ChapStick Media Plan

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Owned by Pfizer, the #1 global pharmaceutical
company
Lip treatment market valued at $534 million
Market experiences seasonal spikes between
October & March
89% of women and 47% of men use lip balm,
women may own up to 5 lip care products (using
each for a different purpose)
3, 4, 5
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Lip balm/cold medications
1.
2.
3.
4.
5.
1.
2.
Abreva - $56 million
Burt’s Bees - $17.6 million
Carmex - $15 million
Blistex - $13.3 million
ChapStick - $11.2 million
ChapStick Classic - $9.6 million
ChapStick Lip Moisturizer - $6.3 million
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R/GA – “Interpublic Group digital agency
that’s the gold standard of interactive shops.”
◦ Nike, Verizon, Nokia, Taco Bell, Walmart,
MasterCard, Pepsi & ChapStick
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Dear Mr. President, Examples
ChapStick All Natural released 2 months after
Eco Lips products in 2003
2002: SPF-35 targeting 18-30, turned to
mobile marketing agency 12snap
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Education:
44% did not
attend college. 15.7% of
college graduates use the
product & are 5% more
likely to buy the product
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County Size:
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Marital Status:
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Age:
Children:
69% of users
have children younger
than 17
Household Income:
29.8% of users have
income of $75-150K
in County Size B
29.6% live
55% of
ChapStick users are married
18% of people 18-24
use ChapStick & are 23%
more likely to buy. 21% of
the product’s users are
between 35-44
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Increase market share by 10% among natural
lip care products.
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Married women with children
Adults 18-34
HH income in the range of $75-150K
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A mom’s life is always on the go, with tons of jobs to
be done. She still wants to pamper herself and not
take all day or spend lots of money to do it.
“Many women have a deep emotional tie to their appearance, so cosmetics are a
non-negotiable. These women may trade down on other purchases or forgo
expensive vacations, but they will still treat themselves to small, feel-good
luxuries like make-up and beauty products.”1
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Product assortment
Price
Convenience
(availability of product)
1-Mintel Oxygen Reports, 2009
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Pursue an offensive strategy encouraging trial
among new customers
Increase awareness of the product family among
new and current customers
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Point out competition in media with opportunities
for expanding into a new customer base
◦ Lipstick
◦ Lip gloss
◦ Lip balms
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Pulsing media calendar with peaks coinciding with
peak ChapStick sales (Oct.-Mar.)
Highlight the Ultra line in stepping schedule to
widen customer base & feature products in the
brand family
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Network Prime Time (:30)
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Cable (:30)
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78% of our Strategic Target watch Cable TV
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Programming
-37%
-37%
-36%
-34%
watch
watch
watch
watch
ABC
TBS
MTV
Food Network
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National Magazines: Large Circulation
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Criteria Weight: Circulation, Coverage, Frequency,
Clutter and Subscription %
Publications
-Better Homes and Gardens (Circulation over 7 million)
-Reader’s Digest (97% Subscription %)
-People Magazine (High frequency: weekly publication)
-Good Housekeeping (Low clutter w/ 92% subscription %)
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Social Media
-Facebook
-Twitter
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Of the 500 million total Facebook users women make up 54%
52% of Facebook users are within the 18-34 age bracket
51% follow a brand on Facebook that they will purchase1
Of the 106 million Twitter users women make up 52%
43% of Twitter users are within the 18-34 age bracket
61% follow a brand on Twitter that they will purchase2
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1-2 Aden Hepburn, 2010
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FM Radio
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Local Newspapers
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Geo Targeted Magazines
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OOH: Transit
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OOH: Billboard
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Our Strategic Target is most likely to listen to the radio:
◦ On Weekdays between 3 p.m. - 7 p.m.
◦ On Weekends between 10 a.m. – 3 p.m.
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This group has a media quintile index of 135 in which they
are considered as medium-light users of newspapers
(pick up and read the newspaper a few of times throughout the week)
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This group has an media quintile index of 108 in Outdoor in
which they are heavy consumers
◦ (OOH billboards and transit should reach this group successfully)
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Based on MRI data, the media mix chosen will
ensure our current customer will be likely to
interact with our ChapStick message.
Using digital platforms and unique local media,
ChapStick can influence WOM and impulse
purchases
Choosing to pursue a staggered schedule for
both local and national campaigns should result
in greater reach among our target
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Sales figures
Interaction on digital platforms
Stronger presence in social media
Impressions
Magazine insert redemption
Web traffic & online sample requests
Surveys in locally targeted markets pre- and
post-campaign
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1. Hepburn, Aden (2010). Infographic: Facebook vs Twitter Demographics. Retrieved from
http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-20102011/
2. Mintel Oxygen Reports (2009). Retrieved fhttp://www.mintel.com/press-centre/pressreleases/343/what-women-want-mintel-identifies-which-beauty-products-women-wonttrade-down-onrom
3. Lip Service for Manly Men. (2010). WWD: Women’s Wear Daily, 200(11), 8-1. Retrieved from
EBSCOhost.
4. Johnsen, M. (2007, July 23). Natural lines add higher rings to lip care. Drug Store News, 2526. Retrieved from EBSCOhost.
5. Johnsen, M. (2009, November 16). Focus on beauty helps lip balms shimmer on shelf. Drug
Store News, 27-28. Retrieved from EBSCOhost.
6. Morrissey, B. (2010). R/GA. Brandweek, 51(4), 24-30. Retrieved from EBSCOhost.
7. Tarnowski, J. (2004). Nature’s lip service. Progressive Grocer, 83(3), 54. Retrieved from
EBSCOhost.
8. ChapStick sheds dated image with SMS campaign. (2002). Marketing, (00253650), 30.
Retrieved from EBSCOhost.
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