Media strategy / Produits périodiques / YM 18-25y

MEDIA STRATEGY—DISPOSABLE SANITARY PRODUCTS—YM / 18-25Y

3- MEDIA INSIGHT

2- CONSUMER’S TRENDS

1- MARKET’S TRENDS

4- MEDIA STRATEGY

1- MARKET TRENDS

MARKET TRENDS

MARKET TRENDS

… but a common non sense Many products…

Dri liners Panti liners

Tampons Pads

LINERS, TAMPONS, PADS… ARE

MARKETED AS FMCGS BUT THEY SHOULD NOT BE

MARKET TRENDS

MARKET TRENDS

All brands says the same thing in the same way

… that leads to common brand strategy

Using common media

Using common USP

To aired an emotionnal speech … and get closer relationships with consumers

To stand out the box… and be more than a fad FMCG

To explore new contents, new medias… and get a new ROI

A great opportunity…

2- CONSUMER TRENDS

CONSUMER TRENDS

12 – 18 Teens

18 – 25 YW Youg

women

25 & + Women

TEENS

YW

Women

VERY RECEPTIVE : SHE WILL FACE MULTIPLES FIRSTS TIMES DURING HER TEENAGE YEARS (FIRST KISS, FIRST LOVE, FIRST PERIODS…) SOME CAN BE VERY PAINFUL (PERIODS ABOVE ALL).

BUT QUESTIONING PARENTS OR FRIENDS IS NEVER AN EASY THING TO DO FOR A TEEN, THAT’S WHY SHE EXPECTS INFORMATION AND TIPS FROM BRANDS.

SCHEMATIC / DIDACTIC / REASSURING / EMPATHIC / GUARDIAN / PROXIMITY / WORRIED / ANXIOUS / QUESTIONING /INTIMACY / CHAT ROOM /

TO EDUCATE

TO ENTERTAIN

TO SATISFY

« I want to be

advised »

« I want to live an

experience »

« I want valuable goods »

CONSUMER TRENDS

LESS RECEPTIVE: SHE KNOWS HER BODY AND NEEDS. SHE HAS ALREADY TRIED MANY PRODUCTS FROM MANY BRANDS. SHE IS NOW LOYAL TO ONE OF THEM.

SHE EXPECTS LOYALTY AND ETHIC FROM BRANDS.

SHE IS FOCUSED ON PRODUCT QUALITY AND REJECT BRANDS STORYTELLING.

ADDED VALUE / VALUABLE GOODS / CONFIDENT / WORKIN’ / DYNAMIC / INDEPENDENT / INVOLVED / ETHICAL / ECOLOGICAL /

Receptivity —

Receptivity +

TARGET TO REACH

FOCUS YW

FOCUS YW

Independant Dynamic

Partying

Life experience

Relationship

Dreamer

Havin’ fun

Shopping

Friendly

Over-connected

Generous

FulfillmentSocial

Nomadic

You need to give to receive

Rebel

-SHE IS NO LONGER A TEEN BUT SHE IS STILL LIVING NEW CHALLENGES. AS A REAL BLOSSOM GIRL, SHE NEEDS A PERIODIC BRAND TO PROTECT HER WHILE SHE IS LIVING HER ROMANTIC LIFESTYLE.

-YW WILL BE SEDUCED BY REAL EXPERIENCE AND STRONG RELATIONSHIP, SHE WANTS A UNIQUE BOND WITH A UNIQUE BRAND. EVERY CONTACT POINTS SHOULD BE EMOTIONAL AND INTIMATE.

-VERY SELECTIVE AND HARD TO REACH VIA MAINSTREAM MEDIA, HER PURSE CONTAIN HER LIFE, HER CELL PHONE IS HER BBF AND SHE USES PICS TO STORYTELL HER LIFE.

-BRANDS MUST COME TO HER BECAUSE SHE WILL NOT

- MESSAGE FOR BRANDS : “ LET’S BE PRIVATE AND EXCLUSIVE ” Romantic

3- MEDIA INSIGHT

MEDIA INSIGHT

Consumer highlights :

READY TO LIVE AN EXCLUSIVE BRAND EXPERIENCE BUT ENTER HER IS NOT SUCH AN EASY THING IT REQUIRES DISCRETION AND SYMBIOSIS

Market highlights :

LINERS, TAMPONS, AND PADS BELONGS TO FMCGS BUT THEY SHOULD NOT BE COMMERCIALIZED AS FMCGS

MEDIAS MUST BE

SELECTED BY THEIR

DEGREE OF INTIMICY

Requires:- Intimity- Trust

- Discretion

Requires:- Audience

- Recurrence

Offers:- Volume

- Notoriety

Offers:- Affinity

- Direct relation - Talking & Brand

Expericence

INTIMICY +

INTIMICY—

3- MEDIA STRATEGY

MEDIA STRATEGY

MEDIA STRATEGY

TAKE BENEFITS FROM THE FACT THAT ALL BRANDS FOCUS THEIR INVESTMENTS ON TRADITIONAL MEDIA.

USE SOCIAL MEDIA TO PROPOSE REAL DIGITAL & INTERACTIVE EXPERIENCES.

ADAPT CONTENT TO YW LIFESTYLES AND BEHAVIORS (MUSICS, TV SHOWS, MOVIES…)

CREATE AN INTIMATEBRAND EXPERIENCE

CUSTOMIZED WEB SITE

MEDIA STRATEGY

MOBILE AD & APPS

MEDIA STRATEGY

BE CLOSE, MOBILE AND USEFUL

SOCIAL MEDIA

START CONVERSATIONS, BRING SOME INFOS AND BE FRIENDLY

Ex: Create a mobile app to manage menstrual cycles app / App reminder

MEDIA STRATEGY

MEDIA STRATEGY

PARTNERSHIP & COBRANDING

Follow their passions and be supportive

BRAND CONTENT

Be productive

Create your pinboardCreate your channel

Concerts TV Shows Movies

Events Artists

117 Av Philippe Auguste

75011 Paris

+33 (0)1 43 70 84 14

+33 (0)6 10 20 04 09

www.cedric-barnat.com

cedric.barnat@gmail.com

CÉDRIC BARNAT

PLANNEUR STRATÉGIQUE

T.U