39 Media Planning

8/3/2019 39 Media Planning

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The Rs 100 crore packaged fruit juice market isThe Rs 100 crore packaged fruit juice market is

estimated to be growing at 20% to 25% annually.estimated to be growing at 20% to 25% annually.

The market can be categorized in terms of productThe market can be categorized in terms of product

content and there are three major product contentscontent and there are three major product contentsavailable.available.

Drinks: Juice with pulp content less than 40%,Drinks: Juice with pulp content less than 40%,

Nectars: Juice with pulp content between 40 - 80%,Nectars: Juice with pulp content between 40 - 80%,

Juices: Juice with pulp content more than 80%Juices: Juice with pulp content more than 80%

Major player and their brands:Major player and their brands:

Pepsi with its brand Tropicana. Pepsi with its brand Tropicana.

Dabur foods with its brand Real. Dabur foods with its brand Real.


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Market Share ofMarket Share of

CompetitorsCompetitors


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The women of the house and children are an importantThe women of the house and children are an important

influencing factor in todays scenario. As the fruit juiceinfluencing factor in todays scenario. As the fruit juice

contains lots of health benefits, the women who care forcontains lots of health benefits, the women who care for

her family wants her family to be healthy and so are theyher family wants her family to be healthy and so are theyare targeted.are targeted.

The children are attracted to the beautiful ads andThe children are attracted to the beautiful ads and

demand for the products as they want to experimentdemand for the products as they want to experimentthings just for the sake of it or for their self satisfaction.things just for the sake of it or for their self satisfaction.

The youth are the most who like to try out new andThe youth are the most who like to try out new and

different products. Todays youth are the most healthdifferent products. Todays youth are the most health

conscious and put in lots of efforts to be healthy. So evenconscious and put in lots of efforts to be healthy. So even

they are an important target audiencethey are an important target audience.

In- home consumption, This group of people buys fruitIn- home consumption, This group of people buys fruit

juices for home consumption and in many case treated asjuices for home consumption and in many case treated as


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Out of home consumption:

This consumption pattern is usually observed in

people who feel the need to quench their thirst,get refreshed or both. These types of people areimportant. the people who will try the product insmall quantity and give us an in road in the home

for in home consumption, which is our focus area.

If this segment is satisfied then they will startpersonal use of fruit juice and they will also act asa source of mouth - to - mouth publicity, which isconsidered to be one of the best in its kind.


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Introduction of product


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Selection of the product

The product selected is Juice and our brand name isAAAAAAA


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ProductProduct Fresh Punch is a 100 percent fruit juice which will beFresh Punch is a 100 percent fruit juice which will be

produced and marketed by the FP Agro Industries Ltd.produced and marketed by the FP Agro Industries Ltd.

Fresh Punch will produce juice in the followingFresh Punch will produce juice in the followingvarieties :varieties : Sea buckthornSea buckthorn

ApricotApricot Passion FruitPassion Fruit KiwiKiwi PomegranatePomegranate AppleApple

OrangeOrange PineapplePineapple GrapesGrapes GuavaGuavaMangoMango

Mixed FruitMixed Fruit PearPear


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FINANCIALFINANCIAL

Will be incorporated with an initialWill be incorporated with an initial

investment of Rs.10 crinvestment of Rs.10 cr


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VISIONVISION

To be capable to deliver the rangeTo be capable to deliver the range

and quality of Juice which the customerand quality of Juice which the customer

demands, which can only be fulfilled bydemands, which can only be fulfilled by

the modern technology which will havethe modern technology which will have

the scale and worldwide presence to dothe scale and worldwide presence to do

so competitivelyso competitively


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MISSIONMISSION

To be a leading producer of fruit juicesTo be a leading producer of fruit juices

based on dedication to nature, corporatebased on dedication to nature, corporate

and process hygiene, dynamic leadershipand process hygiene, dynamic leadership

and commitment to our partners andand commitment to our partners and

stakeholders.stakeholders.


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Adequate availability of rawAdequate availability of rawmaterialsmaterials

High consumer retention rateHigh consumer retention ratePrice, a competitive advantagePrice, a competitive advantage

Natural productNatural product

Seasonal availability of fruitsSeasonal availability of fruitsBrand acknowledgementBrand acknowledgementLimited financial resourcesLimited financial resourcesLate entry into the marketLate entry into the market

Participation with a growing industry.Participation with a growing industry.Competitive advantage over carbonatedCompetitive advantage over carbonated

soft drinkssoft drinks

Wellness awareness amongst consumersWellness awareness amongst consumersCommonwealth Delhi 2010Commonwealth Delhi 2010

Success of incredible India campaignSuccess of incredible India campaign

Cut throat competitionCut throat competitionUnstable government policiesUnstable government policiesGlobal warmingGlobal warming

- Scarcity of raw material- Scarcity of raw material


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POLITICALPOLITICAL

Tax LawsTax Laws

Stability of GovernmentStability of Government

Law of hiring and promotionLaw of hiring and promotion


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ECONOMICECONOMIC

Increasing GDPIncreasing GDP

Burgeoning middle classBurgeoning middle class

Higher Disposable Incomes, hence more consumerHigher Disposable Incomes, hence more consumer

buying powerbuying power

Easy availability of loans from banksEasy availability of loans from banks


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SOCIOCULTURALSOCIOCULTURAL

Changing consumer habits & lifestyles - The IndianChanging consumer habits & lifestyles - The Indian

consumer of today is clearly seeking healthierconsumer of today is clearly seeking healthier

alternativesalternatives

Consumer buying behaviorConsumer buying behavior


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TECHNOLOGICALTECHNOLOGICAL

Advancement of newer technologyAdvancement of newer technology

Government providing thrust on R&DGovernment providing thrust on R&D


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STPSTP


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Market SegmentationMarket Segmentation

Market segmentation is the process in marketingMarket segmentation is the process in marketingof dividing a market into distinct subsetsof dividing a market into distinct subsets(segments) that behave in the same way or have(segments) that behave in the same way or havesimilar needssimilar needs

Variables Used for SegmentationVariables Used for Segmentation

1.1. Geographic variablesGeographic variables

2.2. Demographic variablesDemographic variables

3.3. Psychographic variablesPsychographic variables4.4. Behavioral variablesBehavioral variables


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Geographic variablesGeographic variables

Product nameProduct name has no set geographic target area.has no set geographic target area.product nameproduct name will seek to serve metro city in Indiawill seek to serve metro city in Indiaand slowly expand our business in all city in Indiaand slowly expand our business in all city in India

Metropolitan Cities, major cities of the states, andMetropolitan Cities, major cities of the states, andtowns.towns.

Density of Area: Urban, Semi-urban, Rural.Density of Area: Urban, Semi-urban, Rural.

Climate: TropicalClimate: Tropical


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Demographic variablesDemographic variables

Age all age groupAge all age group

gender Both Male and Femalegender Both Male and Female

family size - doesnt matterfamily size - doesnt matter

Education - doesnt matterEducation - doesnt matter

Income middle & hi end consumerIncome middle & hi end consumer

occupation student, working and retired peopleoccupation student, working and retired people

religion doesnt matterreligion doesnt matter

nationality/race doesnt matternationality/race doesnt matter

language - doesnt matterlanguage - doesnt matter


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Psychographic variablesPsychographic variables

PersonalityPersonality NoNo

LifestyleLifestyle YesYes

ValueValue YesYes

AttitudeAttitude YesYes


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Behavioral variablesBehavioral variables

benefit soughtbenefit sought

product usage rateproduct usage rate

brand loyaltybrand loyalty

profitabilityprofitability

income statusincome status


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Contd..Contd..

Users perceive fruit juice as a healthy drink.Users perceive fruit juice as a healthy drink.

Users drink fruit juice as a refreshing alternative toUsers drink fruit juice as a refreshing alternative tocarbonated drinks.carbonated drinks.

Users willingly spend on products related to healthUsers willingly spend on products related to healthand lifestyle.and lifestyle.

Users enjoy fruit juice not only as a means ofUsers enjoy fruit juice not only as a means ofhealthy life, but as an intrinsically enjoyablehealthy life, but as an intrinsically enjoyableactivity in itself.activity in itself.


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Primary MarketPrimary Market

Kids Fond of Fruit Juice (fond of mango, strawberry)Kids Fond of Fruit Juice (fond of mango, strawberry)

Teens More experimentalTeens More experimental

Youth Experimental and more buying powerYouth Experimental and more buying power

Working PeopleWorking People

HousewivesHousewives

Elderl eo leElderly people

TARGET MARKETTARGET MARKET


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Secondary MarketSecondary Market

Travel Industry Airlines, Railways and LocalTravel Industry Airlines, Railways and Local

Transport SystemsTransport Systems

Recreational Movie Theatres, Malls, AmusementRecreational Movie Theatres, Malls, AmusementParks, school, collages, hotels, restaurants, barsParks, school, collages, hotels, restaurants, bars

etc.etc.


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Competitor AnalysisCompetitor Analysis

Tiger Competitor Counter attack every

strategy

Aggressive Few in number example: Coca-Cola,

PepsiCo

Strategic Competitor Reacts to a select

strategy Mediocre

example: Parle Agro

Stochastic Competitor Unpredictable Weak in nature; can

become strong example: Mother Dairy

Laid Back Competitor Confident about their

product

Defensive Generally monopolies Brand Loyal Customers example: Dabur


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Total cost per kg = Rs.28.20/-

Units produced per kg = 4 NosPer unit production cost= 28.20/4=Rs.7.05/-

Packing per Juice= Rs.1.15/-Per straw = Rs.0.08/-Card board box for 27 juices = .21* 28 =5.88Total packing cost per juice pack =1.15+.21 = Rs.1.36/-Total cost per juice pack =

7.05+1.36+.08= Rs.8.49/-


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Pricing Policy

Apply the concept of providing quality product atoptimum price

Provide Lucrative discounts, deals and schemes

Adopt sales oriented objective

Have one price policy to maintain a goodwill

among customers.


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Pricing Strategy

So, as a new comer our pricing strategy is tointroduce our products in the market at lowerprices so as to create the huge demand in themarket and to compete with other competitors.

As we come up in the demand, we will increase ourprices and will provide more efficient andaffordable juices

Company Brand Flavor Retail margin


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p y g

Pepsi co. LTD Tropicana Orange,Nature,Sweet,Apple,Grape, Pineapple,

Tomato, MixedFruit.

1.40

Dabur Real, Real Active Grape, Guava,Orange, Pineapple,Tomato, MixedFruit, Litchi, Mango,

Orange, Apple

1.80

Coco Cola Maaza Mango 1.60

Parle Agro Frooti, Appy Mango, Guava,

Pineapple,Strawberry &Orange, Apple

1.10

Godrej Foods JumpinReXs

Orange, Apple 1.40

Hindustan Grapy Red Grapes, Litchi, 1.20


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Pricing Strategic Matrix

Penetration Pricing

Our product will be lie

on penetration strategywith high quality & lowprice

For introducing new

product Price low to capture

market share

Expect to make profitin volume


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Launching and Promotion

Promotional Tactics

Provide free samples in the market for the brand

awareness


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Advertising

The following shows the advertising in the printmedia to our target audience by using themessage showing a glass full of juice Drink this

much every day


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Long-Term Strategy

Change beverage choices in vending machines atschool and collages

Assess the financial impact on school and collageprofits

Identify approaches to promote healthful beveragechoices and maintain profits for schools andcollages

Targeting

3,500 in smallest school and collages

all metro city in India.

20, 000 in largest school and collages

all Metro city in India


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Contd.

Change advertising onbeverage vending machines

Change beverage choices towater, sports drinks, and100% fruit juices

Collect and submit monthlyfinancial data from schooland collages

Provide a Rs. 3,000 incentiveper school in the project


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Factors to Consider - VendingMachines

Location of current vending machines

Power sources

Marketing strategies

Size of Cans and or Bottles Cans, Bottles, or both

Pricing strategies

Lower for healthier choices

Price all beverages the same


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for trisor advertisement of

5sec.

We will tie up with PVR cinemas to increase ourWe will tie up with PVR cinemas to increase ourbranding.branding.

Will be putting up vending machines in every pvrWill be putting up vending machines in every pvr

cinemas like Bengalooru, Gujarat, Hyderabad,cinemas like Bengalooru, Gujarat, Hyderabad,

Maharashtra ,etc.Maharashtra ,etc.


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A new client approaches you

Illustrative Global shares of

display advertising revenue

Source: ZenithOptimedia

Illustrative Global shares of

display advertising revenue

Source: ZenithOptimedia

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We consultant -analyses what theyare spending onMedia.

You do the marketresearch & advisethem on the scopefor improvement.


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Communications elements

codecode

idea meanings

decodedecode

Promotional mix

Which channels/media?

Promotional mix

Which channels/media?

Methods/mediaMethods/media

receiverreceiversendersender

Confused & conflicting messages from a Babel of sources?

IMC to cut thru the noise42


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Selecting Advertising Media

Reach. % of people exposed to

the advert

Frequency. Number of times a

person is exposed toadvert (sees it)

Media impact

the qualitative value ofa message exposurethru chosen medium

43
http://www.cpfc.co.uk/page/Advertising/0,,10323,00.html


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Value add service

AAAAAAAAAAAAAA


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AAAAAAAAAAAAAA

Serving Size:1Serving Size:1

Containerper :125 mlContainerper :125 ml

Energy : 54 kcalEnergy : 54 kcalProteins : 0.5gmProteins : 0.5gm

Fats : 0gmFats : 0gm

Carbohydrates : 13gmCarbohydrates : 13gmNatural Fruit Sugars :Natural Fruit Sugars :

8.2gm8.2gm

Added sugar : 1.8gmAdded sugar : 1.8gmVitamin C : 12.5gmVitamin C : 12.5gm

Sodium : 40mgSodium : 40mg

Potassium : 70mgPotassium : 70mg

Calcium : 5m Iron :Calcium : 5m Iron :


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Pull:A pull selling strategy is one that requires high spending on advertising andconsumer promotion to build up consumer demand for a product. If thestrategy is successful, consumers will ask their retailers for the product, theretailers will ask the wholesalers, and the wholesalers will ask the producers.(promote first (personal selling?) to marketing channel members, becomeinvolved in promotion to end-user.)

Push:

A push promotional strategy makes use of a company's sales force andtrade promotion activities to create consumer demand for a product. TheFreshness India promotes the product to wholesalers, the wholesalers promoteit to retailers, and the retailers promote it to consumers.(seller promotes to stimulate demand, exerts pressure on distributionchannel )


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Pulling and Pushing Strategies

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39 Media Planning

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