orbit media plan

Wrigley’s Orbit Gum

2009 Media Plan Recommendation

David Levin

May 2008

PURPOSE

The purpose of this presentation is to provide Wrigley’s Orbit gum with a media plan recommendation for calendar year 2009

Silver Diamond Marketing Team

Michael Banks VP, Account Management Director

Carl Ramrod VP, Group Creative Director

Rich Barter Sr. VP, Research Director

Tobias Funke VP, Group Media Director

Increase revenue by 10%

Attract other demographics

Gain popularity of new flavors

MARKETING OBJECTIVES

COMPETITIVE

0

1250000000

2500000000

3750000000

5000000000

2005

2006

2007

Wrigley’s Cadbury

GUM SALES GROWTH - NATIONAL DMA - FY 2005-07

COMPETITIVE

BUDGET SHARE OF VOICE

MEDIA

Wrigley Company

Cadbury Schweppes

Television, Magazines, Billboards, Cash Prices

$10,000,000 75% 50% 38% 8% 4%

$7,500,000 25% 55% 45%

--------------

$17,500,000

GUM SPENDING/SOV NATIONAL DMA

FY 2007

-Wrigley responsible for 35% of total gum sales worldwide

-Orbit’s contribution is 23%

MEDIA OBJECTIVES

Expand popularity to other demographics

Promote as best choice for sugar-free gums

Maintain brand awareness

Portray a hip and modern feel to product

Promote ADA seal of approval

TARGET AUDIENCE

The demographic of Wrigley’s Orbit gum consumer is...

adults ages 18-24

attended college

white

never married

county size A

GEOGRAPHY

Wrigley’s Orbit gum advertising program will be focused in all major regions of America

East coast

West coast

South

Midwest

Northeast

SEASONALITY

Advertising year round

Change in season will call for a change in advertising

Different flavors will be highlighted semi-annually

fall/winter - cinnamint/cool mint/wintermint

spring/summer - maui melon/lemon-lime/mint mojito

MEDIA STRATEGY

Advertise frequently in many formats

Be seen as the dominant brand through advertising

Place multiple billboards in cities with lower popularity

2 in Los Angeles, CA

1 in San Francisco, CA

2 in Houston, TX

2 in Chicago, IL

COMMUNICATION GOALSREACH/FREQUENCY/CONTINUITY

Supply major dental offices nation-wide with Orbit gum to help promote brand by giving packs to customers in goodie bags

Gum will be dispersed during off months of advertising to maintain brand awareness and increase customer loyalty

COMMUNICATION GOALSREACH/FREQUENCY/CONTINUITY (CONTINUED)

To maximize awareness at affordable cost, commercials will air during early fringe and late fringe on weekdays

Day-parts will be used on weekends

Recommended Stations:

Comedy Central

Adult Swim FX

MTV VH1 TBS

MEDIA DISCUSSION

Television

Advertising will air Monday through Friday early fringe and late fringe

Advertising will air Saturday and Sunday day-part

Magazine

Page 4/color ads issued between both magazines at the same time

Billboard

Posted from mid March to mid November

Located in New York City, Miami, Chicago, Houston, and Los Angeles

PROMOTION STRATEGY

Provide consumers with quarterly contests

specially marked packs = prizes ($100,000 total)

Cash prizes like...

Vacations

Concerts

Electronics

Automobiles

CREATIVE CONSIDERATIONS

Television:

30-second announcements

15-second announcements

Magazines:

Page 4/color

Billboards

All major cities of America (10 total)

FINANCIAL CONSIDERATIONS

Television $4,973,200 $5,719,180

Magazines $3,688,680 $4,241,982

Billboards $602,450 $692,818

Cash Prices $400,000

________ ________

$9,664,330 Net $10,653,980 Media Gross

The 2009 media budget is as follows:

FIN