Está en la página 1de 38

CPM India

CPM India
Inception of operations in 2000

End to end Marketing Services

company Became a part of the Omnicom Group in July 2006

Strength of 130 Marketing Services

Personnel 1500 Project Employees 7 offices nationwide Became CPM India on the 1st of May 2008

Omnicom Group

Omnicom Group (NYSE: OMC) is a strategic holding company that manages a portfolio of global market leaders. Omnicom operates in the disciplines of advertising, marketing services, specialty communications, interactive/digital media and media buying services.

Omnicom some facts


20 yrs



61,000 employees 20 years of consecutive revenue growth

57% of revenues from non-advertising

$17.3 billion market capitalisation

Our Pedigree

30+ marketing services disciplines 175+ companies Over 750 offices in 70 countries 5,000+ clients 25,000+ employees In India Field marketing, events, promotion, retail merchandising, experiential marketing

Who is CPM?
Leading Sales Development Agency delivering Effective Customer Contact

We are responsible for getting and keeping customers for our clients via face to face contact, contact over the telephone or via the net

Some Facts about CPM International

We get and keep customers for our clients via face-to-face, telephone and/or web contact We specialise in providing sales, merchandising and auditing teams We will make >3.8m calls in the retail sector this year

In addition, we will carry out 600K demonstration/sampling days

Our 7 call centres across the world will handle >7m calls this year CPM has offices in 10 European countries, plus USA, Australia, China and India CPM has been part of Omnicom since 1988

Tactical Marketing


Provide BTL solutions to client

Be it road shows at Corporate, On-street, residential colonies or commercial areas, malls, colleges etc Focusing on sampling, product briefing or sales generating exercises Conceptualization of Events, managing celebrities and execution Catering to pan India, catering through eight cities

Our Associates
We offer Road show and promotions management services across large spectrum of customers:


Managed promotion for CPXG division, dealer sign-up program for X-Box at eight cities, PC gaming tournament

Managed wet sampling for Horlicks, 5in1and Launch of Womens Horlicks

Managed launch of Patient monitors, Asia-Pacific meet, Offsite Dealer meets, Corporate demo for AED machines

Demonstrated wireless feature. First time ever using train as a medium of Road shows. One of the most innovative program in the history of gtc Managed guru seminars, ET Intelligence seminars, ESWC PC Gaming championship pan India

Client : Intel India Product : Centrino Mobile Laptops & Hyper threading technology on the PCs What to Demonstrate : The Wireless feature Call to Action: Intel - Helps you work hard & Play harder Key Benefit : Innovative program, with high PR Value and validated leads
First time ever using train as a medium of Road shows Used Shatabdi express by converting a full coach as Intel PC Zone Attached as middle coach in the train Access to Public Address systems Customers can experience the product while traveling 60,000 + customers demonstrated 3500 + Leads Covered by 9 news channels and 29 publications

Client: Microsoft Product: PC & Console Gaming What to Achieve: Create Indias largest PC gaming tournament Call to Action: Win Rs. 1 Million by participating
Eight (8) City Road shows 1000 Gamers per city, 8000 + gamers Web Based registrations Final Event in New Delhi 2400 Min. of programming on Ten Sports 1 National + 4 regional Winners

Client: LG Electronics India Product: Home Personal Computers What to Demonstrate: The new range Call to Action: Buy for as low as INR 600 per month and get software worth INR 3000 free Key Benefit: Validated Leads to the Dealers At Home
2000 road shows in clusters of 1000 houses Across 30 cities Done over a period of three (3) months Total of 15000 + leads generated

At Retail
1000 road shows in high foot fall markets Across 30 cities Done over a period of three (3) months Total of 8000 + leads generated

At Work
300 road shows in work clusters Across 8 cities Done over a period of two (2) months Total of 3000 + leads generated

Client: Microsoft
What to demonstrate: Ergonomic Microsoft keyboard & Mice Call to action: Haath Bachao Key benefit: Save your hand using ergonomic keyboard and mice


Challenge Raise awareness and encourage trial of a product designed specifically for women who tend to care more for family and friends than themselves Showcase how Haemoglobin and Calcium is essential for nutrition Approach For the first time in the history, any FMCG launched nutrition drink specially for women Launched two flavors Chocolate and Caramel Activated 12 cities pan India over 16 days, at premium shopping malls Payback/Return on Investment More than 1.4lacs women approached Collected data of more than 10 thousand women Sold more than 16 thousand units during launch promotion

ICY Sampling

Sampling of Chocolate Horlicks Establish that Chocolate Horlicks can be served cold

Sampling activity carried out at high traffic retail outlets, educational institutes and residential areas 26 teams of 3 people each covered 32 cities in 3 months Extra care on hygiene and serving the drink chilled to give the right taste Special Spiderman Sipper scheme introduced with the product at the right time in Summers along with the release of Spiderman 3

Brand relevance:
Connect with the correct TG with the Spiderman Sipper Summer Timing and Horlicks mix in cold milk was well established

2.6 lacs cups sampled in KA 90k households reached 15%+ household reached 1100dz+ volumes achieved 5.3% overall conversions achieved

5 in 1 Activity

Nestle Nutriworld
Objectives: Equity building exercise Not a brand promotion Association with the principles of Nutrition Face to face with consumer Dissemination of Knowledge Get feedback

Key communication: To be the consumers most trusted Nutritional Partner Change the consumers perception of Nestle from food & beverages company to Food, Nutrition, Health & Wellness company Brand relevance: Engaging Consumers through various initiatives at various touch points Touch points: At point of purchase Nutri corner at key accounts like Food Bazaar etc Health & Wellness exhibition- Nutriworld Exhibition

Glimpse of Events

Retail Marketing

Our Retail Clients in India

What we do?
Visual Merchandising Sales Outsourcing for B2B and B2C Sales Thru Field and Telephonic medium Brand communication at Retail Designing, production and deployment of secondary displays and POSM

Connecting People
Challenge Maintain competitive advantage of Nokia brand against growing competition Effective Showroom Sales conversion to Nokia brand Manage tertiary sales, competition tracking, manage retention Approach Recruit and maintain team of 625 promoters in Western India Introduction and implementation of Target oriented, points based, Incentive Scheme for promoters

Payback/Return on Investment Large number of demonstration given per day by Nokia Promoters Enhancing Nokia Counter Share

Owning the point of sales Challenge Ensure prime positioning and excellent availability of GSK products in 781 key outlets across Understand competitor activity in the same key outlets Approach Trained merchandisers covering well defined PJP calling on outlets twice daily to merchandise Collect data on stock on entry and exit, POSM deployment, Planogram Compliance and competition activity Online reporting system with multiple location login for faster information flow Payback/Return on Investment Less stock out and faster replenishment of stocks to Increased visibility and availability of GSK products Proactive action on competition activities/offers Improved sales

Healthy sight in every light

Challenge Providing sales support in terms of training of Shopkeepers salesman to recommend Transitions Increase visibility of Transition products Approach Appointed Lens consultants and Merchandisers acrossDelhi, Mumbai, Kolkata, Chennai and Bangalore Lens consultants counsel Optometrist /Counters Sales staff of various outlets across the India Run trade promotions within the retail to ensure availability and utilization of POS Periodic POS/POP deployment across 1335 outlets Payback/Return on Investment Better equipped counter personnel to handle customer queries improve sales Added new outlets in the existing list thereby increasing the availability of Transitions products

Response Marketing

Our Response Clients in India

Response Case Study

Challenge To generate 1000+ paying audience for IBMs biggest annual event in Mumbai. Persuade the 100 CEOs/MDs of the Top 500 Companies to attend the inaugural function at no cost Approach Profiled 25000 prospects and approached them through 40 telecallers trained to handle audience generation. 24x7 online reporting was made available to IBM. Created a microsite for the event. Payback/Return on Investment 1400 audience bought attendance at the event 125 target CEOs/ MDs accepted invitation to the inaugural event

Response Case Study Deepak Chopra

Challenge To generate 2000+ paying audience @ Rs/-3000 for Indiatimes Guru event to be held in Mumbai, Bangalore & Delhi To meet high expectation of the client It was planned in the evening with no Hi-Tea or Dinner. Venues selected were Auditorium in schools & Theater Approach Separate Teams for the Inbound & Outbound activity 16 trained telecallers to handle audience generation. Dedicated Incoming line with hunting facility Online Reporting Payback/Return on Investment 2600 audience bought attendance at the event The response was over whelming & client appreciated along with the customer satisfaction

Response Case Study Edward De Bono

Challenge To generate 800+ paying audience @ Rs/-25000 for Indiatimes Gurus Event in Mumbai, Delhi & Bangalore. Approach 10000 prospects and approached them through 24 telecallers trained to handle audience generation. Strategic approach followed from Database Scanning,Calling & Lead Genration to Field support services. Through Experienced team & contact already established in the various HR & training Deptt. Of the corporates tried getting bulk deals. Payback/Return on Investment 910 audience bought attendance at the event

Global Learning's /Local Execution

Use financial resources and economies of scale Develop efficient systems and processes

Deliver consistent execution within and across markets

Share insights across clients and geography Derive competitive advantage for our clients


Thank You