pantene pro-v
DESCRIPTION
Integrated Marketing CampaignTRANSCRIPT
Jen BurkeSarah D’AutilioAshley O’Brien
Lindsay Robichaud
Background… Est. 1947 by Swiss drug manufacturer Hoffman-
LaRoche. European shampoo company until 1983 acquired
by Richardson-Vicks Expanded line to 100 products Sold in salons & department stores. Expanded coverage to U.S. and Canada
Richardson-Vicks acquired in 1985 by P&G Expanded line and sales outlets to drug and variety
stores. Currently, world's number one selling line of
shampoo, conditioner, hair color, hair spray and other similar products.
Financials…
Annual Sales: $3 billion Annual Units Sold: $500 million Retail Price: $7.99 Wholesale Price: $6.00 Gross Margin (20%): $1.20 Budget: $10 million A to S Ratio: $10 million/$3 billion: 3.3% GMROI: $10 million/$1.20
Must sell 8,333,333 units to cover cost of IMC campaign
TAM~SAM~PSM
TAM – males/females (25-35) 44 million people Psychographic – professional females
15,400,000 million females SAM – 99% penetration
15,246,000 females PSM – current (40%) – 6,098,400 females
Goal (+10%) – 7,623,000 We would have to gain 7,623,000 to increase
our current share by 10%
Positioning Statement…
For females ages 25-35, Pantene Pro-V is the product of hair care that uses key
nutrients to create confidence by providing you with silky smooth hairsilky smooth hair and a fresh fresh scent for a clean, look at me feelingscent for a clean, look at me feeling.
The Message…
Hair SOSO
good…
he won’t be able
to keep his
hands off it!
!
More Message Ideas…Hmmm…Should
I…?(Sniffing)
Thinking about touching and smelling her hair.
Pantene
Product User Fresh Scent
PR… Buzz/WOM…$100,000 $300,000■ Press release
Notify public about “Go Red” campaign
■ Public service Run ads about “Going
Red” for women’s heart health
For every red bottle sold $1.00 will be donated to women’s heart health
Leverage Icon: Oprah Oprah with Doctor Oz
on Women’s Heart Health
Mention that for every bottle of “red” Pantene sold $1.00 will go to the American Heart Association
New “Red” Bottle… (Rough Sketch)
PANTENEPANTENEPRO-VPRO-V
TV… ShowShow RatingRating FrequencyFrequency GRPsGRPs
What Not to Wear 5 x 2 = 10
America's Next Top Model 5 x 2 = 10
Extreme Makeover: Home 8 x 2 = 16
Desperate Housewives 8 x 2 = 16
Total GRPs 52
Media 5,440,000 GRP one week = 52
Frequency (per show) 200,000 GRP one month = 208
200,000 GRP two months = 416
200,000
200,000 Production 30000
TOTAL $6,270,000
Internet… Trade… Cross Promotion:
Pantene with hair care accessories from Revlon
Co Promotion: CVS: When you use
your extra care card to purchase Pantene products you will receive extra dollars back
Cost per click through
Total # of visitors 33,300,000
5% click through 5%
1,665,000
Cost per click-through $0.60
$999,000
Total Sales from Campaign
Total # of visitors 33,300,000
5% click through 5%
1,665,000
10% purchase product 10%
166,500
Cost of product $7.99 $7.99
Profit from Electronic $1,330,335
Sponsorship… Locks of Love
1,000 people to donate their hair Pantene will pay $1,000 per child to
cover a full cranial prosthesis
SponsorshipSponsorship
Locks of Love - Event 150,000
Matching contributions 100,000
TOTAL 250,000
Outdoor…MediumMedium ReachReach ImpressionsImpressions GRPGRP
Billboard – RT. 93 75 x 2 daily = 150MBTA - mobile spots 50 x 2 daily = 100Park Bench – multiple 10 x 2 daily = 20 Total GRPs 270Billboard Media 500,000 Production 50,000 GRP one day = 270
MBTA GRP one month = 8,100
Media 250,000 GRP two months = 16,200Production 20,000 Park Bench Media 8,000 Production 1,000 TOTAL $829,000
Print…MagazineMagazine ReachReach FrequencyFrequency GRPsGRPs
Cosmopolitan - May 25 x 2 = 50Cosmopolitan - June 25 x 2 = 50People - May 25 x 2 = 50People - June 25 x 2 = 50Shape - May 25 x 2 = 50Shape - June 25 x 2 = 50Women's Health- May 25 x 2 = 50Women's Health - June 25 x 2 = 50
Total GRPs 400
Media 160,000
Frequency (per publication) 10,000
10,000 GRP one month = 200
10,000 GRP two months = 400
10,000
10,000
10,000
10,000
10,000
Production 11,000
TOTAL $251,000
Thank You!Questions…Comments.