This document analyzes the media consumption of Nesfruta brand juice by Nestle in Pakistan. It outlines Nesfruta's target audience as 15-45 year olds of both genders. Direct competitors include Shezan All Pure, Slice, and Minute Maid juices. Indirect competitors include soft drinks and other fruit juices. Nesfruta spends approximately 95 million on media, with 61.75 million (65%) on television, 2.85 million (3%) on radio, 23.75 million (25%) on outdoor, and 6.65 million (7%) on print. Television focuses on entertainment, news, and kids channels during prime time. Outdoor advertising focuses on billboards in major cities.

1. Media Consumption Analysis
Haris Ahmed
Mohsin Hassan Khan
Umair Ashraf
Arnold
Mir Abdul Mateen Baloch
Sara Amjad

2. Company: Nestle
Brand: Nesfruta

3. Target Audience
• Core:
• 15 to 45 age bracket
• male and female
• Teens
• Broad:
• Umbrella population
• All age groups
• All SECs

4. Competition

5. Direct Competitors
• Shezan All Pure
• Slice
• Minute Maid

6. Indirect Competitors
• Polly
• Maaza
• Frooto
• Soft drinks (Coca Cola, Pepsi, Fanta, Mirinda,
Sprite, 7up)
• Unbranded juices (Rani etc)

7. Competitive Spend Analysis

8. Mediums Mix
• Nestle Nesfruta’s competitors are doing 360
degree campaigns which include
» TV
» Radio
» Print
» OOH
» Internet

9. Competitor’s Spend
• Competitors are spending around 800 million
on Television and Radio
• Whereas the total category spend is1 billion

10. Competitor’s CPRP
• Nesfruta’s competitors achieve indexed CPRP
of Rs 24,600

11. Category Heat
• Major competition lies between Nestle, Slice
and Shezan
• Category heat is comparatively low but
indirect competitors saturate the market
• Category heat also depends upon the stretch
of season in the particular area of distribution

12. Brand’s Media Consumption

13. Brand’s Media Consumption
• 360 Degree Media Campaign
• Approximately 95 Million media budget

14. Budget Distribution
• TV: 61.75 Million
• Radio: 2.85 Million
• OOH: 23.75 Million
• Print: 6.65 Million

15. Television
65%Radio
3%
OOH
25%
Print
7%
Television
Radio
OOH
Print
Budget Distribution

16. Television Spend and CPRP
• Television spend of Nesfruta is 61.75 Million
• CPRP of Nesfruta is Rs 25,000

17. Electronic Media Strategy
• 80% on National Channels
• 20% on Regional Channels
• Targets:
– Entertainment Channels
– News Channels
– Kids Channels
• Time band splits:
– 70% prime time
– 30% non-prime time

18. Electronic Media Planning
• Entertainment channels:
– 8pm to 9pm drama serial slot
– Morning shows
– High rated dramas
• News Channels
– Prime time
– Noon
• Kid’s channels
– Evenings in weekdays
– Noon in weekends

19. Analysis

20. GRP per Year and Monthly Spend
• Total GRP per year is 7,200
• Nesfruta is spending on average of 15 Million
per month during season on its advertising
campaigns
• Campaign period starts from end of February
till end of September

21. Effective Frequency
• Ostrow Model defines the effective frequency
of Nesfruta as 3+ (3.3)
• D:University DocumentsSemester 6Media
Consumption AnalysisOstrow Model
Shezan.xlsx

22. Other Mediums

23. Print Media
• Division of print media is like:
– 40% on Daily Newspapers
– 60% on Magazines
• Spend on magazine is higher because of its
longer life and currency

24. Radio
• 80% in Metro Cities
• 20% in Regional areas on Drive Time

25. OOH Campaigns
• Main focus areas for OOH campaign are A&B
SEC locations like:
– Shara-e-Faisal
– Defence
– North Nazimabad
– Gulshan-e-Iqbal
• Billboard sizes range in between 90x30 or
60x30 in metro and adjoining main cities
• Whereas in suburb and small cities Nesfruta
usually go with small sizes i.e. 10x20 billboards