Embed Size (px)
Citation preview
CHAPTER 2
Media in the Marketing Concept
The relationship between marketing and media planning
• Media planning decisions are directly affected by marketing decisions.
• Situation analysis, marketing mix and marketing strategies
• Marketing objectives, advertising objectives, media planning objectives
The relationship between marketing and media planning
Product quality, product uses, pricing, distribution methods, packaging, sales promotion use, personal selling activities, public relations, advertising...
If we generalize these in titles:
1- Situation Analysis
• History of the market• Distribution channels• Consumer profile• Product• Advertising and media analysis
2- Marketing Strategy Plan• Marketing Problem and Objectives• Marketing Mix and Strategy• Budget• Dealers and Distributors• Overall Sales Strategy• Test Marketing
3- Advertising Plan• Advertising objectives• Target Audience• Creative strategy• Competitive advertising and
media analysis• Advertising media
The relationship between marketing and media planning
Marketing Problem
Situation Analysis
Marketing Strategy Plan
Advertising Plan
Media Objectives
Media Strategy
Media Selection
Media Implementations
1- Situation Analysis
Background information for a media planner to prepare a plan.Essentials:•History of the market•Distribution channels•Consumer profile•Product•Advertising and media analysis
1- Situation Analysis
History of the market: How long has the brand been available, how successful has it been, how was it positioned, company history, geographic sales distribution, market size, market shares, seasonal effects, price effects...
Sana25%
Bizim20%
Becel17%
Luna13%
Hüner5%
Terem8%
Halk 7%
Rama5%
Sana
Bizim
Becel
Luna
Hüner
Terem
Halk
Rama
2010 Market Shares
Sana20%
Bizim25%
Becel15%
Luna15%
Hüner5%
Terem5%
Halk 10%
Rama5%
Sana
Bizim
Becel
Luna
Hüner
Terem
Halk
Rama
2011 Market Shares
Example for Market Shares
1- Situation Analysis
Distribution channels: Where is the brand sold, shelf facings, out of stock situations, methods of selling, display and advertising allowances, promotions...
Ex: Bizim’s distribution channels can be stronger than Sana.
1- Situation Analysis
Consumer profile: Demographics, psychographics and buying habits of existing consumers.
Demographics is the statistical, personal, social, and economic characteristics that describe a population. (Age, gender, sexual orientation, race and ethnicity, education, occupation, income, geography)
Psychographics is the description of people’s lifestyle characteristics.
Why is demographic analysis important for media planners?
Demographic analyses are important for media planners to choose the right media for the right audience at the right time.
• Who should be addressed?
• To what extent different media deliver specific audiences?
• How many people of a particular population group consume that media?
• Do they play tennis?• How old is their house?• Are they opinion leaders?• What are their attitudes?• What kind of aspirations do they have?• What are their habits including media & product consumption…
Why is psychographic analysis important for media planners?
Clustering
Each cluster uniquely describes demographics, attitudes, and purchase behavior.
• How many people are there in each cluster?• What are their demographic and psychographic characteristics?
Clustering
Socioeconomic Status Groups (S.E.S Groups) in Turkey
?
2012 Household Socioeconomic Status
AGG’ninEŞİ
SPOUSE OF THE HOUSEHOLDER
ASIL GELİRİ GETİREN KİŞİHOUSEHOLDER (THE PERSON WHO EARNS THE MONEY IN THE HOUSE)
Meslek
Eğitim
Education
+
Meslek
Occupation
A SES Group
• Almost all of them are university graduates, 30% are post-graduates...
• Half of them are working as qualified speacilists, i.e. lawyers, doctors, engineers… with monthly salaries
• Approximately 10% are white collars who have more than 20 employees; ¼ have small or medium enterprises (app. half of them do not have employees.)
• 40% of the householders’ spouses are working.
• 20% of the houses are saving money.• 30 % are spending their holidays by at
the hotels. • Almost half of the houses have
bookcases/libraries
B SES Group
• 60% of them are university graduates or post-graduates. 35% are vocational school graduates or high school graduates.
• 60% are working as officers, technical staff or specialists who are not managers.
• 15% have small or medium enterprises which have 1-5 employees.
• 30% of the householders’ spouses are working.
• 13% of the houses are saving money.
• 20% are spending their holidays by at the hotels.
• 30% of the houses have bookcases/libraries.
C1 SES Group• 60% are high school graduates
(20% are vocational school); 10% are university graduates or higher.
• 40% are shopkeepers, own shops; 30% are qualified workers who are high school graduates.
• Approximately 15% are working as officers or technical staff.
• Approximately 15% are retired.
• 13% of the householders’ spouses are working.
• 5% of the houses are saving money.
• 20% are spending their holidays at the hotels, 40% spend their holidays by visiting their relatives.
• Approximately 20% of the houses have bookcases/libraries.
C2 SES Group
• App. 20% are high school graduates, secondary and primary school graduates are 80%.
• Most of them are primary school graduates who are regular workers (%60).
• 10% are working as individual costermongers or barrowmen.
• 20% are retired, they are not working.• The rate of working householders’
spouses is 10%. • 70% do not go on holidays, 25% visit
their families or relatives. • 10% of the houses have
bookcases/libraries.
D SES Group• The rate of primary school
graduates and primary school drop-outs is above 70%. The rest are secondary school graduates.
• 30% are retired, they are not working.
• 20% are working as laborers (they are not affiliated to any factory or company)
• 30% are small-sized farmers.
• 10% are housewives.
• 80% do not go on a holiday, the rest are going to their hometowns.
E SES Group• 95% primary school graduates or
primary school drop-outs.• 30% are unemployed. (Most of them
are depending on help to survive)• 40% are retired, not working; 30%
are retired adn working as laborers • The other 20% of the houses’
householders are housewives who do not have a mothly salary and depend on help.
Clustering
Definitions of target audiences in TV measurement system:
HW: Females who are responsible for the shopping of the house (working+non-working)Females, MalesAdults: 20+ Females and malesChildren: 5-11 years oldTeenagers: 12-19 years oldTotal individuals: 5-11 12-19 20+ Females and males(A, B, C1C2, D)
Ex: Sana’s consumer profile:
Housewife, married, C1C2, works, middle aged, 2-3 kids, meets friends and relatives, shops at bazaars.
Ex: Tariş’s consumer profile: The marketing aim of the campaign is to expand olive oil market. For this reason, Tariş’s primary consumer profile is consumers who don’t have olive oil usage habit from A, B, C1 SES groups. The main competitor of Tariş is Komili, Komili users are also in this consumer profile. 22-60 year old housewives and single men are also in this group. Middle and high income consumers who live in metropols and west regions, consumers who have olive oil usage habit and choose some olive oil which are cheaper than Tariş, or sometimes more expensive than Tariş are also included in the consumer profile of Tariş.
NOT ONLY:– Demographic– PsychographicBUT ALSO:– How do they interact with the brand (what do they think about the brand, how & when do they use it, are they using competitors’ brands?– What is their relationship with the media?
Important things to know about theConsumer/Target Audience
1- Situation AnalysisProduct: A history of the product, how it was developed, product changes, effects of such changes, competitors...
Advertising and media analysis: Media vehicles, number of ads, spending for each medium, media weights, total ratings, spending in different seasons, percentages...
– Should we use the same media?– Is there any change in the media strategy– Are we going to use similar media tactics?
2- Marketing Strategy Plan
• Marketing Problem and Objectives• Marketing Mix and Strategy• Budget• Dealers and Distributors• Overall Sales Strategy• Test Marketing
2- Marketing Strategy Plan
The planner needs to know the marketing strategy plan
Marketing problem or objective
Ex: The sales of Sana is declining.Why?
• The new trend shows that consumers are using liquid oils rather than margarines.Or• The main competitor’s price is lower than Sana.Or• Consumers who use Sana switch to Bizim.
Ex: Marketing Obj: To maintain national coverage => Media Planning Obj: To continue advertising with same levelsOrMarketing Obj: 5% increase in share => Media Planning Obj: To increase the number of messagesOrMarketing Comm. Obj: To increase the image of authority among adults => Media Planning Obj: To show the advertisements to the adults who have not seen beforeOrMarketing Comm. Obj: Increase brand awareness from 60% to 80% => Media Planning Obj: To show the advertisements to the 90% of the target audienceOrMarketing Obj: To expand the market => Media Planning Obj: To have high reach (95%).
Read “The Media Handbook” p.33-49 “Developing Optimal Media Objectives” part
Marketing objectives are very important for media planners because these objectives lead the media planners’ work...
How will be the media used in order to achieve media objectives
EX. Tv and Cinema Strategy
Media campaign will be for 2 months, there will be high visibility for the first two weeks, after two weeks the visibility and frequency will decrease and in the last weeks, ads will be shown only in some certain channells and programs.
ATV, Kanal D, Star Tv, Show Tv, Cnbc-e, Ntv, Cnn Türk, Trt1 and Trt2 will be used in prime time. Program typologies include serials, films, news programs, talk-shows, cultural and art programs, fashion and magazine programs which address to the target audience. Programs which refer to housewives and the people who are interested in cooking will be used during off prime time.
Cinema will be used in the first month of the campaign. Movie theaters in big cities where target audience prefers to watch movies and premiers will be chosen.
Media Strategy
How will be the media used in order to achieve media objectives
EX. Newspaper, Magazine and Outdoor Strategy
Newspaper:
National newspapers which are preferred by the target audience (Hürriyet, Milliyet, Sabah, Radikal, Akşam, Türkiye) will be used. Their health pages, supplements or life-style and women supplements will be used.
Magazine:
National magazines which reach to target audience such as women, life-style, gourmet, fashion and city guide magazines will be used.
Outdoor:
Billboards in İstanbul, Ankara, İzmir, Antalya, Adana, Bursa and west regions where olive oil usage is high will be used for two weeks.
Media Strategy
• General marketing decisions depend on marketing strategy plan...
• Product: Quality, attributes, alternatives, style, brand name, package
• Price: Ratecard price, discounts, retailer discounts, payment plans, credit terms
Marketing Strategy and Marketing Mix
• Place: Channels of distribution, coverage, location, stocks, transportation, logistics
• Promotion: Advetising, PR, Media, Sales promotion, personal selling, direct marketing, event marketing, local marketing…
Marketing Strategy and Marketing Mix
• Media costs (competitors, objectives, media rates...)• Production costs
$$$$$$$$
Budget
They help for local advertising.
They are the best people who can understand the local needs
Ex: Tefal
Dealers and Distributors
Pricing,
Sales promotion
=>announcing the new price to the consumer
Overall Sales Strategy
Different weights of advertising in each market => comparison of the results
Ex: Test marketing situation might use 3 markets to test whether the following objectives can be attained:
• To gain a substantial share of each market’s sales• To determine whether the total market for the product can be expanded• To determine how many repeat purchases will be made• To accomplish the first three objectives within a reasonable length of time at a reasonable profit
Test Marketing
• Advertising objectives• Target Audience• Creative strategy• Competitive advertising and media analysis• Advertising media
3- Advertising Plan
• Color=>magazines• Cartoon characters, demonstration =>tv• Announcer or a spokesperson to give the feeling of warmth and sincerity, music =>tv, radio• Large illustrations =>outdoor, two page spread in newspapers
Creative Strategy
• Size of the ad!!!!? Seconds? Clm*cm’s? Pages? Meters? pixels
• The competitors?• To what extent the competitors affect sales?• How much money is spent in the industry?• How much money is spent by the competitors in each media?• Competitors’ media tactics according to their media expenditure, media concentration, advertising weight…?
3- Competitive Media Expenditure Analysis
3- Competitive Media Expenditure Analysis
Media vehicles, number of ads, spending for each medium, media weights of competing brands, total ratings, spending in different seasons, percentages...
– Should we use the same media with our competitors?– How much adv. should we put into a market to counter competitor’s advertising?– Assesing weaknesses of competitors’ media tactics.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2010 Bizim
TV PRESS CINEMA RADIO OUTDOOR
Example for Media AnalysisMedia Usage
$ 4,200,000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2010 Luna $ 5,000,000
Example for Media Analysis Bizim Press Usage
Source: Bilesim; Jan-Dec 2002
650 568250
489697
1.910
700400
1.000
350
Jan-09 Feb-09 Mar.09 Apr-09 May.09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09
NEWSPAPER
8
5
3
5
3 34
7
Jan-09 Feb-09 Mar.09 Apr-09 May.09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09
MAGAZINE
clm*cm
pages
Top 20 Advertiser for June 2007 in CinemaNo Reklamveren
Toplam Süre
1 Tuborg 103,9202 Turkcell Ileti.Hiz.A.S. 77,9053 Anadolu Efes Biracilik A.S. 59,4604 Pbg 56,6095 Ulker 53,6246 Eti 46,2007 Is Bankasi 44,5368 Dimes Gida San. 27,4489 Kraft 26,212
10 P&G 25,41311 Digiturk 24,50512 Atlantik Gida Pazarlama Ve Tic. A.S 24,09013 Gidasa Sabanci Gida San.Tic.A.S 23,40014 Unilever 22,89015 Borusan Otomotiv Ith.Dagi 22,51616 Denizbank 22,47517 Mey Icki San. 22,42918 Frito-Lay 21,79219 Avea Iletisim Hizmetleri A.S 21,47820 Telpa Telekom Tic. 20,010
Example for Media Analysis
Source: BileşimSource: Bileşim
Finance Sector Magazine Usage in 2007
No BRAND Total Pages1 Garanti Bankasi 832 Akbank 483 Is Bankasi 394 Yapi Kredi 305 Hsbc 11
JuneNo BRAND Total Pages
1 Garanti Bankasi 3022 Akbank 2703 Is Bankasi 1604 Yapi Kredi 1485 Hsbc 45
Jan-June
Example for Media Analysis
Garanti Bankası – – Doğuş Group Magazines (2007)
URUN-HIZMET Cnbc-ECnbc-E
Business F1 RacingNational
Geographic National
Geographic Kids Slam Garanti Toplam SayfaGaranti Bankasi American Express 1 2 2 5Garanti Bankasi Bonus Card 1 1 5 7Garanti Bankasi Flexi Visa Kart 1 1 1 3Garanti Bankasi Mini Bank 2 2Garanti Bankasi Shop&Miles Visa Kart 1 1 2 4Garanti Minibank 4.Uluslararasi Cocuk Filmleri Festivali 2 2Garanti Toplam Sayfa 3 4 1 10 4 1 23Dergiler Toplam sayfa 133 94 72 280 78 12 669Garanti Oran 2% 4% 1% 4% 5% 8% 3%
Ocak-Haziran
Source: BileşimSource: Bileşim
URUN-HIZMETCnbc-E
BusinessNational
Geographic National
Geographic Kids Garanti Toplam SayfaGaranti Bankasi American Express 1 1Garanti Bankasi Bonus Card 1 1Garanti Bankasi Flexi Visa Kart 1 1Garanti Bankasi Mini Bank 1 1Garanti Bankasi Shop&Miles Visa Kart 1 1Garanti Toplam Sayfa 1 3 1 5Dergiler Toplam sayfa 48 56 20 124Garanti Oran 2% 5% 5% 4%
Haziran
Example for Media Analysis
Source: BileşimSource: Bileşim
Automotive Sector Magazine Usage (2007)
No BRAND Total Pages1 Volkswagen 382 Opel 203 Peugeot 184 Hyundai 155 Ford 116 Fiat 117 Toyota 68 Renault 59 Alfa Romeo 1
June
No BRAND Total Pages1 Opel 1182 Volkswagen 1113 Ford 1004 Renault 885 Hyundai 886 Toyota 747 Alfa Romeo 168 Fiat 279 Peugeot 33
Jan-June
Example for Media Analysis
• Regionality and seasonality• Ad budget size and media mix• Track new products and new brands• Target audiences, how they profile their brands, positioning• Media placements
The most important uses and values of competitive analysis
