Lash Exact Mascara
Situation Analysis • • • •
COVERGIRL Lash Exact Mascara Women 18-34 Competitor: Maybelline New York: define-a- lash mascara
Marketing Objectives • Increase sales during prom and peak wedding seasons (summer and fall) • Make COVERGIRL cosmetics even more recognizable as a brand by making CG seem like an important part of any special occasion
Competitive Overview Projected total of female users for fall.
3500 3000 2500 2000
CoverGirl Maybelline NY
1500 1000 500 0
2009
Taken from MRIplus Fall reports Project totals of female users.
2010
2011
Target Audience The nationwide demographic profile for COVERGIRL Cosmetics is defines as: • Women • 18-34 years old • Single/Engaged • HHI: $40,000-$49,999 • Not college educated • Sales/Office
Media Objectives • Increase brand awareness by achieving optimal levels of advertising • Give aways through social media (Twitter, Facebook, Instagram) • Maintain image that COVERGIRL is a brand for every type of woman and emphasize how important CG lash exact mascara (or other CG products) are on an important day.
Geography COVERGIRL Lash Exact Mascara will focus on major cities throughout the U.S. • The South and Midwest regions will have more focus because those are the less saturated areas (as opposed to the Northeast and West)
Seasonality
• Seasonality in the wedding industry is predictable. • Advertising support should be heaviest in March through May for the prom season and June through October for the biggest wedding seasons. - Prom is within the same three months every year, girls will need makeup like Lash exact mascara - Peak wedding seasons are fairly predictable and more woman consume makeup during that time. • Although mascara is not a large purchase, there are many brands. The goal is to advertise year round to keep COVERGIRL on every high schooler’s and bride’s mind.
Media Strategy • Participate in bridal and prom trunk shows as a sponsor • Use COVERGIRL spokes model on television and print ads so people can develop brand recognition for LEM - Heavily advertise on television in April (before prom) and in May and September (before/ during peak wedding months)
Media Selection • Spots on television as the main medium • OOH as second largest medium • Print ads/Give aways via Twitter, Instagram, and Facebook as supplemental media
Communication Goals: Reach, Frequency, Continuity
• Structure advertising to achieve the highest effective reach and frequency during peak seasons. (March- May, June-October) • Non-peak months will have very few commercials aired • Keep up recognition but not overwhelm the viewer with ads
Communication Goals:
Reach, Frequency, Continuity (con) • To maximize frequency 200 of the ads will be during daytime television from marchOctober. To maximize the reach 100 ads will be during primetime. Less ads but more people will see them. Totaling 300 spots. Recommended Programs American Horror Story General Hospital Smash Anderson Live Glee The View The Voice Live with Kelly There will be ads put out in six month increments in Cosmopolitan, Seventeen, Bride’s Magazine
Media Mix
Television: Advertising will be heavier during primetime and on the weekends to accomplish a maximum reach -1-minute and 30 second spots will be used Print: 1 page ads will be placed in previously stated magazines OOH: Ads with the COVERGIRL will be placed on buses and bus stops Social Media: Give aways will be done for retweeting trending topics, Instagramming a special day when using CG LEM, or liking us on facebook.
Promotion Strategy During non-peak seasons the product will be sold as a must-haven to the hip woman on the go. This will tie into the peak-season ads saying that it is a must-have for a special occasion. “With Lash Exact Mascara, everyday is a special occasion.�
Financial Considerations The 2012 Budget is as follows: Television Daytime: $2,100,000 200 spots Television Primetime: $2,530,000 100 spots OOH: $4,217,648 Buses/ shelters Print: $866,040 3 magazine bought 6 times Social Media (giveaways): $286,312 limited give away of product
*Media totaled is calculated for an 8 month period