NFU

Group no. 9

Team Members:
Kajol - 19
Khushal - 21
Rushabh - 39
Vrinda - 58
Sahaj - 59

TARGET AUDIENCE:
 As per the case study, the Primary Target audience are heavy news consumers (Reads 30
min/day) consuming news across any/all platforms. Therefore, our objective is to target the
existing consumers and the consumers of competitors.

Demographic: The demographics of our Target audience is divided into 2 categories:

1. Young Adult ( 15-30 )
2. Women
3. Existing Heavy news consumers
Since, NFU delivers its news in regional language, the target audience should have a basic
level of education in order to understand the news in their respective regional language.

Psychographic: The target audience should be interested in International news since NFU
majorly caters in that sector. NFU has maintained its unique positioning of “News First '' and
therefore, users who give high priority to news rather than preferring news channels that have
entertainment programs, debates, etc would be the right fit for NFU.

Ethnicity: Their regional language and culture would be important to them since they might be
preferring their mother tongue over common spoken language in India.

Hence our Target Audience comprises people who are interested to know and learn about
international news but at the same time would prefer it in their regional language so as to have a
better understanding.

Consumer Persona:

Classification of users - Young adults who are interested in international news.

We would like to further break down the target group

Young Adults:
● 15-24 Years
● 25-30 Years

Understanding the consumer persona of young adults:

‘
1) Rohan, The aspiring Student (Age:19)
Rohan wants to get into an MBA college and he understands the importance of being up
to date with International news worldwide. While he has a decent hold over English, he
would be more comfortable if the international news is delivered in his regional
language.

2) Ayushman, The Working professional (Age: 26)

Ayushman trades in the International Market and likes to be updated with what is
happening around the world. Since he comes from a small city in Maharashtra and has
 grown up typically listening to Marathi, International news in his regional language would
be a well fit choice for him

Classification of users - Women who are interested in international news.

We would like to further break down the target group

Women:
● 15-24 Years
● 25-30 Years
● 31 Years and above

While similar Consumer Persona for women can be used as mentioned above for young adults,
For category 31 years and above, The consumer persona could be described as:

3) Seema, The social Queen (Age: 35)

Seema has different social groups with whom she interacts on a regular basis. While she
is comfortable talking about various topics, she feels left out when her friends are
discussing about International news and typically debating about what is happening
around the world. Since her social circle is important for her, she wants to have a basic
gist of current news- topics she would be interested in can range from technology or
brand innovation & international culture (food recipes, interior design). Since she is a
Marathi and has her education in the regional language, she would prefer NFU over
other news channels.

Define the Market

(Please refer to the excel sheet for working-
https://docs.google.com/spreadsheets/d/1TY1rSYbbz6xpIDvPqOizFJVTY9dS6k7efCwRuhyGb8/edit?
usp=sharing)

Assumption: We have taken State wise language speakers as a percentage of total population
from census.
Based on this percentage we have identified the states where a particular language is most
spoken/popular.
Reason: This can help us know which language is widely spoken in a particular state and hence
target that market with that language.
Eg. Hindi is the most spoken language in Uttar Pradesh. 94.08% of the total population
(199,812,341) speaks Hindi.
Hence this is an important & large market for NFU to focus on for their Hindi News.

We have further tried to classify this for

1) Young Adults- (15-30)
2) Women Audience

Taking the example of Uttar Pradesh, the Total Women population is 95,331,831. According to
the census data the Total Women Population Speaking Hindi is 86,964,622 (Cell I2).
Since we know 94.08% of the Uttar Pradesh population speaks Hindi, if we apply the same logic
to just the women population, we arrive at 89,688,187 (Cell H2).
Hence the figures are close and we can assume the same logic for the young adults.
Total Young Adults (15-30) in Uttar Pradesh is 60,065,571- To arrive at the Hindi speaking
audience we take 94.08% of this population (60,065,571) = 56,509,689

We have done this across the languages NFU’s existing languages (Hindi & Tamil) and for the
languages they want to invest in (Marathi, Gujarati, Bengali and Telugu).

We have tried to identify the markets (states) where NFU should focus and invest since those
languages are popular in those states.

Category A- Priority Markets- Key markets to focus on wrt to languages (on the basis of state
wise highest language speakers as a percentage of total population)
1) Hindi- Uttar Pradesh
2) Tamil- Tamil Nadu
3) Marathi- Maharashtra
4) Gujrati- Gujrat
5) Bengali- West Bengal
6) Telugu- Andhra Pradesh

Category B- Secondary Markets - (on the basis of state wise second highest language speakers
as a percentage of total population)
 For Gujarati - 85.97% in Gujarat
50% in Daman & Diu

85.97% of the population in Gujarat speaks in Gujarati, the next state/ union territory with
the highest Gujarati speakers is Daman & Diu (50%).
Hence NFU should focus on Gujarat as well as Daman & Diu for Gujarati investments.
So on priority level NFU would target Gujarat since it has majority people speaking
Gujrati but it should also consider other aspects too.
Eg. Although Daman & Diu is the second largest market, it might still be important
because it can be a cluttered and highly viewed, weekly GRP of 200 might work in this
market, but at the same time if Gujarat is a lower viewership market, 200 GRP may be a
complete overkill for it.

● Apart from this, we would also see how competitors are performing in the target Market,
Relative Market Share.

MEDIA WEIGHTS

1. EFER Method:
Using Ostrow’s Grid for finding out the effective frequency by accounting factors related to
marketing, media and the message itself.
In the grid excel sheet,
We assign a value 1, depending on the frequency, we estimate where does our TG belong with
respect to a particular parameter.
Eg: The Brand Loyalty of NFU is stated as very high as it is trusted and has very loyal TG, we
assign a value 1 in High Frequency.
Similarly for, the media factors,
The clutter in news space is high with 400 news channels existing,
We assign a value 1 in High frequency to break the clutter with frequently posting our
advertisement.

All the values of frequencies are summed and taken as a weighted average to finally identify the
minimum frequency required for having effective reach.
Below this minimum frequency, the advertisement would be ineffective and generate a lower
response from the medium.

We cannot assign higher frequencies to obtain a higher reach for all factors, as beyond the
inflection point, there are marginal gains in the % reach over high GRPs.
We can see this from a graph below.

So, the optimum level to gain the effective reach is to have frequencies nearest to the inflection
point.
Since we do not have information regarding the GRPs, we cannot calculate effective reach %.
In case we had the information, we would have used the above model to calculate the reach%
and GRPs at the effective frequency level

For NFU, the obtained minimum effective frequency from the Ostrow’s frequency
estimator is 3.80

The Drawback of just using this method for setting the media weight is, it lacks a competitive
framework to be taken into account.
For two different brands, targeting the same TG, this method will always result in obtaining the
same frequencies. While the effective frequency grid does factor in a fair amount of brand
context, if two different brands have the same effective frequency, they will end up with exactly
the same media objectives for the same TG, regardless of other differences.

To overcome this drawback, we use the SOV-SOM method which factors in competition.

2. SOV-SOM Method of assigning media weights:

Since NFU is targeting to launch in four newer language space, the share of market it has in
those markets is very low.
To compensate for the lower Share of market(SOM), it needs to increase its Share of
Voice(SOV)

In the below Graph, we see the relation of SOV with SOM.

NFU would lie around Quadrant II for launching into new markets. To outshout its competition in
the targeted markets mentioned above, NFU has to be an investment brand with respect to
media weights to obtain the effective GRPs in the category.
The amount of compensation NFU has to do for the lack of its share of market is obtained from
the below mentioned advertising intensiveness curve.

It is seen from the above curve that for targeted 4% SOM, the SOV has to be approximately 5
Percentage points higher than the SOM, i.e 9% SOV or higher
For a newer brand like NFU launching into a competitive market, it is ideally suggested that
SOV should be thrice as much as SOM value.
For Example:

Considering Marathi TG
SOM SOV
Brand A 46% Brand A 43%
Brand B 50% Brand B 45%
NFU 4% NFU 12%
100% 100%

So, For NFU the suggested SOV is 12% at SOM=4% for obtaining the desired Effective
GRPs

The drawback for the SOV-SOM method are

● We cannot predict GRPs for the upcoming year and hence cannot estimate a true share
of Voice.
● There is a spiraling effect due to competition, which results in a change in share of voice
and can lead to under-spending or over-spending to maintain the consistent share of
Voice.

While SOV–SOM has a strong competitive context, this method does not factor in efficiencies.
Ostrow’s EFER model, on the other hand, has a strong efficiency mechanism in-built into the
method, but lacks a strong competitive framework. Thus, the two methods are complementary
ways of setting objectives as one makes up for the shortcomings in the other. For this reason,
we suggest that

NFU needs to be using the above two methods in conjunction to arrive at media weights.

MEDIA MIX:
Disclaimer: Media mix is the building block of the media strategy where a lot of ‘intuition’ and
‘gut feel’ comes into play, and often the data is a post-decision tool to justify the choices made!

As we have lower SOM so we will focus on high SOV

Recommended Media Mix:

Newspapers: Regional Newspapers: eenadu/ saakkshi (telugu), divya Bhaskar(gujarati),

Lokmat (maraathi) , Anandabazar Patrika (bemgali), Dainik Jagran (hindi)

Eenadu , divya bhaskar , lokmat and anandbazar patrika,Dainik jagran are the top newspapers
in their respective region and matches our brand personality

Sakshi (Telegu) is extremely popular among the locals, and the newspaper publishes a good
amount of content, including celebrity interviews and a fun literature section. (Which attracts
young adults and women) can be used as an experimental side project to see if it works, then
can be implemented on other regional newspapers.

Why Newspapers? To create awareness about our new segments/shows added in the channel
to attract the target audience

Magazines: Mainly to target middle aged men and women

1. Chitralekha (Gujarati)
2. Chitralekha (Marathi)
3. Desh Magazine, Sananda(Women); (Bengali)
4. Swathi (telugu)

TV:

Advertising on Sports, Regional and entertainment channels

Digital Media:

Instagram (Hotspot for young adults) - Advertising Pictorial and bite size news on Instagram
about recent happenings which will help build their trust on our news channel and also benefit
our Instagram presence.

Facebook (Hotspot for Middle aged men and women)

Advertise our crisp small video news clips in regional languages according to their
demographics and their location which will create awareness about our channel and build trust
on our existing Facebook presence.

YouTube:
Advertise small crisp clips from our existing and newer segments (lifestyle)

Redirect the ad viewers to our YouTube page to increase our online news market on YouTube.

JioSaavn (Podcasts targeting young adults) - JioSaavn currently occupies the second position
with a 24% share in India’s audio OTT market. With JioSaavn having a high listenership of
podcasts it is viable to have our podcast on this platform.

Transit advertising: Banners in local buses, local trains and metros can help create awareness
about our newly launched channels in regional news categories.

Recommended schedule
Scheduling deals with the question, ‘When should we advertise the product? the answer is fairly
commonsensical—when it has the best chance of being bought!
This would be the key factor to determine scheduling patterns. A close study of the sales pattern
(both for the brand and the category) would need to be done to understand the presence of any
seasonality in sales.

When it comes to a News platform which is broadcasted on TV, Radio and Digital Channels we
have 2 types of scheduling,

Continuous - For NFU we choose this method as we want to create a continuous awareness at
a steady pace. In this scheduling type where the media weights are spread evenly and
continuously across the year. The consumer is in the market for the NFU year-long, and it
makes sense for NFU to be there with the ad message at the same time. Continuity can be a
suboptimal option for brands with budget constraint, as activity spread evenly across the year
could result in below-threshold visibility level weights for such brands.

Pulsing - Pulsing brings together the best of both continuity and fighting while cutting out the
downsides. In this scheduling method, a continuous and evenly spaced activity for NFU will form
the base, accompanied by heavier weights in the key time-periods.

Below are some examples of events for which we will introduce frequent pulsing to create
awareness and interest, these particular events that will be the main highlights in the upcoming
month.
Key time periods in this case being be any special upcoming events related to
● World politics - Example (US Presidential elections in the month of November)
● World economy - Example (Fluctuation in oil prices or during budget rollouts)
● Environment - World climate agreements or conventions taking place
● World health and Welfare - Example (UN related NEWS)
● Sports News - FIFA, Cricket World Cup, Olympics, Wimbledon etc.
The above mentioned are some of the examples.
NOTE - These Examples have been taken from the past years 2018-19 as this year
there is a lot of disruption in the dates due to COVID-19.

This year some major events that will occur or are ongoing are
Politics - US Elections in November
Sports - IPL to be held in Dubai and Champions

SCHEDULING FOR IMPACT: Apart from the annual scheduling patterns, scheduling can also
be used to create impact. Below are examples of some of the methods used.

1. ROAD BLOCK: The premise behind this kind of scheduling strategy for NFU is that
consumers have a tendency to switch channels during commercial breaks and watch
something else. In a road-block, the ad gets aired across all channels at the same time,
ensuring that the consumer is not able to miss the communication, mostly used as high
impact strategies for a brand launch. In our case we will run these ads on small regional
 language-based news channels as well as other channels which provide international
coverage all at the same time so that we make the highest impact.

2. MULTIPLE SPOTTING: In this case an ad is carried in the same break 2+ times. This is
an impact strategy which definitely gets the attention of the TG, but may, however,
compromise on the overall reach delivery, and focus on delivering higher OTS instead.

Scheduling in a day part:

Example with reference to some upcoming events
1. US Presidential elections: News related to US Elections will be telecasted in India in
regional languages the next day rather than live due to the gap in time zones,
8am to 9am we will show highlights and later in the day (1pm to 4pm) and late evening
(8pm to 10pm) we will showcase detailed debates and discussions in the regional
languages which will be discussed by experts about the subject and the language as
well.
2. Champions League: Matches will be displayed 1st thing in the morning as enthusiasts
look up to it first thing in the morning as most of them are young adults and can watch
while commuting.
These are some of the examples.

REFERENCES:
● Excel Sheet for ostrow’s frequency estimator- Sheet 1
Excel Sheet for TG in Category A Category B Market- Sheet 2
Excel Sheet data downloaded from censusindia.gov.in for age wise classification of
Indian Citizens- Sheet 3
 Link- https://docs.google.com/spreadsheets/d/1TY1rSY-
bbz6xpIDvPqOizFJVTY9dS6k7efCwRuhyGb8/edit?usp=sharing
● For pdf Files downloaded from censusindia.gov.in
● https://drive.google.com/drive/folders/1qB3pTlLjUl2-qNFIbjfK8wAu9ZQhWEbQ?
usp=sharing
● Asia Women Survey
● https://www.afaqs.com/news/marketing/54956_IRS-Q1-2019---Top-newspapers-and-
magazines
● https://scroll.in/article/947937/indias-demand-for-audio-content-has-caused-a-surge-in-
the-popularity-of-podcasts