4Ps Challenger National Level Competition

The brand team is in the process of developing a launch strategy based on the product
development carried out in Phase 1. The aim of the launch would be to create awareness
and consideration for the product as well as to encourage trials.
Traditionally the major aspects of a launch strategy would be Media Planning and
Sampling both of which are necessary to gain traction with a new product. A budget of
around 350 million has been earmarked which would be utilized across various aspects of
the launch strategy.
MEDIA STRATEGY:
The media forms identified by the brand team are print, radio, television and digital. They
have information on the estimated cost to reach 1 million of the population in different
consumer segments and also the estimated sales conversion ratio [Exhibit 1].

Print
Consumer
Buckets

Regional

Radio

National

Reach - 1 million

Conversion
Rate

Reach - 1
million

TV

Conversion
Rate

Cost

Reach - 1
million

Conversion
Rate

Cost

Cost

Cost

Youth

5000000

6000000

6%

2000000

6%

5000000

12%

Young Adults

5000000

6000000

7%

2000000

5%

5000000

12%

Adults

5000000

6000000

9%

2000000

4%

5000000

15%

Digital
Facebook

Twitter

YouTube

1 million
impressions

1 million
impressions

1 million
impressions

Cost

Cost

Cost

Youth

150

600

530

5%

Young Adults

250

600

530

3-4%

Adults

300

600

530

1-2%

Consumer Buckets

Average Conversion
Rate

EXHIBIT 1: COST OF MEDIA INPUTS

#Terminology:
1. Conversion Rate: In the current context conversion rate refers to the sales conversion which would
occur from within the reach of 1 million in each consumer segment.
2. Impressions: In the context of digital media, every time a sponsored ad is featured on a
consumers page it is counted as one impression. This does not necessarily translate into an
ad/content post view

Sampling of the product is another aspect which helps create traction. Traditionally
sampling is done through promoters after selection of the most relevant touch-points
across educational institutes, malls, organized trade outlets etc. However there are
emerging trends in the sampling space which could be explored.
The brand team was also scouting for any new aspects which could be encompassed within
the launch strategy. The focus was on innovative ideas coupled with ease of
implementation within the proposed budget.
The following questions have to be addressed:
1. Develop media strategy using the information presented in Exhibit 1. Any campaign
ideas should be supported by relevant statistics.
2. Channel identification and point of sales execution idea

3. Develop a roadmap for sampling which should detail the operational model (- cities ,
location and number of touch-points , potential number of consumers reached) with
budget estimates
4. New aspects (if any) to be included as a part of the launch strategy