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THE MEDIA PLANNING OF HIGH-END
PRODUCTS
FOR THE NEW INDIAN EXPRESS GROUP
NEW DELHI
(27 APRIL- 30 MAY)
PRESENTED BY
ABHISHEK SINGH
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COMPANYPROFILE Type: Daily newspaper
Format: Berliner
Owner: Express Publications (Madurai) Limited Founded: 1932 in Chennai, Bifurcated from Indian
Express and Renamed 1999
Headquarters: Chennai/Madurai, India
Circulation: 281,989 copies (source: ABC January-June,2008).
Website: www.expressbuzz.com
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OBJECTIVES
To study about the products those fall under the High end
Product category.
To study the criteria media selection for High end Product
category.
To study which sub category/ categories of High end Product
use a particular type of media.
To study the most preferred media class for the Advertisement of
High end Product.
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RESEARCHMETHODOLOGY
Research design
Preliminary research
Descriptive Research
Conclusive StageData Collection
Primary Data
Secondary Data
Sample Design Non Probability, Convenient Sampling
Sample Size Total Sample Size is 20
Sample Area Delhi / NCR & Out of Delhi
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PRODUCT CATEGORY
Bags
Shoes
Music system
Wrist watches
Automobiles
Pens
Sunglasses Perfumes
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BRANDS SELECTED FOR ALL CATEGORIES
Louis Vuitton
Lacoste
Morellato
Gucci
Adidas
LG
Bose Corporation Sony Corporation
TAG Heuer
Rolex
BMW Automobile
Volvo Car Corporation
Rolls Royce
Volkswagen Automobile
Audi
Toyota Motor
Luxor parker
Mont Blanc
Burberry Group
Christian Dior
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MEDIA PREFERENCE OF HIGH-END PRODUCTS
CATEGORY WISE
C A T E G O R Y :
M a g a z in
7 2 %
Ne w s p a
2 1 %
T V
3 %
O th e
4 %
M a g a z in e sN e w s p a p e rT V O th e
C A T E G O R Y :
M a g a z i n e
N e w s p a p
T V 1O t h e r
M a g a z i n e sN e w s p a p e r T V O t h
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C A T E G O R Y : M U S I C
M a g a z in
6 0 %N e w s p a
1 6 %
T V
1 7 %
O th e
7 %
M a g a z in e sN e w s p a p e rT V O th e
C A T E G O R Y : W R IS T
M a g a zi
6 5 %
N e w s p a
2 1 %
T V
1 1
O t h
3 %
M a g a zin e sN e w s p a p e rT V O th e
MEDIA PREFERENCE OF HIGH-END PRODUCTS
CATEGORY WISE
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C A T E G O R Y : A U T O
N e w s p a
2 0 %
T V
6 %
O t h
4 %
M a g a zi
7 0 %
M a g a z in e sN e w s p a p e rT V O t h e
CATEGORY: PENS
Magazine
62%
News paper30%
TV
5%
Other
3%
Magazines News paper TV Other
MEDIA PREFERENCE OF HIGH-END PRODUCTS
CATEGORY WISE
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C A T E G O R Y : S U N G
M a g a zi n
8 3 %
N e w s p a
1 0 %
T V
5 %
O th
2 %
M a g a zi n e sN e w s p a p e rT V O th e
C A T E G O R Y : P E R
M a g a zi
9 7 %
O t h
3 %
M a g a zin e sO th e
MEDIA PREFERENCE OF HIGH-END PRODUCTS
CATEGORY WISE
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Brands Magazines News Paper TV Digital /Others
Louis Vuitton Malletier 72% 19% 9%
-Lacoste 60% 28% 12%
-
Morellato 60% 40%-
Gucci 90%
-
10%
-Adidas 70%
-25% 5%
LG 50% 30% 20%-
Bose Corporation 90%
-
10%
Sony Corporation 40% 20% 30% 10%
TAG Heuer 40% 25% 25% 10%
Rolex 70% 20% 10%-
BMW Automobile 55% 40% 5%
-
MEDIA PREFERENCE OF HIGH-END PRODUCTS BRAND WISE
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Brands Magazines News Paper TV Digital /Others
Volvo Car Corporation 90% 10%- -
Rolls Royce 70% 30%- -
Volkswagen Automobile 80% 20%- -
Audi 65% 25% 10%-
Toyota Motor Corporation 60% 25% 15%-
Luxor parker 65% 30% 5%-
Mont Blanc International 60% 40%- -
Burberry Group 100%- - -
Christian Dior 94%
- -
6%
CONTD
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FINDINGS
High-End (luxurious ) products generally prefer print media for their advertisements. In print media they generally choose magazines and news paper for there advertisements
but they give more stress on magazines.
These magazines are selected as on the basis of the type/nature of the product
Such As:
High-end automobiles companies are mostly giving there advertisements in Automotive
magazines and Business Magazines & Business Newspaper as 2nd Preference. High-end Perfumes, Bags and sunglasses give their advertisements in Lifestyle and
woman specific magazines
High-end Music systems prefer electronic, business magazines and newspapers for theretheir advertisements. In electronic media they prefer entertainment, music and Lifestylechannels for their advertisements.
If we talk of the high-end pens category I found that they prefer business magazines andbusiness newspapers for their advertisements.
In case of high end shoes category, they prefer sports magazines, sports channel andmens lifestyle magazines for their advertisements
In case of high end product is being launched for the first time, they advertised it
through English newspapers.
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SUGGESTION
The New Indian Express is already running four magazines so
called Cinema Express (Tamil), Malayalam Vaarika (Malayalam)
and Tamilan Express (Tamil), Sakhi which are regional. Therefore
in my opinion The New Indian Express should go for nationalmagazines which would represent elite class depending upon the
growth of market in that category.
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LIMITATIONS
Limitations of time: The research is done on the period of 30
days which was constraint in my research because getting an
appointment from the corporate clients was difficult during the
day hours.
Limitation of accuracy: There is a chance of bias results.
As media planning is a part of their advertisement strategy so
they were not comfortable in giving information about that.
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CONCLUSION
High-end products give more focus on print media for their advertisements
Newspapers and magazines companies have a lot of opportunity to grow in
this field.
These products are mostly giving their advertisements in English newspapers
and magazines
NIEG have great opportunity to nurture itself in the field of advertisement as
it includes newspapers and magazines in different languages.
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Thank you
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