MEDIA STRATEGY (HOMEWORK 6) Ralph Matthew A. Ong (M997Z245) Mamunur Rashid Yannick Turkier (O990F021)

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Presentation transcript:

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.” 2

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 3 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 4 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 Internet Advertising News MediaNarrowcastingBroadcast Media [4] [3][2][1] 6

LIMITATIONS OF GEOGRAPHIC DATA  Stereotypes  Reliability  Changing behaviors  Missing explanations 7