NATIONAL UNIVERSITY OF SINGAPORE

FACULTY OF ARTS AND SOCIAL SCIENCES

AY 2009/2010, SEMESTER 1
NM3215: Advertising Strategies

Proposed Media Plan and Mix: NutriTea

Done by:

Azmi Suhaimi

© 2010 by Azmi Suhaimi Page 1

Media Plan & Mix

NutriTea can utilize an Integrated Marketing Communications strategy in its

campaign, through a multi-pronged approach. With it, we can efficiently promote the drink to
our selected demographics, and allow them to know about the health benefits of the product.
The mediums used are print (newspapers and magazines), out-of-home advertising, radio,
sales promotion, the Internet and publicity through participation in events. These mediums
will be combined to impact on the awareness and allow for a shift in perception towards
NutriTea.

Print Media: Newspapers and Magazines

We plan to advertise the “It Works For You!” series of advertisements, with four
different ads outlining the different flavours of our drinks, and the potential ailments that the
consumer can avoid through consumption of such. Recent research by Nielsen states that the
medium as a source has quite a high level of trust among Singaporeans (70%) and thus,
should be utilized. (Nielsen, 2009) The advertisements will be run on weekdays in the Straits
Times, and most importantly in the Mind Your Body pullout every Thursday. Mind Your Body
has a strong emphasis on health and thus is suitable. According to Nielsen statistics in Oct
2009, the Straits Times has the highest national print viewership at 38%. (Nielsen, 2009) The
Business Times is also an effective channel for print advertising, as even though it has 3% of
national readership, it has an 80% reach of Professionals, Managers, Executives &
Businessmen (PMEB). (Ibid.) The advertisements can be translated in Chinese for Lianhe
Zaobao (15% national readership) & Berita Harian (6% national readership) to target
segmented publics.

We can also target advertising for free newspapers, Today and Mypaper, with the
former having approximately half of their readership comprising of PMEBs. (Marketing
Interactive, 2007) Today has a readership of 18%, an increase of 1.6% points from 2008,
whereas Mypaper has 8% readership, whose 2.6% point increase should be a reason why
NutriTea could capitalize on its surge of viewership. (Nielsen, 2009) Both newspapers are
also distributed along important areas where it can reach out to PMEBs, such as MRTs,
interchanges and areas in the Central Business District (CBD).

Magazines

© 2010 by Azmi Suhaimi Page 2

 Magazines will also be used to reach the target audience. We will be utilizing the top
English magazine 8 Days (4% readership), I Weekly for the Mandarin-inclined audience
(6%), Herworld (5%) and Mens Health to effectively reach segmented demographics.
(Nielsen, 2009) The advantage of magazines is that they generally have a longer shelf life
than newspapers, which are read daily. Magazines are also printed in colour and would
appeal to the reader. (Belch & Belch, 2009) Magazines also have a relatively high level of
trust amongst Singaporeans at 63%, and thus, should be utilized. (Nielsen, 2009)

Outdoor Media: Out of Home (OOH) advertising

The appeal of a billboard advertisement is its inherent characteristic of being

permanent. It will aid us to reach out to our target audience if we locate it strategically at
locations of high traffic flow of working adults. Thus, we plan to locate them at bus stops
near the CBD.

Buswrapping would also be used to allow for awareness for product as the commuter
takes the buses. We would also be utilizing Mass Rapid Transit (MRT)spaces, within the
stations itself, utilizing agencies such as Moove Media (Moove Media, 2009) who are experts
in the field for execution.

MRT handrail advertising will also be used, utilizing captive audiences in trains by
planting discount coupons hung on handrails in MRT coaches (for example, 2 cartons for $2
promotion) and to also provide information about the health benefits of NutriTea which they
can read on their travels.

Radio

We would also be capitalizing on radio ads. Nielsen statistics states that over nine in 10
(95%) adults in Singapore continue to tune in to listen to a radio station on a weekly basis.
(Nielsen, 2009) Thus, we would plan to air the ads during the morning shows like “Morning
Express” 6am-10am in Class 95, which is the top English radio station in Singapore with
25% audience reach (Ibid.) and which also caters to the older demographic targeted.

Internet

© 2010 by Azmi Suhaimi Page 3

 We would also be utilizing the Internet in our strategy. Mobile Internet is a quickly
rising aspect among mobile users, especially business professionals, where statistics show an
increase of 69% of pageviews from mobile users worldwide, with said PMEBs contributing a
79% increase in average monthly data consumption per user for the period January-June
worldwide 2009. (Novarra, 2009) This is especially relevant to Singapore, as the current top
selling phone models, Samsung Jet (4.9% market share) and Nokia e63 (4.77%) have WI-FI
and Wireless LAN capabilities (Getjar, 2009)

We will be utilizing popular social networking sites such as Facebook, which is the
top visited website in Singapore, according to Hitwise Singapore. (Hitwise, 2009) NutriTea
currently has a Facegroup page, but its heavily under-utilized, with only 73 fans as of
October. Using the case study of Coca-Cola’s Facebook page as a comparative case study, it
is seen that there is a lack of two-way consumer feedback, where the latter has 135 discussion
topics whereas NutriTea has none.

We can drive traffic to NutriTea’s page by having competitions, for example, a

contest where PMEB’s are asked to take pictures of themselves during lunchtime, in the most
memorable pose with a NutriTea drink, using the tagline “It Works for Me!”, and allowing
them to post it on the Facebook page, allowing fellow users to vote. Users who see their
friends joining the Facebook page to take part would have to join the group to vote, and thus
it will create buzz through word-of-mouth marketing. Attractive prizes would then be
provided, such as monetary incentives for winners or vouchers for office apparel such as
G2000 to attract the right demographic.

Two-way feedback of the product can also be done through the Facebook page
through the opening up of discussion groups by a web-savvy brand representative as
administrator with questions like: “How does NutriTea work for you?”, who would then
respond to replies regularly. The responses could serve as testimonials of NutriTea’s health
benefits, further boosting the credibility of the advertisements, as consumer opinions posted
online are the third most trusted source for Singaporeans. (Nielsen, 2009)

We could also utilize other sites like Twitter, creating a NutriTea site manned by a
brand representative, who will reward followers by posting free giveaways on certain days.
For example, the representative can announce free giveaways for random ten users who send
a personal twitter with the #nutritea hashtag, saying “NutriTea works for me!” on a certain

© 2010 by Azmi Suhaimi Page 4

day. The advantage of this approach is that the tweet will be on the user’s page, whereby the
user’s followers would be able to see and thus drive traffic to the NutriTea twitter page.

We could also sponsor prominent local social media ambassadors, like Mr Brown (Mr
Brown, 2009) and Mr Miyagi (Mr Miyagi, 2009) to to generate buzz about the brand through
endorsements or reviews in their blog posts and podcasts through the diffusion of innovations
concept of opinion leadership and homophily (Davis & Valente, 1999), as both bloggers
appeal to the working adult demographic.

Internet- Brand Website

We can drive users to the brand website by having a “Make It Work! Recommend a flavour”
contest, which is advertised on the NutriTea packaging, Facebook & Twitter, with a link to
brand websites for the user to post suggestions, with prizes to be won. As a supplement to
this contest, there would be a permanent suggestion box where customers and supporters can
submit their ideas and suggestions for new products or improvements, where others get to
rate submissions so that the best ideas rise to the top. Ratings could be done through a Digg-
style submission and voting system, where people would choose to “Like” a certain
suggestion. Starbucks (Starbucks, 2009) and Dell (Dell, 2009) could provide useful case
studies of successful executions. The idea also to drive users to the brand website is to allow
them to discover the comprehensive health benefits of NutriTea and further boost the
credibility of the campaign message of “It Works for You!”.

Publicity

The last prong of our strategy is to utilize publicity. NutriTea can take part in 2009 New
Paper Big Walk by having a mascot in the shape of packaging having a briefcase and tie
participating in the event and then mingling amongst the crowd giving away drinks to
participants after the run. Dressing of NutriTea mascot is especially apt as the walk
encompasses a walk through the heart of the Central Business District. This could provide to
be a good photo opportunity and allow an increase of NutriTea’s awareness if the visuals get
published in local newspapers. The New Paper Big Walk regularly attracts tens of thousands
with highest attendance at 2000 event at 77000, a Guinness world record. (Singapore Press
Holdings, 2000)

© 2010 by Azmi Suhaimi Page 5

Bibliography
Belch, G. E., & Belch, M. A. (2009). Advertising and Promotion. New York: McGraw-Hill.

Davis, R. L., & Valente, T. W. (1999). The ANNALS of the American Academy of Political and Social
Science. Accelerating the Diffusion of Innovations Using Opinion Leaders , 566 (1), 55-67.

Dell. (2009). Retrieved October 20, 2009, from Dell Ideastorm: http://www.ideastorm.com

Getjar. (2009, September). Device market share in Asia - Singapore (September

2009),Manufacturers. Retrieved October 20, 2009, from Getjar Statistics:
http://stats.getjar.com/statistics/AS-SG/manufacturer/All

Hitwise. (2009, October). Top Website (All Sites) . Retrieved October 20, 2009, from Top Websites
and Search Engine Analysis : http://www.hitwise.com/sg/datacentre/main/dashboard-67.html

Marketing Interactive. (2007, April 30). Local newspaper. Retrieved October 25, 2009, from
Marketing Interactive Singapore: http://www.marketing-interactive.com/news/1287

Moove Media. (2009). Retrieved October 20, 2009, from Moove Media:
http://www.moovemedia.com.sg/

Mr Brown. (2009). Retrieved October 20, 2009, from Mr Brown: http://www.mrbrown.com

Mr Miyagi. (2009). Retrieved October 20, 2009, from Mr Miyagi: http://miyagi.sg

Nielsen. (2009, October 22). Mass Media Continues to Perform in Times of Downturn: Nielsen .
Retrieved October 23, 2009, from Nielsen Consumer Trends:
http://sg.acnielsen.com/site/20091022.htm

Nielsen. (2009, July 24). Personal Recommendations and Consumer Opinions Posted Online are the
Most Trusted Forms of Advertising Globally. Retrieved October 20, 2009, from Nielsen Statistics:
http://www.acnielsen.com.sg/site/20090724.htm

Novarra. (2009, October). Mobile Internet Experience Update. Retrieved October 23, 2009, from
Novarra: http://www.novarra.com/wp-
content/uploads/novarramobileinternetexperienceupdateoctober2009.pdf

Singapore Press Holdings. (2000, August 21). TNP Big Walk 2000 is World’s Biggest Walking Event.
Retrieved October 22, 2009, from Singapore Press Holdings:
http://www.sph.com.sg/article.display.php?id=16

Starbucks. (2009). Retrieved October 20, 2009, from My Starbucks Idea:

http://mystarbucksidea.force.com

© 2010 by Azmi Suhaimi Page 6