media planning for bisleri

8/6/2019 Media Planning for Bisleri

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VIVEKANAND EDUCATION SOCIETYS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Media Planning of BisleriA project by

Gautam Anand, 05Kevin DMello, 12

Nishigandha Sharma, 30Kritika Sirohi. 32


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ContentsI. Introduction.....................................................................................................4

II. Mission............................................................................................................4

III. Media Brief......................................................................................................4

IV. Packaged Drinking Water................................................................................4

V. Pricing & Variants............................................................................................5

VI. Marketing Objective........................................................................................5

VII. Target Group...................................................................................................5

a. Demographics..............................................................................................5

b. Psychographics............................................................................................5

VIII.Positioning.......................................................................................................6 Brand leads the category.............................................................................6

New innovative trends.................................................................................6

IX. Competitors.....................................................................................................6

a. Kinley...........................................................................................................6

b. Aquafina.......................................................................................................6

c. Himalayan....................................................................................................7

X. Creative Communications..............................................................................7

a. Televised Commercial..................................................................................7

b. Radio............................................................................................................7

XI. Role of Media...................................................................................................7

a. Print.................................................................................................................7

1. Newspaper................................................................................................8

2. Magazines.................................................................................................8

b. Television........................................................................................................9

c. Radio...............................................................................................................9

1. Radio Industry in India.................................................................................9

Disadvantages...............................................................................................10

d. Outdoor Advertising......................................................................................10

e. Internet.........................................................................................................11

1. Types of Ads...............................................................................................11

2. Revenue models.........................................................................................12

3. Major players in Internet Advertising......................................................12

XII. Selected Mediums.........................................................................................12

XIII.Media Plan.....................................................................................................13

1. Plan Snapshot................................................................................................13


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Plan Snapshot


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Media Plan for Bisleri

I. IntroductionThe origin of Bisleri lies in Italy and the brand owes its name to its founder Mr.Felice Bisleri, an

Italian entrepreneur. In 1967, Bisleri set up a plant in Mumbai for bottling and marketingactual mineral water, which did not quite work. By 1969, Bisleri wanted to exit the business;

Ramesh Chauhans bought the brand, intending to turn it into a soda brand.

Since then it has come a long way. Now, it owns a large percentage of shares in the Indian

market and also it has its presence in International Water Market.

II.MissionCommitment to offer every Indian pure & clean drinking water.

III.Media Brief The brand is well established

Clean the image of Bisleri after the contamination case 6 months ago

Budget of 12cr

Pan India distribution & advertising

Improved our distribution

Competitors have come up with new shaped bottles.

New Rs.5 bottle introduced

It is consumed by everybody

Tire 1 &2 cities as the potential areas

To crack Metros

Above The Line (ATL) advertising required in regular mediums.

I. Packaged Drinking Water Rs. 1,500 crore: Size of packed drinking water in India

Packaged water market is projected to grow at 16% to 17% during the period 2009 to

2016

Last year it grew by 17%

Bisleri 60 % share.


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I. Pricing & Variants

Popular Parle Bisleri Bisleri 250ml 3.00

500ml 5.00

750ml 10.00

1 ltr 13.00

2 ltr 19.00

Bulk Parle Bisleri Bisleri 5 ltr 25.00

Parle Bisleri Bisleri 20 ltr 60.00

II.Marketing Objective Bisleri is targeting a 40 per cent growth this year

An aggressive market penetration strategy

Strong distribution plan

Penetrating newer markets

Increasing shelf presence in the metros and existing markets.

I. Target Group

a. DemographicsAA - All adult

Age - 15 +

SEC - A, B

Market - Urban

b. Psychographics

Meant for people who travel. Health conscious people.

At an instance when one is thirsty.


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I. Creative Communications

a. Televised CommercialA 30 second commercial giving a contemporary feel to the product, keeping up with

Bisleris changed look and reinforced trust. Visuals being a highly motivating factor in

the consumers buying decision, the ad uses a lot of it in expressing what it stands for.

b. Radio10 second radio jingle that reinforces the tagline, The sweet taste of purity.

It goes as follows:

A drop of life

A drop so transparent

A drop of natureA drop so pure

Keeps you close to nature for sure.

Bisleri. The sweet taste of purity.

I. Role of Media

a. Print

Print is the oldest & the most effective medium. There are 2 main factors which are takencare of by the Government i.e.

Circulation- Audit Bureau of Circulation(ABC)

Readership- Indian Readership Survey(IRS)

They calculate the TR (Total Reach) of Newspapers. Newspapers include Dailies,

Supplement & Magazines.

1. NewspaperNewspapers are of 2 sizes: Broadsheets (54cm/27cm) & Tabloids (35cm/25cm). Spaces are

bought in the newspapers measuring them in square centimeters. The buying space is

calculated on the basis of the newspapers circulation, readership & base rate.

Advantages

Their reach/ coverage is more than any other medium.

It has more flexibility.

Its credibility is high.

It is more frequent.

Disadvantages Its life span is less.

Other mediums are rising at a higher pace.

Since it has the widest reach it is more expensive.


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It has clutter of ads.

1. Magazines

Genre - entertainment, politics, business, society, beauty, interior designing, mens,

womens, etc. Magazines are subject specific & cater only to the audience who read the

magazine and thus the product specific magazine can be selected. Not many people go for

magazines as compared to newspapers. They have a subscription process where there are

offers which from their competitors. Readership cannot be calculated by ABC or IRS thus

the circulation number has to be considered.

Advantages

Allows for better targeting of audience, as you can choose magazine publications that

cater to your specific audience or whose editorial content specializes in topics of

interest to your audience.

High reader involvement means that more attention will be paid to your advertisement.

Better quality paper permits better color reproduction and full-color ads

The smaller page (generally 8 by 11 inches) permits even small ads to stand out

Disadvantages

Long lead times mean that you have to make plans weeks or months in advance

The slower lead time heightens the risk of your ad getting overtaken by events

There is limited flexibility in terms of ad placement and format.

Space and ad layout costs are higher.


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a. TelevisionTelevision is the 2nd most effective medium as visuals are more impactful than the print

medium.Genres of television channels:

Entertainment channels

News channels

Sports channel

Travel channels

Informative channels

Music channels

Movie channels

Target Audience Management (TAM) is the software used to calculate its Television Rating

Points (TRP). There are around 460 525 Indian channels existing. The leading 5 are: Star,

Sony, Zee, Star One & Sahara One.

Advantages

Reaches large numbers of people on a national or regional level in a short period of

time.

Offers new opportunities to pinpoint local audiences.

Offers the ability to convey your message with sight, sound and motion.

Disadvantages

Message is temporary.

May require multiple exposures for the ad register in mind.

Preferred ad times are often sold out far in advance.

Limited length of exposure, as most ads are only thirty seconds long or less.

Relatively expensive in terms of creative, production and airtime costs

a. Radio

1. Radio Industry in India 300+ radio stations

91 cities covered.

Listeners in the B.C and D categories, listen to private FM radio stations, earlierserviced only by the State broadcaster.

Ratings are measured in Radio Audience Measurement system (RAM).

Advantages

Radio is a universal medium enjoyed by people at one time or another during the day,

at home, at work, and even in the car.

The vast array of radio program formats offers to efficiently target your advertising

dollars to narrowly defined segments of consumers most likely to respond to your

offer.

Gives your business personality through the creation of campaigns using sounds andvoices.

Rates can generally be negotiated.

Free creative help is available.


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During the past ten years, radio rates have seen less inflation than those for other

media.

Disadvantages Because radio listeners are spread over many stations, you may have to advertise

simultaneously on several stations to reach your target audience.

Listeners cannot go back to your ads to go over important points. Ads are an interruption in the entertainment. Because of this, a radio ad may require

multiple exposures to break through the listener's "tune-out" factor and ensure

message retention.

Radio is a background medium. Most listeners are doing something else while listening,

which means that your ad has to work hard to get their attention.

a.Outdoor AdvertisingOutdoor advertising is any type of advertising that reaches the consumer while outside the

home. It is focused on marketing to consumers when

In public places

In transit

Specific commercial locations (such as in a retail venue)

Outdoor advertising formats fall into four main categories:

1. Billboards

2. Street Furniture

3. Transit

4. Alternative

Advantages

It has a longer shelf life.

It has more visibility.

Its 24hr display has increased its targeting.

It reaches quickly to the audience.

Disadvantages

A detailed message cannot be conveyed.

Its exposure is more but reach is less.

Its cost is very high.


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a.InternetInternet is one of the mediums where advertising is not costly as compared to other

mediums. Thus one can once advertise on Internet, see the response & accordingly planits further strategies. It has wide reach but it even targets them who are not the TG. The

rating of an ad is measured by calculating the number of clicks on the ad. Online

advertising is a form of promotion that uses the Internet and World Wide Web for the

expressed purpose of delivering marketing messages to attract customers. Examples of

online advertising include:

Contextual ads on search engine results pages,

Banner ads,

Rich media ads(flash ads),

Social network advertising,

Online classified advertising,

Advertising networks and e-mail marketing.

1. Types of Ads Floating ad: An ad which moves across the user's screen or floats above the content.

Expanding ad: An ad which changes size and which may alter the contents of the

webpage.

Polite ad: A method by which a large ad will be downloaded in smaller pieces to

minimize the disruption of the content being viewed.

Wallpaper ad: An ad which changes the background of the page being viewed.

Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an

error message or an alert.

Pop-up: A new window which opens in front of the current one, displaying an

advertisement, or entire webpage.

Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the

current window so that the user does not see it until they close one or more active

windows.

Video ad: similar to a banner ad, except that instead of a static or animated image,

actual moving video clips are displayed. This is the kind of advertising most prominent

in television, and many advertisers will use the same clips for both television and online

advertising.

Map ad: text or graphics linked from, and appearing in or over, a location on an

electronic map such as on Google Maps.

Mobile ad: an SMS text or multi-media message sent to a cell phone.

Interstitial ad: a full-page ad that appears before a user reaches their original

destination.


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1. Revenue modelsThe three most common ways in which online advertising is purchased are

CPT

Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a

specific audience.

CPC

CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to

the advertisers website.

CPA

CPV (Cost Per View) is when an advertiser pays for each unique user view of an

advertisement or website (usually used with pop-ups, pop-unders and interstitial ads).

1. Major players in Internet Advertising

VendorAd viewers

(millions)

Google 1,118

DoubleClick

(Google)1,079

Yahoo! 362

MSN (Microsoft) 309

AOL 156

Adbrite 73

Total 3,087

I. Selected MediumsThe most effective mediums have proven to be print and outdoor. However, given the budget

of 12 crores, selected mediums are:

TV: offers visual and audio support

RADIO: brand reinforcement

INTERNET SOCIAL MARKETING: connecting to youth


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I. Media PlanThe plan follows the pulsating form. Three mediums have been used: Television, Radio, and

Internet Social Marketing.Summer season has been selected because consumption of water is

maximum during this time.

Internet social marketing

This will be carried out throughout the year on social networking sites like Facebook andTwitter. This is targeted towards the youth. This is independent of the budget.

1. Plan Snapshot

MonthJan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Media

TelevisionHigh

Low

RadioHigh

Low

Internet SocialMarketing

High

Low

media planning for bisleri

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