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8/14/2019 Kids Channel Media Plan
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8/14/2019 Kids Channel Media Plan
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Brief Outline
Understanding of the Kids TVgenre.
Understanding competition Understanding the Trend.
Media planning in 4 metros.
Media selection.
Media expenditure.
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Marketing Objective
Increase the viewership of the kids
genre for the SEC B and C 8 12 yrs
from the current 14% to 40 % in 2
quarters, thus making it the top
channel in the kids space
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Marketing Strategy
Through interesting and innovativemerchandising and by alsoimplementing programs that has
worked well with other kids genres.
By tying up with schools.
By innovative OOH promotion
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Creative Communication
It will show the glimpse of theprogram on the channel.
It will show the value added serviceslike , game, wallpaper downloadetc.
It will promote the website of the
channel.
It will promote Quizzes & contests.
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Media Objective
To increase the viewership byenhancing brand awareness andbrand recall
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Media StrategyMedia Channel Selection:The following media would be used to
achieve the media objective:
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Customer Touch points
/ /TV Cricket Sports
School
Gaming zones
Amusement parks
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Media Plan
Kids channel is one of the mosthappening sector in Indian mediaindustry.
There are already strong hold of manyestablished player, still a largemarket is still virgin.
In India there are already 7 players andour channel is going to be the 8th one.
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Major Players in the kidsgenre
vCartoon Network
vPOGO
vDisney
vJETIX
vNick
vHungama
vSpacetoon Kids TV
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Market Share of variousplayers
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Challenges in Viewership
Busy schedule of kids, leads to lesstime to spent in TV.
Presence of too many channels.
DTH-Choice of channels.
Time spent in Other entertainmentoption like Play station.
Typical mindset of parents with TV.
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Channels of promotion
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OOH
Setting up Hoardings in Water parks.
Displaying Stickers in seat back of School buses.
Setting up Hoardings in front of School.
Tying up with McDonalds.
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Cost structure for 3 month
Setting up Hoardings in Waterparks.
2 water parks * 4 metros = 8water parks
5X7 hoarding , 2 hoardings perwater park
Mumbai- 9 lakhs Delhi, Chennai, Kolkata- 18 Lakhs
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Cont
Displaying Stickers in seat back ofSchool Buses.
Sticker price 10 cmX20 cm(colored)-Rs 3
Number of schools- 30 X 4 2 Buses per school with 60
seats each Cost- Rs. 60, 000
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Contd
Setting up Hoardings in front ofSchool.
Total Number of schools- 30X4 No. of hoardings- 1 per school Size of hoardings- 5X7.5
Cost per hoarding- Rs.50000 Total Cost- Rs. 6000000
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Contd
Tying up with McDonalds-Placing standees at theentrance of each outlet(for one month)
Outlets covered inMumbai-20
Outlets covered inDelhi -10
Cost per outlet- Rs. 50000
Total cost- Rs.1500000
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Contd
Tying up with Game zones- Placingstandees at the entrance of eachoutlet (for one month)
Outlets covered in Mumbai-10 Outlets covered in Delhi -10 Cost per outlet - Rs.
3400 Total cost - Rs.
68000
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Contd
Conducting Road shows(15 days percity)
Cost per city - Rs.50000 Total Cost - Rs.200000
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Print Media
Newspaper inserts Cost per insert- Rs.2.50
No. of inserts- 8 lakhs Total Cost- Rs. 20 lakhs
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Online Media
Advertisements on miniclip.com,zapak.com
Banner ads Cost per month-Rs.500000
M e rch a n d ise -T sh irts
B o o k la b e ls
,Tiffin B ox Pe n cil B ox
S c h o o l b a g s
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TV Media
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Channel Name Program Name Cost (Rs.)
S u n d a y H o u se fu lM aza M asti
M aza M astiSet Max 9 2 4 0 0 0
P e rilo u s Jo u rn e y
M o st A m a zin g
M om e n tsNGC 1 8 6 0 0 0
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Channel Name Program Name Cost (Rs.)
D isco v e ry K id s
M a n V s w ildD isco v e ry 954000
W W E
T e n
Sports
2 5 3 8 0 0 0
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Channel Name Program Name Cost (Rs.)
S a R a G a m aM a m ta M o n
Little C h a m p sZee TV 7 2 0 0 0 0
D o u b le M a za a
D o p a h a rD o p a h a r
Zee Cinema 2 9 9 1 0 0
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Channel Name Program Name Cost (Rs.)
O g o B a d h u
S u n d a riB o u k a th a k a o
S u p e r S ta r
S ta r Ja lsa 4 4 4 0 0 0
ArulTharum
A la ya n g a l
V a a zth u k a lJa y a T V 6 6 0 0 0 0
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Channel Name Program Name Cost (Rs.)
K a kh o n o M e g h
K o kh o n o B rish ti
N a ch b e R a d h a
S h o lo A n a
E T v
B a n g la
4 8 0 0 0 0
D a n ce In d ia D a n ce
S a s B h i K a b h i B a h u
T h i
K a h a n i G h a r g h a r k i
S ta r P lu s 6 6 0 0 0 0
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Channel Name Program Name Cost (Rs.)
A g n ip a riksh aK h a n a
Erao ShatruZ e e B a n g la 4 2 7 5 0 0
A a i B rish ti Jh e p e
P ra b a h in iE so m o yLa ksh i C h a n a S u n
A k a s h
B a n g la
3 1 8 0 0 0
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Channel Name Program Name Cost (Rs.)
P ira n d h a N a a lV a a zth u k a l
R a j T V 7 2 0 0 0 0
B o o g ie W o o g ie
S o n y T V 9 6 6 0 0 0
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THANK YOU