Media Planning

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Media Planning

  1. 1. TANG Presented By: Nissa Razzak Hira Aslam Saman Zehra
  2. 2. <ul><li>Clover Pakistan Limited was incorporated in Pakistan in 1986 as a public limited company. </li></ul><ul><li>The Company’s major production is TANG powder drink. </li></ul><ul><li>The Company has Trademark License Agreement with Kraft Foods Holdings, Inc. USA.  </li></ul>CLOVER PAKISTAN LIMITED
  3. 3. <ul><li>In the Powder category, Tang is the Market Leader. </li></ul><ul><li>SKU’s are Orange and Mango. </li></ul><ul><li>Competitors include Energile, Sunsip </li></ul><ul><li>Limo pani and Thanda Orange. </li></ul><ul><li>It has a Market Share of over 60% </li></ul><ul><li>Tang is a seasonal product which is active during the months of April – September </li></ul>TANG
  4. 4. <ul><li>Target Audience </li></ul><ul><ul><li>Females; Mothers/Housewives </li></ul></ul><ul><ul><li>Age: 18 – 45 </li></ul></ul><ul><ul><li>SECs ABC </li></ul></ul><ul><ul><li>Satellite and Terrestrial Viewers </li></ul></ul>TARGET AUDIENCE
  5. 5. <ul><li>To increase TOM. </li></ul><ul><li>To be positioned as a nutritious drink. </li></ul><ul><li>To have penetration in all top towns and semi urban areas. </li></ul><ul><li>To be perceived as premium brand yet affordable. </li></ul>ADVERTISING OBJECTIVES
  6. 6. COMPETITITVE ANALYSIS
  7. 7. MARKET SHARE
  8. 8. SOV
  9. 9. SOE
  10. 10. ER
  11. 11. <ul><li>TANG Project.xls </li></ul>
  12. 12. HISTORY OF ADVERTISING
  13. 13. <ul><li>April – Sept </li></ul><ul><ul><li>Copy : Same copy aired throughout the season. </li></ul></ul><ul><ul><li>Copy Duration:30 sec </li></ul></ul><ul><ul><li>Lay down Strategy : Flighting </li></ul></ul><ul><ul><li>GRP’S </li></ul></ul><ul><ul><ul><li>Satellite : 4,001 </li></ul></ul></ul><ul><ul><ul><li>Terrestrial :14,994 </li></ul></ul></ul>2007
  14. 14. <ul><li>April –August </li></ul><ul><ul><li>Copy : Same copy aired </li></ul></ul><ul><ul><li>Copy Duration : 30 Sec </li></ul></ul><ul><ul><li>Lay Down Strategy : Flighting </li></ul></ul><ul><li>September </li></ul><ul><ul><li>Copy : Ramzan Special </li></ul></ul><ul><ul><li>Copy Duration :30 sec </li></ul></ul><ul><ul><li>GRPS </li></ul></ul><ul><ul><ul><li>Satellite: 5,589 </li></ul></ul></ul><ul><ul><ul><li>Terrestrial :17,547 </li></ul></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><ul><li>Reach 1+ : 80% </li></ul></ul></ul><ul><ul><ul><li>Reach 2+ : 76.8% </li></ul></ul></ul><ul><ul><ul><li>Reach 3+ : 75% </li></ul></ul></ul><ul><ul><li>Media Budget : 121 Million (approx) </li></ul></ul>2008
  15. 15. BRAND CALENDER 2008
  16. 16. TERRESTRIAL & SATELLITE SPEND
  17. 17. ATL / BTL MIX
  18. 18. MEDIUM MIX 2008
  19. 19. <ul><li>TELEVISION </li></ul><ul><li>Satellite </li></ul><ul><ul><li>Geo Entertainment </li></ul></ul><ul><ul><li>Geo News </li></ul></ul><ul><ul><li>Hum TV </li></ul></ul><ul><ul><li>Express News </li></ul></ul><ul><ul><li>Ary Digital </li></ul></ul><ul><ul><li>Masala </li></ul></ul><ul><ul><li>TV One </li></ul></ul><ul><ul><li>Cartoon Network </li></ul></ul><ul><ul><li>Wikkid Plus </li></ul></ul><ul><ul><li>AVT Khyber </li></ul></ul><ul><ul><li>Apna Channel </li></ul></ul><ul><ul><li>KTN </li></ul></ul><ul><li>Terrestrial </li></ul><ul><ul><li>PTV </li></ul></ul><ul><ul><li>ATV </li></ul></ul><ul><li>Cable </li></ul><ul><ul><li>World Call </li></ul></ul>VEHICLE SELECTION -2008
  20. 20. <ul><li>RADIO </li></ul><ul><li>91 </li></ul><ul><li>106.2 </li></ul><ul><li>100 </li></ul><ul><li>107 </li></ul><ul><li>99 </li></ul><ul><li>105 Awaz </li></ul><ul><li>PRINT </li></ul><ul><li>Express </li></ul><ul><li>Young World </li></ul><ul><li>She </li></ul><ul><li>Mazeydar Khane </li></ul><ul><li>Good Food </li></ul>VEHICLE SELECTION -2008
  21. 21. FORECATED MEDIA PLAN 2009
  22. 22. <ul><li>Launch of a new variant. </li></ul><ul><li>Planning for the month of June . </li></ul><ul><li>Targeting urban audience through more of print and BTL. </li></ul>PLANNING ASSUMPTIONS
  23. 23. BRAND CALENDER - 2009
  24. 24. ATL/BTL MIX
  25. 25. TERRESTRIAL & SATELLITE SPEND
  26. 26. MEDIUM MIX
  27. 27. BUDGET SPLIT BY MONTH -TV
  28. 28. BUDGET SPLIT BY MONTH -RADIO
  29. 29. BUDGET SPLIT BY MONTH - PRINT
  30. 30. <ul><li>TV Schedule: </li></ul><ul><ul><li>Budget: Rs17.9 Million (19 % of the total budget) TV PLAN.xls </li></ul></ul><ul><li>Radio Schedule : </li></ul><ul><ul><li>Budget: Rs2.5 Million(29% of the total budget) </li></ul></ul><ul><ul><li>radio plan - tang.xls </li></ul></ul><ul><li>Print Schedule : </li></ul><ul><ul><li>Budget: Rs1.5 Million (32% of the total budget) Print plan -tang.xls </li></ul></ul>MEDIA SCHEDULE FOR JUNE 2009
  31. 31. MEDIUM MIX -TV
  32. 32. MEDIUM MIX -RADIO
  33. 33. MEDIUM MIX -PRINT
  34. 34. <ul><li>Tang’s core focus is on TV as compared to other mediums. </li></ul><ul><li>They only advertise 6 months a year. </li></ul><ul><li>Tang has beaten its competition on Terrestrial basis. </li></ul>CONCLUSION
  35. 35. <ul><li>Launch New Variants. </li></ul><ul><li>More advertising on Cable. </li></ul><ul><li>Encompassing brand usage through a cooking show. </li></ul><ul><li>Advertise more on print e.g. Dawn-Review or Images. </li></ul><ul><li>Explore more BTL activities targeted towards children. </li></ul>RECOMMENDATIONS

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