TAPAL Media Planning

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  • 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