DIGITAL MEDIAPRO

SIMULATION
Group 6
Aakarshit Khanna 153001
Ankita Mehar 153013
Anshul Rawat 153023
Shriya Mathur 153044
Tamish Gupta 153053
Contents
01 About the project 04 Year 3

02 Situation 05 Year 4 & 5

06 Learnings
03 Year 1 & 2
07 Result
01 About the project
❏ Based on DIGITAL MediaPRO, an immersive simulation
❏ Focus on understanding consumer needs, dealing with complex market, and managing
communications
❏ Stepping into the shoes of Media manager of MOJO Energy Drink, the main focus of the
project is:
- Communication with three different consumer segments about the single brand
- Building market share & brand loyalty
- optimum combination of tradition & digital media to influence the purchase decisions
❏ The final performance will be measured on the basis of the following:
- Purchase Funnel Performance (PFP), which measures
Media management
- Overall Performance Index (OPI), which measures the
Business results
02 Situation
❏ Operating as the Media Manager for MOJO Energy Drink, the main objective is to have
undisputed market leadership
❏ Energy Drink market: potential product with growing market & aggressive competitors
❏ Economy: 300 million inhabitants in a developed market
❏ Distribution across three different regions: URBAN,RURAL and TOURISM
❏ Forecast growth of 50% over the next 5 years, current market value stands at
$1.2 billion
❏ The consumers can be divided into the following three segments:
- Generation Z
- Millennials
- Generation X
❏ Four main competitors including MOJO
❏ Five-Year timeline to achieve the objectives
 Year 1 & 2

Strategy - Targeted one market at a time i.e either rural,urban or tourism.

Content Powerhouse - Allocated about 23% of the budget to content powerhouse

which was quite high.
Communication Goals - In the year 1 and 2 we focused on increasing awareness and
engagement.
Media schedule - Media schedule not set as per the events organized during the
year.
Media Mix - Budget allocation done as per the ROI of the previous year and not
the trends of each market.
 Year 3
Strategy - Based on Return on Marketing Investment of different markets.

Content Powerhouse - We allocated about 17% of the budget to content power

house, reduced from 23%.

Communication Goals - In the 3rd year our objective was to increase the
purchase intention so we focused on action as our 1st and engagement as 2nd
objective.

Media Mix - Allocated budget according to each market’s return on marketing

investment.

Media Schedule - We were unable to identify the importance of events and

assumed events would affect only the tourism market.
 Year 4 & 5
Strategy - Budget allocation according to the media habits of each segment.

Content powerhouse - 15% of the budget allocated according to the total population
divided into target segments for Y4 and 20% for Y5.

Communication goals - In the year 4 the communication goals were set to action and
interest as objective 1 and 2 in Urban and Rural. In tourism the objective 1 was
set to interest and objective 2 to action.
Year 5 was focused on action.

Media Mix - Budget was allocated on the basis of media habits of each segment in
each market.

Media Schedule - Media schedules were set according to variation in population in

each month and events in different markets.
Learnings
Highlighting the steps that worked for our team in improving our OPI over the course of 5 years

Allocating only 15-20% of our budget and studying the expected population chart to
Content powerhouse
invest money as per the interaction of Gen Z, Millennials and Gen X with the parameters

Setting objectives as per the requirement of the year i.e based on increasing purchase
Communication Objective
intention or loyalty

Understanding of competitors’ strategy and analysing the trends from previous year is
important to invest the media mix.
Media Mix and budget
It’s important to understand the media channels that the target population is
interacting the most with and then investing in it.

Scheduling as per the market and the respective event happening over the year
Media Schedule
Also important to predict the expected population over the year in different markets
 Result

Firm revenue and earnings over the years

(in millions)

Market Share over the years (in %)

Trajectory of OPI improvement over 5 years

Thank You!