1 Appointment of a Media Planning Agency for the Ministry of Tourism, Government of India.” Request For Proposal [ RFP ] [No. :TP-5/93/2018 dated 16.01.2019 ] Important Timelines:- Pre-bid Meeting : 23 rd January 2019, 1100 hrs. Last date for submission of bids : 8 th February 2019, 1500 hrs. This document has three sections: Section I: Instruction for Media Planning Agencies Section II: Checklist for Bid Preparation Section III: Formats Publicity Division Ministry of Tourism Government of India Transport Bhawan 1, Parliament Street New Delhi – 110 001.
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1
Appointment of a Media Planning Agency
for the Ministry of Tourism, Government of India.”
Request For Proposal [ RFP ]
[No. :TP-5/93/2018 dated 16.01.2019 ]
Important Timelines:-
Pre-bid Meeting : 23rd January 2019, 1100 hrs.
Last date for submission of bids : 8th February 2019, 1500 hrs.
This document has three sections:
Section I: Instruction for Media Planning Agencies
Section II: Checklist for Bid Preparation
Section III: Formats
Publicity Division
Ministry of Tourism
Government of India
Transport Bhawan
1, Parliament Street
New Delhi – 110 001.
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SECTION I : INSTRUCTIONS TO MEDIA PLANNING AGENCIES
1.1 Introduction
1.1.1 The Ministry of Tourism, Government of India annually launches Media
Campaigns in the print, electronic and online media, under the ‘Incredible India’
banner, to effectively promote and project India as a desirable tourist destination in
key source markets overseas with the objective of increasing foreign tourist arrivals to
the country. These Media Campaigns are wide ranging covering prime print
publications, prominent television channels, online campaign on the world’s most
popular websites and strategic outdoor advertising in the key international source
markets.
1.1.2 Campaigns are also released in the domestic markets to promote travel within
the country and to generate social awareness. The overall budget for the International
and Domestic Media Campaigns of the Ministry of Tourism ranges between
approximately Rs. 200 -300 crore in each financial year.
1.1.3 In order to take forward the Incredible India campaigns with renewed focus,
the Ministry of Tourism would like to utilize the services of a professional Media
Planning Agency to advise the Ministry on various aspects relating to Media Planning
and invites bids from Media Planning Agencies to provide professional services
including Strategic as well as Tactical Media Planning Strategy and Formulation,
including digital media strategy.
1.1.4 The Media Planning Agency would be appointed for a period of three years,
subject to a yearly review and with the provision that services of the Agency may be
dispensed with at any time, giving a maximum of three months’ notice, in the event of
non-performance, under-performance or any other reason which would be specified.
1.1.5 The Media Planning Agency, once selected, will not be eligible to participate,
as an Agency, or as part of an Agency / consortium, in any tenders issued by the
Ministry of Tourism for execution of its Media Campaigns. Further, group company,
subsidiaries and sister concerns of the selected company if any, would also not be
eligible to participate in any tender floated by the Ministry of Tourism for
appointment of advertising agency / media buying houses for implementing
its international media campaigns. The agencies having two or more
organizational units that have the same ownership or a registered company
which works or handles a particular department of the organization OR
business owned substantially by person having common interest in more than
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one business concern as partner / share holder / proprietors would be considered
as sister concern.
The selected agency would have to submit an affidavit in this regard as per the
details mentioned in the subsequent clauses in this RFP.
1.1.6 Interested Media Planning Agencies are invited to submit their proposals for
the assignment, which must include the following, as detailed subsequently in this
document
(i) Pre-Qualification Bid
(i) A Technical Bid
(ii) A Financial Bid
1.1.7 It may be noted that (i) the costs of preparing the proposal are not reimbursable
and (ii) the Ministry of Tourism is not bound to accept any of the proposals
submitted.
1.1.8 The Media Planning Agencies are required to provide professional, objective,
and impartial service and at all times hold the Ministry’s interests paramount, without
any consideration for future work, and strictly avoid conflicts with other assignments
or their own corporate interests.
1.1.9 Media Planning Agencies have an obligation to disclose any situation of
actual or potential conflict that impacts or may impact their capacity to serve the best
interest of the Ministry of Tourism, or that may be reasonably perceived as having
this effect. Failure to disclose such situations by the Media Planning Agency may lead
to disqualification of the Media Planning Agency or termination of the contract.
1.1.10 Media Planning Agencies must observe the highest standards of ethics during
the selection and execution of the contract. The Ministry may reject a proposal at any
stage if it is found that the Media Planning Agencies recommended for award has
indulged in corrupt or fraudulent activities in competing for or in executing the
contract in question, and may also declare the Media Planning Agency ineligible or
blacklist the firm, either indefinitely or for a stated period of time.
1.2. Minimum Eligibility Criteria
1.2.1 The Media Planning Agency should have been in the business of providing
professional services in the area of international and domestic media planning in the
services sector, consumer market, tourism, travel and hospitality industry, destination
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marketing, etc., for at least 3 years, as on 1st April 2018. In support of this, a Copy of
Certificate of Incorporation/ Memorandum of Articles of Association or Certificate
from Chartered Accountant may be furnished.
1.2.2 Annual turnover of the Media Planning Agency during each of the last 3
financial years (during 2015-16, 2016-17 & 2017-18), should be a minimum of Rs.
100 Crore (Certificate from the Chartered Accountant should be submitted).
1.2.3 Out of the last three financial years (2015-16, 2016-17 & 2017-18), at least in
one year, the Media Planning Agency should have undertaken the work of Media
Planning in the Electronic (Television) and Print Media, for a single client, for a value
of Rs. 10 Crore or above and in the Online Media for Rs. 3 crore or above.
(Certificate from the Chartered Accountant should be submitted).
1.2.4. The Media Planning Agency should be able to provide and indicate a dedicated
team for the Ministry of Tourism, comprising a minimum of 2 members, with 1
Media Director having experience of at least 8 years and an Executive with minimum
work experience in Media Planning of 3 years. (A confirmation letter from the
bidder for being able to provide the qualified team may be attached).
1.2.5 The Media Planning Agency must have a valid PAN and GST No.
1.2.6 The Bidder should not be Blacklisted for corrupt or fraudulent practices
with any Government departments/ agencies/ ministries or PSU’s and should not be
blacklisted by any government departments/agency/ Ministries or PSUs.
1.2.7 The bidding agency should agree to undertake the assignment in accordance
with the Scope of Work.
1.2.8 The bidding agency should submit Earnest Money Deposit as specified in this
RFP document.
1.2.9 Relevant Certificates / Documents in support of fulfillment of eligibility
criteria must be submitted otherwise Financial Bids will not be considered.
1.3. Scope of Work
1.3.1 Based on a comprehensive understanding of the target audience in the different
source markets overseas, the Media Planning Agency will develop a detailed media
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strategy / plan recommending an optimal mix of media that includes print, television,
radio, outdoor, online and/or any other.
1.3.2 The Media Planning Agency will advise the Ministry of Tourism on various
aspects relating to Media Planning including:
(i) An overview of the existing situation and an effective plan on the way forward
for the ‘Incredible India 2.0’ Campaigns, based on available market research
analysis.
(ii) Identification of target priority markets, segments and audiences, rationale,
approach, etc.
(iii) Selection and finalization of Media Vehicles for the different markets and
segments, based on available media research on reach and impact.
(iv) Allocation of available budget to the different Media Vehicles in the different
target markets based on available market research findings.
(v) Selection and finalization of television channels, radio channels, print
publications, websites & portals, outdoor sites, other innovative media, etc. in
the identified target markets, for inclusion in the Media Plans for the
‘Incredible India’ Campaigns.
(vi) Product segmentation and use of appropriate creatives for the different
markets and segments.
(vii) Most appropriate schedules for release of campaigns in different markets.
(viii) Effective use of web with innovative digital media vehicles.
1.3.3 The Media Planning Agency will submit to the Ministry all relevant research
and impact studies which have formed the basis of the Media Planning for the
different media vehicles included in the Media Plan. These will be submitted along
with the Media Plans each year.
1.3.4 The Media Planning Agency will submit a campaign evaluation report to
assess the reach and impact of the campaign and to ascertain if the objectives of the
Media Plans have been achieved, every year. This report will be submitted by the
agency within a period of 6 weeks of completion of the Campaigns.
1.3.5 The Media Planning Agency will identify major international events which
have the potential for promoting tourism and providing widespread visibility and
reach to the “Incredible India” brand and will assist in formulating an effective
marketing plan to capitalize on such events.
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1.3.6 The Media Planning Agency will have regular interactions with the Ministry of
Tourism, which at times may be at short notice.
1.3.7 The Media Planning Agency will interact with the offices of the Ministry of
Tourism in India and Overseas (by telephone/e-mail/fax, etc.), to obtain inputs
relevant to the Media Planning.
1.3.8 The Media Planning Agency will liaise with the Creative Agency(ies), Social
Media Management Agency (ies) working for the Ministry of Tourism, for effective
merging of the media and creative strategies for the Incredible India Campaigns.
1.3.9 The Media Planning Agency will liaise with the Media / Advertising Agency
executing and implementing the Media Campaigns of the Ministry of Tourism.
1.3.10 The Media Planning Agency will advise on the Domestic Campaigns of the
Ministry of Tourism, as and when required.
1.3.11 The Media Planning Agency will provide assistance / consultation in activating
/ undertaking promotional activities and advertising by the Indiatourism offices in
India and Overseas, as and when they require.
1.3.12 Any other activity relating to the Media Planning and Media Strategy for
which the Ministry may seek advice of the Media Planning Agency.
1.4 Pre Bid Meeting
1.4.1 A pre-bid meeting will be held for interested bidders in the Conference Room,
Ministry of Tourism, Government of India, Transport Bhavan, 1Parliament Street,
New Delhi -110001 at 1100 hrs. on 23rd January 2019, for clarifications required on
any aspect pertaining to the RFP Document. Any change in the pre-bid meeting
schedule will be notified on the Ministry of Tourism’s website
www.tourism.gov.in. The pre-bid queries could be sent to the Ministry of
Tourism prior to the meeting till 1600 hrs. on 22nd January 2019 as per the