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MBT Presentation

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MBT Presentation

  1. 1. ?Project: Broaden MBT product appealwithout alienating core audience
  2. 2. Sandals, Clogs, Shoes, Boots Presidio Simple & comfortable Classic sneaker / Everyday walking $120 $94
  3. 3. All#products Addic;on#WalkerWalking#shoes Fitness#walking $135#8#$459 $100
  4. 4. Competitors’ Media Spend Total Media Mix (Jan. 07 - Dec. 08) Sum
of
US
INTERNET
DOLS
 Sum
of
OUTDOOR
DOLS
 Sum
of
LOCAL
RADIO
DOLS
Sum
of
NATL
SPOT
RADIO
DOLS
 Sum
of
B‐TO‐B
DOLS
 Sum
of
HISPANIC
MAGS
DOLS
 Mephisto
 Sum
of
LOCAL
MAGS
DOLS
 MBT
 Sum
of
MAGAZINES
DOLS
 Keen
 Sum
of
SUNDAY
MAGS
DOLS
 Dansko
Sum
of
HISPANIC
NEWSP
DOLS
 Brooks
 Sum
of
NEWSPAPERS
DOLS
 Sum
of
NATL
NEWSP
DOLS
 Sum
of
SPOT
TV
DOLS
 Sum
of
NETWORK
TV
DOLS
 Sum
of
CABLE
TV
DOLS
 0
 1000000
 2000000
 3000000
 4000000
 5000000
 6000000
 Source: TNS/Stradegy Source: TNS/Stradegy
  5. 5. Athletic type of shoeOrthopedic Trainers target Comfort
  6. 6. ““These shoes can work like a personal mini-gym. -Source: The Times Magazine
  7. 7. ““These shoes can work like a personal mini-gym. -Source: The Times Magazine
  8. 8. The Fitness Fanatic Ages 25-54 $75,000+ HHI “I play sports every chance I get.” Average Age: 41 HHI: $75,000 Highly Educated Married Really, really into exercise
  9. 9. Fitness Fanatics care about their body• Their friends’ personal health guru• Participate in a wide variety of sports• Eat well• Exercise ALL the time...
  10. 10. Fitness Fanatics care about their body• Their friends’ personal health guru 50% more likely• Participate in a wide variety of sports 82% more likely• Eat well 75%• Exercise ALL the time... 160% more likely
  11. 11. They wish they could work out more
  12. 12. Why they would buy MBT? It fits into their multi-tasking lifestyle They place more importance on time vs. moneyThey say they are too busy to take care of themselves Will pay anything when it comes to their health
  13. 13. MBT: a way for the Fitness Fanatic towork out even when they aren’t.
  14. 14. Media Consumption? Above Average Quintiles: Outdoor, Magazine, & Internet
  15. 15. Increase awareness/educationawareness among athletes to 40%considera+on Increase consideration among athletes by 15%
  16. 16. awareness Reach the audience when theyre working out
  17. 17. considera+on Reach the audience when theyre gearing up for trainingconsidera+on Reach them when they are looking for training methods
  18. 18. Reach = 72%Frequency = 6 GRPs = 432
  19. 19. Miami LASan Francisco DC Minneapolis Seattle
  20. 20. MagazinesShape Runner’s World Self Women’s Health Men’s Health
  21. 21. Women’s Health Self Weather Channel Hulu Runner’s World Men’s Health & AdWords
  22. 22. Mobile
  23. 23. Outdoor
  24. 24. ““...it’s hard not to notice an ad you have to sit on. -Source: TIME Magazine, July 2001
  25. 25. Boston Marathon
  26. 26. Adjusted Impressions Adjusted GRPs Impressions (according to target Cost GRPs (according to target composition of composition of 11.94%) 11.94%)Print 194,679,000 23,244,673 $4,132,800 763 91Online/Search 532,129,638 63,536,279 $4,150,200 2,068 247Mobile 151,824,960 18,127,900 $500,000 596 71Outdoor 603,354,900 72,040,575 $3,392,033 76 76 (already adjusted locally)TOTAL 1,481,988,498 176,949,427 $12,175,033 3,503 485 GRPs: 485 > 432

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