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
