The media plan aims to increase market share for the Schick Quattro razor through a $3 million advertising campaign targeting males aged 18-49 in Canada. Television, outdoor, magazine and online advertising are recommended to build awareness of Schick Quattro's superior shave among the target audience. The campaign execution involves flighting television ads in major cities, using outdoor boards in key markets, placing ads in relevant magazines, and driving traffic to the brand's website. Research on the target audience and category is provided to inform the objectives, strategies and selection of media channels.

1. Schick QuattroMedia PlanClass: AMED 404Date: 11-02-2010Instructor: Colette BrochuGroup:Tilak DanielJason HanMiki Sato

2. AgendaBackground

3. Media Objectives

4. Media Strategies

5. Media Execution2

6. BackgroundBrand History

7. Marketing & Advertising Objectives

8. Role of this Media Plan3

9. BackgroundRecent marketing activity saw the Schick brand increase share from 14% to 18%

10. 4% growth for Schick at the expense of Gillette/Bic

11. Gillette share is now 73%

12. Younger target market strategy has paid off

13. Gillette is expected to continue with product innovation strategies and big advertising dollars4

14. Role of Media PlanTo increase market share of SchickQuattro from 9% to 10% by end of 2011. This will increase market share from 18% to 19% for Schick.

15. To generate sales revenue of $20.8 million by end of 2011.

16. To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, to any competing product on the market, particularly Gillette Mach 3 Turbo.5

17. MediaObjectives6

18. Target DemographicsBroad target group of males between the ages of 18-49.

19. The primary target market is males between 18-34.Core Target:Men 18-34 in English Canada

20. Men 35-49 in English Canada

21. City dwellers7

22. Target PsychographicsActive Social LifeDrinking is a part of their lifestyle

23. Enjoys eating out and going to bars

24. Entertains friends at home8AthleticLikes exercising, keeping fit and outdoor activities

25. Follows favourite sports teams Target Psychographics9TechiesEnjoys buying new electronics

26. Loves expensive sports cars

27. Can be a “Mr. Fix It” with gadgetsActive ConsumersEnjoys spending money

28. Spends money on shopping and leisure activities

29. “Brand-conscious” and willing to pay for well-known brandsDines out regularlyWatches TV 21 hours weeklyMeet “Steve”Steve is your typical Quattro userHe is 23 years old, single and has an active social life!Drives 169 km weeklySingle and living in the cityLoves outdoor activitiesEntertains at home regularlyEnjoys spending and shoppingReads 4 magazines monthlyWatches sports regularlyLikes fixing things10

30. Media HabitsAverage consumers of television, radio, and newspapers

31. Average number of visits to the mall

32. Below average consumers of magazines

33. More likely to use the internet and have in-town travel

34. Less likely to use public transitSource: PMB 2009 2 Year Study11

35. Media Habits - TelevisionDayparts87% more likely to watch television between 7-11pm (Prime Time)

36. Watches a lot of television on the weekend; 82% watch TV on Saturday and 85% watch TV on Sunday

37. Quintile – English, Medium usageProgrammingGenres preferred are sports, movies, suspense/crime dramas, situation comedies86% more likely to watch The Sports Network (TSN)Source: PMB 2009 2 Year Study See Appendices 3 & 412

38. Media Habits - RadioDayparts35% more likely to listen between midnight and 6 a.m.

39. 22% more likely to listen between 3-7 p.m.ProgrammingGenres preferred include:Album/Classic Rock

40. Modern/Alternative Rock

41. Rap/Hip Hop

42. All Sports

43. Sports News

44. Sports – listen to hockeySource: PMB 2009 2 Year Study See Appendix 513

45. Media Habits - PrintNewspaperReads the newspaper an average of four hours per week

46. 62% have read a daily newspaper in the past weekPreferred sections include:General News

47. Sports

48. Entertainment/TV/Radio

49. AutomotiveSource: PMB 2009 2 Year Study See Appendices 6 & 714

50. Media Habits - PrintMagazinesSpends an average of two hours per week reading magazines

51. Reads an average of three magazines per week

52. Medium quintile consumers of magazines

53. Favourite titles include: Ontario Golf Golf Canada Hockey News Magazine Profit Report on Business MagazineSource: PMB 2009 2 Year Study See Appendices 6 & 715

54. Media Habits - InternetSpends an average of 10 hours per week online

55. 50% more likely to surf the net

56. Popular activities: Automotive, Email, Entertainment, Banking, Career/Job Search, Maps, Search Engines, Weather, NewspapersSource: PMB 2009 2 Year Study See Appendix 816

57. Media Habits - OutdoorLess likely to use public transit

58. Average number of visits to the mall

59. More likely to have in-town travel, where the average weekly in-town travel is 169km17