PSDA 2: MEDIA PLANNING FOR

SWIGGY
BY GROUP 5
SAKSHI SHARMA B19,
SWAREENA SRIVASTAVA, B17
DHANANJAY SHARMA, B42
SHYAM BANSAL, B28

MBA (GENERAL) CLASS OF 2022

UNDER THE SUPERVISION OF DR. RUCHIKA NAYYAR ASSOCIATE PROFESSOR DEPARTMENT OF MARKETING

MASTER OF BUSINESS ADMINISTRATION (MBA) GENERAL AT

AMITY BUSINESS SCHOOL AMITY UNIVERSITY, UTTAR PRADESH

SECTOR-125, NOIDA-201301, UTTAR PRADESH, INDI
 INTRODUCTION

What is Media Planning?

Media Planning is the process that advertisers go through before launching advertising campaigns to increase effectiveness. It is a crucial first step to any
ad campaign. It is the process by which marketers where, when, and how often they will advertise so that the engagement and ROI (Return on investment)
are maximized.

The Forms of media planning

Every business differs concerning what form of media would be profitable to it. The requirement for well-executed media planning is the effective
delivery of a message to the targeted audience and positive customer response. Digital media includes all the assets a customer finds on the internet. Some
of these are PPC (pay-per-click) ads, banner ads, video ads, etc. Media planners rely on the various forms of digital and traditional media to choose which
kind best serves the purpose for different advertisers.

Some forms of these media platforms include:

Outdoor: This is the media that is seen out of the home. They are most of times on a large scale and marketers use such advertising for catching more
eyeballs. It consists of bill boards, posters, 3D/5D ads, media on public transports etc.
Radio: Following the concept of LAM (Listening Audience Measurement), radio is a broadcasting tool that just like television can advertise for the
marketers to a pool of audience at one go.
Online: These are social media platforms, or content advertised through videos on YouTube or short video apps, or through pop-ups on websites based
on the customer traffic.
 ABOUT THE COMPANY

Swiggy is a food delivery platform in its core, the services of which can be accessed from Android and IOS devices, and through the website. It partners
with a wide range of restaurants and provides easy access to diverse food dishes from varying cuisines. Furthermore, it also accepts feedback and ratings
from the customers that help others pick their restaurants and the choices of dishes wisely.

As soon as a delivery is done, the customer is entitled to give feedback, rate the food, and the delivery services. The company uses these data to improve
its services.

Swiggy essentially started as a food delivery service and saw quite an expansion. It already had its operation in 100 cities in March 2019, when the
company decided to start with general product deliveries under Swiggy Stores. Furthermore, Swiggy launched Swiggy Go. later that year, in September,
to help the customers pick up and drop off food items, documents, parcels, and more.

The company’s target audience is people who use smartphones regularly, aged between 18-35 years.

The tagline of Swiggy is, ‘Swiggy Karo, Phir Jo Chahe Karo!’ which appears in the advertisements of Swiggy.
 MEDIA PLANNING FOR SWIGGY

MEDIA ALLOCATION:

Print: Swiggy has an attractive and a self explanatory logo and that can be widely used in print media and it is sure to catch eyeballs if it is oriented on the
front page of the newspapers.
2 insertions on a national newspaper and 1 on a regional one will suffice.

Television: Most of the Indian households still sit together and watch television every night and at that time we can put a short and crisp ad of swiggy. Its
best to show in two slots, one is when it’s the prime time where all are usually in front of the television and the second is on the children’s channel as
children have a habit to want anything new, they see on television. Now, to measure the TAM, one can use statistical analysis to understand how many
audiences has seen the broadcast on television during the given time of the show as an ideal broadcast span of an ad should be not more than 7 mins.
Coming on CPRP, so the media company has to see how much is the rating point of the channel and what is the cost charged. So, if Swiggy is advertising
on Star Plus which has a rating point of 12 and the cost charged to advertised is Rs 50,000 then the CPRP for it would be, Rs 4166.67. Ads should also be
broadcasted specially on the movie channels as its works on the psyche of the customers more.

Outdoor: The most important factor for outdoor advertising is that it has to be ensured that the location chosen for the outdoor advertisement is
appropriate and the apt location specially with focus on the fact the traffic is more on such a location as mor ethe traffic then more eyeballs being caught.
For swiggy if we focus on Delhi-NCR area, then the areas where we see more traffic is Akshardham, DND, Barapulla Road, along with delhi-Meerut
expressway. Therefore, if billboards, hoarding and posters are put up for swiggy then it will surely catch the necessary eyes.

Radio: Driving home or relaxing on a Sunday, one is always up for listening to the radio if not the television. Now there are certain channels that are most
heard like 93.5,95, 98.3 and 104.0/104.8. As these stations have quicks ads and great content along with contests being run based on the ads or content
played. Further, the LAM has to be calculated based on which channel is being heard most and, on those channels, how many audiences are hearing the
ad. The advertisement has to be catchy and short, one that is remembered by all who are hearing it, it can be a jingle, a song, or a rap that with a groovy
background music to get it embed into the minds of the people.

Online: Social media has become extremely crucial now a days. Various digital marketing tools and trendy content can be used to catch the attention of
the young people on social media. Pop-ups can be used. Many influencers can be invited to speak about swiggy and they can trend various hashtags
likw#SwiggySunday.
MEDIA EXECUTION: In this part, all the theory that has been thought will be executed and vendors will be selected. There a wide variety of vendors
available all them having their own USP and offers. Selection of a vendor is mostly on the offer and the best benefit with a good plan. The vendor that
gives a structured plan with a feasible budget and has a good reputation in the market will be given the task, also, usually the company does not change
their vendors once chosen as the investment is in huge numbers and changing vendors will cost them unless they fail in their task. For swiggy, we’ll be
aggressively marketing for the first quarter so we need a vendor with a good reach and name.

MEDIA BUDGETING: Budgeting is very crucial to any business and based on the budget only one can reap the desired returns and profits. Coming
onto media also, every area in the media planning has a cost attached to it. Every domain in the media will incur a different cost to advertise and get the
maximum benefits based on what is the ultimate goal in advertising.

Monthly budget
 REVENUE EXPECTED BY MEDIA TYPE

Increase sales
to existing
Business Goal customers
₹
Monthly
Budget
Monthly Allocatio
Budget 10,000.00 n
₹

Total Spent 10,600.00

-₹

Remaining
Budget 600.00
 Name of
Platform,
Site, or Clicks/Impressions/
Date(s) Publication Description Spend Acquisitions CPC/CPM/CPA Revenue ROAS
₹
₹
₹
₹

January 1 -
January 10 WPRI Radio Ad 300.00 50 6.00 1,000.00 3.33
₹
₹
₹
₹

January 1 - Video Ad for

January 10 YouTube Product 700.00 100 7.00 3,000.00 4.29
₹
₹
₹
₹

January 11 - Video Ad for

January 20 Hulu Product 400.00 150 2.67 5,000.00 12.50
₹
₹
₹
₹

Event
January 4 Facebook Promotion Ad 400.00 200 2.00 7,000.00 17.50
January 5 Boston Globe Ad in Sports ₹ 250 ₹ ₹ ₹
Section

8.00
 2,000.00 9,000.00 4.50
₹
₹
₹
₹

Ad in 1/6
January 6 theSkimm Newsletter 400.00 300 1.33 11,000.00 27.50
₹
₹
₹
₹

January 7 - Boston
January 28 Billboard Sales Ad off of I-95 400.00 350 1.14 13,000.00 32.50
₹
₹
₹
₹

Insta Post
January 8 Taylor Swift from Taylor 500.00 400 1.25 15,000.00 30.00
₹ ₹

₹
₹

January 9 - Ads at Copley

January 23 MBTA Station 1,000.00 450 2.22 17,000.00 17.00
January 10 Entertainment Ad in 1/10 ₹ 500 ₹ ₹ ₹
Weekly Issue

4.00
19,000.00
 2,000.00 9.50
₹
₹
₹
₹

January 11 - Ads on Red

January 25 MBTA Line Train 500.00 550 0.91 21,000.00 42.00
₹
₹
₹
₹

January 12 - Google
January 28 Google Search Ads 500.00 600 0.83 23,000.00 46.00
₹
₹
₹
₹ Revenue
by
TV ad for Media
January 13 WBZ 6:00 News 600.00 650 0.92 25,000.00 41.67 Type
₹
₹
₹
₹

January 14 - Display
January 30 Google Network Ad 900.00 700 1.29 27,000.00 30.00

Average
Total Average Clicks/Impressio Total Total
Type Placements Total Spend Spend Total Clicks/Impressions ns Revenue ROAS
Billboard 1 ₹ ₹ 350 350 ₹ ₹
 400.00 400.00 13,000.00 32.50
Direct Mail #N/A #N/A #N/A #N/A #N/A #N/A #N/A
₹ ₹
₹
₹

Display 1 900.00 900.00 700 700 27,000.00 30.00

₹ ₹
₹
₹

Email/
Newsletter 1 400.00 400.00 300 300 11,000.00 27.50
₹ ₹
₹
₹

Influencer 1 500.00 500.00 400 400 15,000.00 30.00

₹ ₹ ₹

Magazine 1 2,000.00 2,000.00 500 500 19,000.00 9.50

Newspaper 1 ₹ ₹ 250 250 ₹ ₹
 2,000.00 2,000.00 9,000.00 4.50
Other #N/A #N/A #N/A #N/A #N/A #N/A #N/A
₹ ₹
₹
₹

Radio & TV 2 900.00 450.00 700 350 26,000.00 28.89

₹ ₹
₹
₹

Search 1 500.00 500.00 600 600 23,000.00 46.00

SMS/Mobile #N/A #N/A #N/A #N/A #N/A #N/A #N/A
₹ ₹
₹
₹

Social Media 1 400.00 400.00 200 200 7,000.00 17.50

₹ ₹
₹
₹

Transit 2 1,500.00 750.00 1000 500 38,000.00 25.33

 ₹ ₹
₹
₹

Video (Online) 2 1,100.00 550.00 250 125 8,000.00 7.27

 CONCLUSION

Thus, when it comes to media planning for an organization to ensure that their brand gets recognition, attract customers and is able to maximise profits,
one has to take into consideration as to where, how and when to advertise. Further, the agency or vendor chosen should be ideal for the company and most
importantly the budget should be designed as based on the budget only one can select the vendor and even advertise in all the media domains