Your SlideShare is downloading. ×
0
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
TAPAL Media Planning
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

TAPAL Media Planning

3,707

Published on

Published in: Business, Travel
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,707
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

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

×