MEDIA

STRATEGY
PROPOSAL
FOR

SUNLIGHT
DETERGEN
T
11/05/2016

Prepared
By

SUNKANMI
BAKARE

THE KEY (CONTENT)

THE BRIEF
MARKET OVERVIEW
COMPETITIVE LANDSCAPE
CONSUMER INSIGHT
OBJECTIVES
TARGET INSIGHT
MEDIA STRATEGY
MEDIA SELECTION
FLOW PLAN/BUDGET

THE BRIEF
Prepare an actionable and cost
effective media strategy for
sunlight detergent in Nigeria.

MARKET OVERVIEW
Population

177 Mn (July
2014 Est.)

Estimated No. of
House holds

Male : Female Ratio

51 % : 49 %

Average Persons per

household

Population Growth
Rate

2.47 % (2014
est.)

Urban : Semi Urban :

Rural Split

45% : 33% : 22%

Education Level

35 Mn
5 People / HH
Professional / PG
: 4%
University / Diploma
: 23
%
A Level
: 8%
High School / Primary School
: 57%
Others
: 8%

The Nigerian fast-moving consumer goods (FMCG) market is arguably the

biggest in the entire sub-Saharan African region.
With a population exceeding

177 million,
Household and
consisting of soaps, laundry

a big opportunity exists for players in the

Personal Care segment

detergents, dishwashing liquids, etc.

Source: AMPS & CIA Facts book

POPULATION COMPOSITION
SEC Split

Age Group Split

E; 12%A; 4% B; 8%

50 - 64yrs; 7%
35 - 49yrs; 12%

< 16yrs; 22%

65yrs+; 5%

C1; 18%
D; 34%

25 - 34yrs; 27%
16 - 24yrs; 26%

C2; 25%

77% of the Total Population fall within

the CD Social Economic Class
Over

75%

of Nigerias population is under

the age of

35 Yrs

The mass market segment constitutes

of Nigerias population.

the largest portion

MARKET SIZE
Population Dispersion across State (7 + Years)
11.0

Population (in
Mn)

9.1
5.9 5.6
5.4 5.1

4.6 4.2 4.1

4.1 4.0 4.0 3.9 3.8 3.8 3.6
3.6 3.4 3.3 3.2 3.2 3.2 3.2
3.1 3.1 3.1 2.8 2.8
2.3 2.3 2.3 2.3 2.2 2.1
1.8 1.7 1.7

Source: AMPS & CIA Facts book

The laundry detergent market in Nigeria is one of the largest

markets within the Household and Personal Care sub-segment
with an estimated

market size of N265bn

annually,

dominated by Procter & Gamble (P&G) and Unilever.

Over the past decade, the demand for detergent has risen at an annual

COMPETITIVE LANDSCAPE KEY PLAYERS

MEDIA SPEND SOE/SOV INDEX

COMMONLY USED DETERGENT - SOM

Zip

1%

Bimbo

1%

Persil

So Klin

Sunlight

Omo

4%

7%

17%

21%

Ariel

49%

A recent report from Ciuci consulting revealed that choice of

laundry detergent is largely influenced by certain factors such as

perceived effectiveness,
popularity of product.

price,

and

Source: Euromonitor International & Ciuci Consulting

BUYING DECISION DRIVERS

LOWEST

Perceived
Effectiven
ess
Perceived
Effectiven
ess
Perceived
Effectiven
ess
Perceived
Effectiven
ess
Popularity

HIGHEST

Degree of Influence
Unique
Product
Feature

Fragrance

Price

Popularity

Fragrance

Unique
Product
Feature

Popularity

Price

Fragrance

Price

Unique
Product
Feature

Popularity

Unique
Product
Feature

Price

Fragrance

Popularity

Unique
Product

Ciuci Consulting
PerceivedSource:
Fragrance

Price

CONSUMER INSIGHT
Retail pharmacies

8%

Recent survey revealed that

46% of the consumers buy from
Open Market
22%
supermarkets
and
hypermarkets.
This
is
influenced
by
Kiosk
24%
convenience, product range,
and
increasing
disposable
Super/Hyper Market
46%
income.
P&Gs Ariel laundry detergent is well known as a popular and effective stain
remover with ability to dissolve easily, non-sensitive to the skin, lathers with
bursting fragrance and clothe bleaching properties at relatively low price
with different SKUs and is seen by consumers as a premium brand.
Lather

58%

Ability to Dissolve Easily

Clothe bleaching

25%

66%

25%

25%

32%

Non-sensitivity to skin

9%

18%

49%
Not Important

Indifferent

36%
Important

11%

7% 2%

34%

64%

Fragrance

6%

Very Important

5%

6%

13%

9%

Source: Ciuci Consulting

CONSUMER INSIGHT

Popularity is primarily built through Advertisements and Word

of Mouth.
Source: Ciuci Consulting

3rd Commonly used

detergent with 17%
SOM.
Brand health check
shows a growing
equity.
Though competition is
stiff, the cutting-edge
attributes (USP) of
Sunlight laundry
detergent poses a
huge opportunity to
cut through the clutter
and overtake market
leader.

DESIRED

CURRENT

SUNLIGHT DETERGENT THE SITUATION

No1 Position with over
50% SOM among the
commonly used
detergent.
Market dominance
with prominence and
stature.
Highest market share
with a very strong
brand equity.
Monetize brand
popularity through
sales.

MEDIA OBJECTIVES
To expose target market/audience to messages
of Sunlight laundry detergent in order to
stimulate purchase
To create a top of mind awareness for Sunlight
laundry detergent in the Nigerian FMCG market
To reach 70% of brands target audience at
least 3 times per week within every campaign
period in 2016
To increase share of voice significantly in order
to increase share of market

MARKETING + MEDIA OBJECTIVES

Top of mind awareness 70%
Brand Preference 68%
Affinity for SLD in Nigeria 62%
Share of media voice 60%

TARGET AUDIENCE
E; 12%A; 4% B; 8%

C1; 18%
D; 34%

C2; 25%
Female, 18-44 yrs. in B, C1, C2
and D socio-economic class
Comprises of working professionals,
stay-at-home moms, students,
skilled & semi-skilled workers and
traders
Spend their time split between work,

They live majorly in Urban and

Semi-Urban areas
Largely medium and low income
earners
They constantly seek

TG MEDIA MAPPING A DAY IN LIFE

Weekdays
5.00 6.00

7.00

8.00

9.00

10.00

11.00

AM

AM

AM

AM

AM

AM

AM

NOON

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

PM

PM

PM

PM

PM

PM

PM

PM

PM

10.00

11.00

PM

PM

Wakes
up,
checks
mobile
phone
Lunch
break
with
colleagues/frie
nds
Exposed
to
OOH, Radio &
Mobile.

Commutes to
work. Drop kids
at school (if any)
OOH, Radio in
car (News, Talk
Show, Music).

Prepare
kids for
school

WAKE UPCOMMUTE
Mobile

Radio, OOH

Mothers
pick
kids
from
school.
Exposed
to
Radio, OOH
Watch TV With Folks,
Checks
updates
on
social media

At work. Surfing the

web, chatting on
mobile phone

At work. Surfing the

web, chatting on
mobile phone

COMMUTE HOME WITH FAMILY

LUNCH
Surfing the web, Mobile

TV, Radio, OOH,

Mobile

Commutes
home.
OoH,
Radio
in
car
(News,
Talk
Show, Music).

Surfing the web, Mobile

OOH, Radio

TV, Mobile .Ambience/OOH

TG MEDIA MAPPING A DAY IN LIFE

Weekends
6.00
AM

7.00
AM

8.00
AM

9.00
AM

10.00
AM

11.00
AM

NOON

1.00
PM

2.00
PM

3.00
PM

4.00
PM

5.00
PM

6.00
PM

7.00
PM

8.00
PM

9.00
PM

10.00
PM

11.00
PM

Wakes up,
checks
mobile
phone
Home with family, watching TV, surfing
the web, Chatting on mobile or reading
magazines

WAKE
Mobile

Exercising
in
the
gym. Watches bit of
TV
if
at
home
engaged in house
chores, OOH on the
way to gym and
HOUSE
UPlisten to music/radio

WORK

Mobile, TV

Family outing, event, shopping, personal care

(Hairdo, etc.)
Listen to radio in car while driving, exposed to
OOHM on the road & Ambience OOH at the
mall/market, point of sales. Use mobile to pass
time at salon and share information on social
media even at event/family outing.

TV, Mobile, OOH, Radio

WORSHIP AT THE CHURCH OR MOSQUE ON

SUNDAY

Home with family,

watching
TV,
surfing the web,
Chatting
on
mobile,
reading
magazines

DRIVE HOME
Mobile, OoH, Radio

TV, Mobile,
Magazines

MEDIAwith
TACTICS
Deploy media vehicles
high reach of the
target group and leverage Media Consumption
Pattern To Create Awareness, build brand equity
and achieve optimum result.

OOH

23%

83%
listen to radio

Mobile phone

RADIO

read newspapers

41 %
read magazines

85%

Mobile phone

Source: AMPS

73%
have seen
Billboards

INTERNET

watch
commercial
television

CINEMA

77%

PRESS

TELEVISION

TV, Radio & Billboards (OOH) For Mass

Awareness, Digital (Mobile phone & Internet) For
Engagement And Tactical Use Of Magazine.

39%
access the
internet

21%

went to cinema

MICRO PERSPECTIVES
Local & Int. Entertainment, Local & Int. Movies, and Soaps to
drive brand messages during prime time on TV
Sponsorships, Hypes, Music and talk shows during drive
time on Radio
Out Of Home
Structures facing traffic to open markets
Market adoption
Super/Hyper markets

Drive
Awareness

Radio

Television

Spot placement
Product placement
Using Entertainment, Movies and Soaps

Prime-time spot placement

Hypes

Leverage
Leverage

Drive
Traffic

Drive
Engagement

Internet
Social media engagement,
programmatic display advertising
e-mailers.

Newspaper/Ma
g
Radio
News/Business/Sports

Newspaper
Phone-in programs
Youth Oriented &
specialized magazines

MEDIA STRATEGY TV & RADIO

Scientifically plan TV spot placement

with MediaStar Dairies to reach 70%
TG @ 3+
Cost effectively build affinity through
selected media contents such as
soaps and drama with high reach of
the target group
Leverage on the attitudinal profile of
the target which shows high
consumption during evening prime
time (7pm to 10pm).
Increase SOV above competition on
the selected medium via a strategic
media buying... domination by
concentration

Scientifically plan Radio spot placement

with MediaStar Dairies to reach 60%
TG @ 4+
Cost effectively build affinity and
creatively engage the target audience
through sponsorship of an existing
phone-in program with high reach of
the target group and resonance with
Sunlights brand benefits
Leverage on the attitudinal profile of
the target which shows high
consumption during morning and
evening drive time.
Increase SOV above competition on the
selected medium via a strategic media
buying... domination by concentration

MEDIA STRATEGY OOHM & DIGITAL

Adverts will be deployed on

structures facing traffic to major
open markets where laundry soaps
and detergents are sold
A market adoption strategy where
stores and shops in the major market
is branded with the advertising
materials of Sunlight detergent
We will design a strategic
arrangement at hypermarkets such
as Ikeja Mall in Lagos and other
major cities where designated
parking areas will be free for
pregnant and nursing moms. These
designated parking will be sponsored
and branded with Sunlights

Advertising display banners will be

deployed on digital media through an
automated process called
Programmatic Buying. We will use
multi sourced data signals from TGs
browsing habit to inform targeting and
optimization decisions
Mobile is the first screen for the TG, so
we will develop a mobile application
that is compatible with leading social
platforms such as BBM, WhatsApp,
Instagram, Facebook etc. to help the TG
to curate and share stories through
photos

MEDIA SELECTION

With the use of dairy on MediaStar, electronic media vehicles are

selected based on Target Group Reach
Outdoor structures are selected based on the angle of vision,
distance from the road, absence of clutter or distraction,
illumination, nearness to POS and dwell time
Digital media platforms are selected with the use of a combined

BUDGET

DIGITAL; 5%
OOH; 20%

TV; 41%

RADIO; 33%

Lets Get To Work

...