The document provides details about the marketing and media plan for Vanesa Beauty, a personal care brand. It outlines the company's vision, product lines, and 10% market share in India's deodorant market with a goal of 15% by 2025. The media plan discusses the target audience, objectives, analysis and strategy for utilizing television, radio, outdoor, internet and print media to effectively promote the brand. A total annual media budget of 2.41 crore rupees (0.40% of projected turnover) is allocated across various media vehicles. Supporting activities like events and reviews are also mentioned.
4. One guiding principle: Achieving perfection and excellence.
Core Values include: Quality, Performance and Achievement.
Captures 10% market share of India’s deodorant market.
The prime aim is to achieve 15% share by the end of 2025.
5. Our Vision Our Mission
To be amongst the top
five companies in the
Personal and Home
Care Category in India
by 2030.
To deliver value
addition for consumers
and enrich their quality
of living, by offering
innovative and top
quality products.
6. Vanesa Beauty embodies
the grace and charisma of
modern women who values
‘self-love’. It offers a series
of advanced personal care
products and trendy fine
fragrances.
Denver for Men brings to you
a series of exotic fragrances
and advanced grooming
products that encompass the
modern man-who triumphs
over all odds and owns it,
every time.,
Envy reflects the über-cool
appeal of youth. Inspired by
the luxury French fashion and
lifestyle trends, it offers a
series of authentic fragrances
and styling products which
vibe well with Gen-X.
Pour Home evinces
perfection. It reflects the
synergies of a modern and
perfect home. It offers a wide
range of air fresheners,
scented candles and much
more.
Germ Off is an extension to
the existing line of perfect
home care products. It offers
an advanced range of
hospital-grade non-personal
hygiene products with great
fragrances
HandinHand is a proven
personal hygiene brand
which is soft on hands
and hard on germs. With
handinhand, you are in
safe hands.
VedVidhi is a range of
quintessential products
developed from ancient
ayurvedic formulas and rituals
using the purest herbs
sourced from the foothills of
the Great Himalayas.
London Glow mimics the
confidence of modern
women. Be it a college
class or a party, London
Glow face-powder
provides instant glow and
visibly smooth skin.
45. The goal is to find that
combination of media that
enables the marketer to
communicate the message in the
most effective manner to the
largest number of potential
customers at the lowest cost.
Media
Planning
46. Steps we followed
4 3
1 2
Market
Analysis
Establishment
of media
objectives
Evaluation
and follow up
Media strategy
development and
implementation
48. Our Media Objectives
Coverage
Reach 60% of the
target audience at
lest five times over
the same eight
month period.
Use broadcast media
to provide coverage
80% of the target
market over a eight
month period.
Concentrate
heaviest advertising
in summer and fall
with lighter in
winter and spring.
Reach Concentration
49. Developing and Implementing Media Strategies
Our Media Mix TV, Print, Radio, Outdoor, Internet
Target Market Coverage 18 to 55 years male and female
Geographic Coverage North India
Media Schedule Pulsing Promotional Scheduling
Media Reach & Frequency High reach and medium frequency
Creative Aspects & mood Through our TV ads
Media Flexibility Consists a favorable degree of flexibility
Budgeting Method Objective and Task Method
50. Music Channel Reasons
Evening Slot
Prime time (6:00-7:00pm)
3000/10s
Free to air music channel
TV viewership 88.68 millions
Viewers from all age group
Lowest rate, highest reach
30s (3*3000) = 9000
June, July on weekends =
16*10*9000 = 14,40,000
Rest months = on Sundays =
40*5*9000 = 18,00,000
Total = 32,40,000.
Reach = TRP / Cost = 8,86,80,000/32,40,000 =
27 ( in 1 rs.)
Television Media
Sources: https://www.statista.com/statistics/1028820/india-top-music-channels-by-impressions/
51. Movies Channel Reasons
Evening Slot
Prime time (8-11pm)
19000/10s
World biggest television
premiere channel
TV viewership 181.1 millions
Budget Reach
20s (2*19000) = 38000
June, July on weekends =
16*10*38000 = 60,08,000
Rest months on even Sundays
= 20*5*38000 = 38,00,000
Total = 98,80,000
Reach = TRP / Cost = 18,11,00,000/98,80,000
= 18 (in 1 rs.)
OTT and Television Media
Source: https://www.themediaant.com/television/sony-maxv-tv-advertising
52. Sports Channel Reasons
Afternoon Slot
Time (12-4pm)
3000/10s
Reach within premium
audience
Most Popular channel in North
India
Impressions = 15,29,77,000
Budget Reach
20s (2*3000) = 9000
June, July on weekends =
16*10*3000 = 4,80,000
Rest months on Sundays =
40*5*3000 = 6,00,000
Total = 10,80,000
Reach = Impressions / Frequency =
15,29,77,000 / 15 = 1,01,98,466
OTT And Television Media
Source: https://www.insidesport.in/barc-ratings-star-sports-1-hindi-most-watched-indian-tv-channel/
53. Channel Reasons
Radio Mirchi (98.3 FM)
Morning Time Slot (11-12Pm)
110/s
Biggest radio station
Famous show R J naved
60 million listeners
Budget Reach
110*20s = 2200
Per month on Saturdays =
52*2*2200 = 2,28,800
6,00,00,000/228000 = 263 (in 1rs.)
Radio Advertisement
Source: https://www.insidesport.in/barc-ratings-star-sports-1-hindi-most-watched-indian-tv-channel/
54. You Tube Reasons
Man grooming Influencer
BEERBICEPS
50000/Video Ad
• Permanent existence
• Personal connect to audience
• Economic
• Reach up to 6 lakhs viewers
Budget Reach
50000/Video Ad
Per month
12 * 50000 = 6,00,000
On an average on 12 videos
80lakh views /6,00,000 cost =
13/Rs.
Internet Advertisement
55. Location Reasons
Connaught Place, Delhi
18,00,000 /Month
800 sq. ft.
• Most visited place in North
India
• Highly targeted customers
• One of the prime locations
Budget Place
June and July = 18,00,000*2 =
36,00,000
Outdoor Media Advertisement
Source: https://10xmt.com/Outdoor/Delhi/Billboard-Connaught-Place-Outer-Circle-Connaught-Place-
Delhi-Delhi/i8hXVk~yEucJEjv!Ce!1LQ%3D%3D
56. Instagram Reasons
Our Instagram Page
@feelaromatic
Per day 8000
• Widely used social media
platform
• Have large user base
• Growing technique of
advertising
Budget Reach
56,000 over7 days
15,00,000 over 6 alternate
months
Estimated reach of 8,00,000 people in 7 days
200 million people reach in 6 months (approx.)
15 people per rupee reached
Digital Media Advertisement
57. Newspaper Reasons
Times of India
1.5lakh for front page advt. per
day
80k for 3 local page advt. per
day
• Number one newspaper in
India
• Huge reader base (approx.
3.5m)
• Affordable pricing
Budget Reach
12 ads on local page per month
cost 3,20,000
Annual cost will be 40,00,000
(approx.)
Reader/cost= 35,00,000/80,000
45 people per rupee
Print Media Advertisement
58. Total Budget
of All Media
Vehicles
2,41,28,800(for
one year)
Vanesa Turnover
2016-17 = 130 crore
2017-18 = 180 crore
2021-22 = 600 crore
Media Budget =
0.40% of Turnover
