Media Plan Proposal

5-7-2011
Media Plan Proposal
who, where, when, why, how
By:
Vince Profeta
Ashley Showen
Mallory Kyle
Christine Ernst
Chloe Xuanxi Li
Table Of Contents:
Table Of Contents
1.
Industry Swot Analysis
2.
Pur Swot Analysis
3.
Brita Swot Analysis
4.
Desired Target Market
5.
Target Market Narrative
6.
Advertising Budgets PUR V Brita
7.
Advertising Tactics
8.
Media Plan: Magazine & Networks
9.
Media Plan: Online
10.
Creative Brief
11.
Market Map
12.
Campaign Launch Recommendations
13.
Flight Plan
14.
Rationale
15.
Rationale Cont.
16.
Budget Allocation Graph
Table Of Contents
.
1
Industry SWOT Analysis
Strengths
Weaknesses
Focused: Brands supplying water filters have little to
no focus on non water filtration products.
Not On-The-Go: Bottled drinks are easier to throw in
the car, take on a run, bring to sporting practice, etc.
Convenient: Water filters are an easy and efficent
way of drinking cleaner water.
Filter Replacement: After unit purchase it is necessary to replace filters every five or so weeks.
Taste: Water filters can improve the taste of water
which will also make tea, coffee, and flavored beverages taste better
Bulky: Pitcher units are bulky and many families do
not have extra refrigerator space.
Green: Water filters save energy and don’t produce
waste like bottled beverages (water, gatorade, etc.)
Cost Effective: Filters are less expensive than continually buying bottled drinks.
Threats
Opportunities
Room for Innovation: Automatic flavored beverage
dispenser right from the water filter.
Is it necessary?: Many areas in the U.S. have tap water that is more than safe to drink.
Green Movement: A new fad in the 21st century has
been to be more environmentally friendly and water
Bottle Water/Soft Drinks: The most convenient
source of liquid.
filters are far more green than bottled water.
Juice/Soda: People prefer drinks with taste.
Disasters: Many natural disasters cause problems
with drinking water. Water filtration companies have
the opportunity to provide their products for such
events.
Promotions: Easy to conduct and provide interaction
College Campuses: Affordable and easy product for
college dorm rooms & apartments.
Industry Swot Analysis
2.
PUR SWOT Analysis
Strengths
Flavor: The 2007 launch of Pur Flavor Options helped
build the brand’s share of water-filtration devices by
more than six points, from 28.7 percent to 35.1 percent.
Weaknesses
Less Popular: Pur as a brand is not as widely known
as Brita.
Reach: Pur as a brand is not as widely known as Brita.
Ease: Can be installed to most household sinks, no
tools required.
Effective: Removes 99 percent of lead and microbial
cysts and is certified to reduce more contaminants than
any other water filter device.
Partnerships: Pur has various partnerships with both
businesses and philanthropic organizations. They hold a
large share of water filters for refrigerators, having partnerships with most major refrigerator brands.
Opportunities
Room to gain market share: Pur, being lesser known
brand than Brita in a ordinary household, has the opportunity to further integrate its brand into the mind of
potential consumers.
Geographic reach: Expand market share internationally, contract with Zach Braff.
PUR Swot
Threats
Is it necessary?: Many areas in the USA have tap water that is more than safe to drink.
Behind the lens of our current economy, a water filter
may seem like an unnecessary luxury.
Strong Competition: The alternatives to purchase
bottled water or just continue to use tap water from the
faucet will serve as competition indefinitely.
.
3
Brita SWOT Analysis
Strengths
Strong customer base
Loyal customers: buy replacement filters for their
pitchers,
Strong Advertising (Brita is the 1st name you think of
when it comes to water filtration)
Weaknesses
Lack Diversity: not very much product diversity, customer preferences change but products dont change to
match this
Increase Competition: growth in pitcher market
means other companies coming out with very similar
products (PUR is cheaper)
Strong Brand Image
Opportunities
Threats
Sponsors: Biggest Loser, Green company with filterforgood campaign, Brita climate ride. Bono from U2
Is it necessary?: Many areas in the USA have tap water that is more than safe to drink.
Brita Bottle: more portable/accessible and acts as an
environmental friendly “bottled water” Market towards
athletes
Cost: basic model of PUR faucet mounts cheaper than
basic model of Brita pitchers (pitchers are no where
near as affective as Faucit mounts)
Holds the share of Pitcher Sales: this could increase
the sales of faucet filters - brand recognition
The Younger Generation: Holds this population as
this generation is more likely to use pitcher – i.e. college
students.
Advertising taste: Pur does not advertise better tasting water
Brita Swot
Possible sunk costs: heavy investment with attempt
to push presense in the faucet market
Diversified market advertising is difficult: Market
to both college age men and women as well as middle
age men and women
4.
PUR & BRITA At A Glance
PUR
BRITA
Target market: 18-34, educated, middle class
and up
Target: 18-34, educated, middle class and up
Budget: 2008 AD Budget of $45 million-plus
Geographic sales/product availability: six continents (all excluding Antarctica)
Target: 18-34, educated
Geographic sales/product availability: majority in the United States, but the company provides
water filtration systems for other countries as a
form of humanitarian aid
Length of purchase cycle: Two to three months
(pitcher filter replacement)
Position in consumer’s mind: environmentally
friendly, ease of use, healthy, “green”
Dominant advertising appeals: modern
Relative importance of advertising vs. promotion: Pur uses a mix of advertising and promotion
to promote its products. The promotion mainly involves showcasing its humanitarian efforts in other
countries.
Length of purchase cycle: two months (water bottles and pitchers)
Position in consumer’s mind: Heavy brand awareness, environmentally friendly, healthy
Dominant advertising appeals: brand equity,
brand loyalty, price and environmental responsibility
Relative importance of advertising vs. promotion: Brita is heavy on advertising but has recently
increased its social media presence and has been
pushing its FilterForGood campaign through more
grassroots promotions.
Advertising budget for parent company: $515
million (The Clorox Company)
Advertising budget/share of category voice:
$30 million
Advertising budget for parent company and
brand: n/a
Major media used and budget: TV spots, integration (Sundance Film Festival, Biggest Loser), digital
(FilterForGood website)
Advertising budget/share of category voice:
$45 million in measured media
Start of advertising budget year: July (fiscal year)
Major media used and budget for each: TV
spots, print ads
Name of advertising agency: DDB
Total billings of agency: $12.69 billion
Start of advertising budget year: July (fiscal
year)
Name of advertising agency: Omnicom’s TBWA/
Chiat/Day, Los Angeles
Pur & Brita At A Glance
5.
Desired Target Market:
Overall Psychographics:
A Quick Look:
Convenience. Conservation. Price. Each age bracket has the
same concerns, just on a continuum of what degree they stress
each factor.
Age: 18-34
18-24 Age Range:
While well educated, this market is much more price conscious
than their older counterparts. They are more concerned about
price than quality, but are becoming more environmentally conscious. This demographic isn’t necessarily a dedicated consumer
of water filters—it’s more of a luxury than a necessity.
Media: Sports Illustrated, ESPN, Cosmopolitan, social networks,
iTunes, Pandora, YouTube,
25-34 Age Range:
This market wants an efficient, convenient product that will benefit them
and their families. They are more health conscious than concerned with the environment, but are still influenced by conservation. This market has the means to purchase a water filtration
system and can maintain its use. These people have a dedicated
purchase cycle for their filtration system. Brand equity and loyalty
is more important to this group, who are more concerned with image. These people want to be health-conscious, but more importantly they want others to know they are health-conscious.
Media: News outlets, and industry publications. Sports, US Weekly, Fitness, iTunes, dating websites?, Pandora
*NOTE:
Spot Markets Cross Refernced with the following:
Fast growing popular cities to start a family
Top cities with grad schools
Top cities with entry- level positions
Top cities with a single 25-34 demographic (male and female)
Cities with unhealthiest drinking water
USA Healthiest Cities
Top 50 DMA Markets in Cable
Desired Target Market
Education: college educated or
further education
Region: United States, focus
on spot market
*Spot Markets:
Denver, CO
Tampa, FL
Orlando, FL
Jacksonville, FL
Chicago, IL
Springfield, IL
Evanston, IL
Louisville, KY
Boston, MA
Raleigh, NC
Charlotte, NC
Buffalo, NY
Syracuse, NY
Rochester, NY
New York, NY
Columbus, OH
Cleveland, OH
Cincinnati, OH
Pittsburgh, PA
Philadelphia, PA
Kansas City, MO
Austin, TX
Dallas, TX
Houston, TX
Forth Worth, TX
Salt Lake City, UT
Los Angelas, CA
San Diego, CA
San Francisco, CA
Sacramento, CA
6.
Target Market Narrative
College student profile:
Mother figure profile:
Ben Miller is a 20-year-old college student attending Southern Illinois University. As a sophomore, Ben still lives in the dorms in a double with
a friend. The two have one small refrigerator and
a sink. Ben is active in intramural sports and
spends a lot of time outside. While he isn’t particularly eco-conscious, he is very careful of how he
spends his money—a college student’s budget is
always tight! Ben has seen a lot of signs and promotions for environmental student organizations
and is thinking about running in a 5K hosted by
the student organization soon.
Lisa is a 35-year-old mother who teaches full time
at a local elementary school. Her two kids, ages
4 and 8, are both involved in various extracurricular activities, including sports. Her husband David
also works full time as an attorney.
Ben won’t spend money on unnecessary commodities, but wants to stay healthy. He has a
meal plan at the dining halls, but usually buys
drinks and snacks to keep in his dorm room.
After finding that she could install it herself without any tools, and that it was within her price
range, she decided to purchase the faucet filter.
Within a week, she found that not only was it was
well suited to her busy schedule, but it made her
morning coffee taste great and was perfect for
filling up her kids’ water bottles.
Ben recently got a Brita reusable water bottle for
his birthday, and he carries it with him when he
goes to class or one of his intramural games. He
likes it because it’s cheaper than buying bottled
water and the starter kit his mom bought him will
last until the summer when he’s back at home.
Ben makes purchasing decisions based on recommendations from friends or from advertisements he sees that appeal to him. He also inherits
brand loyalty from the products his parents use
and/or purchase for him.
Target Market Narrative
In the Teacher’s Lounge at Lisa’s school, the staff
uses a Brita pitcher stored in the refrigerator for
their daily water use, or for coffee or tea. She enjoys using it, but didn’t consider buying one until
a friend from her scrapbooking club told her that
she uses Brita’s faucet filter in her kitchen.
An additional bonus for Lisa is that by using her
Brita faucet filter, she is keeping water healthy
for her family, and it doesn’t hurt that she is perceived as being very environmentally friendly by
friends and neighbors.
7.
Advertising Tactics
Brand Positioning: FilterForGood Campaign
When bottled water became a huge trend, Brita had to find a competitive advantage. They
worked to position Brita as an environmentally friendly product that would help create a cleaner
planet.
Brita launched the FilterforGood water bottle and created a pledge campaign to get people to
join the cause.
Brita water filters used the potent observation that the water you drink is the same as that filling
your toilet cistern. Like many good insights, this is in retrospect self-evident, but all the more
repellent for it.
Consumer insights:
Many consumers are buying Brita for the name brand, as it is the brand people are most famililar with.
Brita consumers are conscious about where their lives are going and how they live them. Importantly, when they do something positive in life, e.g. drink more water to stay healthy, it is
both for themselves and those around them.
When these people attempt to make changes, they only take small steps (even for big issues
like health).
Mediums At A Glance:
1. Facebook ads
2. Online Ads targeted at high traffic sites
3. Newspaper campaign
4. In-store displays
5. TV ads
6. Media partnerships w/ Biggest Loser and Sundance Film Festival
7. Promotions: College Campuses: Orientation, Green Challenege, Dorm Competitions
Advertising Tactics
8.
Media Plan
Magazines: 9 Advertisements/Month for each quarter
Consideration set 1:
2/3 page ads every month
Vanity Fair
Mens Health
Oprah Magazine
Consideration set 2:
one full page & two 1/2 page
People
Cosmopoliton
Sports Illustrated
Consideration set 3:
2/3 page ads every month
Womens Day
National Geographic
Time
Consideration set 4:
one full page & two 1/2 page
Good House-Keeping
People
Cosmopoliton
Networks: National with greater frequency in spot markets
Consideration set 1:
MTV
CNN
E! (Entertainment T.V.)
Consideration set 2:
Travel Channel
Home & Garden Television Network
National Geographic
Consideration set 3:
CNBC
Food Network
Discovery Channel
Consideration set 4:
The Learning Channel (TLC)
MTV
National Geographic
Media Plan: Mag & Networks
Top 50 DMA Markets in
Cable
New York, NY
Boston, MA
Los Angeles, CA
San Francisco, CA
Tampa, FL
Houston, TX
Cleveland, OH
Orlando, FL
Pittsburgh, PA
Denver , CO
* Cross referenced with
original 26 cities listed
on page 6
9.
Media Plan
Online Website Advertising Recommendations
Consideration set 1:
Gmail:
• CPC $1,000,000
YouTube:
• $500,000 (CPM ~ $20=25 million impressions)
InVideo Ads, Standard banner ads
Windows Live
• Search advertising through yahoo
YahooMail
• CPC $750,000
Consideration set 2:
WebMD
• $40-60 CPM
Amazon
• Included in Google Ads
Ebay
• 468x60, $300,000
Consideration set 3:
Twitter
• CPC ads, similar prices to Facebook
$52,000 (assuming same results as Facebook)
Mapquest
• AOL Advertising $500,000
Weather • Mid 300x250 | $300,000
Travelocity
• 300x250 | $200,000
Consideration set 4:
Espn
• $22 CPM
Facebook
• CPM=0.20 or CPC=0.85 avg
$52,000 ($1,000 per week, $272 million impressions,
61K click thrus)
Gmail
• $22 CPM, leaderboard 780x90, $200,000
(9 million impressions)
Total: $4,150,000
Media Plan: Online
10.
Creative Brief
Marketing Challenge
• Recruit new customers by showing that Brita is the leading water filtration brand.
Communication Purpose:
• Show new and remind current cutomers that Brita is envirnmentally friendly and a cost
effective choice for home and portable water filtration products.
Target Audience:
• Target market: 18-34, educated, middle class and up.
Brita Insight
• Our consumers our both price and health conscious with a desire to be preceived as
supporting or are environmentally friendly
Brand Position / Consumer Promise
• Brita is the brand of leading water filtration systems competing with PUR and bottled water
companies such as Aquafina that offers healthy drinking water and offers an to join a ecoconscious initiative.
Tone
• Conservational Tone: Informative, casual, “Teacher to Student”
Tagline
• Filter For Good
Creative Brief
11.
Campaign Launch
Launch Date: start April 1, end Mar 31 (more emphasis during Q3 because of back to school)
• weather is nicer
• people drink more water when its hot out
• use water for making drinks/parties
• emphasis on back to school for college students
• emphasis on Holidays (Brita for a present)
• drinks such as tea, lemonade, etc in summer and coffee/hot chocolate in winter
Campaign Regions
National campaign as well as some local campaigns in specific spot markets don’t know which
these are yet/I don’t have the list) National campaign to reach everyone in our target, local to hit
our most important/heaviest spot markets with ads/billboards/coupons, etc.
Recommended Media:
TV: most popular medium : use networks such as E! Travel, CNN, Discovery, etc
Online: facebook/twitter: internet is most popular with our 18-24 years-old demographic but
still very popular with entire target audience
Radio: commute to/from work/school (highest index M-F 3-7) maybe use Pandora online (takeovers, etc)
Magazine: coupons, indexes highest on MRI
Dominant Media
TV & online- reaches everyone in our target audience, most effective way to reach both ages
groups therefore it will be our most dominant media outlets
Heavier media schedules during back to school and holiday seasons. We will use the same
media throughout the year but include more coupons in local/national newspapers during back
to school and holiday seasons
Campaign Launch Recommendations
13.
Media Rationale
Traditional Media
Non-Traditional Media
National Television: $37,850,000
Digital Billboards: $1,500,000
Establishes a traditional base by connecting with
our target during their favorite shoes.
• Run :15 and :30 spots
• :30 to run during peak months
• :15 to run to maintain our current presence
• Networks: E!, TLC, CNN, Travel
• Run our TV spots on networks which index high
est for our age group on MRI
• Multi-Market buy NBC (buy for both :15 and :30
spots) covers New York, Los Angeles,
Chicago, San Diego, Dallas-Fort Worth, Philidel
phia and Miami
Radio: $887,400
Reaches young adults who usually tune in during
their commute to/from work or school.
• Run :30 spots
• Run sports Mon-Fri from 3-7pm which is when
our target audience listens to the radio the most
according to a high index on MRI
Print: $1,860,800
• We will be on the lookout for environment of
print ads
• During our peak months, we are going for more
reach than frequency through the use of larger
ad space
• 58,491,614 total circulation for the magazines
we chose (People, Cosmo, Men’s Health, etc)
for one calendar year
• Magazines running special spreads on health,
the envirnment, water, etc a push will be made to
have ad placement within or directly after the
story.
Media Rationale
High visibility and interchangable format allows us
to constantly connect with our target in a new way
• Placed in 15 of our most high traffic spot
markets
• Reaches out to our target audience during
their commute
Promotions: PR Budget
• NFL opener: Sept 8, first game of the NFL
season. We will play 2 spots during the
game. Our demographic is interested in
sports
• 4th of July Parade: in Philidelphia which is
one of our heavy spot markets. July is a
dead month in cable so it is a way for us to
keep our product awareness alive
• Facebook promotions will be popular with
our target. Consumers can “Like” our Face
book fan page and you can been entered
into a drawing to win a free Brita pitcher.
• Same promotion can be done by retweeting
on Twitter.
• Giveaways of Brita products on college
campuses
15.
Media Rationale Cont.
Online and Emerging Media
Facebook/Twitter: (cost included in banner ads)
48 percent of 18-24 yr olds check Facebook when
they wake up, with 28 percent doing so before
they even get out of bed. The 35+ demographic
has over 30 percent of the entire Facebook base.
The core 18-24 yr old segment is now growing
fastest at 74% year on year. Almost 72 percent of
all U.S. internet users are now on Facebook (digitalbuzzblog.com).
• Great way to integrate our products into the
target audience
• Use for promotions, coupons, giveaways, fun
facts, etc
• online banner/search ads on Facebook
Banner/Skyscraper online ads: $4,150,000
Pandora Radio: $1,200,000
Contingancy Budget
• Custom playlist targeted by demographics
and genre
• Users are highly enagaged, listening and in
teracting for an average of 3.5 hours per session
• We would want to do a homepage takeover
for 12 months
Media Rationale Cont.
• Various size banner ads placed on high in
dexing websites on MRI
• Websites include: weather.com,webmd.com,
espn.com, search engines such as google.com
and yahoo.com, etc
• We want to use cost per click because it al
lows us to stretch our budget in the most
effective way possible. While impressions
are great, clicks will allow us to measure
where traffic is coming from and will ulti
mately allow us to calculate conversion rates
• Five percent of our budget will be allocated to
wards unforseen circumstances such as jumps in
media pricing or natural disasters.
16.
The spot markets below are cross refernced with the following: fast growing popular cities to
start a family, top cities with grad schools, top cities with entry- level positions, top cities with
a single 25-34 demographic (male and female), cities with unhealthiest drinking water, USA
Healthiest Cities, top 50 DMA Markets in Cable
Geography: Network & Outdoor
Cable spot market
Cable spot markets
with outdoor billboards
Boston, MA
Buffalo, NY
Syracuse, NY
Rochester, NY
New York, NY
Pittsburgh, PA
Philadelphia, PA
Northeast
Tampa, FL
Orlando, FL
Jacksonville, FL
Raleigh, NC
Charlotte, NC
Austin, TX
Dallas, TX
Houston, TX
Forth Worth, TX
South
Chicago, IL
Springfeid, IL
Evanston, IL
Louisville, KY
Kansas City, MO
Columbus, OH
Cleveland, OH
Cincinnati, OH
Midwest
Denver, CO
Salt Lake City, UT
Los Angelas, CA
San Diego, CA
San Francisco, CA
Sacramento, CA
Seattle, WA
West
17
apr
jul
sep
oct
jan
mar
132.4 Billion
impressions
$1,860,800
cost
Billboard
Low Penetration
key
Out of Home
Radio
Consideration Set 4
Consideration Set 3
Consideration Set 2
Consideration Set 1
Web Banner Ads
Panadora Takeover
Email Blasts
Facebook
Twitter
482.5 Million
19.47 GRP (daily)
Non-Traditional Media
Media and Emerging Media
Traditional Media
Out Of Home $1,500,000
Contingency $2,367,370
Radio $887,400
Digital $5,250,000
Print/Magazine $1,860,800
one full page & two 1/2 page
30 Second Ad
Television $37,850,000
2/3 page ads every month
15 Second Ad
$47,347,400
*Note
5% of the budget will be allocated
toward a contingency plan
Total:
101.61 GRP (daily) $1,500,000
$887,400
$4,150,000
$1,200,000
$5,250,000
$28,000
Digital
$10,000
NFL Opener
$37,850,000
Fourth Of July Parade
Promotions
Consideration Set 4
Consideration Set 3
Consideration Set 2
Consideration Set 1
Television
118 GRP (daily)
34.48 GRP
GRPs
$533,400
feb
$397,000
Print Magazine Ads
dec
Consideration Set 4
nov
$533,400
Network based 3pt cable network rating
aug
Consideration Set 3
High Penetration
jun
$397,000
may
Consideration Set 2
Begin April 1
Consideration Set 1
Magazines
media method
Budget Allocation
Television $37,850,000
Digital $5,250,000
Print/Magazine $1,860,800
Out Of Home $1,500,000
Contingency $2,367,370
Radio $887,400
Traditional Media
Media and Emerging Media
Non-Traditional Media
Budget Allocation Graphs
17