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8/7/2019 HFR media Plan
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1
Himani Fast Relief
-ARKAPRAVA GHOSH-
EMAMI LIMITED
Date : 09-10-07
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Recap of Brief
No significant changes from the annual brief Brand is under Rubs category and used primarily for headache
Major players in this category are Iodex & Moov with M.S. of 44% &
43% respectively P1 markets : TN & Mah; P2 markets : MP, Jharkhand, Gujarat Aim to achieve minimum of Rs. 25 cr. Sales by end of March 2008 Target M.S. in TN 6%, in Mah 12% To became no.2 player in Jharkhand & MP
To increase 50% market share in Gujarat
Campaign Period : Oct. 28 to Jan. 6, 2008 Commercial edits: 20 sec/15 secs Budget: Rs. 2.5 crores
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Summary of the Plan
Brand H
an
Fas Re
e
Targe GRPs/R-F (Peak Mon h) vs pre Eva s
Ca pa
gnPeriod Oc
(
s)
Ca paign Objective!
" # $ S % !
&
'
(
$ )
'
(
(asper brief)!
b
c
0 p
1
2
" % $ P
) " ) 3 GRPs R @ 3+ GRPs R @ 3+!
% c
" s
$ S
b
2
4
(
% 5 6
7
" N-W-E
Co
petition$
8
I 3
x!
" #
7
9
4 9
I p.Markets $ ) !
& $P
5 6
7
) " ) 3 P
" @
8
1s 7
4 9
4
TG
A
1 1
A
3 6 1
s 4
'
4
B
C D
D@
Primary MediaD
SE
DD s6
pp " 3
b2
R 3 % F
P"
ss Mah
) " " q
6 % " 3
!
" # 77
9
Media Usage!
G
s) " %
s) % # )
c"
ss c 0
p
b" 3
s P" @
8
1
s 799 4
7
B
Genre preferred S " % 1
s $
8
%
sF &
sE D 6 " "
A
H H % "
s
Major Channels DD' Z !
G S
"P
1 6s
S
" 5 1 3 Guj
Z D % 0
F% 1 0
2
A
7
S " &
s
!
" #
74
79
77
9
S
s "
S6
!
G I
!
G S
" G %
7
2
P
" @
8
1s 77
7 9
B
9
Z $ " @
!
G $ " F $ % $ "
Total Budget!
G PRs
c
" (
DS
P
(
& DS
P
(
) MP
P"
8
H " sp
c
% 1p
" # E I
8
% P Rs
1 cs
!
" # 7
47
B
79
R 3 %
( ) " ) 3
)P
Rs 4 9 1
cs P" @
8
1s
7 7
B
4 9 7
4
Scheduli ngStrategy I s 3 H c % 6 6 s c 0 p % # " c 0 0 3 3
% ) " b
6 "s
s
P s
9
s '
# p ' TN
& x
9
s '
# p '
1 s
s
!
" #
4
O6 H
s c
0p
% # c
s
% 3 " % # 4
s P
" @
8
1s 79
9
s P
3 9
s
s
$ 3 "
CS NCS
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre-evals Innovative ideas
Broad activity schedule Budget Summary
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Scope of the presentation
T dentification
Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference
Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Analyzing the Rubs & Balmsusers
Source :IRS 0 , R1
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Urban : Rural Dispersion
: All India
Major competitors users skewed towards Urban
All India Users % C Users % C
U + R 39932 100 24520 100Ur n 20958 52 14497 59
Rur 18974 48 10023 41
Iodex Moov
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Urban : Rural Dispersion
Target Market
Balm users are mainly Urban skewed
Us rs % Us rs %
h U + RUrban 2978 60 1032 88
R ral 2016 40 138 12
TN U + R 1516 100 874 100Urban 878 58 516 59
R ral 638 42 358 41
U + R 3835 100 465 100
Urban 1943 51 345 74
R ral 1892 49 120 26
U + R 2846 100 527 100
Urban 1507 53 281 53
R ral 1339 47 246 47
Jh rkh U + R 1008 100 968 100Urban 486 48 693 72
R ral 522 52 275 28
v
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Pop Strata Dispersion
Urban : All India
Us s % C Us s % C
40 L Towns 6569 31 5198 3610-40 L Towns 4085 19 2434 17
5-10 L Towns 2069 10 1704 12
1-5 L Towns 3800 18 2462 17
50K - 1 L Towns 1402 7 892 6
Below 50K Towns 3033 14 1807 12
20958 100 14497 100
1 Lakh + towns contributing more than 78% of users
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Balm Users Urban vs Rural
issue Mainly urban skewed and penetration high
in 1 Lakh towns
Therefore should adopt the top-downapproach The ATL media coverage, thus, ideally
should focused in the urban area only However, the key focus should be 1 Lakh +
towns
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SEC Dispersion : Urban
All IndiaUsers % C Users % C
A1 1655 8 1588 11
A2 2530 12 2239 15
B1 2518 12 2024 14
B2 2472 12 1880 13
C 4620 22 3155 22
D 3780 18 2061 14
E1 1544 7 786 5
E2 1839 9 765 5
20958 100 14498 100
ex Moov
Major contribution from BCD
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SEC Dispersion : Urban
P1 MarketMah Users Q C Users Q CA1 14
R5 125 12
A2 282 R 150 15
S1 355 12 133 13
S 2 303 10 116 11
T U U2 26 2
U0 26
V 5R U 20 146 14E1 2 U 4 R 56 5
E2 245 8 36 3
2977 100 1032 100
W X
A1 4 U 5 38 U
A2 60 U 40 8
S 1 88 10 U 2 14
S 2 111 13 63 12
T 240 2 U 148 2R
V 204 23 U 4 14
E1 64 U 45 R
E2 63U
34U
877 100 514 100
IoY ex Moo
Major contribution from
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Gender dispersion
:U
rban All India
Users %C Users %C
All 20958 100 14498 100Male 11084 53 7760 54
Female 9874 47 6738 46
ex M
No major consumption difference between Males & FemalesMediaFocus should be on AllAdults
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Gender dispersion : Urban
P1 MarketMaharash ra sers % sers %
All 2 8 100 1032 100
M le 15 53 60 5
emale 13 8 4 423 41
N
All 8 8 100 516 100
Male 44 51 301 58
emale 42 4 215 42
I ex Moov
No major consumption difference between Males & emalesexcept for Moov which is males skewed in Mah & TN
Media ocus should be on AllAdults
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Age Dispersion : Urban All
India
Users % C Users % C
12-1 Yrs 1 11
1 -1 Yrs 2 1 1 1320-2 Yrs 1 0 2 3 01 2
30-3 Yrs 1 20 2 0 20
0- Yrs 32 2 1 22 1
0 Yrs + 3 00 1 2 1
20958 100 14496 100
Iodex Moov
Primarily 15 yrs
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Age Dispersion : Urban
P1 MarketsMah Use s Use s
12-14 Yrs 181 6 62 6
15-19 Yrs 4 13 126 12
20-29 Yrs 98 27 270 26
30-39 Yrs 607 20 211 2040-49 Yrs 487 16 166 16
50 Yrs + 532 18 197 19
2979 100 1032 100
12-14 Yrs 39 4 18 3
15-19 Yrs 111 13 66 13
20-29 Yrs 211 24 135 2630-39 Yrs 180 21 82 16
40-49 Yrs 105 12 79 15
50 Yrs + 232 26 136 26
878 100 516 100
o ex Moov
Primarily 20 yrs +
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Demographic TG- In sum
All Adults
Age 15 - 54 yrs SEC BCD
Pop strata : Mainly Urban , 1 Lac + Towns
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Scope of the presentation
TG Identification PriorityMarkets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Market focus strategy
Focus on TN & Maharashtra P2 Markets : Jharkhand, MP & Gujarat
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Scope of the presentation
TG Identification PriorityMarkets Media Reach/Reach Build up in T
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Media Reach & Reach
BuildU
p in TG :U
rban
TV delivers significant reachSatellite Reach equally high in TN
Incremental reach is high for Press except in TN
Incremental Reach of Radio is good in TN
TN MAH MP GUJ BIHAR
Press 57.6 66.4 47.1 55.7 46.8
Hindi Dailies - 15.5 46.0 53.9 * 43.8
Hindi Magazines - 8.40 12.9 2.3 29.3
TV 83.5 78.4 73.7 71.0 53
Satellite 74.3 53.1 37.9 43.5 24.7
Radio 46.1 23.6 19.9 12.1 21.9
Cinema 10.6 5.60 2.6 6.3 10.6
Press + TV 89.3 88.6 79.8 80.7 65.2
Press + Satellite 84.9 80.0 61.3 69.2 53TV + Satellite 84.2 79.1 73.8 72.6 53.3
TV + Radio 89.9 82.2 76.8 73.8 61.4
Satellite + Radio 86.4 63.5 50.5 49.8 41.4
Press + TV + Satellite 89.6 88.9 79.9 81.2 65.4
Press + TV + Radio 92.6 89.7 81.5 82.2 68.7
Press + TV + Cinema 89.8 88.9 80.0 81.1 66.8
Press + Satellite + Radio 90.5 82.5 66.2 71.6 58.9
Press + Satellite + Cinema 85.5 80.4 61.6 69.8 55.7
TV + Satellite + Radio 90.3 82.8 76.9 75.2 61.7
TV + Satellite + Cinema 85.4 79.9 74.3 73.5 56.9TV + Radio + Cinema 90.5 82.8 77.1 74.5 63.5
Satellite + Radio + Cinema 87.3 64.9 51.2 51.7 45.9
Press + TV + Satellite + Radio 92.9 89.9 81.6 82.7 68.9
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Media Reach & Reach
Build Up in TG : Rural
TV delivers significant reachSatellite Reach equally high in TN
Incremental Reach of press also high
Radio Reach high in TN & MP
MP Maharashtra TN Bihar
Press 52 70 70 53
TV 66 75 87 32
Satellite 14 32 76 5
Radio 38 22 52 43
Cinema 2 3 7 5
Press + TV 76 87 93 62
Press + Satellite 59 75 89 54
Press + Radio 62 72 81 64
TV + Satellite 66 76 87 32
TV + Radio 75 80 93 58
Satellite + Radio 47 45 88 46
Satellite + Cinema 16 33 77 9
Press + TV + Satellite 76 87 94 62
Press + TV + Radio 80 88 95 70
Press + Satellite + Radio 67 77 93 64
Press + Satellite + Cinema 59 75 89 54
TV + Satellite + Radio 75 81 93 58
Press + TV + Satellite + Radio 80 88 95 70
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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April 06 to March 0
Learnings from Key
competition
Source : MAP ADEX
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Share of TV & Print : 2005 &
2006
None of the major brands are spending on Press
TV Pa b
c c TV Pa b
c c
TV
d e
P
a b
c c
d e
Tf
tg
h
i i
TV
d
p
P
a b
c c
d
p
Tf
tg
h
i i
Moovq r s r t q r s r u t t t q t v q t q t v q u t t t
Fw st x ey ief s r u q s r r q r r t t q u s r u r q s
Iodex s r t t s r t u t t t r s s t r s r u t t t
Peorub Stron
u s u u v v s u u q r s s s
Ga
g
T f t gh
e
p
d
e
p
d
d d
p
d
R c . h
g cc R c . h
g cc
Sp
c
R
t
S
uc
: M p
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TV Advertising seasonality
Month
H
Iod
x Moov A
jtanjan M+ Tig
Vickk
Zandj
Total %l
ontr
Bal
Apr ' m n o . m . m . n m . m m . m m . m m . m . n . .
M y . m m . m . . m . m m . m m . m . o . o .
Ju m . m m . m . . m m . m m . m . m . . .
Juz y . n n . . . o n . . o m . m . n o o . m .
Aug m
. m
.m
.
.
. m
.
.
.
. m
.o
{ pt 100. 161. 134.3 33.4 14.4 61.0 82.2 55.5 642.6 14.5
Oct 6.2 150.3 103.
0.2 0.0 0.6 88.6 49.9 399.5 9.0
Nov 43.5 89.8 119.9 78.9 56.7 43.6 178.1 22.6 633.1 14.2
D
c 109.8 147.7 108.2 0.1 66.9 28.5 86.5 27.0 574.7 12.9
J '07 55.3 0.0 70.2 0.0 63.5 0.5 64.9 39.3 293.7 6.6
F
b 0.0 0.0 74.9 0.0 0.0 0.5 69.4 24.5 169.3 3.8
M r 0.0 0.0 56.6 0.0 0.0 0.0 0.0 6.8 63.4 1.4
641.9 616.6 1410.8 136.8 270.7 188.1 778.8 401.7 4445.4 100.0
Sp nd k ( k . Lack )
P kAdvtg months r Ju - pt&Nov-D c(monsoon&wint r
On y Moov ctiv throughoutth y r@ Emami Rate
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TV Advertising seasonality
.
2.
4.
6.
8.
10.
12.
14.
16.
Ap' 6 May Jun
eJuy Au
gSep
tOc
tNov DecJa
n' 7 Feb Ma
%S
pendsc
ontr(TV)
Peak period is Jul-Sept & Nov-Dec
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CS vs NCS Spends
Areas
HFR Iodex Moov Amrutan|
an M+}
iger Vic~
s Zandu}
otal
alm
Al l India 642.0 621.4 1411.1 136.9 270.7 188.1 778.9 401.7 4450.8
NCS 248.9 215.9 251.4 23.4 0.0 10.6 187.4 18.8 956.4
NCS (%) 39 35 18 17 0 6 24 5 21
CS (%) 61 65 82 83 100 94 76 95 79
Spends
Rs. acs)
Category TV use dominated byCS
@ Emami Rate
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TV Spends : CS vs NCS
2
4
6
8
2
HFR I dex j n Tige Vick
Zndu
CSNCS
TV Spends more skew towards CS
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Recommended Media Mix
TV is the Primary media
Print & Radio as support to boost reach/frequencywherever needed
Media Mix recommended TN : Reg Satellite
Mah : Nat./Reg. Satellite MP : Nat. Satellite & Press
Guj : Nat. Satellite & Press
National : Nat. Satellite & NCS
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Media weight
benchmarking - satellite TV
Benchmarking against R/F delivery ofMoov & Iodex in their respective strong
areas
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Month wise SOV : Mah CS
Moov is the leader and active throughout the yearPeak Month is Nov & Sust month is Oct
Month
Total
GRPs SOV GRPs SOV GRPs SOV GRPs
Sept '06 407 33 298 24 537 43 1242
Oct '06 4 0 409 45 487 54 900
Nov '06 213 17 352 28 672 54 1236
Dec '06 342 24 585 41 490 35 1416
Jan '07 239 45 0 0 291 55 530
Feb '07 0 0 340 100 340Mar '07 0 0 254 100 254
Apr '07 126 14 395 44 385 42 906
May '07 411 47 143 16 330 37 884
Jun '07 28 2 770 65 383 32 1181
Jul '07 637 35 723 40 444 25 1803
Aug '07 233 16 642 45 552 39 1426
Total 2638 22 4316 36 5163 43 12117
GRPs
HFR Iodex Moov
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Month wise SOV : TN CS
Mont
ot
G SO G SO G SO G
Sep '06 6 1 394 41 567 59 967
Oc '06 3 0 669 67 327 33 1000
v '06 119 13 412 44 401 43 933Dec '06 986 45 714 33 483 22 2183
J '07 253 39 83 13 309 48 645
Feb '07 0 0 327 100 327
ar'07 0 0 214 100 214
Apr'07 2 0 485 62 295 38 783
ay '07 419 47 306 34 166 19 891
J '07 253 26 551 57 158 16 961
J l '07 480 35 575 42 310 23 1365
A g '07 132 15 467 54 267 31 865
ot 2 53 24 4 57 42 3824 34 11134
G
F Io ex Moov
HereI dexis he leaderPeakm hisDeca dSus m hisOc
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R-F Benchmarking- Joseph Ostrow Model for Effective Frequency
Marketing Factors:
Established Brands -0.2 -0.1 0.1 0.2 New Brands
High Market Share -0.2 -0.1 0.1 0.2 Low Market Share
Dominant Brand in Market -0.2 -0.1 0.1 0.2 Smaller, lesser known brand
High brand loyalty -0.2 -0.1 0.1 0.2 Low brand loyalty
Product used daily -0.2 -0.1 0.1 0.2 Product used occasionally
0.1 0.2 Need to beat competition
0.1 0.2 Advertising to older consumers or children
Total Score for Marketing Factors 0.6 (addition of applicable scores)
Creative / Copy Factors:Simple Copy -0.2 -0.1 0.1 0.2 Complex Copy
Copy more unusual than competition -0.2 -0.1 0.1 0.2 Copy less unusual than competition
Continuing campaign -0.2 -0.1 0.1 0.2 New copy campaign
Product sell copy -0.2 -0.1 0.1 0.2 Image oriented copy
Single message -0.2 -0.1 0.1 0.2 Multiple messages
New Messages (to avoid wear-out) -0.2 -0.1 0.1 0.2 Older Messages
Larger ad units -0.2 -0.1 0.1 0.2 Smaller ad units
Total Score for Creative / Copy F -0.3 (addition of applicable scores)
Media Factors:
Lower ad clutter -0.2 -0.1 0.1 0.2 High ad clutterCompatible editorial environment -0.2 -0.1 0.1 0.2 Non-compatible environment
Continuous advertising -0.2 -0.1 0.1 0.2 Pulsed of flighted advertising
Few Media Used -0.2 -0.1 0.1 0.2 Many Media used
Total Score for Media Factors 0 (addition of applicable scores)
Overall Score: 0.3 (addition of factor wise scores)
Base Frequency (3 + ): 3
Effective Frequency lower cut off: 3.3 (addition of overall score to base frequency)
Thus, the effective frequency for Fast relief is 3 +
In terms of a frequency band, maximum reach between 3 to 5 exposures will be optimum
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R/F Benchmark
GRP Reach @ 3+
N- -E C Peak 640 60%
N C Peak 720 50%
Mah C Peak 642 60%
N C Peak 820 50%
TN C Peak 714 55%
Guj C Peak 685 73%
N C Peak 700 60%
MP C Peak 714 70%
N C Peak 1100 70%
GRPs & R-F Benchmark for Mah & TN should be 15-20% moreand for other markets 10% more than competitors peak month
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Target Media weight
Imp. marketsCS
N-W-E M TN uj MP
GRPs 700 770 825 750 785
Reach @ + 63 66 62 73 73
NCS
N-W-E M TN uj MP
GRPs 980 770 1200
Reach @ + 53 60 63 73
Pe kMont
Pe kMont
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV enre Preference
Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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TV Genre Preferences by TG
News, Feature Film & Serials are preferred Genre
Rubs & B ms HFR
HFRusers
fff i i y
Moov
sers
Moov
sers
ffi i y
Iodex
sers
Iodexusers
ffi i y
Pro
.
re-Las
eek
dventure.7
.
9
.9
9
.
9
ricu
turebasedpro
rammes
.9
.
7
.9
artoons
.
.9
.7
9
.
9
ricket
.
7.
.
7
9.
eature
i
ms-Eng
is
.7
.
9
.
.
9
eature
i
ms-Hindi
.
.
.
.
eature
i
ms-Othr
ernacu
arLang
.7
.
.9
7
.
ame
ho
s/QuizProgrammes.
.
.
.
9
usicProgrammes
.
.9
.
7.7
ature
i
d
ife
.
.
.
9
7
ews /
urrent
ffairs
.
9.
9
.
.
Other
ports.
.
7
.
7.
7
erials-English
.
.
.
7
.
erials-Hindi
.
.
.
9
.
7
erials-Otherndianlanguages
.
9.
.
7.
9
Talk
hows / nterviews .7 .
.
9
. 79Others
.
.
7
.
9
.
7
Didnot
atch T
inthelast oneweek
.
.
.
.9 7
on
iewerof Television
.
.
7
.
.
7
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Channel selection- Mah, MP &Guj (National CS Channels
CHANNEL N-
-E TVR INDEX TVR INDEX TVR INDEX
SaharaOne 03 0
2 69 0
5 155 0
2 69
Sony En 0 4 0 4 100 0 6 151 0 4 107
StarOne 02 0
2 81 0
4 171 0
2 105
Star lus 1 1 0 9 85 1 6 151 2 0 189
Zee TV 09 1
0 108 1
5 164 0
9 92
FI
M
01 0
1 86 0
2 129 0
1 93
M
X 0 5 0 6 116 0 8 162 0 6 126
StarGol
04 0
4 100 0
7 191 0
5 140
Zee Cinema 0 5 0 6 108 0 9 178 0 7 133
aj Tak 0 2 0 2 106 0 3 156 0 1 78
IBN 7 0 1 0 1 67 0 2 211 0 1 89
India TV 0 1 0 1 50 0 2 158 0 1 108NDTV India 0 1 0 1 100 0 1 83 0 1 100
StarNe s 0 2 0 1 59 0 3 171 0 1 76
ZeeNe s 0 1 0 1 67 0 1 78 0 0 44
ETV Marathi 0 81
MiMarathi 0 09
ZeeMarathi 0 69
GUJ
MOVIE
NEWS
M
-
Reg)
GEC
MAH MP
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Channel selection - TN
R gi n nn s Avg. T R
Jaya
K
un us .
SUNN ws .
Sun .
V jay V .
TN R g nal
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Recommended Channels
Based on TVR & Index in priority statesrecommended: GEC (national - Zee TV & Star Plus: Movie (national Zee Cinema, Star
Gold. Filmy can be considered to addfrequency
: News - Aajtak & Star News: Mah (Regional - ETV Mar & Zee Mar
Mi Marathi can be considered to addfrequency particularly for Mumbai
: TN (Regional : Sun TV & Star Vijay
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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TV Plan Summary- 1st
Cut
Channel ACD Total
Wk 1 Wk 2 Wk 3 Wk 5 Wk 6 Wk 7 Wk 9 Wk 10 Total (Secs) Dur (Secs)
DD 5 55
DDDel i 5 999 5 55Zee TV 99 5 5 77 5
t l s 9 5 5 5 75 9957 75
t G ld 5 5 5 5 5 5
Zee Ci ema 83 83 63 83 83 63 63 83 604 15 9060 1890600
Filmy 80 80 60 80 80 60 60 80 580 15 8700 543750 3717750
Aajtak 39 39 7 39 39 7 7 39 76 15 4140 1280070
StarNews 72 72 54 72 72 54 54 72 522 15 7830 1320453 2600523
Sanskar 90 90 60 90 90 60 60 90 630 15 9450 94500 94500
Sun TV 19 19 12 19 19 12 12 19 131 15 1965 2292000
Vijay TV 66 66 44 66 66 44 44 66 462 15 6930 579600 2871600
Zee Mar 35 38 26 35 38 25 25 38 260 15 3900 649050
Mi Mar 60 60 50 60 60 50 50 60 450 15 6750 202500
ETV Mar 37 37 30 37 37 30 30 37 275 15 4125 391425 1242975
Total TV Cost 25640163 25640163
Wk : 25th Oct. to 1st Nov. '07
No. of Spots Total Cost (Rs.)
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Pre Evals vs Benchmark : CS
T r etsWeek Week Week Week Mo thly
N-W-E
GRPs 275 265 165 705 700
R @ 3 36 36 25 62 63
M h
GRPs 315 304 180 799 770
R @ 3 39 39 26 65 66
Guj
GRPs 311 281 186 778 750
R @ 3 41 39 25 67 73
MP
GRPs 420 367 280 1067 785
R @ 3 51 47 41 74 73TN
GRPs 208 211 153 572 825
R @ 3 31 31 23 57 62
y eeks
Target RP & R-F i matching with pre eval except in TN
an hortfall of Reach in uj
To increa e RP & R-F in TN
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Pre Evals vs Benchmark :
NCST rg ts
k k k k - Mo thl
-W-E
GRPs 397 385 244 1026 800
R 3 44 45 30 63 53
M h
GRPs 386 386 272 1044 980
R 3 45 50 35 68 60
Guj
GRPs 360 376 221 957 770
R 3 39 44 27 63 63
MP
GRPs 687 618 383 1688 1200
R 3 63 60 44 76 73
T
GRPs
R 3
y ks
TargetGRP&R-Fhas increased
Toreduceemphasis onDD 1
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S R/F : N-W-E (Peak)
2
5
2 5
GRP's
%Rea
ch
Rea @ +Rea @ +
Scope of further reach if needed
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S R/F : ah (Peak)
3
5
3 5
GRP's
%
Reach
Reach Reach
Incremental Reach from 600- 00 GRPs is limited(Mi Marathi . Additional Reach through selected channel
limited
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CS R/F : TN (Peak)
4
5
4 5 5
GRP'
Reach
Rea Rea
Scope of Reach is limited through selected channels,only GRP can increase through selected channels. Additional
Channel recommended to increase Reach & GRPs
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Scope of the presentation
TG Identification Priority Markets Media Reach/Reach Build up in TG
Competitive analysis Media Strategy
Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations
TV - Pre evals against Target Reach optimization of first-cut plan
Final TV Plan with Pre- evals Innovative ideas
Broad activity schedule Budget Summary
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Pre Evals against Target : CSTarge s
Week 1 Week 2 Week 3 Week 1-3 M y
N-W-E
Ps 275 265 165 7 5 7
3 36 36 25 62 63
Mah
Ps 315 304 18 799 77
3 39 39 26 65 66Guj
G Ps 311 281 186 778 75
3 41 39 25 67 73
M
G Ps 420 367 28 1067 785
3 51 47 41 74 73
TNG Ps 295 289 206 79 825
3 37 37 27 63 62
By weeks
GRPs high in MP (spill over coverage from National channels
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Pre Evals against Target : NCS
GRPs & R-F in the higher side
Targets
Week 1 Week 2 Week 3 Week 1 3 M t y
-W-E
GRPs 357 349 244 950 800
R @ 3+ 42 42 30 60 53
Ma
GRPs 374 371 272 1017 980
R@
3+44 46
35 64 60
Guj
GRPs 352 367 221 940 770
R @ 3+ 38 41 27 63 63
MP
GRPs 586 567 383 1536 1200
R @ 3+ 62 59 44 75 73
TN
GRPs - - - - -R @ 3+ - - - - -
By weeks
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Scope of the presentation
TG I entification
Priority ar kets
e ia Reach/Reach Buil up in TG
Competitive analysis
e ia Strategy
e ia weight Benchmar king TVGenre Preference
Channel Selection
TV Plan iterations
TV - Pre evals against Target
Reach optimization of first-cut plan
Final TV Plan with Pre- evals Br adac ivi yschedule
Innovative i eas
Bu get Summary
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Scheduling StrategyByW
P a Sust. P a Sust.
Month Month Month Month
Wk1 36 26 25 1
Wk2 24 29 29 9
Wk 19 20 29 54
Wk4 21 25 17 36
GRPs 642 425 716 413In N-W-E, major thrust on Wk 1 except for TN Sust. Month where
In TN, during Peak month, imporance given on wk 1, 2 & 3 whereas dur ing Sust. Month
importance given on Wk 3 & 4.
ByT Ban : N-W-ECSof Moov
T Ban
%Spots %GRPs %Spots %GRPs
600-1100 25 12 25 15
1100-1600 24 27 32 38
1600-1900 15 13 15 10
1900-2400 36 48 25 35
Total 2377 642 2300 425
During Peak month, importance given on PT slot whereas for
Sust. Month, more weightage given on Aft slot (1000-1600 hrs)
P a Month Sust.Month
N-W-ECS (M V) TN CS (I DEX)
%Cont . f GRPs %Cont . f GRPs
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Broa activity
Wk-1 Wk-2 Wk-3 Wk-4 Wk-5 Wk-6 Wk-7 Wk-8 Wk-9 Wk-10
Satellite/DD
Week 1 : 28/10 to 3/11 : Heavy thrust
Week 2 : 4/11 to 10/11 : Heavy thrustWeek 3 : 11/11 to 1 /11 : Moderate thrust
Week 4 : 18/11 to 24/11 : No campaignWeek 5 : 25/11 to 1/12 : Heavy thrustWeek 6 : 2/12 to 8/12 : Heavy thrustWeek : /12 15/12 : Moderate thrust
Week 8 : 16/12 to 22/12 : No campaignWeek : 23/12 to 2 /12 : Moderate thrust
Week 10 : 30/12 to 6/1/08 : Heavy thrust
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Scope of the presentation
TG I entification
Priority ar kets
e ia Reach/Reach Buil up in TG
Competitive analysis
e ia Strategy
e ia weight Benchmar king TVGenre Preference
Channel Selection
TV Plan iterations
TV - Pre evals against Target
Reach optimization of first-cut plan
Final TV Plan with Pre- evals Broa activity sche ule
Innovativeideas
Bu get Summary
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Innovative I eas
Break Bumpers Innovations overNewsChannels
Weather Reports
Top of the our (StarNews)
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Innovation on News channel Weather
up ate
Weather e ortCity em City em
umbai 32 Chennai 34
Delhi 35 Hyderabad 36
Kolkata 33 Bangalore 28
AAAAAAA ..
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Scope of the presentation
TG I entification
Priority ar kets
e ia Reach/Reach Buil up in TG
Competitive analysis
e ia Strategy
e ia weight Benchmar king TVGenre Preference
Channel Selection
TV Plan iterations
TV - Pre evals against Target
Reach optimization of first-cut plan
Final TV Plan with Pre- evals Broa activity sche ule
Innovative i eas
Budget ummary
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Bu get Summary : TV
CS NCS Tot l
- - : .6 6. 6.
- - : vie . .- - : e 6. 6.
- - : ev ti al . .
a Regi al . .
T Regi al . .
Tot l Cost (Rs. L cs) 211.6 46.5 258.1
Cost (Rs. L cs)
Note : part from TV, we are considering DainikBhaskar &Divvya Bhaskar all editionsFor Bihar, recommending Radio
India vs. Pakistan DI : If considered, then DD-1 budget to be reduced
Provision : Special Programme /Rate increase : Rs. 10 lacs
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Ra io Cost etails : Bihar
Channel Station Programme Rate per Duration No.of 1-4 wks 5-8 wks 9-10 wks Total Cost
10 sec (Secs) spots (Rs.)
Primary Channel
Jharkhand Jamsh d r Fi m M si 200 20 240 120 120 0 96000
Ranchi Fi
m M
sic 400 20 240 120 120 0 192000Total Primary Channel 480 240 240 0 288000
Jharkhand N ws (Mid 1000 20 122 60 62 0 244000
(Reg News) Br ak)
Total AIR News 122 60 62 0 244000
Total Radio Cost 602 300 302 0 532000
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Thank you