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Nesfruta media consumption analysis

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Media consumption analysis - case study

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Nesfruta media consumption analysis

  1. 1. Media Consumption Analysis Haris Ahmed Mohsin Hassan Khan Umair Ashraf Arnold Mir Abdul Mateen Baloch Sara Amjad
  2. 2. Company: Nestle Brand: Nesfruta
  3. 3. Target Audience • Core: • 15 to 45 age bracket • male and female • Teens • Broad: • Umbrella population • All age groups • All SECs
  4. 4. Competition
  5. 5. Direct Competitors • Shezan All Pure • Slice • Minute Maid
  6. 6. Indirect Competitors • Polly • Maaza • Frooto • Soft drinks (Coca Cola, Pepsi, Fanta, Mirinda, Sprite, 7up) • Unbranded juices (Rani etc)
  7. 7. Competitive Spend Analysis
  8. 8. Mediums Mix • Nestle Nesfruta’s competitors are doing 360 degree campaigns which include » TV » Radio » Print » OOH » Internet
  9. 9. Competitor’s Spend • Competitors are spending around 800 million on Television and Radio • Whereas the total category spend is1 billion
  10. 10. Competitor’s CPRP • Nesfruta’s competitors achieve indexed CPRP of Rs 24,600
  11. 11. Category Heat • Major competition lies between Nestle, Slice and Shezan • Category heat is comparatively low but indirect competitors saturate the market • Category heat also depends upon the stretch of season in the particular area of distribution
  12. 12. Brand’s Media Consumption
  13. 13. Brand’s Media Consumption • 360 Degree Media Campaign • Approximately 95 Million media budget
  14. 14. Budget Distribution • TV: 61.75 Million • Radio: 2.85 Million • OOH: 23.75 Million • Print: 6.65 Million
  15. 15. Television 65%Radio 3% OOH 25% Print 7% Television Radio OOH Print Budget Distribution
  16. 16. Television Spend and CPRP • Television spend of Nesfruta is 61.75 Million • CPRP of Nesfruta is Rs 25,000
  17. 17. Electronic Media Strategy • 80% on National Channels • 20% on Regional Channels • Targets: – Entertainment Channels – News Channels – Kids Channels • Time band splits: – 70% prime time – 30% non-prime time
  18. 18. Electronic Media Planning • Entertainment channels: – 8pm to 9pm drama serial slot – Morning shows – High rated dramas • News Channels – Prime time – Noon • Kid’s channels – Evenings in weekdays – Noon in weekends
  19. 19. Analysis
  20. 20. GRP per Year and Monthly Spend • Total GRP per year is 7,200 • Nesfruta is spending on average of 15 Million per month during season on its advertising campaigns • Campaign period starts from end of February till end of September
  21. 21. Effective Frequency • Ostrow Model defines the effective frequency of Nesfruta as 3+ (3.3) • D:University DocumentsSemester 6Media Consumption AnalysisOstrow Model Shezan.xlsx
  22. 22. Other Mediums
  23. 23. Print Media • Division of print media is like: – 40% on Daily Newspapers – 60% on Magazines • Spend on magazine is higher because of its longer life and currency
  24. 24. Radio • 80% in Metro Cities • 20% in Regional areas on Drive Time
  25. 25. OOH Campaigns • Main focus areas for OOH campaign are A&B SEC locations like: – Shara-e-Faisal – Defence – North Nazimabad – Gulshan-e-Iqbal • Billboard sizes range in between 90x30 or 60x30 in metro and adjoining main cities • Whereas in suburb and small cities Nesfruta usually go with small sizes i.e. 10x20 billboards

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