Media Planning
Media Planning
Media Planning
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.
CREATIVE STRATEGY
- 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
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
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
MEDIA OBJECTIVES
MEDIA OBJECTIVES
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
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:
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
% 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
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):