Case Study

1. Suggest suitable media /media vehicles for promoting these brands. Give reasons in support of your answer

Ans:

A number of media vehicles have been used to promote nestle. Television has been used extensively and commercials can been aired across TV channels in India. Radio (FM) across Metros have can used and 5 creative executions have been broadcasted in the past year. Press, Outdoor and On-ground activities have been used tactically, across the country, to promote nestle.

The spends on the brand depends on a number of factors – the competitive scenario being a major one. We believe in being flexible when deciding the spends on a specific brand and we let the market factors determine the spends on the brand and on different media vehicles.

Choosing media vehicles

The choice of different media vehicles for any market is based on an analysis of the standard features like: reach, frequency, cost & availability. Depending on the factor of reach & frequency, the different media can be classified into the following categories. This categorization can help the marketer to make a decision about which type of media would be more suitable to the product & the organization.

Media Vehicles

|Mass Media |Local Media |Personalized Media |

|Radio |Haats, Melas, Fairs |Direct Communication |

|Cinema |Wall Paintings |Dealers |

|Press |Hoardings |Sales Persons |

|TV |Leaflets |Researchers |

| |Video Vans...