Dutta & Dutta Films (India) LTD: A Company Profile

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
R
E
S
RESEARCH SERVICES
E
A
DIVISION DIVISION
R
C
H
ADVERTISING BRAND

RESEARCH POSITIONING
MEDIA MARKETING EVENT VALUE
STRATEGY RESEARCH MANAGEMENT ADDITION

LOYALTY & MASS
RETENTION COMMUNICATION
Expertise
• Market research
• Market networking
• Media strategizing
• Advertising research
• Mass communications
• Brand positioning
• Audio-visual publicity
• Event management
• Loyalty, retention and value-addition services
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
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.
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.
Intercard associates
• BPL Mobile • Mobilink
• Panasonic • Asian Paints
• Procter & Gamble • Bajaj Auto
• RPG Cellular • VSNL
• Ortem • Indian Airlines
• HCL • Ashok Group Of
• SBI Hotels
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
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)
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
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
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’.
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.
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
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
Ministry of Power, GOI
• Appointed as consultants
for saving energy through
innovative methods
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.
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.
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.
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.
Comedy Channel
• Currently involved with an overseas

company for the launch of a global
comedy channel in India
Event consultancy
• Has organized more than 2000 events,
besides being associated with
conceiving, coordination, media planning
and implementation of mega events.
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.
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
Study proposal for Doordarshan
By
DUTTA & DUTTA FILMS (INDIA) LTD

(Marketing Research Division)
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
DD-India channel impact
UK
• Dutta & Dutta has
USA
done sufficient
groundwork to
immediately embark
DD’s reach upon the sampling and
collecting relevant
data for the research
purpose in the present
Middle
East study
DD’s target audience
Let us have an insight into DD’s

potential target audience
In US, UK and Middle East
The US-Asian diaspora
• According to the • The Asian American

Census 2000, there are community grew at a
over 10 million Asian rate of 48.26% from
Americans in the US. 1990-2000, whereas
Of this, Indian Indian Americans grew
Americans alone by a whopping
comprise 16.4 %, 105.87% in the same
which gets them close period—the largest
to about two million in growth in the Asian
the United States American community
British Asian Demographics
In Relation to India, Pakistan and

Bangladesh, the three most
important communities, which have
a significant ethnic impact in UK
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
Regional distribution of each Asian community
Indian
Pakistani
Bangladeshi
Distribution in thousands
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
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)
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
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
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.
Inference One
• 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
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
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
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.
•
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
Contact methodology
• Personal interviews
• Post-mails/emails
• Telephone
• Print media
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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Dutta & Dutta Films (India) Ltd

• To provide an effective and free-flowing

Creativity & Vibrancy

• Brought into the country the concept of

• Have successfully completed more than

• In the face of DD’s declining viewership

• Dutta & Dutta were approached to develop a

We achieved the objective in time-bound period. They subsequently appointed

Where are we?

RBI has already granted permission to launch OBC Intercard-Mastercard

• After an extensive market research for

• When BSNL needed to add value to its

• Successfully helped The Hindustan Times, New

• This Hindustan Times news video was unable

• Currently involved with an overseas

DUTTA & DUTTA FILMS (INDIA) LTD

Let us have an insight into DD’s

• According to the • The Asian American

In Relation to India, Pakistan and

• In Yorkshire and Humberside there are nearly

• The wide-ranging spread of the Indian and the

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