Media Planning Project

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Media Planning Project

  1. 1. UNIVERSITY OF MUMBAI (SIXTH SEMSESTER) T.Y.BMM SUBJECT: AGENCY MANAGEMENT ACADEMIC YEAR 2008-2009 PROJECT BY MR PRIYARANJAN M.B DATE OF SUBMISSION FEBRURARY, 2008 PROJECT GUIDE PROF. ARCHANA KENIA COLLEGE NAME K.G. MITTAL COLLEGE MALAD (WEST) MUMBAI - 400064
  2. 2. DECLARATIONI, MR PRIYARANJAN M.B STUDENT OF K.G. MITTAL COLLEGE, STUDYING IN T.Y.BMM HEREBY DECLARE THAT I HAVE COMPLETED MY PROJECT, FOR ‘AGENCY MANAGEMENT’ IN THE ACADEMIC YEAR 2008-2009. THE INFORMATION SUBMITTED HERE IS TRUE AND ORIGINAL AS PER MY RESEARCH AND OBSERVATION. DATE OF SUBMISSION SIGNATURE OF STUDENT SEPTEMBER, 2008 MR PRIYARANJAN M.B
  3. 3. CERTIFICATE I PROF. ARCHANA KENIA HEREBY CERTIFY THATMR PRIYARANJAN M.B OF K.G. MITTAL COLLEGE HAS COMPLETED HIS PROJECT, FOR ‘AGENCY MANAGEMENT’ IN THE ACADEMIC YEAR 2008- 2009. THE INFORMATION SUBMITTED HERE IS CLAIMED TO BE TRUE AND ORIGINAL TO THE BEST OF MY KNOWLEDGE. SIGNATURE OF THE PRINCIPAL SIGNATURE OF THE PROJECT GUIDE (DR. JOHN D’MELLO) (PROF. ARCHANA KENIA) SIGNATURE OF BMM CO–ORDINATOR SIGNATURE OF STUDENT (PROF. CASSENDRA D’SOUZA) (MR PRIYARANJAN .M.B) SIGNATURE OF THE EXTERNAL EXAMINER
  4. 4. ACKNOWLEDGMENT I WOULD LIKE TO THANK MY PROJECT GUIDEPROF. SHARON .M FOR PROVIDING ME WITH ESSENTIAL AND RELEVANT INFORMATION THROUGHOUT MY PROJECT AND HELPED ME TO WIDEN MY HORIZONS. I WOULD LIKE TO THANK MY B.M.M CO-ORDINATORPROF. CASSENDRA D’SOUZA WHO HAS SUPPORTED ME DURING MY PROJECTS. I WOULD LIKE TO THANK MY COLLEAGUES WHOHELPED ME DURING MY PROJECT. ABOVE ALL I WOULD LIKE TO THANK ALL THOSE PEOPLE WHO HELPED MEDIRECTLY OR INDIRECTLY TO COMPLETE THIS PROJECT SUCCESSFULLY.
  5. 5. AMUL POWER MIX BISCUITS
  6. 6. ABOUT LAUNCHING A NEW PRODUCT WITH A DELICIOUS COMBINATION OF CREAM AND CHOCOLATE WITH HIGH AMOUNT OF GLUCOUSE. AMUL BISCUIT IS THE FIRST BISCUIT MANUFACTURER IN INDIA TO MANUFACTURE BISCUITS WITH A DELICATE COMBINATION OF GLUCOSE, MILK PROTIENS, IRONS WITH CREAM AND CHOCOLATE CHIP. THE COMPANY IS MANUFATURING AMUL POWER MIX BISCUITS FOR CHILDREN AND PARENTS BOTH. CHILDREN WANT TASTE, FLAVOUR, CREAM AND CHOCLOATE AND PARENTS WANT VITAL INGREDIENTS AND ESSENTIAL VITAMINS FOR THE GROWTH OF THEIR CHILD. CONSIDERING THE ABOVE FACTS AMUL BISCUITS IS DEDICATED TO MANUFACTURE BISCUITS WITH A STRONG COMBINATION OF GLUCOS AND CREAM OR CHOCOLATE TO: REDUCE PARENTS WORRIES AND INCREASE CHILDREN’S HAPPINESS.
  7. 7. RESEARCH AND ANALYSIS INDIA OCCUPIES THE LARGEST SHARE OF MARKET WHEN IT COMES TO BISCUITS. INDIAN BISCUIT MARKET IS 1.1 MILLION TONES PER ANNUM AT RS 50 BILLION. ABOUT 90% OF INDIANS BUY AND EAT BISCUITS. 70% OF BISCUIT CONSUMPTION LIES IN THE URBAN AREAS AND 30% IN RURAL AREAS. CONSUMERS OFTEN CONSUME BISCUITS WITH TEA PREFERABLY IN THE MORNING OR AS IN-BETWEEN SNACKS. CREAM BISCUIT AND CHOCOLATE BISCUITS ARE THE MOST PREFERRED AND MANUFACTURERS HAVE GOOD SALES AND A STRONG HOLD IN THE MARKET. REGULAR BISCUITS LIKE “PARLE-G” ARE FAST SELLING AND MOST PREFERRED IN THE RURAL AREAS. REGULAR BISCUIT MANUFACTURERS ARE STRIVING HARD TO GET OVER THE DOMINANCE OF CREAM AND CHOCOLATE BISCUIT MANUFACTURERS BY AGGRESSIVE AND REGULAR CAMPAIGN OF GLUCOSE CONTENT. AS A MATTER OF FACT CHILDREN PREFER CREAM AND CHOCOLATE BISCUIT.
  8. 8. ADVANTAGES OF THE OFFER CONSUMERS GET TO EXPERIENCE A DELICIOUS COMBINATION OF CREAM AND CHOCOLATE WITH HIGH AMOUNT OF GLUCOUSE. BISCUITS WITH VITAL INGREDIENTS OF GLUCOSE, MILK PROTIENS, IRONS WITH AND CHOCOLATE CHIP. SATISFACTION TO BOTH PARENTS AND CHILDREN BECAUSE CHILDREN GET TASTE, FLAVOUR, CREAM AND CHOCLOATE AND PARENTS GET VITAL INGREDIENTS AND ESSENTIAL VITAMINS FOR THE GROWTH OF THE CHILD. SOLUTION TO A PROBLEM AMONG PARENTS AND CHILDREN.
  9. 9. WEAKNESS NO VARITIES OF FLAVOUR OFFERED LIKE ORANGE, STRAWBERRY AND MANGO ONLY ONE FLAVOUR IS OFFERED I.E CHOCOLATE. COMPETITORS OFFER VARIETY OF FLAVOURS. CONSUMERS WILL DEVELOPE A SENSE OF FATIGUE TOWARDS THE SAME FLAVOUR AFTER A PROLONGED USE, VARITIES RECOMMENDED. WELL ESTABLISHED COMPITETIORS IN BISCUIT INDUSTRY.
  10. 10. USP AMUL POWER MIX BISCUITS PROVIDE ALL VITAL INGREDIENTS INCLUDING GLUCOSE MILK PROTIENS IRONS WITH CREAM AND CHOCOLATE CHIP TASTE AND HEALTH BOTH
  11. 11. TARGET AUDIENCE
  12. 12. TARGET AUDIENCE URBAN RURAL 4 TO 16 4 TO 16 16 AND ABOVE
  13. 13. URBAN AMUL BISCUITS WILL TARGET CHILDREN 4-16 IN URBAN AREAS. REASON: AS CHILDREN ARE FOUND OF CREAM BISCUITS AND CHOCOLATES. PLUS THEY KEEP A GOOD AMOUNT OF INFORMATION ON THE PRODUCT THEY LIKE. THEY CHOOSE BISCUITS WHICH HAVE CHOCOLATE FILLINGS OR CREAM FILLINGS. CHILDREN PREFER CREAM OR CHOCOLATE BISCUITS AS SNACKS AND THEY LOVE IT WITH MILK. SHAPE,SIZE AND PACKAGING ALSO APPEAL. PARENTS PREFER BISCUITS WITH HIGH AMOUNT OF GLUCOSE FOR THEIR CHILDREN AND THEIR PARENTS. CONSIDERING THESE ASPECTS OF BUYING BEHAVIOUR CAPTAIN BISCUITS WILL TARGET CHIDREN 4-16 IN URBAN AREAS.
  14. 14. URBAN AMUL BISCUITS WILL TARGET CHILDREN AND ADULTS 17 AND ABOVE. REASON: AS THEY SEEK BOTH TASTE AND GLUCOSE. AS THIS SEGMENT OF AUDIENCE BELIVE IN ENERGY, GLUCOSE, VARIETY AND TASTE AND PREFERENCE. THEY CONSIDER BISCUIT AS SNACKS ONLY, THEY DON’T BUY BISCUITS FOR TASE AND JOY. THEY PREFER IT WITH TEA OR AS IN-BETWEEN SNACK. THEY BUY BISCUITS WHICH HAVE HIGH INGREDIENTS OF GLUCOSE ACCOMPANIED WITH GOOD TASTE. AT TIMES THEY ARE SKEPTICAL AND PREFER TO CHECK INGREDIENTS AT THE TIME OF PURCHASE.
  15. 15. RURAL AMUL BISCUITS WILL TARGET CHILDREN 4-16 IN RURAL AREAS. REASON: AS WE PREFER CORN FLAKES OR OAT MEAL WITH MILK, VILLAGERS PREFER BISCUIT WITH EARLY MORNING TEA OR MILK. THEY BUY BISCUITS ON THE BASIS. QUANTITY COST TASTE THEY HARDLY CHECK OUT THE INGREDIENTS AND THE CONTENT OF GLUCOSE. CREAM OR CHOCOLATE BISCUITS ARE CONSIDERED AS LAVISH. IT GIVES A EMOTIONAL BENEFIT TO THEM AND CREATES A BRAND LOYALTY TOWARDS OUR BRAND.
  16. 16. MARKET SEGMENTATION RURAL URABAN
  17. 17. REASON IN RURAL AREAS CONSUMERS PREFER: ENERGY COST EFFECIENCY AND QUANTITY IN URBAN AREAS CONSUMERS PREFER TASTE TASTE VARIETY QUALITY
  18. 18. DISTRIBUTION CHANNEL MANUFACTURER MAJOR WHOLESALERSMAJOR RETAILER LOCALIZED RUNNERS SMALL SIZED RETAILER(MAJOR CHANNEL) MINOR CHANNEL CONSUMERS
  19. 19. STRONG COMPITETIORS
  20. 20. BRITANNIA 50% PARLE-G 30% SUNFEAST 15% OTHERS 5%
  21. 21. BRITANNIA BRITANNIA INDUSTRIES LIMITED IS AN INDIAN COMPANY BASED IN KOLKATA THAT IS FAMOUS FOR ITS BRITANNIA AND TIGER BRANDS OF BISCUIT, WHICH IS HIGHLY RECOGNISED THROUGHOUT THE COUNTRY. BRITANNIA IS INDIA’S LARGEST BISCUIT FIRM, WITH AN ESTIMATED 50% MARKET SHARE. JOINT VENTURE WITH NEW ZEALAND DAIRY. THE BRAND NAMES OF BISCUITS INCLUDE VITA MARIE GOLD, TIGER, NUTRI CHOICE JUNIOR,GOOD DAY, 50 50, TREAT, PURE MAGIC, MILK BIKIS AND GOOD MORNING. DAIRY PRODUCTS CONTRIBUTE CLOSE TO 10 PER CENT TO BRITANNIAS REVENUE. BRITANNIA TRADES AND MARKETS DAIRY PRODUCTS, AND ITS DAIRY PORTFOLIO GREW AT 47% IN 2000-01 AND BY 30% IN 2001-02. BRITANNIA HOLDS AN EQUITY STAKE IN DYNAMIX DAIRY AND HAD OUTSOURCED THE BULK OF ITS DAIRY PRODUCTS FROM ITS ASSOCIATE. ITS MAIN COMPETITORS.
  22. 22. PARLE-G PARLE-G OR PARLE GLUCOSE BISCUITS ARE ONE OF THE MOST POPULAR CONFECTIONERY BISCUITS IN INDIA. PARLE-G IS ONE OF THE OLDEST BRAND NAME IN INDIA AND IS CONSIDERED THE LARGEST SELLING BRAND OF BISCUITS IN THE WORLD. FOR DECADES, IT WAS INSTANTLY RECOGNISED BY ITS ICONIC WHITE AND YELLOW WAX PAPER WRAPPER WITH THE BABY FACE ON IT. MANY COMPETITORS HAVE TRIED TO SELL THEIR LOWER QUALITY PRODUCTS BY COPYING THE PACKAGING, TRYING TO SELL THEIR BISCUITS AS PAREL-G, PARLE-JEE ETC. PARLE-GLOCOSE HAS COME UP WITH SOME INNOVATIVE ADS INVOLVING YOUNG CHILDREN. THEIR PUNCHLINE GOES AS G MEANS GENIUS. THE NAME OF PARLE-G BISCUITS HAS BEEN DERIVED FROM THE STATION VILE PARLE, WHERE THE PARLE PRODUCTS FACTORY WAS/IS BASED.
  23. 23. SUNFEAST IN 2003, ITC FORAYED INTO THE BISCUITS MARKET WITH THE SUNFEAST RANGE OF GLUCOSE, MARIE AND CREAM BISCUITS. SUN FEASTS BRAND ESSENCE, "SPREAD THE SMILE" CONNOTES HAPPINESS, CONTENTMENT, SATISFACTION AND PLEASURE. THE MASCOT SUNNY REINFORCES THE EMOTIONAL ASPECTS OF THE BRAND. SUN FEAST IMMEDIATELY ESTABLISHED ITSELF AS A PROVIDER OF INNOVATIVE AND DISTINCTIVE PRODUCTS. THE SUNFEAST DREAM CREAM RANGE IS CURRENTLY AVAILABLE IN 8 VARIANTS.
  24. 24. CREATIVE PLAN TO PROVIDE A MESSAGE THAT AMUL BISCUITS PROVIDE ALL VITAL. ENERGY AND STRENGHT TO PERFORM ACTIVITES AS GOOD AS A WINNER OF ANY FIELD. DESIGN LABELLING FOR A PACKET OF BISCUITS TO FIT IN WITH MARKET RESEARCH RESULTS. IN ADDITION, PROVIDE A MESSAGE THAT ALL THE WINNERS OF EVERY FIELD, OCCUPATION AND ORGANIZATION HAVE ANMOL BISCUITS FOR THEIR FLAWLESS PERFORMANCE. CONSIDER THE TESTIMONIAL OF CRICKET CAPTAIN, FOOTBALL CAPTAIN AND NAVY CAPTAIN.
  25. 25. MARKETING STRATEGY TO MAKE THE TARGET AUDIENCE AND MARKET AWARE OF THE PRODUCT AND ITS BENEFITS. GET FEEDBACK FROM A TASTE TEST. TO ENCOURAGE THE PURCHASE OF THE PRODUCT FROM SMALL STORES TO DEPARTMENTAL STORES. MAKE A PROMOTIONAL SIGN WHICH WILL APPEAL TO THE TARGET AUDIENCE. $17,000(7,14,000 RS) FOR SALES PROMOTION MATERIALS (SAMPLES) AND DISTRUBITION. BOOST THE SALES OF THE BISCUIT COMPANY.
  26. 26. PACKAGING
  27. 27. VOLUME OF THE PRODUCT BISCUITS NET WEIGHT = 250 GMS 10 PCS 4 CMS * 4 CMS * 0.7 CMS
  28. 28. MEDIA OBJECTIVES MEDIUMTRADITIONAL MASS MEDIA- TELEVISION. TO GENERATE IMPACT.NON TRADITIONAL MEDIA- HOARDINGS, BILLBOARDS, BANNERS.WITH PRINT AD AS REMINDERMEDIA IN MAJOR NEWSPAPERAND MAGAZINES.
  29. 29. MEDIA OBJECTIVES FOR TRADITIONAL MASS MEDIA: TELEVISION. CONSIDER REACH AS THE KEY FACTOR. MODERATE FREQUENCY THROUGH OUT THE CAMPAIGN TO AVOID FATIGUE AND OVERPLAYING. CONCENTRATE MORE ON CHILDREN’S CHANNEL LIKE CARTOON NETWORK, POGO, NICK, COLORS AND DISNEY LAND. ADVERTISING MESSAGE SHOULD BE UNDERSTANDING AND IT SHOULD STRESS MORE ON CREAM OR CHOCOLATE FILLINGS, HIGH CONTENT OF GLUCOSE AND EXEQUISITE PACKAGING. PRESENTING THE MESSAGE IN A ATTRACTIVE, TEMPTING AND DELICIOUS WAY.
  30. 30. WHY CONSIDER REACH AS A KEY FACTOR? TO CREATE BRAND IMAGE. TO CREATE BRAND LOYALTY. TO CREATE BRAND PREFERENCE. AND BETTER BRAND POSITIONING TO ENCOURAGE PURCHASE AND RETAIN BRAND LOYALTY.
  31. 31. WHY REGULAR FREQUENCY? ACTS AS AN AID TO MEMORY. CREATS STRONG BRAND POSITIONING. TO ENSURES THE CONSUMER RECOGNIZES THE PRODUCTS NEW IMAGE.
  32. 32. MEDIA STRATEGY ONE YEAR AGGRESSIVE NATIONAL CAMPAIGN. REASON: TO ESTABLISH A GOOD POSITION. TO MAXIMIZE TOTAL IMPRESSION. TO CREATE DEMAND. AND DISTINGUISH FROM OTHER CREAM AND CHOCOLATE BISCUIT MANUFACTURER. OPTIMUM UTILIZATION OF BROAD RANGE OF MEDIA RESOURCES AND CHANNELS. PREFERABLY BUY SPACE IN CHILDREN’S STORY BOOKS AND COMICS LIKE TINKLE, BATMAN, SPIDERMAN AND ARCHIE. PREFERABLY BUY SPOTS IN CARTOONS LIKE BOB THE BUILDER, POWER ZONE AND TOM AND JERRY WILL BE TARGETED. TO REACH URBAN KIDS SPECIFICALLY. PERFORMING THE ABOVE ACTIVITES AND FUNCTIONS CONSIDERING THE BUDGET.
  33. 33. MEDIA STRATEGY NATIONAL CAMPAIGN WITH MAJOR CONCENTRATION ON TVC IN RURAL AREAS. AND IN URBAN AREAS USAGE OF TO TVC TO CREATE IMPACT AND OTHER MEDIA AS REMEMBRANCE. FOCUS ON CHILDREN IN BOTH URBAN AND RURAL AREAS. ALSO FOCUS ON ADULTS TO CREATE BRAND IMAGE AND ACQUIRE HUGE SHARE OF MARKET. USE FRIENDLY APPROACH. PRIME TIME ADVERTISING WILL BE PROMINENT.
  34. 34. MEDIA EXECUTION STORY BOOK AND COMICS TO ADVERTISE ON THE BACK COVER PAGE OF THE STORY BOOK OR COMICS (FULL PAGE). A FULL PAGE AD AT THE END OF EACH STORY. STORY BOOKS AND COMICS USED ARE ARCHIE, TINKLE, BAT MAN AND SIDER MAN. PERIOD=FULL CALENDER YEAR. COSTS NAME OF THE BOOK 45 RS BATMAN (MARVE COMICS) 45 RS SPIDERMAN (MARVEL COMICS) 20 RS TINKLE 30 RS ARCHIE TOTAL BUDGET= 21,20,045 RS
  35. 35. STORY BOOKS AND COMICS NAME SPACE TIME PERIOD AMOUNT BATMAN FULL PAGE 12 15,25,000 BACK PAGE , END OF EACH STORY TINKLE FULL PAGE 12 5,25,000 BACK PAGE , END OF EACH STORY ARCHIE FULL PAGE 12 2,10,425 BACK PAGE , END OF EACH STORYSPIDERMAN FULL PAGE 12 13,26,200 TOTAL BUDGET= 21,20,045 RS
  36. 36. BILLBOARDS AND HOARDINGS BILLBOARDS (30 SHEET POSTER) HOARDINGS AT RAILWAY STATIONS (6 SHEET POSTER) BILLBOARDS 30 SHEET AT ALL 6,40,000 RS POSTER MAJOR SCHOOLS AND MAJOR ROAD JUNCTIONS HOARDINGS 6 SHEET RALIWAY 3,43,000 RS POSTER STATIONS. TOTAL BUDGET= 9,83,000 RS
  37. 37. TELEVISION NAME SPOTS AMOUNT DISNEY LAND 12 1,17,15,000 POGO 15 1,20,45,000 NICK 15 1,01,12,500 COLORS 10 98,00,000CARTOON NETWORK 19 2,21,00,000 TOTAL BUDGET= 6,57,72,500 RS
  38. 38. BUDGET OUT DOOR MEDIA PRINT MEDIA TELEVISION TOTAL SPENDING= 6,88,75,545 RS
  39. 39. THANK YOUPRIYARANJAN M.B

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