Media Strategy: Media Objectives: 1. Audience Objectives: The audience for the product RIO is wide.

Focusing on Terai and Hilly Region and emphasizing those people who wants to have cold drink when they are thirsty and people who wants to have fun, who wants to get-together and enjoy. Briefly: Geographic: emphasizing Hilly and Terai Demographic: kids young, teen, adult and specially family Psychographic: Who wants to have fun, who wants to get-together and enjoy, who wants to have cold drink and juice when they are thirsty. 2. Market Distribution Objective: Audience size is huge. Need to cover large market including urban and suburban areas. Objective would be to make the people remember and at least recall the product during their purchase decision. So exposure and effective frequency would be high. Our objective is also to give the continuity to the market distribution through media and to check the impact time and again.

Media Strategy: We would use Dispersion approach as the market is wide and have to allocate the huge budget for the market and media.

Media Category: Media Vehicle: Media Option( not decided)

5 Ms 1. Market: Huge market: need to have wider coverage. 2. Money: money will be allocated from the sales 3. Media: print media, Tv ad comercials, Radio etc. 4. Mechanics: through sampling, outdoor activities. Product placement in call kantipur or titosatya 5. Methodology: scheduling and frequency Tactics: Scheduling: We will be using Pulsing tactics as a scheduling tactics. The first aim for us is to create the branding of the product as RIO: just for fun. So we need to invest despite the low or high sales. We need to allocate certain minimum budget for the promotion and advertise. But the increase in the promotional campaign will definitely depend on the increment in the sales. So we will be advertising whole year but the tactics will be Pulsing Tactics as sales will also have the impact on the increment of the advertisement Frequency: Roadblocking and Media out will be quite impossible to do in the TV ad dur to lack of budget. But focusing on one ad and continuously emphasizing in it will definitely help us increase the customer awareness and recall ness. So for TV ad, we would use Bursting as a Frequency Tactics and hence we will select few programs which are of fun and entertaining like, Tito Satya, JhireKhursani, Music Shows like Call kantipuretc and frequently show our ad on any of those programs. Similarly, in Print ad, we would show our print ad on sports section or entertainment section frequently. On Radio and Fm as well we will do the same.

Media Effectiveness: Reach through newspaper, magazines, and also sponsoring cooperate houses functions, sponsoring fun activities as like sports, entertainment.

Communication Plan: 1. Purpose & mission / Corporate Vision: 2. Situation Analysis: Price of the product RIO is same as that of Real and even cheaper than the coke and Fanta for 250 ml For Rio they have more than 1000 wholesaler within the Kathmandu. And Kathmandu has been divided into 4 groups KTM1 ;Chabahil KTM2; Baneswor, gaushala, Thapathali KTM3: kalanki, Balkhu KTM4: Patan And in every group there is the presence of 3-4 distributors. RIO in present context doesnt deal with retailer directly and similar context outside the Kathmandu as well. Competitive Analysis: The one and only major competition is the Unilever Product: Real. The market share of the Real is around 47% whereas of that of RIO is only 24%. Frooti on other hand also as a competitor has the market share of 20% whereas the remaining percent is of others juice industry.

Obviously the revenue and spending of the Real is higher than that of any other juice industry. Currently, occupying 24% market share, Rio has the sales of average 4-5 crore per month and the budget allocation for the promotion has been around 3-4% of the sales which will be equal to around 14 to 15 lakhs per month. Whereas with that of competitors Real, their sales will be around 9-10 crore average per month from which they can even get higher budget for the promotion and advertisement. SWOT analysis: 3. Communication Objectives and Strategy: The communication objectives would be to make the people aware of the brand and at least recall during their purchase decision. The product positioning would be different from what it is now. It is Have for Fun. We would relate Rio with fun. So the objective is that whenever the people are having fun, they would consider RIO. 4. Tactical Programs: Under Tactical Programs, to show the people the connection between the RIO and Fun, we would organize event or sponsor event where there is fun in any locals, regions etc. Fun could be in concert, street festivals, Bingo, Travel, rafting, Bungy, Rock Climbing. So under these categories, we would select few of these like Street Festivals, Events in Festivals, Concert, some of the sports events. We would show Rio itself as a fun juice to drink through TV commercials, and posters and print ad. Poster ad the shops will definitely help us do that. 5. Budgeting & Scheduling: The average sale is around 5 crore monthly. And the current budget for promotion is around 3-4% which is too low for people to even recognize it for the product which have been there in the market for more than 3 decades. Hence the allocation of the budget will

be on future sales which would be normally 10% above the current sales and the budget allocation for the advertisement would be around 12-14% depending on the sales. So with that of the 14% the amount will be around Rs. 7700000(NPR Seventy Lakh only). So starting to promote, initially we would promote in newspaper, for which we will allocate the budget of around Rs. 20 lakh. We would advertise in Kantipur and Himalayan Times. The advertisement will be on the flightning tactics on the weekly basis. One Wednesday and Friday, the advertisement will be shown in the THT and rest of the day, it will be shown in the Kantipur at Sports Section and Page 3 section. Whereas on TV we would aired in two different programs , if possible in 3 programs. Call kantipur which would be useful for product placement, Tito Satya, weekly program for fun and entertainment and also JireKhursani for the same. For the production of the TV ad, it would be around 3 lakh and for airing in these programs, the allocation would be aroungd (50000*30+50000*2*4= 19- 2000000 lakh) NPR Twenty Lakh only. From the remaining 35 lakh we would advertise through poster on the shops and outdoor and also organize some events.

Communication Plan : the communication plan will be focused on Top Down approach, but only this approach is not suffice, so we will also use the integrated market concept where we can gather the information about the customer and do the BTL activities. Like we can ask them to return the cover of RIO with the flavor they want to drink and the taste of the current RIO. So with these, we can improve our quality and come up with new flavor and also build the relationship with the customer in order to make them use our product over and over again.