Issuu on Google+

By Jordyn Heller


I.Background ................................................p.3 II.Competitive Spending Analysis...............p.13 III. Media Objectives....................................p.20 IV.Target Profiles...........................................p.22 V. Media Strategies.....................................p.39 VI.Media Plan Flow Chart...........................p.48 VII.Appendices............................................p.50

2


3


Parent Company: Procter & Gamble “Touching Living, Improving Life” •

The Procter & Gamble Company (P&G) is a leading manufacturer and marketer of branded consumer packaged goods such as beauty, health, fabric, home, baby, family, and personal care products. Some of the leading brands of the company include Head & Shoulders, Tide, Ariel, Olay, Pantene, Pampers, Iams, Gillette, Braun, Fusion, Duracell, Bounty, Vicks and Oral-B. 12

P&G’s top 40 best-selling brands generate an estimated $500 million annually11

To build brand awareness, P&G heavily markets their products, spending $9.7 billion in 2013 on advertising alone11

P&G has 20% stake in the male shavers market3

P&G has 51.1 % market share of male toiletries, being a lead player in the market7

Source: MARKETLINE

4


Gillette Brand “The Best a Man Can Get” •

“Gillette has been at the heart of men’s grooming for over 100 years. Each day, more than 600 million men around the world trust their faces and skin to Gillette’s innovative razors and shaving products”3

Gillette is a well established brand that has been a leader in men’s grooming products since 1901 when King C. Gillette invented the first safety razor with disposable blades3

In May 2013, Gillette switched from BBDO advertising agency to Grey Global Group10

In May-June 2013, Gillette launched a successful integrated marketing campaign that also worked as a promotional piece for the movie Man of Steel, asking fans and Gillette users “How Does Superman Shave.” This campaign generated much buzz for both Gillette and the movie17

Gillette ranks it’s shaving gel, foams, and creams from “Best to Better to Good” which goes from the Fusion ProGlide Series, Gillette Series, and Classic Series 3

Gillette’s headquarters are based in Boston, Massachusetts 3

The Gillette Company was purchased by P&G in 2005 for an estimated $57 billion, becoming one of P&G’s top franchises11

According to Forbes’ “Worlds Most Valuable Brand List” the Gillette Brand is ranked #23 as it is estimated to be worth $18.3 Billion15

P&G controls 70% of the global blades and razors market led by Gillette15

Gillette’s male grooming products have won numerous awards through out the years, such as being recognized by Esquire’s, Men’s Health and Allure’s Grooming Awards3

In efforts to go more green, Gillette’s package design has switched to a more eco-friendly material, which has reduced 57% of plastic used16

Gillette’s male grooming products include: Manual, Power, and Disposable Razors, Razor Blades, Shaving Gel, Foams, and Creams, Skin Care & Aftershaves, Antiperspirant and Deodorants, and Body Washes3

According to Interbrand, “Gillette continues to benefit from an increase in demand for men’s grooming products in fast-developing markets, especially in India.” One way Gillette drives this demand is through sports sponsorships, such as sponsoring sporting events like the Gillette Future Champs Tournament in Saudi Arabia16

5


Gillette Brand Gillette’s Male Shaving Gel, Foams, and Creams2 •

Gillette’s shaving products can be found in major retailers such as Target and Walmart. They can also be purchased online at selected retailers. Gillette’s shaving gels, foams, and creams retail from $2.99 –$4.99

The chart below features all of Gillette’s male shaving gel, foams, and creams. The chart is categorized by the three different Gillette Brands: Gillette Fusion, Gillette Series, and Classic Gillette3 Gillette Fusion

ProGlide Clear Shave Gel

Gillette Series

Classic Gillette

Sensitive Skin Shave Gel

Regular Shave Foam

ProGlide Irritation Defense Shave Gel

Extra-Comfort Shave Gel

Sensitive Skin Shave Foam

ProGlide Hydra Smooth Shave Gel

Cool Cleansing Shave Gel

ProGlide Soothing Shave Gel

Moisturizing Shave Gel

ProGlide Soothing Shave Gel

Protection Shave Gel

HydraGel Moisturizing Shave Gel

Pure and Sensitive Shave Foam Sensitive Skin Shave Foam – Shaving Cream Conditioning Shave Foam – Shaving Cream

HydraGel Clear Skin Shave Gel HydraGel Tough Beard Shave Gel

Lemon-Lime Shave Foam

HydraGel Ultra Sensitive Shave Gel HydraGel Clean and Fresh Shave Gel HydraGel Cooling Shave Gel HydraGel Pure and Sensitive Shave Gel

6


Competitive Analysis Men’s Personal Care Category8 •

Men’s Personal Care Category includes the following segments: Deodorant/ Antiperspirant, Body Care, Facial Skincare, Shaving Products/Aftershave, & Haircare

The category’s sales continue grow due to men’s high usage frequency

According to Mintel, the men’s personal care category is expected to grow steadily during 2013-18, reaching sales of $4.4 billion in 2018.

Segment Performance: Shaving Products/ Aftershave8 •

According to Mintel’s Men’s Personal Care October 2013 report, Shaving Products/ Aftershave is the second largest segment within the Men’s Personal Care category

Source: BASED ON INFORMATION RESOURCES INC. INFOSCAN REVIEWS; US CENSUS BUREAU, ECONOMIC CENSUS; PROGRESSIVE GROCER’S CONSUMER EXPENDITURES STUDY; TRADE PUBLICATIONS/MINTEL

7


Competitive Analysis •

The Shaving Product/ Aftershave segment remains strong due to men’s high usage. In a survey asking “Which of the following toiletries and grooming products, if any, do you use and how often,” 86% of all respondents said they used any shaving product8 All

18-24

25-34

35-44

45-54

55-64

65+

980

128

175

181

189

143

164

%

%

%

%

%

%

%

Any shaving

86

88

87

88

81

84

84

Shaving gel/ cream

79

84

84

87

73

73

71

Aftershave

61

56

68

61

57

57

65

Base: male internet users aged 18+

Men's personal care product usage (regular – a few times a week or more – shaving usage), by age, August 2013 Source: Mintel

The segment as a whole has struggled during 2008-13 due to prices impacting consumers’ purchasing decisions and the rise of private labels competing with branded products8 ! Sales went down 4% during the 2008-13 period8 ! Mintel expects that sales to slightly grow during 2014-18 and are projected to reach $1.2 billion in 20188

Competitors •

According to Mintel research, some of Gillette’s top brand competitors are8 • Barbasol • Edge • Old Spice • Schick Hydro • Dove • Axe • Aveeno

Based on NHCS’ January 2012-March 2013 study asking men 18+ “What brands of shaving cream or gel do you use,” Gillette’s top 3 competitors are Barbasol, Edge, and Old Spice8 Male Base: male adults 18+ who use shaving cream or gel

6,961 %

Gillette (net: any)

46

Gillette Fusion

21

Gillette Foamy

19

Gillette Series

9

Other Gillette

5

Barbasol

30

Edge

25

Old Spice

6

Source: Experian Marketing Services, Winter 2013 Simmons NHCS Adult Study 12-Month. Copyright: 2013 Experian Information Solutions, Inc. All rights reserved

8


Competitive Analysis •

MULO data shows that Gillette’s sales are relatively close to Old Spice, Edge, and Barbasol (see chart below) 8

According to the chart below, in 2013 Gillette generated the most sales with making $102.9M, Edge fell shortly behind with $90.6M and Old Spice and Barbasol made the least with Old Spice making $40.0M and Barbasol $44.7M 8 52 weeks ending July 14, 2013

Share of segment

$m

%

Total

194.4

22.6

Gillette Series Shaving Cream

40.7

4.7

Old Spice

40.0

4.7

Gillette Fusion Hydra Gel Shaving Cream

33.4

3.9

28.8

3.3

Company

Procter & Gamble

Brand

Gillette Foamy Shaving Cream Other Energizer Holdings Inc.

Perio Products Inc.

51.5

6.0

Total

103.3

12.0

Edge Shaving Cream

90.6

10.5

Total

44.7

5.2

Barbasol Shaving Cream

40.5

4.7

Barbasol Beard Buster Shaving Cream

3.5

0.4

Data may not equal totals due to rounding. The above figures are based on MULO sales data from Information Resources, Inc., InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: Total US Grocery, Mass, Total US Drug, Total Walmart, Dollar, Military, and Club. Source: Information Resources, Inc., InfoScan Reviews/Mintel

9


Competitive Analysis Barbasol • • • • • • •

Parent Company: Perio Products Inc.1 According to NHCS data, Barbasol is the most commonly used shaving cream brand8 Compared to its competitors, Barbasol is one of the oldest and least expensive brands in the market8 Barbasol positions itself by being the “best price on the shelf,” being made in America, and that it can help men with the “toughest” beards1 Barbasol has 7 different shaving creams compared to Gillette’s mass selection of gels, foams, and creams1 Barbasol’s redesigned it’s packing that has an “America Classic” feel so that it matches with their advertising position as “America’s #1 men’s shaving cream brand.”1 Retails around $1.28-$1.79

Edge2 • • •

Parent Company: Energizer Holders Second commonly used shaving creams among men8 Edges has 6 different shaving gels: Extra Moisturizing, Sensitive Skin, Extra Protection, Ultra Sensitive, Clean and Refreshing, Soothing Aloe, their Ultimate Series, which Ultimate Contender, Achiever, Magnet and the Edge Body Recharge and Renew “non-foaming” shaving creams Retails around $2.00-$4.00

Old Spice • • • • • • •

Parent Company: Procter & Gamble Compared to competitors, Old Spice has the highest level awareness and percentage of men who have ever used Old Spice8 In terms of marketing, strongly focus on targeting young males, 18-24 year old8 Facebook has been a successful platform for targeting their markets8 Old Spice has two shaving gels: the Swagger and Pure Support Gel4 Retails around $2.97 Known for their successful “Smell Like a Man, Man” 2010 Campaign5 o Received estimated 105 million YouTube Views o Increased Old Spice’s website traffic by 300%

10


SWOT WEAKNESS

STRENGTH !

!

! !

!

Grouping Gillette’s products together in retailers has enhanced the shopper’s experience8 Gillette is a well-established brand, which makes it harder for new/smaller companies to enter the market7 Unique pre-trial launch has shown to be successful for Gillette Brand products6 Previous Gillette integrated campaigns such as “The Young Guns” for their Fusion ProGlide razor have been successful6 Consumer-focused marketing approach successfully leading brand awareness and growth6

! !

!

THREATS

OPPORTUNITIES ! ! ! !

Men’s personal care products sales are growing in US8 34% of men report that they like to smell scented products such before purchasing8 Male body shaving is becoming more socially acceptable14 Men are spending more money and time on grooming and increasingly seeking information on the best products18

Compared to competitors such as Barbasol, Gillett’s prices remain relatively high8 Compared to its competitors, Gillette may have way too many different options for men and can be overwhelming3 In terms of differentiating & marketing, Gillette lacks in the emotional branding field in comparison to its competitors such as Old Spice13

!

!

! ! !

According to Mintel, growth during 2013-18 will be slower compared to 2008-13, due the market being saturated malespecific 8 According to a Mintel survey, only 31% of men agreed that high price products work better than less expensive ones8 Beards and facial hair are becoming more popular8 Movements such as “Movember” are impacting sales9 Companies such as The Dollar Shave Club offer a “shaving delivery service” where razors and shaving creams are delivered to consumers homes at cheaper prices than in store prices14

11


Sales Objective Maintain flats sales in 2015

Marketing Objective Maintain 100% of male current users of Gillette shaving creams, gels, and foams in 2015, preventing them from switching to Old Spice

Advertising Objective Emphasize the quality of Gillette brands shaving creams, gels, and foams compared to the competition, especially Old Spice

12


13


Total Category Total Category

Total Media Spending (000)

SOS

Gillette

$19,996.0

14.0%

Barbasol

$23,616.0

16.5%

Edge

$16,802.0

11.7%

Old Spice

$82,689.0

57.8%

Total

• •

$143,103.0

Old Spice dominates the total category in terms of spending Edge spends the least amount compared to the total category

! Total Category Gillette Barbasol

Network TV Network TV (000) SOS

Cable TV (000)

Cable TV SOS

Synd. TV (000)

Synd. TV SOS

Spot TV (000)

Spot TV SOS

$2,146.0

7.7%

$10,253.0

32.8%

$0.0

0.0%

$0.0

0.0%

$0.0

0.0%

$0.0

0.0%

$0.0

0.0%

$0.0

0.0%

$2,301

8.3%

$0.0

0.0%

$0.0

0.0%

$0.0

0.0%

Old Spice

$25,676.0

92.3%

$20,976.0

67.2%

$13,454.0

100%

$9,876.0

100%

Total

$27,822.0

Edge

• • •

$31,229.0

$13,454.0

$9876.0

Old Spice places the most amount of money in TV and has the most share in all four TV categories Gillette’s spending is in line with Edge Barbasol allocated no money towards TV

Total Category Gillette Barbasol

Network Radio (000) $0.0

Network Radio SOS 0.0%

Spot Radio (000) $0.0

Spot Radio SOS 0.0%

$0.0

0.0%

$0.0

0.0%

$1,470.0

100%

$0.0

0.0%

Old Spice

$0.0

0.0%

$0.0

0.0%

Total

$0.0

Edge

$0.0

Edge dominates in network radio, with being the only brand to allocate money there

14


Total Category Magazine (000)

Magazine SOS

Gillette

Total Category

$5,424.0

14.5%

Barbasol

$10,776.0

28.8%

Edge

$9,308.0

24.9%

Old Spice

$11,868.0

31.8%

Total

$37,376.0

• • •

Old Spice dominates the total category in terms of spending Edge’s spending is closely in lined with Barbasol Gillette has low spending compared to the total category

Total Category

National Newspaper (000)

National Newspaper SOS

Gillette

$1,024.0

14.8%

$0.0

0.0%

Barbasol

$5,880.0

85.2%

$6,960.0

100%

Edge

$0.0

0.0%

$0.0

0.0%

Old Spice

$0.0

0.0%

$0.0

0.0%

Total

$6,904.0

Local Newspaper (000)

Local Newspaper SOS

$6,960.0

Barbasol dominates the newspaper categories, having the highest shares in both national and local newspapers

!!

Total Category Gillette Barbasol Edge Old Spice Total

• •

Internet (000)

Internet SOS

$1,149.0

20.1%

$0.0

0.0%

$3,723.0

65.2%

$839.0

14.7%

$5,711.0

Edge has the highest share in Internet spending Barbasol allocated no money towards Internet Total Category

Outdoor $0.0

Outdoor SOS 0.0%

Barbasol

$0.0

0.0%

Edge

$0.0

0.0%

Old Spice

$0.0

0.0%

Total

$0.0

Gillette

The whole total category allocated no money towards Outdoor advertising

15


Barbasol Total Budget (000) $23,616.0

Total SOS 16.5%

Media Mix

Barbasol Network Cable TV Synd. TV TV $ (000) $0.0 $0.0 $0.0 %

0.0%

• •

0.0%

0.0%

$0.0

Network Radio $0.0

Spot Radio $0.0

0.0%

0.0%

0.0%

Spot TV

National Local Internet Nwspapr Nwspapr $10,776.0 $5,880.0 $6,960.0 $0.0 Mags. 45.6%

24.9%

29.5%

Outdoor

0.0%

$0.0 0.0%

Barbasol only spent money on print advertising, spending close to half of their budget in magazines No dollars were allocated towards TV, Radio, Internet, and Outdoor

Seasonality Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Total (000)

$1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $1,968.0 $23,616.0

• •

Barbasol implemented a Continuity Strategy where advertising was continuous throughout the 2013 year Money was allocated evenly

16


Old Spice Total Budget (000) $82,689.0

Total SOS 57.8%

Media Mix

Old Spice Network Network Cable TV Synd. TV Spot TV TV Radio $ (000) $25,676.0 $20,976.0 $13,454.0 $9,876.0 $0.0 %

31.1%

• •

25.4%

16.3%

11.9%

0.0%

Spot Radio $0.0

National Local Internet Nwspapr Nwspapr $11,868.0 $0.0 $0.0 $839.0

0.0%

Mags. 14.4%

0.0%

0.0%

1.0%

Outdoor $0.0 0.0%

Old Spice has more media variation compared to the total category Most of their money is spent on Network TV, followed by Cable

Seasonality Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Total (000)

$6,876.8 $6,884.8 $6,894.8 $6,895.8 $6,906.8 $6,866.8 $6,895.8 $6,906.8 $6,895.8 $6,884.8 $6,873.8 $6,905.8 $82,689.0

• •

Old Spice implemented a Continuous Strategy where advertising was continuous throughout the 2013 year The budget was not allocated evenly per month—each month had its own budget, all were in the $6,800-900 range

17


Edge Total Budget (000) $16,802.0

Total SOS 11.7%

Media Mix

Total Network Category Cable TV Synd. TV TV

Spot TV

Network Radio

Spot Radio

Mags.

National Local Internet Nwspapr Nwspapr

Outdoor

$ (000)

$2,301

$0.0

$0.0

$0.0

$1470.0

$0.0

$9,308.0

$0.0

$0.0

$3,723.0

$0.0

%

13.7%

0.0%

0.0%

0.0%

8.7%

0.0%

55.4%

0.0%

0.0%

22.2%

0.0%

• • •

Edge allocated more than half of their budget on Magazines About a 1/4th of Edge’s budget was spent in Internet Less money was allocated towards Network TV and Network Radio

Seasonality Jan

Feb

March

$0.0

$0.0

$0.0

• •

April

May

June

July

Aug

Sept

$2,432.0 $2,127.0 $2,557.0 $2,720.0 $2,324.0 $4,624.0

Oct

Nov

Dec

Total (000)

$0.0

$0.0

$0.0

$16,802.0

Edge implemented a Flight schedule, where there is no advertising for the first three months then from April to September there is continuous advertising. Once October hits there is no advertising for the rest of the year The periods where there is advertising, the money is not allocated evenly Most money is spent during September

18


• Consider putting money towards radio since Edge is the only brand to do so • Advertise in outdoor since competitors do not advertise there • Use a continuous  strategy and advertise during the whole  year

• Take advantage of the months where Edge does not advertise • Old Spice overall has the largest budget so it might be helpful to increase the overall budget

• Increase budget for Magazines since Gillette has the lowest • Increase budget for TV since Old Spice dominates the category • Consider putting money towards synd. & spot TV since not all competitors

19


20


Target Objective: To reach M18-49 current users of Gillette shaving creams, gels, and foams with a HHI of between $30,000-$75,000

Geography Objective: To provide a national campaign with a geographic heavy-up in four spot markets, which include Atlanta, Dallas, Houston, and Los Angeles •

The geographic focus for this campaign will allow the ads to reach the target across the nation while giving extra consideration to certain locations. The four spot markets where chosen based of Gillette’s target demographics

Seasonality/Scheduling Objective: To provide pulsing support year round, with having extra support during the summer. • Considering that shaving cream is a non-seasonal product, year round reinforcement will keep Gillette’s target constantly reminded about their products versus its competitors, especially Old Spice • Since men tend to shave more in the summer, having additional advertising during the summer will work as another reminder for men to choose Gillette over Old Spice.

Plan Performance Objective: To reach 75% of M18-49 an average of 2.7 times per month for a total of 203 TRPs • Taking Gillette’s sales and marketing objectives into consideration, this campaign will emphasize on frequency while making reach a low priority. Considering Gillette is a well known brand and that they want to market current users, Ostrow’s Frequency Model indicates that 2.7 times is an optimal amount • Reach & Frequency increase slightly in the heavy-up markets during June-August

Media Budget •

Gillette’s 2015 Media Plan Budget is $34 Million

21


22


Demographic Profile Key Demographic Information

Vertical %

Index

Male

100%

207

Female

0.0%

0

Ages 18-24

13.3%

112

Ages 18-34

37.4%

128

Ages 18-49

66.2%

118

Ages 21+

94.1%

99

Ages 50+

33.8%

77

Ages 55-64

12.7%

80

Ages 65+

12.7%

71

Ages 70+

8.6%

73

White

76.2%

99

African American

10.2%

85

Asian

4.2%

90

Other Race

9.4%

150

• •

Our target is men ages 18-49 A majority are white Vertical %

Index

Graduated High School

Education

32.3%

101

<1 Year of College

40.5%

103

<1-3 Years of College

28.0%

101

Graduated College

15.7%

104

Graduated College or <

25.4%

93

The target is educated, with nearly half attending at least 1 year of college

23


Demographic Profile Vertical %

Index

Employed Full Time 30+ hrs

Work Hours

59.3%

124

Not Employed

32.3%

80

Works 30-39 hrs/week

7.7%

88

Works 40 hrs/week

19.9%

112

Works 41-50 hrs/week

20.6.%

147

8.5%

173

Works 51+ hrs/week

The majority of the target is employed, even some working more hours than the average adult Vertical %

Index

Mining/ Construction

Occupation

8.6%

215

Manufacturing

6.3%

153

5.4%

161

5.1%

130

11.3%

124

5.5%

175

Transportation, Communications, Utilities Accommodation/ Food Services MGMT/ Business & Financial Operations Production, Transport & Material Moving Architect & Engineer

3.3%

126

Other building / construction

21.8%

179

Do not work for a fortune 500 company

54.1%

117

Vertical %

Index

$10,000<

HHI

3.8%

66

$20,000<

11.0%

77

$25,000<

16.2%

84

$30,000 or + >

79.0%

104

$40,000 or + >

68.9 %

105

$50,000 or + >

60.0%

106

$60,000 or + >

50.1%

105

$75,000 or + >

41.1%

110

$100,000 or + >

25.5%

106

$250, 000 or + >

2.9%

91

• •

Target tends to have HH incomes between $30,000 - $75,000 The majority of the target does not work for a big fortune company, rather most compared the average adult work within the construction industry (over indexing)

24


Demographic Profile Geographic Regions

Vertical %

Index

Northeast

16.8%

91

Midwest

19.3%

88

South

38.6%

107

West

25.3%

108

Northeast

18.6%

92

East Central

13.1%

108

West Central

12.6%

83

South

33.9%

106

South East

20.6%

101

South West

13.3%

116

Pacific

11.6%

106

Atlanta

2.8%

135

Boston

2.3%

109

Chicago

2.6%

79

Dallas

3.2%

138

Houston

2.5%

122

Los Angeles

8.1%

139

New York

6.8%

95

Census Regions

Nielsen Regions

Top DMA’S

• •

Because of all the flat indexes, the target’s geographic regions mirror the general U.S. population There is a slight skew in the south Vertical %

Index

Business Clubs

Memberships

2.6%

145

Country Clubs

2.5%

137

Fraternal Orders

4.7%

155

Union

7.5%

122

Veterans Clubs

4.8%

123

Belong to none of these

45.9%

109

Belong to any membership

44.7%

91

Temple/Church/Synagogue

25.0%

81

Compared to the average adult, the target tends to have a membership with some club or organization

25


Psychographic Profile Attitudes in General (Agree A lot)

Vertical %

Index

I enjoy taking risk

10.2%

147

I enjoy spending time with my family

59.8%

96

32.4%

101

30.3%

104

I prefer to spend a quiet evening at home then going out I do some sport/exercise at least once a week It’s important to act ethically

45.9%

92

You should seize every opportunity

44.0%

110

If you don’t succeed at first, keep trying

50.2%

102

• •

Target tends to be very family oriented and live a low key lifestyle Target tends to be motivated and works out Shopping Attitudes

When shopping, I just get what I need and leave I Usually only go shopping when I have to buy something I really need When I shop I usually do not visit a variety of stores My Friend’s opinions of a store do not influences where I shop I do not go shopping frequently I do not spend a long time browsing in stores I am not willing to travel an hour or more to shop at my favorite store I really do not enjoy any kind of shopping I do not spend a lot of money on toiletries for personal use

• • • •

Vertical %

Index

33.3%

142

39.4%

116

24.2%

136

29.2%

114

29.8%

133

33.7%

135

37.1%

117

30.4%

124

29.3%

112

In terms of shopping, the target tends to be a practical and efficient shopper Majority of the target does not like to go shopping and when they do it is typically for necessities The target tends to stick to what they like and others do not influence their purchases The target also does not spend a lot of money on personal care toiletries

26


Psychographic Profile Social Interactions Willing to help others without receiving direct benefits Enjoy keeping in touch with friends and acquaintances Really like learning new things

Vertical %

Index

33.2%

92

32.1%

90

27.8%

100

Make friends easily

27.0%

104

Like to share knowledge to others

24.6%

108

49.9%

99

31.0%

106

Vertical %

Index

Affectionate

29.3%

94

Creative

20.1%

91

Efficient/Organized

22.4%

91

Funny

26.4%

115

Smart/ Well-informed

27.5%

104

Kind/ Good-hearted

38.6%

89

Sociable

31.8%

104

Trustworthy/Competent

47.3%

93

Known to be expressive and share opinions to others Conformity makes me feel uncomfortable

Self-Concepts

â&#x20AC;˘ â&#x20AC;˘

The target tends to be socially active, reliable, and easy going The target tends to be more of an individual and not afraid to express their opinions

27


Psychographic Profile Vertical %

Index

Board games

Leisure Activities

27.0%

86

Card games

39.6%

99

Cooking for fun

28.5%

81

Dining out (Not Fast food)

48.0%

88

Going to beach/lake

33.9%

93

Listening to music Attended a concert

64.8% 30.6%

98 100

Reading Books

39.4%

74

Exercised

52.0%

102

Vertical %

Index

3.2%

151

National Football League

39.7%

152

College Football

25.5%

153

Major League Baseball

23.0%

151

College Baseball

4.2%

144

National Basketball Assoc.

15.2%

158

College Basketball

14.0%

137

Any NASCAR

12.6%

164

Sports (Very Interested) Major League Soccer

â&#x20AC;˘ â&#x20AC;˘

The target tends to go out for dinner, listen to music, play card games and exercise In regards to sports, target is very interested in football and baseball

28


Magazines In terms of magazine use, Gillette male users primarily read magazines that focus on men, sports, cars, and hunting equipment.""The target does NOT read magazines that focus on women, entertainment, or celebrity gossip. " Men’s Magazines

Index

Men’s Fitness

216

Men’s Health

212

Men’s Journal

243

Maxim

197

Playboy

195

Target tends to read Men’s Journal significantly more than the average adult

Vertical %

Index

Sports Illustrated

Sports Magazines

10.5%

175

Sports News

1.6%

182

ESPN

3.9%

207

Target tends to read ESPN more than the average adult

Vertical %

Index

Automobile

Car Magazines

2.3%

220

Car and Driver

5.3%

235

Car Craft

2.4%

227

Hot Rod

4.5%

227

Target tends to read Car and Driver more than the average adult

29


Magazines Vertical %

Index

American Rifleman

Gun Magazines

3.4%

193

Guns & Ammo

4.0%

231

North American Hunter

2.6%

221

â&#x20AC;˘

Target tends to read Guns & Ammo more than the average adult

Not Reading Female Magazines

Vertical %

Index

Ok! Weekly

1.7%

52

People

1.3%

62

Star

2.3%

55

â&#x20AC;˘

Target does NOT read the following magazines: Ok! Weekly, People, Star, Cosmopolitan and other magazines alike

30


Newspaper In terms of newspaper use, Gillette male users primarily read sections that focus on business, technology, and sports. The target does NOT read newspaper sections that focus on cooking, gardening, and fashion. The target tends to read the New York Times, USA Today, and The Wall Street Journal. National Newspapers

Vertical %

Index

New York Times

3.8%

120

USA Today

8.0%

132

Wall Street Journal

4.5%

148

Target tends to read The Wall Street Journal more than the average adult

Vertical %

Index

Business/Finance

Daily Sections

15.2%

134

Front Page

26.8%

95

General News

23.9%

95

Science& Technology Sports

7.4%

126

27.2%

161

Target tends to read the sports and businesses sections more than the average adult

Not Reading Daily Sections

Vertical %

Index

Food/Cooking

5.2%

48

Home/Gardening

2.4%

42

Fashion

1.6%

31

Target does NOT read the cooking, gardening and fashion sections

31


Television In terms of TV use, Gillette male users tend to enjoy sports and comedy series. The target tunes in to a variety of cable networks that focus on sports, entertainment, and history. The target does NOT tend watch drama and reality TV programming.

Networks Sport Networks CBS College Sports Network

Vertical %

Index

6.7%

179

ESPN

36.4%

160

ESPN 2

21.6%

146

ESPN Classic

4.3%

128

ESPN News

13.3%

149

Fox Soccer Channel

3.7%

158

FSN

7.6%

162

Speed

10.4%

174

â&#x20AC;˘

Target tends to watch sport programming on the CBS College Sports Network, ESPN, and FSN more than the average adult Vertical %

Index

A&E

Entertainment Networks

21.2%

97

Adult Swim

12.1%

146

Comedy Central

20.1%

136

FX

17.1%

119

HBO

22.5%

130

Spike

18.5%

145

TBS

24.2%

104

TNT

26.9%

106

USA Network

22.6%

97

â&#x20AC;˘

Target tends to watch entertainment programming on Adult Swim, Spike, and Comedy Central more than the average adult

32


Television History/Science Networks

Vertical %

Index

Discovery Channel

31.6%

131

History Channel

37.8%

139

History International

8.0%

150

Military Channel

9.2%

163

National Geographic

13.0%

162

Science Channel

8.4%

165

Target tends to watch history/science programming on the Science Channel, Military Channel and National Geographic more than the average adult

TV Programs Vertical %

Index

ABC Saturday Night College Football

Sport Programs

5.5%

141

Whacked Out Sports

3.6%

188

Target tends to watch Whacked Out Sports or shows alike more than the average adult

Comedy Series

Vertical %

Index

American Dad

6.5%

164

Family Guys (Fox)

15.2%

146

Seinfeld

4.6%

128

The Simpsons

9.0%

137

SNL

11.0%

122

Target tends to watch American Dad and Family Guy or shows alike more than the average adult

33


Television Not Watching Drama Series

Vertical %

Index

The Closer

3.4%

45

Castle

4.0%

52

Medium

2.6%

63

Vertical %

Index

The Closer

3.4%

45

Castle

4.0%

52

Medium

2.6%

63

Drama Series

• •

Target does NOT watch drama series such as The Closer or programs alike Target also does NOT watch reality series that are skewed towards a female audience such as Dancing with the Stars or other programs alike

Dayparts TV Dayparts

Vertical %

Index

62.2%

96

Late Fringe

34.1%

99

Prime Time

77.7%

99

TV All Day

90.5%

99

Weekdays (5PM-7:30PM)

59.0%

95

Weekdays (8PM-11PM)

69.3%

96

Saturday (7AM-1PM)

41.5%

107

Saturday (8PM-11PM)

45.5%

98

Sunday (7PM-11PM)

40.3%

104

Early Fringe

Target primarily watches TV during prime time and early fringe hours

34


Radio In terms of Radio use, Gillette male users primarily listen to music and talk shows that focus on the news, business, sports, and talk. The Target tends use the radio during the before and after work hours. Genres

Vertical %

Index

Modern Rock

4.8%

171

All Sports

8.5%

156

Alternative

5.1%

160

22.1%

113

Spanish

8.9%

138

Talk

3.6%

131

Urban Contemporary

5.0%

138

News/Talk/ Bus/ Sports

Target tends to listen to rock music and sport broadcast more than the average adult Vertical %

Index

All week (Mid-6AM)

Dayparts

9.8%

128

All week (6AM-10AM)

52.4%

102

All week (3PM-7PM)

53.0%

101

All Week (6AM-Mid)

77.0%

101

Weekdays (6AM-10AM)

49.9%

102

Weekdays (3PM-7PM)

45.9%

99

Weekdays Drive Time

64.9%

102

Weekdays Total

75.9%

101

All Week total

77.8%

101

• •

Target tends to listen to the radio most during drive time On the weekdays, the target primarily listens to the radio in the morning (from 6AM10AM) and in the afternoon (from 3PM-7PM)

35


Internet In terms of Internet use, Gillette male users tend to use the web more in their homes than they do at work. The target uses the Internet for a variety of activities, such as auto shopping, downloading media, and for sports. The target does NOT to use the Internet to book trips or to make shopping purchases. Internet Uses

Vertical %

Index

Use at Home

68.0%

105

Don’t Use at Home

18.9%

86

Use at Work

34.6%

109

Don’t Use at Work

46.0%

98

Click on Banner Ads Often

4.6%

154

Links do not lead to purchase

58.6%

104

• •

Target tends to use the Internet more at home than they do for work Target clicks on Banner ads more than the average adult, which can be helpful when determining what online ad space to select/buy

Online Activities

Vertical %

Index

8.8%

153

Auto Shopping

9.5%

182

Banking

34.5%

105

Download Music

15.2%

136

Download Movies

6.9%

143

Financial Info/ Stocks

9.9%

137

Traditional Radio

4.8%

133

News/ Weather

38.5%

107

23.9

175

Video Game News

10.1%

233

Watching Videos

17.1%

135

Auctions

Sports

• •

Target tends to use the Internet for auto shopping and to seek out sports related content more than the average adult The target uses the Internet to look up video game news significantly more than the average adult, even over indexing by133

Not Doing Online Activities

Vertical %

Index

Airline/Car/Hotel Info

9.6%

97

Medical Service

7.3%

86

Real Estate Listing

5.4%

100

Research/Education

13.3%

94

Online Purchase

14.1%

91

Target does NOT tend to use the Internet for travel services, medical services, and for online purchases

36


Internet Web Sites Used Sport Web Sites

Vertical %

Index

ESPN.com

16.2%

214

MLB.com

4.7%

230

NBA.com

2.9%

153

NFL.com

7.1%

194

Foxsports.com

3.8%

169

â&#x20AC;˘

Target tends to go on ESPN.com and MLB.com more than the average adult, even both over indexing by 100+

Social /Search Web Sites

Vertical %

Index

30.1%

93

Linkedin.com

3.0%

143

Myspace.com

5.9%

145

Twitter.com

3.5%

128

YouTube.com

26.5%

125

Google.com

39.1%

104

Yahoo.com

26.9%

106

Fox.com

4.2%

148

Monster.com

3.3%

180

Facebook.com

â&#x20AC;˘

Target tends to go on LinkedIn.com and Monster.com more than the average adult

37


Internet Vertical %

Index

Bestbuy.com

Other Web Sites

7.4%

136

Ebay.com

17.0%

146

iTunes.com

12.1%

136

Movies.com

2.3

146

Autotrader.com

3.8%

228

Cars.com

3.1%

242

Target tends to go on Autotrader.com and Cars.com significantly more than the average adult, even over indexing by 100+

Not Using Travel Web Sites

Vertical %

Index

Hotels.com

1.4%

97

Traveloccity.com

2.2%

104

Expedia.com

2.4%

83

Vertical %

Index

ABC.com

News Web Sites

2.5%

81

NYTIMES.com

2.1%

109

Washingtonpost.com

0.9%

78

• •

Target tends NOT to go on websites that are used for booking trips such as Expedia.com or others alike The target also tends NOT to go on specific news outlet websites such as MSNBC.com and the Washingtonpost.com

38


39


Summary In order to meet Gillette’s media objectives, the following mediums were selected to ensure that the advertising messages would be delivered to the target.Taking Gillette’s media objectives, their target’s media habits, their competitors media mixes, and the media plan budget all into consideration, the mediums that were chosen include TV, Radio, Magazine, Newspaper, Internet, and Outdoor.

Television • • • •

Based off of Simmons research, Gillette’s target watches TV TV is the largest mass medium available for advertisers Considering the target watches TV, advertising within this medium would be a great way to reach Gillette’s target Gillette’s competitors are spending money on TV as well, with Old Spice dominating the category

Chosen Dayparts •

The following dayparts were chosen based off the target’s media habits and Gillette’s competitors media mixes

Net-TV: Prime, Cable Early Fringe & Cable Prime • • •

Based of Simmons research, majority of the target watches TV during Early Fringe and Primetime hours Considering that the target is employed and works full time, these dayparts are when most of the target can even watch TV Primetime (broadcast & cable) tends to have a higher CPM because these hours have the largest viewing audience of the day and the programming tends to be the most desirable

Net-TV: Sports • • •

Based off of Simmons research, majority of the target enjoys watching sports With this in mind, advertising on sports channels would be an effective way to reach Gillette’s target The cost per thousand viewers is fairly efficient, given that it is a more niche & specialized daypart

40


Net Radio • • • • • •

Based off of Simmons research, Gillette’s target listens to the radio Net Radio is a great medium to reach the target inexpensively and more frequently Radio users tend to be loyal listeners by tuning in to a particular station regularly o which can help build frequency Net Radio allows for Gillette ads to be placed across the nation Research shows that the time between media exposure and purchase is shorter for radio than for any other traditional medium Out of all the competitors, Edge is the only one to put money towards net radio o Since not all of the competitors are using Net Radio, this can be a great way for Gillette to stand out

Morning and Evening Drive Dayparts •

According to Simmons research, Gillette’s target tends to listen to the radio the most during the Morning and Evening Drive hours o Since the target works full time, they are most likely listening to the radio on the way to and from work and advertising during these times would be the most effective way to reach the target

National Newspapers • • • •

According to Simmons research, Gillette’s target reads national newspapers Out of all the competitors, Barbasol is the only one who advertises in national newspapers National Newspapers allows Gillette to reach its desirable target, by picking which section of the newspaper to advertise in Considering issues are available everyday and readers tend to be loyal, placing ads in a particular newspaper can help build ad frequency

Men’s Magazines • • • •

• •

According to Simmons research, Gillette’s target reads men magazines All of Gillette’s competitors put ad money towards magazines, especially Old Spice who dominates the category Advertising in Magazines allows Gillette to reach its target directly Since Gillette shaving cream products tend to be a more visual product, placing ads in a magazine would be a more aesthetically appealing way to advertise and grab the target’s attention o In addition, magazines are printed in color and have great production quality Magazine subscriptions and loyal readers are another way to build frequency, since the target would be getting the magazines monthly and see the ad each time What makes magazines unique compared to the other mediums is that they tend to “hang around” o When readers are done reading magazines, they either pass them along to their friends or have them lying around. Magazine’s long issue life allows for the ads to been seen over and over again

41


Online Targeted Sites • • • • • •

According to Simmons Research, Gillette’s target uses the Internet and they even click on banner ads All of Gillette’s competitors except Barbasol advertise online Online advertisements allow for Gillette’s target to have direct interactivity and drive users to Gillette’s website The Internet allows Gillette to directly target their desired audience The Internet also has strong metrics that would allow Gillette to see how well their ads are performing Targeted Sites is a great way to build frequency since users tend to be loyal and visit websites multiple times a day or week

Outdoor • •

• •

Outdoor billboards provide massive exposure at an inexpensive cost They are able to reach more people and build frequency o For ex: if the billboard is placed on a major highway, people will see the billboard each time they drive to work so they would see it frequently Considering that none of Gillette’s competitors put money towards outdoor, this is a great way for Gillette to stand out from its competitors, especially Old Spice The heavy-up markets that were chosen include Atlanta, Dallas, Houston, and Los Angeles o According to Simmons research, the target tends to have a slight geographic skew in the south and tends to live in these cities more than the average adult Since men tend to shave more during the summer, the advertisements would be placed only in June, July, and August

42


Summary Gillette’s 2015 Media Plan incorporates various mediums that work best to achieve the campaign’s media objectives.

Media Mix

Majority of the budget is allocated towards TV, with putting the most money in Net TV Prime, Cable Prime, and Net TV Sports

43


CPM

â&#x20AC;˘

National Newspapers have the highest CPM, with $43.86 o Despite the CPM being high, it is still important for Gillette to advertise in National Newspapers because their target reads them and Barbasol advertises in them as well

â&#x20AC;˘

Internet has a high CPM as well, with $36.31 o Despite the CPM being high, it is important for Gillette to advertise online because their target uses the internet and goes on various websites

â&#x20AC;˘

Net TV Prime has a high CPM, with $34.30 o Despite the CPM being high, it is important for Gillette to advertise during Primetime because their target watches TV and they watch TV the most during this daypart

44


Plan Performance Non Heavy-Up Markets Plan performance

Totals

Reach

76.7

Frequency

2.8

TRPs

216

Cost

$2,768,578

• •

Aligning with the performance plan objectives, the plan performance for the non heavyup markets reaches 76.7% of the target on average 2.8 times with 216 TRPs per month This plan performance is all year round

Heavy-Up Markets Plan Performance

Totals

Reach

93.0

Frequency

10.1

TRPs

937

Cost

$2,975,132

• • •

Still aligning with the performance plan objectives, the heavy-up markets plan performance reaches 93.0% of the target on average 10.1 times with TRPs 937 The heavy-up markets include Atlanta, GA, Dallas-Ft.Worth, TX, Houston TX, Los Angeles CA, 11% US HHs This plan performance is during June-August

45


Vehicle Recommendations Based off Simmons research, the following vehicle recommendations would appeal to Gillette’s target

Television •

Sports o CBS College Sports Network o ESPN o FSN/Speed Entertainment o American Dad o Family Guy o The Simpson

Radio •

Genres o Modern Rock Stations o Sports Stations o News/Talk/ Stations

Magazines • • •

Men’s Journal ESPEN Car and Driver

Newspapers • •

The Wall Street Journal Sections o Business/Finance o General News o Sports

Internet • • •

ESPN.com Autotrader.com Cars.com

46


Creative Units

Medium

Creative Units

Net TV Prime

:15

Net TV Sports

:15

Net Cable Early Fringe

:15

Net Cable Prime

:15

Net Morning Radio

:30

Net Evening Radio

:30

Menâ&#x20AC;&#x2122;s Magazines

FPG4C

National Newspapers Internet Spot Outdoor

HPG B&W Banner Ads 25 Show

47


48


49


50


1. “Barbasol.com.”Barbasol /// The Original For More Than 90 Years. Period, Inc., 2012. Web.17 Feb. 2014. 2. "Edgeshavezone.com.” Edge® Shave Gel. Energizer, 2012. Web. 17 Feb. 2014. 3. "Gillette.com." Men's Razors, Shave Gel, Deodorant and Body Wash. Procter & Gamble, 2014. Web. 17 Feb. 2014.

4. "Oldspice.com." Old Spice. Procter & Gamble, 2014. Web. 17 Feb. 2014. 5. "Old Spice Fact Sheet." Procter & Gamble, n.d. Web. 17 Feb. 2014. 6. Gillette Fusion ProGlide Case Study: Using consumer-focused marketing to instill brand confidence. (2011). Gillette Fusion ProGlide Case Study: Using Consumer-Focused Marketing to Instill Brand Confidence, 1-19.

7. Male Toiletries in the United States. Published April 2013. MarketLine Industry Profile 8. Men's Personal Care - US - October 2013 Report. Mintel 9. Neff, Jack. "Did Movember Nick P&G's Gillette?" Advertising Age. N.p., 24 Jan. 2014. Web. 17 Feb. 2014.

10. Neff, Jeff. "P&G Moves Global Gillette Account to Grey." Advertising Age. N.p., 29 Apr. 2013. Web. 17 Feb. 2014.

11. The Procter & Gamble Company Profile. HOOVERS. Accessed Feb 09. 2014 12. The Procter & Gamble Company. OneSource Company Summary Report. Accessed Feb 09. 2014 13. Vinjamuri, David. “ Big Brands Should Feat the Dollar Shave Club’ Effect.” Forbes.com LLC, 2014. 12 Apr. 2012. Web. 11 May. 2014.

14. “Male Grooming Raising the Prices.”!Economist.13 Aug. 2013. Web. 11 May. 2014 15. !“Worlds most Valuable Brands: Gillette.” Forbes.com LLC, 2014. Web. 10 May. 2014 16. “Best Global Brands 2013.” Interbrand, 2014. Web. 12 May. 2014. 17. Hugehes, Mark. “Gillettes Campaign Asks, How Does Superman Shave. Forbes.com LLC, 2014. 28 May 2013.

18. “www.pg.com.” Gillette. Procter & Gamble, 2014. Web.12 May. 2014.

51


Gillette media plan book