Media Strategy Planning - Dimensions Who Where When How much TA Selection Mkt Prioritization/ Identification Timing/ Scheduling Media Weight.

Media Strategy Planning - Dimensions

Who Where

When How much

TA Selection Mkt Prioritization/Identification

Timing/Scheduling

Media Weight

Socio-Economic Classification - Urban

• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.

• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.

• The SEC of the HH determines the SEC of the family members.

• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

Some Definitions

Urban & Rural Classification

According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.

2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population engaged in

non-agricultural pursuits, and- A density of population of atleast 400 per sq km

Contd..Contd..

Some Definitions

Urban & Rural Classification

3. Apart from these, the outgrowths of cities and towns have also been treated as urban.

All areas not identified as Urban, are classified as Rural

Some DefinitionsHousehold - A person living alone or a group of

persons staying together & sharing food from the same kitchen

CWE - The member of the family who makes highest contribution to the HH income

MHI - The sum of income of all members of the family

Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.

Some DefinitionsLiterate - A person who can with

understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.

Broad SEC Classification - Urban

SEC By Education By Occupation

A1 Grad & Post Grads Officer &Execs(General & Professional) (Sr & Mdl)

A2 Grad & Post Grads Shop ownrs, Sup Level,(Professional) Ofiicers & Execs (Jr Lvl)

B1B2 SSC+ < Grad Skld wrkrs, Ptty Trdrs, Clrk,Slsmn

C Schooling 5-9 yrs Skld wrkrs, Ptty Trdrs, Clrk,Slsmn

D Schooling upto 4 yrs Skld/Unskld, Ptty Trdrs, Clrks,Slsmn

E Illiterate Skld/Unskld, Ptty Trdrs,

Broad SEC Classification Grid - Rural

SEC By Education By Type of House

R1 Some College but not Grad., PuccaGrads & Post Grads

R2 SSC/HSC Semi Pucca

R3 No formal school, Semi PuccaSchooling upto 9th Std

R4 Illiterate Kuchha

BDI & CDI

High share of market

Good Market potential

Low ShareGood Potential

High Share

Always monitor for sales decline

Low share of market

Poor Market potential

HIGH BDI LOW BDI

High CDI

Low CDI

Scheduling Strategy

• Campaign Objective– Launch vs Reminder campaign

• Buying season– Seasonal vs Year round buy

• Purchase cycle– Monthly vs Impulse purchase

Scheduling patternsFlighting

Pulsing

Continuous

How complex is Media today?

Reaching the consumer : Media in India

Press : 30,000+ publications

Television : 200+ channels

Radio : 200+ commercial stations

Cinema : 12,000 theatres

Relative Media Penetration

Population 763.1 100.0 223.3 29.3 539.9 70.7

in Millions %^ in Millions %^ in Millions %^

Press (Any Publication-AIR) 186.9 24.5 102.9 46.1 84.0 15.6

TV (At least once a week) 407.8 53.4 178.2 79.8 229.6 42.5

TV(At least once a week in C&S) 155.8 20.4 102.5 45.9 53.3 9.9

Radio (At least once a week) 164.0 21.5 56.3 25.2 107.7 19.9

Cinema (At least once a month) 53.7 7.0 24.1 10.8 29.6 5.5

Internet (At least once a week) 6.5 0.9 6.1 2.7 0.4 0.1

Source: NRS '03

All India Urban Rural

Cinema

• Number of Theatres– 1995 9,000 Theatres

– 2000 12,000 Theatres

– 2004 20,000 Screens

Outdoor is today OOH!

• Hoardings

• Kiosks

• Bus-shelters

• Hoardings• Kiosks• Bus-shelters• Malls• Restaurants• Multiplexes• Trains• Airplanes

How complex are messages becoming?

Ads are jumping out of ad breaks……and invading programming space!

Number of Companies on TV versus Print : Ad Clutter!!! 28768

21801

15768

9137

6234509347344378

27792151 2474 2657

36364246 4339 4137 4630

2025

1994 1995 1996 1997 1998 1999 2000 2001 2002*

Press TV

Source : TAM ADEX

Number of Brands on TV versus Print : TV far behind

Print

1994 1995 1996 1997 1998 1999 2000 2001 2002

49562

36900

26834

14811

10616858880077052

465789007972827281487134

4970466441064013

TV Press

Source : TAM ADEX

Consumers are experiencing newer forms of media everyday

• SMS

• Direct Mail

• Internet Spam

• Telemarketing

• Direct-to-home sales

As a result…

Numerators going North…Denominators heading South!

FragmentationMedia Proliferation

Inflation

Rising costsCost Efficiency =Cost of Media Inventory

Audience Size

• Poor Advertisers! – Cost efficiencies are being subjected to a double

whammy!– Hence, CPRPs, CPTs are jumping by leaps and bounds

What the hell is…

Media Planning?

Is it like a Purchase Function?

• Purchase Dept.– Raw materials

– Quantity

– Quality

– Best Price

• Media Planning– Media

– Audiences

– Conversions

– Best Price

Or is it like…

Equity Investing?

Or is Media Planning a

Science?• Cost per Rating Point

Market Share increase per lac of media spends

Increase in Awareness/ 100 GRPs

• Cost per customer

Or is it the

technique……of reaching out to the maximum potential audience set at the

least possible cost?

Or is it the art…

…of coinciding your Media Communication with a Consumer need for your product

5W + 1H = Media Plan

OR is it a Simple Equation?

The 5Ws & 1H of Media Planning

WhoWhen

WhyWhat

Where

How

The Product,Ad Message

TheConsumer

MediaSelections

Seasonality

MarketsLaunch,Promo

Media PlanMedia Plan

The Recent History

The Early 90s• DD1 still king

• Few programs give exceptional reach since

program viewership at 40, 60, 80 levels

• Satellite channels get launched

• Print Planning also fairly simple - few dailies and

magazines did the trick

• An age when Media Planning in most agencies

was still a back-room function

The Mid 90s• In ’93, ‘94, some top brands started getting

advertised on Satellite channels• Inclusion of these channels for brands became

a big debate• Towards ‘95, ‘96 the no. of brands onto these

channels started going up substantially• It was also the beginning of a new era in Print

with some high profile launches• Outlook came in this same period as a

challenger to India-Today

The Late 90s• This period started with the raging debate across

Advertisers and Agencies on DD vs C&S

• Then Peoplemeter suddenly changed the picture

• Larger monies started going into Satellite

• In Print, Dainik Bhaskar started the trend of moving into other publication’s strongholds for expansion

• Some international magazines also set up their shop here. Elle redefined fashion for women

2000-01• 2000 ended on the note - “Content is King and consumers

the Kingmakers” • 2001 the year of relaunches- channels trying to reinvent

themselves with innovating programming• Regional Satellite boom. Channel bouquets, Networks• The DD vs C&S debate changed to Mass vs Niche channels

in Advertiser plans• Regional Publications made forays into each others

territories - Amar Ujala, Bhaskar, Jagran, TOI• Magazines learnt the trick of narrow focussing – more and

more offered edition splits• Net becomes a medium for business for financial

institutions. Web advertising undergoes radical change

Introduction to some basic terms & definitions used in media

research

The Brief…

Client Inputs for Media Plan

1. Category sales figures2. Geographic sales distribution3. Market size/Market shares4. Profitability trends5. Seasonality6. Cost history/price fluctuations7. Product attributes8. Consumer demographics/psychographics9. Buying habits10. Distribution network/marketing strategy11. Budget allocated

MediaBrief