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Media Pl Norelco

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