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MEDIA PLAN by Dee Inthamat

Thursday, May 5, 2011


About Moët & Chandon Moët & Chandon champagne is the most famous well known champagne around the world. The company was founded in 1743 in Champagne, France. Moët & Chandon has become the symbol of celebrations for more than two hundred and sixty years. Moët & Chandon has five collections including Brut Impérial, Rosé Impérial, nectar Impérial, nectar Impérial Rosé , and Grand Vintage.

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Purpose The purpose of this media plan is created to assist MoĂŤt & Chandon in achieving business objectives through advertising budgets by recommending the best various media to advertisers.

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Marketing Objectives Increase younger consumer Increase more sale around national Maintain brand awareness during non-peak sales periods. Maintain a leader in Champagne market

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overview

Leader on the Champagne market, 25% of the Market They own the biggest vineyard and the largest cellar of Champagne. MoĂŤt & Chandon has about â‚Ź603 million revenue worth wide

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MoĂŤt & Chandon 2011 Campaign

The campaign, developed by Paris-Based works advertisement Agency and a British photographers Tim Walker.The campaign present three photographs that truly represent the sense of glamour, grandeur, and generosity in the brand.

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Scarlett Johansson

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Target Audience Age: 25 - 54 Gender:Women Household income: $75,000 + Education: Attend college Occupation: professional and related occupation Census Region:West and North East Marital Status: Any Presence of Children: Children < 6 years old Race:White Lifestyle: Love social life, love to have fun Personality: Out going person, open minded. Beliefs: Any

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MoĂŤt & Chandon Competitors

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Media Objectives Increase brand awareness by using media advertising. Support ad campaign and promotion. Maintain consumer brand loyalty.

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Media Strategies

Provide attractive advertising campaign via Television, Magazine, Online and Out of home to deliver the company message

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Geography U.S. National

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Seasonality Advertising support should be heaviest during the following periods. Christmas (December) New Year (December - January) Oscar (January - February)

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Media Mix

TV

Magazines

Out of Home

Internet Thursday, May 5, 2011


Television Prime Time

Daytime

Daytime

Prime Time

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Prime Time


Reasons Women 18-49 watch these television networks Most people in the United Stated watch television. Television reach larger audiences quickly

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Magazine Full page 4/color Issue frequency: Publish monthly

Full page 4/color Issue frequency: Publish monthly

r Thursday, May 5, 2011

Full page 4/color Issue frequency: Publish 10 times a year


Reasons

Women read these magazine Frequency publishing High quality images Help capture a wider audience

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Online Facebook Social utility that connects people with friends and others who work, study and live around them. * Number one social media website.

Worldsbestbars

* Lots of people has facebook

A guide to find style bars and cool cocktail lounges around the world.

* fast place to update news

* Many people find bars in their cities via worldbestbars.com

Twitter Social networking and microblogging service utilising instant messaging. -People can follow the company

* Drinks recommendation website * Directly merge to the company website if they click on the Ad. * Itâ&#x20AC;&#x2122;s international

* fast place to update news * Attractive Zagat

Foursquare

Restaurant guide with reviews and ratings for many major cities in the U.S.

Gives you and your friends new ways to explore your city.

* You can download zagat on your mobile devices.

* Check in places and can recommend

* Food and drinks go well together.

* Fans can follow the brand

* Majority of people use Zagat because itâ&#x20AC;&#x2122;s new and you can get coupon codes for special deals.

* give location so people can come to venues and participate

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Outdoor Bulletins Height: 14’ Width: 48’ Chicago L.A. Las Vegas New York Miami Heavy traffic locations as expressway, primary arteries, and major intersections. Reasons - These cities are major cities in the U.S. There are more club/bar/restaurants available than small cities. - More population lives in these cities, it will reach more audience. - Travel city. People drive or fly to visit these cities. Media Reasons - Delivers high frequency at each location. - Provides continuity of an advertising message throughout the year. - Name and image awareness.

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Transit Shelters Height 65’ Width 44’ Chicago Las Vegas New York Miami Reasons - Economical medium providing low cost impressions. - Maintains high visual 24 hours a day. - Outstanding visibility and quality impressions with a glass showcase. - positioning along main roadways.

Spectacolor Advertising Digital billboard New York: Time Square 47th at Broadway $75,000/Month Reasons - image quality - great impression - Easily switch between schedule content. - Major city, great area to advertise product.

Wallscapes

Chicago New York San Francisco Reasons -More building available in these major cities - Towers above the streets. - Delivers high frequency - Provides dominance in key market. - unusual creative sizes and shapes. More variety and very attractive.


OOH

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Financial Considerations Budget $10 million dollars

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Financial Descriptions Television Bravo 5 points/week x 14 weeks Primetime $25,300 E! 5 points/week x 14 weeks Primetime $25,300 Style Network 5 points/week x 10 weeks Daytime $7,000 Food Network 5 points/week x 15 weeks Daytime $7,000 The CW 5 points/week x 10 weeks Primetime $25,300

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Online $10 for any online media form ($10 x 1,000,000)/1000 = $10,000

Magazines ELLE 4 color rate: 6ti 134,150 6 x 134,150 = 804,900 Martha Stewart 4 color rate: 12ti 146,100 1 x 146,100 = 146,100 Food Network 4 color rate:6ti 67,210 6 x 67,210 = 403,260

Outdoor Bulletins national 12 Units $142,740 4 x 142,740 = 570,960 Transit Shelters 70 Units $ 45,500 4 x 45,500 = 182,000 Spectacolor 1 Unit $75,000 2 x 75,000 = 150,000 Wallscapes Various about$40,000 3 x 40,000= 120,000


Moet&Chandon