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  • Nivedita Matta 31

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    Sanchit Soneja
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    The document outlines an advertising strategy for a bank targeting NRIs (Non-Resident Indians). The strategy has the objectives of generating short-term awareness and long-term trust and brand image. It acknowledges challenges in building credibility and overcoming skepticism. The core message is "WE are there for YOU". The media strategy focuses on digital media like websites, social media, and online calling to connect the global audience. In India, television, newspapers, and events are recommended to build initial awareness and long-term credibility.

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    project report

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    The document outlines an advertising strategy for a bank targeting NRIs (Non-Resident Indians). The strategy has the objectives of generating short-term awareness and long-term trust and brand image. It acknowledges challenges in building credibility and overcoming skepticism. The core message is "WE are there for YOU". The media strategy focuses on digital media like websites, social media, and online calling to connect the global audience. In India, television, newspapers, and events are recommended to build initial awareness and long-term credibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    49 views4 pages

    Nivedita Matta 31

    Uploaded by

    Sanchit Soneja
    The document outlines an advertising strategy for a bank targeting NRIs (Non-Resident Indians). The strategy has the objectives of generating short-term awareness and long-term trust and brand image. It acknowledges challenges in building credibility and overcoming skepticism. The core message is "WE are there for YOU". The media strategy focuses on digital media like websites, social media, and online calling to connect the global audience. In India, television, newspapers, and events are recommended to build initial awareness and long-term credibility.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 4

    2012

    Advertising Management

    Nivedita Matta #31 Batch 2011-13

    Objective : Short Term o To generate awareness amongst the TG Long Term o To build trust o To work towards establishing the desired brand image

    Challenge : To build credibility for the brand NRIs mostly are hesitant to invest and are skeptical about the authenticity of the organization Therefore, once we generate awareness we must aim towards building trust which would obviously happen over a long period of time

    Strategic Idea : FDI is a very recent phenomena and we must aim at educating our target audience about it, and our plan should be; to be the first one to reach out to them. Any procedure related to the banking sector is considered to be taxing the brains, people tend to get worked up when they have to do any type of bank work. And moreover if an NRI is involved with the same, the levels of tension increase because they are not very aware of the Indian Banking rules and regulations. Therefore, our communication must work towards building an image of care-free banking because WE take care of all YOUR problems.

    We should promote our bank talking about our Efficient Customer Executives who work with a very personalized approach and make things simpler for the consumer. Also, we must understand the fact that generating awareness and working towards building a brand image has to be done in India in specific. It is only when we gain the confidence of the Indians we can make NRIs and POIs to entrust in our brand.

    Core Message : WE are there for YOU

    Media Strategy : More stress has to be laid on Digital Media as it is the only media that stays common worldwide. Any activity done on your website will reflect changes in every nook and corner of the world. The digital media connects our audience abroad and in India. Also, Skype and other online calling portals are very commonly used by our potential target audience. Hence, our TG is mostly savvy with the digital media. We must leverage social media effectively for a digital viral campaign. Also, triggering conversations on these portals is important because it is one satisfied customer who assures a new individual to invest in our bank. In India Only: o Since, awareness is our first challenge we must optimally utilize Television as a mass media in order to reach out to the audience. o Newspaper holds maximum credibility in India, and hence it should be used towards achieving the long term goal. o Events is an important means to reach out to people because of its direct approach and immediate feedback mechanism. Therefore, dealer meets & seminars etc. form an integral part of our communication plan.

    o Other media vehicles like Radio have been avoided since it does not appeal to our TG. Vehicle Options : Digital Media o Company Website o Facebook / Twitter o Blogging o Article Marketing Article marketing is the technique of writing articles that are posted and distributed online for the purpose of driving traffic to a particular website or product youre promoting. These articles may be posted on sites dedicated specifically to article marketing, such as Ezinearticles or Goarticles, or could be written for an industry-specific website. There are many different styles of these articles, such as expert advice articles, a review of a product, or many other topics. o EDMs o SEO & SEM Television (In India) Newspaper (In India) Internal Branding o Newsletter o EDMs o Dealer Meets o Shareholder / Stockholder Seminars

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