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Dutta & Dutta Films (India) Ltd A company profile Vision To provide an effective and free-flowing channel between consumers and manufacturers To develop high-end research viability products Divisions RESEARCH DIVISION SERVICES DIVISION RESEARCH ADVERTISING RESEARCH BRAND POSITIONING

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Vision l.jpg
Vision

  • To provide an effective and free-flowing channel between consumers and manufacturers

  • To develop high-end research viability products


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Divisions

RESEARCH

DIVISION

SERVICES

DIVISION

RESEARCH

ADVERTISING RESEARCH

BRAND POSITIONING

MEDIA

STRATEGY

MARKETING

RESEARCH

EVENT MANAGEMENT

VALUE ADDITION

MASS

COMMUNICATION

LOYALTY &

RETENTION


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Expertise

  • Market research

  • Market networking

  • Media strategizing

  • Advertising research

  • Mass communications

  • Brand positioning

  • Audio-visual publicity

  • Event management

  • Loyalty, retention and value-addition services


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VALUE: The Keyword

  • ‘Value’ marketing, advertising and mass communications

  • Launch campaigns, brand positioning, audio-visual publicity, event management and whatever else we are associated with

Creativity & Vibrancy

A creative surge and cerebral vibrancy saw the company pioneering quite a few firsts in mass communications, which not only had mass appeal but also opened up exciting new marketing possibilities


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Dutta & Dutta Firsts

  • Brought into the country the concept of super-imposed graphics on videocassettes

Impact

Made way for small- and medium-advertiser participation in the audio-visual media, and for the first time gave them an opportunity to become stakeholders.


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Dutta & Dutta Firsts

  • Introduced India’s first and only discount card—INTERCARD—which revolutionized the concept of discount in the country

  • From an essentially down-market concept, Intercard cozily positioned itself as a true-value card with the punch line:

    ‘LIFE IS A PRIVILEGE. ENJOY IT.’

Impact

Created history. Intercard’s launch evoked a warm and favourable response in all market segments.


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BPL Mobile

Panasonic

Procter & Gamble

RPG Cellular

Ortem

HCL

SBI

Mobilink

Asian Paints

Bajaj Auto

VSNL

Indian Airlines

Ashok Group Of Hotels

Intercard associates


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Consultancy projects

  • Have successfully completed more than 15 projects with some of India’s top organizations, besides giving active support to several other corporate, government and semi-government organizations


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Some milestones

  • Doordarshan

  • India Post

  • NEPC

  • Indian Airlines

  • Asian Paints

  • The Hindustan Times

  • State Bank of India (SBI)

  • Ministry of Power (India)

  • Bharat Sanchar Nigam Limited (BSNL)

  • India Tourism Development Organization (ITDC)


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Doordarshan

  • In the face of DD’s declining viewership

    – worked on revival of loyal viewers

    – suggested methods to increase content interest

    – created time bands

    – monitoring the changing tastes

    – outflanked competition


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India Post

  • Prepared viability report for India Post, one of America’s leading newspapers for NRIs, when it decided to launch an exclusive channel catering to the Indian diaspora

  • The feasibility report encompassed uplinking, distribution, local content, genres, awareness etc

Key input

A major emphasis was to determine market size at the package and channel level. Involved 675 face-to-face 45-minute interviews each


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CMM Broadcasting Network Ltd

  • Dutta & Dutta were approached to develop a successful strategy to launch a channel within the available resources

Result

We achieved the objective in time-bound period. They subsequently appointed us ‘Sole North India Commercial Time Marketing Concessionaire’.


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Oriental Bank of Commerce

  • The Pre-paid Card Division of OBC assigned us to assess the total market size of pre-paid card in India and their capability to cater to that market in view of their bank size.

  • Our research findings for the market share showed positive viability of the project.

Where are we?

RBI has already granted permission to launch OBC Intercard-Mastercard pre-paid card with third-party co-branding as well.


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Videsh Sanchar Nigam Ltd (VSNL)

  • After an extensive market research for client loyalty and retention, VSNL identified us amongst many competitors for VSNL-Intercard co-branding for dial-up Internet subscribers


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BSNL

  • When BSNL needed to add value to its services in the face of stiff competition in the telecom sector, we successfully conducted a survey on Customer Retention and Loyalty Solutions


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Ministry of Power, GOI

  • Appointed as consultants

    for saving energy through

    innovative methods


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The Centaur Hotel

  • We conducted research for the Hotel Corporation of India Ltd (HCIL) and suggested means to increase visibility and generate more business for their chains of hotels, especially The Centaur Hotel, Delhi. The study included manpower motivation, occupancy methodology, restaurant sales, and strategies to attract middle-income groups and youth

Result

The objectives were successfully met. (HCIL) then went on to tie up with Intercard India Ltd to execute the marketing plan.


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Indian Airlines

  • In the face of ‘Fare-Wars’ amongst competing airlines conducted nation-wide study and suggested means to meet the challenges, underlining the importance of FLIGHT WITH SMILE.


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The Hindustan Times

  • Successfully helped The Hindustan Times, New Delhi, to combat fierce competition and price war amongst leading newspapers. Conducted an all-India, exhaustive study to reposition the paper and explore its news content and commercial viability.


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Eye Witness brand management

  • This Hindustan Times news video was unable to create a niche market in competition with News Track. Within a short period it had more market share than its competitor.


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Comedy Channel

  • Currently involved with an overseas company for the launch of a global comedy channel in India


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Event consultancy

  • Has organized more than 2000 events, besides being associated with conceiving, coordination, media planning and implementation of mega events.


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Events bookmark

  • Dandiaa Masti

  • Apache Indian,

  • Baba Sehgal

  • (Cricket) India XI v/s World XI

  • Premiers:

    Jo Jeeta Woh Sikandar, Criminal, Daag The Fire, Main Khiladi Tu Anadi, Rajkumar etc. We have organized

  • Ghazal programmes of Pankaj Udhas, Anoop Jalota, Jagjit Singh etc.


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Full circle

From providing an effective and free-flowing channel between consumers and manufacturers to developing high-end research viability products—with ‘value’-addition in marketing, advertising and mass communications


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Study proposal for Doordarshan

By

DUTTA & DUTTA FILMS (INDIA) LTD

(Marketing Research Division)


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Objective

  • To study the reach and impact of Doordarshan’s DD-India channel in the USA, UK and Middle East

  • Suggest future strategy to expand the reception and distribution of the channel in these countries in most cost-effective manner


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DD-India channel impact

  • Dutta & Dutta has done sufficient groundwork to immediately embark upon the sampling and collecting relevant data for the research purpose in the present study

UK

USA

DD’s reach

Middle

East


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DD’s target audience

Let us have an insight into DD’s

potential target audience

In US, UK and Middle East


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According to the Census 2000, there are over 10 million Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

The Asian American community grew at a rate of 48.26% from 1990-2000, whereas Indian Americans grew by a whopping 105.87% in the same period—the largest growth in the Asian American community

The US-Asian diaspora


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British Asian Demographics Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

In Relation to India, Pakistan and Bangladesh, the three most important communities, which have a significant ethnic impact in UK


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UK: Asian population Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • Asians make up over 3.5% of the total UK population – about 2,084,000 out of nearly 58,800,000

  • Of these nearly 1.8% are Indian – 1,054,000

  • 1.25% are Pakistani – 747,000

  • And just under 0.5% are Bangladeshi –283,000

  • Thus the Indians : Pakistanis : Bangladeshis ratio = 10 : 7 : 3


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R Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United Statesegional distribution of each Asian community

Indian

Pakistani

Bangladeshi

Distribution in thousands


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Asians in UK Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • Well over 96% of all Asians in the UK live in England itself - over 2 million

  • Over 43% live in London and the South-East alone

  • Less than 4% (under 75,000) live in Scotland, Wales and Northern Ireland combined

  • About 2.5% (under 49,000) live in Scotland, 1% (22,000) in Wales, and less than 0.1% (2,500) in Northern Ireland


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Pakistanis in UK Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • The most evenly spread of the three south Asian communities

  • Largest concentrations are in the west midlands (155,000) and Yorkshire and Humberside (146,000)

  • The London Pakistani community is only the third largest concentration with 142,000 followed by the north-west (117,000)


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Pakistanis in UK Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • In Yorkshire and Humberside there are nearly three times as many Pakistanis as Indians (146,000 compared with 51,000), and in Scotland twice as many (32,000 compared with 15,000)

  • More than 5% live outside England - 41,000 in Scotland, Wales and northern Ireland combined


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Bangladeshis in UK Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • The smallest of the three main south Asian communities in the UK, more than half of all Bangladeshis live in London (54%)

  • In the English regions the largest concentrations of Bangladeshis are in the west midlands (31,000) and the north-west (26,000)

  • Less than 3% (8,000 in Wales, Scotland and northern Ireland combined) Bangladeshis living outside England


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Asians in Middle East Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • Asians, especially Indians and Pakistanis, have an enormously significant presence in the middle east.

  • They alone constitute 36 percent of the total population of 7.43 lakh of the oil-rich Qatar.

  • According to the peninsula daily, Indians and Pakistanis constituted 18 percent each of the total population of the Persian gulf state in the 2004 census.


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Inference One Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • All the three regions of the proposed study boast significant numbers of Doordarshan’s targeted audience. Their combined South Asian (Indian, Pakistani and Bangladeshi) population has the potential to become a very important market for Doordarshan’s output


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Inference Two Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • In a vast country like the US, where the Asian community is expansively scattered, it will be a challenge to give adequate representation and take a sampling to deduce accurate responses of the respondents


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Market Potential Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • The wide-ranging spread of the Indian and the Asian diaspora in the USA, UK and the Middle East makes a very viable audience for an India-based channel to make quick inroads and tap the emerging potential


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Sampling methodology Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • 100 people each from different age groups in five cities of each region.

  • The towns which boasts a high percentage of Asian population. inhabited by PIOs, NRIs and South Asian Diaspora as per the latest census figures of the country shall be the basis of research.

  • To give proper representation and to encourage more respondents to participate, we shall also employ the methodology of print media response ad.

Sampling methodology

The sampling methodology and the contact plan is devised keeping in mind the following key points as defined in the Doordarshan’s scope of study


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Contact methodology Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States

  • Personal interviews

  • Post-mails/emails

  • Telephone

  • Print media

Sampling methodology

The sampling methodology and the contact plan is devised keeping in mind the following key points as defined in the Doordarshan’s scope of study


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THANK YOU Asian Americans in the US. Of this, Indian Americans alone comprise 16.4 %, which gets them close to about two million in the United States


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