RFP cum - Tender Notice

Transcription

1 For Empanelled Impact Assessment Agencies Only Government of India Ministry of Information & Broadcasting Directorate of Advertising & Visual Publicity (New Media Wing) 7 th Floor, Soochna Bhawan, Phase-IV CGO Complex, Lodhi Road, New Delhi RFP cum - Tender Notice Directorate of Advertising & Visual Publicity (DAVP) is the nodal advertising agency of Government of India to release social and public welfare messages of various Ministries / Departments via different mediums, including Digital Cinema Screens. DAVP requires having a short, representative study conducted to ascertain efficacy of Digital Cinema as an advertising medium to spread Governmental social messages, through one of the seven impact assessment agencies empanelled with DAVP. As such Requests for Proposal are invited from the empanelled agencies only. OBJECTIVE OF THE STUDY: To find out whether the audience going to a theatre to watch a movie have seen the Government spot/advertisement. What has been the message take-away for the viewers. What is the recall value of the public welfare messages seen by the cinema audience. OTHER FINDINGS: Other than above mentioned objectives, the agency will also ascertain the following:- Whether the government advertisement spot has been carried by the cinema theater. If the spot has been shown, whether it has been placed in Prime Screen Time (PST), i.e., within five minutes prior to the start of the movie package. Approx attendance in a particular show when the Govt spot was run. Whether the viewers noticed the Govt spot. Whether the viewer can recall the message in the spot. Do the viewers recall any recent Government advertisement. Do the viewers recall any Bharat Nirman Campaign advertisement. Whether the viewers feel that cinema advertisement is an effective medium to convey Govt s public welfare messages. 1

2 METHODOLOGY: 1. The agency will conduct the study in two parts: (i) Inside the cinema hall: (A) to check whether the Govt. spot has been carried, (B) If carried, to check whether it has been shown in PST, and (C) approximate percentage occupancy when the spot was shown. (ii) Exit interviews The agency will get the response from viewers during interval and / or at the end of the show. 2. Sample size for the study will be between 7 and 10 respondents per show and the TG will be 18+ with both males and females as the respondents. 3. The study will be based on Top of Mind, Spontaneous and Aided methodology. There will be a questionnaire, with short and crisp questions. 4. The audiences can be asked how informative the advertisement was, on a scale from 1 to 10, with 10 being the most informative. REFERENCE MATERIAL: The study will be conducted w.r.t. two running campaigns of Govt, namely NSSO (Ministry of Statistics & Prog Implementation) and Atithi Devo Bhava (Ministry of Tourism), in selected Digital Cinema Screens. The study is to be conducted for last four shows per screen per day in 25 cities and 75 selected screens. The List of Cities and Screens (with addresses) is at Annexure A. BIDDING PROCESS: Bids will be through two-bid system, i.e., Technical & Financial Bids. Both bids should be put in separate sealed envelopes each with Technical Bid and Financial Bid super scribed on the respective envelopes. These two envelopes should then be put in a bigger sealed envelope with superscription Proposal for Impact Study of Digital Cinema as a Medium of Social Messaging. The Technical and Financial Bids will be assessed as per the following parameters: Technical Weight-age : 70 % Financial Weight-age : 30% 2

3 S No. Parameters Weightage in % 1. Previous experience of Impact Assessment Study for a Government department 15 per cent of Technical Weightage 2. Presentation, methodology 45 per cent of Technical Weight-age and tools used for study. Pretesting of hypothesis, if proposed to be done. Sampling method. Research methodology. Collation of data & conclusion of quantitative and qualitative findings. 3. Profile & Experience of 10 per cent of Technical Weight-age Research Team* *Profile of core research team to be submitted alongwith Technical Bid. The job will be awarded to the agency procuring highest percentage in Technical and Financial Bids taken together. The Technical Bids will be assessed on the basis of documents submitted and presentations made taken together. Amount quoted in Financial Bid will be inclusive of applicable taxes. The Financial Bid with lowest quotation will be given the highest score of 30. The other Financial Bids will be given lower financial score proportional to their price. The financial bids will be opened only of those bidders whose technical bids would be complete in all respects as per tender notice and who secure a minimum 60% marks (out of 70 marks) in the technical evaluation. The total score, both technical and financial score, shall be obtained by weighing the Technical and Financial scores and adding them up. The bids will be ranked in terms of total points scored. The final selection would be made on the basis of combined quality-cum-cost based selection (QCCBS). The proposal with the highest total points will be considered for award of job, i.e., L-1. TIME LINE: The Technical and Financial bids are to be submitted by 3 pm on 11 th November, 2013 (Monday) in a tender box kept in office chamber of Shri Nar Singh Dev, Director (New Media), DAVP in room number 738, 7 th Floor, DAVP, Soochna Bhawan, CGO Complex, Lodhi Road, New Delhi

4 The agencies will be required to make a presentation (15 minutes each Agency) on 12 th November, 2013 (Monday) at 11:00 pm. Financial Bids of Technically qualified agencies will be opened on same day, i.e. 12 th November, 2013 at pm in the presence of representatives of technically qualified agencies. The selected agency will get the Work Order the same evening, i.e. 12 th November, One part of the Study, (i.e. to check whether the Govt spot has been shown, and if shown, whether in PST) will be carried out without revealing identity of surveyors to respective theatre managements, on any two days (2 shows per day) between November 18 to 21, The rest of the Study, for which permission of respective cinema managements would be required, will be carried out on November 22 nd (Friday), November 24 th (Sunday) and November 26 th, 2013 (Tuesday). An Interim Report on broad findings to be submitted to DAVP by 30 th November, The final detailed Report of the Study will have to be submitted to DAVP by 04 th December, 2013 (Wednesday). EARNEST MONEY DEPOSIT: An EMD of Rs. 25,000/- (drawn in favour of Accounts Officer, DAVP) is required to be submitted as part of the Technical Bid. Technical Bids without EMD would be summarily rejected. OTHER TERMS & CONDITIONS: Payment to selected agency will be made only after successful completion of study, submission of the final Report to DAVP and will be subject to satisfaction and verification of DAVP. In case of any dispute, decision of DG, DAVP will be final in all respects of the Tender. Any incidental / natural loss, financial or otherwise during the course of study will be borne entirely by the selected agency and DAVP will not be liable for any claims. No advance payment will be made to the selected agency. DAVP reserves the right to reject/cancel the tender at any time without assigning any reason. Any dispute will be subject to legal jurisdiction of Courts in NCR of Delhi only. ***** 4

5 A+ Cities (4) A Cities (5) B Cities (4) C Cities (7) D Cities (5) Total Cities- 25 Delhi Kanpur Ludhiana Chandigarh Jammu North Chennai Bangalore Madurai Kochi Mangalore South - Hyderabad Patna Guwahati - East Kolkatta - - Ranchi Shillong - - Cuttack - West Mumbai Ahmedabad - Jodhpur Jalgaon Central - Bhopal Jabalpur Raipur Udaipur Screens