Prepared By:

-Mehtap MALUMBO- Buse Gözde KARAHAN- Yeliz YAPICIOĞLU- Özge ÜÇTOP- İnci ÖZDEMİRCAN- Fulya SELANİKLİ- Aylin Banu ŞATANA- Ece Daşdelen

ICE-CREAM Final ProjectMedia Planning and Buying

January, 2011

Lecturer: Sema MİSÇİ

Yükselen Media Agency

AGENDAMedia Planning and Buying

• What is Marketing Problem

• The Goal• Marketing Strategy• Media Goals and

Strategies• Media Strategy• The Messages

• Situation Analysis- SWOT& Surveys• Tactics• Visual Media • Print Media• Audio Media• Online Media• Evaluation

What is Marketing Problem

• Low consumption of ice cream in winter

• Turkey ranks lower in terms of ice-cream consumption per capita

• Perception that it is unhealthy

• Only advertised in TVs

Double individual ice-cream

consumption within 5 years

GOAL

MARKETING STRATEGY

Conducting awareness-rising – informative works on the fact that ice cream is healthy,

nutritive and can be consumed every season

MEDIA GOALS AND STRATEGIES

We segmented our target audience and use different media channel so

according to this reaching large target audience.

.

MEDIA STRATEGY

• Identifying target group • Accessing to large target group• Segmenting large masses• Accessing to right person at right time and in

right place• Defining media targets • Determining in which media and in what way

we will be included• Preparing media planning

Out of Home Media: • To access to large audience

with different creative works

Visual Media:• To create synergy- Visual

and print media are used to support outdoor as a main medium.

Print Media: • To address to special

audience (selectivity)• To provide long lived

message• To reach to high readership( Saturday, Monday)

Audio Media: • To address to imagination of

listeners,• To create emotional bond with

DJ’s listeners;• Special audience• High frequency• Mobile populationInteractive Media:• To get interactive medium• Increasing users day by day

MEDIA STRATEGY

MESSAGES

• Take home ice cream • It provides nutrition which is consumable by

any person at any age and with any weights in any season

• ‘Habit for healthy nutrition’ to be commenced as of childhood years

STRATEGIES• Will be included in spring festivals of universities in order

to access to university students• Attraction will be drawn with ambient advertising. • Messages that ice cream is healthy and should be

consumed in 4 seasons will be given through billboards. • Its benefits will be explained through advertorial

announcements in newspaper and magazines• Large target groups will be accessed through product

replacement and other commercial advertisements• Mentality of ‘Tea time, ice cream time’ ‘Ice cream of

special days’ will be brought instead of Pasta – desserts with syrup in special days, festivals and etc.

SITUATIONAL ANALYSIS

• Internal Analysis – SWOT

• Market Searches– Sector– Firm– Surveys

• Internal Analysis – SWOT

• Market Searches– Sector– Firm– Surveys

SWOT ANALYSISSTRENGHTS

•Realization of 90% of consumption between May and October

•Ranking 3 in consumption of domestic-type ice cream

•For any age and for any income from 7 to 70s•Desserts which is light and rich in nutrition value

WEAKNESS• Low consumption per capita

•5% consumption in winter

• Lower awareness about healthy ice cream

OPPORTUNITIES

•Nutrition habit to be started as of childhood years •Combining health and fun

• Advice by expert

THREATS• Perception that it is a dessert consumed in summers • Conventional dessert culture • Perception that it causes weights• Perception that it causes illness in winter,•Increase in competition.

SURVEY-100 persons- 57 women, 43 men- not older than 18-24 age range - 37 persons from high education, 40 persons form university- 51 persons from middle (C1) income level, 28 persons from middle-upper (B) income level, 4 persons from upper (A) income level-45 persons generally spend time at home

-29 persons spend time on internet with 2nd priority -Persons spend time in shopping with 3rd priority

-42% use cars; 35% use ship, 32% use metro-Means of communication: 46% by television, 29% outdoor-TV channel is Channel D with the rate of 42%. -Advertisement watching: 90% through television -The most frequently read newspaper: Hürriyet newspaper with rate of 30%. -The most used means of transportation: car, steamship and metro-The most listened radio is Cnn Türk.

TARGET GROUP

17 age and below 18 – 24 age 25 – 34 age 35 – 44 age 45 and upper

TARGET GROUP • A, B, C1 SES •Persons living with thier families or friends•Persons who mostly spend time at home•Persons who loves to be outdoor with the friends • Persons who use car, ship and metro as means of transportation•Persons who spend 3-4 hours a day on internet or television watching •Persons who love listening to radio •Persons who follow magazines and newspaper•Persons who love to consume ice cream in summers •Persons who are graduate of high school / university or those who continue education•Persons who prefer to go to cinema in winters and concert in summers

SECTOR ANALYSIS 2007 ICE CREAM SECTOR

Shelf turnover of 900 million dollars with the increase by 30 per cent

Annual consumption of ice-cream per capita is 2.3 liters

13% of growth is innovation

Total turnover is 1 billions dollars

2009 ICE CREAM SECTOR55 % domestic type ice cream39 %, between the age of 20-35 % 47, at the age of 20, %14, consumers above 35Annual turnover is 800 millions EuroConsumption of 2,8 liters per capita Domestic type ice cream instead of spire ice cream

2008 ICE CREAM SECTOR

Increase in domestic type ice cream by 30%,

Increase in consumption during winter by 41% 160 millions liter of ice cream are consumed Ice-cream consumption per capita has increased to 2,5 liters

2010 ICE CREAM SECTOR

Ramadan

Consumption of domestic type ice cream increased.

FIRM ANALYSIS ALGIDARanking 3 in the sectorIce cream sales in Turkey grew by 29 percent over the first five months of 2010.42% is of domestic type ice cream Growth at the rate of 20-25%Annual consumption per capita doubled within 5 years

ÜLKER Sales increased by 85%. Market share increased by 25%Sale increased by five times more than previous onesApproximately 30 trade name and 120 types of product are in the market

PANDA Its target is investment of 50 millions dollars “Four Seasons” was launched.

According to results of the research ,identifying target audience and formulating the media planning

According to results of the research ,identifying target audience and formulating the media planning

TACTICS

OUTDOOR

Teaser – 1 week before Balçova – Alsancak - Mavişehir route, 15 stops Avcılar – Kadıköy Metrobus line Anatolia: Kadıköy, Bostancı, Bağdat Street line Europe: İstinye, Mecidiyeköy-Şişli, Etiler, Taksim, Bakırköy

line In front of shopping centers Around campus

Ambient advertising New Year Illumination (Taksim, Alsancak) Billboard (3D shopping centers, Autobus – metro routes) Turnstile: Metro, ship station Ice-cream models on the shores New Year tree (İstinye Park) Megaboard (Taksim)

Those working or going to school, who spend time outdoor

Teaser

Last 2 weeks in January

“Very healthy”“4 Seasons”

VISUAL MEDIAOutdoor

Ambient advertising:To attract attention the A, B, C1 socio economic statutes

all target audiences:• Christmas Lighting (Taksim, Alsancak)• Billboards (3D shopping center, Bus – metro line)• Tourniquets: Metro, steamship station• Ice-cream model in the beach• Christmas Tree (İstinye Park)• Megaboard (Taksim)• Balloons • Ice-cream mascots in Spring festivals& 19 May festivals

to reach the university students and young populations.

- İzmir, Alsancak- İstabul – Taksim, Nişantaşı, Cadde bostan

AMBIENT

İzmir: Alsancak, Karşıyakaİstanbul: Taksim, Cadde Bostan, Nişantaşı

Shopping Center – New Year Tree

İzmir: Agora, Forum Bornova, Ege Parkİstanbul: Metrocity, İstinye Park, Cevahir AVM, Tepe Nautilus

A, B, C1 SES, all the target group

Tourniquet

Ship Harbors

İstanbul: Kadıköy, Bostancı, Karaköyİzmir: Konak, Karşıyaka, AlsancakMetrobus İstanbul:

Zincirlikuyu, M.Köy, Şişli, Avcılar, Bakırköy, Kadıköy

Beach Ambient

Alaçatı

Çeşme

Kadıköy

Kapadokya

May Festivals & 19 May

İce CreamMascotPersonClothing

İzmir : Ege University ,İzmir Economy Universityİstanbul: Boğaziçi, İstanbul, Marmara, Yeditepe UniversityAnkara: ODTÜ, Bilkent UniversityEskişehir: Anadolu University

18 – 24 Age, University Students

VISUAL MEDIAOutdoor

Cinema:To reach the 18-24 / 25-34 ages, A, B, C1 socio economic

statutes groups:• Film Commercials• Seat covering• Cine Bonus• AFM• İzmir: 2• İstanbul: 3

Cinema

18 – 24 / 25 – 34 ages. A,B, C1 SES

- Cine Bonus- AFM

Television To reach the large masses with

the product placement and other commercial advertising using Doğan Media Groups:

Doğan Media Groups:• Visual Press: Kanal D, Star TV,

CNN Turk• Talk Show: Beyaz Show,

Komedi Dükkanı• Movies: Küçük Sırlar, Öyle bir

geçer zaman ki, Kavak Yelleri, Arka Sokaklar, Geniş Aile

• Economy Programs: CNN Turk off-prime time news break

• During March (prime-off-prime time )

• Strip ads• Product placement• Advertorial

• A, B, C1 – all target audience

PRINT MEDIA

04/11/23 34Sample Footer Text Here

Demography of Monthly MagazineReaders

Cinsiyet Age Group SES Group

KADIN 56%

ERKEK 44%

Target Group: A, B, C117 and below 18 – 2425 – 3435 – 4445 – and above

Gender

0%

10%

20%

30%

40%

50%

60%

70%

MaleFemale

Housewife

15-17

18-20

21-24

25-34

35-44

45-54

55-64

65-74

75+

AB

C1C2

DESingle

Married

Employed

Unemployed

University

High School

Secondary

Primary

Uneducated

Metropol

Istanbul

Ankara

IzmirOthers

Total Read (Magazine lastweek/month)

• Male• Metropol• High School-University• Working• Single• 15-24• AB

Source TGI

Profile of Magazine Readers

PRINT MEDIAMagazines

Doğan Media Groups

• Insert, advertorial, advertisement

• Kid Magazines: Winnie The Pooh, Milliyet Kardeş (17 age and under: A, B, C1)

• Youth Magazines: Blue Jean (15-24 age: AB )

• Women Magazines: Elele (25 -45 age and older: A,B )

• Men Magazines: Capital (35-45 age: businessman and woman)

• Health and Nutrition Magazines: Formsante (25-45 age and older women)

• Kids: March and September (ads & insert)

• Young: (March – August) 6 frequency

• Business: 2 frequency (advertorial - ads)

• Fashion: 6 frequency (July - December)

• Health: 3 frequency (July - September)

Profile of Newspaper Readers

•Men• Metropol• Well-educated• Working• Married• ABC1

Source TGI

04/11/23 38Sample Footer Text Here

Profile of Newspaper Readers – SES Group

Target Group: A, B, C117 and below 18 – 2425 – 3435 – 4445 – and above

Hürriyet : ABMilliyet : ABPosta: C1

Who buys? How are they differentiated from one another?

 HOR% E K AB C1 C2 DE 15-17 18-20 21-24 25-34 35-44 45-54 55-99

AKSAM 70,12 29,79 28,55 33,01 18,11 20,34 7,85 7,4 12,49 25,07 23,28 13,38 10,62

CUMHURIYET 70,74 29,58 51,77 22,51 13,5 12,22 1,93 8,36 10,93 17,68 19,61 20,58 20,9

FANATIK 95,16 4,77 21,09 31,22 19,08 28,61 13,26 15,65 17,06 26,9 17,14 7,3 2,68

FOTOMAC 96,46 3,54 19,27 32,32 20,37 28,05 14,27 13,54 16,95 27,07 15,85 8,54 3,78

GOZCU 82,2 17,8 18,6 27,2 20,6 33,6 3,2 4,4 11 23,4 19,6 19,2 19,4

HURRIYET 64,88 35,12 48,0826,5

1 11,1814,1

7 3,78 5,4111,0

8 26,51 22,1 15,96 15,17

MILLIYET 68,84 31,16 47,727,7

6 11,9512,5

9 6,8 7,8113,0

5 21,69 20,04 16,08 14,43

POSTA 63,51 36,49 28,6332,7

8 17,93 20,710,0

3 11,7916,0

6 23,8 17,4 11,64 9,32

RADIKAL 70,46 29,54 50,89 23,13 11,03 14,95 2,49 9,25 23,13 32,74 15,3 11,03 5,69

SABAH 63,66 36,34 42,01 27,6 13,97 16,36 5,29 6,73 12,74 27,16 22,65 13,8 11,63

TAKVIM 72,55 27,45 21,85 28,27 22,78 27,22 7,71 10,86 12,5 25,82 22,08 11,68 9,23

TURKIYE 76,04 23,96 25,66 33,77 19,25 21,32 5,66 8,3 6,42 24,34 26,6 15,09 13,77

VATAN 68,79 31,21 39,49 28,18 16,72 15,61 5,57 6,53 10,67 20,7 21,66 17,68 17,2

YENI ASIR 84,39 15,61 22,26 31,23 20,93 25,25 3,32 2,99 10,63 22,59 25,25 19,93 15,28

YENI SAFAK 78,28 22,07 37,24 26,9 19,31 16,55 5,17 6,21 12,07 28,97 27,59 9,31 11,03

ZAMAN 69,05 30,95 33,75 33,75 15,48 17,02 7,07 10,36 12,54 27,94 22,34 10,78 8,96

ORTALAMADAN FARKLILAŞANLAR BOLD OLARAK GÖSTERİLMİŞTİR.KAYNAK: IMS

Cumulative Results of BIAK 7-10th Terms (1 September 2008 – 31 August 2009 ) - Newspapers

Newspaper Access Audience Delivery (All Persons)

04/11/23 40Sample Footer Text Here

04/11/23 41Sample Footer Text Here

Access of Newspaper (Average Number of Readers)

Newspapers

Doğan Media Groups

Hürriyet Milliyet Posta

All target audiences Business Environment

Advertorial Advertisement

25-34 and 45 age and older: A, B, C1

AUDIO MEDIARadio

To reach the all drivers and radio audiences especially in the drive time (07:00-10:00 a.m. 17:00-20:00 p.m.):

Doğan Medya Grubu

Audio Media: Radyo D, Slow Türk Radyo ve CNN Türk

• News and music• Drive time

On-line• Google Adwords

Key Words:Mutluluk Dünyası, Dondurma, Buz, Dört Mevsim, Krema, Tatlı Diyarı, Çikolata, Sütlü tatlı, Vanilya, İkram, Ev tipi dondurma ,Eşsiz tat, Lezzet…

1 March- 31 March • Facebook banner • direkizle.com • Metacafe.com • ekşi sözlük • Advergaming - kral oyun

Viral Marketing Facebook, YouTube Take and load video for sticks of stick ice

cream Create messages The most creative 3 designs and messages

will constitute the themes of advertisement campaigns.

17 age and below

18 – 24 age

A, B, C1 SES.

“Everybody can create own style with ice cream sticks

on this web page.”

www.kendistilinisticklegoster.comViral Promotional Campaign

Metacafe.com or YouTube.com “the art of the crowd”.

Giving advertisement to main page of web sitesas below banner during January and February.Ex:

FLOWCHART

Advertising and Media analysis

• The number of the persons accessing to portal and blogs will be handled for measuring the efficiency of outdoor advertisements.

– Tourniquets: The number of subscribers for Akbil, Kent Kart and Ego Kart will be handled.

– Balloons, Festivals, Beaches: The number of tickets will be handled.

• Social media will be always measured. Since this is interactive system, reports from database will be obtained.

– Measurement will be made according to the number of clicks. – Impressions will be handled. – Internet sites will be followed. • Visual media:Looking at product placement and rating and

reach portions are handled.

Evaluation

• Cinema: The number of tickets sold will be handled. • Magazines will be followed by handling the number of

advertisements released to printed media, cost of reaching 1000 persons and circulations.

• Looking at BIAK reading propotion and analysed. • Positive and negative news will be reported and archived. • Rating and reaching rates of the product replacement and other

works in visual media will be handled. • In order to understand increase in ice cream consumption,

sectoral turnover will be handled. – Survey and focus groups will be created in order to understand

whether messages given are correctly perceived or not. • Audio Media: RIAK Radio Follow-up Research Institution research

Evaluation

THANKS FOR YOUR ATTENTIONTHANKS FOR YOUR ATTENTION