ideally within one or two weeks , the client should decide on the winning agency. ? It is recommended that the pitch decision date is determined at the briefing stage of the pitch. ? All pitching agencies should learn about the decision the same day.
POST PITCH
11. MANAGE THE PITCHES SENSITIVELY, AND TREAT DOCUME NTS WITH RESPECT AND ABSOLUTE CONFIDENTIALLY: ? The client should offer the unsuccessful agency or agencies the courtesy of a debriefing. ? The unsuccessful agencies must return all confidential material and information provided by the advertiser. The advertiser, in turn, must return the unsuccessful agency pitch presentation material to the agencies as well.
? The creative concepts produced under the conditions of the agency pitch remain the property of the agencies. In case ideas produced by one or several agencies not selected are of interest to the advertisers, the purchase of usage rights should be negotiated. ? The creative concepts produced under the conditions of the agency pitch remain the property of the agencies. In case ideas produced by one or several agencies not selected are of interest to the advertisers, the purchase of usage rights should be negotiated.
12 . MANAGE THE TRANSATION AND HAND OVER PROCESS WITH CARE: ? The incumbent agency¶s contract should be honored, particularly with respect to the notice period and payment of outstanding billings. ? The client should ensure that the incumbent agency cooperates fully in an order handover to the new agency. ? The handover should involve all three parties : clients, incumbent agency and new agency.
HOW TO SELL OUR AD AGENCY TO THE CLIENT?
? Having expertise in advertising and have made some of the best ads in the recent times. ? Understand everything about the product and deciding the exact target audiences. ? To help understand the MESSAGE that is to be delivered to the prospective buyers / consumers. ? By making ³SPECULATIVE PITCHES ³ so that the client company gets a view of the ad agency µs creative style and working and to cross check their satisfaction level.
? By deciding the deals that are beneficial to both the ad agency as well as the client. ? To go and find out information in detail about product i.e. doing product research so as to keep the client company satisfied in terms of performance.
CONCLUSION
? Conclusion Competition is healthy, in that it stimulates growth, promotes creativity,& encourages training, However it is important that the competitiveness be directed to constructive development and not lead to "unwarranted disruption of productive agencyagencyclient relationships.
CASE - STUDY
CADBURY INDIA LIMITED ? Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is IndiaÆs leading confectionary manufacturer. CadburyÆs Dairy Milk, 5 Star, Éclairs, Perk and Gems are the largest selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate market. market.
CADBURY]S ADVERTISING ? The Advertising Message: STRATEGY. Chocolates have usually been viewed as
something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury¶s advertisements in India feature people over 18 years of age. ? Message Execution: Cadbury¶s multi-award winning multicampaign - µThe Real Taste of Life¶ launched in the 90¶s attempts to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.
? Advertising Media: Television, the print media and posters have been the main media of communication for Cadbury¶s advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also explored many new ways of getting their message across to the consumers.
CADBURY INDIA SWOT ANALYSIS:
STRENGTH
? Cadbury Schweppes plc is a very profitable organization, generated revenue of more than £6,508 billion (2005). ? It is a global chocolate brand built upon a reputation for fine products and services. ? Cadbury Schweppes plc was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. ? The organization has strong ethical values and an ethical mission statement
WEAKNESSES
? Cadbury has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. ? The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. Cadbury's recall over 1 million chocolate bars over salmonella fears The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.
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? The company has no apprehensions of cannibalization of its chocolate brands.
OPPORTUNITIES
? Cadbury company is very good at taking advantage of opportunities. ? ? The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bournvita, Eclairs and Halls to drive growth for Bournvita, the company. CoCo-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes. Brand ambassador Amitabh Bachchan for advertising there new products
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THREATS
? Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? ? Health organization have so many barriers for new development ? Cadbury¶s are exposed to rises in the cost of chocolate and dairy products. ? Entry into salted snacks was ruled out so it is important to do new innovation and marketing research.
? Kraft is also putting in place a new organisational structure at Cadbury India - the process being called 'Project Leap' - aimed at integrating the company more closely with its new parent and moving it away from being primarily a chocolate manufacturer to producer of a wide range of snacks. "After the integration with Kraft, it was clear that we wanted to go beyond confectionery in the future. To that end Kraft has separated Cadbury India into five divisions or 'category boards' - chocolates, biscuits, gum and candy, the wellwellknown malted drink Bournvita and the fruit-flavoured 'cold drink' fruitTang.
CONCLUSION
CadburyÆs strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able to build and maintain a leadership position in the market with many loyal customers.
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