Media PlanBRAND

Colgate is launching a new product in the frozen food category. The frozen entrées are being positioned as health focused and time saving meals.

Shepelwich, Paredes, Bowles, Gentry, Martin

TARGET - The Conscious Dieters

Demographics Age: 18-24 and 60+Sex: Skews slightly femaleMartial Status: Single, Married, WidowedEducation: College students/recent grads, and retired

Top DMA’sLA, Dallas, Atlanta

Psychographics Often eats frozen dinners Eats a healthy balanced diet Likes to try new products

Insights They are diet experts. Their busy lifestyles make it challenging to eat healthy. They are intentional in the way they act and in the way they eat.

Media Habits Magazines are their main source of entertainment. They often notice the ads on billboards. They find TV advertising interesting. When in the car, they always listen to the radio. Their two highest media quintiles are Cable TV and magazines.

COMPETITION

Category FindingsConsumers are looking for coupons both as FSI and online for slimming meals.

Competitive FindingsTop competitors are (in order): Lean Cuisine, Smart Ones, Healthy Choice and Kashi. Media spend varies between $5 MM and $25 MM in 2009 with magazine and TV dominating the media mix. Even though Colgate’s competitors use a variety of media, they have one media that they focus on and spend most of their media on. The current messaging between the competitors is either focusing on the ingredients or taste.

RECOMMENDATIONS

ObjectiveRaise awareness/consideration of Colgate Kitchen Entrees among the Conscious Dieters.

Strategies 1. When they are looking for convenience 2. When they are most dedicated to watching their weight 3. When they are planning their weekly meals

Reach, Frequency and GRP GoalsOptimum reach is set at 85% acquire and retain new consumers. Optimum frequency is set at seven due to the following factors: High Competition No current share of the market No customer loyalty New product and campaign Medium message complexity Low wearout potential High clutter Compatible environmentThus, our total GRP goal is 595 GRPs.

OBJECTIVE

STRATEGY

CHANNEL

CHANNEL

CPMIMPRESSIONS

TOTAL GROSS IMPRESSIONS

SPEND

SPEND

SPECS

MEDIA

Raise awareness and consideration

Weekday Primetime:30 spots

(6) spots/week1560 total units

Mix of:Full Page1/2 Page4th CoverSeasonal

All full color ads(24) total units

Top 40 and A/C formats

Daytime/PM Drive

:30 spots(4) spots/week1040 total units

Top (3) DMAsPlaced near QSRGeneral market

coverageLA/Atlanta:

PostersDallas: Bulletins161 total units

(1) coupon placement/month

25.2 MM HH/monthOnline coupons year

round

Cable

Flight

$1.15

3,395MM

10,376,643,894

$3,900,000

$24,491,259

Network Radio

Continuous

$6.87

272MM

$1,872,000

FSI/Coupons

Continuous

$16.00

1,780MM

$4,838,400

Magazines

Flight

$1.78

3,676MM

$6,552,379

OOH

Continuous

$5.85

1,254MM

$7,328,480

When they’re most dedicated towatching their weight

When they’re looking for convenience

When they are planningtheir weekly meals

Media 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25CABLEFox News ChannelDiscovery ChannelUSA NetworkLifetimeTNTTBS

MAGAZINESGlamourFitnessBetter Homes & GardenTimeUSA WeekendParade

NATIONAL RADIOClear Channel Radio

OOHLos AngelesDallasAtlanta

FSI/COUPONSValpakValpak Online

January February March April May June July August September October November December

WHY IT WORKS

High spend in FSI/Coupons due to consumer usage in category.

Owns 100% share of voice in radio and OOH media channels against top competitors.

Uses time saving positioning to differentiate against competitors.

Flights cable and magazines during diet conscious months.

Presents the brand as an alternative for convenient, less healthy foods.

Pushes Colgate Frozen Entrees when meal planning is top of mind.

Include the Conscious Dieters’ preferred media in the mix