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    Media Strategy For A Detergent

    Uploaded by

    Olasunkanmi Bakare
    This media strategy proposal summarizes the key objectives, target audience, and proposed media tactics for Sunlight detergent in Nigeria. The target audience is female adults aged 18-44 in middle and lower socioeconomic classes who spend time working, caring for family, and in urban/semi-urban areas. The objectives are to achieve high awareness, preference, and share of voice for the brand. The proposed media tactics leverage television, radio, out-of-home, digital and print placements to drive awareness, engagement and traffic. Specifically, the strategy focuses on primetime TV and drive time radio placements, sponsorship of relevant programs, strategic out-of-home placements near markets and malls, and social/digital campaigns.

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    © All Rights Reserved
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    Media Strategy For A Detergent

    Uploaded by

    Olasunkanmi Bakare
    268 views26 pages
    This media strategy proposal summarizes the key objectives, target audience, and proposed media tactics for Sunlight detergent in Nigeria. The target audience is female adults aged 18-44 in middle and lower socioeconomic classes who spend time working, caring for family, and in urban/semi-urban areas. The objectives are to achieve high awareness, preference, and share of voice for the brand. The proposed media tactics leverage television, radio, out-of-home, digital and print placements to drive awareness, engagement and traffic. Specifically, the strategy focuses on primetime TV and drive time radio placements, sponsorship of relevant programs, strategic out-of-home placements near markets and malls, and social/digital campaigns.

    Original Description:

    Analysis of buying decision drivers and media strategy to effectively reach target audience

    Original Title

    Media Strategy for a Detergent

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    © © All Rights Reserved

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    This media strategy proposal summarizes the key objectives, target audience, and proposed media tactics for Sunlight detergent in Nigeria. The target audience is female adults aged 18-44 in middle and lower socioeconomic classes who spend time working, caring for family, and in urban/semi-urban areas. The objectives are to achieve high awareness, preference, and share of voice for the brand. The proposed media tactics leverage television, radio, out-of-home, digital and print placements to drive awareness, engagement and traffic. Specifically, the strategy focuses on primetime TV and drive time radio placements, sponsorship of relevant programs, strategic out-of-home placements near markets and malls, and social/digital campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    268 views26 pages

    Media Strategy For A Detergent

    Uploaded by

    Olasunkanmi Bakare
    This media strategy proposal summarizes the key objectives, target audience, and proposed media tactics for Sunlight detergent in Nigeria. The target audience is female adults aged 18-44 in middle and lower socioeconomic classes who spend time working, caring for family, and in urban/semi-urban areas. The objectives are to achieve high awareness, preference, and share of voice for the brand. The proposed media tactics leverage television, radio, out-of-home, digital and print placements to drive awareness, engagement and traffic. Specifically, the strategy focuses on primetime TV and drive time radio placements, sponsorship of relevant programs, strategic out-of-home placements near markets and malls, and social/digital campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 26

    MEDIA

    STRATEGY
    PROPOSAL
    FOR

    SUNLIGHT
    DETERGEN
    T
    11/05/2016

    Prepared
    By

    SUNKANMI
    BAKARE

    THE KEY (CONTENT)


    THE BRIEF
    MARKET OVERVIEW
    COMPETITIVE LANDSCAPE
    CONSUMER INSIGHT
    OBJECTIVES
    TARGET INSIGHT
    MEDIA STRATEGY
    MEDIA SELECTION
    FLOW PLAN/BUDGET

    THE BRIEF
    Prepare an actionable and cost
    effective media strategy for
    sunlight detergent in Nigeria.

    MARKET OVERVIEW
    Population

    177 Mn (July
    2014 Est.)

    Estimated No. of
    House holds

    Male : Female Ratio

    51 % : 49 %

    Average Persons per


    household

    Population Growth
    Rate

    2.47 % (2014
    est.)

    Urban : Semi Urban :


    Rural Split

    45% : 33% : 22%

    Education Level

    35 Mn
    5 People / HH
    Professional / PG
    : 4%
    University / Diploma
    : 23
    %
    A Level
    : 8%
    High School / Primary School
    : 57%
    Others
    : 8%

    The Nigerian fast-moving consumer goods (FMCG) market is arguably the


    biggest in the entire sub-Saharan African region.
    With a population exceeding

    177 million,
    Household and
    consisting of soaps, laundry

    a big opportunity exists for players in the

    Personal Care segment


    detergents, dishwashing liquids, etc.

    Source: AMPS & CIA Facts book

    POPULATION COMPOSITION
    SEC Split

    Age Group Split


    E; 12%A; 4% B; 8%

    50 - 64yrs; 7%
    35 - 49yrs; 12%

    < 16yrs; 22%

    65yrs+; 5%

    C1; 18%
    D; 34%

    25 - 34yrs; 27%
    16 - 24yrs; 26%

    C2; 25%

    77% of the Total Population fall within


    the CD Social Economic Class
    Over

    75%

    of Nigerias population is under


    the age of

    35 Yrs

    The mass market segment constitutes


    of Nigerias population.

    the largest portion

    MARKET SIZE
    Population Dispersion across State (7 + Years)
    11.0

    Population (in
    Mn)

    9.1
    5.9 5.6
    5.4 5.1

    4.6 4.2 4.1


    4.1 4.0 4.0 3.9 3.8 3.8 3.6
    3.6 3.4 3.3 3.2 3.2 3.2 3.2
    3.1 3.1 3.1 2.8 2.8
    2.3 2.3 2.3 2.3 2.2 2.1
    1.8 1.7 1.7

    Source: AMPS & CIA Facts book

    The laundry detergent market in Nigeria is one of the largest


    markets within the Household and Personal Care sub-segment
    with an estimated

    market size of N265bn

    annually,

    dominated by Procter & Gamble (P&G) and Unilever.


    Over the past decade, the demand for detergent has risen at an annual

    COMPETITIVE LANDSCAPE KEY PLAYERS

    MEDIA SPEND SOE/SOV INDEX

    COMMONLY USED DETERGENT - SOM


    Zip

    1%

    Bimbo

    1%

    Persil

    So Klin

    Sunlight

    Omo

    4%

    7%

    17%

    21%

    Ariel

    49%

    A recent report from Ciuci consulting revealed that choice of


    laundry detergent is largely influenced by certain factors such as

    perceived effectiveness,
    popularity of product.

    price,

    and

    Source: Euromonitor International & Ciuci Consulting

    BUYING DECISION DRIVERS


    LOWEST

    Perceived
    Effectiven
    ess
    Perceived
    Effectiven
    ess
    Perceived
    Effectiven
    ess
    Perceived
    Effectiven
    ess
    Popularity

    HIGHEST

    Degree of Influence
    Unique
    Product
    Feature

    Fragrance

    Price

    Popularity

    Fragrance

    Unique
    Product
    Feature

    Popularity

    Price

    Fragrance

    Price

    Unique
    Product
    Feature

    Popularity

    Unique
    Product
    Feature

    Price

    Fragrance

    Popularity

    Unique
    Product

    Ciuci Consulting
    PerceivedSource:
    Fragrance

    Price

    CONSUMER INSIGHT
    Retail pharmacies

    8%

    Recent survey revealed that


    46% of the consumers buy from
    Open Market
    22%
    supermarkets
    and
    hypermarkets.
    This
    is
    influenced
    by
    Kiosk
    24%
    convenience, product range,
    and
    increasing
    disposable
    Super/Hyper Market
    46%
    income.
    P&Gs Ariel laundry detergent is well known as a popular and effective stain
    remover with ability to dissolve easily, non-sensitive to the skin, lathers with
    bursting fragrance and clothe bleaching properties at relatively low price
    with different SKUs and is seen by consumers as a premium brand.
    Lather

    58%

    Ability to Dissolve Easily

    Clothe bleaching

    25%

    66%

    25%

    25%

    32%

    Non-sensitivity to skin

    9%

    18%

    49%
    Not Important

    Indifferent

    36%
    Important

    11%

    7% 2%

    34%

    64%

    Fragrance

    6%

    Very Important

    5%

    6%

    13%

    9%

    Source: Ciuci Consulting

    CONSUMER INSIGHT

    Popularity is primarily built through Advertisements and Word


    of Mouth.
    Source: Ciuci Consulting

    3rd Commonly used


    detergent with 17%
    SOM.
    Brand health check
    shows a growing
    equity.
    Though competition is
    stiff, the cutting-edge
    attributes (USP) of
    Sunlight laundry
    detergent poses a
    huge opportunity to
    cut through the clutter
    and overtake market
    leader.

    DESIRED

    CURRENT

    SUNLIGHT DETERGENT THE SITUATION


    No1 Position with over
    50% SOM among the
    commonly used
    detergent.
    Market dominance
    with prominence and
    stature.
    Highest market share
    with a very strong
    brand equity.
    Monetize brand
    popularity through
    sales.

    MEDIA OBJECTIVES
    To expose target market/audience to messages
    of Sunlight laundry detergent in order to
    stimulate purchase
    To create a top of mind awareness for Sunlight
    laundry detergent in the Nigerian FMCG market
    To reach 70% of brands target audience at
    least 3 times per week within every campaign
    period in 2016
    To increase share of voice significantly in order
    to increase share of market

    MARKETING + MEDIA OBJECTIVES


    Top of mind awareness 70%
    Brand Preference 68%
    Affinity for SLD in Nigeria 62%
    Share of media voice 60%

    TARGET AUDIENCE
    E; 12%A; 4% B; 8%

    C1; 18%
    D; 34%

    C2; 25%
    Female, 18-44 yrs. in B, C1, C2
    and D socio-economic class
    Comprises of working professionals,
    stay-at-home moms, students,
    skilled & semi-skilled workers and
    traders
    Spend their time split between work,

    They live majorly in Urban and


    Semi-Urban areas
    Largely medium and low income
    earners
    They constantly seek

    TG MEDIA MAPPING A DAY IN LIFE


    Weekdays
    5.00 6.00

    7.00

    8.00

    9.00

    10.00

    11.00

    AM

    AM

    AM

    AM

    AM

    AM

    AM

    NOON

    1.00

    2.00

    3.00

    4.00

    5.00

    6.00

    7.00

    8.00

    9.00

    PM

    PM

    PM

    PM

    PM

    PM

    PM

    PM

    PM

    10.00

    11.00

    PM

    PM

    Wakes
    up,
    checks
    mobile
    phone
    Lunch
    break
    with
    colleagues/frie
    nds
    Exposed
    to
    OOH, Radio &
    Mobile.

    Commutes to
    work. Drop kids
    at school (if any)
    OOH, Radio in
    car (News, Talk
    Show, Music).

    Prepare
    kids for
    school

    WAKE UPCOMMUTE
    Mobile

    Radio, OOH

    Mothers
    pick
    kids
    from
    school.
    Exposed
    to
    Radio, OOH
    Watch TV With Folks,
    Checks
    updates
    on
    social media

    At work. Surfing the


    web, chatting on
    mobile phone

    At work. Surfing the


    web, chatting on
    mobile phone

    COMMUTE HOME WITH FAMILY

    LUNCH
    Surfing the web, Mobile

    TV, Radio, OOH,


    Mobile

    Commutes
    home.
    OoH,
    Radio
    in
    car
    (News,
    Talk
    Show, Music).

    Surfing the web, Mobile

    OOH, Radio

    TV, Mobile .Ambience/OOH

    TG MEDIA MAPPING A DAY IN LIFE


    Weekends
    6.00
    AM

    7.00
    AM

    8.00
    AM

    9.00
    AM

    10.00
    AM

    11.00
    AM

    NOON

    1.00
    PM

    2.00
    PM

    3.00
    PM

    4.00
    PM

    5.00
    PM

    6.00
    PM

    7.00
    PM

    8.00
    PM

    9.00
    PM

    10.00
    PM

    11.00
    PM

    Wakes up,
    checks
    mobile
    phone
    Home with family, watching TV, surfing
    the web, Chatting on mobile or reading
    magazines

    WAKE
    Mobile

    Exercising
    in
    the
    gym. Watches bit of
    TV
    if
    at
    home
    engaged in house
    chores, OOH on the
    way to gym and
    HOUSE
    UPlisten to music/radio

    WORK

    Mobile, TV

    Family outing, event, shopping, personal care


    (Hairdo, etc.)
    Listen to radio in car while driving, exposed to
    OOHM on the road & Ambience OOH at the
    mall/market, point of sales. Use mobile to pass
    time at salon and share information on social
    media even at event/family outing.

    TV, Mobile, OOH, Radio

    WORSHIP AT THE CHURCH OR MOSQUE ON


    SUNDAY

    Home with family,


    watching
    TV,
    surfing the web,
    Chatting
    on
    mobile,
    reading
    magazines

    DRIVE HOME
    Mobile, OoH, Radio

    TV, Mobile,
    Magazines

    MEDIAwith
    TACTICS
    Deploy media vehicles
    high reach of the
    target group and leverage Media Consumption
    Pattern To Create Awareness, build brand equity
    and achieve optimum result.

    OOH

    23%

    83%
    listen to radio

    Mobile phone

    RADIO

    read newspapers

    41 %
    read magazines

    85%

    Mobile phone

    Source: AMPS

    73%
    have seen
    Billboards

    INTERNET

    watch
    commercial
    television

    CINEMA

    77%

    PRESS

    TELEVISION

    TV, Radio & Billboards (OOH) For Mass


    Awareness, Digital (Mobile phone & Internet) For
    Engagement And Tactical Use Of Magazine.

    39%
    access the
    internet

    21%

    went to cinema

    MICRO PERSPECTIVES
    Local & Int. Entertainment, Local & Int. Movies, and Soaps to
    drive brand messages during prime time on TV
    Sponsorships, Hypes, Music and talk shows during drive
    time on Radio
    Out Of Home
    Structures facing traffic to open markets
    Market adoption
    Super/Hyper markets

    Drive
    Awareness

    Radio

    Television

    Spot placement
    Product placement
    Using Entertainment, Movies and Soaps

    Prime-time spot placement


    Hypes

    Leverage
    Leverage

    Drive
    Traffic

    Drive
    Engagement

    Internet
    Social media engagement,
    programmatic display advertising
    e-mailers.

    Newspaper/Ma
    g
    Radio
    News/Business/Sports

    Newspaper
    Phone-in programs
    Youth Oriented &
    specialized magazines

    MEDIA STRATEGY TV & RADIO

    Scientifically plan TV spot placement


    with MediaStar Dairies to reach 70%
    TG @ 3+
    Cost effectively build affinity through
    selected media contents such as
    soaps and drama with high reach of
    the target group
    Leverage on the attitudinal profile of
    the target which shows high
    consumption during evening prime
    time (7pm to 10pm).
    Increase SOV above competition on
    the selected medium via a strategic
    media buying... domination by
    concentration

    Scientifically plan Radio spot placement


    with MediaStar Dairies to reach 60%
    TG @ 4+
    Cost effectively build affinity and
    creatively engage the target audience
    through sponsorship of an existing
    phone-in program with high reach of
    the target group and resonance with
    Sunlights brand benefits
    Leverage on the attitudinal profile of
    the target which shows high
    consumption during morning and
    evening drive time.
    Increase SOV above competition on the
    selected medium via a strategic media
    buying... domination by concentration

    MEDIA STRATEGY OOHM & DIGITAL

    Adverts will be deployed on


    structures facing traffic to major
    open markets where laundry soaps
    and detergents are sold
    A market adoption strategy where
    stores and shops in the major market
    is branded with the advertising
    materials of Sunlight detergent
    We will design a strategic
    arrangement at hypermarkets such
    as Ikeja Mall in Lagos and other
    major cities where designated
    parking areas will be free for
    pregnant and nursing moms. These
    designated parking will be sponsored
    and branded with Sunlights

    Advertising display banners will be


    deployed on digital media through an
    automated process called
    Programmatic Buying. We will use
    multi sourced data signals from TGs
    browsing habit to inform targeting and
    optimization decisions
    Mobile is the first screen for the TG, so
    we will develop a mobile application
    that is compatible with leading social
    platforms such as BBM, WhatsApp,
    Instagram, Facebook etc. to help the TG
    to curate and share stories through
    photos

    MEDIA SELECTION

    With the use of dairy on MediaStar, electronic media vehicles are


    selected based on Target Group Reach
    Outdoor structures are selected based on the angle of vision,
    distance from the road, absence of clutter or distraction,
    illumination, nearness to POS and dwell time
    Digital media platforms are selected with the use of a combined

    BUDGET

    DIGITAL; 5%
    OOH; 20%

    TV; 41%

    RADIO; 33%

    Lets Get To Work


    ...

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