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Telecom/IT/Internet secto: Advertising Strategy and Development Studies
Advertising researches done by us in the past have addressed two broad issues:
  • deciding on the ad contents by determining the most potential target segments for the product/service
  • checking awareness, ad content recall, receptiveness, etc. of the ad after its launch.

A few such studies handled by us in the past are:
  1. Cellular telephones : Dipstick measurement
    One of the most recent studies handled by us, this study measured the state of Indian market for cellular phones. The study sought to determine the knowledge and understanding of individuals and institutions with regard to cellular telephones. The salience of various operators in the minds of potential customers and their awareness of various advertisements of each operator was gauged.

    The study involved 155 interviews with executives, diplomats, self-employed professionals and industrialists.

  2. Pagers : Positioning strategy
    The study proposed to identify a suitable positioning strategy for paging services among the potential market segments. The study involved interviews with :

    1. Self employed professionals
      • Chartered Accountants
      • Doctors
      • Advocates
      • Businessmen
      • Traders
      • Stockbrokers


    2. Individuals with and without phones at residence.

    3. Institutions
      • Courier companies
      • Transport companies
      • Hospitals
      • Police
      • Fire department
      • Companies with outdoor salesmen
      • Companies with service/maintenance personnel

    From these interviews we shortlisted the most potential segments amongst whom the advertising/sales promotion should be targeted. The selling proposition to each of these segments was also determined from the study.

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