MAM
Huge data growth helped brands slightly, M&E confidence score 82%, finds Publicis’ Zenith
MUMBAI: Advertisers in the media & entertainment category are most confident about seeing growth in their category this year. They are closely followed by advertisers in pharmaceuticals & healthcare.
This is the key finding from Zenith’s new biannual client survey. Ahead of marketers attending Cannes Lions 2017, we wanted to find out what are the key drivers of growth and to assess how confident they are about business growth in their category.
Zenith asked clients how confident they were in the prospects for growth in their category this year. We then ranked each category on a scale from 0 to 100, where 0 means everyone expects substantial decline, 100 means everyone expects substantial growth, and 50 means the average expectation is for no growth.
The results were as follows. Media & entertainment advertisers came out on top, with a score of 82.1, followed by pharmaceuticals &healthcare and alcohol. The lowest-scoring category was telecommunications, at 33.3, followed by food & drink and FMCG (non-food).
Ranking of categories by advertiser confidence in growth
Survey of 158 key Zenith clients around the world
|
Category |
Confidence index |
|
Category |
Confidence index |
|
1. Media & entertainment |
82.1 |
|
7. Travel |
61.4 |
|
2. Pharma/healthcare |
70.3 |
|
8. Retail |
60.0 |
|
3. Alcohol |
70.0 |
|
9. FMCG (non-food) |
55.7 |
|
4. Luxury |
67.6 |
|
10. Financial/insurance |
53.6 |
|
5. Beauty |
67.2 |
|
11. Food & drink |
48.4 |
|
6. Automotive/vehicles |
63.6 |
|
12. Telecommunications |
33.3 |
Key drivers of business growth
We then asked our clients to look at the drivers of business growth, ranking them according to how important they believed they were for their brand. From most important to least important, the factors were ranked as follows.
Ranking of contributing factors to business growth
Survey of 158 key Zenith clients around the world
1. Data & technology
2. Business transformation
3. New competitive positioning
4. Geographical expansion
5. Diversification
6. Automation
7. Mergers & acquisitions
The first three factors were ranked closely together, with quite a big gap between numbers 3 and 4. Adapting to the challenges of a transforming economy is clearly the main priority for advertisers.
Translating growth in data to business growth
We also asked clients how the huge increase in data has affected three areas of their business: buying efficiency, creating new insights into consumers, and generating profitable brand growth. For each area we gave them five options: data has made it more difficult, has had no effect, has slightly improved it, has greatly improved it, or has revolutionised it. And for each area there was one overwhelmingly popular response, with 50% or more of responses. These were as follows:
- The huge increase in data has allowed us to make small improvements in buying efficiency.
- It has allowed us to create much better insights.
- It has improved brand growth slightly.
So while most clients agree that data has significantly improved their consumer insights, it has not yet transformed their buying efficiency or brand growth.
“Brands have the opportunity to harness data and technology to transform their businesses and accelerate brand growth, but are having difficulty in turning theory into practice,” said Vittorio Bonori, Zenith’s Global Brand President. “Agencies must step up and work in partnership with their clients to unlock the true potential of this revolution in communications.”
Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
