Old Spice Media Plan Prepared for: Zeline Kelly Bates Prepared by: Ben Smith December 5th, 2013 Intro to Media
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OLD SPICE
Company Overview Old Spice is a brand of mens grooming products manufactured my Proctor & Gamble, who acquired the rights to the brand in 1990 from the original manufacturers, Shulton, Inc. Among aftershave/grooming brands, Old Spice ranks second in market share behind Axe. ($ million) Market Share Axe
$27.2
20.57%
Old Spice
17.1
12.93
Nivea (Dove) For Men
15.1
11.42
Gillette Series
14.9
11.27
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Source: MMR, Jan. 28, 2013 from SymphonyIRI Group Inc.[1] Their line of men’s grooming products includes antiperspirants, deodorants, body washes, and aftershaves. This media plan will focus on their line of body wash. Old Spice’s ad campaigns appeal skews towards the younger men with their outlandish ads and popular viral videos such as the “I’m on a horse” spot that aired during the 2010 Super Bowl.
Situation Analysis Media plan objectives: • Increasing brand awareness among men age 18-34, who are the highest indexing demographic of Old Spice body wash users. • Growing market share in the male grooming category to start a trajectory to overtake Axe as the industry leader in market share. • Increase revenue and sales volume in target markets.
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OLD SPICE
Competitive Overview Main competitors include:
Axe is the current market share leader. Their products include body wash, body spray, deodorants, hair products, and face care. Dove Men + Care products are a division of Nivea and products include body washes, bar soap, face care, deodorants, and hair products. Gillette products focus mainly on razors, and shaving gels, foams, and creams, but they have expanded their line to include deodorants and body washes as well. 
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OLD SPICE
Target Audience The target audience for this media plan is men ages 18 to 34. This is the largest demographic of current Old Spice body wash users, but there is still room for growth in this area by increasing brand awareness and motivating non-brand-loyalists to try Old Spice over a competitor with hopes of repeat purchases.[2]
Media Strategies The strategy used in this media plan is to focus on the strong brand partnership between Old Spice and the NFL, with a secondary emphasis on sports in general and other mens interests through print ads in magazines. Television media will be focused on the seventeen week NFL season in major DMAs, and print ads will run in Maxim, ESPN, Sports Illustrated, Men’s Health, and Playboy, five of the highest indexing magazines among male Old Spice users age 18 to 34.
Geography Television ads will focus on the New York, Los Angeles, Chicago, Dallas-Ft. Worth, and Atlanta regions, as these areas have a high concentration of 18 to 34 year old males who watch NFL football games.
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OLD SPICE
Seasonality Television spots will run from the beginning of the NFL regular season in October through the last week in the end of December. Print will run throughout the course of the year in nationally printed magazines, strategically selecting issues that will appeal to the target market.
Media Mix and Budget Breakdown Television accounts for two-thirds of the budget while magazine print accounts for the other third. Television
TELEVISION VS PRINT SPENDING
Print: $2,874,758.80
33% Television: $5,945,325
67%
Total Spend: $8,820,083.80
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OLD SPICE
Television Spending Breakdown Television will focus on 30 second spots run over the course of the 17 week NFL regular season in the markets of New York, Los Angeles, Chicago, Dallas-Ft.Worth, and Atlanta. Focusing on acquiring 25 rating points per week over 17 weeks for a total of 425 TRPs gives the following breakdown.
City
CPP
Total
New York
$4,149
$1,763,325
Los Angeles
$4,478
$1,903,150
Chicago
$1,874
$796,450
Dallas-Ft.Worth
$1,662
$706,350
Atlanta
$1,826
$776,050
TOTAL
$5,945,325
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NY
LA
CHI
DFW
ATL
Television spending by city breaks down as follows:
13% NY - 30% LA - 32% CHI - 13% DFW - 12% ATL - 13%
30%
12%
13% 32%
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OLD SPICE
Print Media Breakdown Print ads will run year-long in Maxim, ESPN, Sports Illustrated, Men’s Health, and Playboy magazines, and will be featured in issues corresponding with high indexing interests of the target market. Magazine
Featured Issues
Maxim
January - Health & Fitness September - Fall Fashion October - Sports Issue
ESPN
February 4th - Super Bowl/NHL All-Star game/College Football signings April 15th - Photo Issue Stanley Cup Playoffs Masters Tournament
Sports Illustrated
April 29th - NFL Draft Preview August 12th - Fantasy Football August 19th - College Football Preview September 2nd - NFL Preview
Men’s Health
Seasonal supplementaries
Playboy
March - Adrenaline Issue June - Playmate of the Year/Summer Blockbuster Preview July - Hot Summer Nights Issue December - Holiday Gift Giving Guide
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OLD SPICE
! Print media spending breaks down as follows:
! Magazine
Discounts
4-color Full Page Rate (minus all eligible discounts)
Number of Issues
Maxim
Frequency & 15% to recognized agencies
$209,342.25
3
$628,026.75
ESPN
Frequency & 15% to recognized agencies
$98,094.11
5
$490,470.55
Sports Illustrated
Top Metros & 15% to recognized agencies
$234,855
4
$939,420.00
Men’s Health
Frequency & 15% to recognized agencies
$137,604.38
4
$550,417.50
Playboy
Frequency & 15% to recognized agencies
$66,606
4
$266,424.00
TOTAL
Total Cost
$2,874,758.80
Source: SRDS Kantar Media Consumer Magazine Media Reports.[3]
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OLD SPICE
RESOURCES
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1. "Top Aftershave/Grooming Brands, 2012." Market Share Reporter. Ed. Robert S. Lazich and Virgil L. Burton, III. 2014 ed. Detroit: Gale Group, 2014. 880 pp. 2 vols. Gale Directory Library. Gale. Columbia College Library (Chicago). 27 Nov. 2013 <http:// find.galegroup.com.emils.lib.colum.edu/gdl/start.do?prodId=GDL>. 2. MRI Plus Mediamark Reporter Body Wash/Shower Gel Category. Online. 3. SRDS Kantar Media Consumer Magazine Media Reports. Online.
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