Media Objectives

Media Strategies

Marketing & Advertising Objectives

4% growth for Schick at the expense of Gillette/Bic

Gillette share is now 73%

Younger target market strategy has paid off

To generate sales revenue of $20.8 million by end of 2011.

Men 35-49 in English Canada

Enjoys eating out and going to bars

Loves expensive sports cars

Spends money on shopping and leisure activities

Average number of visits to the mall

Below average consumers of magazines

More likely to use the internet and have in-town travel

Watches a lot of television on the weekend; 82% watch TV on Saturday and 85% watch TV on Sunday

Modern/Alternative Rock

Rap/Hip Hop

All Sports

Sports News

Sports

Entertainment/TV/Radio

Reads an average of three magazines per week

Medium quintile consumers of magazines

50% more likely to surf the net

Average number of visits to the mall

Largest volume of opportunity are in Alberta, Ontario and British Columbia

The category is weakest in Quebec

Gillette Mach 3 is doing strong in all the major markets

The brand has opportunities in BC, Atlantic Canada and Manitoba-Saskatchewan

Consumption increases during the Summer and the holiday season in December

Goal is to reach at least 90% of the target market over the course of the campaign.

$3.0 million (Gross Canadian) for media advertising

Out-of-Home

Magazines