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How to solve Media plan case study Q.1.

CASE STUDY: Create a Media Plan for the new non-stop Mumbai- New York flight aboard brand new Boeing 777-200 LR. The ticket is priced at 5, 50,000 per seat. The schedule will last two months. The advertisements are in colour. The budget for the print campaign is three crore (30000000). Magazine: Single and/ or double spread Newspaper: Half page Use rate card given below Dallies Readership Rates ( Magazine in sq 000s cm) Readership Rate ( Full 000s page) colour 4110 India Today 6263 660000 2085 Outlook 2281 390000

The Times 8092 of India The 3947 Hindustan Times The Hindu 3786 The Deccan 1638 Chronicle The 1178 Economic

1415 Chitralekha 1250 (Gujarati) 1570 The Week 1219 2950 Readers Digest 2321

172500 275000 120000

Times Mid-day Dainik Jagran

785 21244

339

Outlook 341000 Traveller 3132 India Today 10683 (HINDI) W 2569 Sarita 4191 (Hindi) W 750 Grihshobha 4121 (Hindi) M

260000 375000 150000 275000

Dainik 17379 Bhaskar Navbharat 2958 times

Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w)) SOLUTION: Demographic Profile: Age: 35 to 59 Gender: M/F Education: Graduate and above Occupation:
a. b. c.

Corporate managers both private and public sectors Entrepreneurs Traders

Income: Rs 50,000 and above

Psychographic profile: Frequent travellers b. Those who are always under time pressure. c. Those who want to combine business with pleasure
a.

MEDIA PLAN Vehicles CPM Size No of Reasons for vehicle Insertions Amount selection / non selection The Times 0.50 4 13152000 Demographics and of India Psychographic of the product and vehicle is a perfect. CPM IS LOW, Reach is very high and very prestigious The 0.52 Nil To avoid duplication Hindustan Times The Hindu 0.37 Nil Geographic selectivity. Its publish in south The Deccan 0.95 Nil Geographic selectivity. Chronicle Its publish in south The 2.50 5 11800000 Demographics and Economic Psychographic of the Times product and vehicle is a perfect match. Though CPM is high it

Mid-day

0.43

Dainik Jagran Dainik Bhaskar

0.14 0.14

Navbharat 0.25 times

India Today 105.38

Outlook

170.97 3

Chitralekha 138 (Gujarati)

is the most prestigious for the Target group. Nil Prestige of the product does not match with the prestige of the vehicle Nil Geographic selectivity. Its publish in North Nil Geographic selectivity. Publish from Central and Western India, Not available in Mumbai 1800000 For corporate managers and entrepreneurs from UP and Bihar. Also to get maximum discount from TOI group as a combination rates for TOI, ECO Times and Navbharat Times 1980000 Most prestigious Business magazine for TG, Low CPM, Nil To avoid duplication also CPM is very high 517500 Chitralekha is very popular amongst Gujarati Traders and

The Week 225.59

Nil

Readers Digest Outlook Traveller

51.70

Nil

0.76

780000

India Today 35.10 (HINDI) W Sarita 35.79 (Hindi) W

Nil Nil

Entrepreneurs in Mumbai. High CPM to avoid duplication with India Today. The magazine is popular in south The prestige of the product does not match with vehicle Low CPM and Demographics and Psychographic of the product and vehicle is a perfect match. Hindi speaking readers not the primary target Geographic selectivity and also the vehicle is targeting house wives, not matching with the TG of the product Geographic selectivity and also the vehicle is targeting house wives, not matching with the TG of the product

Grihshobha 66.73 (Hindi) M

Nil

Total

30029500

Date of Insertions 1st Week 2nd Week TOI/ ET/NBT ET/IT/CL 5th Week 6th Week TOI/CL/OT ET/IT

3rd Week TOI/NBT/OT 7th Week NBT/CL

4th Week ET/IT 8th Week TOI/ET/OT