Dutta

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Dutta Dutta Films (India) Ltd

• A company profile

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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
BRAND POSITIONING
ADVERTISING RESEARCH
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 Indias first and only discount
  cardINTERCARDwhich 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. Intercards launch evoked a warm
and favourable response in all market segments.
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Intercard associates

• BPL Mobile
• Panasonic
• Procter Gamble
• RPG Cellular
• Ortem
• HCL
• SBI

• Mobilink
• Asian Paints
• Bajaj Auto
• VSNL
• Indian Airlines
• Ashok Group Of Hotels

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Consultancy projects

• Have successfully completed more than 15 projects
  with some of Indias 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 DDs 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
  Americas 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
  productswith 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 Doordarshans
  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
DDs reach
Middle East
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DDs target audience

• Let us have an insight into DDs
• potential target audience
• In US, UK and Middle East

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The US-Asian diaspora

• 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
  periodthe largest growth in the Asian American
  community

• 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

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British Asian Demographics

• 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

• 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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Regional distribution of each Asian community
Indian
Pakistani
Bangladeshi
Distribution in thousands
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Asians in UK

• 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

• 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

• 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

• 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

• 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

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

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Inference Two

• 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

• 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

• 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.
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Sampling methodology
The sampling methodology and the contact plan is
devised keeping in mind the following key points
as defined in the Doordarshans scope of study
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Contact methodology

• 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 Doordarshans scope of study
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