1.Schick Quattro
Media Plan
Class: AMED 404
Date: 11-02-2010
Instructor: Colette Brochu
Group:
Tilak Daniel
Jason Han
Miki Sato

2. Agenda

Background

3. Media Objectives 4. Media Strategies 5. Media Execution2
6. Background

Brand History

7. Marketing & Advertising Objectives 8. Role of this Media Plan3
9. Background

Recent marketing activity saw the Schick brand increase share from 14% to 18%

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

To increase market share of SchickQuattro from 9% to 10% by end of 2011.This will increase market share from 18% to 19% for Schick.

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

Broad target group of males between the ages of 18-49.

19. The primary target market is males between 18-34.Core Target:

Men 18-34 in English Canada

20. Men 35-49 in English Canada 21. City dwellers7
22. Target Psychographics
Active Social Life

Drinking is a part of their lifestyle

23. Enjoys eating out and going tobars 24. Entertains friends at home8
Athletic

Likes exercising, keeping fit and outdoor activities

25. Follows favourite sports teams