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Media Planning

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MEDIA PLANNING

SEARLE VITAMIN WATER

By :
Sahrish Naseer
Usama Ghani
Samir Rajani
Bilal Edhi
Taab Khan

BACKGROUND
Vitamin Water was launched as a part of a deal with Dunkin Donuts, in the Ramzan of
July 2013. It was brought in the market in response to the declining sales of the
carbonated beverage industry, due to an increase in health awareness amongst
individuals.
The brand, as its name suggests, is full of Vitamins A, C, B12 and E, which not only
provide your body with complete inner strength but also play a major role in keeping
you hydrated. Hence, Searle wanted Vitamin Water to be perceived as a healthier
substitute to the existing beverages, as well as a flavored substitute of water, full of
vitamins and minerals.

PREVIOUS CAMPAIGN
However, once the TVCs started coming in, the audience was left slightly confused.
Their first TVC starred a Pakistani athlete, Vernin Uchong, all energetic thanks to the
consumption of vitamin water. This and the two more TVCs it came up with later,
portrayed the brand as more of an alternative to energy drinks like Red Bull and
Sting to name a few, instead of a simple and healthy hydrating liquid.

CHALLENGE
To reposition Vitamin water in the minds of
Consumers with awareness for their different vitamin
deficiencies.

By explaining each and every attribute of the


product in a way which serves as a solution/answer.
Previous campaigns failed in explaining the attribute
which Vitamin Water provides leaving people in
doubts and confusion
Not to compete any carbonated or energy drink as
non of them serve as a substitute of the Vitamin
Water.

CREATIVE STRATEGY

Our creative strategy focuses on


repositioning of the brand from an energy
drink to that of a friendly and healthy drink.
Our BIG IDEA therefore, is to position
Vitamin Water as an individuals friend,
which helps him/her in the time of need.
This help comes in the form of providing
hydration after a long day on the road, at
work or shopping, with an additional benefit
of vitamins, minerals and a variety in
flavors.

STORY BOARD PRE HYPE


A teaser of 10-15 seconds to be
released on TV and with support on
Billboards around Karachi, Lahore and
Islamabad from 20th April15 to bring
about the attention of not just target
market but everyone watching it
- A siren with the Board of Stop & Think
- Why Vitamin Matters?
- Find out on May 1st
- #AskVitman

STORY BOARD EXECUTION & RAMADAN


A TVC of 20-25 seconds to be released
on TV and Digital around Karachi,
Lahore and Islamabad from 1st May15
to launch our campaign.

A TVC of 20-25 seconds to be released


on TV and Digital around Karachi,
Lahore and Islamabad from 1st
Ramadan (19th June Tentative)

- The Ad to showcase:
- What happens when an individual lacks
on Vitamin
- Vitman will explain the result of
ignorance
- Offer a hand to help everyone with
Vitamin Water as a solution

- The Ad to showcase:
- As Fasting is a prayer where you have
to restrict your body from everything
- Bless your body with Vitamin in Iftar
and Sehar.
- Tagline: Every BODY needs Vitamin

THE VITMAN

SWOT ANALYSIS
strengths

weaknesses

Non-carbonated and caffeine free


Association with a renowned pharma brand, Searle
Early Movers' advantagein the category in Pakistan
Variety of flavours
Seasonal demand
Limited understanding of Ready to Drink beverges
Limited distribution

Rapid growth in enhanced water market globally


Due to increase in awareness, customers are turning their focus to healthy substitutes for beverages
opportunities Keen young crowd, almost always ready to try something new

Multinational players entering the market


Threats

INTERNATIONAL COMPTETION

COMPETITIVE ANALYSIS
THE MAIN PLAYERS IN THE VITAMIN WATER CATEGORY INCLUDE CARBONATED SO FT DRINKS AND MINERAL WATER AND
THEIR MARKET SHARE.
6.8 bn

CSD
Mineral Water

120 bn

MAJOR PLAYER

MAJOR PLAYER

WHERE DOES VITAMIN WATER STANDS?

COMPETING WITH THE LIKES OF MARKET GIANTS SUCH AS COKE, PEPSI AN D NESTLE, VITAMIN
WATERS SHARE IS CURRENTLY NONEXISTENT (0.05%), WHICH IS EXACTLY WHAT THE PROPOSED
MEDIA PLAN AIMS TO CHANGE.
Sales (Volume)
Searle Vitamin Water
0%
Other CSD brands
11%

Nestle
5%

Aquafina
2%
Kinley
1% Other water brands
3%

Coca-Cola
27%

PepsiCo
51%

MARKETING OBJECTIVES
With the new campaign of Vitamin Water, we aim to achieve the following objectives:
Increase market share by at least 5%
To increase top of the mind recall by at least 25%, where the target market is able
to identify with the brand
Starting off with KLI, to create maximum availability, in order for the 25% top of the
mind recall to not go to waste

MEDIA PLAN
Our Media Plan Divided into four parts

pre campaign hype


bursting
normal
bursting

MEDIA OBJECTIVES

MEDIA OBJECTIVES

we plan to achieve the following objectives:


Reach up to 50% of our target audience through TV, Print, Radio, Digital and BTL
medium.
Reach a total GRP of 500
To create excessive hype before the campaign launch and generate anticipation in
Karachi, Lahore and Islamabad

To burst the mediums in the second and fourth phases, while going easy in the third
phase, to generate awareness and subsequently, have the new message ingrained in
the TGs minds.

TARGET
TARGETAUDIENCE
AUDIENCE
Age: 15-35 years (primary) and 35 above (secondary)
Gender: Both
Household income: PKR 50,000 and above
Social Economic Class: A and B

REASON FOR CHOOSING TARGET AUDIENCE


15-30 years because of the increased exertions that they have to face. With turning
15, time to appear for board exam starts approaching and from then on its a rat
race till you finally somewhat settle in your careers by 35.

Priced at Rs. 50, it can only be a part of regular purchase of SEC A and B with the
above mentioned income.
Vitamins are essential for both Men & Women(the constant need to maintain proper
water, vitamin and calcium levels best describes it as our target group).

SCHEDULING
METHOD
SCHEDULING METHODS
Our scheduling method is pulsing, a mixture of flighting and continuity. Following is the
schedule of our campaign:

20th to 30th April: Pre campaign hype


1st to 31st May: Bursting
1st to 17th June: Normal

18th June to 18th July: Bursting (Ramzan)

THE REASONS FOR DECIDING UPON THIS


SCHEDULE ARE AS FOLLOWS:
Pre campaign hype: To build up curiosity about the new positioning of the brand
Bursting phase 1: To build up a considerable level of brand identity by bombarding
the target audiences minds

Normal: To take a slight break, by just staying visible and going easy on the budget,
in preparation for Ramzan
Bursting phase 2: To make a comeback in the most appropriate season for this drink,
that is Ramzan, and gain the set market share

DEVELOPMENT INDEX/CDI(CATEGORY DEVELOPMENT


INDEX)
Region

% Sales

% Population

CDI

Karachi

52.79

66.67

79

Lahore

31.078

27.78

112

Islamabad

16.132

5.56

290

100

100.00

Total

CDI
Gauging from CDI figures, we see quite a potential for Vitamin Water in Karachi,
Lahore and Islamabad.
Karachi in a slight need to catch up and Islamabad doing more than well.

The desired market share can certainly be achieved, given that the media plan is
effective.

MEDIA PLAN
TV (Pre campaign hype, burst, normal, burst):
Rationale: Capturing the attention of both: User and Non-User

Percentage Spend: 29%

Radio (Burst, Normal, Burst):


Rationale: Drive time to impact the target audience
Percentage Spend: 6%

Print (Burst both phases):


Rationale: High circulation to meet the high reach
Percentage Spend: 23%

MEDIA PLAN
Out of Home (Pre campaign hype, burst, normal, burst):
Rationale: Targeting the high flow of traffic
Percentage Spend: 25%
Digital (Pre-hype, Burst, normal, burst):

Rationale: A supporting medium and one-to-one interaction with the TA


Percentage Spend: 2 %
BTL (Execution):
Rationale: Providing the TA with trial experience
Percentage: 10%
Cable TV (Pre campaign hype, burst, normal, burst):
Rationale: To gain wider coverage
Percentage: 4%

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