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Media Planning

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Best Practices

Number of Products advertised within a brand


0011 Have 1010 1101 0001 Glade and 0010 seen on Raid, 0100 1011

Ziploc that multiple messages appear to have negative returns driven by confusion. Research and in-market results have lead to the following principles when supporting multiple products under the same brand name:
No more than two new products at the same time No more than three new or exiting products at the same time

Advertise the news on the brand and it can effect the entire brand
BehaviorScan test showed a 9% increase in sales on the total Ziploc line from the Easy Zipper and Double Guard threshold advertising.

Base Business Support During a Launch 0011 0010 1010 1101 0001 0100 1011
Drives increased volume, as seen in the BehaiorScan Test Results:
Threshold/continuity levels of support on base Pledge drove +17% volume increase on the base during the launch of Pledge Orange Oil. Grab-It volume grew +16% from continuing to support the base business with the launch of Mitts.

Year II & III Support of New Products


Findings of BASES study on Succeeding in Years II and III:
Volume on only 18% of new products increases +10% in Year II. Advertising expenditure has a major impact on these findings:
Brands with declining sales in Year II spent only 49% of their Year I budget
Increased trial by 30%. Growth from repeat was 15%

Volume 1101 0001 0100 1011 0011 0010 1010 on nearly 70% if new products declines from Year I to Year II.

Brands with increasing sales in Year II spent 106% of their Year I budget
Increased trial by 80%. Growth from repeat was 25%

Concluded that products should be considered new for at least 2 to 3 years and maintain marketing support to stem volume decline.
Changes in volume in Years II and II are most dependent on increases in trial. To offset repeat decay, new brands must continue to generate incremental trial until the user base stabilizes. Gains in awareness and distribution are particularly important in generating incremental trial. Repeat is still critical for longer term success because it determines the percent of triers which continue to purchase the product.

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Year II & III Support of New Products (Continued)


Year II threshold/continuous support of new products increased penetration and loyalty. Continuous support of Quick Covers and Double Guard drove volume increases of +20-30%.

Behaviorscan test results confirmed BASES findings.

Best in-market results were on Containers, which maintained support in Year II:
Year I trial = 10% Year II trial = 21% When support was pulled, sales and share declined.

Using :15s for New Products


:15s are not a good awareness building unit.
Windex No-Drip
0011 0010 Launched with 100% :15s. Brand awareness peaked at 28%. 1010 1101 0001 0100 1011 Millward Brown estimated that :30s at the same TRP level would have reached 50% Brand Awareness.

Plug Ins for Large Rooms


Launched with :15s. Brand Awareness climbed only four percentage points in the first ten weeks. Tulip and Night Light launched with :30s. Awareness climbed 13-15% in the same time period.

Toilet Duck Test


Brand awareness was well below anticipated levels in initial test (17%) when support switched to 100% :15s after launching with only three weeks of :30s. Re-tested: 100% :30s with three-week hiatuses. Awareness was 29%. 100% :30s with two-week hiatuses. Awareness built very rapidly to 41%. A mix of :30s and :15s.similar to original test, but with two-week hiatuses. Awareness peaked at 35% and leveled off at 33%.

Using :15s for New Products (Continued)


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:15s should comprise no more than 20-30% of TRPs Incorporate :15s after using :30s to reach awareness goal (roughly1000 TRPs).
Pledge Wipes
Launched with 627 TRPs of :30s, share peaked at 14.8%. Support then switched to 100% :15s and overall health began to soften: brand awareness, claimed usage, consumers perceptions and ultimately sales. 4-week dollar share dropped to 7.7%. After reverting to :30s, share recovered to 9.1% within one month.

Using :15s for Existing Products


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:15s can maintain, but not grow, brand or advertising awareness :15s do not reinforce imagery on existing products. Millward Brown reported on Plug Ins Gel that overreliance on :15s leads to erosion of the core user base. Millward Brown states:
A heavy concentration of :15s is probably not a good choice for a new product introduction or brand on an image-building strategy. It is difficult to use :15s to establish a real brand image. :30s seem to do so more effectively. A concentration of :15s has produced steady awareness levelsbut declining brand imagery.

Using Prime
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Due to its broad reach and ability to bring in younger prospects, prime is a very important element in quickly generating awareness of new products. By allocating 50-60% of national television to prime, we have seen that SCJ awareness builds faster than competitors who use lower percentages of prime.

Using Print
Print has been very effective 0011 0010 1010 1101 0001 0100 1011 when used in combination with television to boost reach during a launch and during critical seasonal periods. Print alone does not have the reach capability of television and its audience builds more slowly.
Pledge print test showed that print alone was not as effective as television at maintaining the brand.

Hiatuses & Half Life


1010 1101 0001 0100 maximum hiatus are based on tracking 0011 0010 Threshold guidelines for1011 and represent the point at which key measures I.e. brand or ad awareness, purchase intent, etc. begin to diminish Maximum Hiatus
New Seasonal Products: New Products: Existing Short Purchase Cycle Products: Existing Long Purchase Cycle Products: 1 week 2 weeks 3 weeks 4 weeks

Nielsen Marketing Mix Analyses have confirmed that these ranges are appropriate. The range of advertising half lives reported is 1.4 to 5 weeks. Newer products typically have a shorter half life and more established products/brands are longer.
The half life is the point in time where GRPS retain half of their volume driving capability after they first aired.

Prioritization of Products within a brand or category


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Evaluate importance and task involved relative to other products within the brand
Have one clear marketing objective Know (anticipated) size of business and source of volume

Category Managers should review priorities to insure new products, largest opportunities and products with news are ranked highest.

Threshold
0011 0010 1010 1101 wide 0100 1011 SCJ world 0001 study showed

that 91% of new products advertised below threshold did not meet sales or share goals In NACP, Glade products have been most consistent at supporting products at threshold.

Establishing Budgets
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Do something meaningful on a product before moving on to the

Category Manager may have to cut support from a product or reallocate money from low to high priorities in order to increase the odds of meeting business goals. Agreement on true new product v. line extension Start with threshold guidelines Develop optimal budgets based on
Realistic market share goal Appropriate SOV:SOM ratio
Agree on competitive set

New products awareness model Relevant past tracking and sales successes

Determine if new products will get Year II support as adequate

SOV:SOM Ratio
98/99 Global Analysis showed threshold or optimal to be better predictors of success than SOV by itself. % 0011 0010 of new products that met sales 1011 goal: 1010 1101 0001 0100 or share
Optimal (high or low SOV) Threshold
High SOV Low SOV High SOV

100% 75%
71%

Below threshold

9%
0% 29%

Percent of existing products that met sales or share goal:


High SOV Optimal (high or low SOV) Threshold Below threshold
Low SOV High SOV

56% 79% 62% 25%


28% 14%

Products with no perceivable point of difference need to follow SOV:SOM relationship


Grab It Drano Shout

Halo
Halo does occur and can provide a bonus in awareness, imagery and/or sales. However sales 0100 1011 0011 0010 1010 1101 0001 is all that matters. Halo generally occurs from the new item onto the base. Generally, sales halo from line extensions is not strong enough to to drive strong growth of the base or sustain business from a competitive attack.
Must be a close-in line extension to halo (I.e. fragrance)
Windex Vinegar or Anti-bacterial: No Windex Potpourri: Yes

The maximum effect of halo on sales is 33%. The average is <20%.


E.g. A new item with a $10MM ad budget would have a maximum effect of a $3.3MM ad budget on the base business.

Any halo should be considered a bonus.

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