Presentation marketing strategy and media planning

Strategic Media Management (YSP 511)

Chapter VI: Marketing Strategy and Media PlanningPresented by:

1) Noorazlin Ani2) Tengku Adrian

Contents

i. What a Media Planner needs to know

ii. Situation Analysis

iii. Marketing Strategy Plan

iv. Competitive Media Expenditure Analysis

v. Analysing the Data

vi. International Competitive Analysis

vii. Managing Media Planning and Buying

viii. Sources of Marketing Data

What a Media Planner needs to know

Identifies the main problem.

Assesses elements of marketing such as product quality, product uses, pricing, distribution methods, packaging, sales promotion use, personal selling activities, public relations and advertising.

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Situation Analysis Situation analysis is research prepared in document, excel

spreadsheet or powerpoint presentation to provide the background to media planner to prepare plan. Must include:

i) History of the market- Analysis about geographic sales distribution, market size in dollar

and unit, market shares, seasonal effect and price effect. The goal to find out where are brand position now in the market share and how the got there.

- E.g. pricing history

ii) Distribution channel- The objective to learn how a brand and its competitor distribute

product. Include shelf-facing, inventories held, out of stock situation, method of selling, display and advertising, allowances and how and why promotion is used.

Situation Analysis

Problem of selling sometimes because of poor distribution not advertising.

iii. Consumer of the product Profile of user that generic product type include

personal demographics such as age, gender, income and occupation as well as geographic location.

A consumer profile of those who buy specific brand versus those who buy competing products is important as well

Situation Analysis

iv)Product- History of the product and how it is develop is included

in the section of the analysis, when and why product change, consumer perception of the value of the various brand.

v) Advertising and media analysis- Analysis media expenditure for competing brand

include media classed used, named individual vehicles, creative size, gross rating point (GRP’s) in total, etc

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v. Analysing Data




Marketing Strategy Plan

After situation analysis :1. search selling opportunities - marketing fact that exist without much money or effort, sell product naturally.

2. problem –demand some action to correct the situation e.g. situation which brand does not have competitive advantage or losing share of market for number of reason. Some advertiser phase it SWOT analysis.

e.g. Brand x selling well but spend less for advertising than three other competitor. It is possible with equal budget or even lower than competitor, our sale s and share can be increase or enhance?

MSP consists of planning that solve major problem and

take advantage of the opportunities

Major goals in strong marketing strategy and plan:

Setting objective that will solve

existing problem & take advantage of

opportunities

Decide how product should be

sold

Determine to whom the main selling effort

(selling strategy)

Determine roles various elements of marketing mix

Determine what adjustment should be

made in package shapes or size

Determine how much should be

spent

Marketing objectives

Outline for basic marketing strategy statement pg 146-147

Most marketing objective to achieve share market for the brand or other related to communication objectives.

E.g. to increase share in an expanding segment of ‘X” market, to regain lost volume – increase sale maximum of 5 percent and, in turn shoot for 14 percent of share market etc

Marketing Mix & strategy

The idea: takes a number of different marketing mix element to sell product.

E.g. Selling bottled water need price, distribution, advertising and sales promotion, while automobile need product, price, distribution, sales promotion, public relation and advertising.

Estimating cost of marketing plan involved 2 separated costs:

Budget

Estimating media cost• Obtain from media

research services that provided this information such as SQAD for radio & television cost

• SRDS for cost of magazine and newspaper advertising

Estimating production cost• Allocating given percentage

of total budget for the purpose advertising, specific production, artwork, typography, videotape or film

Creative Strategy

Creative strategy gives direction to planner to choose the medium and to select combination of the media.

E.g. an integral part requires magazines, direct mail, newspaper supplement, television, streaming video or other media that offer quality colour.

Dealer and distribution

A major factor in media decision making is the product geographic distribution.

Dealer also influence media decision because they are so important in selling at the local levelThey communicate with the agency indirectly through distributor, wholesales and salespersons.

Overall Sales strategy

Media planner should examine each element of marketing mix to determine how effect media selection and use.

E.g. media planner should choose the right marketing mix or combine all marketing strategy to maximize the effectiveness of media decision.

Test Marketing

Test marketing situation might use three market to test below objectives can be attained:

to gain substantial of each market’s sales

to determine whether the total market for the product can be expanded.

to determine how many market purchases will be made

to accomplish the fist three objectives within a reasonable length of time at a reasonable profit (this is requires special media planning)

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Competitive Media Expenditure Analysis

Planner should assess weaknesses in competitor media tactic. E.g. not using media properly, dissipated advertising money in too many media, missing important segment in the market.

This error represent opportunities in media selection and use and should be exploited.

Principal Sources of Expenditure DataMedia spending information can be obtained by subscription to two most widely reporting services:1. Kantar Media intelligence2. Nielsen Monitor Plus

These service do not provide a perfect picture of every dollar in every medium for every product

The best way to asess the accuracy of competitive media report is to compare the finding of this report to actual media used for the product you have planned and placed in media.

The accuracy depends on the level of granularity – how close you look

KANTAR MEDIA & NIELSON measure comprehensive data

following 17 major data:

• NETWORK TV• SPOT TV• CABLE TV NETWORK• NATIONAL SYNDICATION TV• HISPANIC NETWORK TV• HISPANIC CABLE TV• NETWORK RADIO • SPOT RADIO (nationally

placed)• SPOT RADIO (LOCALLY

PLACED)

KANTAR MEDIA & NIELSON measure comprehensive data

following 17 major data:

• National consumer magazines• Local consumer magazines• Sunday supplements• Local newspapers• National newspaper• Outdoor• Free standing Inserts (FSI)• Online display advertising (for

search , impressions only)

Gathering and Assembling the DataInvolves to major tasks:1. Gather and assemble Data2. Analyse data

Determine how much each competitor spends annually in each medium and the five year trend of spending.

To make data meaningful analyze expenditure for individual brand rather than total expenditure to the company

Five years trend of total spending in category by advertiser

Last year’s spending by medium by advertise

Last year’s spending by month by advertiser

A good starting point Three ways analysis

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Analysing the Data

Using competitive media expenditure analyses

to understand the competition

Analysing the Data:Using Competitive Media Expenditure Analyses1. show the regionality

and seasonality and how these factors are changing for all

competitive brands.

2. Give a fix on ad budget size and media mix, market by market

3. Use the data to spot new-product tests and to track

new-brand rollouts.

4. Infer from where the money is being spent

5. Watch spending patterns of the

competitors

6. Make better decisions on how to compete

7. Essential to estimate cost

(for new-product and

line-extension planning)

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International Competitive Analysis

Objectives :

· to describe and give an understanding of the different ways of analysing competition

· to show how to develop strategies based on competitive analysis and

· to give examples to ensure understanding of the techniques.

International Competitive Analysis:Factors affecting international competitiveness for products/commodities

Factor Vector

Market research Income, tastes, resources and strengths of competing, suppliers, work patterns, population clusters, price, elasticities

Macroeconomics and sector policies

Terms of access and trade, price policies, fiscal and monetary policies, tariff and non tariff barriers

Natural resources and human capital

Geological resources, labour, climate, experience

Physical, technical, and social infrastructure

Transport, credit, market information, extension, communications, marketing extension, post harvest facilities

Micro marketing relationships Quality control, efficiencies of management- buying, selling, handling, production, marketing, promotion, credit coordination, market research, risk analysis, relationship building.


Companies that provide international competitive analysis:

1. Nielsen Global Ad View

2. Kantar Media

3. Xtreme Information


Planners seeking an international competitive report must prepare a request for proposal (RFP) from the 3 services, listing: - the countries; inclusive dates; report frequency; media to be reported; and advertisers or product category to be tracked.

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Managing Media Planning and Buying

The most innovative and highly creative advertising in the world can fail if it’s presented to the wrong audience, or if it’s presented at the wrong time, or if it’s presented in the wrong place.


• Media planning: The series of decisions involved in delivering the message to the target audience.

• Media plan: The actual document detailing media planning decisions.

• Media objectives: Objectives of media plan.• Media strategies: action plans to reach objectives.• Medium: channel such as print, broadcast.• Media vehicle: Specific carrier in a media category

(television, magazines).


Workhorse Software- Developers of Mediatools

Nielsen-IMS- Developers of Brandfx

* Media plans laid out in Excel spreadsheet


MEDIATOOLS is a family of integrated components that provides a seamless media planning environment for advertisers and advertising agencies.


For THE PLANNING AGENCY

MEDIATOOLS includes an advanced, yet easy-to-use flowcharting tool for media planners to prepare and communicate media plans.

Extensive plan management functions including version control and the ability to check plans in and out of the MEDIATOOLS database help organise the planning process.


For THE AOR

MEDIATOOLS provides a number of tools that help streamline the workflow between media planning and buying groups.

Buyers can populate cost sources with planning cost-per-point information or Print Insertion data and selectively share it with planners.

All modifications to cost sources are logged, and MEDIATOOLS can be configured to alert planners by email when new costs are available.


For THE ADVERTISER

Beneath an intuitive interface lies a powerful relational database that provides a reliable and secure receptacle for planning information.

Uniquely capable of providing advertisers with the timely and accurate information they need.

Customizable ad-hoc reports can analyse and compare planned, authorized, and even post-buy data, grouped in a virtually unlimited number of ways.

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Sources of Marketing Data

Major Data Services

- syndicated research services

The Nielsen Company (www.nielsen.com)

Information Resources, Inc. (IRI) (www.infores.com)

- single-source research

Mediamark Research & Intelligence, LLC (MRI)

Experian Simmons

http://www.nielsen.com/

http://www.infores.com/


Other sources of data

Sales & Marketing Management Survey of Buying Power

(www.salesandmarketing.com)

1. Population and household data

2. Effective buying income and spending statistics

3. Retail sales data by broad product classes

http://www.salesandmarketing.com/


Other sources of data (cont’d.)

SRDS (www.srds.com)

Marketer’s Guide to Media

TV Dimensions

Census Data

Media Studies of Special Markets

Advertising Trade Publications

Associations

Miscellaneous Sources

http://www.srds.com/

Case Study

Case Study: Marketing Strategy & Media Planning

- increased overall spending for advertising by $12,791,000 from 2009 to 2011.

- To increase awareness - advertised on network, spot, syndicated, and cable TV in 2011 to keep up with competitors.

- Competitors:

1. Fage

2. Activia


Chobani

Overall ad spending: $12,791,000

2011 campaign entitled “Real Love Stories” - two TV commercials, digital and OOH ads.

Advertised on network, spot, syndicated, and cable TV in 2011 to keep up with competitors.

Activia

$63,000,000

Fage

$4,263,666

“Plain” commercial - sets itself apart with a poetic and metaphoric commercial, complete with detailed computer animations.

Print campaign - target market - young women.


Findings

Most yogurt companies use magazine, network, spot, and cable television advertising.

“Magazine advertising offers high quality production and color, flexible scheduling, selective readership, and flexibility in format. Readers can linger over advertisements, developing a more lasting effect with potential customers. Television allows the use of demonstration and visuals, has mass coverage, has a bigger impact on consumers with the combination of sight and sound, is versatile and has a higher repetition rate”.


Findings (cont’d.)

Outdoor, newspaper, and network radio advertising are rarely used.

“Outdoor advertising requires a short message, limiting creativity and legal restrictions. Newspaper advertisements offer poor production quality and radio advertisements offer no visuals and are easily ignored. Yogurt companies want their products to look appetizing and delicious, which is not easily depicted in newspaper or radio advertising.”


Strategy

Expand into magazine advertising because it has the advantages of a flexible schedule, a higher quality of production, flexibility in format, and selective readership that permits segmentation.

Use more non-traditional media like adding coupons to grocery store flyers with newspapers to get new customers to purchase product for the first time.


Strategy (cont’d.)

Implement a budget of $26,000,000. Increasing the budget by $13,000,000 is a realistic estimate considering Chobani’s rapid growth and market share increase over the past year.

“And while Chobani sits atop the yogurt category, the explosive growth of the Greek-yogurt trend means an influx of competition by big marketers with hefty ad budgets.



Partner the Chobani Live Kitchen Series with Farmers Markets in the top ten healthiest cities in the U.S.: San Francisco, CA; Sacramento, CA; Portland, OR; Seattle, WA; Denver, CO; Minneapolis, MN; Boston, MA; Hartford, CT; Washington, D.C. and Virginia Beach.

* Organic yogurt users are more likely to live on the West Coast and in the North East. Minneapolis, Boston, Portland, Denver, San Francisco, Hartford, Washington D.C., Virginia Beach and Sacramento are the cities with the healthiest and fittest residents (Kim, 2011).



Drive the CHOmobile, from the West Coast and the East Coast, to visit these ten different Farmers Markets on the first and third Saturday of the month from April to August, the prime market months.

Hold events in April in San Francisco (Ferry Plaza Farmers Market, April 7, 8 a.m.- 2 p.m.) then Sacramento (Sunrise Mall, April 21, 8 a.m. - 12 p.m.; “Ferry,” 2005 and Milado).



Locate the Chobani promotional counter next to fruit and vegetable stands for live cooking demonstrations that incorporate both Chobani yogurt and fresh produce from the Farmers Market.

Give out free samples to market goers to taste and witness the versatility of the product.

Chobani chefs doing live demonstrations also talk about Chobani yogurt’s health benefits.



The Chobani Live Kitchen Demos, and in addition, market goers turn in recipes for the most unique and delicious use of Chobani yogurt for a chance to add their recipe onto the Chobani website.

The Chobani Kitchen Live Series that promotes healthy eating as well as the Chobani product - kitchen demonstrations at farmers markets because people who attend these activities are concerned about their health by choosing fresh produce and participate in outdoor family activities.



Give canvas tote bags to market goers as non-traditional promotional advertising..

In addition to this non-traditional promotional advertising idea, place ads in traditional media. Emphasise advertising through social media networks to provide info and pictures for followers and update them on the Chobani Live Kitchen events.



Because the farmers markets agree to partner with Chobani to launch the Chobani Live Kitchen Series, donate $5,000 to the Farmers Market Coalition, a nonprofit organization.

This donation continues Chobani’s reputation as a company that gives back to the community and shows Chobani’s support for family events and healthy eating through farmers markets.

Thank You

Media is first an audience gatherer, then an ad engagement gate-keeper. It can assist engagement by attracting an audience suited to the message and by keeping them attentive ... or not.

– Erwin Ephron, US advertising author

Documents

Presentation marketing strategy and media planning