This document provides a media investment strategy and plan for Oster products. It analyzes the home appliances category spending trends across TV, print and radio media. TV accounts for 76% of category spends, with highest spending in HSM market. Regional GEC and Hindi GEC are the preferred TV genres. The strategy is to build Oster as the top brand through association with cooking programs and tactical print/OOH campaigns. The 4-week TV plan allocates spends on GECs like Colors and Star Plus to target women ages 25-34 for high reach and frequency to generate purchases of Beehive mixer, Prima Latte coffee maker and air fryer.

1. Media Investment strategy
Oster
1st June 2015

2. A look at the Competition

3. • Source: MAP (A division of TAM)
• The category included as Mixer & Grinder,
Tea/coffee maker, Microwave ovens & other
home appliances
• All spends in INR Crore unless stated
otherwise
• Spends discounted with MAP
Source and Methodology:

4. Flow of presentation
• Category spends Apr14-Mar15
• Top players in the category
• Category GRPs/seasonality
• Close look at Television
– Market share
– Genre share
• Close look at Print
– Market share
– Periodicity
• Close loot at Radio
– Market share
• Media Strategy
• Recommended plan

5. Category skewed towards TV with 76% spends
Total spends Rs. 119 cr
Source: MAP
Period: Apr14-Mar15
Cost in CR

6. All four categories skewed towards TV
Source: MAP
Period: Apr14-Mar15
Cost in CR
Total spends Rs. 59 cr Total spends Rs. 46 cr
Total spends Rs. 13 cr
Total spends Rs. 2 cr

7. Category picks start from festive season i.e. Aug. Sep & Oct
Source: MAP
Period: Apr14-Mar15
Cost in CR

8. In terms of GRP deliveries, Tamilnadu leading in overall
categories followed by Kerala, AP & Karnataka
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
8 Metro AI HSM TN KER AP KAR WB UP MAH GUJ
4548
3673
2736
8430
7566
7088 6934
2969
2656 2525 2505
OVERALL CATEGORY
Source: TAM
Period: Apr14-Mar15
Actual GRPs 25-44f, ab

9. Close at Television

10. On TV HSM is the preferred market for this category
followed by Kerala & TN
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 92 cr

11. Category more on Regional GEC & Hindi GEC with 27%
& 24% spends respectively
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 92 cr

12. Tamilnadu leads in other home appliances category
followed by Karnataka & AP
0
500
1000
1500
2000
2500
3000
8 Metro AI HSM TN KER AP KAR WB UP MAH GUJ
1889
1549
1285
2901
1590
2464
2748
1374
1274 1199 1170
OTHER HOME APPLIANCES
Source: TAM
Period: Apr14-Mar15
Actual GRPs 25-44f, ab

13. Kerala leads into Mixer/Grinders category followed by TN & AP
0
1000
2000
3000
4000
5000
6000
8 Metro AI HSM TN KER AP KAR WB UP MAH GUJ
1945
1545
890
4961
5652
3859
3479
964 862 810 843
MIXERS/GRINDERS
Source: TAM
Period: Apr14-Mar15
Actual GRPs 25-44f, ab

14. AP leads into Microwave ovens category followed by Karnataka
& TN
0
100
200
300
400
500
600
8 Metro AI HSM TN KER AP KAR WB UP MAH GUJ
507
427
404
533
197
560 542
428
381 375 365
MICROWAVE OVENS
Source: TAM
Period: Apr14-Mar15
Actual GRPs

15. WB leading into Tea/coffee maker category followed by
Maharashtra/8 metros
0
5
10
15
20
25
30
35
8 Metro AI HSM TN KER AP KAR WB UP MAH GUJ
27
21 22
18
26
18
22
35
13
31
25
TEA/COFFEE MAKER
Source: TAM
Period: Apr14-Mar15
Actual GRPs 25-44f, ab

16. Close look at Print

17. Maharashtra has highest spends followed by Delhi & TN
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 27 cr

18. English & Hindi are preferred language.
Category skewed toward daily with 93% spends
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 27 cr

19. Radio focused on Metros
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 2 cr

20. Key players in each category

21. Philips Air Fryer leading the other home appliances
category
Total spends Rs. 59 cr
Source: MAP
Period: Apr14-Mar15
Cost in CR

22. Prestige leading the Mixer/grinding category followed
by butterfly & havells
Total spends Rs. 46 cr
Source: MAP
Period: Apr14-Mar15
Cost in CR

23. Samsung clear cut leader in microwave oven
category
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 13 cr

24. Havells only player in the coffee maker category
Source: MAP
Period: Apr14-Mar15
Cost in CRTotal spends Rs. 2 cr

25. TV SOE VS SOV

26. Philips air fryer & Prestige are only player who
focused on All India level
PRODUCTS COSTCR. AI 8Metro HSM UP MAH WB KAR GUJ AP TN KER SOE% SOV% ACD
PHILIPS AIR FRYER 24 552 588 641 644 641 535 269 570 221 104 36 53 36 24
PRESTIGE INDUCTION COOK-TOP 7 525 588 461 480 369 600 826 417 670 871 749 16 34 13
V-GUARD INDUCTION COOK TOP 3 143 242 3 1 7 3 1021 0 2 1135 736 7 9 16
PANASONIC ELECTRIC COOKER 1 80 131 2 0 4 0 79 0 1200 8 0 2 5 20
HAVELLS AIR FRYER 2 58 83 35 33 29 95 156 27 101 227 0 4 4 25
KENT OZONE VEGETABLE AND
FRUIT PURIFIER
1 94 107 96 75 121 96 117 119 85 74 15 2 6 16
SOWBAGHYA INDUCTION STOVE 1 35 65 0 0 1 0 116 0 0 430 8 2 2 16
KENSTAR OXY FRYER 4 20 24 24 22 16 8 11 18 2 0 1 9 1 25
OTHERS 3 41 61 22 19 11 37 153 19 184 51 45 6 3 20
Total 46 1549 1889 1285 1274 1199 1374 2748 1170 2464 2901 1590 100 100 20
Source: TAM
Period: Apr14-Mar15
Actual GRPs

27. Mixer and Grinder category focused in all south
markets
PRODUCTS COSTCR. AI 8METRO AP GUJ HSM KAR KER MAH TN UP WB SOE% SOV% ACD
BUTTERFLYMATCHLESS
MIXERGRINDER
8 453 564 1610 170 214 1299 1541 161 1349 219 287 24 29 24
PRESTIGEMIXERGRINDERS 9 451 519 609 335 398 701 387 370 740 389 492 27 29 13
HAVELLS MIXERGRINDER 4 115 147 205 81 84 211 269 94 297 63 127 12 7 16
INALSA FOODPROCESSOR 2 111 144 19 126 135 31 0 115 3 145 21 6 7 20
PIGEON SUPERSTORM 2 83 117 2 0 1 582 731 3 596 0 0 6 5 25
VIDIEMJEWEL 1 60 110 10 0 1 149 1 1 783 0 0 3 4 16
HAVELLS JUICER 2 49 51 49 49 46 56 226 57 36 44 35 6 3 16
OTHERS 6 224 294 1355 82 11 449 2495 9 1156 2 1 16 15 16
TOTAL 34 1545 1945 3859 843 890 3479 5652 810 4961 862 964 100 100 20
Source: TAM
Period: Apr14-Mar15
Actual GRPs

28. Samsung only player present in Microwave category and focused on
All India.
Havells coffee maker only player present in Tea/coffee maker
category also focused on all India level
TEA/COFFEE MAKER
PRODUCTS COST CR. AI 8 METRO AP GUJ HSM KAR KER MAH TN UP WB ACD
HAVELLS COFFEE MAKER 1.61 27 21 18 25 22 22 26 31 18 13 35 22
TOTAL 1.61 27 21 18 25 22 22 26 31 18 13 35 22
MICROWAVE OVENS
PRODUCTS COST CR. AI 8 METRO AP GUJ HSM KAR KER MAH TN UP WB ACD
SAMSUNG SLIMFRY
MICROWAVE OVEN
9.9 507 427 560 365 404 542 183 375 533 381 428 23
OTHERS 0.08 0 0 0 0 0 0 14 0 0 0 0 23
TOTAL 9.98 507 427 560 365 404 542 197 375 533 381 428 23
Source: TAM
Period: Apr14-Mar15
Actual GRPs

29. Air Fryer Key players spends

30. Philips air fryer total spends Rs. 24 crs
Philips Air Fryer
Hindi GECs Cost in cr Hindi Movies Cost in cr Music Cost in cr
COLORS VIACOM18 3.78 SONY MAX 1.49 9X M 0.66
SONY ENTERTAINMENT TV 1.30 STAR GOLD 0.37 9X TASHAN 0.27
Total 5.08 Z CINEMA 0.95 B PLAY 0.50
Total 2.81 MTUNES 0.12
English News MH1 1.43
CNN IBN 0.49 Hindi News UTV STARS 0.18
NDTV 24X7 0.46 INDIA NEWS 0.17 VH1 0.14
NEWS X 0.12 NDTV INDIA 0.37 Total 3.31
TIMES NOW 1.77 Total 0.55
Total 2.85 Food
English Movies Z KHANA KHAZANA 0.41
Infotainment HBO 1.40 FOODFOOD 0.57
DISCOVERY SCIENCE SCI 0.81 SONY PIX 0.94 Total 0.98
FX 0.45 STAR MOVIES 1.12
HISTORY TV18 0.57 Total 3.46 Lifestyle
NATIONAL GEOGRAPHIC 0.63 English GECs FOX LIFE 0.32
TLC 0.48 AXN 0.17 ZOOM 0.43
Total 2.93 STAR WORLD 0.95 Total 0.74
Total 1.12

31. Havells air fryer total spends Rs. 1.70 cr
Havells Air Fryer
Hindi GECs Cost in CR Infotainment Cost in CR Regional GECs Cost in CR
COLORS HD VIACOM18 0.01 DISCOVERY CHANNEL 0.19 ETV 0.00
STAR PLUS HD 0.05 NATIONAL GEOGRAPHIC 0.13 ETV KANNADA 0.02
Z ZEE TV HD 0.07 TLC 0.07 GEMINI 0.03
ZINDAGI 0.05 Total 0.40 GEMINI HD 0.01
Total 0.18 MAA 0.01
Regional News STAR JALSHA 0.02
Hindi News ABP ANANDA 0.07 SUN TV 0.18
AAJ TAK 0.04 Total 0.07 SUN TV HD 0.04
ABP NEWS 0.04 SUVARNA 0.02
DILLI AAJ TAK 0.00 Regional Movies UDAYA 0.04
INDIA TV 0.04 GEMINI MOVIES 0.06 VIJAY 0.01
TEZ 0.00 JALSHA MOVIES 0.02 Z BANGLA 0.02
Total 0.13 KTV 0.03 Z TELUGU 0.00
KTV HD 0.01 Total 0.38
English News UDAYA MOVIES 0.01
NDTV 24X7 0.00 Total 0.12 English Movie
TIMES NOW 0.01 HBO 0.14
Total 0.02 English GECs MOVIES NOW 0.05
STAR WORLD 0.07 STAR MOVIES 0.02
Food Total 0.07 Sony Pix 0.09
FOODFOOD 0.04 Total 0.21
Total 0.04 Sports
STAR SPORTS HD1 0.02
Total 0.02

32. Kenstar Oxy fryer spends Rs. 4.16cr
Kenstar Oxy Fryer
Hindi GECs Cost in cr Business News Cost in cr
COLORS VIACOM18 1.43 CNBC AWAAZ 0.01
COLORS HD VIACOM18 0.02 CNBC TV18 0.03
STAR PLUS HD 0.74 ET NOW 0.02
Total 1.45 Total 0.07
Hindi News English News
AAJ TAK 0.49 NDTV 24X7 0.28
DILLI AAJ TAK 0.02 TIMES NOW 0.60
TEZ 0.04 Total 0.88
Total 0.56

33. Key Takeout's
TV
•76% of the total spends on
TV
•Highest money spent in HSM
Market
•Hindi GEC the main genre for
this category followed by
Regional GEC
•Category focused on HSM as
well as on South markets
Print
•23% of the total category
spends on Print
•Category focused on
Mumbai, Delhi lucknow
cities.
•Highest spends on
Maharashtra.
•Category skewed towards
Daily with 99% spends
•English is the preferred
language on the print advtg
Radio
•1% of the total spends on
Radio
•Market focused on Metro
city only.
•Loan Housing Constructions
category has the highest
spends on Radio
•Radio used only for tactical
campaign

34. Revisiting brief
TG: Females 25-44, SEC ABC
Market: 8 Metros
Approx. Budget: US $400K i.e. 2.5 cr
Objective: Campaign to generate purchase of Oster products
• Campaign for
– Beehive (Mixer grinder)
– Prima Latte (coffee maker)
– Air Fryer

35. Communication Strategy

36. Different touch points
for various stages of the purchase process
AWARENESS CONSIDERATION PREFERENCE PURCHASE
-Television
(Focused on
Association with
cookery
program)
-Print/OOH for tactical
campaign
-BTL
(Activation
Program)

37. 1. BECOME THE TOM BRAND IN
THE CATEGORY
2. BUILD POSITIVE IMAGERY WITH
THE BRAND
Objectives
O
B
J
E
C
T
I
V
E
S

38. Media Plan

39. 4 weeks Media campaign on TV, GECs for Reach & rest channels
for niche audience & freqency
Rates are subject to change at time of implementations
TG: Female, 25-34f, ab
Pre evals period: week 17-20
TV Plan Option-I TV Plan Option-I
Channel # Spots FCT Total Cost Channel # Spots FCT Total Cost
Colors 102 2040 9758000 Colors 102 2040 9758000
SAB TV 24 480 2160000 Star Plus 90 1800 16408000
Star Plus HD 56 1120 840000 Star Plus HD 56 1120 840000
Colors HD 56 1120 840000 Colors HD 56 1120 840000
Zee TV HD 56 1120 560000 Zee TV HD 56 1120 560000
Romedy Now 378 7560 1512000 Romedy Now 504 10080 2016000
Zee Café 378 7560 1890000 Zee Café 504 10080 2520000
Star world 378 7560 3402000 Star world 504 10080 4536000
Zoom 252 5040 806400 Total 1872 37440 37478000
Total 1680 33600 21768400
Pre evals - Option-I
TG: F 25-34SEC AB Universe GRP AOTS Reach 000s 1+ 2+ 3+
All India 10026 120 3 3938 39 23 16
HSM 7939 145 3 3689 46 28 19
TG: F 25-44SEC AB Universe GRP AOTS Reach 000s 1+ 2+ 3+
All India 17060 125 3 6766 40 25 17
HSM 13613 151 3 6386 47 30 20
Pre evals - Option-II
TG: F 25-34SEC AB Universe GRP AOTS Reach 000s 1+ 2+ 3+
All India 10026 205 5 4277 43 31 24
HSM 7939 246 5 4003 50 37 28
TG: F 25-44SEC AB Universe GRP AOTS Reach 000s 1+ 2+ 3+
All India 17060 210 5 7306 43 31 25
HSM 13613 249 5 6814 50 37 29

40. Detailed plan (Option-I)
TG: Female, 25-34f, ab
Pre evals period: week 17-20
Rates subject to change at time of implementations
Channel Programe Timeband Day ACD
Total
Spots
FCT Total Cost
Colors Comedy Nights with Kapil 21:00 Mon-Fri 20 14 280
Balika Vadhu 20:00 Mon-Fri 20 14 280
Farah ki Dawaat ® 13:00 Sun 20 8 160
Farah ki Dawaat ® 11:00 Sat 20 8 160
Farah ki Dawaat (O) 20:00 Sun 20 8 160
RODP 08:00-18:00 Mon-Sun 20 50 1000
Total Colors 102 2040 9758000
SAB TV Tarak Mehta (O) 20:30 Mon-Fri 20 3 60
Chidiya Ghar (O) 21:00 Mon-Fri 20 3 60
Badi Dur se aayi hai (O) 21:30 Mon-Fri 20 3 60
Repeats 08:00-23:30 Mon-Sun 20 15 300
Total SAB TV 24 480 2160000
Star Plus HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Star Plus HD 56 1120 840000
Colors HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Colors HD 56 1120 840000
Zee TV HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Zee TV HD 56 1120 560000
Romedy Now RODP 0700-1000 Mon-Sun 20 126 2520
RODP 1000-1800 Mon-Sun 20 126 2520
RODP 1800-2400 Mon-Sun 20 126 2520
Total Romedy Now 378 7560 1512000
Zee Café RODP 0700-1000 Mon-Sun 20 126 2520
RODP 1000-1800 Mon-Sun 20 126 2520
RODP 1800-2400 Mon-Sun 20 126 2520
Total Zee Café 378 7560 1890000
Star World RODP 0700-1000 Mon-Sun 20 126 2520
RODP 1000-1800 Mon-Sun 20 126 2520
RODP 1800-2400 Mon-Sun 20 126 2520
Total Star World 378 7560 3402000
Zoom RODP 0700-1000 Mon-Sun 20 84 1680
RODP 1000-1800 Mon-Sun 20 84 1680
RODP 1800-2400 Mon-Sun 20 84 1680
Total Zoom 252 5040 806400
Total Gross Cost 1680 33600 21768400

41. Detail plan (option-II)
Channel Programe Timeband Day ACD
Total
Spots
FCT
Total
Cost
Colors Comedy Nights with Kapil 21:00 Sun 20 14 280
Balika Vadhu 20:00 Mon-Fri 20 14 280
Farah ki Dawaat ® 13:00 Sun 20 8 160
Farah ki Dawaat ® 11:00 Sat 20 8 160
Farah ki Dawaat (O) 20:00 Sun 20 8 160
Aftn Repeats 08:00-18:00 Mon-Sun 20 50 1000
Total Colors 102 2040 9758000
Star Plus Yeh hai Mohabbatein 19:30 Mon-Fri 20 10 200
Sathiya Saath Nibhana 19:00 Mon-Fri 20 10 200
Yeh Rishta kya kehlata hai 21:30 Mon-Fri 20 10 200
Tu Mera Hero 20:00 Mon-Fri 20 10 200
Aftn Repeats 08:00-17:30 Mon-Sun 20 50 1000
Total Star Plus 90 1800 16408000
Star Plus HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Star Plus HD 56 1120 840000
Colors HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Colors HD 56 1120 840000
Zee TV HD RODP 07:00-24:00 Mon-Sun 20 56 1120
Total Zee TV HD 56 1120 560000
Romedy Now RODP 0700-1000 Mon-Sun 20 168 3360
RODP 1000-1800 Mon-Sun 20 168 3360
RODP 1800-2400 Mon-Sun 20 168 3360
Total Romedy Now 504 10080 2016000
Zee Café RODP 0700-1000 Mon-Sun 20 168 3360
RODP 1000-1800 Mon-Sun 20 168 3360
RODP 1800-2400 Mon-Sun 20 168 3360
Total Zee Café 504 10080 2520000
Star World RODP 0700-1000 Mon-Sun 20 168 3360
RODP 1000-1800 Mon-Sun 20 168 3360
RODP 1800-2400 Mon-Sun 20 168 3360
Total Star World 504 10080 4536000
Total Gross Cost 1872 37440 37478000
TG: Female, 25-34f, ab
Pre evals period: week 17-20
Rates subject to change at time of implementations

42. Thank You