Media plan

MEDIA OBJECTIVES:

 Reinforce brand image in consumer’s image.

 Develop a media strategy that involves advertising Eatzii speciality burgers in both traditional
and non-traditional media outlets.
 Increase Eatzii’s profitability.

MEDIA STRATEGIES:

 To build the brand in mediums which will involve consumers more actively in the process of
marketing Eatzii.
 To extend amount of mediums to portray brand quality.
 To gain maximum exposure to result in gain in revenue.
 To build brand awareness to guarantee subsequent purchase of product.
 The media plan will generate interest by connecting to the public.

Target Audience:

 Eatzii target market includes only Non-vegetarian customer segments. Eatzii has items in its
menu that cater to adults as well as the young audience. Since its opening brand wanted itself to
be perceived as a family restaurant and has been running campaigns communicating the same.
Customers of Eatzii are the people who want to enjoy safe, tasty fast foods and beverages. Most
of the customers of Eatzii are in the age group of 15-40 years in Lahore.

Seasonality and Geographic Insights:

 Seasonality

Burgers can be eaten at all times of the year

Timing of media plan: January to February

 Geographic Insight

Lahore

Recommended Media Vehicles:

 Magazine
 Internet
 Newspaper

Newspaper:

Consideration set of magazines:

 Jang
 The Nation
  Daily Express
 Dawn
 Mashriq
 Observer
 Khabrein
 Nawa-e-Waqt

Selected Newspapers:

 Jang
 The Nation

Magazine Plan:

Consideration set of Magazines:

 Pakistan & Gulf Economist

 Pakistan Textile Journal

Internet:

 We will utilize the internet by placing banner ads on the website that correspond with the
magazines where our print runs, allowing our target audience to become surrounded by the
Eatzii brand.
 We will also place ads on social networking sites Facebook etc. Consumers can click the ads that
will lead to website

Flowchart:

January January January January

1 2 3 4

Magazines

Pakistan & Gulf Economist

Pakistan Textile Journal
Social Sites
Facebook
Instagram
Twitter

Newspaper
Jang
The Nation

Estimated Media Budget:

Media Cost
Magazine
Pakistan and Gulf Economist 10000
Pakistan Textile Journal 10000

Internet/ Social Sites

Facebook 7000
Twitter 9000
Instagram 8500

Newspaper

Jang 14000
The Nation 19000

Total Cost 77500