1. Media Planning Game

2. Relaunch of X GSM operator’s GencCard to youth GencCard has been launched 3 years ago. Penetration of GencCard is low. After the launch, GencCard has not been supported with a campaign in media. Objectives: – Increase awareness – Increase the number of GencCard holders with different offerings – Increase the image of GencCard as youth GSM card Brand Positioning: GencCard is a GSM card that offers competitive prices and different offers for youth. GencCard Brief

3. Target Audience: Youth-High school students to young university graduates Who are these people? How do they live, what do they do? What are their likes and dislikes? What are their expectations?.... Question 1: Target Audience Group 1: Young female high school student Group 2: Young male high school student Group 3: Young female university student Group 4: Young male university student Group 5: Young female graduate Group 6: Young male graduate

4. How does the target audience spend a day? Which media does the target audience consume? At what time? When can the target audience use GencCard? Question 2: A Day of Target Audience Group 1: A week day Group 2: A weekend day Group 3: A day in summer Group 4: A day in winter

5. How/when/where can we reach target audience? Which media would be suitable, why? How can we use the media we choose? Question 3: GencCard Media Planning