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THE MEDIA PLANNING OF

HIGH-END PRODUCTS

IN DELHI REGION

The New Indian Express

Abhishek Singh


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Company Profile

Type: Daily newspaper

Format: Berliner

Owner: Express Publications (Madurai) Ltd.

Founded: 1934 in Chennai, Bifurcated from

Indian Express and renamed in

1999

Headquarters: Chennai/Madurai, India

Circulation: 281,989 copies

(source: ABC Jan-June, 2008).

Website: www.expressbuzz.com
http://www.expressbuzz.com/http://www.expressbuzz.com/


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Media.what it does??

Advertising

Broadcasting & Cable Tv

Publishing

Movies and entertainment market

45971 newspapers including 5364 dailynewspapers in more than 1oo languages.

Mostly newspapers are published in

Hindi(20589), English(7596) and rest indifferent regional languages.

Agencies


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Objectives

To study about the products those fall under the High

end Product category.

To study the criteria media selection for High endProduct category.

To study which sub category/ categories of High end

Product use a particular type of media.

To study the most preferred media class for the

Advertisement of High end Product.


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Research Methodology

Research design

Data Collection

Primary Data

Secondary DataSample Design: Non Probability, Convenience Sampling

Sample Size: Total Sample Size is 20

Sample Area: Delhi / NCR & Out of Delhi

Preliminary research

Descriptive Research Conclusive Stage


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Brands Selected

Bags:

Louis Vuitton Malletier

Lacoste

Morellato

Gucci

Shoes:

Adidas

Lacoste

Gucci

Music System:

LG

Bose Corporation

Sony Corporation

Wrist watches:

TAG Heuer

GucciRolex

Morellato


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Sunglasses:

Gucci

Pens:

Luxor parker

Mont Blanc

International

Automobiles:

Bayerische Motoren Werke(BMW)

Volvo Car Corporation

Rolls Royce

Volkswagen Automobile

CompanyAudi

Toyota Motor Corporation

Perfumes:

Burberry Group

Christian Dior


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Data AnalysisCATEGO RY: BA

Magazine

72%

News pape

21%

TV

3%

Othe

4%

Ma gaz in es Ne w s p ap er TV Oth er

CATEGORY: SH

Magazines 7 5

N e w s p a p e r 1 1

TV 10Other 4

Ma ga z in es Ne w s p ap er T V O th er


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CATEGORY :MUSIC SYST

Magazine

60%New s pape

16%

TV

17%

Other

7%

Ma az ines New s a er TV Other

CATEGORY: WRIST WATCHES

Magazines

65%

News paper

21%

TV

11%

Other

3%

Magazines News paper TV Other

CONT..


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CATEGORY : SUNGLA

Magazin

83%

News pap10%

T V

5%

Othe

2%

M ag a zi ne s N e w s p a p er TV O th e r CATEGORY: PEN

Magazin

62 %

News pape

30%

TV

5%

Other

3%

Ma azines News a e r TV Other

CONT..


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Brands Magazines News Paper TV Digital /Others

Louis Vuitton Malletier 72% 19% 9%

-Lacoste 60% 28% 12% -Morellato 60% 40% -Gucci 90%

-

10%

-Adidas 70% -

25% 5%

LG 50% 30% 20% -Bose Corporation 90%

-

10%

Sony Corporation 40% 20% 30% 10%

TAG Heuer 40% 25% 25% 10%

Rolex 70% 20% 10% -Bayerische Motoren Werke (BMW) 55% 40% 5%

-

MEDIA PREFERENCE OF HIGH-END PRODUCTS BRAND WISE

Brands Magazines News Paper TV Digital /Others

Louis Vuitton Malletier 72% 19% 9%

-Lacoste 60% 28% 12% -Morellato 60% 40% - -Gucci 90%

-10%

-Adidas 70% -

25% 5%

LG 50% 30% 20% -Bose Corporation 90%

- -10%

Sony Corporation 40% 20% 30% 10%

TAG Heuer 40% 25% 25% 10%

Rolex 70% 20% 10% -Bayerische Motoren Werke (BMW) 55% 40% 5%

-


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Brands Magazines News Paper TV Digital / Others

Volvo Car Corporation 90% 10% - -Rolls Royce 70% 30% - -Volkswagen Automobile Company 80% 20% - -

Audi 65% 25% 10% -Toyota Motor Corporation 60% 25% 15% -Luxor parker 65% 30% 5% -

Mont Blanc International 60% 40% - -

Burberry Group 100% - - -Christian Dior 94% - -

6%

Cont..


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Findings

In print media they generally choose magazines and news paper for there advertisementsbut they give more stress on magazines.These magazines are selected as on the basis of the type/nature of the product

Such As:Automobiles companies mostly prefer Automotive magazines and Business Magazines

High-end Perfumes, Bags and sunglasses give their advertisements in Lifestyle andwoman specific magazines.

High-end Music systemsprefer electronic, business magazines and newspapers for there

their advertisements. In electronic media they prefer entertainment, music and Lifestyle

channels for their advertisements.

If we talk of the high-endpens category what I found that they prefer business magazines

and newspapers for their advertisements.

In case of high end shoes category, they prefer sports magazines, sports channel and

mens lifestyle magazines for their advertisements

If in case of high end product is being launched for the first time, they

advertised it through English newspapers.


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Suggestion

The New Indian Express is already running four magazines so

called Cinema Express (Tamil), Malayalam Vaarika

(Malayalam) and Tamilan Express (Tamil), Sakhi which are

regional. Therefore in my opinion The New Indian Express

should go for national magazines which would represent elite

class depending upon the growth of market in that category


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Limitations

Limitations of time: The research is done on the period of

30 days which was constraint in my research because

getting an appointment from the corporate clients was

difficult during the day hours.

Limitation of accuracy: There is a chance of bias results.

As media planning is a part of their advertisement strategy

so they were not comfortable in giving information about

that.


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Conclusion

High-end products give more focus on print media for their

advertisements

These products are mostly giving their advertisements in English

newspapers and magazines

As a result, Newspapers and magazines companies have a lot of

opportunity to grow in this field.

NIEG have great opportunity to nurture itself in the field of

advertisement as it includes newspapers and magazines in different

languages.


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