HFR media Plan

8/7/2019 HFR media Plan

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Himani Fast Relief

-ARKAPRAVA GHOSH-

EMAMI LIMITED

Date : 09-10-07


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Recap of Brief

No significant changes from the annual brief Brand is under Rubs category and used primarily for headache

Major players in this category are Iodex & Moov with M.S. of 44% &

43% respectively P1 markets : TN & Mah; P2 markets : MP, Jharkhand, Gujarat Aim to achieve minimum of Rs. 25 cr. Sales by end of March 2008 Target M.S. in TN 6%, in Mah 12% To became no.2 player in Jharkhand & MP

To increase 50% market share in Gujarat

Campaign Period : Oct. 28 to Jan. 6, 2008 Commercial edits: 20 sec/15 secs Budget: Rs. 2.5 crores


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Summary of the Plan

Brand H

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Scope of the presentation

TG Identification Priority Markets Media Reach/Reach Build up in TG

Competitive analysis Media Strategy

Media weight Benchmarking TV Genre Preference Channel Selection TV Plan iterations

TV - Pre evals against Target Reach optimization of first-cut plan

Final TV Plan with Pre-evals Innovative ideas

Broad activity schedule Budget Summary


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T dentification

Priority Markets Media Reach/Reach Build up in TG


Media weight Benchmarking TV Genre Preference

Channel Selection TV Plan iterations


Final TV Plan with Pre- evals Innovative ideas



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Analyzing the Rubs & Balmsusers

Source :IRS 0 , R1


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Urban : Rural Dispersion

: All India

Major competitors users skewed towards Urban

All India Users % C Users % C

U + R 39932 100 24520 100Ur n 20958 52 14497 59

Rur 18974 48 10023 41

Iodex Moov


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Urban : Rural Dispersion

Target Market

Balm users are mainly Urban skewed

Us rs % Us rs %

h U + RUrban 2978 60 1032 88

R ral 2016 40 138 12

TN U + R 1516 100 874 100Urban 878 58 516 59

R ral 638 42 358 41

U + R 3835 100 465 100

Urban 1943 51 345 74

R ral 1892 49 120 26

U + R 2846 100 527 100

Urban 1507 53 281 53

R ral 1339 47 246 47

Jh rkh U + R 1008 100 968 100Urban 486 48 693 72

R ral 522 52 275 28

v


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Pop Strata Dispersion

Urban : All India

Us s % C Us s % C

40 L Towns 6569 31 5198 3610-40 L Towns 4085 19 2434 17

5-10 L Towns 2069 10 1704 12

1-5 L Towns 3800 18 2462 17

50K - 1 L Towns 1402 7 892 6

Below 50K Towns 3033 14 1807 12

20958 100 14497 100

1 Lakh + towns contributing more than 78% of users


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Balm Users Urban vs Rural

issue Mainly urban skewed and penetration high

in 1 Lakh towns

Therefore should adopt the top-downapproach The ATL media coverage, thus, ideally

should focused in the urban area only However, the key focus should be 1 Lakh +

towns


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SEC Dispersion : Urban

All IndiaUsers % C Users % C

A1 1655 8 1588 11

A2 2530 12 2239 15

B1 2518 12 2024 14

B2 2472 12 1880 13

C 4620 22 3155 22

D 3780 18 2061 14

E1 1544 7 786 5

E2 1839 9 765 5

20958 100 14498 100

ex Moov

Major contribution from BCD


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SEC Dispersion : Urban

P1 MarketMah Users Q C Users Q CA1 14

R5 125 12

A2 282 R 150 15

S1 355 12 133 13

S 2 303 10 116 11

T U U2 26 2

U0 26

V 5R U 20 146 14E1 2 U 4 R 56 5

E2 245 8 36 3

2977 100 1032 100

W X

A1 4 U 5 38 U

A2 60 U 40 8

S 1 88 10 U 2 14

S 2 111 13 63 12

T 240 2 U 148 2R

V 204 23 U 4 14

E1 64 U 45 R

E2 63U

34U

877 100 514 100

IoY ex Moo

Major contribution from


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Gender dispersion

:U

rban All India

Users %C Users %C

All 20958 100 14498 100Male 11084 53 7760 54

Female 9874 47 6738 46

ex M

No major consumption difference between Males & FemalesMediaFocus should be on AllAdults


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Gender dispersion : Urban

P1 MarketMaharash ra sers % sers %

All 2 8 100 1032 100

M le 15 53 60 5

emale 13 8 4 423 41

N

All 8 8 100 516 100

Male 44 51 301 58

emale 42 4 215 42

I ex Moov

No major consumption difference between Males & emalesexcept for Moov which is males skewed in Mah & TN

Media ocus should be on AllAdults


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Age Dispersion : Urban All

India

Users % C Users % C

12-1 Yrs 1 11

1 -1 Yrs 2 1 1 1320-2 Yrs 1 0 2 3 01 2

30-3 Yrs 1 20 2 0 20

0- Yrs 32 2 1 22 1

0 Yrs + 3 00 1 2 1

20958 100 14496 100

Iodex Moov

Primarily 15 yrs


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Age Dispersion : Urban

P1 MarketsMah Use s Use s

12-14 Yrs 181 6 62 6

15-19 Yrs 4 13 126 12

20-29 Yrs 98 27 270 26

30-39 Yrs 607 20 211 2040-49 Yrs 487 16 166 16

50 Yrs + 532 18 197 19

2979 100 1032 100

12-14 Yrs 39 4 18 3

15-19 Yrs 111 13 66 13

20-29 Yrs 211 24 135 2630-39 Yrs 180 21 82 16

40-49 Yrs 105 12 79 15

50 Yrs + 232 26 136 26

878 100 516 100

o ex Moov

Primarily 20 yrs +


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Demographic TG- In sum

All Adults

Age 15 - 54 yrs SEC BCD

Pop strata : Mainly Urban , 1 Lac + Towns


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TG Identification PriorityMarkets Media Reach/Reach Build up in TG







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Market focus strategy

Focus on TN & Maharashtra P2 Markets : Jharkhand, MP & Gujarat


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TG Identification PriorityMarkets Media Reach/Reach Build up in T







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Media Reach & Reach

BuildU

p in TG :U

rban

TV delivers significant reachSatellite Reach equally high in TN

Incremental reach is high for Press except in TN

Incremental Reach of Radio is good in TN

TN MAH MP GUJ BIHAR

Press 57.6 66.4 47.1 55.7 46.8

Hindi Dailies - 15.5 46.0 53.9 * 43.8

Hindi Magazines - 8.40 12.9 2.3 29.3

TV 83.5 78.4 73.7 71.0 53

Satellite 74.3 53.1 37.9 43.5 24.7

Radio 46.1 23.6 19.9 12.1 21.9

Cinema 10.6 5.60 2.6 6.3 10.6

Press + TV 89.3 88.6 79.8 80.7 65.2

Press + Satellite 84.9 80.0 61.3 69.2 53TV + Satellite 84.2 79.1 73.8 72.6 53.3

TV + Radio 89.9 82.2 76.8 73.8 61.4

Satellite + Radio 86.4 63.5 50.5 49.8 41.4

Press + TV + Satellite 89.6 88.9 79.9 81.2 65.4

Press + TV + Radio 92.6 89.7 81.5 82.2 68.7

Press + TV + Cinema 89.8 88.9 80.0 81.1 66.8

Press + Satellite + Radio 90.5 82.5 66.2 71.6 58.9

Press + Satellite + Cinema 85.5 80.4 61.6 69.8 55.7

TV + Satellite + Radio 90.3 82.8 76.9 75.2 61.7

TV + Satellite + Cinema 85.4 79.9 74.3 73.5 56.9TV + Radio + Cinema 90.5 82.8 77.1 74.5 63.5

Satellite + Radio + Cinema 87.3 64.9 51.2 51.7 45.9

Press + TV + Satellite + Radio 92.9 89.9 81.6 82.7 68.9


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Media Reach & Reach

Build Up in TG : Rural

TV delivers significant reachSatellite Reach equally high in TN

Incremental Reach of press also high

Radio Reach high in TN & MP

MP Maharashtra TN Bihar

Press 52 70 70 53

TV 66 75 87 32

Satellite 14 32 76 5

Radio 38 22 52 43

Cinema 2 3 7 5

Press + TV 76 87 93 62

Press + Satellite 59 75 89 54

Press + Radio 62 72 81 64

TV + Satellite 66 76 87 32

TV + Radio 75 80 93 58

Satellite + Radio 47 45 88 46

Satellite + Cinema 16 33 77 9

Press + TV + Satellite 76 87 94 62

Press + TV + Radio 80 88 95 70

Press + Satellite + Radio 67 77 93 64

Press + Satellite + Cinema 59 75 89 54

TV + Satellite + Radio 75 81 93 58

Press + TV + Satellite + Radio 80 88 95 70


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April 06 to March 0

Learnings from Key

competition

Source : MAP ADEX


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Share of TV & Print : 2005 &

2006

None of the major brands are spending on Press

TV Pa b

c c TV Pa b

c c

TV

d e

P

a b

c c

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Tf

tg

h

i i

TV

d

p

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a b

c c

d

p

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tg

h

i i

Moovq r s r t q r s r u t t t q t v q t q t v q u t t t

Fw st x ey ief s r u q s r r q r r t t q u s r u r q s

Iodex s r t t s r t u t t t r s s t r s r u t t t

Peorub Stron

u s u u v v s u u q r s s s

Ga

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R c . h

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uc

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TV Advertising seasonality

Month

H

Iod

x Moov A

jtanjan M+ Tig

Vickk

Zandj

Total %l

ontr

Bal

Apr ' m n o . m . m . n m . m m . m m . m m . m . n . .

M y . m m . m . . m . m m . m m . m . o . o .

Ju m . m m . m . . m m . m m . m . m . . .

Juz y . n n . . . o n . . o m . m . n o o . m .

Aug m

. m

.m

.

.

. m

.

.

.

. m

.o

{ pt 100. 161. 134.3 33.4 14.4 61.0 82.2 55.5 642.6 14.5

Oct 6.2 150.3 103.

0.2 0.0 0.6 88.6 49.9 399.5 9.0

Nov 43.5 89.8 119.9 78.9 56.7 43.6 178.1 22.6 633.1 14.2

D

c 109.8 147.7 108.2 0.1 66.9 28.5 86.5 27.0 574.7 12.9

J '07 55.3 0.0 70.2 0.0 63.5 0.5 64.9 39.3 293.7 6.6

F

b 0.0 0.0 74.9 0.0 0.0 0.5 69.4 24.5 169.3 3.8

M r 0.0 0.0 56.6 0.0 0.0 0.0 0.0 6.8 63.4 1.4

641.9 616.6 1410.8 136.8 270.7 188.1 778.8 401.7 4445.4 100.0

Sp nd k ( k . Lack )

P kAdvtg months r Ju - pt&Nov-D c(monsoon&wint r

On y Moov ctiv throughoutth y r@ Emami Rate


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TV Advertising seasonality

.

2.

4.

6.

8.

10.

12.

14.

16.

Ap' 6 May Jun

eJuy Au

gSep

tOc

tNov DecJa

n' 7 Feb Ma

%S

pendsc

ontr(TV)

Peak period is Jul-Sept & Nov-Dec


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CS vs NCS Spends

Areas

HFR Iodex Moov Amrutan|

an M+}

iger Vic~

s Zandu}

otal

alm

Al l India 642.0 621.4 1411.1 136.9 270.7 188.1 778.9 401.7 4450.8

NCS 248.9 215.9 251.4 23.4 0.0 10.6 187.4 18.8 956.4

NCS (%) 39 35 18 17 0 6 24 5 21

CS (%) 61 65 82 83 100 94 76 95 79

Spends

Rs. acs)

Category TV use dominated byCS

@ Emami Rate


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TV Spends : CS vs NCS

2

4

6

8

2

HFR I dex j n Tige Vick

Zndu

CSNCS

TV Spends more skew towards CS


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Recommended Media Mix

TV is the Primary media

Print & Radio as support to boost reach/frequencywherever needed

Media Mix recommended TN : Reg Satellite

Mah : Nat./Reg. Satellite MP : Nat. Satellite & Press

Guj : Nat. Satellite & Press

National : Nat. Satellite & NCS


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Media weight

benchmarking - satellite TV

Benchmarking against R/F delivery ofMoov & Iodex in their respective strong

areas


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Month wise SOV : Mah CS

Moov is the leader and active throughout the yearPeak Month is Nov & Sust month is Oct

Month

Total

GRPs SOV GRPs SOV GRPs SOV GRPs

Sept '06 407 33 298 24 537 43 1242

Oct '06 4 0 409 45 487 54 900

Nov '06 213 17 352 28 672 54 1236

Dec '06 342 24 585 41 490 35 1416

Jan '07 239 45 0 0 291 55 530

Feb '07 0 0 340 100 340Mar '07 0 0 254 100 254

Apr '07 126 14 395 44 385 42 906

May '07 411 47 143 16 330 37 884

Jun '07 28 2 770 65 383 32 1181

Jul '07 637 35 723 40 444 25 1803

Aug '07 233 16 642 45 552 39 1426

Total 2638 22 4316 36 5163 43 12117

GRPs

HFR Iodex Moov


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Month wise SOV : TN CS

Mont

ot

G SO G SO G SO G

Sep '06 6 1 394 41 567 59 967

Oc '06 3 0 669 67 327 33 1000

v '06 119 13 412 44 401 43 933Dec '06 986 45 714 33 483 22 2183

J '07 253 39 83 13 309 48 645

Feb '07 0 0 327 100 327

ar'07 0 0 214 100 214

Apr'07 2 0 485 62 295 38 783

ay '07 419 47 306 34 166 19 891

J '07 253 26 551 57 158 16 961

J l '07 480 35 575 42 310 23 1365

A g '07 132 15 467 54 267 31 865

ot 2 53 24 4 57 42 3824 34 11134

G

F Io ex Moov

HereI dexis he leaderPeakm hisDeca dSus m hisOc


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R-F Benchmarking- Joseph Ostrow Model for Effective Frequency

Marketing Factors:

Established Brands -0.2 -0.1 0.1 0.2 New Brands

High Market Share -0.2 -0.1 0.1 0.2 Low Market Share

Dominant Brand in Market -0.2 -0.1 0.1 0.2 Smaller, lesser known brand

High brand loyalty -0.2 -0.1 0.1 0.2 Low brand loyalty

Product used daily -0.2 -0.1 0.1 0.2 Product used occasionally

0.1 0.2 Need to beat competition

0.1 0.2 Advertising to older consumers or children

Total Score for Marketing Factors 0.6 (addition of applicable scores)

Creative / Copy Factors:Simple Copy -0.2 -0.1 0.1 0.2 Complex Copy

Copy more unusual than competition -0.2 -0.1 0.1 0.2 Copy less unusual than competition

Continuing campaign -0.2 -0.1 0.1 0.2 New copy campaign

Product sell copy -0.2 -0.1 0.1 0.2 Image oriented copy

Single message -0.2 -0.1 0.1 0.2 Multiple messages

New Messages (to avoid wear-out) -0.2 -0.1 0.1 0.2 Older Messages

Larger ad units -0.2 -0.1 0.1 0.2 Smaller ad units

Total Score for Creative / Copy F -0.3 (addition of applicable scores)

Media Factors:

Lower ad clutter -0.2 -0.1 0.1 0.2 High ad clutterCompatible editorial environment -0.2 -0.1 0.1 0.2 Non-compatible environment

Continuous advertising -0.2 -0.1 0.1 0.2 Pulsed of flighted advertising

Few Media Used -0.2 -0.1 0.1 0.2 Many Media used

Total Score for Media Factors 0 (addition of applicable scores)

Overall Score: 0.3 (addition of factor wise scores)

Base Frequency (3 + ): 3

Effective Frequency lower cut off: 3.3 (addition of overall score to base frequency)

Thus, the effective frequency for Fast relief is 3 +

In terms of a frequency band, maximum reach between 3 to 5 exposures will be optimum


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R/F Benchmark

GRP Reach @ 3+

N- -E C Peak 640 60%

N C Peak 720 50%

Mah C Peak 642 60%

N C Peak 820 50%

TN C Peak 714 55%

Guj C Peak 685 73%

N C Peak 700 60%

MP C Peak 714 70%

N C Peak 1100 70%

GRPs & R-F Benchmark for Mah & TN should be 15-20% moreand for other markets 10% more than competitors peak month


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Target Media weight

Imp. marketsCS

N-W-E M TN uj MP

GRPs 700 770 825 750 785

Reach @ + 63 66 62 73 73

NCS

N-W-E M TN uj MP

GRPs 980 770 1200

Reach @ + 53 60 63 73

Pe kMont

Pe kMont


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Media weight Benchmarking TV enre Preference

Channel Selection TV Plan iterations





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TV Genre Preferences by TG

News, Feature Film & Serials are preferred Genre

Rubs & B ms HFR

HFRusers

fff i i y

Moov

sers

Moov

sers

ffi i y

Iodex

sers

Iodexusers

ffi i y

Pro

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9

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9

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ricu

turebasedpro

rammes

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artoons

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ricket

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eature

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Channel selection- Mah, MP &Guj (National CS Channels

CHANNEL N-

-E TVR INDEX TVR INDEX TVR INDEX

SaharaOne 03 0

2 69 0

5 155 0

2 69

Sony En 0 4 0 4 100 0 6 151 0 4 107

StarOne 02 0

2 81 0

4 171 0

2 105

Star lus 1 1 0 9 85 1 6 151 2 0 189

Zee TV 09 1

0 108 1

5 164 0

9 92

FI

M

01 0

1 86 0

2 129 0

1 93

M

X 0 5 0 6 116 0 8 162 0 6 126

StarGol

04 0

4 100 0

7 191 0

5 140

Zee Cinema 0 5 0 6 108 0 9 178 0 7 133

aj Tak 0 2 0 2 106 0 3 156 0 1 78

IBN 7 0 1 0 1 67 0 2 211 0 1 89

India TV 0 1 0 1 50 0 2 158 0 1 108NDTV India 0 1 0 1 100 0 1 83 0 1 100

StarNe s 0 2 0 1 59 0 3 171 0 1 76

ZeeNe s 0 1 0 1 67 0 1 78 0 0 44

ETV Marathi 0 81

MiMarathi 0 09

ZeeMarathi 0 69

GUJ

MOVIE

NEWS

M

-

Reg)

GEC

MAH MP


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Channel selection - TN

R gi n nn s Avg. T R

Jaya

K

un us .

SUNN ws .

Sun .

V jay V .

TN R g nal


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Recommended Channels

Based on TVR & Index in priority statesrecommended: GEC (national - Zee TV & Star Plus: Movie (national Zee Cinema, Star

Gold. Filmy can be considered to addfrequency

: News - Aajtak & Star News: Mah (Regional - ETV Mar & Zee Mar

Mi Marathi can be considered to addfrequency particularly for Mumbai

: TN (Regional : Sun TV & Star Vijay


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TV Plan Summary- 1st

Cut

Channel ACD Total

Wk 1 Wk 2 Wk 3 Wk 5 Wk 6 Wk 7 Wk 9 Wk 10 Total (Secs) Dur (Secs)

DD 5 55

DDDel i 5 999 5 55Zee TV 99 5 5 77 5

t l s 9 5 5 5 75 9957 75

t G ld 5 5 5 5 5 5

Zee Ci ema 83 83 63 83 83 63 63 83 604 15 9060 1890600

Filmy 80 80 60 80 80 60 60 80 580 15 8700 543750 3717750

Aajtak 39 39 7 39 39 7 7 39 76 15 4140 1280070

StarNews 72 72 54 72 72 54 54 72 522 15 7830 1320453 2600523

Sanskar 90 90 60 90 90 60 60 90 630 15 9450 94500 94500

Sun TV 19 19 12 19 19 12 12 19 131 15 1965 2292000

Vijay TV 66 66 44 66 66 44 44 66 462 15 6930 579600 2871600

Zee Mar 35 38 26 35 38 25 25 38 260 15 3900 649050

Mi Mar 60 60 50 60 60 50 50 60 450 15 6750 202500

ETV Mar 37 37 30 37 37 30 30 37 275 15 4125 391425 1242975

Total TV Cost 25640163 25640163

Wk : 25th Oct. to 1st Nov. '07

No. of Spots Total Cost (Rs.)


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Pre Evals vs Benchmark : CS

T r etsWeek Week Week Week Mo thly

N-W-E

GRPs 275 265 165 705 700

R @ 3 36 36 25 62 63

M h

GRPs 315 304 180 799 770

R @ 3 39 39 26 65 66

Guj

GRPs 311 281 186 778 750

R @ 3 41 39 25 67 73

MP

GRPs 420 367 280 1067 785

R @ 3 51 47 41 74 73TN

GRPs 208 211 153 572 825

R @ 3 31 31 23 57 62

y eeks

Target RP & R-F i matching with pre eval except in TN

an hortfall of Reach in uj

To increa e RP & R-F in TN


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Pre Evals vs Benchmark :

NCST rg ts

k k k k - Mo thl

-W-E

GRPs 397 385 244 1026 800

R 3 44 45 30 63 53

M h

GRPs 386 386 272 1044 980

R 3 45 50 35 68 60

Guj

GRPs 360 376 221 957 770

R 3 39 44 27 63 63

MP

GRPs 687 618 383 1688 1200

R 3 63 60 44 76 73

T

GRPs

R 3

y ks

TargetGRP&R-Fhas increased

Toreduceemphasis onDD 1


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S R/F : N-W-E (Peak)

2

5

2 5

GRP's

%Rea

ch

Rea @ +Rea @ +

Scope of further reach if needed


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S R/F : ah (Peak)

3

5

3 5

GRP's

%

Reach

Reach Reach

Incremental Reach from 600- 00 GRPs is limited(Mi Marathi . Additional Reach through selected channel

limited


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CS R/F : TN (Peak)

4

5

4 5 5

GRP'

Reach

Rea Rea

Scope of Reach is limited through selected channels,only GRP can increase through selected channels. Additional

Channel recommended to increase Reach & GRPs


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Pre Evals against Target : CSTarge s

Week 1 Week 2 Week 3 Week 1-3 M y

N-W-E

Ps 275 265 165 7 5 7

3 36 36 25 62 63

Mah

Ps 315 304 18 799 77

3 39 39 26 65 66Guj

G Ps 311 281 186 778 75

3 41 39 25 67 73

M

G Ps 420 367 28 1067 785

3 51 47 41 74 73

TNG Ps 295 289 206 79 825

3 37 37 27 63 62

By weeks

GRPs high in MP (spill over coverage from National channels


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Pre Evals against Target : NCS

GRPs & R-F in the higher side

Targets

Week 1 Week 2 Week 3 Week 1 3 M t y

-W-E

GRPs 357 349 244 950 800

R @ 3+ 42 42 30 60 53

Ma

GRPs 374 371 272 1017 980

R@

3+44 46

35 64 60

Guj

GRPs 352 367 221 940 770

R @ 3+ 38 41 27 63 63

MP

GRPs 586 567 383 1536 1200

R @ 3+ 62 59 44 75 73

TN

GRPs - - - - -R @ 3+ - - - - -

By weeks


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TG I entification

Priority ar kets

e ia Reach/Reach Buil up in TG

Competitive analysis

e ia Strategy

e ia weight Benchmar king TVGenre Preference

Channel Selection

TV Plan iterations

TV - Pre evals against Target

Reach optimization of first-cut plan

Final TV Plan with Pre- evals Br adac ivi yschedule

Innovative i eas

Bu get Summary


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Scheduling StrategyByW

P a Sust. P a Sust.

Month Month Month Month

Wk1 36 26 25 1

Wk2 24 29 29 9

Wk 19 20 29 54

Wk4 21 25 17 36

GRPs 642 425 716 413In N-W-E, major thrust on Wk 1 except for TN Sust. Month where

In TN, during Peak month, imporance given on wk 1, 2 & 3 whereas dur ing Sust. Month

importance given on Wk 3 & 4.

ByT Ban : N-W-ECSof Moov

T Ban

%Spots %GRPs %Spots %GRPs

600-1100 25 12 25 15

1100-1600 24 27 32 38

1600-1900 15 13 15 10

1900-2400 36 48 25 35

Total 2377 642 2300 425

During Peak month, importance given on PT slot whereas for

Sust. Month, more weightage given on Aft slot (1000-1600 hrs)

P a Month Sust.Month

N-W-ECS (M V) TN CS (I DEX)

%Cont . f GRPs %Cont . f GRPs


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Broa activity

Wk-1 Wk-2 Wk-3 Wk-4 Wk-5 Wk-6 Wk-7 Wk-8 Wk-9 Wk-10

Satellite/DD

Week 1 : 28/10 to 3/11 : Heavy thrust

Week 2 : 4/11 to 10/11 : Heavy thrustWeek 3 : 11/11 to 1 /11 : Moderate thrust

Week 4 : 18/11 to 24/11 : No campaignWeek 5 : 25/11 to 1/12 : Heavy thrustWeek 6 : 2/12 to 8/12 : Heavy thrustWeek : /12 15/12 : Moderate thrust

Week 8 : 16/12 to 22/12 : No campaignWeek : 23/12 to 2 /12 : Moderate thrust

Week 10 : 30/12 to 6/1/08 : Heavy thrust


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TG I entification

Priority ar kets



e ia Strategy


Channel Selection

TV Plan iterations



Final TV Plan with Pre- evals Broa activity sche ule

Innovativeideas

Bu get Summary


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Innovative I eas

Break Bumpers Innovations overNewsChannels

Weather Reports

Top of the our (StarNews)


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Innovation on News channel Weather

up ate

Weather e ortCity em City em

umbai 32 Chennai 34

Delhi 35 Hyderabad 36

Kolkata 33 Bangalore 28

AAAAAAA ..


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TG I entification

Priority ar kets



e ia Strategy


Channel Selection

TV Plan iterations



Final TV Plan with Pre- evals Broa activity sche ule

Innovative i eas

Budget ummary


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Bu get Summary : TV

CS NCS Tot l

- - : .6 6. 6.

- - : vie . .- - : e 6. 6.

- - : ev ti al . .

a Regi al . .

T Regi al . .

Tot l Cost (Rs. L cs) 211.6 46.5 258.1

Cost (Rs. L cs)

Note : part from TV, we are considering DainikBhaskar &Divvya Bhaskar all editionsFor Bihar, recommending Radio

India vs. Pakistan DI : If considered, then DD-1 budget to be reduced

Provision : Special Programme /Rate increase : Rs. 10 lacs


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Ra io Cost etails : Bihar

Channel Station Programme Rate per Duration No.of 1-4 wks 5-8 wks 9-10 wks Total Cost

10 sec (Secs) spots (Rs.)

Primary Channel

Jharkhand Jamsh d r Fi m M si 200 20 240 120 120 0 96000

Ranchi Fi

m M

sic 400 20 240 120 120 0 192000Total Primary Channel 480 240 240 0 288000

Jharkhand N ws (Mid 1000 20 122 60 62 0 244000

(Reg News) Br ak)

Total AIR News 122 60 62 0 244000

Total Radio Cost 602 300 302 0 532000


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Thank you

HFR media Plan

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