Media planning

Courtesy- Psalmoy Consult

Dudu Osun (Refined Black soap)

20121418 SAMUEL A. BADEJO

Introduction- Black Soap

Manufacturing Process
Black soap is made from the ash of locally harvested plants such as bark of plantains, dry cocoa pods, palm tree leaves, and Shea tree barks. First and foremost, the leaves and bark are sundried and then roasted in pots at an even and constant temperature which is important to ensure color, texture and smell. Then water and various oils - palm oil, coconut oil, palm kernel oil (including shea butter and cocoa pod powder) are added to the mixture and stirred for at least a day.

Black Soap Origin

Black soap is traditionally made in west Africa, typically Ghana and Nigeria from secret recipes. Different tribes and communities have adopted their own specific (secret) blend of oils and cooking techniques, which can be seen in the different colors amongst black soap. Dudu osun is a refined African black soap made with many pure natural ingredients-honey, palm oil etc. unlike many soaps made in the US or Europe which tend to have many added artificial ingredients and may result future side effects.

SWOT/Product Analysis
Strength- its a good option for babies and adults because of its harmless ingredients and unique function. Weakness- it is inadequately and unevenly distributed in the country Opportunity- it is largely known by the existing users as a well refined black soap with good fragrance. Threat- over the years, many have detested the use black
soap because of its color and stains on objects.

Product Analysis
Dudu osun black soap, also known as African black Soap (Anago Soap, Alata Simena, or Ose Dudu) has long been used to heal problem skin. It helps to cleanse evening out dark spots, eczema, razor bumps and eliminating blemishes. It is also used to lightly exfoliate(remove old layer of the skin) and give you healthier looking skin. The soap can also be used on the body or hair for oily skin, skin rashes, scalp irritations, of body odours and is good for sensitive skin. Dudu osun, unlike other many soaps is made with 100% organic and natural ingredients.

Competitor Analysis
Raw black soap- is fully made from the natural ingredients unlike other listed competitive brands which have been refined and packaged. Raw black soap is traditionally more valued by the traditional believers sequel to its traditional functions at festivals and other traditional functions, and at times for the treatment of bruises/fresh cuts. Refined (other) black soaps- are majorly used for body care and many other functions that have high competitive measures but are still incomparable to Dudu Osun due to its outstanding features and functions derived from special natural contents it contains.

Media Strategies
Television ads will be run during the national network (NTA) news due to the target market size. Radio ads will be run on WASOBIA FM due to its multilingual edge over other radio channels while, Bill-boards ads will be located at the commercial areas in the Nigerian cities. An amount worth $200,000 will be spent on media planning and advertising to meet the target market and lay down a benchmark for substitutable brands

Raw black soap

Madina Cocoa Butter Soap

Akoma black soap

Nubian black soap

Nasabbs black soap

Media Planning/Strategies
Reach- at least, over a hundred million persons Organized urban out of the 167 millions of Nigeria population are expected to be reached within specified period. Populated urban Frequency- the TV and radio ads will be run for on 6 months on a continuous trend before pulsing while the Semi-urban bill-boards ads will be displayed for a year. The TV and radio ads will be run 180 and 36o times settlement respectively while the bill-boards will be displayedRural 365 days to accomplish expected reach and frequency objectives (weight).

Media Analysis
The advertising budget will be allocated over time in line with the efficiency of media (continuity) The target audience will be exposed to the advertising message immediately after the ads purchase (recency) Quarterly market survey will be done to be economically justified for the accomplishment of objectives (cost management)

Rebranding/Packaging Initiatives

Dudu osun liquid soap is correct the impression that the color stains

Dudu Osun Liquid Soap

4 Dudu osun soaps in a pack with soap case is to create a difference

+ soap case

Media Objectives

to remind existing consumers Influence brand selection aimed at increasing sales by 40% heighten consumer knowledge on product value differentiate product competitive brands break into the new market to create an effective reach to create customer loyalty and make profit

Media Target Analysis(GRPs)

Total Population base : 100,000000 RadioTv Bill-boardMedia TV Radio Billboard Total Impressions GRPs=Reach(R) X Frequency(F) 45,000000 35,000000 20,000000 No. of targets 35,000000(21%) 45,000000(27%) 20,000000 (12%) No. of insertion 1 2 Impressions(GRPs) 35,000000 90,000000 20-40,000000 125-145,000000 125-145,000000

Total Population base : 100,000,000

CPM Analysis
Cost per Thousand (CPM)
Target Market (TM)

CPM= Cost of ad # of contacts (expressed in thousands)

N 600,000 125,000000

=0.0048