Case StudyA l a n T r e j o

Media Planning&

M s w a k The Miracle Twig

ADVERTISING

MEDIA PLANNING

L’ORÉALBRANDSTORM 2012

& C O M M S 3 3 2

Brigham Young University

M s w a k The Miracle Twig

ContentsChapter 1 6Pre-case 7

Chapter 2 142012 campaign 15Executive Summary

Chapter 3 16Target Audience 16

Chapter 4 18Media Objectives 19

Chapter 5 22Media Budget 23

Chapter 1Pre-case

The History of Teeth Whitening

The smile has been the subject of art and inspiration ever since the dawn of man. It has graced cave draw-ings, medieval paintings, renaissance masterpieces, and fashion photographs throughout time. But smiles require one particular component to be beautiful, and that is white teeth.

Just as the love of smiles developed over time, so did the methods of keeping teeth clean and white. The numerous teeth whitening tips and teeth whitening products we use today all have long histories as fasci-nating as human history itself.

Teeth whitening first began in 3000BC, when the first people began to fray twigs and branches on one end to form a primitive toothbrush called a chew stick. The frayed ends would then be brushed on the teeth to re-move food particles, and the sap of the branches would usually contain anti-bacterial and cleaning properties, further adding to the protection.

Since then, over the centuries man saw the creation of the first toothpaste by the Egyptians, made of pow-dered pumice and white vinegar, which they used along with the chew sticks. Fast-forward another few thousand years, and commercialized teeth whitening is born, offered by the barbers of the Middle Ages.

Using nitric acid, the barbers cleaned and whitened their patrons’ teeth in addition to cutting their hair.

There was a problem with this method, however, as nitric acid, while capable of whitening and cleaning teeth, also shaved off the protective enamel of the teeth, which resulted in the patrons’ teeth decaying over time.

But this didn’t stop commercial teeth whitening from evolving. Despite the eventual tooth decay, patrons con-tinued to have their teeth whitened by nitric acid over the centuries, until in the 1800s, when Italian dentists discovered fluoride’s teeth-protecting capabilities, put-ting an end to the nitric acid craze, and making barbers’ work on teeth obsolete.

The Italians then, along with the French, began ex-perimenting with fluoride-laced lozenges that people could put in their mouths to help clean and strengthen the teeth. The Americans soon followed suit, lacing fluoride with water, creating variants of mouthwash.

All of these lead to what we have today, such as teeth whitening gels, which can, in a short period of time, whiten teeth which centuries ago would have taken a lot of effort. And electric toothbrushes can do all the work for the person, and do it properly.

Teeth whitening has come a long way since the chew stick, and will continue to go a long way as human civilization continues to move forward. We may not yet even have an idea of what are the best teeth whitening products.

Teeth Whitening Beginning of Commercial Teeth WhiteningTeeth whitening was not commercialized until the advent of professional barbers who aside from cutting hair

were also responsible for pulling out unhealthy teeth. Then these Middle Ages barbers began cleaning teeth for their customers. By the 18th century, the barbers doubled as dental surgeons. In a somewhat barbaric treatment, the barber would whiten teeth by first filing them down with a metal apparatus and then dousing the teeth with nitric acid, a powerful corrosive, to whiten them. The acid made the teeth shiny white but at the same time it caused the destruction of tooth enamel and eventually lead to pulpy, decayed choppers. Ironically this kind of teeth whitening method did not prevent people from the practice because the future prospect of losing all of their teeth was a small price to pay for physical glamour. It’s popularity continued to grow until it became a status symbol for one to have his teeth bleached white with the destructive nitric acid.

This practice continued until the ending years of 18th century when fluoride was discovered to have a positive effect on the color of teeth in Italy. Fluoride was made into lozenge form and people were encouraged to suck on these sweets, which were flavored with honey, to improve their teeth. However, it was later discovered that too much fluoride could have the opposite effect on teeth, so it is now used scarcely. This new chemical and trained dentists quickly replaced nitric acid and Barbers for dental care. Then the tooth whitening industry began to blos-som and has continued to this day to be a very vibrant industry.

Teeth Whitening TodaySeveral different methods of teeth whitening are on today’s market. Dentists can provide a one-hour whitening

treatment or they can bleach the teeth. Home solutions range from daily amounts of paste that should be applied to teeth to teeth whitening strips, which are pressed on then pulled off the enamel for a pearly glow. Special whitening toothpastes and dental rinses are also widely available, a far cry from the Roman’s urine treatment.

Natural Teeth WhiteningThere are many natural teeth whiteners, but be careful in following each and every advice you come across.Some vegetables are natural abrasives and eating them scrubs your teeth in a natural and harmless way. They act

like toothbrushes. These vegetables include carrots, celery and cucumbers.Baking soda is a classic amongst natural teeth whitening methods, and is indeed harmless. It is very effective in

removing stains and killing plaque-causing bacteria, and it also reduces acids that harm your tooth enamel.There are many more methods for whitening, but some can cause too much damage to your teeth, which you

will likely regret sooner or later.

The Market

Over the last few centuries, people in Africa, India, and nearby Muslim countries have made natural tooth-brushes from frayed twigs referred to as “chew sticks.” The best chewing sticks are made from twigs of the Salvadore Persica tree, which many ethnic groups call the “toothbrush tree.” Other chew sticks are made from twigs of the licorice bush, these chew sticks are also among the best quality chewing sticks available today.

Chew sticks are natural toothbrushes made from frayed sticks. Sticks and twigs are cut from various trees and bushes such as licorice bush, gum tree, and the Sal-vadora Persica tree which locals call “The Toothbrush Tree”. In fact, the World Health Organization promotes the use of the trigs of the Salvadora Persica tree as a natural toothbrush.

Chew Sticks

Through Africa, you may come across people casually chewing on a stick much like some people may have a toothpick in their mouth. The twigs are generally cut to a thickness of a pencil. Chew sticks are chewed until the end of the stick frays. The frayed end works like dental floss cleaning in between teeth keeping teeth and gums healthy. Once the end of a chew stick is frayed it can be rubbed on teeth, much like using a toothbrush, scrub-bing food and plaque off teeth.

Chew sticks are much less expensive than traditional western toothbrushes making them much more acces-sible to the average African. In Senegal, they are known as “sothiou” meaning “to clean” in Wolof and in Eastern

African as “mswaki” meaing “toothbrush” in Swahili.

Research suggests chew sticks contain a number of medically beneficial properties including abrasives, antiseptics, astringent, detergents, enzyme inhibitors, and fluoride. There are local claims chew sticks whiten teeth, freshen breath and even are good for head and stomach problems. Several studies have shown chew sticks are just as effective as tootbrushes and toothpaste for cleaning teeth and gums.

Tests have shown that African chew sticks contain natural antibiotics, fluoride, and other anti-cavity ingre-dients. When Africans came to the United States, they brought their revolutionary idea with them. Many older people are finding themselves in their 80s with healthy gums and cavity-free teeth, and they are using nothing but chew sticks to take care of them! The chewing ac-tion keeps the gums healthy, cleans the food from teeth and freshens the breath. Chew sticks are an easy and flavor-filled way to enjoy excellent dental health. Also in recent years, African chew sticks have been used as a successful way to quit smoking.

Another more modern use for chew sticks is smoking cessation. Using a chew stick may reduce the need for a cigarette and may also slow the potential for weight gain while one is trying to stop smoking.

TasteChew sticks will be available in many flavors as well

as unflavored at the Body shop.

Introducing: Miswak The Miracle Twig

The miswak (miswaak, siwak, sewak) is a teeth cleaning twig made from a twig of the Salvadora persica tree (known as arak inArabic and peelu in Urdu).

History

The miswak is predominant in Muslim-inhabited areas, but its use predates the inception of Islam. The stick’s use has spread from the Middle East to South and Southeast Asia, where it is known as Kayu Sugi (Malay for ‘chewing stick’).

It is often mentioned that the Islamic Prophet Muhammad recommended its use. He is quoted in various Ha-dith extolling the twig’s virtues:

“Were it not that I might over-burden the Believers I would have ordered them to use Siwak (Miswak) at the time of every Prayer.”

“Four things are from among the practices of the Prophets: Circumcision, Perfume, Miswak, and Marriage.”“Make a regular practice of Miswak for verily it is the purification for the mouth and a means of the pleasure of

the Lord.”

Miswak The Miracle Twig Product description

Delight in the delicious, strengthening power of chew sticks. These chew sticks are cut from the licorice bush (or the Neem tree) and are soaked in the 100% natural distilled flavor. Chewing on the sticks keeps the gums healthy and strong, while freshening your breath. Chew sticks are also famous as a way to quit smoking

Chewing sticks, pencil-sized sticks made from the root or stem of local trees and shrubs, are chewed on the end until they become frayed into a brush. People then clean their teeth with these frayed sticks - simultaneously removing plaque and massaging their gums.

Maintenance

A miswak should be one hand span in length when selected. If it becomes dry, it should be soaked in rose water to soften the end bristles. The end should be cut afresh to ensure hygiene and should never be stored near a toilet or sink. The brush may be created by cutting Salvadora persica’s branches instead of its roots (as done in the Sudan), keeping in mind that the tree’s roots can retain humidity more so than its branches. This favors more long-term usage. There is also a toothpaste made from miswak extract that can be purchased in the Middle East, South Asia, Southeast Asia, Europe and North America.

SWOTOther Whitening Methods

Teeth Whitening GelsIt is very likely that you’ve heard of this method of whitening before, as it is one of the most popular methods

available. There are many different ways for the gel to be applied to your teeth in an effort to white in them. Per-haps the most common, as well as most reliable way of applying teeth whitening gels is by way of a mouth guard that has special holes drilled into it, which can hold the applicant that contains the chemicals that actually whiten your teeth.

Teeth Whitening StripsDue to the extreme ease that someone can get their hands on this type of whitening procedure, it is definitely

an extremely popular one. Given the fact that these strips can be found in standard grocery stores all across the world, it is likely to be the first method that many people choose in an effort to embark on whiter teeth. They’re very inexpensive when compared to other methods, but are also extremely unlikely to produce as great as results.

Laser WhiteningThis is by far the most expensive type of method you can undergo, often resulting in well over $1000 being

invested into the procedure. It is important to note that despite the fact that it is very expensive, the results will often be worth it as it is often quoted as the most reliable and positive result producing way of whitening your teeth. So if you can afford the cost of laser teeth whitening, it is likely the best choice for you.

Major CompetitorsBayerAfrican ImportsSephoraThe Bath and Body Works

Weaknesses durabilityThreatspost-harvest fungal overgrowth on chewing sticks used for oral hygieneThe use of harvested chewing sticks after prolonged storage period is therefore not advisable for oral hygiene

measures.

OpportunitiesInternational Market Acceptance

University of Illinois at Chicago (UIC) and theUniversity of Stellenbosch in Tygerberg, South Africa.

“While tooth-brushing with toothpaste is arguably the most common method of oral hygiene in developed na-tions, a large portion of the world’s population does not use toothbrushes,” says Christine Wu, Ph.D., an associate professor of periodontics in the College of Dentistry at UIC and a co-author of the study. In many countries, in-cluding India, Jordan, Saudi Arabia, and others in the Middle East, Asia and Africa, chewing sticks are important tools for oral healthcare.

A 1993 oral health survey showed that although only about 20 percent of Namibians use chewing sticks, those who used the sticks had fewer cavities. The World Health Organization has recently recommended and encour-aged the use of chewing sticks as an effective tool for oral hygiene.

“Regular use of this alternative oral hygiene tool may help reduce the incidence of caries [cavities] and gum inflammation in rural populations where professional care is less available and toothbrushes are less affordable,” says Wu.

Price:xeach $2Buy 12 for only $10

SWOT Analysis// The Body Shop & L’Oreal Strength: The Original Green Brand: Natural, Ethical, Organic

The Body Shop was the first brand to have all-natural, organic body care products. This is a distinct strength, because it shows that The Body Shop was creating such prodcuts for the intent of pure benefits and not because it’s a hot comodity in the indsutry. This proves to customers that The Body Shop is true, authentic, sincere, and knows whatmaking all natural products is all about.

Weakness: New Earthy Trends- The Trend of Natural and Organic – Not so “Cool”

Unfortunately, being green and buying all natural products is extremely common. It no longer is something thatsets a company apart from the rest. Although this could be good in the sense that more individuals are buy-ing productslike such products sold at The Body Shop, it can also be harmful since all competitors now have products that are all natu-ral and organic.

Opportunity: Re-establish the “We are the Leader Attitude”

By reestablishing the fact that The Body Shop was the first store to carry all natural body care products is important in creating new brand loyalty. There is something about history and tradition that can be appealing to many consumers. Buying at The Body SHop means that the consumers are becoming part of the very first movement that is still continuing to make waves in society and make groundbreaking history thorugh unique campaigns .This is something that noother competitor has to offer as there is only one true original leader.

Threats (Related to the Environment)

Consumers aged 18-34 are most likely to purchase body care products from Wal-Mart or another mass store suchas Target, rather than buying at high-end places like The Body Shop. (Bodycare-US). Yet according to EBSCO the life cyclestage of this industry is consistently growing and the chance of revenue volatility is consid-ered low giving hope for TheBody Shop.

Strength of L’Oreal

Being under ownership of the top global cosmetics company, L’Oreal SA, which took up 16.8% of the mar-ketshare in 2000, makes The Body Shop a force to be reckoned with (A Makeover of Global Proportions: The Leading Cos-metics Players). L’Oreal SA is also a top leader in the U.S. holding 2% of the market (Richardson). L’Oreal SA is also atop global fragrance company ranked as number 2 taking up 7.6% of the 2000 market share, making it a top leader in

SWOT Analysis

Weakness: Conglomerate Ownership:[Conficting Views Vs Competitor Ownership]

Although there are great attributes that come with new partnership between The Body Shop and L’Oreal, this ownership has caused some consumers to have doubts about The Body Shop’s promises. L’Oreal and The Body Shophave different outlooks on activism, advocacy, and origination of their natural products. Some of the prac-tices such asanimal testing done in past years for example are not in line with The Body Shop’s values making consumers question itsauthenticity. This is a weakness, because extra efforts may need to be taken in order for consumers to recognize that.

Weaknesses: Lack of Brand Awareness Compared to Other Competitors

Unfortunately, there is a disconnect between customers in The Body Shop’s target market and getting consum-ersinto The Body Shop stores. With so many bodycare products on the market, the shop is no longer a top of mind competi-tor, although with strong products, ad campaigns, and ethics there is no doubt that this can change.

Opportunity: The Male Factor

Another opportunity The Body Shop has is that, both men and women are giving their opinions of the products. It would be common to think that women only use The Body Shop’s products, but the testimonies of men can bring more male customers to The Body Shop, since its current male consumers are proud of the products they are using and seem willing to share such positive feedback with the online world.

This opportunity in Social media may be a strategic way of continuing to reach out to the male population, because men may feel more comfortable about endorsing body care products on the internet more so than they would in person talking to another male face to face.

Chapter 2Executive Summary

The Body Shop is a leader in promoting greater corporate transparency, and we have been a force for positive social and environmental change through our campaigns around our five core Values: Support Co-munity Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.

The Body Shop International plc is the original, natu-ral and ethical beauty brand, with over 2,500 stores in over 60 markets worldwide.

This plan includes a situation analysis that covers the current environment of the industry as well as the specifics of the company. This plan also includes budget allocation, media objectives and media strategies.

The Body Shop objective is to introduce a new prod-uct, weight and recommend five different markets, the overall goals for this advertising plan are:

• Gainmarketawarenessamongstyoungprofes-sionals and women ages 18 to 34, and women ages 35 to 55.• Gainmarketawarenessamongstyoungprofes-

sionals through broadcast advertisements.

• IncreasemarketawarenessforThetypicalBodyShop consumer is female, well-educated, conscientious, adventurous, confident, and ambitious.

• Increasesalesby25%withinthetargetaudi-ence, as well as increasing overallbrand awareness and positive brand attitude.

The Body Shop audience includes two groups, wom-en ages 18 to 34, and women ages 35 to 55. The

typical Body Shop consumer is female, well-educated, conscientious, adventurous, confident, and ambitious.

The younger of the two groups is not well aware of the Body Shop, while still thriving on communication

and social involvement. The older of the two groups is aware of the Body Shop but does not shop there much anymore. They are more frugal than the younger audience, wanting to feel beautiful without spending muchmoney.

This Media objectives involve reaching at least 60% of the target audience at an average of 2.75 times a month.

Advertising objectives include increasing sales by 25% within the target audience, as well as increasing overallbrand awareness and positive brand attitude.

In order to achieve this, a pulsing strategy has been implemented, using a variety of media, with empha-sis on TV and radio. The periods of Valentine’s Day, Mother’s Day, and Christmas will receive higher bu getsin order to increase consumer awareness.

Other months will work on a lower budget, while still pushing thebrand forward. November will decrease the normal campaign spending and focus on other ways to reach thetarget audience.

A concert will occur in November to raise aware-ness on both Body Shop products as well as causes and values the Body Shop supports. Within the strategy, a variety of media will be used, both traditional and non-traditional. Through this strategy, the goals and objec-tives set forth will be accomplished.

Situation Analysis The beauty behind our business. What we do. Why we do it. How we do it. And what makes us different.

Introduction

The Body Shop’s independent and unique save the world per-sonality through one campaign at a time and places a sense of philosophical meaning behind every product sold with its stores. Yet a major still exists. Although The Body Shop was the first brand to carry all natural body care products, it has somehow lots its leadership in this green trend.

Company Background

Founded in 1976 by activist Dame Anita Roddick, “The company combines activism with marketing, encourag-ing women to focus on self-esteem as well as social and environmental causes” (The Body Shop).

The Body Shop boastsits natural and eco-friendly line of skin and hair care products. Line of goods includes: body powder, bath and shower gel,candles, sponges, massages oils, fragrances, soaps and more. Purchased by L’Oreal in June 2006, The Body Shop cur-rently operates about 2,550 stores across 60 countries.

Brand Image

The Shop ensures their image by guarantying “its cosmetics and personal care products are not tested on ani-mals, and that they contain sustainably sourced oils and other vegetarian ingredients” (The Body Shop).

In addition, thecampaigns in which The Body Shop participates is another step they take to make a difference both environmentally and individually.

Chapter 3Target Audience

Middle Middle to upper-class women who live in a city or suburban area due to storeplacement being near major cities.

Those with an income of $60,000- $100,000 consume the majority market,with those making $30,000- $60,000 close behind.

Most consumers are Caucasian, females and have at least a bachelor’s degree.

Women without children ranging in age from 35-49 make up the majoritymarket with those aging 18-34 as another major consumer

The total number for female consumers in the last six months add up to over 78 million.

Target Market

The Body Shop’s target market is middle to upper-class women who live in a city or suburban area due to store placement being near major cities.

Those with an income of $60,000- $100,000 con-sume the majority market, with thosemaking $30,000- $60,000 close behind. Most consumers are Caucasian, females and have at least a bachelor’s degree.Thus, women without children ranging in age from 35-49 make up the majority market with those aging 18-34 as another major consumer (lexis nexis).

According to the MRI database, the total number for female consumers in the last sixmonths for the catego-ries of body wash and shower gel add up to 78,176,000 for both age groups.

The Body Shop: In-Store Consumer Demographics

The Body Shop has two major age groups within its target market. Although, The Body Shop suggests its targetmarket is 18-55, research shows that targeting consumers between 18-24 and 25-34 may be more real-istic age frames for in-store customers.

According to Mintel, individuals 18-34 are most like-ly to have purchased bodycare products withinthe last sixth months. However, out of this grouping, reports show that females 25-34 are most likely to go to The BodyShop or to other bodycare stores such as Sephora, Ulta, or H20, where as individuals in the 18-34 age demographic areeither more likely to shop at places like Bath & Body Works or Victoria Secret.

Furthermore, these consumers are mostlikely living in the southeast, west, or midatlantic regions, as con-sumers from these regions make up more than half of thecategory’s consumer base .

The Body Shop: Online Consumer Demographics

The Body Shop has a wide range of online consum-ers ranging from 18-55, although its average consumer is about 37. According to MRI Analysis of the Body Shop’s U.S. market, 70% of The BodyShop’s target mar-ket is female, with the other 30% being male.

Psychographics

The Body Shop’s consumers consider themselves well informed,and knowledgeable about the environment, politics, and new health trends. Thus, such consumers tend to have active roles in one’s community or may be more likely to take a stand on a particular social justice issue just like The Body Shop does.

In general, the shop attracts wealthy consumers who have the money to spend a little extra on beauty products,while also catering to those individuals who may not have all of the extra cash, but have the impulse to buy. Consumersof The Body Shop are also passion-ate about working out, shopping at boutiques, reading Health magazine, and drivingvehicles by Mercedes or BMW or any smart car.

Chapter 4Media Objectives

The Body Shop objective is to introduce a new prod-uct, weight and recommend five different markets, the overall goals for this advertising plan are:

• Gainmarketawarenessamongstyoungprofes-sionals and women ages 18 to 34, and women ages 35 to 55.• Gainmarketawarenessamongstyoungprofes-

sionals through broadcast advertisements.

• IncreasemarketawarenessforThetypicalBodyShop consumer is female, well-educated, conscientious, adventurous, confident, and ambitious.

• Increasesalesby25%withinthetargetaudi-ence, as well as increasing overallbrand awareness and positive brand attitude.

Reach and Frequency were increased in the months of February, May, and December, because of Valentine’sDay, Mother’s day, and Christmas, re-spectively. November has a slight increase because of early shopping for Christmas.

The media goals were calculated by averaging the numberthroughout the whole year

Chapter 4Strategy

The overall strategy to reach the goals consists of various creative ideas through different mediums with a $25mil-

lion budget.

There are three levels of reach/frequency periods referred to as low, medium and high periods with $16 million of the budget. The plan is to maintain a continuous advertising plan throughout the 2012 calendar year with a pulsing pattern.The months of February, May, and December are considered to be the high periods of advertising.

Holidays such asValentine’s Day, Mother’s Day, and Christmas are times in which the target market increase the amount of money theyspend, therefore the focus has been emphasized on mediums that reach them best on an average day. Based on researchthrough Mintel and MRI, those vehicles are radio and network TV.

January, March, April, June, July, August, September, and October are the low periods of advertising. During these months there will be a about $1 million spent each month to continue the reach and impact on the audience but not overwhelm them with constant advertising.

November will be addressed as a medium month in which there will be a heavy decrease in advertisement in order to focus on the start of the new campaign that will be reinforced by the heavy advertisement in the month following. This campaign will be launched by a concert with numerous artists and celebrities to raie awareness to defend human rights, protect our planet and animal testing for which there has been a total amount of $2 million dollars set aside.

The remaining $2 million dollars of the budget will be spread throughout the year for advertisement in social-media such as Facebook and Twitter, as well as the partnership with Starbucks Coffee sleeves featuring Earth Day.Other advertisement ideas throughout the year include inserts in Sunday newspapers, catalogues for returningcos-tumers, 35-second ads in movie theaters before the previews, website contests and give aways, as well as in-store promotions.

Media Budget

High Months

Months: February, MayBudget: $5,588,480.00 Reach- 80 Frequency- 8

Network TV- $2,458,931.20 -44%Cable TV-$ $1,676,544.00 -30%Radio-$ $838,272.00 -15%Direct Mail- $279,424.00 -5%Outdoor- $167,654.40 -3%Magazine- $111,769.60 -2%

The high months receive an increased budget due to the prevalence of holidays used to create a strong fol-lowingof the Body Shop. The increase of spending on both Cable TV and Network TV, along with radio, will be used to push Valentine’s Day, Mother’s Day, and Christmas campaigns more into the spotlight.

The TV stations that will featureadvertising include Lifetime, Bravo, TLC, E!, and WE tv (American cable tele-vision channel that is marketed towards women) because of their strong reach, frequency, and appeal to women inour target audience.

Emphasis has been put on daytime and primetime television for both network and cable TV. Day-time adver-tising will reach out to stay-at-home mom’s who do most of their TV watching during any free time they have-throughout the day. Primetime advertising will reach out to all other’s unable to watch TV until later on in the day.

Emphasis has been put on radio as well in order to be a constant reminder to those on the move throughout theday, particularly women doing things such as running errands. Radio stations used will include stations simi-lar to the busiest airport stations (ATL, ORD, DFW, LAX, JFK) .

Ads will also be featured on women’s talk shows.Magazine advertising will be steady throughout the year. Magazines to be used include Vanity Fair, Redbook, Glamour, Cosmopolitan, and GoodHouse Keeping.

These will be the five magazines featuring advertisement. These magazines havebeen chosen because of the highest circulation of the target audinece( MINTEL).

Direct mail will involve catalogues sent out to members of the target audience featuring new products, as well as coupons to increase sales throughout the holiday months. The spacing of the months throughout the year

Media Budget

Months:December Budget: $4,191,360.00 Reach- 80Frequency- 12

Network TV- $2,389,075.20 -57%Cable TV- $754,444.80 -18%Radio- $628,704.00 -15%Direct Mail- $293,395.20 -7%Outdoor- $83,827.20 -2%Magazine- $41,913.60 -1%

While December is included as a part of the high months, the budget is largest in December in order to make-Christmas the most popular month for Body Shop consumers. It will include the same media mix as outlined above, on alarger scale.

Medium Months

Months: NovemberBudget: $1,833,720.00 Reach- 70Frequency- 6

During this month,most of the budget will be focused on a concert with numerous artists and celebrities to raie awareness to defend human rights, protect our planet and animal testing .This concert will begin the Christ-mas campaign that will be heavily advertised in the following month

Chapter 5Media Budget

Low Months

Budget: $8,382,720.00 Months: January, March, April, June, July,August, September, and OctoberReach- 60Frequency- 4Network TV- $3,185,433.60 -38%Radio- $2,430,988.80 -29%CableTV- $1,592,716.80 -19%Outdoor- $670,617.60 -8%Magazine- $502,963.20 -6%

The low months will involve a similar media mix as the high months on a smaller scale. The budget is lowest inthese months because of the absence of holidays being used to push the Body Shop brand forward.

Low months will feature basic advertising campaigns across all mediums outlined in order to keep up a low reach of 60 and frequency of 4. Radio has a high percentage in order to increase the frequency needed.

Digital Media:

$2,000,000 has been set aside for social media advertising through Facebook and Twitter providing updates onnew products, Starbucks coffee sleeves raising awareness for Earth Day, movie theatre advertisements, elevator screendisplays, in-store promotions, and inserts in Sunday newspapers