David CromerJacki JuengerKatie Chapin

Krystal Plomatos

oThe MBT BrandoThe AssignmentoThe TargetoObjectives and StrategiesoCompetitive AnalysisoReach and Frequency GoalsoMedia Recommendations

oThe MBT BrandoThe AssignmentoThe TargetoObjectives and StrategiesoCompetitive AnalysisoReach and Frequency GoalsoMedia Recommendations

Agenda

Brand Background

MBT would like to help people all over the world lead a healthier, more active and happier life. 

 

MBT would like to help people all over the world lead a healthier, more active and happier life. 

 

MBT is convinced that human fitness and health are

significantly influenced by the way we walk – this conviction

has already been substantiated objectively by many scientific

studies.

MBT is convinced that human fitness and health are

significantly influenced by the way we walk – this conviction

has already been substantiated objectively by many scientific

studies.

MBT Brand Essence

The World's Smallest Gym "I view them as more of a piece of equipment, than a pair of shoes. I feel like a trip to the grocery store could almost qualify as a workout."    

  

The World's Smallest Gym "I view them as more of a piece of equipment, than a pair of shoes. I feel like a trip to the grocery store could almost qualify as a workout."    

  

Anti-Shoe AllureThis style is very comfortable and have a super cool kicking-it look!

Anti-Shoe AllureThis style is very comfortable and have a super cool kicking-it look!

Comfortable"MBTs save my life & career! They're the only way I can I can stay on my feet all day and be happy, too.

Comfortable"MBTs save my life & career! They're the only way I can I can stay on my feet all day and be happy, too.

The Assignment

o Broaden MBT's appeal to a new target without alienating their core audience (A35-64)

o Broaden MBT's appeal to a new target without alienating their core audience (A35-64)

Target Analysis

Qualifying Statements: 5+ of the following

Qualifying Statements: 5+ of the following

o Pay anything when it concerns my health o Should exercise more than I do o Don’t have time to prepare/eat healthy meals o I’ll try any new diet o I am currently dieting o I try to lose weight by dieting o I am a workaholic o I do some sport/exercise once a week o I participate in fitness walking/exercise walking

occasionally

o Pay anything when it concerns my health o Should exercise more than I do o Don’t have time to prepare/eat healthy meals o I’ll try any new diet o I am currently dieting o I try to lose weight by dieting o I am a workaholic o I do some sport/exercise once a week o I participate in fitness walking/exercise walking

occasionally

Target Population

Adults 18-34 Adults 18-34

Total Pop. 12,186,000Total Pop.

12,186,000

64% Female36% Male

64% Female36% Male

“The Try-It Diettes”

“The Try-It Diettes”

The Target

Pyschographic

Painting a Picture of the Target

Obstacles

oPrice (approx. $250)

oLoyal to Nike & Adidas

oPicky about fashion

oThey don't yet suffer from foot/back/posture/plantar fasciitis problems that the current core user does.

oPrice (approx. $250)

oLoyal to Nike & Adidas

oPicky about fashion

oThey don't yet suffer from foot/back/posture/plantar fasciitis problems that the current core user does.

Media Usage

MEDIA LOW MEDIUM HIGH

Cable TV

Network TV

Magazines

Radio

Internet (Work)

Internet (Home)

Newspaper

Out of Home

Objectives and Strategies

Objective 1:Raise awareness of the fitness benefits of MBT shoes among 18-34 year olds. 

Objective 1:Raise awareness of the fitness benefits of MBT shoes among 18-34 year olds. 

Strategy:o Reach our target when they are thinking about improving their image

Strategy:o Reach our target when they are thinking about improving their image

Objectives and Strategies

Objective 2:  Increase traffic to the MBT website.Objective 2:  Increase traffic to the MBT website.

Strategies:o Reach our target when they are searching for entry level fitness regimens  o Reach our target when they are searching for diet information

Strategies:o Reach our target when they are searching for entry level fitness regimens  o Reach our target when they are searching for diet information

Objectives and Strategies

Objective 3: Drive foot traffic to retail locations that carry MBT.  Objective 3: Drive foot traffic to retail locations that carry MBT. 

Strategy:o Reach our target when they are already shopping near the retail outlet

Strategy:o Reach our target when they are already shopping near the retail outlet

Competitive Analysis

Share of Voice- Total Media 2008

Note: Does not include brands with under 1% share of voiceSource: TNS Media Intelligence

Note: Does not include brands with under 1% share of voiceSource: TNS Media Intelligence

Total Spend: $44,328,379

Total Spend: $44,328,379

Category Media Mix 2008

Note: Does not include media under 1% of spendSource: TNS Media Intelligence

Note: Does not include media under 1% of spendSource: TNS Media Intelligence

Media Spending by Month 2008

Source: TNS Media Intelligence

Source: TNS Media Intelligence

Media Spending Highest in the Spring Months

Media Spending Highest in the Spring Months

Reach and Frequency Goals

1 2 3 4 5 6 7 8 9

Product Lifecycle

Message Complexity

Competition

Frequency Range

Mark

eti

ng

Fa

ctors

Frequency: 6+

Frequency: 6+

Media Weight Scheduling Comments Strategy

Moderate Flighted Competitive SOV Acquisition/Penetration

Effective Reach: 75%

Effective Reach: 75%

Media Recommendations

o :30 & :60 Spots on Cable TVo Banner Ads on popular fitness websites o Ads/Advertorial in health/lifestyle magazines o Google keywords related to dieting o Out of Home near MBT retailers

o :30 & :60 Spots on Cable TVo Banner Ads on popular fitness websites o Ads/Advertorial in health/lifestyle magazines o Google keywords related to dieting o Out of Home near MBT retailers

Cable TV

OnlineShape.comSelf.com

Active.comFitwatch.comShapefit.com

Fitnessmagazine.com

Shape.comSelf.com

Active.comFitwatch.comShapefit.com

Fitnessmagazine.com

Magazines

 

Google Keywords

 

Out of Home

Additional Tactics

Celebrity Spokesperson

Celebrity Spokesperson

Public Relations

Public Relations

GeographyTop 20 DMAsTop 20 DMAs

Media PlanJan Fe

bMar

Apr May Jun Jul Aug Sep Oct Nov Dec

Cable

Online

Print

Keywords

OOH

Projected Media Spending

Media Costs

$25,000,0000 Budget    

$25,000,0000 Budget    

Total Cost $24,827,908

Total Impressions 1,102,436,400

Average CPM $22.52

Total GRPs 4,030

Questions?

Appendix

Print Spending by Title 2008

TV Spending by Program Type 2008

Note: Does not program types under 1% of spendSource: TNS Media Intelligence

Note: Does not program types under 1% of spendSource: TNS Media Intelligence

TV Spending by Month 2008

Source: TNS Media Intelligence

Source: TNS Media Intelligence

Media CostUniverse

Total Budget

Media Vehicles

12,186,000

$25,000,000

  Titles CPM

Gross Impressions

per month/per issue

# of Months Ads Will Run

Total Impressions Gross Cost Net Cost Budget

Cable TV  

  Weekend $1,440 75 26237,627,00

0 $2,808,000$2,386,80

0  

  Prime Access $4,275 80 26253,468,80

0 $8,892,000$7,558,20

0  

  *CPP *Points per Week *Weeks$9,945,0

00Online  

  Shape.com $5 205,300 9 1,847,700 $9,239 $7,853    Self.com $5 422,700 9 3,804,300 $19,022 $16,168  

 Fitnessmagazine.

com $5 632,900 9 5,696,100 $28,481 $24,208    Active.com $5 2,100,000 9 18,900,000 $94,500 $80,325    Fitwatch.com $5 94,400 9 849,600 $4,248 $3,611    Shapefit.com $5 338,100 9 3,042,900 $15,215 $12,932    $145,098

PrintRate Base x 2

Pass Along    Cosmopolitan $8 5,800,000 6 34,800,000 $278,400 $236,640    Fitness $8 3,000,000 6 18,000,000 $144,000 $122,400    Glamour $8 4,500,000 6 27,000,000 $216,000 $183,600    Oprah $8 4,600,000 6 27,600,000 $220,800 $187,680  

  People $8 6,900,000 24165,600,00

0 $1,324,800$1,126,08

0    Self $8 2,950,000 6 17,700,000 $141,600 $120,360    Shape $8 3,300,000 6 19,800,000 $158,400 $134,640    US Weekly $8 3,800,000 24 91,200,000 $729,600 $620,160  

 $2,731,5

60   

Google Keywords $2 Cost per Click 12 500,000 $1,000,000 $850,000 $850,000

   Out of Home

Interactive Floor Displays $75 50,000,000 3.5

175,000,000 $13,125,000

$11,156,250

$11,156,250

                 

TOTAL        1,102,436,4

00    $24,827,

908

 

"A world without my MBTs would be a sad place."  “I only wear my MBT's because it's the only way I can stay on my feet all day and be happy, too.” “I am off to buy another pair. ” “They are the best medical investment I have spent.”

“These are the most comfortable shoes I have ever tried. I am buying a pair for my husband and father for Christmas this year.”