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MEDIA STRATEGY
(HOMEWORK 6)
Ralph Matthew A. Ong (M997Z245)
Mamunur Rashid
Yannick Turkier (O990F021)
JOVAN MUSK FOR MEN - AFTERSHAVE
 “It's what attracts. The cologne works
with your body's natural chemistry to
make a sexy scent. A blend of exotic
spices and woods meets with the
seductive power of musk. The result is a
masculine,
powerful
persuasive
fragrance.”
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http://www.jovanmusk.com/muskformen.html
MARKET RESEARCH ANALYSIS
 The analysis revealed that typical buyers of Jovan Musk
aftershave are:
between 35 and 44 years old
sole wage earner
most likely with an income lower than $10,000
and probably do not have a high school degree
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see Exhibit 14.12
TARGET AUDIENCE
 They are part of Generation X
Know your customers, but who are they?
Born between 1965 and 1980
Like to feel young and healthy
In terms of marketing and products Xers are
Less loyal to brands than Baby Boomer Generation
Reject status through material posession (only those with
low education e.g. no high school degree)
Likely to purchase environmentally friendly products
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Ritchie, 1995
MEDIA MIX
 Major Products – Aftershaves, Colognes, Perfumes
 Founded in Drugstores, Supermarkets, Groceries
 Attracting people
 Provocative
 Ingredients – Jasmine, Ylang Ylan g, Honeysuckle, Ginseng
 Smell – Peppermint
 Release pleasant odor
MEDIA VEHICLES
[1]
[2]
[3]
[4]
Broadcast Media Narrowcasting News Media Internet Advertising
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LIMITATIONS OF GEOGRAPHIC DATA
 Stereotypes
 Reliability
 Changing behaviors
 Missing explanations
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