Media Planning Assignment

Gautier Furniture

Submitted by:
Sean Abraham Thomas- 050438
Faculty: Mr. Sanjit Saha
Date of submission: Jan 21, 2010
 About the company

Gautier is one of the best known furniture brands in the world. The company started its
operations way back in 1958 in France and over the last 50 years has attained a global footprint
with satisfied customers in every corner of the world. Worldwide sales have exceeded 160
million Euros in 2007 and with the Gautier brand enjoying an increasingly stronger equity
throughout the world, the share of exports have increased to more than 30% of the annual
turnover. It has three state-of-the art fully integrated manufacturing facilities in France spread
over 150000 sq m which produce 15000 units of world class Gautier furniture every day.
However its biggest resource are the dedicated and talented team of 1050 professionals
worldwide who design and make Gautier furniture to exacting quality standards.

Introduction

Product- Furniture.
Location- Mumbai.
Category- Premium.
Offering- Furniture for both homes and offices.
Specialty- Creative furniture solution for metro apartments.
Target Audience- Sophisticated, new aged Indian consumers - male & female aged 25+yrs.
Marketing Objective- Achieve sales of 20 crores by the end of year 1.
 Media Objectives

The primary media objective should be to attain penetration into the market. Reach is just a
secondary objective since the target market is just one city. Getting the attention of the target
audience is important.

Target Audience

Geographic: Mumbai

Demographics: Male and female above the age of 25.

Psychographic: People who just moved into Mumbai, newly married couples with purchasing
power and new apartment and house owners who have a taste for luxury items.

Media Strategy

Since the marketing target is high (Rs 20 crore by the end of the first year), the company should
introduce its products in the market at the right time. Diwali is the best time to do this as this is
the time of the year that has maximum sale in India. Therefore the company should start
promotion activity by September beginning in order to make the target group familiar with the
brand. If the company starts the promotion by September, the product can be launched by
October beginning and the company can promote its Diwali sale during two months September
and October. The main aim to be achieved is penetration into the target market and not reach.
It is very important to build a brand recall in the minds of the consumers.
 Media Scheduling

It is very important to create a brand recall in the minds of the consumer. In order to do this, it is
very important to keep the advertisements alive all around the year. Therefore a pulsing strategy
is to be used wherein the brand keeps showing up in front of the consumers in some way or the
other. This should be done in subtle and obvious ways.

Scheduling Pattern: Flighting

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

The launch takes place in September 2010.

 People tend to buy furniture during this time as this is a festive time (Diwali, Durga Puja ect).
This is the right time to encourage the consumers buy the product and maximum sales need
to be achieved at this time. Therefore it is important to advertise maximum (three months)
during this time.

 The month of December is not a time when too many people might purchase furniture,
especial after the main Indian festive season for shopping is over

 The first two months of the year again might attract more customers as people tend to buy
new things for the New Year. Moreover, people shouldn’t think that the brand is done
advertising after the festive season. It is important to come back and remind the people about
the brand.

 March-April is a dull month for any kind of high involvement purchase. This is the time
when Budget is just out and people are busy in utilising their money on investments.
 May- June is again the time to remind people about the brand so that the appeal of the brand
is maintained.

 July-August is time for shopping, but not for furniture. More of personal products are sold
during this time and therefore it is not necessary to focus too much on advertisements during
this time. However, it is important to remind the people about the brand in small ways.

Media Vehicles

BTL activities

Events

A furniture exhibition showcasing the best furniture collection of Gautier should be arranged in
the beginning of October. This occasion should be utilized to collect a database of interested
consumers. The exhibition should be advertised in print media and in radio. The nature of the
content exhibited is of extreme importance as it should be able to convince the customers to buy
the product.

Direct mailers

Databases from marriage agencies, construction companies etc should be bought and from that,
prospective buyers should be carefully selected. Direct and personalized mails should be sent to
these chosen ones and also to the ones who attended the exhibition.

On ground events
Any forum that gives visibility should be used to showcase the furniture. Places like malls and
construction company expos are good forums to showcase the furniture.

Special promotional activities

Lucky draws can be arranged in the first two months where one lucky person (from customers)
will get a Honda city car. This should be done around the time of the launch and should be
publicized well as it will be an additional attraction for the buyers.
Other than this, public engagement activities can be done in malls where people get to see the
quality and comfort of the furniture and prizes in the form of vouchers and small furniture can be
given away. It is important to do this as it is the products first year in the market and this will
help the company in the long run.

ATL activities

Print
Print media should be exploited in the best way possible as it gives the right visibility required
especially for a city like Mumbai which is spread out vastly. Magazines and newspapers should
be used to the maximum especially during the high advertising periods and periodically during
the times when only subtle reminders of the brand is required. Newspapers like TOI, Bombay
Times, Maharashtra times, Mumbai Mirror etc need to be used for the print ads. Magazines like
Better Interiors, Indoors outdoors, Awaaz, Bombay buzz, Readers Digest, Cosmopolitan etc
should be used during the peak promotion times. Better interiors and Indoors outdoors could be
used around the year to remind the consumers about the brand throughout the year.

Internet

The company should launch a website for the Indian market. Internet should be used well for
advertising as it is a cheaper way of promoting the product and gives good visibility too. Sites
like

www.facebook.com
www.furnituremumbai.in
www.mumbainet.com
www.bharatmatrimony.com
www.shaadi.com

should be used to advertise. Ads should be given www.furnituremumbai.in,

www.mumbainet.com as they are the most relevant sites that come on google. This should be
done before the exhibition itself. All these sites should be used simultaneously during the high
publicity periods and certain sites like furnituremumbai, Mumbainet etc should be used all
around the year.
Radio
Radio (FM stations) should be used to its full potential as this is one medium that people in
Mumbai will pay attention to as most people travel a lot in Mumbai on a daily basis and
therefore they will get a certain amount of exposure on a daily basis.

Public Relations

Getting write ups in magazines like Indoors Outdoors, Cosmopolitan and Better Interiors and
newspapers will help in building credibility for the product. This should be done on a periodic
basis at the right times before and during major promotion periods. This is the best way to get the
trust of the customers and therefore play a vital role in the success of the brand.

Budget

Public Relations Total

Fees of the PR agency For coverage in magazines 2,00,000.00
and news papers.
TOTAL 2,00,000.00

Print
Newspapers Size Cost(B/w) Cost (Colour) TOTAL
Times Power pack 12-239 4715/sq.cm 4765/sq.cm 50,00,000.00
(approx)

Times power pack includes TOI, Bombay Times, Maharashtra times, Mumbai Mirror and
Navbharat Times
Print
Magazines Cost TOTAL
Better Interiors 6 inserts,@90,000 4,50,000.00
Readers Digest 6 inserts, @1,00,000 6,00,000.00
Awaaz 3 inserts, @40,000 1,20,000.00
Indoor outdoors 6 inserts, @ 80,000 48,000.00
Bombay buzz 6 inserts, @ 50,000 30,000.00
Cosmopolitan 6 inserts, @ 1,00,000 6,00,000.00
Total 18,45,000.00

Radio Cost TOTAL

Radio City 91.1 10 second ten times a week for 3 3,00,000.00
FM months*2 @ 2500/10 sec
BIG 92.7 FM 10 second ad ten times a week for 3 3,00,000.00
months*2 @2500/10 sec

Red FM (India) 10 second ad ten times a week for 3 1,20,000.00

93.5 FM months*2@ 2000/10 sec

Meow 104.8 FM 10 second ad ten times a week for 3 1,80,000.00

months*2 @1500/10 sec

TOTAL 9,00,000.00

Internet Cost TOTAL

Facebook.com Top Left banner box 4 by 5 64,000.00
(120 x 240 pixels) for 3 month
furnituremumbai.c Top Right banner box 4 by 5 75,000.00
om (120 x 240 pixels) for 3 month
mumbainet.com Right hand column - 120 pixels x 180 37,500.00
pixels: 25,000 impressions
(minimum)@$30CPM

shaadi.com 160*600 tower ad – flash (90 days) 90,000.00

Bharat matrimony Top Right banner box 4 by 5 75,000.00
(120 x 240 pixels) for 3 month
TOTAL 34,15,000.00
Out of Home Cost TOTAL
Railway station 40*10 hoardings@220(*3) 2,64,000.00
Entry & Exit of Mumbai (on 20*10 hoardings@ 231(*3) 6,48,200.00
highway)
TOTAL 20,40,800.00

Promotional activities TOTAL

Honda city 10,00,000.00
Events 10,00,000.00
Other costs 10,00,000.00
TOTAL 30,00,000.00

OVERALL EXPENDITURE FOR THE YEAR WOULD BE = 1,12,00,800

Thus, an estimated budget along with the buffer can be taken to be 1.1 Crore (approx).