Professional Documents
Culture Documents
Media Planning: Best Practices
Media Planning: Best Practices
Media Planning: Best Practices
Best Practices
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.
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.
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.
: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.
: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
0011 0010 1010 1101 0001 0100 1011
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.
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.
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
0011 0010next priority 0001 0100 1011 1010 1101
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
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%
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