Abhishek SIP(1)

8/14/2019 Abhishek SIP(1)

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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


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


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


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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Abhishek SIP(1)