April 18th 2012 ADV 3300: Media Planning Instructor: Hyung-Seok Lee

Transcription

1 April 18th 2012 ADV 3300: Media Planning Instructor: Hyung-Seok Lee

2 SITUATIONAL ANALYSIS Company & Industry Industry global sales: $330 billion in CoverGirl was founded in 1958 by the Noxzema Chemical Company. In 1989 Proctor and Gamble acquired the company. They used Cover Girls to wear and model the makeup. The company considers itself an advocate for women s individual beauty. They have consistently used models that do not fit the conventional beauty criteria to show women to be confident in their unique look, and to let CoverGirl enhance it. Its LashBlast Mascara has won 16 cosmetic awards, and caused the Blast collection to expand to eye shadows, lip glosses and more mascara formulas. The purpose of the Blast Collection is to give women the confidence to be bold, brilliant, and beautiful.

3 SITUATIONAL ANALYSIS Product Review The Cover Girl brand is known for offering accessible and high quality products for women that want to experiment with their look and play up their natural beauty. LashBlast mascara was the start of the Blast collection. Through insights with the segmentation models and qualitative research, the mascara was created. The panel of eye divas met on a regular basis over a few months in which they used interviews and focus groups to determine exactly what the target audience wanted in a volume mascara. This non-traditional approach is what gave Cover Girl a step up over the competitors. They continued to use this approach as they created new products for the Blast Collection. After the launch of LashBlast, the sales were 70% higher than expected, the brand linkage was 23% higher than previous launches.

4 SITUATIONAL ANALYSIS Competitive Review and Advantage L Oreal $25, million recorded revenue in 2010 Over 23 global brands Function through four main operating segments Makes it difficult to control the whole brand

5 SITUATIONAL ANALYSIS Competitive Review and Advantage Revlon One of the strongest consumer brand franchises in the world Reaches over 100 countries Spent $24 million in research last year Works on small scale operations, reducing bargaining power

6 SITUATIONAL ANALYSIS Competitive Review and Advantage Avon $11,291.6 million annual revenue World s largest direct seller, targeting over 100 countries Weak in Chinese markets Many bribery allegations

7 SWOT ANALYSIS Overall, CoverGirl s strength are their promotion through big celebrities, their interactivity with the consumers, and their product in general. CoverGirl s weaknesses are their low share of Hispanic sales and their product quality. CoverGirl has many opportunities including them being ranked ninth in the top ten cosmetic companies. CoverGirl can strive to work their way up on this list. CoverGirl also has a few threats including their bad publicity. Strengths -Promotion through big celebrities -Interactivity with consumers -The product in general New mascara brush Weaknesses -Relatively low share of Hispanic sales -Low quality of TRUBlend MicroMinerals -Consumer s using product for short amount of time Opportunity -Ranked 9 th in the top ten cosmetic companies -Can branch the brand into more segments through celebrity endorsements Threats -Bad publicity

8 OBJECTIVES Marketing Current World Share: 2.7%. Goal World Share: 3% Current Industry Leader, plan to maintain that title. Increase national sales by 10%. By the end of August 2012 Advertising Reinforce CoverGirl s current brand images. We will run a Print, Television and Internet Campaign. Hold events where consumers can meet celebrities who promote the brand, to strengthen brand loyalty.

9 CREATIVE STRATEGY Easy, breezy, beautiful, CoverGirl Uses America s Next Top Model as a vehicle to promote their brand. Each magazine and television ad features a Cover Girl, ranging from pop stars, to celebrities, to talk show hosts, to winners of America s Next Top Model. Wide variety of online interactive media

10 TARGET SELECTION We are targeting women ages 18-34, middle class. Characteristics: Young, Edgy, Money Conscious, SMRB & MRI Data: Women between the age of 18 and 54 are the largest consumers of makeup with an index of 163. We will focus on the younger portion of this group, because they will be more edgy and fit the lifestyle of a Blast CoverGirl.

11 OVERALL MEDIA BUDGET Previously their yearly budget was 50 million in We will have a budget of 30 million during the summer (April - August)

12 TARGET AUDIENCE COVERAGE We plan to obtain an overall national reach of 80% through the first two months, with an average frequency of 4. In the remaining 3 months we will have a national reach of 70% with an average frequency of 3. Our spot goals will be the same as our national goals.

13 REGIONALITY We will run a National and Spot Campaign, with spot markets in New York City, Chicago, Los Angeles, Boston & Atlanta. We chose these cities because they have the highest BDI in the top 10 spot markets. We also believe that the women in these metropolitan cities will be most likely to purchase and wear CoverGirl makeup. SEASONALITY We will have no major seasonality influences.

14 MEDIA MIX Target Audience Quintile Ranking We chose to use magazine, online and primetime television as our vehicles. We chose these vehicles because their index and projected CoverGirl users were high in quintile one. Advertising Objective Are goals will be best met through Television, Print, and Internet. We will not use Radio or Newspaper. Magazines will be beneficial because they have a high print quality which will be beneficial for our brand. Online Media will be good for CoverGirl because it is a major part of our audiences lives. Television will use sight, sound and motion to sell our brand, also it have a high reach.

15 MEDIA MIX Creative Constraints Seeing that the CoverGirl Blast Collection is a makeup brand, it is clear that it will translate to the viewer best through visual forms of advertising. Budget Constraints We will a lot the most money for television, because television advertising provides a high CPM, while it costs more it reaches the most people. We will use magazine advertising, while this is a more expensive medium it will allow us to target a specific demographic We will also use interactive Internet advertising; this is both inexpensive and has proven to increase sales in CoverGirl s recent history.

16 SCHEDULING Based on seasonality, CoverGirl should use the pulsing pattern of scheduling which would allow for a heavier schedule in the first months and a more steady schedule in the remaining three. In CoverGirl s case, there will be spending during all fivemonths of the media schedule, but April and May will receive more than others.

17 REACH, FREQUENCY, AND MEDIA WEIGHT Our advertisements will be run in the spring and summer seasons, from the beginning of April to the end of August. Our target frequency for the spring and summer seasons will begin at 4 and level out to 3 following the initial months of our schedule. Our reach goal at the end of the campaign is 80%. Through magazines we hope to obtain 30% of our reach. Through television CoverGirl wants to obtain 30% of the reach. Through our online interactive media CoverGirl plans to obtain the remaining 40% of the reach.

18 RECOMMENDED VEHICLE Print: Elle, Seventeen, Cosmopolitan, Vogue & Marie Claire. Television: Network: Primetime, NBC, CBS, FOX, CW, & ABC. Cable: E! Network, Oxygen, & Bravo Network Internet: Facebook, E! online, various online Magazines.

19 MEDIA FLOWCHART