Schick Quattro<br />Media Plan<br />Class: AMED 404<br />Date: 11-02-2010<br />Instructor: Colette Brochu<br />Grou...
Agenda<br /><ul><li>Background
Media Objectives
Media Strategies
Media Execution</li></ul>2<br />
Background<br /><ul><li>Brand History
Marketing & Advertising Objectives
Role of this Media Plan</li></ul>3<br />
Background<br /><ul><li>Recent marketing activity saw the Schick brand increase share from 14% to 18%
4% growth for Schick at the expense of Gillette/Bic
Gillette share is now 73%
Younger target market strategy has paid off
Gillette is expected to continue with  product innovation strategies and big advertising dollars</li></ul>4<br />
Role of Media Plan<br /><ul><li>To increase market share of SchickQuattro from 9% to 10% by end of 2011.  This will increa...
To generate sales revenue of $20.8 million by end of 2011.
To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, to any competing ...
MediaObjectives<br />6<br />
Target Demographics<br /><ul><li>Broad target group of males between the ages of 18-49.
The primary target market is males between 18-34.</li></ul>Core Target:<br /><ul><li>Men 18-34 in English Canada
Men 35-49 in English Canada
City dwellers</li></ul>7<br />
Target Psychographics<br />Active Social Life<br /><ul><li>Drinking is a part of their lifestyle
Enjoys eating out and going to  bars
Entertains friends at home</li></ul>8<br />Athletic<br /><ul><li>Likes exercising, keeping fit and outdoor activities
Follows favourite sports teams </li></li></ul><li>Target Psychographics<br />9<br />Techies<br /><ul><li>Enjoys buying new...
Loves expensive sports cars
Can be a “Mr. Fix It” with gadgets</li></ul>Active Consumers<br /><ul><li>Enjoys spending money
Spends money on shopping and leisure activities
“Brand-conscious” and willing to pay for well-known brands</li></li></ul><li>Dines out regularly<br />Watches TV 21 hours ...
Media Habits<br /><ul><li>Average consumers of television, radio, and newspapers
Average number of visits to the mall
Below average consumers of magazines
More likely to use the internet and have in-town travel
Less likely to use public transit</li></ul>Source:  PMB 2009 2 Year Study<br />11<br />
Media Habits - Television<br />Dayparts<br /><ul><li>87% more likely to watch television between 7-11pm (Prime Time)
Watches a lot of television on the weekend; 82% watch TV on Saturday and 85% watch TV on Sunday
Quintile – English, Medium usage</li></ul>Programming<br /><ul><li>Genres preferred are sports, movies, </li></ul>	suspens...
Media Habits - Radio<br /><br />Dayparts<br /><ul><li>35% more likely to listen between midnight and 6 a.m.
22% more likely to listen between 3-7 p.m.</li></ul>Programming<br />Genres preferred include:<br /><ul><li>Album/Classic ...
Modern/Alternative Rock
Rap/Hip Hop
All Sports
Sports News
Sports – listen to hockey</li></ul>Source:  PMB 2009 2 Year Study	See Appendix 5<br />13<br />
Media Habits - Print<br /><br />Newspaper<br /><ul><li>Reads the newspaper an average of four hours per week
62% have read a daily newspaper in the past week</li></ul>Preferred sections include:<br /><ul><li>General News
Sports
Entertainment/TV/Radio
Automotive</li></ul>Source:  PMB 2009 2 Year Study	See Appendices 6 & 7<br />14<br />
Media Habits - Print<br />Magazines<br /><ul><li>Spends an average of two hours per week reading magazines
Reads an average of three magazines per week
Medium quintile consumers of magazines
Favourite titles include:</li></ul>	Ontario Golf<br />	Golf Canada<br />	Hockey News Magazine<br />	Profit<br />	Report on...
Media Habits - Internet<br /><ul><li>Spends an average of 10 hours per week online
50% more likely to surf the net
Popular activities: Automotive, Email, Entertainment, Banking, Career/Job Search, Maps, Search Engines, Weather, Newspaper...
Media Habits - Outdoor<br /><ul><li>Less likely to use public transit
Average number of visits to the mall
More likely to have in-town travel, where the average weekly in-town travel is 169km</li></ul>17<br />
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Miki, jason &_daniel_media_planfinal-arg

  1. 1. Schick Quattro<br />Media Plan<br />Class: AMED 404<br />Date: 11-02-2010<br />Instructor: Colette Brochu<br />Group:<br />Tilak Daniel<br />Jason Han<br />Miki Sato<br />
  2. 2. Agenda<br /><ul><li>Background
  3. 3. Media Objectives
  4. 4. Media Strategies
  5. 5. Media Execution</li></ul>2<br />
  6. 6. Background<br /><ul><li>Brand History
  7. 7. Marketing & Advertising Objectives
  8. 8. Role of this Media Plan</li></ul>3<br />
  9. 9. Background<br /><ul><li>Recent marketing activity saw the Schick brand increase share from 14% to 18%
  10. 10. 4% growth for Schick at the expense of Gillette/Bic
  11. 11. Gillette share is now 73%
  12. 12. Younger target market strategy has paid off
  13. 13. Gillette is expected to continue with product innovation strategies and big advertising dollars</li></ul>4<br />
  14. 14. Role of Media Plan<br /><ul><li>To increase market share of SchickQuattro from 9% to 10% by end of 2011. This will increase market share from 18% to 19% for Schick.
  15. 15. To generate sales revenue of $20.8 million by end of 2011.
  16. 16. To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, to any competing product on the market, particularly Gillette Mach 3 Turbo.</li></ul>5<br />
  17. 17. MediaObjectives<br />6<br />
  18. 18. Target Demographics<br /><ul><li>Broad target group of males between the ages of 18-49.
  19. 19. The primary target market is males between 18-34.</li></ul>Core Target:<br /><ul><li>Men 18-34 in English Canada
  20. 20. Men 35-49 in English Canada
  21. 21. City dwellers</li></ul>7<br />
  22. 22. Target Psychographics<br />Active Social Life<br /><ul><li>Drinking is a part of their lifestyle
  23. 23. Enjoys eating out and going to bars
  24. 24. Entertains friends at home</li></ul>8<br />Athletic<br /><ul><li>Likes exercising, keeping fit and outdoor activities
  25. 25. Follows favourite sports teams </li></li></ul><li>Target Psychographics<br />9<br />Techies<br /><ul><li>Enjoys buying new electronics
  26. 26. Loves expensive sports cars
  27. 27. Can be a “Mr. Fix It” with gadgets</li></ul>Active Consumers<br /><ul><li>Enjoys spending money
  28. 28. Spends money on shopping and leisure activities
  29. 29. “Brand-conscious” and willing to pay for well-known brands</li></li></ul><li>Dines out regularly<br />Watches TV 21 hours weekly<br />Meet “Steve”<br />Steve is your typical Quattro user<br />He is 23 years old, single and has an active social life!<br />Drives 169 km weekly<br />Single and living in the city<br />Loves outdoor activities<br />Entertains at home regularly<br />Enjoys spending and shopping<br />Reads 4 magazines monthly<br />Watches sports regularly<br />Likes fixing things<br />10<br />
  30. 30. Media Habits<br /><ul><li>Average consumers of television, radio, and newspapers
  31. 31. Average number of visits to the mall
  32. 32. Below average consumers of magazines
  33. 33. More likely to use the internet and have in-town travel
  34. 34. Less likely to use public transit</li></ul>Source: PMB 2009 2 Year Study<br />11<br />
  35. 35. Media Habits - Television<br />Dayparts<br /><ul><li>87% more likely to watch television between 7-11pm (Prime Time)
  36. 36. Watches a lot of television on the weekend; 82% watch TV on Saturday and 85% watch TV on Sunday
  37. 37. Quintile – English, Medium usage</li></ul>Programming<br /><ul><li>Genres preferred are sports, movies, </li></ul> suspense/crime dramas, <br /> situation comedies<br /><ul><li>86% more likely to watch </li></ul>The Sports Network (TSN)<br /><br />Source: PMB 2009 2 Year Study See Appendices 3 & 4<br />12<br />
  38. 38. Media Habits - Radio<br /><br />Dayparts<br /><ul><li>35% more likely to listen between midnight and 6 a.m.
  39. 39. 22% more likely to listen between 3-7 p.m.</li></ul>Programming<br />Genres preferred include:<br /><ul><li>Album/Classic Rock
  40. 40. Modern/Alternative Rock
  41. 41. Rap/Hip Hop
  42. 42. All Sports
  43. 43. Sports News
  44. 44. Sports – listen to hockey</li></ul>Source: PMB 2009 2 Year Study See Appendix 5<br />13<br />
  45. 45. Media Habits - Print<br /><br />Newspaper<br /><ul><li>Reads the newspaper an average of four hours per week
  46. 46. 62% have read a daily newspaper in the past week</li></ul>Preferred sections include:<br /><ul><li>General News
  47. 47. Sports
  48. 48. Entertainment/TV/Radio
  49. 49. Automotive</li></ul>Source: PMB 2009 2 Year Study See Appendices 6 & 7<br />14<br />
  50. 50. Media Habits - Print<br />Magazines<br /><ul><li>Spends an average of two hours per week reading magazines
  51. 51. Reads an average of three magazines per week
  52. 52. Medium quintile consumers of magazines
  53. 53. Favourite titles include:</li></ul> Ontario Golf<br /> Golf Canada<br /> Hockey News Magazine<br /> Profit<br /> Report on Business Magazine<br />Source: PMB 2009 2 Year Study See Appendices 6 & 7<br />15<br />
  54. 54. Media Habits - Internet<br /><ul><li>Spends an average of 10 hours per week online
  55. 55. 50% more likely to surf the net
  56. 56. Popular activities: Automotive, Email, Entertainment, Banking, Career/Job Search, Maps, Search Engines, Weather, Newspapers</li></ul>Source: PMB 2009 2 Year Study See Appendix 8<br />16<br />
  57. 57. Media Habits - Outdoor<br /><ul><li>Less likely to use public transit
  58. 58. Average number of visits to the mall
  59. 59. More likely to have in-town travel, where the average weekly in-town travel is 169km</li></ul>17<br />
  60. 60. Regionality - CDI<br />Category Development: Manual Razors with replaceable blades<br /><ul><li>The category is doing well in Atlantic Canada, Alberta, Ontario and British Columbia
  61. 61. Largest volume of opportunity are in Alberta, Ontario and British Columbia
  62. 62. The category is weakest in Quebec
  63. 63. The category could use some exposure in Manitoba-Saskatchewan </li></ul>Source: PMB 2009 2 Year Study <br />18<br />
  64. 64. Regionality - BDI<br />Brand Development: Schick Quattro<br /><ul><li>The brand is doing well in Alberta and Ontario
  65. 65. Gillette Mach 3 is doing strong in all the major markets
  66. 66. The brand has opportunities in BC, Atlantic Canada and Manitoba-Saskatchewan
  67. 67. The priority markets for advertising are Altantic Canada and BC as the category is doing very in this region</li></ul>Source: PMB 2009 2 Year Study <br />19<br />
  68. 68. Seasonality<br /><ul><li>Key sales periods for the Category and for Quattro is from June to September and the month of December
  69. 69. Consumption increases during the Summer and the holiday season in December
  70. 70. Demand drops of during the first quarter of the year, January to March</li></ul>Source: PMB 2009 2 Year Study <br />20<br />
  71. 71. Seasonality<br />Source: PMB 2009 2 Year Study <br />21<br />
  72. 72. Sales Data for the Category - 2009<br />22<br />Source: PMB 2009 2 Year Study <br />
  73. 73. Sales Data for Quattro - 2009<br />Source: PMB 2009 2 Year Study <br />23<br />
  74. 74. Media Objectives<br />24<br />Weight Emphasis<br /><ul><li>The campaign will run a flighted schedule in order to keep consistent interest of the target market and help maintain a cost-efficient campaign. Flights will be grouped for maximum efficiency, in accordance with peak periods.
  75. 75. Goal is to reach at least 90% of the target market over the course of the campaign.
  76. 76. Build frequency of exposure during the campaign in order to keep the consumer awareness of the product.</li></li></ul><li>Media Objectives<br />25<br />Weight Emphasis<br /><ul><li>Toronto, Vancouver, and other large Canadian cities will carry more weight via television ads. Frequency will begin heavily and decrease as the campaign continues, in order to sustain awareness of the target market and additional markets. A larger budget will be allocated to larger markets accordingly.
  77. 77. Extended duration of the campaign will be achieved through outdoor advertisements. Outdoor ads will provide reach throughout the entire year and will be weighted evenly throughout Canada. They will allow current target markets and new markets to be exposed to the brand and product regularly.</li></li></ul><li>Creative Considerations<br />“The power of 4 for an incredibly close, smooth shave”<br />Television <br /><ul><li>Series of :30 sec spots (E & F)</li></ul>Magazine ads (E & F)<br /><ul><li>Full - Page 4 - Colour Ads</li></ul>Transit Shelters<br /><ul><li>Backlit posters</li></ul>Website with loyalty offer <br /><ul><li> Trial coupons and contests</li></ul>26<br />
  78. 78. Budget<br /><ul><li>Period: January – December 2011
  79. 79. $3.0 million (Gross Canadian) for media advertising
  80. 80. Excluding production costs</li></ul>27<br />
  81. 81. Media Strategies<br />28<br />
  82. 82. Media Recommendation<br />Media types selected:<br /><ul><li>Television
  83. 83. Out-of-Home
  84. 84. Magazines
  85. 85. Online</li></ul>29<br />
  86. 86. Media Recommendation: TV<br />Television is recommended because:<br />Our primary target market watches 21 hours of television a week<br />It builds a quicker reach than any other medium<br />It can reach specific target demographic through specialty channels like sports and music.<br />30<br />
  87. 87. Media Recommendation: OOH<br />Outdoor achieves our goal of reaching a broad audience as well as develops frequency<br /> Outdoor units can focus on major CMA’s where our target market is located<br /> Outdoor complements our TV campaign by reinforcing the sales message<br />It also reaches our target market who drives 169 km weekly and enjoys going out in the city<br />31<br />
  88. 88. Media Recommendation: Magazines<br />This medium has good secondary readership<br />Significant audience selectivity against various demographic and psychographic groups<br />Opportunity for longer reader exposure to ad message<br />Compatible and product enhancing editorial environment<br />32<br />
  89. 89. Media Considered (Not Recommended)<br />Newspaper was not used mainly because of the high cost, short life span and lack of target market orientation where our primary target would not be reached<br />Newspapers in comparison to magazines have poor reproduction quality meaning that it is an inefficient means to develop brand awareness<br />33<br />
  90. 90. Media Considered (Not Recommended)<br />Radio<br />34<br />
  91. 91. Budget Breakdown<br />35<br />
  92. 92. Media Execution<br />36<br />
  93. 93. Media Execution: Broadcast<br />Broadcast Media: TV<br />The market list for the campaign includes few major cities and 2 provinces. <br />The GRP levels are adjusted per market according to the CDI and BDI<br />The weight levels start off strong in the first couple of weeks and thennarrow down to sustain the campaign.<br />We target our campaign in the 3 major cities of Toronto, Ottawa and Vancouver due to their market size<br />Atlantic Canada and Manitoba-Saskatchewanhas high opportunities for our brand since the category is doing strong<br />We aim to cover the rest of Canada through the nation speciality channels like sports and music<br />37<br />
  94. 94. Media Execution: OOH<br />Our outdoor campaign focuses on Horizontal boards using one supplier, Pattison in only the largest CMA’s<br />The Horizontal boards complement our TV campaign as the sales message reaches a larger audience and builds frequency and loyalty at the same time<br />GRP Levels – 25 GRP’s Daily<br />Ontario –Toronto, Ottawa<br />Alberta – Calgary, Edmonton<br />BC - Vancouver<br />38<br />
  95. 95. Media Execution: Magazines<br />Gives national coverage, providing a wide reach of target market across Canada. More widely circulated in larger concentrated geographical areas such as Ontario and British Columbia<br />Composition<br />CPM<br />Editorial Environment<br />39<br />
  96. 96. Media Execution: Online<br />40<br />
  97. 97. Executive Summary<br />41<br />
  98. 98. Costing Detail and Summary Charts<br />42<br />
  99. 99. Appendices<br />43<br />
  100. 100. Appendix 1 - Demographics<br />44<br />
  101. 101. Appendix 2 - Psychographics<br />45<br />
  102. 102. Appendix 3 – TV Dayparts<br />46<br />
  103. 103. Appendix 4 – Time Spent<br />47<br />
  104. 104. Appendix 4 - TV Genres<br />48<br />
  105. 105. 49<br />
  106. 106. 50<br />
  107. 107. Appendix 5 – Radio Usage<br />51<br />
  108. 108. Appendix 5 – Radio Usage<br />52<br />
  109. 109. Appendix 6 – Newspapers<br />53<br />
  110. 110. Appendix 7 – Magazine Usage<br />54<br />
  111. 111. Appendix 8 – Internet Usage<br />55<br />
  112. 112. Costing Detail: Television<br />56<br />
  113. 113. Costing Detail: OOH<br />57<br />
  114. 114. Costing Detail: Magazines<br />58<br />
  115. 115. Thank you.<br />Schick Quattro Media Plan<br />Miki Sato<br />Jason Han<br />Tilak Daniel<br />59<br />

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