MEDIA PLAN FOR

PRESENTED BY:-
PRIYAM PRAKASH
20191077
 INTRODUCTION

 Foodpanda is a global online food delivery marketplace headquartered

in Berlin, Germany and operating in more than 11 countries and 246+
cities across 4 continents.

 The service allow users to select from local restaurants and place food
orders via the website or mobile application.

 Users of foodpanda orders cuisines from more than 115,000+ restaurants

worldwide.
NATURE OF BUSINESS

 B2C service restaurant menus, customer reviews 4000 restaurant

over 40 cities in India

 With just a few clicks you can order from a wide variety of
delicious online cuisines.

 Food + E-commerce Industry

BUYER PERSONA
BACKGROUND:
 Mostly busy
 Prefers convenience over ambience
 Always on the go
 Tech Savvy

DEMOGRAPHICS:
 Age 18-30
 Urban Areas

GOALS:
 To have a variety of food options without the
constraint of time/place
MEDIA OBJECTIVES OF FOODPANDA

 To re-engage the lapsed users

 To meet the challenges of competition
 To become the market leader again
 To drive number of total orders
 To increase revenue
SWOT ANALYSIS

STRENGTHS

●
Quick Delivery
●
Trained Delivery Executives
●
International understanding of business
●
Better customer support
●
Wide coverage of restaurants

WEAKNESSES

●
Orders only available from restaurants that are located in the zone of order placed
●
Quantity required for Free Delivery sometimes, a bit more for one person
●
Not able to retain the customers for long time
●
Has not yet covered all the areas in a city
SWOT ANALYSIS

OPPORTUNITIES

●
Growing market for potential customers
●
Coming back into competition in Indian market
●
International experience in re-emergance

THREATS

●
Increasing Potential Competitors
●
Less number of customers at present
●
High cost in making a comeback
MEDIA SCHEDULING

 PULSING
 As Foodpanda is a not a seasonal service, it is catered in all the times of an year and in all the parts of India
 The schedule remains constant throughout the period of the campaign or all year long
 The motive following this kind of schedule is a consistent brand recall
 Heavy advertising during high selling periods like festivals and regional events

TARGET GROUP
 All the people who want to try food for different cuisines from different restaurants
 Demographically, the young population who perceives time as a more valuable asset than money
 Geographically, urban and semi-urban population, sec A, sec B and sec C
 Psychologically, experiencers and achievers
MEDIA MIX
 Advertising media mix includes allocation for the various channels available :

• Print (News, leisure, specialized)

• Broadcast (Radio, Television)
• Electronic/ Digital Media (Internet, kiosks)
• OOH (Billboards, Neon signs, wall graphics)
• Cinema
 MEDIA MIX
Print Ads in Newspapers and Magazines
 Newspapers
• Times of India - All India Edition
(Quarter Page ad - 3 Times a week, Half Page ad - Fortnightly)

• Hindustan – All Edition

(Quarter Page ad - 3 Times a week, Half Page ad - Fortnightly)

 Magazines
• India Today
(Half Page ad)
 MEDIA MIX
Video Ads in Broadcast Media
General Entertainment Channels

• Star Plus (7 Days, 4 Times a day, Between shows, 12-2 PM, 8-11PM)
• Colors (7 Days, 4 Times a day, Between shows, 12-2 PM, 8-11PM)
• Sony (7 Days, 4 Times a day, Between shows, 12-2 PM, 8-11PM)

Movie Channels

• Star Gold (Weekdays, Once a day, between, 12-3 PM; Weekends 4 Times a day, 11AM-8PM)
• Zee Cinema (Weekdays, Once a day, between, 12-3 PM; Weekends 4 Times a day, 11AM-8PM)
• Sony Max (Weekdays, Once a day, between, 12-3 PM; Weekends 4 Times a day, 11AM-8PM)

OTT

• YouTube (Based on Genre)

• Hotstar (Based on Genre)
 MEDIA MIX
The various social media campaigns being run by Foodpanda are:

• 2013 – Free Movie Tickets of Freaky Ali

• 2013 – Apple I-pad Mini Giveaway
• 2015 – Don’t Call, Just Install
• 2015 – Food is Coming #GameOfFries
• 2016 – The Night Rider
• 2018 – The Crave Party
• 2018 - #NotAPieceOfMeat
MEDIA MIX
Social Media Platforms

• Facebook (10,00,000 views + 1,000 install)

• Twitter (10,000 post clicks)
• Instagram (1,00,000 ad views + 10,000 Carousal Ad Clicks)
• Google Ads (10,000 search Ad Clicks)
• Tik Tok (1,00,00,000 impressions)
MEDIA MIX
Static visual ads on OOH channels

• Bill Boards/ Led Boards

• Food Campaign Trucks
• Sites in Malls/ Stores
• Logistics Trucks like GATI, DHL, EKART
• Kiosks
 MEDIA MIX
Bill Board/ LED Board Sites with reference to Pune

• Viman Nagar (Nagar Road)

• Pune Camp
• Shivajinagar
• Swargate
• Hinjewadi Wakad Flyover

In Mall/ Store options

• Pheonix Mall
• Pavillion Mall
• Westend Mall
• Seasons Mall
• DMARTS
MEDIA BUDGET
Print Media
Newspaper (Circulation) Pricing (Discounted Rates)
Times of India- All India (53,11,000) + Times Half Page ad- Fortnightly (₹ 1,03,95,000)
Ascent (51,00,000) Quarter Page ad- 3 times (₹ 47,93,040)

Hindustan- All Edition (36,00,000) Half Page ad (₹ 21,32,109)

Quarter Page ad (₹  17,82,522)

India Today (485,000) Full Page ad (₹ 4,00,000)

Total ₹ 1,95,02,671
MEDIA BUDGET (5 DAYS)
Broadcast Media

Channels(Reach in 000’s) Pricing(Discounted Rates)

Star Plus (170,246) + Star Gold(237,978,000) 10 Seconds 4 Times a day = ₹ 9,78,800 +
+ Star Sports 1 (60,890) 10 Seconds (Weekdays + Weekends) = ₹ 15,00,000 +
10 Seconds 4 Times a day = ₹ 7,20,000

Sony(145,056) + Sony Max(169,494) 10 Seconds 4 Times a day= ₹ 10,60,000 +

10 Seconds (Weekdays + Weekends) = ₹ 19,50,000

Zee Cinema(231,066,000) 10 Seconds (Weekdays + Weekends) = ₹ 9,50,000

Hotstar + IPL 2020 For 10,00,000 views ₹ 1,80,000*5 = ₹ 9,00,000 +
For 10,00,000 impressions = ₹ 1,20,000
Youtube For 10,00,000 views ₹ 2,50,000*5 = ₹ 12,50,000
Total ₹ 94,28,800
MEDIA BUDGET PER WEEK
Social Media Platforms
Social Media Site Price(Discounted Rates)
Facebook For 10,00,000 views = ₹ 6,00,000
For 1,000 Install = ₹ 30,000
Twitter For 10,000 post clicks = ₹ 1,00,000
Instagram For 1,00,000 ad views = ₹ 1,00,000
For 10,000 clicks (Carousal ads) = ₹ 30,000

Google Ads For 10,000 search ad clicks = ₹ 1,50,000

Tik Tok (BOGO) For 1,00,00,000 impressions = ₹ 40,000
Total ₹ 10,50,000
MEDIA BUDGET PER MONTH
OOH Sites
Sites Prices
Shivajinagar ₹ 2,00,000
Viman Nagar ₹ 1,05,000
Pune Camp ₹ 1,20,500
Swargate ₹ 77,000
Hinjewadi ₹ 92,750
Total ₹ 5,95,250
TOTAL MEDIA BUDGET
MEDIA MIX BUDGET

PRINT MEDIA ₹ 1,95,02,671

BROADCAST MEDIA ₹ 94,28,800

SOCIAL MEDIA ₹ 10,50,000

OOH SITES ₹ 5,95,250

TOTAL BUDGET ₹ 3,05,76,721