Media Consumption Analysis

Haris AhmedMohsin Hassan Khan

Umair AshrafArnold

Mir Abdul Mateen BalochSara Amjad

Company: Nestle

Brand: Nesfruta

Target Audience

• Core: • 15 to 45 age bracket• male and female• Teens

• Broad:• Umbrella population• All age groups• All SECs

Competition

Direct Competitors• Shezan All Pure

• Slice

• Minute Maid

Indirect Competitors

• Polly• Maaza• Frooto• Soft drinks (Coca Cola, Pepsi, Fanta, Mirinda,

Sprite, 7up)• Unbranded juices (Rani etc)

Competitive Spend Analysis

Mediums Mix

• Nestle Nesfruta’s competitors are doing 360 degree campaigns which include

» TV» Radio» Print» OOH» Internet

Competitor’s Spend

• Competitors are spending around 800 million on Television and Radio

• Whereas the total category spend is1 billion

Competitor’s CPRP

• Nesfruta’s competitors achieve indexed CPRP of Rs 24,600

Category Heat• Major competition lies between Nestle, Slice

and Shezan• Category heat is comparatively low but

indirect competitors saturate the market• Category heat also depends upon the stretch

of season in the particular area of distribution

Brand’s Media Consumption

Brand’s Media Consumption

• 360 Degree Media Campaign

• Approximately 95 Million media budget

Budget Distribution

• TV: 61.75 Million

• Radio: 2.85 Million

• OOH: 23.75 Million

• Print: 6.65 Million

Television65%Radio

3%

OOH25%

Print7%

TelevisionRadioOOHPrint

Budget Distribution

Television Spend and CPRP

• Television spend of Nesfruta is 61.75 Million

• CPRP of Nesfruta is Rs 25,000

Electronic Media Strategy

• 80% on National Channels• 20% on Regional Channels• Targets:– Entertainment Channels– News Channels– Kids Channels

• Time band splits:– 70% prime time– 30% non-prime time

Electronic Media Planning

• Entertainment channels:– 8pm to 9pm drama serial slot– Morning shows– High rated dramas

• News Channels– Prime time– Noon

• Kid’s channels– Evenings in weekdays– Noon in weekends

Analysis

GRP per Year and Monthly Spend

• Total GRP per year is 7,200• Nesfruta is spending on average of 15 Million

per month during season on its advertising campaigns

• Campaign period starts from end of February till end of September

Effective Frequency

• Ostrow Model defines the effective frequency of Nesfruta as 3+ (3.3)

• D:\University Documents\Semester 6\Media Consumption Analysis\Ostrow Model Shezan.xlsx

Other Mediums

Print Media

• Division of print media is like:– 40% on Daily Newspapers– 60% on Magazines

• Spend on magazine is higher because of its longer life and currency

Radio

• 80% in Metro Cities

• 20% in Regional areas on Drive Time

OOH Campaigns

• Main focus areas for OOH campaign are A&B SEC locations like:

– Shara-e-Faisal– Defence– North Nazimabad– Gulshan-e-Iqbal

• Billboard sizes range in between 90x30 or 60x30 in metro and adjoining main cities

• Whereas in suburb and small cities Nesfruta usually go with small sizes i.e. 10x20 billboards