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 increase market share from 18% to 19% for Schick.
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 product on the market, particularly Gillette Mach 3 Turbo.</li></ul>5<br />
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 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 />
Media Habits<br /><ul><li>Average consumers of television, radio, and newspapers
The category could use some exposure in Manitoba-Saskatchewan </li></ul>Source: PMB 2009 2 Year Study <br />18<br />
Regionality - BDI<br />Brand Development: Schick Quattro<br /><ul><li>The brand is doing well in Alberta and Ontario
Gillette Mach 3 is doing strong in all the major markets
The brand has opportunities in BC, Atlantic Canada and Manitoba-Saskatchewan
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 />
Seasonality<br /><ul><li>Key sales periods for the Category and for Quattro is from June to September and the month of December
Consumption increases during the Summer and the holiday season in December
Demand drops of during the first quarter of the year, January to March</li></ul>Source: PMB 2009 2 Year Study <br />20<br />
Seasonality<br />Source: PMB 2009 2 Year Study <br />21<br />
Sales Data for the Category - 2009<br />22<br />Source: PMB 2009 2 Year Study <br />
Sales Data for Quattro - 2009<br />Source: PMB 2009 2 Year Study <br />23<br />
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.
Goal is to reach at least 90% of the target market over the course of the campaign.
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.
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 />
Budget<br /><ul><li>Period: January – December 2011
$3.0 million (Gross Canadian) for media advertising
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 />
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 />
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 />
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 />
Media Considered (Not Recommended)<br />Radio<br />34<br />
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 />
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 />
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 />