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Schick Quattro Media Plan 2008 - 2009

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Media Plan Project

  1. 1. Class: Media for Account Managers Date: 04/12/2008 Instructor: Colette Brochu Media Plan 2008 - 2009 Group Members: Danielle Alena Eric
  2. 2. <ul><li>Background Overview </li></ul><ul><li>Media Objectives </li></ul><ul><li>Media Strategies </li></ul><ul><li>Media Execution </li></ul>
  3. 3. Background <ul><li>Brand History </li></ul><ul><li>Marketing & Advertising Objectives, </li></ul><ul><li>Role of this Media Plan </li></ul><ul><li>(Refer to the case study in Canadian Advertising in Action) </li></ul>
  4. 4. Background <ul><li>Recent marketing activity saw the Schick brand increase share from 14 to 18% </li></ul><ul><li>4% Growth for Schick at expense of Gillette/Bic </li></ul><ul><li>Gillette share now 73% </li></ul><ul><li>Better to use a younger target market strategy to build customer loyalty to the brand </li></ul><ul><li>Gillette is expected to continue with product innovation strategies and big advertising dollars </li></ul><ul><ul><li>Source 2008 Marketing Plan (CAinA) </li></ul></ul>Source: CAIA 8 th Edition 2008 Quatttro Razor Brief
  5. 5. Role of Media Plan <ul><li>To increase market share of Schick Quattro from 9 to 10 percent in 2008 </li></ul><ul><li>Generate sales revenue of $20,800,000 </li></ul><ul><li>To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results , and freer skin, to any competing product on the market, particularly Gillette Mach 3 Turbo. </li></ul>Source: CAIA 8th Edition 2008 Quatttro Razor Brief
  6. 6. Objectives
  7. 7. Target Demographics <ul><li>The primary focus will be on a younger male demographic with an understanding that anyone from 16-49 are potential targets. We want to build brand loyalty early. </li></ul><ul><li>We will focus on razor consumers that are medium-heavy users (defined as 3-6+ per week) : </li></ul><ul><li>Core Target: </li></ul><ul><ul><li>Men 18-34 Eng Can </li></ul></ul><ul><ul><li>Secondary </li></ul></ul><ul><ul><li>Men 35-49 Eng Can </li></ul></ul>Source: PMB 2007 2 Year Study See Appendix 1
  8. 8. Target Psychographics Primary <ul><li>Athletic </li></ul><ul><ul><li>Very physical, play and watch sports and enjoy the outdoors </li></ul></ul><ul><ul><li>Watch sports regularly </li></ul></ul><ul><li>Buy now and pay later </li></ul><ul><ul><li>They live pay check to pay check </li></ul></ul><ul><ul><li>Social, time pressed individuals who are always on the move </li></ul></ul>Source: PMB 2007 2 Year Study See Appendix 2
  9. 9. Target Psychographics <ul><li>Tech interested </li></ul><ul><ul><li>Know how to set PVR and want HD and surround sound but they wait until it gets to the mass market </li></ul></ul><ul><li>Social Butterflies </li></ul><ul><ul><li>They like to entertain at home </li></ul></ul><ul><ul><li>Going out with friends for a beer to watch the game </li></ul></ul><ul><ul><li>They go out to the bars and nightclubs </li></ul></ul>Source: PMB 2007 2 Year Study See Appendix 2
  10. 10. Target Psychographics <ul><li>Pop culture minded </li></ul><ul><ul><li>Their favourite movies are comedies and action </li></ul></ul><ul><ul><li>Go to restaurants and Eat a lot of take out </li></ul></ul>Source: PMB 2007 2 Year Study See Appendix 2
  11. 11. Meet “James” <ul><li>James is your average Quattro razor user </li></ul><ul><li>He is single 24 years old and just starting out in the working world </li></ul>Single and urban Spends 13.1 hours online weekly Watches sports & is active Source: PMB – See appendix for detailed analysis Spender not saver Watches 21.38 hrs of TV a week Reads 5 magazines a month Likes to go to the bars Drives 162 km weekly Eat a lot of take out Entertains at home regularly
  12. 12. Media Habits <ul><li>Average consumers of television, radio, newspapers, and shopping at the mall. </li></ul><ul><li>Less likely to surf the web, drive long distances and take public transit. </li></ul>Source: PMB 2007 2 Year Study Average Weekly Media Consumption Usage Index 18-34 Usage Index 35-49 Television 21.23 hrs 93 20.38 hrs 112 Radio 19.62 hrs 104 20.05 hrs 94 Magazines 3.67 hrs 100 3.28 hrs 112 Internet 13.08 hrs 124 9.57 hrs 110 Community Newspapers 0.37 hrs 92 0.4 hrs 100 Daily Newspapers 5 issues 100 5 issues 100 In-town Travel 162 km driven 99 191 km driven 86 Mall Visits 2 issues 100 2 issues 100 Public Transit 11 trips 110 9 trips 90
  13. 13. Media Habits - Television <ul><li>DAYPARTS </li></ul><ul><ul><li>84% of our target males 18-34 watch during evening at 7-11pm with 56% watching between 5-7pm </li></ul></ul><ul><li>Channels </li></ul><ul><ul><li>They watch the Comedy Network, Spike and The Discovery Channel </li></ul></ul><ul><li>PROGRAMMING </li></ul><ul><ul><li>They prefer watching movies, sports, comedies, business news, and current affairs. </li></ul></ul>21.38 Hours/Week Source: PMB 2007 2 Year Study See Appendices 3, 4, 4a & 4b
  14. 14. Media Habits - Radio <ul><li>DAYPARTS </li></ul><ul><ul><li>Most likely to listen in the morning and afternoon with the morning commute to school and work being the most popular time. </li></ul></ul><ul><li>STATION FORMATS </li></ul><ul><ul><li>They prefer classic rock, modern rock, news, and sports news. </li></ul></ul>19.62Hours/Week Source: PMB 2007 2 Year Study See Appendix 5
  15. 15. Media Habits - Print <ul><li>NEWSPAPER SECTIONS </li></ul><ul><ul><li>Men are most likely to read news and sports </li></ul></ul><ul><ul><li>64% have read the paper in the last week. </li></ul></ul><ul><li>MAGAZINES </li></ul><ul><ul><li>Spent 3.7 hours reading an average of 5 magazines per month. </li></ul></ul><ul><ul><li>Most likely to read: </li></ul></ul><ul><ul><li>- Sports magazines like Sports Illustrated, People and news like Maclean’s </li></ul></ul>5 Daily Newspapers Per Week Source: PMB 2007 2 Year Study See Appendices 6 & 7 5 Magazines per Month
  16. 16. Media Habits - Internet <ul><li>Target spends over 13 hours per week online. </li></ul><ul><li>Most popular websites for our primary target market are search engines, entertainment and banking </li></ul><ul><li>Our secondary market men 35-49 spends over 25% less time online than our primary market </li></ul><ul><li>The go to sites like tsn.ca, cnnsi.com and muchmusic.com </li></ul>6.8 Hours Per Week Source: PMB 2007 2 Year Study See Appendix 8
  17. 17. Media Habits - Outdoor <ul><li>Our primary target travels outside the home regularly. Mainly to and from work. </li></ul><ul><ul><li>Our primary market travels 162 km a week with our secondary market traveling 192 km a week. </li></ul></ul><ul><ul><li>7 trips on public transit </li></ul></ul><ul><ul><li>2 trips to the mall </li></ul></ul>
  18. 18. Regionality - CDI <ul><li>Category Development </li></ul><ul><li>The category weak in Quebec which is undeveloped and strongest in Alberta, with BC, Atlantic Canada and Ontario following. </li></ul><ul><ul><ul><li>The Prairies and the west are more developed </li></ul></ul></ul><ul><ul><ul><li>Alberta has the highest CDI but Ontario the largest population </li></ul></ul></ul>Source: PMB 2006 Data See Appendix 9
  19. 19. Regionality - BDI <ul><li>Schick Quattro </li></ul><ul><li>The market is well developed in Atlantic Canada, Ontario and Alberta which are prime for advertising support because of strong BDI and CDI </li></ul><ul><ul><li>Quattro is weak in Quebec, Manitoba and British Columbia </li></ul></ul><ul><ul><li>Mach 3 is strong in BC, Manitoba and Saskatchewan </li></ul></ul><ul><ul><li>All listed brands show a weakness in Quebec whose index is below average for their population </li></ul></ul>Source: PMB 2006 Data See Appendix 9
  20. 20. Regionality - BDI <ul><li>Schick Quattro </li></ul><ul><li>Very little to no advertising support should go Quebec which is undeveloped </li></ul><ul><li>Limited support in Manitoba, Saskatchewan and BC. </li></ul><ul><ul><li>Mach 3 dominates in Atlantic Canada and is Strong in Ontario and Alberta </li></ul></ul><ul><ul><li>Manitoba and Saskatchewan have a high CDI but low BDI and may require some attention </li></ul></ul>Source: PMB 2006 Data See Appendix 9
  21. 21. Seasonality <ul><li>The strongest sales period for Quattro razors is May to September with it following category sales </li></ul><ul><ul><li>Demand drops off during the winter and increases in the spring and summer with demand dropping in the fall and rising at year end. </li></ul></ul>Source: PMB 2006 Data See Appendix 10
  22. 22. Sales of Main Razor Brands Source: PMB 2006 Data See Appendix 10
  23. 23. Media Objectives <ul><li>Weight Emphasis </li></ul><ul><ul><li>We want to reach 90% of our market over the course of our campaign. It will not run consecutively throughout the year but instead use a flighted schedule to prevent consumer fatigue and promote cost efficiency </li></ul></ul><ul><ul><li>Building frequency to keep the brand top of mind over the course of the campaign. </li></ul></ul>
  24. 24. <ul><li>Television </li></ul><ul><li>Weighted in favour of large markets such as Toronto, Ottawa etc. </li></ul><ul><li>GRPs are grouped to allow more of the budget to be allocated to the major markets </li></ul><ul><li>Flights are grouped for best impact during best sales periods </li></ul><ul><li>Weight levels start at a heavy impact level then lower to sustain the campaign </li></ul>Weight Emphasis <ul><li>Out Door </li></ul><ul><li>Weighted evenly throughout the year and across all markets. </li></ul><ul><li>In terms of cost, it varies per market with Toronto being the most expensive </li></ul><ul><li>Outdoor is being used as an effective reach medium (85-90%) to establish new customers while its frequency is focused throughout the year. </li></ul>
  25. 25. Creative Considerations <ul><li>The following creative units are available: </li></ul><ul><li>Television </li></ul><ul><ul><ul><li>:30 & closed captioning (2 executions) </li></ul></ul></ul><ul><li>Print </li></ul><ul><ul><ul><li>Full-Page 4-Colour </li></ul></ul></ul><ul><ul><ul><li>Magazine or Newspaper format </li></ul></ul></ul>
  26. 26. $ Budget $ <ul><li>Period: January – December 2009 </li></ul><ul><ul><li>3,000,000 Net Canadian </li></ul></ul><ul><ul><li>Excluding production costs focus is on media costs </li></ul></ul>
  27. 27. Strategies
  28. 28. <ul><li>We are going to choose a strong media mix including television, outdoor and online websites specific to our target market. </li></ul><ul><li>The primary medium will be television </li></ul><ul><ul><li>It produces a high reach and frequency of our primary and secondary markets </li></ul></ul><ul><ul><li>Our goal is to reach 75% of those 18-24 years old </li></ul></ul><ul><ul><ul><li>(eg. This medium is excellent at building frequency which will enable the brand to keep top-of-mind awareness) </li></ul></ul></ul>Media Recommendations
  29. 29. <ul><li>Television </li></ul><ul><ul><li>Television is recommended because: </li></ul></ul><ul><ul><ul><li>It can be specifically targeted using specialty channels for our market like news and sports </li></ul></ul></ul><ul><ul><ul><li>Our primary target market watch 21.38 hours of television a week </li></ul></ul></ul><ul><ul><ul><li>It builds reach quickly compared to print which is important to have our market make a trial purchase. </li></ul></ul></ul>Media Recommendation Cont…
  30. 30. Media Recommendations Cont… <ul><li>Outdoor </li></ul><ul><ul><li>Outdoor is recommended because: </li></ul></ul><ul><ul><ul><li>It builds very high frequency quickly over a short period of time </li></ul></ul></ul><ul><ul><ul><li>Our primary target market drives 162 km and secondary market 192 km a week in-town which make this a great sustaining medium. </li></ul></ul></ul>
  31. 31. Media Recommendation Cont… <ul><li>Interactive </li></ul><ul><li>We have chosen interactive because: </li></ul><ul><ul><li>Our target audience spends 13.1 hours online and it is a medium whose use is increasing for the younger demographic </li></ul></ul><ul><ul><li>It is an interactive media and is often the first stop when this target is looking for information </li></ul></ul><ul><ul><li>It is a cost effective medium with a much lower total cost for an entire year </li></ul></ul>
  32. 32. <ul><li>Newspaper </li></ul><ul><ul><li>It was not considered for our plan due to its high cost when compared with other media </li></ul></ul><ul><ul><li>It is a media that is not heavily favoured by our primary target market males 18-34 years old </li></ul></ul><ul><ul><li>The poor reproduction, necessary insertions and throw away nature of the medium means that developing frequency is costly that limits is viability for our campaign </li></ul></ul><ul><ul><li>It may be useful in targeting the secondary market but for our primary it is not a good fit for their media habits </li></ul></ul>Media Considered (Not Recommended)
  33. 33. Media Recommendation (Not Recommended) Cont… <ul><li>Radio </li></ul><ul><li>We have decided not to use radio because: </li></ul><ul><ul><li>High cost for national coverage </li></ul></ul><ul><ul><li>A secondary medium that may not hold attention of the audience because they can be doing something else </li></ul></ul><ul><ul><li>It is a media that builds frequency and lacks visuals but when combined with outdoor or as it is known as out of home can be effective and may be used for our secondary market </li></ul></ul>
  34. 34. Media Recommendation (Not Recommended) Cont… <ul><li>Magazine </li></ul><ul><li>Advertising in magazines was not seen as effective medium to use. </li></ul><ul><li>While shelf life is a benefit to magazines, for our goals of initial heavy weights and sustaining throughout the year, we found magazines would be a weak medium </li></ul><ul><li>A combination of Television, Outdoor, and Online proved to be more effective. </li></ul><ul><li>A targeted campaign using print in very targeted magazines may be used if warranted by an increase in readership by our target market </li></ul>
  35. 35. Budget Breakdown Per Medium
  36. 36. Execution
  37. 37. Media Execution <ul><li>We will be using specifically targeted online websites. </li></ul><ul><ul><li>Advertising will be executed using different sizes; rectangle, leaderboard, and skyscraper. </li></ul></ul><ul><ul><li>Website types to be included are sports, news and magazines. </li></ul></ul>
  38. 38. Media Execution <ul><li>Television </li></ul><ul><ul><li>The market list for the campaign includes major cities from across Canada. Since television has a high reach, it is important to use it as a reminder. The GRP levels and flighting are adjusted per market according to CDI and BDI results. </li></ul></ul><ul><ul><li>The weight levels start off strong in the first few weeks of the campaign and then taper off to sustain the campaign. </li></ul></ul>
  39. 39. Media Execution <ul><li>Atlantic Canada has a high index (186) so it is better to have lower GRPs because of already existing high usage. </li></ul><ul><li>Ontario has a slightly longer campaign due to market size and have higher GRP. </li></ul><ul><li>Man/Sask and BC have a similar plan with the goal of increasing usage in both. </li></ul><ul><li>Alberta is an already active user so the weight levels are designed to sustain the brand with an opportunity to increase to new users. </li></ul>
  40. 40. Media Execution <ul><li>For Outdoor we will focus on Horizontal Boards for most markets and use Vertical Boards in larger markets where available to build frequency in places like Toronto. </li></ul><ul><li>Vertical Boards will be used because they have a slightly higher reach and frequency than traditional boards. </li></ul><ul><li>GRP Levels – 25 GRP’s Daily </li></ul><ul><ul><li>Atlantic - St. Johns, Halifax, Moncton </li></ul></ul><ul><ul><li>Ontario - Toronto, Ottawa </li></ul></ul><ul><ul><li>Man/Sask - Winnipeg, Regina </li></ul></ul><ul><ul><li>Alberta - Edmonton, Calgary </li></ul></ul><ul><ul><li>BC - Vancouver </li></ul></ul>
  41. 41. Shick Quattro 2009 Media Plan January 2009 - December 2009 Executive Summary Medium Creative Unit Summary Details R/F Summary Total Cost % of Total Expeditures                 (timing, weight, top line details)   $ Gross   Television :30 Flighted Spring, Summer and Fall 92% R / $1,596,884 53% St. John's   12.2 - 14.13 F     Halifax   ► 100 GRPs/week x 2 wks       Saint John/Moncton   ► 75 GRPs/week x 2-4 wks                 Ottawa (E)   ► 50 GRPs/week x 12-16 wks       Toronto                       Winnipeg           Regina                       Calgary           Edmonton                       Vancouver           Outdoor   Flighted Spring, Summer and Fall 84 - 90% R / $1,295,950 43% Calgary CMA VP   53.0 - 65.5 F     Edmonton CMA VP ► 25 Daily GRPs       Halifax CMA HP ► 5 Flights       Moncton CA HP         Toronto CMA VP         Vancouver CMA HP         Winnipeg CMA HP         St. John's CMA HP         Ottawa-Hull CMA (Ontario) HP         Regina CMA VP         Online   Flighted Winter, Spring, Summer and Fall   $107,500 4% Cbc.ca Skyscraper         Tsn.ca Skyscraper ► 100 000 impressions/site       Muchmusic.com Leaderboard ► 100 000-600 000 impressions       Fantasysports.yahoo.com Leaderboard per month       Cnnsi.com Rectangle ► 4.2 million planned impressions       Maxim.com Rectangle         Total Expenditure       $3,000,334 100%
  42. 42.
  43. 43. Costing Detail and Summary Charts See Attached File =)
  44. 44. Plan Appendices
  45. 45. <ul><li>Checklist: </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><ul><li>2 Slides </li></ul></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><ul><li>2 Slides </li></ul></ul></ul><ul><ul><li>TV Dayparts </li></ul></ul><ul><ul><li>TV Genres </li></ul></ul><ul><ul><li>Specialty Stations </li></ul></ul>Appendix Index <ul><ul><li>Radio Usage </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><ul><li>Magazines (including cost ranking) </li></ul></ul><ul><ul><li>Regional/Seasonal Sales (from brief) </li></ul></ul>
  46. 46. Appendix 1 - Demographics Source: PMB 2007 2 Year Study Demographics - Male 18-34     Education Vertical % Index Education (Summary)[Secondary High School Graduate] 40.43 146 Education (Summary)[Trade Certificate Diploma] 13.87 94 Education (Summary)[Universit yOther Non- University Cert.] 19.38 102 Employment     Employment Status[Full-Time] 66.31 104 Employment Status[Part-Time] 15.33 263 Employment Status[Not Employed] 18.33 61 Personal Income     PI under 10k-19k 32.25 139 PI 20k-34k 21.21 98 PI 35k-49k 19.14 97 IP 50k-99k 17.79 68 PI 100k-+150k 2.43 36 Where are they located     Region[Atlantic] 6.79 93 Region[Quebec] 23.03 96 Region[Ontario] 38.91 101 Region[Prairies] 18.15 109 Region[British Columbia] 13.08 97
  47. 47. Appendix 1 - Demographics Urban Vertical % Index Community Size[1,000,000+] 36.59 106 Community Size[500,000- 999,999] 18.49 110 Community Size[100,000- 499,999] 14.91 99 Community Size[30,000-99,999] 10.24 107 Community Size[10,000-29,999] 3.21 92 Marital Status Vertical % Index Marital Status[Single] 62.44 230 Marital Status[Married Or Living Together] 35.86 56
  48. 48. Appendix 2 - Psychographics Source: PMB 2007 2 Year Study Psychographics - Male 18-34     Finances Vertical % Index Agree - I Am More Of A Spender Than A Saver 40.73 122 Agree (1-2) - To spend/buy something new is one of life's greatest pleasures 37.8 120 Agree - I Spend Money More Carefully Than I Used To 52.56 91 Agree - I Will Welcome The Cashless Society 32.38 121 Agree - My Main Goal Is To Make Great Deal Of Money Quickly As Possible 39.97 136 How he feels Vertical % Index Agree - My Confidence Is Greatly Enhanced When I Look Best 41.59 102 Agree (1-2) - I like to be informed of new prods/svces so I can use them 29.72 116 Agree - Flying A Plane Is An Enviable Human Experience 41.85 110 Agree (1-2) - I often do something simply to prove to myself that I can 60.88 104 Electronics Vertical % Index Agree - I Generally Wait For Lower Price Before Purch. Electronic Equipment 62.29 100 Agree - I Have Difficulty Programming My VCR 13.91 56 Agree - I Tend To Be First To Own New Electronic Products 19.82 149
  49. 49. Appendix 2 - Psychographics Source: PMB 2007 2 Year Study Physically Active Vertical % Index Agree - I Like Activities Which Push My Mental/ Physical Limits 55.39 118 Agree - I Closely Follow At Least One Sport Throughout Its Season 46.25 106 Agree - I Enjoy Keeping Fit 52.5 111 Agree - Regular Exercise Is An Important Part Of My Life 48.98 95 Agree - I Love Fresh Air And Outdoor Activities 68.77 100 Very Social Vertical % Index Attended Past 12 Months -Nightclubs/Bars 42.64 145 How Used Restaurant Past 30 Days-Eat-In 68.05 106 Agree - I Enjoy Entertaining 50.89 115 Enjoys going out to eat Vertical % Index How Used Restaurant Past 30 Days- Delivery 35.31 128 How Used Restaurant Past 30 Days-Drive Thru 45.86 131 How Used Restaurant Past 30 Days-Eat-In 68.05 106 How Used Restaurant Past 30 Days-Take- Out 40.89 109
  50. 50. Appendix 3 – TV Dayparts Source: PMB 2007 2 Year Study % of Target group – Men 18-34 TV Dayparts Vertical % Index Watch TV - 5 Days A Week 74.04 95 Watch TV - 6 a.m. - 5 p.m. 34.39 84 Watch TV - 5 p.m. - 7 p.m. 52.39 87 Watch TV - 7 p.m. - 11 p.m. 84.8 99 Watch TV - Saturday 81.24 99 Watch TV - Sunday 86.48 101 Watch TV - 11 p.m. - 6 a.m. 26.26 104
  51. 51. Appendix 4 – TV Genres Source: PMB 2007 2 Year Study TV Genres Vertical % Index Watch Business News 42.51 104 Watch Documentaries/ Biographies 40.51 106 Watch Family Dramas 29.09 115 Watch Instructional Shows - Home Improvement (Gardening/Decor) 31.36 120 Watch Movies 62.69 102 Watch Nature Shows 29.55 100 Watch News/Current Affairs 55.22 104 Watch Reality TV 31.75 117 Watch Situation Comedies 40.84 112 Watch Sports 46.53 99 Watch Suspense/Crime Dramas 45.48 108
  52. 52. Appendix 4a – Speciality Channels Speciality Channels Vertical % Index Watch - Arts & Entertainment (A&E) 37.15 115 Watch - Cable News Network (CNN) 23 111 Watch - CBC Newsworld (NW) 22.64 100 Watch - Comedy Network (COM) 24.42 96 Watch - Community Cable/Community Channel (COMM) 5.66 98 Watch - Country Music Television (CMT) 14.58 104 Watch - CTV Newsnet (NN) 18.03 98 Watch - Discovery Channel - Canadian (DIS) 37.91 99 Watch - HGTV (Home & Garden Television) Canada (H&G) 23.59 113 Watch - History Television (HIS) 29.71 96 Watch - Outdoor Life Network (OLN) 20.04 121 Watch - Rogers Sportsnet (NET) 24.32 104 Watch - Showcase (SHO) 21.65 109 Watch - Space - The Imagination Station (SPC) 17.51 123 Watch - The Learning Channel (TLC) 26.65 113 Watch - The Score (SCR) 13.62 101 Watch - The Sports Network (TSN) 28.76 99 Watch - The Weather Network (TWN) 32.48 102 Watch - TNN/Spike TV (TNN) 24.28 105
  53. 53. Appendix 4b – Movies Movie Types Watched Vertical % Index Attended Movies In Past 12 Months 78.99 129 Movie Type Attended -Action/Adventure 63.45 144 Movie Type Attended -Animated 24.79 168 Movie Type Attended -Comedy 57.82 149 Movie Type Attended -Drama 31 123 Movie Type Attended -Family/Children Oriented 11.74 94 Movie Type Attended -Foreign 9.14 161 Movie Type Attended -Horror 27.28 218 Movie Type Attended -Science Fiction 28.4 169 Movie Type Attended -Other 11.44 161
  54. 54. Appendix 5 – Radio Usage Source: PMB 2007 2 Year Study Radio Dayparts Vertical % Index Listen To Radio - 6 a.m - 10 a.m. 64.14 28.37 Listen To Radio - 10 a.m - 3 p.m 42.54 30.64 Listen To Radio - 3 p.m - 7 p.m. 59.04 32.42 Listen To Radio - 7 p.m. to midnight 25.94 35.69 Listen To Radio - Midnight to 6 a.m. 7.5 34.97 Listen to Dadio Vertical % Index Listen To Radio - Weekends 62.72 28.86 Listen To Radio - Saturday 59.99 28.95 Listen To Radio - Sunday 53.62 28.52 Listen To Radio - Yesterday 70.09 29.11 Listen To Radio - 5 Days A Week 68.21 28.62 Radio Station Type Vertical % Index Radio Type - Album Rock/Classic Rock 52.45 134 Radio Type - All News 28.76 117 Radio Type - All Sports 15.99 107 Radio Type - Big Band/Music of Your Life 5.26 80 Radio Type - Classical/Fine Arts 11.19 101 Radio Type - Dance 9.64 99 Radio Type - Modern Rock/ Alternative Rock 30.9 119 Radio Type - Multicultural 6.48 108 Radio Type - New Country 21.95 116 Radio Type - News/ Talk/Information/ Sports 22.87 106 Radio Type - Oldies (50's, 60's, 70's) 22.64 96 Radio Type - Soft Music/Adult Contemporary 16.75 112 Radio Type - Top 40/ Current Hits 23.99 118 Radio Type - Tradional Country 14.74 94 Radio Programs and Sports Vertical % Index Radio Programs - listen to Humour 19.28 104 Radio Programs - listen to Newscasts 38.17 106 Radio Programs - listen to Phone-in Shows 17.6 109 Radio Programs - listen to Sports- News 27.94 107 Radio Programs - listen to Talk/ Information 27.97 115 Radio Programs - listen to Traffic 28.5 114 Radio Programs - listen to Weather 37.87 104 Radio Sports - listen to baseball 11.35 82 Radio Sports - listen to basketball 6.15 80 Radio Sports - listen to football 15.86 110 Radio Sports - listen to hockey 31.19 105
  55. 55. Appendix 6 – Newspapers Source: PMB 2007 2 Year Study Daily Newspapers Vertical % Index Daily newspaper - Personally read in past 7 days 64.17 102 Daily newspaper - read general news 56.5 105 Daily newspaper - read sports 33.83 99 Daily newspaper - read finance/ business 28.83 112 Daily newspaper - read entertainment/ movie/TV/radio 28.53 109 Daily newspaper - read editorial page(s) 22.05 95 Daily newspaper - read classified pages 22.38 112 Daily Newspaper - How Usually Read- Most/All Pages/ Section 14.25 104 Daily Newspaper - How Usually Read- Select Pages/ Sections Only 19.97 99 Daily Newspaper - How Usually Read- Select Pages/ Sections, Leaf Rest 23.53 109 Daily Newspaper - How Usually Read- Whole Paper Casually 8.33 95
  56. 56. Appendix 7 – Magazine Usage Source: PMB 2007 2 Year Study Magazines Read Cov% Index 89. Reader's Digest 21.8 80 96. Sports Illustrated 16 152 110. Tribute 14.6 230 82. People 13.9 135 70. Maclean's 12.8 97 103. TIME 12 94 81. Outdoor Canada 11.7 119 51. Golf Canada 10.9 122 35. Famous 10.9 217 37. FASHION Magazine 3.9 143 Average Weekly Media Consumption Usage Index Average Avg. # Of Issues Read Per Month (PMB Publications) 5 125 Average Avg. Hours Per Month (PMB Publications) 3.67 hrs 100
  57. 57. Appendix 8 – Internet Usage Source: PMB 2007 2 Year Study Internet Sites Visited Vertical % Index Internet/World Wide Web - Accessed Past Month 84.65 127 InternetWorld Wide Web-Types Personally Visited Last Month[Adult Entertainment (1- Year)] 17.23 183 InternetWorld Wide Web-Types Personally Visited Last Month[Automotive (1-Year)] 18.44 160 InternetWorld Wide Web-Types Personally Visited Last Month[Banking (1- Year)] 31.76 123 InternetWorld Wide Web-Types Personally Visited Last Month[Entertainment (Books, Games, Movies, Sports) 39.68 157 InternetWorld Wide Web-Types Personally Visited Last Month[Maps(1-Year)] 26.1 115 InternetWorld Wide Web-Types Personally Visited Last Month[SearchEngines (1-Year)] 42.54 121 InternetWorld Wide Web-Types Personally Visited Last Month[Weather (1- Year)] 25.74 109
  58. 58. Appendix 9 – Regional Index based on Brand Source: Media Brief
  59. 59. Appendix 10 – Seasonal Sales Source: Media Brief By Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec QUATTRO 7.7% 7.5% 7.6% 8.3% 8.4% 8.6% 9.1% 8.8% 8.7% 8.4% 8.3% 8.6% MACH 3 7.7% 7.5% 7.6% 7.8% 8.3% 8.9% 9.3% 8.9% 8.6% 8.0% 8.4% 8.9% M3 POWER 7.7% 7.5% 7.6% 7.8% 8.3% 8.9% 9.3% 8.9% 8.6% 8.0% 8.4% 8.9% ATRA, TRAC II 7.7% 7.5% 7.6% 7.8% 8.3% 8.9% 9.3% 8.9% 8.6% 8.0% 8.4% 8.9% SENSOR EXCEL 7.7% 7.5% 7.6% 7.8% 8.3% 8.9% 9.3% 8.9% 8.6% 8.0% 8.4% 8.9% Other Gillette 7.7% 7.5% 7.6% 7.8% 8.3% 8.9% 9.3% 8.9% 8.6% 8.0% 8.4% 8.9% By Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTAL QUATTRO $1,318 $1,280 $1,300 $1,419 $1,439 $1,466 $1,559 $1,505 $1,488 $1,436 $1,419 $1,471 $17,100 MACH 3 $5,858 $5,691 $5,745 $5,932 $6,273 $6,795 $7,075 $6,770 $6,566 $6,102 $6,393 $6,801 $76,000 M3 POWER $2,197 $2,134 $2,154 $2,225 $2,353 $2,548 $2,653 $2,539 $2,462 $2,288 $2,397 $2,550 $28,500 ATRA, TRAC II $293 $285 $287 $297 $314 $340 $354 $338 $328 $305 $320 $340 $3,800 SENSOR EXCEL $1,611 $1,565 $1,580 $1,631 $1,725 $1,869 $1,945 $1,862 $1,806 $1,678 $1,758 $1,870 $20,900 Other Gillette $1,172 $1,138 $1,149 $1,186 $1,255 $1,359 $1,415 $1,354 $1,313 $1,220 $1,279 $1,360 $15,200 TOTAL 6 $12,448 $12,093 $12,214 $12,690 $13,359 $14,377 $15,001 $14,367 $13,964 $13,030 $13,565 $14,392 $161,500
  60. 60. PLAN The END =)!!!

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