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Media planningCourtesy- Psalmoy Consult

Dudu Osun (Refined Black soap)

20121418

SAMUEL A. BADEJO

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Introduction- Black SoapManufacturing Process

Black soap is made from the ash of locallyharvested plants such as bark of plantains, drycocoa pods, palm tree leaves, and Shea tree barks.First and foremost, the leaves and bark are sun-dried and then roasted in pots at an even andconstant temperature which is important toensure color, texture and smell. Then water and

various oils - palm oil, coconut oil, palm kernel oil(including shea butter and cocoa pod powder) -are added to the mixture and stirred for at least aday.

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Black Soap OriginBlack soap is traditionally made in west Africa,

typically Ghana and Nigeria from secret recipes.Different tribes and communities have adopted theirown specific (secret) blend of oils and cookingtechniques, which can be seen in the different colorsamongst black soap.

Dudu osun is a refined African black soap made withmany pure natural ingredients-honey, palm oil etc.

unlike many soaps made in the US or Europe whichtend to have many added artificial ingredients andmay result future side effects.

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SWOT/Product Analysis

Strength- its a good option for babies and adultsbecause of its harmless ingredients and uniquefunction.

Weakness- it is inadequately and unevenlydistributed in the country

Opportunity- it is largely known by the existingusers as a well refined black soap with good

fragrance. Threat- over the years, many have detested the use black

soap because of its color and stains on objects.

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Product Analysis

Dudu osun black soap, also known as African black

Soap (Anago Soap, Alata Simena, or Ose Dudu) haslong been used to heal problem skin.

It helps to cleanse evening out dark spots, eczema,

razor bumps and eliminating blemishes. It is also used to lightly exfoliate(remove old layer

of the skin) and give you healthier looking skin.

The soap can also be used on the body or hair foroily skin, skin rashes, scalp irritations, of bodyodours and is good for sensitive skin.

Dudu osun, unlike other many soaps is made with

100% organic and natural ingredients.

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Competitor Analysis

Raw black soap- is fully made from the natural

ingredients unlike other listed competitive brandswhich have been refined and packaged.Raw black soap is traditionally more valued by thetraditional believers sequel to its traditional functions

at festivals and other traditional functions, and attimes for the treatment of bruises/fresh cuts.Refined (other) black soaps- are majorly used forbody care and many other functions that have high

competitive measures but are still incomparable toDudu Osun due to its outstanding features andfunctions derived from special natural contents itcontains.

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Media Strategies

Raw blacksoap

Madina CocoaButter Soap

Akoma blacksoap Nubianblack soapNasabbs black

soap

Television ads will be run during the national network (NTA)news due to the target market size.Radio ads will be run on WASOBIA FM due to its multilingualedge over other radio channels while,Bill-boards ads will be located at the commercial areas in theNigerian cities.

An amount worth $200,000 will be spent on media planning andadvertising to meet the target market and lay down a bench-mark for substitutable brands

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Media Planning/Strategies

Reach- at least, over a hundred million persons

out of the 167 millions of Nigeria population are ex-

pected to be reached within specified period.

Frequency- the TV and radio ads will be run for on

6 months on a continuous trend before pulsing while the

bill-boards ads will be displayed for a year.

The TV and radio ads will be run 180 and 36o timesrespectively while the bill-boards will be displayed 365 daysto accomplish expected reach and frequency objectives(weight).

Semi-urban

Populated urban

Organized urban

Rural settlement

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Media Analysis

The advertising budget will be allocated overtime in line with the efficiency of media(continuity)

The target audience will be exposed to the

advertising message immediately after theads purchase (recency)

Quarterly market survey will be done to be

economically justified for theaccomplishment of objectives (costmanagement)

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Rebranding/Packaging Initiatives

Dudu osun liquid soap is

correct the impression that

the color stains

4 Dudu osun soaps in a

pack with soap case isto create a difference

+ soapcase

Dudu OsunLiquid

Soap

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Media Objectives

to remind existing consumers

Influence brand selection

aimed at increasing sales by 40%

heighten consumer knowledge on

product value differentiate product competitive

brands

break into the new market to create an effective reach

to create customer loyalty and make

profit

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Media Target Analysis(GRPs)

Total Population base : 100,000000

Radio- 45,000000Tv - 35,000000

Bill-board- 20,000000

Total Population base : 100,000,000

Media No. of targets No. of insertion Impressions(GRPs)

TV 35,000000(21%) 1 35,000000

Radio 45,000000(27%) 2 90,000000

Billboard 20,000000 (12%) - 20-40,000000

Total Impressions 125-145,000000

GRPs=Reach(R) X Frequency(F) 125-145,000000

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CPM Analysis

Cost per Thousand (CPM)

Target Market (TM)

CPM= Cost of ad # of contacts (expressed in thousands)

N 600,000125,000000 =0.0048