MBT_Shoes Media Plan & Target Analysis

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MBT Shoes Media Recommendations
Allison Duffee- Modern Media

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MBT_Shoes Media Plan & Target Analysis

  1. 1. David Cromer Jacki Juenger Katie Chapin Krystal Plomatos
  2. 2. Agenda <ul><li>The MBT Brand </li></ul><ul><li>The Assignment </li></ul><ul><li>The Target </li></ul><ul><li>Objectives and Strategies </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Reach and Frequency Goals </li></ul><ul><li>Media Recommendations </li></ul>
  3. 3. Brand Background <ul><li>MBT would like to help people all over the </li></ul><ul><li>world lead a healthier, more active and happier life.  </li></ul><ul><li>  </li></ul>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.
  4. 4. MBT Brand Essence <ul><li>The World's Smallest Gym </li></ul><ul><li>&quot;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.&quot;  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Anti-Shoe Allure This style is very comfortable and have a super cool kicking-it look! Comfortable &quot;MBTs save my life & career! They're the only way I can I can stay on my feet all day and be happy, too.
  5. 5. The Assignment <ul><li>Broaden MBT's appeal to a new target without alienating their core audience (A35-64) </li></ul>
  6. 6. Target Analysis Qualifying Statements: 5+ of the following <ul><ul><li>Pay anything when it concerns my health </li></ul></ul><ul><ul><li>Should exercise more than I do </li></ul></ul><ul><ul><li>Don’t have time to prepare/eat healthy meals </li></ul></ul><ul><ul><li>I’ll try any new diet </li></ul></ul><ul><ul><li>I am currently dieting </li></ul></ul><ul><ul><li>I try to lose weight by dieting </li></ul></ul><ul><ul><li>I am a workaholic </li></ul></ul><ul><ul><li>I do some sport/exercise once a week </li></ul></ul><ul><ul><li>I participate in fitness walking/exercise walking occasionally </li></ul></ul>
  7. 7. Target Population <ul><li>Adults 18-34 </li></ul>Total Pop. 12,186,000 64% Female 36% Male “ The Try-It Diettes”
  8. 8. The Target <ul><li>Pyschographic </li></ul><ul><li>Painting a Picture of the Target </li></ul>
  9. 9. Obstacles <ul><li>Price (approx. $250) </li></ul><ul><li>Loyal to Nike & Adidas </li></ul><ul><li>Picky about fashion </li></ul><ul><li>They don't yet suffer from foot/back/posture/plantar fasciitis problems that the current core user does. </li></ul>
  10. 10. Media Usage MEDIA LOW MEDIUM HIGH Cable TV Network TV Magazines Radio Internet (Work) Internet (Home) Newspaper Out of Home
  11. 11. Objectives and Strategies Objective 1: Raise awareness of the fitness benefits of MBT shoes among 18-34 year olds.  <ul><li>Strategy: </li></ul><ul><li>Reach our target when they are thinking about improving their image </li></ul>
  12. 12. Objectives and Strategies Objective 2:  Increase traffic to the MBT website. <ul><li>Strategies: </li></ul><ul><li>Reach our target when they are searching for entry level fitness regimens  </li></ul><ul><li>Reach our target when they are searching for diet information </li></ul>
  13. 13. Objectives and Strategies Objective 3: Drive foot traffic to retail locations that carry MBT.  <ul><li>Strategy: </li></ul><ul><li>Reach our target when they are already shopping near the retail outlet </li></ul>
  14. 14. Competitive Analysis
  15. 15. 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
  16. 16. Category Media Mix 2008 Note: Does not include media under 1% of spend Source: TNS Media Intelligence
  17. 17. Media Spending by Month 2008 Source: TNS Media Intelligence Media Spending Highest in the Spring Months
  18. 18. 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
  19. 19. Media Recommendations <ul><ul><li>:30 & :60 Spots on Cable TV </li></ul></ul><ul><ul><li>Banner Ads on popular fitness websites </li></ul></ul><ul><ul><li>Ads/Advertorial in health/lifestyle magazines  </li></ul></ul><ul><ul><li>Google keywords related to dieting </li></ul></ul><ul><ul><li>Out of Home near MBT retailers </li></ul></ul>
  20. 20. Cable TV
  21. 21. Online <ul><li>Shape.com </li></ul><ul><li>Self.com </li></ul><ul><li>Active.com </li></ul><ul><li>Fitwatch.com </li></ul><ul><li>Shapefit.com </li></ul><ul><li>Fitnessmagazine.com </li></ul>
  22. 22. Magazines <ul><li>  </li></ul>
  23. 23. Google Keywords <ul><li>  </li></ul>
  24. 24. Out of Home
  25. 25. Additional Tactics Celebrity Spokesperson Public Relations
  26. 26. Geography <ul><li>Top 20 DMAs </li></ul>
  27. 27. Media Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Cable Online Print Keywords OOH
  28. 28. Projected Media Spending
  29. 29. Media Costs <ul><li>$25,000,0000 Budget </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Total Cost $24,827,908 Total Impressions 1,102,436,400 Average CPM $22.52 Total GRPs 4,030
  30. 30. Questions?
  31. 31. Appendix
  32. 32. Print Spending by Title 2008
  33. 33. TV Spending by Program Type 2008 Note: Does not program types under 1% of spend Source: TNS Media Intelligence
  34. 34. TV Spending by Month 2008 Source: TNS Media Intelligence
  35. 35. 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
  36. 36.   <ul><li>&quot;A world without my MBTs would be a sad place.&quot;  </li></ul><ul><li>  </li></ul><ul><li>“ I only wear my MBT's because it's the only way I can stay on my feet all day and be happy, too.” </li></ul><ul><li>  </li></ul><ul><li>“ I am off to buy another pair. ” </li></ul><ul><li>  </li></ul><ul><li>“ They are the best medical investment I have spent.” </li></ul><ul><li>“ These are the most comfortable shoes I have ever tried. I am buying a pair for my husband and father for Christmas this year.” </li></ul>

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