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Evolution media презентация
Содержание
- 2. Situation Analysis
- 3. Market Analysis Lack of self-awareness, hygiene Competitors
- 4. Consumer Analysis Psychographics Values: approval of women Self concept: free-spirited Lifestyle: sexually interested, masculine
- 5. Consumer Analysis Cont’d Influence to Purchase Change
- 6. Consumer Analysis Cont’d Buying incentives Attract women
- 7. Consumer Analysis Cont’d Target Market Active, single
- 8. Brand Analysis Only antiperspirant deodorant total body
- 9. Marketing Objectives Short Term 75% exposure rate
- 10. Media Plan
- 11. Traditional Mass Media Billboards Radio Television Magazines
- 12. Other Media Publicity Efforts Sponsorships Free samples Promotion Point-of-purchase
- 13. Marketing Mix
- 14. Creative Strategy
- 15. Billboard
Situation Analysis
Слайд 3Market Analysis
Lack of self-awareness, hygiene
Competitors
Right Guard
Old Spice
New product category
Axe
Only combination antiperspirant
and deodorant body spray on the market
Слайд 4Consumer Analysis
Psychographics
Values: approval of women
Self concept: free-spirited
Lifestyle: sexually interested, masculine
Слайд 5Consumer Analysis Cont’d
Influence to Purchase
Change in view of hygiene
Providing the ONLY
solution to a problem WE CREATED AWARENESS ABOUT
Слайд 6Consumer Analysis Cont’d
Buying incentives
Attract women
Smell good
Sweat less
Places to purchase
Local drugstores, supermarkets,
super centers
Слайд 7Consumer Analysis Cont’d
Target Market
Active, single male
18-24 college students
Seeking approval from women
Interested
in sports, music, political activities, and the overall college experience
Not concerned with hygiene
Not concerned with hygiene
Слайд 8Brand Analysis
Only antiperspirant deodorant total body spray on the market
Distinct, seductive
smell
Precision spray nozzle
Long lasting scent
Solution to body odor and attracting women
Precision spray nozzle
Long lasting scent
Solution to body odor and attracting women
Слайд 9Marketing Objectives
Short Term
75% exposure rate
50% purchase rate
Long term
brand loyalty
25%
increase in purchase rate annually
