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PRESENTED BY: ANGELA HANSEN, REYNOLDS HAMMACK, LATASHA COBB
WM Wrigley’s Extra Gum Media Plan JB 3013 Advertising Media and Markets November 4, 2009
Table of Contents 2
Situational Analysis………………………………………………...………………………..………………………….……3-10
Media Objectives…………………………………………………..…………................……………………..……...……..11-19
Media Strategies…………………………………………..…………………………..…………..……………….…….…20-30
Media Tactics…………………………………………………………………..……….……………..…………...……..…31-35
Media Scheduling and Cost.......................................................................................................................................................................36-39
Plan Performance................................................................................................................................................................................................40
Summary...............................................................................................................................................................................................................41
Appendix..............................................................................................................................................................................................................42
Situational Analysis 3
Product Evaluation Target Market Sales History Product Distribution SWOT Competitive Analysis Advertising History
Product Evaluation 4
William Wrigley Jr. founded WM Wrigley in 1891. Wrigley began by selling soap and baking soda. He gave away chewing gum as an incentive for purchasing other products, but the chewing gum became more popular than the products he sold. The first Wrigley chewing gum was Juicy Fruit, which was introduced in 1893. Wrigley’s Extra Gum was the first sugar-free gum that Wrigley’s sold in the U.S. Launched in 1984, Wrigley’s Extra was known for its long-lasting flavor despite being a sugar-free gum. Wrigley’s Extra Gum comes in a variety of flavors beginning with the original flavors, such as peppermint and spearmint, and spanning out to newer flavors, such as strawberry banana and berry smoothie. Wrigley’s Extra Gum is also available internationally in locations including, but not limited to Australia, New Zealand and Hong Kong.
Target Market 5
Demographics: ·∙ Age: 18-24 ·∙ Sex: Male and Female ·∙ Race: White ·∙ Marital Status: Single ·∙ Education: College Students Psychographics:
This group is internet savvy. Music and popular culture affect their views on clothing, hairstyle, and image. This group is technologically advanced and may own an I-Pod, a computer and a gaming system. The opinion of their peers is important.
Sales History 6
2008 – Revenues were 5.389 billion dollars, a 15 percent increase from 2006. In October 2008, Wrigley’s Gum was acquired by Mars, Inc. Wm. Wrigley Jr. was ranked 448 on the Fortune Top 500. 2007 – Revenues were 4.686 billion dollars. Wrigley’s was ranked 472.
Product Distribution 7
Wrigley’s Extra Gum is sold on every corner of the globe. The gum is sold in over 180 countries and even offers specific, local flavors in some countries. By 1989, Wrigley’s Extra Gum was the number one selling gum in the world. Wrigley’s is planning to revamp its factories and distribution centers by making them more eco-friendly in the next few years.
SWOT 8
Strengths – Extra has long-lasting flavor and it is a healthier gum alternative. Mars Inc. recently acquired WM Wrigley. Weaknesses – Despite being launched in 1984, there aren’t many new flavors being introduced. Opportunities – There is room for growth in the North East census region and lower-income households. Threats – Dentyne Ice and Trident Sugarless are the biggest competitors outside of the Wrigley line.
Competitive Analysis 9
Orbit – Orbit is another sugar-free Wrigley gum. It is second only to Extra. It, along with Extra and Eclipse, were the first gums to receive The American Dental Association’s Seal of Acceptance. Dentyne -This is another sugar-free gum. Currently, Dentyne is running a campaign suggesting that people spend too much time on the Internet and not enough time talking to friends face-to-face. A visitor to Dentyne’s Web site will find they can only visit the site for three minutes before being alerted that they should spend time somewhere else. Trident - Cadbury, the parents company of Trident, introduced its first sugar-free gum in 1964. Certain flavors of Trident gum are ADA approved for dental health, which they use in their marketing approach. Bazooka - Bazooka is a classic, original bubble gum that was created after World War 2 in Brooklyn, New York. This bubble gum featured a character named Bazooka Joe, who eventually had his own comic book. Bazooka seems to continue to appeal to the younger children, continuing to write the comic book series and merchandise like apparel instead of creating many new flavors.
Advertising History 10
Over the years, Wrigley has created a wholesome, healthy, natural image. A 1989 commercial in which Dr. M. Jensen lectured on the acidity levels of saliva after eating greatly affected Extra Gum. Dr. Jensen used Extra Gum to demonstrate the effectiveness of chewing gum after a meal. Over the next two years, Extra Gum saw a 50 percent growth in sales volume. In addition, Extra, Orbit, and Eclipse were the first gum to earn an American Dental Association seal of acceptance. Extra Gum’s most recent campaigns have targeted the 18-24 year old demographic. Ads have included popular culture bands such as Lucky Boys Confusion. In addition, recent ads used actors in this demographic to reach the target audience. Wrigley’s Extra Gum tailors its advertising for each product. Ad $ Summary 2002 listed spot television and cable television ads as vehicles used to promote Wrigley’s Extra Classic Bubble Gum. Wrigley’s Extra Polar Ice utilized magazines and network radio for advertising. Wrigley’s employed magazines, cable television, network television, network radio, and spot television ads for its Extra Sugar Free Gum campaign.
Media Objectives 11
Marketing Goal Budget Target Audience Geographic Coverage Pattern of Scheduling Reach/Frequency Creative Implications Promotion Support
Marketing Goal 12
 
The primary goal is to increase sales by 10 percent.
Budget 13
The budget is $35 million.
Target Audience 14
The target audience is college males and females aged 18-24. The objective is to reach this audience through media that they trust and frequent. This audience trust magazine advertisement more than any other form of media. Magazine advertisement will be used continuously to reach the audience. In addition, the target group accesses the internet more often than any other age group. Internet advertisement will be used on popular sites for this target audience such as FaceBook and Hulu.
Geographic Coverage 15
 
National advertising will be utilized to support national distribution and sales.
Pattern of Scheduling 16
Magazine advertisement will be continuous throughout the year. Network television, Internet and radio advertisements will be flighting to keep costs down.
Reach/Frequency 17
Customers often grab a pack of gum while checking out at the cash register. Gum is an impulse buy and is purchased often. Therefore, the reach will be 70 percent, and the frequency will be 10.
Creative Implications 18
Newspaper will not properly illustrate color advertisement. It is not a medium frequently used by the target audience.
Promotion Support 19
Product placement will be included in the May sweeps episode of Glee. Advertising efforts will increase during May sweeps to coincide with Glee. This includes 30 second television advertisements in the Glee time slot on Fox network. Radio and Internet advertisements will heavy-up leading up to May to support the promotion. Magazine advertisement will continue at the same rate.
Media Strategies 20
Target Audience Geographic Coverage Pattern of Scheduling Reach/Frequency Creative Implications Promotion Support
Target Audience 21
The media that best fit the 18-24 year old market include magazine, Internet, network television, and radio. Rationale: Our target market heavily uses these media.
Geographic Coverage 22
Magazine Network Television Internet Radio
Magazine 23
We will achieve national coverage through consumer magazines such as: Cosmopolitan and Rolling Stone. Rationale:
Cosmopolitan
has a high readership among females aged 18-24 with a median age of 21. Rolling Stone reaches a large number of both male and female readers in our target market in high concentration.
Budget: $5.5 million
Network Television 24
National network television will aid to reinforce our product by utilizing the following primary networks: FOX and CW. Rationale- Using primetime spots, we will effectively reach our target audience on these networks that include programs such as Glee, America’s Next Top Model and One Tree Hill. These programs are popular with our target audience. Budget: $17.4 million
Internet 25
We will advertise online on Hulu and Facebook for national coverage. Rationale: Facebook
is the fifth most popular Web site on the Internet. Hulu is popularly utilized to watch full episodes of television programs and the advertisements cannot be surpassed. We will be able to reach Glee viewers on Hulu by placing 30-second spots before Glee videos. On Facebook, we will be able to reach our target audience with banner ads on the side of the page.
Budget: $6.5 million
Radio 26
We will also reach a national audience through radio. We will advertise during American Top 40. Rationale:
American
Top 40 is syndicated on more than 500
stations. Pop Contemporary Hits Radio is the number one format among teens.
Budget: $5.6 million
Pattern of Scheduling 27
We will magazine for continual advertising. We will use network television on a flighting schedule with advertisements included in each episode of Glee. Radio and Internet ads will be used on a flighting schedule with an increase in advertisements during the fourth quarter which garners the lowest sales. Rationale: Continual magazine advertising will be utilized because the target audience trust this form of media more than any other. Network television will be used as promotional support because it is on the same medium as Glee. To keep costs down, Internet, radio and network television advertisements will be used on a flighting schedule.
Reach/frequency 28
We will use Internet, Radio and network television to build reach within our target market. Magazine coverage will be used to build frequency. Rationale The
target market uses radio and network television heavily. Magazine is the most trustworthy medium for this target market and can be used to increase frequency. Internet will also be used to increase reach because a large number of the target audience log onto the Internet at least once a day.
Creative Implications 29
We will exclude newspaper and outdoor advertisements. Rationale:
Newspaper
advertisements cannot effectively display a
color ad Newspaper readership for our target market is low. Concentration on national advertisement will exclude outdoor advertisement.
Promotion Support 30
To support and communicate the promotion, we will use Internet, radio, television and magazine advertisements. Rationale:
Radio,
Internet, television and magazine advertisements will be used because they will most effectively reach our target audience. Glee, which airs on the FOX network, will include product placement in the May sweeps month. We will advertise heavily on the FOX network.
Media Tactics 31
Magazine Network Television Internet Radio
Magazine Tactics 32
Cosmopolitan 12
total issues 8: 4-color full page ads near the front with bleed 4: 4-color full page 2nd covers
Rolling Stone 12
total issues (bi-weekly) 8: 4-color full page ads with bleed 4: 4-color full page 4th cover
Network Television Tactics 33
FOX Primetime During
Glee 60 second spot
CW Primetime 30
second spot Suggested Programming: Gossip Girl
Internet Tactics 34
Hulu 30
second spot ads 1st commercial during video Suggested Programming: Glee
Facebook Tower
Ad next to friend news feed
Radio Tactics 35
National During
American Top 40 60 seconds
Media Scheduling and Cost 36
Cost by Medium Flowchart Budget Worksheet
Cost By Medium 37
Radio
Internet Magazine
Network Television
Flowchart 38
Budget Worksheet 39
Plan Performance 40
Summary 41
The media plan will effectively garner the attention of the target audience and increase sales because: We have researched the target audience to find out the which media they frequently consume. We have determined which forms of media the target audience trusts. We have reviewed the previous sales history of Wrigley’s Extra gum to determine the correct media mix needed to increase sales by 10 percent.
Appendix 42
Cost Calculations Rates Research