media planning of bru
TRANSCRIPT
Occasional Coffee
Drinkers
Regular Coffee
Drinkers
MEDIA PLANNING OF BRU
TARGET AUDIENCE OF BRU COFFEE:
AUDIENCE TARGET AUDIENCERegular Coffee Drinkers 30,36,103
Occasional Coffee Drinkers 55,20,188Total 8,55,62,914
Therefore, GRP = 8,55,62,914
Therefore, Bru Coffee main target audience is to set in minds of regular coffee drinkers and secondly it target on the occasional drinkers and try to convert them as regular drinker.
Total Budget:Rs.43,36,70,000
1st Month:47.53%
2nd Month:21.61%
3rd Month:30.86%
TOTAL BUDGET OF BRU COFFEE CAMPAIGN:Rs. 43,36,70,000
BUDGET BREAK UP:
Total Budget for 1st Month:
Rs.20,61,30,000
Hoardings:Rs.9,49,80,000
BEST Bus:Rs.5,77,00,000
Point Of Purchase:Rs.60,00,000
Pole Kiosk:Rs.75,00,000
TVC Advertisment:Rs.3,92,20,000
Coffee Stalls:Rs. 7,30,000
FIRST MONTH:
Reach= 47.53% of GRP= (47.53/100) X 8,55,62,914= 4,06,68,053.02
Frequency= GRP/Reach = 8,55,62,914/4,06,68,053.02 = 2.10
Hoardings:
SIZE (W x H) PRICE10 x 20 Rs. 80,00020 x 20 Rs. 6,00,00030 x 20 Rs. 9,00,00040 x 20 Rs. 12,00,000
142 x 10 Rs. 5,00,000
SizePlace 10 x 20 20 x 20 30 x 20 40 x 20 142 x 10 TotalDadar 2 2 1 42,00,000
Lower Parel 1 2 1 1 41,00,000Mumbai Central 2 1 2 45,00,000
Charni Road 3 2 36,00,000Marine Lines 1 2 1 1 41,00,000
Churchgate/ CST 1 2 2 2 3 69,80,000Mahim 2 2 1 47,00,000Bandra 2 2 1 42,00,000
Santacruz 2 2 1 47,00,000Andheri 2 2 1 42,00,000
Goregaon 2 1 1 1 38,00,000Malad 2 1 2 45,00,000
Kandivali 1 1 1 2 37,00,000Borivali 2 2 1 27,00,000Dahisar 1 1 2 1 44,00,000Vashi 3 2 46,00,000
Matunga 2 2 1 47,00,000King Circle 2 2 1 42,00,000
Kurla 1 2 2 43,00,000Ghatkopar to Thane 3 3 4 4 1,13,00,000
Total 1 28 33 32 20 9,49,80,000Prices of Hoardings of Different Size
Places and Amount of hoardings
BEST Bus: AC BEST Bus Cover:
1 AC bus cover = Rs. 3,00,00040 AC Buses will be covered with Bru Coffee Advertisement and they are as follows:-
Bus No.Place No. of
BusesAmount
From To
AS-707 Ghatkopar DepotVashi Railway
Station5 15,00,000
AS-700Magathane
DepotThane Station(East) 5 15,00,000
AS-503 Wadala Depot Kalamboli 5 15,00,000
AS-9Ghatkopar
Station (East)Colaba Depot 5 15,00,000
AS-4 Oshiwara Depot Backbay Depot 5 15,00,000
AS-461Mulund Bus
Station (West)Borivali Bus Station
(West)5 15,00,000
AC EXPRESS 70
Mira Road Station (East)
Nehru Planetarium 5 15,00,000
AS-505 Santacruz Depot CBD Belapur 5 15,00,000
Total 40 1,20,00,000
Bus Shelter:Bus shelters are illuminated. There 52 bus shelters all over Mumbai which will be used for Bru Coffee advertisement. Places are Dadar, Lower Parel, Mahalaxmi, Mumbai Central, Charni Road, Marine Lines, Churchgate/CST, Mahim, Bandra, Santacruz, Vile Parle, Andheri, Goregaon, Malad, Kandivali, Borivali, Dahisar, Mira Road, Vashi, Virar, Matung, King Circle, Sion, Kurla and Ghatkopar. Each place have 2 bus shelters with Bru Coffee advertisement. 1 Bus Shelter = Rs. 4,00,000Therefore, 52 Bus Shelters X 4,00,000 = Rs 2,08,00,000
Single Decker Buses for Advertisement:
Places No. of BusesVirar to Churchgate 100
Mumbai CST to Thane 80Dockyard Road to Vashi 60
Total 240
Back Side Panel:Each Back Side Panel cost Rs. 12,750.Therefore, 240 Buses x Rs. 12,750 = Rs. 30,60,000
Right Hand Side Panel:Each Back Side Panel cost Rs. 10,000.Therefore, 240 Buses x Rs. 10,000 = Rs. 24,00,000
Left Hand Side Panel:Each Back Side Panel cost Rs. 8,000.Therefore, 240 Buses x Rs. 8,000 = Rs. 19,20,000
Inside Seat Cover Panels:Each bus has 48 seats.Therefore, 240 Buses x 48 Seats = 11,520 SeatsEach seat cover cost Rs. 1,000Therefore, 11,520 buses x Rs. 1,000 = Rs. 1,15,20,000
Solus Double Decker Bus For Advertisement:50 Double Decker Buses are taken for Bru Coffee Advertisement all over Mumbai and one Double Decker Bus cost Rs.1,20,000.Therefore, 50 Buses x Rs. 1,20,000 = Rs. 60,00,000
Point-Of-Purchase:Point of Purchase (POP) stands of Bru Coffee are placed at following Super Markets:
Super Market No. Of BranchesFood Bazaar 10Big Bazaar 10
Reliance Fresh 10D Mart 10
Spencer's Shop 10Hypercity 2
S Mart Supermarket 2Subhiksha 2
Star Bazaar 1Magnet Hypermarket 1Spinach Supermarket 2
Total 60
Each POP cost Rs. 1,00,000.Therefore, 60 x Rs. 1,00,000 = 60,00,000
Pole Kiosk:Every Pole Kiosk series have 10 illuminated advertisements i.e. it covers 10 poles and it’s a teaser campaign. Each Pole kiosk is of Rs. 30,000. Therefore, 10 Pole kiosk x Rs. 30,000 = Rs. 3,00,000. So, each Pole Kiosk series cost Rs. 3,00,000. Pole Kiosk series are placed at 25 places all over Mumbai.Therefore, 25 places x Rs. 3,00,000 =Rs. 75,00,000
TVC Advertisement:Television advertisement of Bru Coffee is 20 second long. Every advertisement is about Rs. 53,000 per 10 second.
CHANNEL TIMINGS SLOTS PRICE
STAR PLUS11:00am to 4:00pm8:00pm to 11:00pm
2015
Rs. 37,10,000
COLORS12:00pm to 5:00pm8:00pm to 11:00pm
2015
Rs. 37,10,000
ZEE TV11:00am to 5:00pm7:00pm to 10:00pm
2015
Rs. 37,10,000
SONY TV12:00pm to 3:00pm8:00pm to 10:00pm
1515
Rs. 31,80,000
SONY SUB11:00am to 4:00pm7:00pm to 10:00pm
1015
Rs. 26,50,000
ZEE MARATHI 6:00pm to 11:00pm 30 Rs. 31,80,000
NDTV IMAGINE11:00am to 4:00pm7:00pm to 11:00pm
2020
Rs. 42,40,000
STAR ONE1:00pm to 3:00pm
8:00pm to 11:00pm2020
Rs. 42,40,000
ETV MARATHI 7:00pm to 11:00pm 30 Rs. 31,80,000
AAJ TAK7:00pm to 10:00pm11:00am to 2:00pm
1010
Rs. 21,20,000
NDTV PROFIT 11:00am to 3:30pm 20 Rs. 21,20,000MTV 11:00am to 5:00pm 30 Rs. 31,80,000
TOTAL 620 Rs. 3,92,20,000
Bru Stalls:Bru coffee stalls will be set at every Cinemax Theater.
Cinemax Location Rate per MonthGoregaon (W) 50,000Andheri (E) 50,000Kandivali (W) 50,000Infiniti Mall 95,000Growels, Kandivali (E) 65,000Sion 75,000Mira Road 60,000Bandra (E) 60,000Wonder Mall 75,000Eternity Mall, Thane 85,000Vashi 65,000Kalyan 60,000Total 7,30,000
Total Budget of 2nd Month:
Rs.9,41,60,000
Hordings:Rs.4,11,80,000
BEST Bus:Rs.3,87,50,000
Point of Purchase (same as 1st month):Rs.60,00,000 Pole Kiosk
(same as 1st month):
Rs. 75,00,000
Bru Coffee Stall (same as 1st
month):Rs.7,30,000
SECOND MONTHReach= 21.61% of GRP
= (21.61/100) x 8,55,62,914= 1,84,90,145.71
Frequency= GPR/Reach = 8,55,62,914/1,84,90,145.71 = 4.63
Hoardings:Size
Place 10 x 20 20 x 20 30 x 20 40 x 20 142 x 10 TotalDadar 1 1 1 27,00,000
Lower Parel 1 1 1 20,00,000Mumbai Central 1 1 1 27,00,000
Marine Lines 1 1 1 26,00,000Churchgate/ CST 1 2 1 1 29,80,000
Bandra 1 1 1 27,00,000Santacruz 1 1 1 26,00,000Andheri 1 1 1 27,00,000Malad 1 1 1 27,00,000
Kandivali 1 1 1 20,00,000Borivali 1 1 1 27,00,000
Matunga 1 1 1 26,00,000King Circle 1 1 1 27,00,000
Kurla 1 1 1 26,00,000Ghatkopar to Thane 1 1 2 2 49,00,000
Total 1 12 14 14 9 4,11,80,000
Prices of Hoardings are the same.
Places and Amount of hoardings
BEST Bus: AC BEST Bus Cover:
1 AC bus cover = Rs. 3,00,00030 AC Buses will be covered with Bru Coffee Advertisement and they are as follows:-
Bus No.Place No. of
BusesAmount
From To
AS-707 Ghatkopar DepotVashi Railway
Station5 15,00,000
AS-700Magathane
DepotThane Station(East) 5 15,00,000
AS-503 Wadala Depot Kalamboli 5 15,00,000
AS-9Ghatkopar
Station (East)Colaba Depot 5 15,00,000
AS-4 Oshiwara Depot Backbay Depot 5 15,00,000
AS-461Mulund Bus
Station (West)Borivali Bus Station
(West)5 15,00,000
Total 30 90,00,000
Bus Shelter:Bus shelters are illuminated. There 26 bus shelters all over Mumbai which will be used for Bru Coffee advertisement. Places are Dadar, Lower Parel, Mahalaxmi, Mumbai Central, Charni Road, Marine Lines, Churchgate/CST, Mahim, Bandra, Santacruz, Vile Parle, Andheri, Goregaon, Malad, Kandivali, Borivali, Dahisar, Mira Road, Vashi, Virar, Matung, King Circle, Sion, Kurla and Ghatkopar. Each place have 1 bus shelter with Bru Coffee advertisement. 1 Bus Shelter = Rs. 4,00,000Therefore, 52 Bus Shelters X 4,00,000 = Rs 1,04,00,000
Single Decker Buses for Advertisement:
Places No. of BusesVirar to Churchgate 80
Mumbai CST to Thane 70Dockyard Road to Vashi 60
Total 200
Back Side Panel:Each Back Side Panel cost Rs. 12,750.Therefore, 200 Buses x Rs. 12,750 = Rs. 25,50,000
Right Hand Side Panel:Each Back Side Panel cost Rs. 10,000.Therefore, 200 Buses x Rs. 10,000 = Rs. 20,00,000
Left Hand Side Panel:Each Back Side Panel cost Rs. 8,000.Therefore, 200 Buses x Rs. 8,000 = Rs. 16,00,000
Inside Seat Cover Panels:Each bus has 48 seats.Therefore, 200 Buses x 48 Seats = 9,600 SeatsEach seat cover cost Rs. 1,000Therefore, 9,600 buses x Rs. 1,000 = Rs. 96,00,000
Solus Double Decker Bus For Advertisement:30 Double Decker Buses are taken for Bru Coffee Advertisement all over Mumbai and one Double Decker Bus cost Rs.1,20,000.Therefore, 30 Buses x Rs. 1,20,000 = Rs. 36,00,000
Total Budget of 3rd Month:
Rs.13,33,80,000
Hoardings(same as 2nd month):
Rs.4,11,80,000
BEST Bus (same as 2nd
month):Rs.3,87,50,000
POP (same as 2nd month):Rs.60,00,000
Pole Kiosk (same as 2nd month):
Rs.75,00,000
TVC Avertisment (same as 1st month):
Rs.3,92,20,000
Bru Coffee Stall (same
as 2nd month):Rs.7,30,000
THIRD MONTH
Reach= 30.86% of GRP = (30.86/100) x 8,55,62,914= 2,64,04,715.26
Frequency= GRP/Reach = 8,55,62,914/2,64,04,715.26 = 3.24
1st Month
Budget:Rs.20,61,30,000Reach:4,06,68,053.02Frequency:2.10
2nd Month
Budget: Rs.9,41,60,000Reach: 1,84,90,145.71Frequency: 4.63
3rd Month
Budget: Rs.13,33,80,000Reach: 2,64,04,715.26Frequency: 3.24
TOTAL BUDGET ANALYSIS
Nescafe Bru
Rs.35,15,75,000 Rs.43,36,70,000
Target audiences of Nescafe are housewives, youngsters and office people while Bru target audiences are the regular and
Nescafe target audience is very specific while Bru has wide range of target which covers maximum Mumbai irrespective to the other genre of Mumbai.
Nescafe covers sector A,B and C economic class while the target audience of Bru is in wide range, so it is not been define in economic class.
The budget of Bru coffee Campaign is higher than the Nescafe campaign:
The reach of Bru Coffee is higher than Nescafe as maximum outdoor advertising is been taken which is been seen in either way whether the individual wants or not.
To reach the target of Nescafe, there is a maximum use of electronic media i.e. television and Radio, while to reach Bru Coffee’s target audiences, there has been maximum use of outdoor advertising.
Media used in Nescafe Coffee campaign: Nescafe coffee has mainly focus on TVC advertisement as their main target
audience is the house wives who are the decision maker of the family. She decides which product is best for her family. So the advertisement should be emotional which would attract the house wives emotionally and should mainly show on the entertainment channels like Star Plus, Sony, Zee TV, etc.
Radio is selected as a medium because radio is mainly heard by the working class people i.e. the office going people and the college students on their way. The ad is placed according to the listenership and the peak timings.
Movie sponsorship gives a boost to the product as it is shown it has been recommended by the actors in the movie who are world famous and the director who feels right to choose the product in his special movie but it should be taken care that the movie becomes hit and famous among the people as that helps to reach as many audience as possible.
Nescafe Stalls help to meet the audience face to face and feedbacks are instant. These stalls are been placed at different colleges and BPOs which helps to reach the target audience.
Media used in Bru Coffee campaign: Outdoor: In Bru Coffee campaign maximum outdoor advertising is been
utilized as the target audience is wide and to reach to them outdoor is the best way. People can't "switch it off" or "throw it out." People are exposed to it whether they like it or not. In this sense, outdoor advertising truly has a "captured audience." Its messages work on the advertising principle of "frequency." Since most messages stay in the same place for a period of a month or more, people who drive by or walk past see the same message a number of times.