Right Guard Mock Campaign by Mari Hopkins

Baillie Brown, Erin Crosby, Mari Hopkins, Pat Lipsker, Titus Lam, and Jillian Ranney made this mock campaign for the Advertising 480 course at Washington State University taught by Daniel Petek. This campaign was assigned for educational purposes. Campaign presentations took place in CUE 518 on April 28, 2011. The presentation was for a panel of advertising professionals.

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Ta b l e of C on te n ts E x ec utive Summar y

Situation Analy si s

T he Market C ompetitive Position The C on sumer D ealers and D i str ibutors Adver ti sing Hi stor y S ales Promotion Challeng es and O ppor tunities

9 16 19 23 25 29 36

S.W.O.T.

C ampaig n O bj ec tives and Strateg ies

Pr imar y Res earch Q uantitative: Sur ve y R esults

Q uantitative: Sur ve y Crosstabulation Q ualitative: Phone Inter v ie ws

C onsume r Prof iles and Recommendation s

Targ et Market Indirec t C ompetitors

40 44 52

55 55 61

S elec ted Empha si s Reg ion s

Media Plan

Media O bjec tives Media R ationale S elec ted Media Media C on sidered but not Chos en

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C ost Eff icienc y Analysi s Media Flow Char t

Creative

Creative O bjec tives Creative Br ief Trade Mag az ines Radio S cr ipt Tele v i sion S cr ipts Website R ene w al B anner Ad s

Promotions Sw eepstakes and Giveaway s

Smar t phone Application C ostco Marketing in Air por ts P romotion Flow Char t

Budg et Breakdow n Budg et Forecast

C ampaig n Gross R ating Points

Appe ndi x P r imar y R es earch: O nline Sur v e y

P r imar y R es earch: Phone Inter v ie ws S econdar y R es earch S ources

77 82

91 91 92 93 96 97 99 101

102 102 103 104 105 107

110 110 114

116 116 117 128

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Back to the Basics

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It’s all About Performance

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E x e c u t i v e S u mm a ry On June 1, 2010, we will launch a national re-branding campaign for Right Guard Sport deodorant and antiperspirant. Once upon a time, Right Guard was the top deodorant in the market beginning with its aerosol spray deodorant which was the first of its kind. Now lacking in sales and stuck in the shadows of competitors, Right Guard Sport 3D is poised for a comeback. Through our media plan, we hope to increase market share and sales by highlighting the advantages of using Right Guard as their deodorant brand.

Who are we targ eting ? Through the extensive research found in Simmons (SMRB) and Mintel, we have identified individuals who use deodorant regularly. Not only that, but those individuals who appreciate what it does for them; from controlling sweat to having a smooth, dry application. It’s the little things that matter. Men ages 45-54 have the highest tendency to use Right Guard as their brand of choice. By establishing brand loyalty with this age group, we will be a market leader in the more mature audience of the deodorant market.

How are we g oing to reach our audience? The next step after identifying our target audience is to create a national campaign and restore Right Guard back to its roots as a market leader. Throughout the year, we will be promoting Right Guard through different promotions and advertisements that will highlight the many advantages of our product. By creating brand awareness, we hope to increase traffic and sales ultimately gaining a higher voice of share in the market. Contemporary digital media will be utilized to inform and make it an interactive experience for our target audience. Trade magazines, TV and radio will be our main forms of traditional media to promote Right Guard back to the brand it once was.

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The Right Guard Mission Statement: “Right Guard is committed to being the brand ultimate in odor and wetness protection.”

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S i t u at i on A n aly s i s The Market D e f inition The market for deodorants and antiperspirants is dominated by four key manufacturers. These include Procter & Gamble (Old Spice, Gillette, Secret), Unilever (Degree, Axe), Colgate-Palmolive (Tom’s Of Maine, Mennen Speed Stick) and Henkel Group (Right Guard, Dry Idea). This report highlights the United States market for Right Guard Sport 3D Deodorant.

Rele vant Market ( SIC ) C ode Right Guard is positioned under the Standard Industrial Code (SIC) #2844. This category is used for perfumes, cosmetics and other toiletries such as toothpaste, shaving needs, and suntan lotions. This industry also includes the mixing and blending for compounding perfume bases as well as your products you often use in the shower. Situated under Division D labels it as a manufactured product then filtered under Major Group 28: Chemicals and Allied Products. The North American Industry Classification System code is 325612, which is listed as Polish and Other Sanitation Good Manufacturing who engage in manufacturing and packaging polished, and specialty cleaning preparations.

Market Make - up The market for antiperspirants and deodorants is associated with four key manufacturers that are leading sales. These include Procter & Gamble which accounted for (35.7%) of FDMx sales, Unilever (28.7%), Colgate-Palmolive (10.4%) and Henkel Group (8.7%). The remaining sales were from Private Label (.1%) and Other (16.4%). FDMx sales for Procter & Gamble and Unilever increased while Colgate-Palmolive, Henkel Group, Private Label, and Other manufacturers experienced declines in sales as these two manufacturers dominated the market. Within each manufacturer’s product lines there are gender specific deodorants for and a small unizex segment.

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Antiperspirant and deodorants are offered as sprays, gels and solids and come in sizes ranging from 1.7 to 6 ounces The prices of these products are generally $2 to $5, and are sold at supermarkets, drug stores, warehouses, and other retailers.

Market Grow th The deodorant segment achieved a majority of its sales growth in the men’s segment, which grew 11% between 2005 and 2010 reaching $1.3 billion. The women’s segment, which experienced a deceleration in sales, ended the year with $1.2 billion; followed by unisex products which reached nearly $365 million. The subsequent graph illustrates sales of antiperspirant and deodorant in the men’s, women’s and unisex segments between 2005 and 2010 (Mintel, Antiperspirants and Deodorants, 2011).

In regards to the sales of antiperspirants and deodorants as a whole, Procter & Gamble and Unilever have taken the lead, dominating sales of men’s and women’s products. Procter & Gamble, has achieved FDMx sales of $455 million in 2010, reporting an 8% increase in sales since 2009. Trailing Procter & Gamble is Unilever who achieved $365 million in FDMx sales in 2010, reporting a 6.5% increase in sales since 2009. These gains were encouraged primarily by Procter & Gamble’s Old Spice brand as well as Unilever’s Axe Fresh products. Products offering extended protection in the men’s segment were

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also key market drivers. The presence of heavy marketing tactics aimed toward males, specifically teens and young adults ages 18-24, played a key role in driving sales growth in the men’s segment. The sales of women’s deodorants and antiperspirants, however, remained relatively steady as Procter & Gamble’s Secret brand dominated the market for women’s deodorant’s, accounting for 44.3% of FDMx sales in the women’s segment (Mintel, Antiperspirants and Deodorants, 2011). Colgate-Palmolive and Henkel Group, however, experienced declines. Colgate-Palmolive achieved sales of $133 million with a 2.8% decline in sales. Colgate-Palmolive’s Tom’s of Maine Long Lasting Care

brand experienced sales growth of 40.3% between 2009 and 2010, reflecting a popular interest in extrastrength products. Henkel Group achieved $110 million with a 4.8% decline in sales. Although Henkel Group experienced steep declines, they experienced heavy growth in the unisex market as sales for Right Guard Sport rose 65.6% from $20 million to $33 million in 2010. Although Colgate-Palmolive and Henkel Group experienced sales growth from specific products, steep declines in their overall product lines offset any gains. Overall, the market for deodorants and antiperspirants was dominated by Procter & Gamble and Unilever while competing manufacturers experienced sales growth of specific products within their

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product lines. According to Mintel, future sales will be driven by product innovations offering like extended protection and anti-stain deodorants (Mintel, Antiperspirants and Deodorant, 2011).

Market Si z e and Forecast

Retail sales of antiperspirant and deodorant rose nearly 15% between 2005 and 2010, ending the year at $2.83 billion. According to Mintel, the retail sales for this segment are forecasted to increase between 2010 and 2015, reaching $3.637 billion in total sales by 2015. New premium products are expected to increase sales as well between 2011 and 2015. Also, as the population is predicted to increase between 2006 and 2016, this will also boost deodorant

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sales because it is a product mosr consumers use on a daily basis. (Mintel, Antiperspirants and Deodorant, 2011) The bottom graph on the previous page indicates the sales of antiperspirants and deodorants at inflation adjusted prices. When adjusting for inflation sales are forecasted to reach $3.361 billion

Sig nif icant Tre nd s E conomy The poor economy has had a significant impact on consumer spending behaviors. As a result, the recession has jeopardized product sales causing a variety of products and services to struggle to maintain healthy sales. The sales for deodorant, however, managed to remain relatively steady during the recessionary period. Mintel Reports suggest that deodorants are somewhat resistant in regards to the recession (Mintel, Antiperspirants and Deodorant, 2011). For instance, retail sales for antiperspirants and deodorant rose 3.5% in 2008 but experienced a deceleration of sales in 2009, increasing only 1.2%. This deceleration, however, rebounded in 2010, as sales rose 3.3% ending the year at $2.83 billion. According to Mintel, the drop in sales is linked to the impact of the recession as consumers searched for cheaper alternatives (Mintel, Antirperspirants and Dedorants, 2011).

Une mploy ment The presence of high unemployment rates, indicated in the graph below, ranged from 9.4% to 9.8% between 2009 and 2010. In addition to high unemployment rates was underemployment which surpassed 15% between 2009 and 2010 encouraged consumers to move toward cheaper alternatives when selecting grooming products. In addition, there was an increase in coupon clipping and shopping at discount stores and warehouses offering lower prices. Each of these elements is responsible for reduced sales in this segment. (Mintel, Antiperspirant and Deodorant, 2011)

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Population Grow th According to Mintel, the U.S. population is expected to grow nearly 9.9% (reaching about 328.678 million) between 2006 and 2016. Mintel suggests that the increase in population will be a key player in driving future sales growth and long-term sales in the market for deodorant (Mintel, Antiperspirants and Deodorants, 2011). Ultimately, as the market moves away from recessionary pressures and the population continues to grow, the market for deodorant is expected to see increased sales.

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Af r itcan-Amer ican /Hi spanic Grow th Mintel reports indicated that race is an important factor when considering future sales growth. Specifically, African American and Hispanic populations reported using deodorant more frequently and at higher rates each week compared to Caucasians and Asians. In addition, Hispanics are expected to have the highest population growth of any ethnic group at 35.7% reaching nearly 57.7 million, comprising 17.7% of the total U.S. population. The African American population is forecasted to increase 11.7% reaching nearly 42.1 million. It is important to note that these two demographics have some of the lowest median incomes in the United States with $37,913 for Hispanics and African Americans $34,218. The presence of low income levels and high population growth suggests a strong demand for mid-market products offering various price promotions (Mintel, Antiperspirants and Deodorant, 2011).

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Marketing Tac tics A significant trend of advertising and promoting products toward adolescent males has driven sales growth in the men’s segment for antiperspirants and deodorants. Manufacturing powerhouses such as Procter & Gamble and Unilever have focused much of their advertising and promotional dollars on male teens while utilizing social media channels to connect with their consumers on a personal level.

Innovation New product offerings such as anti-stain deodorants (Gillette Clear Shield) and promises of extended protection (Right Guard Power Stripe 5) have become key trends driving consumer purchases.

Competitive Position Proc ter & G amble Old Spice Old Spice, a company that has been around since the 1930’s has recently taken a strong turn toward the teen audience. In targeting the teen market Old Spice has made a strong presence with their viral campaign. The campaign includes television and internet primarily, and focuses on how a young man’s life could change if he used Old Spice. The ads are outrageous in the scenarios that are presented , but infectious in terms of their appeal and success.

Gillet te Gillette is targeted toward a more mature male audience. Gillette currently holds 6.7% of the market. While other antiperspirant/ deodorants attempt to connect their deodorant with a rugged or sexually oriented image, Gillette positions not only its deodorant but its entire line of products and as products that have a subtle sophistication. However between 2009 and 2010 didn’t gain any market share, it in face saw a loss of 13.5%

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Unile ve r Ax e Axe is a brand that is attempting to tap in the power of the male libido. Axe holds 11.6% of the market which is a considerable presence, as it is second only to the Old Spice line. Axe takes advantage of television advertising as well as internet and viral campaigns. According to Mintel reports, between their share of the market and actual sales, the Axe line had an increase of 25.4%.

D eg ree Men Degree Men has recently become a brand that targets men that are athletes, and in a sense extreme athletes. Degree Men currently hold 1.7 percent of the market, but had an 11.4% increase between 2009 and 2010. Degree Men currently has skate board legend Tony Hawk, basketball player Kevin Durant, NFL quarterback Mark Sanchez and hockey star Mark Messiner, and Bear Grylls as Spokesmen. Degree Men doesn’t utilize much traditional media, but they do use a youtube. com page that shows views their spokes people as well as highlights how well Degree Men works.

C olg ate Palmolive Speed Stick Mennen, the company that makes Speed Stick was acquired by Colgate-Palmolive in 1992. While Speed Stick doesn’t utilize much traditional advertising, it does have a website that promotes the product family. Speed Stick focuses on the USP’s of the different deodorants in their product family. Their positioning focuses on why they are the best. They make sure that attributes like stainguard and 24/7 protection are front and center on their website, emphasizing the variety and performance.

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The Consumer T he Si z e of the C on sume r Market According to the 2005-2009 Census Bureau’s community survey, there are approximately 148,536,000 men and 152,926,000 Women. For every 100 females, there are 97.1 males.. The median age of the U.S. population is 36.8, with higher ages towards the east coast. 7.5% of the population is 45-49 (accounting for the largest percentage). 50.3% of the population that is 15 years old and older are married. Of the estimated population of 301,461,533, approxiamtely 224,469,780 are White alone. The largest ethnic group following White alone is Black or African American alone with approximately 32,264,679. According to Mintel’s report on Antiperspirants and Deodorant, the US population is estimated to grow 9.9% between 2006 and 2016. The population seeing the most growth will be adults ages 55-74. Adults ages 25-34 are seen to have the highest concentration of children 18 and younger living in the household. Also, from this same report, Mintel indicates that Hispanic and Black groups will experience population growth as well. Unfortunately, of those who fall below the poverty line, the majority of them tend to come from some kind of ethnic backgrounds such as Hispanics and African Americans (Mintel, Antiperspirants and Deodorants, 2011).

Tre nd s in C on sume r Purchasing Overall, adult usage of deodorant is very high because the use of deodorant is nearly universal. According to a Mintel survey the average usage of adults is 8.55 times per week, with a slight variation between age demographics and income as seen in the chart below (Mintel, Antiperspirants and deodorant, 2011). According to Simmons men are the primary users of high performance deodorant brands like Right Guard. Mintel states that 9 out of every 10 men say they use deodorant. The high penetration of deodorant usage makes innovation and performance important to consumer retention. However, Mintel also stated that the companies that make an effort to target a more mature audience will be able to tap into a largely ignored demographic. Also senior men are the fastest growing segment of the male population. According to Mintel, Men’s Grooming, the male usage of deodorant varies with age, as you can see depicted below (Mintel, Men’s Grooming, 2010).

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C onsume r Prof iles Young and Trendy Ubers ex ual s These men account for adults ages 18-24. They are very conscious of brand names and fashion. These young men tend to crave a bachelor lifestyle with parties, women, money, and freedom from their parents. These men are heavily influenced by the media and relate to humorous advertisements. Their main reason to buy deodorant is to attract the opposite sex and be the ideal ladies man. These young adults want the freedom to live on their own yet still want to be irresponsible by partying and having few work responsibilities. This is a market that is heavily dominated by trendy brands such as Old Spice and Axe. These men tend to buy themselves “presents” and are more likely to “self-gift” than women by 60%. One current trend these males have partaken in is the idea of the “ubersexual.” This is an escalated form of the metrosexual trend from previous years. (Mintel, Attitudes and Behaviors of Males 18-24, 2007).

Ac tive Spor ts Enthu siasts These adults are more affluent. They are 45-54 and have an annual income of $100K-$150K. They have either graduated college or graduate school. These adults have some kind of interest in sports and go

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to sporting events during specific seasons. Based on SMRB we see they favor college basketball, college football, professional football, and professional major league baseball. Mintel reports that football is the dominating sport for the US as a whole. They tend to like college sports based on the college they previously attended. More enthusiastic fans tend to be more educated, also correlating with their higher income. These men work full-time and spend on sports merchandising. (Mintel, Sports Enthusiasts, 2007)

Shoppe r for the Hou s ehold These are the women of the household. They do all the shopping for their family, including making the purchasing decisions for their significant others. 30% of women are more likely than the 11% of men to buy deodorant/antiperspirant for their significant others (Mintel, Antiperspirants and Deodorants, 2011). These women are “bargain-hunters” and typically shop for their family at local grocery stores or wholesalers. These women have busy schedules that include working, taking care of children, and keeping the household in order. They enjoy simple liesure activities, but would rather spend time with their family if they were given more hours in the day. (Mintel, Marketing to Moms, 2011)

What C on sume rs T hink The adult usage of deodorant is practically universal, which means that product growth will have to come from product innovation such as anti-staining and high performance products that work regardless of the situation. Deodorant consumers attest to the allure of some brands like Axe and their appeal to a younger demographic. However a largely ignored deodorant market exists in a more mature demographic who is looking for a high performance product (Mintel, Men’s Grooming, 2010.).

What Inf lue nces C on sume rs Mintel reports show that the main factors influencing product selection are brand, type, smell, residue and staining and strength. Respondents to the Mintel survey identified their deodorant preferences, and 76 percent reported they prefer clear formulations. Also 71 percent indentified they prefer a solid stick type of deodorant over other various types like gel, roll on, or aerosol spray types. Furthermore 78 percent of respondents said they prefer a scented variety of deodorant over unscented, and 80 percent of males identified they prefer scented varieties. Most respondents agreed it was important for women to smell feminine and men to smell masculine. Also twice as many males reported choosing deodorants they believe will appeal to the opposite sex. The chart on the following shows adult users and there deodorant preferences (Mintel, Antiperspirants and Deodorants, 2011).

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The other determining factor of deodorant purchases is brand, in the chart below the breakdown of which brands male consumers in different age ranges purchase.

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Dealers, Distributors and Brokers Buy ing Pat te r n s Deodorants are mainly distributed in main shopping centers like supermarkets, drug stores and supercenters or warehouses. Different sizes can be found depending on the various places of purchasr, but are generally bought through these retail channels. Other channels could include dollar stores and discount outlets.

Retail Channel s The Food, Drug, and Mass Merchandiser sales including Walmart (FDMW) accounted that Walmart had 32.8% of sales for the 52 weeks ending October 2010. The convenience and cheap pricing could become main factors for the high sales in this section. In 2011, supermarkets accounted for about 19.5% of all antiperspirant/deodorant FDMx sales coming in second after Walmart. Following this is drug stores coming in at 14.9% and supercenters and warehouses at 28.1%. All â&#x20AC;&#x153;otherâ&#x20AC;? channels including dollar stores rose 8.5% between 2008 and 2010 and now have 37.6% of the FDMx sales. This reflects that shoppers are more inclined to buy a cheaper product in order to save money. This section could also include premium products that are not typically sold in the traditional retail channels.

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The Pullman, Washington Walmart usually sells 200 cases of deodorant each week, only 7 of those cases belong to Right Guard.

What’s the D eal w ith Walmar t? Kelly Allen, the store manager for Walmart in Pullman, WA, spoke about the process deodorant went through from being ordered to the distribution. Allen said that in a week, about 200 cases (which include anywhere from 6-12 antiperspirants or deodorants in a case) of deodorant are sold. Only 7 cases of those 200 belong to Right Guard. Degree and Axe are the two biggest sellers at the Pullman Walmart, which reinforces them being our main competitors responsible for 25% of the deodorant sales. The ordering is done automatically through a system at the checkout register. When it registers that a product has been bought, it is automatically added to an ordering list that recognizes when it hits a certain number, the product needs to be reordered. The shipment comes in on the Walmart distributer truck, and is restocked by Walmart employees.

B ehav iors and O pinion s Deodorant and other beauty products need to take several steps before going onto the shelf at the stores they are offered in. With recent health trends on the rise, being active is becoming a more popular lifestyle. In a fast moving industry, deodorant is finding itself in a competitive environment where there are clear market leaders. Consumer involvement is becoming more important to brands because of its strong need to develop brand loyalty.

Supe r market s Supermarkets are slowly loosing their share to bigger names like Walmart and Target, as well as dollar stores and warehouses like Costco. An overall 2% decline between 2005 and 2010 can be attributed to the focus on the outskirts of the store were the fresh products are sold, where as in the center where personal care products would be located. A study done in Mintel about grocery store retailing discusses how 27% of customers report they have never purchased personal care in a grocery store. Observations were also done in Seattle and San Francisco

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that indicated there was little being done to promote awareness for deodorants and antiperspirants.

D r ug Stores On the rise with a 19% increase of sales between the years of 2005-2010, larger name companies like Rite Aid and Walgreens have been driven upwards because of the increase of foot traffic. Having a 14.9% share in the market, drug stores have increased their food and beverage products that helped with the heavier flow of customers. Premium products are more likely to be found here, like clinical strength formulas to cater to a certain demographic.

Supe rce nte rs and Warehou s es The main players within this category are Walmart, Costco and Target, which contributed to the $795 million in sales at the end of 2010. Growing at a slow and steady pace, the majority of success can be contributed to the exceptional prices they are able to offer the public. These low prices are not only for personal care items, but also for food and other consumables as well, which are leading to a higher amount of foot traffic within the store. Another report done in Mintel about bargain shoppers explained that customers were using coupons during the time of slight recession in some chains that reported below-average sales and could be a factor that may have added to this decline in sales.

Othe r Stores that would fall into this category are specifically dollar stores and discount outlets. Retail sales rose 21% between 2005 and 2010. Manufacturers have been working harder to distribute and market their products. As discussed in The Dollar Channel report, dollar stores like Dollar General and Family Dollar started to introduce and sell more consumable products in order to drive foot traffic, which led to eventual 69.3% total sales for that section. This encouragement from within has led to this category having the highest amount of sales for deodorant.

Advertising History Rig ht Guard’s Past Marketing Ef for ts Right Guard was a revolutionary product when they introduce the aerosol spray deodorant in the 1960s. The Right Guard Sport brand used many athletes that were seen as heroes to promote their product in 2009, 45% of Right Guard’s advertising budget was used for television, followed by magazines at 31% (only Right Guard Power Stripe). Right Guard’s use of sports and athletes relfected the competitive nature

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of the deodorant market. Some athletes involved with Right Guard’s advertising were Kirk Gibson (a baseball player for the Los Angeles Dodgers), Hulk Hogan (a professional wrestler) and Charles Barkley (a basketball player for the Philadelphia 76ers). The advertisements complimented the strength and protection of Right Guard Sport, but also added a playful twist to the way they captured it. The athletes were depicted in nice clothing, unlike their usual attire. In 2008, Chris Paul, point guard for the New Orleans Hornets, became the official spokesperson for Right Guard. Shortly after, the National Basketball Association announced that Right Guard was their official sponsor. In 2010, Right Guard expanded their partnership with the NBA to support the Women’s National Basketball Association and extend their sponsorship to Canada.

Competitors Advertising Expenditures Ad $ Summary-Jan 2009 ($000)

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Media Analy si s of our Brand and C ompetitors O ld Spice Procter and Gamble’s Old Spice brand began marketing its products with a nautical theme. Old Spice was originally a product for women introduced in 1937, one year later Old Spice began making men’s products (mostly aftershave and shaving cream). The Old Spice deodorant was not offered until the 2000’s. In 2008, Old Spice repackaged their entire product line as “Classic Scent,” this has helped it stand out to consumers, known as “the original.” Other than positioning themselves as “the original” scent, Old Spice relied heavily on humorous advertisements. This included actors like Bruce Campbell and Neil Patrick Harris mocking themselves in commercials. Other than humor, Old Spice used athletes to help reach out to their male dominated audience. They were involved with sponsoring large sporting events such as NASCAR and the NFL. Old Spice increase their efforts with their younger audience by expanding their advertising onto an online viral campaign in July 2010. Their website attracts approximately 13,600 monthly visitor and their Facebook page attracts over 1 million visitors a month. Their newest campaign has Isaiah Mustafa, with the overall message that “your man could smell like this,” saying that Old Spice is made for real men.

Gillet te Procter and Gamble dominate the deodorant market, owning two very successful deodorant, Old Spice and Gillette. Originally Gillette was founded as a safe razor company in 1895. Still known today for their razor and shaving products, Gillette expanded their product lines and introduce personal care products for men. Like Old Spice, Gillette sponsored sports related events and athletes to help reach their male audience. They are the official sponsor and deodorant for Major League Baseball. Overall, Gillette positions itself as a masculine product with the tagline “The Best a Man Can Get.” Although it is widely known for

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razors, Gillette is a major compeitor for Right Guard Sport.

Ax e When Unilever introduced Axe, they took a different approach than any other brand at the time. Axe was introduced as a fragranced aerosol deodorant and marketed to young males. By using sex and the appeal to “get the girl,” Axe reached their audience unlike any other brand. By pushing the envelope Axe entered the market with a strong share and was able to expand their product line successfully. In 2004, Axe introduced the Pulse scent, it was advertised as a way to give a nerdy guy confidence to get the girl. Other scents were introduced as well (Touch, Unlimited and Clix), but in 2007 the Vice scent was introduced as a way to turn good girls into naughty girls. Although their sexual campaigns were very successful with their target audience, there was a lot of controversy surrounding these marketing efforts by parents. Like Old Spice, Axe reaches a younger demographic by utilizing social media. Axe’s Facebook page exceeds 1 million views and their Twitter has more than 10,000 followers. These combinations of marketing build brand loyalty.

D eg ree Man Degree comes from a parent product called Rexona created by an Anglo Ducth company called Unilever. Unilever’s Degree is commonly known as a woman’s brand, but expanded their line to include men’s products. Even though it is known as a woman’s product, Degree Men holds the second highest share in the market. Degree focuses on how their product can improve the users’ social life, and maybe even social status. Bear Grylls (English adventurer, writer and television presenter) has been featured on their most recent commercials, with the concept that their brand is strong enough for the manliest man. Degree’s social media presence grew after Grylls’ appearance on commercials with a YouTube channel “Chain of Adventure.”

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Speed Stick Speed Stick is owned by Cogate-Palmolive, formally known as “Mennen Speed Stick.” Speed Stick is seen as a traditional brand, but they are currently attempting to change this image. Although they have very little interaction and feedback on their online sources, they are attempting to update their social media sites. Their webpage is traditional, but shows their involvement with the Funny or Die exclusive: Between Two Ferns. Their television commercials feature Parkour, an intense physical activity that includes jumping, rolling, vaulting, and climbing to get from one place to another. This emphasizes physical activity rather than sex or humor like Axe and Old Spice commercials. Like the other brands, Speed Stick became involved in sports and is the official deodorant and sponsor of the National Hockey League.

Sales Promotion Ty pes and Amount s of Promotional Ac tiv ity In order to understand how leading companies are promoting their products it is important to identify the key promotional activities that each company is currently implementing as well as promotional efforts used in the past. This section highlights large-scale promotional activity such as sponsorships and sweepstakes, while being mindful of common promotions such as coupons (online, in-store, on-pack, inpack) and other forms of discount pricing. It is also important to note the promotional activity taking place via social media sites. The presence of social utilities such as Facebook, Twitter, and Youtube has presented a wide range of promotional opportunities for manufacturers of deodorants and antiperspirants. When observing promotional activities from various companies it’s evident that social media sites have become a key medium for

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promotion, especially among younger audiences.

Spons orships Right Guard’s most recent and notable promotional effort began in a 2008 sponsorship agreement with the NBA. The agreement established Right Guard as the “official deodorant of the NBA,” and incorporates the promotion of their products using popular NBA athletes, specifically Chris Paul. As of January 25, 2010 Right Guard also became a founding partner for iHoops, a joint program with the NCAA, NBA and WNBA designed to promote youth basketball. Right Guard’s involvement with the iHoops program promotes a positive brand image while promoting their brand among youth athletes.. The NBA has been a consistent promotional theme for Right Guard, and extends to their website home page which is known as the “locker room.” The “locker room” consists of three sections including the “products” page, “science of sweat,” and the “video vault.” Each of these sections provides users with an interactive experience when visiting the Right Guard website. Extending from the NBA themed website are links to various fan pages such as Facebook, Twitter and a Youtube Channel featuring Right Guard commercials. The use of these three social utilities allows consumers to actively participate and contribute to conversations concerning the NBA, Right Guard products and other sports. In addition to user interaction, Facebook and Twitter feature exclusive Right Guard product offers and updates.

Sweepstakes Right Guard has driven promotional efforts via NBA related sweepstakes. The sweepstakes generally revolve around the annual NBA All-Star game, NBA Finals and their spokesperson, Chris Paul. In 2009, Right Guard promoted their “Xtreme Fast Break antiperspirant” in the “Right Guard Fast Break CP+3” sweepstakes, offering fans a chance to win round-trip airfare to New Orleans and the opportunity to be on the court with Chris Paul. The Right Guard sweepstake required that consumers visit the Right Guard website in order to enter. Once entered

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into the competition, entrants could increase their chances of winning by answering daily trivia questions posted at rightguard.com/cp3. The entry period for the sweepstake started April 27, 2009 and closed August 31 at midnight with nearly 17,000 entrants. The sweepstake was used to increase awareness concerning the Xtreme Fast Break antiperspirant line, drive consumer incentive to visit the Right Guard site and further establish their partnership with the NBA. Right Guard is currently promoting their Right Guard Total Defense 5 Deodorant with NBA.com in the “Win or Go Home” sweepstakes. This new sweepstake is offering a trip for two to the 2011 NBA All-Star game in L.A. The presence this sweepstake is key to driving consumer traffic between NBA.com and the Right Guard website, reinforcing Right Guard as the official deodorant of the NBA and further promoting their brand among sports enthusiast. In terms of niche markets, Right Guard has made its way into the Hispanic market through its partnership with the NBA in Noche Latina (Latin Night), a late night basketball program honoring the league’s Hispanic heritage.

Old Spice Spon s orship Old Spice has achieved a presence in the sporting world sponsoring Nascar racer Tony Stewart for the past 11 years. Although Old Spice has sponsored Tony Stewart for a little over a decade, Old Spice has decided not to renew its sponsorship with Nascar. However, Old Spice has renewed a multi-year contract sponsoring the NFL, promoting the brand image among sporting enthusiasts, specifically with the NFL. In addition to the NFL, Old Spice is an official sponsor of “Old Spice Classic,” which is a college basketball tournament that airs annually during Thanksgiving break on ESPNU and ESPN2. Due to the fact that Old Spice has multiple sporting sponsorships, it was easiest to identify their presence in the sporting world as a whole rather than going in to

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detail regarding a specific sponsorship. Old Spice is also an official sponsor of Major League Gaming (MLG), which promotes their brand among gaming enthusiasts. The sponsorship extends to online gaming competitions and events concerning the online gaming community.

Inter nship Promotion On March 15, 2010 Old Spice announced the launch of their Fresh Collection of Anti-perspirants and deodorants. The product line included four products which had fragrances synonymous with popular locations around the world. These included Fiji, Matterhorn, Cyprus and Denali. In order to promote the launch of the new Fresh Collection, Old Spice created the “Old Spice Fresh Adventure Internship,” where two interns, selected by Old Spice, would perform various tasks while exploring Fiji and Matterhorn. This promotion was used to create buzz regarding the new Fresh Collection Launch while offering college students an opportunity of a lifetime.

Us er-G enerated C ompetition On June 4, 2009, Old Spice kicked off the “Swaggerize Your Wallet” summer competition, inviting Old Spice fans to compete for cash prizes. The competition required participants to complete various “swagger” challenges and submit video and/or photo evidence at OldSpice.com where a panel of Old Spice Representatives selected the winner. The prizes ranged from $500 to $2500 for the winners of each challenge. The competition revolved around Old Spice’s “swagger” logo and helped spark consumer interaction with the brand on the Old Spice website.

S ocial Media Old Spice’s endorsement with the NFL has played a key role in promoting a manly brand identity. Although this endorsement helped shape the Old Spice image, a majority of its identity is rooted in its viral

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video collection. As a result of an extremely successful viral campaign featuring former NFL athelete Isaiah Mustafa, Old Spice has pushed much of its sales promotion at OldSpice.com where it attracts nearly 14,000 visitors per month. Promotional efforts also utilize the Old Spice Facebook page which has acquired nearly 1.2 million fans. Old Spice has moved to using Facebook more of it promotional efforts and special offers because of its massive fan base (Mintel, Antirperspirants and Deodorants, 2011). The Old Spice homepage features a digital platform, “bathe your body in luxurious coupons,” which redirects site visitors to Procter & Gamble’s site pgestore.com where Old Spice products are offered with various coupons and discount pricing. Additional promotions such as downloadable ringtones, screensavers and Old Spice wallpaper are also available on the Old Spice website.

D eg ree Spon s orship In 2009, Degree Men signed a multi-year deal with Soccer United Marketing, making Degree Men the official antiperspirant and deodorant of Major League Soccer (MLS) and the sponsor for the Mexican National Soccer Team (NYSportsJournalism.com) Degree has dedicated an entire page of its website with a Youtube channel featuring videos and updates for the Mexican National team. Degree’s sponsorship of the Mexican National Soccer Team promotes their Degree Men line of deodorants within the Hispanic market, which is expected to experience the most significant population growth of any ethnic group. Similar to competitors, Degree has utilized sporting sponsorships to connect to sporting enthusiasts. Their sponsorship in a niche market provides great potential for sales growth.

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S ocial Media Degree has utilized Bear Grylls to promote the Adrenaline Series Deodorant. Grylls participates in a variety of challenges known as the “Chain of Adventure.” The “Chain of Adventure” invites its users and fans to suggest Grylls next list of adventures. With nearly 22,000 fans on their Facebook page, the “Chain of Adventure” has created significant user interaction and further promotion of the Degree brand.

Gillet te Spon s orship Gillette has been a sponsor for MLB for the past 70 years, promoting its name as the exclusive MLB sponsor for grooming products including deodorant. Currently, Gillette is promoting their Clinial Strength antiperspirants using Derek Jeter, reinforcing the integration of popular athletes with deodorant products. Gillette has also relied heavily on its “Young Guns” marketing platform which, in the past, has connected their grooming products with pro athletes in order to appeal to sporting enthusiasts. As of 2011, the Gillette “Young Guns” consist of two NFL athletes, two MLB athletes, and two auto racing athletes. As the program highlights rising stars, it promotes Gillette grooming products too, connecting athletes with the Gillette product line.

S ocial Media Another significant promotional activity concerning Gillette deodorants is the P&G Brand Sampler. The brand sampler offers consumers access to coupons, samples and additional savings by signing up at the Gillette website. P&G Brand Sampler is a memberbased program that provides direct mail coupons and additional savings for members. Similar to its competition, Gillette has moved toward Facebook and Twitter to enhance user interaction and provides special offers.

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Ax e Spon s orship Much of Axe’s success relied on a variety of successful advertising efforts promoting the Axe products with sex as the key driver. Ultimately, Axe won over its 18-24 year old audience through its advertising in cable networks with an emphasis on syndicated shows popular among teens. In order to continue reaching the male seeking female audience, Axe focused promotional efforts on various parties and events with popular musicians and celebrities. For instance, Axe kicked off the “One Night Only” concert series which gave Axe consumers and web visitors the opportunity to enter for tickets to the concert. The concerts were intended to promote the Axe Music Fragrance while promoting their lifestyle brand image. Other popular promotions include sponsoring popular night clubs. In addition to targeting consumers via the music scene, Axe sponsored 20 street musicians with $1,000 to perform while posting signs for Axe Instinct and handing out free Axe Instinct deodorant samples on the street. Another noteworthy promotion included product promotions during New York Fashion Week where Axe promoted the Rare Leathers body spray in leather bags.

S oc ial Media The Axe website links its users with a Facebook, Twitter and Youtube page. The Facebook link contains special promotional offers to those who become a “fan” of the page. Similar to the Axe Facebook page, Twitter keeps Axe users informed and up to date with current promotions such as their “One Night Only” concert series. While Facebook and Twitter promote user interaction with the brand, the Youtube channel provides users with their favorite Axe commercials, namely, the “Double Pits to Chesty” advertisement featuring professional skateboarder, Ryan Sheckler.

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Ch a l l e n ges & Op p ortu n i ti e s Challenges C ompetitors Hold a Hig he r Market Share Competitors such as Old Spice, Degree and Axe have high market shares. This poses a threat to Right Guard Sport. We have to compete with their already established brands. Right Guard is a well known brand, but it is not as commonly used as much as the competitors.

L ow Brand L oyalt y in D eodorant Deodorant is a product used every day, yet has very low brand loyalty. It is not a product that consumers have a high emotional connection with, therefore they typically purchase based on convenience. Some of our competitors are now positioning themselves so that consumers will have an emotional attachment to their product, further increasing our struggle to reach out in the market.

Opportunities Re - positioning our Produc t Currently, in the deodorant market other brands are ignoring the functionality of the product. They are focusing on the sex appeal or masculinity of their brand names, rather than how well their product actually works. We want to focus on the functionality, reliability and overall performance of the product. What a deodorant really should do.

Updating Marketing Effor ts Right Guard Sport has not attempted to advertise using traditional media since 2008. As more contemporary mediums are becoming more and more popular, Right Guard should keep up-to-date with these technological advances. Our competitors use these updated mediums, increasing their market presence and allow their customers to have an interactive experience. By taking advantage of these relatively inexpesive resources, we can reach out to where our consumers are spending more of their time online.

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S . W. O . T. Stre ng th s

Weakness es

• Right Guard is the official sponsor of the

• There have not been any recent advertising

NBA

• Deodorant has a relatively high demand because it is a product for everyday use

• After the recession, sales increased and are expected to continually grow

• Right Guard has long lasting 24 hour protection

• The Right Guard brand is well-established

using traditional media (the last commercial found was from 2008 for the Right Guard brand, not Right Guard Sport)

• We lack image, and image is seen as more important than price

• Right Guard Sport is seen more as a male product as opposed to a unisex deodorant

O ppor tunities

Threats

• Men buy more deodorant than women • Minorities like Blacks and Hispanics use

• Old Spice and Axe are the segment leaders

deodorant more than Asians or Whites

• Innovation and expansion of the Right Guard Brand

• Consumers prefer a deodorant stick • Most people make purchasing decisions based on the scent of the deodorant (offer more scents)

and have strong image-based campaigns

• Many natural products are entering the market

• Most of our competitors have a greater presence in social media to reach other demographics

• Our competitors are involved with more popular sporting events

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C a mpai gn O b j ect i v e s & Str ate gi es C ampaig n O bj ec tives

1. Launch a consumer and trade campaign on June 1, 2011. 2. Create a comprehensive theme. 3. Reach target market of males 45-54. 4. Increase Right Guard Sport’s sales in the Food and Drug Market. 5. Strengthen foot traffic within our retail channels. 6. Generate consumer involvement with Right Guard Sport. 7. Stay within $6.3 million campaign budget. C ampaig n Strateg ies

1. June 1, 2011 is a reasonable date for Right Guard Sport because this leaves enough time to create

and establish media concepts. Also, this date is near the beginning of summer months, and people are more active during this time.

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2. We must create a theme that is different from our competitors. The top deodorant brands have heavy dominance in a younger generation. Their campaigns are very sex and image based, and they rely heavily on humorous tactics to reach this younger group. We need to create a basic theme that will reach our target audience without sending them too many messages that could confuse them.

3. Axe and Old Spice dominate the younger demographic and these young adults are more brand loyal

to their deodorant than other age groups. This older age group is seen as a relatively untapped market and could utilize the functionality of the product rather than the image. This age group of 45-54 is the ideal group to target, because our competitors are focused on younger adults. This would be effective because this particular age group’s needs differ from teens and young adults.

4. Advertising in trade magazines will help boost the food and drug market sales. It will boost these

sales by increasing brand awareness between trade retailers and executives. Without these advertisements our product is less likely to reach our consumer.

5. By utilizing traditional media, our target audience of males ages 45-54 will learn more about the

Right Guard Sport brand. This will increase a perceptional appeal. Also, this type of advertising is ideal for our specific demographic as well as increasing the overall awareness of the product. This will tie into Right Guard Sport sales promotion and boost sales.

6. The purpose of this campaign is to create brand loyalty and increase sales of Right Guard Sport. By making consumers feel more involved with the brand, we can expect to see an increase in sales. People

want to feel more connected with their products and have everything be personalized for them (consider smartphones, social media profiles, etc.). Sale promotions will increase interaction with the brand an its consumers.

7. Currently, the Right Guard Sport budget is $6.3 million. This money will be dedicated to media,

sales promotions, and production costs. The money spent will then lead to increased sales and product

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awareness.

P ri m a ry R e se a r ch Quantitative: Survey Findings Summar y To learn more about our audience, we created and distributed an online survey using the site Qualtrics. We distributed our survey using social media sites such as Facebook and Twitter, as well as email. Overall, 171 people respondended with their opinions and attitudes toward deodorant brands, usage, media consumption, and basic demographic questions.

What D r ives D eodorant Purchasing? 104 respondents said they looked for long-lasting protection when selecting deodorant, receiving the most votes in this category (Right Guard Sport provides 24-hour protection). Following long-lasting protection, 100 respondents indicated that they would buy a specific deodorant if it was a brand they liked. The other choices were a fragrance they liked, reasonable price, to attract the opposite sex, to substitute for cologne or perfume, endorsement from a favorable star, or if the brand sponsored a sporting even they enjoyed. No respondents indicated they would buy a deodorant if it was endorsed by an athlete they like or sponsored an event they liked.

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D eodorant Pre fe re nces When given the various deodorant types (solid stick, gel, roll-on, aerosol/spray, or no deodorant at all), we found that 81% of those surveyed prefered the solid stick form. The second highest category chosen was gel, this only accounted for 9% of the respodents. Only one person said they did not use deodorant.

How O f te n are C on sume rs Using D eodorant Weekly ? The majority of respondents used deodorant either 7 times weekly (49 people) or 8-10 times per week (63 people). So, overall of our sample 66% used deodorant 7-10 per week. Only 15% use deodorant 6 or fewer times per week, and only 19% use deodorant more than 10 times weekly.

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How Much C on sume rs are Willing to Pay Of all those surveyed, 123 of 171 said they were willing to pay $2.51-4.50 per container. Only 14 would not pay more than $2.50, and 34 respondents spend $4.50-10.00 per container. No one said they were willing to pay $10.00 or more for one container of deodorant.

C onsume r Ranking of D eodorant Brand s When participating in our survey, our respondents were asked to rank the following deodorant brands: Old Spice, Axe, Speed Stick, Right Guard, Degree, and Gillette. They ranked the brands with the first being the most desireable, and the sixth being the least. Therefore, the brand with the lowest mean (ranked closest to one) was chosen as the best by our sample. Overall, Old Spice was ranked number one the most by 58 people, followed closely by degree with 57 people ranking it as the best deodorant. Axe was also ranked as sixth the most times by 72 respondents. The closest following Axe by being ranked the lowest were Speed Stick with 27 and Right Guard with 23. The deodorants ranked in the middle the most were Gillette (44) and Right Guard (39). Overall, we see that those surveyed had strong opinions towards certain brands. After looking at how individuals ranked brands we furthered research by looking at the overall means of each brand chosen. The least liked brand with this highest mean was Axe with a mean of 4.51. Right Guard was chosen as the second most disliked brand with a mean of 3.70. The brand that had the lowest mean, and was therefore the most desireable was Degree with a mean of 2.73. The second most popular brand chosen was Old Spice, with a mean of 2.95.

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C onsume r Ranking of Media Us age Just as we asked respondents to rank various deodorant brands, we also asked them to rank multiple media outlets to determine appropriate media selections. We provided seven choices: internet: social media sites, internet: informational sites, internet: entertainment sites, radio, television, newspaper, and magazines. We had so many options for the internet because it is such a broad medium, it encompasses so much of what people do on an everyday basis. Like the other ranking question, one was seen as the best (used the most) and seventh as the worst (used the least). Overall, 92 people ranked social media sites such as Facebook and Twitter as their number one choice, only 3 ranked it as seventh. Television was ranked number one the most following social media sites with only 34 votes, with almost a 60 vote difference. As a whole, internet seemed to be a highly used medium, entertainment sites were also ranked highly among those surveyed. Print media seemed to fall short of what it once was as a primary source of information and radio was ranked last by 47 people. Social media sites had the lowest mean of 1.89, therefore being the most used medium. the closest mean following was television with 3.35, which was closely followed by other internet sites (entertainment and educational). Although Radio was ranked as seventh the most, it did not have the lowest mean overall. Newspapers had the lowest mean of 5.38, incomparison to magazines with a mean of 5.17 and radio with a mean of 5.05. From this information we can see that the internet has a strong dominance with the population overall,

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not just our target audience. We look further to secondary research and crosstabulations to support our final media selections.

Quantitative: Survey Crosstabulations Summar y Although our survey findings appear to be conclusive, our audience varies. By using crosstabulations of multiple questions in one chart, we can compare specific demographic questions with other basic opinion questions. We carefully looked at age in this particular section to see what adults ages 45-54

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think in comparison to their younger or older counterparts, as well as gender which is another main characteristic of our target demographic. We also decided to crosstabuate various characteristics consumers consider important when buying a deodorant to see what values our overall market has.

What i s the Annual Income of our Target Age? Out of our repondents, 16 of them fell within our age demographic. We understand that this is insufficient to our overall idea to reach solely males 45-54, but all the data was useful to compare to other demographics. We also did not strictly rely on this form of research for our overall campaign and media objectives. Of the 16 respondents that are ages 45-54, 6 of them have an annual income of $100,000 or more. This specific income level supports our findings from SMRB for our target market.

How Much are Males Willing to Pay for D eodorant? Overall, we see that males and females are overwhelmingly likely to buy deodorant for $2.51-4.50. 48 of 70 males say they spend $2.51-4.50, 15 indicated that they spend $4.51-10. Only 7 males are not willing to pay over $2.50. As a whole, approximately 71% of the population spends $2.51-4.50 on deodorant based on this survey

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How Much are 4 5 - 5 4 Year O ld s Willing to Spend? On the following page you will see a similar chart to the one above. Previously we mention how much males are willing to spend on deodorant. Next, we see that our specific age demographic is also most likely to spend $2.51-4.50 with 13 out of 16. Overall, 123 of all respondents were willing to pay this much as well.

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How O f te n do Males Us e D eodorant Weekly ? The majority of males use deodorant 8-10 times per week, 30 out of 70. Similarily, 25 of these 70 Males use deodorant 7 times weekly. So, by merging these two usage rates together, we see that 55 of 70 Males use deodorant 7-10 times weekly.

How O f te n to 4 5 - 5 4 Year Old People Us e D eodorant Weekly ? 9 out of 16 people ages 45-54 use deodorant 7 times per week. Only 2 adults ages 45-54 use deodorant 8-10 times weekly, but together, 11 out of 16 that fall within our age demographic use deodorant 7-10 times weekly. The categories of 7 times per week and 8-10 times per week are easily merged together. We chose to have 7 times per week account for its own category simply because there are 7 days in a week and one may use it once every morning, but we wanted to see if people are using it multiple times throughout the day and if there was any correlation with the age and gender with the amount of usage.

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Why do Males Buy D iffe re nt Ty pes of D eodorant? Unlike Females, Males deem long-lasting protection to be the most important quality when buying deodorant. Females said the brand was more important that long-lasting protection, even though long-lasting protection was their second choice when purchasing deodorant. Males also buy deodorant if they like the scent or fragrance. Niether Males or Females thought it was important for a deodorant to be endorsed by a star or athlete or if it is sponsoring a sporting event they like. Only 4 men bought deodorant to take the place of cologne or perfume, no women did. 50% of men think that brand is important when purchasing deodorant, this is the third factor in purchasing behavior. Based on this data we can see that men ideally want a functional deodorant with a nice scent as opposed to unscented. Although sponsoring sporting events or using athletes is seen as important to them when asked, these methods seem to be useful in increasing brand awareness and eventually product trial.

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What are Most Us e rs L ooking for in D eodorant? We found that most respondents use deodorant 7-10 times weekly. We merged the two groups of 7 times weekly and 8-10 times weekly. Of those who use deodorant 8-10 times weekly, 41 out of 63 buy deodorant if it had long-lasting protection. When combined with those who use deodorant 7 times per week, we see that 66 out of 112 buy deodorant if it has long-lasting protection. We also see that people who use deodorant 7-10 times weekly also see the brand as important. So consumers are looking for the functionality of the product and brand when purchasing. Also, we can see that people who use deodorant 7-10 times weekly look for a fragrance or scent they enjoy. These three factors come into play for the majority of users. Of those who use deodorant to replace cologne or perfume, they indicate that they use it at least 7 times per week. Excessive users (15 or more times per week), see the brand as the most important factor when purchaing deodorant.

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Why do People who Spe nd $2.51- 4.50 Buy D eodorant? The majority of respondents spend $2.51-4.50 on deodorant. This particular group indicated that they buy deodorant based on brand rather than long-lasting protection like the overall consensus of the survey. Long-lasting was a secondary choice when it came to purchasing deodorant for those who spend $2.51-4.50. Although this group pays a relatively low amount, the deodorant being reasonably priced is only seen as important after three other factors. Of those who typically spend less than $2.50, only 9 of 14 said that they would buy deodorant if it was reasonably priced. Long-lasting protection was seen as more important than price to these people. This is interesting considering they pay so little. The only group that looked to the brand above long-lasting protection when surveyed was those who typically spend $2.51-4.50 on deodorant. Based on the shelf schematic in the situation analysis (pg. 16), Right Guard Sport falls below $2.00, so protection and price are the two main factors for people who already buy our product.

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Why do People who Pre fe r a S olid Stick buy D eodorant? Approximately 81% of those surveyed prefer a solid stick as opposed to other types of deodorant (such as gell, roll-on, aerosol/spray, or none). Of those who prefer a solid stick, 81 of 139 buy various forms of deodorant based on brand. Although the brand is seen as the most important factor when purchasing, 80 out of 139 buy based on the functionality of the product, long-lasting protection. Ironically, the person who indicated that they did not use deodorant still chose factors that would drive their deodorant purchasing behavior. From this we may infer that this person might not be able to use deodorant for health issues.

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C onclu sion Overall, we see that people tend to buy deodorant based on three main factors: long-lasting protection, brand, and scent. Price is a factor that is considered, but not greatly. No one seemed to think that sponsoring a sporting event or having a celebrity endorse the product was important. They may say this now, but celebrity endorsements or event sponsorships increase brand awareness and make the brand more memorable. By looking at the functionality of Right Guard Sport, we can target the idea that consumers buy deodorant mainly for the long-lasting protection. This is an angle that is not currently being taken advantage of in the deodorant market. Based on research, we see that the majority of consumers use deodorant daily. Since the consumer wants a functional product, they will most likely want one that they can apply once daily, as opposed to several times throughout the day.

Qualitative: Phone Interviews Summar y To support our survey findings, we wanted to have more qualititative data by getting consumer feedback. By conducting several phone interviews with men that fell within our targt market, we found substantial data that helped to determine proper media selection and creative approaches. We called 10 men that were 45-54 years old and asked them questions similar to the survey, but prompted more feedback while doing so. We selected these specific men in different cities based on various friends, family and other people known by friends. To decrease bias, if anyone specifically knew the person, we had another member of the group interview that individual.

D eodorant S elec tion The respondents interviewed from our target audience disclosed their personal preferences for deodorant brands. More respondents identified Old Spice as their current deodorant brand of choice over any other brand. The highest frequency of a brands usage was four out of ten; those respondents reported they were currently using Old Spice. Other brands were also identified as a personal brand choice, 20 percent reported they are using Right Guard Sport, the same percent of respondents disclosed they were using Degree. Finally only 10 percent indentified Speed Stick, and other 10 percent reported using Gillette. Old Spice is the clear leader in most demographic groups; however Right Guard had

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a higher frequency than other brands with this age group. To compete with other brands with a high frequency, brand awareness and exposure is very important to reintroduce consumers in this demographic to Right Guard Sport. Respondents also identified factors that were important to them when they were making their deodorant selection. The most respondents identified the importance of price when selecting their deodorant, saying that it was important to have an inexpensive deodorant, most even purchased their products wholesale to save money. The second factor most important to respondents was the brand name of the product. Most stated they like to use certain brands, but also stated later in the interview they would try a new brand if they were given an incentive like a coupon or a free sample. Other factors that respondents identified as important to them were long lasting deodorant and high performance all day. Interviewees stated that it was important the product would perform all day while they are working, traveling etc. and that it performed while they were working out and enjoying other physical activities. The final factor that was reported as important was the scent of the product. While most said scent was important very few respondents they would like a scent that was appealing to the opposite sex. However some did indentify they looked for a more adult or neutral scent then some products provided.

Buy ing Habit s The most noticeable trend from respondents is where they tend to buy their deodorant products. Eight out of ten respondents reported they usually purchase their deodorant from Costco regardless of what brand they use. All of the respondents who reported shopping for deodorant at Costco stated they preferred it over other stores because they could purchase the product in large quantities and at a lower price. Some bought in bulk from Costco in order to provide for multiple individuals in the family, others stated they just liked they didn’t have to buy more as often. Other places respondents mentioned purchasing their deodorant included grocery stores and drug stores like Albertsons and Rite Aid, because they were conveniently located. However the clear leader in this category is Costco because of its larger quantities and lower prices.

Media Us ag e Respondents had a variety of media usage habits however several trends can be observed. 80 percent of respondents stated they watch T.V. as their primary form of media consumption. Of those that reported they mainly watch T.V., 50 percent stated the mainly watch sports when they watch T.V. Also a common trend was using the internet to check on the games they missed on T.V. and game statistics. Many of the members of the of our male target audience are considered sports enthusiasts and loyally follow sports.

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The second most commonly used medium was Radio. 40 percent of respondents stated they usually listen to the radio in the car during their commute to or from work, corresponding with the earlier data that working individuals want a product that will last all day during work. The smallest category mentioned buy the respondents was 10 percent, who stated they like to read the paper in the morning before work. As far as social media, most of the respondents reported they didn’t use social media sites like Facebook, Twitter and MySpace at all. Four out of ten respondents identified they used Facebook for social networking, However of those who reported being Facebook users, 75 percent state they were very light users checking on average once a week. Only one in ten respondents reported being heavy social media users with Facebook and other sites like Twitter. Of the respondents from our target audience had a very high frequency of owning and frequently using smart phones. 70 percent of respondents stated that they own a smart phone and have downloaded applications on their personal device. The respondents that identified they owned a smart phone most reported they use their smart phones for professional purposes and checking email. Other uses included applications from games, to local business locators, sports applications and couponing.

Physical Ac tiv it y The respondents all reported they considered themselves active people. However, physical activity varied between individuals; 70 percent stated they regularly worked out. Another activity with a high frequency was bike riding, which 40 percent of respondents reported partaking in. Other activities reported by respondents included golf, skiing, and some team sports like hockey. Overall, all respondents tended to lead a highly physical lifestyles and considered themselves to be active people.

Watching Spor ting Eve nt s Individuals who responded were all included in Right Guard’s target of sports enthusiasts. All the respondents reported watching or attending sporting events regularly. The sporting events that were attend and watched with the most frequency from the respondents were professional baseball, college football and college basketball. At least 70 percent of the respondents identified they regularly attend or watch college basketball and football as well as professional baseball. Following these three sports was professional football and hockey, which a 20 percent of respondents identified they attended or watched. Some respondents reported they also watch professional golf. Overall, the respondents regularly watched and attended sports.

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C o n s u m e r Pr ofiles and r e c om m en d ati on s Target Market At titudes and Knowledg e The adult usage of deodorant is practically universal, which means that increase sales will have to come from product innovation such as anti-staining and high performance products that work regardless of the situation. Deodorant consumers attest to the allure of some brands like Axe and their appeal to a younger demographic. However a largely ignored deodorant market exists in a more mature demographic who is looking for a high performance product (Mintel, Men’s Grooming, 2010).

Siz e of the C on sume r Market According to data from the U.S. census bureau, 2005 -2009 American Community survey there is a population approximately of 148,536,000 men and 152,926,000 Women. The percentage of Men that fall into our target age range of 45 -55 is 14.5 percent. Based on Mintel reports the usage of deodorant is nearly universal and males are the primary user of deodorant, with 93% confirming that they do use deodorant. Of males between the ages of 45- 54, 91 percent confirm they use deodorant. Adults between the ages of 45 -54 have above average usage of deodorant at 8.68 times per week (Mintel, Antiperspirants and Deodorants, 2011.)

Targ et Audie nce Recomme ndation Through much secondary research in SMRB and Mintel we have identified a target market. We looked at various deodorant brands to compare user preferences and identify the demographic Right Guard would reach most effectively. Through research we determined deodorant brands similar to Right Guard Sport and indentified ideal deodorant consumers as well as identified the areas Right Guard Sport will excel in. Looking at deodorant users is important because it is necessary to know who these deodorant consumers are to best market Right Guard Sport.

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Male v. Fe male

It is clear from the previous graph that males are the primary user of Right Guard Sport deodorant through the index number of 217. While the index number is lower than some of our competitors, you will see in the following age and brands chart, Right Guard has much higher vertical percentages with amongst a more mature audience. Mintel states that 93% of males are deodorant users. Mintel also states that 10% of males currently use Right Guard Sport (Mintel, Antiperspirants and deodorants 2011).

Ag e -D o The y Us e D eodorant?

The chart above shows users of deodorant amount different age groups. By looking at figures we can see that the three highest groups are between 25 and 54. The highest vertical percentage falls under the category of 45 to 54. The chart shows the index number of 45 -54 is 100. By targeting this more mature audience an opportunity is provide to take advantage of a market with fewer competitors.

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Ag e and Brand

The chart above shows the usage of different deodorant brands throughout different male age groups. The chart shows that the highest vertical percentage of Right Guard users is in the 45 -54 category, with 22.1%. The vertical percentage decreases the younger the consumer demographic is. In comparison to the younger demographics, we have higher percentages than all our competitors with the exception of Old Spice High Endurance. The chart shows that Right Guard has less competitors and higher vertical percentages in a more mature audience. Mintel Reports supply figures that show individuals between 45 and 54 have the highest percentage of consumers who use deodorant 7 times a week, at 39%. Also stated in Mintel the average number of times adults use deodorant is 8.55. The 45 to 54 demographic has an above average usage at 8.68 times per week. (Mintel, Antiperspirants and Deodorants, Feb 2011).

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Income

The chart above displays different personal income categories among males and their usage of different deodorant brands. Right Guard has the highest vertical percentage at 16.1 % with individuals making between 100,000 and 150,000. Also male individuals who fall into this income range are 26% more likely to use right guard than the rest of the U.S. population. Furthermore, Right Guard Sport has the leading vertical percentage in this income range, beating even larger brands like Old Spice and Gillette. Mintel reports show that of the individuals in the 100k+ category 38% of them use deodorant 8 to 10 times

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per week. On average this demographic uses deodorant 8.48 times per week. This data shows that this demographic provides a strong target audience because of frequent usage and Right Guard Sports high index and vertical percentage with this group (Mintel, Antipersirants and Deodorants, 2011).

E ducation

The previous chart demonstrates how education level affects usage of different deodorant brands. The numbers show that our product has a high index number with males in all levels of education. However Right Guard has a unique position as one of only two brands with high vertical percentages over 30% in the college graduate and graduate school category. By focusing on this demographic we can eliminate some noise from other competitors who have large market shares in the high school and college audiences.

C e nsu s Reg ion s and Brand The chart on the previous page shows the correlation between different deodorant brands usage and

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geographic regions in the United States. Right Guard shows higher numbers of users in the Midwest than in any other region with an index of 119 and a vertical percentage of 27.0% Gillette is our main competitor in this category, however Right Guard still has higher usage in this category than any other region.

Spor ts Enthu siast s - Reg ularly Attend Spor ting Events

The chart above shows SMRB data that demonstrates how many individuals in our target audience of 45- 54 with an income of $100,000 to $149,999, regularly attend sporting events and which ones they attend. Data shows they mostly attend events in Major league Baseball regular season games, College Basketball and Football regular season games, and NFL regular season games. High index numbers and vertical percentages are higher in these four categories for male attendance than other sporting events. Major League Baseball shows a vertical percentage of 11.8% and college basketball showed a percentage of 12.5%, but even higher are football sporting events. College football has a percentage of 15.9% and NFL has 18.8%. Other sports categories showing high index numbers, like college baseball with 148, show very low vertical percentages making them a less effective target. Mintel supports these numbers with further secondary research, saying that 36% of college graduate are causal sports enthusiast and 23% of college graduates are considered obsessed sports enthusiasts. Also in Mintel reports it is stated that the more educated a fan is the more enthusiastic that fan tends to be, for example only three percent of high school students are considered sports enthusiasts. Also stated in Mintel 16% of individuals making over 100k are sports enthusiasts, and 37% are considered casual sports enthusiasts. (Mintel, Sports Enthusiasts, 2007)

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Indirect Competitors B ody Wash This section will discuss the users of body wash as an indirect competitor, using SMRB to determine who the users of body wash are and what their demographic characteristics are. The users of body wash will be compared to the users of antiperspirants and deodorants.

Male v. Female

As shown in the chart above the clear primary consumer of body wash is females, as opposed to antiperspirants and deodorants which have a primarily male audience. The chart shows that 63.2% of females are current users of body wash and are 8% more likely than the rest of the U.S. population. Males on the other hand have a low Index number of 89, showing that men are actually significantly less likely to use body wash. Also shown above 36.8% of males are users of body wash.

Ag e The chart on the next page exhibits male body wash users across different age ranges. The figures in this chart highlight 25-34 year olds as the primary users of body wash, compared to antiperspirants and deodorants whose primary consumer is a more mature audience of 45 -54. As shown, the highest index numbers go to these two categories at 115 and 114. The vertical percentages are also higher in this group, showing that 17.9 percent of 25 to 34 year olds and 21.8 percent of 35 â&#x20AC;&#x201C; 44 year olds are users of body wash.

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E ducation

The chart above displays the usage of body wash among different males in correlation with the amount of education those males have. The highest number of users falls under the 4 year college category. In comparison the highest number for deodorant and antiperspirants is those who are college graduates or in graduate school. The chart above shows that 15.3% of those males with a 4 year college education use body wash, while the index number of 105 shows that they are 5% more likely to use body was than the rest of the population.

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Income

In the chart above the correlation between malesâ&#x20AC;&#x2122; household income and deodorant usage is shown. The primary consumer of body wash in this category is between $100,000 and $149,000, similar to the primary consumer of antiperspirants and deodorants. The chart shows that the highest percentage of all the categories as well as highest index number is under the $ 100,000 to $150,000. The vertical percentage shows that 15.6 percent of males in this income range use body wash. The index number also shows us that this group is 19% more likely to use body was that the rest of the population.

B ar S oap This section will discuss the users of bar soap as an indirect competitor, using SMRB to determine who the users of bar soap are and what their demographic characteristics are. The users of bar soap will be compared to the users of antiperspirant and deodorants.

Male v. Female

In the chart above the numbers indicate that the primary consumers of bar soap are female. This evidence contrasts that of deodorant users, who are majority male. However, 42.4% of males are still using bar soaps.

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Ag e

The chart above lays out the correlation between male age demographics and users of bar soap. The primary user are those males in the mature audience, but only those over 65. The numbers indicate that 20.1% of males use bar soap. 23.3% of males are users of bar soap are from our target audience of 45 -54, the same percentage of males in this group are consumers of antiperspirants and deodorants. The combined index number of 105 and the higher vertical percentage indicate the primary user of bar soap is 65 and over.

E ducation

Depicted in the chart above in the chart are male users of bar soaps in their relation to education levels. This chart shows that the primary users of bar soaps are high school graduates. While all index numbers are relatively low in the education area, the highest is high school students at 99. The vertical percentage indicates that 28.3% of males with a high school education are using bar soaps.

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Income

Shown in the chart above is the correlation between household income among males and their usage of bar soaps. The numbers indicate that the highest number of users fall under a lower income range of only 60,000 to 74, 999, compared users the users in our target audience who are more affluent with income between100,000 to 150,000. The consumers in the 60,000 to 74,999 are 2 percent more likely to use bar soap than the rest of the U.S. population, however this index number of 102 is the highest compared to other income ranges. Also the vertical percentage indicates that 10.6 % of males in this income range use bar soap.

Af te r Shave /C olog ne This section will discuss the users of after shave and cologne as an indirect competitor, using SMRB to determine who the users of after shave and cologne are and their demographic characteristics. The users of after shave and cologne will be compared to the users of antiperspirant and deodorants.

Male v. Female

The chart above shows the gender of after shave and cologne users. The primary user of after shave and cologne is clearly males. Males have an index of 175 making males 75 percent more likely to purchase and use after shave and cologne. The vertical percentage indicates that 72.6 percent of males use after shave or cologne. This means that the target audience for deodorant and aftershave/cologne align in on this demographic.

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Ag e

Shown in the chart above is the correlation between age and male usage of after shave and cologne. The audience that uses after shave and cologne the most is on the mature side of the age demographic between 55- 64 and 65 +. Both of these age ranges show the strongest index numbers as well as high vertical percentages. The 65+ category having the highest index number at 109, followed by 55-64 at 105. This audience is older when compared to the deodorants and antiperspirants age demographic categories.

E ducation The chart depicted above displays the male usage of after shave and cologne among different levels of education. Again we see that the primary user of aftershave is among the less educated groups, with only a high school education. This group is less educated compared to Right Guard’starget audience who are college graduates or higher. The index number of 106 and high vertical percentage or 28.6 percent show that the lesser educated group are more likely to be the consumers of after shave and colognes.

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Income

The above chart displays the correlation between male users of after shave and cologne and the amount of their household income. The consumers of after shave and cologne tend to be less affluent, as the index numbers and vertical percentages increase as the income levels drop. The highlighted group is the 60,000 to 74,999 with the highest index or 102. Right guards target audience tends to be more affluent falling within the income range of 100,000 to 149,999.

S e lect ed E m p h a s i s Re gi on s Target City Justification Our goal was to suggest top cities to promote ourselves as well as gaining the most exposure. Our first step was to dive into SMBR and break down the information we already had to see where the most exposures would occur. We ran a survey in SMRB breaking down where the males who are 45-54 that wear deodorant are most likely to be concentrated.

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In the chart on the previous page shows that the likelihood of these men who wear deodorant is living primarily in the Midwest, followed closely by cities in the West. The next step was to determine what cities within both these regions to choose to recommend for target cities. We first researched the populations in these regions, and sought out the cities with the larger population. We avoided populations that may have been too low; the chance of exposure would be too risky. Our main goal was to increase market share and expand exposure and knowledge about our product. The recommended target cities we have chosen are based off of SMRB and Standard Rate and Data Servicesâ&#x20AC;&#x2122; (SRDS) Lifestyle Market Analyst lists.

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These numbers reflect the amount of males, ages 45-54 who are living in these cities that would have a better chance of exposure based on population alone. We have chosen 4 cities in the Midwest and 3 in the West. Having more exposure in the Midwest is based again on SMRB data, which suggests that our target audience is more likely to be living in that area.

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M e di a P l an Media O bj ec tives

1. Stay within the $5,355,000 advertising budget. 2. Effectively create awareness and brand loyalty to the target. 3. Use media and sale promotion to target men, ages 45-54. 4. Use trade magazines effectively to create awareness to retailers. 5. Emphasize seven Designated Market Areas through TV and radio. Media Rationale Using Simmons research and Mintel data on men 45-54, the most effective media to use in our campaign will be television, radio and, and internet. Our target audience is active on the internet but still not as active as they are in traditional media. Mintel reports suggest that men in our target demographic, especially those with children are shifting more towards the internet, but still rely heavily on traditional media. Internet would include search engines, advertising on specific sites, as well as social media. These media have been shown to reach our target demographic based on their lifestyle .Trade magazines will be used to reach our distributors in a business conscious manner. Simmons data and the cost efficiency analysis suggest focusing on radios, televisions, and Internet. These media will expose our advertisements to them effectively.

Selected Media Trade Mag az ines Placing Right Guard Sport in trade magazines, will inform distributors of the Right Guard Sport’s efforts to become more competitive in the market place. As distributors make decisions on what products will

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be in stores, and there for are vitally influential to the the purchasing habits of consumers. Of the seven domestic chain store trade magazines, two of them have been chosen for this campaign. The selected magazines, Chain Drug Review, Stores, and Mass Market Retailers were chosen because they provide a readership of 62,700 through both subscription and pass-along readership.

Radio According to Simmons data, our target audience listens to the radio. The most listened to radio dayparts are AM drive, PM drive, during the week, and all day Saturday. 21% of our target audience listens to the radio every day. Radio drive time combined index is 117, making our target audience 17% more likely to listen to the radio that other demographics. Our target demographic utilizes radio mostly in their cars. Radio has become a staple in the car because our audience is wanting to listen to the news on their way to work, and on their way home. Sports dominate the radio waves on Saturday. Our target audience listens to college sports, and Major League Baseball on the weekends, according to Simmons. In addition to using radio to connect with our target demographic, it will also be the primary medium for sales promotions.

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All of the radio stations on the previous page are popular in their DMA’s, however based on the lifestyle of our target audience and the cost efficiency analysis the highlighted stations have been recommended to run radio advertisements.

Net work T V Male 45-54 with income level $100,000-150,000 likely consumes the Early Fringe network programs and local news. The networks of the big four networks, there are several specific time slots that our target market watches

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The Simmons research gathered, was not running cross-tabulations of Men and during which dayparts they are most likely to watch television. The cross-tabulations that were run, were filtered with the age of our target audience, as well as their household yearly income. For all of these dayparts, the horizontal percentage is at least 45%. The horizontal percentage is significant, because it represents the percentage of the total viewers during a specific daypart that fit into our target age range. All of the chosen dayparts also have a vertical percentage of at lease 10%.The vertical percentage is also very important. The vertical percentage represents of our total target audience, what percentage them will be watching a certain daypart. In addition to taking the vertical and horizontal percentages into consideration. The index number is also a factor in deciding dayparts. The higher the index number is over 100 indicates how much more likely our target audience is to watch during a specific daypart. Several shows were chosen on each network based on when they are aired. Based on the schedules posted on the websites for the big four these are the shows that play during the dayparts that our target audience is watching. According to Simmons research, while our target audience in general likes to watch sports, they do prefer college basketball and football to professional. While all of the chart on the next page shows play during the times that Simmons research specified as when our target audience watches television, not all of the programming that is on won’t be watched be watched by our audience. The highlighted shows are those that have been recommended based on our target market’s age and lifestyle as the shows that we will advertise during.

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Spot Tele v i sion Due to the fact that we are planning to reach sports enthusiasts, supplementing network television with spot television advertisements will help to create awareness among men who spend time watching sports on TV, as well as USA Network. Spots during the NBA on ESPN will supplement our camaign as well as spots on CBS College Sports during NCAA basketball games. he USA Network is recommended because it is the number 1 network in all of basic cable and is seen in over 102 million U.S. homes .

Inte r net With internet and social media, being such a fast growing medium, taking into consideration what websites our target audience visits is vital to creating awareness. Using the same filters in Simmons, as for tv, cross-tabulations on websites visited were run, and there were several stand out sites.

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While espn.com does not have ideal numbers as we are targeting sports enthusiasts, espn.com will play a part of our media strategy. Checking scores and statistics is something that sports enthusiasts do regularly. Also espn.com will stream live games over the internet. Having sidebar advertisements on espn.com, especially during times of peak sporting events such as, the NCAA basketball championships, Rivalry Week, and Bowl Games, will help to create awareness of Right Guard. Youtube.com also has a less than ideal index number however based on the vertical percentage, approximately 30% of our target audience is looking at this site, and would be a good place to place our advertisements to be watched again since it would be free. All of these sites advertising sell space on their websites based on how much a client is willing to pay per click.

Facebook While Simmons data doesn’t support targeting our target demographic via Facebook and other social media, Mintel reports suggest that men with children, are more likely to have a social networking profile . The Mintel report also shows that 75% of fathers are active in social media, and that time spent watching daytime television is being replaced with time spent on social media. Since our target demographic doesn’t include men with children putting a lot of money into advertising on Facebook isn’t recommended. Right Guard Sport 3-D already has a Facebook fan page, which helps create brand loyalty. However the fan page will have to need to be reconstructed if it is to reach Right Guard Sport 3-D’s new target

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audience. Sponsored links on the sidebar of the Facebook page will also lead consumers to the fan page.

S earch Eng ines a s Suppor tive Media Using the Search Engine Marketing (SEM) method, when people use Google the organic or paid search links them to the Right Guard Sport 3-D website, as well as the Facebook fan page. The keywords are including Sport 3D, 3D Sport, and Right Guard Sport. Organic searches will occur on other search engines as well, however Google, and Yahoo have been chosen based on Simmons data.

While Google doesn’t have an ideal index number, it does have a very high vertical percentage. According to this vertical percentage, over 50% of our target audience uses Google, making this search engine a good place to target them.

Media Considered but not Chosen Ne w spape r SMRB research has shown that our target audience does read certain sections of their local newspapers, however the cost of national newspaper advertisements, and sales promotions would not have a high return on investment.

O ut -of - home Out-of-home is a very effective medium for our target audience according to SMRB data. Out-of-home is further confirmed as a good media when analyzing the CPM’s of our target cities. However the cost of producing a national out-of-home campaign would take up a considerable percentage of our budget. After factoring the cost of producing multiple out-of-home advertisements around the country, the outof-home option simply isn’t very cost efficient.

Mag a zines Simmons Choice III suggests that male 45-54 would have the lower population in reading magazines. Male 45-54 reading magazines index numbers shows between 6 and 472. However, no magazine’s readership consists of more than 1% of this population base. As a result, magazine cannot generate the GRPs well at a cost efficient level within our target audience.

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Cost Efficiency Analysis

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Media Flow Chart: Trade Magazines, Network Broadcasting Media, and Cable Television

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Media Flow Chart: Radio in the 7 DMA’s

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Media Flow Chart: Interactive Media and Monthly Totals

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C r eat iv e Str ate gi e s Creative O bj ec tives

1. Develop a cohesive campaign demonstrating the high performance Right Guard Sport offers. 2. Increase brand awareness and create brand loyalty. 3. Position Right Guard as the deodorant to work, no matter the situation. 4. Relate to our audience by offering them what we think is best for their personal hygiene. 5. Provide a convenient way through our promotions to reach our target audience, making Right Guard products more accessible.

Positioning State me nt Our approach for Right Guard antiperspirant is to make it more relatable and gain trust from our audience to use our product. Not having the lead in deodorant sales, Right Guard has to take a different position than our competitors to make us stand out from the rest. Avoiding the gimmicks in current deodorant ads, we have decided to take a more professional and functional approach to selling our product. For our print advertisements, we decided to take an individualistic approach to selling this deodorant. By highlighting the features that help Right Guard stand out from the rest, consumers can decide for themselves the kind of personal hygiene protection they prefer. Our slogan “Back to the Basics” is referring to our competitors and how picking a deodorant should be easy. Unlike our competitors, we would like to focus on how our deodorant works and the protection it

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offers. This is a deodorant for any type of person, no matter their level of activity. Our television commercials will help gain familiarity and put a face to what type of person uses Right Guard.

Males ages 45-54, with an income of $100,000150,000.

Creative Brief Client: Right Guard Product: Right Guard Sport 3D Deodorant/Antiperspirant Launch Date: June 1, 2011 Target Market: Men ages 45-54

What are we s elling? Why are we here? Right Guard Sport is selling an antiperspirant and deodorant to cater to all different levels of active males. We are focusing on the performance level and how we are reaching out in a different way than our competitors.

Who are we talking to ? This campaign is targeting men ages 45-54 that use deodorant on a regular basis. Income levels among these males will be on the higher side with $100,000â&#x20AC;&#x201C;150,000, and they will have graduated from college or grad school. They will be very active and have a high desire to watch sports. Findings show that they are located mostly in the Midwest and the West. They watch college sports and some professional sports. Our target audience are active athletic participants and heavy sports fans.

Why ? What i s the most sig nif icant change we can create, as an objec tive? OR What obstacle are we tr y ing to overcome? Right Guard Sport is trying to stand out from its competitors by not falling into the gimmicks the others are using. Not having a strong presence in the deodorant market, it is critical that Right Guard positions itself in a different light.

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How ? What can propel thi s change as a strateg y? What are we tr y ing to s ay ? What i s the most impor tant thing we need to s ay ? We are the only brand that is taking the approach of highlighting the importance of having a deodorant that works. We are about the performance and not limiting our brand to who can use it. Right Guard deodorant is a product that works all day long.

What makes thi s belie vable? What are the ke y in sights? -24 hour protection -Fresh, long-lasting scent -Been on the market since the 1960’s -Gained high awareness back when it was the leader in the market

What do we need to keep in mind? What are the mandator ies? -Have the headline/tagline present on all advertisements -Beauty shot of product -Right Guard logo in bottom right or left corner

C ampaig n Preposition “Something’s are just about performance. Back to the Basics.”

Trade Ad Magazines Infor ming Retaile rs For the trade magazine ads, we wanted to highlight the individualist nature of Right Guard. By making one element in the advertisement blue, we are saying through pictures that Right Guard stands out from their competition. Staying away from what our competitors are already using for their creative angle, we want to showcase that Right Guard is a product that works for individuals of all performance levels.

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Radio Unit of Space: 60 seconds Brief description of the talent: Announcer: Male, 45-54 years old with a strong voice. Sounds professional. Man 1: Male 45-54, athlete. Strong voice, spoken with determination. Man 2: Male 45-54, professional business man. Man 3: Male 45-54, man describing an annoyance.

Radio S cr ipt Announcer: When it comes down to it, what do you really want your deodorant to do for you? Man 1: When I’m on my last mile, I want my deodorant to keep up with me. When I’m ready to go, I need to know that it will work every time. Right Guard Sport is always reliable. Man 2: When I’m heading to a client meeting, I need to know my deodorant will keep me cool under pressure. Right Guard Sport is all about performance. Man 3: I don’t need a deodorant with sex appeal or fancy gimmicks. And I definitely don’t need a deodorant because someone famous uses it. I just need a deodorant that works. Announcer: When you need a deodorant that does what it’s supposed to, you need Right Guard Sport. Back to the basics. Right Guard Sport. Check out www.rightguard.com for your chance to win tickets to the NCAA (N-C-double-A) Final Four

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Television Commercial Script 1 Video

Audio

MS Male 45-54, in athletic at-

Man 1: When I’m on my last

tire. He is inside the gym, tying

mile, I want my deodorant to

his shoe, about to go for a run.

keep up with me, I need to

He looks up to the camera to

know that it will work every

speak.

time.

MS After he speaks, he contin-

Right Guard Sport is always

ues running.

reliable.

CU Man in the grocery store,

Man 1: I don’t need a

picking up Right Guard Sport

deodorant with sex appeal or

when in deodorant aisle.

fancy gimmicks or because

The other deodorants are out

someone famous uses it.

of focus and Right Guard Sport

I just need a deodorant that

is clearly seen.

works.

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MS Man standing in a gym.

Announcer: When you need a

picks up a towel and walks into

deodorant that does what it’s

the gym as he speaks.

supposed to, go back to the basics. Right Guard Sport.

Television Commercial Script 2 Video

Audio

MS Business man, 45-54. He is

Man 1: When I’m heading to a

in a suit, walking into a large

client meeting, I need to know

building.

my deodorant will keep me

He has a briefcase and is very

cool under pressure.

confident.

Right Guard Sport is all about performance.

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CU Man in the grocery store,

Man 1: I don’t need a deodorant

picking up Right Guard Sport

with sex appeal or fancy

when in deodorant aisle.

gimmicks or because someone

The other deodorants are out of

famous uses it.

focus and Right Guard Sport is

I just need a deodorant that

clearly seen.

works.

Announcer: When you need a MS Man standing in a gym.

deodorant that does what it’s

picks up a towel and walks into

supposed to, go back to the

the gym as he speaks.

basics. Right Guard Sport.

Website Renewal Updating the Cur re nt Website Right Guard is renewing their website to target a more mature audience. By replacing the old layout with a more simplistic design, we are genuinely focusing on the sports enthusiasts that are within our demographic. Making it a more exciting and user-friendly experience, we are not limiting our audience to the essentials about our deodorant but rather an interactive encounter. Links for contests, a login for personalization, and special offers that may be offered at the time.

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Spor ts Fanatic Mic rosite The Sports Fanatic page directed off the main site is something new that Right Guard has yet to explore. We designed an interactive website that links directly to your smartphone to sync your personal account at home. There is a section for the sports fan that enjoys having a little friendly competition with their friends by filling out sports brackets for events like Fantasy Football and NCAA Basketball. It will also allow the user to follow their favorite teams and buy tickets for upcoming games.

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Banner Ads E x panding our O nline Pres ence By making banner ads, we are reaching out to our demographic in a different way. Each chosen for a different reason, we selected eleven major webpages to advertise Right Guard to the public in hopes to reach our target demographic. We used ESPN because of the high response to our audience being sports fanatics. By catering to that different aspect of their life, we can specify and expose Right Guard’s advertising to our demographic. Google and YouTube both have high vertical percentages and are two of the largest search engines on the Internet today. This is a smart choice because having online banner ads, we are able to create and maintain our budget without the fear of ever overspending. Facebook doesn’t have a huge presence within our demographic, but we wanted to still acknowledge this as being a free way to advertise the product and still have the exposure to the ones that are trying to be more technically savvy.

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S a les P r om oti on s Sweepstakes and Giveaways NCA A Final Four Giveaway To intense the sports fans inside our chosen audience, we are giving away a chance to be apart of the biggest college basketball event of the year. The 2012 NCAA Playoffs will take place in New Orleans this upcoming year and are giving a few individuals the chance to be apart of it and treated like royalty. A four-night stay in one of the most luxurious hotels located right on Bourbon Street with a welcome reception upon your arrival on Friday. Upper Level Behind the Basket Ticket to the Semi-Final and Final Games will be granted with deluxe transportation to and from both games on Saturday and Monday. For our target audience, not only are they sports fanatics, they are especially keen towards college sports. This will be the ultimate incentive for these individuals. This will be accessible through our website and smartphone apps where they can log on and enter themselves through our Contest section to win. The winners will be allowed to invite three other individuals to share this unique experience.

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Smartphone Apps Enhanc ing the Spor t Enthu siast’s E xper ience We are creating smartphone applications that will help our sports enthusiasts stay up to date with their favorite sports teams, as well as promote Right Guard Sport. The application will allow users to use GPS capabilities on their hand held device to locate nearby sports bars with happy hour deals so they can watch sporting events with their buddies. We will also use the GPS to show them stores in their area where they can purchase Right Guard Sport. After our users have been out drinking & socializing, they will need a form of transportation. To take care of our app users, we have designed a program in our application that has the telephone numbers for local taxi services in an effort to promote safe driving. Not only will this app promote a fun and safe sporting experience, we have also added a section in our program to have the capability to purchase tickets for events. Every sports fan knows that buying tickets can be a hassle, and our application will allow them to buy tickets with a tap of their screen. This new application will make their overall sporting experience enjoyable and easy. Coinciding with the “Sport Fanatic” site on the Right Guard main microsite, the application will be able to sync to their phone to further enhance their fan experience.

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Costco Endcaps Rathe r Than S ampling To augment product awareness and increase impulse product purchases, Costco will be used as a promotional resource. According to primary research done through phone interviews, 8 out of 10 consumers prefer to purchase their deodorant and antiperspirants at Costco locations. Respondents to primary research stated they would rather buy at Costco because wholesale prices allow them to save money and the bulk quantities make trips to the store less frequent. Also, some individuals stated they liked having multiples of the product because it allowed them to provide for more than one person in the house. End cap placements will be used to make Right Guard Sport more visible to consumers while increasing the foot traffic that passes the product. Although we considered offering travel sizes samples at Costco, we realize that the majority of Costco shoppers do not fall within our target demographic as well as accounting for the money we would need to supply the samples as well as the Costco staff to run the table.

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Advertising in Airports S ampling w ith Re u s eable Q uar t- siz ed B ag s Advertising at airports is one of our most innovative promotions. We wanted to target our audience in a different way while keeping in mind that Right Guard is an extremely versatile product and is capable of becoming a traveler’s best friend. It can be a hassle when you are flying and you forget to pack all your toiletries into an airplane friendly reuseable bags. Airports will be handing out plastic bags with a sample size of Right Guard already in it to lessen the inconvenience travel may be causing you. Also, at our booth, we will provide pamphlets for consumers to enter the NCAA Final Four Giveaway, as well information about our Sports Fanatic microsite and iPhone application We will be locating these booths at our seven target cities to focus on gaining as much attention from our recommended audience. The booth will run Monday through Thursday to avoid getting the weekend travelers who are looking to go on vacation. By targeting business travelers, we are staying within our chosen demographic.

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B acklit Ad s To increase exposure, we will have backlt ads in airports in addition to our sampling and quart ziplock bags. These backlit ads will be strategically placed to reach our target audience. Not only will this increase exposure, but it will also guide consumers to our sample table in the aairport, indicating Right Guard is there for their convenience.. This is beneficial because one booth in a larger airport would not get as much attention as a booth and several backlit ads. Blaine Shepherd, General Manager at Clear Channel Airports in Seattle, suggested using backlit ads in addition to sample booths in the airport, further supporting our promotional efforts.

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Promotional Flow Chart

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C a mpai gn B u dge t Budget Forecast T OTA L C A MPA IG N BU D G ET: $6.3 million

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Media Total Media Budget: $4,699469.02= 74.59% Trade Magazine:$331,413.1 (All full page, 4 color) Stone: $9,655 per month x 6 months= $57,930 15% Agency Fee: $8,689.50 Chain Drug Review: $13,016 per month x 6 months =$78,096 15% Agency Fee: $11,714.40 Mass Market Retailers: $12,818 per month x 6 months= $76,908 15% Agency Fee: $11,536.20 Stone: $7685 x 6= $46,110 15%Agency Fee= $6916.50 Television: $3,032,113 (All 30 Seconds) Dateline NBC (NBC): $50,048 per spot x 4 spots= $200,192 15% Agency Fee: $30,028.80 60 Minutes (CBS): $98,126 per spot x 4 spots= $392,504 15% Agency Fee: $58,875.60 House (FOX): $226,160 per spot x 4 spots= $904640 15% Agency Fee:$135,696 Sport Only (USA Network): $ 450 per spot x 501 spots= $225,450 15% Agency fee= $33,817.5

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ROS (USA Network): $250 per spot x 903 spots= $225,750 15% Agency fee= $33,862.5 NBA (ESPN) $ 150 per spot x 1,505 spots= $ 225,750 15% Agency fee= $33,862.5 College Sports (CBS College Sports Network): $ 5,000 x 45 spots= $225,000 15% Agency fee= $33,750 Radio: $838,089.64 (All 60 Seconds) KCPP-AM: $1168.70 per spot x 4 spots per week x 27 weeks= $126,219.60 15% Agency Fee: $18,932.94 KTAR-AM: $170 per spot x 10 spots per week x 52 weeks= $88,400 15% Agency Fee: $13,260 KIRO-FM: $275 per spot x 8 spots per week x 52 weeks= $114,400 15% Agency Fee: $17,160 KFAN-AM: $611 per spot x 8 per spots per week x 25 weeks= $122,200 15% Agency Fee: 18,330 WKNR-AM: $399.90 x 5 pots per week x 52 weeks= $103,974 15% Agency Fee: $15.596.10 WXYF-FM: $1,255 x 5 spots per month x 12 months + 6 additional spots= $82,830 15% Agency Fee: $12,424.50 WMVP-AM: $378 x 5 spots per week x 52 weeks= $98,280 15% Agency Fee: 14,742

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Internet: $790,787.38 Facebook: $0 Youtube: $0 Google Adwords: $1,990.20 per week x 52 weeks= $103,490.24 NFL.com: $1,439.35 per week x 22 weeks= $31,655.68 FOX.com: $1,688.44 per week x 52 weeks= $87,798.96 FOXnews.com: $1,688.44 per week x 52 weeks= $87,798.96 FOXSports.com: $1,688.44 per week x 52 weeks= $87,798.96 AOL.com: $1,688.44 per week x 52 weeks= $87,798.96 Amazon.com:$1,688.44 per week x 52 weeks= $87,798.96 MSN.com: $1,874.14 per week x 52 weeks= 97,455.14 ESPN.com: $1,990.20 per week x 52 weeks= $103,490.24

Produc tion TV Commercials: $250,00 Actors:150,000 Studio: 100,00 Radio Spots: $30,600

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Actors:30,000 Studio: $600.00

Promotions Total Promotions Budget: $527,423.92 Smartphone Apps: $15,000 (flat rate) NCAA Final Four Giveaway: $1,495 per giveaway fantasy x10 tickets=$14,950 Costco Endcaps: $375.00 per week x 2 per week x 52 weeks x 7 stores=$39,000 Airport Package: $458,473.92 Cost per booth, per airport, per month = $20,000 Backlit ads = $4,000 per month (3 per airport) = $12,000 per airport, per month Cost of baggies = $32.18 for 500 baggies Cost of deodorant at wholesale price = $0.97 per stick Cost of serving 6000 consumers a month = $6206.16 (375 per day, costing $1.04 per person) Year total for baggies and deodorant = $74,473.92

Media and Promotion s = $ 4,699,469.02 + $527,423.92= $5,226892. 94

Campaign GRPs Radio

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Rating X Spots = G RPs

KCPP-AM

1.3x 108 spots

= 140.4

KTAR-AM

3.8x 520 spots

= 1404

KIRO-FM

0.7x 416 spots

= 291.2

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KFAN-AM

2.6x 200 spots

= 520

WKNR-AM

3.1x 260 spots

= 806

WXYF-FM

5.0x 66 spots

= 330

WMVP-AM

0.7x 260 spots

= 182

Tele v i sion

Rating X Spots = G RPs

Dateline

1.4 x 4 spots

= 5.6

60 Minutes

1.3 x 4 spots

= 5.2

House

3.4 x 4 spots

Sport Only (USA Network)

3 x 501 spots

= 1,503

ROS (USA Network)

3 x 903 spots

= 2,709

NBA (ESPN)

4.6 x 1,505 spots

= 6,923

College Sports

3 x 45 spots

= 135

= 13.6

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Appendix Primary Research: Online Survey Results

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Primary Research: Phone Interviews Responde nt # 1 Hi, my name is Mari Hopkins and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete.

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1. What type of Deodorant do you typically buy in the store (a specific brand?) I usually use the Gillette brand, I like their gel one. 2. Do you buy your own deodorant of does your significant other? Oh yeah, I buy my own. Because I know what kind I like. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) I like to buy it in large quantities so I don’t have to make trips to get it all the time. 4. Where do you usually buy your deodorant? Costco, I can get a lot for a good price. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? No, I am not really into all that stuff. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? I read the paper everyday. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? No, I don’t have one. 8. What would get you to buy or try a new kind of deodorant? I just use trial and error, I like it to work. And I like it if I doesn’t affect me, like give me a rash or anything like that. 9. Do you consider yourself an active person? Oh yeah, I am a runner 10. Do you regularly attend or watch sporting events? What kind? Yes, I usually like to watch hockey games. I go to some pro baseball games when I can to. 11. What is your age? 50 12. Where do you live? Edmonds, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 2 Hi, my name is Mari Hopkins and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant,

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as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) I don’t really know what kind it is. I think its that Old Spice one. 2. Do you buy your own deodorant of does your significant other? My wife buys it for me. She buys it for the whole family at the same time. So we all use the same kind. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Price. Whatever they have at Costco. And whatever my wife and daughter like. 4. Where do you usually buy your deodorant? Definitely Costco, I don’t think we have bought it anywhere else in years. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? Facebook, but I don’t really use it a lot. I probably check It like once a week. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? I watch TV. All kinds of TV. But not really much of the other stuff. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? Yes, and I go on the internet with it. And for applications, I think I have few games. 8. What would get you to buy or try a new kind of deodorant? If the one I had didn’t smell good. I think I gave away one of my other ones because I didn’t like the smell. I would just use whatever someone brought home for me if I liked the smell. 9. Do you consider yourself an active person? Yes I do a lot of cycling because I like to do the Seattle to Portland ride. And I play on a senior league hockey team. Oh, and I do a lot of golfing. 10. Do you regularly attend or watch sporting events? What kind? Yes, mariners, hockey, and little pro football. Really I like anything with a ball. Mostly I watch college sports, football and basketball. 11. What is your age? 54 12. Where do you live? Shoreline, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

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Responde nt # 3 Hi, my name is Erin Crosby and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) I am really not picky. I like the gel kinds better. Price usually determines. I have Old Spice Red Zone right now. 2. Do you buy your own deodorant of does your significant other? My wife usually buys it. But I could get it myself if I wanted to. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Definitely the price. I like when things are on sale. 4. Where do you usually buy your deodorant? Costco, because they have packs with more than one. And because it is inexpensive there. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? No. none of those. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? I watch a lot of TV. All kinds. And I listen to Radio when I am commuting to work. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? No, I haven’t got one, I am jut fine with my old phone. 8. What would get you to buy or try a new kind of deodorant? Definitely a free sample. Or if I got a good coupons. 9. Do you consider yourself an active person? Yes, I ride my bike a lot. And I do some golfing on the weekends. 10. Do you regularly attend or watch sporting events? What kind? Yes, lots of football, College and Pro. I also like to catch some pro golf sometimes. And pro baseball. I like to attend Pro baseball and football when my teams are in town. 11. What is your age? 52 12. Where do you live? Seattle, Washington

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I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 4 Hi, my name is Erin Crosby and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) I use Right Guard. I have been using it for as long as I can remember. It works so I don’t really think about what kind I use. 2. Do you buy your own deodorant of does your significant other? Both of us. Whoever is at the store that day. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Brand, and the scent. I like it to work all day. 4. Where do you usually buy your deodorant? Drugstores or I guess wholesale like Costco. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? No, I use the internet for other things. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? Lots of TV. And radio when I am driving to work and back. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? Yes, I like to check my email. And browse internet. 8. What would get you to buy or try a new kind of deodorant? Samples for sure. And coupons or if It was on sale. 9. Do you consider yourself an active person? Yes I am a bike rider for exercise. I am also a member at my gym and I like to run. 10. Do you regularly attend or watch sporting events? What kind? Yes I like to attend pro baseball. And watch college football and basketball. 11. What is your age? 53 12. Where do you live?

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Seattle, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 5 Hi, my name is Mari Hopkins and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) Definitely old spice. It smells really good. 2. Do you buy your own deodorant of does your significant other? My significant other gets mine for me. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Definitely brand and scent. I like the ones that smell attractive to other people. 4. Where do you usually buy your deodorant? Costco because it comes in bulk. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? Yes, Facebook and Myspace and Twitter. And I check a couple times a day. I like to stay connected. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? TV, because I don’t like to have to think about the information I am processing. And I can multitask and think about other thing. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? Yes, I have the iPhone 4. And I regularly use the Internet. Usually to check my social network sites. And for apps I have games like WWF and bejeweled. 8. What would get you to buy or try a new kind of deodorant? Sampling. Or if I saw it on TV and liked it. The old spice videos are really funny. 9. Do you consider yourself an active person? Yes, I do yoga, weight lift, and pretty much anything that will keep me in shape. 10. Do you regularly attend or watch sporting events? What kind? Yes, regularly. I like baseball (the mariners) and basketball and college basketball. I also like to go to

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rodeos and monster truck rallies. 11. What is your age? 53 12. Where do you live? Seattle, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 6 Hi, my name is Mari Hopkins and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. Respondent #6 1. What type of Deodorant do you typically buy in the store (a specific brand?) Old Spice, they have the best smells. 2. Do you buy your own deodorant of does your significant other? I buy my own. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) I usually like a good price. But the brand name is important too. I like to know I am getting a product that works good. 4. Where do you usually buy your deodorant? Grocery stores by my house. Its just convenient that way. Saves me time. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers?I I don’t really have time. If I read I like to read books. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? No I have my other phone. I am waiting for an upgrade. 8. What would get you to buy or try a new kind of deodorant? Free samples. Or a really good deal. 9. Do you consider yourself an active person?

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Yes I work out most days, I also like to go cycling when I can 10. Do you regularly attend or watch sporting events? What kind? Yeah I like to go to pro baseball games. And I like to watch college and pro football on TV 11. What is your age? 54 12. Where do you live? Los Angeles, California I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 7 Hi, my name is Erin Crosby and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) Right Guard, I got a good deal on it. 2. Do you buy your own deodorant of does your significant other? I usually buy my own. But if she’s at the store she can grab it. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Price. I like a good deal. 4. Where do you usually buy your deodorant? I usually by my hygiene stuff at Costco. Its cheaper that way. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? My kids made me one awhile ago. I don’t check it very often though. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? TV sports 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? Yeah I have an Android. I check my email and stuff. I have some games. And I have an app that gets me coupons 8. What would get you to buy or try a new kind of deodorant?

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If I got to try it first. 9. Do you consider yourself an active person? I like to work out. I do it a couple times a week. I also enjoy playing sports with my buddies. Like I play racquetball and I bowl on a team. 10. Do you regularly attend or watch sporting events? What kind? Pro football and baseball mostly. I also like to watch college sports. 11. What is your age? 45 12. Where do you live? Lynwood, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 8 Hi, my name is Erin Crosby and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) Degree, I can wear it all day and not think about it. Not even when I work out. 2. Do you buy your own deodorant of does your significant other? Both. We know what we like so whoever can grab it. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Brand, but I like a product that works all day. I have long days at work. 4. Where do you usually buy your deodorant? Costco. I can get it in a bigger package. And I end up saving money that way. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? Some times I check my Facebook. I don’t really see that point of Twitter. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? I watch a lot of TV. Mostly I watch sports mostly. And I can always get on the internet if I miss a game to get stats. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you

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use. Yes I check my email on it. And I have some games and stuff. And I have one that finds restaurants for me. 8. What would get you to buy or try a new kind of deodorant? I guess if I had a really good coupon or something. 9. Do you consider yourself an active person? Yes I work out every morning before I go to work to stay in shape. 10. Do you regularly attend or watch sporting events? What kind? Yeah, I like to watch a lot of college basketball. 11. What is your age? 47 12. Where do you live? Everett, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 9 Hi, my name is Erin Crosby and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) I don’t really remember I just bought what was on sale. 2. Do you buy your own deodorant of does your significant other? She usually does. But I have to get my own sometimes 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Price. I like a strong smelling one. I need deodorant that can work while I am working out and stuff. 4. Where do you usually buy your deodorant? Albertsons or rite aid. They are close to my house. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often? No I don’t really have time for that kind of stuff. And I dont really know how to use it. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers

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TV mostly sports. I like to keep up on games. But I can check that online too. I also listen to radio on my way to work and stuff. 7.Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? No, my phone makes calls, that all I really need a phone for. 8. What would get you to buy or try a new kind of deodorant? Free samples. Or if it’s on sale. 9. Do you consider yourself an active person? Yes. I like I like to golf and I go skiing in the winter 10. Do you regularly attend or watch sporting events? What kind? Yeah, I watch college football. I have teams I like to watch. 11. What is your age? 48 12. Where do you live? Tacoma, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Responde nt # 1 0 Hi, my name is Mari Hopkins and I am calling on behalf of the Washington State University Advertising program. We are calling today to acquire information about your attitudes and opinions on deodorant, as well as your current media usage. I have been referred to you by a family member or friend and this phone interview should only take a few minutes to complete. 1. What type of Deodorant do you typically buy in the store (a specific brand?) Degree, I liked it when I got it the first time. So I just kept buying it. 2. Do you buy your own deodorant of does your significant other? I get my own. 3. What factors contribute to your specific deodorant purchases? (scent, price, brand) Price, brand and scent. And it has to last all day because I am always busy. 4. Where do you usually buy your deodorant? Costco. I like that it is more inexpensive and I can get a lot of it. 5. Do you use social media sites such as Facebook and Twitter? Which ones and how often?

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I use Facebook occasionally. None of that other stuff though. 6. Do you tend to listen to the radio, watch TV, or read magazine or newspapers? Sports on TV. But I watch some other programs too. Like prime time stuff. I also like to listen to radio when I am in my car. 7. Do you own a smart phone? Do you use it to access the Internet? What kind of applications do you use? Yes, I use it to check email mostly. 8. What would get you to buy or try a new kind of deodorant? If I got a good deal I might try it. I wouldn’t switch unless it was better. 9. Do you consider yourself an active person? Yes I usually do seasonal things like skiing. 10. Do you regularly attend or watch sporting events? What kind? I usually try to keep up with the NFL 11. What is your age? 47 12. Where do you live? Edmonds, Washington I would like to thank you on behalf of the Washington State University advertising program for your time. Have a nice day.

Seondary Research Sources Axe. (2011). Retrieved from http://www.theaxeeffect.com/. Degree. (2011). Retrieved from http://www.degreedeodorant.com. Experian Simmons Market Research Bureau. (2009). NCS/NHCS: Fall 2009 Adult Full Year (Nov. 08Dec. 09). HHLD. Gillette. (2011). Retrieved from http://www.gillette.com/en/GB/home.aspx. Lifestyle Market Analyst 2008.

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Mintel-Antiperspirants and Deodorants-US-February 2011. Mintel-The Budget Shopper – US - October 2010 Mintel-The Dollar Channel-US-July 2009 Mintel-Grocery Store Retailing - US - January 2011 Mintel-Men’s Grooming-US-September 2010. Mintel-Sports Enthusiasts-US-July 2007. “National Radio Services-Home.” Arbitron. (2011). Retrieved from http://www.arbitron.com/national_ radio/home/htm. “Nielsen-What People Watch-What People Buy.” Worldwide-The Neilsen Company. (2011). http:www. nielsen.com/content/corporate/us/en.htm. NYSportsJournalism. (2011). Retrieved from http://www.nysportsjournalism.com/. Old Spice. (2011). Retrieved from http://oldspice.com. “Radio Rates.” SRDS. (2011). Retrieved from http://srds.com/portal/servlet/LoginServlet. Right Guard. (2011). Retrieved from http://www.rightguard.com. Speed Stick. (2011). Retrieved from http://www.colgate.com/app/Speedstick/US/EN/HomePage.cvsp.

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Thank You So Much

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