josh lieberthaljoshlieberthal.com/images/gillette.pdf · background consumers know: • gillette...
TRANSCRIPT
Start
Background
Competitive Spending Analysis
Media Objectives
Target Profile
Media Strategies
Flowchart
Appendix
1
4
8
9
17
20
21
BackgroundConsumers know:
• Gillette manufactures many men’s grooming products including razors and the accompanying gel and foam products
• Gillette’s razors are innovative, enhancing the shaving experience by emitting micropulses to facilitate razor glide
• Gillette means men’s shaving• The brand has been around for many years
Buying habits differ by demographic, geographic location and personal needs. Loyal Gillette users:
• Buy their necessities at major retailers, including grocery-department store hybrids such as Target and Walmart
• Purchase Gillette products on an as-needed basis, be it new razor blades or a full can of shaving gel
• Likely buy Gillette products themselves instead of delegating the task to a spouse
Gillette products were introduced into the marketplace in 1904 and became a subsidiary of consumer goods giant Procter and Gamble in 2005. Since its introduction, Gillette:
• Has maintained their position as a leader in razors and blade replacements• Has bolstered a brand net worth of $16 billion• Been on the fence of stagnancy as America recovers from the last recession• Boasts their products as “The best a man can get”• Has capitalized on up-selling their products to current Gillette customers
Procter and Gamble • Company formed in 1837 by a candlemaker and a soapmaker• Since its creation P&G has grown to a multinational status with brand acquisitions and
creations such as Crest, Folgers, Crisco, Charmin, and Pantene• In 2012 P&G sold its food brands and left that industry• Sponsor of the 2012 Olympics featuring a highly regarded advertising campaign
centered around mothers
Gillette’s supplemental shaving products include:• Innovative shave gels to give men the best, most comfortable shaving experience• Complex formulas to reduce irritation, for tough beards, and for dry or sensitive skin• Basic and original foam varieties for straightforward shaving• One flavor in the basic line: Lime
Gillette Stadium is home to the New England Patriots.
1
Competitive AnalysisGillette shaving gels and foams compete for market share in the umbrella category of men’s hygiene. This category:
• Includes razors and shaving accessories, shampoo, body wash, and deodorant • Includes a range of companies and brands, some of which produce all above
products while others, such as Gillette, specialize in shaving technology and accompanying products
• Attempts to further the divide between generic, unisex products and men-specific products
• Has been targeted to both genders because market research shows women often buy these products for their significant others and family members
Brands in the category of men’s shaving cream:
Gillette’s biggest market competitors are:• Barbasol - Very straightforward shaving cream products, longstanding reputation• Schick - Wide range of shaving products to cater to the entire market• Edge - Offer six formulas for customizable comfort; brand focuses exclusively on
shaving cream
• Both have been around a long time
• Gillette’s positioning focuses on the best men’s facial products while Barbasol is simple and straightforward, patriotic
• Schick focuses more on razors while Gillette has an extensive line of razors and creams/gels/foams
• Both brands have increased the number of blades on a razor to increase sales in the past
• Edge is positioned as the product you need for a successful day
• Gillette’s variety of creams are staggered at levels of shaving experience quality while Edge makes creams for every face
• Only manufactures shaving creams, making market penetration difficult
• No vertical integration
• Recent internal downsizing and budget cuts may lessen media presence
• Edge only makes shaving cream, allowing them to focus their efforts on these products within the men’s hygiene category
• Offer variety of creams not based on quality of shaving experience but needs of the customer
• Owned by Energizer, a leading
brand in consumer goods
• High brand recognition for Schick
Quattro line of razors
• No vertical integration with other shaing products
• May lose customers to brands with more innovative products
• Trusted brand with little change
over the years
• Recognizable product packaging
(stout can with stripes)
• Cheap option
Barbasol Schick Edge
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STRENGTHS WEAKNESSES
• Gillette has a huge profit margin, selling their razor products at a 3,000% markup
• The brand has an estimated 70% global market share in the razor category (’09)
• Marketing tactics focus on getting current Gillette users to use their more enhanced, newer, more expensive products as opposed to getting new customers
• The brand has a consumer goods giant (P&G) as its backbone
• Gillette products are sometimes more expensive than alternatives
• Facing a decline in market share as less expensive products become an attractive option
OPPORTUNITIES THREATS
• Men who use electric razors might be converted by demonstrating the better experience when using a straight razor and Gillette’s line of creams
• Weak economy has affected sales of premium creams
• Cheaper alternatives have taken some of Gillette’s market share
Sales Objective
Marketing Objective
Advertising Objective
Maintain flat sales in 2013.
Maintain 100% of current users of Gillette shaving creams, gels and foams in 2013.
Emphasize the quality of Gillette brands of shaving creams, gels and foams compared to the competition.
3
Competitive SpendingAnalysis
Gillette20%
Edge17%
Schick39%
Barbasol24%
Total category spending Brand 2011 Spending (000)
Barbasol $23,616
Schick $39,312
Edge $16,802
Gillette $19,996
Total $99,726
• Gillette spends a little over 50 percent less than Schick, the top spending brand in the category last year
• Barbasol is the second biggest spender in the category, though their budget is spent exclusively on print media (below)
SOS by medium - Print
Gillette15%
Barbasol85%
Nat’l newsp spending
Schick53%
Barbasol47%
Local newsp spending
Gillette13%
Edge23%
Schick37%
Barbasol27%
Magazine spending
Brand Spend (000)Barbasol $5,880
Gillette $1,024
Total $6,904
Brand Spend (000)Barbasol $6,960
Schick $7,708.30
Total $14,668.30
Brand Spend (000)Barbasol $10,776
Schick $14,672
Edge $9,308
Gillette $5,424
Total $40,180
4
• Barbasol has a strong presence in print media• Edge is the only competitor that didn’t take advantage of newspapers in 2011• Every brand has magazine placement• Magazines were the biggest total expense by all brands in 2011
SOS by medium - TV
Gillette22%
Edge24%
Schick54%
Network TV spending
Brand Network Spend (000)
Cable Spend (000)
Schick $5,164 $3,675
Edge $2,301
Gillette $2,146 $10,253
Total $9,611 $13,928Gillette
74%
Schick26%
Cable TV spending
• Gillette dominated the cable TV space in 2011• Barbasol did not have a TV presence last year
Edge50%
Schick50%
Network radio spending
SOS by medium - Radio/Internet
Brand Network Radio Spend (000)
Internet Spend (000)
Schick $1,469 $1,188
Edge $1,470 $3,723
Gillette $1,149
Total $2,939 $6,060
Gillette19%
Edge61%
Schick20%
Internet spending
• Edge and Schick were the only brands to place ads on network radio in 2011• Edge spent the most on Internet advertising, but spending on that medium is low overall
5
Barbasol media mix
Local newsp29%
Nat’l newsp25%
Magazines46%
Medium Brand spend (000)Nat’l newspapers $10,776
Local newspapers $5,880
Magazines $6,960
Total budget $23,616
Category SOS 24%
Summary• Barbasol takes a traditional approach to
advertising, focusing exclusively on print media in 2011
• This strategy relies on pass-along rate for impressions
Seasonality: Continuous, spending the same ($1,968,000) month after month.
Schick media mix
Internet3%
Local newsp20%
Magazines37%
Network radio4%
Spot TV14%
Cable TV9%
Network TV13%
Medium Brand spend (000)Network TV $5,164
Cable TV $3,675
Spot TV $5,436
Network radio $1,469
Magazines $14,672
Local newspaper $7,708.30
Internet $1,188
Total budget $39,312.30
Category SOS 39%
Summary• In 2011, Schick spent $39MM on a healthy mix of traditional and internet media• Schick focused its dollars in magazine and local newspapersSeasonality: Pulsing with emphasis on August, September and December
$0
$1,750
$3,500
$5,250
$7,000
Jan April July Oct
6
Edge media mix
Internet22%
Magazines55%
Network radio9%
Network TV14%
Medium Brand spend (000)Network TV $2,301
Network radio $1,470
Magazines $9,308
Internet $3,723
Total budget $16,802
Category SOS 17%
Summary• In 2011, Edge spent the least on media of all competitors ($16.8MM)• A majority of Edge’s budget was allocated to magazinesSeasonality: Flighting April through September with an emphasis on September
$0
$1,250
$2,500
$3,750
$5,000
April May June July Aug Sep
Opportunities for GilletteBased on the competition’s media strategies:
• Given the rapid growth in digital forms and competition’s low expenditure on Internet advertising, it would be prudent for Gillette to capitalize on the online opportunity. Gillette could dominate the online sphere by allocating the budget to Internet instead of areas like Cable TV.
• Gillette would benefit from a pulsing seasonal structure with an emphasis on Internet spending October through March.
• Magazines are another medium Gillette could leverage for maximum impressions.• No competitors include Spot TV, Syndicated TV or Outdoor advertising in their media mix. By
advertising in these spaces, Gillette would be the leading brand in those media. • As a low-involvement expense with relatively little innovation, shaving creams are easily
advertised out-of-home in smart, witty, versatile and memorable ways.• Other media opportunities: mobile and internet radio.
7
Media Objectives
Budget
This media plan will target employed, educated men between the ages of 18 and 49 with a median HHI of $50,000 and above.• 70.4% of Gillette’s user base are male• Market research shows no significant weight in the race category• A majority of Gillette users make at least $50,000/year
Media will be placed ubiquitously throughout the nation without specific spot heavy-ups.• Gillette users are spread almost evenly across the nation• Sticking to a national regimen will keep costs lower, providing flexibility in other media
The plan will run all year on a continuous basis, focusing GRPs throughout the week, primarily during primetime/at night.• Because the sales objective is to maintain all sales and customers, and men need to shave
year-round, there’s no reason to abstain from advertising in some months or focus more heavily on some.
• Market research shows Gillette users consume media throughout the week and weekend
The target demographic should be reached on a weekly basis as reminders to continue buying Gillette shaving creams and foams as needed.• Reminders throughout the week should suffice to maintain sales through 2013.• Reach is more important than frequency in this plan. There’s potential for message wear-out.
if frequency is too high.• This plan aims to achieve a 70% reach with an average frequency of 2.
$45,00,000
Target
Geography
Seasonality/Scheduling
Plan performance
8
Target ProfileDemographics
Gender
Gillette’s target consumer is male as illustrated by the high index number and vertical percentage.
Index Vertical %
Male
Female
147 70.4
57 29.6
Age
Gillette users tend to be between the ages of 18 and 49 with a strong representation in the 25-34 age group. Men 50 and over are less likely to use Gillette products.
Index Vertical %
18-49
25-49
25-34
50+
120 65.4
122 53
144 22.2
76 34.6
Ethnicity
White males are the primary users of Gillette products. Although the index number isn’t significantly high, the vertical percentage shows a strong majority of users are white. Consumers of some other race not listed are also likely Gillette users based off the high index.
Index Vertical %
White
Some other race
104 79.7
129 8.5
Education
Although low indices show education is not an important factor, most Gillette users have completed some level of education. The vertical percentage suggests over a quarter of Gillette users have completed post-secondary education, including graduate school. Gillette has a strong consumer base among full-time college students.
Index Vertical %
High school grad
Grad college or more
Full-time college student
101 31.7
108 27.6
123 5.3
Marital status
Based on low indices, marital status is not an important factor in evaluating the Gillette consumer. Vertical percentages suggest an almost even split between users married and not married.
Index Vertical %
Married
Not married
101 55.9
98 44.1
9
Employment
A high index and vertical percentage shows most Gillette consumers are employed full time (30+ hours). Although it has a smaller vertical percentage, the number of Gillette users currently not employed represent a significant portion of Gillette’s consumer base.
Index Vertical %
Employed 30 hours+Not employed
119 58.4
79 32.1
Occupation
Based on high indices, consumers in the following occupations are likely users of Gillette: sales, production, transport and material moving, proprietors, architects and engineers, computer and mathematical professionals, building, ground maintenance and construction, and healthcare.
Index Vertical %
Sales
Prod, transport, material movingProprietor
Comp and math
Architect and EngineerHealthcare
Construction
Other
122 7.8
158 4.7
161 2
160 1.6
157 3.9
115 5.3
150 17.8
123 25.1
Income
Income levels do not appear to be a significant factor among Gillette users, however high vertical percentages suggest more likely usage among those with an annual income of $50,000 or more.
Index Vertical %
$50,000+
$75,000+
114 64.7
113 44.3
Geographic location
Gillette consumers live ubiquitously across the U.S. A high vertical percentage lends a slightly stronger representation in the south.
Index Vertical %
Northeast
Midwest
South
West
113 20.9
102 21.9
97 36.2
93 21
Consumer confidence
Gillette users tend to have moderate to high consumer confidence in the marketplace. This is especially important in making an informed decision about buying new products and switching brands.
Index Vertical %
7 (scale of 1-8) 124 11.1
Psychographics
10
Purchase propensity
This consumer segment has a significantly higher likelihood of purchasing Gillette products relative to other segments.
(scale of 1-8) Index Vertical %5
6
7
150 6
202 6
235 2.4
Memberships
Gillette users participate in clubs and organizations such as religious clubs, environmentalist organizations, and labor unions. Membership is a somewhat important factor in their lives.
Index Vertical %
Enviro Org
Religious club
Labor union
Local gov’t
132 2.3
191 2.9
145 9
128 1.9
Lifestyle changes
In today’s job market and economy, it’s no surprise that many Gillette consumers are adapting to changing employment. Many are obtaining better jobs while some are being demoted with a lower level of pay or losing their job completely. A high vertical percentage suggests a large number of Gillette users have experienced a lowered income in the past 12 months.
Based on a high index, many Gillette consumers have ushered their oldest child into school in the past 12 months.
Index Vertical %
Change - better jobChange - lower payLose job/laid off
Oldest child enters school
163 9.5
145 3.4
120 9.5
133 2.8
Situational attributes
High indices show Gillette users are likely to express overall improvement in their lives over the past 12 months. They’re content with their lives and possess traditional attitudes without taking too many risks.
Index Vertical %
Somewhat better offSignificantly better offEnjoy taking risks
Doing unconventional thingsVery happy with life as it is
115 27
147 5.1
105 7.8
71 5.4
95 273
Handiness
Gillette users report proficiency when it comes to fixing things, especially mechanical contraptions, as seen through high indices.
Index Vertical %
Good at fixing thingsGood at fixing mechanical things
109 22.41
128 19.35
11
Entertainment/leisure
Gillette users enjoy social activities such as tailgating, fantasy sports leagues, go carting and nightlife. Aquariums seem to be a hit, too.
Sports are another area of interest for men who use Gillette products. They express high levels of interest in NFL, MLB, Nascar, UFC, and college sports events (reflected in indices).
Index Vertical %
Fantasy sports
Tailgating
Go carting
Clubs/bars/dancingAquariums
Nascar
College basketball
College football
MLB
NFL
UFC
187 6.9
148 8
137 4.2
116 23.1
116 21.6
126 11.3
129 19.8
121 8.5
127 16.1
130 9.3
132 6.8
Behaviors
Media formsGillette users digest all forms of media each week. Magazines and internet activities seem to be the most concentrated time consumers as reflected by high indices in focused categories of both media.
As seen through high indices in the magazine and internet category, computer/video gaming is a big time consumer among Gillette users.
Internet is a chief media resource for Gillette users, both as a media form and source of multimedia. Internet only radio scored a higher index than network radio. High indices in sports radio listening and sports-related internet browsing show Gillette customers’ high interest in sports. This common bond is illustrated further in other metrics throughout.
Gillette users’ high consumption of internet media is also illustrated by quintiles representing their likelihood to use a media form.
Publication type IndexFish/hunt/outdoor/rec
Men’s
Sports
Teens
Computer/vid gaming
TV
Evening animation
Comedy/variety
Radio
All sports
Classic rock
Country (wknds)
Internet
Auctions
Chat forums
Download Podcasts
Download music
Download movies
Internet only radio
Satellite radio online
Personal ads/dating
Sports
Video game-related
115
125
122
161
143
117
114
127
117
119
115
118
145
116
155
190
126
125
143
129
Media Quintile IndexCable TV
Radio - drive time
TV early/late night fringe
Outdoor
Internet at home
Internet at work
Internet at home/work
2 120
3 121
4 125
2 123
1 131
3 118
1 148
3 144
1 123
2 115
12
Vehicles - TVTV network and program habits directly correspond with indices above in the evening animation and comedy/variety categories as well as a strong interest in sports and sports news. These indices indicate interest in sports at both college and professional levels spanning multiple seasons throughout the year.
These results also show a preference for premium programming such as HBO and Cinemax and critically acclaimed cable networks such as AMC.
It’s important to note that Gillette users watch cable TV more consistently and more frequently than network channels and programs.
Channel Program IndexAdult SwimAdult SwimAdult SwimAdult SwimAdult SwimAdult Swim
CBS College Sports
Cinemax
CNBC
Comedy Central
E!
Encore
ESPNESPNESPNESPNESPNESPNESPNESPNESPNESPN
ESPN2ESPN2ESPN2ESPN2ESPN2
ESPN News
FXFXFX
G4
The Golf Channel
HBO
MTV
MTV2
NFL Network
Outdoor Channel
ShowtimeShowtimeShowtimeShowtime
Speed
Spike
TBSTBS
128
Aqua Teen Hunger Force 129
Family Guy 125
King of the Hill 119
Squidbillies 137
The Venture Bros 119
116
116
115
Kudlow Report 130
Mad Money 125
Squawk Box/On the Street 119
129
The Colbert Report 123
Comedy Central Stand-Up 125
Futurama 124
The Jeff Durham Show 121
South Park 129
Tosh.0 124
117
116
133
Baseball Tonight 119
Reg. Season College Bball 139
Reg. Season College Fball 137
Monday Night Football 135
Nascar Sprint Cup Series 152
Reg. Season NBA 129
Sportscenter 145
Sunday NFL Countdown 155
Sunday Night Baseball 118
122
Reg. Season College Bball 145
Reg. Season College Fball 135
Nascar Now 121
NCAA College World Series 126
120
138
FX Prime Movie 121
Sons of Anarchy 169
122
115
118
115
116
144
118
117
Californication 213
Secret Diary of a Call Girl 174
Strikeforce 152
120
117
119
Family Guy 117
Channel Program Index
OtherOtherOtherOtherOtherOtherOtherOtherOtherOtherOtherOther
Dog the Bounty Hunter (A&E) 116
G. Simmons Fam Jewels (A&E) 161
Manhuners (A&E) 115
Paranormal State (A&E) 159
Action Pack Movies (AMC) 119
Breaking Bad (AMC) 197
Cribs 3 (CMT) 131
Burn Notice (USA) 141
In Plain Sight (USA) 122
Pysch (USA) 150
WWE Monday Night RAW 139
13
Gillette users are newspaper readers with a strong readership of the Wall Street Journal. Section readership data shows average reading habits among daily national publications.
As shown in metrics above, Gillette users are gamers. Although these indices aren’t indicative of subscriptions or newsstand buys, the target heavily consumes gaming-centric magazines such as Gamepro and Nintendo Power.
The magazines geared towards women, such as Cosmopolitan and Working Mother, represent the small fraction of female Gillette users. Though they are a small portion of the brand’s composition, it’s important to consider their habits and trends in choosing media.
Sports continue to be a focus in Gillette users’ media habits.
Vehicles - PrintPublication Index
Newspapers
New York Times
USA Today
Wall Street Journal
Gaming
Game Informer
Gamepro
Nintendo Power
PC Gamer
Playstation
Lifestyle
Cosmopolitan
Elle
Glamour
GQ
Marie Claire
Maxim
Men’s Fitness
Men’s Health
Men’s Journal
Rolling Stone
Seventeen
News
In Touch Weekly
National Examiner
OK! Weekly
Star
US News & World Report
Auto
Automobile
Car and Driver
Outdoor
Bassmaster
Boating
Guns & Ammo
Outdoor Life
Outside
Parents
American Baby
Baby Talk
Parenting: School Years
Parents
Working Mother
Finance/Business
Barron’s
The Economist
Forbes
Fortune
Kiplinger’s Personal Finance
Money Magazine
Smartmoney
117
134
143
119
239
173
128
156
131
120
151
177
131
142
135
117
128
123
137
128
132
139
118
115
116
117
122
157
115
133
128
116
131
129
129
266
118
144
123
151
124
119
180
Publication Index
SportsBicycling MagazineESPN the MagazineGolf DigestRunner’s WorldSports IllustratedTennisOtherHemispheresMadPC WorldPenthousePlayboyPopular PhotographyTexas MonthlyUS Airways
143184123126124132
134189150189131128151117
14
Gillette users spend time on a variety of websites with high concentrations in sports, news and information and commerce-centric sites.
Extremely high indices, such as Dogpile.com and ea.com, back up the quintile data showing high internet use at home and work.
It’s interesting to note that Gillette users seem to prefer Bing over Google and don’t frequent movie streaming sites like Netflix and Crackle.
These results also don’t reflect the use of online education sites.
Indices over 115 for both ATT.com and sprint.com could indicate a tendency for Gillette users to be customers of both cellular providers.
Vehicles - WebWebsite Index
News/info
accuweather.com
altavista.com
bing.com
cnn.com
dogpile.com
foxnews.com
excite.com
go.com
ivillage.com
marketwatch.com
weatherbug.com
wikipedia.org
yahoo.com
yellowpages.com
zdnet.com
Media
cbs.com
diynetwork.com
fox.com
hulu.com
moviefone.com
Sports
foxsports.com
cbs.sportsline.com
espn.com
mlb.com
nascar.com
nba.com
nfl.com
pgatour.com
sportingnews.com
Gaming
ea.com
gamespot.com
Personal
americansingles.com
eharmony.com
equifax.com
Commerce
amazon.com
att.com
autotrader.com
bestbuy.com
cars.com
craigslist.org
ebay.com
edmunds.com
hp.com
pricegrabber.com
sony.com
sprint.com
119
126
123
120
413
135
233
130
122
137
136
217
120
118
145
130
131
170
128
149
202
148
164
138
150
149
131
130
204
239
125
147
214
143
125
117
175
154
135
115
117
169
132
141
131
118
15
Media HabitsLooking at media habits among Gillette users can shed more light than the straightforward data above. Dual-screen media consumption, especially with TV and mobile/tablets, is an emerging trend. This has massive implications for advertisers when consumers are taking their eyes off the TV and focusing on another screen replete with separate messages. The dual-screen trend is important to take into consideration; it can be leveraged to an advertising advantage.
These indices show a tendency to use two screens at once. They also depict the trend of media usage shifting primarily to the internet in lieu of print publications and other activities.
Media habit Degree IndexSurf web on computer while watching TV
Surf web on phone while watching TV
Spend less time watching TV on TV b/c of internet
Internet has changed the way I shop
Spend less time reading mags in print b/c of internet
Internet has become a primary source of entertainment
Spend less time reading papers in print b/c of internet
When I need info the first place I look is the internet
I remember advertised products when I’m shopping
When commercials on, I change channels
Very often 133
Somewhat often 124
Not very often 115
Very often 197
Often 115
Somewhat often 154
Not very often 179
116
117
141
129
115
117
119
122
16
Media StrategiesNetwork TV
• Target shows average Network TV viewing, especially sports• Although it has a relatively high CPM, Network TV affords high reach levels on a weekly basis• Spending more on this medium helps boost Gillette’s presence over Schick in the space• Network Primetime/Sports is often played on TVs at bars, restaurants and other venues.
Primetime
• Gillette users show high TV viewership during Primetime hours• Primetime TV is the highest CPM in the entire plan, but also the widest reaching form of traditional media• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• Additionally, most big media events throughout the year are on Primetime Network outlets.
Network Radio
• The target listens to radio somewhat regularly, primarily in their cars• Radio is a very cheap channel and should be leveraged under a tight budget• Spending on radio will create and boost Gillette’s presence on the airwaves• Although radio garners less and less listeners in public and private spaces, in-car entertainment, especially on
short trips, is still dominated by network radio
Magazines
• Gillette users show high readership of men’s and general interest publications• The CPM is pretty low and research shows magazine advertising is among the most welcomed form of brand messaging• Spending more on this medium bolsters Gillette’s image in the medium• Magazines are extremely tailored to interests with high quality full-color pages and unprecedented reach
Internet
• The target spends above average amounts of time online• The CPM is relatively high compared to traditional channels, though Internet affords very high reach with consistent
accountability• Internet spending in every category will set up Gillette to dominate the space• Internet-based activities and programs continue to be integrated into consumers’ daily lives, providing a gateway to
the Gillette brand’s online presence
Late Night TV
• Gillette users show interest in late night animation/comedy• Late Night TV has an average CPM and allows for all-day reminders to continue using Gillette• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• People tend to watch these late night programs in social settings, boosting the reach capacity of Gillette’s messaging
Radio - Drivetime (A.M./P.M.)
• Gillette users show high radio listening during morning and evening commute• Radio has the lowest CPM and allows for reminders to pick up more shaving cream on the way to/from
work or other commitments• Spending on radio will create and boost Gillette’s presence on the airwaves• Although radio garners less and less listeners in public and private spaces, in-car entertainment, especially
on short trips, is still dominated by network radio
Primetime
• Gillette users show high TV viewership during Primetime hours• Primetime TV is the highest CPM in the entire plan, but also the widest reaching form of traditional media• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• Additionally, most big media events throughout the year are on Primetime Network outlets.
17
Medium Brand spend (000) % of budgetNetwork TV $22,016.9 49
Network Radio $1,261.6 2.8
Magazines $8,366.1 18
Internet $12,771.0 28
Non-traditional $450 10
Total spend $44,865.60
Gillette Media Mix
Non-traditional450
Internet12771
Magazines8366
Network Radio1262
Network TV22017
Medium CPMNetwork TV - Primetime $68.59
Network TV - Late night $38.23
Network TV - Sports $43.59
Network Radio - A.M. drive $4.47
Network Radio - P.M. drive $3.78
Magazines - Mens $18.74
Magazines - General Interest $28.19
Internet $36.31
Total plan CPM $31.05
Vehicle Recommendations
Monthly Reach: 77.5Monthly Frequency: 2.4
WebTV Mags:30 spots
Site takeovers
4-color FP or HP
Search
18
Non-traditional mediaOf the total budget, $450,000 (10 percent) will be allocated to Pandora advertising initiatives. Pandora offers many opportunities on the web and mobile components of the internet radio platform, including sponsored playlists, station takeovers and short messages between songs. CPM: $6.85
19
Targ
et D
emo:
Al
l Men
age
s 18
-49
Med
ium
Net
TV-
Prim
e- $
(000
)N
et T
V-Pr
ime
- $(0
00)
Net
TV-
L N
ite/
L N
ews
- $(0
00)
Net
TV-
L N
ite/
L N
ews
- $(0
00)
Net
TV-
Spor
ts- $
(000
)N
et T
V-Sp
orts
- $(0
00)
Net
Rad
io-
Mor
ning
Driv
e- $
(000
)
Net
Rad
io-
Mor
ning
Driv
e- $
(000
)N
et R
adio
-Ev
enin
g D
rive
- $(0
00)
Net
Rad
io-
Even
ing
Driv
e- $
(000
)M
agaz
ines
-M
ens
- $(0
00)
Mag
azin
es-
Men
s- $
(000
)M
agaz
ines
-G
ener
al
Inte
rest
- $(0
00)
Mag
azin
es-
Gen
eral
In
tere
st- $
(000
)In
tern
et-
Key
wor
d/Se
arch
- $(0
00)
Inte
rnet
-K
eyw
ord/
Sear
ch- $
(000
)In
tern
et-T
rgtd
Si
tes
- $(0
00)
Inte
rnet
-Trg
td
Site
s- $
(000
)In
tern
et-
Spon
sors
hip
- $(0
00)
Inte
rnet
-Sp
onso
rshi
p- $
(000
)N
atio
nal O
nly
Area
GR
PS- $
(000
)
Nat
iona
l Onl
y Ar
eaG
RPS
- $(0
00)
Nat
iona
l Onl
y Ar
eaG
RPS
- $(0
00)
Rea
chAv
g. F
req.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Totals
2020
2020
2020
2020
2020
2020
GRP
S:24
0$1
0,72
2.20
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50
$893
.50CO
ST:
240
$10,72
2.20
1515
1515
1515
1515
1515
1515
GRP
S:18
0$4
,481
.60
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50
$373
.50CO
ST:
180
$4,481
.60
2020
2020
2020
2020
2020
2020
GRP
S:24
0$6
,813
.10
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80
$567
.80CO
ST:
240
$6,813
.10
1515
1515
1515
1515
1515
1515
GRP
S:18
0$5
23.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
$43.60
COST
:18
0$5
23.60
2525
2525
2525
2525
2525
2525
GRP
S:30
0$7
38.00
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
$61.50
COST
:30
0$7
38.00
1515
1515
1515
1515
1515
1515
GRP
S:18
0$2
,196
.50
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00
$183
.00CO
ST:
180
$2,196
.50
2828
2828
2828
2828
2828
2828
GRP
S:33
6$6
,169
.60
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10
$514
.10CO
ST:
336
$6,169
.60
1515
1515
1515
1515
1515
1515
GRP
S:18
0$4
,257
.00
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80CO
ST:
180
$4,257
.00
1515
1515
1515
1515
1515
1515
GRP
S:18
0$4
,257
.00
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80CO
ST:
180
$4,257
.00
1515
1515
1515
1515
1515
1515
GRP
S:18
0$4
,257
.00
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80
$354
.80CO
ST:
180
$4,257
.00
182
182
182
182
182
182
182
182
182
182
182
182GRP
S:21
95$3
,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30
$3,701
.30CO
ST:
$44,
415.
80
77.5
77.5
77.5
77.5
77.5
77.5
77.5
77.5
77.5
77.5
77.5
77.5
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2.4
2013
Flo
wch
art
20
Appendix• http://www.walgreens.com/q/mens-shaving-cream• http://en.wikipedia.org/wiki/Procter_and_gamble• http://www.niveausa.com/products/mens-care/product-type/shaving-gel• http://www.gillette.com/en/us/Products/shave-gel-and-foam.aspx• http://www.schick.com/us/quattro-for-men.shtml• http://en.wikipedia.org/wiki/Gillette_(brand)• http://adage.com/article/news/gillette-feels-market-share/237379/• joshlieberthal.comhttp://www.brandingstrategyinsider.com/2009/06/5-
reasons-gillette-is-the-best-a-brand-can-get.html• http://barbasol.com/• http://thepricingjournal.com/2011/05/09/inside-the-numbers-of-
pandora-radio/
Iconography courtesy of The Noun Projectthenounproject.com
21