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MBT_Shoes Media Plan & Target Analysis
 

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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    MBT_Shoes Media Plan & Target Analysis MBT_Shoes Media Plan & Target Analysis Presentation Transcript

    • David Cromer Jacki Juenger Katie Chapin Krystal Plomatos
    • Agenda
      • The MBT Brand
      • The Assignment
      • The Target
      • Objectives and Strategies
      • Competitive Analysis
      • Reach and Frequency Goals
      • Media Recommendations
    • 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.
    • 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.
    • The Assignment
      • Broaden MBT's appeal to a new target without alienating their core audience (A35-64)
    • 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
    • Target Population
      • Adults 18-34
      Total Pop. 12,186,000 64% Female 36% Male “ The Try-It Diettes”
    • The Target
      • Pyschographic
      • Painting a Picture of the Target
    • 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.
    • Media Usage MEDIA LOW MEDIUM HIGH Cable TV Network TV Magazines Radio Internet (Work) Internet (Home) Newspaper Out of Home
    • 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
    • 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
    • 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
    • Competitive Analysis
    • 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
    • Category Media Mix 2008 Note: Does not include media under 1% of spend Source: TNS Media Intelligence
    • Media Spending by Month 2008 Source: TNS Media Intelligence Media Spending Highest in the Spring Months
    • 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
    • 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
    • Cable TV
    • Online
      • Shape.com
      • Self.com
      • Active.com
      • Fitwatch.com
      • Shapefit.com
      • Fitnessmagazine.com
    • Magazines
      •  
    • Google Keywords
      •  
    • Out of Home
    • Additional Tactics Celebrity Spokesperson Public Relations
    • Geography
      • Top 20 DMAs
    • Media Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cable Online Print Keywords OOH
    • Projected Media Spending
    • 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
    • Questions?
    • Appendix
    • Print Spending by Title 2008
    • TV Spending by Program Type 2008 Note: Does not program types under 1% of spend Source: TNS Media Intelligence
    • TV Spending by Month 2008 Source: TNS Media Intelligence
    • 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
    •  
      • "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.”