Media Practices

8/3/2019 Media Practices

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Media Planning

Best Practices


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Number of Products advertised

within a brand

Have seen on Raid, Glade and Ziploc that multiple messages

appear to have negative returns driven by confusion. Research and in-market results have lead to the following

principles when supporting multiple products under the same

brand name:

No more than two new products at the same time

No more than three new or exiting products at the same time

Advertise the news on the brand and it can effect the entire

brand

BehaviorScan test showed a 9% increase in sales on the total Ziploc

line from the Easy Zipper and Double Guard threshold advertising.


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Base Business Support During aLaunch

Drives increased volume, as seen in the BehaiorScan TestResults:

Threshold/continuity levels of support on base Pledge drove +17%

volume increase on the base during the launch of Pledge Orange

Oil.

Grab-It volume grew +16% from continuing to support the base

business with the launch of Mitts.


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Findings of BASES study on Succeeding in Years II and III:

Volume on nearly 70% if new products declines from Year I to Year II.

Volume on only 18% of new products increases +10% in Year II.

Advertising expenditure has a major impact on these findings: Brands with declining sales in Year II spent only 49% of their Year I budget

Increased trial by 30%. Growth from repeat was 15%

Brands with increasing sales in Year II spent 106% of their Year I budget Increased trial by 80%. Growth from repeat was 25%

Concluded that products should be considered new for at least 2 to 3 yearsand maintain marketing support to stem volume decline.

Changes in volume in Years II and II are most dependent on increases in trial.

To offset repeat decay, new brands must continue to generate incremental trialuntil the user base stabilizes.

Gains in awareness and distribution are particularly important in generatingincremental trial.

Repeat is still critical for longer term success because it determines the percent oftriers which continue to purchase the product.

Year II & III Support of New Products


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Year II & III Support of New Products(Continued)

Behaviorscan test results confirmed BASES findings. Year II threshold/continuous support of new products increased

penetration and loyalty. Continuous support of Quick Covers and

Double Guard drove volume increases of +20-30%.

Best in-market results were on Containers, whichmaintained support in Year II:

Year I trial = 10%

Year II trial = 21%

When support was pulled, sales and share declined.


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:15s are not a good awareness building unit.

Windex No-Drip

Launched with 100% :15s. Brand awareness peaked at 28%.

Millward Brown estimated that :30s at the same TRP level would have reached 50% Brand

Awareness. Plug Ins for Large Rooms

Launched with :15s. Brand Awareness climbed only four percentage points in the first tenweeks.

Tulip and Night Light launched with :30s. Awareness climbed 13-15% in the same time

period. Toilet Duck Test

Brand awareness was well below anticipated levels in initial test (17%) when supportswitched to 100% :15s after launching with only three weeks of :30s.

Re-tested:

100% :30s with three-week hiatuses. Awareness was 29%.

100% :30s with two-week hiatuses. Awareness built very rapidly to 41%.

A mix of :30s and :15s.similar to original test, but with two-week hiatuses. Awarenesspeaked at 35% and leveled off at 33%.

Using :15s for New Products


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Using :15s for New Products(Continued)

:15s should comprise no more than 20-30% of TRPs Incorporate :15s after using :30s to reach awareness goal

(roughly1000 TRPs).

Pledge Wipes

Launched with 627 TRPs of :30s, share peaked at 14.8%.

Support then switched to 100% :15s and overall health began to

soften: brand awareness, claimed usage, consumers perceptions and

ultimately sales. 4-week dollar share dropped to 7.7%.

After reverting to :30s, share recovered to 9.1% within one month.


8/16

0011 0010 1010 1101 0001 0100 1011 :15s can maintain, but not grow, brand or advertising

awareness

:15s do not reinforce imagery on existing products. Millward Brown reported on Plug Ins Gel that over-

reliance on :15s leads to erosion of the core user base.

Millward Brown states: A heavy concentration of :15s is probably not a good choice for a

new product introduction or brand on an image-building strategy.

It is difficult to use :15s to establish a real brand image. :30sseem to do so more effectively.

A concentration of :15s has produced steady awarenesslevelsbut declining brand imagery.

Using :15s for Existing Products


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Using Prime

Due to its broad reach and ability to bring in youngerprospects, prime is a very important element in quickly

generating awareness of new products.

By allocating 50-60% of national television to prime, we

have seen that SCJ awareness builds faster thancompetitors who use lower percentages of prime.


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0011 0010 1010 1101 0001 0100 1011 Print has been very effective when used in combination

with television to boost reach during a launch and during

critical seasonal periods. Print alone does not have the reach capability of television

and its audience builds more slowly.

Pledge print test showed that print alone was not as effective astelevision at maintaining the brand.

Using Print


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Hiatuses & Half Life

Threshold guidelines for maximum hiatus are based on trackingand represent the point at which key measures I.e. brand or ad

awareness, purchase intent, etc. begin to diminishMaximum Hiatus

New Seasonal Products: 1 week

New Products: 2 weeks

Existing Short Purchase Cycle Products: 3 weeks

Existing Long Purchase Cycle Products: 4 weeks

Nielsen Marketing Mix Analyses have confirmed that theseranges are appropriate. The range of advertising half livesreported is 1.4 to 5 weeks. Newer products typically have ashorter half life and more established products/brands are longer.

The half life is the point in time where GRPS retain half of theirvolume driving capability after they first aired.


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Evaluate importance and task involved relative to other

products within the brand

Have one clear marketing objective

Know (anticipated) size of business and source of volume

Category Managers should review priorities to insure new

products, largest opportunities and products with news are

ranked highest.

Prioritization of Products within abrand or category


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Threshold

SCJ world wide study showed that 91% of new products

advertised below threshold did not meet sales or share

goals

In NACP, Glade products have been most consistent at

supporting products at threshold.


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Establishing Budgets Do something meaningful on a product before moving on to the

next priority

Category Manager may have to cut support from a product orreallocate money from low to high priorities in order to increasethe odds of meeting business goals.

Agreement on true new product v. line extension

Start with threshold guidelines

Develop optimal budgets based on Realistic market share goal

Appropriate SOV:SOM ratio

Agree on competitive set

New products awareness model

Relevant past tracking and sales successes

Determine if new products will get Year II support as adequate


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98/99 Global Analysis showed threshold or optimal to be better predictors of successthan SOV by itself.

% of new products that met sales or share goal: Optimal (high or low SOV) 100%

Threshold 75%

High SOV 71%

Below threshold 9% Low SOV 0%

High SOV 29%

Percent of existing products that met sales or share goal: High SOV 56%

Optimal (high or low SOV) 79% Threshold 62%

Below threshold 25% Low SOV 28%

High SOV 14%

Products with no perceivable point of difference need to follow SOV:SOM relationship

Grab It Drano

Shout

SOV:SOM Ratio


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Halo does occur and can provide a bonus in awareness, imagery and/orsales. However sales is all that matters.

Halo generally occurs from the new item onto the base.

Generally, sales halo from line extensions is not strong enough to todrive strong growth of the base or sustain business from a competitiveattack.

Must be a close-in line extension to halo (I.e. fragrance)

Windex Vinegar or Anti-bacterial: No

Windex Potpourri: Yes

The maximum effect of halo on sales is 33%. The average is

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Media Practices