Zayed University College of Communication and Media Sciences Media planning and Management
Prepared by: Group 2 Anood Matar Khawla Al Mehairi Maha Jasim Wadima Alhamed Shamma Al Mansoori
200806184 200520784 200816089 200821531 200521409
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Table of Contents Executive Summary ......................................................................... 3 Situational Analysis ........................................................................4/6 Marketing analysis ......................................................................................4 SWOT analysis ...........................................................................................5 Target Audience analysis ............................................................................5 Competitive analysis and expenditures .......................................................6 Services our spa offers ……………………………………………………6
Creative Brief .................................................................................7,9 Communication Objectives ........................................................................7 Creative Strategy ........................................................................................8 Brand personality, promise, tone .............................................................8/9
The Media Objectives ...................................................................9/11 Target audience ...........................................................................................9 Seasonality ..................................................................................................9 Geography ...................................................................................................9 Plan performance.......................................................................................10 Reach and Frequency.................................................................................10 Scheduling ............................................................................................10/11
The Media Strategy ....................................................................11/15 Media Mix and vehicle selection ..............................................................11 Attainment of media objective ….........................................................14/15
Appendix ……………………………………………...…..……15/17 Chart flow of media spending and distribution……………………..…..15 Formula used to Calculate Reach, Frequency, Affective Frequency and GRPs……………………………………………………………………. 16 Detailed account of selected media classes with CPMs………...…...….. 17
Budget …………………..………………………………………17/18 Reference …………………………………………………………..19
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1. Executive summary Shoes Spa is the place where you renew your shoes. We gather all the expertise in one place to take care of you shoes. By our advance technology and the latest equipment’s that we use, we make sure that we give life back to your shoe and make it look like a new one. The Spa is the one and only spa in United Arab Emirates and it is located in Dubai. Shoes Spa name comes after caring and renewing, we choose this name because our shoes need the care and refreshing. We will be focusing in women ages between 2040, men especially older generation and young generation. Shoes Spa provides a lot of service to do. Shoes cleaning and polishing, shoes repairing, shoes coloring (customers can choose their favorite color for their shoes), customizing shoes (designing the shoes by the customer) and create special shoes for needed people or special size people. Shoes Spa has one direct competitor one, which is called Harrys. But, our spa offers lost of other services, which gives advantages on it. Also, people used to go to the old small shops for repairing their shoes, which is cheaper, and they use to it. Special packaging base on the order. The cleaning and repairing goes into more than one process depending on the material. You can set your order online and we take your shoes from your house. We provide a customizing service behind cleaning and repairing where you can customize your shoes and change you own shoes color. Our Campaign will focus in creating awareness and make people know more about Shoes Spa. We will use different tactics and medium (traditional and digital) to target more customers. We will build a strong brand image through our campaign to have a strong customer and brand base.
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2. Situational Analysis 2.1 Marking analysis: To find the perfect shoes that you always dream of takes a long time. Then you finally find it, use it and love it. But with recurring usage the shoes gets dirty or ripped. You would not be unable to use it, yet you do not want to throw it away. The best solution for your problem is to take your shoes to the shoemaker. But now with “Shoes Spa” this process will be easier, faster and will be in a reasonable price range. You can also customize your shoes, polish it and bling it up. According to recent industry estimates, “The UAE footwear market is expected to hit $ 300 million by 2010”, as the domestic retail sector witnesses' continuous growth as a result of the booming population and cash flow across the emirates. Consequently, the shoes market here is high. Shoe Spa will be successful because it is the only shoes spa in the UAE and it has a delivery service. It will also make the customer comfortable coming and checking on their shoes. Furthermore, the main segment of target audience would be women because they have a high demand for shoes. In the United Arab Emirate specifically in the Capital Abu Dhabi, it is hard to find a shoemaker or a place where you can fix your shoes. You may find a small shop with a tiny place and as a customer you may not like it. There is one Luxury shoemaker shop in Abu Dhabi's Marina Mall called Harrys. It was open recently in January 2012. However, this shop is only for making shoes and they do not have the service of polishing or customizing shoes that our Shoes Spa has.
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2.2 SWOT Analysis: Strengths: The only Shoes Spa in the UAE Unique services like shoes coloring and customizing. Delivering which makes the service available everywhere. Warranty for 6 month for shoes. Weaknesses: New idea that not everyone are familiar about. Opportunities: Creating an online ordering system. Opening another branches in all emirates. Expanding our services into bags. Threats: People will start opening the same business in other places. The small shoes repairing shops will have cheaper prices.
2.3 Target audience analysis: The shoes spa is for everyone but our primary marketing segmentation will be women ages between 20-40. Women are the biggest fans of shoes. They spend a lot on shoes and want to keep it longer and change it design when they got board of it. Therefor, they are our primary segment. Our secondary market segment is men specially older generation. These segment like to keep what they like. And with Shoes Spa they can keep it for longer time and they can customize it. Also, children will be a in our secondary markets segments. Besides that, young generation will be one of our target markets segment. They always seek for the new design and like to change regularity. Besides that, we will have special service for specially needs people, where they can create their special shoes. It is known that the UAE
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has a high percentage of people who suffer from diabetes. “About 19.5 per cent of the UAE's population is now living with diabetes”, according to statistics released by the Imperial College London Diabetes Centre at the Arab Health Congress. We can make to those people special shoes to meet their needs.
2.4 Competitive analysis and expenditures: Shoes Spa does not have competitor because it is a unique services and new in the UAE, but people used to go to the old small shops for repairing their shoes because it is cheaper and they use to it. Another competitor called Harrys, which is one of the Luxury shoemaker shop in Abu Dhabi's Marina Mall. To have an advantage on them we will have special services and design. Shoes Spa will be decorated as a real spa. People are allowed to see the procedure that their shoes are going through for repairing and cleaning. Creative packaging for the shoes after it is done from the service.
2.5 Services our spa offers: Shoes Spa will offer endless number of service, such as Shoes Cleaning and polishing. Shoes repairing. Shoes coloring (customers can choose their favorite color for their shoes). Customizing shoes (designing the shoes by the customer). Create special shoes for needed people or special size people. Special packaging base on the order.
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3. Creative Brief 3.1 Communication objective: To cerate a brand awareness among 90% of customers about our shop and inform people about establishes a new kind of service for customer’s shoes within nine months. Increasing the positive attitude of our shop among 90% of customers within the next year. To have an acceptance; especially to gain trust and create loyal customer by having high quality of services. Making the customers come back to the shop as a habit and have a daily sale of 90% of the shoes.
3.2 Creativity Strategy: Our main message that we want to deliver in advertising is that we are your best destination for replenish, sanitize, and renew shoes by using a unique service. Also, we decide to take advantage of our unique service of delivering and picking up shoes from your place. We will use it in our advertising so it will attract customer to our service. We want to target busy men and women and to bring our service to them. By using our unique service on delivering and picking shoes, we will also add colors in the delivering vans so we
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can also inform people that we can customize all shoes you want. This advantage will attract people who want to be unique and who is more in to fashion. For advertising media tools we will use traditional media and the digital media. One of the media tool are flyers. We will use them because they are not expensive and nicely made. Also, they are easy to distribute in malls or other places. In addition to that, the flyers could be recycled, thus contribute to the benefit of the community. Also we will try to get benefit from the social media, such as Twitter, Facebook, blogs and Instagram to make more people know about us and come to our shop and use our services.
3.3 Branding positioning: Planning a position that will give the brand the highest advantage in selected markets is something our shop “Shoes Spa” ensured to do. Shoes Spa has positioned itself to be a shop that is superior in both quality and quantity. We are trying to create different strategies, which will make us unique in the market. Shoes Spa will use best cost provider strategy, which contains offering a high quality of materials to give life back to your shoe with suitable price. We also aim to use a brand differentiation strategy. This strategy is used a lot in business because it great differentiates for the product between their competitors and attracts the customers. For our shop, we are trying to make our services different form other shoes shops by recreate the shoes that the customers love to use again.
9 A focused strategy based on the differentiations is emphasis on specific segment of
costumers for shoes shops. Shoes Spa is offered a recreate shoes or make a new one, which has been customized to meet exactly what customer’s needs and demands. The shop also succeeds what competitors are offering, but they also try to develop it and provide unique services. By these branding strategies, Shoes Spa shop is trying to focus on succeeding different kinds of market positions. Chosen appeal for the ad: We have chosen 'Emotional, and Snob appeals'. Promise: Our shop promises it customer a high level of quality of services and product. Also, creative packaging and delivering for the shoes after its done from the service. Tone: The tone of our ad will contain smooth and soft music. Also, there will be a voiceover that would tell the story as the scenes change. Tag line: Shoes Spa is your shoes paradise.
4. The Media Objectives 4.1 Target Audience: We previously mention above in the target audience analysis section about our target segment. Our main target markets are women. Our secondary market segments are men from old generation, children, young generation and special needs. We will try to target each segments by the most effective tool that they expose to it the most.
4.2 Seasonality: Specify the time where our product sells more is very important to our media plan; however, Shoes Spa sell all the time of the year. People wear shoes all the time and its not seasonal. It is good to our service that there is no special time of the year where people use
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our service. They can use it all the time and they may need it any time. Some how people may use our service more in specific time like in Al Eid where they need to customize their shoes or even in National Day or in other celebration.
4.3 Geography: It is very important in media planning to specify the place you want your product to be known in. For example, ice cream companies will not sale in cold places they should choose worm places that their product needed and will sale more. In our case Shoes Spa is needed everywhere because everyone wear shoes and there are a lot of people attached to one shoes that is special for them and they need to repair it. However as it is the first business in UAE, we will not risk opining in any place, we want to open in the middle of the city, in the Capital where word of mouth spread faster than in other places.
4.4 Plan performance: 4.4.1 Reach and Frequency: “If high reach is planned it will probably cause the frequency level to decline some what, because reach and frequency are inversely related” (Advertising Media Planning, page291). To deliver our product message and build an awareness, in this case of the “Shoes Spa”; And because it is all about exposures we will need to choose and select an appropriate media, to reach our target audience. We plan to reach 80% of the target audience during the campaign introducing. Therefore, we have chosen that the campaign will last for 12 months or a year, with the high possibility and expectation of reaching 90% by the end of the year. So reach may range from 80_90% during the period of the 12 months decided. Whereas to surpass the competitor frequency level, more frequency is required, at this point we also must consider the percent of the target (80_90%) will be exposed at that level for a given budget 270,000 AED. Our goal is to make 80 per cent of the total population (200,000) aware of the brand, with average frequency equals (2) reach equals (20) and GRPs equals (40).
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4.5 Scheduling: Methods of promotional scheduling
Continuity
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
For scheduling objectives there are three types, flighting, pulsing or continuity. Shoes Spa shop used continuity as a method to advertise their services, because it is a service through out the year not for specific seasons. Our shop will open and will start promotion on 23 January 2013. The promotion in traditional media will continue through one year. Social media and our website will continue working.
5. The Media Strategy 5.1 Media Mix and vehicle selection: As we mentioned before, until now this is the only shop that we have, which is located in Abu Dhabi. We decided to promote our services in both traditional media and online media. For example, we will put our advertising in television, magazine, newspaper, radio and social media in both languages Arabic and English.
Television: According to UAE databank, “in 2011 the television users in the United Arabic Emirate are 101,115 users.” Television is a very powerful media tool. Most households watch it while working or in their free time. The family gathers around it which eating. Therefor, we will put promotion about Shoes Spa in television.
12 We will place our ads in the following Channels:
MBC group. We will put our advertising between famous television
shows or programs that most people watch, such as “Sbah Al Khar Ya Arab” or between movies or before news.
Abu Dhabi Channels. Abu Dhabi is one of the top watched channels in
the UAE, because it is local channel. It will be good to promote our advertising on it. We can put it between the turkey television shows or before the local news “Akbar Al Dar” at 8:00 pm where most Emirates gather to watch it.
Magazine: Our primary audiences are women and it is known that most magazine are targeting or created for women. Women love to read magazine paper or online to know more about fashion and trends. Also, women read magazine in Salons, Spa and in waiting places. By posting our advertising in those famous magazines a large number or ladies will be expose to our advertising and will know about our shop. The advertising will be twice a month in magazine. The magazines we will promote in Arabic weekly magazine and English magazine, which published every two months. The magazines are “Zahrat Alkalej”, “Ahlan”, “Emirates weeks”, “Masala”, “Woman Today” and “OK!” and “Red Hot”.
Newspaper: For putting our advertising in newspaper paper or online form, it will mostly target old men and people how love to read. The advertising will be weekly in newspapers. We choose to promote in “Al Ittihad”, “Gulf news” and “The National”. Also, there are some of our ads papers like “Al Alaneh”, we will also promote in it. We choose those publications
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because according to Grafdom website, “the number of The National online readers are 7,430 and for the Gulf News 9,352 readers.”
Radio: Another media we will use to promote in is radio. “In 2011, radio users in the UAE reached 54,883.” (gradfom.com) That means radio is popular. People listen to radio in the car or on their mobile phones nowadays. For our primer segment, women listen to radio while driving or while riding the car to go to work, shopping or even visiting. Moreover, men old generation listen to radio a lot, so it is a good way to target them. According to Grafdom website, “My Radio 1 radio station has 4,576 listeners and Virgin Radio Dubai got 23,570 listeners.” So we will broadcast our advertising on these two radio stations.
Outdoor: We will place outdoor media, such as billboard and on bus, in the busiest streets buildings or in shops. Our target segments can see it when they drive to work or even when they go to shopping.
Flyers: Flyers are not expensive and every effective. We can distribute it in malls, shoes shops, and other places people gather in. Flyers are simple and deliver the information or message in direct way and fancy. Also, people can keep it in their bags or bucket and refer to
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it when they need it.
Social Networking: We will focus on twitter, instagram and keek than other social networking channels, such as Facebook and Blogs. Shoes spa will have its own twitter account where it will tweet about the new offers or special service we offer or some tips how to make your shoes life longer. In Instagram, we will post some of the customize shoes photography. And in Keek, we will put short video showing our process in customizing shoes, cleaning or making shoes. Social media will be mainly our strong tool and it is free. Most people use it and it is much easily to reach especially young generation. It is important to be close with your target segment, so you can understand them more and deliver the message to them in effective way.
Website: Creating a website for Shoes Spa is very important. According to Internet World Stars website, “5,859,118 Internet users as of June 2012, which is 70.9% of the UAE population.” People nowadays surf the web to get more information about the new product/service or new shop. By having a website people will be able to know more about our services and us.
5.2 Attainment of media objective: In order to achieve greater awareness we will develop an advertising campaign in the TV and radio to be able to reach as wide an audience as possible. We will use both English and Arabic channels to gain access to as many people. Besides that, to provide positive attitude towards our show we conduct a monthly survey where we would get our costumers feedback and suggestions on what needs to be improved. And in order to gain our customers
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trust and loyalty, we create a customer database with names of our regular customer’s and give them special prices, or special offers and provide them with our latest products. Also, by increasing customer loyalty and offering fantastic service this will encourage customers to return to the shop and thereby increasing our sales.
6. Appendices 6.1 Detailed flowcharts for one-year spending and media distribution
TV MBC group Sbah al khar ya arab MBC News Movie
Abu Dhabi Channels Turkey Shows Local news Magazine Arabic weekly magazine Zahrat Alkalej Ahlan Woman Today English magazine Emirates weeks Masala OK! Red Hot Emirates weeks Newspaper Arabic newspaper Al Ittihad English newspaper Gulf news The National Ads papers Outdoor Busiest streets buildings Different streets Flyers Radio Radio one
Total across 100000 50000 20000 10000 20000 50000 25000 25000 70000 35000 15000 10000 10000 35000 7000 7000 7000 7000 7000 30000 5000 5000 5000 5000 5000 5000 35000 17000 18000 20000 10000 2000
16 Emarites FM khalejeya Melode Sawa
2000 2000 2000 2000 5000
Website Total
270000
6.2 Formula used to Calculate Reach, Frequency, Affective Frequency and GRPs (Media Flight Plan, Page 64_ 65): Total population estimated= 200,000
80% ×100 200,000
= 40
REACH =
target audience "exposed" ×100 target audience
=
40 ×100 200,000
REACH= 20 Total person exposed ÷ Persons reached = Average Frequency 40 ÷ 20= 2 Reach × Average Frequency= Gross Rating Points 20 × 2= 40
17 !"#$
!"#$
Avg Freq=!"#$% and Reach = !"# !"#$ !" !"
= 2
!" !
=2
6.3 Detailed account of selected media classes with CPMs. CPM= (Cost ÷ audience) × 1000 For print media: CPM = (Cost of 1 Ad × 1000) ÷ Circulation Zahrat Al Khaleej CPM = (15000 × 1000) ÷ 200,475, CPM = 74.8 For broadcast media: CPM = (Cost of 1 unit of time × 1000) ÷ number of homes reached by a given program or time period TV CPM = (20 000 × 1000) ÷ 354 000, CPM = 56.5 For newspaper: CPM = (Cost of ad × 1000) ÷ Circulation Newspaper CPM = (5000 × 1000) ÷ 403 000, CPM = 12.4
Budget: For the advertising and the awareness campaign we decided to spend 270, 000 AED on media, because our main focus will be on social media which is free. This budget will also achieve the goals set previously which is to reach 50% of the primary audience; reach the secondary audience 40% allowing us to hit our main goal, which is reaching 90% of our target markets.
Media Breakdown (AED) Television
100, 000
37%
Magazine
70, 000
26%
Newspaper
30, 000
11%
Outdoor
35, 000
13%
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Radio
10, 000
4%
Website
5, 000
2%
Flyers
20,000
7%
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7. References: http://www.ameinfo.com/169236.html http://www.dubaifaqs.com/magazines-‐in-‐dubai.php http://www.customertrendlog.com/uae-‐databank/ http://mandmglobal.com/media-‐passport/uae/market-‐data.aspx http://www.grafdom.com/social-‐media-‐services/ http://www.socialbakers.com/facebook-‐pages/entertainment/united-‐arab-‐ emirates/tag/tv-‐show/ http://www.internetworldstats.com/me/ae.htm http://gulfnews.com/business/retail/luxury-‐shoemaker-‐harrys-‐gains-‐foothold-‐in-‐abu-‐ dhabi-‐1.960257 http://gulfnews.com/news/gulf/uae/health/diabetes-‐is-‐a-‐growing-‐problem-‐in-‐uae-‐ experts-‐1.84110