RESOLVE LAUNDRY STAIN REMOVER
National Branding Campaign
Account Executive Rebecca Marcoe
Media Research Eric Cascio
Media Research Sooyeon Yu
Media Research Craig Moscaret
Creative Gabrielle Prawl
Creative Malcolm MacNeil
Sales Promotion Derek Watson
-1-
-2-
TABLE OF CONTENTS
Executive Summary
1
Situation Analysis
2
Campaign Objectives
36
Target Market Recommendation
37
DMA Recommendations
43
Media Plan
48
Creative Strategy
66
Sales Promotion
73
Trade Promotion
79
Budget Recommendations
82
Bibliography
85
Appendices
89
-3-
EXECUTIVE SUMMARY
The end of the stain epidemic has finally arrived. After the “Stain Fighter Campaign” has been
properly launched, consumers will understand that they must use Resolve Laundry Stain
Remover for every wash. This knowledge will definitively decide the battle against stains
forever.
This plans-book, created by the Marcoe Agency analyzes the fabric care industry as a whole,
which includes: Resolve’s competitive position, consumer preferences and motivations for
purchasing decisions. All of these components were collected and analyzed to produce a
complete understanding of the market situation in order to create an effective branding
campaign.
Extensive research was used to identify a target audience, which led to appropriate DMA’s
selection throughout the United States that were selected for the campaign. The research revealed
Resolve’s need for an established national presence, in addition to, targeted DMA’s through
successful sales tactics. These tactics include, Internet ads, television commercials, billboards,
and a sponsorship with Tough Mudder to increase brand awareness and produce product sales.
The plans-book provides thorough steps, which will be taken in order to persuade consumers that
Resolve is an added value for every load of laundry. These steps will achieve desired awareness,
sales, and increases in brand loyalty amongst consumers in the fabric care product industry.
1
THE MARKET
Definition of Market
Laundry prewash/additive (including prewash and in-wash stain fighters, brighteners, whiteners,
detergent boosters, etc), laundry starch, static control/fabric protectors, and color safe bleach are
all significant to the fabric care market. The Standard Industrial Classification code for this
category is 284, which is defined as soap, detergents, and cleaning preparations; perfumes,
cosmetics, and other toilet preparations.1
Market Size
(Table 1: Sales of Fabric Care Products by Segment)2
The chart below shows that the laundry prewash/additives dominate the segment. Prewash
consists primarily of stain fighting products and accounts for 82% of fabric care sales. Sales have
fluctuated in recent years, but there has been a declining long-term trend as sales went down 2%
between 2011 and 2013.
Type
1
2
$million
Share of
market
%
Laundry
prewash/additives
688
80.4
685
82
-0.5
Color-safe bleach
76
8.8
64
7.7
-15.1
Laundry starch
61
7.1
52
6.2
-14.3
Static
control/fabric
protector liquids
32
3.7
34
4.1
7.4
Total
856
100
835
100
-2.5
2011
$million
Share of
market2
%
Change 201113
%
2013 (est)
North American Industry Classification System
Mintel Research: Fabric Care-US-October 2013
2
Market Size
4%
Laundry
prewash/additives
7%
9%
Color-safe bleach
Laundry starch
80%
Static control/fabric
protector liquids
Market Forecast
In spite of a slight gain in 2009 driven by new product launches, the fabric care category
faces a handful of obstacles and has experienced steady declines over the last few years. New allin-one detergents are being introduced to the market, reflecting the increasingly streamlined
approach consumers are taking to doing laundry. Products such as Tide Pods, are positioned as a
detergent, stain remover, and brightener. The combined formula convinces consumers that these
products are sufficient to get the job done in one wash. Fabric care products are not immune to
the economizing mindset that has kept sales increasing in the laundry detergent product category.
(Table 2: Sales of fabric care products) 3
The sales forecast chart demonstrates there was a small increase in 2009 from $899 to $934 due
to new product launches. However, fabric care product sales have declined in the last four years,
resting at $835 million in 2013. The decrease has left category sales 7% lower than in 2008.
Year
2008
2009
2010
2011
2012
2013 (est)
3
$million
899
934
917
856
847
835
% change
NA
3.9
-1.8
-6.7
-1
-1.5
Index (2008 = 100)
100
104
102
95
94
93
Index (2013 = 100)
108
112
110
103
102
100
Mintel Research: Fabric Care-US-October 2013
3
960
940
920
2008
900
2009
880
2010
860
2011
840
820
2012
800
2013 (est)
780
$million
According to the Fabric Care Mintel report, its market forecast suggests that the decline in sales
could continue in the years to come if proper positioning, promotion and consumer engagement
does not occur. Between 2013 and 2018, an estimated decline of 10% in sales is expected to
occur resulting in a $755 million total in the category.
(Table 3: Sales Forecasted)4
Year
2014 (fore)
2015 (fore)
2016 (fore)
2017 (fore)
2018 (fore)
$Million
% Change
Index (2008 = 100)
Index (2013 = 100)
814
806
790
773
755
-2.5
-0.9
-2.1
-2.1
-2.4
91
90
88
86
84
98
97
95
93
90
820
810
800
790
2014 (fore)
780
2015 (fore)
770
2016 (fore)
760
2017 (fore)
750
2018 (fore)
740
730
720
$million
4
Mintel Research: Fabric Care-US-October 2013
4
Mintel predicts the best and worst case scenarios for the market. The best and worst case
forecasts take the value of fabric care from an estimated $835 million in 2013, to $893 million
(best-case) and $616 million (worst-case) in 2016.
Make-up of Market
Although, laundry prewash/additives dominate the fabric care category with 82%, their
classification codes places them in the market with other soaps, detergents, and housecleaning
products, which involve some competition in the market.
Leading laundry detergent brands are competing more directly with separate stain-fighting
products by placing focus on cleaning power and adding stain-fighting into their ingredients. For
instance, Tide Pods emphasizes an added stain remover and brightener in one single pouch. ALL
with Stainlifters Oxi, highlights the addition of in-wash pre-treats, and reiterate that other
prewash products are unnecessary. Several other brands have begun to add other incentives into
their ingredients as well. OxiClean detergent stain fighters, such as Arm & Hammer Crystal
Busts, and Purex/Zout detergent stain removers are examples of all-in-one detergents. Even
though many consumers will continue to rely on separate stain removers for tough stains; some
feel that detergent alone is effective enough in most situations.
Chlorine bleach is part of the housecleaning and home laundry markets, making it direct
competition for brands in the prewash/additives and color-safe bleach segments of the fabric care
category. Downy Wrinkle Releaser, aimed for quick touchups of clothing, is another product in
the market which may appeal to time-starved consumers.5
(Table 4: Usage of Fabric Care Products by Region)6
According to Simmons Choices data, the chart below displays the distribution of fabric care
products by the total market region. The top three regions were Midwest, South, and West.
Total
Total
20 MULE TEAM BORAX
ARM & HAMMER
BIZ
5
6
NORTHEAST
MIDWEST
SOUTH
WEST
Vertical %
100.0%
100.0%
100.0%
100.0%
100.0%
Horizontal %
100.0%
18.6%
21.5%
36.4%
23.4%
Index
100
100
100
100
100
Vertical %
1.7%
*1.7%
2.1%
*1.2%
*2.0%
Horizontal %
100.0%
*18.4%
27.1%
*26.9%
*27.6%
Index
100
*99
126
*74
*118
Vertical %
2.4%
*1.9%
*3.0%
2.4%
2.4%
Horizontal %
100.0%
*14.2%
*26.8%
36.1%
22.9%
Index
100
*76
*124
99
98
Vertical %
0.8%
**0.5%
*1.4%
*0.7%
**0.7%
Mintel Research: Fabric Care-US-October 2013
Experian Simmons Market Research Bureau- Fall 2011
5
CLOROX BLEACH PEN
CLOROX OXI MAGIC
DREFT
FEBREZE LAUNDRY ODOR ELIMINATOR
OXICLEAN
RESOLVE (FORMERLY SPRAY'N WASH)
SHOUT
TIDE TO GO
TIDE STAIN RELEASE
WOOLITE
ZOUT
Horizontal %
100.0%
**11.4%
*37.8%
*29.7%
**21.2%
Index
100
**61
*175
*81
**90
Vertical %
3.2%
2.3%
2.5%
4.0%
3.3%
Horizontal %
100.0%
13.2%
16.9%
45.7%
24.2%
Index
100
71
78
125
103
Vertical %
2.0%
2.4%
2.4%
1.3%
2.2%
Horizontal %
100.0%
22.4%
26.2%
25.0%
26.5%
Index
100
120
122
68
113
Vertical %
0.6%
**0.7%
**1.0%
**0.4%
*0.7%
Horizontal %
100.0%
**19.9%
**32.6%
**20.4%
*27.1%
Index
100
**107
**151
**56
*116
Vertical %
1.4%
*1.6%
**1.1%
2.1%
*0.6%
Horizontal %
100.0%
*20.5%
**16.5%
53.8%
*9.2%
Index
100
*110
**77
148
*39
Vertical %
10.9%
10.5%
9.8%
11.0%
12.0%
Horizontal %
100.0%
18.0%
19.4%
36.8%
25.8%
Index
100
97
90
101
110
Vertical %
7.1%
5.1%
8.5%
7.5%
6.8%
Horizontal %
100.0%
13.3%
25.6%
38.6%
22.5%
Index
100
71
119
106
96
Vertical %
20.3%
18.4%
25.8%
20.9%
16.1%
Horizontal %
100.0%
16.8%
27.3%
37.4%
18.5%
Index
100
90
127
103
79
Vertical %
2.2%
2.7%
*1.8%
2.7%
*1.4%
Horizontal %
100.0%
22.5%
*17.3%
45.1%
*15.1%
Index
100
121
*80
124
*65
Vertical %
3.1%
3.2%
3.4%
3.4%
2.1%
Horizontal %
100.0%
19.7%
23.9%
40.5%
16.0%
Index
100
106
111
111
68
Vertical %
1.8%
*1.4%
*1.6%
2.0%
*2.0%
Horizontal %
100.0%
*14.1%
*19.7%
40.5%
*25.7%
Index
100
*76
*91
111
*109
Vertical %
1.3%
*2.3%
**0.8%
*1.0%
1.6%
Horizontal %
100.0%
*32.1%
**12.4%
*27.0%
28.5%
Index
100
*173
**58
*74
121
6
Trends
Declining forecasted sales of fabric care products reflect an increasingly streamlined approach to
doing the laundry. This is driven by the all-in-one laundry detergents that are reducing the need
for additional stain-fighters and brightener products. Consumers are being persuaded that the
new detergents on shelves will get the job done, and spending the extra time to purchase a
specific product is unnecessary. Fabric care products are now competing for position ownership
to keep their category alive against these new laundry detergents.
7
COMPETITIVE POSITION
Broad Summary
According to the Fabric Care Mintel report, stain removal products dominated the fabric care
category with a majority of new products launched from 2008 – 2013. Bleach, fabric brighteners,
and other fabric protectors make up the rest of the fabric care additives. Primary themes of new
product launches focus on improving product developments in form and delivery through stainfighting ingredients.
Market Share
Reckitt Benckiser Inc. is amongst the top five companies in the fabric care industry, but falls
short against other leading companies. Church & Dwight Co. continues to dominate and gain
market share in the laundry prewash/ additives segment, even though the industry sales are
stagnant. According to Mintel, Church & Dwight experienced total sales of nearly $3 billion and
remains the smallest company of the six top competitors. The large companies within the
industry such as Clorox, P& G, and Reckitt Benckiser have seen drops in sales over the latest 52
weeks, producing negative results in market sales. Reckitt Benckiser Inc. has experienced a one
percent decrease in market share within the last year.
(Table 1: Sales of Market)7
Church & Dwight Co.
Inc.
SC Johnson & Son
Inc.
Clorox Company
Procter & Gamble
Reckitt Benckiser Inc.
Henkel Group
Subtotal
Private Label
Others
Total
7
Manufacturer sales of market, 2012-13
52 weeks Market
52 weeks
Market
ending
share
ending July 14,
share
July 15,
2013
2012
$million
%
$million
%
214.6
26.6
230.5
29.1
Sales
change
2012-13
Share
change
2012-13
%
7.4
% point
2.4
128.2
15.9
126.2
15.9
-1.5
-
131.6
71.6
58.4
41.6
645.9
29.4
130.6
806.0
16.3
8.9
7.2
5.2
80.1
3.7
16.2
100.0
113.9
67.0
49.5
48.2
635.2
29.1
128.8
793.1
14.4
8.4
6.2
6.1
80.1
3.7
16.2
100.0
-13.5
-6.5
-15.2
15.9
-1.7
-1.2
-1.4
-1.6
-2.0
-0.4
-1.0
0.9
-0.1
-
Mintel Research: Fabric Care-US-October 2013
8
Shelf Schematics
The two charts below show the shelf placement of leading fabric care products at Safeway and
Walmart located in Pullman, Washington.
(Table 2: Safeway Shelf Schematics)
Tide
Washing
Machine
Cleaner
$7.99
OxiClean
Versatile
53 loads
$8.99
Tide
Washing
Machine
Cleaner
$7.99
OxiClean
Versatile
53 loads
$8.99
OxiClean Versatile
89 loads
$11.99
Tide Boost
Tide Boost
$11.99
$11.99
$11.99
OxiClean
Laundry
Stain
Remover
$3.99
OxiClean Versatile
89 loads
$11.99
OxiClean
OxiClean
Versatile
Versatile
Free
Free
53 loads
53 loads
$8.99
$8.99
Shout
Shout
Shout
$3.99
$3.99
$3.99
Resolve
$3.79
Tide Boost
Resolve
$3.79
OxiClean Laundry
Stain Remover
$3.99
OxiClean OxiClean OxiClean
Laundry
Laundry Laundry
Stain
Stain
Stain
Remover
Remover Remover
$3.99
$3.99
$3.99
OxiClean Versatile
OxiClean
OxiClean
129 loads
Laundry
Laundry
$15.99
Detergent
Detergent
$7.99
$7.99
OxiClean
OxiClean
Safeway
Safeway
Safeway
Max
Max Force
Brand
Brand
Brand
Force
$3.99
Oxygen
Oxygen
Oxygen
$3.99
Pro
Pro
Pro
$3.89
$3.89
$3.89
Shout Triple-Acting
Shout Advanced
Shout
Shout
$6.99
Heavy Duty
Advanced
Color
$3.99
Heavy Duty
Catcher
%3.99
$4.29
Resolve
Resolve
Zout
Zout
Woolite
$3.79
$3.79
$2.99
$2.99
Dry
Cleaner
$10.99
Safeway’s schematic shows the section of laundry/prewash additives which consist of six
shelves. The store has divided their competing brands into rows. On top of the self there is Tide
washing machine cleaner and Tide Boost laundry detergent. In the middle of the shelf are all
OxiClean products, for consumers to immediately see. On the shelves below are additional
competing brands like Shout, Resolve, and Zout. OxiClean is their number one seller which
allows the brand to take over the majority of the section and be at eye level.
9
(Table 3: Wal-Mart Shelf Schematic)
Tide
Boost
OxiClean
Laundry
Value
Pack
Tide
OxiClean
Washing Max
Machine Force
Cleaner Gel
OxiClean
Laundry
Value
Pack
OxiClean
Max
Force
Gel
OxiClean
Laundry Stain
Remover
OxiClean
Brightener
OxiClean OxiClean Tide Boost Vivid
Versatile Versatile
Free
Free
53 loads 53 loads
Shout
Wipe &
Go
Shout
set-in
stain
Shout
Grease
Busting
Shout Grease
Busting
Shout
TripleActing
Shout
TripleActing
Dryel
Dryel
Shout
Color
Catcher
Calgons
Shout
Advanced
Heavy
Duty
Resolve Resolve Resolve
Stick
Stick
Max
Resolve
Max
Resolve
Fabreeze In-Wash
Odor Eliminator
Arm &
Hammer
Baking
Soda
Arm&
Hammer
Super
Washing
Soda
Zout
White
Brite
Faultess Starch
Downy
OxiClean
Laundry
Stain
Remover
Dirty
Jobs
Laundry
OxiClean Purex
Versatile Crystals
23 loads
Dirty
Jobs
Laundry
Purex Crystals
Great
Great
Value
Value
Stain
Stain
Remover Remover
Resolve
Borax
Zout
Walmart’s shelf schematics show the section of laundry/prewash additives that consist of six
shelves. Brands are clumped together on the shelf, but don’t show any real organization.
OxiClean products are placed on the top shelf with Tide products next to them. Below OxiClean
is Shout and Resolve. Another competing brand is Zout, which is placed in the bottom right
corner.
10
Brand Comparison Grid
Method of
use
Abilities
Resolve
OxiClean
Spray, Gel, Stick
Spray, Powder, Liquid & Liquid, pen
Unit-dose pack
Stain Remover &
 Amylase Enzyme
lifts food stains from
Color Booster liquid
fabric
Formula for in-wash
 Solvents/Surfactants
and pre-treatment
Combine oxygen
& Enzymes


Fabric
Types
Safety
Time
Usage
Not safe with
children or ecofriendly
5min+
Pre-wash
Rub-in & Soak
Clorox
dissolve and trap
grease and oil
Polymers bind to dirt
and soils to suspend
and rinse them away
Protease Enzyme
targets protein stains
like grass and blood
Zout
Spray, Foam, Liquid
Triple Stain fighting
enzymes:
The first enzyme helps
remove tough protein
stains such as Blood,
Grass and Sweat.
The second
enzyme works on starch
stains like Tomato &
BBQ Sauces.
The third
enzyme targets oily
stains like Salad
Dressing, and
Margarine.
Colorfast Washables
Cotton Acrylic
Non-wool
Nylon
Polyester
Rayon
Spandex
Whites
& Colors
Colorfast
Cotton
Rayon
Linen
Nylon
Polyester
Polyester-Blends
Wool
Other natural &
synthetic fabrics
Chlorine & Phosphatefree
Phosphate -free
Chlorine-free
5-10 min
Pre-wash & In-wash
Rub-In & Soak
30min(pre-wash)
Pre-wash & In-wash
Soak
5-10 min
Pre-wash
Soak
11
Sauces,
condiments,
coffee,
Tea, fruit juice,
wine, jam, ink,
greasy food,
grass, dirt,
lipstick, sweat,
baby food &
formula,
chocolate, Blood
May use with
other products
Stain Type
Other
Method
Abilities

o
o
o
o




Grass, Oil/ Grease, Seat,
Clay, Baby Food, Sauce,
Blood, Chocolate,
Coffee, Dirt, Ink,
Condiments, Lipstick,
Makeup, Wine
Wine, Grass, Juice,
Condiments, Sauces,
Body fluid, dirt
Dirt, sweat, grease,
Make up,
Tomato Sauce,
Fruit Juices,
Chocolate,
Food
Baby & Formula,
Dressings,
Cooking-Oils,
Ketchup, Motor Oil
Must use OxiClean
product line for best
results
Soak 1-6hours for best
results
In-wash stain remover
& booster
* Contains Fragrances
* Not recommend for
use on: Leather,
Cashmere, or Silk.
Shout
Tide
Borax
Green Works
Spray, Gel, Roll-on &
Foam
Pen, Gel, Spray,
Detergent
Powder
Spray
Cleaning Agents brake
down dirt:
Acusol®
Ethoxylated Alcohol
Sokalan®
Builders enhance cleaning:
Citric Acid
Sodium Borate
Sodium Hydroxide
Acusol® (thickener)
improves texture
Cleans hard
water and
deposited
residue on
fabrics

Sodium
percarbonate tough on dirt and
stains and easy on
colors
Sodium carbonatesoftens hard water
Natural
product
 Boosts laundry
detergent and
bleach
performance
 Removes
stains and
odors
The only
ingredient is
Sodium
Tetraborate, a
naturally
occurring mineral.
High-quality
ingredients with
99% naturally
derived.
12
Fabric
Types
Safety
Colorfast washables
Colorfast
washables
Contain
fragrance
Chlorine &
Phosphate-Free
Time
5 min- week
N/A
30 min soak
5-30min
Usage
Pre-wash
In-wash
In-wash
Pre-wash & Soak
Stain Types
Set-in stains, Baby formula
& Food, Urine, Blood,
Grass, Blood, Tomato, food
grease, chocolate,
condiments, wine, coffee,
juice, make-up, oil, ink, rust
Recyclable spray can
Fragrance-free available
Removes 99%
of everyday
stains
Other
-Does not contain CFC
Whites & Colors
safe
Fragrance, chlorine,
detergent, dye and
harsh residue free.
Grass, coffee,
spaghetti sauce,
juice, chocolate and
gravy
Not specific
with stains
Brand Share of Sale
(Table 4: Brand Share of Sales)8
Manufacturer sales of laundry prewashes/additives, 2012-13
Brands
Church &
Dwight Co. Inc.
SC Johnson &
Son Inc.
Clorox
Company
8
OxiClean
OxiClean Max Force
OxiClean Triple Power
Arm & Hammer
Other
Total
Shout
Shout Advanced
Shout Color Catcher
Other
Total
Clorox 2
Triplesolve
52
weeks
ending
July 15,
2012
$millio
n
147.9
37.3
21.5
7.5
0.4
214.6
78.3
Market
share
52 weeks
ending
July 14,
2013
Market
share
Sales
change
2012-13
Share
change
2012-13
%
$million
%
%
% point
22.7
5.7
3.3
1.2
0.1
33.0
12.0
171.6
32.2
15.4
10.6
0.6
230.5
79.0
26.5
5.0
2.4
1.6
0.1
35.6
12.2
16.1
-13.8
-28.1
40.3
71.5
7.4
1.0
3.8
-0.8
-0.9
0.5
2.6
0.2
23.5
23.3
3.0
128.2
89.2
3.6
3.6
0.5
19.7
13.7
22.7
21.9
2.6
126.2
67.9
3.5
3.4
0.4
19.5
10.5
-3.7
-6.2
-12.4
-1.5
-23.8
-0.1
-0.2
-0.1
-0.2
-3.2
4.1
0.6
11.9
1.8
186.6
1.2
Mintel Research: Fabric Care-US-October 2013
13
Procter &
Gamble
Reckitt
Benckiser Inc.
Henkel Group
Other
Total
Tide
4.5
97.9
48.4
0.7
15.0
7.4
3.3
83.1
45.1
0.5
12.8
7.0
-26.7
-15.0
-6.8
-0.2
-2.2
-0.5
Tide To Go
Total
Resolve
23.2
71.6
41.0
3.6
11.0
6.3
21.9
67
34.5
3.4
10.3
5.3
-5.6
-6.4
-15.7
-0.2
-0.7
-1.0
Resolve Max
3.9
0.6
3.8
0.6
-1.5
-
Other
Total
Borax 20
10.4
55.2
23.8
1.6
8.5
3.7
9.6
47.9
29.1
1.5
7.4
4.5
-7.8
-13.3
22.3
-0.1
-1.1
0.8
Zout
Other
Total
7.4
31.2
7.1
44.9
650.6
1.1
4.8
1.1
6.9
100.0
6.4
2.2
37.8
8.4
47.2
648.1
1.0
0.3
5.8
1.3
7.3
100.0
-12.7
21.1
18.8
5.3
-0.4
-0.1
0.3
1.0
0.2
0.4
-
Private Label
Others
Total
Through heavy marketing efforts, OxiClean stain remover has managed a 2.6 share point
increase in shares between 2012 and 2013. SC Johnson, Clorox, P&G, and Reckitt Benckiser
have introduced a few new products over the last two years; with little marketing support. A 22%
increase in media spending by OxiClean resulted in a cost of $94 million in 2012.
Trends
Heavy investments in product development and advertising have helped to increase
market share for the competition over the last year. The launch of Tide Stain Release in-wash
boosters along with other stain remover infused detergents continues to negatively impact the
pre-wash industry. The pre-wash market remains stationary with heavy competition fighting for
a decreasing market segment.
14
THE CONSUMER
Consumers want fabric care products that get the job done. However, many consumers
reported that they use the products only case-by-case basis, possibly to make whites whiter,
remove the toughest stains, and other laundry issues. The current consumers perception is that
detergents are sufficient enough at removing stains, and using additional products are not
needed. In order for fabric care products to be successful; the products need to be emphasized as
an added value to every wash, not just a in certain situation.
(Table 1: Responsible for Laundry by Gender/Age)9
64
Male,
18-34
53
Male,
35-54
55
Male,
55+
43
Female,
18-34
66
Female,
35-54
81
Female,
55+
83
23
31
29
29
20
16
13
7
6
11
19
7
2
1
6
10
5
10
7
1
2
Responsibility
All
I am responsible
I share this responsibility
equally with someone
else
Someone else in the
household is responsible
but I occasionally do it
Someone else in the
household is responsible
and I never do it
Who Does the Laundry?
I am responsible
I share this responsibility equally with someone else
Someone else in the household is responsible but I occasionally do it
Someone else in the household is responsible and I never do it
64
23
7 6
All
9
55
53
31
6 10
29
11 5
43
29
19
10
20
83
81
66
7 7
16
2 1
13
1 2
Male, 18- Male, 35- Male, 55+ Female, 18- Female, 35- Female,
34
54
34
54
55+
Mintel Research: Fabric Care-US-October 2013
15
According to the 2013 Fabric Care Mintel report, females across all ages take more
responsibility for doing the laundry than males. Females ages 35+ express a higher laundry
responsibility than younger females. However, females and males ages 18-34 have similar
percentages when it comes to who does the laundry. This may suggest generational roles could
be shifting, or they are living in a single household and responsible for their own laundry.
(Table 2: Usage of Fabric Care Products by Gender/Age)10
Laundry
prewash/additives
Prewash stain
remover
Regular chlorine
bleach
In-wash stain
remover
2-in-1 stain fighter
and color booster
Chlorine-free bleach
Fabric whitener
On-the-go stain
removal pen or
wipes
Liquid or spray
starch
Color run
preventer/remover
Wrinkle releaser
Borax detergent
booster
10
All
Male, 1834
Male,
35-54
Male,
55+
Female,
18-34
Female,
35-54
Female,
55+
59
66
56
48
57
63
62
53
61
55
49
53
50
52
45
67
43
31
54
40
39
37
62
35
18
46
33
30
35
32
54
59
31
29
28
26
37
35
30
23
33
24
29
51
27
18
36
25
21
25
45
24
13
31
20
20
24
52
21
12
32
21
10
22
50
20
8
31
17
10
20
44
18
10
24
16
9
Mintel Research: Fabric Care-US-October 2013
16
Usage of Fabric Care Products
Prewash stain remover
Regular chlorine bleach
80
In-wash stain remover
70
60
2-in-1 stain fighter and color
booster
Chlorine-free bleach
50
Fabric whitener
40
On-the-go stain removal pen or
wipes
Liquid or spray starch
30
20
Color run preventer/remover
10
Wrinkle releaser
0
All
Male,
18-34
Male,
35-54
Male, Female, Female, Female,
55+
18-34 35-54
55+
Borax detergent booster
In the last six months, males 18-34 with 66% compared to 59% of all adults use wash stain
removers most heavily. Among the other fabric care products, younger consumers both male and
female, show higher usage of different products than older consumers. This may imply that
younger consumers have a high interest in making sure their clothes look the best. Also, young
adults could be doing laundry for children of the household, which would increase the need for a
variety of products due to different stains and fabrics.
(Table 3: Usage of Fabric Care Products by Household Size)11
Laundry
prewash/additives
Prewash stain remover
All
1 person
2 people
3 people
4 people
5 + people
59
43
56
64
73
61
Regular chlorine bleach
53
39
51
54
64
61
In-wash stain remover
2-in-1 stain fighter and
color booster
Chlorine-free bleach
45
30
40
47
61
55
37
21
29
41
52
49
35
27
31
34
46
41
Fabric whitener
On-the-go stain removal
pen or wipes
Liquid or spray starch
32
19
26
33
48
39
29
15
25
32
44
34
25
17
18
25
39
34
Color run preventer/remover
24
13
17
26
41
30
Wrinkle releaser
22
15
14
21
40
29
11
Mintel Research: Fabric Care-US-October 2013
17
Prewash stain remover
Usage by Household Size
Regular chlorine bleach
80
In-wash stain remover
70
60
2-in-1 stain fighter and color
booster
Chlorine-free bleach
50
Fabric whitener
40
On-the-go stain removal pen
or wipes
Liquid or spray starch
30
20
Color run preventer/remover
10
Wrinkle releaser
0
All
1 person 2 people 3 people 4 people
Borax detergent booster
5+
people
Households with three or more people express a greater usage of fabric care products than those
in a single or two-person household. The presence of children in a household may influence
these percentages, because children tend to increase the number of challenges involving laundry.
Those with larger households would demand larger containers and refillable options.
(Table 4: Fabric Care Product Attitudes)12
Value in clothing care:
It’s worth the time and effort to remove
a stain to avoid needing to replace an
item of clothing
Taking care of my family’s clothing
(making sure it looks, feels, smells its
best) is an important part of taking care
of my family
If items of clothing lose their color or
whiteness, it’s time to replace them
Any
agree
Strongly
agree
Somewhat
agree
Neither
agree nor
disagree
Somewhat
disagree
Strongly
disagree
79
43
37
16
2
2
73
36
37
21
3
2
51
14
37
29
15
4
66
30
36
24
6
3
Emergency vs. everyday:
I would use a separate stain remover
rather than washing stained items twice
12
Mintel Research: Fabric Care-US-October 2013
18
Stain removers are just for tough to
remove stains that detergents don’t
remove
Stain removers added to wash loads
help boost cleaning performance
Fabric care products vs. detergents:
Pretreating stains on clothing with a
dab of laundry detergent usually gets
rid of them
Using stain removers or whiteners in
every wash keeps clothing looking
good for longer
I prefer to use different combinations of
detergent, boosters, or stain fighters
depending on the needs of each load of
laundry
The power of today’s laundry
detergents means little need for
whiteners or color brighteners
The power of today’s laundry
detergents means little need for stain
removers
61
19
42
26
10
2
56
17
39
37
5
2
53
13
40
33
11
4
47
16
31
40
9
4
47
15
31
29
14
11
46
12
34
34
16
4
44
12
32
31
19
6
All consumers agreed that they value and take care of their clothes, as well as the way they wash
them. Those that do the laundry view stain removers as a special product for emergency
situations, not for every load. Also, today many consumers think using detergents on stains will
usually get the job done and there is little need for fabric care products. This idea has made it
difficult for fabric care products to succeed against all-in-one detergents. Presenting everyday
usage of stain removers, brighteners, and whiteners will bring more awareness for these brands,
increase purchase frequency, and show that prewash additives add value to laundry
responsibility.
19
(Table 5: Fabric Care Product Attitudes by Gender/Age)13
All
Male,
18-34
Male,
35-54
Male,
55+
Female,
18-34
Female,
35-54
Female,
55+
79
75
75
75
77
85
89
73
66
72
60
75
78
83
51
59
48
40
56
57
44
66
62
63
62
65
72
73
61
68
59
59
66
62
55
56
66
55
51
57
53
55
53
58
56
49
52
52
50
47
60
45
34
52
45
48
47
54
46
35
49
46
50
46
51
43
49
51
41
41
44
57
39
43
50
41
37
41
67
48
35
50
33
20
Value in clothing care:
It’s worth the time and effort to
remove a stain to avoid needing to
replace an item of clothing
Taking care of my family’s clothing
(making sure it looks, feels, smells its
best) is an important part of taking
care of my family
If items of clothing lose their color or
whiteness, it’s time to replace them
Emergency vs. everyday:
I would use a separate stain remover
rather than washing stained items
twice
Stain removers are just for tough to
remove stains that detergents don’t
remove
Stain removers added to wash loads
help boost cleaning performance
Fabric care products vs. detergents:
Pretreating stains on clothing with a
dab of laundry detergent usually gets
rid of them
Using stain removers or whiteners in
every wash keeps clothing looking
good for longer
I prefer to use different combinations
of detergent, boosters, or stain fighters
depending on the needs of each load
of laundry
The power of today’s laundry
detergents means little need for
whiteners or color brighteners
The power of today’s laundry
detergents means little need for stain
removers
Washing in hot water gets rid of most
tough to remove stains
13
Mintel Research: Fabric Care-US-October 2013
20
Although women were a little higher, both males and females shared a similar valued interest in
how they took care of their clothes. Again, it seems that young adults agree laundry detergents
are effective over stain removers, brighteners, and whiteners. However, these same consumers
acknowledge fabric care products can keep their clothes looking good longer, but do not seem to
utilize them. According to Men’s and Women’s Workwear—US, July 2013, ages 18-34 of both
genders who work outside the home agree that they like to wear the latest fashions to work, and
that it is important to buy new work clothes every season. Positioning fabric care products as an
extra value into every load and promising to keep clothes looking new could interest young
adults in these types of products.
(Table 8: Brand Selection by Gender/Age)14
Brand
Element
Biz
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
Clorox
Bleach
Pen
Clorox
Oxi
Magic
OxiClean
Shout
Resolve
Tide To
Go
Tide
Stain
Release
14
Male 1834
216
0.7%
79
815
2.5%
77
797
2.4%
123
3,518
10.6%
98
6,515
19.7%
97
2,098
6.3%
89
872
2.6%
119
1,311
4.0%
130
Male 3554
180
0.4%
53
939
2.3%
71
645
1.6%
80
4,103
10.0%
92
8,465
20.6%
101
2,068
5.0%
71
798
1.9%
88
1,157
2.8%
92
Male
55+
259
0.7%
90
1,581
4.6%
142
746
2.2%
110
3,707
10.7%
98
6,440
18.6%
91
2,666
7.7%
108
593
1.7%
77
747
2.2%
70
Female
18-34
271
0.8%
102
664
2.1%
64
530
1.6%
84
3,506
10.9%
100
6,250
19.4%
95
2,062
6.4%
90
840
2.6%
117
1,161
3.6%
118
Female
35-45
281
0.6%
78
1,384
3.2%
98
777
1.8%
91
4,557
10.4%
96
9,522
21.8%
107
3,526
8.1%
113
962
2.2%
99
1,348
3.1%
101
Female 55+
656
1.6%
195
1,881
4.6%
144
924
2.3%
116
5,189
12.8%
117
8,669
21.3%
105
3,641
9.0%
126
932
2.3%
103
1,174
2.9%
94
Experian Simmons Market Research Bureau- Fall 2011
21
OxiClean and Shout are the two brands that show high vertical percentages across all consumers.
Females 35+ were the only age group that showed interest in Resolve (formally Spray’N Wash),
placing higher indexes and vertical percentages compared to other consumers. The results justify
findings from the competitive position that those two brands were shown to be top
companies/brands. Other brands are relatively similar and do not show data that stands out.
(Table 9: Application Preference by Gender/Age)15
Application Elements
Gel
Male
18-34
911
2.8%
135
Male
35-54
746
1.8%
89
Male
55+
359
1.0%
51
Female
18-34
616
1.9%
93
Female
35-54
1,205
2.8%
135
Female
55+
775
1.9%
93
(000)
Vertical
%
Index
Liquid
(000)
647
886
483
711
1,142
1,028
Vertical
2.0%
2.2%
1.4%
2.2%
2.6%
2.5%
%
90
99
64
101
120
117
Index
Spray
(000)
1,161
904
654
1,183
1,269
1,398
Vertical
3.5%
2.2%
1.9%
3.7%
2.9%
3.4%
%
121
75
65
126
100
118
Index
Stick
(000)
1,611
1,491
1,141
713
2,166
2,095
Vertical
4.9%
3.6%
3.3%
2.2%
5.0%
5.2%
%
119
89
80
54
121
126
Index
Wipes
(000)
334
393
367
370
397
512
Vertical
1.0%
1.0%
1.1%
1.1%
0.9%
1.3%
%
96
91
100
109
86
120
Index
The application preference can be important to many consumers. Gels, liquids, and sprays allow
a consumer to take the time and effort to get a stain out and wash it. Sticks, pens, and wipes give
the consumer an opportunity to remove stains on the go or in an emergency when they are not
home. Spray and stick application preference were the two that had reasonable indexes and
vertical percentages. The spray was popular for males/females 18-34, and the stick was preferred
by males 18-34, and females 35+.
15
Experian Simmons Market Research Bureau- Fall 2011
22
(Table 10: Typical Laundry Issues)16
Keeping whites white
45
Male,
Male,
Female,
Female,
Female,
35-54
55+
18-34
35-54
55+
38
45
36
48
46
54
Removing food/drink/wine stains
Keeping colors bright
Removing grease stains
35
35
32
37
34
34
32
38
29
25
23
24
42
43
31
37
32
33
37
36
38
Removing sweat and body oil stains
31
30
29
21
44
33
26
Keeping dark colors from fading
Removing dirt and grass stains
Keeping clothing wrinkle-free
Eliminating odors from clothing
Removing stains from delicate/handwash only fabrics
Keeping clothing fresh between
washings
None of the above
27
21
21
16
29
32
18
18
25
23
17
13
18
18
22
9
33
20
17
18
27
23
22
18
30
12
29
16
12
18
8
6
20
9
13
11
11
9
10
11
11
16
14
11
15
28
7
13
12
Laundry Issues
Male,
18-34
All
Laundry Issues
Keeping whites white
Removing food/drink/wine stains
Keeping colors bright
Removing grease stains
Removing sweat and body oil stains
Keeping dark colors from fading
Removing dirt and grass stains
Keeping clothing wrinkle-free
Eliminating odors from clothing
Removing stains from delicate/hand-wash only fabrics
Keeping clothing fresh between washings
60
40
20
0
All
Male, 18-34
Male, 35-54
Male, 55+
Female, 18-34 Female, 35-54 Female, 55+
The top two laundry issues were making whites whiter and removing food/drink/wine stains.
Those who thought that removing food/drink/wine stains is important are females 18-34 with
48%, while females 35+ and males 18-34 were both 37%. On the list of laundry issues, the
majority of females of all ages rate higher than most of the males. This may suggest that females
are the ones who are responsible for a wide range of laundry, including herself, children, spouse,
etc.
16
Mintel Research: Fabric Care-US-October 2013
23
ADVERTISING HISTORY
In the 2012 Ad Dollar Summary, a majority of the fabric care product brands utilized Network
TV, Spot TV, Cable TV, Syndication, and Magazines as a source of advertising. Tide and
Resolve were the only brands, which does not use Magazines as a source of advertising. Network
radio, National Spot Radio, Sunday Newspapers, National Newspaper and Outdoor advertising
are not used by any of the fabric care product brands during January- December 2012.
The following table represents the media dollars spent on advertising, as well as media used for
fabric care product brands.
(Table 1: Media Dollars Spent (January- December 2012)17
In the fabric care product category, OxiClean dominates all other brands with a combined
spending of $17,411.10 on advertising its laundry products. Tide Laundry remover and Biz Stain
Fighter spent the least amount on advertising during January-December, 2012.
Brand
17
11-Media YTD (000)
Media Used
Resolve
5,839.8
Network TV
Spot TV
Syndication
Cable TV
1,319.2
622.0
2,117.0
1,781.6
Clorox
5,643.0
Magazines
Network TV
Spot TV
Syndication
Cable TV
505.1
1,534.8
234.0
571.0
2,798.2
Oxi-Clean
17,411.1
Tide
1,780.3
Magazines
Network TV
Spot TV
Syndication
Cable TV
Network TV
Spot TV
Syndication
Cable TV
4,174.2
1,029.6
20.8
5,488.3
6,698.3
720.8
1.8
261.4
796.3
Biz Stain Fighter
1,482.0
Magazine
Network TV
Spot TV
Syndication
Cable TV
124.2
4.8
13.8
264.3
1086.2
Ad $ Summary/Leading National Advertisers (LNA)
24
Media Dollars (000)
20,000.0
17,411.1
18,000.0
16,000.0
14,000.0
12,000.0
10,000.0
Media Dollars (000)
8,000.0
6,000.0
5,839.8
5,643.0
4,000.0
2,000.0
1,780.3
1,482.0
Tide
Biz
*Resolve
Clorox
Oxi-Clean
After analyzing the brand positions of leading companies and understanding the competitive
landscape, it is apparent that launching a successful campaign that consists of effective
advertising creatives is important. The main goal of the leading fabric care product brands is
making dirty clothes clean by positioning themselves as a white stain remover, all stain remover,
tough stain remover, and quick.
25
RESOLVE
The Resolve brand has consistently used TV advertisements to reach out to the target audience.
Since the introduction to the consumer market, TV has become the dominant force for
advertising the Resolve brand name. Resolve promoted their TV advertisements by specifically
using syndicated programming, Spot TV and Network TV. The media strategy used is typical for
this type of market segment, which is dominated by infomercials that show how the product
works. Overall, Resolve Laundry Stain Remover has established a strong presence due to their
media-spending budget, and what was formally known as Spray N’ Wash.
Advertisement Analysis
As shown above, Resolve focuses on certain aspects to reach out to consumers such as a family
oriented surrounding to show the strength of the product itself. In the TV spot shown on the left,
a group of young children are playing together and around them are many potential stains
waiting to happen, such as burger grease and condiments. This illustrates that tough to remove
stains can happen anywhere. In the bottom right of the advertisement is the Resolve stain
removal product. To emphasize the product, an orange seal in front says, “voted product of the
year, 2013”. The other Resolve advertisement shows a much more practical application of the
product itself, passing the consumers stain removal test. The advertisement reminds the target
audience that Resolve can aid in the removal of tough stains. Resolve maintains consistency with
their message of Resolve giving the best results.18
18
Mintel Research: Fabric Care-US-October 2013
26
OXI-CLEAN
OxiClean was first launched in 1997 through TV advertisements that brought essential marketing
components for the product. OxiClean promoted their TV advertisements by using an American
television direct-response advertisement salesperson, Billy Mays. When Mays died unexpectedly
in 2009, Mays’ friend Anthony Sullivan, best known for his roles in TV commercials, took over.
On top of the TV advertisements, OxiClean also has been successful with infomercials as a
media strategy. In the successful infomercials, Sullivan suggests product demonstrations, sideby-side demos and consumer testimonials.
Advertisement Analysis
As shown above, OxiClean has been very consistent with their advertisements. In the print
advertisement for OxiClean, a child is covered in mud stains and in the bottom right is the
OxiClean product. The products tagline, “...Get the Tough Stains Out!” is written below the
advertisement to remind the target audience that when you need to remove tough stains,
OxiClean is there to help you. OxiClean advertisements have the same information provided next
to the product, but the quote on top changes on each advertisement. They emphasize their target
audience by including the word, “Mom” in every different quote. 19
19
Mintel Research: Fabric Care-US-October 2013
27
CLOROX
*
The Clorox Company was very successful with the “Bleachable It Away” campaign and the
2012 introduction of a more concentrated bleach formulation. Though the Clorox Company was
achieving success, it did not last long. Clorox was gradually declining in business with a drop of
13% in sales for 52 weeks ending in July 2013. Seeing the gradual decline in sales, Clorox
changed their position from a general-purpose brightener and stain fighter to a focus of fighting
the toughest stains. Recent advertising techniques emphasizes difficult stain fighting challenges,
such as removing ink stains, coffee stains or mud stains that have been through the dryer.
Advertisement Analysis
The print advertisement above shows a past advertisement from Clorox. The print advertisement
on the left is targeted to families that want a healthier and happier home. The tagline says,
“Clean with Clorox,” suggesting not only clean your house with Clorox, but use it for laundry
too. The print advertisement on the right shows a young female that is really bright and clean.
The reflection on her glasses shows colorful laundry being dried and the Clorox product is
shown below with a tagline, “Laundry done bright.” Both advertisements show the use of
Clorox, to make whites whiter or to make colors brighter. 20
20
Mintel Research: Fabric Care-US-October 2013
28
TIDE
Tide, owned by Proctor and Gamble, is easily one of the most recognizable brands in the fabric
care market; however it has one of the lowest expenditures in media dollars. Tide has launched
several successful advertisements and ongoing campaigns to help with brand awareness and
sales. Advertisements such as the 2013 super bowl ad, “Joe Montana Miracle Stain,” have been
well received and successful with audience members. On top of this, Tide has a very unique and
on-going campaign called the, “Tide Loads of Hope,” which has raised good PR and awareness
for the brand since Hurricane Katrina in 2005. The media mix for Tide consists of both print and
broadcast media.
Advertising Analysis
The pictures above demonstrate past advertisements created by Tide and what they aim for. On
the left, is an advertisement that is appealing to members of society who eat on the go, spill on
their outfit and do not have enough napkins to clean it up. The tagline reads, “Because you never
get enough napkins at the drive-thru”. To the right of this is the Tide logo reinforcing brand
recognition. The print advertisement on the right targets families with athletic youths in the
home. The tagline towards the top states, “Claim your spot!” This advertisement portrays a
young man in football gear. The eye is drawn to the clean version of the man on the left and the
the same guy in the background, except he is all muddy. The ad reinforces the idea that tough
stains and ridiculous amounts of mud do not stand a chance against the power of Tide.21
21
Mintel Research: Fabric Care-US-October 2013
29
BIZ
Biz has been a market competitor since 1968. It has been in the market segment for over 40 years
and has become a relatively well-known name since its introduction as a product. The brand line
relies mainly upon a media mix consisting of TV advertising, in forms such as: Syndicated
programming, Spot TV, as well as Network and Cable television. Biz also appears in magazine
advertisements to help support the brand name. The main media strategy for this brand has
historically been infomercials that display the features, benefits and results of the brand. As a
private label brand nowadays, Biz has a sense of history in the United States, maintaining a
consistent market share.
Advertising Analysis
The above image shows that the Biz brand focuses on simplicity and results. Biz is an older
brand and will often be associated with people who are about the same age as the brand itself.
The brand is consistent upon showing what the brand can do for a consumer and often highlights
the stain fighting ability produced by enzymes in the formula. In the above advertisement, a
woman in her mid-40’s is shown holding the product and recommending it to her girlfriends.
Towards the bottom are the two forms of the product, both liquid and powder. Overall, the ad
shows an equation to help with laundry and a promise that Biz will provide the answers to
everyone’s needs. The small print below highlights the new enzymes used in Biz to help fight
stains and keep clothes clean.22
22
Mintel Research: Fabric Care-US-October 2013
30
SALES PROMOTION
Fabric Care is a category that has been trending downward for the past five years. According to
Mintel research this is likely due to the down economy and people cutting items they view as
non-essential, such as stain removers, out of their budget. Sales promotion is an important tool to
begin moving product off the shelves again. The only product that has increased its market share
is OxiClean; a product supported by much more advertising then the competition. This category
as a whole is largely dominated by a handful of brands. OxiClean, Shout, Clorox 2, Tide and
Resolve combined account for 74% market share. It should be noted that the segment Resolve
falls into (Laundry Prewash/Additives) accounts for 82% of Fabric Care category sales.
Types and Amounts of Promotional Activity
Most of these brands display promotional activity typical of Consumer Packaged Goods. Based
on these brand’s websites, conversations with store managers, direct observations and secondary
research it is possible to generalize the common types of promotion this category displays. First a
look at category media spending: according to Kantar Media Intelligence’s AD $ Summery
2012, all brands PIB classified as “Laundry Stain Removers & Pre-Soaks” (H421.1) spent
$30,674,200 on advertising in 2012. This total is primarily derived from Network TV,
Syndication and Cable TV media buys. Some was also spent in Magazines and Spot TV. There
was no ad dollars spent on Sunday Magazines, Newspaper, National Newspaper, Outdoor,
Network Radio and National Spot Radio.
Now looking specifically at promotional efforts one can see fairly common promotions are
frequently utilized. These include coupons, bonus packs, FSIs, store-club discounts, special
displays, money-back guarantees and features in retail trade coupons. Online, most product
website have some “offers and promotions” tab that occasionally will offer printable coupons.
Some brands cross-promote these coupons on their social media outlets. Finally, several brands
with a News and Special Offers email sign up. Beyond these promotions, sweepstakes and
contests are not unheard of for some brands.
31
Promotional Activity by Brand
OxiClean
OxiClean is the overall category leader in sales with its numerous line extensions (29.1% market
share). They also lead all competition in promotional spending, increasing their budget 22% in
2012 to $94M for all category brands. While this product segment takes up only a portion of this
spending, it sends a message that OxiClean’s parent company (Church & Dwight) is serious
about leading in this category. As far as promotions go, OxiClean has been observed discounting
their product in a number of ways. Online there is a “Promotions” tab on the product’s website
that generally has one or more printable coupons for $1.00 off. In stores like Safeway, the
product was at a $1.00 off club price discount. The discount was also promoted in the store’s
retail coupons. The brand also will occasionally utilize newspaper FSIs, cross promoting them on
their Facebook page. Lastly, OxiClean also promotes the occasional contest or sweepstakes.
Shout
Shout is the number two brand (15.9% market share) by sales in the Fabric Care category, and is
backed by SC Johnson. Based on observation in stores and online, this brand does not appear to
discount their product as aggressively as OxiClean does. Beginning with the online presence, it is
clear that coupons are not as easy to come by. On the company’s website, the “Coupons and
Offers” tab links to the brand’s Facebook presence. Once there, one is asked to “like” the page to
be notified of special offers. When doing so on several different occasions, no coupons were
being offered. In stores, the brand was not slotted as well as competition. It was often lower on
the shelf or slightly away from competition. At some stores Shout was offered with a bonus
pack, specifically spray on stain remover with 36% more volume per bottle. Finally, after
speaking to the store manager it was found that the product is occasionally offered at discount.
Clorox 2
Clorox 2 is the number three market brand (14.4% market share) in the Fabric Care category
with sprays, detergents and prewashes. The brand uses many of the same promotional techniques
as the competition both online and off. They promote both contests and coupons on bother their
website and their social media outlets. In stores, the brand utilizes bonus packs, coupons and
retailer discounts. According to one store manager, the product is also occasionally offered in a 2
for 1 deal.
32
Tide
Tide is the number four brand by sales (8.4% market share) in the Fabric Care category and is
backed by the consumer-packaged goods giant Proctor and Gamble. Like the competition Tide
offers a number of offers and coupons online. The brand cycles discounts for different products
over time. Their primary product is detergent, but they have a number of Fabric Care options
such as prewashes, pens and sprays. In stores, these products are occasionally given price offs
from either manufacturers or from the retailers themselves. These discounts coupled with both
online and physical coupons make up the bulk of Tide’s sales promotion activity. Sometimes, the
brand will also offer samples in exchange for product reviews or input about a product’s
effectiveness. This generally occurs with new products. Beyond this Tide is partnered with the
NFL, and social media promotions to promote customer interaction.
Resolve
Backed by Reckitt Benckiser, Resolve is the number five brand in sales in the fabric care
category with 6.2% market share. The brand commonly uses a number of promotions for its
fabric care product. These include: on-pack coupons, 36% more and 45% more bonus packs, buy
2 get one free deals and manufacturers coupons. Compared to the competition Resolve tends to
utilize more manufacturer-originated coupons and deals than retail sales and offers. The brand
also offers promotions and coupons online, but they are not readily printable off the website like
with other brands. Instead, Resolve required deal seekers to sign up for a mailing list to receive
promotional offers. Beyond these discount promotions Resolve has been known to occasionally
do giveaways or contests.
Traceable Results of Past Promotions
On April 25th, 2012 Proctor and Gamble announced Tide would soon begin a multi-year
sponsorship of the NFL. Tide is just one of many P&G brands partnered with the NFL, and the
company hopes to associate the “huge passion” Americans have for the NFL with their brands.
The sponsorship is part of a fully integrated program with support across all marketing channels.
According to a press release, NFL teams do more laundry in a week than most families do in a
year and associating Tide with the cleaning power necessary to accomplish this will make the
product more favorable. The sponsorship is mostly expressed via traditional print and television
media channels, but it is also present in social media. On Twitter, a very popular social medium
among athletes, the Tide NFL page has close to 1500 followers and 1400 Tweets. The page has
garnered a fair amount of fan and player interaction, with Super Bowl players Earl Thomas and
Eric Decker being examples.
33
Beginning in June of 2013, Resolve launched its “Tip Exchange” give away. In this program
users submit either stain removal questions or stain removal tips to the programs website. At the
launch of the sweepstakes, those posting stain removal tips were eligible for a weekly drawing
for three weeks. Prizes included a digital camera, mountain bikes, a Master Grill and a threeperson tent. All prizes were claimed, and while the sweepstakes is now over there have been to
date over 28,000 stain removal tips submitted. It is safe to say the desired result of community
interaction within the context of the brand has been achieved.
On May 4th, 2011 Church & Dwight announced OxiClean would be teaming up with Major
League Baseball player Jorge Posada and his wife Laura to launch the ‘Brighten Up Your Ball
Game” Contest on Facebook. The contest was a $10,000 give-away to a lucky sports
organization for use on new uniforms, turf, lights and equipment. The contest occurred at a time
when the brand was first launching its Facebook presence and also looked to generate some buzz
there. The contest received dozens of submissions, and today the OxiClean Facebook page has
over 380,000 “likes”. The contest involved submitting a short essay (150 words or less)
explaining why the money is needed and how it would be spent. The contest winner was decided
based on a cumulative Facebook vote total.
Trade Attitudes Toward Various Forms of Promotion
Based upon the research conducted, a number of promotions are very common in the Fabric Care
category, and some are often used but less frequently. The most frequently seen promotions are
coupons (both manufacturer and retailer originated), bonus packs, and money-back guarantees.
Almost all leading brands utilize these types of promotions in some way.
The promotions that are less frequent but still present include: sweepstakes, sponsorships,
FSI’s, news and offer mailing lists, special displays and sampling. Some brands but not all
use these methods, and to varying degrees. Still, it is clear that sales promotion is an
important part of marketing efforts for this category with all major brands utilizing it in
some way.
34
OPPORTUNITIES/CHALLENGES
SWOT ANALYSIS
STRENGTHS
 Laundry/prewash additives
82% market share
 Two stain fighting formulas
teamed together (Resolve &
Spray N’ Wash)
 Quality stain removerremoves stains 1st time
guaranteed
OPPORTUNITIES
 Compete with professional
cleaners
 Basic stain removers for all
stains and fabric types
 Use with any kind of
detergent
WEAKNESSES
 Low brand awareness
 Well known as a carpet
cleaner
 Low media expenditure
 Small line extension
THREATS
 All-in-one detergents being
introduced
 Strong Competitors
(OxiClean)
 Home remedies
 Cleaning blogs
35
CAMPAIGN OBJECTIVES
Campaign Start Date
The “Stain Fighter Campaign” will begin June 1, 2014. Although this date is right around the
corner, the summer months is a prime time to launch a campaign. June is when school gets out,
kids are heading to camps, playing outside, and families are having parties and BBQ’s. These are
all events where stains can occur.
Target Females 25-34
The campaign will aim to improve brand awareness, especially within the target demographic of
females ages 25-34. Sales promotions and advertisements will target this age group and create
brand awareness for Resolve Laundry Stain Remover. Since the target demographic is young, it
is expected that the brand relationships created will produce long-term loyalty and repeated
purchases.
Differentiate Resolve from its Competitors
The fabric care market has been stagnant over the last couple years, which means gaining market
share from its competitors is crucial to the company’s growth. The “Stain Fighter Campaign”
will be memorable and efficient in regards to distinguishing Resolve’s Laundry Stain Remover
as the best option for pre-wash stain removal for every load. Also, an added emphasis will be
placed on clearly showing that the all-in-one laundry detergents, which are currently major
players in the market, are ineffective compared to Resolve’s premium product.
Produce an Integrated Marketing Plan
Each campaign component, from sales promotions to advertisements, will have a clear and
consistent message that can be easily understood by consumers.
Reach Maximum level of Gross Rating Points (GRPs)
The campaign will reach at least 1,000 GRPs. Internet, television, billboard advertisements and
sales promotions tactics will be spread evenly throughout the year of the campaign.
Adhere to the Projected Budget
The campaign will not exceed the $4,700,000 budget.
36
TARGET MARKET RECOMMENDATION
The recommended target audience for Resolve Laundry Stain Remover is based on people who
specifically use laundry boosters, pre-soaks or pre-cleansers and show interest in the all-in-one
detergents. It is also based on gender, age, income, household size, education and other
characteristics of the demographic. Basic demographics were chosen upon research from
Simmons Choices 3. Below is a basic demographic breakdown of the chosen target audience:23
Gender:
Female
Age:
25-34
Income:
$50,000 to $75,000
Household Size:
3+
Education:
College graduates (4 years- Undergraduates)
Other:
Values Clothes
Gender: Females
Gender
Elements
Laundry Boosters, PreSoak, Pre-Cleansers
Male
(000)
Vertical %
Index
(000)
Vertical %
Index
(21,233)
44.7%
90
(35,268)
52.7%
107
Female
Overall, females show a greater presence in the usage of pre-wash fabric product. Although, the
index and vertical percentages are relatively close, females are higher. Glancing back to the
consumer section in the situation analysis, this data matches with the graph that represents who
does the laundry. Resolve Laundry Stain Removers main effort is to be the dominant brand in the
fabric care category. Targeting an audience that shows an assuring usage rate already will lead to
successful results in our branding campaign.
23
Experian Simmons Market Research Bureau- Fall 2011
37
Age: 25-34 years old
Research from Simmons Choices 3 helped define those who use laundry boosters and precleansers. Also, since all-in-one detergents are becoming a big competitor in the laundry
category, getting the attention of those consumers will generate brand awareness. The vertical
percentage represents the amount of people from the top category that makes up the age group.
An index number has an average of 100, and shows the relationship between the two
percentages. The chart below represents the findings:
Gender/ Age
Elements
Female/ 18-24
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
Female/ 25-34
Female/ 35-44
Female/ 45-54
Female/ 55+
Laundry Boosters,
Pre-Soak, PreCleansers
(2,878)
42.1%
85
(8,728)
42.3%
86
(10,422)
51.2%
104
(11,129)
49.0%
99
(23,345)
53.2%
108
Laundry Detergents
(6,657)
97.4%
99
(20,409)
98.8%
101
(19,848)
97.6%
99
(22,417)
98.6%
100
(43,091)
98.3%
100
According to the Simmons Choices 3 report, females ages 55 and older are more likely to use
laundry booster or pre-cleansers than the younger age groups. The findings show that females
ages 25-34 are more likely to utilize laundry detergents compared to the other ages. The amount
of usage in laundry detergents for females ages 25-34 has a strong vertical percentage and index
number, which supports the decision to choose a target demographic of 25 to 34 year olds. In
addition, females ages 25-34 should be targeted because women ages 35+ have increased laundry
responsibilities. The earlier, Resolve gains brand awareness and loyalty from the target audience
the better since females that like the product should continue to use the Resolve product as they
get older.
38
Income: $50,000-$74,999
The highest household income level for the target audience utilizing pre-wash and detergent was
$75,000 to $99,999. However, the Census Bureau states that average income for a United States
citizen is $53,046. Considering this campaign will be on a national level, targeting those around
this average income seemed reasonable. The table below shows the breakdown of the different
income levels and our specific target audience:
Household Income
Elements
$25,000- $29,999
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
$30,000- $34,999
$35,000- $39,999
$40,000- $44,999
$45,000- $49,999
$50,000- $59,999
$60,000- $74,999
$75,000- $99,999
Female, Age 25-34,
(YES to Pre-Wash)
(426)
4.4%
84
(808)
8.4%
175
(420)
4.4%
85
(295)
3.0%
78
(557)
5.8%
105
(1,140)
11.8%
136
(904)
9.4%
90
(1,398)
14.5%
111
Female, Age 25-34,
(YES to Detergents)
(1,402)
7.2%
137
(1,138)
5.9%
123
(962)
4.9%
97
(1,063)
5.5%
139
(867)
4.5%
82
(1,998)
10.3%
119
(1,702)
8.8%
84
(2,826)
14.5%
112
39
Household Size: 3 or more
A majority of the females ages 25-34 have three or more people in their household. Mintel
research showed households with a larger number of people show a much higher usage rate of
laundry stain remover products. Simmons Choices 3 was utilized to help determine the
household size of the target audience, and paralleled with what was found on Mintel. The
following chart shows the breakdown of household size among females 25 – 34.
Household Size
People in Household: One
People in Household: Two
People in Household: Three
People in Household: Four
People in Household: Five
People in Household: Five +
Elements
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
Gender: Female Age 25-34
1, 493
11.3%
42
3, 614
27.3%
77
2, 627
19.8%
133
3, 142
23.7%
179
1, 278
9.65%
171
2, 368
17.9%
186
40
Education Level: College 4 years
Patterns from Simmons Choices 3 data have shown trends for education specific to the target
audience. Females 25-34 are shown to have completed a full four-year college education,
receiving an undergraduate degree. The Census Bureaus showed that 28% of the US population
has a bachelor’s degree too.
Education Level
High School Diploma
College 2 Full Years
Undergraduate Degree
Graduate School
Elements
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
(000)
Vertical %
Index
Gender: Female Age 25-34
2, 862
21.6%
74
1, 407
10.6%
95
3, 091
23.3%
157
1, 474
11.1%
111
41
Other- Values Clothes
In addition to looking at who uses pre-wash additives, research was conducted to consider the
behaviors toward the usage of these products. In order to choose the right target market
recommendation for our campaign, we wanted to see who viewed pre-wash fabric products as an
everyday value. One of our main goals in this campaign is to encourage consumers to think
about stains every time they do laundry. We want to change the focus from only using stain
removers for emergency situations, to using them in every load. Females 18-34 expressed the
most interest in using stain removers each wash to boost performance, as well as to keep clothes
looking better longer. Hopefully, by grabbing the attention of the consumer who values how their
clothes look can create more brand awareness for Resolve Laundry Stain Remover.
All
Male,
18-34
Male,
35-54
Male,
55+
Female, Female,
18-34
35-54
Female,
55+
Emergency vs. Every day:
I would use a separate stain
remover rather than washing
stained items twice
Stain removers added to
wash loads help boost
cleaning performance
Fabric care products vs.
detergents:
Pretreating stains on clothing
with a dab of laundry
detergent usually gets rid of
them
Using stain removers or
whiteners in every wash
keeps clothing looking good
for longer
66
62
63
62
65
72
73
56
66
55
51
57
53
55
53
58
56
49
52
52
50
47
60
45
34
52
45
48
42
DMA RECOMMENDATIONS
The advertising campaign recommended will be on a national level. Six hot spots, better known
as DMA’s, have been selected for additional advertising. Listed below are the six recommended
hot spots to properly reach the target audience. These six hot spots have been selected based on
research in eight different factors: age, gender, income, education, families, household size, pretreat usage, and all-in-one detergent usage.
The six target DMA’s of emphasis are as follows:24
Los Angeles, California
Las Vegas, Nevada
Salt Lake City, Utah
Denver, Colorado
Baton Rouge, Louisiana
Dallas, Texas
24
SRDS- “Local Market Audience Analyst.”
43
FEMALES
The map above illustrates the areas with the highest density of females in the United States.
FEMALES 25-34
The above map illustrates the recommended target audience females 25-34. Targeting hot spots
that have a high density of females 25-34 is important for exposure to an advertisement.
44
HOUSEHOLD SIZE 3+
The situation analysis shows that as households get bigger then so does the usage of pre-treat
laundry additives. This map illustrates households who have 3+ people.
MAINSTREAM FAMILIES
Mainstream refers to working class, middle class, and child-filled households which are factors
within our target audience recommendation.
45
INCOME $50,000-$75,000
The above map illustrates DMAs where $50,000-$75,000 is an average income, where a majority
is in the Midwest.
BACHELOR’S DEGREE
There were not many DMAs that showed a strong presence of Bachelor’s degree, other than the
Northwest and northern Colorado.
46
PRE-TREAT USAGE
Pre-treat laundry additives were found to be more popular in the Midwest, South, and West
regions of the United States. However, the South had the highest vertical percentage of 38%.
Targeting the hot spots that already use pre-treat fabric care products will bring more brand
awareness for Resolve Laundry Stain Remover.
COMBINED MAP
The combined map gives insight on the areas where all factors overlap.
47
MEDIA PLAN
The overall goal for the Resolve Laundry Stain Remover “Stain Fighter Campaign” is to increase
brand awareness among the target demographic and establish a definitive place of positioning for
the product. In generating brand awareness, it is important that Resolve’s media reflects
differentiation between their brand and other laundry care brands. This differentiation will be
reflected through traditional media, all of which is a cohesive aspect of the media plan.
Listed below are the media objectives which will aid in a successful campaign:

Utilize media the target audience is familiar with.

Primarily target females 25-34, who are responsible for laundry and value their clothes.

Expand Resolve’s advertising strategy into new mediums.

Select media based on usage and cost efficiency analysis.
The recommended media for the “Stain Fighter Campaign” was selected based on Simmons
Choices 3 data.25
25
Experian Simmons Market Research Bureau- Fall 2011
48
RECOMMENDED MEDIA
Internet:
Home/Work Internet: Female 25-34
Quintile 1 (Highest)
Weighed (000)
Vertical %
Index
Quintile 2 (2nd Highest)
Quintile 3 (Middle)
2,218
1,747
2,097
22.9%
18.1%
21.7%
151
119
143
Simmons Research indicates those who use pre-treat laundry additives in their household ranked
highest (Quintile 1) in terms of their internet usage. An above-average vertical percentage
(22.9%) and high index number (153) suggest that these participants frequently use the Internet
as a media outlet. The following Quintiles, 2nd highest and middle still show a high vertical
percentage and index number too. Reemphasizing the fact that Internet usage is primarily high
among the target audience. Internet advertisements will be placed in Google Adwords and
YouTube.
Out of Home (Outdoor):
Outdoor: Female 25-34
Quintile 1 (Highest)
Weighed (000)
Vertical %
Index
Quintile 2 (2nd Highest)
Quintile 3 (Middle)
2,718
2,073
1,359
28.1%
21.4%
14.1%
141
107
70
49
In terms of vertical percentage, outdoor advertising surpassed internet with a vertical percentage
of 28.1%. However, outdoors’ index was lower compared to internet with 141. In the second and
third quintile, the index numbers begin to trail off, but still hold a strong vertical percentage
(21.4% and 14.1%). Research from Simmons Choices 3 highlights the outdoor activities of the
target audience who uses pre-wash fabric care products at home, which includes going to the
beach/lake, visiting zoos, and visiting aquariums. It can be concluded from this information that
the target audience spends a majority of their time outside, which requires commuting time.
Outdoor advertisements will be expressed through transit and billboards.
Television:
TV Prime Time: Female 25-34
Quintile 1 (Highest)
Weighed (000)
Vertical %
Index
Quintile 2 (2nd Highest)
Quintile 3 (Middle)
1,685
1,808
2,421
17.4%
18.7%
25.1%
87
94
125
Despite quintile data from Simmons suggesting primetime television shows the lowest usage of a
media outlet compared to internet and outdoor, it is recommended that it be pursued as an
advertising medium. The target audience does not use television as their primary media source,
but still watch network and cable shows that exude high vertical percentages and index numbers.
Five top network channels included NBC, ABC, CBS, FOX, and the CW. Among those
networks, shows such as Criminal Minds, Grey’s Anatomy, American Idol, The Voice, and The
Bachelor are all shows that interest the target audience. In terms of cable television channels
viewed, TBS, TLC, ABC Family, Lifetime, Food Network, MTV, and Bravo ranked the highest.
These channels provide the opportunity for Resolve Laundry Stain Remover to extend brand
awareness across various media.
It is important for Resolve to demand presence in all three of these mediums, especially with
major competitors such as OxiClean and Tide who have strong brand awareness in laundry
products. Advertising in these three media outlets provides the opportunity to engage with
millions of consumers on a national level, which is a crucial aspect of this national branding
campaign.
50
MEDIA CONSIDERED, BUT NOT USED
Newspaper:
The first media channel considered but not recommended for this campaign is newspaper.
According to Simmons data, readership of females 25-34 had a 4.2% vertical percentage of total
gross and an index number of 97. Overall, newspaper readership was higher in females 35+. The
advertising history section shows Resolve has not utilized newspapers in their advertising
strategy. According to Mintel, the internet has shifted focus away from traditional media such as
newspapers. In 2010, regular users of newspapers have dropped to 50%, creating less advertising
opportunities and forcing readers to migrate to the internet newspapers. 26
Radio:
Although radio was initially considered as a medium, Simmons research demonstrated it would
not be an effective medium for generating GRPs to reach the target audience. Choosing network
radio channels and specific DMA channels is the only way to reach the target demographic of
females 25-34. It would be expensive and would not get enough GRPs to reach the goal for this
national branding campaign. After speaking with local radio stations, they said the majority of
females 25-34 listen to the radio from 10AM to 3PM, not during morning or night drive time.
This suggests the target audience usually follows a pattern of running errands for the day.
Magazine:
Based on cross tabulation reports from Simmons representing the target audiences’ interest in
magazines, eight were chosen for potential advertising. For females 25-34, People, Star, US
Weekly, InTouch Weekly, OK! Weekly, Cosmopolitan, Glamour, and Parents showed the
highest numbers of readership in terms of vertical percentage and index number. However, the
target audience does not show high rates of magazines readership compared to older females.
This could suggest that since internet was a high media outlet for the target audience, consumers
could be viewing these magazines online. The vertical percentages and index numbers to
support these findings can be found in the appendix.
26
Mintel-“Online news more popular than reading newspapers” 2010
51
COST EFFICIENCY ANALYSIS
Medium
MAGAZINE
People
US Weekly
Cosmopolitan
InTouch Weekly
OK! Weekly
Star
Reach/Circulation
Females 25-34
Unit of Space/Cost
9,656,320
National Edition
Full page/color/
$337,400
Split Edition
Full page/color/
$219,400
People Top 10
Full page/color
$181,200
People Top 20
Full page/color
$240,000
Full page/ color
$231,310
2/3 page/color
$185,048
½ page/color
$138, 786
1/3 page/color
$92,524
Cover 2/color
$257,441
Cover 4/color
$300,703
Full page/color
$297,735
2/3 page/color
$223,300
½ page/color
$201,000
1/3 page/color
$148,900
1/6 page/color
$119,100
Second cover/color
$379,600
Fourth cover/color
$401,900
Full page/color
$68,595
2/3 page/color
$58,305
½ page/color
$44,585
1/3 page/color
$30,870
Cover 2/color
$82,305
Cover 4/color
$89,160
Full page/color
$66,830
2/3 page/color
$56,850
½ page/color
$43,480
1/3 page/color
$30,115
¼ page/color
$21,785
Cover 2/color
$80,190
Cover 4/color
$86,875
Full page/color
4,342,000
3,654,000
5,934,000
2,891,590
2,474,000
Rating
CPM
CPM
Females 25-34
$7.90
$34.94
$5.14
$22.72
$4.24
$18.76
$5.62
$24.85
$16.66
$53.27
$13.33
$42.61
$10.00
$31.96
$6.67
$21.31
$18.33
$59.29
$21.66
$69.25
$17.53
$81.48
$13.15
$61.11
$11.83
$55.00
$8.77
$40.75
$7.01
$32.59
$22.35
$103.88
$23.66
$109.98
$9.41
$11.56
$8.45
$9.83
$6.46
$7.51
$4.47
$5.20
$11.93
$13.87
$12.92
$15.02
$13.64
$23.11
$11.60
$19.66
$8.87
$15.03
$6.14
$10.41
$4.45
$7.53
$16.36
$27.63
$17.73
$30.04
$18.03
$48.64
52
Glamour
Parents
INTERNET
Facebook
3,658,000
6,009,000
Females 25-34
280,000
280,000
YouTube
<750 views/day
Google AdWords
1 billion
OUTDOOR
Billboard
Total Imp
Fresno, CA
3,100,000
Albuquerque, NM
465,200
Riverside-San
Bernardino, CA
6,900,000
Baton Rouge, LA
2,800,000
Portland to Vancouver to
Beaverton
3,800,000
Bloomington, IN
637,100
Boise City to Maple, ID
1,200,000
Dallas to Fort Worth, TX
10,000,000
Des Moines, IA
954,000
$120,355
2/3 page/color
$96,305
½ page/color
72,215
1/3 page/color
$48,150
1/6 page/color
$33,700
Cover 2/color
$144,430
Cover 4/color
$156,465
Full page/color
$240,511
2/3 page/color
$184,575
½ page/color
$162,196
1/3 page/color
$108,307
Cover 2/color
$288,650
Cover 3/color
$252,540
Cover 4/color
$300,679
Full page/color
$198,180
2/3 page/color
$153,260
½ page/color
$118,910
1/3 page/color
$82,580
Cover 2/color
$227,910
Cover 4/color
$237,820
Page Likes
$498.40
Bids for Clicks
$.67 per click
$187,000
Per view
$.40/4 wks/$1200
$2,000 per/day
6 months
$360,000 total
$14.42
$38.93
$10.81
$29.19
$7.21
$19.46
$5.05
$13.62
$21.63
$58.38
$23.43
$63.24
$20.84
$65.75
$15.99
$50.46
$14.05
$44.34
$9.38
$29.61
$25.01
$78.91
$21.88
$69.04
$26.05
$82.19
$10.49
$32.98
$8.11
$25.50
$6.29
$19.79
$4.37
$13.74
$12.06
$37.93
$12.58
$39.58
$.01
$6.53
$1.03
$667.85
$.11
$.13
$.36
4 panels/4wks
$16,972
5 panels/4wks
$4,000
8 panels/4wks
$36,880
100
$5.47
$446.89
200
$8.60
$96.62
50
$5.34
$538.45
5 panels/4wks
$14,300
7 panels/4wks
$49,000
100
$5.12
$327.86
50
$12.89
$341.62
4 panels/4wks
$9,000
3 panels/4wks
$4,605
10 panels/4wks
$32,000
6 panels/4wks
$12,000
100
$14.13
$226.17
50
$3.84
$297.40
50
$3.20
$298.08
50
$12.58
$716.97
53
Fort Collins to Loveland,
CO
569,700
Las, Vega NV
3,700,000
Austin, TX
5,500,000
Bakersfield, CA
2,500,000
Phoenix, AZ
6,500,000
Athens to Clark, GA
306,000
Gainesville, GA
916,500
Los Angeles, CA
20,400,000
3 panels/4wks
$6,450
50
$11.32
$567.63
5 panels/4wks
$20,500
9 panels/4wks
$47,250
6 panels/4wks
$27,240
16 panels/4wks
$56,000
2 panels/4wks
$3,000
4 panels/4wks
$7,000
32 panels/4wks
$148,800
50
$5.54
$505.34
100
$8.59
$329.87
100
$10.89
$366.74
50
$8.62
$509.41
50
$9.80
$351.06
150
$7.64
$207.07
50
$7.29
$169.56
Albuquerque, NM
3,875,872
KING /4wks
30”x144”
$17,000
QUEEN /4wks
30”x88”
$28,875
KING / 4wks
30” X 144”
$17,100
Bus Tail
21"x70"
$12,600
Bus Queen
30"x88"
$18,250
Bus King
30"x144"
$11,340
Bus Headlight
21"x44"
$11,498
King
30” x 144”
$36,000
Headlight
22”x44”
$14,200
Black & White
Open
Wk/day $23,920
Sunday $5,360
1 page
Wk/day $33,630
Sunday $4,848
1/7 page
$42,499.80
1/6 page
$49,583.10
½ page
$148,749.30
¼ page
$74,379.65
Open
Wk/day $2,700
Sunday $5,032
Page
$125,600
½ page
$81,500
¼ page
$61,300
1/8 page
$35,400
Sliding Billboard
$5,500
207
$4.39
$410.64
125
$7.97
$257.90
85
$3.49
$395.13
67
$3.26
$291.14
85
$2.72
$143.86
150
$4.11
$298.59
204
$1.35
$200.01
153
$4.29
$81.48
153
$1.69
$74.58
Transit
San Mateo, CA
3,624,867
San Bernardino, CA
4,895,408
San Bernardino, CA
3,868,661
Denver, CO
6,715,400
Fresno Area Express
2,758,834
Portland, OR
8,500,405
Salt Lake City, UT
8,373,092
NEWSPAPER
New York Times
Wall Street Journal
Total Readership
746,127
592,290
Washington Post
528,797 Daily
738,962 Sunday
USA Today
544,450 Daily
618,455 F-Su
Dallas Morning News
Online
Online
257,133
$50.24
$7.18
$45.07
$6.49
$71.76
$83.71
$251.14
$125.58
$5.10
$6.81
$230.69
$203.08
$149.69
$137.78
$112.59
$99.12
$65.02
$57.23
$21.39
54
LA Times
Online
141,600
1 month ad/package 1
$1500
Su/349,000
1 month ad/package 2
$3,000
Half Page (6c x 11") /
Weekday - $8870.40 /
with color $12,394.90
TELEVISION
NETWORK
ABC
Modern Family
Females 18-49
Half Page (6c x 11") /
Sunday - $12,074.70 /
with color $15,599.20
Quarter Page (3c x 11")
/ Weekday - $4,435.20 /
with color $7,959.70
Quarter Page (3c x 11")
/ Sunday - $6,037.35/
with color $9,561.85
.30 sec
America’s Funniest Home
Video
Grey’s Anatomy
1,387,200
Scandal
3,121,200
The Bachelor
3,814,800
Kelly and Michael
3,614,000
CBS
Criminal Minds
3,005,600
How I Met Your Mother
3,930,400
The Good Wife
3,814,800
Big Bang Theory
6,473,600
The Amazing Race
7,976,400
The Doctors
462,600
The Ellen Degeneres
3,841,000
NBC
The Voice
9,016,800
Dancing w/ The Stars
10,750,800
Law Order SVU
4,508,400
Parks and Recreation
9,363,600
Parenthood
3,236,800
Dr. Phil
809,200
FOX
American Idol
4,739,600
The Seattle Times
300,000
Wk/241,700
4,624,000
3,583,600
American Idol
Results show
Glee
4,508,400
The Simpsons
3,930,400
Family Guy
3,583,600
Kitchen Nightmares
2,543,200
2,774,400
$10.59
$10.00
$36.70
$51.28
$49.95
$34.59
$18.35
$12.70
$24.98
$17.29
Wed 9-9:30 pm
$193,635
Su 7-8pm
$87,392
Th 9-10pm
$222,113
Th 10-11pm
$207,053
M 8-10 pm
$165,857
M-F 9-10am
$35,000
4.0
$1.68
$41.87
1.2
$.75
$75.59
3.1
$1.91
$61.98
2.7
$1.79
$66.34
3.3
$1.03
$43.48
1.5
$.30
$9.68
Wed 9-10 pm
$128,487
M 8-8:30 pm
$141,772
Su 9-10 pm
$109,375
Th 8-8:30pm
$195,077
Su 8-9pm
$114,584
M-F 4-5pm
$10,000
M-F 3-4pm
$35,000
2.6
$1.11
$42.75
3.4
$1.22
$36.07
3.3
$.94
$28.67
5.6
$1.69
$30.13
6.9
$.99
$14.37
.4
$.08
$21.62
2.8
$.30
$9.11
M 8-10pm
$294,038
M 8-10pm
$204,806
Wed 9-10pm
$94,758
Th 8-8:30 pm
$78,146
Th 10-11 pm
$100,437
M-F 2-3pm
$10,000
7.8
$2.54
$32.61
9.3
$1.77
$19.05
3.9
$.82
$21.02
8.1
$.68
$8.35
2.8
$.87
$31.03
.7
$.08
$12.35
Wed 8-10 pm
$355,943
Th 8-9 pm
$289,942
Th 9-10 pm
$272,694
Su 8-8:30 pm
$253,170
Su 9-9:30 pm
$259,289
Th 9-10 pm
4.1
$3.08
$75.09
3.9
$2.50
$64.31
2.4
$2.36
$98.29
3.4
$2.19
$64.41
3.1
$2.24
$72.35
2.2
$.98
$44.88
55
Hell’s Kitchen
CW
America’s Next Top
Model
The Vampire Diaries
2,427,600
578,000
1,734,000
Super Natural
809,200
Nikita
346,800
90210
231,200
CABLE
Average Daytime
Early Fringe
Primetime
Late Fringe
Bravo
103,649,000
15,000
29,000
52,000
110,000
53,000
$114,146
Th 8-9 pm
$121,944
Wed 9-10 pm
$63,285
Th 8-9 pm
$74,913
Th 9-10 pm
$37,982
Th 9-10 pm
$61,584
Tu 8-9 pm
$58,347
.30 sec
M-F
M-F
M-Su
M-F
Early Morning M-F 6-8
am
$550
Daytime M-F
8am-3pm
$1,562
Early Fringe M-F
3pm-7pm
$3,184
Primetime M-Su
7pm-12pm
$14,640
Weekend Day
8am-7pm
$4,486
2.1
$1.05
$50.23
.5
$.55
$109.49
1.5
$.65
$43.20
.7
$.33
$46.94
.3
$.53
$177.57
.2
$.50
$252.37
.08
$8.99
$10.20
$33.85
$12.65
$5.05
$17.43
$18.63
$46.77
$17.31
$36.66
.15
$8.98
$53.86
.26
$12.25
$61.23
.55
$22.04
$133.09
.27
$14.06
$84.64
Dallas-Ft. Worth
HGTV
51,000
105,000
ABC Family
65,000
112,000
Food Network
56,000
138,000
MTV
128,000
358,000
Lifetime
21,000
118,000
TLC
81,000
192,000
E!
35,000
85,000
:30 sec
M-Su 6am-6pm
$102.00
M-Su 6pm-12am
$241.00
M-Su 6am-6pm
$20
M-Su 6pm-12am
$73.00
M-Su 6am-6pm
$72.00
M-Su 6pm-12am
$193.00
M-Su 6am-6pm
$13.00
M-Su 6pm-12am
$41.00
M-Su 6am-6pm
$30.00
M-Su 6pm-12am
$146.00
M-Su 6am-6pm
$10.00
M-Su 6pm-12am
$41.00
M-Su 6am-6pm
$8.00
M-Su 6pm-12am
$53.00
.2
$2.00
.3
$2.29
.2
$.31
.4
$.65
.2
$1.28
.4
$1.39
.4
$.10
1.1
$.11
.1
$1.43
.4
$1.24
.3
$.12
.4
$.21
.2
$.23
.4
$.62
.36
$6.96
.29
$8.55
0.02
$125.52
Los Angeles, California
Bravo
34489
ABC Family
28063
CNBC-TV
1912
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
56
CNN -TV
22519
Food Network
33742
FX TV
17126
HGTV
20389
Lifetime
19082
MTV
34978
TBS
29278
TLC
22721
TNT
12967
USA
35895
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
.24
$10.66
.29
$7.11
.18
$14.01
.21
$11.77
.20
$12.58
.37
$6.86
.31
$8.20
.24
$10.56
.14
$18.51
.14
$6.69
Th 8-8:30 pm
$5,613.30
Wed 9-10pm
$$2,702.70
8.1
$19.01
3.9
$9.15
Wed 9-10pm
$842.40
Wed 9-9:30 pm
$864
3.9
$3.66
4.0
$3.75
Su 8-9pm
$2,118.30
Su 9-10 pm
$1,013.10
6.9
$14.57
3.3
$6.97
M 8-10pm
$1,032.30
Th 8-9 pm
$166.50
9.3
$15.93
1.5
$2.57
M-F 6-10am
:60/$40
.2
$94.20
$600.85
M-F 10am-3pm
:60/40
Sa 10am-3pm
:60/20
M-F 6-10am
:60/$55
.5
$37.68
$240.34
.2
$47.10
$300.43
2.7
$9.59
$61.19
M-F 10am-3pm
:60/$60
M-F 10am-3pm
:60/$40
2.2
$10.47
$81.93
2.2
$8.56
$54.62
.6
$38.56
$279.45
.7
$27.57
$199.61
.7
$33.05
$239.53
.7
$29.65
$394.96
.7
$21.18
$282.11
Estimated Cost based on
TV rating./DMA CPP
Denver, Colorado
Primetime
Parks and Recreation
Law and Order SVU
Salt Lake City, Utah
Primetime
Law and Order SVU
Modern Family
Las Vegas, Nevada
Primetime
The Amazing Race
The Good Wife
Baton Rouge, Louisiana
Dancing With the Stars
The Vampire Diaries
RADIO
KIZN-FM 92.3
Boise, Idaho
Country
KCIX Mix 106
Boise, Idaho
Today’s Hits
KSAS 103.5
Boise, Idaho
Top 40
San Bernardino, CA
KVCR 91.9 Public Radio
Fort Worth, Texas
KPLX 99.5 Country
41,400
41,400
41,400
411,900
512,900
575,300
Fresno, CA
KSKS 93.7 Country
14,800
M-F 5-9am
:30/$500
M-F 6a-10a
:30/$180
M-W 10am-3pm
:30/$150
M-F 3p-7p
:30/$180
M-F 10am-3pm
:30/$105
Saturday 10am-3pm
:30/$75
57
The cost efficiency analysis highlights six different types of media: Magazines, Internet,
Newspapers, Outdoor, Television, and Radio. The magazines that were chosen were based on the
interests and popular magazines among females 25-34. Internet options included, Facebook,
YouTube, and Google Adwords. The internet choices were chosen upon popular sites searched
by the target audience. Newspaper was not popular among the audience, but for the cost
efficiency analysis options for different newspapers were explored. For outdoor, there are
options for billboards and transit, in the top chosen DMAs, as well as other locations. Television
has both network and cable options. The channels and specific shows were chosen based on
research from Simmons Choices 3 for the target audience females 25-34. Finally, radio was the
last medium on the cost efficiency analysis, where most of the radio stations are located in the
top DMAs such as Texas and California
COST RANKER
CPP
Station/Program
$48,408.75
ABC
Modern Family
$71,649.35
America’s Funniest
Home Video
Grey’s Anatomy
$76,686.30
Scandal
$50,259.70
The Bachelor
$4,666.66
Kelly and Michael
$24,709.04
CBS
Criminal Minds
$72,826.67
$41,697.65
$33,143.93
How I Met Your
Mother
The Good Wife
$34,835.18
Big Bang Theory
$16,606.38
The Amazing Race
$5.68
The Doctors
$1,250
The Ellen
DeGeneres
NBC
The Voice
$37,697.18
$22,022.15
$12,148.46
Dancing w/ The
Stars
Law Order SVU
$2,411.91
Parks and
Time/Cost
.30 sec
Rating
# of Spots
Rating
GRP
Weekly
Totals
Wed 9-9:30 pm
$193,635
Su 7-8pm
$87,392
Th 9-10pm
$222,113
Th 10-11pm
$207,053
M 8-10 pm
$165,857
M-F 9-10am
$35,000
4.0
1x
4.0
$193,635
1.2
1x
1.2
$87,392
3.1
1x
3.1
$222,113
2.7
1x
2.7
$207,053
3.3
1x
3.3
$165,857
1.5
5x
7.5
$175,000
Wed 9-10 pm
$128,487
M 8-8:30 pm
$141,772
Su 9-10 pm
$109,375
Th 8-8:30pm
$195,077
Su 8-9pm
$114,584
M-F 4-5pm
$10,000
M-F 3-4pm
$35,000
2.6
2x
5.2
$256,974
3.4
1x
3.4
$141,772
3.3
1x
3.3
$109,375
5.6
1x
5.6
$195,077
6.9
1x
6.9
$114,584
.4
40x
16
$400,000
2.8
10x
28
$350,000
M 8-10pm
$294,038
M 8-10pm
$204,806
Wed 9-10pm
$94,758
Th 8-8:30 pm
7.8
1x
7.8
$294,038
9.3
1x
9.3
$204,806
3.9
4x
15.6
$379,032
8.1
4x
32.4
$312,584
58
$35,870.36
Recreation
Parenthood
$714.29
Dr. Phil
$86,815.37
FOX
American Idol
$74,344.10
$113,622.5
American Idol
Results show
Glee
$74,461.76
The Simpsons
$117,858.64
Family Guy
$51,884.55
Kitchen Nightmares
$58,068.57
Hell’s Kitchen
$54,260
CW
America’s Next Top
Model
The Vampire
Diaries
Super Natural
$205,280
Nikita
$291,735
90210
$6,875
CABLE
Bravo
$126,570
$24,971
$1,041.33
$1,224.62
$26,618.18
$16,614.81
$36.43
Dallas-Ft. Worth
DMA
HGTV
$114.76
$7.14
ABC Family
$26.07
$25.71
$68.93
Food Network
$78,146
Th 10-11 pm
$100,437
M-F 2-3 pm
$10,000
2.8
1x
2.8
$100,437
.7
20x
14
$200,000
Wed 8-10 pm
$355,943
Th 8-9 pm
$289,942
Th 9-10 pm
$272,694
Su 8-8:30 pm
$253,170
Su 9-9:30 pm
$259,289
Th 9-10 pm
$114,146
Th 8-9 pm
$121,944
4.1
1x
4.1
$355,943
3.9
1x
3.9
$289,942
2.4
1x
2.4
$272,694
3.4
1x
3.4
$253,170
3.1
1x
3.1
$259,289
2.2
1x
2.2
$114,146
2.1
1x
2.1
$121,944
Wed 9-10 pm
$63,285
Th 8-9 pm
$74,913
Th 9-10 pm
$37,982
Th 9-10 pm
$61,584
Tu 8-9 pm
$58,347
.30 sec
Early Morning
M-F 6-8 am
$550
Daytime M-F
8am-3pm
$1,562
Early Fringe M-F
3pm-7pm
$3,184
Primetime M-Su
7pm-12pm
$14,640
Weekend Day
8am-7pm
$4,486
.5
1x
.5
$63,285
1.5
2x
3
$149,826
.7
1x
.7
$37,982
.3
1x
.3
$61,584
.2
x
.2
$58,347
.08
5x
4
$2,700
.15
10x
1.5
$15,620
.26
10x
2.6
$31,840
.55
5x
2.75
$73,200
.27
1x
.27
$4,486
.2
12x
2.8
$1,224
.3
12x
2.1
$2,892
.2
12x
2.8
$240
.4
12x
2.8
$876
.2
12x
2.8
$864
.4
12x
2.8
$2,316
:30 sec
M-Su 6am-6pm
$102.00
M-Su 6pm-12am
$241.00
M-Su 6am-6pm
$20
M-Su 6pm-12am
$73.00
M-Su 6am-6pm
$72.00
M-Su 6pm-12am
$193.00
59
$32.50
MTV
$2.66
$100
Lifetime
$52.14
$1.66
TLC
$102.50
$2.86
E!
$18.93
$96
Los Angeles DMA
Bravo
$120
ABC Family
$1,714.29
CNBC-TV
$141.18
CNN -TV
$120
Food Network
$184.62
FX TV
$160
HGTV
$171.43
Lifetime
$92.31
MTV
$109.09
TBS
$141.18
TLC
$266.67
TNT
$266.67
USA
$693
Denver, Colorado
Parks and
Recreation
Law and Order
SVU
Salt Lake City, Utah
Law and Order
SVU
Modern Family
$316
$307
Las Vegas, Nevada
The Amazing Race
The Good Wife
$111
M-Su 6am-6pm
$13.00
M-Su 6pm-12am
$41.00
M-Su 6am-6pm
$30.00
M-Su 6pm-12am
$146.00
M-Su 6am-6pm
$10.00
M-Su 6pm-12am
$41.00
M-Su 6am-6pm
$8.00
M-Su 6pm-12am
$53.00
.4
7x
2.8
$91
1.1
12x
15.4
$574
.1
7x
.7
$210
.4
12x
2.8
$1,022
.3
12x
6
$200
.4
7x
2.8
$287
.2
12x
2.8
$112
.4
12x
2.8
$371
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
M-Su 4pm-12am
$240
.36
7x
2.5
$1,680
.29
7x
2.0
$1,680
0.02
7x
.14
$1,680
.24
7x
1.7
$1,680
.29
7x
2.0
$1,680
.18
7x
1.3
$1,680
.21
7x
1.5
$1,680
.20
7x
1.4
$1,680
.37
7x
2.6
$1,680
.31
7x
2.2
$1,680
.24
7x
1.7
$1,680
.14
7x
.9
$1,680
.14
7x
.9
$1,680
Th 8-8:30 pm
$5,613.30
Wed 9-10pm
$2,702.70
8.1
24x
8.1
$134,719.2
3.9
24x
3.9
$64,864.8
Wed 9-10pm
$842.40
Wed 9-9:30 pm
$864
3.9
24x
3.9
$20,217.60
4.0
24x
4.0
$20,736
Su 8-9pm
$2,118.30
Su 9-10 pm
$1,013.10
6.9
24x
6.9
$50,839.2
3.3
24x
3.3
$24,314.4
Baton, Rouge,
Louisiana
60
$200
Dancing With the
Stars
The Vampire
Diaries
RADIO
KIZN-FM 92.3
Boise, Idaho
Country
$80
$100
$20.37
KCIX Mix 106
Boise, Idaho
Today’s Hits
$27.27
$18.18
$300
KSAS 103.5
Boise, Idaho
Top 40
San Bernardino, CA
KVCR 91.9
Public Radio
Fort Worth, Texas
KPLX 99.5
Country
$214.29
$257.14
$150
$107.14
Fresno, CA
KSKS 93.7
Country
M 8-10pm
$1,032.30
Th 8-9 pm
$166.50
9.3
24x
9.3
$24,775.2
1.5
24x
1.5
$3,996
M-F 6-10am
:60/$40
.2
2x
.4
$80
M-F 10am-3pm
:60/40
Sa 10am-3pm
:60/20
M-F 6-10am
:60/$55
.5
2x
1
$80
.2
4x
.8
$80
2.7
2x
5.4
$110
M-F 10am-3pm
:60/$60
M-F 10am-3pm
:60/$40
2.2
2x
4.4
$120
2.2
4x
4.4
$160
M-F 6a-10a
:30/$180
.6
2x
1.2
$360
M-F 10am-3pm
:30/$150
M-F 3p-7p
:30/$180
M-F 10am-3pm
:30/$105
.7
2x
1.4
$300
.7
2x
1.4
$360
.7
4x
2.8
$420
Saturday 10am3pm
:30/$75
.7
4x
2.8
$300
M-F 5-9am
:30/$500
61
MEDIA FLOWCHART
Audience: 25-34
June
1 2
3
4
July
1 2
3
4
August
1 2 3
4
September
1 2 3 4
October
1 2 3
4
November
1 2 3 4
Television
*Network
ABC
Kelly and Michael
CBS
The Doctors
Ellen
NBC
Law Order SVU
Parks & Recreation
Dr. Phil
*Cable
Bravo
Dallas DMA
HGTV
ABC Family
Food Network
MTV
Lifetime
TLC
E!
Los Angeles DMA
Bravo
ABC Family
Food Network
HGTV
MTV
TBS
TLC
Denver, Colorado
Parks& Recreation
Law& Order SVU
Salt Lake City, UT
Law& Order SVU
Modern Family
Las Vegas, NV
Amazing Race
The Good Wife
Baton, Rouge, LA
Dancing w/ T.S.
Vampire Diaries
62
MEDIA FLOWCHART
December
1 2 3 4
January
1 2 3
4
February
1 2 3 4
March
1 2 3
4
April
1 2 3
4
May
1 2
GRP’s
3
4
7.5
16
28
15.6
32.4
14
4.1
4.9
5.6
5.6
15.4
2.8
6
5.6
2.5
2.0
2.0
1.5
2.6
2.2
1.7
8.1
3.9
3.9
4.0
6.9
3.3
9.3
1.5
63
Audience: 25-34
June
1 2
3
4
July
1 2
3
4
August
1 2 3
4
September
1 2 3 4
October
1 2 3
4
November
1 2 3 4
Billboard
Dallas Texas
Baton Rouge
Las Vegas
Denver Colorado
Los Angeles
Salt Lake City, UT
Transit
Denver Colorado
Salt Lake City, UT
Internet
Facebook
YouTube
Google AdWords
64
December
1 2 3 4
January
1 2 3
4
February
1 2 3 4
March
1 2 3
4
April
1 2 3
4
May
1 2
GRP’s
3
4
50
100
50
50
67
153
Total GRP’s
Television
 Network: 113.5
 Cable: 105.4
Billboard: 250
Transit: 220
65
CREATIVE STRATEGY
“Think About Stains Every Wash”
Positioning Statement:
To effectively reach young female adults in the “Stain Fighter Campaign,” it is recommended
that they be targeted for one thing: how Resolve laundry stain remover fits into their daily
laundry responsibilities. The goal is to create brand awareness for Resolve laundry stain remover
and the value it adds to every wash. “Think about stains every wash” is an appropriate slogan for
this campaign because it emphasizes the usage of pre-treat additives for every load of laundry.
The Advertising Challenge:
The Resolve brand is prominently known for their carpet cleaning products. After teaming up
with Spray N’ Wash, the fabric care products still have low awareness as a laundry product.
Resolve must expand their brand awareness to compete with the fabric care product leaders:
OxiClean, Tide, Clorox, and Shout. These industry leaders are heavy users of network, cable,
and syndication television, specifically infomercials. Resolve laundry products have not been
successful in their advertising strategy, with no memorable television, magazine, radio, or online
advertisements. Although Resolve started as a tough stain fighting carpet cleaner, they have
since expanded their product line to all-in-one stain fighting products that can be used on an
array of stains and clothing fabrics.
Who Is The Audience?
The target audience consists of females ages 25-34, who value their clothes, and are aware that
the pre-treat laundry additive products boost performance for every wash. They have a
bachelor’s degree, income level of $50,000-$75,000, 3+ household sizes and primarily reside in
the following cities: Dallas, Los Angeles, Baton Rouge, Denver, Las Vegas, and Salt Lake City.
What They Think and Do?
Consumers within the target market typically see pre-treat laundry additives as emergency
situation products. If their clothes are stained they will use the products that work for that
specific stain or the specific fabric type. Consumers are not aware that fabric care products add
great value to each wash and can keep clothes looking better longer. Instead, a majority of
consumers believe the new all-in-one detergents will get the job done for every load.
66
What We Want Them To Think and Do?
Resolve Laundry Stain Remover needs to establish itself as a top brand and an added value
among the target market. A primary goal of this campaign is to encourage consumers to use pretreat fabric care products for every wash. Resolve is not just a brand, but also rather a product
that can meet the everyday laundry needs and responsibilities of the consumer. Resolve pre-treat
products should become an applicable aspect of every consumer’s life.
The BIG Idea: “End The All-In-One Epidemic”
In our creative advertisements we want to highlight Resolve pre-wash laundry additives and
encourage the target audience to use Resolve with every wash. Our big idea is to promote stains
as an epidemic, and the cure is Resolve laundry products. The All-In-One detergents are the
cause of epidemic and resolve is the solution. Consumers used to care about their clothes and
Resolve has been there from the beginning to treat the stains when needed. However, these allin-ones have allowed stains to go unnoticed. The evidence is there that these all-in-ones are not
equal to pre-wash treatment of Resolve. The target audience, females ages 25-34, are the most
risk and must be educated in order to stop the epidemic. The target audience needs to be thinking
about stains every wash, and using Resolve to end the epidemic.
How to Connect with the Consumers
In order to effectively and efficiently connect with the target audience it is important to utilize
media they currently use. This particular demographic utilizes television, internet, and outdoor
media outlets. Constructing a campaign through these forms of media will generate brand
awareness and loyalty due to the familiarity of the medium.
The Campaign Tone
Resolve’s “Stain Fighter Campaign” is a problem-solution tactic that will reposition Resolve and
stains in the minds of the target audience females 25-34. The overall tone throughout the
campaign will be an engaging, dramatized, and intense experience.
67
INTERNET
The internet advertisement’s main element is based on a horror scene. It is placed in a darkened
room with a pile of clothes showing laundry that has been wasted. A death toll counter represents
every time a piece of clothing is thrown away because of a simple stain. Light draws the eye to
the washing machine where everything can be cured with Resolve. End the All-In-One Epidemic
and “Think About Stains Every Wash” reminds the target audience of the big idea and campaign
slogan. These advertisements will be placed on websites based on popular google internet
searches of the target audience. The top websites will be beauty, health, fashion, and news.
68
BILLBOARD
The laundry trails off to the left, depicting dirty, deteriorating, and dissolving laundry,
emphasizing that the clothes are dying from the all-in-one detergents. To the far right is the
solution, Resolve, which is highlighted as clean and the cure for the all-in-one epidemic. The
billboards will be featured in the six DMAs for 4 weeks: Dallas, Los Angeles, Las Vegas,
Denver, Baton Rouge, and Salt Lake City.
In the last week we will feature a snipe-it of a white laundry basket with the Resolve logo,
signifying the call to action to be the solution of fighting stains.
Snipe-it Version:
69
TELEVISION COMMERCIAL
All-In-One Stain Epidemic
:30 Seconds
VIDEO
0:00-0:03 – Camera is heading down a dimly
lit hallway toward a fluorescent room.
0:03-0:10 – A shirt with a stain is attempting
to creep out of a dryer in the laundry room. It
shakes in pain as it loses its will to live.
Client: Resolve
AUDIO
MUSIC: Creepy horror theme plays
throughout
ANNOUNCER: “A terrible epidemic is
sweeping the nation.
Look at her, a trendy innocent victim robbed of
her youth by a treatable stain.”
MUSIC: Slow motion “Nooooooo” music
0:10-0:15 – Slow horror shot of All-In-One
detergent being dumped into a washing
machine.
0:15-0:19 – Scene changes to a female ripping
up the same shirt into shreds in order to use as
a rag.
ANNOUNCER: “All because her owner
didn’t Resolve to use laundry stain remover.
Millions will continue to suffer the same fate
unless you do your part.
Think about stains every wash. Use Resolve
0:19-0:24 – Frame of a female ripping up a rag
rapidly multiplies to two frames, then four,
then eight, etc. Filling up the entire screen
(Brady Bunch affect).
0:24-0:27 – Shot of the same rag being thrown
into a dark mop bucket. Rag dissolving into
bucket
Or Keep spending $50 on rags.”
SFX: Loud slamming sound as logo appears
ANNOUNCER: “End the All-in-one
Epidemic.”
0:27-0:30 Resolve logo coming into the shot
from the dark spot of the bucket
70
Story Board
Screen 1:
Screen 2:
Screen 3:
Screen 4:
Screen 5:
Screen 6:
71
PRODUCTION COST
Television Commercial:
Talent:
Main performer
Announcer
Crew:
Producer
Director
Technical Producer
DOP
Sound
Art Director
Camera Operator
Production Asst.
Make up
$1,254
$944
Floor Director
Editor:
VO Artist
$1,200
$1,200
$1,000
$ 800
$600
$600
$800
$800
$600
Equipment:
Camera Package
Film package
Lighting package:
Dolly Package
Van
Studio Package
Voice over package
On line Linear
TOTAL
$600
$1,800
$1,500
$2,800
$3,000
$300
$900
$120
$500
$1,800
1,800
28,918
181 for each 13 weeks
Denver
Dallas
LA
Baton Louge
Las Vegas
Salt Lake City
4
7
1075.30
2
2
2
Internet:
Photography Fee:
expenses
Usage Rights:
Stylist:
Graphic Designer
Illustrator
Billboard/Transit
$7,000+
$2,100
$600
$70/hour
$40/hour
Photography Fee:
expenses
Usage Rights:
Design Material 55 panels
$7,000+
$2,100
$35,112.00
72
SALES PROMOTIONS
Tough Mudder Sponsorship:
As promotional support for the advertising campaign, Resolve will be sponsoring a rapidly up
and coming event series which relates directly to the product’s primary function. The event is
called Tough Mudder, a series of ten to twelve mile military-style obstacle courses that take
place across the United States. The courses test individual’s strength, stamina, mental grit and
camaraderie. They also get participants very, very dirty. This is where Resolve comes in.
Tough Mudder’s popularity is growing quickly. The following graphs based on Tough Mudders
“Sponsorship Insights” illustrate the explosive growth of the event series over the last four years:
Annual Number of Events
60
40
20
0
2010
1000000
2011
2012
2013
2014
Annual Number of Participants
800000
600000
400000
200000
0
2010
2011
2012
2013
2014
73
Annual Number of Spectators
400000
300000
200000
100000
0
2010
2011
2012
2013
2014
2013
2014
Total Facebook Fans
6000000
5000000
4000000
3000000
2000000
1000000
0
2010
2011
2012
The growth shows no signs of slowing any time soon. In an interview with Advertising Age,
Tough Mudder recently appointed CMO Carol Kuse who spoke about the power of the Tough
Mudder community’s word-of-mouth. “People can’t NOT talk about their experiences – and
share it with their friends,” said Kuse in the interview. Sponsorship of the event gets Resolve’s
message out to more people than just the participants and spectators. Branded materials will
appear in the background of participants Facebook posts, Instagram pictures and Tweets. As the
event continues to grow, this type of exposure will only become more common. Based on the
estimated 800,000 participants and 300,000 spectators in 2014, the CPM for direct event
impressions in this sponsorship is $681.82. These impressions will be supplemented by the
additional word-of-mouth social media impressions.
In addition to impressions generated directly from participants and spectators, Resolve will make
occasional appearances in Tough Mudder’s own marketing. According to Tough Mudder’s
published 2012 media values for print, online and broadcast event series generates annual
impressions as follows:
74
Media
Print
Online
Broadcast
Total
Impressions
41,016,008
633,016,000
78,777,978
752,809,987
While this is a gaudy total, Resolve will only appear in a fraction of these impressions. The
brand will be seen in the background of videos, pictures, and in various places in Tough
Mudder’s social media and online outlets. These are potential media impressions. Based on the
price tag of the event and the total impressions figure noted above; the CPM for these “potential
media impressions” is $0.99.
Official sponsorship of Tough Mudder will cost $750,000 of Resolve’s marketing budget. The
cost includes the company logo on many event materials such as the race completion t-shirt,
banners and posters. In addition to this, Resolve’s logo will be seen on Tough Mudder’s online
presences – including the official website, emails and social media contact points. Resolve would
also be permitted to use the Tough Mudder brand in its own promotions such as contests,
packaging and special online destinations. Finally this sponsorship will give Resolve the
opportunity to create one “branded obstacle” to be placed at each of the 55 events taking place
across the United States in 2014.
Tough Mudder's "Phoenix" Obstacle
The key to choosing a good branded obstacle is to choose one which is well known and
frequently photographed. This way the exposure is maximized by participant and spectator social
media sharing. Perhaps the most visually striking of all obstacles is called “Phoenix”.
75
In this obstacle, participants crawl through a smoky chute to get to the final flames: a four foot
high wall of blazing flames to jump over. For participant safety on the other side of the wall is a
pit of water to cool them off. To sponsor this obstacle, we recommend Resolve flank it on either
side with two 10’Wx5’H billboards with the phrase: “STAINS ARE TEMPORARY. GLORY IS
FOREVER.” Alongside this phrase will be a gritty Resolve logo. Keeping with the general
theme of the campaign to “Think About Stains Every Wash”. In the gritty and intense moment
the last thing participants will be thinking about is the state of their clothing. However, the
billboard will remind them that even though their clothes are stained – they can be cleaned. At
the same time it alludes to the “glory” of completing the Tough Mudder event.
In addition to the branded obstacle, Resolve will have a booth at each post-race event. At the
10x10 booth Resolve will take the opportunity to connect with participants one step further. A
number of computers will be set up, and finishers will be asked to log into Facebook and like the
separately branded “Resolve Tough Mudder Facebook Page.” They will receive a special $2.00
off digital coupon to be used on a regular sized pack of Resolve Pre-Treat Stain Remover.
Participants will be encouraged to use the coupon to purchase some Resolve Stain Remover to
clean the clothes they just completed the event in, which will set the brand up to have further
dialogue with participants in the future. The materials for the booth and branded obstacle will be
an additional cost on top of the sponsorship fee. The cost will be covered by the remaining
$190,000 of the sales promotion budget. An itemized estimate of the total cost of sponsorship is
provided below:
Item/Expense
Sponsorship Fee
Description
Standard fee, annual
Billboards
10’Wx5’H, two at each event, one
time use due to size*27
Two tall vertical banners, one long
horizontal banner to be transported
from event to event**
Two laptops for Facebook sign-up
at each event. (HP Pavillion 14
Chrome Book)
One representative at each event for
six hours ($15/Hr)
Estimated coupon redemption of
5% for $2.00 off digital coupons
Booth Banners
Laptops
Labor
Coupon Redemption
Count
1
Cost
$750,000.00
110
$1,650.00
3
$374.40
2
$599.98
330 Hours
$4,950
40,000
$80,000
TOTAL
$837,574.38
**Pricing based off displays2go.com, three (3) 96”x22” banner at $125.45 ea.
27
www.billboardsetcinc.com
76
Facebook Page Resolve/Tough Mudder
77
78
TRADE PROMOTIONS
Supermarket News:
Supermarket News is the leading national circulated trade magazine for the food distribution
industry. The print and online magazine covers information from news, trends, and features in
the industry. The brand’s readership includes retailers, manufacturers, brokers, analyst, and
others associated with the food distribution industry. Supermarket News is seen as an
authoritative voice because it operates with the largest and most experienced editorial staff in the
industry.28
Medium
Subscribers
Unit of Space/Cost
CPM
20,795
Full Page/color
$13,360
Junior Page/color
$11,670
1/2 Page (Island or
Horizontal)/color
$8,375
¼ Page/color
$5,510
1/8 Page/color
$3,390
$642.46
MAGAZINE
$561.19
$402.74
$264.96
$163.02
Progressive Grocer Advertisement:
Progressive Grocer aims to targets top management at headquarters and key decision makers at
store level. It reaches chain supermarkets to regional and local independent grocers,
supercenters, wholesale distributors, and other supply train partners.29
Medium
Reach/Circulation
Unit of Space/Cost
CPM
37,527
Full page/ color
$10,690
½ page/ color
$5,940
1/3 page/ color $5,380
$5,38
1/4 page/ color $4,300
$4,300
$284.86
MAGAZINE
28
29
$158.29
$143.36
$114.58
"Supermarket News."
"Progressive Grocer.”
79
ASD Tradeshow:
Las Vegas, Nevada
ASD Las Vegas brings the largest variety of merchandise together in one consumer-goods
tradeshow. The established tradeshow continues to grow with quality products at every price
point. Thousands of attendees from retail distribution channels come to the tradeshow to discover
new suppliers and product categories. This tradeshow is held twice annually and is the best
opportunity for buyers to find merchandise that will set their business apart.30
Liquidation category
 $3,100 space w/ no booth
 $1,000-$5,100 booth through ASD
New York City, New York
The New York Wholesale Expo is produced by ASD and is a regional value/value and closeout
show held annually in September serving buyers in the Northeast United States. The event
allows vendors to reach the single largest metropolitan area in the United States and serve
retailers, distributors, including general merchandised stores too: grocery stores, discount stores,
hardware stores, convenience stores, etc. The tradeshow is a smaller portion of the ASD event
held in Las Vegas. This show is held for buyers who do not have the opportunity to come to the
larger ASD event.31
Value and Variety category
 Contract
o Sign a contract to be a participant in the tradeshow
 Participation Fee: $3,225
 10’ x 10’ booth, carpet, standard ID sign, two plastic chairs, gray
drapes, one waste basket
 Additional costs
o Shipping
o Employees
o supplies
30
31
"ASDLV." Retail Merchandise Trade Show.
"Value + Variety Expo." New York Trade Show
80
Food Marketing Institute Tradeshow:
The FMI Connect Tradeshow offers opportunities for meaningful interaction with buyers that
will boost awareness among an influential audience. Exhibitors will meet over 15,000 innovators
from every channel of food retail. There will be distributors, national retail chains, drug stores
and convenience stores from around the world. 32
 Buyers and Purchases from Chain
 Participation Fee: $3,400
 10’ x 10’- 100 sq ft’
o Booth- pipes, drapes, Wi-Fi, table and chairs
 Outside location
Valassis In-Store:
 A standard Shelftalker (5.5” x 7.5”)
o $18-$30 per store for a 4 week cycle.
o Includes media, printing, kitting, shipping, and execution.
 Floor graphics (24” x 36”),
o $25 and $42 per store for a 4 week cycle.
32
"Food Marketing Institute."
81
BUDGET RECOMMENDATION
Budget Breakdown
Budget: $4,700,000
Sales Promotion: (20%)
 $940,000 Sales Promotion Budget
o $837,574.38 Sales Promotion
o $75,400 Trade Promotion
 Budget Leftover: $27,025.62
Production Cost: (15%)
o $564,000 Production Cost Budget
Media Budget: $3,196,000
 Billboard/Transit: $294,090
 Internet: $554,698.40
 Television: $2,230,989.40
o Budget Leftover: $116,222.22
Itemized Media Budget
Billboard/Transit







Dallas, Texas
o 10 panels/4wk $32,000
Baton Rouge, Louisiana
o 5 panels/4wk $14,300
Las Vegas, Nevada
o 5 panels/4 wk $20,500
Los Angeles, California
o 32 panels/4wk $148,800
Fort Collins to Loveland, Colorado
o 3 panels/4wk $6,540
Denver, Colorado
o Bus Queen $18,250
Salt Lake City, Utah
o King 30” x 144” $36,000
o Headlight 22” x 44” $14,000
*Additional Snipe-it Cost: $.50 per sq. foot
55 panels- $9,240
82
Television


Network
o ABC

o NBC

o CBS

o Bravo

$175,000
$891,616
$750,000
$47,460
Cable
o
o Dallas DMA
 $10,691
o Los Angeles DMA
 $11,760
o Denver DMA
 $199,584
o Salt Lake City DMA
 $40,953.60
o Las Vegas DMA
 $75,153.60
o Baton Rouge DMA
 $28,771.20
Total
$2,230,989.40
Internet



Total
Facebook
o Page Likes
 $498.40
o Bids for Clicks
 $187,000
YouTube
o 6 months: $7,200
Google Adwords
o 6 months: $360,000
$554,698.40
83
Itemized Sales Promotion Budget
Sponsorship Fee
Standard fee, annual
$750,000.00
Billboards
10’Wx5’H, two at each event, one time use due to size*
110/$1,950.00
Booth Banners
Two tall vertical banners, one long horizontal banner to be transported from event to event**
3/$374.40
Laptops
Two laptops for Facebook sign-up at each event. (HP Pavillion 14 Chrome Book)
2/$599.98
Labor
One representative at each event for six hours ($15/Hr)
330 Hours/$4,950
Coupon Redemption
Estimated coupon redemption of 5% for $2.00 off digital coupons 40,000 for $80,000
TOTAL
$837,574
Itemized Trade Promotion
Budget: $102,426
In-store graphics
o Avg. 165 stores/per DMA
o Shelftalkers-$30,000
o Floor Graphics- $42,000
Total
$72,000
FMI Tradeshow
o Participation Fee: $3,400
o *Additional Expense: banners, products, etc.
84
BIBLIOGRAPHY
AFTRA
http://www.sagaftra.org/files/sag/2013_wild_spot_unit_values_exhibit.pdf
http://www.sagaftra.org/files/sag/2013_radiocommercials_wild_spot_rate_schedules.pdf
ASD Tradeshow
"ASDLV." Retail Merchandise Trade Show. Emerald Expositions, 2014. Web. 25 Apr. 2014.
"Value + Variety Expo." New York Trade Show. Emerald Expositions, 2014. Web. 25 Apr. 2014.
Borax Site
Borax Detergent. Borax.com/products. Rio Tinto Group, 1 Jan. 2014. Web. 29 Mar. 2014.
<http://www.borax.com/products>.
Bravo
"Bravo's Brand Profiles." Bravo TV Offical Site. NBCUniversial, Inc, 2012. Web. 3 Apr. 2014.
<http://www.affluencers.com/>.
Cosmopolitan
"The Online Women's Magazine for Fashion, Sex Advice, Dating Tips, and Celebrity News."
Cosmopolitan. Heart Communications, Inc, 2014. Web. 3 Apr. 2014.
<http://www.cosmopolitan.com/>.
Clorox
Clorox Laundry Detergent and Cleaner. The Clorox Company, 1 Jan. 2014. Web. 1 Apr. 2014.
<http://www.clorox.com>
Dallas Morning News
"Home." The Dallas Morning News. The Dallas Morning News, Inc, 2014. Web. 6 Apr. 2014.
<http://www.dallasnews.com/>.
FMI Tradeshow
"Food Marketing Institute." Exhibit. Food Marketing Institute, 2013. Web. 25 Apr. 2014.
Glamour
"Summer Is Calling." Glamour. Condé Nast, 2014. Web. 3 Apr. 2014.
<http://www.glamour.com/>.
Greenworks
GreenWorks Cleaners. The Clorox Company, 1 Jan. 2013. Web. 26 Mar. 2014.
<https://www.greenworkscleaners.com/?utm_source=bing&utm_medium=cpc&utm_ter
m=Green
Works&utm_campaign=GRW_Brand_Exact>.
85
InTouch Magazine
"Celebrity Gossip and Entertainment News | In Touch Weekly." InTouch. Bauer Publishing,
2014. Web. 3 Apr. 2014. <http://www.intouchweekly.com/>.
Lamar Advertising Company
"Lamar Advertising | Home." Lamar Advertising | Home. Lamar Advertising Company, n.d.
Web. 11 Apr. 2014. <http://www.lamar.com/>.
LA Times
"Home." Los Angeles Times. Los Angeles Times, 2014. Web. 5 Apr. 2014.
<http://www.latimes.com/>.
LNA
"Ad Summary-Multi-Media Service." Kantar Media Intelligence (2012): 1-905. Print.
Copyright 2012. Kantar Media Copyright 2010. Magazine Publishers of America Inc
Mintel
"Fabric Care” Fabric Care - US - October 2013. Mintel Group Ltd, Oct. 2013. Web. 24 Mar.
2014.
"Online new more popular than reading newspapers." Mintel. BBC, 1 Mar. 2010. Web. 19
Apr. 2014.
<http://academic.mintel.com/sinatra/oxygen_academic/display/id=508909?highlight>.
North American Industry Classification System
"NAICS Identification Tools." NAICS Association RSS. NAICS Association, 2014. Web. 15 Feb.
2014. <http://www.naics.com/search/>.
Nielsen
"Mix It Up." Nielsen. The Nielsen Company, 2014. Web. 3 Apr. 2014.
<http://www.nielsen.com/us/en.html>.
OK! Magazine
"OK!" OK Magazine. Odyssey Magazine Publishing Group Inc., 2014. Web. 3 Apr. 2014.
<http://okmagazine.com/>.
OxiClean
Oxi-Clean Laundry Detergent. Church and Dwight Co., Inc., 1 Jan. 2014. Web. 27 Apr. 2014.
Parents Magazine
"Parents - Pregnancy, Birth, Babies, Parenting - Parents.com." Parents Magazine. Meredith
Corporation, 2014. Web. 3 Apr. 2014. <http://www.parents.com/>.
People Magazine
"People." PEOPLE.com. Time Inc, 2014. Web. 3 Apr. 2014. <http://www.people.com/people/>.
86
Progressive Grocer
"Progressive Grocer." Progressive Grocer. Stagnito Media, 2014. Web. 25 Apr. 2014.
Resolve Laundry Stain Remover
"Resolve Laundry Stains." Stain Remover Products | The Power Of Resolve Stain Removal.
Reckitt Benckiser LLC, 2013. Web. 24 Mar. 2014. <http://www.powerofresolve.com/>.
Sales Promotion Interview Source
http://adage.com/article/cmo-strategy/carol-kruse-named-global-cmo-tough-mudder/245412/
Shout
Shout Pre-wash. Johnson and Johnson, 1 Jan. 2014. Web. 29 Mar. 2014.
<http://www.shoutitout.com/en-US/Pages/default.aspx?sid=SEM_B_329.kw11964e>.
Simmons Choices 3
Experian Simmons Market Research Bureau. NCS/NHCS: Fall 2011 Adult Full Year (Nov 08Dec 09.)
SRDS-Local Market Audience Analyst
"Local Market Audience Analyst." Kantar Media SRDS. N.p., n.d. Web. 28 Mar. 2014.
http://next.srds.com/media-data/consumer-demographics
Star Magazine
"Star." Star Magazine. American Media Inc, 2014. Web. 3 Apr. 2014.
<http://starmagazine.com/>.
Supermarket News
"Supermarket News." Home Page. Penton, 2014. Web. 25 Apr. 2014.
The New York Times
"The New York Times." The New York Times. The New York Times Company, 2014. Web. 5
Apr. 2014. <http%3A%2F%2Fwww.nytimes.com%2F>.
The Seattle Times
"The Seattle Times." The Seattle Times. The Seattle Times Company, 2014. Web. 5 Apr. 2014.
<http://seattletimes.com/html/home/index.html>.
The Wall Street Journal
"The Wall Street Journal Homepage." The Wall Street Journal. Dow Jones & Company, 2014.
Web. 5 Apr. 2014. <http://online.wsj.com/home-page>.
The Washington Post
Balz, Dan. "The Washington Post." Washington Post. The Washington Post, 12 May 2013. Web.
5 Apr. 2014. <http://www.washingtonpost.com/>.
87
Tide
Tide Laundry Detergent. Tide.com/products. Procter and Gamble, 1 Jan. 2014. Web. 26 Mar.
2014. <http://www.tide.com/en-US/index.jspx>.
Tough Mudder
"Home." Tough Mudder. N.p., 2014. Web. 3 Apr. 2014.
US Census Bureau
"Census Bureau Homepage." Census Bureau Homepage. N.p., 2014. Web. 26 Mar. 2014.
<https://www.census.gov/>.
USA Today
In-class hand out
US Weekly
"Celebrity News, Celebrity Gossip and Pictures from UsMagazine.com - Us Weekly." Latest
News. US Weekly, 2014. Web. 3 Apr. 2014. <http://www.usmagazine.com/>.
Zout
Zout Laundry Stain Remover. The Dial Corporation, 1 Jan. 2014. Web. 1 Apr. 2014.
<http://www.zout.com/>.
88
APPENDICES
Magazines Readership:
Total
Total
FEMALE 18-24
FEMALE 25-34
FEMALE 35-44
FEMALE 45-54
FEMALE 55+
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
12,106
100.0%
100
272
2.6%
100
352
4.3%
100
562
4.6%
100
736
5.6%
100
1,688
10.3%
100
TOTAL
TOTAL
MAGAZINES
MAGAZINES
READ - NET
READ - GROSS
10,025
10,025
100.0%
100.0%
100
100
230
230
2.6%
2.3%
101
91
307
307
4.5%
5.2%
105
121
504
504
5.0%
5.4%
110
117
665
665
6.1%
6.5%
108
116
1,522
1,522
12.1%
14.6%
118
142
Specific Magazines:
Total
Total
COSMOPOLITAN
GLAMOUR
INTOUCH WEEKLY
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
12,106
100.0%
100
1,367
4.9%
100
1,008
3.5%
100
1,158
FEMALE
25-34
352
100.0%
100
118
15.3%
314
83
9.8%
279
98
89
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
OK! WEEKLY
PARENTS
PEOPLE
STAR
US WEEKLY
4.2%
100
851
3.2%
100
618
2.1%
100
3,543
12.8%
100
1,055
4.3%
100
1,197
5.1%
100
12.7%
301
80
8.1%
255
72
9.8%
465
172
21.9%
171
79
11.7%
270
97
14.2%
276
Newspaper Readership:
12,106
100.0%
100
7,015
100.0%
100
7,511
100.0%
100
8,402
100.0%
100
TOTAL
ANY
GROSS
8,402
100.0%
100
272
2.6%
100
352
4.3%
100
562
4.6%
100
736
5.6%
100
1,688
10.3%
100
115
1.7%
64
176
3.8%
88
282
4.1%
90
463
6.4%
113
1,176
14.4%
141
119
1.5%
59
217
4.2%
97
348
5.2%
113
504
6.5%
115
1,235
13.9%
136
138
1.6%
63
243
4.3%
101
392
5.0%
110
557
6.3%
113
1,357
13.3%
130
138
1.4%
55
243
4.2%
97
392
4.6%
102
557
6.4%
114
1,357
13.7%
133
Total
Total
FEMALE 18-24
FEMALE 25-34
FEMALE 35-44
FEMALE 45-54
FEMALE 55+
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
Sample
Vertical %
Index
DAILY NET
TOTAL
WEEKEND
NET TOTAL
TOTAL
ANY NET
90
Radio:
Radio Drive Time: Female 25-34
Weighed (000)
Vertical %
Index
Quintile 1 (Highest) Quintile 2 (2nd Highest)
Quintile 3 (Middle)
2,130
1,925
2,508
22.0%
19.9%
25.9%
110
100
130
Radio All Day: Female 25-34
Weighed (000)
Vertical %
Index
Quintile 1 (Highest) Quintile 2 (2nd Highest)
Quintile 3 (Middle)
2,500
1,811
2,350
25.9%
18.7%
24.3%
130
94
122
Preferred Music Type:
W25-3433
33
Average Share
Country
16.4
Pop Contemporary Hit Radio
14.8
Adult Contemporary
7.8
Hot Adult Contemporary
7.6
Rhythmic Contemporary Hit Radio
5.7
Urban Adult Contemporary
4.2
News/Talk
3.3
"Mix It Up." Nielsen. The Nielsen Company, 2014
91