Situation Analysis:
•
Brand loyalty to other products causes a hindrance in gaining new consumers. While it
may aid in consumer retention, it also impedes the process of growth. With such a varied
market propelled by many different brands, it is difficult to break through the clutter and
excel as the true market leader. The goal of this media plan is to propel Degree Women in
becoming the market leader.
SWOT Analysis:
a. Strengths:
 Offer four different lines of deodorant (Fine Fragrances, Clinical Protection, Invisible
Solid and Ultra Clear)
 Parent company is Unilever and have products globally
 Holds one of the tope positions in the market
 Available in nearly all major retail stores
b. Weaknesses:
 Brand clutter
 No brand loyalty
 Non-changing formula (not “green”)
 Little funding from Unilever
c. Opportunities:
 Less expensive than top competitors
 Able to reach several different groups that vary by age, location and psychological
demographic by targeting each groups specific needs
d. Threats:
 Unilever’s main competitor is Proctor & Gamble, who produces Secret and is the
market leader
 Advances in technology, including Hyperhidrosis antiperspirants and Botox decreases
the need for conventional deodorants
 More products are being introduced
Marketing Objectives:
•
•
•
•
The goal is to increase sales dollars and units sold in order to skyrocket the brand to the
number one seller in the country.
Expand our clientele and gain more market share to surpass the current leader Secret.
Increase the advertising budget in order to both reach more people and increase frequency
Reallocate the budget to be evenly distributed to all Degree Women’s lines
Creative Strategy:
•
•
Simply the brand and appeal to our target audience’s emotions, rather than to their
humorous side
Repackage Degree Women to have a more distinct look (clean and simple)
i
•
•
•
Print Ads – focus mainly on introducing the new look of the product with its feminine
touch
Television Ads – focus on the chaotic lives of women, showing the importance that not
everything needs to be stressful, including their deodorant
IMCs – place Degree Women vending machines in college and gym locker rooms,
women’s dorm bathrooms on college campuses and in nightclub bathrooms.
Media Objectives:
b. Target Coverage
 Reach 65 percent of our primary target audience an average of six times per month in
the introductory period of February – May, and maintain a reach of 45 percent of the
primary target audience an average of three times per month following the introductory
period. Our primary target audience of women between the ages of 25 and 49, have an
already established disposable income. These women are single, have no children and
live in the Midwest and the Southern regions. This will be obtained through the use of
different media types and vehicles geared toward our primary target audience.
 Reach 40 percent of our secondary target audience an average of four times per month
in the introductory period of February – May, and maintain a reach of 25 percent of the
primary target audience an average of two times per month following the introductory
period. Our secondary target audience is also women, but between the ages of 18 and
24. These women live along the coastal cities, especially along the East Coast. They
are mostly single, which is a reflection of the young age group. This will be obtained
through the use of different media types and vehicles geared toward our secondary
audience.
c. Overall Media Budget
 Current media budget for Degree Women is $22.1 million. This budget is allocated
towards the Degree Ultra Clear deodorant line, and ignores the two other Degree
Women lines. We want to increase the current overall media budget to $30 million and
redistribute it evenly among all three Degree Women deodorant lines: Ultra Clear,
Invisible Solid and Clinical Protection.
 By promoting all three women’s lines evenly, this can establish brand awareness and
strengthen the brand as a whole. This can also promote novelty for Degree, letting
people know that there are different lines and scents and that Degree is not just plain
old deodorant.
d. Seasonality & Regionality
 Seasonality – advertising seasons for Degree Women are separated into three different
seasons and are broken up into February – May, June – August and September –
January. The budget will be allocated more heavily in the months of February – May
and June – August. We plan to assign 68 percent of the overall budget in February –
May, 18 percent of the budget in June – August and 14 percent of the budget in
September – January.
 Regionality – Degree is used more frequently in the Midwest and the South. We plan
to focus 60 percent of the $30 million of our advertising budget for television and
magazine advertisements and promotional pieces and integrated marketing in the
Midwest and Southern regions. We will also advertise in the West and Northeast, but
only allocate 20 percent of the budget in each region.
iiii
Media Strategy:
a. Reach, Frequency, Media Weight
 Reach – 65 percent of the primary target audience
 Frequency – an average of six times per month
 Media Weight – the budget will be allocated roughly 90 percent toward television and
10 percent toward magazine. This is caused mainly because of cost of each media.
b. Scheduling
 We recommend a pulsing scheduling pattern because deodorant is a universally used
product and used year round, but it is used more often in the spring and summer months
when the weather is warmer.
c. Suggestions for Vehicle Selection
 Network Television:
i. Daytime; Early News; Prime Time; Late Night/Late News
 Cable Television:
i. Daytime; Early Fringe; Prime Time; Late Fringe
 Syndicated Television:
i. National Syndication
 Magazines:
i. Women’s Interest
d. Media Mix
 Network Television – $14, 236, 000
 Cable Television – $5,556,900
 Syndicated Television – $3,000,900
 Magazines – $2,935,200
Evaluation of the plan
•
Our group feels that this media plan is the best suggestion for Degree Women based on our
research of the market, product and brand.
iii
MC 4034
Alex Boutte
Meredith Pursell
Brad Richard
Ben West
Table of Contents
Marketing Problem 1
Product/Brand Analysis 1
Competitor’s Analysis 2
Advertising Expenditure Analysis 3-6
Share of Voice By Media 4
Media Mix 5
Market Share of Voice 6
Market Share 6
Product Life Cycle 7
SWOT Analysis 7-9
Marketing Objectives 10
Marketing Mix 10
Target Selection 11
Media Objective 12-14
Target Coverage 12
Overall Media Budget 13
Regionality 13
Seasonality 14
Media Strategy/Tactics 14-20
Frequency and Reach 14
Scheduling 15
Budget Recap 16
Media (types/vehicles) Selection and Rationale 17-18
Media Mix 18-20
Creative Strategy: How and What To Say 21
IMC Efforts or Other Promotion Supports 21
Copy Test 22
Marketing Problem
Brand loyalty to other products causes a hindrance in gaining new consumers. While it may aid in consumer
retention, it also impedes the process of growth. With such a varied market propelled by many different brands,
it is difficult to break through the clutter and excel as the true market leader.
Product/Brand Analysis
In 1990 Helene Curtis Industries, Inc. introduced Degree antiperspirant/deodorant, at that time the company’s most successful new product launch. With a formula activated as body heat rises—and aided by a $50
million advertising campaign—Degree quickly garnered a large share of the market, achieving the company’s
market share goal for the brand’s first year in only eight months. Degree was introduced initially as a unisex
line that was based on body-heat activation technology. Degree quickly rose and commanded 5.5% of the $1.2
billion market. Degree was introduced at a much lower price when compared to the top two brands at the time,
Secret and Sure, both produced by Procter & Gamble. This allowed Degree to acquire a 16% sales growth;
causing Secret to fall 2% and Sure to fall 5%, and causing both to slash prices just to compete.
Degrees prices remained substantially more inexpensive compared its main competitors, allowing its market
share to rise. On December 22, 1993, Helene Curtis Industries, Inc. selected a new advertising firm to handle
its Degree line of antiperspirants. DDB Needham Worldwide in Chicago was chosen. On February 14, 1996,
Helene Curtis Industries, Inc. agreed to merge with British-Dutch consumer-products giant Unilever P.L.C.,
Degree’s current parent company.
In 2007, Degree introduced a line of clinical protection of deodorants. Degree entered this product into an
already established market, trying to compete with its already conventional competitors, such as Secret. Degree
also introduced two new women’s lines of deodorants. First there is the Ultra Clear line, which is “Little Black
Dress approved.” It alleviates white marks on skin and clothes, while providing long lasting wetness and odor
protection. Scents include Pure Clean, Pure Satin and Pure Powder. The second is the Fine Fragrance Collection which was created along with world-renowned fragrance expert Ann Gottlieb, who inspired each scent as if
1
it were a perfume. Scents include Sexy Intrigue, Classic Romance and Delicious Bliss.
There has been no significant decline in the Degree line of deodorants over the years. Deodorants and antiperspirants will always be a necessity.
Degree, according to their website, has “unique body-responsive technology that releases extra protection
when you need it the most. Designed to meet the different needs of men and women, Degree is a top-performing antiperspirant/deodorant that provides outstanding odor and wetness protection.” Degree for women is the
second leading women’s brand in deodorant, second to Secret.
Degree is a part of the Unilever brand. Unilever is a well established company with many brands. Degree
is a fairly low priced product compared to the competition. While Secret is the number one female brand, it is
priced slightly higher than Degree. The clinical protection solid is priced at $8.99, ultra clear is $4.29 and the
regular Degree Women is $3.49. The product is distributed across the nation as well as in the UK, by the name
Sure, and around the rest of the world as Rexona. Degree is distributed in all major stores such as Wal-Mart,
Target, Walgreens, CVS, etc. It is advertised mostly with television and print.
Competitor’s Analysis
One of Degree’s main competitors is Secret, produced by Procter & Gamble. As a leader in the industry,
Secret holds a market share of 6.23 percent, or $73.5 Million. While it may be the top selling deodorant in
the U.S., its average cost is $4.99; much more than Degree’s $3.49. Secret is sold in most major retailers and
drugstores.
Secret relies heavily on magazine ads as well as television ads for their campaigns. They are able to stay
afloat in these media because their parent company, Procter & Gamble has a giant ad budget.
Degree’s other main competitor is Dove, also produced by Unilever. They hold a market share of 4.90 percent, or $57.8 Million. Dove’s prices average between $3.29 and $4.79 depending on which scent or formula.
Like Degree and Secret, Dove is sold in all major drugstores and supermarkets.
Dove also relies heavily on magazine ads as well as television ads. Their products are seen as a high quality alternative to ordinary deodorants. Because Dove is famous for skin care, they are able to hone in on a
2
different segment than many other deodorant brands.
A secondary competitor of Degree would be Baby Powder. It can serve the same purposes as deodorant,
and is often used in place of antiperspirants. Baby powder is very inexpensive and has been around for a very
long time, so it is a well-known, versatile product.
Advertising Expenditure Analysis
Media Spending
Degree
Media
Spending
Secret
Media
Spending
Dove
Media
Spending
Sunday
Magazine
Magazine
Network
Outdoor
TV
12471.1
0
158
16689.64
725
126.91
53447.7
Total
82608.44
2996.9
3721.9
17067.6
677.1
Spot
TV
Total
596
3788.3
6349.7
19263
2069.7
6243.6
16101
61218.85
73147
Syndicated
Cable
TV
TV
2554
962.01
109477.6
5219.7
16235
40430.7
27213
176270.7
26266.9
49663.7
277920.3
3
SOV by Media
Magazine
Degree
SOV
Secret
SOV
Dove
SOV
Network
TV
16%
Spot
TV
11%
Syndicated
TV
14%
Cable
TV
13%
Total
15%
Sunday
Outdoor
Magazine
0%
16%
20%
19%
13%
18%
40%
24%
32%
22%
65%
81%
70%
67%
49%
62%
55%
63%
15%
4
Media Mix
Magazine
Degree
Secret
Dove
31%
27%
30%
Sunday
Magazine
0%
1%
2%
Outdoor
0%
0%
0%
Network
TV
42%
31%
41%
Spot TV
1%
3%
1%
Syndicated
TV
9%
10%
9%
Cable
TV
16%
26%
15%
5
Market SOV
(via media summation)
Degree SOV
Secret SOV
Dove SOV
46%
25%
19%
Market SOV
(via Ad $ Summary)
Degree SOV
Secret SOV
Dove SOV
62.63%
10.45%
7.17%
Market Share
Degree
Secret
Dove
31%
8%
7%
6
Product Life Cycle
Currently, Degree is in the Maturity level of its life cycle. The brand has been a leader in the market for
nearly 20 years, and has introduced different product lines to appeal to multiple demographic groups. Degree
has made its way through the introduction and growth stages, reaching a peak in the industry. However, the
company does not want to fall into decline; they hope to maintain growth and hold their title as an industry
leader.
Marketing Strategy
SWOT Analysis
Strengths:
•
Degree has expanded their assortment of choices for women. Their brand now features 4 types of de-
odorant, all made for women. These choices include Fine Fragrances, Clinical Protection, Invisible Solid, and
Ultra Clear. By offering different formulas and scents, Degree is able to reach out to a larger, more varied audience.
•
Degree has designed their packaging for all of the products for women in a more aesthetically pleas-
ing manner. By creating more festive and interesting packaging, they are able to set themselves apart from the
competition.
•
Unilever, Degree’s parent company, is a world-wide leader in many different product categories. Be-
cause they have influence in so many different areas, they were able to expand Degree products around the
globe, offering an international audience to add to their success in North America.
•
Degree is a leader in the deodorant market, and holds one of the top positions in the antiperspirant indus-
try.
•
As a result of being a top industry product, Degree is available in nearly all major retail stores.
7
Weaknesses:
•
As the personal hygiene industry continues, more products are introduced which causes many brands to
get lost in the clutter.
•
Because deodorant is a personal product, many people tend to choose one brand and stay loyal, making
it difficult for some brands to expand their customer base.
•
While many brands have taken to using organic or environmentally friendly ingredients, Degree has not
changed much in their formulas and could be left behind in the trend of the environmentally conscience.
•
While Unilever is a very large corporation, there is very little funding for Degree, especially for their
products for women.
Opportunities:
•
Degree products tend to be a lot less expensive than their top competitors, which is an important consid-
eration with the current US economy. Though it is not a very pricy product to begin with, any sort of savings
are often vital to the brand’s survival.
•
Because Degree has a number of different lines for women, they are able to reach out to several differ-
ent groups that may vary by age, location, or even psychological demographics. They are able to use similar
advertising for a set price, and tailor it to each specific group.
Threats:
•
Unilever’s main competitor is Proctor & Gamble, who produces Secret deodorant. Though both compa-
nies are world-wide and have very large budgets, Proctor & Gamble allots more funds to their brands’ advertising.
•
Advances in technology, such as Hyperhidrosis antiperspirants and Botox may eventually decrease the
need for conventional deodorants.
8
•
As the industry grows and changes, more products are introduced to the market that boast the same ben-
efits as Degree.
Competitor’s SWOT Analysis
Strengths
Secret
Dove
Baby Powder
-Top
market
share
Comparabl
y priced
-Very
inexpensive
-Very
absorbent
Weaknesses
Opportunities
-Most
expensive
-Large user
base
-Competes
with brand
of the same
parent
company
-Doesn’t
stay in one
place
-Hard to
apply
-Much
room to
grow based
on brand
familiarity
-Approved
for sensitive
skin
Threats
-Advances
in
technology
-Advances
in
technology
-Deodorant
9
Marketing Objectives
As far as current business goes, Degree is doing rather well in the market. It is one of the top brands for
deodorant, and has a large customer base. However, we would like to see it become the true leader in the
industry. Our goal is to increase sales dollars and units sold in order to skyrocket the brand to the number one
seller in the country.
In addition to selling more product, we want to expand our clientele and gain more market share to surpass the current leader, Secret. We will accomplish this by increasing advertising budget in order to both
reach more people, and increase frequency, as Degree is already a well-known, well-established brand. We
plan to reallocate funds from one product line to span all three of Degree for Women’s products. These funds
are in excess of $22 million. In addition to the reallocation, we plan to increase our budget by $8 million in
order to fund promotions and integrated media concepts.
Marketing Mix
Overall, the 4 Ps of Marketing are as follows: Our general product is Degree for Women, but our focus
also emphasizes all of the different lines included under the Degree for women umbrella. These lines include
the Fine Fragrance collection, Ultra Clear, Invisible Solid, and Clinical Protection.
The price will remain the same as the current average price of $3.49. This decision was made because
Degree is the least expensive brand in the market, and this contributes to their current success.
We believe that for a product like deodorant, it is very important to be as visual as possible. Part of the
previous problem is that Degree spent a portion of their advertising on newspaper ads. This portion will be
eliminated from the budget and reallocated toward other advertising, mostly in television and magazines.
There will also be occasional non-traditional media, such as giveaways or savings coupons. For the Fine Fragrances collection, it is important to emphasize the scent, so interactive advertising will be crucial.
Because this product is currently available in all major retailers and drugstores, we do not want to tamper
much with distribution. Our promotions will include general advertising and, use of travel sized products and
10
adding different locations, such as in restroom vending machines, to add to the brand’s success.
Target Selection
When working with the Choices 3 program, we found that the best target audience for Degree would be
women. When narrowing the selection down by age, we found that our primary audience was between the
ages of 25 and 49 and live in the Midwest and in the southern regions. These women have graduated high
school, and are now employed full time. Indexes for these ages were particularly higher, indicating that this
demographic uses our product the most. We took a closer look at the women in this age range and found out
some more specific information about them. By using the Quintile information, we were able to find out that
women 25-49 enjoy watching television and reading magazines. Choices 3 provided us with the specifics.
Women of this age mainly watch prime time dramas such as “Grey’s Anatomy,” “House” and “24.” This did
not come to a surprise because after studying day parts for television consumption, it is apparent that these
ages of women would watch television in the prime time. Ads that will be run during these shows will be
15-seconds commercials.
Also from Choices 3, we were able to specify what magazines our primary target read the most. Magazines such as “O: The Oprah Magazine,” “Allure” and “Women’s Health and Fitness” had high indexes indicating that they were read most by our selected target. Ads that will be run in these magazines will four-color
full-page advertisements.
We were also able to find a secondary target for Degree. Women ages 18-24 had relatively high indexes.
These women are employed, either full or part time, and have graduated high school and attended some college. These women live along in the coastal cities, especially along the East Coast. They are mostly single,
but that is a reflection of the young age group.
With the combined uses of the Quintile information and Choices 3, we discovered what our secondary
target liked to read and watch. Just as the primary target, the secondary target also watches prime time television and reads magazines. However, this group of women enjoys sitcoms such as “The Office” and “Scrubs”.
They also take time to read magazines like “Cosmopolitan,” “Vogue,” “Elle” and “Lucky.”
11
Media Objective
Target Coverage
During the introductory period in February-May, we want to reach 65% of the primary target audience an
average of six times per month. Following the introductory period, we will maintain a reach of 45% of the
primary target audience an average of three times per month.
The marketing objective is to increase sales dollars and units sold in order to get Degree to pass the market
leader Secret. Our primary target audience of women between the ages of 25 and 49, have an already established
disposable income. These women are single, have no children and live in the Midwest and the Southern regions.
Reaching 65% of the primary target audience in the introductory period in February-May will be obtained
through the use of different media types and vehicles geared toward our primary audience and through our creative
marketing and advertising approaches. These include television, magazine, promotional events and sponsorships.
In the summer following the introductory period, we want to maintain a reach of 45% of the primary target
audience an average of three times per month. This will be obtained through more advertisements on television
and in magazines and through more promotional events.
During the introductory period in February-May, we want to reach 40% of the secondary target audience
an average of four times per month. Following the introductory period, we will maintain a reach of 25% of the
secondary target audience an average of two times per month.
Our secondary target audience is also women, but between the ages of 18 and 24. These women live along
the coastal cities, especially along the East Coast. They are mostly single, which is a reflection of the young age
group.
Reaching 40% of the secondary target audience in the introductory period in February-May will also be
obtained through the use of different media types and vehicles geared toward our secondary audience and through
our creative marketing and advertising approaches. These also include television, magazine and some promotional
events and some sponsorship.
12
In the summer following the introductory period, we want to maintain a reach of 25% of the primary target
audience an average of two times per month. This will be obtained through more advertisements on television
and in magazines and through other promotional events.
Overall Media Budget
The current overall media budget for Degree Women is $22.1 million. This budget is allocated towards the
Degree Ultra Clear deodorant line, and ignores the two other Degree Women lines. We want to increase the
current overall media budget to $30 million and redistribute it evenly among all three Degree Women deodorant
lines: Ultra Clear, Invisible Solid and Clinical Protection. By promoting all three women’s lines evenly, this
can establish brand awareness and strengthen the brand as a whole. This can also promote novelty for Degree,
letting people know that there are different lines and scents and that Degree is not just plain old deodorant.
Regionality
Regionality is essential to implementing an effective advertising campaign and increasing productivity to
reach our marketing objectives. Though deodorant is a fairly universal product and is used all over the country,
there are certain areas, like the Midwest and the South, that tend to use Degree more than other brands. Specialized
advertising messages can give the brand and the product a local flavor that will be much more relatable than a
mass or nationally-produced campaign; certain messages regarding climate, heat, etc., in regards to the need for
deodorant, may not translate in particular geographical areas. Information on Brand Development and Category
Development is gathered through a regional approach. Current advertising in Midwest and Southern regions
may lead to expansion into different geographical areas that will provide an index for advertising effectiveness
and may harbor future innovation.
Based on the brand’s history, we plan to focus 60 percent of the $30 million of our advertising budget for
television and magazine advertisements and promotional pieces and integrated marketing in the Midwest and
Southern regions. There will still be advertising in other regions of the country, but it will not be as interactive
or integrated as in these regions and consist of 20 percent of the budget in both the West and Northeast regions.
The brand is shown to be most popular in the Midwest and in the South, so we believe that these areas will be
13
the most cost and time effective outlets.
Seasonality
In addition to regionality, concentrating our ad budget during certain peaks in the year will be very effective.
Again, deodorant is generally used year-round, but its sales dollars peak during the spring and summer months,
when the climate is warmer than other times of the year. Because Degree is also an antiperspirant, it will be useful
to emphasize the importance not only of odor-protection, but also of perspiration defense. These messages will
be most relevant in the spring and summer months. This includes more television and magazine advertisements
and some promotional pieces and integrated media.
The advertising seasons for Degree Women are separated into three different seasons and are broken up into
February – May, June – August and September – January. We plan to distribute the budget differently throughout
these three seasons. The budget will be allocated more heavily in the months of February – May and June –
August. We plan to assign 68 percent of the overall budget in February – May, 18 percent of the budget in June
– August and 14 percent of the budget in September – January.
Media Strategy/Tactics
Frequency and Reach
Even though deodorant, as stated previously, is a universal product and is used all over the country, there are
certain areas, like the Midwest and the South, that tend to use Degree more than other brands. These areas will
receive heavier advertising than other regions of the country. In these areas, we want to reach 65% of the primary
target audience an average of six times per month. This will be accomplished through the use of television and
magazine ads.
On television, we will use network, cable and national syndicated television programs to reach our primary
target audience, women between the ages of 25 and 49, and secondary target audience, women between the ages
of 18 and 24. These women watch programs, which are played on all three types of television. These television
14
shows include “Grey’s Anatomy,” “House,” “24,” “The Office” and “Scrubs.”
In magazines, we will use different types of vehicles which are used by both are primary and secondary
target audiences. These women enjoy reading all sorts of magazines, including “O: The Oprah Magazine,”
“Allure,” “Women’s Health and Fitness,” “Cosmopolitan,” “Vogue,” “Elle” and “Lucky.”
Also as stated previously, deodorant is generally used year-round, but its sales dollars peak during the
spring and summer months, when the climate is warmer than other times of the year. We will allocate more of
our overall budget in these months in order to reach a larger target audience.
The geographic weighting method that we plan to use is Gross Impression Weighting. This is chosen
because we plan to distribute our budget proportionally among all regions and seasons based on reach and
frequency. We plan to have a balanced reach and frequency based on sales potential in different regions and
seasons.
We want to reach 65% of the primary target audience an average of six times per month. Following the
introductory period, we will maintain a reach of 45% of the primary target audience an average of three times
per month.
Scheduling
For this campaign, we recommend using a pulsing scheduling pattern (see Figure 1). Because deodorant
is a universally used product, it would make sense to advertise the product year round. However, we feel
that there are certain periods during the year that would be more beneficial in reaching not only our target
audiences, but also the mass public in general.
While our print and television advertising will occur year round, we plan to focus our integrated media
concepts and promotional events during the spring and summer months. We feel that using these promotions
during months when the heat rises will be more effective because deodorant is more in demand during these
times. We also plan to use sponsorships to promote our product, so sport seasons will be beneficial for
advertising as well.
15
Figure 1: Pulsing Scheduling Pattern for Degree Women
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Budget Recap
The overall budget will be allocated differently
in different seasons and regions of the country. As
previously stated, Degree is used more frequently in the
Midwest and Southern regions of the country. Therefore,
Table 1: Regionality GRP & Budget
Region
Midwest
South
West
Northeast
GRP
1080
1080
720
720
Budget
$7,718,700
$7,718,700
$5,145,800
$5,145,800
a larger percentage of the $30 million budget will be
allocated in these regions than in the West and the Northeast.
We plan to assign 30 percent of the overall budget to both the Midwest and Southern regions of the
country. The GRP for each region is 1080, 30 percent of the total 3,600 GRPs. The 30 percent of the budget
assigned will be $7,718,700 (see Table 1).
In the West and Northeast, 20 percent of the overall budget will be allocated to these regions. The GRP
for each region is 720, 20 percent of the total 3,600 GRPs. The 20 percent of the budget assigned will be
$5,145,800 (see Table 1).
The overall budget will also be allocated differently for different
seasons. The advertising seasons for Degree women are separated
into three different seasons and are broken up into February – May,
June – August and September – January.
Table 2: Seasonality GRP
Season
Feb-May
June-Aug
Sept-Jan
GRP
610
220
100
In the months of February – May, the GRP of each month is 610. In the months of June – August, the GRP
of each month is 220. In the months of September – January, the GRP of each month is 100 (see Table 2).
16
Media (types/vehicles) Selection and Rationale
When working with the Choices 3 program, we found that the
best target audience for Degree would be women (see Table 3).
When narrowing the selection down by age, we found that our
Table 3: Gender Use of Degree
Gender
Men
Women
Index
98
113
primary audience was between the ages of 25 and 49. Indexes for these ages were particularly higher, indicating
Table 4: Age Use of Degree
Age
18-24
25-34
35-49
Index
107
118
112
that this demographic uses our product the most (see Table 4). We took
a closer look at the women in this age range and found out some more
specific information about them. By using the Quintile information, we
were able to find out that women 25-49 enjoy watching television and
reading magazines. Choices 3 provided us with the
specifics. Women of this age mainly watch prime
time dramas such as “Grey’s Anatomy,” “House”
and “24” (for more information see Table 5). This
did not come to a surprise because after studying
dayparts for television consumption, it is apparent
that these ages of women would watch television in
Table 5: Demographic Magazine Preference
Magazine
O: The Oprah Magazine
Allure
Women’s Health and Fitness
Cosmopolitan
Vogue
Elle
Lucky
Index
137
129
116
109
104
105
103
the prime time. Ads that will be run during these shows will be 15-seconds commercials. Television is a good
medium to use to advertise in because we will be able to maximize our high reach quickly. It is also a good
medium because of its geographic flexibility, meaning it can reach both mass and selective markets and it is very
cost efficient.
Also from Choices 3, we were able to specify what magazines our primary target read the most. Magazines
Table 6: Demographic Television Viewing Preference such as “O: The Oprah Magazine,”
TV Show
Grey’s Anatomy
House
24
The Office
Scrubs
Index
133
126
112
109
103
“Allure” and “Women’s Health and
Fitness” had high indexes indicating
that they were read most by our selected
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target (see Table 6). Ads that will be run in these magazines will four-color full-page advertisements.
Magazines are a good medium to use to advertise in because we are able to provide more information about
our product. Magazines are also good to advertise in because of the selectivity of the audience, they have a long
lifetime and they have the ability to reach pass-along readers and light TV viewers.
We were also able to find a secondary target for Degree. Women ages 18-24 had relatively high indexes (see
Table 4). With the combined uses of the Quintile information and Choices 3, we discovered what our secondary
target liked to read and watch. Just as the primary target, the secondary target also watches prime time television
and reads magazines. However, this group of women enjoys sitcoms such as “The Office” and “Scrubs” (see
Table 5). They also take time to read magazines like “Cosmopolitan,” “Vogue,” “Elle” and “Lucky” (see Table 6).
Media Mix
Target audience’s use of media class (Quintile Ranking):
The target audience for Degree women is between the ages of 25 and 49. They have graduated high school
and are now employed full time. These women are also single, with no children and live in the Midwest and in
the Southern regions. There media consumption consists of prime time television, especially dramas, and reading
women’s interest magazines.
The Quintile information on these women’s media consumption has high indexes in both Quintile I and II
in both television and magazine. The index in Quintile I for television is 170 while the index in Quintile I for
magazine is 155. The index in Quintile II for television is 130 while the index in Quintile II for magazine is 120.
This means that women who are watching television and reading magazines that Degree advertises in are using
the product more than women who are not watching television and reading magazines. Also, both Quintile IV
and V have low indexes in both television and magazine. The index in Quintile IV for television is 70 while the
index in Quintile IV for magazine is 65. The index in Quintile V for television is 50 while the index in Quintile V
for magazine is 45. This means that women who watch television and read magazines less are still using Degree,
but not as much.
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Advertising Objective:
Our media objective is met better with a set of media mix that includes television and magazine. In television,
we will use prime time network television in order to maximize our high reach quickly. Our primary target
audience watches mainly prime time network dramas that include “Grey’s Anatomy,” “House,” and “24.” Not
only is prime time a good daypart to advertise to our primary audience, but also daytime, early fringe, late
news and late fringe. All of these dayparts are ideal for advertising to women between the ages of 25 and 49.
Television also is a good medium for our secondary target audience of women between the ages of 18 and 24.
These women enjoy comedies such as “The Office” and “Scrubs.” The advantages of using television are the
geographic flexibility it has, it can reach both mass and selective markets and it is very cost efficient.
We will also use magazine to advertise to our primary target audience because they are able to provide more
information about our product. Our audience of women read different women’s interest magazines such as “O:
The Oprah Magazine,” “Allure” and “Women’s Health and Fitness.” All three of these magazines have shown to
have fairly high circulation in recent years.
Magazines are also good to advertise to our secondary target audience. These women enjoy reading
“Cosmopolitan,” “Vogue,” “Elle” and “Lucky.” All four of these magazines have shown fairly high circulation
in recent years as well. Magazines have several advantages that are good to advertise in such as selectivity of
audience, long life, ability to reach pass-along readers and light TV viewers.
Creative Constraints
Degree’s creative tactics work more effectively on television and in magazines than other media types. Since
Degree is a packaged good, it is best to show the product as much as possible in order for consumers to be able to
recognize it easier. This can be accomplished in both television and magazine advertisements.
Using television to advertise allows consumers to both see and hear about the product for easy recognition
while shopping later in stores. The product can be shown being used in realistic settings with average people.
Magazine advertisements also have its advantages. Magazines allow advertisers to use bright and vivid colors
to show the product. The product is also able to be the most predominate feature of the advertisement.
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On the other hand, using other types of media such as radio to advertise products like Degree are not as
effective. This is because radio is solely audio. A product like Degree is a deodorant, it has no sound. Using radio
for deodorant advertisements would not be nearly as effective as other mediums that use both visuals and sounds.
Budget Constraints
As previously stated, we plan on using both television and magazine advertisement to reach our target
audience. In television, we plan on using prime time, daytime, early fringe, late news and late fringe dayparts.
This is included in both network and cable television. Even though network television is expensive to purchase,
it is typically cost efficient, meaning it has a low Cost Per Thousand, or CPM. This is good because you are able
to reach more people for less money.
With magazines, we plan on using magazines that focus more on women’s interest. For both our primary and
secondary target audiences, these include “O: The Oprah Magazine,” “Allure,” “Women’s Health and Fitness,”
“Cosmopolitan,” “Vogue,” “Elle” and “Lucky.” Typically these types of magazines are expensive to purchase
and not cost efficient, or have a high CPM. However, they are essential in reaching a select target audience. This
is good because you are guaranteed that the women you are trying to reach will see your ads.
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Creative Strategy: How and What to Say
We plan to simplify the brand. Previous campaigns and advertisements have been very cluttered and take
away from the actual product. We are trying to reach a certain type of woman, who appreciates and responds
better to elegance and simplicity. We are trying to make a more distinct voice for the women’s line of Degree.
The current product and ads look very similar to the men’s line. Current advertisements seem to have a comical, less serious feel to them, even though they fail miserably. We plan to appeal to our target audience’s emotions, rather than to their humorous side.
The simplicity will be carried out not only through repackaging, but also through print and television advertisements. Repacking the brand will allow the women’s line to be more distinctly recognizable not only from
the Degree Men’s line, but also from our competitors’ brands. The new package will have a more clean and
simple look to them (see Figure 2 need a comparison between new and old).
Our print and television advertisements also will have the same simple, elegant feel. The prints ads will
focus mainly on introducing the new look of the product with its feminine touch. The television ads will
also show the same simplicity of the new design, but in a different way. We will focus on the chaotic lives of
women, showing the importance that not everything needs to be stressful, including their deodorant. Deodorant
should be one less worry on their minds in their stressful environment, whether it be going on that first date, or
even making that important presentation in front of the boss.
IMC Efforts or Other Promotion Supports:
Not only will we go with a new creative strategy, we will also incorporate our creative strategy with non-traditional media, or Integrated Marketing Communication (IMC). Our IMCs will include placing Degree Women
vending machines in college and gym locker rooms, women’s dorm bathrooms on college campuses and in
nightclub bathrooms. These placements are relevant because these are the places where women are more likely
to perspire in and need our product the most.
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Copy Test
We will administer focus groups with women in our primary target market. As stated previously, these
women are 25-49, single and live in the Midwest and the South. These women enjoy watching television dramas like “Grey’s Anatomy,” “House” and “24.” We will conduct the focus groups by having the women watch
an episode of one of these shows and have them fill out a questionnaire measuring their brand recall.
We will also conduct interviews with customers measuring the effectiveness of both the product and the
advertisements (see Figure 2 for sample questions).
Figure 2: Degree Women Personal Interview
1. What specific Degree Women’s product line and scent did you use?
2. Is scent important to you when purchasing a deodorant?
3. Is the deodorant’s consistency (solid, gel or spray) important to you when purchasing a
deodorant?
4. Is invisibility important to you when purchasing a deodorant?
5. Is price a factor when purchasing a deodorant?
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