IIM KOZHIKODE

Benecol Spread and Media Planning

IMC Case Study
Submitted By Group 2 Sec A Mangesh Patil /Pawan Jagnik /Suman Kumar Saha /Mahtaab Kajla /Nila Lohita /Vardhan Singh 10/31/2011

This document contains details of decisions and notes explaining justifications of our decisions in regard to making the media planning for Benecol

1. Frequency exposure curve As Benecol is a sensitive product & a high value drug , so every subsequent exposure would add same impact and wont diminish with exposures. So Linear Frequency Response Curve was chosen. 2. Changes in Target Group:
Group no grp 1 grp 2 grp 3 grp 4 grp 5 grp 6 grp 7 grp 8 grp 9
Wt Factor

2 2 1 1 2 1.75 1 1 0.5

Reason High income group so can afford more.High age group so more need High income group so can afford more.High age group so more need Low income group so may go for cheaper drugs. Low income group so may go for cheaper drugs. High income group so can afford more.High age group so more need As age group is 25-55 so they may not need as much as age group 45+. Low income group so may go for cheaper drugs. Low income group so may go for cheaper drugs. As this also covers those below 45 and income below 55k in this segment

3. Media Vehicle Inputs: According to our analysis the weights assigned were quite appropriate, so it wasnt changed. 4. Result after changing Target Group:

Recommended Plan Statistics

Total cost Exposures Frequency Index Effective Reach Group Attractiveness Index Media Impact Index Total Weighted
Cost per

$25,05,709 2,66,172 0.20 52,917 1.14 1.00 60,086 $41.70

5. Change in insertions in Media Decision:

Vehicle Online Services - Microsoft Better Homes & Gardens Business Week New York Times (Daily) Wall Street Journal TV Early News: 7:30p-8p Radio: Rush Limbaugh

Number of insertions

0 1 1 1 0 2 1

Radio: Premiere AM Drive CNN Fortune AARP The Magazine Newsweek Cooking Light TV Guide USA Today The New Yorker Parade TV Daytime: 9:00a-4p n/a n/a

1 1 1 0 1 0 2 1 1 1 2 0 0

Changed insertions

Since people with 45 and above age group spend more time in traditional mediums such as TV,Radio and daily news papers instead of internet media and magazines, the insertions were modified accordingly.

6. Results after changing insertions:

Recommended Plan Statistics

Total cost Exposures Frequency Index Effective Reach Group Attractiveness Index Media Impact Index Total Weighted
Cost per

$24,94,322 2,91,519 0.22 65,120 1.15 1.00 74,875 $33.31

7. Best Results after modifying the response function got from s-shape 3 and decline 3 Result of s-shape 3

Recommended Plan Statistics

Total cost Exposures Frequency Index Effective Reach Group Attractiveness Index Media Impact Index Total Weighted
Cost per

$24,94,322 2,91,519 0.57 1,67,042 1.15 1.00 1,92,066 $12.99

Result of decline 3

Recommended Plan Statistics

Total cost Exposures Frequency Index Effective Reach Group Attractiveness Index Media Impact Index Total Weighted
Cost per

$24,94,322 2,91,519 0.41 1,19,149 1.15 1.00 1,36,998 $18.21