Description
It talks about the pain balms market of the country and the brand ambassadors of Zandu Balm. It then highlights the target channels and their main target group.
Zandu Balm
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Total balm market worth Rs.1500 cr. Zandu Balm is a market leader and has a 65-67% market share in its category Women constitute about 70% of consumers Market growing at 14.3% Effect of Dabangg: Sales up by 15-18 %
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At present Bipasha Basu. Efforts to rope in Malaika Arora Sehwag, Amit Mishra and Dinesh Karthick Since 1910. Perceived as an old brand Need to make it more popular with the newer generation as well as retain traditional buyers
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Target is women and young population in metros as well as rural areas Advent of jobs and hectic lifestyle leading to increased aches due to bad posture etc. Viewed as a brand of the past generation Modification of brand image
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Urban youth: Star World, MTV etc. Mass market: Regional channels Popular shows on private national channels are very expensive to advertise Star Plus prime time: Rs.1.5-2 lakhs/10 secs Regional channels prime time: Rs. 2000-5000/10 secs
Top Regional channels
Zee Marathi Zee Bangla ETV Bangla Star Vijay Raj TV ETV Telugu ETV Kannada DD Punjabi DD Northeast Star Majha ETV Gujarati Zee Punjabi
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DD National prime time: Rs.10000/10 secs DD still has more than 45% reach Nanhi si Kali Meri Ladli –TRP 20.3 Bidaai(Star Plus) – Peak TRP 5.3
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Emami usually spends around 12% of revenues towards all advetising and marketing Total Annual Revenue: Rs.200 crore TV advertisments: 5-6% of total revenue Thus TV advertisement budget: Rs.10.5 crore
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2 commercials daily in top 2 programs of regional channels Rs.7 cr. Per year for ads 7 days a week Avearge rate of Rs.4000/10secs for 20 sec ads DD national: Nanhi si Kali Meri Ladli & Karam Dharam Apna Apna (total9 times a week) Rs.85 lakh per year at Rs.10000/10 secs for 20 sec ads MTV Roadies, Spiltsvilla Star World: How I Met Your Mother 3 times a week on each channel Rs. 2.5cr per year at an average rate of Rs.80000/10 secs Thus a total spend of around Rs.10.5 cr.
Brands in India
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Kellogs: Cornflakes, Chocos, All Bran Wheat Flakes and Just Right Muesli PepsiCo: Quaker Oats
http://www.afaqs.com/news/story.html?sid=20255_STAR+M ajha+aims+to+create+value+for+advertisers+through+innov ation ? http://www.livemint.com/2009/08/31214117/Music-channelschange-tune-to.html ? http://www.deccanchronicle.com/supplementary/dd-serialsscore-higher-trps-169 ? http://www.thehindubusinessline.com/catalyst/2010/08/12/s tories/2010081250070300.htm
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? ? ? ?
Kelloggs Special K In 2008, Kelloggs announced its foray into the Rs 500 crore weight management market in India with the introduction of its international product 'Special K'." Special K is a global brand with a turnover of more than 1.5 billion dollars The Indian weight management market, which is at its nascent stage and is still very unorganized The product was to specially target the Indian women. The new product, 'Special K' has been tested and marketed in Bangalore before its national launch.
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Agency Actual target customer
JWT
Indian urban women specifically those aiming for weight management. ? Consumer insight In today’s fast-paced environment, women are looking for a simple and tasty solution to their weight management concerns ? Proposition The fact that it is starting off with a challenge to consumers to lose 2.5 kg within two weeks and claims to be 98 per cent fat-free with its whole wheat composition.
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Potential customers Weight management issues cuts across genders. Also with increasing urbanization, time crunch has become dominant not just in metros but in tier 2 cities as well . Thus home makers in both metros and tier 2 cities as well as professionals can be the target customers Age group: 25-40
Show
Yeh Rishta Kya Kehlata Hai Bidaai
Time
21:30 21:00 22:00 21:30
Channel
Star Plus Star Plus
Rate
562,500 562,500
Sajan Ghar Jaana Hai - R
23:00
23:30
Star Plus
300,000
Consumer – Everyone ? Customer – Wives, Mothers, youth etc. ? Target Customer - Wives, Mothers ? Advertisement targeted to a wife, a mother ? http://www.youtube.com/watch?v=EFRf4J7f HGY&feature=related ? http://www.youtube.com/watch?v=EFRf4J7f HGY&feature=related
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Star Plus Colors Zee TV SAB TV Imagine TV Sony Entertainment TV
TVR Ratings from 03/10/2010 to 09/10/2010
Sun TV Star Plus Zee TV Colors Sony Entertainment TV SAB Gemini TV Imagine TV MAX Zee Cinema Star Jalsha Star Gold Zee Bangla Neo Cricket Star One DD1 ETV Marathi 23 15 11 10 9 6 5 4 3 2 2 2 2 2 1 1 1
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Here among above selected channels Star plus has highest TVR Rating So advertisement on this channel would be costly The other option for advertisement would be Colors and SAB TV which has a good Tvr Rating Colors and SAB would be cheaper channel as compare to Star Plus and has a good viewership so I recommend Colors and SAB TV for the advertisement
A Viacom18 initiative
Serial No. 1
Rank 7
Date 03/10/2010
Day Sun
Start Time 9:00 PM
Programme BIGG BOSS SEASON 4
TVR 3.52
2
3
8
12
07/10/2010
05/10/2010
Thu
Tue
10:04 PM
10:32 PM
UTTARAN
NA AANA IS DES LAADO
3.38
2.83
4
5
15
16
06/10/2010
08/10/2010
Wed
Fri
8:00 PM
8:29 PM
BALIKA VADHU
LAAGI TUJHSE LAGAN
2.63
2.49
6
22
08/10/2010
Fri
8:59 PM
BIGG BOSS SEASON 4AAPKA FARMA BIGG BOSS SEASON 4AAKHRI SALA HFF AJAB PREM KI GHAZAB KAHANI BHAGYAVIDHAATA
THODA HAI BAS THODE KI ZAROORA
2.05
7
35
09/10/2010
Sat
8:59 PM
1.41
8
46
03/10/2010
Sun
6:13 PM
1.07
9
10
57
75
04/10/2010
07/10/2010
Mon
Thu
7:00 PM
7:29 PM
0.96
0.8
?
?
Pepsico Advertisement Budget : 120 CR For Tropicana : 12- 15 CR.
Colors Prime time Rs. 1-1.5 lakhs/10 sec 2 ads of 10 sec on Colors TV Every day 1 lac/ 10 sec * 2 = 2 lacs/ day 2 * 30 = 60 lacs / month 60 * 12 = 7.2 Cr/ year Also repeat the same At SAB TV Rs. 80000/ 10 sec 2 ads of 10 sec on SAB TV Every day 80K/ 10 sec * 2 = 1.6 lacs/ day 1.6 * 30 = 48 lacs / month 48 * 12 = 5.76 Cr/ year Total 7.2 + 5.76 = 12.96 Cr. /Year
http://economictimes.indiatimes.com/news/news-byindustry/cons-products/food/PepsiCo-looks-to-add-below-theline-fizz/articleshow/5605282.cms ? http://www.indiantelevision.com/tvr/telemeter/indexteltam.php4? ch=''&startperiod=03/10/2010&endperiod=09/10/2010 ? http://www.indiantelevision.com/tvr/telemeter/telechanneltam.p hp?ch=Colors&startperiod=03/10/2010&endperiod=09/10/2010
?
doc_442391064.pptx
It talks about the pain balms market of the country and the brand ambassadors of Zandu Balm. It then highlights the target channels and their main target group.
Zandu Balm
•
•
•
• •
Total balm market worth Rs.1500 cr. Zandu Balm is a market leader and has a 65-67% market share in its category Women constitute about 70% of consumers Market growing at 14.3% Effect of Dabangg: Sales up by 15-18 %
?
?
?
?
At present Bipasha Basu. Efforts to rope in Malaika Arora Sehwag, Amit Mishra and Dinesh Karthick Since 1910. Perceived as an old brand Need to make it more popular with the newer generation as well as retain traditional buyers
?
? ? ?
Target is women and young population in metros as well as rural areas Advent of jobs and hectic lifestyle leading to increased aches due to bad posture etc. Viewed as a brand of the past generation Modification of brand image
? ? ?
? ?
Urban youth: Star World, MTV etc. Mass market: Regional channels Popular shows on private national channels are very expensive to advertise Star Plus prime time: Rs.1.5-2 lakhs/10 secs Regional channels prime time: Rs. 2000-5000/10 secs
Top Regional channels
Zee Marathi Zee Bangla ETV Bangla Star Vijay Raj TV ETV Telugu ETV Kannada DD Punjabi DD Northeast Star Majha ETV Gujarati Zee Punjabi
? ?
?
?
DD National prime time: Rs.10000/10 secs DD still has more than 45% reach Nanhi si Kali Meri Ladli –TRP 20.3 Bidaai(Star Plus) – Peak TRP 5.3
?
? ? ?
Emami usually spends around 12% of revenues towards all advetising and marketing Total Annual Revenue: Rs.200 crore TV advertisments: 5-6% of total revenue Thus TV advertisement budget: Rs.10.5 crore
?
?
?
?
2 commercials daily in top 2 programs of regional channels Rs.7 cr. Per year for ads 7 days a week Avearge rate of Rs.4000/10secs for 20 sec ads DD national: Nanhi si Kali Meri Ladli & Karam Dharam Apna Apna (total9 times a week) Rs.85 lakh per year at Rs.10000/10 secs for 20 sec ads MTV Roadies, Spiltsvilla Star World: How I Met Your Mother 3 times a week on each channel Rs. 2.5cr per year at an average rate of Rs.80000/10 secs Thus a total spend of around Rs.10.5 cr.
Brands in India
?
Kellogs: Cornflakes, Chocos, All Bran Wheat Flakes and Just Right Muesli PepsiCo: Quaker Oats
http://www.afaqs.com/news/story.html?sid=20255_STAR+M ajha+aims+to+create+value+for+advertisers+through+innov ation ? http://www.livemint.com/2009/08/31214117/Music-channelschange-tune-to.html ? http://www.deccanchronicle.com/supplementary/dd-serialsscore-higher-trps-169 ? http://www.thehindubusinessline.com/catalyst/2010/08/12/s tories/2010081250070300.htm
?
? ?
? ? ? ?
Kelloggs Special K In 2008, Kelloggs announced its foray into the Rs 500 crore weight management market in India with the introduction of its international product 'Special K'." Special K is a global brand with a turnover of more than 1.5 billion dollars The Indian weight management market, which is at its nascent stage and is still very unorganized The product was to specially target the Indian women. The new product, 'Special K' has been tested and marketed in Bangalore before its national launch.
? ?
Agency Actual target customer
JWT
Indian urban women specifically those aiming for weight management. ? Consumer insight In today’s fast-paced environment, women are looking for a simple and tasty solution to their weight management concerns ? Proposition The fact that it is starting off with a challenge to consumers to lose 2.5 kg within two weeks and claims to be 98 per cent fat-free with its whole wheat composition.
?
Potential customers Weight management issues cuts across genders. Also with increasing urbanization, time crunch has become dominant not just in metros but in tier 2 cities as well . Thus home makers in both metros and tier 2 cities as well as professionals can be the target customers Age group: 25-40
Show
Yeh Rishta Kya Kehlata Hai Bidaai
Time
21:30 21:00 22:00 21:30
Channel
Star Plus Star Plus
Rate
562,500 562,500
Sajan Ghar Jaana Hai - R
23:00
23:30
Star Plus
300,000
Consumer – Everyone ? Customer – Wives, Mothers, youth etc. ? Target Customer - Wives, Mothers ? Advertisement targeted to a wife, a mother ? http://www.youtube.com/watch?v=EFRf4J7f HGY&feature=related ? http://www.youtube.com/watch?v=EFRf4J7f HGY&feature=related
?
?
? ?
?
? ?
Star Plus Colors Zee TV SAB TV Imagine TV Sony Entertainment TV
TVR Ratings from 03/10/2010 to 09/10/2010
Sun TV Star Plus Zee TV Colors Sony Entertainment TV SAB Gemini TV Imagine TV MAX Zee Cinema Star Jalsha Star Gold Zee Bangla Neo Cricket Star One DD1 ETV Marathi 23 15 11 10 9 6 5 4 3 2 2 2 2 2 1 1 1
?
? ? ?
Here among above selected channels Star plus has highest TVR Rating So advertisement on this channel would be costly The other option for advertisement would be Colors and SAB TV which has a good Tvr Rating Colors and SAB would be cheaper channel as compare to Star Plus and has a good viewership so I recommend Colors and SAB TV for the advertisement
A Viacom18 initiative
Serial No. 1
Rank 7
Date 03/10/2010
Day Sun
Start Time 9:00 PM
Programme BIGG BOSS SEASON 4
TVR 3.52
2
3
8
12
07/10/2010
05/10/2010
Thu
Tue
10:04 PM
10:32 PM
UTTARAN
NA AANA IS DES LAADO
3.38
2.83
4
5
15
16
06/10/2010
08/10/2010
Wed
Fri
8:00 PM
8:29 PM
BALIKA VADHU
LAAGI TUJHSE LAGAN
2.63
2.49
6
22
08/10/2010
Fri
8:59 PM
BIGG BOSS SEASON 4AAPKA FARMA BIGG BOSS SEASON 4AAKHRI SALA HFF AJAB PREM KI GHAZAB KAHANI BHAGYAVIDHAATA
THODA HAI BAS THODE KI ZAROORA
2.05
7
35
09/10/2010
Sat
8:59 PM
1.41
8
46
03/10/2010
Sun
6:13 PM
1.07
9
10
57
75
04/10/2010
07/10/2010
Mon
Thu
7:00 PM
7:29 PM
0.96
0.8
?
?
Pepsico Advertisement Budget : 120 CR For Tropicana : 12- 15 CR.
Colors Prime time Rs. 1-1.5 lakhs/10 sec 2 ads of 10 sec on Colors TV Every day 1 lac/ 10 sec * 2 = 2 lacs/ day 2 * 30 = 60 lacs / month 60 * 12 = 7.2 Cr/ year Also repeat the same At SAB TV Rs. 80000/ 10 sec 2 ads of 10 sec on SAB TV Every day 80K/ 10 sec * 2 = 1.6 lacs/ day 1.6 * 30 = 48 lacs / month 48 * 12 = 5.76 Cr/ year Total 7.2 + 5.76 = 12.96 Cr. /Year
http://economictimes.indiatimes.com/news/news-byindustry/cons-products/food/PepsiCo-looks-to-add-below-theline-fizz/articleshow/5605282.cms ? http://www.indiantelevision.com/tvr/telemeter/indexteltam.php4? ch=''&startperiod=03/10/2010&endperiod=09/10/2010 ? http://www.indiantelevision.com/tvr/telemeter/telechanneltam.p hp?ch=Colors&startperiod=03/10/2010&endperiod=09/10/2010
?
doc_442391064.pptx