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Real Estate Marketing Scenario

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Submitted By shaharifbinhabib
Words 3016
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Today’s agenda
Agency credentials Media Scenario of 2010 Channel profile p Agency Working process & Planning Process & Tools used NMS findings Media Planning process Channel performance Channel reach & share Peak Vs Off peak analysis Resources/tools to use R / l Market, Industry & data analysis

GREY : At a Glance
Name Establishment Corporate Address No. of employees Male Female ratio No. of Clients No of Department : GREY Advertising BD Ltd. : 1996 : House # 6, Road 137, Floor 5, Block SE(D), Gulshan 1, Dhaka – 1212. : 75 : 5:1 : 18 : 6 (Client Service, Media, Creative, Finance, IT & HR)

2

Major Clients acquired by GREY

Brac is world s largest Micro Financer Brac is world’s largest Micro Financer

The Daily Prothom Alo Th D il P h Al
Largest National Newspaper

3

Team Experience Grid
Project Media AOR Media AOR Media AOR Media AOR Media AOR Media AOR Client Aktel P&G Reckitt Benckiser Apex GSK Nokia Person Md. Abdullah Al Kafi Yeasin Arafat & Md. Shah Alam Md. Abdullah Al Kafi & Md. Shah Alam Md. Abdullah Al Kafi, Md. Ziaunnur Md. Shah Alam Tanvir Yeasin Arafat Role Sr. Media Planner Media Planner Sr. Media Planner Media Planner Sr. Media Planner Media Executive Media Planner Media Planner Activity value (in BDT) (i ) 550 million 30 million 120 million 80 million 90 million 250 million

Expertise
Particulars Abdullah Al Kafi Mobile Operator/Handset Development Organizations / NGOs Media relations Strategy, Strategy planning and buying Media Training Media tools development International exposures Crisis management Yeasin Arafat Shah Alam Tanvir Md. Ziaunnur

Channel Profile
Channel Characteristic Transmission starts at 1964 HH Viewership (%) 40.51% SEC A 85% SEC C SEC B 67% Popular Programs Bangla Movies, Sisimpur, News at 8, , weekly Drama Drama, Special Day Programs, Talk Show, Premier movies News, Music programs BTV is still maintaining highest reach, due to lower reach of C&S in rural areas p g g Most of the programs are targeted toward rural mass Most effective medium as rural mass is majority of population Acclaimed as one of the leading educational and entertainment Bangla channels. Mixed blend of programs catering to larger group of target audience. Most of the popular programs are targeted for urban people The first private satellite channel Targeted more towards mass people. Popular among the semi-urban and rural people Very popular for news, regular transmission of which is news being continued since 2001 ATN News is renowned for its neutrality and reliability One of the most popular channels, specifically targeted toward urban people Lost a certain amount of viewer ship after the fire accident, accident but reviving very fast Attaining more popularity through its comeback efforts Started off with a mediocre mix of programs Has been doing very well to attain increased viewership through quality programs, especially dramas Appreciable focus on rural audience 72%

1999

14.23%

67%

37%

35%

1997

14.22%

68%

38%

35%

2003

13.46%

66%

37%

31%

News, Drama, Talk Show, Daily Soap

2005

13.83%

67%

37%

35%

Drama, News

Base: 34,184 Households Source: NMS 2008

Channel Profile
Channel Characteristic Transmis sion starts at 2000 HH Viewership (%) 12.61% SEC A 65% SEC B 35% SEC C 30% Popular Programs Attained huge popularity in the earlier days of operation After being out of the limelight for a long time, recent initiatives have been very good Some mentionable examples are focus on Executive programs, dramas etc. Struggling to make its mark after the burning incident of their office Failed to substantially recover from the whole process Nothing new to offer Simply carrying on with out-of-fashion programs First Islamic TV in Bangladesh Very niche target group. Some programs are appreciated due to quality international speakers, yet caters to a very small audience Grabs attention during the month of Ramadan Share Market Update (Continuous Scrolls) Ekusher Shomoy Talkshow, Drama

2005

13.22%

65%

35%

33%

Talk Show, Music programs

2006

12.41%

65%

34%

29%

Music related programs

2007

10.00%

57%

30%

26%

Zakir Naik

Base: 34,184 Households Source: NMS 2008

Newspaper Profile
Newspaper Name Profile Modern, enthusiastic, aimed at young adults, special pages for different segments. A complete package for all. News credibility is very high y y g 2nd from top, news coverage is more than anyone, modern look Newspaper pioneer, good reporting section, strong sports section, strongest classified section Struggling after the accident, modern look, sometimes questioned about news credibility Doing good among the new comers, high news credibility, covers news of all type, popular in middle-class households Present among the top 5, started as a low cost newspaper, sometimes questioned about news credibility Recent hype in the market, presented as the cheapest newspaper, most of the readers are floating, circulation varies, look wise not that attractive Modern and premium look, caters different segments, targeted toward upper class urban society g pp y Readership (%) 10%

7%

5% 4% 4%

3% 1%

0.5%

Base: 90,528 individuals Source: NMS 2008

Magazine Profile
Magazine Name Ananda Alo Ananda Dhara A d Dh Shaptahik 2000 Binodon Star Campus p Ice Today Forum Rosh Alo Chutir Din Star Weekend Profile Entertainment fortnightly from impress group, popular among home makers and youth Pure entertainment magazine P i i Political and current affairs related news, targeted toward politically and socially concerned people Pure entertainment magazine Youth magazine, specifically targeted toward urban students of different institutes. Weekly g p y g y magazine of Daily Star Premium magazine, targeted for urban upper class home makers and young adults. Most popular English lifestyle monthly. Political and current affairs related news, targeted toward politically and socially concerned urban upper class society. A monthly publication of Daily Star l i A hl bli i f D il S Weekly magazine of Prothom Alo, popular among youth for its mock presentation of political and current happenings Lifestyle weekend of Prothom Alo, special feature articles attract some specific segments Weekend magazine of Daily Star, contains current affairs and special feature articles attract some specific segments

Current Media Scenario Current Media Scenario

Media Scenario 2010
Airtel Has launched on 20th December, 2010 but launch was not up to the mark Specially ROBI has over flooded the media with its brand presence Kaler Kantha has again declared to increase its rates effective from February, 2011 Another Satellite Channel named MY Tv launches in the second quarter of 2010 All the TV channels have declared to increase their current rates after the launch of Airtel FM Radio gained momentum and continue to carry huge potential Telecom operators are active again & increased their spend with longer duration of thematic commercials which affected the spot placement of other categories as a result C&S channels are directly requesting not to give any more new bookings Press and TV channels declared increase of rates applicable from 1st July 2010 & expected media inflation apx 25% compare to last year. Stable liti l dil St bl political dilemma, causing decreased NEWS viewership/readership i d d i hi / d hi Increase viewership of reality shows and talent hunt programs.

Some NMS findings Some NMS findings (2005 Vs 2008)

NMS Findings ‐ Television‐ Ownership of Media and Cable TV Cable TV
TV and Radio Ownership comparison

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% TV Radio (transistor) 2005 2008

•TV Ownership has increased significantly in the last 3 years, whereas radio ownership has fallen

Cable Connection ownership p

Have cab e a e cable connection 15%

Cable Connection is still very l low (15%) (15%), till the rest are dedicated viewers of BTV
Don't have cable 85%
Have cable connection Don't have cable

Base: 34,184 Households Source: NMS 2008

Press Media : Readership comparison
Ne wspape r Re ade rship Comparison
25.00 25 20 15 Re a de rship a m ong m a ss 10 5 0 Daily W eekly Fortnightly M onthly Ne w spa pe r Type 2.6 4.00 0.4 1.00 1.2 1.00 2005 Data 2008 Data 21.4

Daily Newspaper readership has Daily Newspaper readership has increased by 4% Weekly newspapers are getting popular

Base: 90,528 individuals Source: NMS 2008 and NMS 2005

Press Media Habits : SEC wise readership
80% 70% Readership percen ntage 60% 50% 40% 30% 20% 10% 0% 5,971 , 1,514 6,451 , 48% 49% 73%

SEC wise Daily Newspaper Readership y p p p
70,000 60,745 SEC wise sample pop pulation distribution 60,000 50,000 40,000 30,000 15,847 14% 20,000 10,000 0

42%

SEC wise Readership (Weekly, monthly and fortnightly)
25% 23% Rea adership (percentage) ) 20% 15% 10% 5% 0% SEC -A SEC -B 9% 15,847 4% 6,451 1% SEC -C SEC
Total Read Monthly Read Fortnightly Read Weekly

SEC -A
70,000

SEC -B

SEC -C SEC

SEC -D

SEC -E

60,745
SEC wise sample population w n distribution

60,000 50,000 40,000 30,000 7% 2% 1% SEC -D 1% 0% SEC -E 20,000 10,000 0

Total

Daily Readership

7% 6% 1,514

9% 4% 5,971 2%

• Daily Newspaper is the highest read type • SEC – A dominates when it comes to reading • Readership of SEC – C is comparatively Higher • Weekly newspaper is more popular than monthly and fortnightly monthly and fortnightly

Base: 90,528 individuals Source: NMS 2008

Press Media Habits : MHI wise readership
M HI w ise Ne w spa per Readership i N R d hi
70% 33% 35%

60%

30%

50%

24% 21%

25% MHI w ise di istribution

Reader rship

40%

20%

30% 12% 20% 7% 4%

15%

10%

10%

5%

0 0% Upto Tk Tk 3001- Tk 5001- Tk 8001Tk 3000 5000 8000 12000 1200120000 Incom e Range Total Read Daily Read Monthly Read Fortnightly Read Weekly Tk 20000+ 0%

Affluent people read more Affluent people read more

Base: 90,528 individuals Source: NMS 2008

Overall Media Reach

Source: NMS 2008, base‐ 90,528

Media Habits by SEC & Region
SEC SEC‐A SEC A SEC‐B SEC‐C SEC‐D SEC‐E Weighted Base('000) 1514 5971 6451 15847 60745

Press holds strong position in SEC‐A, whereas Cinema & radio in SEC‐C All the regions showing almost same pattern where TV dominates followed by press f ll db

Region Dhaka Chittagong Khulna Rajshahi Sylhet Barisal

Weighted Base('000) 29,833 17,487 10,345 21,214 5,902 5,747

Source: NMS 2008, base- 90,528

SEC wise C&S Channels

Source: NMS 2008, base‐ 90,528

Newspaper Readership by SEC & Region
SEC

Increased user‐ship of internet & TV may be y the reason for the decrease in SEC‐A

SEC‐A SEC‐B SEC‐C SEC‐D SEC‐E Total

Weighted Base('000) 948 5,414 5,455 , 14,353 59,101 85,271

Weighted Base('000) Dhaka 27,790 Chittagong 16,527 Khulna 9,870 Rajshahi 20,175 Sylhet S lh t 5,457 5 457 Barisal 5,451 Total 85,270 Region g

Barisal & Rajshahi showing different h i diff t pattern than the rest where the readership has decreased

Source: NMS 2008, base‐ 90,528

FM Listenership by SEC
SEC-A & C showing higher trends in terms of FM listenership

Listen Radio SEC A Li R di SEC‐A Weighted 1514 Base('000)

SEC‐B SEC B 5971

SEC‐C SEC C 6451

SEC‐D SEC D 15847

SEC‐E SEC E 60745

Total T l 90528

Source: NMS 2008, base- 90,528

Industry Analysis

Real Estate category

Real Estate Industry
Cost vs. GRP Duration vs. GRP

AMIN MOHAMMAD REAL ESTATE

Amin Mohammad Real Estate analysis
Channel Preference

GRP vs. Frequency

Take Outs Spending was mostly in Diganta TV. Heavy • Spending was mostly in Diganta TV. Heavy spending in August & December.

ASHIYAN CITY

Ashiyan City Analysis
Channel Preference

GRP vs. Frequency

Take Outs
•Maximum spending in tire 2 channel. Heavy spending in July

BASHUNDHARA REAL ESTATE

Bashundhara Real Estate Analysis
Channel Preference Channel Preference

GRP vs. Frequency

Take Outs • Mostly Tear 1 Channel focused. Heavy spending in December December.

BASHUNDHARA BUILDERS

Bashundhara Builders Analysis
Channel Preference Channel Preference

GRP vs. Frequency

Take Outs • Heavy spending across the period. Highest spending in Diganta & Rtv

JAMUNA BASHUNDHARA

Jamuna Bashundhara Analysis
Channel Preference Channel Preference

GRP vs. Frequency

Take Outs • Tire 1 focused. Similar spending pattern across the period

PINK CITY

Pink City Analysis
Channel Preference Channel Preference

GRP vs. Frequency

Take Outs • Tire 1 focused. Heavy spending in September. September

Planning process & tools... Planning process & tools...

37

How do we plan…. How do we plan….

Planning Tools & Process
Competitive Analysis
Idea about campaign, estimating the budget, Channel Mix, Time band emphasis, Program selection, Average copy duration, GRP Budget Confirmation, TG specification, Reach & Frequency, Determining GRP, Channel Mix, p g Creative aspects and mood & Budget considerations

Getting Brief & Start Media Planning Media Planning Plan Forward to client (Hard & Soft client (Hard & Soft Copy) Correction and fine tune by client and approval

Plan forward to client both hard and soft copy for the approval

If there is any change in plan client will change the plan and give approval to the agency for airing.

Planning Tools & Process
Execution & Spot Monitoring
Right time, Placement in clutter, Spot drop, Competitor move

Collections of necessary documents necessary documents

Channels transmission Copy, VAT Challan, Spot o to g epot, ge cy Monitoring repot, Agency Bill.

Billing

Plan forward to client both hard and soft copy for the approval

Post evaluation of Post evaluation of the plan

Evaluate the previous months executions.

Tools and resources ‐ used
Following are some of the tools and resources we use to generate necessary analysis: NMS 2008: for finding media habits People Meter: to examine TV viewership g p p p p PEM: findings about Newspaper readership and duplication Frequency estimator AD Edge: TV Monitoring Tracker: Press Monitoring Tracker: Press Monitoring Ad Monitor: TV Monitoring Nielsen BD: Press monitoring

Target Audience Coverage
Population excluding target market Target market Target Market Proportion Full Market Coverage Media Coverage Media Overexposure

Partial Market Coverage

Coverage Exceeding Market

TV, Press & Radio Plan Process
• Set the Planning TG (SEC: ABC 15+‐35+, M/F, All TV) • Analyzing industry scenario • Considering channel Performance & Program genre (MX3, NMS in action) • Making the media plans for TV

TV

Press

• C l l ti th Calculating the reach for newspaper and avoiding the duplication h f d idi th d li ti • Selecting the best combination through SPEM & NMS • Getting done the press plan

Radio

• Choosing the stations that support the Planning TG • Determining the variables needed for the campaign (Timing/RJ ) Endorsement or combination of both) • Completing the radio plan

An approach to scientific An approach to scientific planning….

Channel Reach (C&S Only)

At the beginning of the year, Channel I Shows the highest reach, but ATN Bangla is most consistence

Channel Share (C&S Only)

Channel I and ATN Bangla has the highest reach. Channel reach falls at the middle of reach falls at the middle of the year because of sever electricity problem

80000 70000 60000 50000 40000 30000 20000 10000 0

700 600 500 400 300 200 100 0
6:00 AM - 7:00 AM A 6:00 AM - 7:00 AM 7:00 AM - 8:00 AM 8:00 AM - 9:00 AM 9:00 AM - 10:00 AM 1 10:00 AM - 11:00 A AM 11:00 AM - 12:00 P PM 12:00 PM - 1:00 PM 1:00 PM - 2:00 PM 2:00 PM - 3:00 PM 3:00 PM - 4:00 PM 4:00 PM - 5:00 PM 5:00 PM - 6:00 PM 6:00 PM - 7:00 PM 7:00 PM - 8:00 PM P 8:00 PM - 9:00 PM P 9:00 PM - 10:0 00 PM 00 10:00 PM - 11:0 PM 11:00 PM - 12:0 00 PM 00 12:00 PM - 1:0 AM 1:00 AM - 2:00 AM A 7:00 PM - 8:00 PM 8:00 PM - 9:00 PM 9:00 PM - 10:00 PM 1 10:00 PM - 11:00 P PM 11:00 PM - 12:00 P PM 12:00 PM - 1:00 AM 1:00 AM - 2:00 AM 7:00 AM - 8:00 AM A 8:00 AM - 9:00 AM A 9:00 AM - 10:0 00 AM 00 10:00 AM - 11:0 AM 11:00 AM - 12:0 00 PM 00 12:00 PM - 1:0 PM 1:00 PM - 2:00 PM P 2:00 PM - 3:00 PM P 3:00 PM - 4:00 PM P 4:00 PM - 5:00 PM P 5:00 PM - 6:00 PM P 6:00 PM - 7:00 PM P

Is there any changes with new time?

Planning Approach: peak vs offpeak
Appreciate the power of OFF‐PEAK:
4.5 4 3.5 3 2.5 2 1.5 1 0.5 05 0 Chan i ATNB nTV B. Vision ETV Chan ONE Rtv Peak Offpeak Log. Log (Offpeak)

Off‐peak of 2nd tire is performing at per peak of 1st tier in viewing share 1st tier in viewing share

Takeouts: Chan i, ATN, NTV offers competitive programs that highly attracts viewers on the 1st airing. However, audience find off peak as better time to watch unwatched programs of peak unwatched programs of peak •Also off‐peak generally has low clutter, less ad breaks low clutter, less ad breaks

Planning Approach: Weekdays Vs Weekend
Appreciate the power of OFF-PEAK
6 5 4 3 2 1 0
Peak hour share 5:30 PM ‐ 11:30 PM

Chan I, ATN, NTV dominates Peak hour viewing share 3+

Week day Weekend

8 7 6 5 4 3 2 1 0

Off Peak hour share 12:30 PM ‐ 5:30 PM

Week day

Chan ONE ETV

Rtv B.visionChan i ATNB nTV

2nd tier channels has noticeable gain in Off Peak Off-Peak hour (2.5+) ATN Bangla Movie dominates weekends

TG : SEC ABC, 15-35+, m/f, C&S

Thanks

50

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