Media planing

Media Investment strategy

Oster1st June 2015

A look at the Competition

• Source: MAP (A division of TAM)• The category included as Mixer & Grinder,

Tea/coffee maker, Microwave ovens & other home appliances

• All spends in INR Crore unless stated otherwise

• Spends discounted with MAP

Source and Methodology:

Flow of presentation• Category spends Apr14-Mar15• Top players in the category• Category GRPs/seasonality• Close look at Television

– Market share– Genre share

• Close look at Print– Market share– Periodicity

• Close loot at Radio– Market share

• Media Strategy• Recommended plan

Category skewed towards TV with 76% spends

Total spends Rs. 119 cr

Source: MAPPeriod: Apr14-Mar15

Cost in CR

All four categories skewed towards TV


Cost in CR

Total spends Rs. 59 cr Total spends Rs. 46 cr

Total spends Rs. 13 crTotal spends Rs. 2 cr

Category picks start from festive season i.e. Aug. Sep & Oct


Cost in CR

In terms of GRP deliveries, Tamilnadu leading in overall categories followed by Kerala, AP & Karnataka

Source: TAMPeriod: Apr14-Mar15

Actual GRPs 25-44f, ab

Close at Television

On TV HSM is the preferred market for this category followed by Kerala & TN


Cost in CRTotal spends Rs. 92 cr

Category more on Regional GEC & Hindi GEC with 27% & 24% spends respectively



Tamilnadu leads in other home appliances category followed by Karnataka & AP



Kerala leads into Mixer/Grinders category followed by TN & AP



AP leads into Microwave ovens category followed by Karnataka & TN


Actual GRPs

WB leading into Tea/coffee maker category followed by Maharashtra/8 metros



Close look at Print

Maharashtra has highest spends followed by Delhi & TN



English & Hindi are preferred language.Category skewed toward daily with 93% spends



Radio focused on Metros



Key players in each category

Philips Air Fryer leading the other home appliances category

Total spends Rs. 59 crSource: MAP

Period: Apr14-Mar15Cost in CR

Prestige leading the Mixer/grinding category followed by butterfly & havells

Total spends Rs. 46 crSource: MAP

Period: Apr14-Mar15Cost in CR

Samsung clear cut leader in microwave oven category



Havells only player in the coffee maker category



TV SOE VS SOV

Philips air fryer & Prestige are only player who focused on All India level

PRODUCTS COST CR. AI 8 Metro HSM UP MAH WB KAR GUJ AP TN KER SOE% SOV% ACDPHILIPS AIR FRYER 24 552 588 641 644 641 535 269 570 221 104 36 53 36 24PRESTIGE INDUCTION COOK-TOP 7 525 588 461 480 369 600 826 417 670 871 749 16 34 13V-GUARD INDUCTION COOK TOP 3 143 242 3 1 7 3 1021 0 2 1135 736 7 9 16PANASONIC ELECTRIC COOKER 1 80 131 2 0 4 0 79 0 1200 8 0 2 5 20HAVELLS AIR FRYER 2 58 83 35 33 29 95 156 27 101 227 0 4 4 25KENT OZONE VEGETABLE AND FRUIT PURIFIER

1 94 107 96 75 121 96 117 119 85 74 15 2 6 16

SOWBAGHYA INDUCTION STOVE 1 35 65 0 0 1 0 116 0 0 430 8 2 2 16KENSTAR OXY FRYER 4 20 24 24 22 16 8 11 18 2 0 1 9 1 25OTHERS 3 41 61 22 19 11 37 153 19 184 51 45 6 3 20Total 46 1549 1889 1285 1274 1199 1374 2748 1170 2464 2901 1590 100 100 20


Actual GRPs

Mixer and Grinder category focused in all south markets

PRODUCTS COST CR. AI 8 METRO AP GUJ HSM KAR KER MAH TN UP WB SOE% SOV% ACDBUTTERFLY MATCHLESS MIXER GRINDER

8 453 564 1610 170 214 1299 1541 161 1349 219 287 24 29 24

PRESTIGE MIXER GRINDERS 9 451 519 609 335 398 701 387 370 740 389 492 27 29 13HAVELLS MIXER GRINDER 4 115 147 205 81 84 211 269 94 297 63 127 12 7 16INALSA FOOD PROCESSOR 2 111 144 19 126 135 31 0 115 3 145 21 6 7 20PIGEON SUPER STORM 2 83 117 2 0 1 582 731 3 596 0 0 6 5 25VIDIEM JEWEL 1 60 110 10 0 1 149 1 1 783 0 0 3 4 16HAVELLS JUICER 2 49 51 49 49 46 56 226 57 36 44 35 6 3 16OTHERS 6 224 294 1355 82 11 449 2495 9 1156 2 1 16 15 16TOTAL 34 1545 1945 3859 843 890 3479 5652 810 4961 862 964 100 100 20


Actual GRPs

Samsung only player present in Microwave category and focused on All India.

Havells coffee maker only player present in Tea/coffee maker category also focused on all India level

TEA/COFFEE MAKERPRODUCTS COST CR. AI 8 METRO AP GUJ HSM KAR KER MAH TN UP WB ACDHAVELLS COFFEE MAKER 1.61 27 21 18 25 22 22 26 31 18 13 35 22TOTAL 1.61 27 21 18 25 22 22 26 31 18 13 35 22

MICROWAVE OVENSPRODUCTS COST CR. AI 8 METRO AP GUJ HSM KAR KER MAH TN UP WB ACDSAMSUNG SLIM FRY MICROWAVE OVEN

9.9 507 427 560 365 404 542 183 375 533 381 428 23

OTHERS 0.08 0 0 0 0 0 0 14 0 0 0 0 23TOTAL 9.98 507 427 560 365 404 542 197 375 533 381 428 23


Actual GRPs

Air Fryer Key players spends

Philips air fryer total spends Rs. 24 crs

Philips Air FryerHindi GECs Cost in cr Hindi Movies Cost in cr Music Cost in crCOLORS VIACOM18 3.78 SONY MAX 1.49 9X M 0.66SONY ENTERTAINMENT TV 1.30 STAR GOLD 0.37 9X TASHAN 0.27Total 5.08 Z CINEMA 0.95 B PLAY 0.50

Total 2.81 M TUNES 0.12English News MH1 1.43CNN IBN 0.49 Hindi News UTV STARS 0.18NDTV 24X7 0.46 INDIA NEWS 0.17 VH1 0.14NEWS X 0.12 NDTV INDIA 0.37 Total 3.31TIMES NOW 1.77 Total 0.55Total 2.85 Food

English Movies Z KHANA KHAZANA 0.41Infotainment HBO 1.40 FOODFOOD 0.57DISCOVERY SCIENCE SCI 0.81 SONY PIX 0.94 Total 0.98FX 0.45 STAR MOVIES 1.12HISTORY TV18 0.57 Total 3.46 LifestyleNATIONAL GEOGRAPHIC 0.63 English GECs FOX LIFE 0.32TLC 0.48 AXN 0.17 ZOOM 0.43Total 2.93 STAR WORLD 0.95 Total 0.74

Total 1.12

Havells air fryer total spends Rs. 1.70 crHavells Air FryerHindi GECs Cost in CR Infotainment Cost in CR Regional GECs Cost in CRCOLORS HD VIACOM18 0.01 DISCOVERY CHANNEL 0.19 ETV 0.00STAR PLUS HD 0.05 NATIONAL GEOGRAPHIC 0.13 ETV KANNADA 0.02Z ZEE TV HD 0.07 TLC 0.07 GEMINI 0.03ZINDAGI 0.05 Total 0.40 GEMINI HD 0.01Total 0.18 MAA 0.01

Regional News STAR JALSHA 0.02Hindi News ABP ANANDA 0.07 SUN TV 0.18AAJ TAK 0.04 Total 0.07 SUN TV HD 0.04ABP NEWS 0.04 SUVARNA 0.02DILLI AAJ TAK 0.00 Regional Movies UDAYA 0.04INDIA TV 0.04 GEMINI MOVIES 0.06 VIJAY 0.01TEZ 0.00 JALSHA MOVIES 0.02 Z BANGLA 0.02Total 0.13 KTV 0.03 Z TELUGU 0.00

KTV HD 0.01 Total 0.38English News UDAYA MOVIES 0.01NDTV 24X7 0.00 Total 0.12 English MovieTIMES NOW 0.01 HBO 0.14Total 0.02 English GECs MOVIES NOW 0.05

STAR WORLD 0.07 STAR MOVIES 0.02Food Total 0.07 Sony Pix 0.09FOODFOOD 0.04 Total 0.21Total 0.04 Sports

STAR SPORTS HD1 0.02Total 0.02

Kenstar Oxy fryer spends Rs. 4.16cr

Kenstar Oxy FryerHindi GECs Cost in cr Business News Cost in crCOLORS VIACOM18 1.43 CNBC AWAAZ 0.01COLORS HD VIACOM18 0.02 CNBC TV18 0.03STAR PLUS HD 0.74 ET NOW 0.02Total 1.45 Total 0.07

Hindi News English NewsAAJ TAK 0.49 NDTV 24X7 0.28DILLI AAJ TAK 0.02 TIMES NOW 0.60TEZ 0.04 Total 0.88Total 0.56

Key Takeout's

Revisiting briefTG: Females 25-44, SEC ABCMarket: 8 MetrosApprox. Budget: US $400K i.e. 2.5 crObjective: Campaign to generate purchase of Oster products

•Campaign for – Beehive (Mixer grinder)– Prima Latte (coffee maker)– Air Fryer

Communication Strategy

Different touch points for various stages of the purchase process

-Television (Focused on

Association with cookery

program)

-Print/OOH for tactical campaign

-BTL(ActivationProgram)

1. BECOME THE TOM BRAND IN THE CATEGORY

2. BUILD POSITIVE IMAGERY WITH THE BRAND

Objectives

OBJECTIVES

Media Plan

4 weeks Media campaign on TV, GECs for Reach & rest channels for niche audience & freqency

Rates are subject to change at time of implementations

TG: Female, 25-34f, abPre evals period: week 17-20

TV Plan Option-I TV Plan Option-I Channel # Spots FCT Total Cost Channel # Spots FCT Total CostColors 102 2040 9758000 Colors 102 2040 9758000SAB TV 24 480 2160000 Star Plus 90 1800 16408000Star Plus HD 56 1120 840000 Star Plus HD 56 1120 840000Colors HD 56 1120 840000 Colors HD 56 1120 840000Zee TV HD 56 1120 560000 Zee TV HD 56 1120 560000Romedy Now 378 7560 1512000 Romedy Now 504 10080 2016000Zee Café 378 7560 1890000 Zee Café 504 10080 2520000Star world 378 7560 3402000 Star world 504 10080 4536000Zoom 252 5040 806400 Total 1872 37440 37478000Total 1680 33600 21768400

Pre evals - Option-ITG : F 25-34 SEC AB Universe GRP AOTS Reach 000s 1 + 2 + 3 +All India 10026 120 3 3938 39 23 16HSM 7939 145 3 3689 46 28 19

TG : F 25-44 SEC AB Universe GRP AOTS Reach 000s 1 + 2 + 3 +All India 17060 125 3 6766 40 25 17HSM 13613 151 3 6386 47 30 20

Pre evals - Option-IITG : F 25-34 SEC AB Universe GRP AOTS Reach 000s 1 + 2 + 3 +All India 10026 205 5 4277 43 31 24HSM 7939 246 5 4003 50 37 28

TG : F 25-44 SEC AB Universe GRP AOTS Reach 000s 1 + 2 + 3 +All India 17060 210 5 7306 43 31 25HSM 13613 249 5 6814 50 37 29

Detailed plan (Option-I)


Rates subject to change at time of implementations

Channel Programe Timeband Day ACDTotal Spots

FCT Total Cost

Colors Comedy Nights with Kapil 21:00 Mon-Fri 20 14 280Balika Vadhu 20:00 Mon-Fri 20 14 280Farah ki Dawaat ® 13:00 Sun 20 8 160Farah ki Dawaat ® 11:00 Sat 20 8 160Farah ki Dawaat (O) 20:00 Sun 20 8 160RODP 08:00-18:00 Mon-Sun 20 50 1000

Total Colors 102 2040 9758000SAB TV Tarak Mehta (O) 20:30 Mon-Fri 20 3 60

Chidiya Ghar (O) 21:00 Mon-Fri 20 3 60Badi Dur se aayi hai (O) 21:30 Mon-Fri 20 3 60Repeats 08:00-23:30 Mon-Sun 20 15 300

Total SAB TV 24 480 2160000Star Plus HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Star Plus HD 56 1120 840000Colors HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Colors HD 56 1120 840000Zee TV HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Zee TV HD 56 1120 560000Romedy Now RODP 0700-1000 Mon-Sun 20 126 2520

RODP 1000-1800 Mon-Sun 20 126 2520RODP 1800-2400 Mon-Sun 20 126 2520

Total Romedy Now 378 7560 1512000Zee Café RODP 0700-1000 Mon-Sun 20 126 2520


Total Zee Café 378 7560 1890000Star World RODP 0700-1000 Mon-Sun 20 126 2520


Total Star World 378 7560 3402000Zoom RODP 0700-1000 Mon-Sun 20 84 1680


Total Zoom 252 5040 806400Total Gross Cost 1680 33600 21768400

Detail plan (option-II)Channel Programe Timeband Day ACD

Total Spots

FCTTotal Cost

Colors Comedy Nights with Kapil 21:00 Sun 20 14 280Balika Vadhu 20:00 Mon-Fri 20 14 280Farah ki Dawaat ® 13:00 Sun 20 8 160Farah ki Dawaat ® 11:00 Sat 20 8 160Farah ki Dawaat (O) 20:00 Sun 20 8 160Aftn Repeats 08:00-18:00 Mon-Sun 20 50 1000

Total Colors 102 2040 9758000Star Plus Yeh hai Mohabbatein 19:30 Mon-Fri 20 10 200

Sathiya Saath Nibhana 19:00 Mon-Fri 20 10 200Yeh Rishta kya kehlata hai 21:30 Mon-Fri 20 10 200Tu Mera Hero 20:00 Mon-Fri 20 10 200Aftn Repeats 08:00-17:30 Mon-Sun 20 50 1000

Total Star Plus 90 1800 16408000Star Plus HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Star Plus HD 56 1120 840000Colors HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Colors HD 56 1120 840000Zee TV HD RODP 07:00-24:00 Mon-Sun 20 56 1120Total Zee TV HD 56 1120 560000Romedy Now RODP 0700-1000 Mon-Sun 20 168 3360


Total Romedy Now 504 10080 2016000Zee Café RODP 0700-1000 Mon-Sun 20 168 3360


Total Zee Café 504 10080 2520000Star World RODP 0700-1000 Mon-Sun 20 168 3360


Total Star World 504 10080 4536000Total Gross Cost 1872 37440 37478000


Rates subject to change at time of implementations

Thank You

Documents

Media planing