Media planning and buying

Product: Oreo biscuits

Product description: Oreo: delicious vanilla crmeflavor filling sandwiched between two chocolate
flavored biscuits
The design on every Oreo biscuit consists of 12 flowers,
12 dots and 12 dashes per side.
Pack and introductory pricing: Rs 5 for 3 biscuits; Rs 11
for 7 biscuits; and Rs 20 for 14 biscuits covering
impulse, family sharing and heavy usage.
Oreo is more than just a biscuit. The 'Twist, Lick and
Dunk' ritual has brought fun filled moments of bonding
to countless families.

Competitors:
Britannia Industries
ITC, sunfeast
Sales

Britannia
ITC sunfeast
Other

Target audience:
The brand is targeted towards families
Teens
Mums with children aged six to 12.
4.5
4
3.5
3
Series 1

2.5

Column1
2

Column2

1.5
1
0.5
0
Families

teens

Mums

Medium

Rate

Frequency

Calculations

Adveritsement on internet 400/- day

30 days

400*30

Billboards

16,00,000/- Board

60 boards

30*16,00,000

9,60,00,000

Buses

11,850/- bus

30 days

11,850*30

3,55,500

Mall Adverising: Elevator

doors
1,05,000

30days

1,05,000*4

4,20,000

Posters

30,000/- mall

30,000/- mall

30,000/- mall

2,20,000

Standies and dranglers

2,300/- mall

4 malls (2standies and 2

dranglers/- mall)

2,300*4=9,200*2=
18,400

Airport advertising

1,50,000 per unit for a

month

6 banners (domestic
airport)

6*1,50,000

9,00,000

Mobile advertising

59,000/- mobile van

6 areas (2 each in area)

59,000*6

3,54,000

Togetherness bus

25,00,000

7 malls
30 trains (10 in each
12,500 routes)

Train advertising

Budget

1200

18,400

25,00,000

30*12,500

3,75,000

Television advertising:Starplus

Different rates for diff

timings

Zee tv

40k for peak and 25k for

off peak
8 times a day

Cartoon network

25,000 for 10sec

12 days (noon time)

30days (prime time)

1,53,00,000+3,82,50,000 5,35,50,000

Channel V

4,800 for 10sec

Prime time

4800*51*150 times a
moth

6 times a day

7,89,48,000

2,75,000*240 times a
month

6,60,00,000

3,67,20,000

Set max

5,00,000

3 times in a day

5,00,00*69 times in 23
days

3,37,50,000

Newspaper advertising:

Times Of India

4110 30days

4110*2*400*30

9,86,40,000

HT

2085 30days

2085*30*400

2,50,20,000

Dainik bhaskar

2569 30days

2569*30*2*400

6,16,56,000

339 30days

339*2*400*30

81,36,000

2*6,60,000

13,20,000

275000*4

11,00,000

9,52,500*4

38,10,000

Mid day

India Today

6,60,000

Griashobha

Women's era

2 times a month

275,000 4 times a month

9,52,500

4 times a month

92.7 FM

1800 for 10 sec

30 days (6 times in a day) 1800*30*30*6

59,40,000

Radio mirchi

1100 for 10 sec

30days (6 times in a day)

1100*30*30*6

48,22,18,100

Total budget for one

month

56,00,24,100

Radio:

APRIL MONTH

Medium

Rate

Frequency

Calculations

Budget

Adveritsement on
internet

400/- day

30 days

400*30

Billboards

16,00,000/- Board

60 boards

30*16,00,000

9,60,00,000

Double decker buses

1,16,850/- bus

20 buses

1,16,850*20

23,37,000

Inside cover panels

Mall Adverising:
Elevator doors

836/- panel

1750 buses

1750*835

14,61,250

1,05,000

30days

1,05,000*4

4,20,000

Posters

30,000/- mall

Airport advertising

2,300/- mall
1,50,000 per unit for a
month

30,000/- mall
2,300*4=9,200*2=
18,400

2,20,000

Standies and dranglers

30,000/- mall
4 malls (2standies and 2
dranglers/- mall)
6 banners (domestic
airport)

6*1,50,000

9,00,000

Mobile advertising

59,000/- mobile van

6 areas (2 each in area) 59,000*6

Togetherness bus

25,00,000

1200

Buses:

Train advertising

7 malls
30 trains (10 in each
12,500 routes)

18,400

3,54,000
25,00,000

30*12,500

3,75,000

Television advertising:-

Cartoon network

40k for peak and 25k for

off peak
8 times a day
12 days (noon time)
25,000 for 10sec
30days (prime time)

Channel V

4,800 for 10sec

Zee tv

Prime time

2,75,000*240 times a
month
6,60,00,000
1,53,00,000+3,82,50,00
0
5,35,50,000
4800*51*150 times a
moth
3,67,20,000

Set max

5,00,000

3 times in a day

5,00,00*66times in 22
days
3,37,50,000

Newspaper
advertising:
Times Of India

4110 30days

4110*2*400*30

9,86,40,000

HT

2085 30days

2085*30*400

2,50,20,000

Dainik bhaskar

2569 30days

2569*30*2*400

6,16,56,000

339 30days

339*2*400*30

81,36,000

2*6,60,000

13,20,000

275000*4

11,00,000

9,52,500*4

38,10,000

Mid day
India Today

6,60,000

Griashobha
Women's era

2 times a month

275,000 4 times a month

9,52,500

4 times a month

Radio mirchi

1800 for 10 sec

30 days (6 times in a
day)
1800*30*30*6

59,40,000

92.7 FM

1100 for 10 sec

30days (6 times in a
day)

1100*30*15*6

29,70,000

Total budget

43,850,00,98

Radio: