Himani Fast Relief: - Arkaprava Ghosh-Emami Limited

Himani Fast Relief
-ARKAPRAVA GHOSH-
EMAMI LIMITED
1
Date : 09-10-07
Recap of Brief
• No significant changes from the annual brief

• Brand is under Rubs category and used primarily for headache
• Major players in this category are Iodex & Moov with M.S. of 44% & 43%
respectively
• P1 markets : TN & Mah; P2 markets : MP, Jharkhand, Gujarat
• Aim to achieve minimum of Rs. 25 cr. Sales by end of March 2008
• Target M.S. in TN 6%, in Mah 12%
• To became no.2 player in Jharkhand & MP
• To increase 50% market share in Gujarat
• Campaign Period : Oct. 28 to Jan. 6, 2008
• Commercial edits: 20 sec/15 secs
• Budget: Rs. 2.5 crores
2
Summary of the Plan
Bra nd Hima ni Fa st Re lie f Ta rg e t GRPs/ R-F (Pe a k Mo nth) vs p re Eva ls
Ca mp a ig n Pe rio d O c t . 28 t o Ja n . 6, 2008 (10 w e e ks)
Ca mp a ig n Ob je c tive Ta rg e t M.S. in TN - 6%, Ma h - 12% CS NCS
(a s p e r b rie f) To b e c a m e n o .2 p la ye r in MP, Jh a rkh a n d GRPs R @ 3+ GRPs R @ 3+
To in c re a se M.S. b y 50% in G u ja ra t N-W-E
Co mp e titio n Mo o v , Io d e x Ta rg e t 700 63 800 53
Imp . Ma rke ts Ma h , TN, MP, G u j, Jh a rkh a n d Pre Ev a ls 705 62 950 60
TG All Ad u lt s, 15-54, BC DE
Prima ry Me d ia C S/ DD su p p o rt e d b y Ra d io & Pre ss Ma h
w h e re re q u ire d Ta rg e t 770 66 980 60
Me d ia Usa g e TV sh a re is h ig h a c ro ss c o m p . b ra n d s Pre Ev a ls 799 65 1017 64
Ge nre p re fe rre d Se ria ls, Mo v ie s & Ne w s/ C u rre n t Affa irs
Ma jo r Cha nne ls DD-1, Ze e TV, St a r Plu s, St a r G o ld , Guj
Ze e C in e m a , Film y, Aa jt a k, St a r Ne w s, Ta rg e t 750 73 770 63
Sa n ska r, Su n TV, KTV, St a r Vija y, Pre Ev a ls 778 67 940 63
Ze e Ma r, ETV Ma r & Mi Ma r
To ta l Bud g e t TV : Rs. 2.6 c r. (C S : 82%, NC S : 18%) MP
Pro v . fo r sp e c ia l p ro g ./ In n o v a t io n : Rs. 10 la c s Ta rg e t 785 74 1200 73
Ra d io (Jh a rkh a n d ) : Rs. 5.3 la c s Pre Ev a ls 1067 74 1536 75
Sc he d uling Stra te g y In st e a d o f c o n t in u o u s c a m p a ig n , re c o m m e n d e d
in t h re e b u rst s : 1st 3 w e e ks - 1 w e e k g a p - TN
Ne xt 3 w e e ks - 1 w e e k g a p - la st t w o w e e ks Ta rg e t 825 62
O u t o f 8 w e ks c a m p a ig n , c o n sid e rin g 5 w e e ks Pre Ev a ls 790 63
a s Pe a k a n d 3 w e e ks a s Mo d e ra t e
3
Scope of the presentation
• TG Identification
• Priority Markets
• Media Reach/Reach Build up in TG
• Competitive analysis
• Media Strategy
• Media weight Benchmarking
• TV Genre Preference
• Channel Selection
• TV Plan iterations
• TV - Pre evals against Target
• Reach optimization of first-cut plan
• Final TV Plan with Pre-evals
• Innovative ideas
• Broad activity schedule
• Budget Summary
4
• Media Strategy
• Final TV Plan with Pre- evals
• Budget Summary
5
Analyzing the Rubs & Balms
users
Source :IRS ’07, R1
6
Urban : Rural Dispersion
: All India
Io d e x Mo o v
All Ind ia Use rs %C Use rs %C
U+ R 39932 100 24520 100
Urb a n 20958 52 14497 59
Ru ra l 18974 48 10023 41
Major competitors’ users skewed towards Urban
7
Urban : Rural Dispersion –
Target Market Io d e x Mo o v
Use rs %C Use rs %C
Ma h U+ R 4994 100 1170 100
Urb a n 2978 60 1032 88
Ru ra l 2016 40 138 12
TN U+ R 1516 100 874 100
Urb a n 878 58 516 59
Ru ra l 638 42 358 41
MP U+ R 3835 100 465 100
Urb a n 1943 51 345 74
Ru ra l 1892 49 120 26
Guj U+ R 2846 100 527 100
Urb a n 1507 53 281 53
Ru ra l 1339 47 246 47
Jha rkha nd U+ R 1008 100 968 100
Urb a n 486 48 693 72
Ru ra l 522 52 275 28
Balm users are mainly Urban skewed 8

Pop Strata Dispersion –Urban :
All India
Io d e x Mo o v
Use rs %C Use rs %C
40 L + To w n s 6569 31 5198 36
10-40 L To w n s 4085 19 2434 17
5-10 L To w n s 2069 10 1704 12
1-5 L To w n s 3800 18 2462 17
50K - 1 L To w n s 1402 7 892 6
Be lo w 50K To w n s 3033 14 1807 12
20958 100 14497 100
1 Lakh + towns contributing more than 78% of users

9
Balm Users – Urban vs Rural issue
• Mainly urban skewed and penetration high in 1
Lakh+ towns
• Therefore should adopt the top-down approach
• The ATL media coverage, thus, ideally should
focused in the urban area only
• However, the key focus should be 1 Lakh + towns
10
SEC Dispersion : Urban
– All India
Io d e x Mo o v
Use rs %C Use rs %C
A1 1655 8 1588 11
A2 2530 12 2239 15
B1 2518 12 2024 14
B2 2472 12 1880 13
C 4620 22 3155 22
D 3780 18 2061 14
E1 1544 7 786 5
E2 1839 9 765 5
20958 100 14498 100
Major contribution from BCD

11
SEC Dispersion : Urban –
P1 Market Io d e x Mo o v
Ma h Use rs %C Use rs %C
A1 149 5 125 12
A2 282 9 150 15
B1 355 12 133 13
B2 303 10 116 11
C 772 26 270 26
D 597 20 146 14
E1 274 9 56 5
E2 245 8 36 3
2977 100 1032 100
TN
A1 47 5 38 7
A2 60 7 40 8
B1 88 10 72 14
B2 111 13 63 12
C 240 27 148 29
D 204 23 74 14
E1 64 7 45 9
E2 63 7 34 7
877 100 514 100
Major contribution from BCD 12

Gender dispersion
: Urban – All India
Io d e x Mo o v
Use rs %C Use rs %C
All 20958 100 14498 100
Ma le 11084 53 7760 54
Fe m a le 9874 47 6738 46
No major consumption difference between Males & Females

Media Focus should be on All Adults
13
Gender dispersion : Urban –
P1 Market
Io d e x Mo o v
Ma ha ra shtra Use rs %C Use rs % C
All 2978 100 1032 100
Ma le 1579 53 609 59
Fe m a le 1398 47 423 41
TN
All 878 100 516 100
Ma le 449 51 301 58
Fe m a le 429 49 215 42
No major consumption difference between Males & Females

except for Moov which is males skewed in Mah & TN
Media Focus should be on All Adults 14
Age Dispersion : Urban – All India
Iodex Moov
Users %C Users % C
12-14 Yrs 1664 8 1179 8
15-19 Yrs 2894 14 1877 13
20-29 Yrs 5140 25 3501 24
30-39 Yrs 4188 20 2904 20
40-49 Yrs 3272 16 2286 16
50 Yrs + 3800 18 2749 19
20958 100 14496 100
Primarily 15 yrs +
15
Age Dispersion : Urban –
P1 Markets
Io d e x Mo o v
Ma h Use rs %C Use rs %C
12-14 Yrs 181 6 62 6
15-19 Yrs 374 13 126 12
20-29 Yrs 798 27 270 26
30-39 Yrs 607 20 211 20
40-49 Yrs 487 16 166 16
50 Yrs + 532 18 197 19
2979 100 1032 100
TN
12-14 Yrs 39 4 18 3
15-19 Yrs 111 13 66 13
20-29 Yrs 211 24 135 26
30-39 Yrs 180 21 82 16
40-49 Yrs 105 12 79 15
50 Yrs + 232 26 136 26
878 100 516 100
Primarily 20 yrs + 16
Demographic TG- In sum
• All Adults
• Age 15 - 54 yrs
• SEC BCD
• Pop strata : Mainly Urban , 1 Lac + Towns
17
• Media Strategy
• Budget Summary
18
Market focus strategy
• Focus on TN & Maharashtra

• P2 Markets : Jharkhand, MP & Gujarat
19
• Media Strategy
• Budget Summary
20
Media Reach & Reach
Build Up in TG : Urban TN MAH MP GUJ BIHAR
Press 57.6 66.4 47.1 55.7 46.8
Hindi Dailies - 15.5 46.0 53.9 * 43.8
Hindi Magazines - 8.40 12.9 2.3 29.3
TV 83.5 78.4 73.7 71.0 53
Satellite 74.3 53.1 37.9 43.5 24.7
Radio 46.1 23.6 19.9 12.1 21.9
Cinema 10.6 5.60 2.6 6.3 10.6
Press + TV 89.3 88.6 79.8 80.7 65.2
Press + Satellite 84.9 80.0 61.3 69.2 53
TV + Satellite 84.2 79.1 73.8 72.6 53.3
TV + Radio 89.9 82.2 76.8 73.8 61.4
Satellite + Radio 86.4 63.5 50.5 49.8 41.4
Press + TV + Satellite 89.6 88.9 79.9 81.2 65.4
Press + TV + Radio 92.6 89.7 81.5 82.2 68.7
Press + TV + Cinema 89.8 88.9 80.0 81.1 66.8
Press + Satellite + Radio 90.5 82.5 66.2 71.6 58.9
Press + Satellite + Cinema 85.5 80.4 61.6 69.8 55.7
TV + Satellite + Radio 90.3 82.8 76.9 75.2 61.7
TV + Satellite + Cinema 85.4 79.9 74.3 73.5 56.9
TV + Radio + Cinema 90.5 82.8 77.1 74.5 63.5
Satellite + Radio + Cinema 87.3 64.9 51.2 51.7 45.9
Press + TV + Satellite + Radio 92.9 89.9 81.6 82.7 68.9
TV delivers significant reach

Satellite Reach equally high in TN
Incremental reach is high for Press except in TN
21
Incremental Reach of Radio is good in TN
Media Reach & Reach Build Up
in TG : Rural
MP Maharashtra TN Bihar
Press 52 70 70 53
TV 66 75 87 32
Satellite 14 32 76 5
Radio 38 22 52 43
Cinema 2 3 7 5
Press + TV 76 87 93 62
Press + Satellite 59 75 89 54
Press + Radio 62 72 81 64
TV + Satellite 66 76 87 32
TV + Radio 75 80 93 58
Satellite + Radio 47 45 88 46
Satellite + Cinema 16 33 77 9
Press + TV + Satellite 76 87 94 62
Press + TV + Radio 80 88 95 70
Press + Satellite + Radio 67 77 93 64
Press + Satellite + Cinema 59 75 89 54
TV + Satellite + Radio 75 81 93 58
Press + TV + Satellite + Radio 80 88 95 70
TV delivers significant reach

Satellite Reach equally high in TN
Incremental Reach of press also high
22
Radio Reach high in TN & MP
• Media Strategy
• Budget Summary
23
Learnings from Key competition
April ’06 to March ‘07
Source : MAP ADEX
24
Share of TV & Print : 2005 & 2006
Rs. In la c s TV Pre ss Rs. In la c s TV Pre ss

TV 06 Pre ss 06 To ta l % % TV 05 Pre ss 05 To ta l % %
Mo o v 9434 0 9434 100 0 9089 0 9089 100 0
Fa st re lie f 3245 219 3464 94 6 4009 136 4145 97 3
Io d e x 3407 0 3407 100 0 2433 0 2434 100 0
Pe n o ru b St ro n g 155 31 186 83 17 169 64 233 73 27
Gra nd To ta l 16241 250 16491 98 2 15701 200 15901 99 1
None of the major brands are spending on Press
Spends on card Rate Source: Map 25

TV Advertising seasonality
Mo nth Sp e nd s (Rs. La c s)
HFR Io d e x Mo o v Amruta nja n M+ Tig e r Vic ks Za nd u To ta l % Co ntr
Ba lm
Ap r '06 91.3 0.0 144.6 0.0 0.0 0.0 0.1 0.2 236.2 5.3
Ma y 82.0 0.0 174.3 2.2 0.0 0.0 0.0 1.4 259.9 5.8
Ju n e 0.0 0.0 147.7 8.0 0.0 0.2 0.0 32.4 188.3 4.2
Ju ly 51.6 67.5 144.1 5.9 36.1 2.9 120.3 70.6 499.0 11.2
Au g 101.7 0.0 132.3 8.1 33.1 50.3 88.7 71.5 485.7 10.9
Se p t 100.5 161.3 134.3 33.4 14.4 61.0 82.2 55.5 642.6 14.5
Oc t 6.2 150.3 103.7 0.2 0.0 0.6 88.6 49.9 399.5 9.0
No v 43.5 89.8 119.9 78.9 56.7 43.6 178.1 22.6 633.1 14.2
De c 109.8 147.7 108.2 0.1 66.9 28.5 86.5 27.0 574.7 12.9
Ja n '07 55.3 0.0 70.2 0.0 63.5 0.5 64.9 39.3 293.7 6.6
Fe b 0.0 0.0 74.9 0.0 0.0 0.5 69.4 24.5 169.3 3.8
Ma r 0.0 0.0 56.6 0.0 0.0 0.0 0.0 6.8 63.4 1.4
641.9 616.6 1410.8 136.8 270.7 188.1 778.8 401.7 4445.4 100.0
Peak Advtg months are Jul-Sept & Nov-Dec

(monsoon & winter)
Only Moov active throughout the year 26
@ Emami Rate
TV Advertising seasonality
16.0
% Spends contr (TV)
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
e
ly
ov
g
ar
ct
06
ay
7
pt
b
ec
n
Au
'0
Fe
Ju
O
Se
M
N
Ju
M
r'
n
Ap
Ja
Peak period is Jul-Sept & Nov-Dec
27
CS vs NCS Spends
Are a s Sp e nd s (Rs. La c s)
HFR Io d e x Mo o v Amruta nja n M+ Tig e r Vic ks Za nd u To ta l
Ba lm
All In d ia 642.0 621.4 1411.1 136.9 270.7 188.1 778.9 401.7 4450.8
NC S 248.9 215.9 251.4 23.4 0.0 10.6 187.4 18.8 956.4
NC S (%) 39 35 18 17 0 6 24 5 21
C S (%) 61 65 82 83 100 94 76 95 79
Category TV use dominated by CS
28
@ Emami Rate
TV Spends : CS vs NCS
120
100
80
C S (%)
60
NC S (%)
40
20
0
u
v
r
R
+
n
s
ge
oo
de
nd
ja
ck
HF
A'
Ti
M
Io
Za
Vi
TV Spends more skew towards CS

29
• Media Strategy
• Budget Summary
30
Recommended Media Mix
TV is the Primary media

Print & Radio as support to boost reach/frequency wherever needed
• Media Mix recommended

– TN : Reg Satellite
– Mah : Nat./Reg. Satellite
– MP : Nat. Satellite & Press
– Guj : Nat. Satellite & Press
– National : Nat. Satellite & NCS
31
• Media Strategy
• Budget Summary
32
Media weight benchmarking -
satellite TV
• Benchmarking against R/F delivery of Moov

& Iodex in their respective strong areas
33
Month wise SOV : N-W-E CS
Mo nth GRPs
HFR Io d e x Mo o v To ta l
GRPs SOV GRPs SOV GRPs SOV GRPs
Se p t '06 412 34 288 24 517 43 1217
O c t '06 5 1 428 46 500 54 933
No v '06 176 15 322 28 639 56 1137
De c '06 311 24 521 39 489 37 1321
Ja n '07 207 38 1 0 331 61 539
Fe b '07 0 0 403 100 403
Ma r '07 0 0 274 100 274
Ap r '07 139 15 365 39 424 46 928
Ma y '07 343 46 100 13 302 41 745
Ju n '07 22 2 620 61 377 37 1019
Ju l '07 506 33 554 37 455 30 1516
Au g '07 176 14 515 41 558 45 1249
To ta l 2296 20 3714 33 5270 47 11280
Moov dominates and peak month is Nov.

34
Month wise SOV : Mah CS
Month GRPs
HFR Iodex Moov Total
Sept '06 407 33 298 24 537 43 1242
Oct '06 4 0 409 45 487 54 900
Nov '06 213 17 352 28 672 54 1236
Dec '06 342 24 585 41 490 35 1416
Jan '07 239 45 0 0 291 55 530
Feb '07 0 0 340 100 340
Mar '07 0 0 254 100 254
Apr '07 126 14 395 44 385 42 906
May '07 411 47 143 16 330 37 884
Jun '07 28 2 770 65 383 32 1181
Jul '07 637 35 723 40 444 25 1803
Aug '07 233 16 642 45 552 39 1426
Total 2638 22 4316 36 5163 43 12117
Moov is the leader and active throughout the year

Peak Month is Nov & Sust month is Oct
35
Month wise SOV : MP CS
Mo nth GRPs
Se p t '06 558 34 354 22 718 44 1631
O c t '06 18 1 520 41 737 58 1275
No v '06 198 15 358 27 788 59 1344
De c '06 355 22 697 43 563 35 1614
Ja n '07 304 38 0 0 495 62 799
Fe b '07 0 0 672 100 672
Ma r '07 0 0 395 100 395
Ap r '07 222 17 456 34 666 50 1344
Ma y '07 512 47 124 12 443 41 1079
Ju n '07 33 2 847 59 546 38 1426
Ju l '07 753 34 748 34 720 32 2221
Au g '07 236 13 705 39 849 47 1790
To ta l 3189 20 4809 31 7591 49 15589
Moov is the leader

Peak month is Nov & Sust month is April 36
Month wise SOV : Guj CS
Mo nth GRPs
Se p t '06 423 32 301 23 600 45 1323
O c t '06 13 1 449 42 613 57 1075
No v '06 177 16 278 24 685 60 1140
De c '06 396 28 493 34 547 38 1436
Ja n '07 218 38 0 0 356 62 575
Fe b '07 0 0 431 100 431
Ma r '07 0 0 299 100 299
Ap r '07 142 14 379 36 526 50 1047
Ma y '07 285 40 58 8 362 51 705
Ju n '07 29 3 549 50 512 47 1089
Ju l '07 431 32 458 34 449 34 1339
Au g '07 149 12 472 39 589 49 1210
To ta l 2263 19 3436 29 5971 51 11670
Moov is the clear leader

37
Peak Month is Nov & Sust month is Apr
Month wise SOV : TN CS
Mo nth GRPs
Se p t '06 6 1 394 41 567 59 967
O c t '06 3 0 669 67 327 33 1000
No v '06 119 13 412 44 401 43 933
De c '06 986 45 714 33 483 22 2183
Ja n '07 253 39 83 13 309 48 645
Fe b '07 0 0 327 100 327
Ma r '07 0 0 214 100 214
Ap r '07 2 0 485 62 295 38 783
Ma y '07 419 47 306 34 166 19 891
Ju n '07 253 26 551 57 158 16 961
Ju l '07 480 35 575 42 310 23 1365
Au g '07 132 15 467 54 267 31 865
To ta l 2653 24 4657 42 3824 34 11134
Here Iodex is the leader

Peak month is Dec and Sust month is Oct 38
R-F Benchmarking
- Joseph Ostrow Model for Effective Frequency
Marketing Factors:
Established Brands -0.2 -0.1 0.1 0.2 New Brands
High Market Share -0.2 -0.1 0.1 0.2 Low Market Share
Dominant Brand in Market -0.2 -0.1 0.1 0.2 Smaller, lesser known brand
High brand loyalty -0.2 -0.1 0.1 0.2 Low brand loyalty
Product used daily -0.2 -0.1 0.1 0.2 Product used occasionally
0.1 0.2 Need to beat competition
0.1 0.2 Advertising to older consumers or children
Total Score for Marketing Factors 0.6 (addition of applicable scores)
Creative / Copy Factors:
Simple Copy -0.2 -0.1 0.1 0.2 Complex Copy
Copy more unusual than competition -0.2 -0.1 0.1 0.2 Copy less unusual than competition
Continuing campaign -0.2 -0.1 0.1 0.2 New copy campaign
Product sell copy -0.2 -0.1 0.1 0.2 Image oriented copy
Single message -0.2 -0.1 0.1 0.2 Multiple messages
New Messages (to avoid wear-out) -0.2 -0.1 0.1 0.2 Older Messages
Larger ad units -0.2 -0.1 0.1 0.2 Smaller ad units
Total Score for Creative / Copy Factors-0.3 (addition of applicable scores)
Media Factors:
Lower ad clutter -0.2 -0.1 0.1 0.2 High ad clutter
Compatible editorial environment -0.2 -0.1 0.1 0.2 Non-compatible environment
Continuous advertising -0.2 -0.1 0.1 0.2 Pulsed of flighted advertising
Few Media Used -0.2 -0.1 0.1 0.2 Many Media used
Total Score for Media Factors 0 (addition of applicable scores)
Overall Score: 0.3 (addition of factor wise scores)
Base Frequency (3 + ): 3
Effective Frequency lower cut off: 3.3 (addition of overall score to base frequency)
Thus, the effective frequency for Fast relief is 3 +
In terms of a frequency band, maximum reach between 3 to 5 exposures will be optimum 39
R/F Benchmark
GRP Re a c h @ 3+
N-W-E Cns Pe a k 640 60%
No n Cns Pe a k 720 50%
Ma h Cns Pe a k 642 60%
TN Cns Pe a k 714 55%
Guj Cns Pe a k 685 73%
MP Cns Pe a k 714 70%
GRPs & R-F Benchmark for Mah & TN should be 15-20% more
and for other markets 10% more than competitor’s peak month
40
Target Media weight –
Imp. markets
CS Pe a k Mo nth
N-W-E Ma h TN Guj MP
G RPs 700 770 825 750 785
Re a c h @ 3+ 63 66 62 73 73
NCS Pe a k Mo nth
N-W-E Ma h TN Guj MP
G RPs 800 980 770 1200
Re a c h @ 3+ 53 60 63 73
41
• Media Strategy
• Budget Summary
42
TV Genre Preferences by TG
HFR Mo o v Io d e x
use rs Mo o v Use rs Io d e x use rs
Rub s & Ba lms HFR TG Afffinity Use rs a ffinity Use rs a ffinity
Pro g . G e n re -La st 1 w e e k
Ad v e n t u re 1.7 2.2 129 3.9 229 3.3 194
Ag ric u lt u re b a se d p ro g ra m m e s 0.9 0.6 67 0.9 100 1 111
C a rt o o n s 2.4 2.9 121 4.7 196 3.1 129
C ric ke t 13.5 17.6 130 23.2 172 19.3 143
Fe a t u re Film s-En g lish 1.7 2.2 129 2.8 165 2.2 129
Fe a t u re Film s-Hin d i 31.6 45.2 143 56.8 180 51.2 162
Fe a t u re Film s-O t h r Ve rn a c u la r La n g 31.7 26.6 84 14.9 47 14.2 45
G a m e Sh o w s/ Q u iz Pro g ra m m e s 5.3 5.6 106 6.6 125 5.8 109
Mu sic Pro g ra m m e s 26.1 28.9 111 36.1 138 27.7 106
Na t u re & Wild life 3.5 4.4 126 6.6 189 6 171
Ne w s / C u rre n t Affa irs 45.3 49.6 109 60.1 133 46.3 102
O t h e r Sp o rt s 3.0 3.8 127 4.1 137 3.2 107
Se ria ls-En g lish 0.6 0.8 133 1.3 217 1.2 200
Se ria ls-Hin d i 32.5 45.6 140 62.4 192 54.4 167
Se ria ls-O t h e r In d ia n la n g u a g e s 36.0 29.2 81 18.8 52 17.8 49
Ta lk Sh o w s / In t e rv ie w s 5.7 5.8 102 5.1 89 4.5 79
O t h e rs 1.8 2.1 117 1.6 89 1.3 72
Did n o t Wa t c h TV in t h e la st o n e w e e k 2.6 2.6 100 2.2 85 1.9 73
No n Vie w e r o f Te le v isio n 28.1 21.2 75 16.4 58 24.4 87
News, Feature Film & Serials are preferred Genre

43
• Media Strategy
• Budget Summary
44
Channel selection- Mah, MP & Guj
(National CS Channels)
MAH MP GUJ
CHANNEL N-W-E TVR INDEX TVR INDEX TVR INDEX
Sa h a ra O n e 0.3 0.2 69 0.5 155 0.2 69

G EC
So n y En t 0.4 0.4 100 0.6 151 0.4 107
St a r O n e 0.2 0.2 81 0.4 171 0.2 105
St a r Plu s 1.1 0.9 85 1.6 151 2.0 189
Ze e TV 0.9 1.0 108 1.5 164 0.9 92
FILMY 0.1 0.1 86 0.2 129 0.1 93

MAX 0.5 0.6 116 0.8 162 0.6 126
MO VIE
Sta r G o ld 0.4 0.4 100 0.7 191 0.5 140
Ze e C in e m a 0.5 0.6 108 0.9 178 0.7 133
Aa j Ta k 0.2 0.2 106 0.3 156 0.1 78

IBN 7 0.1 0.1 67 0.2 211 0.1 89
In d ia TV 0.1 0.1 50 0.2 158 0.1 108
NEWS
NDTV In d ia 0.1 0.1 100 0.1 83 0.1 100
Sta r Ne w s 0.2 0.1 59 0.3 171 0.1 76
Ze e Ne w s 0.1 0.1 67 0.1 78 0.0 44
ETV Ma ra th i 0.81
MAH
Mi Ma ra t h i 0.09
(Re g )
Ze e Ma ra t h i 0.69 45
Channel selection - TN
Re g io n Cha nne ls Avg . TVR

Ja ya TV 0.53
KTV 1.65
Su n Mu sic 0.51
TN Re g io n a l
SUN Ne w s 0.18
Su n TV 4.63
Vija y TV 0.67
46
Recommended Channels
• Based on TVR & Index in priority states
recommended
: GEC (national) - Zee TV & Star Plus
: Movie (national) – Zee Cinema, Star Gold.
Filmy can be considered to add frequency
: News - Aajtak & Star News
: Mah (Regional) - ETV Mar & Zee Mar
Mi Marathi can be considered to add frequency
particularly for Mumbai
: TN (Regional) : Sun TV & Star Vijay
47
• Media Strategy
• Budget Summary
48
TV Plan Summary- 1 Cut st
Channel No. of Spots ACD Total Total Cost (Rs.)

Wk 1 Wk 2 Wk 3 Wk 5 Wk 6 Wk 7 Wk 9 Wk 10 Total (Secs) Dur (Secs)
DD 1 20 20 14 20 20 14 14 20 142 15 2130 4655160
DD Delhi 4 4 0 4 4 0 0 4 20 15 300 499980 5155140
Zee TV 43 43 28 43 43 28 28 43 299 15 4485 4774500
Star Plus 28 28 23 28 28 23 23 28 209 15 3135 5183175 9957675
Star Gold 80 80 56 80 80 56 56 80 568 15 8520 1283400
Zee Cinema 83 83 63 83 83 63 63 83 604 15 9060 1890600
Filmy 80 80 60 80 80 60 60 80 580 15 8700 543750 3717750
Aajtak 39 39 27 39 39 27 27 39 276 15 4140 1280070
Star News 72 72 54 72 72 54 54 72 522 15 7830 1320453 2600523
Sanskar 90 90 60 90 90 60 60 90 630 15 9450 94500 94500
Sun TV 19 19 12 19 19 12 12 19 131 15 1965 2292000
Vijay TV 66 66 44 66 66 44 44 66 462 15 6930 579600 2871600
Zee Mar 35 38 26 35 38 25 25 38 260 15 3900 649050
Mi Mar 60 60 50 60 60 50 50 60 450 15 6750 202500
ETV Mar 37 37 30 37 37 30 30 37 275 15 4125 391425 1242975
Total TV Cost 25640163 25640163
Wk : 25th Oct. to 1st Nov. '07
49
Pre Evals vs Benchmark : CS
By we e ks Ta rg e ts
We e k 1 We e k 2 We e k 3 We e k 1-3 Mo nthly
N-W-E
G RPs 275 265 165 705 700
R @ 3+ 36 36 25 62 63
Ma h
G RPs 315 304 180 799 770
R @ 3+ 39 39 26 65 66
Guj
G RPs 311 281 186 778 750
R @ 3+ 41 39 25 67 73
MP
G RPs 420 367 280 1067 785
R @ 3+ 51 47 41 74 73
TN
G RPs 208 211 153 572 825
R @ 3+ 31 31 23 57 62
Target GRP & R-F is matching with pre evals except in TN

and shortfall of Reach in Guj 50
To increase GRPs & R-F in TN
Pre Evals vs Benchmark : NCS
By we e ks Ta rg e ts
We e k 1 We e k 2 We e k 3 We e k 1-3 Mo nthly
N-W-E
G RPs 397 385 244 1026 800
R @ 3+ 44 45 30 63 53
Ma h
G RPs 386 386 272 1044 980
R @ 3+ 45 50 35 68 60
Guj
G RPs 360 376 221 957 770
R @ 3+ 39 44 27 63 63
MP
G RPs 687 618 383 1688 1200
R @ 3+ 63 60 44 76 73
TN
G RPs - - - - -
R @ 3+ - - - - -
Target GRP & R-F has increased

51
To reduce emphasis on DD 1
CS R/F : N-W-E (Peak)
90
80
70
60
% Reach
50 Reach @1+
40 Reach @3+
30
20
10
0
100 200 300 400 500 600 700 734
GRP's
Scope of further reach if needed

52
CS R/F : Mah (Peak)
90
80
70
60
% Reach
50
40
30
20
10
0
100 200 300 400 500 600 700 800
GRP's
Reach @1+ Reach @2+
Incremental Reach from 600-700 GRPs is limited

(Mi Marathi). Additional Reach through selected channel
limited 53
CS R/F : TN (Peak)
90
80
70
60
% Reach
50
40
30
20
10
0
100 200 300 400 500 572
GRP's
Reach @1+ Reach @2+
Scope of Reach is limited through selected channels,

only GRP can increase through selected channels. Additional
54
Channel recommended to increase Reach & GRPs
Revised TV Plan
Channel No. of Spots ACD Total Total Cost (Rs.)
Wk 1 Wk 2 Wk 3 Wk 5 Wk 6 Wk 7 Wk 9 Wk 10 Total (Secs) Dur (Secs)
DD 1 20 20 14 20 20 14 14 20 142 15 2130 4655160
DD Delhi 0 0 0 0 0 0 0 0 0 - 0 0 4655160
DD Mar 0 0 0 0 0 0 0 0 0 - 0 0 0
Zee TV 43 43 28 43 43 28 28 43 299 15 4485 4774500
Star Plus 28 28 23 28 28 23 23 28 209 15 3135 5183175 9957675
Star Gold 80 80 56 80 80 56 56 80 568 15 8520 1283400
Zee Cinema 83 83 63 83 83 63 63 83 604 15 9060 1890600
Filmy 80 80 60 80 80 60 60 80 580 15 8700 543750 3717750
Aajtak 39 39 27 39 39 27 27 39 276 15 4140 1280070
Star News 72 72 54 72 72 54 54 72 522 15 7830 1320453 2600523
Sanskar 90 90 60 90 90 60 60 90 630 15 9450 94500 94500
Sun TV 19 19 12 19 19 12 12 19 131 15 1965 2292000
Vijay TV 66 66 44 66 66 44 44 66 462 15 6930 579600
KTV 27 27 18 27 27 18 18 27 189 15 2835 680400 3552000
Zee Mar 35 38 26 35 38 25 25 38 260 15 3900 649050
Mi Mar 60 60 50 60 60 50 50 60 450 15 6750 202500
ETV Mar 37 37 30 37 37 30 30 37 275 15 4125 391425 1242975
Total TV Cost 25820583 25820583
Wk : 28th Oct. to 4th Nov. '07
If we have to reduce budget, then instead of reducing spots,

we can drop Filmy & Mi Marathi from the plan 55
• Media Strategy
• Budget Summary
56
Pre Evals against Target : CS
By weeks Targets
Week 1 Week 2 Week 3 Week 1-3 Monthly
N-W-E
GRPs 275 265 165 705 700
R @ 3+ 36 36 25 62 63
Mah
GRPs 315 304 180 799 770
R @ 3+ 39 39 26 65 66
Guj
GRPs 311 281 186 778 750
R @ 3+ 41 39 25 67 73
MP
GRPs 420 367 280 1067 785
R @ 3+ 51 47 41 74 73
TN
GRPs 295 289 206 790 825
R @ 3+ 37 37 27 63 62
GRPs high in MP (spill over coverage from National channels

57
Pre Evals against Target : NCS
By weeks Targets
Week 1 Week 2 Week 3 Week 1-3 Monthly
N-W-E
GRPs 357 349 244 950 800
R @ 3+ 42 42 30 60 53
Mah
GRPs 374 371 272 1017 980
R @ 3+ 44 46 35 64 60
Guj
GRPs 352 367 221 940 770
R @ 3+ 38 41 27 63 63
MP
GRPs 586 567 383 1536 1200
R @ 3+ 62 59 44 75 73
TN
GRPs - - - - -
R @ 3+ - - - - -
GRPs & R-F in the higher side

58
• Media Strategy
• Budget Summary
59
Scheduling Strategy
By We e k N-W-E CS (MOOV) TN CS (IODEX)
% Co ntr. Of GRPs % Co ntr. Of GRPs
Pe a k Sust. Pe a k Sust.
Mo nth Mo nth Mo nth Mo nth
Wk 1 36 26 25 1
Wk 2 24 29 29 9
Wk 3 19 20 29 54
Wk 4 21 25 17 36
GRPs 642 425 716 413
In N-W-E, m a jo r thrust o n Wk 1 e xc e p t fo r TN Sust. Mo nth w he re
In TN, d uring Pe a k m o nth, im p o ra nc e g ive n o n w k 1, 2 & 3 w he re a s d uring Sust. Mo nth
im p o rta nc e g ive n o n Wk 3 & 4.
By Time Ba nd : N-W-E CS o f Mo o v
Time Ba nd Pe a k Mo nth Sust. Mo nth
% Sp o ts % GRPs % Sp o ts % GRPs
600-1100 25 12 25 15
1100-1600 24 27 32 38
1600-1900 15 13 15 10
1900-2400 36 48 25 35
To ta l 2377 642 2300 425
During Pe a k m o nth, im p o rta nc e g ive n o n PT slo t w he re a s fo r
Sust. Mo nth, m o re w e ig hta g e g ive n o n A ft slo t (1000-1600 hrs)
60
Broad activity
Wk-1 Wk-2 Wk-3 Wk-4 Wk-5 Wk-6 Wk-7 Wk-8 Wk-9 Wk-10
Satellite/DD
Week 1 : 28/10 to 3/11 : Heavy thrust

Week 3 : 11/11 to 17/11 : Moderate thrust
Week 4 : 18/11 to 24/11 : No campaign
Week 7 : 9/12 15/12 : Moderate thrust
Week 8 : 16/12 to 22/12 : No campaign
Week 9 : 23/12 to 29/12 : Moderate thrust
Week 10 : 30/12 to 6/1/08 : Heavy thrust
61
• Media Strategy
• Budget Summary
62
Innovative Ideas
• Break Bumpers
• Innovations over News Channels
– Weather Reports
– Top of the Hour (Star News)
63
Innovation on News channel –Weather
update
Weather Report
City Temp City Temp
Mumbai 32 Chennai 34
Delhi 35 Hyderabad 36
Kolkata 33 Bangalore 28
AAAAAAA ……..
64
• Media Strategy
• Budget Summary
65
Budget Summary : TV
Cost (Rs. Lacs)
CS NCS Total
N-W-E : GEC 99.6 46.5 146.1
N-W-E : Movie 37.2 0 37.2
N-W-E : News 26.0 0 26.0
N-W-E : Devotional 0.9 0 0.9
Mah Regional 12.4 0 12.4
TN Regional 35.5 0 35.5
Total Cost (Rs. Lacs) 211.6 46.5 258.1
Provision : Special Programme /Rate increase : Rs. 10 lacs
Note : Apart from TV, we are considering Dainik Bhaskar & Divvya Bhaskar all editions
For Bihar, recommending Radio
India vs. Pakistan ODI : If considered, then DD-1 budget to be reduced 66
Radio Cost Details : Bihar
Cha nne l Sta tio n Pro g ra mme Ra te p e r Dura tio n No .o f 1-4 wks 5-8 wks 9-10 wks To ta l Co st
10 se c (Se c s) sp o ts (Rs.)
Prima ry Cha nne l
Jha rkha nd Ja m sh e d p u r Film Mu sic 200 20 240 120 120 0 96000
Ra n c h i Film Mu sic 400 20 240 120 120 0 192000
To ta l Prima ry Cha nne l 480 240 240 0 288000
Jha rkha nd Ne w s (Mid 1000 20 122 60 62 0 244000
(Re g Ne ws) Bre a k)
To ta l AIR Ne ws 122 60 62 0 244000
To ta l Ra d io Co st 602 300 302 0 532000
67
Thank you
68

Himani Fast Relief: - Arkaprava Ghosh-Emami Limited

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Himani Fast Relief: - Arkaprava Ghosh-Emami Limited

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Himani Fast Relief

• No significant changes from the annual brief

Source :IRS ’07, R1

Major competitors’ users skewed towards Urban

Balm users are mainly Urban skewed 8

1 Lakh + towns contributing more than 78% of users

Major contribution from BCD

Major contribution from BCD 12

No major consumption difference between Males & Females

No major consumption difference between Males & Females

• Focus on TN & Maharashtra

TV delivers significant reach

TV delivers significant reach

April ’06 to March ‘07

Source : MAP ADEX

Rs. In la c s TV Pre ss Rs. In la c s TV Pre ss

None of the major brands are spending on Press

Spends on card Rate Source: Map 25

Peak Advtg months are Jul-Sept & Nov-Dec

Category TV use dominated by CS

TV Spends more skew towards CS

TV is the Primary media

• Media Mix recommended

• Benchmarking against R/F delivery of Moov

Moov dominates and peak month is Nov.

Moov is the leader and active throughout the year

Moov is the leader

Moov is the clear leader

Here Iodex is the leader

News, Feature Film & Serials are preferred Genre

Sa h a ra O n e 0.3 0.2 69 0.5 155 0.2 69

FILMY 0.1 0.1 86 0.2 129 0.1 93

Aa j Ta k 0.2 0.2 106 0.3 156 0.1 78

Re g io n Cha nne ls Avg . TVR

Channel No. of Spots ACD Total Total Cost (Rs.)

Target GRP & R-F is matching with pre evals except in TN

Target GRP & R-F has increased

Scope of further reach if needed

Reach @1+ Reach @2+

Incremental Reach from 600-700 GRPs is limited

Reach @1+ Reach @2+

Scope of Reach is limited through selected channels,

If we have to reduce budget, then instead of reducing spots,

GRPs high in MP (spill over coverage from National channels

GRPs & R-F in the higher side

Week 1 : 28/10 to 3/11 : Heavy thrust

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