MEDIA PLANNING

Project report on Media planning

Of “DABUR MESWAK” toothpaste

By
Maryam Mujawar (23)
Ziya Haider (57)
BRAND INTRODUCTION (DABUR MESWAK)

• Meswak (also referred to as Miswak) is a toothpaste brand that was launched in India by Balsara Hygiene in
1998.

• In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise
in a ₹1.43 billion (US$20 million) deal. As of 2007, the Meswak brand was valued at ₹200 million (US$2.8
million).

• The astringent and anti-bacterial properties of Meswak helps reduce tooth decay , fight plaque and prevent gum
diseases. Miswak Herb is a rare, potent, priceless, wonder herb that delives incredible Dental Care benefits.
TARGET MARKET

• Dabur has its Manufacturing units all over the • So mainly the target audience of Dabur Meswak is
country but most of the manufacturing units are people aged between 15-50 of both Urban and Rural
located in areas but mainly it focuses on Rural areas.
• Himachal Pradesh.
• Rajasthan. • So mainly the target audience of Dabur Meswak is
people aged between 15-50 of both Urban and Rural
• Madhya Pradesh.
areas but mainly it focuses on Rural areas.
• From these units products are transported to the
carrying and forwarding agents and from there they
are distributed to the Wholesalers , Retailers and
Kirana stores from where the end user which is
customer can buy the product.
OBJECTIVE OF THE BRAND

• So mainly the target audience of Dabur Meswak is people aged between 15-50 of both Urban and Rural areas but
mainly it focuses on Rural areas.
• Growing customer base and making wider marketing strategies. The aim is to become a “young, modern, and
socially conscious organisation”.

• Dabur had been successful in fulfilling their objectives since past few years and are trying to earn more profit
MEDIA VEHICLE

Broadcast Media -: This includes television and News channel

radio stations. Such vehicles can be used to target
• Channel used would be Zee news
mass audiences, and the cost per target is low.
Entertainment channel • Video ad of 30 sseconds.

• Channel used would be Star plus. • Frequency – 15 days ( 2 times a day)

• Package type – Popular. • Cost - Rs4,26,924

• Frequency – 2 weeks
• Cost – Rs31,71,840
MEDIA VEHICLE

Print Vehicles: Newspapers are also feasible for Hindustan Times Mumbai
small businesses owing to relatively low ad costs.
• Frequency – 1
Both national newspapers and community
newspapers (that can reach a local audience) are • Cost – Rs8,66,250
good options.
• Placement on the 3rd page
Newspapers
• Times of India Mumbai
• Frequency – 1
• Cost – Rs21,25,200
• Placement on the front page.
MEDIA VEHICLE

Digital Vehicles and Others: Online or digital/interactive vehicles along with mobile communication
opportunities provide low cost advertising options. Other supportive media vehicles include directories,
buses, billboards and benches. These are usually used to reinforce messages that have been delivered
through
YouTubebroader mass media. Facebook Voot
Frequency - 75,000 views Frequency – 3335 clicks Frequency – 4,00,000 Views
Cost – Rs44,250 Cost – Rs11,505 Video length – 20 seconds
Placement – Non skipable video Placement – Banners on the Cost – Rs1,00,800
ad between Videos right side of the home page
Placement – Video ad
THANK YOU