Media planning

&
Buying
 Introduction to “PUNCH”
• It is a refreshment drink.

• It falls in the category of fast moving consumer goods i.e.

it is a consumer durable.

• As far as our product goes it is not something which is

exclusively meant for a specific target audience, but for
anyone and everyone who is looking out for a
refreshment drink.
 How are we going to innovate our
media plan?
• We are going to have our media plan
strategised in 3 stages i.e. Pre- launch, launch
and post launch.

• For television medium we are going to sponsor

certain shows related to youth.

• For radio we are going to have the radio jockey’s

themselves promoting the product.
 Media plan & budget
TELEVISION MEDIUM
T.V channels Slots
Hungama Six times a week (30sec)
Timings: 7:00pm – 9:00pm
Pogo Six times a week (30sec)
Timings: 8:00pm – 10:00pm
Star plus Four times a week (30sec)
Timings: 6:00pm – 8:00pm
Star one Four times a week (30sec)
Timings: 2:00pm – 4:00pm
Budget
16000 for 30 sec
16000 x 24 = 384,000
For a month.
17,200 for 30 sec
17,200 x 24 = 4,12800
For a month.
30,000 for 30 sec
30,000 x 16 =4,80,000
For a month.
24,000 for 30 sec
24,000 x 16= 3,84,000
For a month.
 Print medium
Newspapers Slots / Location Budget

Bombay times Placed on Page no. 2 Ad size – 15 x 20sq.cm

Twelve times a month. = 28,500
Per month = 3,42,000
HT- Style Placed on Page no. 4 Ad size – 15 x 20sq.cm
Twelve times a month. = 24,000
Per month = 2,88,000

Magazines Slots / Location Budget

Jam Second last page Ad size – 15 x20sq.cm

(Two issues of the month) =15,000
Per month = 30,000
Health Last page Ad size – 15 x20sq.cm
(Twice in 3 months) = 20,000
Per month 20,000
 RADIO MEDIUM
Radio channels Slots Budget

RADIO MIRCHI FIVE TIMES A WEEK 3,500 P30 SEC

30 SECONDS 70,000 PEMONTH

92.7 BIG FM FIVE times A WEEK 3,000 PER 30SEC

30 SECONDS 60,000PERMONTH
 Outdoor medium
Type of outdoor location Budget

Bus stop Near colleges and Total budget 15,00,000

Stations per month.
Railway stations All Fast junctions 16,00,000 per month
Platforms

Triads Khar S.V. Road 2,00,000 per month

(Triple fold hoardings)

Balloon Inside Malls 1,00,000 per month

1. Phoenix
2. Inorbit
Indoor advertisement Inside all malls
1. Point of purchase hypercity 2,00,000 per month
Dmart
Big bazaar
TOTAL BUDGET FOR 3 MONTHS

MEDIA BUDGET OF PUNCH:

1,92,12,400 RUPEES
 Introduction To Dark Horse
• Dark horse is a luxury product but at the same time this
product can be a point of purchase decision and an
impulse purchase.

• This product is not for the general masses but for the
classes. The age group comprises of males from 20yrs
and above.

• We have a lot of competitors in the market to name a

few we have Red Tape, Marco ricci, etc.
 How are we going to innovate our
media plan ?
• We will sponsor events, fashion shows and fashion hunts
,which take place every now and then, so that our
product directly come in the evoke set of our desired
target audience.

• While advertising on channels like zoom and Mtv we will

have the anchor promoting the product either by
including it in her links or as a part of wardrobe courtesy.

• Even in magazines we are going to book slots that are

placed adjacent to the fashion articles or showing the
models flaunting the product.
 Television Medium
Channels Slots Budget

M.TV Thrice a week 16,000 for 30 sec

Timings: 9:00pm – 11:00pm = 1,92,000 for a

Month.

Zoom Thrice a week 12,000 for 30 sec

Timings: 7:00pm – 9:00pm = 1,44,000 for a

Month.

N.D.T.V 24x7 Four times a week 18,000 for 30 sec

Timings: 9:00 – 11:00pm = 288,000 for a
Month.
 Print Medium
Newspapers Slots Budget

DNA Placed in entertainment Half page = 70,000

section (Twice a week) = 5,60,000 for a month.
HT Splurge Placed on last page Size: 10 x 25 sq.cm =
(Twice a month) 40,000
= 3,20,000 for a month.
Times Life Placed on third page Size: 15 x 20 sq cm =
(Twice a month) 42,000
=3,36,000 for a month.

Magazines Slot/ Location Budget

Men’s Vogue Placed on second page Full page

(twice in 3 months) 75,000 per issue
Cosmopolitan Placed on second last page Full page
(twice in three months) 1, 00,000 per issue
 Outdoor Medium
Type of outdoor Location Budget

Mobile Vans 1. Near Santacruz Airport 40,000 for 8hrs shift

2. Mahim L.T.Road per day.
(Two weeks in a month) =5,60,000 for a
month.

Hoardings 1. HeeraPanna (Haji ali) 6,00,000 per month.

2. Bandra Fly-over 2,50,000 per month.

Mall advertisement 1. lifestyles 2,00,000 per month.

2. shopperstop
TOTAL BUDGET FOR 3 MONTHS

MEDIA BUDGET
OF DARKHORSE:1,55,55,000