How do we approach the media for this drink? The product and its user’s media obviously must go hand in hand
Like all great things… We start with a question.
What personality would never ever * drink a probiotic drink as they are branded now? *…at least not openly
Good for focusing But let’s return to the hypothetical.
Hypothetical Quote What would this hypothetical person say to their friends if “Probiotic Drinks” ever came up in conversation? “ Listen, I know it’s basically glorified milk – only it usually looks like slogged mayonnaise – so why are they trying to make me think that drinking it is going to somehow turn me into a lightning bolt and/or Katrina Kaif ? I mean, come on.”
Women Homemaker SEC A & B1 In the age group 25-55 Residing in Metro Married with kids Family size of 3-5
More about that “WOMAN” <ul><li>Ages 25-55 </li></ul><ul><ul><li>Have mostly abandoned the mentality of college parties; in favor of healthy nation sensibility; quality with a splash of price sensitivity </li></ul></ul><ul><li>Classy, not trashy values </li></ul><ul><ul><li>Don’t envision selves trashing a hotel room, for example… though they’d appreciate that doing so is respectably hard-core </li></ul></ul><ul><ul><li>Refined, rakish, devil-may-care, but are well-educated, view selves as kind, pillars of community </li></ul></ul><ul><li>Are self-assured </li></ul><ul><ul><li>i.e. don’t need and won’t take chances with family based on assumption </li></ul></ul><ul><li>Appreciate a tongue-in-cheek, rebellious, yet modern take on old-school style </li></ul>
Media 360 Leveraging Individual Medium for Maximum Effect
Day in a Life of the” WOMAN” Happenings of yesterday’s is lapped up with the morning tea Constant source of information & entertainment. Recipes from mags / health tips from radio. A weekend affair. Basically to catch up with family & do away with daily cooking Viewership of Tv goes up in the afternoon Phenomenon is till midnight 0 10 20 30 40 50 60 70 80 TV DAILIES MAG RADIO CINEMA INTERNET 0600-0859 0900-1259 1300-1859 1900-2500
A view of a couple of micro-markets Bangalore & Kolkata
TV & Dailies show a high reach Dailies, Magazines & Radio show a high affinity Radio is the perfect medium for high decibel promotions at the local level Bangalore Radio Direct Connect
Follows the national trend Information gathering Entertainment News Breaking Clutter Different attitude towards media vs national trend Vijay Karnataka, Prajavani, Grih Sobha, Sudha, Taranga ,India Today, Femina, The Week, Woman’s Era, Outlook Zee Kannada, Udaya Tv, U2 Radio City, Fever, Big FM
A note on Radio Activation - Option 2 (Big FM) - On Air Since this is for a Pro-biotic drink with their main Target Audience being women, the afternoon segment being a very important segment for the client During this segment we promote this Health Drink subtly by giving Health Tips to listeners. This segment will be branded as the Health Tip of the Day brought to you by the Yakult This segment will be a part of the shows from Monday- Friday (Afternoon Time Band) We can play these tips as Capsules of 40 secs, 4 times a day for 30 days. This will be accompanied by the regular FCT spot <ul><li>On-Ground </li></ul><ul><li>Activity </li></ul><ul><li>Sampling </li></ul><ul><li>Brand Related Games : Best Recipe using the product, Guess the flavour </li></ul><ul><li>Feedbacks and Gratification </li></ul><ul><li>Touch points </li></ul><ul><li>RWA (10 Societies) </li></ul><ul><li>Malls (4 Malls) </li></ul><ul><li>Health Clubs (4) </li></ul><ul><li>Jogging Parks (4) </li></ul><ul><li>OOH </li></ul><ul><li>5 Hoardings of 20X30 Approx, for One Month in each City in the Prime Locations </li></ul><ul><li>Duration </li></ul><ul><li>15 Days </li></ul>
TV & Dailies stand out as the mediums with the highest reach TV, Magazines & Radio show a very high affinity Radio can work as an activations medium at the local level Kolkata
Information Gathering News Enterteinment Breaking the clutter 0 20 40 60 80 100 TV DAILIES MAG RADIO CINEMA INTERNET 0600-0859 0900-1259 1300-1859 1900-2500 Follows the National Trend Ananda Bazaar Patrika, Sananda,Bartaman,Desh, Unish Kuri,Anandalok Zee Bangla, Star Ananda Friends FM, Red FM
A note on Radio Activation - Option 2 (Red FM) - On Ground activity There will a co-branded activity between Red FM and Yakult. It includes 7 days of continuous canter activity in the city On Ground Deliverables The canter will cover residential locations . 2 locations per day will be covered on weekdays (Monday to Friday) and 1 mall each day will be covered on Saturdays and Sundays. The promoters will wear co-branded T-Shirts and man the float as well as fan out to explain the audience about the product and persuade them to participate in the activity. Also, they will give out details about the various contests and games in order for the people to take part. The Emcee will be on the microphone, interacting with the crowd and conducting the fun games. He/she will also create excitement and buzz around the product . There will be Music playing during the activity to attract, pull and gather the crowd. The best bytes each day will be captured on-air and the winners will get gifts and merchandise from Yakult. <ul><li>On-air Promotional Plan for Ground Activity </li></ul><ul><li>Pre Hype / Teaser promos - 12 promos per day x 30 seconds each x 5 days = 720 seconds </li></ul><ul><li>Main Activity Promos - 8 promos per day x 30 seconds each x 7 days = 1680 seconds </li></ul><ul><li>RJ Mentions - 4 mentions per day X 7 Days = 28 mentions </li></ul><ul><li>Outdoor Broadcast Links - 1 OB Link per day X 7 Days = 7 Obs </li></ul><ul><li>Capsules (19 th Jan to 2 nd Feb – excluding 26 th Jan) - 8 capsules per day x 35 seconds each x 20 days = 4800 seconds </li></ul><ul><li>Brand Spots - 20 spots per day x 30 seconds each x 30 days = 18000 seconds </li></ul>