Gillette Media Plan, 2014

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ElEvation MEdia Group

2015 plan

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Situation Analysis 3

Competitive Spending Analysis 17

Media Objectives 24

Target Profiles 26

Media Strategies 44

Media Plan Flowchart 46

Appendix 48

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Situation analySiS

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Situation analySiS

History of Gillette

• 1901: King C. Gillette invents first safety razor• 1904: first U.S. patent on safety razor• 1946: launches first blade dispenser• 1957: launches an adjustable razor• 1977: launches first razor with a pivoting head• 1985: launches first razor with a lubricating strip• 1992: launches Gillette Series shaving cream line• 2005: launches Gillette Fusion shaving gel and razors• 2007: announces Tiger Woods, Roger Federer, and Thierry Henry as brand ambassadors• 2008: announces Derek Jeter as brand ambassador

Products Owned

Gillette owns a myriad of razors, shaving creams and gels, aftershaves, deodorants, and body washes. In addition to its better-known products, Gillette owns batteries, office supplies, hair care prod-ucts, toothbrushes and toothpastes, colognes, and chewing gum. Some key brands include Duracell, Braun, and Oral-B.

Market Share

Of leading Men’s Shaving/Aftershave companies, as of 2013 Gillette’s three leading shaving cream products represented 11.9% of the MULO (Multi Outlet) market segment, or sales of $103 million.

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Situation analySiS

Of all manufacturers of Shaving Creams and Gels in 2013, Gillette held a segment share of 23.5%, or sales of $116 million

Gillette’s suite of products totals 46% of usage among the top men’s shaving creams and gels. Individ-ually, Gillette Fusion ranked first among respondents, representing 21% of the total usage. Barbasol ranked second representing 30% of total usage, and Edge ranked third representing 25% of total usage.

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Situation analySiS

Product: Gillette Foamy, Gillette Fusion, and Gillette Series

Brand/Product awareness

• Gillette is long established as a leader in quality men’s shaving equipment as one of the oldest men’s care brands around.1• Gillette holds the highest level of overall awareness among all men’s shaving and hair removal brands online.4• The Fusion line of shaving gel is relatively new (2005), but all lines are well established at this point.1• Primarily sold in food, drug, and mass merchandise stores in North America.5

Marketplace

Gillette as an umbrella brand experienced a dip in brand value from 2000-2002, but has risen from $15 billion to about $25 billion from 2002-2012.

• Men’s shaving cream sales have fluctuated up and down 1-3% from 2008 to 2013.• Forecasts through 2018 predict sales to remain steady with minimal fluctuation.7• In 2012, Gillette brought its partnership with BBDO into review after nearly 80 years with the agency. While normally Gillette’s new product releases resulted in sales spikes, the economy has halted this pattern and left sales relatively stagnant.12

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Situation analySiS

Marketing Campaigns

Tagline: “The best a man can get”8• Supported by Gillette spending more on R&D than any of its competitors.

Partnership with Man of Steel, “How Does Superman Shave?” campaign (2013)9• Celebrities, scientists, and Superman experts discussed their theories of how Superman shaves on HowDoesHeShave.com.• Celebrity athlete sponsors10• Derek Jeter, Roger Federer, Thierry Henry• 2009 Mintel report suggests that men do not respond well to male athlete endorsers

The Moment campaign (2010)11• Positioned Gillette as the difference maker in intense or stressful situations. By helping men be confident and comfortable in their skin, Gillette is the perfect wing man for a big job interview or a big date.

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Situation analySiS

Product Options

Gillette Fusion Gel ($4.49)• Sensitive Skin• Cooling• Pure and Sensitive• Clean and Fresh• Ultra Sensitive• Tough Beard• Clear Skin• Moisturizing• Soothing• Smooth• Irritation Defense Gillette Foamy ($2.99)• Regular• Sensitive Skin• Lemon-Lime

Gillette Series ($3.99)• Conditioning• Sensitive Skin• Protection• Moisturizing• Extra-Comfort

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Situation analySiS

Competitive Analysis

Competitive Category

Gillette competes in the Men’s Shaving Creams and Gels category. It consists of products that are used by men prior to shaving with a razor, and does not include similar products like men’s after-shave, face wash, or similar personal care products.

Competitors in this Category

• Old Spice Shaving Cream• Edge Shaving Cream• Schick Hydro Shaving Cream• Barbasol Shaving Cream• Nivea for Men Shaving Cream• Neutrogena Men• Aveeno Men’s Shave Gel• Store brand shaving cream (e.g. Walgreens)

Three Primary Competitors

1. Old Spice Shaving Cream2. Edge Shaving Cream3. Schick Hydro Shaving Cream

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Situation analySiS

Old Spice

Old Spice because it shares a parent company with Gillette. We want to avoid competing media placement between these two products, as that will waste resources, time, and money. We should more deeply research the differences between Old Spice and Gillette consumers so that we can ensure unique markets for each product. Old Spice’s recent campaign buzz and success with new body wash products also makes it a threat as an overall brand, which could spill over to the shaving cream industry. Old Spice has also announced it will be launching a full hair-care line. Since its target market is adolescents and young adults, the threat of them growing up and preferring Old Spice over Gillette is real.

Strengths

• Lots of social media buzz over recent campaigns• Fun, light-hearted, quirky campaign and brand; feels new, fresh• But also an old and well-established brand as a whole• Memorable jingle and celebrity endorsers

Weaknesses• Old brand trying to be a new, hip brand; challenging• Most popular for deodorant, body wash, and fragrance• Accounts for only 6% of total usage of all shaving creams and gels by men

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Situation analySiS

Edge

Edge Shaving Cream because it appeals to a similar young-adult demographic as Gillette. Its prod-ucts are similarly priced. It has ranked highly in usage among men, dwarfed only by Barbasol as an individual product. Barbasol is so well established, and more targeted at an older demographic, that it is not a primary competitor of Gillette.

Strengths

• Accounts for a quarter of total usage of all shaving creams and gels among men• Energizer sales have risen significantly since acquiring Edge in 200913

Weaknesses

• Lacks the suite of men’s care products that other competitors have, like razors, body wash, etc.

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Situation analySiS

Schick

Schick because they also make razors, and are thus a competitor of Gillette’s in the entire category of shaving. Their reputation as a producer of quality razors threatens Gillette’s similar reputation, and the similarities between the brands makes the two clear competitors. Schick’s products are heavy in “add-on” qualities like skin protection, sensitive skin, hydro, etc. Its diversity of products also make it a clear competitor, as Gillette also feautures a multitude of shave gel and creams.

Strengths

• Broad range of shave gels and creams• Competitive price, but also established quality of products• Produces other shaving products like razors

Weaknesses• Only makes shaving products, so less likely to draw in men using products in other men’s care categories• Not as well established as Gillette or Old Spice

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Situation analySiS

Gillette SWOT Analysis

Strengths

• Well established as one of the highest quality razor brands, which helps outlook for shaving cream and gel

• Has maintained sales over the past years and is projected to continue similar trends; surviving the down economy and competitors

• Options; multiple products that span different price ranges and qualities appealing to different types of users

Weaknesses

• More expensive than the average, could hurt sales

• Old brand with not a lot of new; established, but not buzz worthy

• New razor releases showing less of an impact on sales

Opportunities

• Almost every man needs shaving cream or gel, and they want it to work; Gillette’s reputation as delivering high quality products can help deliver just that

• Can further promote their established athletes like Roger Federer to compare with Old Spice’s Terry Crews; proven > bizarre

Threats

• Old Spice is a growing name in men’s care, could threaten the shaving industry

• Dwindling economy threatens expensive shav-ing gear sold by Gillette; “The Best a Man Can Get” as already available, no need to upgrade

• Many private shaving cream companies popping up on the Internet

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Situation analySiS

Schick

Schick because they also make razors, and are thus a competitor of Gillette’s in the entire category of shaving. Their reputation as a producer of quality razors threatens Gillette’s similar reputation, and the similarities between the brands makes the two clear competitors. Schick’s products are heavy in “add-on” qualities like skin protection, sensitive skin, hydro, etc. Its diversity of products also make it a clear competitor, as Gillette also feautures a multitude of shave gel and creams.

Strengths

• Broad range of shave gels and creams• Competitive price, but also established quality of products• Produces other shaving products like razors

Weaknesses• Only makes shaving products, so less likely to draw in men using products in other men’s care categories• Not as well established as Gillette or Old Spice

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Situation analySiS

Gillette SWOT Analysis

Strengths

• Well established as one of the highest quality razor brands, which helps outlook for shaving cream and gel

• Has maintained sales over the past years and is projected to continue similar trends; surviving the down economy and competitors

• Options; multiple products that span different price ranges and qualities appealing to different types of users

Weaknesses

• More expensive than the average, could hurt sales

• Old brand with not a lot of new; established, but not buzz worthy

• New razor releases showing less of an impact on sales

Opportunities

• Almost every man needs shaving cream or gel, and they want it to work; Gillette’s reputation as delivering high quality products can help deliver just that

• Can further promote their established athletes like Roger Federer to compare with Old Spice’s Terry Crews; proven > bizarre

Threats

• Old Spice is a growing name in men’s care, could threaten the shaving industry

• Dwindling economy threatens expensive shav-ing gear sold by Gillette; “The Best a Man Can Get” as already available, no need to upgrade

• Many private shaving cream companies popping up on the Internet

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Situation analySiS

Objectives

Sales Objective

Maintain flat sales in 2015.

Marketing Objective

Maintain 100% of male current users of Gillette Shaving Creams, gels, and foams in 2015, preventing them from switching to Old Spice.

Advertising Objective

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

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Competitive Spending analySiS

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CoMpEtitivE SpEndinG analySiS

Total Category Spending by Brand

• Old Spice dominates the overall spending in the category. • Schick spends half as much, but still exceeds spending of other competitors substantially. • Gillette and Edge are close to even for third place.

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Total Category Spending by Medium

• Magazines represent the most category spending.• Network and Cable TV are tied for second place in category spending.• Huge drop off in spending after the top three mediums.• No spending in outdoor.

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Old Spice

Total Budget (000): $82,689Total SOS: 52%

• Old Spice spends the vast majority of their budget on TV advertising, mostly in network and cable.• Old Spice also spends a significant amount in magazines.• Old Spice spends some money on Internet advertising, but it is a very small percentage of its total budget.

• Old Spice spending is almost completely static from month to month. The total variation from its highest spending month to its lowest is less than $100,000.• Internet is the only category that changes month-to-month, with a low point in June and high points in May, August, and December.

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Edge


• Edge spends the vast majority of its budget on magazine advertising.• Edge spends significantly more on Internet advertising than its competitors.• Edge also spends money on network TV and radio advertising, but nothing else.

• Edge only advertises from April to September (months outside of winter).• Edge spends about the same from April to August, with a heavy up in September.

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Schick


• Schick spends most of its budget on Magazines, like Edge.• Schick spends a majority in local newspapers and spot TV, suggesting a more targeted media strategy.• Schick spends very little in radio and Internet.

• Schick spending is static from January to July, and in October and November.• Schick has a slight heavy up in August and September and a large heavy up in December.

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Opportunities for Gillette

• There is no spending in outdoor advertising; Gillette can budget for some outdoor adver-tising with little fear of competition.

• There is little overall spending in radio; Gillette can easily dominate this medium during drive times.

• There is little overall spending in national newspapers; Gillette can easily dominate this me-dium by increasing ad buys.

• October and November are significantly less cluttered than December; Gillette can try to dominate these months to build hype before the holiday season.

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media objeCtiveS

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MEdia objECtivES

Target Objective

To reach M18-49 who currently use Gillette and have a HHI of $50,000+

• Our goals are to maintain current sales, so current Gillette users are our primary target• Men ages 18-49 are the primary users of Gillette shave creams and gels• Current users of Gillete tend to have household incomes over $50,000

Geography Objective

To provide evenly distributed nationwide coverage

• Gillette users do not have any significant geographic hotspots• We want to connect with as many current users as possible and acceptable reach

Seasonality/Scheduling Objective

To provide continuity support year-round, with a slight pulse in December and January

• Shaving creams and gels are frequently purchased with no significant heavy-up periods• The new-year pulse will target people with new goals and ambitions for for the new calendar year, who are more open to trying new products and switching up their appearance

Plan Performance Objective

To reach 75% of M18-49 an average of 2.1 times per month

• We want to maintain high reach to ensure we are connecting with as many current Gillette users as possible• Our target already knows and trusts Gillette, so high frequently is not as important as reach

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target profileS

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Demographics

Age

Gillette users are most concentrated in the 25-34 age range with an index of 129, and make up 23.2% of total males using Gillette shaving creams. However, for the range of ages 18-49, the index sits at 112 with a vertical percent of 64.4%, showing that a large chunk of our customers are out-side of the 25-34 age range. This is important to note because we do not want to put too many resources into targeting roughly a quarter of our market, even if that segment is the most likely to use Gillette products.

Ethnicity

While some other race than White, African American, or Asian has a strong index of 121, its vertical percent is only 8.4%. White males with a vertical percent of 78.3% make up the vast majority of our consumer base, even if the index is only 101. White men are the most common Gillette users and although white users are just as frequent as white men in the overall population, the vertical percent is overwhelming and cannot be overshadowed by the high index of a comparably minor segment.

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Education

Gillette users are more likely than the average person to have some college education. There is a strong presence in those who have attended 1-3 years or less. However, none of these education segments are overwhelming, and overall Gillette users seem to be spread out throughout various education backgrounds.

Marital Status

Gillette users are no more or less likely than the average man to be married. Like the general pop-ulation, there are slightly more married men than not married. Marital status carries little bearing on whether men will purchase Gillette.

Children in Household

Gillette users are more likely than the average adult to have at least one child in the household, with an index of 117 and a vertical percent of 42.8%. Gillette users who do not have any children in the household make up a vertical percent of 57.2%, but hold an index of 90. This shows that Gillette users are more likely than average to have children at home, but an insignificant amount less likely than average to not have children at home.

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Income

Gillette users are more likely to have a household income of around $50,000-$60,000 but a large percent of users fall between $60,000 and $150,000. There are not any significant index spikes, most fall close to 100, meaning that income does not hold a great bearing on whether consumers will choose Gillette. However, nearly all users make above $30,000, so Gillette users are not likely to be very poor.

Geographic Location

Gillette users are more likely than the average adult to live in the greater Los Angeles, Southwest, and New England Nielsen regions. However, the indexes are not very severe, and users generally seem to be somewhat spread out throughout the country.

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Psychographics

Events of Life Experienced

Adults experiencing upward mobility, or perceived future upward mobility, are more likely to be us-ers of Gillette. People who are going through significant changes, or plan to make significant changes, are more likely to be users of Gillette. This could mean that people turn to Gillette as a means to help reinvent themselves as they move into a new stage of life.

Memberships

Gillette users have few strong membership similarities, but those they do share correlate with finan-cial success or focus and family.

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Attitudes

Gillette users tend to take pride in their personal well being and home maintenance, surrounding themselves by quality inanimate things. They are work-centered, family-centered, and have lofty ca-reer aspirations. They are also more likely to spoil their children, which supports their high index of being affectionate, passionate, loving, and romantic. They care about how others view them, and go out of their way to make sure that they are viewed positively.

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Consumer Confidence

Gillette users have medium to high consumer confidence, meaning they are more likely to be willing to spend money on non-necessities.

Leisure Activities

Gillette users enjoy reading gaming magazines much more than the average adult, and in general enjoy participating in typical leisure/outing activities more than the average adult.

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Physical Fitness

Gillette users tend to work out a moderate amount. Not all users are serious athletes, but users are more likely to engage in a fitness program a couple times per week than once or not at all. They put in some effort to stay physically fit.

Summary Points

Gillette users...

• are people expecting to make or making significant life changes• take pride in personal well-being and home maintenance, enjoy showing both attributes off to visitors and friends• are ambitious, career-centered, and spoil their children• identify as being affectionate, passionate, loving, and romantic• make purchase decisions based on others’ judgment• enjoy going to live entertainment venues and family outing hot spots like aquariums and zoos • enjoy fantasy sports leagues and reading gaming magazines

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Media Use Analysis

Magazines

Car Magazines

• Gillette users show a definitive interest in car maintenance magazines, suggesting they are do-it-yourself type men who like to fix things• This could also suggest that Gillette users are interested in inanimate niceties like expensive/nice cars

Men’s Magazines/Sports Magazines

• Gillette users are clearly sports fans across the board, and subscribe to magazines to get even more in-depth coverage of their favorite sports• Gillette users seem to care about their health and appearance, as they subscribe to men’s health and lifestyle magazines

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Gaming Magazines

• Gillette users rate high among viewers of gaming publications, suggesting that some users are more than just casual gamers

Daily Newspapers

Weekdays

• Gillette users are more likely to read the sports and movie listings/reviews pages in weekday newspapers• The sports section also has a high vertical percentage, making it a valuable location for advertising with many potential Gillette users viewing

Sunday

• The sports section has a high vertical percentage on Sunday as well, with a slightly higher index, making it a valuable placement location as well

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Cable TV Channels

• The majority of Gillette users are cable television subscribers, but this is not an overwhelming statistic; a good portion do not subscribe

Sports Channels

• Like with magazines, Gillette users are likely to watch sports channels on television• College sports and soccer are most likely to be viewed by Gillette users, while ESPN has the most Gillette users viewing in numbers

Movie/Subscription Networks

• Gillette users are likely to subscribe to premium television networks for high quality entertainment• Gillette users enjoy movies, and will pay premiums to get content they want

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Music/Entertainment Channels

• Gillette users express interest in watching music and entertainment broadcasting on television• MTV and VH1 are key channels in this category, boasting high indexes and vertical percentages

Educational Channels

• Gillette users use television to learn more about the world around them• The History Channel has a large number of Gillette using viewers, while The Science Channel is more likely to attract Gillette users than the average population

Cable TV Shows

Drama Shows

• Gillette users enjoy dramas centered on the US legal system, medicine, and superpowers• America’s Most Wanted and Judge Judy are key channels in this category with high indexes and viewership

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Sports/Non-Fiction Shows

• Gillette users enjoy non-fiction reality shows and “sports” programming• While these shows are likely to attract Gillette users, there are not that many total Gillette users viewing these shows, so they are not priorities

Comedy Shows

• Gillette users are likely to view a variety of popular comedy shows• The most notable is Family Guy, with the highest vertical percentage by almost 10%

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Television Dayparts

• Overall, television daypart viewership aligns with the average adult man—but there are some standout times• Weekday afternoons are slightly more likely to attract Gillette users than the average adult• Saturday late morning and Sunday early and late morning are more likely to attract Gillette users than the average adult

Television Attitudes

• Gillette users are likely to be exposed to children’s programming• Gillette users are not likely to mute commercials when watching TV, supporting the decision to advertise on this medium

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Radio Dayparts

• Similar to television, radio daypart listenership tends to align with the average adult, with some exceptions• Across the week, the midnight-6am time slot has a statistically high index—this is also not a prime advertising daypart, so advertising will be cheaper and more efficient

Radio Genres

• Gillette users listen to a variety of genres, but those with the highest vertical % are the Urban and Contemporary Hit genres

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Internet

Online Activities in Past Seven Days

• Gillette users are likely to shop for cars, read blogs, listen and download music and movies, search for employment, play and read about video games online• Key activities are auto shopping, reading blogs, downloading music files, playing games, reading gaming news, and watching videos

Websites Visited in Last Seven Days

Weather & Health

• Gillette users are more likely seek out the weather online than the average adult

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Sports

• Gillette users are more likely to take their sports enthusiasm online than the average adult

Gaming/Technology

• Gillette users are much more likely to search gaming information online than the average adult• Gillette users also seek out technology websites

News

• Gillette users are likely to find their news online• Fox news is the preferred news site in terms of numbers, but could be skewed by its overall size and sports affiliation

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Internet Attitudes

• Gillette users tend to enjoy visiting new websites, suggesting they are curious when using the Internet• Gillette users tend to enjoy hearing about new products via email, suggesting email advertising is something to be considered

Miscellaneous Media Attitudes

• Gillette users are likely to notice advertising in movie theaters, making it a good option for out-of-home placement• Gillette users don’t seem to mind advertising—we have a receptive audience, which will only help our cause

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media StrategieS

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MEdia StratEGiES

Our media plan for Gillette shaving creams and gels is a national plan that focuses on cost-effective, popular media that will be able to both showcase Gillette as an attractive product. We will also pro-vide sustainable reinforcement messages through radio and banner advertisements, to remind our target to use Gillette.

Cable Television (0:30 spots)• We will reach our target through prime and late night fringe cable television as well as through sports networking. Our research has shown that our targets are frequent watchers of all these dayparts, and have shown themselves to be avid sports fans, which will mean more enaged viewers.• Utilizing all three cable television dayparts will allow us to reach different types of Gillette users

Men’s Magazines (FPG4C)• Our research has shown our target to be active readers of a variety of magazines in this category.• Placing ads in magazines will allow us to retain presence in homes, offices, etc.• Men’s magazines like Men’s Health and ESPN The Magazine are very reputable and trusted sources.

National Radio (0:60 spots)• For the calendar year, we will reach our target through morning drive ad placement.• Research has shown that our target is most active on radio during the early morning.• In January and February, we will increase radio presence by advertising during evening drive to increase frequency during times of personal evaluation and change as the new year rolls in

Targeted Banner Ads• Our research has shown our target to be active internet users for news, sports, and entertainment.• We can combine ads in other mediums like ESPN The Magazine and deliver integrated cross-plat-form campaigns that will reach our targets wherever they choose to seek our their entertainment

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media plan flowChart

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MEdia plan flowChart

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appendix

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appEndix

1. http://news.gillette.com/about/history

2. OneSource On-Stop Report: The Gillette Company

3. Mintel Report: Men’s Personal Care, U.S., October 2013 – Brand Share – Men’s Shaving Prod-ucts/Aftershave

4. Mintel Report: Shaving and Hair Removal Products, U.S. October 2013 – Social Media Infograph-ic by Gabrielle Lieberman

5. http://news.gillette.com/fact-sheet/gillette-fusion-proglide-shave-gel-fact-sheet

6. http://adage.com/article/news/gillette-feels-market-share/237379/

7. Mintel Report: Shaving and Hair Removal Products, U.S., October 2013 – Segment Performance: Shaving Cream

8. http://www.interbrand.com/en/best-global-brands/previous-years/2012/Gillette

9. http://www.forbes.com/sites/markhughes/2013/05/28/gillette-campaign-asks-how-does-super-man-shave/

10. http://www.nytimes.com/2010/07/27/business/media/27adco.html

11. http://www.bloomberg.com/apps/news?pid=newsarchive&sid=arZTo_NJzrxE

12. http://adage.com/article/news/gillette-feels-market-share/237379/

13. OneSource One-Stop Report: Energizer Holdings, Inc.

Gillette Media Plan, 2014

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