Tide Pods Presentation

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    Deanna Benjamin, Rob Leon, Tara McCann, Keith Perschetz

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    The Laundry ListLaundry List

    Tide6WDQG 2XW 2Q 7XUQHU The Networks: HLN, TBS

    ConclusionThe Contest

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    Tide Overview

    Source: Tide Rolls Convenience Wave

    t K D dDetergent Brand

    Goal: To enhance the everyday livesof consumers

    Growth through INNOVATION

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    Tide Throughout the Years

    1943 1976 2012

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    Get Small

    Get MultiGet Cold

    TIDE PODS: POP IN.STAND OUT.

    Source: & article:Tide puts a spin on laundry

    1st multi-chamberlaundry detergent

    http://articles.businessinsider.com/2012-02-23/strategy/31089932_1_p-g-market-share-load#ixzz21SnRhxD0

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    Tide in the Market

    Million U.S. dollars

    Sales of top 10 liquid laundry detergent brands in US in 2011 (in million U.S. dollars)

    Million U.S. Dollars

    B r a n

    d s

    http://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/

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    Current Target

    Women 25-54

    On-the-go Moms

    Brand Loyal

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    New Market Opportunity

    P18-34

    Likely to live in a dorm/apartment

    Looking for ease of use

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    Deliver upscale, loyal, and consumer-savvy viewers

    Maintain market share and capture untapped market

    Launch multi-platform promotional campaign

    Objective: Stand Out on Turner

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    LEADER IN NEW LAUNDRYTECHNOLOGY AND INNOVATION

    FAMILY ORIENTED

    TARGETS W25-54

    COMMUNITY ORIENTED

    3 out of 5 HLN VIEWERS STATE THATADVERTISING ON TV PROVIDESTHEM WITH IDEAS ABOUT NEWPRODUCTS AND SERVICES

    TARGETS W25-54

    HLN AND TIDE

    Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOM Source:Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.

    TRUSTED, LEADING BRAND TRUSTED CABLE NETWORK

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    Female % Skew of Total Viewers by Network:Prime (M-Su 7p-11p)

    Source: Nielsen Media Research. Live + SD data. 2Q11TD (03/28/11-07/31/11);% Skew based on W2+ AA(000) as percentage of P2+ AA(000). Showing only Top 20 ad-supported cable networks.

    ,>E & ^

    Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers. WOMSource: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days .

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    W25-54 AA(000) % Growth: Total Day2Q11 To-Date vs. Prior Year

    Higher Growth Rate than Competitors

    CNBC Oxygen

    FNC

    Life

    CNN E!BravoMSNBCHLN

    Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.

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    HLN VIEWERS

    Affluent Educated

    Influential

    Principal Shoppers

    Tide

    Consumers

    HLN is the Perfect Place

    Source: 2011 Doublebase GfK MRI, cable networks viewed in the last 7 days, base All (P18+). Other Turner networks excluded from all cable rankers.WOM Source: Keller Fay TalkTrack, last 12 months ending in May 2012, base P18+, HLN network viewer = watched TV network in the last 7 days.

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    RECORD BREAKING PAGE VIEWS IN JUNEMONTHLY VIDEO STREAMS

    HLN ONLINE/MOBILE

    ^ K ^ ;:

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    FANS

    FOLLOWERS

    HLN SOCIALMEDIA

    Source: Turner Research from Facebook & Twitter. Data through 7/13/12.

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    TBS AND TIDE

    TARGET DEMO: 18-34

    / D /E&>h E z t, d ^ ,Kd E t, d ^ EKdIndex: 113

    LEADER IN NEWEST LAUNDRYTECHNOLOGY AND ADVANCEMENT

    LEADING CABLE NETWORK:VIEWERS USE TIDE

    TRUSTED, LEADING BRAND

    TIDE PODS: LIGHTWEIGHT,QUICK AND EASY

    Source: MRI 2012 GFK Custom Cable Study. Base: P18-34.

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    TIDE COLDWATER121

    TIDE WITHBLEACH

    129

    TIDE (REGULAR)122

    TIDE WITH DOWNY120

    TIDE BLEACHALTERNATIVE

    163

    t, E / &/E Z E / >/< / ^d/ < dK /d /E y

    TBS Viewers Are Tide Consumers

    TBS VIEWERS A18-34 ARE LOYAL TO TID

    A18-34

    In Boxes: Source: MRI 2012 GFK Custom Cable Study. Base: P18-34. Bottom: MRI 2012 GFK Custom Cable Study. Base: P 18+.

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    SPEND $80+ MONTHLY ONLAUNDRY/LAUNDROMATS

    SPEND $150+ MONTHLY ONLAUNDRY/LAUNDROMATS

    122

    97 8866

    47

    128

    8364 58

    0

    Source: MRI 2012 Custom Cable Study. Base: P18-34.

    TBS VIEWERS 18-34 SPEND ON LAUNDRY

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    NETWORK $$$%

    IMPRESSIONS%

    LIFETIME 23.0 7.0

    AEN 11.5 10.5USA 10.6 12.3

    NAN 7.8 7.0

    TNT 7.7 8.6

    VHI 7.6 8.2

    BET 7.1 7.8BRAVO 6.7 7.7

    TLC 6.4 6.9

    HGTV 6.1 4.9

    5.7 19.1

    NETWORK $$$%

    IMPRESSIONS%

    LIFETIME 23.0 9.6

    AEN 11.5 10.0USA 10.6 14.9

    NAN 7.8 4.5

    TNT 7.7 8.3

    VHI 7.6 6.2

    BET 7.1 5.9BRAVO 6.7 10.0

    TLC 6.4 8.3

    HGTV 6.1 8.7

    5.7 13.6

    P 18-34 (000)W 25-54 (000)#1Primetime Network

    on cable for P18-34!

    Source: Nielsen Media Research: L+SD Data. Ratings based on Broadcast Prime Year to Date 2012 (12/26/11-5/27/12). Excludes Sports. Spending based on total day Year to Date 2012 (12/26/11-5/27/12. Excludes Sports.

    TBS DELIVERS HIGHEST SHARE OF RATIN

    #1Primetime Network

    on cable for P18-34!

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    Prime Time 2012

    Network Period Program Name P 18-34 T/C

    MTV 12/26/11-06/25/12 JERSEY SHORE SSN 5 943 60

    MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 788 35

    12/26/11-06/25/12 BIG BANG THEORY, THE 760 308

    MTV 12/26/11-06/25/12 TEEN MOM II SSN 2 CHK UP 710 6

    12/26/11-06/25/12 MEN AT WORK 698 6

    FAM 12/26/11-06/25/12 PRETTY LITTLE LIARS 694 29

    #3Primetime TVShow!

    Source: Nielsen Media Research L+SD Data. Ranker based on Broadcast Prime. Year to date (12/26/11-6/25/12) . Ecludes sports. Excludes >5 t/c.

    #1 PrimetimeSitcom!

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    Prime Time Thursday

    #3 On Cable

    Network Period Program Name (000)

    ADSM 05/24/12-07/12/12 AMERICAN DAD 769

    USA 05/24/12-07/12/12 SUITS 712

    05/24/12-07/12/12 MEN AT WORK 680

    FX 05/24/12-07/12/12 ANGER MANAGEMENT 652

    TBSC 05/24/12-07/12/12 BIG BANG THEORY, THE 628

    USA 05/24/12-07/12/12 BURN NOTICE 625

    MTV 05/24/12-07/12/12 TEEN MOM SSN 4 606

    h h

    P 18-34

    MEN AT WORK VIEWERS HAVE MONEY TO SPEND

    Source: Nielsen Media Research. L+SD data. Men at Work S1 5/24/12-7/12/12. Ranker based on Thursday Prime 8p-11p. Excludes Sports.

    PRIMETIME THURSDAY

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    #3 LATE NIGHT TALK SHOW

    US Rtg 000s

    Rank Net Program MedAge P 18-34 P 18-34 T/C Duration

    1 CMDY Daily Show 43.3 0.68 459 47 1463

    2 CMDY Colbert Report 41.2 0.56 380 47 1412 3 TBS Conan 37.6 0.46 313 52 3120

    4 NBC Leno 57.8 0.45 302 65 2932

    5 CBS Letterman 56.3 0.38 255 64 3077

    6 ABC Jimmy Kimmel 53.4 0.37 247 64 3085

    7 NBC Jimmy Fallon 53.5 0.35 234 65 2897

    8 EN Chelsea Lately 38.7 0.33 224 65 1950 9 CBS Ferguson 53.0 0.25 172 64 3136

    10 NBC Carson daly 52.2 0.20 134 65 1885

    > E d Y W-34

    h h

    ^ E D Z >^ > E d Y ; -6/24/12). Excludes Sports.

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    TBS Online

    Million Unique Visitors

    Million Page Views

    Million Online Video Streams

    of tbs.com visitors are A18-39

    Million Total App downloads

    1.4

    9

    2.4

    80%

    2.4

    Source: comScore MyMetrix (UUs)-Omniture Stie Catalyst (PVs), Period: June 2012; Omniture Site Catalyst-Total Online Video(TVE+Clips). TVE datavia AIR database(TVE- W : d D ; D12.

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    EXECUTION

    COMMERCIAL UNITS ONBIG BANG THEORY

    PRODUCT PLACEMENT INMEN AT WORK

    d/ WK ^ d E Khd / ^ KEd ^d KECONAN

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    On Air IntegrationOn-Air Integration

    Product PlacementHybrid Ad

    Adjacent Ad

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    d ^ K /

    Submit your ideas, and vote for yourfavorites to win a guest appearance onConan with their invention!

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