nestle media plan
TRANSCRIPT
Media Plan
Maha NasirSara Amjad
Nestle Yogurt
Objectives
• Develop an effective media plan
• Covering maximum mediums
• Effective reach to the target market
Highlights
• Campaign duration: 15 days
• Campaign objective: Seasonal recall and maintain presence
• Estimated budget: 77,754,163• Print: 53,894,564• Electronic: 15,210,599 • Outdoor: 8,649,000
Target Market
• Primary target market: Female• 18+• Nationwide• Housewife/Working women
• Secondary target market: Male/Female• 8-40• Nationwide• Kids/Teens/Students/Working
PRINTMEDIA PLAN
Print Media Plan
• Urdu Newspaper:• Jang• Nawa e Waqt• Express• Ummat
• English Newspaper:• Dawn• The Nation • Express Tribune• The News
Newspapers Stations Freq.
Base rate Position Size Premium
1 2
3
4
5 6 7 8 9
10 11 12 13 14 15
Cost Per Ins No.of insTotal Cost in Rs.
Dawn (Sun) Khi-Lhr-Isl Weekly3,300 Front Pg 15x8 150%
1 1
1 891000 3 2673000
Dawn Khi-Lhr-Isl Daily2,500 Front Pg 15x8 150%
1 1
1 1 675000 4 2700000Dawn Khi-Lhr-Isl Daily
2,500 Back Pg 15x8 90%1
1 1 1 1 513000 5 2565000
The News (Sun) Khi-Lhr-Isl Daily1,980 Front Pg 27x8 225%
1
1 1389960 2 2779920
The News Khi-Lhr-Isl Daily1,650 Front Pg 27x4 225%
1 1
1 1
1 1 579150 6 3474900
The Nation Khi-Lhr-Isl Daily1,200 Front Pg 27x4 225%
1 1 1 1 1
1 1 1 421200 8 3369600
Express TribuneKhi-Lhr-Isl Daily
1,290 Back Pg 27x4 225%1
1 1 1 1 1 1 1
452790 8 3622320
21184740
Newspapers Stations Freq.
Base rate Position Size Premium
1 2
3
4
5 6 7 8 9
10 11 12 # 14 15
Cost Per Ins No.of insTotal Cost in Rs.
Jang (Sunday) Khi-Lhr-Isl Weekly4,300 Front Pg 27x8 250%
1 1 1 3018600 3 9055800Jang Khi-Lhr-Isl Daily
3,905 Front Pg 27x4 250% 1 1 1 1 1 1 1370655 6 8223930
Express Khi-Lhr-Isl Daily2,830.50 Front Pg 27x4 250%
1 1 1 1 1 1 1 1 993505.5 8 7948044Nawa e Waqt Khi-Lhr-Isl Daily
1,850 Front Pg 27x4 300%1 1 1 1 1 1 1 1 799200 8 6393600
UmaatKhi Daily
2,500 Front Pg 27x8 200%1 1 1 1 1 1 1 1
81,000 8 648,000
32,269,374
Print Media Plan Newspaper
Total Amount: 21,184,740 + 32,269,374 = 5.34 million
Day 1
Day2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Day 9
Day 10
Day 11
Day 12
Day 13
Day 14
Day 15
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1
Magazines• Magazines:
• MAG• SHE• Young World• Smash• Teen time• Akhbar e Jahan• Family• Masala Food Mag• Dalda ka Dastarkhuwan
Print Media Plan MagazineEnglish Magzines
Base rate Position Size Color
Cost Per Ins No.of ins
Total Cost in Rs.
MAG Weekly35,000 Inside Full Page 4 color
1 135,000 2
70,000
SHE Monthly27,000 Ord. Full Page 4 color
127,000 1
27,000
Teentime Monthly11,000 Ord. Full Page 4 color
111,000 1
11,000
Smash Monthly13,000 Normal . Full Page 4 color
113,000 1
13,000
Young World Weekly76,725 Front
Page 15.x5 4 color1 1
76,7252 153450
274,450
Urdu Magazines Base rate Position Size Color
Cost Per Ins No.of ins
Total Cost in Rs.Akhbar e Jahna Weekly 15,000 Inside Full Page 4 color 1 1 15,000 2 30,000
Family Weekly 13,000 Inside Full Page 4 color 1 1 13,000 2 26,000Masala Monthly 60,000 Inside Full Page 4 color 1 60,000 1 60,000
Dalda Ka Dastrkhuwn Monthly 50,000 Inside Full Page 4 color 1 50,000 1 50,000166,000
Total Amount : 274,450 + 166,000 = 440,450
ELECTRONIC MEDIA PLAN
Electronic Media Plan
• Entertainment Channels:• Prime Time• Morning Shows• High Rating Dramas
• Fariha (Urdu 1)• Hum TV (8:00-9:00pm)• ARY Digital (8:00-9:00pm)
• News Channels:• Noon• Prime Time
• Kids Channels:• Evenings in weekdays• Noons on weekends
Electronic Media Plan• Channels:
• Hum TV• ARY Digital• Geo Entertainment• Urdu 1• Express Entertainment• Geo News• Dawn News• Cartoon Network• Masala TV
• Total Spots: 590• Estimated Budget: 15.2 million
Electronic Media Plan:Hum TV
• Total Spots: 85
• Cost per 30 sec spot:• 8 to 10pm: 67,600
• Cost per 20 sec spot:• 8 to 10pm: 45,067
Electronic Media PlanARY Digital
• Total Spots: 70
• Cost per 30 sec spot:• 7 to 8pm: 31,200 • 8 to 9pm: 20,800
• Cost per 20 sec spot:• 7 to 8pm: 62,400 • 8 to 9pm: 41,600
Electronic Media PlanGeo Entertainment
• Total Spots: 35
• Cost per 30 sec spot:• 9 to 10pm: 41,912
• Cost per 20 sec spot:• 9 to 10pm: 27,941
Electronic Media PlanExpress Entertainment
• Total Spots: 35
• Cost per 30 sec spot:• 8 to 9pm: 10,400
• Cost per 20 sec spot:• 8 to 9pm : 6,933
Electronic Media PlanUrdu 1
• Total Spots: 77
• Cost per 30 sec spot:• 10 to 11pm: 68,380• 4 to 5pm: 7,020
• Cost per 20 sec spot:• 10 to 11pm: 45,587• 4 to 5pm: 4,680
Electronic Media PlanGeo News
• Total Spots: 56
• Cost per 30 sec spot:• 12 to 2pm: 9,360
• Cost per 20 sec spot:• 12 to 2pm: 6,240
Electronic Media PlanDawn News
• Total Spots: 70
• Cost per 30 sec spot:• 9 to 11pm: 7,800
• Cost per 20 sec spot:• 9 to 11pm: 5,200
Electronic Media PlanCartoon Network
• Total Spots: 128
• Cost per 30 sec spot:• 12 to 1pm: 10,400• 6 to 7pm: 11,960
• Cost per 20 sec spot:• 12 to 1pm: 6,933• 6 to 7pm: 7,973
Electronic Media PlanMasala Channel
• Total Spots: 35
• Cost per 30 sec spot:• 4 to 5pm: 9,360
• Cost per 20 sec spot:• 4 to 5pm: 6,240
OUTDOOR MEDIA PLAN
Outdoor Media Plan
• Targeting 3 major cities:• Karachi• Lahore• Islamabad
• Placement of hoardings are on:• Main Roads where majority population of city passes• Near school lanes• Near markets
• Estimated budget: 2 million
Outdoor Media PlanKarachi
• Concentrated campaign on Shara-e-Faisal• 10 *20 hoardings (Hotel Mehran onwards):
» Cost per month: 130,000» No. of hoardings: 3
• 10 *20 hoardings (Karsaz bridge to Baloch colony flyover):
» Cost per month: 95,000» No. of hoardings: 3
• 15 * 45 hoardings:» Cost per month: 300,000» No. of hoardings: 2
Outdoor Media PlanKarachi
• Shara-e-Quadeen Allah Wali Chorangi:• Replica• Cost: 75,000
• Main Karsaz:• No of hoardings: 2• Size: 15 * 45• Cost/month: 200,000
• Aisha Manzil:• No of hoardings: 2• Size: 10 * 20• Cost/month: 24,000
• Federal B Area:• No of hoardings: 4• Size: 10 * 20• Cost/month: 24,000
• Forum/Aashiyana:• No of hoardings: 1• Size: 10 * 20• Cost/month: 80,000
Outdoor Media PlanKarachi
• Total hoardings: 17
• Replica(s): 1
• Hoardings’ budget: 1.9 million
• Total budget: 1,974,000 (1.97million)
Shara-e-Faisal Shara-e-Faisal
Karsaz Shara-e-Faisal
Allah Wali Chorangi
Defence
Aisha Manzil
Outdoor Media PlanIslamabad
• Total hoardings: 5» Jinnah Super» Blue Area» Melody Chawk» Islamabad Highway
• Size: 60 * 20• Cost/month: 750,000
Melody Chowk Jinnah Super
Blue Area Islamabad Highway
Outdoor Media PlanLahore
• Total hoardings: 5» Main market Gulberg» Shadman Chowk» Jail road» Muslim town» Mall road
• Size: 60 * 20• Cost/month: 600,000
Mall Road
Shadman Chowk
Gulberg main market
Muslim Town
Distribution Of Budget
• Print media: 25%
• Electronic media: 60%
• Outdoor media: 15% out of home (OOH)