Download - Advertising Campaign - Cordless Cosmetics
CORDLESS COSMETICS
Kayle Hutchins
Lauryn Williams
Shelley Martin
Samantha Smith
Brittney Cromer
“Straight. Anywhere, Anytime!”
CLIENT PROFILE: OVERVIEW
Based in Savannah, GA Convenient, battery-operated high quality
straightener 4% of profit donated to Locks of Love
Product Description:Ceramic heating plates with 3 stage
temperature LED
Operated by a 3600mAh battery with a 50 minute operating time
MKTG3132 AdCampaign, Fall 2010 2
CLIENT PROFILE: OVERVIEW
MISSION:“To be one of the leading suppliers of battery operated hair straightners in
the South East.”
Cordless Cosmetics is committed to: High quality product Giving back Excellent customer service Efficient distribution center
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CLIENT PROFILE: TOWS ANALYSIS
Threats-New Entrants
-Consumer Preference-Liability
Opportunities-Port City
-Potential Customers-Satisfying needs
Weaknesses-Limited Awareness-Weak Brand Name
-Single Product
Strengths-Distribution Center
-Convenient, High Quality -Effective Marketing Team
MKTG3132 AdCampaign, Fall 2010 4
MARKETING OBJECTIVE:
To Increase Sales by 10% by January 1, 2012
MKTG3132 AdCampaign, Fall 2010 5
TARGET MARKET(S): PROFILEMonica Demographics:
21SingleCollege studentWorks at a
tanning salon (Minimum wage)
Savannah, GA
MKTG3132 AdCampaign, Fall 2010 6
TARGET MARKET(S): PROFILE
Middle Class Lifestyle
Apartment Small SUVBeachOutlet Malls &
BoutiquesMacy’s Card &
American Express Gym membershipConcerts, Movie, TV
SeriesNo retirement plans
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TARGET MARKET(S): PROFILE
Psychographic profile: Bubbly & Outgoing Friends, Family, &
Fashion Concerned with self
image Goals No bucket lists at this
point
Value drivers in a purchasing decision: Affordable Convenient Peers
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TARGET MARKET(S): INFOGRAPHICS
Magazines Infomercials Kiosk Product
Placement Peers
MKTG3132 AdCampaign, Fall 2010 9
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AD CAMPAIGN OBJECTIVE(S) AdCom Objective:
Hair can be straightened anywhere at anytime.
Measurable Objectives (SMART)S- Increase sales by 10%.M- More of product sold & in more locations.A- Over one year to accomplish goal.R- Same as marketing objective.T- Sales increase by January 1, 2012.
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ADCOM OBJECTIVE EXAMPLES To increase product awareness and sales
in the Savannah market by 10-15% among female shoppers.
MESSAGE STRATEGY: PERCEPTUAL MAP
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High Quality
Low Quality
High PriceLow Price
Convenience
Conair
Revlon
Cordless Cosmetics
Chi
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REPOSITIONING STRATEGY: PERCEPTUAL MAP
High Quality
Low Quality
Low Convenience
HighConvenience
Cordless Cosmetics
Chi
Revlon
Conair
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MESSAGE STRATEGY: VALUE PROPOSITION Value = Desired Benefits / Relative
CostsSVA (SCA) :: Cordless
Value proposition statement (USP)Females in the 17-26 age range.Fast and time saving product for busy
consumers.Meets or exceeds the customers’
expectations.30 day trial guarantee and 1 year warranty.
CC is the ideal product for females on the go.
POSITIONING STATEMENT
By offering a cordless, convenient hair straightener, we will be able to target young female adults in the 17-26 age range. We’ll focus on the fast and convenient factors of the product. Because the product provides more operating time with less charge time, we will be able to elaborate on the convenience factor more.
MESSAGE STRATEGY: CAMPAIGN THEME
Straightening for all, and all for .
“Straight .
Anywhere, Anytime!”
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MEDIA SELECTION Print options
Newspaper FSIMagazine ad
OOH optionsBillboard
Internet ad optionFacebook
Wild CardKiosk
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MEDIA PLACEMENT & BUDGET: SCHEDULE Newspaper FSI: Thursday’s in the
Savannah Morning Tribune over a 12 week period Nov-Jan.
Magazine: Full page run Jan- Jun. Billboard: 100 showing Jan-Jun 2011 in
urban Savannah. Facebook Ad: Jan-Jun. Kiosk: Kiosk set up in the Oglethorpe Mall
during December - January.
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MEDIA PLACEMENT & BUDGET: TOTAL COST Newspaper FSI: $51,799.32 Magazine: $10,227 Billboard: $54,000 Facebook Ad: $50max/day Kiosk: $9000 TOTAL: $125,076.32
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PRINT AD: NEWSPAPER FSI
FSI 8½x11 4-color in Savannah Morning News for each Thursday over an 12 week period.
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PRINT AD: MAGAZINE
Full-page color ad run ROP for six months in Cosmopolitan magazine.
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OUT-OF-HOME: BILLBOARD
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100 showing Jan-Jun 2011 in urban Savannah.
INTERNET AD: FACEBOOK
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KIOSK
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Kiosk set up in the Oglethorpe Mall during December and January.
BUDGET
FSI Print Cost:
-Single sheet one side w/ 4 colors = $.10/sh. * (41,649*12) = $49,978.80 FSI Campaign Cost:-41,649/week (The Savannah
Morning Tribune)-(40,000/10k)= 4 @ $37-(1,649/1k)= 1.649 @ $2.25-total cost: (4* $37) + (1.649 *
$2.25) = $151.71 * 12wks = $1,820.52
Total campaign + print cost = $51,799.32
FSI CPM:-Total cost (one insertion) = $151.71-Audience (one insertion) = one
Thursday = 41,649-CPM = ($151.71/41,649) * 1000 =
$3.64
Mag. Campaign Cost:- Full page run January- June-Total # ads: 1ad/month *
6months = 6ads-Total cost? -Full page ad rate =$1,595 -Guaranteed position
premium (10%) = $109.50 -Total cost = ($1,595 +
$109.50)*6= $10,227 Mag. CPM:-Total cost = $10,227-Cost of 1 ad = $1704.50-Audience =7,900 one month
circulation + 5 readers/copy = 39,500 readers/month
-CPM= ($1704.50/ 39,500)*1000= $43.15
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BUDGET Billboard Campaign Cost:-A 6 month 100 poster buy in
urban Savannah, Jan-Jun 2011.
-Total cost = $9000 (4 wks/1 mo.) * 6 mos. = $54,000
CPP:-$9000/month-GRP= 50RPs/day * 28days =
1,400-CPP= $9000 per month/
1400GRPS = $6.43 CPM:-Cost= $9000 per month / 28
days = $321.43-Audience: DEC=12billboards
per panel * 12,280 avg DEC per panel = 147,360
-CPM = ($321.43 daily cost /147,360 daily DEC) *1000 = $2.18
Internet Cost:
Kiosk Cost:
-approx. $4,500(Dec) & $1,650(Jan)
-We approximate we will serve 15-20 people per day.
-Since the kiosk will be set up during December and January, the total cost for the kiosk will be approximately $6,150.
-Audience will be 15 people * 31 days= 465 services.
-The CPM for one month ($3075/465) *1000=$6,612.90
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