2013 Media PlanJosh Lieberthal

Start

Background

Competitive Spending Analysis

Media Objectives

Target Profile

Media Strategies

Flowchart

Appendix

1

4

8

9

17

20

21

BackgroundConsumers know:

• Gillette manufactures many men’s grooming products including razors and the accompanying gel and foam products

• Gillette’s razors are innovative, enhancing the shaving experience by emitting micropulses to facilitate razor glide

• Gillette means men’s shaving• The brand has been around for many years

Buying habits differ by demographic, geographic location and personal needs. Loyal Gillette users:

• Buy their necessities at major retailers, including grocery-department store hybrids such as Target and Walmart

• Purchase Gillette products on an as-needed basis, be it new razor blades or a full can of shaving gel

• Likely buy Gillette products themselves instead of delegating the task to a spouse

Gillette products were introduced into the marketplace in 1904 and became a subsidiary of consumer goods giant Procter and Gamble in 2005. Since its introduction, Gillette:

• Has maintained their position as a leader in razors and blade replacements• Has bolstered a brand net worth of $16 billion• Been on the fence of stagnancy as America recovers from the last recession• Boasts their products as “The best a man can get”• Has capitalized on up-selling their products to current Gillette customers

Procter and Gamble • Company formed in 1837 by a candlemaker and a soapmaker• Since its creation P&G has grown to a multinational status with brand acquisitions and

creations such as Crest, Folgers, Crisco, Charmin, and Pantene• In 2012 P&G sold its food brands and left that industry• Sponsor of the 2012 Olympics featuring a highly regarded advertising campaign

centered around mothers

Gillette’s supplemental shaving products include:• Innovative shave gels to give men the best, most comfortable shaving experience• Complex formulas to reduce irritation, for tough beards, and for dry or sensitive skin• Basic and original foam varieties for straightforward shaving• One flavor in the basic line: Lime

Gillette Stadium is home to the New England Patriots.

1

Competitive AnalysisGillette shaving gels and foams compete for market share in the umbrella category of men’s hygiene. This category:

• Includes razors and shaving accessories, shampoo, body wash, and deodorant • Includes a range of companies and brands, some of which produce all above

products while others, such as Gillette, specialize in shaving technology and accompanying products

• Attempts to further the divide between generic, unisex products and men-specific products

• Has been targeted to both genders because market research shows women often buy these products for their significant others and family members

Brands in the category of men’s shaving cream:

Gillette’s biggest market competitors are:• Barbasol - Very straightforward shaving cream products, longstanding reputation• Schick - Wide range of shaving products to cater to the entire market• Edge - Offer six formulas for customizable comfort; brand focuses exclusively on

shaving cream

• Both have been around a long time

• Gillette’s positioning focuses on the best men’s facial products while Barbasol is simple and straightforward, patriotic

• Schick focuses more on razors while Gillette has an extensive line of razors and creams/gels/foams

• Both brands have increased the number of blades on a razor to increase sales in the past

• Edge is positioned as the product you need for a successful day

• Gillette’s variety of creams are staggered at levels of shaving experience quality while Edge makes creams for every face

• Only manufactures shaving creams, making market penetration difficult

• No vertical integration

• Recent internal downsizing and budget cuts may lessen media presence

• Edge only makes shaving cream, allowing them to focus their efforts on these products within the men’s hygiene category

• Offer variety of creams not based on quality of shaving experience but needs of the customer

• Owned by Energizer, a leading

brand in consumer goods

• High brand recognition for Schick

Quattro line of razors

• No vertical integration with other shaing products

• May lose customers to brands with more innovative products

• Trusted brand with little change

over the years

• Recognizable product packaging

(stout can with stripes)

• Cheap option

Barbasol Schick Edge

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2

S.W.O.T.

STRENGTHS WEAKNESSES

• Gillette has a huge profit margin, selling their razor products at a 3,000% markup

• The brand has an estimated 70% global market share in the razor category (’09)

• Marketing tactics focus on getting current Gillette users to use their more enhanced, newer, more expensive products as opposed to getting new customers

• The brand has a consumer goods giant (P&G) as its backbone

• Gillette products are sometimes more expensive than alternatives

• Facing a decline in market share as less expensive products become an attractive option

OPPORTUNITIES THREATS

• Men who use electric razors might be converted by demonstrating the better experience when using a straight razor and Gillette’s line of creams

• Weak economy has affected sales of premium creams

• Cheaper alternatives have taken some of Gillette’s market share

Sales Objective

Marketing Objective

Advertising Objective

Maintain flat sales in 2013.

Maintain 100% of current users of Gillette shaving creams, gels and foams in 2013.

Emphasize the quality of Gillette brands of shaving creams, gels and foams compared to the competition.

3

Competitive SpendingAnalysis

Gillette20%

Edge17%

Schick39%

Barbasol24%

Total category spending Brand 2011 Spending (000)

Barbasol $23,616

Schick $39,312

Edge $16,802

Gillette $19,996

Total $99,726

• Gillette spends a little over 50 percent less than Schick, the top spending brand in the category last year

• Barbasol is the second biggest spender in the category, though their budget is spent exclusively on print media (below)

SOS by medium - Print

Gillette15%

Barbasol85%

Nat’l newsp spending

Schick53%

Barbasol47%

Local newsp spending

Gillette13%

Edge23%

Schick37%

Barbasol27%

Magazine spending

Brand Spend (000)Barbasol $5,880

Gillette $1,024

Total $6,904

Brand Spend (000)Barbasol $6,960

Schick $7,708.30

Total $14,668.30

Brand Spend (000)Barbasol $10,776

Schick $14,672

Edge $9,308

Gillette $5,424

Total $40,180

4

• Barbasol has a strong presence in print media• Edge is the only competitor that didn’t take advantage of newspapers in 2011• Every brand has magazine placement• Magazines were the biggest total expense by all brands in 2011

SOS by medium - TV

Gillette22%

Edge24%

Schick54%

Network TV spending

Brand Network Spend (000)

Cable Spend (000)

Schick $5,164 $3,675

Edge $2,301

Gillette $2,146 $10,253

Total $9,611 $13,928Gillette

74%

Schick26%

Cable TV spending

• Gillette dominated the cable TV space in 2011• Barbasol did not have a TV presence last year

Edge50%

Schick50%

Network radio spending

SOS by medium - Radio/Internet

Brand Network Radio Spend (000)

Internet Spend (000)

Schick $1,469 $1,188

Edge $1,470 $3,723

Gillette $1,149

Total $2,939 $6,060

Gillette19%

Edge61%

Schick20%

Internet spending

• Edge  and  Schick  were  the  only  brands  to  place  ads  on  network  radio  in  2011• Edge  spent  the  most  on  Internet  advertising,  but  spending  on  that  medium  is  low  overall

5

Barbasol media mix

Local newsp29%

Nat’l newsp25%

Magazines46%

Medium Brand spend (000)Nat’l newspapers $10,776

Local newspapers $5,880

Magazines $6,960

Total budget $23,616

Category SOS 24%

Summary• Barbasol takes a traditional approach to

advertising, focusing exclusively on print media in 2011

• This strategy relies on pass-along rate for impressions

Seasonality: Continuous, spending the same ($1,968,000) month after month.

Schick media mix

Internet3%

Local newsp20%

Magazines37%

Network radio4%

Spot TV14%

Cable TV9%

Network TV13%

Medium Brand spend (000)Network TV $5,164

Cable TV $3,675

Spot TV $5,436

Network radio $1,469

Magazines $14,672

Local newspaper $7,708.30

Internet $1,188

Total budget $39,312.30

Category SOS 39%

Summary• In 2011, Schick spent $39MM on a healthy mix of traditional and internet media• Schick focused its dollars in magazine and local newspapersSeasonality: Pulsing with emphasis on August, September and December

$0

$1,750

$3,500

$5,250

$7,000

Jan April July Oct

6

Edge media mix

Internet22%

Magazines55%

Network radio9%

Network TV14%

Medium Brand spend (000)Network TV $2,301

Network radio $1,470

Magazines $9,308

Internet $3,723

Total budget $16,802

Category SOS 17%

Summary• In 2011, Edge spent the least on media of all competitors ($16.8MM)• A majority of Edge’s budget was allocated to magazinesSeasonality: Flighting April through September with an emphasis on September

$0

$1,250

$2,500

$3,750

$5,000

April May June July Aug Sep

Opportunities for GilletteBased on the competition’s media strategies:

• Given the rapid growth in digital forms and competition’s low expenditure on Internet advertising, it would be prudent for Gillette to capitalize on the online opportunity. Gillette could dominate the online sphere by allocating the budget to Internet instead of areas like Cable TV.

• Gillette would benefit from a pulsing seasonal structure with an emphasis on Internet spending October through March.

• Magazines are another medium Gillette could leverage for maximum impressions.• No competitors include Spot TV, Syndicated TV or Outdoor advertising in their media mix. By

advertising in these spaces, Gillette would be the leading brand in those media. • As a low-involvement expense with relatively little innovation, shaving creams are easily

advertised out-of-home in smart, witty, versatile and memorable ways.• Other media opportunities: mobile and internet radio.

7

Media Objectives

Budget

This media plan will target employed, educated men between the ages of 18 and 49 with a median HHI of $50,000 and above.• 70.4% of Gillette’s user base are male• Market research shows no significant weight in the race category• A majority of Gillette users make at least $50,000/year

Media will be placed ubiquitously throughout the nation without specific spot heavy-ups.• Gillette users are spread almost evenly across the nation• Sticking to a national regimen will keep costs lower, providing flexibility in other media

The plan will run all year on a continuous basis, focusing GRPs throughout the week, primarily during primetime/at night.• Because the sales objective is to maintain all sales and customers, and men need to shave

year-round, there’s no reason to abstain from advertising in some months or focus more heavily on some.

• Market research shows Gillette users consume media throughout the week and weekend

The target demographic should be reached on a weekly basis as reminders to continue buying Gillette shaving creams and foams as needed.• Reminders throughout the week should suffice to maintain sales through 2013.• Reach is more important than frequency in this plan. There’s potential for message wear-out.

if frequency is too high.• This plan aims to achieve a 70% reach with an average frequency of 2.

$45,00,000

Target

Geography

Seasonality/Scheduling

Plan performance

8

Target ProfileDemographics

Gender

Gillette’s target consumer is male as illustrated by the high index number and vertical percentage.

Index Vertical %

Male

Female

147 70.4

57 29.6

Age

Gillette users tend to be between the ages of 18 and 49 with a strong representation in the 25-34 age group. Men 50 and over are less likely to use Gillette products.

Index Vertical %

18-49

25-49

25-34

50+

120 65.4

122 53

144 22.2

76 34.6

Ethnicity

White males are the primary users of Gillette products. Although the index number isn’t significantly high, the vertical percentage shows a strong majority of users are white. Consumers of some other race not listed are also likely Gillette users based off the high index.

Index Vertical %

White

Some other race

104 79.7

129 8.5

Education

Although low indices show education is not an important factor, most Gillette users have completed some level of education. The vertical percentage suggests over a quarter of Gillette users have completed post-secondary education, including graduate school. Gillette has a strong consumer base among full-time college students.

Index Vertical %

High school grad

Grad college or more

Full-time college student

101 31.7

108 27.6

123 5.3

Marital status

Based on low indices, marital status is not an important factor in evaluating the Gillette consumer. Vertical percentages suggest an almost even split between users married and not married.

Index Vertical %

Married

Not married

101 55.9

98 44.1

9

Employment

A high index and vertical percentage shows most Gillette consumers are employed full time (30+ hours). Although it has a smaller vertical percentage, the number of Gillette users currently not employed represent a significant portion of Gillette’s consumer base.

Index Vertical %

Employed 30 hours+Not employed

119 58.4

79 32.1

Occupation

Based on high indices, consumers in the following occupations are likely users of Gillette: sales, production, transport and material moving, proprietors, architects and engineers, computer and mathematical professionals, building, ground maintenance and construction, and healthcare.

Index Vertical %

Sales

Prod, transport, material movingProprietor

Comp and math

Architect and EngineerHealthcare

Construction

Other

122 7.8

158 4.7

161 2

160 1.6

157 3.9

115 5.3

150 17.8

123 25.1

Income

Income levels do not appear to be a significant factor among Gillette users, however high vertical percentages suggest more likely usage among those with an annual income of $50,000 or more.

Index Vertical %

$50,000+

$75,000+

114 64.7

113 44.3

Geographic location

Gillette consumers live ubiquitously across the U.S. A high vertical percentage lends a slightly stronger representation in the south.

Index Vertical %

Northeast

Midwest

South

West

113 20.9

102 21.9

97 36.2

93 21

Consumer confidence

Gillette users tend to have moderate to high consumer confidence in the marketplace. This is especially important in making an informed decision about buying new products and switching brands.

Index Vertical %

7 (scale of 1-8) 124 11.1

Psychographics

10

Purchase propensity

This consumer segment has a significantly higher likelihood of purchasing Gillette products relative to other segments.

(scale of 1-8) Index Vertical %5

6

7

150 6

202 6

235 2.4

Memberships

Gillette users participate in clubs and organizations such as religious clubs, environmentalist organizations, and labor unions. Membership is a somewhat important factor in their lives.

Index Vertical %

Enviro Org

Religious club

Labor union

Local gov’t

132 2.3

191 2.9

145 9

128 1.9

Lifestyle changes

In today’s job market and economy, it’s no surprise that many Gillette consumers are adapting to changing employment. Many are obtaining better jobs while some are being demoted with a lower level of pay or losing their job completely. A high vertical percentage suggests a large number of Gillette users have experienced a lowered income in the past 12 months.

Based on a high index, many Gillette consumers have ushered their oldest child into school in the past 12 months.

Index Vertical %

Change - better jobChange - lower payLose job/laid off

Oldest child enters school

163 9.5

145 3.4

120 9.5

133 2.8

Situational attributes

High indices show Gillette users are likely to express overall improvement in their lives over the past 12 months. They’re content with their lives and possess traditional attitudes without taking too many risks.

Index Vertical %

Somewhat better offSignificantly better offEnjoy taking risks

Doing unconventional thingsVery happy with life as it is

115 27

147 5.1

105 7.8

71 5.4

95 273

Handiness

Gillette users report proficiency when it comes to fixing things, especially mechanical contraptions, as seen through high indices.

Index Vertical %

Good at fixing thingsGood at fixing mechanical things

109 22.41

128 19.35

11

Entertainment/leisure

Gillette users enjoy social activities such as tailgating, fantasy sports leagues, go carting and nightlife. Aquariums seem to be a hit, too.

Sports are another area of interest for men who use Gillette products. They express high levels of interest in NFL, MLB, Nascar, UFC, and college sports events (reflected in indices).

Index Vertical %

Fantasy sports

Tailgating

Go carting

Clubs/bars/dancingAquariums

Nascar

College basketball

College football

MLB

NFL

UFC

187 6.9

148 8

137 4.2

116 23.1

116 21.6

126 11.3

129 19.8

121 8.5

127 16.1

130 9.3

132 6.8

Behaviors

Media formsGillette users digest all forms of media each week. Magazines and internet activities seem to be the most concentrated time consumers as reflected by high indices in focused categories of both media.

As seen through high indices in the magazine and internet category, computer/video gaming is a big time consumer among Gillette users.

Internet is a chief media resource for Gillette users, both as a media form and source of multimedia. Internet only radio scored a higher index than network radio. High indices in sports radio listening and sports-related internet browsing show Gillette customers’ high interest in sports. This common bond is illustrated further in other metrics throughout.

Gillette users’ high consumption of internet media is also illustrated by quintiles representing their likelihood to use a media form.

Publication type IndexFish/hunt/outdoor/rec

Men’s

Sports

Teens

Computer/vid gaming

TV

Evening animation

Comedy/variety

Radio

All sports

Classic rock

Country (wknds)

Internet

Auctions

Chat forums

Download Podcasts

Download music

Download movies

Internet only radio

Satellite radio online

Personal ads/dating

Sports

Video game-related

115

125

122

161

143

117

114

127

117

119

115

118

145

116

155

190

126

125

143

129

Media Quintile IndexCable TV

Radio - drive time

TV early/late night fringe

Outdoor

Internet at home

Internet at work

Internet at home/work

2 120

3 121

4 125

2 123

1 131

3 118

1 148

3 144

1 123

2 115

12

Vehicles - TVTV network and program habits directly correspond with indices above in the evening animation and comedy/variety categories as well as a strong interest in sports and sports news. These indices indicate interest in sports at both college and professional levels spanning multiple seasons throughout the year.

These results also show a preference for premium programming such as HBO and Cinemax and critically acclaimed cable networks such as AMC.

It’s important to note that Gillette users watch cable TV more consistently and more frequently than network channels and programs.

Channel Program IndexAdult SwimAdult SwimAdult SwimAdult SwimAdult SwimAdult Swim

CBS College Sports

Cinemax

CNBC

Comedy Central

E!

Encore

ESPNESPNESPNESPNESPNESPNESPNESPNESPNESPN

ESPN2ESPN2ESPN2ESPN2ESPN2

ESPN News

FXFXFX

G4

The Golf Channel

HBO

MTV

MTV2

NFL Network

Outdoor Channel

ShowtimeShowtimeShowtimeShowtime

Speed

Spike

TBSTBS

128

Aqua Teen Hunger Force 129

Family Guy 125

King of the Hill 119

Squidbillies 137

The Venture Bros 119

116

116

115

Kudlow Report 130

Mad Money 125

Squawk Box/On the Street 119

129

The Colbert Report 123

Comedy Central Stand-Up 125

Futurama 124

The Jeff Durham Show 121

South Park 129

Tosh.0 124

117

116

133

Baseball Tonight 119

Reg. Season College Bball 139

Reg. Season College Fball 137

Monday Night Football 135

Nascar Sprint Cup Series 152

Reg. Season NBA 129

Sportscenter 145

Sunday NFL Countdown 155

Sunday Night Baseball 118

122

Reg. Season College Bball 145

Reg. Season College Fball 135

Nascar Now 121

NCAA College World Series 126

120

138

FX Prime Movie 121

Sons of Anarchy 169

122

115

118

115

116

144

118

117

Californication 213

Secret Diary of a Call Girl 174

Strikeforce 152

120

117

119

Family Guy 117

Channel Program Index

OtherOtherOtherOtherOtherOtherOtherOtherOtherOtherOtherOther

Dog the Bounty Hunter (A&E) 116

G. Simmons Fam Jewels (A&E) 161

Manhuners (A&E) 115

Paranormal State (A&E) 159

Action Pack Movies (AMC) 119

Breaking Bad (AMC) 197

Cribs 3 (CMT) 131

Burn Notice (USA) 141

In Plain Sight (USA) 122

Pysch (USA) 150

WWE Monday Night RAW 139

13

Gillette users are newspaper readers with a strong readership of the Wall Street Journal. Section readership data shows average reading habits among daily national publications.

As shown in metrics above, Gillette users are gamers. Although these indices aren’t indicative of subscriptions or newsstand buys, the target heavily consumes gaming-centric magazines such as Gamepro and Nintendo Power.

The magazines geared towards women, such as Cosmopolitan and Working Mother, represent the small fraction of female Gillette users. Though they are a small portion of the brand’s composition, it’s important to consider their habits and trends in choosing media.

Sports continue to be a focus in Gillette users’ media habits.

Vehicles - PrintPublication Index

Newspapers

New York Times

USA Today

Wall Street Journal

Gaming

Game Informer

Gamepro

Nintendo Power

PC Gamer

Playstation

Lifestyle

Cosmopolitan

Elle

Glamour

GQ

Marie Claire

Maxim

Men’s Fitness

Men’s Health

Men’s Journal

Rolling Stone

Seventeen

News

In Touch Weekly

National Examiner

OK! Weekly

Star

US News & World Report

Auto

Automobile

Car and Driver

Outdoor

Bassmaster

Boating

Guns & Ammo

Outdoor Life

Outside

Parents

American Baby

Baby Talk

Parenting: School Years

Parents

Working Mother

Finance/Business

Barron’s

The Economist

Forbes

Fortune

Kiplinger’s Personal Finance

Money Magazine

Smartmoney

117

134

143

119

239

173

128

156

131

120

151

177

131

142

135

117

128

123

137

128

132

139

118

115

116

117

122

157

115

133

128

116

131

129

129

266

118

144

123

151

124

119

180

Publication Index

SportsBicycling MagazineESPN the MagazineGolf DigestRunner’s WorldSports IllustratedTennisOtherHemispheresMadPC WorldPenthousePlayboyPopular PhotographyTexas MonthlyUS Airways

143184123126124132

134189150189131128151117

14

Gillette users spend time on a variety of websites with high concentrations in sports, news and information and commerce-centric sites.

Extremely high indices, such as Dogpile.com and ea.com, back up the quintile data showing high internet use at home and work.

It’s interesting to note that Gillette users seem to prefer Bing over Google and don’t frequent movie streaming sites like Netflix and Crackle.

These results also don’t reflect the use of online education sites.

Indices over 115 for both ATT.com and sprint.com could indicate a tendency for Gillette users to be customers of both cellular providers.

Vehicles - WebWebsite Index

News/info

accuweather.com

altavista.com

bing.com

cnn.com

dogpile.com

foxnews.com

excite.com

go.com

ivillage.com

marketwatch.com

weatherbug.com

wikipedia.org

yahoo.com

yellowpages.com

zdnet.com

Media

cbs.com

diynetwork.com

fox.com

hulu.com

moviefone.com

Sports

foxsports.com

cbs.sportsline.com

espn.com

mlb.com

nascar.com

nba.com

nfl.com

pgatour.com

sportingnews.com

Gaming

ea.com

gamespot.com

Personal

americansingles.com

eharmony.com

equifax.com

Commerce

amazon.com

att.com

autotrader.com

bestbuy.com

cars.com

craigslist.org

ebay.com

edmunds.com

hp.com

pricegrabber.com

sony.com

sprint.com

119

126

123

120

413

135

233

130

122

137

136

217

120

118

145

130

131

170

128

149

202

148

164

138

150

149

131

130

204

239

125

147

214

143

125

117

175

154

135

115

117

169

132

141

131

118

15

Media HabitsLooking at media habits among Gillette users can shed more light than the straightforward data above. Dual-screen media consumption, especially with TV and mobile/tablets, is an emerging trend. This has massive implications for advertisers when consumers are taking their eyes off the TV and focusing on another screen replete with separate messages. The dual-screen trend is important to take into consideration; it can be leveraged to an advertising advantage.

These indices show a tendency to use two screens at once. They also depict the trend of media usage shifting primarily to the internet in lieu of print publications and other activities.

Media habit Degree IndexSurf web on computer while watching TV

Surf web on phone while watching TV

Spend less time watching TV on TV b/c of internet

Internet has changed the way I shop

Spend less time reading mags in print b/c of internet

Internet has become a primary source of entertainment

Spend less time reading papers in print b/c of internet

When I need info the first place I look is the internet

I remember advertised products when I’m shopping

When commercials on, I change channels

Very often 133

Somewhat often 124

Not very often 115

Very often 197

Often 115

Somewhat often 154

Not very often 179

116

117

141

129

115

117

119

122

16

Media StrategiesNetwork TV

• Target shows average Network TV viewing, especially sports• Although it has a relatively high CPM, Network TV affords high reach levels on a weekly basis• Spending more on this medium helps boost Gillette’s presence over Schick in the space• Network Primetime/Sports is often played on TVs at bars, restaurants and other venues.

Primetime

• Gillette users show high TV viewership during Primetime hours• Primetime TV is the highest CPM in the entire plan, but also the widest reaching form of traditional media• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• Additionally, most big media events throughout the year are on Primetime Network outlets.

Network Radio

• The target listens to radio somewhat regularly, primarily in their cars• Radio is a very cheap channel and should be leveraged under a tight budget• Spending on radio will create and boost Gillette’s presence on the airwaves• Although radio garners less and less listeners in public and private spaces, in-car entertainment, especially on

short trips, is still dominated by network radio

Magazines

• Gillette users show high readership of men’s and general interest publications• The CPM is pretty low and research shows magazine advertising is among the most welcomed form of brand messaging• Spending more on this medium bolsters Gillette’s image in the medium• Magazines are extremely tailored to interests with high quality full-color pages and unprecedented reach

Internet

• The target spends above average amounts of time online• The CPM is relatively high compared to traditional channels, though Internet affords very high reach with consistent

accountability• Internet spending in every category will set up Gillette to dominate the space• Internet-based activities and programs continue to be integrated into consumers’ daily lives, providing a gateway to

the Gillette brand’s online presence

Late Night TV

• Gillette users show interest in late night animation/comedy• Late Night TV has an average CPM and allows for all-day reminders to continue using Gillette• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• People tend to watch these late night programs in social settings, boosting the reach capacity of Gillette’s messaging

Radio - Drivetime (A.M./P.M.)

• Gillette users show high radio listening during morning and evening commute• Radio has the lowest CPM and allows for reminders to pick up more shaving cream on the way to/from

work or other commitments• Spending on radio will create and boost Gillette’s presence on the airwaves• Although radio garners less and less listeners in public and private spaces, in-car entertainment, especially

on short trips, is still dominated by network radio

Primetime

• Gillette users show high TV viewership during Primetime hours• Primetime TV is the highest CPM in the entire plan, but also the widest reaching form of traditional media• More spending on Network TV will bring Gillette into the spotlight during the most important hours over the competition• Additionally, most big media events throughout the year are on Primetime Network outlets.

17

Medium Brand spend (000) % of budgetNetwork TV $22,016.9 49

Network Radio $1,261.6 2.8

Magazines $8,366.1 18

Internet $12,771.0 28

Non-traditional $450 10

Total spend $44,865.60

Gillette Media Mix

Non-traditional450

Internet12771

Magazines8366

Network Radio1262

Network TV22017

Medium CPMNetwork TV - Primetime $68.59

Network TV - Late night $38.23

Network TV - Sports $43.59

Network Radio - A.M. drive $4.47

Network Radio - P.M. drive $3.78

Magazines - Mens $18.74

Magazines - General Interest $28.19

Internet $36.31

Total plan CPM $31.05

Vehicle Recommendations

Monthly Reach: 77.5Monthly Frequency: 2.4

WebTV Mags:30 spots

Site takeovers

4-color FP or HP

Search

18

Non-traditional mediaOf the total budget, $450,000 (10 percent) will be allocated to Pandora advertising initiatives. Pandora offers many opportunities on the web and mobile components of the internet radio platform, including sponsored playlists, station takeovers and short messages between songs. CPM: $6.85

19

Targ

et D

emo:

Al

l Men

age

s 18

-49

Med

ium

Net

TV-

Prim

e- $

(000

)N

et T

V-Pr

ime

- $(0

00)

Net

TV-

L N

ite/

L N

ews

- $(0

00)

Net

TV-

L N

ite/

L N

ews

- $(0

00)

Net

TV-

Spor

ts- $

(000

)N

et T

V-Sp

orts

- $(0

00)

Net

Rad

io-

Mor

ning

Driv

e- $

(000

)

Net

Rad

io-

Mor

ning

Driv

e- $

(000

)N

et R

adio

-Ev

enin

g D

rive

- $(0

00)

Net

Rad

io-

Even

ing

Driv

e- $

(000

)M

agaz

ines

-M

ens

- $(0

00)

Mag

azin

es-

Men

s- $

(000

)M

agaz

ines

-G

ener

al

Inte

rest

- $(0

00)

Mag

azin

es-

Gen

eral

In

tere

st- $

(000

)In

tern

et-

Key

wor

d/Se

arch

- $(0

00)

Inte

rnet

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eyw

ord/

Sear

ch- $

(000

)In

tern

et-T

rgtd

Si

tes

- $(0

00)

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rnet

-Trg

td

Site

s- $

(000

)In

tern

et-

Spon

sors

hip

- $(0

00)

Inte

rnet

-Sp

onso

rshi

p- $

(000

)N

atio

nal O

nly

Area

GR

PS- $

(000

)

Nat

iona

l Onl

y Ar

eaG

RPS

- $(0

00)

Nat

iona

l Onl

y Ar

eaG

RPS

- $(0

00)

Rea

chAv

g. F

req.

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Totals

2020

2020

2020

2020

2020

2020

GRP

S:24

0$1

0,72

2.20

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50

$893

.50CO

ST:

240

$10,72

2.20

1515

1515

1515

1515

1515

1515

GRP

S:18

0$4

,481

.60

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50

$373

.50CO

ST:

180

$4,481

.60

2020

2020

2020

2020

2020

2020

GRP

S:24

0$6

,813

.10

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80

$567

.80CO

ST:

240

$6,813

.10

1515

1515

1515

1515

1515

1515

GRP

S:18

0$5

23.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

$43.60

COST

:18

0$5

23.60

2525

2525

2525

2525

2525

2525

GRP

S:30

0$7

38.00

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

$61.50

COST

:30

0$7

38.00

1515

1515

1515

1515

1515

1515

GRP

S:18

0$2

,196

.50

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00

$183

.00CO

ST:

180

$2,196

.50

2828

2828

2828

2828

2828

2828

GRP

S:33

6$6

,169

.60

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10

$514

.10CO

ST:

336

$6,169

.60

1515

1515

1515

1515

1515

1515

GRP

S:18

0$4

,257

.00

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80CO

ST:

180

$4,257

.00

1515

1515

1515

1515

1515

1515

GRP

S:18

0$4

,257

.00

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80CO

ST:

180

$4,257

.00

1515

1515

1515

1515

1515

1515

GRP

S:18

0$4

,257

.00

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80

$354

.80CO

ST:

180

$4,257

.00

182

182

182

182

182

182

182

182

182

182

182

182GRP

S:21

95$3

,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30

$3,701

.30CO

ST:

$44,

415.

80

77.5

77.5

77.5

77.5

77.5

77.5

77.5

77.5

77.5

77.5

77.5

77.5

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2.4

2013

Flo

wch

art

20

Appendix• http://www.walgreens.com/q/mens-shaving-cream• http://en.wikipedia.org/wiki/Procter_and_gamble• http://www.niveausa.com/products/mens-care/product-type/shaving-gel• http://www.gillette.com/en/us/Products/shave-gel-and-foam.aspx• http://www.schick.com/us/quattro-for-men.shtml• http://en.wikipedia.org/wiki/Gillette_(brand)• http://adage.com/article/news/gillette-feels-market-share/237379/• joshlieberthal.comhttp://www.brandingstrategyinsider.com/2009/06/5-

reasons-gillette-is-the-best-a-brand-can-get.html• http://barbasol.com/• http://thepricingjournal.com/2011/05/09/inside-the-numbers-of-

pandora-radio/

Iconography courtesy of The Noun Projectthenounproject.com

21