REVLON Colorstay! Jasmine Ransom ! Introduction to media! Media Plan!
Vision statement! !
To provide glamour, excitement and innovation to consumers through high-quality Products at
!
!
affordable prices!
history! Brothers Charles and Joseph Revlon, along with a chemist, Charles Lachman, founded the Revlon brand. The brand of Revlon was named after the brothers’ last name and the ‘L’ in the chemist’s last name. In 1932, when Revlon was founded, it started with a single product using pigments instead of dyes. Only having a single product, the nail polish, the three founders utilized their resources and developed the unique manufacturing system. Revlon created nail enamel unlike all other competitors. This positioning allowed Revlon to offer its consumers more rich‐looking opaque nail enamel with a wide variety of shades.
colorstay lipstick!
Every woman deserves so., smooth, kissable lips. ● Matte finish ●Moisturizes and lasts all day. Won't kiss off. ● Wide variety of colors lips kissably soft smooth all day. ● ColorStay® Lipcolor feels comfortable and last hour after hour. ● Vitamin E and Aloe to condition your lips.
REVLON INC.! Revlon is one of the leading mass‐market cosmetic brands and also a world leader in cosmetics, skincare, fragrance and personal care. Revlon has created a strong brand loyalty along with product and consumer satisfaction. Revlon is a world leader with the consumer brand franchise all over the world Revlon has a strong focus on current research and development spending about $24 million last year in research for new products, ideas, concepts, and packaging Strong brand image of the company facilitates customer recall and allows Revlon to penetrate new markets as well as consolidate its presence in the existing ones. At the end of the 2011-year, Revlon’s reported net sales were a $1,381.4 million, an increase of $60 million or 4.5% from the previous year Revlon is one of the strongest consumer brand franchises in the world, reaching over 100 countries. Revlon optimizes the company’s ability to bring markets its new products and to ensure the company has in major categories under its various brands.
SWOT ANALYSIS! Strengths Promotion through well-known celebrities Beautiful selection of lipstick colors Strong retail sale presence Wide distribution
Weaknesses Multiple lipstick brands Low share of African American and Hispanic sales African American Women (14.5%) Hispanic Women (12.9%) Short time to promote new color Opportunities Utilizing all media outlets to surge sales growth Increase sales in minority communities and under 35 demographic groups
Threats Lower cost competitors Rapid changes in fashion may require heavy budgets for product and developing and marketing Growing competition within the field of cosmetic brands
target audience! Average Age: 35-44 Race: White Female (67.3%) HHI: $50,000 - $74,999 44.7% Married 36.7% Divorced, Separated, Widowed 28.8% Age 35-44 21.9% HHI $50K+ 30.3% Some College 20.9% College Graduate 43.5% No Civilian Employment 12.6% Administrative Support 66.9% Own a Home
OBJECTIVES!
MARKETING!
MEDIA!
• Increase sales by 10%
• Increase sales promo@on
• Increase product awareness • Build brand awareness among minority women among African American and Hispanic women 25-‐44 • To establish a wide brand recogni@on through the • Maintain the image of Revlon capture of the lips@ck ColorStay Lips@ck market
National media mix!
Budget ! $10,000,000! ! $4,777,500 Television! ! $4,227,060 ! Print! ! $994,546 ! Out Of Home! ! !
!
Total ! $9,999,106!
• Advertisement will be run on a strictly, print, television and out-of-home mediums. • Radio will be excluded from the media plan see ing that a visual component is a huge selling point for ColorStay lipsticks. • Print ads in magazines such as BetterHomes and Gardens, People Magazine and Good Housekeeping. • Newspaper ads will not be used because Revlo n target audience does not read the newspaper enough to make the ads effective. • Television ads will run on network channels during early news and daytime.
SEASONALITY!
The main focus will be on the first two months of the schedule, April and May, and less on the later months, June, July, and August. This is due to the fact that women begin buying their spring and summer makeup when the temperature begins to rise, and for most places that is around April and May. The colors of ColorStay lipsticks play a huge part in the seasonality of the plan. Since the schedule will run from April to August in the summer months, the plan will promote spring and summer colors for the current line. The media plan will also give a little more weight to ads in the holiday months (November and December) seeing as it is gift giving season, and a substantial party season women who use ColorStay lipsticks will be wearing more dramatic makeup.
GOOD HOUSEKEEPING
BETTER HOMES AND GARDENS
PEOPLE MAGAZINE
For the woman who reads Better Homes and Gardens, home is where she creates her life story. ! ! ! Her home is her haven, where she raises her family, entertains friends, and celebrates life's big and small - accomplishments. It's where she indulges her dreams and builds a lifestyle of her own.! ! Home is her emotional center - it's where life happens. ! ! ! Better Homes and Gardens recognize this and inspire women with infinite possibilities for creativity and self-expression. ! ! ! Each issue delivers smart, approachable editorial on design and individual style, decorating and gardening, food and entertaining, and personal and family well-being. ! ! !
!
Better Homes and Gardens help women Bridge the gap between dreaming and doing.!
BETTER HOMES AND GARDENS TARGET AUDIENCE!
Average Age 49 54.7% Age 25-54
Circulation Rate 7,617,038 4-Color Page Rate $546,640
Race White Female Women Readers 28,401 (000)
Total $1,639,920 (3x)
Readers Per Copy 4.74 (000)
Schedule
HHI
Apr/12–Garden Trends 2012 Best New
$60,000 +
57.2% Married 62.9% Attended/Graduated College
Product Awards Dec/12–The Holidays Sep/12–Style Makers
73.5% Own a Home
PEOPLE, a print and digital publication, contains insightful, compassionate and entertaining coverage of the most intriguing people in our culture.! ! ! Extraordinary people doing the ordinary to ordinary people caught up in extraordinary circumstances.! ! ! !
!
By revealing the human side to every story, People connect readers to their world.!
PEOPLE MAGAZINE TARGET AUDIENCE!
Average Age 42 65.6% Age 18-49 Race White Female Women Readers 29,293 (000) Readers Per Copy 4.94 (000) HHI $60,000 + 57.2% Married 63% Attended/Graduated College 69.6% Own a Home •
Circulation 3,563,035 4 Color Page Rate $320,500 (feature issue I) Total $961,500 (3x) Schedule May 7/12–World's Most Beautiful Sep 24/12–Best & Worst Dressed. Nov 26/12–Sexiest Man Alive.
! the Good Housekeeping Institute and the Good ! Housekeeping Seal - is the foremost symbol of consumer protection and quality assurance in America. ! ! ! ! Each issue delivers a unique mix of inspirational and personal stories, trusted information, and closely researched investigations and reports that set it apart as a contemporary classic. ! ! ! ! Good Housekeeping influences society, public policy, and culture, and is the standard to which all other women's service magazines aspire.!
GOOD HOUSEKEEPING TARGET MARKET!
Average Age - 46 56.2% - Age 18-49 Race - 76.2 % White Female Women Readers - 18,517 (000) Readers Per Copy - 4.94 (000) HHI $50,000 + 52.3% Married 57.2% Attended/Graduated College 67.7% Own a Home
Circulation Rate 4,346,757 4 Color Page Rate $406 Total $1,625,640 (4x) SCHEDULE DECEMBER GHRI Best Toy Awards Annual Holiday Gift Guide BEAUTY Holiday Sparkle By Decade BEAUTY GHRI Testing: Dry Shampoo FOOD Five Perfect Cookies FOOD Ultimate Holiday Parties MAY BEAUTY Best Feet Forward BEAUTY GHRI Tests: Sulfate-Free Shampoos HEALTH You, Slimmed Down and Recharged FASHION Mother/Daughter Style Solutions FOOD Mother’s Day Dessert Contest OCTOBER BEAUTY Best Drugstore Buys BEAUTY GHRI Tests: Mineral Makeup FOOD Pizza Party! MARCH BEAUTY $50-or-Less Makeup Steals BEAUTY GHRI Tests: Eye Makeup Removers BEAUTY The New Secret to Losing Weight HEALTH GHRI Tests: Bathroom Scales; Health Trackers HOME My Weekend with Heloise FOOD Super-Simple Slow Cooker Meals
Competitor Analysis!
Competitor
Product
Price
Target Audience
Strengths
Weaknesses
L’Oreal Paris
Colour Riche
$5.99
Women Age 23-35
Reputation for high quality brands
Unclear differnation between brands
Maybelline
Color Sensational
$5.54
Women Age 15-40
Good rating, offer varieties of lipstick colors
Average quality
CoverGirl
Outlast
$7.84
Women Age 18-49
Products are promoted in several different distributions
Higher cost than competitors
Lips%ck Market Sales for 2011
Maybelline 19%
Revlon 28%
L'Oreal 23% CoverGirl 30%
TARGET REACH My schedule will run a national and spot campaign through metropolitan areas and big cities during the spring/summer months and later in the winter months. I plan to focus more of the budget on the first two months of the schedule, April and May, and less on the later months. The entire media plan is scheduled to obtain an overall national reach of 80% through to first two months with an average frequency of 4. The goal is to reinforce Revlon ColorStay Lipsticks with the current and potential consumers. I plan to do this with a print campaign used in national magazines read by women in my target market such as Better Homes and Gardens, Good Housekeeping and People Magazine and a television Campaign aired on Network television stations, as well as entertainment television networks. I will continue to use celebrities like Halle Berry, Olivia Wilde and Emma Stone to endorse/promote the Revlon ColorStay Lipstick Collection.
GEOGRAPHY 24.3% South Atlantic Florida Georgia
19% Pacific California
17.6% Middle Atlantic New York Pennsylvania New Jersey Â
The schedule will run a national and spot campaign. The spot campaign will run in metropolitan areas. Cities include New York City, Chicago, Los Angeles, Philadelphia and Atlanta. These cities represent the top ten cosmetic markets in the US and is also where Revlon ColorStay target audiences lives and work. Women in these cities are mostly middle class therefore the reasonable prices of Revlon ColorStay Lipstick Collection will cater to their demographic.
TELEVISION PLAN!
Day Part
Points Per Week
CPP
Weeks
Total
Day Time
25
$3,640
13
$2,275,000
Early News
25
$4,004
13
$2,502,500
Total
50
$7,644
26
$4,777,500
POSTERS! DMA
DMA 18+ Population (000)
Weekly GRP
Panels
4 Week A 18+ InMarket Impressions
4 Week Rate Per Face
4 Week Total Rate
CPP
CPM
4 Week Frequency
Chicago
7,310
250
268
73,396,631
$675
$180,111
$181
$2.46
74.9/13.4
San Francisco (2x)
5,474
300
266
64,890,045
$612
$138,312
$115
$2.13
80.1/15.0
Miami
3,414
200
81
26,919,093
$1,080
$87,480
$109
$3.25
78.3/10.2
Atlanta
4,762
250
192
48,388,613
$394
$75,571
$76
$1.56
70.4/14.2
TRANSIT SHELTER! DMA
DMA 18+ Population (000)
Weekly GRP
Panels
4Week A 18+ InMarket Impressions
4Week Rate Per Face
4Week Total Rate
CPP
CPM
4Week Reach/ Frequency
Philadelphia
6,167
150
165
36,616,140
$410
$67,680
$113
$1.85
55.7/10.8
San Antonio
1,850
250
131
17,572,338
$264
$34,584
$35
$1.97
75.9/13.1
Los Angeles
13,507
100
196
53,127,140
$407
$79,850
$200
$1.50
45.6/8.8
MALLS! DMA City
Mall
Square Footage
Monthly Traffic
Average HHI $
City
State
Anchors
Philadelphia
Pier at Caesars
320,000
3,166,666
$51,300
Atlantic City
New Jersey
Gucci, BCBG
Los Angeles
The Block at Orange
655,117
3,700,000
$60,300
Orange
California
Off Fifth Avenue Outlet
Chicago
Gurnee Mills
1,852,928
1,822,918
$77,060
Gurnee
Illinois
Home Goods, Khols
Washington
Potomac Mills
1,635,065
2,000,000
$72,000
Prince William
Virginia
H&M, Nordstrom Rack
WORKS CITED
Nielsen, Spectra Infinet Columbia College Library Clear Channel 2008 Out-of-Home Planning Guide Business Insights Global Columbia College Library MRI Plus Columbia College Library Datamonitor Revlon Products 2011,2012 Columbia College Library Revlon INC www.revlon.com Revlon ColorStay Lipsticks Product Details www.buymebeauty.com/revloncolorstaylipcolor.aspx SRDS Columbia College Library CoverGirl www.covergirl.com Maybelline www.maybelline.com L’Oreal Paris www.lorealparisusa.com Better Homes and Gardens Magazine www.BHG.com Good Housekeeping Magazine www.gpoghousekeeping.com