orbit media plan
DESCRIPTION
The objective of this project was to develop a 12 month media plan for Wrigley\'s Orbit gum.TRANSCRIPT
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