1. Schick Quattro Media Plan Class: AMED 404 Date: 11-02-2010 Instructor: Colette Brochu Group: Tilak Daniel Jason Han Miki Sato

3. Media Objectives

4. Media Strategies

5. Media Execution2

7. Marketing & Advertising Objectives

8. Role of this Media Plan3

10. 4% growth for Schick at the expense of Gillette/Bic

11. Gillette share is now 73%

12. Younger target market strategy has paid off

13. Gillette is expected to continue with product innovation strategies and big advertising dollars4

15. To generate sales revenue of $20.8 million by end of 2011.

16. To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, to any competing product on the market, particularly Gillette Mach 3 Turbo.5

17. MediaObjectives 6

20. Men 35-49 in English Canada

21. City dwellers7

23. Enjoys eating out and going to bars

26. Loves expensive sports cars

28. Spends money on shopping and leisure activities

31. Average number of visits to the mall

32. Below average consumers of magazines

33. More likely to use the internet and have in-town travel

34. Less likely to use public transitSource: PMB 2009 2 Year Study 11

36. Watches a lot of television on the weekend; 82% watch TV on Saturday and 85% watch TV on Sunday

40. Modern/Alternative Rock

41. Rap/Hip Hop

42. All Sports

43. Sports News

44. Sports – listen to hockeySource: PMB 2009 2 Year Study See Appendix 5 13

47. Sports

48. Entertainment/TV/Radio

49. AutomotiveSource: PMB 2009 2 Year Study See Appendices 6 & 7 14

51. Reads an average of three magazines per week

52. Medium quintile consumers of magazines

53. Favourite titles include: Ontario Golf Golf Canada Hockey News Magazine Profit Report on Business Magazine Source: PMB 2009 2 Year Study See Appendices 6 & 7 15

55. 50% more likely to surf the net

56. Popular activities: Automotive, Email, Entertainment, Banking, Career/Job Search, Maps, Search Engines, Weather, NewspapersSource: PMB 2009 2 Year Study See Appendix 8 16

58. Average number of visits to the mall

59. More likely to have in-town travel, where the average weekly in-town travel is 169km17

61. Largest volume of opportunity are in Alberta, Ontario and British Columbia

62. The category is weakest in Quebec

63. The category could use some exposure in Manitoba-Saskatchewan Source: PMB 2009 2 Year Study 18

65. Gillette Mach 3 is doing strong in all the major markets

66. The brand has opportunities in BC, Atlantic Canada and Manitoba-Saskatchewan

67. The priority markets for advertising are Altantic Canada and BC as the category is doing very in this regionSource: PMB 2009 2 Year Study 19

69. Consumption increases during the Summer and the holiday season in December

70. Demand drops of during the first quarter of the year, January to MarchSource: PMB 2009 2 Year Study 20

71. Seasonality Source: PMB 2009 2 Year Study 21

72. Sales Data for the Category - 2009 22 Source: PMB 2009 2 Year Study

73. Sales Data for Quattro - 2009 Source: PMB 2009 2 Year Study 23

75. Goal is to reach at least 90% of the target market over the course of the campaign.

79. $3.0 million (Gross Canadian) for media advertising

80. Excluding production costs27

81. Media Strategies 28

83. Out-of-Home

84. Magazines

85. Online29

86. Media Recommendation: TV Television is recommended because: Our primary target market watches 21 hours of television a week It builds a quicker reach than any other medium It can reach specific target demographic through specialty channels like sports and music. 30

87. Media Recommendation: OOH Outdoor achieves our goal of reaching a broad audience as well as develops frequency Outdoor units can focus on major CMA’s where our target market is located Outdoor complements our TV campaign by reinforcing the sales message It also reaches our target market who drives 169 km weekly and enjoys going out in the city 31

88. Media Recommendation: Magazines This medium has good secondary readership Significant audience selectivity against various demographic and psychographic groups Opportunity for longer reader exposure to ad message Compatible and product enhancing editorial environment 32

89. Media Considered (Not Recommended) Newspaper was not used mainly because of the high cost, short life span and lack of target market orientation where our primary target would not be reached Newspapers in comparison to magazines have poor reproduction quality meaning that it is an inefficient means to develop brand awareness 33

90. Media Considered (Not Recommended) Radio 34

91. Budget Breakdown 35

92. Media Execution 36

93. Media Execution: Broadcast Broadcast Media: TV The market list for the campaign includes few major cities and 2 provinces. The GRP levels are adjusted per market according to the CDI and BDI The weight levels start off strong in the first couple of weeks and thennarrow down to sustain the campaign. We target our campaign in the 3 major cities of Toronto, Ottawa and Vancouver due to their market size Atlantic Canada and Manitoba-Saskatchewanhas high opportunities for our brand since the category is doing strong We aim to cover the rest of Canada through the nation speciality channels like sports and music 37

94. Media Execution: OOH Our outdoor campaign focuses on Horizontal boards using one supplier, Pattison in only the largest CMA’s The Horizontal boards complement our TV campaign as the sales message reaches a larger audience and builds frequency and loyalty at the same time GRP Levels – 25 GRP’s Daily Ontario –Toronto, Ottawa Alberta – Calgary, Edmonton BC - Vancouver 38

95. Media Execution: Magazines Gives national coverage, providing a wide reach of target market across Canada. More widely circulated in larger concentrated geographical areas such as Ontario and British Columbia Composition CPM Editorial Environment 39

96. Media Execution: Online 40

97. Executive Summary 41

98. Costing Detail and Summary Charts 42

99. Appendices 43

100. Appendix 1 - Demographics 44

101. Appendix 2 - Psychographics 45

102. Appendix 3 – TV Dayparts 46

103. Appendix 4 – Time Spent 47

104. Appendix 4 - TV Genres 48

105. 49

106. 50

107. Appendix 5 – Radio Usage 51

108. Appendix 5 – Radio Usage 52

109. Appendix 6 – Newspapers 53

110. Appendix 7 – Magazine Usage 54

111. Appendix 8 – Internet Usage 55

112. Costing Detail: Television 56

113. Costing Detail: OOH 57

114. Costing Detail: Magazines 58

115. Thank you. Schick Quattro Media Plan Miki Sato Jason Han Tilak Daniel 59