presentation-marketingstrategyandmediaplanning-121022064556-phpapp02 (1).pdf

Strategic Media Management (YSP 511)
Presented by:
1) Noorazlin Ani
2) Tengku Adrian

Contents
i. What a Media Planner needs to know
ii. Situation Analysis
iii. Marketing Strategy Plan
iv. Competitive Media Expenditure Analysis
v. Analysing the Data
vi. International Competitive Analysis
vii. Managing Media Planning and Buying
viii. Sources of Marketing Data

What a Media Planner needs to know
 Identifies the main problem.
 Assesses elements of marketing such as
product quality, product uses, pricing,
distribution methods, packaging, sales
promotion use, personal selling activities,
public relations and advertising.

Situation Analysis
 Situation analysis is research prepared in document, excel
spreadsheet or powerpoint presentation to provide the
background to media planner to prepare plan. Must include:
i) History of the market
- Analysis about geographic sales distribution, market size in dollar
and unit, market shares, seasonal effect and price effect. The
goal to find out where are brand position now in the market share
and how the got there.
- E.g. pricing history
ii) Distribution channel
- The objective to learn how a brand and its competitor distribute
product. Include shelf-facing, inventories held, out of stock
situation, method of selling, display and advertising, allowances
and how and why promotion is used.

Situation Analysis
 Problem of selling sometimes because of poor
distribution not advertising.
iii. Consumer of the product
 Profile of user that generic product type include
personal demographics such as age, gender, income
and occupation as well as geographic location.
 A consumer profile of those who buy specific brand
versus those who buy competing products is important
as well

Situation Analysis
iv)Product
- History of the product and how it is develop is included
in the section of the analysis, when and why product
change, consumer perception of the value of the
various brand.
v) Advertising and media analysis
- Analysis media expenditure for competing brand
include media classed used, named individual
vehicles, creative size, gross rating point (GRP‟s) in
total, etc

Contents
i. What a Media Planner needs to know
ii. Situation Analysis
iii. Marketing Strategy Plan
iv. Competitive Media Expenditure Analysis
v. Analysing Data
vi. International Competitive Analysis
vii. Managing Media Planning and Buying
viii. Sources of Marketing Data

Marketing Strategy Plan
After situation analysis :
1. search selling opportunities - marketing fact that exist without
much money or effort, sell product naturally.
2. problem –demand some action to correct the situation e.g.
situation which brand does not have competitive advantage or losing
share of market for number of reason. Some advertiser phase it
SWOT analysis.
e.g. Brand x selling well but spend less for advertising than three
other competitor. It is possible with equal budget or even lower than
competitor, our sale s and share can be increase or enhance?

MSP consists of planning
that solve major problem and
take advantage of the
opportunities

Major goals in strong marketing strategy and
plan:
Setting objective
that will solve
existing problem &
take advantage of
opportunities
Decide how
product should be
sold
Determine to whom
the main selling effort
(selling strategy)
Determine roles
various elements
of marketing mix
Determine what
adjustment should be
made in package
shapes or size
Determine how
much should be
spent

Marketing objectives
Outline for basic marketing strategy statement pg 146-147
Most marketing objective to achieve share market for
the brand or other related to communication
objectives.
E.g. to increase share in an expanding segment of „X”
market, to regain lost volume – increase sale
maximum of 5 percent and, in turn shoot for 14
percent of share market etc

Marketing Mix & strategy
The idea: takes a number of different marketing
mix element to sell product.
E.g. Selling bottled water need price, distribution,
advertising and sales promotion, while
automobile need product, price, distribution,
sales promotion, public relation and advertising.

Estimating cost of marketing plan involved 2 separated
costs:
Budget
Estimating media cost
• Obtain from media
research services that
provided this information
such as SQAD for radio &
television cost
• SRDS for cost of magazine
and newspaper advertising
Estimating production
cost
• Allocating given percentage
of total budget for the
purpose advertising,
specific production,
artwork, typography,
videotape or film

Creative Strategy
Creative strategy gives direction to planner to
choose the medium and to select combination of
the media.
E.g. an integral part requires magazines, direct
mail, newspaper supplement, television,
streaming video or other media that offer quality
colour.

Dealer and distribution
A major factor in media decision making is the
product geographic distribution.
Dealer also influence media decision because
they are so important in selling at the local level
They communicate with the agency indirectly
through distributor, wholesales and
salespersons.

Overall Sales strategy
Media planner should examine each element of
marketing mix to determine how effect media
selection and use.
E.g. media planner should choose the right
marketing mix or combine all marketing strategy
to maximize the effectiveness of media decision.

Test Marketing
Test marketing situation might use three market to test
below objectives can be attained:
 to gain substantial of each market‟s sales
 to determine whether the total market for the product
can be expanded.
 to determine how many market purchases will be
made
 to accomplish the fist three objectives within a
reasonable length of time at a reasonable profit (this is
requires special media planning)

Competitive Media Expenditure
Analysis
Planner should assess weaknesses in
competitor media tactic. E.g. not using media
properly, dissipated advertising money in too
many media, missing important segment in the
market.
This error represent opportunities in media
selection and use and should be exploited.

Principal Sources of Expenditure Data
Media spending information can be obtained by
subscription to two most widely reporting services:
1. Kantar Media intelligence
2. Nielsen Monitor Plus
 These service do not provide a perfect picture of every
dollar in every medium for every product
 The best way to asess the accuracy of competitive
media report is to compare the finding of this report to
actual media used for the product you have planned
and placed in media.
 The accuracy depends on the level of granularity –
how close you look

KANTAR MEDIA & NIELSON
measure comprehensive data
following 17 major data:
• NETWORK TV
• SPOT TV
• CABLE TV NETWORK
• NATIONAL SYNDICATION TV
• HISPANIC NETWORK TV
• HISPANIC CABLE TV
• NETWORK RADIO
• SPOT RADIO (nationally
placed)
• SPOT RADIO (LOCALLY
PLACED)
KANTAR MEDIA & NIELSON
measure comprehensive data
following 17 major data:
• National consumer magazines
• Local consumer magazines
• Sunday supplements
• Local newspapers
• National newspaper
• Outdoor
• Free standing Inserts (FSI)
• Online display advertising (for
search , impressions only)

Gathering and Assembling the Data
Involves to major tasks:
1. Gather and assemble Data
2. Analyse data
 Determine how much each competitor spends
annually in each medium and the five year trend of
spending.
 To make data meaningful analyze expenditure for
individual brand rather than total expenditure to the
company

Five years trend of total spending in category by advertiser
Last year’s spending by medium by advertise
Last year’s spending by month by advertiser
A good starting point Three
ways analysis

Analysing the Data
Using competitive media expenditure analyses
to understand the competition

Analysing the Data:
Using Competitive Media Expenditure
Analyses
1. show the regionality
and seasonality and how
these factors are
changing for all
competitive brands.
2. Give a fix on ad budget
size and media mix,
market by market
3. Use the data to spot new-
product tests and to track
new-brand rollouts.
4. Infer from where the
money is being spent
5. Watch spending
patterns of the
competitors
6. Make better decisions
on how to compete
7. Essential to
estimate cost
(for new-
product and
line-extension
planning)

International Competitive Analysis
Objectives :
· to describe and give an understanding of the
different ways of analysing competition
· to show how to develop strategies based on
competitive analysis and
· to give examples to ensure understanding of
the techniques.

International Competitive Analysis:
Factors affecting international competitiveness for products/commodities
Factor Vector
Market research Income, tastes, resources and
strengths of competing, suppliers,
work patterns, population clusters,
price, elasticities
Macroeconomics and sector
policies
Terms of access and trade, price
policies, fiscal and monetary
policies, tariff and non tariff barriers
Natural resources and human
capital
Geological resources, labour,
climate, experience
Physical, technical, and social
infrastructure
Transport, credit, market
information, extension,
communications, marketing
extension, post harvest facilities
Micro marketing relationships Quality control, efficiencies of
management- buying, selling,
handling, production, marketing,
promotion, credit coordination,
market research, risk analysis,
relationship building.

Companies that provide international competitive
analysis:
1. Nielsen Global Ad View
2. Kantar Media
3. Xtreme Information

Planners seeking an international competitive
report must prepare a request for proposal
(RFP) from the 3 services, listing: -
 the countries;
 inclusive dates;
 report frequency;
 media to be reported; and
 advertisers or product category to be tracked.

Managing Media Planning and Buying
The most innovative and highly
creative advertising in the world
can fail if it’s presented to the
wrong audience, or if it’s
presented at the wrong time, or if
it’s presented in the wrong place.

• Media planning: The series of decisions involved
in delivering the message to the target audience.
• Media plan: The actual document detailing media
planning decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
• Medium: channel such as print, broadcast.
• Media vehicle: Specific carrier in a media category
(television, magazines).

Workhorse Software
- Developers of Mediatools
Nielsen-IMS
- Developers of Brandfx
* Media plans laid out in Excel spreadsheet

MEDIATOOLS is a family of integrated
components that provides a seamless media
planning environment for advertisers and
advertising agencies.

For THE PLANNING AGENCY
MEDIATOOLS includes an advanced, yet easy-to-use
flowcharting tool for media planners to prepare and
communicate media plans.
Extensive plan management functions including version
control and the ability to check plans in and out of the
MEDIATOOLS database help organise the planning
process.

For THE AOR
MEDIATOOLS provides a number of tools that help
streamline the workflow between media planning and
buying groups.
Buyers can populate cost sources with planning cost-per-
point information or Print Insertion data and selectively
share it with planners.
All modifications to cost sources are logged, and
MEDIATOOLS can be configured to alert planners by
email when new costs are available.

For THE ADVERTISER
Beneath an intuitive interface lies a powerful relational
database that provides a reliable and secure receptacle
for planning information.
Uniquely capable of providing advertisers with the timely
and accurate information they need.
Customizable ad-hoc reports can analyse and compare
planned, authorized, and even post-buy data, grouped in
a virtually unlimited number of ways.

Sources of Marketing Data
Major Data Services
- syndicated research services
The Nielsen Company (www.nielsen.com)
Information Resources, Inc. (IRI) (www.infores.com)
- single-source research
Mediamark Research & Intelligence, LLC (MRI)
Experian Simmons

Other sources of data
Sales & Marketing Management Survey of Buying Power
(www.salesandmarketing.com)
1. Population and household data
2. Effective buying income and spending statistics
3. Retail sales data by broad product classes

Other sources of data (cont‟d.)
SRDS (www.srds.com)
Marketer‟s Guide to Media
TV Dimensions
Census Data
Media Studies of Special Markets
Advertising Trade Publications
Associations
Miscellaneous Sources

Case Study:
Marketing Strategy & Media Planning
- increased overall spending for advertising by
$12,791,000 from 2009 to 2011.
- To increase awareness - advertised on network, spot,
syndicated, and cable TV in 2011 to keep up with
competitors.
- Competitors:
1. Fage
2. Activia

Case Study:
Chobani
Overall ad spending:
$12,791,000
2011 campaign
entitled “Real Love
Stories” - two TV
commercials, digital
and OOH ads.
Advertised on
network, spot,
syndicated, and cable
TV in 2011 to keep up
with competitors.
Activia
$63,000,000
Fage
$4,263,666
“Plain” commercial -
sets itself apart with a
poetic and metaphoric
commercial, complete
with detailed computer
animations.
Print campaign - target
market - young
women.

Case Study:
Findings
Most yogurt companies use magazine, network, spot,
and cable television advertising.
“Magazine advertising offers high quality production and
color, flexible scheduling, selective readership, and
flexibility in format. Readers can linger over
advertisements, developing a more lasting effect with
potential customers. Television allows the use of
demonstration and visuals, has mass coverage, has a
bigger impact on consumers with the combination of
sight and sound, is versatile and has a higher repetition
rate”.

Case Study:
Findings (cont‟d.)
Outdoor, newspaper, and network radio advertising are
rarely used.
“Outdoor advertising requires a short message, limiting
creativity and legal restrictions. Newspaper
advertisements offer poor production quality and radio
advertisements offer no visuals and are easily ignored.
Yogurt companies want their products to look appetizing
and delicious, which is not easily depicted in newspaper
or radio advertising.”

Case Study:
Strategy
Expand into magazine advertising because it has the
advantages of a flexible schedule, a higher quality of
production, flexibility in format, and selective readership
that permits segmentation.
Use more non-traditional media like adding coupons to
grocery store flyers with newspapers to get new
customers to purchase product for the first time.

Case Study:
Strategy (cont‟d.)
Implement a budget of $26,000,000. Increasing the
budget by $13,000,000 is a realistic estimate considering
Chobani‟s rapid growth and market share increase over
the past year.
“And while Chobani sits atop the yogurt category, the
explosive growth of the Greek-yogurt trend means an
influx of competition by big marketers with hefty ad
budgets.

Case Study:
Partner the Chobani Live Kitchen Series with Farmers
Markets in the top ten healthiest cities in the U.S.: San
Francisco, CA; Sacramento, CA; Portland, OR; Seattle,
WA; Denver, CO; Minneapolis, MN; Boston, MA;
Hartford, CT; Washington, D.C. and Virginia Beach.
* Organic yogurt users are more likely to live on the West
Coast and in the North East. Minneapolis, Boston,
Portland, Denver, San Francisco, Hartford, Washington
D.C., Virginia Beach and Sacramento are the cities with
the healthiest and fittest residents (Kim, 2011).

Case Study:
Drive the CHOmobile, from the West Coast and the East
Coast, to visit these ten different Farmers Markets on the
first and third Saturday of the month from April to August,
the prime market months.
Hold events in April in San Francisco (Ferry Plaza
Farmers Market, April 7, 8 a.m.- 2 p.m.) then Sacramento
(Sunrise Mall, April 21, 8 a.m. - 12 p.m.; “Ferry,” 2005
and Milado).

Case Study:
Locate the Chobani promotional counter next to fruit and
vegetable stands for live cooking demonstrations that
incorporate both Chobani yogurt and fresh produce from
the Farmers Market.
Give out free samples to market goers to taste and
witness the versatility of the product.
Chobani chefs doing live demonstrations also talk about
Chobani yogurt‟s health benefits.

Case Study:
The Chobani Live Kitchen Demos, and in addition,
market goers turn in recipes for the most unique and
delicious use of Chobani yogurt for a chance to add their
recipe onto the Chobani website.
The Chobani Kitchen Live Series that promotes healthy
eating as well as the Chobani product - kitchen
demonstrations at farmers markets because people who
attend these activities are concerned about their health
by choosing fresh produce and participate in outdoor
family activities.

Case Study:
Give canvas tote bags to market goers as non-traditional
promotional advertising..
In addition to this non-traditional promotional advertising
idea, place ads in traditional media. Emphasise
advertising through social media networks to provide info
and pictures for followers and update them on the
Chobani Live Kitchen events.

Case Study:
Because the farmers markets agree to partner with
Chobani to launch the Chobani Live Kitchen Series,
donate $5,000 to the Farmers Market Coalition, a
nonprofit organization.
This donation continues Chobani‟s reputation as a
company that gives back to the community and shows
Chobani‟s support for family events and healthy eating
through farmers markets.

Media is first an audience
gatherer, then an ad
engagement gate-keeper. It
can assist engagement by
attracting an audience suited
to the message and by
keeping them attentive ... or
not.
– Erwin Ephron, US advertising author

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