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.
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