Download - Media Planning Presentation
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Media planningCourtesy- Psalmoy Consult
Dudu Osun (Refined Black soap)
20121418
SAMUEL A. BADEJO
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Introduction- Black SoapManufacturing Process
Black soap is made from the ash of locallyharvested plants such as bark of plantains, drycocoa pods, palm tree leaves, and Shea tree barks.First and foremost, the leaves and bark are sun-dried and then roasted in pots at an even andconstant temperature which is important toensure color, texture and smell. Then water and
various oils - palm oil, coconut oil, palm kernel oil(including shea butter and cocoa pod powder) -are added to the mixture and stirred for at least aday.
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Black Soap OriginBlack soap is traditionally made in west Africa,
typically Ghana and Nigeria from secret recipes.Different tribes and communities have adopted theirown specific (secret) blend of oils and cookingtechniques, which can be seen in the different colorsamongst black soap.
Dudu osun is a refined African black soap made withmany pure natural ingredients-honey, palm oil etc.
unlike many soaps made in the US or Europe whichtend to have many added artificial ingredients andmay result future side effects.
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SWOT/Product Analysis
Strength- its a good option for babies and adultsbecause of its harmless ingredients and uniquefunction.
Weakness- it is inadequately and unevenlydistributed in the country
Opportunity- it is largely known by the existingusers as a well refined black soap with good
fragrance. Threat- over the years, many have detested the use black
soap because of its color and stains on objects.
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Product Analysis
Dudu osun black soap, also known as African black
Soap (Anago Soap, Alata Simena, or Ose Dudu) haslong been used to heal problem skin.
It helps to cleanse evening out dark spots, eczema,
razor bumps and eliminating blemishes. It is also used to lightly exfoliate(remove old layer
of the skin) and give you healthier looking skin.
The soap can also be used on the body or hair foroily skin, skin rashes, scalp irritations, of bodyodours and is good for sensitive skin.
Dudu osun, unlike other many soaps is made with
100% organic and natural ingredients.
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Competitor Analysis
Raw black soap- is fully made from the natural
ingredients unlike other listed competitive brandswhich have been refined and packaged.Raw black soap is traditionally more valued by thetraditional believers sequel to its traditional functions
at festivals and other traditional functions, and attimes for the treatment of bruises/fresh cuts.Refined (other) black soaps- are majorly used forbody care and many other functions that have high
competitive measures but are still incomparable toDudu Osun due to its outstanding features andfunctions derived from special natural contents itcontains.
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Media Strategies
Raw blacksoap
Madina CocoaButter Soap
Akoma blacksoap Nubianblack soapNasabbs black
soap
Television ads will be run during the national network (NTA)news due to the target market size.Radio ads will be run on WASOBIA FM due to its multilingualedge over other radio channels while,Bill-boards ads will be located at the commercial areas in theNigerian cities.
An amount worth $200,000 will be spent on media planning andadvertising to meet the target market and lay down a bench-mark for substitutable brands
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Media Planning/Strategies
Reach- at least, over a hundred million persons
out of the 167 millions of Nigeria population are ex-
pected to be reached within specified period.
Frequency- the TV and radio ads will be run for on
6 months on a continuous trend before pulsing while the
bill-boards ads will be displayed for a year.
The TV and radio ads will be run 180 and 36o timesrespectively while the bill-boards will be displayed 365 daysto accomplish expected reach and frequency objectives(weight).
Semi-urban
Populated urban
Organized urban
Rural settlement
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Media Analysis
The advertising budget will be allocated overtime in line with the efficiency of media(continuity)
The target audience will be exposed to the
advertising message immediately after theads purchase (recency)
Quarterly market survey will be done to be
economically justified for theaccomplishment of objectives (costmanagement)
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Rebranding/Packaging Initiatives
Dudu osun liquid soap is
correct the impression that
the color stains
4 Dudu osun soaps in a
pack with soap case isto create a difference
+ soapcase
Dudu OsunLiquid
Soap
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Media Objectives
to remind existing consumers
Influence brand selection
aimed at increasing sales by 40%
heighten consumer knowledge on
product value differentiate product competitive
brands
break into the new market to create an effective reach
to create customer loyalty and make
profit
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Media Target Analysis(GRPs)
Total Population base : 100,000000
Radio- 45,000000Tv - 35,000000
Bill-board- 20,000000
Total Population base : 100,000,000
Media No. of targets No. of insertion Impressions(GRPs)
TV 35,000000(21%) 1 35,000000
Radio 45,000000(27%) 2 90,000000
Billboard 20,000000 (12%) - 20-40,000000
Total Impressions 125-145,000000
GRPs=Reach(R) X Frequency(F) 125-145,000000
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CPM Analysis
Cost per Thousand (CPM)
Target Market (TM)
CPM= Cost of ad # of contacts (expressed in thousands)
N 600,000125,000000 =0.0048