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MBT_Shoes Media Plan & Target Analysis

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MBT Shoes Media Recommendations …

MBT Shoes Media Recommendations
Allison Duffee- Modern Media

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Transcript

  • 1. David Cromer Jacki Juenger Katie Chapin Krystal Plomatos
  • 2. Agenda
    • The MBT Brand
    • The Assignment
    • The Target
    • Objectives and Strategies
    • Competitive Analysis
    • Reach and Frequency Goals
    • Media Recommendations
  • 3. Brand Background
    • MBT would like to help people all over the
    • world lead a healthier, more active and happier life. 
    •  
    MBT is convinced that human fitness and health are significantly influenced by the way we walk – this conviction has already been substantiated objectively by many scientific studies.
  • 4. MBT Brand Essence
    • The World's Smallest Gym
    • "I view them as more of a piece of equipment, than a pair of shoes. I feel like a trip to the grocery store could almost qualify as a workout." 
    •  
    •  
    •  
    •  
    •  
    Anti-Shoe Allure This style is very comfortable and have a super cool kicking-it look! Comfortable "MBTs save my life & career! They're the only way I can I can stay on my feet all day and be happy, too.
  • 5. The Assignment
    • Broaden MBT's appeal to a new target without alienating their core audience (A35-64)
  • 6. Target Analysis Qualifying Statements: 5+ of the following
      • Pay anything when it concerns my health
      • Should exercise more than I do
      • Don’t have time to prepare/eat healthy meals
      • I’ll try any new diet
      • I am currently dieting
      • I try to lose weight by dieting
      • I am a workaholic
      • I do some sport/exercise once a week
      • I participate in fitness walking/exercise walking occasionally
  • 7. Target Population
    • Adults 18-34
    Total Pop. 12,186,000 64% Female 36% Male “ The Try-It Diettes”
  • 8. The Target
    • Pyschographic
    • Painting a Picture of the Target
  • 9. Obstacles
    • Price (approx. $250)
    • Loyal to Nike & Adidas
    • Picky about fashion
    • They don't yet suffer from foot/back/posture/plantar fasciitis problems that the current core user does.
  • 10. Media Usage MEDIA LOW MEDIUM HIGH Cable TV Network TV Magazines Radio Internet (Work) Internet (Home) Newspaper Out of Home
  • 11. Objectives and Strategies Objective 1: Raise awareness of the fitness benefits of MBT shoes among 18-34 year olds. 
    • Strategy:
    • Reach our target when they are thinking about improving their image
  • 12. Objectives and Strategies Objective 2:  Increase traffic to the MBT website.
    • Strategies:
    • Reach our target when they are searching for entry level fitness regimens 
    • Reach our target when they are searching for diet information
  • 13. Objectives and Strategies Objective 3: Drive foot traffic to retail locations that carry MBT. 
    • Strategy:
    • Reach our target when they are already shopping near the retail outlet
  • 14. Competitive Analysis
  • 15. Share of Voice- Total Media 2008 Note: Does not include brands with under 1% share of voice Source: TNS Media Intelligence Total Spend: $44,328,379
  • 16. Category Media Mix 2008 Note: Does not include media under 1% of spend Source: TNS Media Intelligence
  • 17. Media Spending by Month 2008 Source: TNS Media Intelligence Media Spending Highest in the Spring Months
  • 18. Reach and Frequency Goals Frequency Range Marketing Factors Frequency: 6+ Effective Reach: 75% 1 2 3 4 5 6 7 8 9 Product Lifecycle Message Complexity Competition Media Weight Scheduling Comments Strategy Moderate Flighted Competitive SOV Acquisition/Penetration
  • 19. Media Recommendations
      • :30 & :60 Spots on Cable TV
      • Banner Ads on popular fitness websites
      • Ads/Advertorial in health/lifestyle magazines 
      • Google keywords related to dieting
      • Out of Home near MBT retailers
  • 20. Cable TV
  • 21. Online
    • Shape.com
    • Self.com
    • Active.com
    • Fitwatch.com
    • Shapefit.com
    • Fitnessmagazine.com
  • 22. Magazines
    •  
  • 23. Google Keywords
    •  
  • 24. Out of Home
  • 25. Additional Tactics Celebrity Spokesperson Public Relations
  • 26. Geography
    • Top 20 DMAs
  • 27. Media Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cable Online Print Keywords OOH
  • 28. Projected Media Spending
  • 29. Media Costs
    • $25,000,0000 Budget
    •  
    •  
    •  
    Total Cost $24,827,908 Total Impressions 1,102,436,400 Average CPM $22.52 Total GRPs 4,030
  • 30. Questions?
  • 31. Appendix
  • 32. Print Spending by Title 2008
  • 33. TV Spending by Program Type 2008 Note: Does not program types under 1% of spend Source: TNS Media Intelligence
  • 34. TV Spending by Month 2008 Source: TNS Media Intelligence
  • 35. Media Cost Universe Total Budget Media Vehicles 12,186,000 $25,000,000   Titles CPM Gross Impressions per month/per issue # of Months Ads Will Run Total Impressions Gross Cost Net Cost Budget Cable TV     Weekend $1,440 75 26 237,627,000 $2,808,000 $2,386,800     Prime Access $4,275 80 26 253,468,800 $8,892,000 $7,558,200     *CPP *Points per Week *Weeks $9,945,000 Online     Shape.com $5 205,300 9 1,847,700 $9,239 $7,853     Self.com $5 422,700 9 3,804,300 $19,022 $16,168     Fitnessmagazine.com $5 632,900 9 5,696,100 $28,481 $24,208     Active.com $5 2,100,000 9 18,900,000 $94,500 $80,325     Fitwatch.com $5 94,400 9 849,600 $4,248 $3,611     Shapefit.com $5 338,100 9 3,042,900 $15,215 $12,932     $145,098 Print Rate Base x 2 Pass Along     Cosmopolitan $8 5,800,000 6 34,800,000 $278,400 $236,640     Fitness $8 3,000,000 6 18,000,000 $144,000 $122,400     Glamour $8 4,500,000 6 27,000,000 $216,000 $183,600     Oprah $8 4,600,000 6 27,600,000 $220,800 $187,680     People $8 6,900,000 24 165,600,000 $1,324,800 $1,126,080     Self $8 2,950,000 6 17,700,000 $141,600 $120,360     Shape $8 3,300,000 6 19,800,000 $158,400 $134,640     US Weekly $8 3,800,000 24 91,200,000 $729,600 $620,160     $2,731,560     Google Keywords $2 Cost per Click 12 500,000 $1,000,000 $850,000 $850,000     Out of Home Interactive Floor Displays $75 50,000,000 3.5 175,000,000 $13,125,000 $11,156,250 $11,156,250                   TOTAL         1,102,436,400     $24,827,908
  • 36.  
    • "A world without my MBTs would be a sad place." 
    •  
    • “ I only wear my MBT's because it's the only way I can stay on my feet all day and be happy, too.”
    •  
    • “ I am off to buy another pair. ”
    •  
    • “ They are the best medical investment I have spent.”
    • “ These are the most comfortable shoes I have ever tried. I am buying a pair for my husband and father for Christmas this year.”