WEBDRIVE 9.14 TV

Meet “James” James is your average Quattro razor user He is single 24 years old and just starting out in the working world Single and urban Spends 13.1 hours online weekly Watches sports & is active Source: PMB – See appendix for detailed analysis Spender not saver Watches 21.38 hrs of TV a week Reads 5 magazines a month Likes to go to the bars Drives 162 km weekly Eat a lot of take out Entertains at home regularly Target Psychographics Pop culture minded Their favourite movies are comedies and action Go to restaurants and Eat a lot of take out Source: PMB 2007 2 Year Study See Appendix 2

WEBDRIVE 9.14 HOW TO

Target Psychographics Tech interested Know how to set PVR and want HD and surround sound but they wait until it gets to the mass market Social Butterflies They like to entertain at home Going out with friends for a beer to watch the game They go out to the bars and nightclubs Source: PMB 2007 2 Year Study See Appendix 2 Target Psychographics Primary Athletic Very physical, play and watch sports and enjoy the outdoors Watch sports regularly Buy now and pay later They live pay check to pay check Social, time pressed individuals who are always on the move Source: PMB 2007 2 Year Study See Appendix 2 We will focus on razor consumers that are medium-heavy users (defined as 3-6+ per week) : Core Target: Men 18-34 Eng Can Secondary Men 35-49 Eng Can Source: PMB 2007 2 Year Study See Appendix 1 Target Demographics The primary focus will be on a younger male demographic with an understanding that anyone from 16-49 are potential targets.

Source: CAIA 8th Edition 2008 Quatttro Razor Brief Role of Media Plan To increase market share of Schick Quattro from 9 to 10 percent in 2008 Generate sales revenue of $20,800,000 To continue to position Schick Quattro as a razor that provides a superior shave, with smoother results, and freer skin, to any competing product on the market, particularly Gillette Mach 3 Turbo.

Class: Media for Account Managers Date: Instructor: Colette Brochu Media Plan 2008 - 2009 Group Members: Danielle Alena Ericīackground Overview Media Objectives Media Strategies Media Execution īackground Brand History Marketing & Advertising Objectives, Role of this Media Plan (Refer to the case study in Canadian Advertising in Action) īackground Recent marketing activity saw the Schick brand increase share from 14 to 18% 4% Growth for Schick at expense of Gillette/Bic Gillette share now 73% Better to use a younger target market strategy to build customer loyalty to the brand Gillette is expected to continue with product innovation strategies and big advertising dollars Source 2008 Marketing Plan (CAinA) Source: CAIA 8 th Edition 2008 Quatttro Razor Brief

Webdrive 9.14