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Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
Pantene Pro-V
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Pantene Pro-V

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Integrated Marketing Campaign

Integrated Marketing Campaign

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  • Not only to get on the show but also to create gift bags for all audience members including “go red” and Pantene products.
  • Internet Budget OK’d by Mee for 10% total budget
  • Upped production to 11,000 – 2 similar but different ads that will appear in each publication, the production will cost $5,500 per ad. Example: One “go red” 1 our actual ad
  • Transcript

    • 1. Jen Burke Sarah D’Autilio Ashley O’Brien Lindsay Robichaud
    • 2. Background… <ul><li>Est. 1947 by Swiss drug manufacturer Hoffman-LaRoche. </li></ul><ul><li>European shampoo company until 1983 acquired by Richardson-Vicks </li></ul><ul><ul><li>Expanded line to 100 products </li></ul></ul><ul><ul><li>Sold in salons & department stores. </li></ul></ul><ul><ul><li>Expanded coverage to U.S. and Canada </li></ul></ul><ul><li>Richardson-Vicks acquired in 1985 by P&G </li></ul><ul><li>Expanded line and sales outlets to drug and variety stores. </li></ul><ul><li>Currently, world's number one selling line of shampoo, conditioner, hair color, hair spray and other similar products.  </li></ul>
    • 3. Financials… <ul><li>Annual Sales: $3 billion </li></ul><ul><li>Annual Units Sold: $500 million </li></ul><ul><li>Retail Price: $7.99 </li></ul><ul><li>Wholesale Price: $6.00 </li></ul><ul><li>Gross Margin (20%): $1.20 </li></ul><ul><li>Budget: $10 million </li></ul><ul><li>A to S Ratio: $10 million/$3 billion: 3.3% </li></ul><ul><li>GMROI: $10 million/$1.20 </li></ul><ul><ul><li>Must sell 8,333,333 units to cover cost of IMC campaign </li></ul></ul>
    • 4. TAM~SAM~PSM <ul><li>TAM – males/females (25-35) </li></ul><ul><ul><li>44 million people </li></ul></ul><ul><ul><li>Psychographic – professional females </li></ul></ul><ul><ul><ul><li>15,400,000 million females </li></ul></ul></ul><ul><li>SAM – 99% penetration </li></ul><ul><ul><li>15,246,000 females </li></ul></ul><ul><li>PSM – current (40%) – 6,098,400 females </li></ul><ul><ul><li>Goal (+10%) – 7,623,000 </li></ul></ul><ul><ul><li>We would have to gain 7,623,000 to increase our current share by 10% </li></ul></ul>
    • 5. Positioning Statement… <ul><li>For females ages 25-35, Pantene Pro-V is the product of hair care that uses key nutrients to create confidence by providing you with silky smooth hair and a fresh scent for a clean, look at me feeling . </li></ul>
    • 6. The Message… Hair SO good…he won’t be able to keep his hands off it!!
    • 7. More Message Ideas… Hmmm… Should I…? (Sniffing) Thinking about touching and smelling her hair . Pantene Product User Fresh Scent
    • 8. PR… Buzz/WOM… $100,000 $300,000 <ul><li>Press release </li></ul><ul><ul><li>Notify public about “Go Red” campaign </li></ul></ul><ul><li>Public service </li></ul><ul><ul><li>Run ads about “Going Red” for women’s heart health </li></ul></ul><ul><ul><li>For every red bottle sold $1.00 will be donated to women’s heart health </li></ul></ul><ul><li>Leverage Icon: Oprah </li></ul><ul><ul><li>Oprah with Doctor Oz on Women’s Heart Health </li></ul></ul><ul><ul><li>Mention that for every bottle of “red” Pantene sold $1.00 will go to the American Heart Association </li></ul></ul>
    • 9. New “ Red ” Bottle… (Rough Sketch) PANTENE PRO-V
    • 10. TV… Show Rating   Frequency   GRPs What Not to Wear 5 x 2 = 10 America's Next Top Model 5 x 2 = 10 Extreme Makeover: Home 8 x 2 = 16 Desperate Housewives 8 x 2 = 16     Total GRPs   52       Media 5,440,000 GRP one week = 52 Frequency (per show) 200,000 GRP one month = 208   200,000 GRP two months = 416   200,000     200,000   Production 30000   TOTAL $6,270,000        
    • 11. Internet… Trade… <ul><li>Cross Promotion: </li></ul><ul><ul><li>Pantene with hair care accessories from Revlon </li></ul></ul><ul><li>Co Promotion: </li></ul><ul><ul><li>CVS: When you use your extra care card to purchase Pantene products you will receive extra dollars back </li></ul></ul>Cost per click through   Total # of visitors 33,300,000 5% click through 5%   1,665,000 Cost per click-through $0.60   $999,000 Total Sales from Campaign Total # of visitors 33,300,000 5% click through 5%   1,665,000 10% purchase product 10%   166,500 Cost of product $7.99 $7.99 Profit from Electronic $1,330,335
    • 12. Sponsorship… <ul><li>Locks of Love </li></ul><ul><ul><li>1,000 people to donate their hair </li></ul></ul><ul><ul><li>Pantene will pay $1,000 per child to cover a full cranial prosthesis </li></ul></ul>Sponsorship Locks of Love - Event 150,000 Matching contributions 100,000 TOTAL 250,000
    • 13. Outdoor… Medium Reach   Impressions   GRP Billboard – RT. 93 75 x 2 daily = 150 MBTA - mobile spots 50 x 2 daily = 100 Park Bench – multiple 10 x 2 daily = 20     Total GRPs   270 Billboard       Media 500,000   Production 50,000       GRP one day = 270 MBTA   GRP one month = 8,100 Media 250,000 GRP two months = 16,200 Production 20,000         Park Bench     Media 8,000   Production 1,000         TOTAL $829,000        
    • 14. Print… Magazine Reach   Frequency   GRPs Cosmopolitan - May 25 x 2 = 50 Cosmopolitan - June 25 x 2 = 50 People - May 25 x 2 = 50 People - June 25 x 2 = 50 Shape - May 25 x 2 = 50 Shape - June 25 x 2 = 50 Women's Health- May 25 x 2 = 50 Women's Health - June 25 x 2 = 50     Total GRPs   400 Media 160,000   Frequency (per publication) 10,000       10,000 GRP one month = 200 10,000 GRP two months = 400   10,000     10,000     10,000     10,000     10,000   Production 11,000   TOTAL $251,000  
    • 15. Thank You! Questions…Comments.

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