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Maybelline Mascara 2014 Media PlanPrepared by: Bailey Martindale, Kim Wilson and Denise McArthur

+Situational Analysis

Product: Maybelline Mascara Great Lash

Target Market: White women, ages 24-54 Household income of $50,000-$150,000 Skews in the Northeastern region, but is sold nationwide Married Graduated college Fashion-forward

+Situational Analysis

Sales: Largest selling mascara in the country.

Distribution: Drug stores and grocery stores across the nation

Competition: Estee Lauder, Avon, Almay, Mary Kay and Cover Girl.

Advertising history: Since working with Kline Advertising, makeup segment for Maybelline grew 4.4% over the previous year.

+Marketing Objective

The objective of this media plan is to increase sales by 1% versus 2013 by the end of 2014.

+Advertising Objective

Distinguish from the competition

Accentuate value

+Media Objective

Target audience: W25-54 Live in the northeast region of the United States, but

advertising to the entire country.

Geography: National plan with specific emphasis in the northeast.

Seasonality: Year round plan

+Media Objective

Creative Constraints: We prefer to have a visual influence, so we will not be using radio.

Reach vs. Frequency: 60% of the audience, 8 times a month (480 GRPs)

Budget: $45 million

+Media Strategies

Media vehicles TV: Offers the right reach with multiple creative options. Online: More targeted Print: Targeted with a high circulation

National broadcast

Scheduling: TV: 1st & 3rd quarters Magazine: People, Cosmopolitan and Glamour Online: Banner ads and paid search

+Media Strategies

Allocation of Funds

TV 50%Print 30%Online 20%

+Media Tactics

Ad placement: Full page, 4 color ads in People Magazine

24 weekly insertions. 558 GRPs per insertion Full page, 4 color ads in Glamour Magazine

12 monthly insertions. 167 GRPs per insertion Full page, 4 color ads in Cosmopolitan Magazine

12 monthly insertions. 241 GRPs per insertion

TV Spots: Network, daytime television :30 spots 135 GRPs per week in Q1 and Q3

Digital: Banner ads on Facebook

$2.00 per CPM, reaching 2,250,000 users for the year Paid search through Google

$3.97 per CPM, reaching 1,133,501 users for the year

+Summary

By using $37,000,000 with this media plan, we will be able to increase sales by 1% versus 2013’s sales by the end of 2013. We will use print, television and digital media to help increase sales and raise brand awareness.