Media Planning
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01PuertoNaranja.pptxPuerto Naranja
Media Planning BAC325
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Overview
A Latin American country on the ocean shore.
Area: 851.314 km2
Population 19.114.500 people (Naranjeños)
Capital city: Puerto Naranja D.F.
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Geography
Due to its geographic location, Puerto Naranja enjoys a subtropical climate, with mild temperatures provided by ocean streams.
A mountain range protects inland valleys from the Trade Winds. Lakes in the highlands provide the necessary water for agriculture.
Two main rivers flow across the country: Orizonas and Río Gordo.
They create two large valleys.
The Río Gordo valley has tempered climate, Mediterranean type crops particularly vineyards, and pine tree forests.
A mountain range divides both valleys. The highlands are next to the Northern border.
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Demographics
There has been a population boom in the last 25 years.
Migration from the fields into towns made urban population grow up to 11MM people versus a 8MM rural population.
Marriages have slightly decreased, with rates between 3.2 and 3.8 per thousand.
Birth rate has slightly risen – from 33 to 36 per thousand.
Also, death rates have dramatically decreased due to sanitary measures and public health campaigns.
Workforce is 57% of the 15 to 65 years of age demographic segment.
Women have steadily penetrated the work force during the last 15 years, accounting for 36% of the total.
Illiteracy is 17%, being much higher in the older segment (37%).
Education programs have dramatically improved overall literacy.
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Main cities
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Population
PopulationPuerto Naranja D.F. Monteagudo Coruña de Indias 3200000 1900000 950000
Economy
Currency: naranjitos
(US$1 = 200 Nj)
2010’s GDP (Gross Domestic Product) was US$45.328.000.000
Divided as follows: 41% agriculture, 28% industry and 31% services.
Oil dominates the industrial sector.
Tourism is fast developing in the services sector.
Puerto Naranja’s privileged location, its mild climate and their people’s hospitality have created traffic and facilities that could reach great development if wisely promoted.
Agriculture is still a dominating factor in Puerto Naranja’s economic balance.
Eventually, single crop farming creates huge surplus, particularly of bananas, wine and coffee.
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History
Puerto Naranja used to be a colony of Spain.
Natives had a significant cultural development and a high sense of independency, which created constant confrontation with their foreign rulers.
Several independency attempts took place along more than three centuries.
Finally, in July 25th., 1819, Puerto Naranja, led by its Libertador, proclaimed its independence in San Pedro Petolique. That did not come effective until 1822, when the Libertador defeated the invaders after many years of bloody battles.
The University of Puerto Naranja was founded in 1824.
That same year, convents were dissolved and all Catholic Church property was nationalized.
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History
In 1846, the Puerto Naranja – Monteagudo railroad was inaugurated, being the second railroad in Latin America.
In 1864 was founded the newspaper Diario del Puerto, the first and oldest in the country.
In 1899 arrived the United Fruit Company and started massive farming.
Twenty-four years later, oil drilling starts in the River Orizonas valley.
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History
In 1929, the year of the Great Depression in the USA, the government is ousted and the country suffers a short civil war.
In 1931 the Federal Republic is reestablished.
Four years later, Carlos Gardel dies.
After the Second World War, the country enjoys political stability, with economic ups and downs like in most of the Latin American continent.
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History
Between 1982 and 1991, Puerto Naranja suffers the economic crisis that affects most Latin American countries.
In 1991, the country opens its borders to imports and promotes foreign investment.
At present, inflation is under control (6% and decreasing) and has an international trade surplus.
Puerto Naranja is an active member of United Nations, OEA and The Andean Pact.
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Art and Folklore
All museums show the great attention that native populations paid to art in all its different forms.
There are a large variety of traditional crafts, many of them endangered due to the lack of official protection and the lack of interest from the younger generation that is reluctant to learn the old craftsmanship.
Something similar happens with music and folklore.
The “Rezumbia” national dance has more that 140 versions and each town boast having the most precious.
But preserving those cultural treasures should entitle broader support and promotion.
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Mass Media TV and Cable TV
TV
Puerto Naranja has 3 national TV networks and two local TV stations in Monteagudo and Coruña de Indias.
Cable TV:
Has a major penetration in households, with concentration in major urban centers and higher income groups.
Most hotels provide Wi-Fi and in-room Cable TV service, which includes most global TV channels.
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Four national networks, including news station “On the Clock”.
There are also 27 local radio stations, most of them FM.
Mass Media Radio
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Mass Media Newspapers
Four national newspapers with a circulation between 50.000 and 180.000 units
“The Vanguard of Puerto Naranja” - Conservative
“The Watcher” - Liberal
“The Morning Scream” - Free easy reading
“Diario del Puerto” - Financial daily
Five local newspapers:
“Monteagudo’s Herald” - City of Monteagudo
“The Whole Coruña” - City of Coruña de Indias
“Petolique’s Scream” - City of San Pedro Petolique
“Floating” - City of Marismas
“Palm Tree Shade” - City of El Palmar
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Mass Media Magazines
Five national magazines:
“El Precio de Puerto Naranja” (economy and finance)
“Petronaranjas” (oil industry)
“Banalidades” (women’s magazine: fashion, decoration, kitchen, social).
“Eventos” (entertainment and event directory)
Women and Men’s Health
Sports PN
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Advertising
Most multinational advertising agencies have presence in Puerto Naranja.
Advertising investment growth outpaces inflation.
Total advertising investment in 2020 was US$923.000.000.
TV coverage: 87% of households.
Radio coverage: 98% of households.
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Homework
Create a business idea to be launched in Puerto Naranja
Brand name
Marketing Mix outline
Target Group analysis
Brand Positioning Statement
Media Plan outline
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