Media Planning Full

8/4/2019 Media Planning Full

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2011

TYBMM B

USHA PRAVIN GANDDHI COLLEE OF

MANAGEMENT

12/09/2011

MEDIA BUYING & MEDIA

BUDGETING


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Objective of the assignment:

The objective to undertake this assignment to learn how to launch a new product in

the market, position the product in the market & how to acquire the market shares .

At the same time know how team work is necessary for the introduction of a newproduct. Others include:

Methods for analyzing the best market segments for a firm to enter. Designing the product which is acceptable in the market. New product naming, packaging, distribution channels & geography. Methods for tracking key trends. Positioning new products within the competitive frame. At the same time gathering the practical experiences. Learning how to buy media spaces and do the budgeting properly. New product idea brainstorming techniques. New product idea refinement & concept/product testing.

INTRODUCTION TO OUR PRODUCT CATEGORY:

Mobile phones today are a part of our FMCG market.


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A mobile phone allows calls into the public switched telephone system over a

radio link. Early mobile phones were usually bulky and permanently installed in

vehicles; they provided limited service because only a few frequencies were

available for a geographic area. Modern cellular "cell" phones or hand phones

make use of the cellular networkconcept, where frequencies are re-used repeatedly

within a city area, allowing many more users to share access to the radio

bandwidth. A mobile phone allows calls to be placed over a wide geographic area;

generally the user is a subscriber to the phone service and does not own the base

station. By contrast, a cordless telephone is used only within the range of a single,private base station.

A mobile phone can make and receive telephone calls to and from the public

telephone networkwhich includes other mobiles and fixed-line phones across the

world. It does this by connecting to a cellular network provided by a mobile

network operator.

In addition to telephony, modern mobile phones also support a wide variety of

other services such as text messaging, MMS, email, Internet access, short-range

wireless communications (infrared, Bluetooth), business applications, gaming and

photography. Mobile phones that offer these more general computing capabilities

are referred to as smart phones.

MARKET TRENDS & STATISTICS IN INDIA:

Mobile Phones in India - Category Analysis

TRENDS

With the launch of low-priced mobile phones and attractive tariff plans bythe telecom services providers, mobile phones have become more affordable

for Indian consumers. As a result, mobile phones recorded volume growth of

12% in 2009, reaching over 121 million units. In urban markets, increased

demands for smart phones among young people are driving sales.

COMPETITIVE LANDSCAPE

Nokia is the undisputed leader of the Indian mobile phone sector, with 54%of total volume sales in 2009. Nokia benefits form a strong brand image and

a reputation for high quality products. According to industry sources, Nokia

has the distinct advantage of having the strongest retail network, with a
http://en.wikipedia.org/wiki/Cellular_networkhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cordless_telephonehttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/Fixed-linehttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Infrared_porthttp://en.wikipedia.org/wiki/Bluetoothhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Bluetoothhttp://en.wikipedia.org/wiki/Infrared_porthttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/GSM_serviceshttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Fixed-linehttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/PSTNhttp://en.wikipedia.org/wiki/Cordless_telephonehttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Base_stationhttp://en.wikipedia.org/wiki/Cellular_network


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presence in almost 90% of retail outlets selling mobile phones. However,

with the entrance of new companies, such as Micromax, Mifone and

Karbonn in the mobile phone business, the share of Nokia has droppedsignificantly, from 60% in 2008.

PROSPECTS

Since the penetration of mobile phones has already reached saturation levelin urban areas, over the forecast period new demand will be primarily from

tier II and III cities, and from rural areas. In urban areas there will,

nevertheless, be a significant replacement market, with consumers upgrading

to phones with better features. Between 2009 and 2014, the sector is

expected to increase at a volume CAGR of 11% to reach 205 million units.

IDC India has published a report on growth of mobile sales in India (for 2009) andhere are some of the relevant data points to track:

The growth has more or less flat [owing to low sales figure in Q1]in total,101.54 million units of sales were registered.

Local manufacturers* have grabbed 17.5% market share [from 0.9%, a yearback]

Only 5 local manufacturers in 2008 and the number stands at 28 now! Nokia market share in India fell from 56.2% share in 2008 to 54.1% in 2009. Samsung Electronics Co. Ltds share rose marginally to 9.7% from 9.5%. LGs share dropped from 7.2% to 6.4%, Of the local manufacturers, Micromax leads the race and holds a market

share stands of 4.8%.

Like any market research, take this with a pinch of salt [for instance, Nokia has

expressed reservations about the research, since IDC didnt take into account itsproduction facility in Chennai, which ships 50% of the manufactured mobile to

India].

Nevertheless, this is an interesting result and rise of local companies shows that

there is a value in local IP [eat this: Micromax Q5 phone is just like

Blackberry/E71/72 with a far lesser price which BlackBerrys of the world cannoteven match].
http://www.pluggd.in/mobile/mobile-handset-market-share-india-nokia-leads-while-samsung-beats-motorola-1684/http://www.livemint.com/2010/04/03000444/Local-cellphone-makers-increas.html?h=A1http://www.livemint.com/2010/04/03000444/Local-cellphone-makers-increas.html?h=A1http://www.pluggd.in/mobile/mobile-handset-market-share-india-nokia-leads-while-samsung-beats-motorola-1684/


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ABOUT OUR COMPANY:

Our companys name is TECTREE Pvt. Ltd.

We are new to the FMCG market of mobile phones. We are a professional Company

which gets the new concept and innovative idea of a mobile handset which has the

POWER OF HD RECORDING & 3D GAMING 1st time in India we bring to people

the classy and extraordinary phone which gives them all the features .Hence the name

simply explains what we are about without any confusion.

Our company believes in a diverse product portfolio which allows us to meet theneeds of different consumer segments and therefore offers devices across five

categories i.e. Entry, Live, Connect, Explore and Achieve. These include products

that cater to first time subscribers to advanced business devices and high

performance multimedia devices for imaging, music and gaming only by one touch.

TECHTREE the name means nothing but technology along with a touch of beingenvironment friendly.

COMPANY LOGO:

Our company name signifies the technology in

white colour and tree in black colour

We have chosen white colour as it contains all the

other colours in the spectrum, showing that we

have a positive, well-balanced and optimisticpersonality product .also that we are highly

individualistic and a loner (unique). We are open-minded and communicate, for

with white all things are possible.

And black colour which indicates that are strong-willed, opinionated and

disciplined. We are too flexible and too independent.


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MARKETING OPERATONS FOR THE CAMPAIGN

PRODUCT:

Our products name is TECHTREEwhich belongs to the FMCG market. Ourproduct is designed for all the people who love to play games (3D) & love to

capture all the moments of their lives like a movie. This handset of ours actually

can make people acquire whatever they want on their phones from

Calling, clicking pictures, playing games involving oneself in it, video recording

(HD) etc.

This phone is an extraordinary touch phone which is transparent in colour ( i.e.)

made of glass and laser keypad , 10 mega pixel camera , app store , 64gb memory ,

internet service etc .

Mainly our UNIQUE SELLING PROPOSITION OR USP is that it is an HD

phone HIGH DEFINITION phone & 3D gaming phone. This is not harmful to theeyes or even to the environment. This phone is really very unique or one of its kind

in India.

It's a device that is a pleasure to navigate and filled with cool features, one can

hardly feel the difference between a laptop and this phone while browsing

everythings fast and silky. (Apps typically take a second longer to start up than

they should, though.) It runs a solid handful of apps (simultaneously, if you want)

without going catatonic. Awesome multitasking UI. The battery life is legit all day

long. The screen is super solid. Stereo audio. The front camera is mega-awesome,compared to every other phone's front camera (sample in the gallery). You can

dump music and photos and other files onto the phone via Wi-Fi.


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PRODUCT PACKAGING:

This product is basically designed for the people who like to play 3D games &

high definition video recording and people who enjoy the class and status.

We will be using an eco friendly packaging box. We will be providing with mobile accessories like : 1pair of Charger 1 set of Sound reduction ear- phones. 1 manual. 1 usb port

The features of the product:

Highly attractive in looks Transparent colour Laser keypad 3D gaming facility HD video recording Starch free screen. Feather touch. 10 megapixel camera. With 3G facilities etc.

PRICE:

Our product is an highly excusive product so its price is Rs 40,000/-

So ,the manufacturing of the handset is Rs 7000/- Then the total cost of accessories and the packaging is Rs 3000/- So the total manufacturing cost along with the transport is


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Rs 12000/- per piece.

Being a new player in the market we have priced our product high .We are more

interested in selling bulk quantities along with keeping a higher profit margin. We

want our price such that the only the higher middle class and rich can afford.Mostly young students are our target and professionals ass they like to try out

innovations and prestige oriented goods.

PLACE:

Proper placing and availability of the product plays an important role in the sales

of the product. TECTREE will be first launched in metropolitan cities like Mumbai,Delhi, Chennai, Bangalore and Kolkata. It will also be launched in tier 2 cities like

Pune, Surat, Gurgaon, Noida, Chandigarh, Hyderabad and Jaipur.

DISTRIBUTION:

In metro the distribution channel adopted by us is Manufacturer -Consumer. Our

product will be placed in big malls where in we ourselves will have outlets. Ourproduct will be available only in our shops and nowhere else as its a premium

product.

PROMOTION:

We have adopted different types of promotional strategies while introducing our

product in the market. We are focusing more on above the line promotion ratherthan below the line promotion.

Our below the line strategies will include the following:

Sponsors of the coming season of BIG BOSS Sponsors of coming season of RODIES


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In tieup with bright advertising for putting up hoardings all over India. Social networking sites.

Our above the line strategies will be as follows:

Placing an advertisement on television, magazines and newspaper. Internet advertising Hoardings.

MARKET SEGMENTATION:

Market segmentation is divided into 4 compartments:

Geographic : urban area Demographics : this is further divided into :

1. Gender: male & female2. Age: 18 - 30 years.3. Income: upper-middle class and rich.4. Occupation: mainly students, bachelors, office goers.

Psychographics: Here we have divided the people according to theirorientation :
http://www.google.co.in/imgres?q=market+segmentation&hl=en&biw=1366&bih=595&tbm=isch&tbnid=ZVnKt5Rvjt-0XM:&imgrefurl=http://www.b2binternational.com/b2b-blog/2008/01/16/a-practical-guide-to-market-segmentation-part-3-of-5/&docid=3U-WEvP76y5SiM&w=507&h=230&ei=XG1BTvLjCIa0rAfto8SwBw&zoom=1


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1. Experiencers ( action oriented ): As they are the people whousually are the 1

stto try out the new products , they follow fashion

and fads , mainly they are the ones sitting on social networking sites

& buy on impulse .

2. Actulizers (most resource): As they enjoy finer things, receptive tonew ideas, skeptical about ads, readers of many publications and light

TV watchers.

3. Achievers (status oriented): they get attracted to premium productand are targets for a variety of products.

Also we are targeting all the people who enjoy playing games and who want their

class apart or want to have a prestigious gadget with them.

Behavioral:

It is made for People who are experimental, watch television, follow fashion trends,

will easily accept this product whereas people with conventional backgrounds and

rigid perceptions will take longer time to accept this body plus feet

deodorant. Mostly the category of experiencers and actualizers along with

achievers will buy the product.

Attitude toward product: Positive, adaptable with new things and young

generation, new technology.


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TARGET AUDIENCE:

We are targeting the double segmentation that is

male & female of age group of 18- 30. People

who are open minded and receptive to new ideas.And those who are variety seeking and look for

comfort. Who are the ones who like to have new

technologies with them, prestige and status

oriented who like to play games and who are

techno freaks. The target audience is young

youth so we have many the ads which would

persuade this age group of customers to buy our product.

Advertising Objectives

The marketing/advertising objective is to establish TECHTREE as an expert and

innovative leader in the MOBILE HANDSET market.. It is able to address

different segments within the market although each segment is distinct in terms of

its users but it would be very much useful to different segment because of its ease

use, quality, long term durability, health protection, and its users get expression of

sophistication, status and prestige and are looked upon as trend setters.

Communication Objectives:

- To establish the brand identity of the TECHTREE brand- To effectively communicate the USP of the product- To ensure a high recall value- To persuade prospective customers to change their perspective and shift

their preference from their current brand to the TECHTREE brand


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The Advertising Campaign

We are using aggressive advertising as a part of our campaign. Push

strategy will help us push our product in the market and in the minds

of our consumers.

Our campaign is divided into the launch phase and the post-launchcampaign phase. The launch phase includes first the curiosity phase

and then the reveal phase which is when the product is actually

revealed.

The curiosity phase will basically be used to generate curiosity for thebrand as well as the product. We will be using tvc as a form of our

advertising campaign to generate curiosity amongst the audience.

The reveal phase will be when the product will be launched in themarket. The viewer is given complete information about the product

and the fact that it is now available in the market is clearly

communicated. This will be done by giving ads in newspapers,

magazines and also using outdoor advertising like hoardings.

The post-launch campaign will be a fresh marketing campaign oncethe product has been launched in the market. It will mainly involve a

consumer-response initiative and the aim will be to further establish

the brand and brand character. This will comprise of techniques such

as sponsoring events, giving free samples and carrying out activities

outside colleges and offices.


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MEDIA PLANNING:

We will be launching our product on 1st

of November 2011.

We will be having three print advertisements in the national newspapers like

TIMES OF INDIA, DNA, and HINDUSTAN TIMES. where in we will be

having two full page 3D ad in the 1st

week in the TOI (Monday and Saturday ), the

same 3D ad will be placed in DNA in the 2nd

week (Monday and Saturday ) & the

same in 3rd

week in HT (MondayTuesday ). On other days the normal print ads

will be placed everyday in each news paper.

We have targeted two magazines that is FEMINA & GQ India which are monthly

magazine where in we will have two ads in each magazine.

We will be having 4 TV commercials in total which will be of 30 seconds each.

Out of which 1 TV commercial will be played as a teaser 4 days prior to the main

launch of the product. The other 3 will be played post launch of the product. It will

be telecasted on channels like Star One, Start Movies, and MTV etc.

Also, we will be having a Facebook fan page, our own website, a 3D ad which

will be placed on log in pages of Gmail and Hotmail & last but not the least we

will be having an advertisement on Facebook.

Along with it we will also have the TVC being played in the movie theaters like

FAME ADLABS, PVR & CINEMAX.


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Advertisements

Newspaper advertisement

Newspaper the first advertisement which is a two page advertisement will be a 3d

moving advertisement. When the paper will be moved the object will also move.

This will contain the line below imagine what this would be like in actual 3d.

This advertisement will only be shown in the first time advertisement in all the

three newspapers. The remaining advertisements will be the print advertisement.

Internet ad

A 3d product will be put on display where in the viewer can see the mobile phone

from all sides and angles and along with this they can also check the phone in the

various colors available.

There will also be a special feature in the advertisement where the viewer can

actually see and check how the display is and also how the messages and the home

screen would look along with a few selected icons that are offered with the phone.


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Television advertisement and teaser

1) 4 days

A boy is sitting on the chair Camera comes from behind.

Top shoulder shot the boy is gaming on his Phone.

Suddenly a car comes banging out and boy falls of his chair

The scene closes with a black screen saying coming soon.

2) The phone opens in all four dimensions.

The phone stops and car bikes fighters all of them jump out of the phone.

Everything starts racing on the road and street.

The guy just comes and picks up the phone and takes a call.

The entire element that came out just stops.

The call ends and the element again get to life.

Tag line: - 3d now in your hand.

3) Only the screen is seen.

The lighting is not there only the phone is sparking with all the different color.

The phone comes closer focus light on the phone.

The transparent phone comes out and it turns.


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The transparent phone loses its keys and on that pictures and videos start playing.

4) There is a race happening.

There is a big crowed is there.

Everyone is taking pictures and videos

Person 1 along with the rest is trying.

But he is not successful as there is no clarity.

The 3d phone is taken out by person 2.

The phone gives higher screen resolution.

The person 1 is impressed and wants to buy the phone.

Media Scheduling

Media Scheduling for one month i.e. four weeks for all media

I. TVC


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TVC schedule for week 1

Channel

Insertions/

no. of times

Ad played

Duration Time slot

MTV 4 30 seconds Prime time

Star one 4 30 seconds Prime time

Star World 4 30 seconds Prime time

Star Movies 4 30 seconds Prime time

Sony 4 30 seconds Prime time

TV schedule for week 2

Channel

Insertions/

no. of times

Ad played

Duration Time slot






TV schedule for week 3

Channel

Insertions/

no. of times

Ad played

Duration Time slot



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TVC schedule for week 4

Channel

Insertions/

no. of times

Ad played

Duration Time slot






II. Newspapers and Magazines

Schedule for week 1

Name Placing Insertions Time Slot Size

Times Of Jacket [2 pagead covering

2 Monday and

Saturday

2 full

pages


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India first and lastpage]

Hindustan

Times

Last page 2 Tuesday and

Thursday

Half

page

DNA 2nd

page 2 Wednesday

and Friday

Half

page

Schedule for week 2


Times Of

India

First page 2

Wednesday

and Friday Half

page

Hindustan

Times

Jacket i.e.

first and last

page full

1 Monday and

Saturday

Two

pages

DNA First page 2Tuesday and

Thursday

Half

page

Schedule for week 3


Times Of

India

Second page 2

Tuesday

and Thursday Half

page

Hindustan

Times

Second last

page

1 Wednesday

and Friday

Half

page


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DNA Jacket i.e.first and last

page full

2

Monday and

Saturday

Two

pages

Schedule for week 4

All the ads will be full page ads which will be published on the first page in

the special Sunday editions of all the papers.

Magazine schedule for the entire month


GQ Back cover 1One full

month Full page

Femina Back Cover1

One full

month

Full page

III. Movie theatres

Name Duration placing Insertions

PVR 30 secs All shows interval 1

Big Cinemas 30 secs All shows interval 1

Fame 30 secs All shows interval 1

We will have contracts with the movie theatres of 4 metropolises in India i.e.

Mumbai, Delhi, Bangalore and Kolkata and in each metropolis we will have 4

theatres booked.


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IV. Internet1. We will have a Facebook.com fan page.2. Also, we will have a contract with Facebook.com, wherein,

facebook.com will itself create a website for us and also, place our ads on

Facebook.com on the right side of the page for a month.

Name of the

Site

Placing NO. of

Insertions

Time Slot

Gmail.com Login page 15 Every alternate day for

a month

V. SponsorshipTwo major shows like BIG BOSS and Roadies will be sponsored.

VI. Outdoor mediaA contract worth 1.5 crores will be signed with Bright Outdoor Advertising

wherein, the advertising company will put up banners and hoardings of the

company in the 4 main metropolises and 4 prime locations of each

metropolis will be selected. The ads will keep changing every week for fourweeks

Media Budgeting

Production of adsOne crore will be spent towards the production of ads.

Newspapers

Dailies Size Cost Insertions Total cost

Times OfIndia Half page 4 lakhs 4 16 lakhs

Times Of

IndiaJacket 13 lakhs 2 26 lakhs

Times of

India

Full Page 7 lakh 1 7 lakh


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DNA Jacket 5lakh 2 10lakhs

DNA Half Page 1,60,000 4 6lakh40thousand

DNA Full Page 3 lakh 1 3 lakh

Hindustan

Times

Half Page 2lakh 40

thousand

4 9 lakh 60

thousand

Hindustan

Times

Full Page 6 lakh 1 6 lakh

Hindustan

Times

Jacket 10lakh 2 20 lakh


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Magazines

Name cost Placing

GQ magazine 567000 Outside backcover

Femina 2,50,000 Outside backcover

TVC

Channels duration Insertions cost

Star Movies 30 secs 91 60000*91=5460000

Star World 30 secs 91 60000*91=5460000Star one 30 secs 91 45000*91=4095000

Sony 30 secs 91 90000*91=8190000

MTV 30 secs 91 30000*91=2730000

Movie theatres

Name cities locations Total

Insertions

Total Cost

PVR 4 4 16 7200000Big

Cinemas

4 4 16 6400000

Fame 4 4 16 6400000

Internet

We are paying 30 lakhs to the Facebook site for creating our site and

advertising about our company.

Name of site No. of insertions Cost

Gmail.com 15 15*15000=225000

Sponsorship


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Big boss will be sponsored with a crore and Roadies will be sponsored with

mobile phones for the contestants

Total Budget

Media Total costProduction of ads 10000000

TV 25935000

Outdoor 150,00000

Sponsorship 10000000

Internet 3000000Newspapers 10400000

Magazines 817000Movie Theatres 20000000Site ads 225000

Total cost 9,53,77,000


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CONCLUSION:

Future growth determinants in TECHTREE MOBILE category:

Deeper distribution networks thus increasing category penetration.

Increased affluence and disposable income of the urban consumer.

Consumers looking for products that are strong on innovation.


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Made By:-

Ankita Suraiya: - 105

Jessica Shah: - 90

Abhimanyu Swarup: - 109

Karishma Shah: - 120Yash Trivedi: - 20083113

Pratiksha Ramotra: - 76

Documents

Media Planning Full