The media plan recommends a mix of television, outdoor, and online advertising to promote Schick Quattro razors. Television is the primary medium due to its ability to target key demographics and build brand awareness through frequency. Outdoor advertising will provide high reach across markets while sustaining messaging throughout the year. Online advertising is chosen to engage the target audience who spends over 13 hours per week online. Print and radio are not recommended due to their inability to effectively reach or hold the attention of the target demographic.

1. Class: Media for Account Managers Date: 04/12/2008 Instructor: Colette Brochu Media Plan 2008 - 2009 Group Members: Danielle Alena Eric

6. Objectives

22. Sales of Main Razor Brands Source: PMB 2006 Data See Appendix 10

27. Strategies

35. Budget Breakdown Per Medium

36. Execution

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%

43. Costing Detail and Summary Charts See Attached File =)

44. Plan Appendices

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Appendix 9 – Regional Index based on Brand Source: Media Brief

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. PLAN The END =)!!!