burt's bees media plan

7/22/2019 Burt's Bees Media Plan

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MEDIAPLANBOOK

BY


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SITUATION ANALYzIS Brand History

What they are Previous and Recent Market Activities

Natural Vs.

Find Your Burt

Analysing the Competition Market Share Report

AD Spent Chapstick

Carmex

Blistex

Burts Bees PLC and Our Marketing Problem

MARKETING STRATEGY Swot Analyzis

Strenghts

Weaknesses Opportunities

hreats Competitions Brief Analysis

Chapstick Blistex

Carmex

Target Selection

BDI and CDI Quintile

Choices3 Data SOV and Media Mix

MEDIA OBJECTIVES

Media Objective

Media Stratgeies and Tactics Overall Target Coverage

Overall Media Budget Regionality

Seasonality

Scheduling

INDEX


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MEDIA SELECTION Budget Constraints

Media Classes/Vehicle Selection Advertising Flowchart

CREATIVE STRATEGY

Creative Strategy: How and What to

Say Creative Constraints in Media Selec-

tionPROMOTION STRATEGY AND IMC EFFORTS

COPY/TEST EVALUATION OF THE PLAN

THANK YOU


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situation analysis


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1984

1991

1998

2009

Burts Bees

started in Maine as a

candle company.

Burts Bees was

generating $8 million

in annual sales!

2009 marked

their 25th year as a

personal care company.

Thecompany started

growing and decided

to move from candles to

lip balm.25

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BRAND HISTORY


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*One of the only all-natural and organic personal care productmanufacturers

*Firm believer in preserving the environment and avoiding synthetic

ingredients in their products

~All lip balm containers are recycled plastic

~All ingredients in their products can be found natu-

rally in the environment

~They even use vegetable-based inks for their labels

WHAT THEY ARE

5

100%ORGANIC


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NATURAL VS.Making its debut in February of 2008, the Natural Vs. campaign

was created to address confusion among consumers regarding what

constitutes a truly natural product. The campaign was launched in

print and showcased the difference between the benefits of using

the natural ingredients in Burts Bees products vs. the synthetic

ingredients found in other personal care product lines.

PREVIOUS AND RECENT MARKET ACTIVITY

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FIND YOUR BURTThis campaign launched on the 40th anniversary of Earth Day, in

April of 2010. The company called on consumers to Find their

Burt, and discover the earth-friendly potential in all of them. The

campaign, which was online, was launched in conjunction with

www.findyourburt.com. While visiting the site, viewers were invited

into a virtual reality to experience what life was like for Burt him-

self. Viewers could upload pictures of themselves and have them

Burtified.

The site also divulged plenty of information about how Burts

Bees was finding their own Burt, taking viewers through their

production process and explaining to them exactly how they were

trying to stay an eco-friendly business. The campaign resulted in

more than 63 million impressions, was covered on The Today

Show, and the average time spent on findyourburt.com went up to

six minutes per user.

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PLCIn the lip balm category, our clients product could be categorized

in the maturity stage. However, because its more of a niche prod-

uct (100% natural, organic lip balm) it can be categorized in the

growth stage. Based on this, we can conclude that our client needs

an advertising campaign that accomplishes both reach and frequen-

cy. Our goal is to increase the size of the market within our

targetwomen 18-24by changing our primary advertising

medium.

MARKETING PROBLEMThe lip balm market is dominated by our competitors: Chapstick

and Carmex. Our brand is not getting the attention it deserves from

the young, female demographic, which is the problem were facing:

How can we increase sales of our product enough that we can

effectively compete with the larger brands in the market?

PLC AND OUR MARKETING PROBLEM

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GROWTH


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19.5%

6.6%6.6%

6.4%

6.1%

AbrevaBlistex

chapstick

Burts bees

carmex

Table 1

MARKET SHARE REPORTAs shown in Table 1, Abreva dominates the market, boasting a

19.5% market share over the next highest brandsBurts Bees and

Chapstickat 6.6%. Carmex trails at third, with Blistex bringing up

the rear. Abreva, however, largely focuses on producing medicated

lip balm, meaning it is targeted at health-related issues such as

cold sores. Because their market share is higher than our clients

by more than 10%, Abreva is an indirect competitor to our brand.

Conversely, Chapstick, Blistex and Carmex are our primary competi-

tors.

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ANALYZING THE COMPETITION


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1,104.30

23.1

1,352.80

389.1

Network tvnetwork radio

tv spot

Syndication

829.6

PRINT

Table 2 Table 3

CHAPSTICKAs shown in Table 2, Chapstick is our largest direct competitor

within our market, controlling an equal market share as our client

at 6.6%. The majority of their ad budget is allocated to TV syndi-

cation. They also spend a significant amount on network TV, with a

significantly lower portion going toward radio and TV spots.

CARMEXAs shown in Table 3, Carmex is our next largest competitor after

Chapstick. They focus all of their ad dollars in print. They do,

however, have a fairly strong following online (Facebook & Twitter).

It seems that this brand interacts with consumers through its social

media platforms fairly regularly, including retweets on Twitter and

product giveaways to consumers who leave positive comments on

their Facebook page.

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AD $ SPENT(000)


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1,070.20

16.8

771.7

522.2

Network tvnetwork radio

tv spot

Syndication

3,374.40

PRINT

Table 4 Table 5

BLISTEXAccording to Table 4, Blistex spends most of their media budget

in network TV advertising, followed by TV syndication and a fairly

large portion in radio as well.

BURTS BEESAs seen in Table 5, Burts Bees allocates 100% of its budgetowardprint.

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TARGET SELECTION

Based on our Choic-

es3 research, as shown

in Table 6, we have

chosen women between

the ages of 18 and 24

for our primary target

audience. Our second-

ary target will be

women between the

ages of 35 and 44.Based on further

research, it appears our

competition, with the

exception of Blistex, has

the same primary target

audience (Blistex has a

primary of women

45-54). We chose ourprimary target because

men are not known to

use lip balmits a

feminine product. We

chose such a young

demographic because

women of that age

group are more focusedon their appearance

women 18-24 Base (000)

115,354 11,787

1,610

2,151

1,503

2,254

100

13.7

18.2

21.2

19.1

10.2

13.3

11.5

11.9

10

100

130

112

117

98

12,126

18,732

20,981

22,521

Proj (000) pct_down pct_acrs index

total

18-24

25-34

35-44

45-54

Table 6than women in an older

age bracket, and because

the natural, organic vibe

that our client has been

striving to be known for

appeals to a much

younger audience. As

indicated by the table

above, the data confirms

that women between 18

and 24 are 30% more

likely than the average

adult to use Burts Bees

lip balm.


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13

JULIA

Age:20

School:Penn State

Hometown:Chicago, IL

Major:Secondary Education

Hobbies:English, Photography, Ice Skating, Late-Night Movies

I was born and raised in the North, and I still live there to this

day. Ive gotten into the habit of bringing my Burts Bees with me

everywhere I go to protect myself from the cold temperatures!

JASMINE

Age:35

Facts:Mother of 3 (2 boys, 1 girl)

Hometown:San Francisco, CA

Occupation:Hospital Receptionist

I love how natural Burts Bees is. My kids have sensitive skin, and I

can put my worries to rest knowing the all-natural ingredients in

Burts Bees will keep my childrens lips healthy.


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BDI AND CDITable 7 contains data

regarding our clients

BDI for our primarytarget audience. Ac-

cording to the research,

the Northeast should be

their primary region of

focus, because the

women there are 18%

more likely to use their

product than the aver-age adult. The West

should be their second-

ary target region.

Table 8 displays

numbers for our clients

CDI. Based on our

research, it appears that

our primary target is 8%more likely to use lip

balm products in the

Northeast than anywhere

else, with the Midwest

being a close second.

BDI Base (000)

12,126 1,610

328

425

448

410

100

20.4

26.4

27.8

25.4

13.3

15.7

14.9

9.86

15.5

100

118

112

74

117

2,093

2.845

4,542

2,646


total

Northeast

Midwest

south

west

Table 7

CDI Base (000)

9,214

1,7112,273

3,339

1,891

100

18.624.7

36.2

20.5

76

81.879.9

73.5

71.5

100

108105

97

94


Table 8

total

NortheastMidwest

south

west

12,126

2,0932.845

4,542

2,646


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QUINTILEIt is generally known

that the 18-24 age

group uses the Internetmore than any other

medium out there. We

conducted research

based on this assump-

tion and were proven

correct. Table 9

displays Internet Quintile

information for ourprimary target audience.

The Internet is a strong

medium to use for our

target audience because

the women in quintiles I

and II are 107% and

155% respectively, more

likely to see ads we

place on the Internet

than the average adult.

INTERNET USE 18-24AT WORK

Base (000) Proj (000) pct_down pct_acrs index

total

QUINTILE 1

QUINTILE 2

QUINTILE 3

QUINTILE 4

12,126 1,610

166

209

16

80

100

10.3

12.9

1.02

4.95

13.3

27.5

33.9

2.56

13.4

100

207

255

19

101

603

616

639

593

QUINTILE 5 192 11.9 18.5 1391.040

Table 9


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CHOICES3 DATA

Table 5 displays

general demographic

information about those

who use Burts Bees lip

balm. According to the

data, women are 63%

more likely to use our

clients brand.

general demos Base (000)

222,622 13,978

2,190

11,787

1,870

2,731

3.061

2,627

2,913

4,103

3,174

100

15.7

84.3

13.4

19.5

21.9

18.8

20.8

29.4

22.7

6.28

2.04

10.2

7.65

7.65

7.51

6

9.22

8.48

4.46

100

33

163

122

122

120

96

147

135

71

107,268

115,354

24,422

35,682

40,735

43,788

31,608

48,359

71,198


total

men

woman

18-24

25-34

35-44

45-54

graduated college

attended high school

Attended college(1 to 3 years)

Table 10


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Table 11 Table 12 17

SOV AND MEDIA MIX $(000)

total

NetworkRadio

Tv SPOT

Cable TV

Printtv syndication

Network tv

BLISTEX

burts bees

carmex

chapstick 23.5

8.2

35.0

50.8

63.7

100

57.9

0 0

0

0 0 0 0

19.7

33.3

0 0

0

0

0

80.3

49.2

36.342.1

100

00

NetworkRadio

Tv SPOT

Cable TV

Printtv syndication

Network tv

BLISTEX

burts bees

carmex

chapstick

31.238.2

11.0

0.7

0

0

0

0 0

0

00 0

0 0 0.7 0

44.9

32.4 21.9

100100

0

0

SOV

According to Table 11, our client is dominant in the print arena,

competing only with one other brandCarmex. We intend to main-

tain the majority of our budget going toward print, while a portion of

it be designated toward Internet advertising to better reach our

primary target audience.

MEDIA MIX

As shown in Table 12, our client does not have a diverse media

mix compared to the competition. We do plan to diversify our

brands media mix, but not by breaking into TV or radiomedia that

are already controlled by the larger name brands. Rather, we are

going to split our budget between print and digital, a medium that

will be much more effective in reaching our primary target audi-

ence.


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OCT-FEB

75% 50%

50%75%

MAR-SEPTREACH

ONLINE

PRINT

OCT-FEB

5 3

35

MAR-SEPTREACH

ONLINE

PRINT

OCT-FEB

375 150

150375

MAR-SEPTREACH

ONLINE

PRINT

REACH, FREQUENCY AND GRP

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SOV AND MEDIA MIX $(000)


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marketing strategy


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$

STRENGHTS*Young audience is very attracted to the environmental philosophy

that the company supports

*Sales have increased

*High reach to women

*They have proved to be transparent with their clients

*Brand image is very feminine, appeals to our target

WEAKNESSES*Their advertising campaigns are fairly limited:

~Their paid advertising is mostly print

~Competitors have better interactive strategies

~Not enough of a digital presence

*Expensive product

SWOT ANALYSIS

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PRINT


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OPPORTUNITIES*Burts Bees can designate a larger portion of its advertising

budget toward digital, a more appropriate medium for our age group.

*Increase sales of lip balm by appealing to the younger demo-

graphics

*Come up with a creative strategy that will appeal more to our

target

*Become a more interactive brand with its customers using alterna-

tive advertising and trying to make their audience more involved

~They started to do something very interesting with

the Find your Burt campaign, but that was the last

of their interactive.

THREATS*Competitors have stronger brand recognition

*Competitors have a stronger digital and interactive presence

*Better interaction between other brands and their audience

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INTERACTIO

N

digital

$

salesincrease


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CHAPSTICKStrenghts

*Interactive with consumers

*Advertising done through a diverse range of media

*Product is marketed toward men and women

*Very high market share among competitors

*Very cheap

Weaknesses

*The organic and natural status of a product is becoming more

relevant for consumers, especially for personal care products.

Chapstick is not following this trend.

*Poor handling of its social media accounts

BLISTEX

Strenghts

*More diverse advertising media

*Fairly strong interaction with consumers online

Weaknesses

*Small advertising budget

*Social presence is limited only to Facebook

CARMEXStrenghts

*Strong interaction with consumers online

*Large following on both Facebook and Twitter

*Engages consumers in promotional giveaways on social platforms

Weaknesses

*Only advertises in print

*Small advertising budget

*Reach and frequency is impacted based on only using print

medium

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COMPETITIONS BRIEF ANALYSIS


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Our main advertising objective of our campaign is to increase

brand awareness among females 18-24, to make them more aware

of the various lip balm options (tinted, hypoallergenic) our client

offers, as well as their complete dedication to environmental pres-

ervation. Our secondary objective is to increase the unaided brand

recall of our clients advertisements, similar to that of our competi-

torsChapstick. We want to motivate consumers to consider

Burts Bees lip balm when purchasing lip care products or referring

lip balm to a friend. Burts Bees has built a strong image of using

all-natural ingredients and promoting environmentally friendlymanufacturing practices. Through our advertising, we plan to

intensify this image and direct it toward our target audience.

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MARKETING/ADVERTISING OBJECTIVES

burt's bees media plan

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