TAPAL Media Planning

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TAPAL Media Planning

  1. 1. TAPAL DANEDAR Presented by: Shafiq Abdullah Uzma Sana Areej Abbasi
  2. 2. TEA INDUSTRY <ul><li>Pakistan is a leading tea consumer in the world </li></ul><ul><li>Total tea consumption is150,000 tons annually </li></ul><ul><li>Share of Spend of the Tea Industry ranks 9 th among the top twenty industries of Pakistan </li></ul><ul><li>The industry is broken into two broad categories Branded (55%) and Unbranded (45%) </li></ul><ul><li>Key players in this industry are Unilever (Supreme & Lipton) and Tapal </li></ul>
  3. 3. TAPAL (Pvt.) LTD <ul><li>It started out as Tapal Family Mixture </li></ul><ul><li>Presently the largest 100% Pakistani owned tea company in the country </li></ul><ul><li>Has captured more than 35% market share of the organized market sector of Pakistan </li></ul><ul><li>One of the top 5 FMCG companies of Pakistan </li></ul><ul><li>Tapal Portfolio : Danedar, Ice Tea, Jasmine, Family Mixture, Mezban, Tezdum, Green Tea </li></ul>
  4. 4. <ul><li>Launched in 1987 </li></ul><ul><li>Re-launched in 2008 (hard pack) </li></ul><ul><li>It is the 3rd largest tea brand in Pakistan </li></ul><ul><li>It has been accepted as the “ best brand ” in the Danedar category </li></ul><ul><li>Highest market share in the Danedar Category (67%) </li></ul><ul><li>Compounded growth per annum is 13%-17% </li></ul><ul><li>Tapal Danedar is a flagship brand of the company </li></ul>BRAND IN FOCUS
  5. 5. <ul><li>Target Market: </li></ul><ul><li>Male and Females, 18 plus. All SECs. All Income Groups </li></ul><ul><li>Target Audience: </li></ul><ul><li>Male and Female, 18 plus. SECs A, B, C,D. Household Income Rs. 5000 plus. Urban Satellite Viewers </li></ul>TARGET MARKET & AUDIENCE
  6. 6. MEDIA HISTORY 2007/2008
  7. 7. <ul><li>Three Copies aired </li></ul><ul><li>Reach 1+ : 88% </li></ul><ul><li>Reach 2+ : 78% </li></ul><ul><li>Reach 3+ : 61% </li></ul><ul><li>Reach 4+ : 50% </li></ul><ul><li>Reach 5+ : 38% </li></ul><ul><li>Maintenance advertising throughout 2007/2008 </li></ul><ul><li>Media Budget of Rs. 120 million </li></ul><ul><li>Lay down Strategy : Flighting </li></ul>THE BASIC PLAN
  8. 8. * All figures are expressed in Rs. Million BRAND CALENDAR (07-08)                                                   BTL 20 3% 3% 3% 3% 3% 3% 20% 11% 11% 20% 10% 10% Cable 8.0 3% 3% 3% 3% 3% 3% 20% 11% 11% 20% 10% 10% Print 8.0 4% 4% 4% 4% 4% 4% 17% 11% 11% 17% 10% 10% Radio 9.0 3% 3% 3% 3% 3% 11% 20% 7% 11% 20% 7% 9% TV 75.0                         ATL 100 Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul 120     Marketing Calendar Split Budget           ICC 20 20
  9. 9. ATL/BTL MIX
  10. 10. MEDIUM MIX
  11. 11. <ul><li>Television: </li></ul><ul><li>Geo News </li></ul><ul><li>Geo Entertainment </li></ul><ul><li>Masala TV </li></ul><ul><li>CNBC Pakistan </li></ul><ul><li>Dawn News </li></ul><ul><li>Hum TV </li></ul><ul><li>ARY Digital </li></ul><ul><li>ARY One World </li></ul><ul><li>AAJ TV </li></ul><ul><li>Express News </li></ul><ul><li>TV One </li></ul><ul><li>Sama Channel </li></ul><ul><li>Apna TV </li></ul><ul><li>Indus Vision </li></ul><ul><li>ATV </li></ul><ul><li>KTN </li></ul><ul><li>PTV Home </li></ul><ul><li>PTV News </li></ul>VEHICLE SELECTION
  12. 12. <ul><li>Print: </li></ul><ul><li>Jung </li></ul><ul><li>Express </li></ul><ul><li>Nawae-Waqt </li></ul><ul><li>SHE </li></ul><ul><li>Vogue </li></ul><ul><li>Visage </li></ul><ul><li>Masala Magazine </li></ul><ul><li>Good Food </li></ul><ul><li>Aurora </li></ul><ul><li>Synergyzer </li></ul><ul><li>Radio: </li></ul><ul><li>FM 91 </li></ul><ul><li>FM 100 </li></ul><ul><li>FM 101 </li></ul><ul><li>FM 103 </li></ul><ul><li>FM 105 </li></ul><ul><li>FM 106.2 </li></ul><ul><li>FM 107 </li></ul><ul><li>Power 99 </li></ul><ul><li>FM Awaz </li></ul>VEHICLE SELECTION
  13. 13. MEDIA PLAN Forecasted for the year 2008/2009
  14. 14. <ul><li>Smooth transformation from Soft Pack to Hard Pack </li></ul><ul><li>Strengthening Brand Recall </li></ul><ul><li>Strengthening Brand Loyalty </li></ul><ul><li>Reach 1+ : 88% </li></ul><ul><li>Reach 2+ : 78% </li></ul><ul><li>Reach 3+ : 61% </li></ul><ul><li>Reach 4+ : 50% </li></ul><ul><li>Reach 5+ : 38% </li></ul><ul><li>Target GRPs : around 14000-15000 </li></ul>MEDIA OBJECTIVES
  15. 15. <ul><li>Launch of Hard Pack (Minor Innovation) </li></ul><ul><li>Copy Length: 35 secs </li></ul><ul><li>Forecasting for the month of Ramzan ( Sept. 08) </li></ul><ul><li>Focus on ICC Champions Trophy </li></ul><ul><li>Heavy advertising in the beginning and end of the month </li></ul><ul><li>Targeting Semi-Urban Audience through more of Radio and BTL </li></ul>PLANNING ASSUMPTIONS
  16. 16. BRAND CALENDAR (08-09) * All figures are expressed in Rs. Million                                                   BTL 31.0 5% 5% 5% 5% 5% 10% 10% 10% 15% 5% 5% 20% Cable 5.4 3% 3% 3% 3% 3% 10% 12% 10% 5% 20% 8% 20% Print 11.1 3% 3% 3% 3% 3% 10% 12% 11% 5% 19% 8% 20% Radio 17.3 5% 5% 5% 5% 5% 5% 10% 10% 5% 20% 5% 20% TV 101.4                         ATL 135.24 Jun May Apr Mar Feb Jan Dec Nov Oct Sep Aug Jul 166.24     Marketing Calendar Split Budget               Trophy                   ICC Champions   Hard Pack
  17. 17. ATL/BTL MIX
  18. 18. MEDIUM MIX -32.4 5.4 8.0 Cable 38.6 11.1 8.0 Print 92.3 17.3 9.0 Radio 35.2 101.4 75.0 TV Change (%) 2008-2009 2007-2008 Medium
  19. 19. BUDGET SPLIT BY MONTH - TV
  20. 20. BUDGET SPLIT BY MONTH - RADIO
  21. 21. BUDGET SPLIT BY MONTH - PRINT
  22. 22. <ul><li>TV Schedule </li></ul><ul><li>Budget for the month Rs.20,280,000 (20% of the Year) </li></ul><ul><li> Print Schedule </li></ul><ul><li>Budget for the month Rs.2,220,000 (20% of the Year) </li></ul><ul><li>Radio Schedule </li></ul><ul><li>Budget for the month Rs.3,287,000 (19% of the Year) </li></ul>Media Schedule for September 2008
  23. 23. Terrestrial-Satellite Spend
  24. 24. Channel Mix-TV Spend
  25. 25. Channel Mix-Radio Spend
  26. 26. Channel Mix-Print Spend

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