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2. Agenda
3. Media Objectives 4. Media Strategies 5. Media
Execution2
6. Background
7. Marketing & Advertising Objectives 8. Role of this Media
Plan3
9. Background
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 withproduct
innovation strategies and big advertising dollars4
14. Role of Media Plan
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
18. Target Demographics
19. The primary target market is males between 18-34.Core
Target:
20. Men 35-49 in English Canada 21. City dwellers7
22. Target Psychographics
Active Social Life
23. Enjoys eating out and going tobars 24. Entertains friends at
home8
Athletic
25. Follows favourite sports teams