MEDIA

PLANNING
Submitted To Submitted By

Sonam Puri Kathakali Chatterjee

MA PR

In the year 1906, Melbourne William Ramsay began
the KIWI shoe polish in a building at Bouverie ST,
Carlton. The name of the brand was given as a
recognition to Annie Ramsay, his wife, origins and by
the end of the year they sold eighty-six gross.
Competition was high till 1908, as KIWI shoe polish
was not the only boot polish in the market but what
differentiated it was that it restored the colour and
cared for the leather also making it water resistant.
This gave KIWI boot polish an edge over rival brands.
By 1908 the demand for leather shoes and boots grew
in the market consecutively increasing the need to
polish them quickly, efficiently and easily, grew.
“Most successful manufacturer in Australian corporate
history.”
During the outbreak of the First World War 1914-1918
sales of KIWI boot polish increased as the unique
quality of water resistant leather shoes became an
essential for the soldiers. Thus, by the 1916 KIWI sold
30 million tins worldwide. In 1917, the company KIWI
Polish Co. Pvt. Ltd claimed to make the first
advertisement screening in UK a six minute long
video promoting the KIWI tan polish.
The Second World War grew the demand for the brand
and eventually print advertisements during that time
of KIWI shoe polish were very creative and increased
the awareness of the brand among the general public.
1950’s the KIWI manufacturing plant came to India to
conquer the shoe polish market dominated by Cherry
Blossom. By the 1980’s KIWI sold 250 million tins
annually worldwide in 183 countries.
In 2010 SC Johnson acquired the brand
KIWI Shoe Polish.
Company : SC Johnson

Brand : KIWI Shoe Polish

Advertisement Agency : Ogilvy, Chicago

2017
The “Portraits Completed” campaign won
a gold Lion and a bronze Lion in Print &
Publishing contest here at the Cannes
festival. Ogilvy organized an exhibition of
the paintings, with a humorous audio tour
that gave lots of real art history but also
cleverly worked the brand into the
narrative.
Company : SC Johnson

Brand : KIWI Shoe Polish

Advertisement Agency : Ogilvy, Chicago

2018
Shoe polish brand Kiwi, owed by SC Johnson
Company, and agency Ogilvy Chicago decided a
new line of print ads. The brand explores the lives of
these American icons through the very shoes they
wore. The ads feature long-form copy that explore
the first steps that led to these amazing life stories.
Readers learn about the storied lives of each owner
of these shoes and the first steps they all had to take.
The approach of lengthy copy was used to tell their
stories in a rich way
 TARGET AUDIENCE DEMOGRAPHICS
 Professionals : Male/Female (20 years to 40 years) who • Age : 20 years to 40 years
have to look ready to conquer the corporate jungle.
• Gender : Male and Female
 MBA Students : Male/Female (20 years to 30 years) who
are the young adults aspiring to get into the world of • Occupation : Working Professional
business. and Post Graduate Student

GEOGRAPHICAL • Socio-Economic Status : Middle and

Upper Middle Class
INDIA
• Urban Population
• Maharashtra • Delhi
• North East • Haryana
• Kerala • Punjab
• Tamil Nadu
 To reach out to 60% of the TA with ATL activities.

 To run print advertisement in variety of national weekly

and fortnightly magazines for the duration of 12 weeks.

 To run TVC for 12 weeks with effective frequency on

news channels, general channels, sports channel and
movies channel.
 To engage TA audience through online media as 70% of
young India is adapted to online reading, with the
increase of mobile phone usage.
According to the consumer profile of KIWI shoe polish, the
target segment is the young adults living in the urban and
megacities of the multicultural and multilingual India.

What Young India

Watches?
Source: Indian Readership Survey; 2017, Market: All India
• Television viewership has increased due to the increase
in availability of electricity and TV ownership in the
chosen locations.

• Young India contributes to a total 33% (rural and

urban) share of eyeballs of total TV viewership across
all age.
Source: Indian Readership Survey; 2017, Market: All India
The Youth (15-30 yrs) as a television audience contributes a staggering 33%
share of eyeballs to the Total TV viewership , across age cuts.

% Share of Impressions
Source: BARC India; BMW data; Period- Wk08-Wk52, 2017, TG: 15-30 yrs, Market: All India, Channels considered: All
 • The Youth population composition is relatively skewed
towards males, but when we look at the viewership
share we see that the female viewership is
What Young India comparable to that of males. Both contribute an
equal share of eyeballs to TV viewership, i.e. 50% each.

Watches? % share of Targets MALE FEMALE

• The Youth in Urban India that seems to be spending
more time on television in relation with the population Population Share 52% 48%
share.

% share of Targets
Viewership Share 50% 50%
% share of Impressions
Population Share 44%
Viewership Share 46%
% share of Impressions
Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All
 What Young India
Watches?
• The viewership of the youth on TV follows a consistent
trend across weekend and weekdays. As expected, the
viewership is the highest during Prime Time. Viewership
starts from 6:00 am in the morning, rises gradually through
the day, and peaks between 8.30-9.00 pm. While the
Reach and the Impressions peak between 8.30-9.00 pm
on both weekday and weekends, the gap between
Reach and Impressions is marginally higher on
weekends, indicating that there are not enough
conversions when compared to the weekday. This may
likely be due to other activities competing for the
attention of the Youth, and hence scope to create
compelling content to attract more youth audience
Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All
 WEEKDAY

What Young India

Watches?
• Let us see how does an Indian youth spend
his/her typical weekday-weekend on TV with
respect to content preference by time bands.
For ease of reading and understanding data,
we will club the time bands into broader
bands of 3 - hours each.
% Share of Norm. Imp

Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All
 WEEKEND

What Young India

Watches?
• Let us see how does an Indian youth spend
his/her typical weekday-weekend on TV with
respect to content preference by time bands.
For ease of reading and understanding data,
we will club the time bands into broader
bands of 3- hours each.
% Share of Norm. Imp

Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All
 URBAN INDIA

% Share of Norm. Imp

Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All
 What Young India
Watches?
• The aspiring Indian youth has increasingly more
dispensable income and open minds. They are
willing to try and buy new products, which makes
them an important consumer segment for all
marketers and advertiser.

• FMCG products which are of personal care has

high self involvement attached. Thus, the need to
buy these goods in higher in urban areas. KIWI
Shoe Polish falls under the personal care segment.

Source: BARC India; 2018, TG: 15-30 yrs, Market: All India,
Channels considered: All

The Youth (15-30 yrs)
contributes a massive 33%
share of eyeballs to Total TV
viewership, making them a
segment of interest for
broadcasters and advertisers
TV viewership remains
consistent across weekday
& weekend, with minor
deviations, breaking the
notion that the youth watch
more TV during weekends.
Youth in Rural India start
and end their day
relatively early, while
there is prevalence of
late-night viewership in
Megacities.
Film based programs
dominates NPT from
0600-1800 hrs. But, as we
approach Prime Time,
the viewership share of
Serial based programs
goes up significantly.
The Youth in rural India is
hooked to viewing serials
during the late-night hours,
while the Youth in Megacities
drives viewership for Reality
shows and Talent search
programs (classified
Miscellaneous)
Youth genre channels have the
highest Reach among Youth in
megacities, but low ATS, which
presents a possible opportunity
to hook & engage this segment
viz. new channels & fresh
content
 Contrary to common
perception, the ATS for
Devotional channels is higher
among Youth in Megacities than
the Youth in Rural towns/ cities.
This opportunity can be
capitalized by both
broadcasters and advertisers

Mass-advertising sectors such

as Personal Care & Hygiene,
and F&B account for 50% of Ad
impressions from the Youth in
both Rural towns and
Megacities.

Advertising for high involvement sectors such as

Auto and Durables are more effective among the
Youth in Megacities than in Rural areas. This is also
true for Service sector, which is heavily dominated
by Internet services and E-commerce category
INDIAN READERSHIP SURVEY
MEDIUM OF EDUCATION (YOUNGEST CHILD AT HOME)

Figs in %

Source: Indian Readership Survey; 2017, Market: All India

INDIAN READERSHIP SURVEY
DAILIES’ READERSHIP BASE EXPANDS ACROSS
DEMOGRAPHIC GROUPS

Figs in %

Source: Indian Readership Survey; 2017, Market: All India

INDIAN READERSHIP SURVEY
MAGAZINES TOTAL READERSHIP INCREASED BY 75%

Figs in %

Source: Indian Readership Survey; 2017, Market: All India

INDIAN READERSHIP SURVEY

NEWSPAPERS READ “ONLINE”

Figs in %

Source: Indian Readership Survey; 2017, Market: All India

Figures in brackets indicate growth over IRS 2014
n.a. = not available in earlier IRS ; * = insignificant
Source: Indian Readership Survey; 2017, Market: All India
 TELEVISION
BUSINESS NEWS

Weekly Viewers 5560 6900 16040

Cost / Second 450 175 66
Cost / 20 Second 20 X 450 = 9000 20 X 175 = 3500 20 X 66 = 1320
CPT 9000 x 1000 3500 x 1000 1320 x 10000
5560 6900 16040
1619 /- 507 /- 82 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 TELEVISION
SPORTS

Weekly Viewers 89065 95050

Cost / Second 330 352.9
Cost / 20 Second 20 X 330 = 6600 20 X 352.9 = 7058
CPT 6600 x 1000 7058 x 1000
89065 95050
74 /- 74 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 TELEVISION
GENERAL

Weekly Viewers 241281 24011

Cost / Second 4500 280
Cost / 20 Second 20 X 4500 = 90000 20 X 280 = 5600
CPT 90000 x 1000 5600 x 1000
241281 24011
3730 /- 233 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 TELEVISION
MOVIES

Weekly Viewers 52504 307793

Cost / Second 350 1225
Cost / 20 Second 20 X 350 = 7000 20 X 1225 = 24500
CPT 7000 x 1000 24500 x 1000
52504 307793
133 /- 4 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 MAGAZINE
WEEKLY WEEKLY FORTNIGHTLY FORTNIGHTLY

Circulation 485000 45000 338000 197510

Cost / Full Page 400000 60000 - -
Cost / Half Page 200000 - - -
Double Spread - 142800 320000 450000
CPT FP 825 /- 1333 /- - -
CPT HP 41 /- - - -
CPT DS - 142800 /- 947 /- 2278 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 NEWSPAPER
DELHI , NCR

Circulation 985000 991588

Cost / Fixed Size 1093400 880000
Insert
Cost / Jacket Insert 6191328 4265976
CPT FS 1110 /- 1127 /-
CPT Jacket 6285 /- 232 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 NEWSPAPER
MUMBAI , MAHARASHTRA PUNE , MAHARASHTRA

Circulation 320000
Circulation 830000 410000 Cost / Fixed Size 493900
Cost / Fixed Size 1204500 6000000 Insert
Insert Cost / Jacket Insert 2066064
Cost / Jacket 6314800 3500640 CPT FS 1543 /-
Insert CPT Jacket 6456 /-
CPT FS 1451 /- 14634 /-
CPT Jacket 7608 /- 8538 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 NEWSPAPER
CHENNAI , TAMIL NADU KOCHI , KERALA

Circulation 273000 397589 Circulation 39500 84370

Cost / Fixed 423500 900000 Cost / Fixed 58300 66000
Size Insert Size Insert
Cost / Jacket 1863576 6274125 Cost / Jacket 223080 1223422
Insert Insert
CPT FS 1551 /- 2263 /- CPT FS 1476 /- 782 /-
CPT Jacket 6826 /- 15780 /- CPT Jacket 5647 /- 14500 /-

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 ONLINE
Banner Ad 3 /- Roadblock 400,000 /-
Cost / Click Banner Ad
Cost / Day
Video Ad 240 /-
Cost / Views
In-Feed Ad 0.12 /-
Search Ad 15 /- Cost / Impression Banner Ad 0.11 /-
Cost / Click Cost / Impression
Shipping Ad 20 /-
Cost / Click
Video Ad 0.20 /- Video Ad 1.50 /-
Cost / Impression Cost / Views
Banner Ad 0.175 /-
Video Banner 0.50 /- Cost / Impression
Cost /
Impression

https://www.themediaant.com/ DURATION : 17 MARCH – 8 JUNE

 0600- 0900- 1200- 1500- 1800- 2100-
Programme

TELEVISION
0900 1200 1500 1800 2100 2400
Theme
hrs hrs hrs hrs hrs hrs

CNBC TV 3 - - - - 2
ET NOW 3 - - - - 2
ZEE BUSINESS 3 - - - - 2
STAR SPORTS 1 - - - 4 3 2
STAR SPORTS 1
HINDI - - - 4 3 2
ZEE TV - - 2 - 2 2
0600- 0900- 1200- 1500- 1800- 2100-
AXN - - - - 1 4 Programme
0900 1200 1500 1800 2100 2400
Theme
MOVIES NOW 2 - 3 3 - - hrs hrs hrs hrs hrs hrs
SONY MAX 2 - 3 3 - - CNBC TV 3 - - - - 1
ET NOW 3 - - - - 1
ZEE BUSINESS 3 - - - - 1
STAR SPORTS 1 - - - 5 5 2
STAR SPORTS 1
HINDI - - - 5 5 2
ZEE TV - - 2 - 3 2
AXN - - - 1 2 2
MOVIES NOW - 2 3 2 - 1
DURATION : 17 MARCH – 13 APRIL SONY MAX - 2 3 2 - 1
 TOTAL GRP 45,278,201

DURATION : 17 MARCH – 13 APRIL

MAGAZINE

TOTAL GRP 4,651,530

 NEWSPAPER
DELHI , NCR DURATION : 17 MARCH – 13 APRIL

MUMBAI , MAHARASHTRA PUNE , MAHARASHTRA

 NEWSPAPER
CHENNAI , TAMIL NADU DURATION : 17 MARCH – 13 APRIL

KOCHI , KERALA
THANK YOU