VIVEKANAND EDUCATION SOCIETYS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Media Planning of Bisleri

A project by
Gautam Anand, 05 Kevin DMello, 12 Nishigandha Sharma, 30 Kritika Sirohi. 32

Contents
I. II. Introduction.....................................................................................................4 Mission............................................................................................................4

III. Media Brief......................................................................................................4 IV. Packaged Drinking Water................................................................................4 V. Pricing & Variants............................................................................................5 VI. Marketing Objective........................................................................................5 VII. Target Group...................................................................................................5 a. b. a. b. c. X. a. b. a. Demographics..............................................................................................5 Psychographics............................................................................................5 Brand leads the category.............................................................................6 New innovative trends.................................................................................6 Kinley...........................................................................................................6 Aquafina.......................................................................................................6 Himalayan....................................................................................................7 Creative Communications..............................................................................7 Televised Commercial..................................................................................7 Radio............................................................................................................7 Print.................................................................................................................7 1. 2. b. c. 1. d. e. 1. 2. 3. Newspaper................................................................................................8 Magazines.................................................................................................8

VIII. Positioning.......................................................................................................6

IX. Competitors.....................................................................................................6

XI. Role of Media...................................................................................................7

Television........................................................................................................9 Radio...............................................................................................................9 Radio Industry in India.................................................................................9 Disadvantages...............................................................................................10 Outdoor Advertising......................................................................................10 Internet.........................................................................................................11 Types of Ads...............................................................................................11 Revenue models.........................................................................................12 Major players in Internet Advertising......................................................12

XII. Selected Mediums.........................................................................................12 XIII. Media Plan.....................................................................................................13 1. Plan Snapshot................................................................................................13

Plan Snapshot

Media Plan for Bisleri

I. Introduction
The origin of Bisleri lies in Italy and the brand owes its name to its founder Mr.Felice Bisleri, an Italian entrepreneur. In 1967, Bisleri set up a plant in Mumbai for bottling and marketing actual mineral water, which did not quite work. By 1969, Bisleri wanted to exit the business; Ramesh Chauhans bought the brand, intending to turn it into a soda brand. Since then it has come a long way. Now, it owns a large percentage of shares in the Indian market and also it has its presence in International Water Market.

II. Mission
Commitment to offer every Indian pure & clean drinking water.

III.Media Brief
The brand is well established Clean the image of Bisleri after the contamination case 6 months ago Budget of 12cr Pan India distribution & advertising Improved our distribution Competitors have come up with new shaped bottles. New Rs.5 bottle introduced It is consumed by everybody Tire 1 &2 cities as the potential areas To crack Metros Above The Line (ATL) advertising required in regular mediums.

I. Packaged Drinking Water

Rs. 1,500 crore: Size of packed drinking water in India Packaged water market is projected to grow at 16% to 17% during the period 2009 to 2016 Last year it grew by 17% Bisleri 60 % share.

I. Pricing & Variants

Popular

Parle Bisleri

Bisleri

250ml 500ml 750ml 1 ltr 2 ltr

3.00 5.00 10.00 13.00 19.00 25.00 60.00

Bulk

Parle Bisleri Parle Bisleri

Bisleri Bisleri

5 ltr 20 ltr

II. Marketing Objective

Bisleri is targeting a 40 per cent growth this year An aggressive market penetration strategy Strong distribution plan Penetrating newer markets Increasing shelf presence in the metros and existing markets.

I. Target Group
a. Demographics
AA Age SEC Market All adult 15 + A, B Urban

b. Psychographics
Meant for people who travel. Health conscious people. At an instance when one is thirsty.

I. Positioning
Bisleri plans to sell its product based on its purity and taste with its tagline, The sweet taste of purity.

Brand leads the category

Bisleri is a well estabished brand in its category, having years of existance & trust of the consumer. Its name is synonymous with bottled water.

New innovative trends

Bisleri has modified itself over the years to suit the convenience of the consumers and its new look has an international appeal, that conveys its purity. It has also expanded its brand with Bisleri Mountain, packed Himalayan water.

I. Competitors
The market is dominated by the very few players like Bisleri, Aquafina, Kinley, Himalayan and Oxyrich, and they are trying to increase their market share by product introduction, price, packaging and volume of water). Bisleri has a market share of 60%. Bisleris primary comperitors stand as Kinley, Aquafina and Himalayan. Secondary include Oxyrich, Qua and Bailley and other local players.

a. Kinley
Launched: August, 2000 Earlier positioning: Boond-Boond Mein in every drop). New positioning: Vishwas Karo. Recent change: Bottle design Vishwas (trust

a. Aquafina
Launched 2001 Positioning: Pure Water. Perfect Taste 300ml,500ml 1 ltr for Rs. 5, 8 and 12 New Eco Fina bottles: 50% less plastic used bottles respectively than earlier

a. Himalayan
Launched May, 2008 Positioning: Name Himalayan Water directly from Himalayas and thus very pure Available in 500 ml and 1 liter priced at Rs. 25 and respective and healthy 50

I. Creative Communications
a. Televised Commercial
A 30 second commercial giving a contemporary feel to the product, keeping up with Bisleris changed look and reinforced trust. Visuals being a highly motivating factor in the consumers buying decision, the ad uses a lot of it in expressing what it stands for.

b. Radio
10 second radio jingle that reinforces the tagline, The sweet taste of purity. It goes as follows: A drop of life A drop so transparent A drop of nature A drop so pure Keeps you close to nature for sure. Bisleri. The sweet taste of purity.

I. Role of Media a. Print

Print is the oldest & the most effective medium. There are 2 main factors which are taken care of by the Government i.e. Circulation- Audit Bureau of Circulation(ABC) Readership- Indian Readership Survey(IRS)

They calculate the TR (Total Reach) of Newspapers. Newspapers include Dailies, Supplement & Magazines.

1. Newspaper Newspapers are of 2 sizes: Broadsheets (54cm/27cm) & Tabloids (35cm/25cm). Spaces are bought in the newspapers measuring them in square centimeters. The buying space is calculated on the basis of the newspapers circulation, readership & base rate. Advantages Their reach/ coverage is more than any other medium. It has more flexibility. Its credibility is high. It is more frequent. Disadvantages Its life span is less. Other mediums are rising at a higher pace. Since it has the widest reach it is more expensive.

It has clutter of ads.

1. Magazines Genre - entertainment, politics, business, society, beauty, interior designing, mens, womens, etc. Magazines are subject specific & cater only to the audience who read the magazine and thus the product specific magazine can be selected. Not many people go for magazines as compared to newspapers. They have a subscription process where there are offers which from their competitors. Readership cannot be calculated by ABC or IRS thus the circulation number has to be considered. Advantages Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement. Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 by 11 inches) permits even small ads to stand out Disadvantages Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher.

a. Television
Television is the 2nd most effective medium as visuals are more impactful than the print medium.Genres of television channels: Entertainment channels News channels Sports channel Travel channels Informative channels Music channels Movie channels

Target Audience Management (TAM) is the software used to calculate its Television Rating Points (TRP). There are around 460 525 Indian channels existing. The leading 5 are: Star, Sony, Zee, Star One & Sahara One. Advantages Reaches large numbers of people on a national or regional level in a short period of time. Offers new opportunities to pinpoint local audiences. Offers the ability to convey your message with sight, sound and motion. Disadvantages Message is temporary. May require multiple exposures for the ad register in mind. Preferred ad times are often sold out far in advance. Limited length of exposure, as most ads are only thirty seconds long or less. Relatively expensive in terms of creative, production and airtime costs

a. Radio
1. Radio Industry in India
300+ radio stations 91 cities covered. Listeners in the B.C and D categories, listen to private FM radio stations, earlier serviced only by the State broadcaster. Ratings are measured in Radio Audience Measurement system (RAM). Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices. Rates can generally be negotiated. Free creative help is available.

 During the past ten years, radio rates have seen less inflation than those for other media.

Disadvantages
Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience. Listeners cannot go back to your ads to go over important points. Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposures to break through the listener's "tune-out" factor and ensure message retention. Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention.

a.Outdoor Advertising
Outdoor advertising is any type of advertising that reaches the consumer while outside the home. It is focused on marketing to consumers when In public places In transit Specific commercial locations (such as in a retail venue)

Outdoor advertising formats fall into four main categories: 1. 2. 3. 4. Billboards Street Furniture Transit Alternative

Advantages It has a longer shelf life. It has more visibility. Its 24hr display has increased its targeting. It reaches quickly to the audience. Disadvantages A detailed message cannot be conveyed. Its exposure is more but reach is less. Its cost is very high.

a.Internet
Internet is one of the mediums where advertising is not costly as compared to other mediums. Thus one can once advertise on Internet, see the response & accordingly plan its further strategies. It has wide reach but it even targets them who are not the TG. The rating of an ad is measured by calculating the number of clicks on the ad. Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include: Contextual ads on search engine results pages, Banner ads, Rich media ads(flash ads), Social network advertising, Online classified advertising, Advertising networks and e-mail marketing.

1. Types of Ads
Floating ad: An ad which moves across the user's screen or floats above the content. Expanding ad: An ad which changes size and which may alter the contents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed. Wallpaper ad: An ad which changes the background of the page being viewed. Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert. Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. Mobile ad: an SMS text or multi-media message sent to a cell phone. Interstitial ad: a full-page ad that appears before a user reaches their original destination.

1. Revenue models
The three most common ways in which online advertising is purchased are CPT Cost Per Thousand (CPT), is where advertisers pay for exposure of their message to a specific audience. CPC CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. CPA CPV (Cost Per View) is when an advertiser pays for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads).

1. Major players in Internet Advertising

Ad viewers (millions) 1,118 1,079 362 309 156 73 3,087

Vendor Google DoubleClick (Google) Yahoo! MSN (Microsoft) AOL Adbrite Total

I. Selected Mediums
The most effective mediums have proven to be print and outdoor. However, given the budget of 12 crores, selected mediums are: TV: offers visual and audio support RADIO: brand reinforcement INTERNET SOCIAL MARKETING: connecting to youth

I. Media Plan
The plan follows the pulsating form. Three mediums have been used: Television, Radio, and Internet Social Marketing.Summer season has been selected because consumption of water is maximum during this time.

Internet social marketing

This will be carried out throughout the year on social networking sites like Facebook and Twitter. This is targeted towards the youth. This is independent of the budget.

1. Plan Snapshot
Month Media Television High Low High Low High Low Ja n Fe b Ma r Ap r Ma y Ju n Ju l Au g Se p Oc t No v De c

Radio Internet Social Marketing