Benecol Media Planning

Submitted by
Mridul Vijay
EPGP 03 WEB 053

The target audience of Benecol Spread is women

as they have more risks towards cholesterol. Also
they are more health conscious and decision
makers when it comes to choosing such products.

The product being premium needs to be targeted

to women with income above USD 50000

Target Groups
Primary

Women
Age: Above 45 years
Income > 50K
County A& B
Size: 42,656 + 31,096
Based on Exhibit7, 9

Target Groups
Secondary

Men
Age: Above 45 years
Income > 50K
County A& B

Target Groups: Weight

TG: 1
Better than
average

TG:2
Much worse
than average

TG:4
Much worse
than average

TG:5
Much better
than average

TG:7
Slightly better
than average

TG:8
Slightly worse
than average

TG: 3
Slightly Better
than average
TG:6
Average
TG:9
Much worse
than average

S-shaped 6 frequency function is used to create

more exposures to the add there by creating more
awareness and at the same time communicating
the need of the product in their life.

Media Vehicle: Weights

Priority: Radio & Magazines
ARP The Magazine
Cooking Light
TV Guide
Radio Limbaugh
Radio Premier Drive

More exposure is attained through radio which will remind TG continuously for
a period of time

Media Insertions

Results

Summary
The media plan needs to target women who have
income more than USD 50000. The plan is to spread
awareness about the benefits of the product through
magazine ads and remind them via radio spots. More
the exposure more the impact. The media planning tool
has helped to plan effectively based on the reach and
optimized the cost as per the budget constraints.

Thank you