- The document outlines Maytag Corporation's media plan to target audiences in fast-growing southern US cities to increase sales of their laundry appliances. - It identifies target audiences of women ages 35-54 living in the south and building development managers in the south. - The media plan proposes using magazines, newspapers, outdoor advertising, and internet advertising targeting these audiences, with a budget of $8.5 million spent primarily on newspapers and outdoor advertising from May to Summer.

1. Maytag Corporation Media Plan AIMED Media Gina Citarella ~ Joelle Harari Erin Penha~ Bradley Weiss

2. Agenda History Problem Objectives Current Situation SWOT Analysis Competition Target Audience Business/Media Goals Media Choices Timing and Placement Budget Breakdown Flowchart Thinking Ahead

3. History First established washer brand in 1907 Company mission founded in effort “to build quality appliances from durable and long-lasting materials” Developed into brand that carries a variety of home appliances Source: JD Power Associates

4. History Maytag laundry appliances last longer than any other brand on the market In the 60’s, creative producers generated the bored “Maytag Repairman” in TV spots Maytag was acquired by Whirlpool in 2006 Source: JD Power Associates, Mergent Online

5. Problem Maytag seen as an “old” brand Strong competition from brands with innovative designs

6. Objectives Reinforce brand image Increase brand loyalty Explore new market

7. Business Goals Change preference from the top three consumer-rated brands of washers to Maytag brand washers Challenge the competitors on points of durability and innovation Reach out to building operators and owners of rental units

8. Media Goals High frequency Innovative media space Change preferences of consumers and businesses

9. Current Situation- Industry Increase in laundry equipment units in households Steady competition Saving energy Source: SIC 3633 Household Laundry Equipment, US Census

10. Current Situation- Industry

11. Current Situation- US Housing Trends Growing housing markets Need for new appliances with new homes being built Seasonality of moves Source: SIC 3633 Household Laundry Equipment, US Census

12. US Move-ins Source: U.S. Census – Seasonality of Moves and Duration of Residence

13. City Growth

14. Map of Sunbelt Source: Map from Answers.com

15. Maytag’s Strengths Sole focus on laundry equipment Strong brand image Research and development Well-known, positive company icon First established washer brand Source: Datamonitor

16. Maytag’s Weaknesses Product recall Synonymous with “old brand” Poor feedback from television advertisements Source: Consumer Surveys

17. Maytag’s Opportunities Increase sales with B2B Increase in housing markets Use of new repair man Baby boomers who are familiar with brand

18. Maytag’s Threats Competing brands emphasizing unique and innovative design

19. Competition LG Large-scale electronics manufacturer Laundry appliances make up 16% of sales High-energy star rating Aesthetic appeal Kenmore Part of Whirlpool Corporation Aligned with K-Mart and Sears as part of advertising campaign Targets affluent audience through “innovation” theme GE Distributes washers for the mass business Priorities focused on emerging markets, consumer spending and products, and energy efficiency Source: Mintel, JD Power Associates, Hoovers.com, LGE.com, Ge.com

20. Competitive Spending Source: Mintel - 13.9 0 LG 25.7 17.9 14.2 Whirlpool 0.4 21.1 21 Kenmore Washer/dryer specific: -98.3 1.2 71.8 Maytag -56.5 7.4 17 Electrolux -25.7 31.8 42.8 Whirlpool 30 32.1 24.7 GE Consumer Products -3 51.1 52.7 Kenmore All appliances: % $million $million Change 2005-06 2006 Ad spend 2005 Ad spend Brand

21. Target Universe Total US Women= 113,113,000 Source: MRI+: Automatic washing machine bought in last 12 months

22. Target Audience Women 35 – 54 (43,558,000) B and C Counties At current home < 1 year= 20,186 (Index 157) Live in southern US (Index 114) Now married/ engaged (Index 113/ 117) Have children between 12-17 years old (Index 136) Source: MRI+

23. Target Audience Building Development Managers Offices in southern United States People who will use Maytag as a selling point in multifamily housing purchase

24. Locations

25. Source: US Census 6.3 3,769 59,908 63,677 Union County, NC 26 6.4 1,635 25,437 27,072 Yuba County, CA 25 6.7 4,354 64,642 68,996 Brunswick County, NC 22 7.0 2,620 37,422 40,042 Walton County, FL 19 7.3 8,511 117,019 125,530 St. Lucie County, FL 16 7.4 5,519 74,850 80,369 St. Johns County, FL 15 7.5 7,706 102,186 109,892 Osceola County, FL 14 8.6 1,895 22,102 23,997 Rockwall County, TX 8 9.0 3,865 42,787 46,652 Flagler County, FL 5 9.1 28,430 312,720 341,150 Lee County, FL 4 9.7 2,734 28,145 30,879 Kendall County, IL 3 13.6 4,881 35,786 40,667 Sumter County, FL 2 16.6 18,083 108,771 126,854 Pinal County, AZ 1 Percent Number July 1, 2005 July 1, 2006 Change, 2005 to 2006 Housing Unit Estimates Geographic Area Rank Table 6: Housing Unit Estimates for the 100 Fastest Growing Counties With 5,000 or More Housing Units in 2006: July 1, 2005 to July 1, 2006

26. Locations Source: US Census, Forbes, MRI+ Rockwall county is in the top 10 fastest growing US counties Dallas is at crossroads of Oklahoma, Arkansas, and Louisiana Dallas, Texas 3 3 rd fastest growing county in the US, Kendall county close by Much of target audience is located in the North Central Chicago, Illinois 2 #2 for fastest growing cities in California 2 suburbs in range of the City are among the top housing gainers since 2000 Los Angeles, California 1

27. Locations Source: US Census, Forbes, MRI+ Raleigh and Charlotte ranked in Forbes Top 10 Best Housing Markets in the U.S. Sunbelt Charlotte, North Carolina 6 Pinal County - #1 fastest growing county is within 2 hour radius Sunbelt Phoenix, Arizona 5 Sumter, Lee, and Flagler Counties are ranked in the top 5 fastest growing counties in the U.S. Sunbelt Tampa, Florida 4

28. Character Profiles Putting a face on the target audience

29. Claire Age: 51 (Baby Boomer) Hometown: Charlotte, NC Job: Real Estate agent/ Homemaker Salary: $55,000 Family: 3 kids, college and beyond Source: Consumer Surveys

30. Claire Daily Routine: commute to work, daily errands Hobbies: gardening, home improvements, family visits and travel Media Use: Magazines, Internet, Newspaper, Outdoor Source: Consumer Surveys

31. Jack and Leah Age: 35 and 33 (Generation X) Hometown: Boston, MA  Tampa, FL Job: Financial Advisor, Account Manager Salary: $150,000 Family: Married with 1 child, planning more Source: Consumer Surveys

32. Jack and Leah Daily Routine: Drives son to school and sports practice, goes to gym, grocery store Hobbies: Shopping, exercising, online browsing Media Use: Magazines, Newspapers, Internet, Outdoor Source: Consumer Surveys

33. Keith Age: 38 Hometown: Tempe, AZ Job: Building Development Manager Salary: $90,000 Family: Wife and one kid, planning more kids Source: Consumer Surveys

34. Keith Daily Routine: Hour drive to Phoenix office. Sees billboards, uses cell phone, so radio ineffective. Hobbies: Watches TV, goes out to dinner, sports (scores in newspaper), family time Media Use: Newspaper, Internet, Magazines, Outdoor Source: Consumer Surveys

35. Media Choices

36. Magazines Pros Specialized readers High pass-along factor Longer shelf life Quality of creative execution Detailed product information Cons High Cost Low priority medium

37. Newspaper Pros High Index Localized Reach both targets Portable Detailed product information Cons Short shelf life

38. Outdoor Pros Visual reinforcement Morning and after work drive Daily repetition Cons Limited product information

39. Internet Pros High index Research tool Increase in online traffic and purchasing Cons Clutter Washer/Dryer purchasing is not impulse purchase

40. Media Indices- Female Source: MRI+: Automatic washing machine bought in last 12 months Index Media 93 Radio 96 Television 114 Outdoor 116 Internet 118 Magazines (Q2) 133 Newspapers (Q2)

41. Media Vehicles Media vehicles chosen to reach target audiences based on MRI+ indices, Mintel reports and consumer surveys

42. Magazines

43. Newspapers

44. Outdoor

45. Internet Google.com searches health.msn.com lifestyle.msn.com CNN.com

46. Character Media Profiles Magazine - Better Homes & Garden, USA Weekend, Woman’s Day Newspaper - The Charlotte Observer Outdoor - Highway billboards Internet- health.msn.com, Google.com Magazine- Woman’s Day, USA Weekend, Architectural Digest Newspaper- The Tampa Tribune Outdoor- Highway billboards Internet- iVillage,com, CNN.com Magazine- Building Design + Construction, Architectural Digest, USA Weekend Newspaper- The Arizona Republic Outdoor- Highway and construction billboards Internet- CNN.com Google.com,

47. Timing Strategy Pulsing strategy Pre-Summer – Summer months May: the “move-in-month”

48. Budget Breakdown ~$8,500,000 $ 1,219,878 $1,316,995 $ 3,416,966 $ 2,546,161 Dollars Spent %100 Total 14.3% Outdoor 15.5% Internet 40.2% Newspaper 30% Magazines Percent of Total Media

49. Flowchart Please see hard copy

50. Future Work May “Tag”: May promotional event/ tag coupons on laundry related products Construction tarp advertisements More interactive media NBC.com during Summer Olympics

51. Measuring Results Amount of units sold in target city DMAs Mailed registration forms to profile purchaser Amount of units sold through B2B for housing developments

52. Conclusion By using the four types of media, we can accurately select our target audience and frequent our messages The vehicles we have selected will reach businessmen associated with growing housing sector and women consumers

54. Thank You for considering AIMED Media’s Media Plan!!!