media plan to analyze Gillette Fusion, the organization flagship brand…Introduction
This media plan will analyze Gillette Fusion, the organization flagship brand……..
Background of Gillette
King C. Gillette established the Gillette Company in the year 1901. The organization was initially known as the American Safety Company. Although the company has a wide range of products, including toothbrushes, correction products, oral care products, writing instruments and alkaline batteries, much of the company’s profit comes from shaving equipment. These razors have different brand names, such as Mach 3, Venus, and Fusion (Gillette.com, 2020).
Identification of Gillette Fusion
Gillette Fusion was released in the United States in 2006 and has been introduced in the Australian market. The company product incorporates the most advanced technology. Gillette features five blades technology, which gives comfort shaving experiences to the consumers and has a Lubrastrip, which exudes lubricants automatically, thereby giving excellent glide and integral precision trimmer used to shave the spots around the sideburns and under the nose (Petty & Nichols, 2018).
Mission Statement
“The Gillette Company is a globally focused consumer products marketers that seek competitive advantage in Quality, value-added personal care, and personal use products. The company is committed to building shareholder value through sustained profitable growth” (Gillette.com, 2020).
Brand position
The position of Fusion is based on brand image and price. The company product presents a visual picture of a competitive frame in the Australian market. The product positioning statement is “Gillette Fusion is a product that gives aspiration male with the best shaving experience because of its five blades, Lubrastrip, and other technological innovations (Petty & Nichols, 2018). The company product has positioned itself as a premium brand that has a high price and strong brand image.
Media objective
One of the media objectives is to reach the majority of the target market. An advert needs to reach a certain proportion of the target audience for it to be effective. For instance, Gillette Fusion will aim at reaching 80 percent of the target audience. For example, Gillette fusion will advertise on television during the night to reach many target audiences.
The media objective also aims to leave a deep impression, influence the choice of a brand effectively, and optimize weekly reach. This requires the advertisement campaign to be as close to the time when the consumers feel the need to shave their hair as possible. Also, the Gillette Fusion should be placed on the most eye-catching location in the retail store to influence customers to buy the product.
Finally, the Gillette medial objective is to increase brand loyalty and change consumer attitudes and beliefs toward the company’s products measured by the increase in market share and sales.
Target Audience
The target market of Gillette is the general male population in Australia. The target audience is defined as aspirational male aged from 18 to 60 years who cares about their appearance, have busy lifestyles and love sport. In terms of demographics, Gillet Fusion targets individuals who have high income and those that do not price sensitive. For psychographics, the company product targets individuals who value premium and high-performance products.
Key Message
The media plan is intended to convince the target audience that Gillette Fusion is the best shaver in the Australian market. The company product enables consumers to shave their hair smoother and accurately. In this campaign, Gillette Fusion will use television adverts and social media platforms such as Instagram, Twitter, and Facebook.
Creative Ad
Media selection
Television is the appropriate media to spread the message to the consumers. Television adverts can reach a mass audience and have a strong impact on an individual’s mind (Choudhary, 2019). Although the advertising cost is a bit higher, broadcasting at a particular time will prove beneficial. For instance, the advert can be aired from 9.00 pm to 10.00 pm. This is because most working men are always relaxing watching television during this time.
Gillette Fusion can also utilize social media such as Facebook, Instagram, and Twitter. These platforms require the organization to create pages where information about Gillette Fusion will be uploaded and updated. Consumers who visit these pages can like and comment on the pages and be rewarded the online coupons sent through the email (Voorveld, Noort, Muntinga, & Bronner, 2018). This form of advertising will save costs for the company because advertising on social platforms is free. The time frame for social media advertising will cover the whole of 2021.
Cost, Scheduling, budgeting
The TV commercial will be aired in four different times throughout the year. For instance, it will start in January for three weeks to create a buzz. The advert will then be aired on the whole of May and end of July, October, and at the end of December. The cost of airing this advert will be around 3,700, 000 Australian dollars. The commercial will be aired for a total of 15 weeks, where a whole week cost about 246, 700.
Evaluation, effectiveness measures and contingencies
Evaluation of the media plan is essential because it measures the successfulness. Various methods can be used to measure effectiveness. In this case, Gillet Fusion, we will focus on the increase in sales. For instance, the quarterly evaluation will be carried out to determine whether the sales have increased. Conducting a consumer survey can be carried out to determine whether there is a need for any corrective action.
To evaluate television commercials, the degree to which the consumers like the ad will be measured. Tis will act as a predictor because the likeability of the advert will ensure retention of the message and increase the probability of purchase. Therefore, a study in emotion response is essential, with the self-report measurement being the evaluative technique. Consumers will be asked to self-report their feelings in visual and verbal means.
To measure the effectiveness of social media platforms, advertising will involve quantitative criteria. For instance, Facebook, Instagram, and Twitter examples will include how many individuals have liked Gillette Fusion page and video and also the comments on them. Measuring these criterial wills enable the company to understand the degree to which consumers are involved in social media platforms. Also, the company can look at the comments to determine whether they are favorable or unfavorable.