Vigour Energy Drink :: Marketing & Media Plan

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Media Planning & Media Buying:

Media Planning & Media Buying

Our Product::

Our Product: “Vigour Energy Drink” which is a energy drink newly launched in India, in the flavours which is liked by the indians the most.The flavours In which our drink will be launching are:- 1)Orange 2)Lemon 3)Sweet Lime

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Target Consumers Since our product is a non alcoholic energy drink our target consumers comprises of:- 1) Children 2) Youth 3) Middle aged men & women Target Area In the initial stage we have decided to launch our product in Mumbai city only.

Total Budget :

Total Budget The total budget for the entire advertising campaign ie for a period of 1 year is Rs 13 crore/- We have to prepare an effective media plan keeping in mind the above budget. The funds should be effectively utilized in order to create a good ad campaign

Selecting the Media :

Selecting the Media Keeping in mind our product specifications and Target Consumers the media for advertising we have selected is :- Print Media :- 1) Newspapers 2) Magazines

Selecting Media Vehicles:

Selecting Media Vehicles Newspapers :- 1) The Times of India 2) Maharashtra Times 3) Mumbai Mirror Magazines :- 1) Filmfare 2) Femina 3) JLT

Position of PLC :

Position of PLC

Competitors:

Competitors The Main existing competitors of our product are:- 1) Red Bull 2) Cloud 9 These two drinks have launched much before in india, but the USP of our product is we are launching our product first time with indian flavours.(the entire ad campaign focuses on this factor)

Considering all the above facts we come up with an effective Media Scheduling Strategy :

Considering all the above facts we come up with an effective Media Scheduling Strategy

Media Scheduling Strategy:

Media Scheduling Strategy The scheduling strategy we have adopted for our product is “ Pulsing” :- 1) We would be heavily advertising our product from the month march-may . 2) Limited advertising from june-august . 3) Again Heavy advertising from september-november . 4) Finally Limited advertising from december-february .

March-May (Heavy Advertising):

March-May (Heavy Advertising) Newspaper/Magazine No of Insertions Cost The Times of India 10 (16 X 25) cm 2,16,20,000 Maharashtra Times 10 (16 X 25) cm 49,80,000 Mumbai Mirror 30 (8 X 25) cm 1,83,90,000 Femina 6 (full page) 19,50,000 Filmfare 6 (full page) 17,70,000 JLT 6 (16 X 25) cm 4,80,000 TOTAL 4,91,90,000

June-August (Limited Advertising):

June-August (Limited Advertising) Newspaper/Magazine No of Insertions Cost The Times of India 5 (16 X 25) cm 1,08,10,000 Maharashtra Times No Ads - Mumbai Mirror 10 (8 X 25) cm 61,30,000 Femina No Ads - Filmfare 3 (full page) 88,5000 JLT 2 (16 X 25) cm 1,60,000 TOTAL 1,79,85,000

September-November (Heavy Advertising):

September-November (Heavy Advertising) Newspaper/Magazine No of Insertions Cost The Times of India 10 (16 X 25) 2,16,20,000 Maharashtra Times 10 (16 X 25) 49,80,000 Mumbai Mirror 20 (8 X 25) 1,22,60,000 Femina 6 (full page) 19,50,000 Filmfare 6 (full page) 17,70,000 JLT 6 (16 X 25) cm 4,80,000 TOTAL 4,30,60,000

December-February (Limited Advertising):

December-February (Limited Advertising) Newspaper/Magazine No of Insertions Cost The Times of India 5 (16 X 25) cm 1,08,10,000 Maharashtra Times No Ads - Mumbai Mirror 10 (8 X 25) cm 61,30,000 Femina 3 (full page) 9,75,000 Filmfare No Ads - JLT 2 (8 X 25) cm 1,60,000 TOTAL 1,80,75,000

Total Advertising Cost:

Total Advertising Cost Month Cost March-May 4,91,90,000 June-August 1,79,85,000 September-November 4,30,60,000 December-February 1,80,75,000 TOTAL 12,83,10,000

Group Members:

Group Members Aaditya Sudra……………….239 Parag Khavanekar…………..214 Anish Kumar………………...213

Thank You:

Thank You

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