Media Pl Norelco


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  • Media Pl Norelco

    1. 1. Norelco 1 Media Planning New Bodygroomer enlightens 4 million young men
    2. 2. Team member introduction slide <ul><li>Ellen </li></ul><ul><li>Gordana </li></ul><ul><li>Rodrigo </li></ul><ul><li>Jonathan </li></ul>
    3. 3. Statement of purpose <ul><li>Reaching a younger market </li></ul><ul><li>By introducing New Norleco Bodygroomer with reduced cost, yet upholding quality, we will develop a media strategy that will appeal to non-traditional younger Norelco audience and build a budget to reach these new audiences </li></ul>
    4. 4. Background research <ul><li>2005 - Philips launches new shaver- The smart touch shaver-XL provided a halo effect of its “Sense and Simplicity” campaign </li></ul><ul><li>Main competitors- Sony, Braun and Gillette </li></ul><ul><li>2006- Noreloco achieved 200% of the original sales goal and 47% of people recommended the product to a friend after viewing the website </li></ul><ul><li>Nearly 50 % of shaver purchases were gifts and 75% of those were bought by women for men </li></ul><ul><li>As of 2007 unification of all Philips’ products and new media approaches: </li></ul><ul><li>- Norelco with Philips logo- stronger brand acknowledgment </li></ul><ul><li>- New TV, print and on-line elements </li></ul><ul><li>- for women “typical male shaving dilemmas” </li></ul><ul><li>Seen at: </li></ul><ul><li>- 2002- James bond movie campaign </li></ul><ul><li>- 2006 - Norelco at Super Bowl reaching more than 200,000 fans </li></ul><ul><ul><ul><li>- Howard Stern’s Satellte Radio - in 5 days in May website drew more than 250,000 visitors </li></ul></ul></ul>
    5. 5. Background research <ul><li>Some important ratings in 2006: </li></ul><ul><li>Amazon- No.1 shaver in health and personal care category </li></ul><ul><li>Adweek - best use of viral in advertising campaign </li></ul><ul><li>Business week- voted one of the best products and best sales pitch of the year </li></ul><ul><li>Interbrand- Phillips ranked 48 earning more than $1 billion in brand value in 2006 </li></ul><ul><li>Vehicles used: </li></ul><ul><li>PRN ( Premier Retail Networks)- in store advertising: Wall Mart, Costco, Sears, Best Buy, Circuit City reaching 250 million shoppers weakly </li></ul><ul><li>Online presence- sucessfully reached men 25-45 </li></ul><ul><li>Holiday microsite created to target women -they were directed to the site from, ivillage,, MSN and Yahoo </li></ul><ul><li>Great response to campaign “ Trim more than tree this holiday” </li></ul><ul><li>In video game advertising: partnership with Nivea for Men- Ubisoft’s video game </li></ul>
    6. 6. Background research Where past meets the future <ul><li>This media campaign will be a continuation of the previous one with a similar direction, but aimed towards younger audience </li></ul><ul><li>Main focus- Word of mouth advertising through: </li></ul><ul><li>Online / Viral </li></ul><ul><li>Radio </li></ul><ul><li>Out-of-home placement </li></ul>
    7. 7. Media direction/target audience <ul><li>Demographics: </li></ul><ul><li>Young adult males, 18-34 </li></ul><ul><li>White and Hispanic (women during the holiday season) </li></ul><ul><li>College educated, urban, sophisticated, entering workforce: office jobs, maintenance field, or construction workers </li></ul><ul><li>Image conscious, single or engaged </li></ul><ul><li>Income ranges $45K-$75K </li></ul><ul><li>Geographics </li></ul><ul><li>DMA: New York and San Francisco </li></ul>
    8. 8. Media direction/target audience <ul><li>Psychographics: </li></ul><ul><li>Reading habits: GQ, Men’s Fitness,Men’s Health, Sports Illustrated, Maxim, FHM, Stuff </li></ul><ul><li>Radio: “ La Mega” (NYC), Satellite Radio, sporting events over the radio </li></ul><ul><li>Computer savvy, frequent internet users, chats </li></ul><ul><li>Strongly engaged in online and video gaming </li></ul><ul><li>High interest in sport, attend rock music performance, likes the beach, billiards/pool </li></ul><ul><li>Frequent music listeners/downloads, night clubs, automobile interest </li></ul>
    9. 9. Media direction/ Target Audience <ul><li>Has to be calculated = Jonathan </li></ul><ul><li>2 DMA </li></ul><ul><li>San Francisco- whites </li></ul><ul><li>New York- Hispanic </li></ul>
    10. 10. Media direction / Timing - Budget <ul><li>Timing - Q4 </li></ul><ul><li>Seasonality: Holiday season- Christmas time </li></ul><ul><li>Task Method </li></ul><ul><li>Budget Amount: </li></ul><ul><li>Plan A= $4 Million </li></ul><ul><li>Plan B= additional $4 Million </li></ul><ul><li>Plan C= “aggressive” extra $2 Million </li></ul>
    11. 11. Media Placement – Plan A <ul><li>Online and out-of-home: </li></ul><ul><li>Garbage cans, radio, wrap advertisement, billboard, Times Square </li></ul>
    12. 12. Media Placement – Plan B <ul><li>$4 mil magazine Product Placement Timothy Olyphant “Hitman” </li></ul>
    13. 13. Media Placement – Plan C <ul><li>More Media </li></ul><ul><li>$2 Million Giveaway </li></ul><ul><li> </li></ul>
    14. 14. Media direction / Timing - Budget <ul><li>g </li></ul>
    15. 15. Media Objectives/direction/ target audience <ul><li>To appeal to younger male White and Hispanic audience age 18-34 </li></ul><ul><li>To raise product awareness in this age group by 30% over 4 month period time in San Francisco and New York DMAs </li></ul>
    16. 16. Media Tactics: How do we tend to accomplish the objective? <ul><li>Mainly through the use of Online/viral, radio,video games (Second Life), and outdoor placement </li></ul><ul><li>Very little presence in the magazines like Sports Illustrated, Maxim, Latina (Plan B) </li></ul><ul><li>Whisper media our MAIN focus </li></ul>
    17. 17. Media considerations <ul><li>Medias we chose appeal to younger audience and had been proven as successful in previous campaign </li></ul><ul><li>We are dropping newspapers because they translate to older group </li></ul><ul><li>Also, we are not choosing TV because of its high cost and not effective in word-of -mouth </li></ul><ul><li>Radio we chose because we can make a synegry with online and outdoor campaign - our choices: </li></ul><ul><ul><ul><ul><li>New York: Z100, La Mega </li></ul></ul></ul></ul><ul><ul><ul><ul><li>San Francisco Modern AC - “Zrock” </li></ul></ul></ul></ul>
    18. 18. Creative Considerations <ul><li>1. </li></ul><ul><li>meets at bars- sponsoring the events </li></ul><ul><li>facebook- creating our own event; specific age group invite, giving away free shaver </li></ul><ul><li>youtube competition for the best shave- prize 100, 000 cash </li></ul><ul><li>Women- magazine spreads “give a gift to yourself” </li></ul>
    19. 19. <ul><li>Outdoors </li></ul><ul><li>Street teams </li></ul><ul><li>Wrap advertisement </li></ul><ul><li>Wall wraps </li></ul><ul><li>Garbage wraps </li></ul><ul><li>Radio- advertisement for you tube competition </li></ul>
    20. 20. Special media <ul><li>2 weeks in park interactive games </li></ul><ul><li>Example: one of the main parks in the city Union Square </li></ul><ul><li>Out-of home billboards, garbage cans: </li></ul><ul><li>“ Shaved your tree already?” it will send them to viral advertisement and give them instructions for the you tube competition </li></ul><ul><li> </li></ul><ul><li>Ornaments on the trees with the website name </li></ul>
    21. 21. Special Ethnic Test Activity